INTRODUCTION TO COMMUNICATION

Meaning

Communication is a meaningful transfer of information from one person (or group) to another. This exchange of information is essential in every walk of our lives. Whether it is within a family, a club, a group, or an organization, the exchange of information between two or more persons is absolutely essential. It acts as the bridge to exchange ideas, thoughts, values, facts, opinion, and emotion between two or more persons for the purpose of creating mutual understanding and confidence. It is the means by which people are linked together in an organization to achieve a common goal. Group activity is impossible without communication.

Different writers and theorists defined communication in different ways. Although they have defined communication in different ways, their main theme is almost the same and identical. This same view is that communication is concerned with transmitting message to others. Let us see some of the definitions of communication given by different writers:

1. Communication is an exchange of facts, ideas, opinions or emotions by two or more persons. - Newman and Summer.
2. Communication is the transfer of information from a sender to a receiver, with information being understood by the receiver. - Weihrich H. Koontz
3. Communication is the exchange of information that is mutually understood.” - Ricks and Gow.

Thus, we find that the definitions may differ in the approach but not in the main theme. In the light of the foregone discussion, we may define communication as the process of transmitting (or exchanging) information, opinions, or ideas verbally or non- verbally from one person (or a group) to another so that the information is received and understood by the receiver(s).

Features of Communication

1. Message: Messages include facts, ideas, information, opinions, or emotions. Communication occurs for transmitting message only. Without message there will be no communication.
2. Process: Message or information is transmitted through some sequential steps, i.e. sender sends message using a media to the receiver and receiver receives the message and makes feedback to the sender.
3. Two or more persons: Communication involves at least two persons i.e. (i) sender: Who has a message to send. (ii) Receiver: Who receives and interprets the message.
4. Verbal or non-verbal: Communication may be verbal (written or spoken), non-verbal (facial or gesture expression) or both.
5. Two-way process: Communication is a two-way process. Mere sending is not necessarily communication. Receiver(s) must receive and make feedback to the information.
6. Formal or Informal: Communication can be formal (which follows the chain of command established by the organization hierarchy) or informal (which follows no set rules or adhere to the organization’s hierarchy) or both.
7. Upward, Downward or Horizontal: Communication may flow upward (from lower level to upper level of an organization), downward (from upper level to the lower level of an organization) or horizontally (within the same level).
8. Different Media: Information is transmitted through different media such as: (i) Electronics: Telephone, Telex, Fax, Internet, radio, wireless, television, movie etc. (ii) Print Media: Newspaper, Books, Journals, Brochure etc.
9. Feedback: The sender of the message wants feedback or response from the receiver e.g.

Purpose of Business Communication:

Generally, people communicate for three basic purposes: to inform, to persuade and to entertain. Business people have got more objectives to attain through the communication. However, business communication serves several distinct purposes, some of which are as follows:

1. Set and disseminate the goals of an enterprise.
2. Develop plans for their achievement.
3. Organise human and other resources in the most effective and efficient way.
4. Lead, direct, motivate, and create a climate in which people want to contribute and
5. Control performance.

Importance of Business Communication

Most successful organizations understand that good communication at all levels is essential to be successful in today’s business world. Communication is extensively used in all stages of modern society. Business organizations cannot do without communication. It is as necessary to an organization as the blood stream is to a person. Importance of communication can be appreciated well if we look at the following functions performed by communication.                    

1. Conveying Message
2. Furnishing Data for Planning and Decision Making
3. Facilitating Integration and Coordination
4. Developing Understanding and insights
5. Enhancing Motivation
6. Publicizing goods and Services
7. Controlling
8. Maintaining Relations

FLOW OF COMMUNICATION

In any modern organisation communication flows in various directions: (a) downward, (b) upward and (c) crosswise (horizontal and diagonal)

Downward communication:  It flows from executives at higher levels to those at lower levels in the management structure. This type of communication is preferred mostly by authoritarian managers. Downward communication may be both written (such as memorandums, pamphlets, letters etc.) and oral (e.g., telephone, loudspeakers, verbal instructions etc.),

Information is often distorted or lost as it comes down the chain of command. Top management's issuance of instructions does not ensure communication. Many directives are, in fact, not read or understood.

Downward communication, through the different levels of the organisation, may often be time-consuming. Delays may sometimes be so frustrating that some top executives insist that information be sent directly to the subordinate requiring it.

Upward communication: Upward communication includes written, oral and non-verbal messages from subordinates to superiors. Usually this type of communication originates from a subordinate to his or her direct superior, then to that person's direct boss, and so on up through the hierarchy. Sometimes, however, a message might by-pass a particular superior. When this happens, the by-passed superior may feel resentful and hostile.

Upward communication is basically non-directive and is usually found in participative and democratic organisational environments. Typical means for upward communication are counselling sessions, complaint systems, joint setting of objectives, suggestion systems, group meetings etc. Top level management normally needs to know marketing information, production data financial information, attitude of lower-level employees, etc.

The two types of communication discussed above i.e., downward and upward communication could also be categorised as vertical communication. When vertical communication includes both downward and upward communication, it is termed as 'two-way' or both-way communication.

Crosswise communication: This includes the horizontal flow of information, among people on the same level in the organisation, and the diagonal flow, among persons at different levels, who have no direct reporting relationships with one another. This kind of communication is used to speed up information flow, to co-ordinate efforts for the achievement of organisational objectives and to improve understanding. A great deal of communication may happen to cut across the chain of command and avoid following the organisational hierarchy.

COMMUNICATION PROCESS

 A process is a series of interrelated steps taken in sequential manner with a view to obtaining a desired goal. Communication process states the steps between the sender and the receiver(s) that result in the transfer of a message through any medium and understanding of meaning of the message and response made in terms of feedback.

According to Weihrich and Koontz, communication process involves the following elements:

 So, we can conclude that a communication process is a cyclical or sequential system through which a sender using a medium reaches a receiver with a message and gets action with the feedback from receiver yet the process may face noise or problem to fulfill the cycle.

The Sender of the Message: Communication begins with the sender, who has a thought or an idea which is then encoded in a way that can be understood by both the sender and the receiver. Encoding is a task of converting the idea of the message into some transmittable form. It is the process of putting thought and ideas of the message into symbolic form.

While it is unusual to think of encoding a message into the English language, there are many other ways of encoding, such as translating the thought into computer language.

Use of Channel to Transmit the Message: The information is transmitted over a channel that links the sender with the receiver. The message may be oral or written, and it may be transmitted through a memorandum, a computer, the telephone, a telegram, or television. Television, of course, also facilitates the transmission of gestures and other visual clues. At times, two or more channels are used. In a telephone conversation, for example, two people may reach a basic agreement that they later confirm by a letter. Since many choices are available, each with advantages and disadvantages, the proper selection of the channel in vital for effective communication.

Receiver of the Message: The receiver has to be ready for the message so that it can be decoded into thought. A person thinking about an exiting football game may pay insufficient attention to what is being said about an inventory report, for example, thus increasing the probability of a communication breakdown. The next step in the process is decoding, in which the receiver converts the message into thoughts. Accurate communication can occur only when both the sender and the receiver attach the same or at least similar meaning to the symbols that compose the message. Thus, it is obvious that a message encoded into French requires a receiver who understands French. Less obvious, and frequently overlooked, is the fact that a message in technical or professional jargon requires a recipient who understands such language. So, communication is not completed unless it is understood. Understanding is in the mind of both the sender and the receiver. Persons with closed mind will normally not completely understand messages, especially if the information is contrary to their value system.

Noise Hindering Communication: Unfortunately, communication is affected by “noise,” which is any thing whether in the sender, the transmission, or the receiver that hinders communication. For example:

1. A noise or a confined environment may hinder the development of a clear thought.
2. Encoding may be faulty because of the use of ambiguous symbols.
3. Transmission may be interrupted by static in the channel, such as may be experienced in a poor telephone connection.
4. Inaccurate reception may be caused by inattention.
5. Decoding may be faulty because the wrong meaning may be attached to words or symbols.
6. Understanding may be obstructed by prejudices.
7. Desired change may not occur because of the fear of possible consequences of the change.
8. Since language is an especially important factor in cross cultural communication, not only verbal expression but also gestures and posture can result in ‘noise’, hindering communication.

Feedback: To check the effectiveness of communication, a person must have feedback. One can never be sure whether or not a message has been effectively encoded, transmitted, decoded, and understood until it is confirmed by feedback. It is the response or reaction of the receiver to the original sender as to whether or not the message has been correctly interpreted and understood.

Lecture Prepared by Course Teacher: Prof. Dr. M. Ekramul Hoque, School of Business, Bangladesh Open University.