The communication process
Yvonne Harvey, Contributor

Hi friends. Let's begin with our lesson. We shall consider the communication process and strategies for effective communication within an organisation. I am sure you will agree with me that people working in businesses spend a major portion of each day speaking, listening, writing and reading. They are involved in the communication process. It has been estimated that executives spend as much as two-thirds of each workday communicating.

Communication has been defined in many ways. According to Karlene Robinson and Sybile Hamil, in CXC Principles of Business, "Communication is the means by which we create, transmit and interpret ideas, facts, data, feelings and opinions."

Communication can also be seen as conveying information or giving instructions. Simply put, communication is the process of making contact between two points, or interaction in any form.

Communication may be external (the firm or business organisation communicating with the outside world) or it may be internal (involving persons within the firm or business organisation communicating with each other).

Elements of communication

The communication process or cycle involves:

1. The transmitter (sender) who creates the message, for example, a supervisor.

2. A message (including body language or any form of non-verbal communication).

3. The medium of transmission (the channel through which the message is sent, for example, internal memorandum).

4. The receiver (the recipient of the message).

5. Feedback (response to the message, for example, signing the memorandum to indicate that the message is understood).

Methods of internal communication

The main methods are oral, written and visual. Oral communication refers to word-of-mouth communication between two, or among several parties. This includes direct speech, interviews, meetings, conferences, speeches and the use of public-address systems, the telephone, intercoms and walkie-talkies.

For very complicated instruction, oral communication should not be used alone. However, it is useful where persuasion or cooperation is involved, since it maintains vital person-to-person contact. Most internal communication takes place orally.

Written communication is the printed form and includes agendas, annual reports, bulletins, letters, memorandums, minutes of meetings, manuals, suggestion boxes, magazines, journals, newsletters, emails and faxes.

Visual communication is similar in intent and effect, to written communication, except that it is more abbreviated. Examples of visual communication include pictures, diagrams, symbols, closed-circuit televisions, films and film strips, charts, computers, posters and graphs.

Strategies for effective communication

Effective communication in a business is the lifeblood of its existence. Internal communication is important because it:

• develops employer-employee understanding
• communicates instruction and intelligence
• furthers employee interests
• lessens the shock of technological change
• helps to create a good public image
• gives employees opportunities for communication.

Good communication achieves efficiency.

Without it there may be a breakdown or delay in production. This may increase the production cost.

So, what can be done to increase effective communication?

1. Ensure that the communication is two-way. This means that the sender should allow the receiver to respond to what was received.

2. Make an effort to eliminate all distractions; anything that interferes with the message, e.g. noise and interruptions.

3. Choose an appropriate method or channel.

4. Ensure that all five communication elements are present.

5. Be specific by avoiding vague or general words, or words with several meanings. For example: Sales increased a little. This is a vague statement. It is more effective to say: Sales increased by 10 per cent.

6. Avoid distortions. This refers to people consciously or unconsciously changing the message.

7. Plan the message by thinking through the idea before saying or writing it.

8. Keep the receiver in mind by treating him or her with courtesy and respect.

9. Keep the communication as short as possible. This can be done by omitting unnecessary detail.

Now, as usual, I must give you an assignment:

(a) Define the term communication. (2 marks)

(b) Outline two reasons effective communication flow is important to an organisation. (4 marks)

(c) List three methods of internal communication and explain one. (5 marks)

(d) Give one example of a form of communication you would recommend to be used in a large factory for the following:

- to announce the date and venue of the annual sports day

- to announce a bomb scare

- to inform employees of the terms and conditions of their employment.

(3 marks)

(e) Discuss three strategies that can be considered for effective communication.

(6 marks)

Total marks: 20

Next week's lesson will be on management information systems. Bye for now.

A Cumberland High School student takes notes. - Anthony Minott/freelance photographer

Yvonne Harvey teaches at Glenmuir High School.