BOOKS:

1) BCOM by LEHMAN, DUFRENE, SINHA (Publisher : Cengage learning) , 2011

2) EFFECTIVE BUSINESS COMMUNICATION by MURPHY, HERBERT, THOMAS (Publisher:
McGraw Hill) 7
th
edition.

https://sites.google.com/site/harjitgu/my-forms
























UNIT 1
Communication is a process of exchanging verbal and non-verbal messages. It is a continuous process. Pre-
requisite of communication is a message. This message must be conveyed through some medium to the recipient.
It is essential that this message must be understood by the recipient in same terms as intended by the sender. He
must respond within a time frame. Thus, communication is a two way process and is incomplete without a
feedback from the recipient to the sender on how well the message is understood by him.
Communication Process
The main components of communication process are as follows:
1. Context - Communication is affected by the context in which it takes place. This context may be
physical, social, chronological or cultural. Every communication proceeds with context. The sender
chooses the message to communicate within a context.
2. Sender / Encoder - Sender / Encoder is a person who sends the message. A sender makes use of
symbols (words or graphic or visual aids) to convey the message and produce the required response. For
instance - a training manager conducting training for new batch of employees. Sender may be an
individual or a group or an organization. The views, background, approach, skills, competencies, and
knowledge of the sender have a great impact on the message. The verbal and non verbal symbols chosen
are essential in ascertaining interpretation of the message by the recipient in the same terms as intended
by the sender.
3. Message - Message is a key idea that the sender wants to communicate. It is a sign that elicits the
response of recipient. Communication process begins with deciding about the message to be conveyed.
It must be ensured that the main objective of the message is clear.
4. Medium - Medium is a means used to exchange / transmit the message. The sender must choose an
appropriate medium for transmitting the message else the message might not be conveyed to the desired
recipients. The choice of appropriate medium of communication is essential for making the message
effective and correctly interpreted by the recipient. This choice of communication medium varies
depending upon the features of communication. For instance - Written medium is chosen when a
message has to be conveyed to a small group of people, while an oral medium is chosen when
spontaneous feedback is required from the recipient as misunderstandings are cleared then and there.
5. Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended / aimed /
targeted. The degree to which the decoder understands the message is dependent upon various factors
such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on
decoder.
6. Feedback - Feedback is the main component of communication process as it permits the sender to
analyze the efficacy of the message. It helps the sender in confirming the correct interpretation of
message by the decoder. Feedback may be verbal (through words) or non-verbal (in form of smiles,
sighs, etc.). It may take written form also in form of memos, reports, etc.
6 main characteristics of communications
(1) Two or More Persons:
The first important characteristic of communication is that there must be a minimum number of two persons
because no single individual can have an exchange of ideas with himself. A listener is necessary to receive
ones ideas. Therefore, there must be at least two persons-the sender of information and the receiver.
(2) Exchange of Ideas:
Communication cannot be thought of in the absence of exchange of ideas. In order to complete the process of
communication there must be an exchange of ideas, orders, feelings, etc., among two or more than two persons.
(3) Mutual Understanding:
Mutual understanding means that the receiver should receive the information in the same spirit with which it is
being given. In the process of communication, it is more important to understand the information rather than
carry it out.
(4) Direct and Indirect Communication:
It is not necessary in communication that the receiver and giver of information should be face-to-face with each
other. Communication can be both direct and indirect. Direct communication means face-to-face conversation,
while indirect communication is through other means.
(5) Continuous Process:
Communication is an endless process, as is the case with business where the manager continuously assigns
work to his subordinates, tries to know the progress of the work and gives directions.
(6) Use of Words as well as Symbols:
There can be many means of communication, like the written, the oral and symbolic. The examples of symbolic
communication are the ringing of bell for closing a school or a college, saying something by the movement of
the neck, showing anger or disapproval through eyes, giving some decision by the raising of a finger in cricket,
etc.
Types of Communication
People communicate with each other in a number of ways that depend upon the message and its context in
which it is being sent. Choice of communication channel and your style of communicating also affects
communication. So, there is variety of types of communication.

Types of communication based on the communication channels used are:
1. Verbal Communication
2. Nonverbal Communication
1. Verbal Communication
Verbal communication refers to the form of communication in which message is transmitted verbally;
communication is done by word of mouth and a piece of writing. Objective of every communication is to
have people understand what we are trying to convey.
When we talk to others, we assume that others understand what we are saying because we know what we
are saying. But this is not the case. Usually people bring their own attitude, perception, emotions and
thoughts about the topic and hence creates barrier in delivering the right meaning.So in order to deliver the
right message, you must put yourself on the other side of the table and think from your receivers point of
view. Would he understand the message? how it would sound on the other side of the table?
Verbal Communication is further divided into:
Oral Communication
Written Communication

Oral Communication
In oral communication, Spoken words are used. It includes face-to-face conversations, speech, telephonic
conversation, video, radio, television, voice over internet. In oral communication, communication is
influence by pitch, volume, speed and clarity of speaking.



Advantages of Oral communication are:

It brings quick feedback.

In a face-to-face conversation, by reading facial expression and body language one can guess whether
he/she should trust whats being said or not.

Disadvantage of oral communication:

In face-to-face discussion, user is unable to deeply think about what he is delivering, so this can be counted
as a

Written Communication
In written communication, written signs or symbols are used to communicate. A written message may be
printed or hand written. In written communication message can be transmitted via email, letter, report,
memo etc. Message, in written communication, is influenced by the vocabulary & grammar used, writing
style, precision and clarity of the language used.
Written Communication is most common form of communication being used in business. So, it is
considered core among business skills. Memos, reports, bulletins, job descriptions, employee manuals, and
electronic mail are the types of written communication used for internal communication. For
communicating with external environment in writing, electronic mail, Internet Web sites, letters, proposals,
telegrams, faxes, postcards, contracts, advertisements, brochures, and news releases are used.

Advantages of written communication include:
Messages can be edited and revised many time before it is actually sent.
Written communication provides record for every message sent and can be saved for later study.
A written message enables receiver to fully understand it and send appropriate feedback.

Disadvantages of written communication include:

Unlike oral communication, written communication doesnt bring instant feedback. It takes more time in
composing a written message as compared to word-of-mouth. and number of people struggles for writing
ability.

2. Nonverbal Communication
Nonverbal communication is the sending or receiving of wordless messages. We can say that
communication other than oral and written, such as gesture, body language, posture, tone of
voice or facial expressions, is called nonverbal communication. Nonverbal communication is all about
the body language of speaker.
Nonverbal communication helps receiver in interpreting the message received. Often, nonverbal signals
reflects the situation more accurately than verbal messages.Sometimes nonverbal response contradicts
verbal communication and hence affect the effectiveness of message.
Nonverbal communication has the following three elements:
Appearance
Speaker: clothing, hairstyle, neatness, use of cosmetics
Surrounding: room size, lighting, decorations, furnishings.
Body Language: facial expressions, gestures, postures
Sounds: Voice Tone, Volume, Speech rate
Types of Communication Based on Purpose and Style
Based on style and purpose, there are two main categories of communication and they both bears their own
characteristics. Communication types based on style and purpose are:
1. Formal Communication
2. Informal Communication
1. Formal Communication
In formal communication, certain rules, conventions and principles are followed while communicating
message. Formal communication occurs in formal and official style. Usually professional settings,
corporate meetings, conferences undergoes in formal pattern.
In formal communication, use of slang and foul language is avoided and correct pronunciation is
required. Authority lines are needed to be followed in formal communication.
2. Informal Communication
Informal communication is done using channels that are in contrast with formal communication channels.
Its just a casual talk. It is established for societal affiliations of members in an organization and face-to-face
discussions. It happens among friends and family. In informal communication use of slang words, foul
language is not restricted. Usually. informal communication is done orally and using gestures.
Informal communication, Unlike formal communication, doesnt follow authority lines. In an
organization, it helps in finding out staff grievances as people express more when talking
informally. Informal communication helps in building relationships.

BARRIERS TO COMMUNICATION
Communication plays a major role in developing a relationship. It can also affect the relationship among family
members or management in any institute. More specifically, communication influences the effectiveness of
instruction, performance evaluation, and the handling of discipline problems. Communication should be
straightforward. What can make it complex, difficult, and frustrating are the barriers. Some barriers of
communication are the following.
7.1. Physiological Barrier
Physiological barriers to communication are related with the limitations of the human body and the human mind
(memory, attention, and perception). Physiological barriers may result from individuals personal discomfort,
caused by ill-health, poor eye sight, or hearing difficulties.
7.1.1. Poor Listening Skills
Listening to others is considered a difficult task. A typical speaker says about 125 words per minute. The typical
listener can receive 400600 words per minute. Thus, about three-fourth of listening time is free time. The free
time often sidetracks the listener. The solution is to be an active rather than passive listener. A listener's
premature frown, shaking of the head, or bored look can easily convince the other person/speaker that there is
no reason to elaborate or try again to communicate his/her excellent idea.
7.1.2. Information Overload
Nurses are surrounded with a pool of information. It is essential to control the flow of the information, else the
information is likely to be misinterpreted or forgotten or overlooked. As a result, communication may get
distorted.
7.1.3. Inattention
At times, we just do not listen but only hear. For example, your boss is immersed in his/her very important
paper work surrounded by so many files on the table and you are explaining him/her about an urgent office
problem. In this situation, due to the inattention, the boss will not listen to you (he/she will only hear you);
hence, he/she may not get what you are saying and it may lead to disappointment.
7.1.4. Emotions
The emotional state of a person at a particular point of time affects his/her communication with others as it has
an impact on the body language (nonverbal communication). If the receiver feels that the sender is angry
(emotional state), he/she can easily infer that the information being obtained will be very terrible. Emotional
state causes some physiological changes in our body that may affect the pronunciation, pressure of the speech,
and tone of the voice of the sender as well as the perception, thinking process, and information interpretation of
the receiver during verbal communication.
7.1.5. Poor Retention
Human memory cannot function beyond a limit. One cannot always retain all the facts/information about what
is being told to him/her especially if he/she is not interested or not attentive. This leads to communication
breakdown.
7.2. Physical and Environmental Distractions
Physical distractions are the physical things that get in the way of communication. Examples of such things
include the telephone, an uncomfortable meeting place, and noise. These physical distractions are common in
the hospital setting. If the telephone rings, the usual human tendency will be to answer it even if the caller is
interrupting a very important or even delicate conversation. Distractions such as background noise, poor
lighting, uncomfortable sitting, unhygienic room, or an environment that is too hot or cold can affect people's
morale and concentration, which in turn interfere with effective communication.
7.3. Psychological Barrier
Psychological factors such as misperception, filtering, distrust, unhappy emotions, and people's state of mind
can jeopardize the process of communication. We all tend to feel happier and more receptive to information
when the sun shines. Similarly, if someone has personal problems such as worries and stress about a chronic
illness, it may impinge his/her communication with others.
7.4. Social Barriers
Social barriers to communication include the social psychological phenomenon of conformity, a process in
which the norms, values, and behaviors of an individual begin to follow those of the wider group. Social factors
such as age, gender, socioeconomic status, and marital status may act as a barrier to communication in certain
situations.
7.5. Cultural Barriers
Culture shapes the way we think and behave. It can be seen as both shaping and being shaped by our established
patterns of communication. Cultural barrier to communication often arises when individuals in one social group
have developed different norms, values, or behaviors to individuals associated with another group. Cultural
difference leads to difference in interest, knowledge, value, and tradition. Therefore, people of different cultures
will experience these culture factors as a barrier to communicate with each other.
7.6. Semantic Barrier
Language, jargon, slang, etc., are some of the semantic barriers. Different languages across different regions
represent a national barrier to communication, which is particularly important for migrating nurses. Use of
jargon and slang also act as barrier to communication. For example, while delivering health education to a
cardiac patient, if a cardiac nurse uses jargons such as coronary artery disease, anticoagulants, and
homocysteine and C-reactive proteins, the patient will listen attentively as he/she cannot understand these
medical jargons. Therefore, she is required to use simple words heart ki nadi ki bimari, khoon patla karne ki
dawai, and certain chemicals in our body so that the patient can understand what the nurse is supposed to
communicate with him/her.
7.7. Linguistic Barriers
Individual linguistic ability may sometimes become a barrier to communication. The use of difficult or
inappropriate words in communication can prevent the people from understanding the message. Poorly
explained or misunderstood messages can also result in confusion. The linguistic differences between the
people can also lead to communication breakdown. The same word may mean differently to different
individuals. For example, consider a word face.
He is facing a problem
What is the face value of this share bond?
Your face is oval shape
Face means differently in different sentences. Communication breakdown occurs if there is wrong perception
of the meaning of the message by the receiver.
7.8. Past Experience
If someone has awful experiences in the past related to some particular situation, then he/she will try to avoid
communication in that situation. For example, a staff nurse who, while providing detailed information regarding
the patient care at the time of routine clinical round to her boss, is always facing negative body language and
discouraging words from her boss will ultimately limit her communication to the boss at that time.
7.9. Organizational Barriers
Unclear planning, structure, information overload, timing, technology, and status difference are the
organizational factors that may act as barriers to communication.


7.9.1. Technological Failure
Message not delivered due to technical failure (e.g., receiver was not in mobile network area and the sender has
not activated delivery report in message setting).
7.9.2. Time Pressures
Often, in organization the targets have to be achieved within a specified time period, the failure of which may
have adverse consequences for the employee. In a haste to meet deadlines, usually an employee tries to shorten
the formal channels of communication that can lead to confusion and misunderstanding among the various
levels of supervisors, hence leading distorted communication. Therefore, sufficient time should be given for
effective communication.
7.9.3. Complexity in Organizational Structure
Greater the hierarchy in an organization (i.e., the more the number of managerial levels), more are the chances
of communication getting destroyed. Only the people at the top level can see the overall picture while the
people at low level just have knowledge about their own area and a little knowledge about other areas of the
organization.

7.10. Barriers Related with the Message
7.10.1. Unclear Messages
Effective communication starts with a clear message. Unclear messages in terms of meaning, grammar, and
words may act as a barrier to communication because the receiver may not be able to intercept the actual
meaning of the message.
7.10.2. Stereotypes
Stereotypes are beliefs or generalizations about characteristics or qualities that are felt to be typical of a
particular group. Stereotyping is a barrier to communication because people with stereotype thoughts either will
not read the message completely or will not read it at all because of their thinking that they already know
everything
7.10.3. Inappropriate Channel
Variation of channels helps the receiver understand the nature and importance of a message. While making a
choice for a channel of communication, the sender needs to be sensitive to such things as the complexity of the
message; consequences of a misunderstanding; knowledge, skills, and abilities of the receiver; and immediacy
of action to be taken from the message.
7.10.4. Lack of Feedback
Feedback is the mirror of communication. Feedback mirrors what the sender has sent. Without feedback,
communication cannot be considered complete. Both the sender and the receiver can play an active role in using
feedback to make communication truly two-way.


Gateways to Communication
In order to enhance the effectiveness of communication, we can focus on the following aspects:
Plan the message: Before we decide to communicate an idea/information/message, we need to plan it
properly. The message should match the purpose and should be transmitted through the appropriate format.
Use Proper language: The language used for a message should be clear, lucid and appropriate. The density of
words used should match with the level of maturity of the receivers.
Dont be evaluative: If we listen to somebody with preconceived notions, we wont be able to receive,
process and interpret the message properly.
Give proper Orientation: All the employees should be given proper orientation regarding the objectives,
policies, procedures, and organization structure and work culture of an organization immediately after they are
recruited. This helps in interpersonal communication as well as communication with the people at the higher
and lower hierarchies.
Be an active listener: Active listening is an art which very few people can master. Many of us confuse
listening with hearing. But listening demands more attention and interest than hearing, hence very important in
communication.
Have an unbiased attitude: Any person with a biased mind will not be able to communicate properly with
others. Hence it is necessary to train people to be unbiased through education, counseling and discussions to
help them become good communicators. .
Respond don't re-act: When we are dealing with a problematic situation or person, we must understand the
facts properly and respond appropriately. If we react in a situation like this, our emotions and feelings take an
upper hand and we end up as bad communicators. Our negative reaction to people in stressful situations will
aggravate the situation and lead to total collapse of communication. We must respond mindfully rather than re-
act emotionally. Though it requires self-knowledge and discipline, it allows us to be more effective in our
communication.
Promote congruence: Communication will not be effective unless and until people are willing to
communicate. This willingness to communicate needs to be inculcated among people to keep them intact.
Use the grapevine: The grapevine can be used to predict the responses of the employees regarding a
particular issue. This is mainly useful for checking plans which are likely to be implemented in future. On the
basis of the responses collected form people, appropriate decisions can be taken.
Transmit the message in Installments: If too much of information is sent within too short a period of time, it
will not be digested by people. SO it is wise to send the information/message in chunks. This makes the
transmission of the message more effective and facilitates feedback. Information overload results in
miscommunication or a complete collapse of communication.
Provide feedback: In order to enhance the effectiveness of communication, feedback mechanism should be
built into all communication networks so that necessary amendments can be made to enhance the quality of
communication in future. Suggestions, clarifications, performance reports, surveys and emphatic listening are
some of the feedback mechanism we use to ensure the success of communication.
Overcome bypassing: When we receive a message, we must respond it appropriately and immediately.
Bypassing it will hamper the transmission of the message.
Maintain semantic accuracy: While using words with different connotations we must make it clear in its
meaning by providing contextual clues. Semantic accuracy will improve the effectiveness of communication
and will facilitate timely feedback.
Add some eloquence: While presenting the facts, we should be able to present them in a seamless manner so
that there is eloquence and the listener does not have any problem in comprehending the logical link between
the facts. This in turn will positively impact communication.
Improve the ambience: Improper ambience often mars the communication between two participants. If
people fight in a meeting where a saint is giving a sermon on world peace, there is no necessity of his sermon.
Similarly, if we are speaking in a crowded place with noises flowing in from all corners, we wont be able to
drive anything into the minds of the audience. On the other hand, a calm atmosphere will be appropriate for
such an act of communication.
Use proper etiquette: Social etiquettes play an important role in ensuring successful communication. A
person may be a master of his/her subject, but his/her lack of etiquette may mar his/her chances of a promotion.
Likewise, proper telephone etiquettes are also essential for making an act of communication successful.
Watch your language: We should opt for clear, positive language and sincerity to encourage shared
understanding and earn the support of our group.

7 Cs:
There are 7 Cs of effective communication which are applicable to both written as well as oral communication.
These are as follows:
1. Completeness - The communication must be complete. It should convey all facts required by the
audience. The sender of the message must take into consideration the receivers mind set and convey the
message accordingly. A complete communication has following features:
Complete communication develops and enhances reputation of an organization.
Moreover, they are cost saving as no crucial information is missing and no additional cost is
incurred in conveying extra message if the communication is complete.
A complete communication always gives additional information wherever required. It leaves no
questions in the mind of receiver.
Complete communication helps in better decision-making by the audience/readers/receivers of
message as they get all desired and crucial information.
It persuades the audience.

2. Conciseness - Conciseness means wordiness, i.e, communicating what you want to convey in least
possible words without forgoing the other Cs of communication. Conciseness is a necessity for
effective communication. Concise communication has following features:
It is both time-saving as well as cost-saving.
It underlines and highlights the main message as it avoids using excessive and needless words.
Concise communication provides short and essential message in limited words to the
audience.
Concise message is more appealing and comprehensible to the audience.
Concise message is non-repetitive in nature.
3. Consideration - Consideration implies stepping into the shoes of others. Effective communication
must take the audience into consideration, i.e, the audiences view points, background, mind-set,
education level, etc. Make an attempt to envisage your audience, their requirements, emotions as well as
problems. Ensure that the self-respect of the audience is maintained and their emotions are not at harm.
Modify your words in message to suit the audiences needs while making your message complete.
Features of considerate communication are as follows:
Emphasize on you approach.
Empathize with the audience and exhibit interest in the audience. This will stimulate a positive
reaction from the audience.
Show optimism towards your audience. Emphasize on what is possible rather than what is
impossible. Lay stress on positive words such as jovial, committed, thanks, warm, healthy,
help, etc.
4. Clarity - Clarity implies emphasizing on a specific message or goal at a time, rather than trying to
achieve too much at once. Clarity in communication has following features:
It makes understanding easier.
Complete clarity of thoughts and ideas enhances the meaning of message.
Clear message makes use of exact, appropriate and concrete words.
5. Concreteness - Concrete communication implies being particular and clear rather than fuzzy and
general. Concreteness strengthens the confidence. Concrete message has following features:
It is supported with specific facts and figures.
It makes use of words that are clear and that build the reputation.
Concrete messages are not misinterpreted.
6. Courtesy - Courtesy in message implies the message should show the senders expression as well as
should respect the receiver. The sender of the message should be sincerely polite, judicious, reflective
and enthusiastic. Courteous message has following features:
Courtesy implies taking into consideration both viewpoints as well as feelings of the receiver
of the message.
Courteous message is positive and focused at the audience.
It makes use of terms showing respect for the receiver of message.
It is not at all biased.
7. Correctness - Correctness in communication implies that there are no grammatical errors in
communication. Correct communication has following features:
The message is exact, correct and well-timed.
If the communication is correct, it boosts up the confidence level.
Correct message has greater impact on the audience/ readers.
It checks for the precision and accurateness of facts and figures used in the message.
It makes use of appropriate and correct language in the message.
Awareness of these 7 Cs of communication makes you an effective communicator.

EFFECTIVE LISTENING
Listening is a significant part of communication process. Communication cannot take place until and unless a
message is heard and retained thoroughly and positively by the receivers/listeners. Listening is a dynamic
process. Listening means attentiveness and interest perceptible in the posture as well as expressions.
Listening implies decoding (i.e., translating the symbols into meaning) and interpreting the messages correctly in
communication process.
Listening differs from hearing in sense that:
Hearing implies just perceiving the sounds while listening means listening with understanding
whatever you are listening. Both the body as well as mind is involved in listening process.
Listening is an active process while hearing is a passive activity.
Hearing is an effortless activity while listening is an act requiring conscious efforts, concentration and
interest. Listening involves both physical and psychological efforts.
Effective listening requires both deliberate efforts and a keen mind. Effective listeners appreciate flow of new
ideas and information. Organizations that follow the principles of effective listening are always informed
timely, updated with the changes and implementations, and are always out of crisis situation. Effective listening
promotes organizational relationships, encourages product delivery and innovation, as well as helps
organization to deal with the diversity in employees and customers it serves.
To improve your communication skills, you must learn to listen effectively. Effective listening gives you an
advantage and makes you more impressive when you speak. It also boosts your performance.
Effective Listening Skills
1. Discover your interests field.
2. Grasp and understand the matter/content.
3. Remain calm. Do not loose your temper. Anger hampers and inhibits communication. Angry people jam
their minds to the words of others.
4. Be open to accept new ideas and information.
5. Jot down and take a note of important points.
6. Work upon listening. Analyze and evaluate the speech in spare time.
7. Rephrase and summarize the speakers ideas.
8. Keep on asking questions. This demonstrates that how well you understand the speakers ideas and also
that you are listening.
9. Avoid distractions.
10. Step into the shoes of others, i.e., put yourself in the position of the speaker and observe things from
his view point. This will help creating an atmosphere of mutual understanding and improve the
exchange of ideas in communication process.


Characteristics of Good and Effective Listener
Good and effective listener tries to give maximum amount of thought to the speakers ideas being
communicated, leaving a minimum amount of time for mental exercises to go off track. A good listener:
1. Is attentive- Good listener must pay attention to the key points. He should be alert. He should avoid any
kind of distraction.
2. Do not assume- Good listener does not ignore the information he considers is unnecessary. He should
always summarize the speakers ideas so that there is no misunderstanding of thoughts of speakers. He
avoids premature judgments about the speakers message.
3. Listen for feelings and facts- Good listener deliberately listens for the feelings of the speaker. He
concentrates totally on the facts. He evaluates the facts objectively. His listening is sympathetic, active
and alert. He keenly observes the gestures, facial expression and body language of the speaker. In short,
a good listener should be projective (i.e. one who tries to understand the views of the speaker) and
empathic (i.e. one who concentrates not only on the surface meaning of the message but tries to probe
the feelings and emotions of the speaker).
4. Concentrate on the other speakers kindly and generously- A good listener makes deliberate efforts to
give a chance to other speakers also to express their thoughts and views. He tries to learn from every
speaker. He evaluates the speakers ideas in spare time. He focuses on the content of the speakers
message and not on the speakers personality and looks.
5. Opportunizes- A good listener tries to take benefit from the opportunities arising. He asks Whats in it
for me?
To conclude, effective listening enhances the communication quality. It makes all attentive. It encourages
optimistic attitude, healthy relations and more participation. It leads to better decision- making in an
organization. Effective listening is directly related to our ability to do team work. It must be noted that We
listen at about an efficiency rate of 25 percent maximum, and we remember only about 50 percent of what is
delivered during a ten minute speech/lecture/communication.