CHAP ONE INTRO TO BUSS COMM

CHAPTER 1
INTRODUCTION
OF BUSINESS
COMMUNICATION

LEARNING OBJECTIVE

At the end of the this chapter, students should be able to:

1.

Explain the concept of communication

2.

Describe the importance of communication

3.

Discuss the communication principles

4.

Explain the importance of communication in business

WHAT IS COMMUNICATION -
CONCEPT

▪ Any behavior – VERBAL, NON VERBAL or
GRAPHICS – that is perceived by another.

▪ Knowledge, feelings or thoughts are encoded
and sent from at least one person and received
and decoded by another.

▪ A connection is made between the people
communicating.

WHAT IS COMMUNICATION -
PROCESS

▪ The communication is a dynamic process that begins with the

conceptualizing of ideas by the sender who then transmits the
message through a channel to the receiver, who in turn gives the
feedback in the form of some message or signal within the given
time frame.

▪ Sender: The sender or the communicator is the person who initiates

the conversation and has conceptualized the idea that he intends to
convey it to others.

▪ Encoding: The sender begins with the encoding process wherein

he uses certain words or non-verbal methods such as symbols,
signs, body gestures, etc. to translate the information into a
message. The sender’s knowledge, skills, perception, background,
competencies, etc. has a great impact on the success of the
message.

▪ Message: Once the encoding is finished, the sender gets the

message that he intends to convey. The message can be written,
oral, symbolic or non-verbal such as body gestures, silence, sights,
sounds, etc. or any other signal that triggers the response of a
receiver.

▪ Communication Channel: The Sender chooses the medium

through which he wants to convey his message to the
recipient. It must be selected carefully in order to make the
message effective and correctly interpreted by the recipient.
The

choice

of

medium

depends

on

the

interpersonal

relationships between the sender and the receiver and also
on the urgency of the message being sent. Oral, virtual,
written, sound, gesture, etc. are some of the commonly used
communication mediums.

▪ Receiver: The receiver is the person for whom the message

is intended or targeted. He tries to comprehend it in the best
possible manner such that the communication objective is
attained. The degree to which the receiver decodes the
message depends on his knowledge of the subject matter,
experience, trust and relationship with the sender.

▪ Decoding: Here, the receiver interprets the sender’s message and

tries to understand it in the best possible manner. An effective
communication occurs only if the receiver understands the message in
exactly the same way as it was intended by the sender.

▪ Feedback: The Feedback is the final step of the process that ensures

the receiver has received the message and interpreted it correctly as
it was intended by the sender. It increases the effectiveness of the
communication as it permits the sender to know the efficacy of his
message. The response of the receiver can be verbal or non-verbal.

Note: The Noise shows the barriers in communications. There are
chances when the message sent by the sender is not received by the
recipient.

COMMUNICATION GOALS

▪ Communicating with people from different backgrounds, experience

and culture

▪ Organizing ideas and information for use by self or others

▪ Expressing and presenting ideas and information accurately and

persuasively

▪ Listening to understand others and taking actions based on that

understanding

▪ Using communication technologies efficiently and effectively

▪ Communicating professionally and ethically

COMMUNICATION MODELS

Lasswell, Shahnon and

Weaver’s models

Berlo’s Model

Dance’s Helical Spiral

LASSWELL, SHAHNON AND
WEAVER’S MODELS

▪ Lasswel’s (1948) describe communication as a
one way transmission of messages.

▪ An act of communication by defining who said it,
what was said, in what channel it was said, to
whom it was said, and with what effect it was said.

LASSWELL, SHAHNON AND
WEAVER’S MODELS

▪ It is regarded by many communication and public relations scholars

as "one of the earliest and most influential communication models”.

▪ The model was developed by American political scientist and

communication theorist Harold Lasswell in 1948 while he was a
professor at Yale Law School.

LASSWELL, SHAHNON AND
WEAVER’S MODELS

▪ Shannon and Weaver (1949) view message as flowing from the

sender to the receiver and recognized the impact of noise and
barriers on communication.

▪ It was created in 1948 when Claude Elwood Shannon wrote an article

“A Mathematical Theory of Communication” in Bell System Technical
Journal with Warren Weaver.

LASSWELL, SHAHNON AND
WEAVER’S MODELS

▪ View communication as a two way process

BERLO’S MODEL

▪ In 1960, David Berlo expanded Shannon and Weaver's linear model

of

communication

and

created

the

Sender-Message-Channel-

Receiver (SMCR) Model of Communication

▪ Four elements in the model

a) S - a communication source of generator-of-messages

b) M – the message as the central elements

c) C – the channel through which the sender encode the message

d) R – receiver as the targets of communication from the source

Berlo’s S-M-R-C Model of Communication

DANCE’S HELICAL SPIRAL

▪ Frank Dance proposed a communication model

inspired by a helix in 1967, known as Helical
Model of Communication.

▪ A helix is a three dimensional spring like curve

in the shape of a cylinder or a cone.

▪ Helix

is

compared

with

evolution

of

communication

of

a

human

since

birth

to

existence or existing moment. Helical model
gives geometrical testimony of communication.
The model is linear as well as circular combined
and disagrees the concept of linearity and
circularity individually.

CONCEPT OF HELICAL
MODEL OF COMMUNICATION

▪ Helical

model

of

communication

introduces

the

concept

of

time

where

continuousness of the communication process and relational interactions are very
important. Communication is taken as a dynamic process in helical model of
communication and it progresses with age as our experience and vocabulary
increases.

▪ At first, helical spring is small at the bottom and grows bigger as the

communication progresses. The same effect can be seen with communication of
humans, where you know nothing about a person at first and the knowledge grows
steadily as you know the person better. It considers all the activities of the person,
from the past and present.

▪ Communication is affected by the curve from which it emerges which denotes past

behavior and experiences. Slowly, the helix leaves its lower levels of behavior and
grows upward in a new way. It always depends on the lowest level to form the
message. Thus, the communicative relationship reaches to the next level in which
people share more information.

▪ Communication is supposed to be continuous and non-repetitive. It is always

growing and accumulative.

FORMS OF COMMUNICATION

•Verbal communication

•Non verbal communication

•Graphic communication

VERBAL COMMUNICATION

▪ The sharing of information between individuals by

using speech. Individuals working within a business

need to effectively use verbal communication that

employs readily understood spoken words, as well

as ensuring that the enunciation, stress and tone of

voice

with

which

the

words

are

expressed

is

appropriate.

NON VERBAL
COMMUNICATION

GRAPHIC COMMUNICATION

TYPES OF COMMUNICATION

Intrapersonal communication

Interpersonal communication

Public communication
Mass communication

INTRAPERSONAL
COMMUNICATION

▪ Intrapersonal communication is a communicator's internal use of

language or thought.

▪ It

can

be

useful

to

envision

intrapersonal

communication

occurring in the mind of the individual in a model which contains a
sender, receiver, and feedback loop.

INTERPERSONAL
COMMUNICATION

▪ Interaction between two people or more
people on a one to one basis or in a small
group.

▪ Examples of interpersonal
communication – instructions, briefing,
feedback and customer relations.

PUBLIC COMMUNICATION

▪ Public communication happens when individuals and groups
engage in dialogue in the public sphere in order to deliver a
message to a specific audience.

▪ Public speaking events, newspaper editorials and billboard
advertisements are a few forms of public communication

MASS COMMUNICATION

▪ Refers to the imparting and exchanging of information
on a large scale to a wide range of people.

▪ It is usually understood to relate newspaper, magazine,
and book publishing, as well as radio, television and
film, even via internet as these mediums are used for
disseminating information, news and advertising.

IMPORTANCE OF COMMUNICATION

Promotes motivation
Source of information

Altering individual’s attitudes
Helps in socializing
Controlling
process

COMMUNICATION

Unavoidable
Operates on two level
Irreversible
A process
Not a panacea

▪ Communication is unavoidable/inevitable

– you are communicating, whether you “intend to” or not.

▪ Communication is irreversible

– you cannot undo a communication.

▪ Not a panacea

- meaning communication alone will not cure things, but good communication will help.

- communication will not solve all of the world problems – hunger, racism, discrimination,

however it can help solve these problem.

Communication is a process

- if the process breaks down, communication will fail. In this lesson, you'll learn about the
communication process. We'll also discuss how the concept of noise can disrupt this process.

IMPORTANCE OF COMMUNICATION IN

BUSINESS

Exchanging information
Preparing and execution of
plans
Increasing employee’s
efficiency
Achieving goals

Solving problems

Making decisions
Improving industrial
relation
Publicity of goods and
services