CHAPTER ONE

INTRODUCTION TO COMMUNICATION
objectives of the topic
a. Define the common terms and concepts used in communication
b. Explain the purpose of communication
c. Explain the importance and benefits of communication in business organization
d. Explain the essentials of effective communication
e. Explain the role of ICT in communication
f. Discuss ethical issues in communication

Common terms and concepts used in communication

There are various terms and concepts related to communication. The following are some of the common terms
and concepts used in communication:
• Communication- the word communication originates from the Latin word ‘communicare’ which
means to make common. Communication is defined as the sharing of information from one person to
another or from one entity to another,
• Message-this is the information that is being shared. It should be well thought out, clearly worded,
easy worded, easy to understand and easy convincing.
• Sender – this is the person who sends the message. The sender is also referred to as the source
• Receiver – also known as the recipient or audience -this is the person who receives the message.
• Feedback – the response that the sender expects after transmitting or sending a message or the reaction
of the receiver to the sender’s message. It could be immediate or deferred; it could also be favorable
or unfavorable.
• Channel – refers to the method of communication. The method chosen by the sender to transmit
information could be oral, written, NVC, visual or audio-visual.
• Medium – refers to the means of communication e.g. face to face, telephone, letters memo pictures,
radio, TV etc.
• Verbal communication- communication using the spoken or written word.
• Non-verbal communication- this is communication without words.it involves use of cues such as
voice, body movement, body posture, space or distance, dressing, facial expressions, signs etc.
• ICT – INFORMATION COMMUNICATION TECHNOLOGY- refers to technologies that provide
access to information through telecommunications such computers and telephones.
THE NATURE OF COMMUNICATION
Definition of communication
Communication is a process of conveying information and understanding from one person to the other.

According to Newman and summer

Communication is an exchange of facts, ideas, opinions or emotions two or more persons.

According to Peter Little

Communication is process which information is transmitted between individuals/organization so that
understanding response results.
Its giving, receiving or exchange of information, opinions, or ideas writing speech or visual means or any
combination of the three so that the material communicated is completely understood everyone concerned.

Administrative communication –
Administrative communication is a process involving the transmission and accurate replication of ideas
ensured feedback for purpose of eliciting actions which will accomplish organizational goals.
Analysis
This definition has emphasized the following points;-

• It involves the communication of ideas.

• Ideas should be accurately replicated. The receiver should get exactly the same ideas as were
transmitted.
• Transmitter is assured of accurate replication of ideas feedback.
• Purpose of communication is to elicit action.

➢ This definition can be expanded to include emotions or feelings, ideas, thoughts, information etc.
➢ The purpose of communication is not always to elicit action it may also include communication to
seek information or to persuade other person to a certain point of view.

Communication is not just the transfer of information but also the transfer of meaning from one person or
entity to another. Therefore, the communication process generates meaning in the sending and receiving of
both verbal and non-verbal messages in the form of symbols and signs that are influenced by multiple
contexts or environments, for example, cultural background, physical environment such as an office,
classroom, job interview setting etc.

For communication to be successful there should be cooperation between the sender and the receiver. Without
a common background, purpose and interest there can be no effective communication. For example, if the
sender does not share the same language or code with the receiver, no communication can take place.

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KEY PHRASES IN THE DEFINATION OF COMMUNICATION

a. Communication is a process: it is an activity which is an exchange of meaning that is dynamic

(continuously changing). communication is therefore not static. Communication as a process is a
concept whose critical element is the changing nature of its occurrence.

b. Communication involves meaning: meaning is shared understanding of the message. The

understanding of the meaning of another person’s message only occurs when you elicit common
meanings for words, phrases and non- verbal messages.

c. Communication is a system of symbols, signs and behavior – the system may be in the form of
language, gesture, facial expressions etc.

Main aspects of communication

• Communication must have a source (sender)

• Communication must have content (message)
• Communication must have a media
• Communication must have a destination: i.e. recipient
• Communication must have a feedback.

Characteristics of Communication
Communication is a process
-Communication is not discrete, static, or solitary, as process, it exists in time a& changes constantly.
As we process, we look beyond the outcome, some messages are verbal, some are non-verbal. Process starts
with source, then ends when feedback is generated, cyclic in nature

Communication is symbolic. Refers to nature of message rather than process, Human communication uses
sophisticated symbols, unlike other animals; Gorillas and chimps have been trained to use and combine
symbols. Symbols may be objects, written signs, images or sounds, - written and spoken words. E.g. body
movement, facial expressions, allows one to talk about object and ideas in its absence. Are arbitrary. Easily
misinterpreted.

Comm. is Contextual: shared or common symbol interpreted based on the context. Language learning involves
things that our culture considers important specialized language for certain context shared vision of what is
appropriate, based on the context.

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Comm. is purposive: Done for a purpose, e.g. to relax, to be entertained, for information, etc. Communication
is motivated. E.g. conversing with a lady because she is cute

Individual differences help explain that comm. is purposive.

Comm. is two - way: Involves both sender and receive. Even in intrapersonal
Communication Interactive: -: exchange of messages between the two through turn taking.
Communication is Transactional: Impact of first message shapes or affects the next msg.
Communication involves negotiations / discourse exchange.

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PURPOSE OF COMMUNICATION

Communication plays an important role in human interactions. The main reasons why we
communicate include the following:
a. Inform or exchange information – this involves the giving and receiving of information.
b. Express ourselves – it helps us communicate our needs, wants and desires. It also helps
to reconcile our needs with those of others.
c. Facilitate social interactions – this helps human beings to relate with one another in an
environment that enhances mutual agreement, teamwork and cooperation.
d. Elicit or initiate action – communication often acts as a catalyst for positive change in all
spheres of life.
e. Persuade – this gives one the ability to correct misconceptions, to deal with challenges,
to convince, to motivate or influence others in order to achieve a set goal’

BUSINESS COMMUNICATION
William G. Scott defines business communication ‘’ as the process which involves the
transmission and accurate replication of ideas ensured by feedback for the purpose of eliciting
actions which will accomplish organizational goals’’
This definition covers four areas as follows:
• The sender’s ability to transmit his own ideas accurately
• The receiver’s mental ability to get the same idea as were transmitted i.e. accurate
replication.
• The feedback or the receiver’s response
• Eliciting action which will help to achieve the goals of an organization.

Business communication is the sharing of information between individuals or groups within or

outside the organization for the purpose of altering performance at the workplace.

IMPORTANCE OF COMMUNICATION IN A BUSINESS ORGANIZATION

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1. Coordination of departments in the organization. Changes in one department are
communicated to other departments that have a direct bearing to these changes.
2. Enhance/ improve customer services
Good communication helps in reducing errors, giving feedback to customers-and handling
enquiries more efficiently.

3. To give and obtain information. For an organization to run Smoothly; proper flow of
information between the firm and the outside world should be observed.

4. To clarify issues and points. Proper communication helps the organization clarify confusing
issues within or from outside the firm e.g. in an organization where there are many managers,
it might be necessary to clarify duties and responsibilities.
5. -Enhance public relations.
Good communication enables a firm to create a positive image to the outside world.

6. Giving instructions. The managers are able to get work done by issuing orders and
procedures. This helps to start and influence actions.

7. New ideas - Proper communication enables a firm get new ideas, make plans and ensure
proper implementation.

8. Getting feedback- Both employers and employees are motivated by positive remarks.
9. As a tool of management
Effective communication is said to be the ‘life blood’ of every organization, a key to success
in the business career as well as in one's personal life.
It is the life blood in an organization because it is the means by which behavior is modified,
change is effected, information is made productive and goals are achieved. It is the means by
which an organized activity is unified. Effective communication is therefore the heart of every
organization. With effective communication, an organization achieves the following benefits:

Benefits of effective communication I a business organization

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 • Stronger decision making and problem solving
• Upturn in productivity
• Clear, more streamlined work flow
• Enhanced professional image
• Sound business relationships

Questions
1. define the term communication
2. Discuss the role of effective communication within and outside the organization
3. Communication is said to be the life blood of every business organization. Explain
4. Highlight four importance of communication for:
i.an individual
ii. an organization?
Definition: “Communication is the process by which information is transmitted between
individuals OR organizations, so that an understanding response results”.

“Communication is the process which involves transmission and accurate replication of ideas,
ensured by feedback for the purpose of eliciting action which will accomplish organizational
goals”.

IMPORTANCE OF COMMUNICATION FOR AN INDIVIDUAL

(1) Helps in getting a desired job:

Getting a desired job is not an easy task. It requires a person to be excellent, especially in
terms of communication abilities. Communication abilities can be classified into five
categories that is reading, writing, speaking, listening and observing. If a candidate is a good
reader of not only text books and reference books but also of newspapers and magazines, this
would help him developing confidence level at the time of interview. Writing skills are
necessary for preparing an appropriate Biodata and covering letter, so that a better initial

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impression could be created. No doubt, conversational skill right at the time of interview is
equally countable towards success of the candidate. Listening abilities on the other could prove
to be fruitful especially when the interviewer is making a comment or asking a question. In
short we can say that the presence of above mentioned five communication skills could give a
better chance of being selected during an interview.

(2) Help in maintaining social relationships:

We as human beings live in a cobweb of relationships rather social relationship. These social
relations compel us to act simultaneously in the capacity of father, child, husband, uncle,
neighbour, cousin, teacher, nephew and so on. All these relationships especially near one’s
could be maintained properly if we can communicate well to all these relations, that we are
here to take care of them and our services are always there to help them in case of any needs.

(3) Helps in getting on the job promotion:

Perhaps finding a job would not be a big deal in case of if the candidate is well connected and
belongs to a well off family. But promotion on the job requires some extra skills on the part of
the candidate. Amongst those skills, communication abilities rank on the top. If a person can
speak well during interactive and presentation sessions, can reports properly, he will
automatically be in the eyes of the management and whenever a chance for promotion comes,
he will be on the top of the list.

(4) Helps in solving other’s problems:

It is commonly observed that around us there are so many people whom we like to meet, their
company is a source of enrichment for us. When we are with them we feel secured. The only
reason for such types of feelings is that such type of people are not only good listeners but they
also know it well that whenever they would speak, it would only be for the sake of encouraging,
not discouraging others, only for solving other’s problems and not for creating problems for
others. Such people are no doubt excellent communicators.

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ESSENTIALS OF EFFECTIVE COMMUNICATION

As an effective communicator, you should understand the following essentials of communication:

the subject, audience, purpose, appropriate channel, and proper presentation(packaging).
The Subject- also known as the content of communication, is the information that you would
like to be understood by your receiver. In other words, you should ask yourself the following
questions before you send or initiate the process of communication:
• What exactly do I want to say?
• What exactly do I need to say?
• What does my audience need to know?
The Audience is the receiver of your message and you need to have enough information about
them. For example, you need to know their personality, age, status, education, political inclination,
etc. How are they likely to react to the content of your message?
To establish the purpose of communication you have to ask yourself the following questions:
• Why am I communicating?
• What is my real reason for writing, speaking or gesticulating?
• What do I hope to achieve? Is it to change the attitude of the audience, or change their opinion?
• what do I want the audience to do as a result of my communication?
In other words, do I want to persuade, inform, influence, educate, advice, entertain,
provoke, stimulate thought, or castigate?

Choosing an appropriate channel – a channel is the method which the message is passed on to
the audience. Ask yourself: am I going to communicate by use of words, pictures or use both?
Which medium of communication will be most appreciated by my audience – spoken or written,
visual or audio visual?

Proper presentation/packaging – this is the means by which you will achieve the most desired
response from your audience, ask yourself: what is the best means to transmit the message, a
letter or a memo? A face to face chat or a telephone call? A poster or a photograph?

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 R0LE OF ICT IN COMMUNICATION

ICT has transformed the way we communicate in the 21st century. Today, the gathering,
processing, recording, writing, sending and receiving of information has completely changed the
way we communicate.
Computers have revolutionized communication and made the world a global village, the computer
has tremendously improved processing of information and accelerated the reproduction of quality
documents.
The internet has become a medium of information production, processing, storage and
dissemination regardless of time and geographical distance.
ICT has brought the following significant changes in communication:
1. Word processing- ICT has almost replaced manual writing and other similar devices which
have been able to produce accurate, neater and more legible documents.
2. It has enhanced communication by reducing the incidences of error and reducing the risk
of fraud.
3. Information access - It has increased the access to quality information as well as all types
of information.
4. It has increased the speed at which we are able to communicate.
5. Economy - It has enabled us to save important resources such as time, energy, money and
storage space.
6. It has drastically reduced the cost of communication.

REVIEW QUESTIONS
1. What do you understand by the term ‘communication as two-way process’? give
examples to support your answer.
2. Highlight the key components of the communication process
3. Explain the precautions that you should undertake when using ICT to communicate.
4. Discuss the role of ICT in communication

ETHICAL ISSUES IN COMMUNICATION

Regardless of context, communication involves choice, reflects values and has consequences. To
attain better communication. It is important to understand the obvious and subtle issues relating to
communication. Many consumers prefer to do business with organizations they believe to be
ethical.

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Ethics is defined as the moral principles that govern a person’s behavior or the conducting of an
activity. Ethics provides a standard of conduct that is generally agreed upon. it also empowers
professionals to promote values through their work. Every organization should endeavor to have
an ethics policy which is shared with all employees.

Ethical communication helps to build trust and leads to better relations between individuals and
different organizations. This applies to all forms of communication, including oral, written, visual,
audio visual and digital.

Some of the ethical issues to be considered in business communication include the following:

1. Convey the information without offending the audience – there are different ways of
communicating without offending anyone e.g. choose gender neutral words, use a pleasant
tone etc.
2. Maintaining a relationship with the audience – experienced communicators build a
relationship with their audience from the start.
3. Avoid withholding crucial information – information is vital for decision making.
Purposeful withholding of relevant information may lead to a bad reputation for the
organization.
4. Establish a well-organized value system – if an organization operates on the basis of a
value system that is communication to both the top management and employees, mutual
respect between them will be developed and sustained.
5. Ensure accuracy of information shared – any information that is to be passed from an
organization should be true and accurate. Communicating without checking the facts of the
message could be dangerous to the organization.

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