Methods of Communication

Verbal & Nonverbal Communication

Verbal Communication

       Most of our communication is with words. Communication with words is called verbal communication. Language is a common system of symbols which we use for sharing our experience with others. Verbal communication may be oral or written. Both can be enhanced by careful and conscious use of non-verbal symbols; body language can be practiced and cultivated for better oral communication; pictures, charts, graphs, colour, maps can enhance written communication. Written communication generally extend the field and powers of oral communication. A written message can wait for the attention of the receiver while speech requires immediate attention. This shortcoming of speech has been overcome by modern technology. It is now possible to use Dictaphones and leave voice mail on the telephone which will be heard by the other person later.

1) Oral Communication – oral communication occurs in situations like conversation, telephone talk, interviews, conferences, presentations, negotiations, group discussion and meetings. Each of this situations requires special oral communication skills, which are discussed in subsequent chapters. Oral communication is more natural and immediate. It is natural to speak when the other person is present. We speak to communicate in informal situations. We also speak in formal and official situations like interviews and meetings and presentation. Oral communication requires that both parties should be present and attentive at the same time.

Channels of Oral Communication

The different channels of oral communication are affected by the environment and the conditions of the situation.

A.   Face-to-Face Conversation: - oral communication is best when it is face-to-face. There is immediate feedback, which makes clarification possible.

B.    Telephonic Conversation: - telephone has overcome the need for both parties to be present at the same place. Telephone talk depends entirely on the voice but it does not have the advantage of physical presence. Clarity of speech and skilful use of voice are important.

C.    Presentation: - a presentation has a face-to-face setting, but it is largely one-way communication, and the speaker has to make careful arrangements for feedback and for interaction with the audience. A presentation is always followed by questions from the audience. The general tone of a presentation is serious and businesslike; visual aids are also used to support the oral communication. A good deal of the success of a presentation depends on the environment and the arrangement in the room.

D.   Public Speech: - a public speech is given to a large audience through a microphone. It has a face-to-face setting but the distance between the speaker and audience is great; this distance increase as the audience gets large, as in an open-air public meeting. The purpose of a public speech may be to entertain, to encourage or to inspire.

E.    Interview: - an interview is structured, and is characterized by questions and answer type of communication in an interview. The environment and the arrangements in the room influence the communication in an interview. The purpose of an interview is, usually to assess, to judge whether it would be worthwhile to enter into a business relationship with the other.

F.    Group discussion: - a group discussion is a meeting of eight to ten persons for discussing a given topic. There is no appointed leader, but a leader may emerge during the discussion. It helps in understanding situation, in exploring possibilities and generates a multiple point of view. Group discussion is used as a tool for selecting candidates by observing their behaviour and abilities in the group activity.

G.    Negotiation: - negotiation is official discussion between representatives of opposing group who are trying to reach an agreement. Buyers and sellers negotiate to settle the final price, management and employees negotiate to settle their difference. Negotiation is a very difficult form of oral communication and requires complex skills.

H.   Meeting: - a meeting is highly structured event. There is a fixed agenda, a list of items to be discussed at the meeting. Meeting are of three types, from the small committee meeting of three or four persons to the larger conference or the shareholders’ meeting.

2) Written Communication 

Channels of Written Communication

Written communication is used for many purposes. First, it is needed for communicating with persons who are not present. Many types of documents are required for official work and for record. So, written communication is useful in this way.

A.   Letter: - letters are the most widely used form of written communication. They are used mostly for external communication. It may be sent by mail, speed post, courier or hand delivery. Letters can also be faxed or sent by e-mail.

B.    Memo: - it is usually an informal message between members of an organization and generally relates to daily work. Information or instructions can be conveyed by a memo. It is small and used for brief messages.

C.    Notice: - a notice is used when many people in the organization have to be given the same information. It is the most common method of mass communication within an organization. A notice is short; the language is simple, and type is large and well spaced for easy reading.

D.   Circular: - a circular is a detailed document giving information, instruction on a specific matter. Circular are generally issues by government departments and other official bodies like Councils, Universities and Head Offices of organizations.   

E.    Report: - a report is a document prepared by an individual or a committee entrusted with the task of collecting information on a given subject.  It requires careful research, collection of data and presentation of the findings, conclusion and recommendations.

F.    Minutes: - minutes are legal document and it is written record of decision taken at a meeting. Different bodies have their own conventions of recording the discussion and the decisions. It may be written by hand or typed.

Non-verbal Communication

          Communication through other symbol is called non-verbal communication. Non-verbal method of communication includes all things, other than words and language, which can convey meaning. For example, graphics like picture, maps, charts, graphs and diagrams in a written document, and body language and voice qualities in speech, are non-verbal communication. It is mostly involuntary, unconscious, and difficult to control; it may sometimes reveal the truth, which the speaker/writer is hiding behind the words.

          Non-verbal communication occurs mainly through visual symbols and auditory symbols. Visual symbols are those which are seen and auditory symbols are those which are heard. Our other senses

like smell, taste and touch also take in meanings and can be used for non-verbal communication.

Non-verbal aspects of written communication

A.   Colour: - colour is an important and powerful means of communication. It is also used for classification identification of different products and materials in industries. The cosmetics industry uses colour to make products attractive as well as to classify and differentiate types. Colour also has psychological effect. Pleasant, cool colour in the work place have good influence o workers; black, dark, gloomy colours are known to reduce productivity.

B.    Pictures: - pictures, from simple drawings to coloured photographs, are used in brochures, posters and advertisements. Pictures can be combined with a very few words for persons who cannot read well as in posters. Pictures are universally understood, more easily remembered and make an immediate impact because they are easier to “take in”.

C.    Diagram: - a diagram is a figure consisting of simple line drawing made to accompany and illustrate the parts and the operation of something.

D.   Graphs and Charts: - graphs and charts of different kinds represent statistical information. Special skills are needed to prepare and to understand a chart or a graph. Every charts or graph must be probably titled to show what information it represents; it must have labels and a scale/key to explain the symbols used and to indicate what the different bars or parts stand for.

E.    Maps: - it can convey geographical information like transport routes, climatic condition, distribution of population, crops, animals life and vegetation; sociological factors like religion. Literacy, health and nutrition. Maps of small areas are used to give information about routes and to locate places.

F.    Signs and signals: - a sign is a mark used to represent something; for example, + for “plus”, skull and cross bones for “danger”. It has a fixed meaning. A signals is previously agreed, a green light is a signal to go ahead; the firing of a gun salute signals the arrival of VIP. A signal may be visual or auditory.

Body Language

       Body language means the changes that occur in the body position and movements that show what person is feeling or thinking. Much of it is involuntary and unconscious; most persons are not aware of their body language; but it makes a powerful impact on others.

Body language can be divided into conscious and unconscious:

I)  Conscious movements, postures and voice modulations are deliberately used. Actors are specially trained for this; skilled communicators, especially good presenters, also learn to make conscious use of body language.

II) Unconscious movements are of biological origin, acquired habits and cultural customs.

A.  Appearance: - a person’s general appearance depends on several things. Two of the important factors that contribute to appearance are grooming, and personal hygiene. Appearance makes the first impression; lack of neatness or cleanliness, careless in grooming, clumsy cloths make a negative impression.

     State of health is a very important factor in a person’s appearance; no amount of cosmetics can hide lack-luster eyes and poor skin. Poor health is easily reflected in the appearance.

B.  Clothing and accessories: - clothing is very important aspect of body language. It requires good taste/judgment to make a subtle impression by what you wear. But appropriateness for the occasion is essential; the formality of the occasion, the time of the day, the season, the cultural background of the people who will be present, and the conventions of your own organization should provide good guidance. Accessories like tie, footwear, Jwellery need careful selection and should be comfortable to wear.

C.  Posture: - it indicates something about our feelings and thoughts, attitudes and health. Stiff posture shows tension, comfortably lean back conveys a relaxed mood; eagerly leading forward shows the listener’s interest. It expresses attitudes, feelings, and moods more clearly than briefer gestures of hands or head.

D.  Facial expression: - a cheerful face or a gloomy face influences most people. An alert speaker can judge the listener’s reaction by the facial expression that act as a constant feedback. Like eyebrow raised unconsciously can convey disbelief or surprise. A frown may convey displeasure or effort to concentrate, depending upon the context.

E.  Eye contact: - eye contact between speaker and listener is necessary for indicating that both are interested in the communication. While making an oral presentation it is important to create rapport with the audience with eye contact. Person who has lack self-confidence also generally avoid eye contact.

F.  Gestures: - gestures are movements of hands/head/body; they are a natural accompaniment of speech; a person who does not make any movements while speaking appears somewhat stiff and mechanical.

G.  Energy: - energy conveys competence and inspires respect. State of physical and mental health plays a large part in body language. A healthy person is energetic and maintains a certain level of enthusiasm in work.

Advantage of body language

1.     It is the most easily visible aspect of communication. Therefore, it helps the receiver of the message, in decoding.

2.    It adds intensity to the process of communication. In the absence of any gestures, change postures, proper eye contact.

3.    Because people care for body language, it goes a long way to improve the overall atmosphere and looks of the organization. Resourceful manager can make very effective use of it.

Disadvantage of body language

1.     People belonging to different cultural backgrounds send out different body language signals. They are therefore, liable to be misinterpreted. One has to be very careful in their use and understanding.

2.    Facial expression, postures or gestures become ineffective if the listener is attentive. It also requires extra care in getting the right message.

3.    Use of body language is not very effective in large gatherings but it is effective in face-to-face situation.

Paralanguage

        The non-verbal aspects of the spoken word are known as paralanguage. It is the science of the vocal signs that accompany our speech.  It includes qualities of the voice, the way we use our voice, as well as the sounds we make without uttering words. Voice has characteristics like tone, volume, and pitch. It also includes utterance that may have strong signifying traits but no semantic meaning. Tone is the quality of the voice. Volume is the loudness or softness our voice, which can be consciously adjusted to the number of persons in the audience and the distance between the speaker and the listeners. A person with a weak voice is usually perceived as a lacking confidence that lowers credibility. A strong voice, on the other hand, shows great confidence. Pitch is the measure of how high or low the voice is; a high-pitch voice is often unpleasant, and suggests immaturity or emotional disturbance.

      Speed is factor of speech. Rapid speech indicates excitement; we increase speed by speaking to tell an interesting story, and reduce speed to explain a difficult idea. Pronunciation means the accepted standard of the way in which a word is said. Correct and clear pronunciation is important, indicates that the speaker is careful, and has consideration for the audience. Accent is the way a person pronounces the sounds of the language; every language has its own accent or way of forming the sounds.  Sometimes we carry our mother tongue accent to other language we learn. Intonation is the sound pattern of sentence, each language has its intonation and we carry out mother tongue intonation to a new language we learn.

      Stress on a particular word in a sentence can change the meaning and implication. Ex, “Were you there last night?”  by stressing a different word each time, and note the difference in the implied meaning.

      Silence can be very effective way of communication. Short silence or pause are very effective in giving emphasis to words. In presentations, silence can be used effectively to emphasize a point. Sympathy with someone who has suffered loss is often best expressed by keeping silent rather than speaking. Some feelings like anger or displeasure can also be expressed by keeping silent.

Public Relations

      Public relation is an organization’s effort to establish and maintain its image with the public. It means carrying out activities and communication for the customers. It has to be interactive; the public must have opportunity to interact with the organization and convey views and opinions to the organization. It is the function of public relation department to watch the effect of the organization’s activities on the public, to get feedback and to keep the management informed about public reaction and response. Public relation also has to explain the organization’s policies to the public, and gain acceptance and understanding of the public for the policies.

      An organization needs to consider the effect of its policies on different sections of the public, and to keep the public informed about itself and its work. Lack of information among the public about an organization can itself be damaging. The target audience of public relations communications is segmented into groups of persons who stand in different relationships to the organization, such as customers, suppliers, investors, employees and so on. Media of mass communication like the press, the radio and the film are extensively used for public relations; but mass communication tends to be

one-way, and it is necessary to set up interactive system and research to obtain feedback. 

Objective of Public Relation

-      The objective or goals of Public Relation are: building public awareness about the organization and its service, achieving acceptance, winning trust, co-operation and recognition, maintaining awareness and cultivating understanding.

-      Public Relation aims at gaining credit for good performance and tries to create a good public image for the organization. It requires constant and continuous activity and monitoring.

-      Information about the organization’s performance in its field of activities like export, research and social welfare schemes, and other contribution to society, enhance its respect and good will.

-      A company with a good public image attracts better employees and staff if it is known for good administration, efficient management and employee policies.

-      An organization needs various kinds of financial support. It needs credit from bankers and other financiers and investors. Credit standing and public willingness to invest in the organization depends on how the public perceives its value.

-      If has a good image if it is known for supporting social causes, education, hospitals, sports, cultural activities etc. a company can win respect by its contribution to research and development, and by sponsoring research even unrelated to its products or activities.

-      It is different from advertising and marketing. It is needed and practiced by charitable institutions and voluntary organization which do not sell anything. There is a connection between public relation and marketing, but its activity has a much wider scope and purpose.

-      It is often called corporate communication. A corporate communication manual gives the company’s guidelines for the conduct of relations and interaction with other institution and the press and other media.

-      All public Relation activities depend on active and effective communications. The Public Relations staff must be able to use all communication media and channels effectively.

-      It involves the skill to break down the vast public to manageable segments and groups, and using the most suitable medium for each.

Internal public relation

      An organization needs good internal public relations with employees and members as much as it needs good external public relations. There are several groups and several unions among employees. Good employee relations are essential for any business; it is even more important to create a feeling of loyalty among employees. For this purpose, companies have employee welfare schemes.

      Communication plays a major role in this field. Information, education and training, counseling and advice, entertainment, appreciation and recognition, and opportunities of contribute to the organization’s growth and improvements are some of the activities of internal public relations.

•  Counseling and Advice: this is an important HR function. Companies have counseling services to help employees to adjust themselves to their jobs and their environment, and give advice on personal matters.
• Suggestion schemes: a suggestion scheme is an opportunity for employees to contribute their ideas to the improvement of the organization. It encourages employees to think and make suggestions for improvement of the organization; this builds up their sense of identification with and pride in the organization. The opportunity to make suggestions about their work and the equipment they handle gives psychological satisfaction to employees; this is as important for their morale as the satisfaction of material needs. Employees feel happy when their ideas as well as skills and abilities are recognized and used by their organization. Many organizations have suggestion schemes because of some advantages like,

    -      Opportunity to contribute is favorable for employees

    -      Negative feelings of complaint and grievance can be converted to positive feelings of suggestions

    -      Bright ideas are not wasted

•  Publications: publications intended specifically for the staff are house journals, bulletins, news, and letters. There may be regular posters, manuals etc. It informs, educate and entertain the employees.  Employees are gives information about the company, its history, its activities and its policies. Having this information builds up a feeling of identification with the company.

-      House Journal can encourage participations in company activities by holding competitions and contests in story writing, photography; cover-designing etc. the incentive of prizes and the opportunity to publish one’s writing attracts many people to take part in the house journal activity. This kind of collective activity creates a sense of oneness and identification with the organization. It creates unity and togetherness among the different branches of the company.

-      Bulletin is short publication for announcing urgent, important, or special official information to the public or members of an organization. If an announcement is short, it is put up on the bulletin board, which is a notice board set aside for special notices and bulletins. It can be effectively used as preparation for unpleasant decisions. For example, if the company is not able to give bonus to its workers, a bulletin might prepare the ground by giving facts and figures of sales, profits etc. and also the Government regulations on bonus.

-      Newsletter is a written report, sometimes illustrated, and usually issued periodically. Its purpose is to present information to employees. A newsletter is prepared by and for an organization like a charitable institution, association, club or a government agency, and distributed to members, shareholders, employees or contributors.

External Public Relations 

      An organization’s external public can be segmented for the purpose of specific public relation activity.

-      Customers: customers form the most various and widespread public. A company’s courtesy is seen in all its communication; telephone calls, personal visits, correspondence, are all opportunities for a company to develop its image with its customers. An important aim of PR is to create a sense of loyalty and good feeling for the company among the members of the public.

-      Financiers: developing confidence and positive relations for the organizations with investors in the financial community requires financial strength and good accounting practices. Honest dealings, good reports to shareholders, well-conducted shareholder meetings, are a part of Financial Relations and Shareholders Relations. This segment includes banks, creditors, shareholders, investors, donors, sponsors, of the organization and its work. They receive the organization’s annual reports, invitations to functions and celebrations, as well as letters. Annual reports of companies are attractively got up; they contain not only the details of accounts and the chairman’s report, but are adorned with photographs of the works, offices, products, annual gatherings, functions, etc. They are printed on high-grade paper and project a good image of the company. Some companies give gifts to shareholders at the annual general meeting.

-     Other organization: Educational institutions, particularly professional institutes, are a source of trained personnel for a company. Companies may give donation for prizes and scholarships and special projects or special departments, to educational institutions and universities. Hospitals, orphanages and welfare institutions are also given help by companies.

      Employees sometimes damage the company’s reputation by discourteous behaviour to members of the public or by agitations and strikes. During times of labour agitations, which cause the customers to suffer, Public Relations has to step up communication with the public through the mass media, particularly newspaper, by explaining the company’s side of the dispute, and publicizing its employee welfare activities.

      The public is also influenced by the company’s publicity campaigns and good taste in advertising. False or improper advertisements make members of the public object and write letters to the press.

Image Building

The image can be actively built up in a positive way by monitoring and setting up communications and relationships with segments of the public through various media.

-     Open House is a time during which the organization is open for visits, by members of the public. Arrangements are made to receive and entertain visitors, show them around, answer their questions and give them information about the activities. It is an opportunity for people to get personally acquainted with the organization.

-     Exhibitions provide an excellent opportunity to display the organization’s products/or information. In enables the organization to interact with members of the public.

-     Fairs and shows are festive occasions at which products are exhibited and sold. The atmosphere of a fair is informal and more intimate than that of an exhibition. It provides opportunity for interaction as well as to bring one’s products and activities to the knowledge of the public.

-     Sponsorships: popular programs are sponsored on TV and radio not only for the purpose of advertising one’s products but also to appear before the public as a friendly and socially responsible entity.

-     Books on interesting and useful subjects, biography of an eminent personality, the writings of an author, collections of articles on a subject, are sponsored by companies, as a part of PR activity.

-     Conferences and seminars: in order to establish relations with other business organizations, conferences f specialists in various fields are hosted and attended. Hosting of a conference gives a boost to a company’s image.

-     Visits: some companies arrange group visits of shareholders to their plants and factories in order to keep them informed and to maintain good public relations. Visitors who have been treated well, given information and allowed to go around, and have received the organization’s hospitality are sure to gather a good impression and to speak well of it.

Use of Mass Media for Public Relation

      The PR department has to use all the media of mass communication in order to reach out to the various publics. Each mass medium has its own power. Press has many sub-divisions. These are: a) Newspaper b) News Weeklies c) Magazines and Journals d) Year Books and Annuals.

• Newspapers: - the PR department maintains a complete list of every type of newspaper, with the names of one or two reports with whom special relations established. Press handouts or press releases are short reports prepared by the company, giving fact and figures about any matter that it may wish to publicize in the press. A press handout may inform the public about expansion projects, foreign orders secured, export performance, visits of technical personnel to advanced centers of training and research, new discoveries made in the company’s research departments, etc. A press handout is also used to keep the public informed of the company’s action, attitude and position with regard to labour agitations.
• Magazines: - some magazines are of general interest. Sports, science, health, travel and women’s magazines, are some of the subjects magazines. Besides, industries and trades have their own specialized magazines and journals. Executives and staff are encouraged to contribute to business journals and other specialist journals; the organization’s public image is enhanced by the contributions of its members.
• Radio and Television: - radio has a large morning audience of housewives; there are also businessmen and salesmen moving in cars. Outdoor worker in fields, construction and other people working outdoors form an all-day audience, which has increased since the development of the transistor. Television is best used for sponsoring programs of entertainment. Efforts are also made to get the company’s executives to participate in discussion.
• Films: - films giving information about the organization and its activities can be made interesting for the public if they are professionally well-made. They succeed very well if they are entertaining, informative and educational. Films can be used at in-house gatherings, exhibitions, annual functions, press visits, share-holders’ visits etc. Educational and entertainment films of different kinds are a powerful medium for employee relations.
• Direct Mail: - direct mail is used for sending invitations to exhibitions, programs and functions and for sending seasons’ greetings and gifts. House journals also sent by the medium of direct mail. The style and tone of all the company letters has great effect on the company’s public image.
• Internet: - a website on the internet is the latest and a powerful method of getting yourself /your company noticed and known. It takes you to the international scene at once. A small entrepreneur has as much chance of attracting visitors as a big company. A website must be kept up-to-date. The appearance, the information given, the links provided, in short, the quality of the web page will itself speak for the image of the organization. A great deal of PR is needed to get people to visit your site. You can provide a counter of the number of visits to find out how many the website is attracting.