Lecture No. 3 of COMMUNICATION

THEORIES OF COMMUNICATION
Introduction

We have been discussing how important communication will be for your success in business communication. Communication does not occur haphazardly. Nor does it happen all at once. It is more than a single act. It is a dynamic, transactional (two way) process that can be broken into different phases. To have a better understanding of the process of communication, we need to look at different theories of it.

Electronic Theory

One very influential theory is called the mathematical or electronic theory of communication.

This idea emphasized the technical problems of transmitting a message from a sender to a receiver.

It is based on, and uses the language of, electronics.

The message begins with an information source, the mind of the sender (writer or speaker), who encodes a message into words and sentences. The message is transmitted as a signal (marks on paper or sound waves) through a channel, where it may be distorted by noise (such as smudged typing or acoustical problems). As a last step, the receiver (listener or reader) decodes the message. Look at the following illustration of this theory.

Message

                                            Communicator                                         Audience

                                            As “sender”                                               as “receiver”

The electronic theory is helpful because it introduces the ideas of senders and receivers and of possible interference. It emphasizes one important aspect of communication: accuracy.

Its usefulness is limited, people are not machines. It may be possible to design perfectly 

an accurate electronic communication system but not a human one. Emphasis on accuracy

ignores many other important dimensions of the situation in which we communicate. One may express an idea very accurately, but other may think he does not have the right to talk, so we need to understand other theories too.

 

Social Environment Theory

Social environment theory is of the social and behavioral scientists. It says that we must consider the situation, the social context in which we will work. When we work and communicate together, we all participate in a social situation Within that situation, each agrees to assume certain roles – such as “compromiser,” “initiator,” “or “encourager” – based on our part in the activity. We each have a certain status prescribed officially, such as our job title. We need to understand the rules, or the “culture,” of the environment in order to communicate: both the official rules – such as company policies and practices – and those unwritten rules regarding to whom, how, and when, and for how long it is appropriate for us to communicate within a certain organization. Look at the following illustration of this theory.                                                     Message             Communicator                                                  Audience             As “sender”                                                       as “receiver”                                              Within a certain environment Social environment is helpful because it adds the important dimension of the specific social situation. Too often, inexperienced business people neglect to take into account role status and rules when they communicate. A nicely tailored message may still fail to achieve its objective if you write to the wrong person at the wrong time

Rhetorical Theory

Third set of theorists add more dimensions to our understanding of the communication process: communication is not linear, but circular; not just sending a message to be received, but producing a response; not static, but dynamic. Rhetorical theorists provide an important addition to a communication model for business communicators Many people in business get so much absorbed in the accuracy of their message and appropriateness of the situation that they forget the third crucial variable, producing the desired response form their audience. The importance of response in business communication is illustrated in the following figure—which incorporates the ideas of accuracy (from the collective theory) and situation (from the social environment theory). This model is circular, not linear. Message                                                                                                         Message                       Communicator                                                    Audience Response                                                                                                          Response In fact, perhaps the most important difference between business communication and other forms of communication is this circular quality: your business communication effectiveness depends on the result you achieve. How can you achieve desired response? That’s what the rest of this course will be about. You will learn not only how to be more correct and accurate, and how to be more sensitive to the situation, but also how to identify your audience’s needs in order to become a better communicator.

Lecture No. 2 of Communication

 Flow of Communication
Introduction
An organization is a group of people associated for business, political, professional, religious, social, or other purposes. Its activities require human beings to interact and react, that is, to communicate. They exchange information, ideas, plans, order needed supplies and make decisions, rules, proposals, contracts, and agreements. All these activities require one skill that is communication. So we can say that communication is the "Lifeline" of every organization.
An exchange of information within an organization is called internal communication. It takes place at different levels -- downwards, upwards and horizontal.
To exchange information within and outside the organization we use a variety of formal and informal forms of communication that carry the flow of information.

Flow of Internal Communication

Formal

Planned communication Memo, letter, report, e-mail & faxes that follow company’s chain of command

Internal Communication

Casual Communication among employees e-mail face to face conversation phone calls, discussions

Informal

　

i) Internal Communication

The formal Communication Network
• The formal flow of information follows the official chain of command.

Following is the table to help us understand this official chain of command.

Direction of Flow Within the Organization

Upwards communication by employees to top management

Downwards communication by top management to employees

Horizontal communication from one employee/dept to another

Downward Flow

External Communication

Communication that takes place outside the organization is called external communication. The right letter, proposal, report, telephone call, or personal conversation can win back an angry customer, create a desire for a firm’s product or services, encourage collections, motivate performance, and in general, create goodwill.
Flow of External Communication

Formal

Planned communication with outsides Memo, letter, report e-mail, Fax’s that follow company’s chain of command

External Communication

Casual Communication among Customers, suppliers, investors, e-mail face to face conversation phone calls, discussions

Informal

 

Various Aspects of External Communication

Informal External Communication Although external communication is formal, informal contacts with outsiders are important for learning customer’s needs. Plenty of high level manager recognize the value of keeping in touch with "the real world by creating opportunities to talk with and get feedback from customers and frontline companies.
Ways of External Communication Letters, pamphlets, annual reports, interviews with the news media etc. Any of these forms is used to communicate externally. It depends on the needs of the communication.
Effective communication internally and externally can help create a good reputation and have a positive impact on the ultimate success of the individual as well as organization.

ENG301 - Lecture No. 1: Communication

Introduction

You may say that communication is important and that you spend a lot of time doing it. But you’re pretty good at communicating. After all you talk to people, write notes, read books, get along with other people, and make myself understood already. Why should you study communication?”

The apparent simplicity of communication is deceptive. Just because we all communicate every day does not make us good communicators. Just because some aspects of effective communication are based on common sense does not mean common sense alone is enough. Skilled communicators draw on an extensive and complex body of knowledge, including semantics (the study of word choice), linguistics (the study of language), rhetoric (the study of writing and speaking effectively), psychology, sociology, graphic design, and even computer science. You will explore and apply the scholarship and research from all of these fields in your study of communication.

“Why then,” you may well ask finally, “study business communication specifically? Communication is communication: I’ve taken plenty of English courses and communicated in every one of my other courses.”

 Definition of Communication

The word communication means the act or process of giving or exchanging of information, signals, or messages as by talk, gestures, or writing. Technically speaking, in the act of communication, we make opinions, feelings, information, etc known or understood by others through speech, writing or bodily movement.
Why do we communicate?
The purpose of any given communication may be:a) to initiate some action;b)
c) to establish, acknowledge or maintain links or relations with other people.
Initiating Action
Initiating action may be achieved by two basic categories of communication.
Expressing needs and requirements.
This can range from a baby’s cry – or even the bleep of an alarm clock – to an adult’s more precious expression of needs and wants. In a business organization, it would include briefings, instructions and procedure manuals. This will only be effective where the other person is willing to satisfy the needs.
Persuading and motivating others
It means to carry out the desired course of action" in other words, giving them a reason (other than one’s own want or need) to perform that action. Persuasion of this kind is likely to be a major element in marketing and sales: a sales reply cannot simply ask a customer to buy the product because she, the sale rep, needs a success. She must show that there are benefits to the consumer, which will make the purchase worthwhile.
Imparting Information
Imparting information, ideas, attitudes, beliefs and feelings may have any number of specific purposes. to impart information, ideas, attitudes, beliefs or feelings; and /or· Creating awareness· Creating understanding· Persuading others·
Information gathering is a constant activity of human beings. We receive a great deal of data and information in our daily lives, only some of which we seek or consciously absorb. Think about it: news bulletins, books, bank statements, business information, gossip, thing people tell you, things you ask them. This list is endless.
Remember that other people may be seeking information in the messages you ‘send’ (and in the tone of your voice and other indications of what is ‘between the lines’). This information may or may not be something you wish to communicate: you will need to be aware of it before your listener/reader is.
Establishing relations
Establishing, acknowledging and maintaining relations with other people is a vital function of communication. Influencing othersImportanceCommunicating effectively in speaking and writing is useful in all areas of business, such as management, technical, clerical, and social positions as we have just seen.
The ability to communicate well has always given advantages to those who possess it. Communication has a rich history. The ancient world, both the East and the West, depended on oral communication. In ancient Greece and Rome, it was necessary to communicate when dealing with matters in assemblies and the courts. During the Medieval and Renaissance Periods, the oral tradition progressed. As writing became more important as a permanent record of communication, authors and books on written communication principles appeared.
So we can say that some of today’s principles of writing are a mixture of ancient oral and written traditions.Advantages of Communication in your CareerYour success in your career is based on your ability to do well in written and oral communication.
This ability to communicate effectively is a valuable asset for you.· If your career requires mainly mental rather than manual labor, your progress will depend on how effectively you communicate your ideas to others who need or should receive them.· Strong communication skills are found in every job description listed by companies’ advertising positions. Communication is a primary responsibility in many careers, such as customer relations, labor relations, marketing personnel, public relations, sales, and teaching.· Communication is also required in government and non profit organizations. There skills play a major role at every level.Communication&Global MarketThe way you communicate both within and outside your own country affects everything you do. Moreover your ability to speak and write effectively will also make a difference to your organization. These qualities will help you to be successful in dealing with international business people.
Always remember that "To the customer, you are the company". Your dealing with customers, clients and the public reflects the company you represent. Important communications can make a difference to your company because each message communicates the essential quality and culture of your company and can either build goodwill or destroy it.
Messages written to international customers and other business contacts are sensitive to the readers. Your goodwill as well as your organization’s is at stake. So be very careful while communicating with international people.
The ability to communicate effectively with others is repeatedly named as a top quality of a successful businessman. You as a businessman may be a very intelligent person; but if you can’t get your message across to the other, you will be thought of as less intelligent than you are because ideas are common, but the ability to clearly communicate ideas to others is rare.
If you are a better communicator, customers and business associates form better impression of you and your organization. This impression is based solely upon your ability to communicate both oral and written messages. Effective business message builds or retains goodwill which is a priceless commodity. Because the exchange of written communication is vital to a businessman for promoting goodwill, the art of producing effective correspondence will help ensure your success in business.
So, your ability to communicate is, in fact, your trademark. The memos, letters and reports you write, demonstrate your ability, or lack of ability to communicate. Presenting yourself through your communication will project a favorable image as well as promote successful business both internally and externally.
Besides, as a businessman you are required to run the working of your organization smoothly because you are to clearly transfer your objectives, policies, method of working etc. to the people working with you at different levels, so this ability to communicate is very crucial for you as a businessman for basic managerial functions.
As a businessman you will regularly plan design and control affairs to maximize your production and minimize your cost. Your ability to communicate effectively is going to help you from the brainstorming step to implementing the objectives that you chalk out for the promotion of your business.
Another factor that is important for a businessman to achieve the desired objectives is decision making. Here again ability to communicate both orally and in writing helps you make the most of yourself and your organization.
Above all , your ability to communicate helps you in understanding human relationships. Being an effective communicator you can interact effectively and positively with others. This situation results in an open climate of communication within organization as well as outside it. So communication is of paramount importance for a businessman to be successful in his business. Developing the right attitude"To the customer, you are the company." Your attitude when dealing with customers, clients, and the public reflect on the company you represent. Your attitude will reflect your country and your culture.
Each message communicates the essential quality and culture of your company and can either build goodwill or destroy it.
Doing an honest job enthusiastically and competently helps both the doer and the receiver. Answering even routine inquiries should and can be an interesting challenge.Preparing AdequatelyMost of the people can learn to communicate effectively for business if they are willing to devote whatever effort is necessary to prepare themselves adequately. In addition to the proper goodwill-building attitude, the following qualities are desirable:
Careful, sound judgment when choosing ideas and facts for each message.
Patience and understanding, even with unjustly insulting persons.
Integrity, backed up by a valid code of ethics.
Reasonable facility with the English language.
Applied knowledge of the communication process and principles and of successful methods for sending and receiving messages. Advancement in TechnologyThe internet, e-mail, voice mail, faxes, pagers, and other wireless devices have revolutionized the way people communicate. Such technological advances are new and better tools to the workplace but also increase the speed, frequency, and reach of communication. People from opposite ends of the world can work together effectively, 24 hours a day. Moreover, advances in technology make it possible for more and more people to work away from the office-in cars, airports, hotels and at home. So it is easier to understand why communication is so important.

Advancement in
internet, e-mail, voice mail, faxes, pagers, and other wireless devices have revolutionized the way people communicate. Such technological advances are new and better tools to the workplace but also increase the speed, frequency, and reach of communication. People from opposite ends of the world can work together effectively, 24 hours a day. Moreover, advances in technology make it possible for more and more people to work away from the office-in cars, airports, hotels and at home. So it is easier to understand why communication is so important.

Knowledge of the cultural conventions of your audienceKnowledge of the cultural conventions of your audience Careful, sound judgment when choosing ideas and facts for each message.
Patience and understanding, even with unjustly insulting persons.
Integrity, backed up by a valid code of ethics.
Reasonable facility with the English language.
Applied knowledge of the communication process and principles and of successful methods for sending and receiving messages.