Communication is the process

of sending and receiving

messages through verbal and/or
nonverbal means—speech (oral
communication), writing (written
communication), signs, signals,
and behavior.
Goal of Communication
Communication goal is also
referred to as communication
objective. Communication goals
can include motivating,
educating, raising awareness
amongst, and influencing
decision making in target goals.
Communication Goals
• To change behavior
 • To get action
 • To ensure understanding
• To persuade
 • To get and give
information
Scope of Communication
• Communication in personal
life
 • Communication in social life
 • Communication in business
 • Communication in
management
The 7 C’s of the principles of communication
1. Completeness
The message must be complete and
geared to the receiver’s perception of
the world. The message must be
based on facts and a complex
message needs additional information
and/ or explanation.
2. Concreteness
Concrete business communication is
also about a clear message. This is
often supported by factual material
such as research data and figures.
The words used as well as the
sentence structure can be interpreted
unit-vocally. Nothing is left to the
imagination.
3. Courtesy
In addition to considering the
feelings and points of view of the
target group, it is also important to
approach the audience in a friendly
and courteous manner. Use of terms
that show respect for the receiver
contribute towards effective
communication.
4. Correctness
A correct use of language has the
preference. In written business
communication, grammatical errors
must be avoided and stylistic lapses or
a wrong use of verbs are not sufficient
either in verbal communication.
5. Clarity
Clear or plain language is
characterized by explicitness, short
sentences and concrete words.
Fuzzy language is absolutely
forbidden, as are formal language
and 5 cliché expressions.
6. Consideration
Communicating with the target
group (Consideration). In order to
communicate well, it is important to
relate to the target group and be
involved. By taking the audience into
account, the message can be geared
towards them.
7. Conciseness
A message is clear when the
storyline is consistent and when this
does not contain any inconsistencies.
When facts are mentioned, it is
important that there is consistent,
supporting information.
Core Values of
Communication
1. Make a 5. Simplicity and
Difference Quality
2. Be Positive 6. Learn and Grow
3. Open and 7. We are a Team
Honest 8. Work Smarter
4. Embrace 9. Balance
Change 10. Have Fun
Basic Elements of
Communication
Process
The term communication process
refers to the exchange of information
(a message) between two or more
people. For communication to
succeed, both parties must be able to
exchange information and understand
each other. If the flow of information
is blocked for some reason or the
parties cannot make themselves
understood, then communication fails
a. Source
Sender/Encoder The sender also
known as the encoder decides on
the message to be sent, the
best/most effective way that it can
be sent.
b. Medium
The medium is the immediate form
which a message takes. For
example, a message may be
communicated in the form of a letter,
in the form of an email or face to face
in the form of speech.
c. Channel
An encoded message is conveyed
by source through a channel. There
are numerous channel categories:
verbal, non-verbal, personal, non-
personal, etc. A channel could be a
paper on which words are written,
radio, television or the Internet.
d. Receiver
The receiver or the decoder is
responsible for extracting/decoding
meaning from the message. The
receiver is also responsible for
providing feedback to the sender. In
other words, it is his/her job to
INTERPRET.
e. Feedback
This is important as it determines
whether the decoder grasped the
intended meaning and whether
communication was successful.
The Five Levels of
Communication
1. Verbal Level of Communication
To communicate effectively on the
verbal level, select the “right” words
and usage for the context of the
conversation (including moral,
religious, ethnic and religious
differences). Be clear and concise.
When possible, formulate your
thoughts to avoid rambling. This is an
art in itself.
2. Physical Level of Communication

To communicate effectively on the

physical level, it’s helpful to
physically align with others,
connecting with them in form and
movement. It also helps to be
mindful of your posture, facial
expressions, and hand gestures.
3. Auditory Level of Communication
To communicate effectively on the
auditory level, become aware of
various auditory cues, speaking to
others in a manner more akin to their
own ways (another form of
“matching and mirroring”).
4. Emotional Level of Communication
To communicate effectively on the
emotional level, become aware of
your emotional state, learning to
pause and release negative
emotions before attempting to
connect with others. Words
delivered with pride, anger or fear
are rarely well-received.
5. Energetic Level of Communication
To communicate more effectively,
hold the highest intention for the
other person’s wellbeing. This
requires a unique level of
mindfulness generally cultivated
through compassion practices
Bringing all the Levels of Communication Together

The verbal level is the content; it’s

what we say. The physical, auditory,
emotional, and energetic levels
represent how we convey a
message.