Blue Nile College

UNIT 1: COMMUNICATION: AN OVERVIEW

 Introduction
Communication is the process of exchanging of facts, ideas and opinions and is also a means that
individuals or organizations use for sharing meaning and understanding with one another. In
other words, it is the transmission and interaction of facts, ideas, opinions, feelings or attitudes.
Communication is an interdisciplinary concept. Theoretically it is approached from various
disciplines such as mathematics, accounting, psychology, ecology, linguistics, systems analysis,
etymology, cybernetics, auditing etc. Communication enables us to do important things: to grow,
to learn, to be aware of ourselves and to adjust to our environment.

It is a process, which involves organizing, selecting and transmitting symbols in an appropriate

way to ensure the listener perceive and recreate in his/her own mind the intended meaning of the
communicator. Communication involves the initiation of meaning in the listener, the
transmission of information and thousands of probable stimuli. Human beings have a compulsive
urge to communicate with each other. Mutual understanding is not only based on
communication. Mutual understanding is the core of human relations. There can be no mutual
understanding without communication; mutual understanding is the core of human relations.
Communication is like birth, death, breath and wanting to be loved and be part of life itself. A
human is a communicating an advanced animal in a dialogue form. He/she alone has the power
to express in words. Sight, sound, touch, smell and taste are the modes of exchange of messages.

Contents
1.1. Meaning of Communication
1.2. Significance of Communication
1.3. Communication in Management
1.4 Summary
Objectives: Dear distance learners, after reading this unit, you will be able to:
 explain what is meant by the term “communication”
 identify communication skills
 understand the significance of communication
 explain the role of communication in management

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1.1. Meaning of Communication

The term communication comes from the Latin word “communes” which means common;
sharing information common to all to create common understanding.
Communication used to be defined as the process of transferring thoughts and ideas from one
person to another.

However, the words transferring thought from one person to another inaccurately imply that
communication is like pouring liquid from a jar to a glass. In other words, this definition implies
a simple one-way action where person A takes knowledge from her/his head and simply pours
(transfers) it in to the head of person B. Obviously, communication is not that simple. Person B
may refuse to accept A’s ideas and may wish to present her/his own ideas or B may completely
misinterpret A’s message. As Dan O'Connor notes, “communication does not consist of the
transmission of meaning. Meanings are not transferable, only messages are transferable, and
meanings are not in the message, they are in the message-user.”

Many times what we hear is not what the other person said, and consequently, what we say
frequently can be interpreted in an entirely different manner by the listener.

Communication is the process of exchanging/sharing information by speaking, writing or other

methods. It is the process by which information and human attitudes are exchanged with others.

Large part of each day in office is spent by talking (30%) and listening (45%). When you are not
talking or listening, you are likely communicating in other ways reading (16%), writing (9%),
and no calculation has been made to gesturing, drawing. Or perhaps you are just taking in
information by seeing, feeling or smelling. All of these activities are forms of communication.

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Percentage share of communication skills (Source: Internet)

Human Communication Skills

We can identify three types of business communication skills:-
a) Written b) oral c) non-verbal communication skills
a) Written Communication: - It is one of the widely used forms of communication in business.
It includes letter writing, report writing, memorandum writing, minute writing skills…etc.
b) Oral Communication: - It is realized through skills that involve interpersonal, face-to-face
oral communication skills, telephone conversation, etc.
c) Non-verbal Communication Skills: - It is a wordless form of communication and is realized
through various non-verbal skills. These include body language (hand gesture, facial expression,
touch, posture) dress and grooming, numbers, pictures, color …etc.

? Review Questions on 1.1

1. Discuss the three types of business communication skills?

2. Define communication.

1.2. Significance of Communication

The importance of effective communication is immeasurable in the world of business and in

personal life. From a business perspective, effective communication is an absolute must, because
it commonly accounts for the difference between success and failure or profit and loss in life. It
has become clear that effective communication is critical to the successful operation of modern

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enterprise. Every business person needs to understand the fundamentals of effective

communication. Effective communication is the most critical component of total quality
management. The manner in which individuals perceive and talk to each other at work about
different issues is a major determinant of the business success. It has been proven that poor
communication reduces quality, weakens productivity, and eventually leads to anger and a lack
of trust among individuals within the organization.

Good Communication Skills: - They refer to effective communication in business organization

by making the objective of communication clearer. Good communication skills help:-
 to improve managerial performance
 to create co-ordination
 to enable workers to know the real situation prevailing in an organization.
 to provide all the necessary information
 to facilitate industrial peace.
 to act as a transmitter of ideas, feelings, suggestions and decisions to the employees,
express their responses, attitudes and problems through communication;
 employees get job satisfaction
 saves time.
Poor Communication Skills: - They refer to ineffective communication in business situation.
Barriers such as noise, interference, defensiveness, lack of communication skill contribute to
poor/ineffective communication. If the communication skill is poor, performance is inefficient,
coordination is weak, and workers lack information about the real situation prevailing in an
organization; industrial unrest will be the consequence of it. Workers being unsatisfied with their
job could also be the result of poor communication.

? Review Questions on 1.2

1. Discuss the significance of communication.

2. Compare and contrast good and poor communication skills.

1.3. Communication in Management

The basic purpose of communication in management is to give and receive information which is
of interest both to the receiver and sender. A good communicator transmits ideas to create a
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favorable impression in the minds of the receiver. In general terms, the purpose of
communication system in business are:-
 handling information
 informing action
 taking decisions

Thus, we communicate because we want to make someone do something or take some action or
think or feel in a certain way. Moreover, Chabra has mentioned the following important purposes
of communication system in business:-
a) To inform employees about company progress.
b) To order and instruct employees.
c) To solicit information from employees.
d) To make each employee interested in his job.
e) To express management’s interest in its personnel.
f) To reduce or prevent labor turnover.
g) To instill each employee with personal pride in being a member of the company.

Ethics in Administrative Communications:

Questions of right and wrong arise whenever people communicate. Ethical communication is
fundamental to responsible thinking, decision making, and the development of relationships and
communities within and across contexts, cultures, channels and media. Moreover, ethical
communication enhances human worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity and respect for self and others.

It is possible to be an effective communicator and yet not an ethical communicator. (The classic
example is that of charismatic, but immoral, leader who understands how to persuade his
followers with dazzling rhetoric that appeals to their emotions.) A common term used in political
and corporate circles these days about communication that always attempts to put the candidate
or corporation in the best light is “spin.” But if “spin” means obfuscating or hiding the truth, then
it is not an ethical practice.

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Ethical business communication means: -

1. being honest
2. being respectful
3. showing sensitivity to cultural differences.

Ethical communication includes not only what you do say, but what you don’t say. Excluding
crucial information from a presentation, or not correcting false impression, can also be
considered unethical action.

1.4. Summary

The term communication comes from the Latin word “communes” which means common;
sharing information common to all to create common understanding. Communication is the
process of transferring thoughts and ideas from one person to another and vice versa.

Communication is the process of exchanging/sharing information by speaking, writing or other

methods. It is the process by which information and human attitudes are exchanged with others.

The importance of effective communication is immeasurable in the world of business and in

personal life. From a business perspective, effective communication is an absolute must, because
it commonly accounts for the difference between success and failure or profit and loss in life. It
has become clear that effective communication is critical to the successful operation of modern
enterprise.

The basic purpose of communication in management is to give and receive information which is
of interest both to the receiver and sender. A good communicator transmits ideas to create a
favorable impression in the minds of the receiver.

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 Self Test Exercises

Part I: True or False Questions

Read the following sentences carefully and write TRUE if the statement is correct or FALSE if
the statement is incorrect in the space provided.
_____1. Communication is about sharing information common to all to create common
understanding.
_____2. Communication is the process of transferring thoughts and ideas from one person to
another.
_____3. Effective communication is not a must.
_____4. Good communication is ineffective communication in business situation.
_____5. Ethical communication reduces human worth and dignity.

Part II: Multiple Choice Questions.

Choose the correct answer for the following questions and write the capital letter of your correct
choice in the space provided before each question.
_____1. Communication means:
A) different
B) common
C) varied point
D) all
_____2. The purpose of communication system in business is:
A) handling information
B) informing action
C) taking decisions
D) all
_____3. Ethical business communication means:
A) being honest
B) being respectful
C) Showing sensitivity to cultural
D) all
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_____4. Large part of each day in office is spent by:

A) talking and listening
B) only talking
C) reading
D) writing
_____5. Communication is the process of exchanging/sharing information by:
A) speaking
B) being silent
C) refusing to speak
D) all
Part III: Matching
Match items listed in column B with the item listed in Column A
Column A Column B
1. Poor communication A. 30%
2. Written communication B. Saves time
3. Speaking C. Report writing
4. Oral communication D. Telephone
5. Good communication E. Noise
Part IV: Filling the Blank Spaces
Fill the blank space with the appropriate word or Phrase.
1. _________ is one of the widely used forms of communication in business.
2. _________ refer to effective communication in business organization.
3. _________ is a wordless form of communication and is realized through various non-verbal
skills.
 Answer Key to Self Test Exercises
Part I: True/False
1. True 4. False
2. True 5. False
3. False
Part II: Choice
1. B 3. D 5. A
2. D 4. A

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Part III: Matching

1. E
2. C
3. A
4. D
5. B
Part IV: Fill in the Blank
1. Written communication
2. Good communication
3. Non verbal communication

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UNIT 2: THE COMMUNICATION PROCESS

Contents

2.1. Elements of Communication

2.2. The Process of Communication
2.3. Barriers to Communication
2.4. Interpersonal Communication and Teamwork
2.5. Summary

 Introduction

This unit discusses the communication process and the benefits cherished from following the
complete process of communication.

At first, we will define communication and the communication process. The communication
process embodies the elements of communication. The elements of the communication
connected in a cyclic manner constitute the complete communication process.

Next we will discuss the types of noise that possibly may exist in communication. Within the
discussion likely solutions will be forwarded. We should also point out the barriers that may
exist in communication.

We wrap up the discussion with a detailed presentation of information about basic truth of
communication, barriers to effective communication, interpersonal communication, principles of
interpersonal communication that help to eliminate or minimize communication barriers.

Objectives Dear distance learners, after reading this unit, you will be able to:
 understand the communication process.
 explain the elements of the communication process.
 identify the barriers to effective communication
 discuss interpersonal communication

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2.1. Elements of Communication

a) Messages: - It is the verbal or non-verbal symbol that each communicator conveys. It is the
idea or information that an individual hopes to transmit. The message is the physical form in
which the sender encodes the information. Encoding is converting ideas into communicable
codes which will be understood as a record of the message. Thus, a message may take or be
represented by any of symbols: - verbal (spoken words) written (printed words) gesture (non-
verbal).
b) Sender: - He/she is the person or a generalized source of a message. Sender (source or
communicator) initiates the communication process. In most common situations, people are
senders and receivers intermittently. It is not one way turn-taking process where one sends ideas
and the other receives them. By initiating the message, the sender attempts to achieve to
understand and change in the behavior of the receiver.
c) Receiver: - He/she is a person who is supposed to receive information. The receiver marks the
end point of a message.
If the message fails to reach the receiver, communication cannot be said to have taken place. The
process by which the receiver draws meanings from the symbols encoded by the transmitter is
known as decoding. The process of decoding is affected by the receiver’s past experience,
educational and cultural background, perception, mutuality with the transmitter.
d) Channel: - It is the vehicle, medium or form in which a message travels. Channel is the link
or the medium that connects the source and the receiver. It takes the form of letters,
memorandum, press, radio, computer information system …etc. The receiver must be considered
while selecting channel.
e) Feedback: - It is the message sent in response to the initial message or it is information that
enables corrections to be made. It is a response from a person who has received a message. The
receiver becomes the sender and feedback goes back. Generally, the greater the feedback, the
more effective the communication process is likely to be.
f) Noise: - It is any disturbance that interferes with or distorts the transmission of the message.
Noise keeps a message away from being understood or accurately interpreted.

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Types of Noise:
1. Physical noise: - e.g. people talking loudly, a helicopter passing, the speaker’s poor
grammar, cold air in the room, light too bright or too dim.
2. Psychological noise: - e.g. headache, daydreaming, thought, feeling, lack of sleep, lack of
knowledge on the topic…etc. It occurs in the minds of receivers.

Decodes

Feedback

Sender Noise Receiver

Message Channel

Encodes
A General Model of Elements of Communication

Generally, communication is said to exist when:

 there is a person (sender) desirous of passing on some information.
 there is another person (receiver) to whom the information is to be passed on.
 the receiver partly or wholly understands the message passed on to her/him.
 the receiver responds to the message; i.e. there is some kind of feedback.
Communication cannot exist in the absence of any of these four components. It is said to exist
when there is a message (either oral or written) that is intended to be communicated.
Communication further requires that the receiver of the message understands it and confirms this
by nodding or by giving some kind of gesture or by verbally responding.

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 Basic Truths About Communication

1. Meanings Sent are not always Received

 Meanings transmitted are not necessarily the meaning received.
 Two minds do not have identical filters.
 Two minds do not have identical store house of words, gestures, facial expressions or any
of the symbol forms.
 Two minds do not attach exactly the same meanings to all the symbols they have in
common.
 Meanings any two people give to a set of symbols vary. For similar things they observe,
people may vary on the meaning they attach to them.
 One person never receives precisely the message sent by another.
 People vary in their ability to encode meanings. These differences in minds cause errors
in communication.

2. Meaning is in the Mind

 People have meanings but symbols do not have.
 How accurately one conveys meanings as symbols depends on how skillful he/she is in
choosing the symbols and how he/she receives the symbols in interpreting the meaning
intended. One should look beyond the symbols used.
3. The Symbols of Communication are Imperfect
 The symbols we use, especially words are crude substitute for the real things. E.g. the
word “man” can refer to billions of human beings whom no two are precisely alike.
 Words cannot account for the infinite variation of reality.
 Communication is also imperfect because communicators vary in their ability to convey
thoughts.
 Some find it very difficult to select symbols that express their simplest thoughts.

? Review Questions on 2.2

1. When communication does is said to exist?

2. Discuss the elements of the communication process.

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2.2. The Process of Communication Process

Communication is an attempt to effect exchange of messages, ideas or opinion between minds.

The word exchange tells us that communication is essentially a two-way process involving a
sender and a receiver.

The importance of effective communication is immeasurable in the world of business and in

personal life. From a business perspective, effective communication is an absolute must, because
it commonly accounts for the difference between success and failure or profit and loss. Effective
communication is the most critical component of total quality management. It has been proven
that poor communication reduces quality, weakens productivity, and eventually leads to anger
and a lack of trust among individuals within the organization.

The communication process: -

1. is the guide toward realizing effective communication?
2. enables the sharing of a common meaning take place between the sender and the receiver.
3. helps individuals become more productive in every aspect of their profession.

The communication process is made of elements that are discussed below.

? Review Questions on 2.1

3. Describe the communication process.

4. What is the importance of the communication process?

2.3. Barriers to Communication

1. Frame of reference: - It is the result of variations in the encoding and decoding process.
Sender and receiver interpret the same communication differently depending on their
previous experiences. The sender can encode and the receiver can decode only in terms
of their experiences.
2. Selective listening or selective perception: - It is the tendency to block out new
information especially, if it conflicts with what we believe. It is an attempt to selectively
perceive the information that reaffirms our belief and expectations.

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3. Value Judgment: - It is assigning an overall worth to a message prior to receiving the

entire communication. E.g. a manager saying to a letter “He is always complaining.” Due
to this premature evaluation, the receiver will not take the entire message.
4. The use of value laden words: - These are words or phrases that arouse emotions such as
“democratic rights,” “discipline,” etc. They challenge the receiver’s ability to respond
correctly and rationally.
5. Emotional environment: - It is the environment that is likely to interfere the emotions and
impair judgment and understanding ability of the receiver. E.g. anger, grief, and extreme
pleasure.
6. Source credibility: - It is the trust, faith, and confidence that the receiver has to the
sender. The receiver may take the information fully sent by the sender as reliable to him
even if the information is wrong or incorrect.
7. Filtering: - It refers to manipulation or distortion of information so that the receiver
perceives it positive. E.g. subordinates cover up unfavorable information in messages to
their superiors.
8. In-group language: - The use of jargon results in severe communication breakdowns
when outsiders or other groups are involved.
9. Status or hierarchical difference: - Status or rank differences can be perceived as threats
by persons lower in the hierarchy and this can prevent or distort communication. People
of higher status generally communicate more with one another than they do with people
at lower status. Even when they communicate with lower status, they dominate
conversations. Employees do not oppose/criticize the judgments and decisions of their
superiors due to status differences in the organization.
10. Communication overload: - There is a limit to the amount of information an individual
can process and absorb at any given time.
11. Nose: - e.g. sound of factories, frequent telephone breakdown, etc.
12. The practice of hoarding: - This is when people feel a sense of power and prestige by
hoarding information (preserving information for one). This tendency of aversion to pass
information adversely affects both the workers morale and efficiency.

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2.4. Interpersonal Communication and Teamwork

It occurs between two or more people. Such communication is usually informal and occurs in
unstructured situations. It uses all the elements of the communication process.
The most commonly used channels in interpersonal communication are sight and sound.
Interpersonal communication is the most common form of daily communication; that is, face-to-
face, at the same time and in the same place.

 Problems of Interpersonal Communication(Barriers)

a) Physical surrounding/noise/: - This may be produced by the conversation of somebody
else nearby, or by the machine operation. The communicator takes an extra effort to
overcome the noise. The communicator must use the right vocabulary which is easily
understood by the receiver.
b) Defensiveness (closed mindedness): - Certain people think they know everything about a
particular subject. It refers to filtering idea, rigidity and dogmatism. Defensive people
close their minds tightly to new ideas that are brought to them. The blocked mind is
closed to reality and hides fault and considers only limited information.
c) Criticism: - It should not be done in a manner by which an individual does not like.
Criticism should be directed towards an issue, not directed towards an individual.
d) Arguing: - It stems from two blocked minds. Parties in argument usually defend blocked
minds rather than listen. All participants in argument do more talking than listening.
e) Difference in perception: - we perceive reality differently. No two perceptions are exactly
the same. Each worker is unique and brings to the job unique perceptions. Thus,
employee’s perception determines the matter in which they interpret what they see and
hear. Difference in perception and particularly the fact that each of us tend to hear only
what we expect to hear, undermines interpersonal communication.
f) Difference in semantics: - Semantics is the study of word meanings and their effects on
human behavior. The same word may suggest quite different meaning to different people
because of educational, cultural, professional differences.
Meanings are attached to words. Words use symbols of realities. If the meaning of the
symbols or words is the same, there would have been only one language. Language can

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change; people can use new or old words differently and alter their agreement on word
meaning. The meanings we assign to words are of two types:
1. Connotative 2. Denotative
1. Connotative: - They are meanings that exist only in the mind. Connotative meanings
are meanings built inside people according to their culture. E.g. justice, democracy, good
governance, freedom, love…etc.
2. Denotative: - They are meanings that are based on reference to the real word. E.g.
chair, table, cow, pen, pencil, book, ruler…etc.
The meanings these words bring to our mind are clearly the objects or events to which we
point. Therefore, when you communicate, consider both denotative and connotative
meanings of your messages.
g) Gaining: - It refers to getting cheap popularity or support by accepting all.
h) Non-verbal Communication: - It refers to all communication that occurs without
words(body movement, space, time, touch, color..etc) depending on the situation, they
are barriers to communication. By considering facial expression, you associate with
happiness, fear, anger and sadness. This differs from language to language or from
culture to culture. Though non-verbal communication crosses language boundary, they
don’t convey the same meaning all the time.. E.g. in USA, using finger to call a person is
normal while it is impolite in Ethiopia.

Principles of Interpersonal Communication

There is no possibility of eliminating the above barriers altogether.

Action to minimize the effect of barriers
a) Seek to classify your ideas before communication: - before giving an order, issuing
instruction or making a request, make sure what your message is.
b) Consider the total physical and human setting whenever you communicate. The setting in
which you communicate, whether public or private or in noisy or quite setting affects
how well the message is transmitted.
c) Follow-up on your communication: - get feedback. It makes communication a two-way
process and provides opportunity for suggestion and criticism. Feedback avoids errors in

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transmission and evokes participation of subordinates. The surest way to determine if

your message has been received is to follow-up your communication by asking questions.
d) Be sure your actions support your communication: - the most persuasive kind of
communication is not what you say but what you do. When a person’s actions or attitude
contradict his/her words, we tend to discount what the person has said. Actions must
support message.
e) Avoid evoking defensive behavior: - Try to focus on the act not on the person. Do not
explain about subordinates to themselves.
f) Avoid criticism: - If necessary, criticism should be done privately and in a manner that
helps the person maintain his/her dignity or sense of worth. Never say a person is always
wrong or right. Criticism should be free of personal feelings. It should be objective.
g) Seek not only to be understood but to understand: - Be an active listener. Listen for total
meaning. Understand not only the content but more importantly the feeling. Note all cues.
Remember that not all communication is verbal. Be aware of cues including facial
expression, voice…etc.

? Review Questions on 2.4

1. Discuss the principles of interpersonal communication.

2. Explain some of the problems of interpersonal communication.

2.5. Summary

Communication is an attempt to effect exchange of messages, ideas or opinion between minds.

The word exchange tells us that communication is essentially a two-way process involving a
sender & a receiver.

The communication process is:

 the guide toward realizing effective communication.
 A means that enables the sharing of a common meaning take place between the sender
and the receiver.
 Helpful for individuals to become more productive in every aspect of their profession.

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Generally, communication is said to exist when:

 There is a person (sender) desirous of passing on some information.
 There is another person (receiver) to whom the information is to be passed on.
 The receiver partly or wholly understands the message passed on to her/him.
 The receiver responds to the message; i.e. there is some kind of feedback.

Interpersonal communication occurs between two or more people. Such communication is

usually informal and occurs in unstructured situations. It uses all the elements of the
communication process.
The most commonly used channels in interpersonal communication are sight and sound.
Interpersonal communication is the most common form of daily communication; that is, face-to-
face, at the same time and in the same place.

 Self Test Exercises

Part I: True or False Questions
Read the following sentences carefully and write TRUE if the statement is correct or FALSE if
the statement is incorrect on the space provided.

_____1. The importance of effective communication is measurable in the world of business.

_____2. Poor communication reduces quality.
_____3. Meanings transmitted are not necessarily the meaning received.
_____4. Symbols have meanings but people do not have.
_____5. The blocked mind is closed to reality and hides fault and considers only limited
information.

Part II: Multiple choice questions.

Choose the correct answer for the following questions and write the capital letter of your correct
choice
_____1. Converting ideas in to communicable codes which will be understood as a record of the
message.
A) decoding
B) encoding
C) interpreting
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D) Code making
_____2. What refers to manipulation or distortion of information so that the receiver perceives it
positive.
A) Frame of reference
B) Receiver
C) Filtering
D) Encoding
_____3. Which one of the following is a physical noise?
A) people talking loudly
B) a helicopter passing
C) the speaker’s poor grammar
D) All
_____4. Which one of the following is not a defensive behavior?
A) Openness
B) filtering idea
C) rigidity
D) all
_____5. The study of word meanings and their effects on human behavior is:
A) Decoding
B) Semantics
C) Pragmatic
D) all

Part III: Matching

Match items listed in column B with the item listed in Column A
Column A Column B
1. Messages A. Idea
2. Sender B. A message’s end point
3. Receiver C. Medium
4. Channel D. Source
5. Feedback E. Response

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Part IV: Filling the Blank Space

Fill the blank spaces with the appropriate word or Phrase.
1. _____________is an attempt to effect exchange of messages, ideas or opinion between minds.
2. ____________ is any disturbance that interferes with or distorts the transmission of the
message.
3. _______________ is the result of variations in the encoding and decoding process.

 Answer Key to Self Test Exercises

Part I: True/False
1. False 4. False
2. True 5. True
3. True
Part II: Choice
1. B 4. A
2. C 5. B
3. D
Part III: Matching
1. A
2. D
3. B
4. C
5. E

Part IV: Fill the Blank Space

1. Communication
2. Noise
3. Frame of reference

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UNIT 3: COMMUNICATION PRINCIPLES

Contents
3.1. Correctness
3.2. Completeness
3.3. Conciseness
3.4. Clarity
3.5. Creativeness
3.6. Courtesy
3.7. Consideration
3.8. Summary

 Introduction

Communication as means of creating common understanding between people employs

fundamentally basic principles that serve as a foundation for its application. These principles
underlie the workings in real life of interpersonal communication. They are basic to
communication. We can't ignore them.

Business communication delivers your ideas to your audience and achieves the outcome you
want. It requires concentration and energy to digest your message, so make your reader read with
ease, instead of creating a resistance in your reader.
Before you begin communicating, remind yourself:
 to make your sentences short.
 to use simple words
 to use direct and active sentence
 to keep your reader focused on your message
 to focus on key points and good flow

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The 7 C’s of Communication

Seven C’s of Communication means to write or compose correct or effective messages by

applying some certain rules or principles.

Objectives: Dear distance learners, after reading this unit, you will be able to:
 distinguish the relationship between principles of communication and the 7C’s of
communication.
 explain the 7C’s of communication.

3.1. Correctness
It means that there is no mistake of grammar, punctuation and spellings. It should be
grammatically correct. All information should be accurate and timely. In our messages we
should include fact words and figures, writing should be perfect and clean, language should be of
correct level and there should be proper grammar punctuation, spelling and paragraphing.

If our message or documents is not of good level of correctness then it has no effect on reader so
it may cause lot of difficulties. So the objective of communication will be failed. Double check
your spellings and grammar. So proof read it before you send it.

3.2. Completeness
It means that our message should include all necessary facts and background information. It
should include everything the reader needs for the reaction we desire. We must include all
information which our reader wants.

If our message will not be completed to bring desirable results then the reader will not be
convinced by us. So we should keep it in mind that partial information would not work if we
have to survive.

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3.3. Conciseness

It means to convey information in fewest possible words. We should keep in mind the reader’s
knowledge of the subject and their time constraints. So our message should complete without
being wordy.

The writer is a looser if he was unable to convey information in fewest possible words because
none have enough time to read wordy messages. So our message should be comprehensible.

3.4. Clarity

It means that we have a definite purpose of writing and make sure it is clearly communicated up
front. Clarity demands us that each and every points and aspects of our message should be clear
to the reader.

We should use right level of language, proper punctuation, right spellings and accurate facts and
figure.

3.5. Creativeness

It means to use different formats (vs. Straight narrative) to communicate our message. It should
include Q/A format, graphics, etc. Our message should include different formats so that the
reader may understand our ideas without getting trouble.

3.6. Courtesy

It means that to show our expressions and respect to the reader. Courteous message strengthen
present relations and make new friends. We should answer our mail promptly. Courteous
message always makes it place in heart because it shows lot of respect and sincerity.

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Courtesy is more important and advantageous in business writing than it is in face to face
communication and conversation.

3.7. Consideration

It means the message with the receiver in mind. Keep your reader's needs in mind as you write.
Ask yourself, 'Why should my reader spend time reading this?' We should focus on us despite on
others. And try to show reader benefit and interest in reader.

We should try to visualize our readers their desires problems emotions circumstances and
possible reaction to our request.

? Review Questions on 3.1

1. Discuss the 7C’s of Communication

3.8. Summary

Seven C’s of Communication means to write or compose correct or effective messages by

applying some certain rules or principles.

The seven C’s of communication include: - correctness, completeness, conciseness, clarity,

creativeness, courtesy and consideration

To follow basic principles of communication means that a writer should try to visualize his/her
readers’ desires, problems, emotions, circumstances and possible reaction to his/her request.

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 Self Test Exercises

Part I: True or False Questions
Read the following sentences carefully and write TRUE if the statement is correct or FALSE if
the statement is incorrect on the space provided.
_____1. Courtesy is more important and advantageous in business writing
_____2. Partial information would not work if we have to survive.
_____3. Double check your spellings and grammar.
_____4. We shouldn’t try to visualize our readers their desires
_____5. Our message should include different formats.

Part II: Multiple choice questions.

Choose the correct answer for the following questions and write the capital letter of your correct
choice

_____1. Under what principle should all information be accurate and timely?
A) Completeness
B) Conciseness
C) Clarity
D) Correctness
_____2. What requires us to include all information which our reader wants?
A) Completeness
B) Conciseness
C) Clarity
D) Correctness
_____3. Our message should complete without being wordy under the principle of:
A) Completeness
B) Clarity
C) Conciseness
D) Correctness

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Part III: Filling the Blank Space

Fill the blank space with the appropriate word or Phrase.

1. _______________ means showing respect to a reader.

2. _____________ means the message with the receiver inn mind.
3. _________________ means that we have a definite purpose of writing and make sure it is
clearly communicated up front.

 Answer Key to Self Test Exercises

Part I: True/False
1. True 4. False
2. False 5. True
3. True
Part II: Choice
1. D 4. B
2. A
3. C

Part III: Fill in the Blank

1. Courtesy
2. Consideration
3. Clarity

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UNIT 4: TYPES OF COMMUNICATION IN ORGANIZATIONS

Contents
4.1. Internal & External Communication
4.2. Formal Flow of Communication
i. Downward Communication
ii. Upward Communication
iii. Horizontal Communication
iv. Diagonal Communication
v. Informal Communication
vi. Non-Verbal Communication
4.3. Summary

 Introduction

In an organization, there can exist different types of organization. Depending on the size, type
of operation and connection networks they have, companies differ in the types of
communication activities they undertake.

Some organizations process many incoming letters and telephone calls rather than making
telephone calls and writing letters to outside organizations. Others do the vice versa.

Even if many organizations use the formal network of communication activity, many others
tend to rely much more on the informal network.
In this chapter, the lines of communication will be thoroughly discussed. Finally, non verbal
communication is presented clearly.

Objectives: Dear distance learner, by the end of the unit, you will be able to:
 The different types of communication

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4.1. Internal & External Communication

There are two types of communication, namely; Internal &external.

1. Internal Communication: - It encompasses: -
Incoming Letters and Calls: - are classified into two categories:-
a) Written messages coming from outside a company.
b) Telephone call coming from outside a company.
Incoming written message should be properly sorted, confidential letters should be opened
properly, date is stamped, content should be checked as soon as possible, and if necessary,
copies are made. An incoming letter and copy of the reply should be properly filed by using
appropriate filing method.
Incoming telephone call can be handled using techniques like:-
 Answer incoming telephone call promptly; ideally on the second call.
 Identify yourself to communicate effectively.
 Be courteous; talk with a smile in the voice.
 Speak in a low, even and clear voice.
 make note
 If necessary transfer the call
 Try to summarize the key points in the telephone conversation.

2. External Communication: - it encompasses: -

Outgoing letters and Calls: - It is important to handle outgoing letters & calls because:-
- Improper handling of outgoing letters/calls creates bad impression
outsiders/receivers.
- Delays in sending replies slow down the pace of organization activity.
The outgoing letter should be properly handled at different stages such as the production,
signature, referencing, dispatching and filing the carbon copies.

4.2. Formal flow of communication

A network of communication represents the pattern of contacts among the members of the
organization.
 Communication network may be classified as:
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1. Formal communication network.

2. Informal communication network..
1. Formal Communication Network:-
 It is the path of communication which is institutionally determined by management.
 It is based on the chain of command and the line of authority from the top of the
organization to the bottom.
 It is the major well established channel of information flow.
 It includes letters, reports, orders and written messages.

i. Downward communication
It is communication from superior to subordinate. It is needed to: -
i) get things done
ii) prepare for change
iii) discourage misinformation
iv) get people informed
- downward communication takes the form of notices, circular, instruction, orders, letters…
etc.

ii. Up-ward Communication: - It is the flow of information from the lower level in the
organization’s hierarchy to the higher level. That is from subordinate to superior.
* Example of upward communication: -
i) activity reports
ii) opinions, ideas, and suggestions
iii) complaints and grievances
- Up-ward communications is needed to:-
a) create receptiveness to communication
b) create participation
c) evaluate communication
iii. Horizontal communication: - refers to transmission of information among positions of
the same level. It is the strongest and most easily understood. The major purposes of such
communication are: -
- co-ordination of tasks
- solving problems

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- sharing information with colleagues

- promoting teamwork
So, communication should be free in all directions in order to properly achieve the goals of an
organization.

iv. Diagonal Communication

Diagonal communication is the sharing of information among different structural levels within
a business. For example, diagonal communication could involve higher level management
communicating to lower level management, a shift in organizational objectives as well as the
ensuring dialog about how best to achieve the new goals.

Outside of informal social interactions, individuals in an organization typically communicate

with their direct supervisors or subordinates. Diagonal communication routes depart from
these hierarchical norms by engaging individuals who work at different levels and indifferent
departments. Diagonal communications have several important functions; however, they are
not without risk.

v. Informal Communication

 It is made up of the thousands of personal communication that take place in any

organization.
 It follows no set pattern but consist of an intricate web of information flow that links
all company members.
 When the employees are unable to communicate the required information to higher
authorities because of communication barriers, they may resort to informal channel of
communication.
 It is not a single network at all; rather it is a collection of smaller networks made up of
groups of people.
 It is known as the grapevine in management literature.
 It consists of much gossip and rumor because it arises from the social interaction of
people.
 It is very fast than formal network.

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 If it does not exist in the organization, the ability of the manager to build team work,
motivate people and create identification with the organization would be severely
restricted.
* Advantages of Informal Communication
a) It is a primary means for the development of the group identification and interest in work.
b) It helps the organization to complete the job of communication since it is not always
possible for management to transmit formally all types of information.
c) It is a primary source of upward communication. It brings facts, feelings, rumor, truth… to
the manager.
- Rumor:- is the most undesirable feature of the grapevine. It has given the grapevine a bad
reputation. Rumor is communicated without authentic standards of evidence. It is untrue part
of grapevine. Rumor serves as a means of wish fulfillment, applying pressure on management.
Rumor gets twisted, and distorted when it passes from one source to another. The best
approach in dealing with rumor is to get at its causes rather than try to kill it after it has
already started.

Formal and Informal Communication Comparison

Formal Informal
1. Passes through the chain of command established 1. Is unplanned and un patterned
by the organization structure. set of information flow.
2. Is highly structured & well defined channel 2. Is unstructured & there is no
of communication communication. defined channel of
3. Is oriented towards the goals & tasks of 3. Is directed towards achieving
the organization individual goals(e.g socializing)
4. Is slow 4. Is very fast
5. Is impersonal in nature 5. Is social & personal in nature

vi. Non-verbal Communication

Consider body language: - Consider how eye-contact, facial expressions, gestures and body
movements all influence communication.
 Eye contact: - can reflect many things. Eye contact that is:
- Frequent: - indicates approval or acceptance.

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- squinting, or glaring may mean disapproval, and

- Avoided or when the person is staring off in to space can indicate indifference.
 Facial expressions communicate emotions and might include: -
- A smile of approval or happiness.
- A frown of disapproval or unhappiness, and
- A scowl/glare of anger and tightly closed teeth indicates aggression and sadness.
 Gestures that are frequently seen and familiar include:
- A head nod may indicate approval.
- Body orientation towards a speaker that shows interest in a conversation;
- Shaking the head from side-to-side, folded arms, and physical distance all express
disapproval or an unwillingness to consider alternatives.
 Pointing or shaking a finger at someone, clinching a fist can indicate aggression.
 Tapping feet or fingers and leaning away from a speaker suggests indifference or
boredom.
These expressions are all familiar. Look at whether body language and words are consistent in
meaning. Conflicts between words and body language could lead to confusion. Body language
can also be used to emphasize verbal language.

? Review Questions on 4.1

1. Explain the concept of non-verbal communication.
2. Compare and contrast formal and informal communication.
4.2. Summary
Incoming written message should be properly sorted, confidential letters should be opened
properly, date is stamped, content should be checked as soon as possible, and if necessary,
copies are made. An incoming letter and copy of the reply should be properly filed by using
appropriate filing method.

The outgoing letter should be properly handled at different stages such as the production,
signature, referencing, dispatching and filing the carbon copies.

A network of communication represents the pattern of contacts among the members of the
organization.
- Communication network may be classified as:
1. Formal communication network.

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2. Informal communication network.

 Self Test Exercises

Part I: True or False Questions
Read the following sentences carefully and write TRUE if the statement is correct or FALSE
if the statement is incorrect on the space provided.

_____1. Answer incoming telephone call promptly; ideally on the second call.
_____2. Body orientation towards a speaker that shows interest in a conversation.
_____3. Communication should be free in all directions
_____4. Formal communication is very fast than formal network
_____5. It is very hard to be courteous on the phone.

Part II: Multiple choice questions.

Choose the correct answer for the following questions and write the capital letter of your
correct choice
_____1. The lines of communication flow along formal channel of communication. It could
be:
A) downward
B) upward
C) horizontal
D) all
_____2. A smile indicates:
A) happiness
B) unhappiness
C) disagreement
D) all
_____3. Which one of the following body language might indicate aggression?
A) pointing a finger at someone
B) shaking finger
C) clinching fist
D) all

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_____4. The flow of information from the lower level in the organization’s hierarchy to the
higher level is:
A) Downward
B) Upward
C) Horizontal
D) Lateral
_____5. The major purpose of horizontal communication is:
A) co-ordination of tasks
B) solving problems
C) sharing information with colleagues
D) all

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Part III: Matching

Match items listed in column B with the item listed in Column A
Column A Column B
Letters A. Approval
Very fast B. Upward communication
Order C. Formal communication
Complaint D. Downward communication
Smile E. Informal communication

Part IV: Filling the Blank Space

Fill the blank space with the appropriate word or Phrase.
1. ___________ is the most undesirable feature of the grapevine.
2. ____________________ is the path of communication which is institutionally
determined by management.
3. ____________________ is made up of the thousands of personal communication that
take place in any organization.
 Answer Key to Self Test Exercises
Part I: True/False
1. True 4. False
2. True 5. False
3. True
Part II: Choice
1. D 4. B
2. A 5. D
3. D
Part III: Matching
1. C
2. E
3. D
4. B
5. A
Part IV: Fill the Blank Space
1. Rumor
2. Formal communication
3. Informal communication

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UNIT 5: PUBLIC RELATIONS

Contents
5.1. The Publics
5.2. Media Relations
5.3. Summary

Objectives: Dear distance learner, once you complete this unit, you will be able to;
to;
 Meaning of public relations
 The methods, tools and tactics of public relations

 Introduction

Public relation is about reputation - the result of what you do, what you say and what others
say about you. It is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behavior. It is the planned and
sustained effort to establish and maintain goodwill and mutual understanding between an
organization and its publics.

Every organization, no matter how large or small, ultimately depends on its reputation for
survival and success. Customers, suppliers, employees, investors, journalists and regulators
can have a powerful impact. They all have an opinion about the organizations they come into
contact with - whether good or bad, right or wrong. These perceptions will drive their
decisions about whether they want to work with, shop with and support these organizations. In
today's competitive market and uncertain economic climate reputation can be a company's
biggest asset – the thing that makes you stand out from the crowd and gives you a competitive
edge. Effective Public relation can help manage reputation by communicating and building
good relationships with all organization stakeholders.

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5.1. The Publics

A Public Relations (PR) is the practice of managing the flow of information between an
organization and its publics and was invented. Public relations provide an organization or
individual exposure to their audiences using topics of public interest and news items. Their
aim is often to persuade the public, investors, partners, employees and other stakeholders to
maintain a certain point of view about the company, its leadership, products or of political
decisions. Common activities include speaking at conferences, working with the press, and
employee communication.

Public Relations (PR) is a component of a company's marketing and communications effort

that involves working to promote goodwill, according to the Public Relations Society of
America (PRSA). Companies utilize common PR tools to deliver brand and product-building
messages. Publicity, relationship building and public engagement are among benefits desired
from PR.

Public relations help an organization and its publics adapt mutually to each other. The
essential functions of public relations include research, planning, communication, dialogue
and evaluation.

Public Relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.

Public relations is a management function which tabulates public attitudes, defines the
policies, procedures and interests of an organization . . . followed by executing a program of
action to earn public understanding and acceptance."

Building and managing relationships with those who influence an organization or individual’s
important audiences has a central role in doing public relations.

Public relations is the art and social science of analyzing trends, predicting their
consequences, counseling organizational leaders, and implementing planned programs of
action, which will serve both the organization and the public interest.

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Others define it simply as the practice of managing communication between an organization

and its publics.

The European view of public relations notes that besides a relational form of interactivity
there is also a reflective paradigm that is concerned with publics and the public sphere; not
only with relational, which can in principle be private, but also with b consequences of
organizational behavior

Methods, Tools and Tactics

Traditional public relations tools include press releases and press kits which are distributed to
the media to generate interest from the press. Other widely used tools include brochures,
newsletters and annual reports. Increasingly, companies are utilizing interactive social media
outlets, such as blogs, and social media. Unlike the traditional tools which allowed for only
one-way communication, social media outlets allow the organization to engage in two-way
communication, and receive immediate feedback from various stakeholders. There are two
types of Two-way communication, Two-way asymmetrical public relations and Two-way
symmetrical public relations. An asymmetrical public relation model is unbalanced. In this
model an organization gets feedback from the public and uses it as a basis for attempting to
persuade the public to change. A symmetrical public relation model means that the
organization takes the interests of the public into careful consideration and public relations
practitioners seek a balance between the interest of their organization and the interest of the
public.

The form and nature of internet-mediated public relations.

Specific public relations disciplines include:
 Financial public relations – providing information mainly to business reporters
 Consumer/lifestyle public relations – gaining publicity for a particular product or
service, rather than using advertising
 Crisis public relations – responding to negative accusations or information
 Industry relations – providing information to trade bodies
 Government relations – engaging government departments to influence policymaking

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PR and the World of Business

The world of business is characterized by fierce competition and in order to win new
customers and retain the existing ones, the firms have to distinguish themselves from the
competition. But they also need to create and maintain a positive public image. A PR
specialist or firm helps them both create and maintain a good reputation among both the
media and the customers by communicating in their behalf and presenting their products,
services and the overall operation in the best light possible. A positive public image helps
create a strong relationship with the customers which in turn increases the sales.

PR Tools and Techniques

PR specialists and firms use a number of tools and techniques to boost their clients’ public
image and help them form a meaningful relationship with the target audience. To achieve that,
they use tools such as news releases and statements for media, newsletters, organisation and
participation at public events conferences, conventions, awards, etc.. PR specialists of course
also utilize the Internet tools such as social media networks and blogs. Through the mentioned
tools, PR specialists give the target audience a better insight into their clients’ activities and
products/services as well as increase publicity.

Who Can Work as a PR?

A PR specialist is usually required to have a relevant type and level of education such as a
Bachelor’s degree in communications or journalism. Proper education, however, is not
enough to become a PR and much less to become a successful PR. A PR specialist needs
certain skills (they are acquired through additional education and training), in the first place
excellent writing and verbal communication skills. But a PR specialist also must know to
work under pressure and be able to answer a variety of questions including unpleasant ones.
For example, if the client is under a public “attack”, a PR specialist needs to establish a
control over the situation and protect the client’s good reputation.

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5.2. Media Relations

Media relations involve working with media for the purpose of informing the public of an
organization’s mission, policies and practices in a positive, consistent and credible manner.
Typically, this means coordinating directly with the people responsible for producing the
news and features in the mass media.

By using proven public relations (PR) tools and activities, you can promote positive attitudes
and behaviors towards your business that will help convert interested consumers into
customers.

PR tools are very cost-effective, and often give you a greater degree of control than more
broadly targeted advertising campaigns. Consider using these PR tools to build your business's
reputation.

Media strategies focus on circulating messages through media channels to manage how your
business is portrayed by the media. Your media tools might include releasing media
statements and fact sheets, offering on-site media tours to encourage journalists to report
positive messages about your business, and using social media to get the attention of
journalists and track journalists who report in your market.

By developing good media contact lists and building relationships with key journalists to help
you distribute your key messages, you can use local, regional or state media to:

Advertorials

Advertorials are advertisements in the form of news stories or reviews in newspapers.

Advertorials allow you to associate your advertising with the credibility of the newspaper.

Many businesses employ advertising or marketing professionals to help them develop TV

advertorials - which are commonly used as a form of advertising and product placement.

Social media

Social media lets you bypass the media and go straight to your customers. Using social
networking sites such as Facebook and Twitter allows you to follow and be followed by
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journalists, drive web traffic, manage issues by responding quickly to criticisms or negative
perceptions, and increase exposure for your business brand.

Newsletters

Print or emailed newsletters have long been a good way to promote your business,
communicate with customers and keep them informed of new product and services.

Regular newsletters can strengthen your personal connections with customers and reflect your
business brand and personality.

Brochures and catalogues

'Take home' or mail-out brochures or catalogues can help keep your customers thinking about
your business and its products and services.

Properly designed brochures and catalogues give customers confidence in you and what you
sell, and help drive customers to your website. Information contained in business brochures
and catalogues can be effectively reworked for your website, helping you do business online.

Business Events

Events are opportunities for business people to gain exposure for their businesses, promote
new products or services and make sure accurate information reaches targeted customers.

From a sales point of view, events are a chance to counter customer doubts and build
customer confidence. They can also help you research your market and competitors, and build
your mailing list.

Trade shows are an opportunity for businesses to compete in their industry and share
information with people in similar lines of work.

Speaking Engagements

Speaking at events where customers are likely to attend helps position you as a leader or
innovator in your field. As a business owner or leader, building your reputation as an expert
also builds the reputation of your business - and draws new customers.

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Events are valuable promotional opportunities even if you don't have top billing as a speaker.
You will build reputation simply by having your business name or logo on the event listing, or
delivering a presentation about a new product or innovation.

Sponsorships or Partnerships

Partnerships and sponsorships are good for business. Supporting a not-for-profit cause can
help build feelings of goodwill towards your business. Community partnerships may involve
an exchange of funds or in-kind benefits to grow a local community organisation in return for
benefits that promote your business reputation.

Partnerships can help consumers identify your brand with good business practice and good
ethics.

Employee relations

Your staffs are ambassadors for your business and its brand. Many larger businesses conduct
employee relations - building their business culture and team relationships by sharing
information, promoting involvement and instilling a sense of pride in business achievement.
This can improve teamwork, staff retention and productivity.

Community relations

Building good relationships with members of the community where you do business helps
build customer loyalty. Find out where the customers in your community live by collecting
postcodes at point of sale.

Engaging local stakeholders and decision makers helps build your profile and level of
influence, helping you to attract more customers through word-of-mouth and ensuring your
business interests are factored into community decision making.

? Review Questions on 5.1

3. What is Public Relation?

4. Discuss public relation tools.

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5.3. Summary

A public relations (PR) is the practice of managing the flow of information between an
organization and its publics and was invented. Public relations provide an organization or
individual exposure to their audiences using topics of public interest and news items. Their
aim is often to persuade the public, investors, partners, employees and other stakeholders to
maintain a certain point of view about the company, its leadership, and products or of political
decisions. Common activities include speaking at conferences, working with the press, and
employee communication.

Traditional public relations tools include press releases and press kits which are distributed to
the media to generate interest from the press. Other widely used tools include brochures,
newsletters and annual reports. Increasingly, companies are utilizing interactive social media
outlets, such as blogs, and social media.

 Self Test Exercises

Part I: True or False Questions
Read the following sentences carefully and write TRUE if the statement is correct or FALSE
if the statement is incorrect on the space provided.
_____1. A PR specialist requires poor writing and verbal communication skills.
_____2. Partnerships and sponsorships are bad for business.
_____3. Improperly designed brochures and catalogues give customers confidence in you.
_____4. PR tools are designed to build bad attitude.
_____5. Public relations help an organization and its publics adapt mutually to each other.

Part II: Multiple choice questions.

Choose the correct answer for the following questions and write the capital letter of your
correct choice
_____1. The aim of Public Relation is to persuade:
A) the public
B) investors
C) partners
D) all

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_____2. Traditional public relations tools include:

A) Press releases
B) Press kits
C) Press conferences
D) all
_____3. Which one of the following helps engage in a two way communication?
A) Traditional PR
B) Social Media
C) Classical PR
D) all
_____4. Regular newsletters can:
A) Weaken your connection
B) Strengthen your connection
C) Damage your relationship
D) all
_____5. Who are ambassadors for your business and its brand?
A) Competitors
B) Suppliers
C) Employees
D) All
Part III: Matching
Match items listed in column B with the item listed in Column A
Column A Column B
1. Financial public relations A. gaining publicity
2. Consumer public relations B. providing information to trade bodies
3. Crisis public relations C. to business reporters
4. Industry relations D. responding to negative accusations
5. Government relations E. engaging government departments

Part IV: Filling the Blank Space

Fill the blank space with the appropriate word or Phrase.
1. __________________ is the practice of managing the flow of information between an
organization and its publics and was invented.
2. _____________ are advertisements in the form of news stories or reviews in newspapers.
3. ______________ are opportunities for business people to gain exposure for their
businesses.

 Answer Key to Self Test Exercises

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Part I: True/False
1. False 4. False
2. False 5. True
3. False
Part II: Choice
1. D 4. B
2. D 5. C
3. A
Part III: Matching
1. C 2. A 3. D 4. B 5. E

Part IV: Fill in the Blank

1. Public relations
2. Advertorials
3. Events

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UNIT 6: MEDIA OF COMMUNICATION

Contents
6.1. Introduction
6.2. Overview of media of communication
6.3. Oral Communication
6.4. Speech
6.5. Telephone vs face to face conversation
6.6. Active Listening
6.7. Interviews
6.8. Meetings
6.9. Written Communication
6.9.1. Business Letter Writing
6.9.2. Memo and Report Writing
6.10. Summary

Objectives: Dear distance learner, by the end of the unit, you will be able to:
 explain types of short speech
 identify speech presentation methods
 compare and contrast Telephone VS Face-to-Face communication
 understand the fundamental of written communication
 elaborate the importance of Memo and Reports

6.1. Introduction

Medias of communications are the storage and transmission channels or tools used to store
and deliver information or data. It is often referred to as synonymous with mass media or
news media, but may refer to a single medium used to communicate any data for any purpose.

Communication occurs in several forms, including oral, non-verbal, written, and electronic.
Oral communication, while referring primarily to spoken, verbal communication, can also
employ visual aids and non-verbal elements to support the conveyance of meaning. Oral
communication includes speeches, presentations, discussions, and aspects of interpersonal
communication. Body language and tonality play a significant role, and may have a greater
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impact upon the listener than informational content. This type of communication also garners
immediate feedback. (Figure 1)

Non-verbal communication is the process of communicating by sending and receiving

wordless (mostly visual) cues between people. Messages can be communicated through
gestures and touch, body language or posture, and facial expression and eye contact. Speech
contains non-verbal elements known as paralanguage, including voice quality, rate, pitch,
volume, and speaking style, as well as rhythm, intonation, and stress.

Written communication has non-verbal elements such as handwriting style, spatial

arrangement of words, or physical layout of a page. However, much of the study of non-
verbal communication has focused on face-to-face interaction, which can be classified into
three principal areas: environmental conditions where communication takes place, physical
characteristics of the communicators, and behaviors of communicators during interaction.
Electronic communication uses a variety of electronic media (phone, fax, internet) to facilitate
communication between two parties.

6.2. Overview of Media of Communication

It is either associated with communication media, or the specialized mass media

communication businesses such as print media and the press, photography, advertising,
cinema, broadcasting (radio and television) and publishing.

6.3. Oral Communication

Types of Short Speeches

1. Introduction: - Helps to familiarize the audience with the person or idea and attempt to
encourage the audience to accept what follows.
2. Briefings: - A short, to-the-point, and very concise speech that keep people generally
informed.
3. Informative talk: - Its purpose is to provide individuals with the information they
previously didn’t have. It is longer than briefing.

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4. Recognition: - This speech is made to present an award or special recognition to an

individual or a group.
5. Welcomes: - is made by someone who is called up on to welcome guests. It should
convey information in a friendly and sincere manner.

Principles of Preparing Short Speeches

a) Know your subject.
b) Know your audience.
c) Be well-organized.
d) Involve your listener(tell a story, tell a hypothetical story, present statistics, use
quotation, tell a joke…etc)
e) Plan your conclusion.
f) Maintain poise (avoid nervousness by being knowledgeable, and well organized).

6.4. Speech

Speech Presentation Methods

1. Extemporaneous Presentation: - is the use of note rehearsal and presenting the speech
from the note. It is the most popular and effective method of presentation.
2. Impromptu Talk: - Is speaking by thinking and only using a sketch of ideas.
3. Memorized Presentation: - is the most difficult method of short speech presentation.
4. Textual Delivery: - is presentation of short speech by reading.

6.5. Telephoning Vs. Face to Face Conversation

Active Listening
Listening is decoding and interpreting.
- Guidelines that help in listening for facts: -
a) catalogue key words (rehearse)
b) review key words
c) be open and flexible
d) evaluate but do not tune out
e) resist distraction

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- Guidelines that help in listening for feelings

a) Listen with the speaker.
b) Understand the words that are used according to the speaker’s connotations.
c) Listen to the non-verbal communications, hands, eyes, and facial expressions.
d) Listen and respond to what isn’t said. Ask questions.
e) Listen attentively.

 Advantages gained from effective listening: - the advantages one gains from effective
listening are information, ideas, and understanding.

6.6. Active Listening

Active listening is a communication technique used in counseling, training, and conflict

resolution. It requires that the listener fully concentrate, understand, respond and then
remember what is being said.

It is a skill that can be acquired and developed with practice. However, active listening can be
difficult to master and will, therefore, take time and patience to develop. It involves listening
with all senses. As well as giving full attention to the speaker, it is important that the ‘active
listener’ is also ‘seen’ to be listening – otherwise the speaker may conclude that what they are
talking about is uninteresting to the listener.

6.7. Interviews

Interview is a method of personal appraisal through face-to-face conversation and observation.

The employment interview is the first interview you will experience in business. Companies
do interviewing during periodic evaluations. They interview their workers to communicate
evaluations. The exit interview is given to a worker when he/she leaves a company.
 Guidelines For the Interviewer

1. Plan (determine what is needed): - What information do you need? You can write your
needs in a series of specific questions.

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2. Put the interviewee at ease (use your social skills): - you could begin with comments
or questions about the interviewee’s sports interests, hobbies…etc.
3. Explain the purpose of the interview: - make the purpose clear.
4. Let the interviewee do most of the talking: - you can get the information you want
only when the interviewee talks. You should talk only to guide the course of the
interview or to carry the discussion through specific questions that would cover what
you want to cover.
5. Guide the interview through the plan: - you ask specific questions and you end
answers when you have the information you need.
6. Listen and make apparent that you are listening: - give the appearance of listening.
Your interviewee will be more relaxed and talk more if they have your undivided
attention.
7. Keep record: - record information either during the interview or soon after.
8. End the interview: - end with a finalizing question. E.g. “is there anything else you
would like to tell me?”
 Kinds of Interview
1. Direct interview: - straight away questions are asked. Rather than the in-depth
knowledge, the skills, character, interest of the interviewee is observed.
2. Indirect interview: - questions are not raised directly by the interviewer. The
interviewee is requested to express his views on any topics as he/she likes.
3. Structured interview: - here you guide the interview bys using detailed list of
questions.
4. Unstructured interview: - the interviewer has 3 or 4 main questions. Other questions
build on what the interviewee says.
5. Stress interview: - irritating questions are put before the interviewee by the
interviewer. If any applicant gets angry when these types of questions are put to
him/her, the particular applicant is evaluated as unfit for the job. E.g. the interviewer
may ask :- “how many legs does an eight-legged insect has?” “Dear Ato Belete, what
is your name?”

Thus, interviewing is a series of questions and answers usually involving two people whose
primary purpose is to obtain information of a particular subject.

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6.8. Meetings

Formal meetings are held when the issue to be discussed or business to be conducted is
especially important when there is a sharp division of opinion among the members, or when a
large group is attending.

An informal meetings is a meeting on which strict adherence to the rules of the parliamentary
procedure is not considered necessary.

Techniques of conducting meetings as a leader

 Plan the meeting
 Follow the plan
 Move the discussion
 Control those who talk too much
 Encourage participation from those who talk too little.
 Control time

Important Meeting terms.

 Quorum: - minimum number of meeting members.
 Adjournment: - postponement of meeting.
 Amendment: - is altering of a motion by adding or deleting content.
 Seconding: - speaking in support of a motion.
 Opposing: - speaking against the motion by an opposer.
 Motion: - proposal put before a meeting for consideration.
 Resolution: - a formal decision of a meeting.

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6.9. Written Communication

 Adaptation: - is fitting the message to the specific reader in written communication. All
readers do not have the same ability to understand messages. Thus, the writer should form
his/her messages to fit the person’s mind.

 Visualizing the reader: - the writer should form a mental picture of what the reader is like,
what the reader knows about the subject, educational level, and how he/she thinks.
Adapting to receivers will mean communicating at a level lower than yours.

 Adapting to multiple readers: - refers to fitting the message to communicate with two or
more readers. If your readers range from college graduates to grade 1-4, adapt to the low level
when communicating; that is adapt to people from grade 1-4. If you write to a higher level,
you will miscommunicate with those at the lower level.
 Selection of the right words
The following rules suggest that you simplify your writing or select words that the reader will
understand.
a) Use familiar words: - E.g.
Unfamiliar words Familiar words
- endeavor - try
- terminate - end
- utiize - use
b) Use short words over long words: - short words communicate better. Long words
confuse the reader because they are difficult. Long words appear hard, thus our mental
filters receive them as difficult words. E.g.
Long words short words
- During the preceding year - last year
c) Use concrete language: - concrete words form sharp, clear meanings in your readers’
mind. Concrete words are the opposite of abstract words that have vague meaning.
Concrete words stand for things the reader can see, feel, hear, taste or smell.
* Concrete words: - desk, door, pen, road…
* Abstract words: - negotiation, freedom…etc

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Concrete also means exactness. Words that are exact or specific are concrete; those that
are vague and general are abstract. E.g.
Abstract Concrete
- A significant increase - 53 % increase
- Good attendance - 100 % attendance
- In the near future - by Wednesday
d) Use active voice: - use active voice but do not eliminate passive voice. Active voice is
stronger and shorter. E.g.
Active: - W/ro Kassech inspected the books.
Passive: - The books were inspected by W/ro Kassech
e) Avoid unnecessary words. Write as you would talk. E.g.
Avoid Say instead
- As in above - above
- As you all well know - as you know

f) Write to express not to impress: - Burying your ideas in the sea of words in trying to
impress, will bring no credit to you. Thus, eliminate the extra paragraphs, sentences and
words.
g) Avoid gender-biased words: - many words in our language suggest male dominance. For
reasons of fair play as well as courtesy, you would do well to avoid these words. Some
of the more troublesome gender-biased words and suggestions to be avoided include: -
1. Masculine pronouns for both sexes: - avoid using the masculine pronouns (he,him,his) for
both sexes.

2. Words derived from masculine gender

Gender biased Non-gender biased
- Chairman - chairperson
- Man-made - manufactured
- Policeman - police officer
- Fireman - Fire fighter
- Businessman - business person
- Cameraman - camera operator

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3. Words that demean women’s status that belittle the status of woman.
Gender biased Non-gender biased
- Lady lawyer - lawyer
- Authores - author
- Poetess - poet

 Construction of clear sentence and paragraphs: - involves using the simpler sentence
structure to reach people with lower communication abilities. It involves using the
more complex sentence only when they are appropriate.

- Emphasis on short sentences: - the longer a sentence is the harder it is to understand.

Short sentences are achieved in two ways:-
1. By limiting sentence content
2. By expressing thoughts in fewer words by using words economically.

Economizing on words in a sentence: - work for shorter ways of saying things.

 Suggestions
a) Avoid cluttering phrases: - substitute them by shorter wording without loss of meaning.
Example: -
Cluttering phrases Short substitutions
- at the present time - now
- for the reason that - because
- in the near future - soon
b) Avoid roundabout ways of saying things: - this means not constructing sentence in a
direct way.
c) Avoid unnecessary repetition of words or thoughts: - repeat only for effect and
emphasis. E.g.
i. Needless repetition
- Modern, up-to-date equipment will be used.
- He reported Friday morning at 8 a.m.
- We should plan in advance for the future.
- In my opinion, I think, the plan is good
ii. Eliminating needless repetition

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- Modern equipment will be used.

- He reported Friday at 8 a.m.
- We should plan
- I think the plan is good.
 Determining emphasis in sentence.
Sentence length affects emphasis. Short, simple sentences carry more emphasis than
longer ones. Longer sentences give less emphasis to their contents.
 Give paragraphs unity
Paragraph unity means oneness. So, you should build the paragraph around a single topic
or idea that is you should include only major topic or idea and the supporting details that
help to develop it.
 Keeping paragraphs short
Generally, paragraphs should be short. They help your reader to follow the paragraph
organizational plan.
Specifically, they emphasize the beginning and ending of each item covered and they give
added emphasis to the facts presented.
 Making good use of topic sentence: - topic sentence is the sentence that expresses the
main idea in the paragraph.
-The most common used paragraph plan should be: -
a) Topic sentence first: - is the most widely used paragraph plan. It puts topic sentence
first and supporting material next. It gives good emphasis to the major point.
b. Topic sentence last: - it begins with supporting details and ends with the conclusion.
c. Topic sentence within the paragraph: - this arrangement places the topic sentence in the
middle.
 Effects of words: - Positive words are good for your letter goals. They put the reader in
the right frame of mind. They most likely persuade readers. Negative words produce
the opposite effect. They stirrup resistance and hurt goodwill. Negative words convey
unhappy and unpleasant thought. E.g. mistake, problem, error, damage, loss and
failure. Words that deny: - no, do not, refuse, stop, are negative words.
Negative Positive
- Smoking is not permitted anywhere except in room 3 - Smoking is permitted in
room 3

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 Courtesy in communication: - Courtesy refers to treating people with respect and

friendly human concern. It leads to friendly relation between people.
- Courtesy in letter includes: -
a) Singling out your reader: - letters that appear to be written for one reader tend to make
the reader feel important and appreciated. You can refer the reader by name.
b) Refrain from preaching (lecturing): - Elementary, flat, and obvious statements often
sound preachy. Telling someone something that he/she already knows is insulting.
Refraining from preaching means avoiding the tone of lecture because it hurts
goodwill.
c) Avoid anger: - The effect of angry words is to make the reader angry. Angry words
destroy goodwill. So, always avoid anger in your writing.
d) Being sincere: - you must convince your readers that you mean what you say.
Courtesy treatment is sincere treatment.
The role of emphasis: - Emphasis means giving proper attention to items in a message.
There are 4 major emphasis techniques: -
1. Emphasis by position: - The beginnings and endings of a unit or written
communication carry more emphasis than do the center parts. The first and last
paragraphs of a letter; first and last sentences of a paragraph; first and last words of a
sentence all carry more emphasis than the middle parts.
2. Emphasis by space: - the more space one gives a topic, the more emphasis the topic
receives.
3. Emphasis by sentence structure: - Short, simple sentences emphasize content; but long
sentence does not.
4. Emphasis by mechanical means: - mechanical devices such as color, diagram, give
emphasis: - quotation marks such as italics, solid capitals, arrows…etc, give emphasis.
 Coherence in communication: - Coherence is the orderly connection of an idea with
another so that each follows smoothly and logically toward predetermined objectives.
Words and ideas must be arranged so that they stick together naturally within each
sentence.

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6.9.1. Business Letter Writing

A business letter will be good if: -

1. It is accurate in its statement.
2. it uses language appropriate to the reader and subject.
3. it uses simple, clear and concise language.
4. it is attractive in its appearance.
5. it is grammatically correct.
6. it achieves its purpose.
 Letters that say ‘Yes’
The basic steps of a ‘yes’ letter: -
a) acknowledge the inquiry
b) say yes
c) provide information needed
d) make constructive suggestions
e) add sales appeal
f) close the letter friendly
 Letters that say ‘No’
In the refusal letter, you have two goals. 1st to say ‘No’. 2nd to maintain goodwill. You
could achieve the 1st goal simply by saying ‘No’ plainly and directly. Maintaining
goodwill however, requires more. It requires you to explain your decision and justify it.
It requires that you convince your reader that no answer is fair and reasonable.
 Steps in a ‘No’ Letter
a) introductory acknowledgement
b) explanation of the situation
c) refusal(No)
d) constructive alternative suggestion
e) sales appeal
f) friendly close
 Letters for special situations: - include all letters that provide the opportunity to
express your feelings about personal matters…etc.
a) letters expressing thanks: - they acknowledge the gifts or favors and express
appreciation.

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b) Letters of appreciation: - they show approval, positive reception of an action or

situation.
c) Letter of congratulation: - is written to cheer, applaud on good wishes to somebody.
Promotions, elections, and events such as births, engagements, weddings…etc call for
acknowledgement.
Letter of congratulation take a warm, enthusiastic and friendly tone.
Letter of sympathy: - they are written to the family of the deceased or the family of a business
partner (friend) who has passed away.

6.9.2. Memo and Report Writing

Memo is an acronym for memorandum which is a written means of communication used

within an organization. It is a letter to people in the same organization. It is less formal than
letters. Because it is only used to communicate inside one organization itself, and its parts are
less wide than a letter. Most companies use standard memo forms on which the guide words
are:
To:
From:
Date:
Subject:

MEMORANDUM

TO: Ato Bishaw Belay

Business Department

FROM: W/ro Aster Yayu

Personnel Department

DATE: April 04, 2004

SUBJECT: Advancement of Ato Taye

We are delighted to approve your recommendation that Mr. Taye Bayle be promoted or
advanced to the position of Records Clerk and receive a salary increment of an additional
Birr 230.00 a month. The new position will become effective on May 12, 2007

TM
cc// Finance officer

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Report writing

 Define the problem - the first task of report writing is to identify the problem and state it
accurately, objectively, and clearly.
 Identify the readers - Before attempting to solve a problem. You must know who desired
to have the problem solved.
 Who is going to be the primary reader of the report?
 Will there be secondary readers and there is a potential of writer circulations of the
report?
 Who reads the report can influence what goes into the report.
 Knowledge of your audience is a key to effective communications.
 State a Specific Purpose - where as the statement of the problem may be somewhat
general, the statement of the purpose is very specific.
 The purpose of statement is exact, precise, and narrow.
 Define the terms
- Defining terms adds greater specificity.
- In defining terms, you use working definitions that may not be identical with dictionary or
common usage definitions.
* How are you going to collect the data you need to analyze the situation and solve the
problem?
* Some of the procedure that are conceivably might be used to gather data include.
-A mail questionnaire. - A standardized test
- Library research - An expedient
- Interview or - Personal observation.
* Consider the scope and limitation
- Deciding how deep or how shallow you plan to go in analyzing the problem.
- It is necessary to specify the limitations before you start your research and writing.
* Evaluate Time and Money Constraints
- Organizations are concerned about how long it will take to obtain the answer they want and
how much it will cost.
* Make an outline
Before jumping unto the report -writing and decision making process, the final activity of the
planning stage is to prepare an initial outline.

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Gathering Information: Secondary Primary sources

* Books - are written on every conceived topic. You must know how to use the library book
indexes.
* Magazines and Periodicals - Generally more current than books.
- Contain articles that indicate current trends and new research findings.
* Newspapers - for every current information news papers are excellent sources.
- The nation’s major dailies often have capability of providing detailed statements of current
events.
* Reports, Bulletins, and Brochures-corporations, foundations, Universities, Professional,
Societies and other often produce reports. Bulletins and brochures that provide information
you may need.
* Government Documents - The nature of the publications range from very sophisticated
technical reports and translations of report written in foreign countries to numerous simple
bulletins is every day topics.
* Questionnaires
- a primary source of information
- A popular means of obtaining information today is via questionnaires or surveys.
- It is relatively inexpensive way to gather volumes of data.
* Careful questionnaires planning.
- Whom to question - What kind of questionnaires.
* Designing your own questionnaires.
- Sequences questions carefully.
- Ask simple questions for easy response
- Address only one topic in each question
- Do not ask a leading question
- If you provide open -ended questions, make them specific.
* Questionnaires Introduction - If you are mailing a questionnaire to individuals, it is wise to
introduce it with a cover letter.
* Interview has the built - in advantage of providing for a two -way exchange between the
interviewer and the interviewee.
Basically two ways to interview
 Face to face interview
 Telephone interviews

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 Observation - when confronted with a situation that needs to be reported, more precise
observation must be used.
 Experiment - Sometimes can be used to obtain primary information.
You and your expertise - An integral part of your writing and your eventual
recommendation is your ability to comprehend the situation.

? Review Questions on 6.1

1. Discuss the types of short speech.

2. Compare and contrast speech presentation methods
3. What is meant by active listening?

6.10. Summary

Types of short speech are introduction, briefings, informative talk, recognition and welcome.
Some of the principles of preparing short speeches include: know your subject, know your
audience, be well organized, involve your listener, plan your conclusion and maintain poise.

Extemporaneous presentation, impromptu talk, memorized presentation and textual delivery

are the methods of speech presentation.

Guidelines that help in listening for facts are: catalogue key words, review key words, be open
and flexible, evaluate but do not tune out and resist distraction.

Interview is a method of personal appraisal through face-to-face conversation and observation.

The employment interview is the first interview you will experience in business. Companies
do interviewing during periodic evaluations. They interview their workers to communicate
evaluations. The exit interview is given to a worker when he/she leaves a company.

Formal meetings are held when the issue to be discussed or business to be conducted is
especially important when there is a sharp division of opinion among the members, or when a
large group is attending.

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Memo is an acronym for memorandum which is a written means of communication used

within an organization. It is a letter to people in the same organization. It is less formal than
letters. Because it is only used to communicate inside one organization itself, and its parts are
less wide than a letter. Most companies use standard memo forms on which the guide words
are:

 Self Test Exercises

Part I: True or False Questions
Read the following sentences carefully and write TRUE if the statement is correct or FALSE
if the statement is incorrect on the space provided.
_____1. During interview, put the interviewee at ease.
_____2. Short words communicate better.
_____3. Negative words are good for your letter goals.
_____4. Continue using roundabout expression of thoughts.
_____5. Use active voice but do not eliminate passive voice.

Part II: Multiple choice questions.

Choose the correct answer for the following questions and write the capital letter of your
correct choice

_____1. Straight away questions are asked in:

A) Direct interview
B) Indirect interview
C) Structured interview
D) all
_____2. Which one of the following is a principle of preparing short speech?
A) Know your subject.
B) Know your audience.
C) Be well-organized.
D) All
_____3. Which one of the following is the most difficult method of short speech presentation?
A) Impromptu talk
B) Extemporaneous presentation
C) Memorized presentation
D) Textual delivery

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_____4. The minimum number of meeting members is:

A) Motion
B) Quorum
C) Adjournment
D) all

_____5. Treating people with respect and friendly human concern is:
A) Courtesy
B) Conciseness
C) Completeness
D) All

Part III: Matching

Match items listed in column B with the item listed in Column A
Column A Column B
Introduction A. Familiarize the audience with a person
Briefings B. Provides individuals with the information
Informative talk C. is made to present an award
Recognition D. A short, to-the-point, and very concise speech
Impromptu Talk E. speaking by thinking

Part IV: Filling the Blank Space

Fill the blank space with the appropriate word or Phrase.
1. _____________________is altering of a motion by adding or deleting content.
2. _________________________is a meeting on which strict adherence to the rules of
the parliamentary procedure is not considered necessary.
3. ____________________ is a method of personal appraisal through face-to-face
conversation and observation.

 Answer Key to Self Test Exercises

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Part I: True/False
1. True 4. False
2. True 5. True
3. False
Part II: Choice
1. A 4. B
2. D 5. A
3. C

Part III: Matching

1. A 2. D 3. C 4. B 5. E

Part IV: Fill in the Blank

1. Amendment
2. Informal meeting
3. Interview

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REFERENCES

Bovee, C,I; thill, JV (1992) : Business Communication today, MC Graw, hill mc,
sanffrancisco, 3rd edition.

Danieels, T.D; spiker, BK. (1998) Perspective on organizational communication, 3rd

edition.

Chabra Vivek (1998). Communication Skills. 1st edition.

Hamilton & Parker: (1987) Communication for results, second edition.

Krizan, Merrier, And Jones. (2002) Business Communication, 5th. Edition. Cincinnati:
South-Western Publishing Company..

Marry Cullina: Business communication, principle and process 2nd edition.

Murphy H.A Hilderbrandt, HW. (1991) Effective Business Communication. Mc Graw Hill
Publishing co, New York, 5th ed..

Sigband and Bateman: (1981) Communicating in Business.

Wayne, FS; Dauwalder, (1994) DO: Communicating in business, Irwin, Boston.

Soreson, R and Others; (1997) Business and management communication, prentice hall,
new jersiy 3rd ed.

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