AFC2 business communication 2015 revised study text ICAP

2 Communication process 2 LO1.2.1: Define “communication process” LO1.2.2: Explain and illustrate the components of the communication process, namely: context, sender, message, medium,

COMMUNICATION

STUDY TEXT

Study

Business communication

Second (Revised) edition published by

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Assessment of Fundamental Competencies

Assessment of Fundamental Competencies

B

Business Communication

S

Syllabus objective and learning outcomes

ASSESSMENT OF FUNDAMENTAL COMPETENCIES

On the successful completion of this paper candidates will be able to:

1 comprehend concepts of business communication

2 demonstrate awareness of intra-personal and interpersonal skills

3 understand formats of basic business messages and message-writing etiquette

4 understand the utility of the internet with respect to business communication

Intra-personal and Interpersonal skills 20-25

Communication via the internet 10-15

LO1.1.2: Describe with simple

examples the goals, patterns (formal and informal), and channels of business communication

2 Communication process 2 LO1.2.1: Define “communication

process”

LO1.2.2: Explain and illustrate the

components of the communication process, namely: context, sender, message, medium, recipient and feedback

LO1.2.3: Identify the information needs

of the organization and its sources, levels and usefulness for effective communication

LO1.2.4: Explain with simple examples

the barriers to effective communication

LO1.2.5: Describe different methods of

communication and also state its appropriate medium

LO1.2.6: Classify different types of

communication networks and describe their influence on the communication process within an organization

3 Seven C’s of effective

communication

3 LO1.3.1: Describe with simple examples the seven C’s of effective communication

LO1.3.2: Identify weaknesses in a

given simple communication process applying the Seven C’s concept and suggest corrections

Syllabus and study guide

B Intra-personal and

1 Nature of Intra-personal

communication

3 LO2.1.1: Develop an awareness and

appreciation of the importance of personal communication

intra-LO2.1.2: Identify the basic aspects of

intra-personal communication including self-concept, perception and

LO2.2.3: Determine the role of

stereotypes in the communication process

LO2.2.4: Identify the role of

communication conflict in intercultural relationships

LO2.2.5: Explain the key ways to

improve interpersonal skills

LO2.2.6: Identify the elements and

traits of ethics in interpersonal

communication

3 Critical Thinking 3 LO2.3.1: Explain the difference

between creative thinking and critical thinking

LO2.3.2: Assess the effect of critical

thinking over communication

4 Non-verbal communication 3 LO2.4.1: Identify forms of non-verbal

communication including facial expressions, posture, gestures, eye contact, voice and touch

LO2.4.2: Explain the uses of non-verbal

messages

5 Verbal communication 3 LO2.5.1: Contrast between oral and

written communication

LO2.5.2: Explain and account for the

basic forms of oral communication including; face to face communications,

grapevine, negotiations, meetings, lecture/speech

LO2.5.3: Contrast between speaking

and listening skills

LO2.5.4: Develop a personal,

constructive approach to dealing with conflict situations though speech communication strategies of conflict resolution

LO2.5.5: Explain the principles of

preparing and delivering an effective public speech

LO2.5.6: Explain the importance of

listening in effective business communication

LO2.5.7: Describe types and barriers to

listening

6 Visual communication 2 LO2.6.1: Assess the role of visual

communication in simplifying and comparing information and illustrating

trends and ideas

7 Written Communication 3 LO2.7.1: Classify the types of business

letters and circulars

LO2.7.2: Determine the qualities of an

effective letter and circular

LO2.7.3: Describe the different

components of a business letter

LO2.7.4: Explain the salient features of

the persuasive letters and circulars

LO2.7.5: State the meaning and

purpose of a short business report

LO2.7.6: Describe the contents of a

business report

LO2.7.7: Differentiate between different

types of reports

LO2.7.8: Explain the contents of

different types of reports

Syllabus and study guide

C Communication via the

1 Website hosting (types and

services)

1 LO3.1.1: State meaning, types and

services of web hosting

2 Types of electronic

communication

2 LO3.2.1: Explain the main features and

practical use of social networking forums, blogs, podcasting, discussion boards, messaging, video conferencing and email

LO3.2.2: Discuss the benefits and

limitations of various types of electronic communication

Assessment of Fundamental Competencies

3 Barriers to effective communication

4 The impact of ICT in communication

5 Communication networks

6 Chapter review

7 Self-test

LO 1 On the successful completion of this paper, candidates will be able to

comprehend concepts of business communication

LO 1.2.1 Communication process: Define “communication process”

LO 2.2.1 Nature of interpersonal communication: Identify the axioms of interpersonal

communication

LO 1.2.2 Communication process: Explain and illustrate the components of the

communication process, namely: context, sender, message, medium, recipient and feedback

LO 1.2.4 Communication process: Explain with simple examples the barriers to

effective communication

LO 1.2.5 Communication process: Describe different methods of communication and

also state its appropriate medium

LO 1.2.6 Communication process: Classify different types of communication networks

and describe their influence on the communication process within an organisation

Chapter 1: The communication process

To emphasise the relevance of communication in business, Harold Janis (a writer

on organisational psychology) observed:

“The world of Business is a world of action Products are designed, made and

sold People are hired and services rendered Policies are devised and

implemented Jobs are learnt and performed Yet there is no practical way in which any of these events can take place without communication”

It follows then, that effective communication is critical in business given the volume of information that flows in, out and within a business Dedicating

appropriate time and effort to checking, reading, understanding and absorbing information and the associated communication of that information is required to ensure communication is effective and achieves its objectives

Ultimately, communication will have an impact on the profitability of an

organisation which in the extreme could make the difference between success and failure

The key purposes of communication can be summarised as:

‰ Acquiring information – collecting, analysing, checking and processing

numerous types of communication both internal and external to an organisation This often involves initiatives to generate ideas and solutions

‰ Disseminating information – sharing information to those who need it to

perform their job, make a decision or solve a problem This might involve co-ordinating plans and communicating goals and structures

‰ Maintaining relationships – relationships between co-workers and with

both suppliers and customers need managing through effective and

The benefits of good communication mean that everyone who needs to be aware

of something is fully informed and up-to-date This means that effective and appropriate decisions can be made in a timely manner

1

1.2 Effective communication

Communication should demonstrate the following characteristics in order to maximise its impact:

‰ Accurate – Facts and figures including numbers, times, dates and names

must be accurate as inaccuracies can create a bad impression for an organisation which can ultimately impact on its profitability Imagine how upset you would be if you received the wrong amount of salary (too low) one month, if you were a supplier and were paid the wrong amount (too low) by one of your largest customers or if you are a corporate customer and were sent the wrong type or amount of goods

‰ Appropriate media and channel – This means selecting the right type of

communication such as an e-mail, letter, telephone call, report or meeting Before communicating something consider how you would feel and what message you would actually receive if it was you receiving that particular message via that particular type of communication

‰ Clear – There should be little doubt as to what is meant by the

communication This requires careful choice of language and keeping the communication as simple as possible

‰ Appropriate language (image and tone) – The image and tone that are

portrayed reflect both the sender and their organisation It is particularly important when communicating with parties external to the business to set the right image and tone to ensure the message being communicated is not distorted and misinterpreted

Common advice around language includes:

x avoid using complex words;

x support words with tables, graphs and other images; and

x avoid jargon and technical terms unless absolutely essential

Definition: Internal communication

Communication between those that work within the organisation such as team colleagues, management and other members of staff

Definition: External communication

Communication with those from outside the organisation such as customers, suppliers, the press, lobby groups, the Government and banks

Chapter 1: The communication process

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1.3 Direction of communication

The concept of “direction of communication” can be applied to situations where some kind of hierarchy or structure exists This might be as equally relevant within a family or social group as well as the business environment

‰ Vertical communication is typically more formal as it recognises the

different levels within the hierarchy However, there can be challenges in ensuring that upward communication is effective in large organisations For example:

x Subordinates may consider that the seniors would not be interested in the opinions or information given by the subordinates

x Subordinates may think that the seniors are busy and already facing information overload and would not have time to consider the problems

or suggestions provided by subordinates

x Subordinates may fear that reporting of a problem or communication of

a grievance may result in antagonizing or disappointing the seniors which may have adverse consequences

x Subordinates may fear that the upward communication may be considered by their colleagues as a way of getting closer to their seniors and seeking favours

Horizontal (also called ‘lateral’)

‰ Horizontal communication occurs between peer groups and people of similar standing

‰ Horizontal communication may be formal or informal depending on whether

it occurs between colleagues and friends (more likely to be informal), or external to the organisation or group (more likely to be formal)

Diagonal

‰ Diagonal communication describes the simultaneous combination of

vertical and horizontal communication

‰

‰ The technique can be used to by-pass blockages in the usual vertical reporting line such as when a line manager is on holiday, or when technical input is required outside the usual sphere of expertise

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1.4 Axioms of interpersonal communication

A significant amount of communication occurs subconsciously You don’t need to think about subconscious communication – it happens automatically

The outcome of subconscious communication may not necessarily create the desired result Even when you think you are not sending a message, the absence

of a message is a message in itself (this is referred to as “one cannot not

communicate”)

The axioms of communication attempt to explain how miscommunication can occur if the communicators are not subconsciously aligned Axiom theory argues that if one of the axioms is disturbed, communication may fail

The axioms are:

‰ Inevitability of communication (one cannot not communicate) – This

refers to the fact that individuals cannot remain isolated without communicating or being in an uncommunicative state

An individual with an expressionless face may not appear to be communicating with others in a group, but may by no means be uncommunicative The lack of interest is a message in itself and may express boredom or a concern for something else

‰ Content and relationship dimensions of communication - In certain

situations, aside from the content of the message, an understanding of the differences in the nature of the relationship between the sender of the message and the recipient could lead to a better understanding of the

message

A lack of understanding of the relationship dimension of communication could give rise to conflict and misunderstanding in spite of the fact that the content dimension of the communication may essentially be the same in similar situations

The communication has a relationship dimension which exists between the parties in terms of family ties, status and nature of association This needs

to be kept in mind when interpreting the message and understanding the

message that is actually communicated

‰ Irreversibility of communication – Irreversibility of interpersonal

communication means that what has once been said or communicated

cannot be retrieved, withdrawn or called back

However, the adverse impact of the message can subsequently be mitigated by sending a qualified message or an apology – for example adding “only joking” after having criticised someone

The Irreversibility of Communication imposes an obligation on the sender of the message to exercise care and abstain from stating something which

may later cause embarrassment or regret

‰ Digital and analogic – Human communication involves both digital and

Chapter 1: The communication process

‘Digital’ refers to discrete, defined communication elements such as words and specific gestures with generally agreed meanings (e.g the “V” peace sign)

‘Analogic’ describes communication where the act ‘evokes’ a particular inference For example shaking a fist in someone’s face would evoke a message of aggression and violence

‰ Defining relationships by punctuation – This axiom describes how each

person perceives (or punctuates) a communication sequence Both the sender and receiver of information structure the communication flow differently and therefore interpret their own behaviour during

communication as merely a reaction on the other's behaviour

To punctuate a communication means to interpret an on-going sequence of events by labelling one event as the cause and the following event as the response This means that each party in the communication thinks the other one is the cause of a specific behaviour

‰ Symmetric or complementary – Symmetrical interaction describes

interaction based on equal power between the parties Conversely, complementary interchange describes interaction based on differences in power between the parties

This could be re-phrased as saying communication is either symmetric or complementary depending on whether the relationship of the parties is based on differences or parity

These concepts manifest in three ways:

x One-up – one party attempts to gain control of an exchange by dominating the overall communication;

x One-down – one party attempts to yield control of an interaction or submit

to another party; and

x One-across communication is a transient state where the communication aims to neutralize a situation

Where parties adopt the same style (one-up, one-own or one-across) it is described as symmetrical

When parties use opposing styles it is seen as complementary, for example parent/child or boss/employee Complementary styles can be highly

efficient depending on the situation – for example the hierarchy of officers and soldiers in the army

1

1.5 Paralanguage

Paralanguage is similar in concept to the axioms of interpersonal communication

as it relates to something other than the words themselves

Definition: Paralanguage

Paralanguage describes the vocal yet non-verbal part of communication Variances in speed, tone, volume, voice and stress on words can convey different meanings to the recipients in spite of using the same words

2.1 The communication model (‘process of communication’)

Whilst there are many different ways in which organisations can collect, share and disseminate information they are all based on the same underlying

communication model as shown below:

Components of the communication process

‰ Sender: The sender generates a message and selects the most

2

Transmitter encodes the message

3 The encoded message is transmitted

4 Encoded message is received

5 Receiver decodes the message

6 Receiver provides feedback

1 Generate

a message

Chapter 1: The communication process

‰ Receiver/decoding: The receiver decodes (interprets) the message to

understand what the message is about and what action (if any) is required

‰ Feedback: The receiver then provides feedback to the original sender to

show that they have received and understood the message

The diagram below introduces some terminology with respect to the

communication model:

D

Definitions

Definition: Sender

The sender is the person or organisation who is recognised as being the originator

of the message In most cases the sender would be a specific person However, reports, letters, memos and prospectuses may be communicated in the name of

a team or even a whole company

For example, an IT helpdesk may share a group e-mail address that ensures employees can access 24-hour help using the same group email address

Another example would be the statutory audit report which is typically signed in the name of an audit firm rather than an individual partner

Sender

Medium E.g Letter

Recipient

Distortion

Distortion Noise

Definition: Recipient

Whilst it may seem obvious that the recipient represents all those who receive a message the key point is that we need to consider who the recipient is to ensure

we use the appropriate media, channel and style with which to communicate

Is the message being sent to an individual, team, company, bank, friend etc.? Is the recipient a customer, client, advocate, ally, enemy etc.?

Considering the answer to these questions before sending the message should contribute towards more effective communication – using an appropriate tone, getting the greeting right and considering the needs of all the message stakeholders

‰ Telecommunications: The letter could be read out on a telephone call

‰ Internet: The letter could be emailed

‰ Post: The letter could be printed and then sent in the post

‰ Notice board: The letter could be printed then posted on a staff notice-board

by the coffee machine

Another example might be when watching a television programme and the picture breaks up every time the electronic garage door is activated (due to electro-magnetic noise)

There are four types of noise:

Chapter 1: The communication process

2 Psychological noise: Psychological noise refers to inert qualities that impact how we communicate and interpret others For example a loss of concentration or a wandering of the mind, preoccupation with a problem, battling with prejudice

3 Physiological noise: Physiological noise describes the interference to either the sender or recipient from any physiological issue that interferes with communication Examples might include a migraine, hunger, fatigue or medication

4 Semantic noise: Semantic noise describes the lack of a shared meaning in communication which arises from using terminology and jargon This exists when words themselves are not mutually understood and can often arise in technical areas such as discussions with lawyers, medical professionals, accountants and scientists (amongst others)

D

Definition: Distortion

Distortion and noise are often confused and referred to interchangeably as they both result in the same outcome – i.e the message not being fully understood by the recipient

However, whereas noise damages the message that is actually transmitted (meaning that only an incomplete message is received), distortion refers to the misinterpretation of a complete message

A common example would be the use of humour in messages which in the absence of visual signals and body language can often be misinterpreted Another example might be when a recipient interprets the message as having being a sharing of information whereas the sender intended the message to trigger an action

Definition: Message

A message is the actual object of communication – the communication that contains information, advice, news, a request or similar For example it could be the underlying idea or theme in an aadvert (e.g a notice or announcement promoting a product, service or event or publicizing a job vacancy), or the central (or pprimary) content or information that passes from a sender to a receiver

The ccentral (or pprimary) content ultimately refers to the reason for sending the message e.g a request by a manager for an employee to prepare a report by the end of the day

In business terms the message might be:

is where a longer response can help to articulate exactly the message that the recipient has interpreted

Feedback is a powerful technique when used in verbal communication (e.g face, telephone or videoconference) A simple exchange may involve the following:

face-to-‰ Person 1 states their point which person 2 listens to

‰ Person 2 then repeats back in their own words what they understood the message to be

‰ Person 1 confirms that the message that person 2 has received

is the message they meant to communicate (great!)

2.2 Context

The sender must appreciate the context in which they are communicating a

message in order to ensure they adopt the most appropriate way to communicate information As well as considering whom the receiver is and the nature of the information being communicated, they may also need to factor in for example whether the message incorporates good news or bad news, whether it may be time critical or whether it may require a decision to be made

Contextual considerations when selecting the appropriate form of communication include:

‰ Formal vs informal: Formal communications include contracts, business

letters and reports whereas informal communication include telephone calls and face-to-face discussions

Consider the difference between how you communicate with your family and friends compared to how you might communicate with a client or supplier in the workplace

Communication between family and friends is typically informal and spontaneous The language used might incorporate humour and slang and the form of address is more likely to be familiar and casual

Compare this with communication in the workplace where communication is normally much more formal and less spontaneous Careful thought and consideration would be applied to writing a report or memo to a client before sending it to ensure it is accurate and doesn’t create undue risk for the sender Forms of address would often be more formal with terms such

as “Mr” or “Sir/Madam” being commonly used

‰ Confidential vs non-confidential: Sensitive information that is only

intended for the receiver should be marked as confidential and not communicated to other parties For example payroll data and client data are usually confidential to the sender and receiver

Chapter 1: The communication process

Professionals such as accountants, lawyers and doctors owe their clients a duty of confidentiality and must ensure that communication does not breach that duty

‰ Urgent vs non-urgent: Be clear on the prioritization of messages that are

communicated Some may need dealing with immediately (e.g booking flights at an airline or rooms at a hotel which require ‘real-time’ up-to-date information) whilst others may be more routine and allow a longer period before needing action (e.g a review of a set of accounts that needs to be filed with the tax authorities in a month’s time)

Communication relating to health and safety issues typically relates to the present Such communication is needed to reduce a risk whether it be to evacuate from a pending hurricane or tsunami or whether it is needed to warn about the long-term effect of eye-strain from over-use of computers in the workplace

The urgency context is relevant to how the message is created and communicated For example it is critical to convey a warning about a fire immediately, and to all people, hence the use of oral and visual fire alarms

to communicate the warning instantly However, guidance on the long-term health impact from the use of computer monitors might be circulated to employees in an internal memo, or posted on a noticeboard for employees

to absorb when convenient

‰ Internal vs external: Meetings, memoranda and notices are typically more

appropriate for internal communications whereas letters and e-mails are often better suited to external communications However, there is overlap between how the same channel can be applied to both internal and external communications by adjusting for example the language and tone

2

2.3 Methods of communication

The following table demonstrates the four key methods of communication:

Method Explanation and examples

Written x Reports, e-mails, letters

Oral x Face-to-face discussion, telephone conversation

Consider your own experience in that people typically use a multitude of gestures and facial expressions to emphasize and articulate their message Many studies conclude that this non-verbal communication (also called body language) is far more persuasvie than the actual message itself

Visual x Face-to-face discussion, videoconferencing,

notice-boards Pictorial x Examples: Charts, drawings , graphs

Note that the prime purpose of visual aids is to communicate with greater clarity and increase the level of understanding among the audience

Method Explanation and examples

In order to achieve the optimum benefit in a presentation:

- Visual Aids should be used sparingly to highlight and give greater credibility to key points Excessive use

of Visual Aids would lose their efficacy

- Visual Aids must be clearly visible to the entire audience It is irritating for the audience to listen to a presentation that has visual aids which can be seen only by a portion of the audience in the room

- Visual Aids should be displayed only at the relevant points in the presentation and should be

removed/switched off before moving on to the new information An irrelevant Visual Aid creates distractions among the audience

- A Visual Aid should contain only such information which can be easily comprehended by the audience

- A Visual Aid showing Clip Arts from well-known sources should be avoided as it shows lack of original professional knowledge of the subject

- After offering the explanation of the contents of the Visual Aid, the speaker should immediately turn face towards the audience and continue to speak

2

2.4 Communication media

Different situations will lend themselves to a different choice of communication medium The types of medium include:

Medium When most appropriate

Telephone x Idea for most informal and some formal

communication

Teleconference x When more than two individuals in remote locations

need to share a telephone conversation

x Often used for internal communication (common) and sometimes for external communication too (less common)

Fax x Copies of documents need sending to a different

Chapter 1: The communication process

Medium When most appropriate

Videoconference x An upgraded version of teleconferencing that includes

vision with the voice

x Frequently used for internal meetings between groups

of employees in remote locations

Drawings, graphs

and charts x Used to enhance information and make complicated

information easier to understand

x Typically used as part of another medium – e.g

reports or letters

Face-to-face x Appropriate to a multitude of situations occurring both

internally and externally, formally and informally

x Examples might include a formal internal employee appraisal or an informal external client meeting

Memoranda x Normally restricted to internal use for disseminating

infromation to staff by management – e.g quarterly sales summaries or notice of a fire alarm test

Financial

documents x These documents can include both internal (e.g

forecasts and analyses for assisting with purchasing and sales strategies) and external (e.g annual report and accounts, or business plan for a bank loan application)

E-mail x E-mail is widely used (arguably over-used leading to

‘drowning in email’!) throughout organisations both internally and externally, formally and informally

x Often used internally for ‘posting’ information such as instruction manuals and policies and procedures

x Could also be adopted for external use for keeping customers up-to-date with product offerings, technical updates and other company information

Electronic bulletin

boards x Often used internally for ‘posting’ information such as

instruction manuals and policies and procedures

x Could also be adopted for external use for keeping customers up-to-date with product offerings, technical updates and other company information

2.5 Universals (components) of interpersonal communication

A number of scholarly writers use a model called the ‘Universals of

communication’ to describe the various components of interpersonal

communication The model includes ten components as follows:

Universal Explanation

Source-receiver An interpersonal communication requires at least two persons –

the sender (source) and the receiver Furthermore, the Universals model states that interpersonal communication needs

to be two-way (source-receiver) – for example a public speech is one-way and therefore not considered interpersonal communication

Encoding-decoding

Interpersonal communication requires the message to be reduced to written or spoken form (encoding), sent (sound and light waves) then decoded by the receiver

Message and

their channeling

Interpersonal communication involves the sending of a signal (message) to the receiver, whether by gesture, voice, visual, touch, smell, taste or a combination thereof

The channel is the medium through which a message is conveyed

particular interpersonal communication They include three dimensions:

x Physical – i.e where the communication takes place e.g school vs funeral, parlour vs office;

x Social/psychological – This dimension includes status (e.g teacher/pupil), culture and the roles and games people play; and

x Temporal – the timing of the communication both in respect

of the time of day, but also the timing of the communication

Chapter 1: The communication process

For example a qualified accountant who has completed all his training has experience of the tasks they may be asking a trainee accountant to perform and can manage the trainee accordingly

Where people have not shared the same experiences they will need to empathise with others in order to share effective communication

communication has on someone i.e all interpersonal communication has some kind of impact on each person

presides that ethics may (or may not) specifically exist as a reference point in communication

3 BARRIERS TO EFFECTIVE COMMUNICATION

Section overview

„ Barriers to effective communication

„ Improving communication

3

3.1 Barriers to effective communication

Definition: Barrier to communication

Any circumstance that prevents the message from being communicated as intended by the sender to the recipient

There are many reasons why the message that the sender sends is not the message that the receiver receives and interprets Barriers might include:

‰ Issues in the relationship between the sender and receiver that can lead to bias

‰ Noise – physical interference that damaged the message as it was being communicated

‰ Confusing and conflicting messages leading to distortion

‰ Selecting the wrong channel, for example trying to explain a complicated concept with words when a diagram and logical written explanation would

be more effective

‰ Suffering interruptions and distractions during transmission of the message

‰ Receiver does not provide feedback

‰ Lack of information – for example contextual information that is critical to understanding how to interpret a message

‰ Faulty systems – e.g weak mobile phone signal

‰ Stereotyping assumptions that the recipient has a particular level of

understanding

‰ Use of technical jargon or complicated language

‰ Poor listening skills of the receiver – lack of attention, ability to absorb information or perceptual selection (in simple terms ‘selective hearing’ – i.e hear only what they want to hear)

‰ Non-verbal signs that contradict a verbal message (for example shaking the head – which would imply “no” – whilst actually saying “yes”)

‰ Information overload This can become a huge issue particularly with emails whereby the recipient is so swamped with the volume of messages that they are simply unable to read, interpret and act on all the

communications received

‰ Differences in education and/or social background leading to cultural

differences and varying interpretations of the same message For example

in many countries around the world a ‘thumbs-up’ is a positive ‘good news’

Chapter 1: The communication process

‰ Sender and receiver speak different languages

‰ Sender and receiver dislike each other and do not trust each other

‰ The recipient of the information may be biased either due to personal or cultural differences

‰ Physical distance between sender and recipient, for example Sydney- Australia and New York-USA time zones making arranging a

videoconference difficult

‰ Filtering of Information – this refers to the sender’s deliberate suppression

or manipulation of information so that it may be seen in a more favourable perspective by the receiver It includes concealment of information by the sender which is not considered to be in accordance with the expectations or viewpoints of the receiver

‰ Selective Perception – this describes the process by which the

sub-conscious mind subjectively ‘decides’ which stimuli relating to an object, person or event are relevant and accepts only such stimuli which do not contradict the interests, experience, background and attitude of the recipient and match (confirm) the individual’s viewpoints All other stimuli are considered irrelevant by the recipient and ignored and rejected by the sub-conscious mind

3

3.2 Improving communication

Whilst the overall objective of this syllabus is to improve the reader’s ability to communicate more effectively in a business environment we can nonetheless very briefly introduce some key strategies here for improving business

communication:

‰ Encourage, facilitate and reward effective communication through the appraisal system

‰ Provide training and guidance in effective communication

‰ Minimise potential for misunderstanding by embedding guidelines and expected best practice within a firm’s policies and procedures

‰ Adopt technology, systems and procedures that reflect current best practice and keep the business up-to-date

‰ Manage conflict and politics both internally and externally

‰ Establish communications channels and mechanisms again within a firm’s policies and procedures Ensure these are communicated to staff in a timely and effective manner

4 THE IMPACT OF ICT IN COMMUNICATION

In recent years the world has become arguably irreversibly reliant on ICT for conducting both personal and business activities Significant developments that have driven this reliance on ICT include:

‰ Increased bandwidth – the amount of information that can be

communicated at any one time continues to grow rapidly

‰ Sophistication and versatility of technologies –multi-use technologies are becoming main-stream in many markets Examples include tablet

computers that can be used as telephones, smartphones with built-in cameras that can be used for video-conferencing and hands-free communications available in most vehicles

‰ New business models – for example:

ƒ Off-shoring helpdesks - the improvement in technological capability combined with reduced cost of telecommunications and local labour costs has seen a trend in traditional home-country based telephone help-desks being moved offshore to east European and central Asian locations

ƒ Growth of automated call-answering A number of menu and sub-menu options are offered which are then accessed through the telephone keypad As a last resort the caller is connected to a live person

ƒ Supporters of this system say that it saves costs and filters high volume of callers so that firms can focus on providing real help efficiently to those who genuinely need it However, others say that the initiative alienates and frustrates customers to the extent that some custom is actually lost

‰ E-commerce – Developments in ICT including speed, bandwidth, security

Chapter 1: The communication process

‰ People and customers may simply prefer face-to-face communication

‰ People and businesses may lack the necessary skills and knowledge about what to buy and how to use it

‰ The strength and quality of Internet connections varies substantially around the world

‰ Significant (and justifiable) concerns exist around trust and security This relates both to the loss of money as well as confidential data

communication process The flow of information is organised, managed and controlled

5.2 Systems of communication

There are two key systems of communication:

‰ Internal: Internal communication links the day-to-day operations in a

business entity This type of communication occurs within the same organisation, i.e between or among officials and employees of the same organisation

‰ External: External communication or exchange of information and

messages takes place between organisations and the individuals outside its formal structure

5.3 Importance of communication

Communication is an essential ingredient of an organisation; without

communication one cannot think of the existence of an organisation in the real world We see numerous cases where people who go up the corporate ladder, realise that for managerial success, communication skills are ranked higher than technical skills In the modern world, the business models rely heavily upon team work which in turn requires greater coordination and communication skills for getting things done from the subordinates, so managers need to be equipped with atypical communication skills These qualities also help managers to

establish strong links with the world external to the organisation

Organisations cannot function if the persons involved fail to communicate

effectively Good communication means good business Communication serves many functions; it controls behaviour of employees, encourages and helps

members to interact socially and paves the way for effective decision making Effective communication helps to understand a person or situation in a better

Chapter 1: The communication process

5

5.4 Communication network

By a communication network within an organisation, we mean the channels through which messages pass from one person to another within the entity These are the pathways along which information flows to groups and teams throughout the organisation

Organisational communication flows in multiple directions, i.e upward,

downward, horizontally and diagonally These communication networks can be formal or informal; in either case, it is the communication network that connects senders and receivers

The choice of communication network depends on:

‰ nature of the group’s tasks, and

‰ extent to which group members need to communicate with each other to achieve group goals

Communication network functions:

The functions of communication networks include:

‰ Providing the means for organising the activities of individuals, groups and other sub-units within the organisation

‰ Providing instruments for directing the activities of the organisation as a whole

‰ Facilitating the exchange of information within the organisation, and

‰ Ensuring the flow of information between the organisation and the external environment in which it exists

5.5 Types of communication networks

Formal networks:

Formal communication within an entity takes places through approved

organisational channels These channels are sanctioned officially and are

reflected in an organisational chart The organisational chart defines the

hierarchical arrangements and the reporting system in the organisation

They include the following major types:

‰ Chain network: In the chain network, information is passed straight up or

down the formal chain of command One person passes information to others up/ down within the line of hierarchy, who then pass it further up/down their own chain of authority It allows only vertical movement and

is strictly hierarchical Chain networks have a leader who decides as to what messages are to be sent and how these messages are to be communicated Here each member communicates with the person above and below It reflects upward and downward communication and exists in a vertical hierarchy This type of network is suitable for tasks that have to be accomplished within a given time and without any deviation However this type of arrangement does face the risk of losing some part of information at every successive level Moreover persons at the bottom may also feel

isolated and less motivated

‰ Y Network: Y network can be assumed as a variation of chain network;

here messages are communicated vertically, between the subordinates and supervisors in the hierarchical arrangements The information from the leader is shared simultaneously through two channels, who in turn pass on the information outwards This arrangement can disseminate the

information faster than the chain network

‰ Wheel Network: It is characterised by the central position of the leader,

where the leader plays the key role to disseminate information The primary communication occurs between the members and the group leader and then group leader shares the information with all It is the feature of a typical work group

In wheel network, decisions can be made fast but group morale is low since others do not take an active part in decision making The leader is very

important and powerful

‰ Circle Network: The circle network is different from the wheel, chain, and

Y networks It is an example of horizontal and decentralized communication The circle network assumes no leader; here there is complete equality The members can communicate with persons to their right and left Members have same restrictions, but the circle is a less constrained condition than the wheel, chain, or Y networks

Each member of the circle has the same authority or power to impact the group The core issue is that information moves rather slowly, and might get distorted However, morale is high because everyone participates in the decision making process

‰ All Channel network: The all channel or star pattern is an extension of the

circle in that all members are equal and wield exactly the same amount of power to influence others, except that this pattern permits all group members to communicate actively with each other This pattern allows for maximum member contribution A prominent example is a self-managed team in which individual group members are free to contribute and no one assumes a leadership role

IInformal networks:

‰ Grapevine: Within an organisation, formal networks are not the only

communication system; there is also an informal system, known as the grapevine In informal networks, information does not flow in a specific direction, does not make use of official channels of communication and can also be transmitted from one co-worker to another outside the organisation where the colleagues meet socially

Grapevine messages do not follow formal lines of hierarchy and are not

controlled by the management It is perceived by most of the employees as being more credible and reliable than messages sent through formal communication channels by top management Efficient organisations make best possible use of the grapevine networks for constructive purposes

However, often it is difficult to determine the source of the original message, which creates a limitation and makes it difficult to ascertain the authenticity of grapevine information It may also aim at serving the self-interests of individuals

Chapter 1: The communication process

6 CHAPTER REVIEW

Chapter review

Before moving on to the next chapter check that you now know how to:

„ Understand the objectives of communication and factors that contribute to making

it more effective

„ Define the communication process and illustrate its components including:

x the mechanics of communications systems;

x the direction of communication; and

x the communications model, channels, methods and media of communication

„ Describe common barriers to effective communication and strategies that

businesses incorporate to address those barriers

„ Explain the impact that ICT has on communication and the challenges we face in incorporating ICT in communication

„ List the universals of interpersonal communication

„ Identify basic types of communication networks within an organisation and

explain their importance therein

Chapter 1: The communication process

7 SELF-TEST

Q

Q1 Which of the following describe the key purposes of communication?

A Acquiring information, confusing competitors and maintaining relationships

B Disseminating information, justifying prices and maintaining relationships

C Acquiring information, confusing competitors and marketing campaigns

D Maintaining relationships, disseminating information, acquiring information

Q2 Which of the following are types of noise?

A Physical, physiological and psychedelic

B Semantic, psychological and physical

C Physiological, monological and physical

D Psychedelic, monological and semantic

Q3 Which of the following correctly describes a component of the communication process?

A Feedback: this is sent from the sender to the receiver to clarify the message that was sent

B Encoding: this is where the message is interpreted by the receiver to understand what action needs taking

C Receiver: the receiver decodes the message to understand what the message is about and what action (if any) is required

D Sender: the sender generates feedback which is attached to the message that they send using an appropriate communication method

Q4 Which of the following is NOT an axiom of interpersonal communication?

A Irreversibility of communication

B Inevitability of communication

C Symmetric or complementary

D Digital content and analogic relationships

Q5 Which of the following is not a universal of interpersonal communication?

A Receiver aspiration

B Compliance and performance

C Message and their channelling

7 The type of network meant for promoting maximum accuracy is _ network

A explaining judgments and manners that may seem inconsistent or guarded

B explaining both positive and negative sides of future policies

C openly deliberating worst-case scenarios

D disregarding the situation because 90% of the time the problem goes away

Assessment of Fundamental Competencies

1 Fundamentals of workplace communication

2 Effective business messages

3 Overcoming common challenges

4 Chapter Review

5 Self-test