TOPIC ONE

Communication
1 What is Communication?
Communication is simply the act of transferring information
from one place, person or group to another.

Every communication involves (at least) one sender, a message

and a recipient. This may sound simple, but communication is
actually a very complex subject.

The transmission of the message from sender to recipient can be

affected by a huge range of things. These include our emotions,
the cultural situation, the medium used to communicate, and even
our location. The complexity is why good communication skills are
considered so desirable by employers around the world: accurate,
effective and unambiguous communication is actually extremely
hard.

This page explains more about what we mean by ‘communication’.

A communication therefore has three parts: the sender, the message,
and the recipient.

The sender ‘encodes’ the message, usually in a mixture of words and non-verbal
communication. It is transmitted in some way (for example, in speech or writing), and
the recipient ‘decodes’ it.

Of course, there may be more than one recipient, and the complexity of communication
means that each one may receive a slightly different message. Two people may read
very different things into the choice of words and/or body language. It is also possible
that neither of them will have quite the same understanding as the sender.

In face-to-face communication, the roles of the sender and recipient are not distinct. The
two roles will pass back and forwards between two people talking. Both parties
communicate with each other, even if in very subtle ways such as through eye-contact
(or lack of) and general body language. In written communication, however, the sender
and recipient are more distinct.

TYPES OR CATEGORIES OF COMMUNICATION

Oral Communication - Meaning,

Advantages and Limitations
Oral communication implies communication through mouth. It includes individuals conversing
with each other, be it direct conversation or telephonic conversation. Speeches, presentations,
discussions are all forms of oral communication. Oral communication is generally recommended
when the communication matter is of temporary kind or where a direct interaction is required.
Face to face communication (meetings, lectures, conferences, interviews, etc.) is significant so as
to build a rapport and trust.

Advantages of Oral Communication

  There is high level of understanding and transparency in oral communication as it is
interpersonal.
 There is no element of rigidity in oral communication. There is flexibility for allowing
changes in the decisions previously taken.
 The feedback is spontaneous in case of oral communication. Thus, decisions can be
made quickly without any delay.
 Oral communication is not only time saving, but it also saves upon money and efforts.
 Oral communication is best in case of problem resolution. The conflicts, disputes and
many issues/differences can be put to an end by talking them over.
 Oral communication is an essential for teamwork and group energy.
 Oral communication promotes a receptive and encouraging morale among organizational
employees.
 Oral communication can be best used to transfer private and confidential
information/matter.

Disadvantages/Limitations of Oral Communication

 Relying only on oral communication may not be sufficient as business communication is

formal and very organized.
 Oral communication is less authentic than written communication as they are informal and
not as organized as written communication.
 Oral communication is time-saving as far as daily interactions are concerned, but in case of
meetings, long speeches consume lot of time and are unproductive at times.
 Oral communications are not easy to maintain and thus they are unsteady.
 There may be misunderstandings as the information is not complete and may lack
essentials.
 It requires attentiveness and great receptivity on part of the receivers/audience.
 Oral communication (such as speeches) is not frequently used as legal records except in
investigation work.
  Non-Verbal Communication, covering body language, gestures, how we dress
or act, where we stand, and even our scent. There are many subtle ways that we
communicate (perhaps even unintentionally) with others. For example, the tone
of voice can give clues to mood or emotional state, whilst hand signals or
gestures can add to a spoken message.

Non Verbal Communication - Actions

Speak Louder than Words
Scenario 1 – You are sitting in front of an interview panel with arms crossed. So far you have
not been asked a single question, however, your crossed arms have spoken louder than the
words.

Tip 1 – Never keep your arms crossed especially during formal one-on-one meetings. It suggests
you are not open to feedback and could also suggest that you are trying to dominate the situation.

Scenario 2 – You are giving a presentation to a group of 20 people. You keep your gaze fixed at
the centre of the class / room through the presentation – your gaze has spoken louder than your
words.

Tip 2 – Your gaze at one person should not be more than 4 - 5 seconds while delivering a
presentation / communicating with a large group unless you are addressing an individual.

Scenario 1 and 2 clearly demonstrate the importance of Non Verbal Communication.

What is Non Verbal Communication ?

It is communication of feelings, emotions, attitudes, and thoughts through body movements /

gestures / eye contact, etc.

The components of Non Verbal Communication are:

  Kinesics: It is the study of facial expressions, postures & gestures. Did you know that while
in Argentina to raise a fist in the air with knuckles pointing outwards expresses victory, in
Lebanon, raising a closed fist is considered rude?
 Oculesics: It is the study of the role of eye contact in non verbal communication. Did you
know that in the first 90 sec - 4 min you decide that you are interested in someone or not.
Studies reveal that 50% of this first impression comes from non-verbal communication
which includes oculesics. Only 7% of comes from words - that we actually say.
 Haptics: It is the study of touching. Did you know that acceptable level of touching vary
from one culture to another? In Thailand, touching someone's head may be considered as
rude.
 Proxemics: It is the study of measurable distance between people as they interact. Did you
know that the amount of personal space when having an informal conversation should vary
between 18 inches - 4 feet while, the personal distance needed when speaking to a crowd of
people should be around 10-12 feet?
 Chronemics: It is the study of use of time in non verbal communication. Have you ever
observed that while AN employee will not worry about running a few minutes late to meet a
colleague, a manager who has a meeting with the CEO, a late arrival will be considered as a
nonverbal cue that he / she does not give adequate respect to his superior?
 Paralinguistics: It is the study of variations in pitch, speed, volume, and pauses to convey
meaning. Interestingly, when the speaker is making a presentation and is looking for a
response, he will pause. However, when no response is desired, he will talk faster with
minimal pause.
 Physical Appearance: Your physical appearance always contributes towards how people
perceive you. Neatly combed hair, ironed clothes and a lively smile will always carry more
weight than words.

Remember, “what we say” is less important than “how we say it” as words are only 7% of our
communication. Understand and enjoy non verbal communication as it helps forming better first
impressions. Good luck!
 Written Communication: which includes letters, e-mails, social media, books,
magazines, the Internet and other media. Until recent times, a relatively small
number of writers and publishers were very powerful when it came to
communicating the written word. Today, we can all write and publish our ideas
online, which has led to an explosion of information and communication
possibilities.

 Written Communication - Meaning,

Advantages and Disadvantages
 Written communication has great significance in today’s business world. It is an
innovative activity of the mind. Effective written communication is essential for
preparing worthy promotional materials for business development. Speech came before
writing. But writing is more unique and formal than speech. Effective writing involves
careful choice of words, their organization in correct order in sentences formation as well
as cohesive composition of sentences. Also, writing is more valid and reliable than
speech. But while speech is spontaneous, writing causes delay and takes time as feedback
is not immediate.
 Advantages of Written Communication

Written communication helps in laying down apparent principles, policies and rules for
running of an organization.

It is a permanent means of communication. Thus, it is useful where record maintenance is

required.

It assists in proper delegation of responsibilities. While in case of oral communication, it is

impossible to fix and delegate responsibilities on the grounds of speech as it can be taken
back by the speaker or he may refuse to acknowledge.

Written communication is more precise and explicit.

Effective written communication develops and enhances an organization’s image.

It provides ready records and references.

Legal defenses can depend upon written communication as it provides valid records.

 Disadvantages of Written Communication

Written communication does not save upon the costs. It costs huge in terms of stationery
and the manpower employed in writing/typing and delivering letters.

Also, if the receivers of the written message are separated by distance and if they need to
clear their doubts, the response is not spontaneous.

Written communication is time-consuming as the feedback is not immediate. The encoding

and sending of message takes time.

Effective written communication requires great skills and competencies in language and
vocabulary use. Poor writing skills and quality have a negative impact on organization’s
reputation.

Too much paper work and e-mails burden is involved.

 Visualizations: graphs and charts, maps, logos and other visualizations can all
communicate messages.
VISUAL
COMMUNICATION
By definition, visual communication is the practice of
graphically representing information to efficiently, effectively
create meaning. There are many types of content in the
realm of visual communication, with examples including
infographics, interactive content, motion graphics, and more.
The possibilities are endless. But no matter the medium, all
incorporate at least some of the following elements:
interactivity, iconography, illustration, supporting text,
graphs, data visualization, and animation.
Which type of visual communication is right for your company
or campaign depends on the goal(s) you’d like to achieve. It
also depends on your target audience. Ask your creative
content partner for recommendations.
Examples of where visual communication can be used include
conferences and trade shows, websites, social media posts,
office presentations and meetings, and so much more. That’s
why, today, the definition of content marketing success
includes visual communication. So when updating your
content strategy, make sure your organization isn’t left
behind. Explore the articles below to learn how to implement
visual communication across your organization.

By definition, visual communication is the practice of

graphically representing information to efficiently, effectively
create meaning. There are many types of content in the
realm of visual communication, with examples including
infographics, interactive content, motion graphics, and more.
The possibilities are endless. But no matter the medium, all
incorporate at least some of the following elements:
interactivity, iconography, illustration, supporting text,
graphs, data visualization, and animation.
Which type of visual communication is right for your company
or campaign depends on the goal(s) you’d like to achieve. It
also depends on your target audience. Ask your creative
content partner for recommendations.
Examples of where visual communication can be used include
conferences and trade shows, websites, social media posts,
office presentations and meetings, and so much more. That’s
why, today, the definition of content marketing success
includes visual communication. So when updating your
content strategy, make sure your organization isn’t left
behind. Explore the articles below to learn how to implement
visual communication across your organization.
How to Use Visual
Communication: Definition,
Examples, Templates

Effective visual communication should be equally appealing and

informative.
Visual communication is really about picking the right elements
(usually text, icons, shapes, imagery and data visualizations) to create
meaning for your audience.
Some common visual communication strategies
include:

 Using data visualization to show the impact of your work

 Using shapes and lines to outline relationships, processes,
and flows
 Using symbols and icons to make information more
memorable
 Using visuals and data to tell stories
  Using color to indicate importance and draw attention

What are some of the most common types

of visual communication?
When you think about visual communication, your mind might first
jump to design-heavy content like social media
graphics or infographics.
And while visual communication certainly plays a role in those cases,
there are a ton of other types of content that fall under the visual
communication umbrella.
Some common types of visual communications in
the workplace include:

 Infographics
 Process Diagrams
 Flow Charts
 Roadmaps
 Charts and Graphs
 Visual Reports
 Presentations
 Mind Maps

Why does visual communication matter?

 Visuals can help create understanding where words alone
cannot.
 They can help bridge the gap between concepts and words,
especially when appealing to an audience with diverse needs
and backgrounds.
 It’s clear that visual communication is top-of-mind for many.