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Professional Communication
(Course Code: MBB 3443)
Bachelor of Business Administration (BBA)

Topic 1
“The role of communication in business and
the professions “
Dr
...
What is communication?

2
...
Effective communication is audience centred
4
...

You must be able to clearly, concisely and fluently convey information and
ideas to these people
...
The initial impressions you make on
people will be determined by how well you communicate with them
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Tesone, Senior Analyst, Value Nomics SanDiego

“For communication to be effective, there has to be both information and
meaning in its content
...
”
- Peter Drucker

1
...


 Communication is the sum of all the things, a person does when he wants to
create an understanding in the mind of another
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- Allen Louis
 Communication is an exchange of facts, ideas, opinions or emotions, by two or
more persons
...
It builds bridges of meaning between
people, enabling them to safely cross the rivers of misunderstanding
...
Classification of Communication
• Verbal communication (communicating with words, written or spoken)
On the basis • Non-verbal communication (wordless message – signs, pictures, facial
expressions)
of the
• Meta communication (choice of words unintentionally communicates something
medium
more than what the actual words state)
...
Scope of Communication

9
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Group
building

7
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Information
sharing

2
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Control

4
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Decision
making

5
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Purpose of Communication
1
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To persuade

8
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To relate

Purpose of
communication

3
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To train

6
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To motivate

Communication

Process

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Communication Process

Feedback

Transmission
Thought

Encoding

of

Reception

Decoding

Message
Receiver

Sender

Noise

Understanding

Communication Process
Components in communication process:

A
...
Sender
- Communication begins with a thought/idea that a sender has
...
Encoding
- refers to putting the thought/idea in a form, which can be understood by receiver
...
Channel to transmit the message
- Links the sender and the receiver
...
Two or more channels may be used at the same time
...
Receiver of the message:
i
...


ii
...


iii
...
e
...

Accurate communication can occur only when sender and receiver attach same or similar meaning
to the message
...
Feedback
- To check effectiveness of communication, a person must have
feedback
...


Communication Process
D
...
It may in the sender, the transmission or the receiver
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Transmission

Faulty telephone connection
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Decoding

Faulty due to wrong meaning attached
...
Gestures and posture
...
One Way Process (Sender)
Channel

Ideation

Encoding

Sender

Decoding

Receiver

2
...

Channel

Ideation

Encoding

Receiver
Feedback

Process of communication

Situational and Organizational Factors in Communication
Situational Factors

External Factors- educational, sociological, legalpolitical, economic
...


Organizational Factors

Organization structure, managerial and nonmanagerial processes and technology
...


By paying attention to feedback, a communicator can adapt to better suit the audience
and also can answer such questions and make appropriate adjustments
...
Role taking is another means of assessing the audience where a communicator imagines

how others will react to his/her message and increasing the chances that receivers will
respond in the desired way
...
After sketching out his sales pitch to the mall’s management team, he

attempts to imagine the members’ concerns about or objections to his proposal
...
Thus, the answers to these question will help Nathaniel adjust
his content to address relevant concerns
...


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Effective Communication is

Strategic

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Effective Communication is Strategic
 Strategic communication is a complicated process of focusing your goals, anticipating the
audience, and consciously making tactical choices
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This process

is depicted in Figure below:

Communication Tactics

Audience knowledge
and Perceptions

Short-Range & Long-Range
Goals

A Model of the Process of Strategic Communication

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Effective Communication is Strategic
Step 1
Strategy is a term that refers to the objectives or goals that you want to accomplish
...

Short-range goals are those that can be immediately obtained from a particular audience in a particular setting
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Long-range goals, however can’t be achieved with a single message or within a single setting, but may take years and many
messages to accomplish
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She aims most of her campaign at changing the
community’s impression of safety, but she also plans to include information about the firm’s importance to the local economy
and even mention its charitable contributions
...

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Effective Communication is Strategic
Step 2
In the strategic communication process involves learning about the audience’s position regarding your goal
...
If she assumes that the
plant’s safety record makes public fearful when they are not or, worse yet, assumes people aren’t concerned about
the safety record when they really are, then her persuasive message is likely to backfire
...
The results of this survey will provide Lainey with an
understanding of what the audience knows and believes about the plant’s safety record and will help her make
decision about message channels, structure, and content
...
Once she selected the communication tactics (channels),
Lainey needed to develop specific informative and persuasive appeals that would explain the plant’s procedures and
reassure the public about their safety
...


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Characteristics of successful communication
Candidness
Courtesy

Clarity

Correctness

Concreteness

Completeness

Conciseness

Characteristics of successful communication
 Francis J Bergin advocates that there are seven Cs to remember in verbal communication
...
Candidness – In all business transactions, our view of a matter should be honest, sincere and fair
...

2
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It is not always easy to verbalise ideas accurately on the spot
during conversation, presentation or any other form of interaction
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Completeness – Clarity is ensured also by completeness of message
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It is, therefore, essential that oral
presentations, discussions, or dialogues should be as far as possible, planned and structured
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Provide all necessary information
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Answer all questions asked
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Add something extra, when desirable
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4
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We should avoid being repetitive
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 eg
...

Concise : My house is nearby
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 Avoid unnecessary repetition
...

5
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Often it means using denotative (direct, explicit) rather than connotative
words (ideas associated with words)
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Put action in your verbs
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Characteristics of successful communication
 Francis J Bergin advocates that there are seven Cs to remember in verbal communication
...
Correctness – The message should not contain any wrong information and should be authentic
...
At the time of encoding, the sender should ensure that his
knowledge about the receiver is comprehensive
...
At the core of
correctness is proper grammar, punctuation and spelling
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 Check accuracy of figures, facts and words
...


Characteristics of successful communication
 Francis J Bergin advocates that there are seven Cs to remember in verbal communication
...
Courtesy – In conversational situations, meetings and group discussions, an effective speaker
maintains the proper decorum of speaking
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 Courtesy demands that we do not use words that are insulting or hurtful to the listener
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 Don’t interrupt
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 Our tone should reflect our respect for our listener /audience

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