class xii (session 2020 2021) subject business … and disadvantages of oral communication the...
TRANSCRIPT
CLASS – XII (SESSION 2020 – 2021)
SUBJECT – BUSINESS STUDIES
LESSON – dt. 20 – 04 - 2020
BUSINESS COMMUNICATION
SCOPE OF SYLLABUS
2. (i) Business Communication:
Meaning and definition of communication; importance of communication in
business, elements of the Communication Process, Methods of communication:
Oral, Written, Gestural, Visual (Meaning, advantages and disadvantages of all
these methods). Difference between oral and written communication, Types of
communication: Internal and External, formal and Informal, Horizontal and
Vertical (Meaning, Advantages and Disadvantages of each); distinction between –
Internal and External; Formal and Informal; Horizontal and Vertical
Communication (Semantic, Physical and Mechanical, Organisational, Socio-
Psychological: meaning only, detailed explanation not required); overcoming the
barriers to communication.
MEANING OF COMMUNICATION
Communication is a process of an exchange of thoughts, ideas, opinions between two or more
persons to create a common ground of understanding. The term Communication has been derived
from the Latin word ‘Communis’ which means common. Thus, communication is used to mean
sharing of information or a particular idea in common. Communication is said to be an
indispensible element in human relationship. It is only through the process of communication by
which we interact with each other. Almost in all the cases and in all types of jobs, communication
is present. We know that the success of any enterprise or commercial organization depends upon
how effectively and efficiently the employees are being communicated and trained. By virtue of
communication, an employer gives the required training to his employees and make them
understand their work.
To sum up communication may be defined as the exchange of thoughts, ideas, opinions, or
emotions between two or more persons to create a common ground of understanding and for a
proper feedback. In other words, communication is the process by which the entire organizationis
linked to a common goal.
NATURE/ CHARACTERISTICS OF COMMUNICATION
The following are the different characteristics or features of communication:
i. Two or more persons : Communication is a process which involves at least two persons,
a sender and a receiver. It has to have minimum two persons to exchange the desired
information.
ii. Continuous process : Communication is said to be a continuous process as it required is
by the superiors, subordinates and fellow members on a continuous basis to help operations
run smoothly.
iii. Two-way process : Communication is said to be a two-way process because it involves
both sending the message and receiving the response or reaction to that message.
Communication is said to be incomplete until the receiver has understood the message and
his feedback or response is known to the sender.
iv. Circular process : Communication is said to be a circular process because it involves a
circular flow of messages. The response to the message which is popularly known as
feedback, requires another message to be transmitted by the sender. The response indicates
the impact of the communication.
v. Pervasive in nature : Communication is said to be pervasive in nature as it is required in
all organizations and at all levels of authority.
vi. Multiple Channels : Channel is the medium or route through which the subject matter of
communication is passed from the sender to the receiver. Communication can be
transmitted by various channels. Communication may be formal and informal in nature.
Formal communication may be vertical or horizontal.
vii. Helps in Mutual understanding : Communication helps to create mutual understanding
between people. Employers usually communicate efficiently to influence the human
behaviour and obtain the desired response from them. Communication is a means and not
an end in itself.
viii. Several Media : Communication usually takes place through several media. For example,
it may take place through oral or by written words.
ix. Flows in all direction : Communication basically flows either horizontally or vertically.
When communication flows between persons of similar ranks in different departments, it
is known as horizontal communication. Communication may flow downward or upward in
case of vertical communication. When a superior communicates to his subordinates it is
known as downward communication and when the communication flows upwards from
the subordinates to a superior it is known as upward communication. In case of diagonal
communication messages transmitted between two persons occupying different ranks in
different department.
x. Establishing interpersonal relations : The basic purpose of communication is to
influence human behaviour and act as a means of establishing interpersonal relations. A
superior tries to create motivation and loyalty among his subordinates by sharing and
exchanging each others feeling, opinions and other information.
NATURE/ CHARACTERISTICS OF COMMUNICATION AT A GLANCE
Communication – The Combination of 7C’s and 4S’s : Corporate communication is the
combination of 7C’s and 4S’s. The seven C’s are – Credibility, Courtesy, Clarity, Correctness,
Consistency, Concreteness and Conciseness. The 4S’s are – Shortness, Simplicity, Strength and
Sincerity.
STEPS IN THE PROCESS OF COMMUNICATION
The communication process comprises the following steps which are as follows :
i. Sender : A sender is a person who initiates the process of communication. He/She is the
one who sends a message or an idea. A sender may be a speaker, writer or an actor. Sender
is also known as communicator.
ii. Message : Message is said to be the subject matter of communication. The message
comprises of words, facts, figures, ideas and many other things.
iii. Encoding : Encoding is the process of translating or converting the idea or thoughts into a
language or code which can be easily understandable to both parties.
iv. Channel : The channel usually means the medium or route through which the message is
passed from the sender to the receiver. The channel or the medium serves as a link between
the sender and the receiver. It takes place through telephone, radio, television or face to-
face talk. There are many other channels.
v. Receiver : A receiver is popularly known as communicate. A receiver may be a person or
group of persons who is supposed to receive the message. A receiver may be a listener,
reader or an observer.
Two or more persons
Continuous process
Two-way process
Circular process
Pervasive in nature
Multiple Channels
Helps in Mutual understanding
Several Media
Flows in all direction
Establishing interpersonal relations
vi. Decoding : Decoding may be defined as the process of translating the message into words
for the purpose of easy understanding. The receiver interprets the message to derive or
understand its meaning and gets ready to react or provide feedback.
vii. Feedback : The term feedback may be defined as the response or reaction of the receiver
to the message communicated by the sender. It is only through feedback the reader can
judge the effectiveness of his message. Communication is said to be incomplete in nature
if feedback is not available or given to the sender.
STEPS IN THE PROCESS OF COMMUNICATION AT GLANCE
OBJECTIVES OF COMMUNICATION
i. Promoting managerial efficiency :Communication helps to improve the efficiency of the
management of the organization. It is only through better communication the employees
are guided by the managers in a much better way.
ii. To implement decisions quickly :It is highly essential for every organization to take
decision quickly. Thus, the subordinates or the employees are required to understand the
orders and managerial decisions and take necessary steps to implement them through
communication.
iii. To educate and train people: Business frequently use effective methods of
communication to educate workers and consumers. Effective marketing greatly depends
upon effective communication.
iv. To secure ¿ :Feedback is said to be an important element in the process of communication.
It is only by encouraging the employees and consumers to react or respond, the
management can get new and valuable ideas in the form of suggestions and complaints.
v. To create Team Work : Communication is designed to create mutual understanding and
cooperation among people working together. It is said to be a great binding force and it is
only through effective communication, a team can work successfully.
Sender
Message
Encoding
Channel
Receiver
Decoding
Feedback
vi. To facilitate leadership :A leader can properly rule and give orders to his employees only
if his communication skills are perfect. Personal communication helps managers in
maintaining man-to-man relationship.
vii. To motivate employees : Good communication will lead to better industrial relations and
go a long way towards achieving greater acceptance of new ideas.
OBJECTIVES OF COMMUNICATION AT A GLANCE
IMPORTANCE OF COMMUNICATION
i. Basis of decision making and planning :Communication facilitates decision making by
providing the required information. The quality of decision made in an organization
depends largely on the amount and quality of information available to the decision-maker.
ii. Facilitates Co-ordination :Communication facilitates co-ordination by providing proper
upward, downward and horizontal interaction between members of different departments
or sections at all levels of authority. Exchange of information and ideas help to bring about
unity of action in the pursuit of common purpose.
iii. Effective control :Managerial function of control involves measurement of actual
performance against planned targets. It acts as a tool for effective control by reporting the
results to higher authorities and communication of corrective actions taken. All these things
would not have been possible if there was no efficient system of communication.
iv. Higher productivity at lower cost :Effective communication helps the organization to
increase the quantity and quality of work. Thus, it helps to save time and effort and leads
to reduction in the cost of productions.
v. Industrial harmony and peace :An effective communication system creates mutual trust
and confidence between management and employees. It is not only essential for healthy
industrial relation but also helpful in boosting the morale and motivation of employees
working in the organization. Sharing of information and ideas with workers eliminates
Promoting managerial efficiency
To implement decisions quickly
To educate and train people
To secure feedback
To create Team Work
To facilitate leadership
To motivate employees
misunderstanding. Thus it is highly necessary that the management, with the help of
effective communication should maintain cordial relations not only with employers and
employees but also with customers, suppliers and communicate at large. It not only ensures
industrial harmony and peace but helps in developing a good public image of the
organization.
vi. Democratic management :Communication is the basis of industrial democracy. It helps
to organize human and other resources in the most effective and efficient way.
vii. Effective leadership :Communication is the basis of effective leadership because it
transmits the leaders’ ideas and opinions to the subordinates. A manager can delegate
authority and there by increase leadership capacity only by virtue of an effective
communication.
IMPORTANCE OF COMMUNICATION AT A GLANCE
BARRIERS TO COMMUNICATION
Barriers to effective communication are the obstacles which create confusion, misunderstandings
and may even lead to breakdown of the communication process. Communication is not always as
effective as it should be. Communication may be vague and badly expressed and may suffer from
lack of clarity or poor retention. Large number of communications do not receive attention they
deserve. The various types of barriers such asphysical, semantic, personal and status barrier are
given below :
(i) Physical barriers: Any barrier in the physical environment is termed as physical barrier.
Large workspaces physically separated from one another can cause delay in
communication. Similar situation might occur when the staff is located in different
Basis of decision making and planning
Facilitates Co-ordination
Effective control
Higher productivity at lower cost
Industrial harmony and peace
Democratic management
Effective leadership
buildings or on different sites. Distractions like background noises may cause
disturbances. Poor lighting, too hot or too cold weather. may also hinder the process of
communication by affecting a person’s concentration. In case of written communication,
illegible writing and unclear printing will be categorized under physical communication.
(ii) Personal or psychological barriers: personal factors like judgment. Emotions and social
values create a psychological distance between the sender and the receiver. Prejudices,
inferiority and superiority complex, attitudes, time pressure affect the interpretation of
massages.
(iii) Semantic barriers: The word semantic means systematic study of meaning of words. It
arises when people use different words in same way or same word in different ways.
Words of language are the means of communication, and how well the sender encodes
the idea decides how well it would be decoded. Language being a symbolic representation
of a phenomena, room for different interpretation always remains. It is also possible that
the listener does not listen intently and jumps to a conclusion by adding his own colour
and assumptions to the original message. often cultural differences also lead to creation
of different meanings for the same words thus leading to misinterpretation of the words.
(iv) Organizational barriers :The classical organization structure restricts communication.
When the organization structure is complex and comprises several levels of management,
it is expected that breakdown or distortion in communication will definitely arise.
Traditional organization structures which are totally based on authority relationship
restrict free and frequent communication. The result is delay in the transmission process
and distortion in the message transmitted.
(v) Technological barriers:This is the era of technology and hence technology is widely
used to structure communication mediums too. Technical snags in various equipments
like computers, fax machines, audio video devices may delay communication process.
Besides all people involved in the communication process are not necessarily tech
friendly. Hence, an information may not be useful to a person who cannot access the
Internet. Besides social networking sites are more predominant than face-to-face
interactions these days, thus, reducing the warmth in communication, expected out of a
coffee table chat which is face to face.
(vi) Status barriers : The difference in the status of a superior and a subord is an obstacle
towards an effective communication. A superior in order to maintain status difference will
convey only selected information to his subordinates. Similarly, a subordinate may also
convey those things which the superior would appreciate and will not report his
shortcomings.
(vii) Premature evaluation : Few people are in the habit of forming a judgement before
reading/listening the entire message. This tendency is called premature evaluation. This
distorts understanding an makes communication ineffective. For example, reading the
first paragraph of a particular letter and coming to a solution about the entire letter. This
is premature evaluation as people tend to misunderstand the subject matter of the letter.
(viii) Inattentiveness :People whilst receiving a message containing a new idea or listening to
a message which is contrary to the expectations and belief of the receiver often become
inattentive. Inadequate attention to the message is likely to create misunderstanding.
Moreover, a poor retention of information communicated also acts as a barrier which
leads to imperfect responses.
(ix) Specialization barriers :Owing to division of labour or specialization each department
is much more concerned with its own interest and work and does not appreciate the
urgency for other departments. These differences between departments ultimately create
an obstacle or a barrier to effective communication.
(x) Other barriers :Apart from the above mentioned barriers there are other factors which
may disturb communication. People wanting to maintain status quo and resistance to
change may not go through the messages containing new ideas to introduce the change.
Due to distance problem shortage of time, pressure of work, choice of work, inappropriate
medium, communication of the message may be understood.
BARRIERS TO COMMUNICATION AT A GLANCE
OVERCOMING BARRIERS TO COMMUNICATION
i. Motivation : The message should be so designed so that it motivates the receiver to take
the desired action. In order to promote free flow of information, a sense of mutual trust and
confidence should be developed. Communication should be free from personal prejudices
and the viewpoint and interest of the receiver should be taken into consideration.
ii. Mutual trust and faith :The parties who are involved in communication must have mutual
trust and faith amongst themselves. Without any misunderstanding, they should be in a
position to make suggestions so as to correct the views of one and another.
iii. Appropriate language :The message should be expressed in simple language so that it
can be easily understood by each and every person. Vague expressions should be avoided
and as far as possible ambiguous words should not be written.
iv. Empathetic listening :Good listening habits of the listeners can remove the personal and
perceptual barriers of communication. The superiors in an organization should develop the
habit of being a patient listener as it should encourage the same thing from the subordinate.
Physical barriers
Personal or psychological barriers
Semantic barriers
Organizational barriers
Technological barriers
Status barriers
Premature evaluation
Inattentiveness
Specialization barriers
Other barriers
v. Selecting an effective communication channel :The channel or media of sending
communication should be selected on some scientific basis and careful consideration.
There should not be any delay in time between transmission and reception of the message.
It is very clear that when a good channel is selected there is no disturbance in the channel.
It is also essential that a message should reach the receiver at the right time. This is helpful
to remove channel distortion.
vi. Feedback : Feedback is the response by the receiver to the sender. Communication is
complete only when the response or reaction of the receiver becomes known to the sender.
Therefore, the receiver should be encouraged to express his reactions.
vii. Providing organizational facilities :An organization structure must be sound and
appropriate to make communication effective. The physical layout of the workplace in a
modern organization influences the communication pattern. To facilitate frequent
interaction, it is necessary to design the layout in such a manner.
OVERCOMING BARRIERS TO COMMUNICATION AT A GLANCE
Methods or media of communication
On the basis of expression Communication can be written, oral and non-verbal in nature.
WRITTEN COMMUNICATION
Written Communication means transmission of information with the help of written words. This
may consist of messages, which may take place in the form of circulars, letters , notices , telegrams
and many others. It is a permanent record which can be used for any purpose as a reference in
future. In order to make it effective, written communication must be clear, concise, complete and
correct.
Motivation
Mutual trust and faith
Appropriate language
Empathetic listening
Selecting an effective communication channel
FeedbackProviding
organizational facilities
Advantages and Disadvantages of written communication: The advantages of written communication are as follows:
i. It is an ideal way of transmitting lengthy messages. ii. It tends to be complete, clear, precise and correct.
iii. It provides a permanent record of communication for future reference. iv. It ensures little risks of unauthorized alteration in the message v. It is suited to convey messages to a large number of persons at one and the same
time. vi. It can be quoted as a legal evidence in case of any dispute
The disadvantages of written communication are as follows:
a) It is expensive.
b) It is very formal in nature and lacks personal touch.
c) It encourages red-tapism and involves too many formalities.
d) It may be interpreted differently by different people.
e) It is time consuming.
f) It becomes difficult to maintain secrecy in a written communication.
Suitability of Written Communication
The following are the situations in which Written Communication is suitable:
i. When the message is very lengthy
ii. When a record for a future reference is to be provided.
iii. When receivers are situated at distant places.
iv. When information is to be retained for repeated use.
v. When information is needed to be sent to many number of persons at one and the
same time.
ORAL COMMUNICATION
Oral or verbal communication implies the conveying of message through spoken words. It is face-
to-face communication between individuals and includes communication through telephone,
intercom, public speech, etc.
ADVANTAGES AND DISADVANTAGES OF ORAL COMMUNICATION
The following are the advantages of Oral Communication:
i. It is quicker and saves time.
ii. It is less expensive compared to written communication.
iii. Misunderstanding or doubts can be removed immediately.
iv. It provides as the only means of conveying messages in terms of emergencies.
v. Immediate reaction, feedback or response of the receiver can be taken.
vi. It is more flexible and the messages can be changed to suit the needs of the receiver.
The following are the disadvantages of Oral Communication:
i. Oral Communication is less reliable.
ii. Oral communication has the tendency of being distorted.
iii. Self-interest and attitude of the people influence it.
iv. Oral Communication provides no record for future reference.
v. It is not suitable for lengthy messages.
vi. Oral Communication cannot be used to communicate with people scattered over distant
places.
Suitability of Oral Communication
Oral Communication is suitable under the following conditions:
i. When the available time is very short.
ii. Whilst giving instructions and counseling the subordinates.
iii. When problems are to be discussed in groups.
iv. Interactions with trade union leaders.
v. When the feedback of the receiver’s are required immediately.
Differences between Written and Oral Communication The following are the differences between oral communication and written
communication :
Sl. No. Basis of Distinction Oral Communication Written Communication
1.
2.
3.
4.
5.
6.
7.
8.
Words used
Forms
Speed
Personal or impersonal
Flexible
Secrecy
Gestures
Distortion
Spoken words
Lectures, meetings,
interviews etc.
Its transmission takes
less time.
It tends to be personal.
More flexible
Ensures secrecy
Can be used
Greater Chance of
distortion.
Written words
Letters circulars,
notices, reports etc.
Its transmission
takes more time.
It may tend to be impersonal
Less flexible
Lacks secrecy
Cannot be used
Lesser chance of distortion
Non-Verbal Communication or Gestural Communication
Non Verbal Communication may be defined as the communication which takes place without
words. The messages are sent with the help of facial expressions, posture or body movements. For
example communicating by smiling or twinkling of eyes . It is very useful in face-to-face
communication.
The four major forms of Non-Verbal Communication are
• Sign Language • Action Language • Para Language and • Object Language.
CHANNELS OF COMMUNICATION
On the basis of organizational relationship communication can be formal and informal in nature
and it is explained as follows:
Formal Communication-Formal communication may be defined as the communication which
takes place through the formal channels of the organisation-structure deliberately and consciously
established by the management. It implies the flow of information along the lines of authority
formally established in the enterprise. Members of the enterprise are expected to communicate
with one another strictly as per channels laid down in the structure.
ADVANTAGES OF FORMAL COMMUNICATION
The following are the advantages of formal communication:
i. Reliability:
Formal communication is more reliable and dependable than any other form of
communication.
ii. Minimum distortion of message:
Since the messages are communicated through proper channel, the chance of missing
or distortion of the message is minimum.
iii. Wide area:
It is formal and routine type of communication, so it can be used widely to transmit
messages to all levels of management.
iv. Systematic communication:
It develops a particular system or order for communication. Communication is made
in a systematic way.
v. Maintenance of authority relationship:
It helps to maintain authority relationship in the organization. Organizational
hierarchy is followed in the process of communication.
ADVANTAGES OF FORMAL COMMUNICATION AT A GLANCE
Disadvantages of Formal Communication
The disadvantages of formal communication are as follows:
i. Time consuming and expensive:
It is a time-consuming and expensive method of communication as the message
travels through different levels to reach the receiver.
ii. Possibility of denial:
There may be denial of oral or verbal communication by the sender as well as the
receiver.
iii. Not applicable for long-term communication:
Messages with long term significance cannot follow the contents of the message.
iv. Possibility of distortion:
It is lost or distorted, while it passes from one level of management to another.
v. Inapplicable in times of emergency:
When emergency crops up, it cannot be applied because it hinders the free flow of
information.
DISADVANTAGE OF FORMAL COMMUNICATION AT A GLANCE
ADVANTAGES OF FORMAL
COMMUNICATIONRELIABILITY
MINIMUM DISTORTION OF
MESSAGE
WIDE AREA
SYSTEMATIC COMMUNICATION
MAINTENANCE OF AUTHORITY RELATIONSHIP
Informal Communication
Informal Communication or Grapevine:
Informal Communication is built around the social relationship of members of the organisation.
Informal communication does not flow along lines of authority, as is the case of formal
communication.
It arises due to the personal needs of the members of an organisation and exists in every
organisation. Such communication is usually oral and may be conveyed even by simple glance,
gesture, smile or silence. The network of Informal Communication is also known as Grapevine
because the origin and the direction of such communication cannot be easily traced as in the case
of a vineyard.
Informal communication is implicit, spontaneous multidimensional and varied. It operates with
much greater speed than formal communication.
Advantages of Informal Communication
DISADVANTAGES OF FORMAL
COMMUNICATION
TIME CONSUMING AND EXPENSIVE
POSSIBILITY OF DENIAL
NOT APPLICABLE FOR LONG TERM
COMMUNICATION
POSSIBILITY OF DISTORTION
INAPPLICABLE IN TIMES OF EMERGENCY
The advantages of informal communication are as follows:
i. Spontaneous efforts:
Informal Communication is implicit, spontaneous, flexible, dynamic and varied in
nature.
ii. Closer social relationship:
It arises out of the natural desire owing to social interaction of the individuals. So, it
helps to strengthen the social relationship among the employees. It helps to promote
better human relations.
iii. Free from distortion:
Informal communication is less distorted. It works to fill the gaps of formal
communication.
iv. Quick problem-solving and decision making:
It helps to provide solutions to the problems in the organization quickly and
decisions can be taken quickly.
v. Speedy and effective process:
Informal communication is said to be a speedy and comparatively effective process as
it can be transmitted very fast.
ADVANTAGES OF INFORMAL COMMUNICATION AT A GLANCE
SPONTANEOUS EFFORTS
CLOSER SOCIAL RELATIONSHIP
FREE FROM DISTORTION
QUICK PROBLEM-SOLVING AND DECISION-MAKING
SPEEDY AND EFFECTIVE PROCESS
Disadvantages of Informal Communication
The disadvantages of informal communication are as follows:
i. Leakage of information:
Informal Communication leads to leakage of confidential information as it moves
from person to person.
ii. Weakening of harmony and integrity:
Developing group or faction policies among the employees weakens the harmony
and integrity of the organization.
iii. Difficulty in controlling:
It is difficult to control the rumour which may create or give rise to discord and
conflict among the employees.
iv. No authenticity:
Informal communication is more prone to be irresponsible, ill-informed, gossiping
and mischievous. Sometimes, it takes the form of rumour.
v. Non-assignment of responsibility:
No responsibility can be assigned to information communication, as it takes of speech
and listening.
DISADVANTAGES OF INFORMAL COMMUNICATION AT A GLANCE
DISADVANTAGES OF INFORMAL
COMMUNICATION
LEAKAGE OF INFORMATION
WEAKENING OF HARMONY AND
INTEGRITY
DIFFICULTY IN CONTROLLING
NO AUTHENTICITY
NON-ASSIGNMENT OF RESPONSIBILITY
Differences between Formal and Informal communication
The following are the differences between formal communication and informal
communication :
Sl. No. Basis of Distinction Formal Communication Informal Communication
1.
2.
3.
4.
5.
6.
7.
8.
Nature
Purpose
Manner of Conveying
Speed
Accuracy
Channel of Communication
Distortion
Source
Well planned, systematic
and authorized
Organisational needs
Impersonal
Slow
Often accurate
Written
It is lost or distorted while
it passes from one level of
management to another.
It arises out of natural
desire owing to social
interactions of the
individuals.
Unplanned, erratic and
unauthorized
Social needs
Personal
Fast
Often distorted
Verbal
It is much free and less
distorted.
It arises to maintain
authority-subordinate
relationship in the
organization.
TYPES OF COMMUNICATION ON THE BASIS OF FLOW OF
INFORMATION ATA GLANCE
COMMUNICATION
(on the basis of flow of
information)
VERTICAL COMMUNICATION
UPWARD COMMUNICATION
DOWNWARD COMMUNICATION
HORIZONTAL COMMUNICATION
DIAGONAL COMMUNICATION
VERTICAL COMMUNICATION
Vertical Communication may be defined as the communication which takes place between a
superior and a subordinate in an organization and which may either flow in an upward direction or
downward direction.
UPWARD COMMUNICATION
The information which flows from lower levels of management to higher levels of authority is
known as upward communication. It serves as a feedback on the effectiveness of downward
communication and keeps the management informed with regard to the progress of the work and
the hazards faced by them from time to time. For example the Departmental head
communicating with the Managing Director. It usually consists of
• suggestions,
• grievances,
• complaints,
• performance appraisal and many others.
The following are the advantages of Upward Communication:
• It appraises the management with necessary feedback.
• It keeps the management with information regarding the progress of work and difficulties
faced during the performance of the work.
• It gives an opportunity to the employees to interact their problems with the superior
authority.
• It tends to make the atmosphere of the organization congenial by providing constructive
suggestions to promote the welfare of the organization.
• It creates a greater harmonial relationship between the management and employees.
The following are the disadvantages of Upward Communication:
• Unless the managers are usually accessible, employees are usually reluctant to initiate
any communication upward.
• Employees are afraid that any criticism pointed out by lower level management may be
interpreted as a sign of their personal weakness.
• In most cases the relationship between the workers and their immediate boss gets trained
and as a result the work in the organization tends to suffer.
• This sort of communication is more prone to distortion.
• Upward Communication is non-authoritative in nature.
Downward Communication
This refers to the flow of communication from a superior to his subordinates. In other words, it is
a transmission of message from persons occupying higher positions to those at lower levels. For
example the Managing Director communicating with the departmental heads . This sort of a
communication can take place in the form of letters, orders, notices and many others.
The following are the advantages of Downward Communication:
• It enables the management to keep employees informed of plans and decisions.
• It is suited to an organization in which the line of authority runs distinctly downwards.
• It gives specific directives about the job being entrusted to a subordinate.
• It clearly conveys an assessment of performance to subordinates.
• It passes on information about the significance of the job .
The following are the disadvantages of Downward Communication:
• There is too much of authoritarianism.
• It takes a long time to transmit information to the lowest worker.
• It loses a little of its authenticity in long lines of communication.
• It may lead to over communication or under communication.
• Due to loss of information the entire information cannot be transmitted downwards.
DIFFERENCES BETWEEN UPWARD AND DOWNWARD COMMUNICATION
BASIS OF DISTINCTION UPWARD COMMUNICATION DOWNWARD COMMUNICATION
1. Definition
2. Speed
3. Nature
4. Forms of
Communication
5. Purpose
6. Means of
Communication
The information which flows
from lower levels of
management to higher levels of
authority is known as upward
communication.
The speed of the flow of
information is high.
It is authoritative and directive in
nature.
It takes the form of orders ,
circulars, memos and many
others.
To get things done.
Communication is made
formally .
This refers to the flow of
communication from a superior to his
subordinates. In other words, it is a
transmission of message from persons
occupying higher positions to those at
lower levels.
The speed of the flow of information
is slow.
It is informative and explanation in
nature.
It takes the form of reports,
suggestions, grievances and many
others.
To provide feedback.
Communication is made formally and
informally.
Horizontal Communication
Horizontal or Lateral Communication may be defined as the transmission of information
between people at the same level of authority. It usually consists of interdepartmental
communication.
For example, if we take the example of a school, then the communication between the Head of the
Department of Mathematics and Head of the Department of Accounts is known as Horizontal
Communication.
Advantages of Horizontal Communication
The advantages of horizontal or lateral communication are as follows:
i. Horizontal Communication helps to overcome departmental barriers.
ii. Horizontal Communication helps to get quick feedback from different departments.
iii. It provides greater understanding, teamwork and mutual trust among inter-
disciplinary and inter-departmental functionaries.
Disadvantages of horizontal communication
The disadvantages of horizontal communication are as follows:
i. Horizontal Communication becomes ineffective because of lack of co-ordination.
ii. Horizontal Communication comes without authoritative support and thus it may
create confusion.
iii. It creates an atmosphere of gossiping.
Diagonal Communication
Diagonal Communication may be defined as the transmission of information between two or
more people who are neither in the same department nor on the same level of authority. It helps
to speed up the process of communication but violates the principle of scalar chain. For example
if the marketing manager communicates with the sales officer then it is a case of diagonal
communication.
Advantages of Diagonal Communication
The advantages or benefits of diagonal communication may be stated as follows:
i. It enhances the morale of the lower level employees of the organization.
ii. It helps to improve mutual understanding among the superiors and subordinates.
iii. It help to create proper co-ordination in the organization.
Disadvantages of Diagonal Communication
The disadvantages or limitations of diagonal communication may be stated as under:
i. The suggestions given by the subordinates are given less importance.
ii. It may lead to complex network of communication.
iii. The problem of encroachment may arise in the process of communication.
LIVE EXAMPLES OF UPWARD, DOWNWARD, HORIZONTAL AND DIAGONAL
COMMUNICATION
LET US TAKE THE EXAMPLE OF A SCHOOL
• Upward Communication: An Assistant Accounts teacher communicating to his Head of
the Department.
• Downward Communication: The Head of the Department of Accounts is
communicating to his Assistant teacher.
• Horizontal Communication: The Head of the Department of Accounts is
Communicating to the Head of the Department of Physics.
• Diagonal Communication: The Head of the Department of Physics communicating to
the Assistant teacher of Accounts or vice-versa.
Concept of Gang Plank
The term Gang Plank may be defined as a temporary arrangement between different points
in order to facilitate quick and easy communication between them. Gang Plank has been
developed between the two points to save a lot of time. In other words, Gang Plank means
direct contact which may be created to avoid certain delays and difficulties faced in
communication. Gang Plank, however ,undermines the established lines of authority.
Principle of effective communication
i. Principle of Clarity:
The sole responsibility of an effective communication rests on the shoulder of
the transmitter. The manager who wants to communicate must be clear in his
mind about the subject matter which is to be communicated. Ambiguity,
vagueness and confusion about the message to be communicated will make
the communication ineffective.
ii. Principle of Brevity:
All communication must be brief and to the point. Irrelevant words and information
tends to spoil the message that one wants to convey. We should avoid unnecessary
repetition and excessive elaboration. In other words, the communication should be
concrete and concise.
iii. Principle of Compassion:
The communication to be effective, the communicator must understand the
background and the intelligence level of the receiver. The communication network
should be just right to serve the organizational ends. The people who are concerned
must know what exactly they require and when they require. Matching of
wavelength is necessary to create a meeting of mines. A communication network
must be wide and disseminate knowledge at all levels of the enterprise which makes
them effective.
iv. Principle of Completeness:
An effective communication should be adequately comprehensive and complete
in all respects. Incomplete message creates misunderstanding and delays
action. If some information is missing people are bound to make assumptions
which might result in producing an incorrect result.
v. Principle of Timeliness:
The message should always reach the receiver on time to get the desired result.
A message which does not reach the receiver in proper time will make the
communication meaningless.
vi. Principle of Attention:
Listening to verbal messages careful implies an active process. The communicator
should try to secure the individual attention of the communicate. He should see to
it the message his conveying should not hurt the sentiments and emotions of the
receiver. Half hearted attention often leads to misunderstanding and confusion of
the communication.
vii. Principle of Feedback: There should always be a follow-up action to ensure that the message is
rightly understood. Feedback refers to actual response or reply of the receiver
to the message communicated to him.
viii. Principle of Integrity:
The message sent must be in consistent with the objectives , policies, rules and
regulations of the organization. The behaviour and the actions of the sender must
support his communication. It is very essential that communications in an
organization should not go beyond the level of authority, otherwise there may be
conflicts and confusion in the organization.
PRINCIPLES OF EFFECTIVE COMMUNICATION AT A GLANCE
NEW TECHNOLOGY INITIATIVES IN COMMUNICATION:
(i) F.A.X.(Facsimile):
Under this system a particular machine known as FAX machine is inter related with
another FAX machine(s) with the help of telephone lines. It is said to be the latest
device for sending or transmitting drawings, diagrams, sketches, letters, circulars
and many other things. The message shit of the sender is first being scanned by the
senders machine and then it is converted into digital codes. The message is finally
printed on the receivers machine.
PRINCIPLE OF CLARITY
PRINCIPLE OF BREVITY
PRINCIPLE OF COMPASSION
PRINCIPLE OF COMPLETENESS
PRINCIPLE OF TIMELINESS
PRINCIPLE OF ATTENTION
PRINCIPLE OF FEEDBACK
PRINCIPLE OF INTEGRITY
(ii) S.M.S.(Short Message Service):
This particular service is available on all mobile phones and now a days in land
phones in which the sender types a particular message briefly and sends it to the
receiver(s) at a very nominal rate. Many network providing companies like
Vodafone, Airtel, Uninor and others who are providing the customers to use or send
unlimited S.M.S. at the cost of a nominal fixed charge. Thus, this form of
communication has also become very popular.
(iii) Video Conferencing:
Video Conferencing is said to be a virtual meeting were an individual can see, hear,
talk and work with the people situated at different locations around the world in a
much cheaper manner. This method of communication is also known as tele-
conferencing. This method is, generally, used for conducting meetings and
discussions. It is mainly a conference which takes place through telephone link
television screens.
(iv) Mobile(Cellular) Phone:
It is a particular device which has been developed in the resent past and offers direct
dialing facility from any place and any were in the world. It is a particular device
with the help of which a sender can convey his message orally to the receiver in a
very fast manner. This means of communication has become very popular due to
many new telecom companies which have entered the market and started
competition amongst themselves by charging very low call rates from the
customers.
(v) E-mail (Electronic mail):
E-mail may be defined as a type of communication were textual messages are sent
with the help of electronic media. The textual message is actually typed on the
senders computer screen and the same appears at the receivers computer screen
through electronic impulses. To sent an email it is highly essential for both the
sender and receiver to have the mail id.
The following are the advantages of E-mail:
i) E-mail messages can be stored for future reference.
ii) E-mail is said to be a cheaper means of communication compare to other
modes.
iii) It is the fastest method of communicating written messages
iv) It helps in reduction in consumption of paper.
v) It is highly flexible in nature as messages can be sent to many individuals
at a time.
(vi) Internet:
Internet may be defined as a revolutionary and cooperative mode of communication
through computers. It is easily accessible to each and every individual and other
users all over the world. In other words , it is a network of the networks, logically
link together globally which provides access publicly or privately to different types
of high-level services and resourceful information.
NEW TECHNOLOGY INITIATIVES IN COMMUNICATION AT A GLANCE
Short Answer Type Questions
1. What is Gestural communication?
Ans. Non Verbal Communication may be defined as the communication which takes place
without words. The messages are sent with the help of facial expressions, posture or body
movements. For example communicating by smiling or twinkling of eyes . It is very useful
in face-to-face communication
2. What is meant by ‘Encoding’ and ‘Decoding’ in communication?
Ans. Encoding : Encoding is the process of translating or converting the idea or thoughts
into a language or code which can be easily understandable to both parties.
Decoding : Decoding may be defined as the process of translating the message into words
for the purpose of easy understanding. The receiver interprets the message to derive or
understand its meaning and gets ready to react or provide feedback.
NEW TECHNOLOGY INITIATIVES OF COMMUNICATION
F.A.X.S.M.S.(Short
Message Service)
Mobile(cellular) phone
(Electronic Mail)
Internet
3. Define the term ‘communication’.
Ans. Communication is a process of an exchange of thoughts, ideas, opinions between two
or more persons to create a common ground of understanding. The term Communication
has been derived from the Latin word ‘Communis’ which means common. Thus,
communication is used to mean sharing of information or a particular idea in common.
Communication is said to be an indispensible element in human relationship. It is only
through the process of communication by which we interact with each other. Almost in all
the cases and in all types of jobs, communication is present. We know that the success of
any enterprise or commercial organization depends upon how effectively and efficiently
the employees are being communicated and trained. By virtue of communication, an
employer gives the required training to his employees and make them understand their
work.
4. Define ‘oral communication’.
Ans. Oral or verbal communication implies the conveying of message through spoken
words. It is face-to-face communication between individuals and includes communication through telephone, intercom, public speech, etc.
5. What is ‘Feedback’ in communication?
Ans. The term feedback may be defined as the response or reaction of the receiver to the
message communicated by the sender. It is only through feedback the reader can judge the
effectiveness of his message. Communication is said to be incomplete in nature if feedback
is not available or given to the sender.
Long Answer Type Questions
1. Explain the advantages and disadvantages of written communication.
Ans. Advantages and Disadvantages of written communication are as follows
The advantages of written communication are as follows:
i. It is an ideal way of transmitting lengthy messages. ii. It tends to be complete, clear, precise and correct.
iii. It provides a permanent record of communication for future reference. iv. It ensures little risks of unauthorized alteration in the message v. It is suited to convey messages to a large number of persons at one and the same
time. vi. It can be quoted as a legal evidence in case of any dispute
The disadvantages of written communication are as follows:
i. It is expensive.
ii. It is very formal in nature and lacks personal touch.
iii. It encourages red-tapism and involves too many formalities.
iv. It may be interpreted differently by different people.
v. It is time consuming.
vi. It becomes difficult to maintain secrecy in a written communication
2. Discus in brief various barriers to communication.
Ans. The various types of barriers such as physical, semantic, personal and status barrier
are given below :
(i) Physical barriers: Any barrier in the physical environment is termed as physical
barrier. Large workspaces physically separated from one another can cause delay
in communication. Similar situation might occur when the staff is located in
different buildings or on different sites. Distractions like background noises may
cause disturbances. Poor lighting, too hot or too cold weather. may also hinder the
process of communication by affecting a person’s concentration. In case of written
communication, illegible writing and unclear printing will be categorized under
physical communication.
(ii) Personal or psychological barriers: personal factors like judgment. Emotions and
social values create a psychological distance between the sender and the receiver.
Prejudices, inferiority and superiority complex, attitudes, time pressure affect the
interpretation of massages.
(iii) Semantic barriers: The word semantic means systematic study of meaning of
words. It arises when people use different words in same way or same word in
different ways. Words of language are the means of communication, and how well
the sender encodes the idea decides how well it would be decoded. Language being
a symbolic representation of a phenomena, room for different interpretation always
remains. It is also possible that the listener does not listen intently and jumps to a
conclusion by adding his own colour and assumptions to the original message. often
cultural differences also lead to creation of different meanings for the same words
thus leading to misinterpretation of the words.
(iv) Organizational barriers : The classical organization structure restricts
communication. When the organization structure is complex and comprises several
levels of management, it is expected that breakdown or distortion in communication
will definitely arise. Traditional organization structures which are totally based on
authority relationship restrict free and frequent communication. The result is delay
in the transmission process and distortion in the message transmitted.
(v) Technological barriers: This is the era of technology and hence technology is
widely used to structure communication mediums too. Technical snags in various
equipments like computers, fax machines, audio video devices may delay
communication process. Besides all people involved in the communication process
are not necessarily tech friendly. Hence, an information may not be useful to a
person who cannot access the Internet. Besides social networking sites are more
predominant than face-to-face interactions these days, thus, reducing the warmth in
communication, expected out of a coffee table chat which is face to face.
(vi) Status barriers : The difference in the status of a superior and a subord is an
obstacle towards an effective communication. A superior in order to maintain status
difference will convey only selected information to his subordinates. Similarly, a
subordinate may also convey those things which the superior would appreciate and
will not report his shortcomings.
(vii) Premature evaluation : Few people are in the habit of forming a judgement before
reading/listening the entire message. This tendency is called premature evaluation.
This distorts understanding an makes communication ineffective. For example,
reading the first paragraph of a particular letter and coming to a solution about the
entire letter. This is premature evaluation as people tend to misunderstand the
subject matter of the letter.
(viii) Inattentiveness : People whilst receiving a message containing a new idea or
listening to a message which is contrary to the expectations and belief of the
receiver often become inattentive. Inadequate attention to the message is likely to
create misunderstanding. Moreover, a poor retention of information communicated
also acts as a barrier which leads to imperfect responses.
(ix) Specialization barriers : Owing to division of labour or specialization each
department is much more concerned with its own interest and work and does not
appreciate the urgency for other departments. These differences between
departments ultimately create an obstacle or a barrier to effective communication.
(x) Other barriers : Apart from the above mentioned barriers there are other factors
which may disturb communication. People wanting to maintain status quo and
resistance to change may not go through the messages containing new ideas to
introduce the change. Due to distance problem shortage of time, pressure of work,
choice of work, inappropriate medium, communication of the message may be
understood.
3. Explain the importance of communication in business.
Ans. The importance of communication in business are as follows
i. Basis of decision making and planning :Communication facilitates decision making
by providing the required information. The quality of decision made in an organization
depends largely on the amount and quality of information available to the decision-
maker.
ii. Facilitates Co-ordination :Communication facilitates co-ordination by providing
proper upward, downward and horizontal interaction between members of different
departments or sections at all levels of authority. Exchange of information and ideas
help to bring about unity of action in the pursuit of common purpose.
iii. Effective control :Managerial function of control involves measurement of actual
performance against planned targets. It acts as a tool for effective control by reporting
the results to higher authorities and communication of corrective actions taken. All
these things would not have been possible if there was no efficient system of
communication.
iv. Higher productivity at lower cost :Effective communication helps the organization
to increase the quantity and quality of work. Thus, it helps to save time and effort and
leads to reduction in the cost of productions.
v. Industrial harmony and peace :An effective communication system creates mutual
trust and confidence between management and employees. It is not only essential for
healthy industrial relation but also helpful in boosting the morale and motivation of
employees working in the organization. Sharing of information and ideas with workers
eliminates misunderstanding. Thus it is highly necessary that the management, with the
help of effective communication should maintain cordial relations not only with
employers and employees but also with customers, suppliers and communicate at large.
It not only ensures industrial harmony and peace but helps in developing a good public
image of the organization.
vi. Democratic management :Communication is the basis of industrial democracy. It
helps to organize human and other resources in the most effective and efficient way.
vii. Effective leadership :Communication is the basis of effective leadership because it
transmits the leaders’ ideas and opinions to the subordinates. A manager can delegate
authority and there by increase leadership capacity only by virtue of an effective
communication.
4. Differentiate between oral communication and written communication.
Ans. Differentiate between oral communication and written communication are as follows
Sl. No. Basis of Distinction Oral Communication Written Communication
1.
2.
3.
4.
5.
6.
7.
8.
Words used
Forms
Speed
Personal or impersonal
Flexible
Secrecy
Gestures
Distortion
Spoken words
Lectures, meetings,
interviews etc.
Its transmission takes
less time.
It tends to be personal.
More flexible
Ensures secrecy
Can be used
Greater Chance of
distortion.
Written words
Letters circulars,
notices, reports etc.
Its transmission
takes more time.
It may tend to be impersonal
Less flexible
Lacks secrecy
Cannot be used
Lesser chance of distortion
5. Discuss the advantages and disadvantages of horizontal communication
Ans: The advantages and disadvantages of horizontal communication are as follows
The advantages of horizontal or lateral communication are as follows:
i. Horizontal Communication helps to overcome departmental barriers.
ii. Horizontal Communication helps to get quick feedback from different
departments.
iii. It provides greater understanding, teamwork and mutual trust among inter-
disciplinary and inter-departmental functionaries.
The disadvantages of horizontal communication are as follows:
i. Horizontal Communication becomes ineffective because of lack of co-
ordination.
ii. Horizontal Communication comes without authoritative support and thus it
may create confusion.
iii. It creates an atmosphere of gossiping.
PRACTICE QUESTIONS
Short Answer Type Questions
1. What is a Video-conference?
2. What is meant by face-to-face communication?
3. Explain the meaning of internal communication. Name its two types.
4. What is a Dictaphone?
5. With reference to written internal communication, explain the term office order.
6. Define ‘Visual Communication’.
7. Define the term ‘Formal communication’.
8. What is Grapevine?
9. Give two limitations of oral communication.
10. How communication is essential for maintaining interpersonal relationships.
11. What is meant by barriers to communication?
12. List the ‘seven C’s of communication.
13. What is e-mail?
14. What is horizontal communication?
15. What is vertical communication?
Long Answer Type Questions
1. How will you overcome the barriers to communication? Explain. How can communication
be made effective?
2. Explain the advantages and disadvantages of vertical communication.
3. Describe the elements of communication process with the help of a suitable diagram.
4. Written communication is the most common method of communication in a business
organisatio. Give reason.
5. “Oral communication is an unreliable yet popular method of communication”. Discuss.
6. Discuss the advantages and disadvantages of visual communication.
7. Explain the advantages and disadvantages of internal communication.
8. Discuss the advantages and disadvantages of external communication.
9. Briefly explain any six reasons for the rising need for efficient communication.
10. Briefly discuss any three advantages and any three disadvantages of face-to-face
communication.
11. Explain the two types of external communication.
12. List the components of communication process?
13. Discuss the advantages and disadvantages of oral communication.
14. Explain the advantages and disadvantages of gestural communication.
15. Explain the advantages and disadvantages of formal communication.
16. Explain the advantages and disadvantages of informal communication.
17. Differentiate between :
a. Internal and External Communication
b. Horizontal and Vertical Communication
c. Formal and Informal communication
18. Describe the recent trends in business communication.