Principles of Effective

Communication

 Communication

is a two way process of

exchanging ideas and information.

1.

b. What is the significance of

communication in the present day business
environment?
Answer - Good communication matters
because business organizations are made up
of people. As Robert Kent, former dean of
Harvard Business School has said, In
business, communication is everything.

 Research

spanning several decades has

consistently ranked communication skills as
crucial for managers. Typically, managers
spend 75 to 80 percent of their time engaged
in some form of written or oral
communication. Although often termed a
soft skill, communication in a business
organization provides the critical link between
core functions.

Flatter organizations, a more diverse employee

base and greater use of teams have all made
communication essential to organizational
success. Flatter organizations mean managers
must communicate with many people over
whom they may have no formal control. Even
with their own employees, the days when a
manager can just order people around are
finished. The autocratic management model of
past generations is increasingly being replaced
by participatory management in which
communication is the key to build trust, promote
understanding and empower and motivate
others.

 Because

todays workforce is growing more

diverse, an organization can no longer
assume its employee constituencies are
homogeneous. Employees reflect differences
in age, ethnic heritage, race, physical abilities
and gender orientation. Diversity is not just a
matter of social responsibility; it is also an
economic issue. Companies are realizing the
advantage of making full use of the creativity,
talents, experiences and perspectives of a
diverse employee base.

 Teams

are the modus operandi in the 21st

century workplace. In a recent survey of
Fortune 1000 companies, 83 percent
reported that their firms use teams; teams are
all about communication. The collaboration
that allows organizations to capitalize on the
creative potential of a diverse workforce
depends on communication.

List benefits of effective

business communication
The benefits include:
Stronger decision making and faster problem solving
Earlier warning of potential problems
Increased productivity and steadier workflow
Stronger business relationships
Clearer and more persuasive marketing messages
Enhanced professional images for both employers and
companies
Lower employee turnover and higher employee
satisfaction
Better financial results and higher return for investors

Characteristics of effective
business communication

Provide Practical Information: Give recipient useful

information to help them perform a desired action or
understand a new policy of the company.
Provide facts: Use concrete language, specific
detail, clear and ethical information.
Provide concise information: Highlight the important
information instead of overloading the recipient with
information. Clarify and summarize effectively.
Clarify expectations and responsibilities: State
clearly what you want from your audiences.
Offer persuasive messages: Show how readers can
benefit from your message the way they want to.

Communication Skills for Job

Seekers

Organizing ideas and information logically and completely

Expressing ideas and information coherently and
persuasively
Listening to others effectively
Communicating effectively with people from diverse
backgrounds and experiences
Using communication technologies effectively and
efficiently
Following accepted standards of grammar, spelling and
other aspects of high-quality writing and speaking
Communicating in a civilized manner that reflects
contemporary expectations of business etiquette
Communicating ethically

Throughout the internal formal network, information flows in

three directions: downward, upward and horizontal. It helps
increase job satisfaction, safety, productivity, and profits
and decreases absenteeism, grievances, and turnover.

Downward Communication instructions are given to

subordinates through this channel.

Upward Communication this helps management obtain

feedback from employees on results achieved and
problems encountered.

Horizontal Communication it is communication between

people or groups at the same level. It helps in task coordination, problem solving, information sharing and
conflict resolution.

Informal Communication
Informal channels of communication include
grapevine, rumour and gossip. These are
referred to as informal and are likely to flourish
when down ward communication is not proper or
when there are communication gaps. Uncertain
situation, animosity and new information give
rise to this channel of communication. Smart
managers know that a particularly active
grapevine is a sign that formal communication
network is not providing the information
employees believe they need.

External Communication
External communication flows into and out of
the organization by both formal and informal
means. Effective communication to people
outside the organization can help create a
good reputation and have a positive impact
on its ultimate success.

Components of communication
Process of communication
Communication
cycle
(Murphy P 11 to 14)

Context: A broad field that includes country, culture,

organization, internal/external stimuli
Sender-encoder: The sender of information who
seeks the desired response from the receiver
Message: Core idea you wish to communicate
Medium: Printed word, electronic mail or sound
Receiver-decoder: A person who receives
information
Feedback: Refers to response or reaction of the
receiver to a particular communication

Problems of Communication M-15-21

(Distortion, Noise, Redundancy) PBP 12-13
Distortion: When meaning of communication is
lost while handling it or when the
language is not properly understood by the
receiver, it is called distortion
Conventions of Meaning: Miscommunicated
instructions (bi-monthly), denotation,
connotation
Perception of reality: Abstracting, Slanted statements
(not factual, reveal bias)
Values, attitudes and opinions
-favorable info, incomplete info, closed minds,
senders credibility

Noise: Distraction in environment in which

communication takes place
Physical Noise: noisy fan, cooler, loud music
Technical Noise: weak signal, phone line
Social Noise: interference due to difference in
personality, culture, education
Psychological Noise: emotions, prejudice
Redundancy: Using more than one channel of
communication. Phone, meeting, verbal instructions

Perception
As

each human mind is a unique filter,

therefore each one of us has his own world,
his own way of looking at and understanding
the environment and people within it.

Internal factors:
Sensory limits Human sensory systems have limits
we cannot see for miles or hear distant sounds. As
unique filters we also differ in terms of the amount of
sensory information we need to reach our own
comfortable equilibrium. At a party some may term
music as loud whereas others may treat it as a part
of the total enjoyment.
Psychological factors such as personality, learning
and motives will also affect what is perceived.

 Language

we can label and distinguish our

environment with our language which also
determines our thinking pattern. A person
intending to have a house built may not be
familiar with the terminology used by architects
and builders for example, trusses, dowels,
parapet etc.
Cultural differences the way things are done in
one place may altogether differ from the way
things are done elsewhere.

 Intensity

the more intense the external

stimulus, the more likely it is to be perceived.
Loud noise, strong odor and bright light will
get noticed.
Size the larger the object, the more likely it
will be perceived. A huge bill board will get
attention more than an A-4 size page posted
on the wall.
Contrast the external stimuli that stand out
against the background will be noticed. Black
lettering on a yellow plate will get noticed.

 Repetition

the repeated external stimulus is

more attention getting than a single one. Over
and over again instructions given to workforce is
an example.
Motion moving objects are more noticeable
than stationary ones. LCD screens used by
advertisers are more attention catching than
ordinary boards.
Novelty or familiarity new objects or familiar
ones are attention gainers. A new car model is
quickly noticed by commuters. Similarly a person
may quickly recognize the model of a car he
owns.

Feedback
It

is the reaction of the receiver which

indicates successful (or unsuccessful)
receipt, understanding and interpretation of
message by the intended recipient.

Importance
Feedback

is of vital importance in
communication. It helps the sender make
sure that:
The message has been received by the
intended recipient and not lost or ignored.
The message has been correctly understood
and interpreted by the recipient i.e. in the
same form and context in which it is sent
The message has achieved its purpose

Characteristics of effective
feedback
It

is timely, a feedback given too late may no

longer be useful for the sender
It is appropriate and user targeted i.e. it suits
the specific needs of the sender of the
message e.g. providing only requested
information.
It is clear and not prone to misinterpretation
e.g. does not signify dual meaning

 It

does not represent bias on the part of the

person initiating it
It appears to be from the intended recipient of
the original message
It provides some new information, receipt of
information already known may lead to
frustration

Types of feedback
Motivational Feedback:
It is used to reward and support positive behavior e.g.
your employee performs good and to motivate him you
appreciate his work, this is motivational feedback.
Developmental Feedback:
It is given when a particular area of performance needs
to be improved e.g highlighting the areas of your
subordinates performance which needs improvement.

Types of feedback
Constructive feedback:
It is given so that to encourage the development of the
individual towards which it is directed.
Intrinsic feedback:
It is feedback from ones own self e.g. a person engaged
in thinking and pondering over ideas, evaluating options
and assessing their outcomes.
Extrinsic feedback:
It is feedback which a person receives from others e.g.
customers response to a payment request.

Some other common types of feedback

include:

Negative

feedback
Positive feedback
Immediate feedback
Delayed feedback

Effective Listening (M 399-403)

PBP 25, 33-35)
Generally

a neglected skill. No formal training

at school or college level like speaking and
writing
Considered an important skill in the business
context in particular

Faults in listening

Poor listening habits

Studies agree listening efficiency no better than 25
to 30 %
Prejudice against the speaker
External distractions (physical)
Thinking speed (speaking 80-160, thinking 400-800)
Pre-mature evaluation
Semantic stereotyping (we know what the speaker is
going to say)
Monotone of the speaker

Basic principles of effective

listening
Aim

look for key words, signals or ideas

Activity take interest, think about questions
Alertness focus on what is being said
instead of what the speaker has said earlier
or is going to say next
Accuracy No premature evaluation

Types of listening
Listening

for contents
Critical listening
Empathetic listening

How receptivity of a message

can be enhanced? (P-5)

Under ordinary circumstances no surety of

communication received or otherwise
Receptivity of audience to be taken into account.
Can be enhanced:
Share common vision
Message related to needs
Message confirm our ideas, beliefs
Accessible and understandable
Source of the information
Message is challenging, information interesting