Module 1

Fundamentals of Business Communication

Module Introduction

Dear learner, well come to the first module of the course Business Communication. The
module is given the title of ‘Fundamentals to Business Communication’, because it covers
the basic concepts, processes, theories and approaches of all types of communications in
business and in your every day life.

The module is divided in to two units. The first Unit deals with fundamental concepts of
communication and focus on the meaning of communication, its role and importance, process
of communication, barriers to communication, and types of communication in the work place.

The second Unit gives a highlight on the principles of communication. Understanding this
concepts will enable you successfully communicate in the work place both in writing and
orally. This unit prepares you to successfully study the second module.

Therefore, it is very important for you to read all topics and subtopics covered in this module.
In order to check your progress and relate it with your day to day communication practice, read
the in text questions and give your response. In addition to the in text questions, activity
questions and self assessment questions are included. Attempt all and check your progress by
checking the answers given at the end of the module.

Module Objectives

After Completing this module, you should be able to:

 Describe the role of communication in business and identify the special challenges of
communication in business
 Identify the major communication barriers and the ways by which they can be
minimized
 Differentiate the types of messages that flow in the formal communication channel in
the work place
 Identify the different types of communication principles and apply in your day to day
communication
 Identify the situations that favor the use of written and oral communication

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 Unit One
Fundamental Concepts of Communication
Contents
1.1. Unit Introduction
1.2. Unit Learning Objectives
1.3. Fundamentals of Business Communication
1.3.1. Business communication Defined
1.3.2. Characteristics/nature of communication
1.3.3. The Role of Business Communication
1.3.4. The Elements of Business Communication
1.3.5. Barriers to Business Communication
1.4. Types of Business Communication
1.4.1. Verbal Communication
1.4.2. Nonverbal Communication
1.4.3. Levels of Business Communication
1.5. Directions of communication
1.5.1. Formal communication channel/networks
1.5.2. Informal Communication (Grapevine)
1.6. Checklists
1.7. Unit Summary
1.8. Self Assessment Questions
1.9. Glossary

1.1. Unit Introduction

Dear Learner, think about what is going on through out the day in your office. What did you
see and do in your office?

Dear learner, this is what you have seen and you do every day. Every employee (managers and
subordinates) reading reports, drafting letters on their computers, attending meetings,
conducting interview, talking on the telephone, reading letters/mail, dictating correspondence,
and making presentations. In short, every one including you shares information relevant to
your day today activities.

In organizations of all type, numerous ideas, questions, and data/information related to the
work of the organization flows from the manger to subordinates, from subordinates to the boss
and among employees themselves. In addition to this a great deal of information flows from
the organization to stakeholders such as suppliers, customers, distributors and other
government/private organizations and vise versa. This exchange of information may take place
orally or in writing. This entire process of sharing ideas, thoughts and information in
management is known as communication. Simply stated, communication is a two way process
of exchanging ideas or information between human beings.

In actual practice, however, the communication process is not simple. It involves more than
sender, message and receiver. The actual process of communication is not a simple process.
There are several variables (barriers) that hinder its success.

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The second word in the expression of Business communication is the term ‘business’. Where
cooperation of individuals towards a common goal is organized in a formal association, the
fundamental and essential component of this association is to achieve some common goal or
undertake some activities known as business. It requires application proper communication
skills and system to be effective.

Dear learner, in this unit you will study the whole concept of communication and you will
begin the unit by studying the meaning of communication, its characteristics, its importance in
all types of organizations; the process of communication, its barriers, the ways through which
you can overcome communication barriers; and types of communication channels. Read each
part and check your understanding by attempting the self assessment questions and in text
questions.

1.2. Unit Learning Objectives

After completing this unit, you should be able to:

 Define Business communication and explain its characteristics

 Explain the importance of business communication
 Differentiate the role of the sender and the receiver in the communication process
 Describe the various obstacles for effective communication in the work place and
apply different mechanisms by which you can overcome these barriers

1.3. Fundamentals of Business Communication

Dear learner, in this section you will learn the meaning of communication, its basic
nature/characteristics and importance in general and in the work place in particular.

1.3.1. Business communication Defined

Dear learner, communication is a day to day activity of every one. So what do you understand
by the word communication? Can you define it? (You can use the space provided below to write
your response)
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Dear learner, there is no one single universally acceptable definition of business

communication. Different scholars define it differently and the following are some of the
definitions of the term business communication forwarded by different scholars.
1. “Communication occurs when an exchange of messages result in shared meaning.”
(Bovee and Thill: 1992)
2. “Communication is a two way process of exchanging ideas or information between human
beings.” (Murphy and Hildebrandt:1998)
3. “Communication is the process of people sharing thoughts, ideas, and feelings with each
other.” (Hamilton and Parker: 1987)

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A more accurate definition of communication is found from its original meaning. The Latin
root of communicate as “communicare”, which means “to make common to many, share”.
Therefore, when people communicate, they express their ideas and feelings in a way that is
understandable (common) to each of them. They share information with each other and each
person has a direct effect on the other and on subsequent communication. Therefore,
communication is the process of sharing thoughts, ideas, and feelings with each other in
commonly understandable ways (Hamilton and Parker 1987: 3).

From the above definitions, you might notice that all of them stress that there should at least
two people for communication to occur and there should also be some kind of message that is
intended to be transmitted from one party to another. And, when people communicate, they
express their ideas and feelings in a way that is understandable to each other. In other words,
communication is “the broad field of human interchange of facts and opinions and not the
technologies of telephone, telegraph, radio and the like.

Dear learner, do you understand the meaning of communication? Great! Now it is time for you
to answer the following question: what should be fulfilled for communication to take place?
(You can use the space provided below to write your response)

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From the definitions given above, you can understand that communication is said to exist
when:
 There is a person (sender or transmitter) desirous of passing on some information.
 There should be an information to be shared (message)
 There is another person (receiver) to whom the information (message) is intended
 The receiver partly or wholly understands the message passed on to her/him.
 The receiver responds to the message; i.e. there is some kind of feedback.

Communication cannot exist in the absence of any of these five components. It is said to exist
when there are at least two parties and there is a message (either oral or written) that is
intended to be communicated. Communication further requires that the receiver of the message
understands it and conform this by giving some kind of gesture or by verbally responding
(giving feedback).

For example, let’s say that your tutor presented the answer to a complex mathematical problem
on the screen using overhead projector, but offers neither a verbal explanation for how he
arrived at the answer nor the opportunity for questions. In this case, the tutor has sent a
message (the screen); however, there is a chance for many students to end up with
misunderstanding of what the message means. Thus, communication has not taken place
between the students and the tutor. Therefore, communication is a process of ‘sharing’ rather
than simply sending information.

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 1.3.2. Characteristics/nature of communication

Dear learner, what other characteristics can you identify to managerial communication? (You
can use the space provided below to write your response)

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Communication has the following basic attributes/characteristics:

i. Communication takes place on a continuous basis.

Communication is a process that is dynamic, not static. Something that is in process has no
clearly visible beginning or end, it is a continual happening.
ii. Mutual influence
As a process, communication is continual cycle of mutual influence. The attitudes, values,
experiences, beliefs, and needs of the senders influence the communicative choices they make.
Their choices regarding with whom to talk and the topics about which they talk are constrained
by this complex set of factors. Once a decision to talk has been made, past experience, present
attitudes, interests, values, and goals combined with features of the specific communication
situation affect choices of what to say and how to say it.

As people communicate, they are each changed by the interaction, which further affects what is
said and how it is said. Thus the cycle continues. Although we all depend on our experience for
guidance in our communication behavior, no two communication situations or events are the
same. They are only similar.

iii. Communication takes place using Symbols

Communication is a process in which participants are influenced by assigning meaning to
symbols intentionally and unintentionally exchanged. A symbol is a representation of a
thing, idea, place, event, or person. A company’s logo, for instance, is a symbol because
when people see it, they associate it with that particular company. For example the logo of
Ethiopian Ministry of National Defense is a verbal symbol.
Symbols can take many forms. We will focus primarily on two major forms: verbal and non-
verbal symbols.

Verbal symbols: Verbal symbols (words) are arbitrarily accepted within a given culture to
stand for the things they represent. The things they represent are called referents. For example,
the word chair stands for an object (the referent) with which we are familiar. The Amharic
word is ‘Wonber’ for the same object. Words are social conventions which allow for shared
meaning. The non-verbal symbol refers to body movements and paralanguages used to share
information with others. These concepts will be discussed in section 1.4.

iv. Intentionality
Intentionality simply means that everything a person does can be interpreted. When you sit still
and say nothing, people can interpret you as thoughtful, apathetic, confused, or even asleep. As

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long as you are in contact with other people, what you say and do and what you do not say and
do not do will be interpreted. In essence, then, communication is a process in which symbols
are exchanged, either intentionally or unintentionally. Regardless of intentionality, however,
people assign meaning to those symbols and, as a result, are influenced by one another.
v. Meanings are not transferable. As one communication scholar notes
“communication does not consist of the transmission of meaning. Meanings are not in the
message; they are in the message user”

1.3.3. The Roles of Business Communication

Dear learner, can you identify the importance or role of communication in general and in
organizations in particular? (You can use the space provided below to write your response)

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Dear learner, your work in any organization involves communication because communication
is a major and essential part of the work of business. And its importance or role in management
cannot be over-emphasized. It is the foundation of all group activity. It is the lifeblood of an
organization. Because the different functions of an organization can properly accomplish their
activities when they exchange the right information at the right time.

Whatever the job is, effective communication is important. The first reason is that
communication is pervasive, because managers and employees spend most of their working
time communicating. Researches show that the average executive spends 75 to 80 percent of
working days communicating (Raymond: 1991). That is, about 45 minutes of every hour.

The second reason is that communication is critical for success. Communication skills are
important because it is through communication that we gain the information we need to make
successful decisions at work.

Finally, communication has two important functions in an organization. It enables people to

exchange necessary information, i.e., helps group members fulfill organizational goals and it
helps to bind group members into a cohesive unit. The nature of the organization and the
personalities of its members affect the way communication occurs. Nevertheless, most
organizations depend heavily on communication to accomplish their objectives.

Specifically, the importance of communication can be judged from the following points:
1. It enables smooth and unrestricted running of the enterprise
The smooth and unrestricted running of an enterprise depends on an effective system of
communication. It plays a major role in helping every one have the right information at the
right time, which in turn facilitates the organization’s performance.

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 2. It encourage proper planning and coordination
Communication also helps a lot in planning and coordination. The widest possible participation
in planning is a pre-condition for getting the tasks done, and this can be effectively secured
only through the media of communication. In all organizations tasks are subdivided and
assigned to different individuals. In order to achieve the objectives of the organization,
coordination between these groups is a must and it is through communication that we can
achieve this.

3. It maximizes productivity with the minimum of cost

Communication also increases productivity and minimize the costs of operation. Because, it
helps managers to inform better and efficient operation methods, procedures and control the
day to day activities of their organization.

4. It helps to build morale and democratic management

Communication in organization is one means of building morale of the employees. Under an
effective system of communication it is quite convenient for the employees to express their
grievances. They can bring their problems to the notice of management and get proper
solution.

5. It helps organizations achieve their goals

Communication is important for an organization to function properly and achieve its
objectives/goals. Its activities require human being to interact, react – communicate. They
should exchange information, ideas, plans, orders, needed supplies, rules, proposals, contracts,
and agreements. In other words, there should be coordination of efforts to achieve the
objectives of the organization.

6. It helps businesses growth in size

Large businesses have a number of branches or offices within a country or even abroad. For
their health and growth, it is extremely important that the head quarter maintains a thorough
and up-to-date knowledge of the various activities at the branch offices, keeps the branch
offices well acquainted with the activities at the head quarter, and maintain some kind of link
among the various branches. This calls for effective and efficient network of communication.

For example, under the supervision of the Ministry of National Defense there are different
corporations that produce and provide services to the military force. For these organizations to
do their activities effectively there should be proper communication among themselves and
with top management of the Ministry. Communication also enables the MoND to have various
camps in different regions so that the security of the country can be maintained.

7. It helps to overcome business Competition: This days the competition has become
very tough. To remain competitive organizations should have the best information about the
market and their competitors. This can be achieved through effective communicate.

8. It helps to meet personal responsibilities: Effective communication- written and

spoken- helps you to better accomplish various aims in your personal activities. You will
sometimes need to write letters, proposals or reports, or to present your views orally as

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committee chairperson, club officers, etc. In these roles you might communicate with public
officials, business, industrial, or professional people; or personal friends. Whatever your
purpose, you will usually achieve them more effectively when you apply the same skills that
help you communicate effectively in business.

9. Helps mangers set clear goals and objectives

Organizations relay on communication among employees at all levels to decide on and
implement their goals. Communication, therefore, helps to develop information and
understanding among all workers.

10. Enable managers make and implement decisions

In an effort to achieve their goals, people must make and implement many decisions. Managers
make decisions by collecting facts and analyzing them, often with the help of lower level
employees.

11. Facilitate measurement of results or achievements

As decisions are translated into action, management needs to determine whether the desired
outcome is being reached. Statistics on such factors as costs, sales, market share, productivity,
employee turnover; inventory levels and others are compiled and compared with the objectives
set (standards). This comparison also helps managers to take some corrective actions.

12. Facilitate hiring and developing employees

Human resources are one of the most important resources of any organization. Organizations
attract, train, motivate and evaluate their employees/their human resource by communicating
with them. Advertising a vacancy, interviewing candidates, orientations, training…all need
communication. The quality of communication in all these activities have a direct impact in
bringing the right persons in to the organizations.

13. Helps to maintain effective and peaceful organizational environment

Communication helps to foster any attitude which is necessary for motivation, cooperation and
job satisfaction. It also helps to discourage misinformation, ambiguity and rumors.
Communication helps to prepare workers for a change in methods or environment by giving
them the necessary information in advance.

14. to successfully deal with customers

All of an organization’s interactions with customers involve communication in one form or
another. Even a price tag on a product is a form of communication. Sales letters, and
brochures, advertisements, personal sales calls and formal proposals are used to stimulate the
customer’s interest.

15. Helps to negotiate with stakeholders

The objective of any negotiation is to protect or promote ones benefit which requires the
negotiating parties to have up-to-date information. Organizations relay on communication to
obtain needed supplies at favorable prices and to attract investment capital.

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Dear learner, as you know managers in organizations, including Ministry of Defense,
regardless of their level plan, organize, direct, and control organizational activities. The
definition of management “getting things done through others” implies that the role of
managers is to create conducive environment and letting other do the activities of an
organization. This requires them to communicate properly so that others (subordinates) know
what is expected from them. As it is explained in previous section, communication is an
important source of information for managers to plan, organize, staff, direct and control
activities of their organization.

Effective communication has a special role to play, particularly in developing countries like
Ethiopia where most of the workers are illiterate and it is not uncommon to find persons from
all parts of the country speaking different languages and working within the same organization.
Here the device of communication has to be transplanted with great caution. The workers and
all others concerned should acquaint with the type of organization and the prevailing system of
communication. A good example is your organization, the MoND. The military force
composed of people who come from all over the country. They speak different languages; have
different cultures, religion and many other differences. But they come together to achieve a
common objective. In such type of situations leaders should develop good communication
skills in order to communicate properly with their subordinates of such diverse backgrounds.

Activity 1.1
Understanding the role of Communication (take 10 minutes to do this activity)

Consider your organization and the group you belong. What role communication plays to
help you and your group to achieve your objectives?
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1.3.4. The Elements of Business Communication process

Dear learner, in the first section of this unit you have defined business communication as a
‘process of sharing ideas/messages with others’. In this section you will study the
activities/elements of business communication process.

What do you think are the activities or elements in business communication process? (You can
use the space provided below to write your response)

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As illustrated in Figure 1.1, the communication process consists of the sender, encoding,
message, communication medium, receiver, decoding and feedback. Because communication

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 is such a vital part of the organizational structure, you have to study these
components/elements of the communication process. Whether you are communicating with
only one person, with a small group, or with many people, the same basic process occurs.
Understanding the elements of the communication process and the role that each element plays
is essential for effective communication.

Encodin Message Communica Message

Sender Receiver
g tion
Channel Decodin
g

Feedback

Communication Environment (Noise/barrier)

Figure 1.1: Elements of Communication Process Model (adopted from Murphy and
Hildebrandt: 1998)

1. Sender
The communication process begins with a ‘sender’. The sender is a person who initiates the
communication process and transmits messages. The sender is the source of the information.
This source may want to communicate his/her ideas, needs, intentions or other pieces of
information, which is usually a conscious decision, but you can send messages without
intending to do so.

Two things must happen before the sender even wants to send a message. First, an internal or
external stimulus prompts you to send a message. This prompt may arrive in the form of
letters, memorandum, penciled note, electronic mail, fax, telex, or even casual conversation in
the hallway. Regardless of the stimulus source, it could be a business transaction, a written
question, a meeting, an interview, or unexpected request for a favor. Whatever the case might
be, you will start thinking of ideas for the message.

It is important to remember, however, that a stimulus alone may not be enough to trigger
communication. The second requirement to send message is sufficient motivation. Think of
times when a manger asks a question, and some of the people present were fairly sure they
knew the answer (were stimulated), but did not respond. Why didn’t they respond? Probably
because they were not sufficiently motivated; i.e. they saw no personal benefit in answering.
Or they saw greater benefit in not answering. In this case there will not be communication
between the manger and the subordinates. Therefore, motivation is important in order to
initiate communication in addition to the stimulus that forces people to initiate communication
(Hamilton and Parker 1987: 6).

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 2. Encoding
After being stimulated and motivated to communicate, the sender must decide how best to
convey his ideas to the specific receiver. Encoding is the process of choosing symbols (verbal
and non-verbal) that can best represent the sender’s ideas, thoughts, feelings or pieces of
information.

Dear learners, you have to note that the choice of the symbols depend on your subject, your
purpose, your audience, and your personal style or mood. The words that a speaker chooses to
deliver a message can make tremendous difference in how that message is received.

By the encoding process ideas, thoughts and feelings become a message. The message is the
information or core idea being transmitted. It consists of both verbal (written or spoken)
symbols and nonverbal (unspoken) symbols. Verbal information is the part of the message that
is heard. Nonverbal information entails such things as body language & the surrounding
environment.

Whenever you compose a message, you need to consider what content to include, how the
receiver will interpret it, and how it may affect your relationship. A simple ‘thank-you’
message will be relatively easy. In contrast, to inform 100 employees of bad news about
salaries will require much more complicated, carefully planned message. To some extent, your
choice of words also depends on your cultural background. When you choose your words, you
signal that you are a member of a particular club and that you know the code. The nature of
your code - your language and vocabulary- imposes its own limits on your message. For
example, the language of a lawyer differs from that of an accountant or a doctor, and the
difference in their vocabularies affects their ability to recognize and express ideas.

Several things can go wrong when you are formulating a message. Typical problems involve
indecision about message content, lack of familiarity with the situation or the receiver,
emotional conflicts, or difficulty in expressing ideas. (Brovee and Thill: 1992: 35)

i. Indecision about Content

Deciding what to say is the first difficulty in the communication process. Many people make
the mistake of trying to convey everything they know about a subject. When a message
contains too much information, it is difficult to absorb. If you want to get your point across,
therefore, you have to decide what to include and what to leave out, how much detail to
provide, and what order to follow. If you try to explain something without first giving the
receiver adequate background, you will create confusion. And if you recommend actions
without first explaining why they are justified, your message may provoke an emotional
response that inhibits understanding. Include only the information that is useful to the receiver,
& organize it in a way that encourages its acceptance.

ii. Lack of familiarity with the situation or the receiver

Dear learner, can you deliver your message equally well when you are not very familiar with
the subject you are talking about; or when you do not know the receiver very well? The answer
is ‘no’ because creating an effective message is difficult if you don't know how it will be used.
Let's say you are writing a report on the over all performance one Brigade in the military force

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last year. If you don't know the purpose of the report, it's hard to know what to say. Some of
the things you should be clear about before writing the report are:
 What is the scope/coverage of the report?
 How long should the report be?
 Where can you get the information?
 Who is going to read the report?
 Should it provide conclusions and recommendations or simply facts and
figures?

Unless you know why the report is needed, you really can't answer these questions
intelligently. You are forced to create a very general document, one that covers a little bit of
everything.

iii. Lack of familiarity with your audience

Lack of familiarity with your audience is also a serious problem that you might face while
encoding your ideas. You need to know something about the biases, education, age, status, and
style of the receiver in order to create an effective message. If you're writing for a specialist in
your field, for example, you can use technical terms that might be unfamiliar to a layperson. If
you are addressing a lower-level employee, you might approach a subject differently than if
you were talking to your boss. Decisions about the content, organization, style, and tone of
your message all depend, at least to some extent, on the relationship between you and the
audience. If you don't know the audience, you will be forced to make these decisions in the
dark. As a result, at least part of your message may miss the point. Hence, ask why you are
preparing the message and for whom you are preparing it.

iv. Emotional conflicts

Another potential problem in developing the message arises when the sender has conflicting
emotions about the subject or the audience. Let us say you have been asked to recommend
ways to improve the organization of your department. You conclude that the best approach is
to combine two positions. But this solution will mean eliminating the job of one of your close
friends. As you prepare your report, you find yourself apologizing for your recommendation.
Even though you believe your position is justified, you cannot make a convincing case. Thus,
in business communication tries to maintain your objectivity.

v. Difficulty of expressing ideas

Lack of experience in writing or speaking can also prevent a person from developing effective
messages. Some people have limited education or a lack of aptitude when it comes to
expressing ideas. Perhaps they have a limited vocabulary or are uncertain about questions of
grammar, punctuation, and style. Or perhaps they are simply frightened by the idea of writing
something or appearing before a group. In any case, they are unable to develop an effective
message because they lack expertise in using language.

Such types of problems can be overcome, but only with some effort. The important thing is to
recognize the problem and take action. Studding communication courses like this (Business
communication) is the first step. An inability to put thoughts in to words can be overcome
through study and practice.

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 3. Message
Message refers to the ‘physical form’ of the thoughts or ideas which can be experienced and
understood by one or more senses of the receiver. It could be in the form of hearing, reading or
other physical gestures.

A signal is the means the sender uses to transmit the intended meaning. Written words, spoken
words, and non-verbal signs, including sign languages, gestures, facial expressions, and other
physical movements, are all signals. The way we form and transmit messages (verbally,
written, formally, privately, publicly) affect the meaning our recipients will put on them.

4. Channel of communication
The next step after the sender converts the ideas and thoughts in to a message is transmitting
the message across the chosen medium of communication from the sender to the receiver.
Channel of communication is the vehicle or method used for the transmission of the message.
It is a medium/carrier that bridges the gap between the sender and the receiver. You may
choose to put your message in writing as a letter or memo and you can deliver it electronically
via computer link up, like Internet. Or, you can communicate it orally, either over the phone or
in person (face-to-face communication). In other words, internet, letters, memo, reports, face to
face discussion, body movement, telephone, radio, and television an example of
communication medium that you can use to physically transmit your messages.

In deciding which channel is most appropriate for communication with your boss, subordinate,
or colleague, consider the following points: (Hamilton and Parker 1987: 15)

 The importance of the message: important messages usually require face to face
channel.
 The needs and abilities of the receiver: some people are able to understand messages
send via letters and memos and take appropriate actions; others interpret message better
and are happier in face to face conversation.
 How much and how soon feedback is needed: for those messages that need immediate
feedback requires the use of face-to-face conversation than any other channel.
 Whether a permanent record is needed: when written records are required, you have to
use letters and memos as a communication channel.
 The cost of the channel: email is cheaper than a telephone call and you have to use the
cost effective medium, when cost is an important factor for your channel decision.
 Whether formality or informality is desired: although face-to-face conversation can be
quite formal, it is normally considered less formal than a newsletter or a letter.

However, the choice of the transmission channel depends on the nature of message, the type of
audience, the need for speed and the situation.

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 Activity 1.2
Understanding Communication process (take 10 minutes to do this activity)
For each of the following, indicate whether it would be best to use letter, memo, a phone
call, face to face contact or some other medium of communication:
A. Inviting the President of Civil Service College to attend a ceremony of launching a
new program by the Defense Resource Management College.
B. Informing three employees of MoND that they are winners of the best performer’s
this year.
C. Informing your boss that you want to take your annual leave.
D. Informing an employee of the MoND that his/her job is eliminated because of the
introduction of new structure following the business process reengineering
undertaken.

5. The Receiver
The receiver is the individual to whom the message is directed; also know as ‘decoder’. For
communication to occur, the receiver has to get the message. If you send a letter, the recipient
has to read it before s/he can understand it. If you are giving a speech, the people in the
audience have to be able to hear you, and they have to be paying attention.

According to Brovee and Thill (1992:37), however, physical reception is only the first step.
The receiver also has to absorb the message mentally. In other words, the message has to be
understood and stored in the receiver's mind. If all goes well, the message is interpreted
correctly: the receiver assigns the same basic meaning to the words as the sender intended and
responds in the desired way. At the end the two parties will have mutual understanding and we
can say that communication is between you and the receiver is effectively takes place.

Like transmission problems mentioned above, problems during the reception phase often have
a physical cause. Competing sights and sounds, an uncomfortable chair, poor lighting, or some
other irritating condition may distract the receiver. In some cases, the barrier may be related to
the receiver's health. Hearing or visual impairment, for example, or even a headache, can
interfere with reception of a message. These annoyances don't generally block communication
entirely, but they may reduce the receiver's concentration.

Perhaps the most common barrier to reception is simply lack of attention on the receiver's part.
We all let our minds wander now and then, regardless of how hard we try to concentrate.
People are especially likely to drift off when they are forced to listen to information that is
difficult to understand or that has little direct bearing on their own lives. If they are tired or
concerned about other matters, they are even more likely to lose interest.

Does the communication process complete once the receiver has the physical message? The
answer is “no”. Still there are two important elements remaining for the process to be
completed, that is, understanding the message (decoding) and responding to the sender
(sending a feedback).

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 6. Decoding
Even if a message does arrive properly by the receiver, there is no guarantee that it will be
understood as the sender intended it to be. The receiver must still decode it, making sense out
of the words or other symbols. Decoding is a process of translating a message received in a
way that is intended by the sender. Decoding is done in the same manner as encoding by motor
skills, muscle system or sensory skills. For example, if your boss reprimand you, you would
consider such questions as: how serious a mistake have I made?, Is my boss serious or joking?,
am I going to be fired or demoted?, and so on.

7. Feedback
It is the receiver’s verbal and visual response to a message. It is the final link in the
communication chain. It determines whether the message was clearly understood and the
required action taken. Without it all one can do is assume that the message is have been
received correctly. Feedback involves a reversal of the communication process so that the
receiver now becomes the sender and the sender becomes the receiver. After getting the mes-
sage, the receiver responds in some way and signals that response to the sender. The signal
may take the form of a smile, a long pause, a spoken comment, a written message, or an action.
Even a lack of response is, in a sense, a form of response.

Feedback is a key element in the communication process because it enables the sender to
evaluate the effectiveness of the message. It provides guidance for the next message that you
send to the receiver. If your audience doesn't understand what you mean, you can tell by the
response and refine the message. Feedback plays an important role by indicating significant
communication barriers: differences in background, different interpretations of words, and
differing emotional reactions. So when the receiver of the message has made feedback and the
sender is sure that the message has been communicated in the way intended, we say
communication has existed.

Advantage of feedback
 It increases the accuracy of employee understanding and performance
 It increases employee satisfaction with the job

Disadvantage of feedback
 It causes people to feel psychologically under attack
 It is time consuming
 It is difficult to elicit

8. Environment
Another important element in the communication process is the environment. Environment
includes the time, place, physical and social surroundings in which the communicators find
themselves.

9. Noise
The final element in the communication process that distracts or blocks the communication
process is a noise. It can be internal or external. The internal noise includes conditions of the

15
receiver, such as headache, daydreaming, lack of sleep, lack of knowledge on the topic and so
on. The external noise includes destructors in the environment, such as sound, light (too bright
or too dim), temperature (too cold or too hot), phones ringing etc. This concept is discussed in
detail in the next section.

Therefore, from the above phases, you can think of communication as a process consisting of
identifiable links, with ultimate objective of influencing behavior, attitudes, and beliefs. Each
element of the communication process is critical: the sender, encoding, channel, the receiver,
decoding, and feedback.

Assume that Dr.Gemechu is the Head of R and D Unit of Defense Resource College and Ato
Goitom is an instructor in the College. The following communication took place between them.
Read the incidents in the communication process and relate it with the elements of
communication discussed above.

Incident Elements of communication

Process
1. Dr. Gemechu received a memo from Ato Goitom Dr. Gemechu received a stimulus
requesting information about the research budget
2. Dr. Gemechu decided to replay to the information He forms a message
to Goitom
3. Dr. Gemechu decided to use letter to share the He selected the medium
information with Ato Goitom
4. Ato Goitom received the letter from Dr. Gemechu The message reaches to its destination
via the messenger
5. Ato Goitom read the letter and gave Dr. Gemechu Ato Goitom decoded the message and
his reaction by a telephone call provided feedback

Table 1.1: Illustration of elements of communication process (Adapted from Scot Ober: 2000:
10)

Dear learner, what can you understand from the above discussions about the communication
process? (You can use the space provided below to write your response)
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Analysis of the communication process discussed in the previous section brings out three
underlying truths that will help you understand its complexity. They are:

1. Meanings sent are not always received

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The first underlying truth is that the meanings transmitted are not necessarily the meanings
received. No two minds have identical filters. No two minds have identical storehouses of
words, gestures, facial expressions, or any other symbol forms.

2. Meanings is in the mind

A second underlying truth is that meaning is in the mind-not in the words or other symbols
used. How accurately one conveys meanings in symbols depends on how skillful one is in
choosing symbols and on how skillful the person receiving the symbols is in interpreting the
meaning intended. Thus, you should look beyond the symbols used. You should consider the
communication abilities of those with whom you want to communicate. When they receive
your messages, they do not look at the symbols alone. They also look for the meanings they
think you intended.

3. The symbols of communication are imperfect

The third underlying truth is that the symbols used in communication are imperfect. One
reason for this is that the symbols we use, especially words, are best crude substitutes for the
real thing. For example, the word man can refer to billions of human beings of whom no two
are precisely alike. The word dog stands for any one of countless animals that vary sharply in
size, shape, color, and every other visible aspect. The word run conveys only the most general
part of an action; it ignores countless variations in speed, grace, and style. Words can not
account for the infinite variations of reality.

Communication is also imperfect because communicators vary in their ability to convey

thoughts. Some find it very difficult to select symbols that express their simplest thoughts.
Variations in ability to communicate obviously lead to variations in the perception with which
thoughts are expressed.

Activity 1.3
Understanding Communication process (take 15 minutes to do this activity)
Think of a recent correspondence that you had with your boss or colleague. Describe in a
paragraph or two how your experience fits the model of communication process
presented above. In other words, identify and explain
i. the responsibilities of the sender (you) and the receiver (your boss or colleague) in
the communication process
ii. the medium of transmission of the message used
iii. the role feedback in the communication process

1.3.5. Barriers to Business Communication

Dear learner, I hope that you have seen the complexity of business communication in the
previous section. One of the factors that make it complex and difficult is the existence of
several environmental forces (obstacles or barriers). In many cases, messages do not flow
smoothly in the communication channel because it is blocked or distorted by personal and
external factors or situations. In this section, you will study the general barriers to

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communication, barriers attributed to managers and subordinates, and special problems of
communication in business.

Dear learner, do you remember a time where you end up with misunderstanding with your
boss, colleague or subordinate? What do you think are the reasons or factors that contribute
for that? List the obstacles to effective communication that you face every day in your work
place? (You can use the space provided below to write your response)

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Dear learner, it is true that no two persons are exactly alike mentally, physically, or
emotionally. Thus, the innumerable human difference plus cultural, social, and environmental
differences may cause problems in passing on an intended message. Although all
communication is subject to misunderstandings, business communication is particularly
different. Various characteristics of the sender, receiver, and communication situation can
create barriers to effective communication.

These barriers to effective communication are grouped in to three categories: general barriers
to communication and factors attributed to managers or subordinates and special problems to
business communication. They are explained below:

A. General Barriers to Business Communication

Considering the complex nature of the communication process, your messages may not always
be received exactly as you intended, as a matter of fact, sometimes your messages will not be
received at all; at other times, they will be received partly or inaccurately. Some of the
obstacles to effective and efficient communication are attributable to the communicators
(internal factors) others are external variables. Regardless of their source, they can create an
impenetrable “brick wall” that makes effective communication impossible. The major barriers
of communication include the following:

1. Choice of Inappropriate Channel

Poor choice of channel communication can be contributory to the misunderstanding of the
message. The manager must decide whether the communication would be most effective if it is
written or by a telephone call or a face-to-face conversation or a combination of these modes.

Consider, for example, a superior who uses a written memo to let you know about the recent
denial of a promotion. The more effective channel in this case might have been face-to-face
meeting in which you can ask questions. If a salesperson is required to submit a report based
on the comparative sales figures of the last five years, he will fail to communicate anything if
he writes a lengthy paragraph about it. He has to present the figures in a tabular form, or
preferably make a bar diagram, which would make communication an instantaneous process.
An employee desirous of expressing his regrets for his earlier misconduct with his supervisor
should meet him personally. Whatsoever a lengthy letter he might write, it can never be as
effective as an earnest look on his face. But if he does not meet him personally, his written

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explanation will most probably be misinterpreted. In offices, if memos are frequently issued to
employees to ask them to explain minor things like late arrivals or early departure they become
a source of irritation. A manager using a memo to complement an employee for a creditable
achievement or to congratulate another employee for a wedding is surely creating
communication barrier through the wrong choice of medium.

2. Physical barriers
The physical barriers include noise, time and distance and they are briefly explained below.
i. Distractions: any environmental or competing element that restricts one’s ability to
concentrate on the communication task hinders effective communication. Such distracters are
called noise. Noise is quite often a barrier to communication. The word “noise” is used to refer
to all kinds of physical interference like illegible handwriting, illegible copies of duplicated
typescript, poor telephone connections, use of jargons (terms that have a precise meaning
among specialists, but are unfamiliar to others), distraction that prevents the receiver from
paying attention, uncomfortable seating, body odder and competing noises such as too many
meetings, and too many reports to read.

ii. Time and Distance: Time and distance also act as barriers to communication.
Modern communication facilities like fax, telephone and Internet are not available everywhere.
This is especially a serious problem in our country. Even when these technologies are
available, sometimes-mechanical breakdowns render these facilities ineffective. In such cases,
the distance between the transmitter and the receiver becomes a barrier. There is a kind of
communication gap between persons working in different shifts of a factory. Can you imagine
how difficult it would be to send an urgent message to a business partner living in America if it
had to be done through postal mail?

3. Verbal /Semantic barrier

According to Scot Ober (2000:15), verbal barriers are related to what you write or say and the
different uses and meanings of words used in the communication process. Words are symbols;
therefore, they do not necessarily have the same meaning for everyone. The words and
paragraphs must be interpreted with the same meaning as was intended. The choice of a wrong
word or a comma at a wrong place in a sentence can sometimes alter the meaning of the
intended message.

There is also “body language,” the influence the communication process. For example, a word
spoken in anger can have an entirely different meaning from the same word spoken in
friendliness. The statement “All right, I’ll show you how to do the work” can be said with
various voice inflections, emphases, and gestures so that different meanings are imparted to the
listener- for instance, a feeling of encouragement or, in contrast, a feeling of impatience.

The verbal barriers include: (Scot Ober 2000:15), (Murphy and Hildebrandt 1998:18-27)

i. Inadequate Knowledge or Vocabulary

Before you can even begin to think about how you will communicate an idea, you must have
the idea that you have sufficient knowledge about the topic. Lack of knowledge and poor
vocabulary are the major barriers to communication.

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 ii. Difference in Interpretations
Do you remember a situation where you and your friend understood a word communicated by
somebody else in a different way? Sometimes senders and receivers attribute different
meanings to the same word or attribute the same meaning to different words. When this
happens, miscommunication can occur.

iii. Bypassed instructions

When the sender and receiver attribute different meanings to the same words or use different
words though intending the same meaning, bypassing often occurs. Many words have several
dictionary definitions. (Murphy and Hildebrandt 1998:18)

Assume that a manager handed to a new secretary, with the instruction “Take it to our record
office and burn it.” In the manager’s mind the word “burn” meant to make a copy on a
photocopier. As the letter was extremely important, she wanted an extra copy. However, the
confused new employee afraid to ask questions burned the letter and thus destroyed the only
existing copy!

To prevent bypassing both managers and employees must ask for feedback from one another to
determine what each really meant.

iv. Reactions to Denotations, Connotations, and Euphemism

According to Murphy and Hildebrandt (1998:20), many of us have at some time been surprised
that a remark intended as a complement, or joke was interpreted by the receiver as an insult. A
statement intended as a good deed can be distorted into something self-serving. Some of these
communication problems may occur because words have both denotative and connotative
meanings, and the sender has not considered the receiver’s probable interpretation and
reactions.

What does it mean by denotative and connotative meanings?

Denotations: the denotative meaning is the meaning on which most people will probably
agree. It often is the dictionary definition. The word informs the receiver & it names objects,
people, or events without indicating positive or negative qualities. Such words are car, desk,
book, house, water conveys denotative meaning, provided, of course, that the communicators
understand the English language & provided that the receiver has a similar understanding of
the context in which the word is used.

Connotations: in addition to more literal denotative meanings, some words have connotative
meanings that arouse qualitative judgments and personal reactions. The term ‘meeting room’ is
denotative. Director’s lounge, executive suite, boardroom, though they each denote a meeting
place, also has connotative meanings. The word ‘student’ is denotative; bookworm, scholar,
dropout, school dummy, gunner are connotative. Some words have favorable connotations in
some contexts but unfavorable meanings in other instances. Compare, for example, fat check
and fat girl; free enterprise and free (rude, bold) manners; cheap products and cheap price.

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The communicators’ different backgrounds and interests also affect the connotative meanings
for words. On hearing that a particular person is ‘cool’, members of one generation may take it
to mean the person is fun to be with, while members of earlier generation may believe it means
that the individual is unemotional and insensitive.
Euphemisms: tactful writer & speakers are euphemisms whenever possible to replace words
that might have blunt, painful, lowly, or distasteful connotations. Euphemisms are mild,
innovative expressions with which most people do not have negative associations. Expressions
like the following have obvious connotative advantage: maintenance worker or staff member
instead of janitor; slender instead of skinny; restroom instead of toilet. Instead of saying an
employee was fired, a communicator may use such euphemism as laid off, terminated, or a
victim of reorganization or staff cutbacks.

To communicate effectively you need to be aware of the usual connotative meanings of various
terms and also to realize that some people may have their own unique meanings because of
their experiences and background. Thus choose your words carefully, considering both their
connotations and other denotations to convey the idea you want and achieve the desired results.

4. Difference in the perception of reality

Perception relates to the process through which we receive and interpret information from our
environment and create a meaningful meaning out of it. The reality of an object, an event, or a
person is different to different people. Reality is not a fixed concept; it is complex, infinite and
continually changing. Besides, each human being has limited sensory perceptions-touch, sight,
hearings, smell, and taste and each person’s mental filter is unique. People perceive reality in
different ways. No two persons perceive reality in identical manners. We make various
abstractions, inferences, and evaluations of the world around us. Hearing what we want to hear
and ignoring information that conflicts with what we know can totally distort the intent or
content of the message.

5. Attitudes and Opinions

Communication effectiveness is influenced also by the attitudes and opinions the
communicators have in their mental filters. People tend to react favorably when the message
they receive agrees with their views towards the information, the set of facts, and the sender. In
addition, sometimes unrelated circumstances affect their attitudes, and responses like:

i. Inappropriate Emotions: too much emotional involvement can be an obstacle to

communication. For example, when you are angry, it is harder to consider the other person’s
viewpoint and to choose words carefully. Likewise, the receiver will have difficulty-decoding
message when her/his emotions are strong. For instance, a person who is delighted at receiving
good news might not pay close attention to some one else’s words or body language. Some one
who is angry might pay attention but misinterpret a message in light of her/his anger.
ii. Favorable or Unfavorable information: the effective communicator should be
considerate of the receiver and whenever possible emphasize points the receivers will regard as
favorable or beneficial. Rejecting, distorting, and avoiding are three common undesirable,
negative ways receivers react to information they consider unfavorable.

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For example, assume that some employees perceive that a recently introduced change,
following business process reengineering, is contrary to their beliefs or benefits, they may
reject, or resent the company and their boss, perhaps falsely accusing them of being unfair. Or
they may instead, distort, the meaning and misinterpret the true purpose of the policy change.
Or they may avoid the message; situation or people by putting off acceptance, hoping that the
delay will some how prevent the change and protect them.

iii. Incorrect set of facts

Occasionally people react according to their attitudes toward sets of facts, rather than to the
facts themselves. For example, a customer may be happy over an adjustment made to a wrong
delivery of orders or a loan that a company extends, but angry when learning that an other
customer received a better deal for what the customer assumes (perhaps wrongly) to be the
same circumstances. The person may have inadequate information.

iv. Closed mindedness: some people have a closed mind toward receiving new
information. The closed-minded person is one of the most difficult to communicate with.
Typically this person has only inadequate and mainly incorrect knowledge of the subject. Yet
s/he refuses to consider any new facts, even from an expert who has made a long, careful study
of the problem and the proposed change. The closed minded person says in essence: “my mind
is made up” “Don’t bother me with facts” “I want what I want”. Such type of people even
before reading or hearing the documented facts, unjustly labels them or the sender’s views as
distorted, or calls the sender a liar. In all, closed-minded people stubbornly reject, distort or
avoid a viewpoint before they know facts.

v. Status consciousness: people in the upper areas of organization’s hierarchy, those who
have more status & power, may be hesitant to listen to those individuals lower in the hierarchy,
feeling for example, that people of lower status & power do not possess any useful
information. By the same token, people of lower status & power may be reluctant to share
information because they believe that people with higher status & power will not listen.
Subordinates are afraid of communicating any unpleasant information to their managers. They
may be afraid that they might displease their superiors by telling them unpleasant facts. Or they
may fear that unfavorable communication may adversely reflect upon their own competence.
The subordinates also find it difficult to offer proposals for the improvement of the
organization, for such proposals are not usually encouraged.

vi. Sender credibility

People react more favorably when a communicator has high credibility – when they respect,
trust, and believe in the communicator and the message is taken much more seriously and
accepted at face value. That means, a sender’s credibility plays an important role in how a
message is received and understood. If the receiver does not consider the sender trustworthy or
knowledgeable about the subject being communicated, s/he will most likely be reluctant even
to listen to the message.

For example, if you learn that your tutor has no educational background about business
communication, you may feel that he/she has little knowledge concerning the area of business
communication and, thus, place little weight on anything he/she tells you concerning the

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subject. Likewise, a sender may limit what s/he communicates to a receiver who is not
considered trustworthy. For instance, if an employee offers an idea for a more efficient way to
perform a job and his supervisor takes credit for it, then the employee is more likely to
withhold future information from the supervisor, as he will probably not trust the supervisor
with such information.

6. Information overload
Information overload refers to the condition of having too much information to process. The
implication is that individuals can effectively process only a certain amount of information. An
example would be if your professor gave you too much information, too quickly, concerning a
term paper’s requirements or if a manager gave an employee too much information at one time
about a report’s requirements. In either situation, the receiver probably does not receive the
entire message. Managers need to be aware of potential for information overload & to make
appropriate adjustments.

7. Cultural barriers
The cultural differences can adversely affect the communication effectiveness, especially for
multi-national companies and enterprises with multi-ethnic workforce.

8. Fear
When communication is expressed under tension or nervousness, its effectiveness can be
changed considerably-usually disadvantageously, yet in some instances, advantageously-by
increasing mental and physical energy and alertness.

9. Snap reactions
Snap reactions occurs when a receiver feels that little or nothing will be gained by listening or
reading carefully. In this case, communication is almost certain to be ineffective. The
possibility that the sender has a new idea, fact, or point of view doesn’t occur to the receiver.
Frequently this condition exists in communication between two persons in conflict or when one
person is short- tempered.

10. Assumptions
Another barrier is making and acting on unjustified assumptions. Everyone makes assumptions
about a working environment and the people in it. But when a high- or a low-level assumption
is made without checking the facts, trouble and communication breakdown can take place. It is
well to be alert to the assumptions made, and the reader should not assume that the receiver
understands what she or he has been told. That assumption is one of the biggest causes of
communication failure. Mutual understanding must not be taken for granted.

11. Degree of motivation

When communicating, people have various motives-to persuade, to tell, to entertain, and to
reinforce ideas. The enthusiasm displayed and the interest shown definitely conditions the
communication. When it is planned to appeal to the assumed motives of the participant, it
usually is more effective.

12. Differing backgrounds

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Differences in background can be one of the hardest communication barriers to overcome.
Age, education, gender, social status, economic position, cultural background, temperament,
health, beauty, popularity, religion, political belief, even a passing mood can all separate one
person from another and make understanding difficult. To overcome the barriers associated
with differing backgrounds, avoid projecting your own background or culture onto others.
Clarify your own and understand the background of others, spheres of knowledge, personalities
and perceptions and don’t assume that certain behaviors mean the same thing to everyone.

In the above discussion we have seen general barriers to effective communication in

organizations and out side of the organization. In the following section, our discussion focuses
on the specific barriers attributed to managers and subordinates.

B. Obstacles to Effective Communication attributed to Managers and

Subordinates

Dear learner, what do you think are the obstacles to effective communication between
managers and subordinates in organizations? (You can use the space provided below to write your
response)

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In the previous section you have studied the general barriers/obstacles to communication. In
this section you will be introduced with those factors that affect communication that are
attributed to the manager and subordinates.

i. Communication barriers attributed to managers

The following are barriers to effective communication that are caused by the managers.
1. The supervisor’s wrong attitude and behavior in listening. Many managers do not listen
employee’s criticism with an open mind. They do not give the speaker attention by giving
appropriate verbal and nonverbal feedback, which affect the communication process.
2. Judgment on preconceived ideas, “no news is good news”. In many cases, managers do
not allow time for the complete message to be transmitted and understood. There is
premature evaluation of subordinate’s message and ignore it.
3. Self defense regarding oneself and actions. Managers may not want to accept their
weakness or failure to do something. As a result, they may not listen messages from their
subordinates. On the other hand, they may give wrong information to defend their action.
4. Superiors often resist becoming involved with the personal problems of their
subordinates. This is especially true of autocratic leaders. Personal problems have impact
on performance. Superiors must develop listening skills as well as a sincere and
sympathetic attitude towards worker’s problems. If they fail to do so the relationship
between employees and managers will not be smooth which intern affect the
communication process and their performance negatively.
5. Many executives feel that they are too involved with daily problems and responsibilities.
By engaging themselves in every routine activities, managers may not provide adequate

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 time for listening fully to their subordinates’ ideas, reports, and criticisms, which intern
affect the communication process.

ii. Obstacles to effective communication attributed to subordinates

Like managers, subordinates also act as an obstacle to communication process because of the
following reasons.
1. The subordinate doesn’t have the freedom to interfere upon his superior’s time because
most mangers follow a closed-door policy. Most subordinates hence feel that they count
nothing / little in the eyes of their bosses.
2. Neither the facilities available nor the rewards offered to the subordinates for upward
communication is not equal to those messages flowing downward. Consequently,
employees may be de-motivated and as such care little about the information they transmit.
3. Poorly expressed messages-which are the result of disorganized ideas, clumsy sentence
structure, applying the wrong word or phrase, and needless repetition.
4. Fear of misinterpretation. Employees may become emotional and prejudiced; their feelings
may mix freely with their facts, creating further barriers to objective communications. A
sense of fear between a worker and his/her boss will occur if the elements of goodwill and
rapport are absent in the daily work environment. Fear prevents the worker from telling the
whole truth to the boss.
5. Fear of distortion. Unless superiors are particularly receptive, subordinates generally prefer
to withhold or temper bad news, unfavorable opinions and reports of mistakes or failure.

Activity 1.4
Take 15 minutes and identify the barriers to communication that prevent proper
communication in your organization.
For this purpose, consider a recent discussion that you had with your boss or your
colleague that end up with misunderstanding. Identify any communication barriers that
you have observed.

C. Special Problems of Communication in Business

Dear learner, although all communication is subject to misunderstanding as you have studied
above, business communication is particularly difficult. The material is often complex and
controversial; yet, both the sender and the receiver may face destructions that divert their
attention. Furthermore, the opportunity for feedback is often limited, making it difficult to
correct misunderstanding. Some of the barriers/problems encountered in business are: (Brovee
and Thill 1992: 41)

1. Complexity of message

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Business messages are often hard to formulate. For one thing, you must communicate both as
an individual and as a representative of an organization. Thus, you must adjust your own ideas
and style so that they are acceptable to your employer. In fact, you may be asked occasionally
to write or say something that you disagree with personally.

Sometimes you may be dealing with a subject matter that is difficult to express. For example,
writing an interesting insurance policy, or a description of why profits have dropped by 10% in
the last 6 months. These topics are dry, and making them clear and interesting is a real
challenge.

Another problem in formulating a message is, you may not know as much as you need to know
about the purpose or audience of your message. Furthermore, you may be asked to prepare it
under difficult conditions, say, under time pressure, and there may be interruption at the middle
of work.

In general, the complexity of message relates to conflicts about the content, the dry or difficult
nature of the subject and the difficult conditions one is working under.

2. Difficult conditions for transmission and reception

If you are successful in preparing the message, you still have to send it to receiver. However, in
business there are a large number of filters between you and the receiver such as secretaries,
assistants, receptionists, and answering machines.

When the message finally does reach the receiver, he or she may be unable to process it in
properly. The receiver may have to compete with a variety of interruptions: the phone rings
now and then, people intrude, meetings are called, and crisis arises. In short, you may not get
the undivided attention of the receiver. The message may be picked up and dropped many
times that makes it difficult to understand it well. To put it in a different way, transmission and
reception of messages may be hindered by numerous layers of message processors and
interruptions from other message senders.

3. Differences between sender and receiver

The biggest problem is the gulf between the sender and the receiver. In business, you often
communicate with an unknown and unseen audience. And even when you know the other
party, you may be separated by differences in function, status, age, or allegiance. These
differences make communication very difficult indeed. The problem of communicating with
someone who has a different frame of reference is two fold. You have to establish credibility
with the other person and, at the same time, try to understand that person’s needs and reactions.

When you are writing a letter, making a phone call, or meeting face-to-face, the first step is
convincing the receiver to trust you. In some circumstances you may have to overcome
hostility, which is a very difficult problem.

What shall we do to Improve Business Communication?

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Dear learner, can you suggest ways by which we can overcome the problems of
communication? (You can use the space provided below to write your response)

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Great! Good business communicators have the following five qualities: good perception,
precision, credibility, control and congeniality. Above all, they have the ability to overcome
the main barriers to communication. They do this by: (Brovee and Thill 1992: 44)
1. Creating the message carefully
If you want the people in your audience to understand and accept your message, you have to
help them by creating your message carefully. To achieve this, you have to take the following
actions:

i. Know your purpose and your audience

First of all, you have to define your goal in communicating. You have to have an answer for
the following questions: Why are you sending a message? What do you want your audience to
do or know as a consequence?
After answering these questions, you can begin to build a message to achieve your purpose that
can be understood by your audience. At this point you have to know the background, interest
and current situation of your audience.
ii. Tell the audience what to expect
Once you define the audiences information needs, tell them what they can expect to gain at the
end. Let them know the purpose of the message; tell them what main points they will
encounter.

iii. Use concrete and specific language

Because business communication often involves difficult, abstract, and even boring material,
you must do something to help your audience understand and remember the message. The best
way to do this is to balance the general concepts with specific illustrations. At the beginning,
state the overall idea; then develop that idea by using vivid, concrete examples to help the
audience visualize the concept.

iv. Stick to the point

You can also improve business communication by eliminating any information that does not
directly contribute to your purpose.
v. Connect new information to existing ideas
The mind absorbs information by categorizing it in to mental files. If you want that your
receiver to understand and remember new ideas, you have to indicate how those ideas are
related to the files that already exist in his/her mind. When the connection with the familiar
concepts is lacking, the new information tend to get lost. Therefore, by showing the audience
how the new information is relate to familiar ones, you can increase the likelihood that your
idea will be understood correctly and makes the new idea acceptable.

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 vi. Emphasize and review key points
Another way to help the audience is to call attention to the most important points of your
message. You can do this with your word, your format, and your body language. Before you
conclude your message, try to summarize and review the essential points.

2. Minimize noise
Even the most carefully constructed message will fail to achieve results if it does not reach the
receiver. To the extent possible, you should try to eliminate potential sources of interference.
The careful choice of channel and medium helps focus the receiver’s attention on your
message.
3. Facilitate feedback
In addition to minimizing the noise, give the receiver a chance to provide feedback. Make
feedback more useful by:
 planning when and how to accept it
 being receptive to other’s response
 encourage frankness and
 use it to improve communication

Activity 1.5
Take 10 minutes and identify the problems that hinder communication in the following
hypothetical cases.
1. Ato Abebe came up with a report that failed to address the intended purpose because
he knows little about the subject matter.
2. While a Commander communicates a message over a telephone there was a crowd of
people talking outside the office and could not listen the message properly and took a
wrong action accordingly.

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