COMMUNICATION

What Is Communication ?

The root of the word “communication” in is Latin “communicare”,

which means to share, or to make common (Weekley, 1967). Communication is defined
as the process of understanding and sharing meaning (Pearson & Nelson, 2000).

At the center of our study of communication is the relationship that involves interaction
between participants. This definition serves us well with its emphasis on the process,
which we’ll examine in depth across this text, of coming to understand and share
another’s point of view effectively.

The first key word in this definition is process. A process is a dynamic activity that is
hard to describe because it changes (Pearson & Nelson, 2000). Imagine you are alone in
your kitchen thinking. Someone you know (say, your mother) enters the kitchen and you
talk briefly. What has changed? Now, imagine that your mother is joined by someone
else, someone you haven’t met before—and this stranger listens intently as you speak,
almost as if you were giving a speech. What has changed? Your perspective might
change, and you might watch your words more closely. The feedback or response from
your mother and the stranger (who are, in essence, your audience) may cause you to
reevaluate what you are saying. When we interact, all these factors—and many more—
influence the process of communication.

The second key word is understanding: “To understand is to perceive, to interpret, and to
relate our perception and interpretation to what we already know.” (McLean, 2003) If a
friend tells you a story about falling off a bike, what image comes to mind? Now your
friend points out the window and you see a motorcycle lying on the ground.
Understanding the words and the concepts or objects they refer to is an important part of
the communication process.

Next comes the word sharing. Sharing means doing something together with one or more
people. You may share a joint activity, as when you share in compiling a report; or you
may benefit jointly from a resource, as when you and several coworkers share a pizza. In
communication, sharing occurs when you convey thoughts, feelings, ideas, or insights to
others. You can also share with yourself (a process called intrapersonal communication)
when you bring ideas to consciousness, ponder how you feel about something, or figure
out the solution to a problem and have a classic “Aha!” moment when something
becomes clear.

Various Types Of Communication

 Communication can be categorized into several types based on
various factors, including the medium, the nature of the message, and the context in
which it occurs. Here are some of the primary types of communication:

Verbal Communication

Verbal communication means effectively presenting your

thoughts in verbal format i.e., by talking. Verbal communication skills are essential in the
world of business. Be it a weekly meeting or presentation to stakeholders, the importance
of verbal communication is unparalleled. People always remember a person who speaks
clearly, effectively, confidently, and charismatically.

For instance, Apple co-founder Steve Jobs’s speech launching the iPhone is a classic
example of brilliant verbal communication that people remember even today. Similarly,
many speeches made by former US President Barack Obama are also unforgettable.

A powerful speaker is also able to connect with their audience easily. Like Oprah
Winfrey says, “Great communication begins with a connection.”

You too can be a great speaker with practice. Most of us possess the means of verbal
communication, what’s important is to recognize how to maximize them. Read on to
learn more about its distinct characteristics.

Types of Verbal Communication:

• Face-to-Face Conversations: Direct spoken communication between two or

more individuals who are physically present.

• Telephone Conversations: Communication over the phone, which can be

one-on-one or in conference calls.

• Video Conferencing: Real-time visual and audio communication over the

internet, often used in remote meetings.

Nonverbal communication

Nonverbal communication or body language is the use of

gestures, tone of voice, expressions, body posture, and so on to send a message. But why
are these wireless cues so important to identify?

Body language is an essential part of communication and it helps you send an emotion or
feeling to other people.
Depending on how you sound and act, you can put people at ease, draw them to you,
build trust, or make them be afraid or have a negative impression on you.

Body language is a key part of communication that is important not only in a personal
area when talking with your family, spouse, or children.

It is essential in your job too. Business people and managers get huge benefits if they are
aware of non-verbal communication. It helps you:

– better communicate your ideas, opinions, and emotions

– better connect with others

– build stronger bonds

– increase trust and clarity

And all these benefits are of huge help when you lead a team and work with many
stakeholders.

• Facial Expressions: Expressing emotions and reactions through changes in

facial features, such as smiling, frowning, or raising an eyebrow.

• Gestures: Hand movements, arm positions, and other body movements that
complement or emphasize spoken words.

• Posture: How individuals hold their bodies and whether they appear relaxed,
confident, or tense.

• Eye Contact: The use of eye gaze to convey emotions, establish connections,
and express interest or disinterest

Written Communication

Written communication refers to the use of written words,

symbols, or visual representations to convey information, ideas, and messages. It is a
fundamental form of communication used in various contexts, from personal
correspondence to business communication and academic research. Here are some key
aspects and examples of written communication:

Types of Written Communication:

 • Business Correspondence: Includes letters, emails, and memos used
for professional communication within organizations.

• Academic Writing: Involves research papers, essays, reports, and

theses.

• Creative Writing: Includes novels, short stories, poetry, and

screenplays.

• Technical Writing: Involves manuals, instructions, and

documentation for products, services, or software.

• Social Media Posts: Written messages on platforms like Facebook,

Twitter, and Instagram.

• Blogging: Online articles or posts published on personal or

professional websites.
• Text Messaging: Short messages sent via mobile phones or other
devices.

Visual Communication

Visual communication involves the use of visual elements, such as

images, symbols, graphics, and design, to convey information, ideas, and messages. It is a
highly effective means of communication because it can quickly and effectively engage
and inform an audience. Visual communication is used in various fields and contexts,
including graphic design, marketing, education, and more. Here are some key aspects and
examples of visual communication

Types of Visual Communication:

Graphic Design: The creation of visual content for various media, including
advertisements, websites, posters, and logos.

Infographics: Visual representations of data, statistics, or complex information to make it

easier to understand.

Photography: The use of images to tell a story, capture a moment, or convey emotions.

Videos: Visual communication through moving images, often used for marketing,
storytelling, and educational purposes.
Charts and Graphs: Visual tools for presenting numerical data, trends, and comparisons.

Symbols and Icons: Simple visual representations used to convey meaning, often used in
signage, branding, and user interfaces.

Illustrations and Artwork: Hand-drawn or digitally created images used in various

contexts, including books, magazines, and advertisements.

Web Design: Designing the visual layout and elements of websites for a user-friendly
experience.
Visual Presentations: Using slides or visuals to support oral presentations and lectures

Digital Communication

Digital communication refers to the exchange of information, ideas, and messages using
electronic devices and digital technologies. In the modern world, digital communication
plays a central role in various aspects of personal, professional, and social interactions.
Here are key aspects and examples of digital communication:

Email:

Electronic Mail: Messages sent and received through email services, used for
professional and personal communication.

Instant Messaging and Chat Apps:

Text Messaging Apps: Platforms like WhatsApp, Messenger, and iMessage for real-time
text conversations.

Chat Applications: Business-oriented platforms like Slack or Microsoft Teams for team
communication.

Social Media:

Social Networking Sites: Platforms like Facebook, Twitter, LinkedIn, and Instagram for
sharing updates, photos, and videos with a wide audience.
Blogs: Websites where individuals or organizations post articles, opinions, or information
on various topics.

Microblogging: Platforms like Twitter where users can post short updates, links, or
multimedia content.

Video and Voice Calls:

Video Conferencing: Tools like Zoom, Microsoft Teams, and Google Meet for virtual
face-to-face meetings.

Voice Over IP (VoIP): Services like Skype and WhatsApp allow voice calls over the
internet.

Social Media Messaging:

Direct Messages: Private messages sent through social media platforms between
individuals or groups.

Interpersonal Communication

Interpersonal communication refers to the exchange of information, ideas, and emotions

between individuals in various personal and social settings. It is a fundamental aspect of
human interaction and plays a crucial role in building and maintaining relationships, both
on a personal and professional level. Here are key aspects and examples of interpersonal
communication:

Face-to-Face Conversations: Direct, in-person communication between two or more

individuals, where verbal and nonverbal cues are integral to the interaction. This includes
discussions with friends, family, coworkers, and acquaintances.
Active Listening: The practice of fully engaging with and understanding what another
person is saying, often involving attentive body language, maintaining eye contact, and
asking clarifying questions to demonstrate interest and comprehension.

Feedback and Response: Acknowledging the speaker's message and providing a

response, whether through verbal feedback, nonverbal cues, or a combination of both.

Conflict Resolution: Engaging in productive discussions to resolve differences,

misunderstandings, or conflicts in a constructive and respectful manner.

Empathy and Emotional Support: Demonstrating understanding, care, and emotional

support for others, especially during challenging or emotional situations.

Building Rapport: Establishing a sense of trust, understanding, and connection with

others, which is essential for forming positive relationships.

Assertiveness: Communicating one's needs, preferences, and boundaries effectively

without being overly passive or aggressive.

Small Talk: Casual conversations and social interactions that serve to break the ice,
establish rapport, and maintain relationships in everyday life.

Nonverbal Communication: Utilizing body language, facial expressions, gestures, and

tone of voice to complement verbal communication and convey feelings and intentions.

Technology-Mediated Communication: Interacting with others through digital channels,

including text messages, emails, social media, and video calls, which have become
integral to modern interpersonal communication.
Mass Communication

Mass communication is the process of transmitting information, ideas, and messages to a

large and diverse audience through various mass media channels. It involves the use of
print, broadcast, digital, and electronic media to reach a broad public or target specific
segments of the population. Mass communication plays a critical role in shaping public
opinion, disseminating news, and influencing culture. Here are key aspects and examples
of mass communication

Print Media: Newspapers, magazines, and newsletters provide written content on various
topics.

Broadcast Media: Television and radio networks deliver news, entertainment, and
educational programs.

Digital Media: Websites, online news portals, blogs, and social media platforms
disseminate information through the internet.

Film and Cinema: Movies and documentaries are shown in theaters and distributed
through various platforms.

Outdoor Advertising: Billboards, posters, and banners in public spaces reach a large
audience.

Books and Publishing: Novels, textbooks, and other printed materials convey knowledge
and stories.

News Reporting:

Newspapers, television news, and online news outlets report current events, politics, and
world affairs to inform the public.

Entertainment:
Television shows, movies, music, and video games offer entertainment and cultural
content to a mass audience.

Advertising and Marketing:

Commercials, online ads, and promotional campaigns influence consumer behavior and
purchasing decisions.

Public Relations:

Organizations and public figures use mass communication to shape their public image
and manage their reputation.

Educational Programming:

Educational institutions and media outlets create programs and content for learning
purposes.

Social and Political Campaigns:

Messages are disseminated to promote social causes, candidates, and political issues.

Crisis Communication:

Organizations use mass communication to respond to and manage crises, such as product
recalls or public relations crises.

Documentary Filmmaking:

Documentaries provide in-depth information and perspectives on various topics, from

environmental issues to historical events.

Sports Broadcasting:
Sports events and coverage reach a global audience through television, radio, and digital
platforms.

Formal Communication

Formal communication refers to the structured, organized, and official exchange of

information within an organization, institution, or other professional settings. It follows
established protocols, hierarchies, and conventions to convey information, directives, and
decisions. Formal communication is typically documented and is used to ensure clarity,
accountability, and the smooth functioning of an entity. Here are key aspects and
examples of formal communication:

Types of Formal Communication:

Vertical Communication: Flow of information up and down the organizational hierarchy.

This includes:

Top-Down Communication: Messages and directives from higher management to lower-

level employees.

Bottom-Up Communication: Feedback, reports, and suggestions from employees to

management.

Horizontal Communication: Communication between individuals or departments at the

same organizational level, often used for coordination, information sharing, or problem-
solving.

External Communication: Communication between the organization and external

stakeholders, including customers, suppliers, government agencies, and the public. This
includes:

Customer Service Communications: Formal interactions with customers regarding

inquiries, complaints, or product support.

Public Relations (PR): Official communication to maintain a positive image and

reputation in the public eye.
Regulatory Compliance: Communication to ensure adherence to legal and industry
standards.

Legal and Regulatory Documents: Official documents, contracts, agreements, policies,

and compliance reports that must adhere to established legal standards.

Characteristics of Formal Communication:

Written Documentation: Formal communication often relies on written forms, such as

memos, reports, emails, official letters, and documents.

Structured and Standardized: Communication follows a predetermined format and

language, reducing ambiguity and misunderstandings.

Record Keeping: Formal communication is documented, archived, and maintained for

future reference, accountability, and legal purposes.

Hierarchical: The communication flows along the organizational hierarchy, ensuring that
messages are routed through the appropriate channels.

Examples of Formal Communication in Business:

Employment Contracts: Formal documents outlining the terms and conditions of

employment.

Company Policies and Procedures: Official guidelines for employees on issues such as
ethics, safety, and performance expectations.

Annual Reports: Comprehensive financial and performance summaries presented to

shareholders and stakeholders.

Meeting Minutes: Official records of discussions, decisions, and action items from
meetings.
Performance Appraisals: Formal assessments of an employee's job performance.
Official Letters: Written correspondence used in business transactions, such as offer
letters, legal notices, and contracts.

Informal Communication

Informal communication refers to the casual, unofficial, and spontaneous exchange of

information, ideas, and messages between individuals within an organization or in social
settings. It often occurs outside the structured channels of formal communication and
may involve personal interactions, conversations, and unstructured exchanges. Informal
communication is essential for building relationships, fostering camaraderie, and sharing
non-critical information. Here are key aspects and examples of informal communication:

1. Types of Informal Communication:

• Grapevine Communication: Informal networks of information sharing among

colleagues and coworkers. It often involves rumors, gossip, and personal opinions.

• Casual Conversations: Everyday chitchat and discussions that occur in the

workplace, at social gatherings, or among friends.

• Text Messages and Social Media: Informal communication can take place through
text messages, social networking platforms, and messaging apps, where individuals share
personal updates, news, and conversations.

• Emails Between Colleagues: While email is considered a formal communication

tool, it is often used informally for quick exchanges among coworkers.

• Coffee Breaks and Lunch Chats: Informal interactions during breaks or meals,
where colleagues discuss work-related and personal topics.
• Huddles and Impromptu Meetings: Spontaneous gatherings of coworkers or
friends to discuss topics of common interest.

Characteristics of Informal Communication:

Spontaneity: Informal communication is unstructured and spontaneous, often occurring in

the moment without prior planning.
Flexibility: It allows individuals to communicate without adhering to strict rules or
formal protocols.

Personal and Non-Official Content: Informal communication often revolves around

personal experiences, anecdotes, opinions, and non-work-related matters.

Latest Development Of Business Communication

Increased Reliance on Remote Communication: The COVID-19 pandemic has

accelerated the adoption of remote communication tools and practices. Video
conferencing, team collaboration software, and cloud-based communication platforms
have become even more integral to business operations.

Hybrid Work Models: Many organizations have transitioned to hybrid work models,
where employees work both in the office and remotely. Effective communication
strategies and technologies that support this model are of growing importance.

Artificial Intelligence (AI): AI-powered chatbots and virtual assistants have advanced in
their ability to handle routine customer inquiries and internal HR queries, freeing up
human employees for more complex tasks.

Data-Driven Decision-Making: Businesses are using data analytics to gain insights into
communication patterns and preferences. This helps in tailoring communication strategies
and measuring their effectiveness.

Unified Communication Platforms: Integrated tools that combine messaging, video

conferencing, voice calls, and email are becoming more popular to streamline
communication within organizations.

Security and Privacy: With the increase in remote work and data breaches, cybersecurity
and data privacy are paramount. Businesses are focusing on securing their
communication channels and data storage.
Sustainability Communication: Companies are emphasizing sustainability and corporate
social responsibility in their communication efforts. They're communicating
environmental and social initiatives to stakeholders, customers, and employees.

Diversity and Inclusion: Businesses are making more intentional efforts to promote
diversity and inclusion through their communication, including transparent reporting on
diversity metrics and initiatives.

Personalized Communication: Companies are using customer data to personalize their

communication with clients, leading to more relevant marketing messages and improved
customer experiences.

Visual Communication: Visual content, such as videos, infographics, and live streaming,
is becoming a more dominant form of communication in marketing and internal training.

Ethical and Transparent Communication: Organizations are focusing on open, honest,

and ethical communication, addressing issues like misinformation, deepfakes, and online
trust.

Emphasis on Mental Health: Employee well-being and mental health are increasingly
being considered in internal communication, with more businesses providing resources
and support.

Blockchain for Secure Communication: Blockchain technology is being explored for

secure messaging and document sharing to enhance data integrity and privacy.

Crisis Communication Plans: Recent global events have underlined the importance of
having robust crisis communication plans in place to address unforeseen challenges.
Regulatory Changes: New regulations, particularly regarding data protection (e.g.,
GDPR, CCPA), may have impacted how businesses communicate and handle customer
data.