COMMUNICATION SKILLS – BSM 1101

Module 1: Introduction to Communication Skills

Content
 Definition of Communication
 Importance of Communication
 Types of communication
 Communication Process
 Forms of communication
 Communication networks in a business organisation

THE CONCEPT OF COMMUNICATION

Introduction

Communication is the life blood of every organisation because without it, organizations cannot
function. When communication is thorough, accurate, and timely, the organization tends to be
vibrant and effective. Effective Communication is significant for managers in the organizations
so as to perform the basic functions of management, i.e., Planning, Organizing, Leading and
Controlling.

Managers devote a great part of their time in communication. They generally devote
approximately 6 hours per day in communicating. They spend great time on face to face or
telephonic communication with their superiors, subordinates, colleagues, customers or suppliers.
Managers also use Written Communication in form of letters, reports or memos wherever oral
communication is not feasible.

Definition
 Communication is the exchange of ideas, messages, or information by speech, signals, or
writing.
 Communication may also be defined as giving, receiving or exchanging information,
opinions or ideas by writing, speech or visual means, so that the material communicated
is completely understood by everyone concerned.
 “It is a process by which people attempt to share meaning, via the transmission of a
symbolic message’.
 “Communication is the transfer of information from the sender to the receiver with the
information being understood by both the sender and the receiver”.
 The process of communication refers to the transmission or passage of information or
message from the sender through a selected channel to the receiver overcoming barriers
that affect its pace.
 Communication is the process of transmitting information and meaning from one
individual or organisation to another by means of mutually understandable symbols.

The crucial element is meaning. Communication has as its central objective the transmission of
meaning. The process of communication is successful only when the receiver understands an
idea as the sender intended it. Both parties must agree not only on the information transmitted
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but also on the meaning of that information. In order to transfer an idea, we must use symbols
(words, signs, pictures, sounds) which stand for the idea. The symbols must be understood by the
person or persons with whom we intend to communicate. Both must assign the same meaning to
the symbols used; otherwise, there is miscommunication.

THE COMMUNICATION PROCESS

It is the systematic stages the message passes from the sender through the media up to time the
message reaches to the receiver who receives and gives necessary action or inaction (feedback).

The goal of communication is to convey information and the understanding of that information
from one person or group to another person or group. Communications is a continuous process
which mainly involves three elements: sender, message, and receiver. The elements involved in
the communication process are illustrated and explained below in detail:

(Source: businessjargons)

1. Sender. The sender or the communicator generates the message and conveys it to the
receiver. He is the source and the one who comes up with the idea to be conveyed (starts
the communication)
2. Encoding. The sender begins with the encoding process wherein he uses certain words or
non-verbal methods such as symbols, signs, body gestures, pictures etc. to translate the
information into a message.
3. Message. Once the encoding is finished, the sender gets the message that he intends to
convey. It is the idea, information, view, fact, feeling, etc. that is generated by the sender
and is then intended to be communicated further.
4. Media. It is the manner in which the encoded message is transmitted. The message may
be transmitted orally or in writing. The medium of communication includes telephone,
internet, post, fax, e-mail, etc. The choice of medium is decided by the sender and
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depends on the interpersonal relationships between the sender and the receiver and also
on the urgency of the message being sent.
5. Receiver. The receiver is the person for whom the message is intended or targeted. He is
the person who is last in the chain and for whom the message was sent by the sender.
Once the receiver receives the message and understands it in proper perspective and acts
according to the message, only then the purpose of communication is successful
6. 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.
7. Feedback. When a person receives a message, she responds to it by giving a reply.Once
the receiver confirms to the sender that he has received the message and understood it,
the process of communication is complete.
8. Noise. It refers to any obstruction that is caused by the sender, message or receiver during
the process of communication. For example, bad telephone connection, faulty encoding,
faulty decoding, inattentive receiver, poor understanding of message due to prejudice or
inappropriate gestures, etc. The Noise shows the barriers in communications.

On the basis of the definitions and the communication process, the following key features
of the concept of communication can be noted:-

i) Communication is always done with a purpose of evoking the desired response

from the recipient to the communication made.
ii) Communication is usually and ought to be a two-way process. The sender of the
message must get a response of the recipient to the communication made.
iii) It is a continuous process, throughout the organizational life as it is the basis of
organizational functioning. “No communication, no functioning”.
iv) Communication is a circular process which starts with the sender of the message
and traveling through various stages and completes with feedback to
communication from the recipient to the sender.
v) Communication process requires at least, two parties; the sender of the message
and the recipient of it.
vi) Communication is a function of every manager as it is a pervasive managerial
function. All managers would have to make necessary communication to their
subordinates and get feedback to their communication from the latter.
vii) Communication is a complete and rational process only when the recipient of the
message has understanding of the subject matter of communication.
viii) On the basis of the system and nature, it can be classified into two major categories
of formal and informal communication.
ix) On the basis of expression or channels, communication might be oral or written
communication.
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IMPORTANCE OF COMMUNICATION
1. Basis of Decision-Making and Planning: Communication is essential for decision-making
and planning. It enables the management to secure information without which it may not be
possible to take any decision. The quality of managerial decisions depends upon the quality of
communication.

2. Smooth and Efficient Working of an Organisation: Communication makes possible the

smooth and efficient working of an enterprise. It is only through communication that the
management changes and regulates the actions of the subordinates in the desired direction.

3. Facilitates Co-ordination: Management is the art of getting things done through others and
this objective of management cannot be achieved unless there is unity of purpose and harmony
of effort. Communication through exchange of ideas and information helps to bring about unity
of action in the pursuit of common purpose. It binds the people together and facilitates co-
ordination.

4. Increases Managerial Efficiency: It is rightly said that nothing happens in management until
communication takes place. The efficiency of manager depends upon his ability to communicate
effectively with the members of his organisation. It is only through communication that
management conveys its goals and desires, issues instructions and orders, allocates jobs and
responsibility and evaluates performance of subordinates.

5. Promotes Co-operation and Industrial Peace: Effective communication creates mutual

understanding and trust among the members of the organisation. It promotes co-operation
between the employer and the employees. Without communication, there cannot be sound
industrial relations and industrial peace. It is only through communication that workers can put
in their grievances, problems and suggestions to the management.

6. Helps in Establishing Effective Leadership: Communication is the basis of effective

leadership. There cannot be any leadership action without the effective communication between
the leader and the led. Communication is absolutely necessary for maintaining man to man
relationship in leadership. It brings the manager (leader) and the subordinates (led) in close
contact with each other and helps in establishing effective leadership.

7. Motivation and Morale: Communication is the means by which the behaviour of the
subordinates is modified and change is effected in their actions. Through communication
workers are motivated to achieve the goals of the enterprise and their morale is boosted.
Although motivation comes from within yet the manager can also motivate people by effective
communication, e.g., proper drafting of message, proper timing of communication and the way
of communication, etc.
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8. Helps in delegation of authority: A manager is a human being and has limitations as to time
and energy that he can devote to his activities. He has to assign duties and responsibilities to his
subordinates. Through communication, a manager can effectively delegate his authority and
responsibility to others and thus, increases his managerial capacity.

9. Effective Control: Communication acts as a tool of effective control. The plans have to be
communicated to the subordinates, the actual performance has to be measured and
communicated to the top management and a corrective action has to be taken or communicated
so as to achieve the desired goals. All this may not be possible without an efficient system of
communication.

10. Job Satisfaction: Effective communication creates job satisfaction among employees as it
increases mutual trust and confidence between management and the employees. The gap
between management and the employees is reduced through the efficient means of
communication and a sense of belongingness is created among employees. They work with zeal
and enthusiasm.

11. Democratic Management: Communication is also essential for democratic management. It

helps to achieve workers participation in management by involving workers in the process of
decision-making. In the absence of an efficient system of communication, there cannot be any
delegation and decentralization of authority.

12. Increases Productivity and Reduces Cost: Effective communication saves time and effort.
It increases productivity and reduces cost. Large- scale production involves a large number of
people in the organisation. Without communication, it may not be possible to work together in a
group and achieve the benefits of large-scale production.

13. Public Relations: In the present business world, every business enterprise has to create and
maintain a good corporate image in the society. It is only through communication that
management can present a good corporate image to the outside world. Effective communication
helps management in maintaining good relations with workers, customers, suppliers,
shareholders, government and community at large.

CLASSIFICATION OF COMMUNICATION
Communication can be categorized according to the means (oral, written, non verbal) according
to relationship (formal, and informal) and according to direction of flow or pattern of
interaction (internal or external)
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INTERNAL AND EXTERNAL

When the members of the organization, communicate with each other, it is referred to
as internal communication. However, when there is a communication between members of the
organization, with the outside party, it is said to be external communication. These are two
types of communication, which can be seen in the business world.

Internal Communication

 This is interaction between members and departments of the same organization.

 It could either be formal or informal or vertical, horizontal or diagonal.
 Formal communication may be internal or external Communication. Internal
communication is the interaction between members within the same organization.
 It can also be described as all the communication that occurs in conducting work within the
business. For example, Communication between employer and employees, between a
company and its shareholders, reports that workers make, instructions that supervisors give
workers, etc.

 It is a business tool which leads and motivates the employees to put their best in the job.
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 Internal Communication uses memo, circulars, staff newsletter, fax, notice, minutes on
meetings, video conferencing, presentations, seminars, agenda, manuals, etc. as a mode of
communication.

External communication
 External Communication is the exchange of information or messages between a particular
organization or office and outside persons or organizations.
 This refers to exchange of information between an organization and outside persons and
organizations.
 This includes communication with customers and suppliers, creditors, investors, other
business organizations, government departments, services institutions, journalists etc.
 This is to enable organisations survive in the competitive environment e.g. advertising, PR,
negotiations, interaction with the media etc.

Importance of External Communication

 Effective Communication with customers and other businesses enables the company to
establish good reputation (prestige)
 Leads to improvement in public relations as the general public is kept informed about the
organization’s activities and services.
 Business gets information about the likes and dislike of customers thus enabling it to
produce goods according to the choice of customers.
 It can lead to better business prospects by attracting more customers through good
communication
 Creates better negotiations with government departments and other institutions e.g.
licensing authorities, tax authorities, financial institutions etc.
 Job requirements: It helps in careful selection of skilled and experienced staff out of
advertisements.
 Helps an organization to develop and acquire resources from cheaper sources.

Comparison between Internal Communication and External Communication

Comparison Chart

BASIS FOR
INTERNAL COMMUNICATION EXTERNAL COMMUNICATION
COMPARISON

Meaning Internal communication implies a The type of communication that occurs

communication that takes place between the organization and external
between the members of the party/organization is known as external
organization. communication.

Form Both formal and informal Mostly formal

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BASIS FOR
INTERNAL COMMUNICATION EXTERNAL COMMUNICATION
COMPARISON

Objective To transmit information between To maintain relationship or exchange

various business units and information with the outside parties.
departments.

Participants Employees and Management Customers, shareholders, investors,

clients, general public, suppliers,
creditors, etc.

Frequency High Comparatively low

Flow It flows within the organization. It flows in the vast business environment.

TYPES OF COMMUNICATION
Organizational Communication is of the following two types:

FORMAL AND INFORMAL COMMUNICATION

1. FORMAL COMMUNICATION
Formal communication is the one which flows through the official channels designed in the
organizational chart. It may take place between a superior and a subordinate, a subordinate and a
superior or among the same cadre employees or managers. These communications can be oral or
in writing and are generally recorded and filed in the office. Employees communicate formally
with each other to get work done within the desired time frame. For example movement of
information by reports, e-mails, records, orders and instructions and directed advertisements.
Formal communication in organizations has the following benefits:

 It helps to reduce the gap between the superior and subordinates which encourages a
harmonious relationship.
 It helps to mold communication along certain ways.
 The formal manger exercises control over subordinates and helps to fix responsibility in
respect of activities to be carried out in the firm.
 Sound communication results because of the fact that the immediate superior is in contact
with his subordinate.
 It motivates employees as they understand their superiors and their superiors also understand
them well.
Disadvantages of Formal Communication:

 It provides hurdles to free flow and creates bottlenecks.

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 The accuracy of the communication will be reduced.

 It creates an overload of work to transmit information through the formal lines of authority.
 This is useful for downward communication only.

Formal communication may be further classified as Vertical communication, Horizontal and

Diagonal communication.

a) Vertical communication: is the type of communication carried out between parties of the
different levels of organizational hierarchy e.g. between the manager and the sweeper.

Vertical Communications as the name suggests flows vertically upwards or downwards

through formal channels.

 Upward communication refers to the flow of communication from a subordinate to

a superior. Employee suggestions, market reports, performance reports, feedback on
new products and requests for facilities, Application for grant of leave, submission
of a progress report, request for loans etc. are some of the examples of upward
communication.
 Downward communication flows from a superior to a subordinate. Corporate
goals, business priorities, motivational letters, work-related instructions, newsletters,
letters from the CEO/General Manager’s desk, Sending notice to employees to
attend a meeting, delegating work to the subordinates, informing them about the
company policies, etc. are some examples of downward communication.

b) Horizontal Communication: Horizontal or lateral communication takes place between one

division and another. For example, a production manager may contact the finance manager to
discuss the delivery of raw material or its purchase.
c) Diagonal communication: This is when employees communicate with other workers at
higher or lower levels.
 In organizations using communication networks other than those formally shown
on the organizational chart, It would take the upward path, then lateral and finally
downwards.
 It helps in building relationships and binding ties between superiors and
subordinates.
 It would however give rise to gossip, grapevine, rumor as no one is directly
responsible for the flow of information.

2. INFORMAL COMMUNICATION
Employees also communicate with each other just to know what is happening around. Such type
of communication is called informal communication and it has nothing to do with designation of
individuals, level in the hierarchy and so on. It is one where there is nothing official about the
communication that is happening. An example is grapevine.
 Grapevine. Grapevine is a kind of informal communication that prevails in organizations
and businesses. The source of such communication may not be clear. It spreads by way of
gossip and rumors. It travels through informal networks and quite often travels faster than
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the formal messages. Sometimes, it gets more powerful and becomes more receptive than
the formal communication.
• Informal communication is used to supplement official communication.
• Information passes informally between persons or groups as they come in contact with
each other in the course of performing their jobs.
• It follows no set lines nor any definite rules but spreads like the grapevine in any
directions, anywhere and it spreads out.
Informal communication deals with official and non-official maters and is much faster than
formal communication
Characteristics of Grape Vine/Informal Communication

 It is very speedy way of information dissemination.

 Authenticity of the information is very low.
 Grape vine information in most of the times is oral.
 It operates through a cluster chain in which one person tells the information to more
than 3 to 4 persons i.e. only few persons in the grape vine spread the information.
 It is a product of situation rather than a person.
 It is a good feedback for the management regarding policies interpretation.
Merits of Informal Communication
 Informal communication is very fast. It spreads like an epidemic; as it might proceed from
any person to another.
 It enhances the team spirit in the organization.
 It is dynamic and quick to act in the changing environment.
 It develops the informal groups.
 People can freely express their opinions about informal communication, without fear or
favour.
 It is quite flexible; as it is based on personal likes and dislikes of individuals, which are
ever changing.
 It supports the formal communication as in fact fills in the gaps of formal communication.
 Question of resistance to this type of communication does not arise, as it is social and
 personal in nature.
Demerits of Informal communication

 It carries less accurate, half-truths, rumors and distorted facts.

 It is less orderly and less reliable.
 It is very difficult to hold any body responsible for the information.
 It is personal and unofficial.
 This type of communication is contingent in nature and wholly unplanned.
 It is wholly uncontrollable and cannot be subject to modifications subsequently as the
source of communication may not be known at all.
 Informal communication is mostly oral and no records of it can be kept.
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 Confidential information cannot be kept confidential, as the information spreads in a

grape vine manner like an epidemic

CHANNELS OF COMMUNICATION (COMMUNICATION FLOW)

A communication channel is the medium, mean, manner or method through which a message is
sent to its intended receiver. The basic channels are written (hard copy print or digital formats),
oral or spoken, non-verbal (body language) and electronic and multimedia.
 This refers to the ways in which facts, ideas, or opinions and feelings are conveyed.
 Within those channels, business communications can be formal or informal

Oral/Verbal communication:
This is the transfer of information by word of mouth or voice articulation, face to face
conversations, telephone conversations, etc.
 Channels of oral communications include: Telephones, radios, Television, paging (call
bell), dictating machines, meetings and conference, training courses, joint consultations,
public address systems, interviews, public speech, News reading, mobile conversations,
etc.
 A communication which happens through word of mouth, spoken words, conversations
and also any messages or information are shared or exchanged between one another
through speech or word of mouth is called oral communication.
 The objective of such communications is to ensure that people understand whatever you
want to convey. Because of its very nature, verbal communications is more quick and
precise than email communication.

Merits of oral Communication

 There is great speed is sending ideas, facts or information without being exposed to
distortion.
 Allows one to express the emotion behind your message, many people readily express
themselves in speed than writing.
 Ideas can be conveyed both by words and gestures.
 Feedback is immediate and questions can be asked to seek for clarity.
 It is the best in security co-operation and resolving problems as persons concerned are
involved.
 It is appropriate for discussing personal / confidential matters.
 It is cheap and easy to communicate verbally as it doesn’t involve paper work , postage, etc
 It allows communicators to know each other and it creates a less formal relationship
 Involves rich non-verbal cues (both physical gestures and vocal infliction).
 It is effective because of personal touch. The personality of the sender influences the
effectiveness of the communication.

Demerits of oral Communication

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 Face to face contact is time consuming and encourages idle chattering.

 It does not usually provider a permanent record for future reference unless notes are taken.
 Discourages development of talents/ skills in writing as people always will prefer talking
and listening
 It does not cater for the disadvantaged groups (deaf) who may be in the organization.
 Restricts participation to those physically present.
 Offers no opportunity to revise or edit your spoken words except for pre-written.
 Oral communication might not be taken seriously by the recipient.
 Distortion of messages is possible for instance slip of the tongue by the sender.
 Oral communication cannot be withdrawn.

Written Communication

It is where the ideas / messages are reproduced in writing by the sender of the communication. It is
the most formal type of communication in black and white. It includes written words, graphs,
diagrams, pictures, etc.
 In organizations written communication can be done in form of; written letters, circulars
memos, forms, reports, e-mails, tenders, telex, fax, minutes leaflets, bulletins, manuals,
notices and so on.
 Such mode of communication where written records are available is often called written
communication.
Note:
 Avoid using capitals, bright colours, designer font styles in official mails.
 Make sure your signatures are correct.
 In written communication, written signs or symbols are used to communicate.
 A written message may be printed or hand written.
 Message, in written communication, is influenced by the vocabulary & grammar used,
writing style, precision and clarity of the language used.

Written Communication is most common form of communication being used in business. So, it
is considered core among business skills.

Merits of Written Communication

 Written communication is official and it covers only planned aspects of communication.

 Distortion is not possible as messages are carefully drafted and scrutinized.
 It promotes uniformity in policies and procedure.
 A Permanent record can be kept for a long time i.e. easy reference.
 Written communication is possible even if parties are quite apart from each other.
 Copies of letters/ documents can easily be made and kept as evidence (in disagreements)
 Reduces the possibility of miss-understanding and miss- interpretation.
 Can save time when many people must be contacted at the same time.
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 It is useful for information which is bulky and requires extensive study.

 Delegation of authority is not only facilitated, but is also quite exact and specific.
 The information can be taken at one’s own leisure time and convenience.
 Communicators tend to be accurate in their meanings as the receivers are not immediately
able to question the sender.

Demerits of Written Communication

 Usually not conducive to speedy feedback i.e. feedback is postponed.
 Lack the rich no-verbal cues provided by oral media.
 Often takes more time and more resources to create and distribute lengthy reports.
 Elaborate printed documents can require special skills in preparation and production.
 The cost involved may be great in terms of production, distribution, and storage.
 It is not the best in securing cooperation and resolving personal problems etc.
 Written material may leak out before time thus causing disruption in the effectiveness.
 It is slow moving because of procedural problems.
 Secrecy of the communication is not possible as it is an open secret.

Non-verbal Communication

It is the interpersonal process of sending and receiving information, both intentionally and
unintentionally without using written or spoken language e.g. by using facial expression and body
language.

 Nonverbal communication entails communicating by sending and receiving wordless

messages.
 Any communication without word of mouth, spoken words, conversation and written
languages are called Non-Verbal Communication.
 It happens through signs, symbols, colours, gestures, body language or any facial
expressions. Traffic signals are one of the best examples for nonverbal communication.

Non-verbal signals play three important roles in communication:

i) Complementing verbal languages- Non-verbal signals can strengthen a verbal message

(when non-verbal signals match words) or weaken a verbal message (when nonverbal
signals do not match words or replace words entirely.
ii) Revealing truth: - Non-verbal cues help us ascertain the truth of spoken information. People
find it harder to deceive with non-verbal signals. Non-verbal communication often conveys
more to listeners than the words you speak.
iii) Conveying information efficiently- non-verbal signals can convey a lot and rich amounts of
information in a single instant.
Recognizing non-verbal communication at the workplace or paying special attention to non-verbal
signals will enhance your ability to communicate successfully.
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Managers must also take special care of their body language, facial expressions, gestures for
effective communication. A manager who always has a frown on his face is generally not liked
and respected by people. Being a Boss does not mean you need to shout at people. Be warm and
friendly with your team members.

Types of Non-verbal communication

i) Facial expression- as the face is the primary site for expressing your emotions; it reveals
both the type and the intensity of your feelings e.g. a smile communicates
happiness/friendliness.
ii) Gestures- by moving or non-moving your body, you express both specific and general
massages, some voluntary and some involuntary.
iii) Vocal Characteristics- Your voice also carries both intentional and unintentional messages.
Your tone volume, your accent and speaking pace, etc say a lot about who you are, your
relationship with the audience, and the emotion underlying your words.
iv) Personal appearance. People respond to others on the basis of their physical appearance;
at times fairly other times unfairly.
v) Body Posture- Slouching on chair (boredom, lack of interest)
vi) Eye Contact-Steady active listening, glancing interest.
vii) Touch- It is an important way to convey warmth, comfort, reassurance or control. It is
governed by cultural customs and individual attitude towards touch vary widely.
viii) Time and space- Can be used to assert authority, imply intimacy, and send other non-verbal
messages. For instance, some people try to demonstrate their own importance or disregard
for others by making other people wait, others show respect by being on time.
ix) Hand talk- Firm handshake means warmth or strength of character; clenched fist
(displeasure/ authority)

Using nonverbal communication effectively

i) Pay attention to nonverbal cues. They will make you both a better speaker and a better
listener.
ii) When you are talking, be more conscious of the non-verbal cues you could be sending. Are
they effective without being manipulative?
iii) Also consider the non-verbal signals you send when you are not talking – the clothes you
wear, the way you sit, the way you walk etc.
iv) When you listen be sure to pay attention to the speaker’s non-verbal cue. Do they amplify
the spoken words or contradict?

VISUAL, AND AUDIO-VISUALCOMMUNICATION

Visual communication aids

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It includes pictures, posters, graphs, diagrams, charts and billboards etc. Organization make
extensive use of pictures such a blue prints progress charts, maps, visual aids in training
programmes, scale models of products and similar devices. The use of such means of
communication is increasing in training and education as well as in organisational
communication. Pictures can provide powerful visual images as suggested by the proverb "A
picture is worth a thousand words". In fact, many companies have designed their advertisement
copies in which only pictures are used; however pictures should be combined with well-chosen
words and action to tell the complete message.

Audio-visual communication aids

Audio-visual communication involves use of telecast films on the cinema, slides on a projector
screen, computer, television and video. It is the latest medium of communication. It is a
combination of sight and sound. Audio-visual communication is suitable for publicity, mass
propaganda and mass education. Large business firms frequently make use of this technique to
educate their workers and to popularise their products. The working of a new product can be
effectively demonstrated through audio visuals. Audio communication is suitable mostly for
mass publicity and mass educations.

Importance of audio, visual and audio visual communication aids

 Ability to record information for future reference

 The computer and internet has enhanced search, processing and storage of information and
generally enhanced speed and efficiency in communication.
 Audio visual communication tends to have longer memorability due to use of multiple
channels which makes it suitable for teaching, learning and advertisement.
 The internet services through mobile phone and computer has improved social networking
through Facebook, What’s up, and Twitter.
 Faster feedback due to speed in communication such as mobile phone.
 Audio, visual and audio visual communication is a source of entertainment, through music,
video pictures, and social chat with friends on Facebook, Twitter and Whatsapp.

Weaknesses of visual and audio visual

 The mobile phone has enhanced coordination of crime while IT has enhanced cybercrime
such as money laundering.
 The initial cost of buying and installing such communication devices and the operating cost
is generally high for most people.
 Communication process may be hindered due to failure in network reception such as in
internet, radio and television.
 Illiteracy may hinder the use of communication gadgets since it need a good operating
knowledge such the use of computer.
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 The use of audio visual communication has reduced the need for face to face interaction.
People now prefer to use the social media and calling which hinder close social interaction.
 There is a possibility of information leak when someone taps your communication. This is
common in mobile telephony. Young people may also get content meant for adults.
 Graphs, charts and posters take time to construct.
 Lack of feedback in the use of mass media such as radio and television.

Barriers to audio, visual, and audio visual communication

 The recipient must have communication gadget with compatible features as the sender to be
able to receive the message.
 The initial cost of buying and installing such communication devices and the operating cost
is generally high for most people.
 Network and airwave failure may hinder communication process over telephone, internet,
radio and television.
 Illiteracy may hinder the use of communication gadgets since it need a good operating
knowledge such the use of computer.
 Breakdown of communication gadgets; computers, cameras, slide projectors, video and radio
gadget may break down when they are needed for use.
 Lack of electric power may hinder use of electronic communication gadgets such as
computers, projectors, slide projectors and television.
 Language barrier: most mass media broadcast in official languages which many people may
not understand.

Ways of overcoming the barriers to visual and audio visual communication

 In a business organisation, the management should always ensure the audio, visual and audio
visual channels are always working properly.
 The management should always ensure that networks and airwave receptions are adequate
for proper communication.
 Always ensure that there is electricity or battery power and a proper back-up before
beginning to use audio, visual and audio visual communication gadgets.
 Your choice of medium should be dictated by the literacy level, physical location and
technological capacity of the receiver.
 The choice of language should always depend on the linguistic knowledge and competence
of your receiver.
 Mass media should broadcast in a variety of languages; the availability of channels
broadcasting in local languages ensures this.

Factors that influence the choice of channel of communication

i) Cost: The cost of each medium should be weighed so that the less costly medium is
chosen. The cost of sending must not be greater than the benefit of the message.
ii) Speed and Urgency: If the urgency in the message is great, then faster channels of
communication should be chosen e.g. telephone, telex, fax, etc.
 COMMUNICATION SKILLS – BSM 1101

iii) Distance: The distance between the communicators should also be considered. If the
distance between the sender and the receiver is so great, channels that favour this should
be selected e.g. telephone, fax, telegrams, e-mails, etc.
iv) Nature & Size of the Audience: The background and number of audience should be
considered. For those who cannot read and write; telephone, radio, speeches may be used
while for a large audience public address system can be used.
v) Nature of the message: This also influences the choice in that for lengthy and
complicated information that needs extensive study, reports, letters may be preferred.
vi) Need for record: In deciding which channel to use, one has to consider if there is need
for the record of communication. When there is need for a record, then letters, reports, e-
mails may be chosen.
vii) Degree of Formality: If the message is highly formal, then formal channels of
communication such as letters, memos, circulars, etc should be chosen while for informal
messages verbal communication may be chosen.
viii) Availability: For any channel to be chosen, the factor of availability should be
considered so that the medium that is readily available should be chosen for consistency
purposes.
ix) Accuracy & Reliability: Where accuracy and reliability are required, then media that
provide accuracy in communication should be chosen e.g. letters, memos, e-mails, etc.
x) Organizational Policy: Where the firm’s culture and policy supports use of formal
methods, the formal channels of communication should be used and where the firm
prescribes use of certain channel they must be used.
xi) Skills Required: For any channel to be chosen, skills needed to use it should be
considered. A channel that requires more technical skill to operate than a firm has should
not be chosen.

The critical factor in measuring the effectiveness of communication is common understanding.

Understanding exists when all parties involved have a mutual agreement as to not only the
information, but also the meaning of the information. Effective communication, therefore, occurs
when the intended message of the sender and the interpreted message of the receiver are one and
the same. Although this should be the goal in any communication, it is not always achieved.