7/22/2022

Communication &
Presentation Skills
Course Code: ELL202

Dr. Kifayat Ullah Khan

ASSISTANT PROFESSOR OF ENGLISH
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WHAT IS COMMUNICATION?
Communication is the sharing of information with people while the art of transferring
meaningful information and ideas are called communication skills.
The successful conveying of message from person A to person B either in verbal or non-
verbal is called communication. When you get the desired results, it is called effective
communication.

Types of Communication
I. Internal Communication
It is the communication inside an organization, company or an institution. Internal
communication includes:
i. Downwards Communication: It is highly directive communication from senior to
subordinates, with the aim to assign duties, to give instructions, to inform to offer
feedback. Employers that communicate effectively have happier employees.
ii. Upwards Communications: It is non-directive communication from below for the
purpose of giving feedback, to inform about progress/problems and seeking
approvals.
iii. Horizontal or Peer Communication: It is the communication among colleagues,
peers of the same level for information sharing. It aims to exchange ideas to help in
solving problems, prepare for meeting or cooperate on important projects.
II. External Communication
It is transferring of messages to persons outside the organization. It has far-reaching effect on
the success of an organization. Usually letters, proposal, report, telephone and email are
employed for external communication.
Effective external communication can win back any angry customer or an employee
and creates goodwill. Furthermore, communication to the public has become more important
in this democratic world.

Elements in Overall Communication Costs

Time is the chief element in the overall communication cost of written and oral
communication. Among other costs are materials (stationary), equipment, light, rent cost
etc.
Successful communication reduces time factor and overall cost of communication hence
increase efficiency, goodwill, safety, profit and public credibility.

Benefits of Communication Skills

Decreasing Communication Costs: Meaningful sharing of information saves time and
resources.
A Valuable Job Requirement: In the case of mental job, best communication skills are
required to establish your competency, skill and coordination.
Uplifting Career and Personal Life: Better Communication Skills provide opportunities of
success and promotion.
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Principles of Effective Communications (7 C’s)

When we talk about “Effective Communication”, one thing that comes in our minds that what
are the basic principles of “effective communication”.
These principles tell us how your message can become effective for your target group, These
principles also tell about style and importance of the message. These principles commonly
known as 7 C’s of effective communication.

Seven C’s of Effective Communication

Completeness Conciseness Consideration Concreteness
Clarity Courtesy Correctness
1) Completeness
A message can be called complete one if it contains all the facts which the reader or the
listener needs for the reaction you desire. We can achieve completeness if we:
 Provide all necessary information as requested by him.
 Answers to his all questions carefully.
 Provide some more information if desirable.
2) Conciseness
Conciseness means “to convey the message by using the fewest possible words.”
“Conciseness is the prerequisite to effective business communication.”
As it is known that all businessmen have very short time. Hence a concise message saves the
time and expenses of both parties. Following ways can add to conciseness of a message.
 Avoid wordy expression:
 Include only relevant material:
 Avoid unnecessary repetition:
3) Consideration
Consideration means ‘to consider the receiver’s interest/intention. It is very important in
effective communication. While writing a message you should always keep in mind your
target group. Following specific ways indicate consideration:
 Focus on “you” instead of “I” or “We”
 Show benefit or interest of the receiver
 Emphasize positive, pleasant facts.
 Use “you” attitude, but over use leads to a negative reaction.
 Always write a message in such a way how audience should be benefited from it. e.g.
We attitude: “I am delighted to announce that we extend time to make more shopping.”
You attitude: “You will be able to shop in the evening with the extended hours.”
Readers may react positively when benefit are shown to them. Always try to address his/her
need and want.
4) Concreteness
It means that message should be specific instead of general. Misunderstanding of words
creates problems for both parties (sender and receiver). When you talk to your client always
use facts and figures instead of generic or irrelevant information. Besides, choose image
building words to avoid ambiguity and communication gap.
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Example: -
General statement: He is very intelligent student and stood first in the class.
Concrete Statement: Ali’s GPA in B.Sc Electrical Engineering 2013 session was 3.95/4.0, he
stood first in his class.

5) Clarity
Accuracy is purpose of clarity. In effective business communication the message should be
very much clear, so that reader can understand it easily.
 Precise words should be used.
 Always choose familiar and easy words.
 Construct effective sentences and paragraphs.
Familiar (recommended) Next familiar words
1- after subsequent
2- home domicile
3- for example e.g.
4- pay remuneration
5- invoice statement for payments

6) Courtesy
Knowing your audience allows you to use statements of courtesy; be aware of your message
receiver.
True courtesy involves being aware not only of the perspective of others, but also their
feelings. Courtesy stems from a sincere you-attitude.
It is not merely politeness with mechanical insertions of “please” and “Thank you”.
Although Appling socially accepted manners is a form of courtesy.
Rather, it is politeness that grows out respect and concern for others.
Courteous communication generates a special tone in their writing and speaking.
How to generate a Courteous Tone?
The following suggestions generate a courteous tone:
 Be sincerely tactful, thoughtful and appreciative.
 Use expressions that show respect for the others
 Choose nondiscriminatory expressions

7) Correctness
At the core of correctness is proper grammar, punctuation and spelling. However, message
must be perfect grammatically and mechanically.
. The term correctness, as applied to business messages also mean three characteristics.
 Use the right level of language
 Check the accuracy of figures, facts and words
 Maintain acceptable writing mechanics.
Use the right Level of Language
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There are three levels of language.

Formal
Informal
Substandard.
Take a quick guess: what kind of writing is associated with each level? What is the style of
each?
Formal and Informal Words
Formal writing is often associated with scholarly writing: doctoral dissertations, scholarly,
legal documents, top-level government agreements and other material where formality is
demanded.
Informal writing is more characteristic of business writing. Here you use words that are short,
well-known and conversational as in this comparison list:
More Formal Informal
Participate Join
Endeavor try
Ascertain find out
Utilize use
Interrogate ask

Substandard Language
Avoid substandard language. Using correct words, incorrect grammar, faulty pronunciation
all suggest as inability to use good English. Some examples follow:
Substandard Acceptable
Ain’t isn’t, aren’t
Can’t hardly can hardly
Aim to proving aim to prove
Desirous to desirous of
Stoled stolen

Facts and Figures Accuracy

Check Accuracy of Facts, Figures and words
It is impossible to convey meaning precisely, through words, from the head of the sender to a
receiver. Our goal is to be as precise as possible, which means checking and double-checking
and double-checking to ensure that the figures, facts and words you use are correct.
“A good check of your data is to have another person read and comment on the validity of the
material”
Proper Use of Confusing Words
Our Language (Any) is constantly changing. In fact, even dictionaries cannot keep up with
rapid change in our language. The following words often confusing in usage:
A, An: Use ‘a’ before consonants and consonants sounds or a long” u” sound. Use ‘an’ before
vowels.
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Accept, except
Accept is a verb and means to receive.
Except is a verb or a preposition and relates to omitting or leaving out.
Anxious, eager
Anxious implies worry,
Eager conveys keen desire
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Process of Communication
In order to analyze the activity of communication, we must know the process and the
elements involved in the process of communication.
There are seven elements or factors which make up the process of communication:
1. Source /Sender, is the one who initiates the action of communicating
2. Audience /Receiver is the person(s) for whom the communication is intended
3. Goal /Purpose is the sender's reason for communicating, the desired result of the
communication
4. Message/ Content s the information conveyed.
5. Medium /Channel is the means or method used for conveying the message.
6. Feedback is the receiver's response to the communication as observed by the sender
7. Environment /Context is the background in which the communication takes place.
Each of these is complex; any analysis of communication has to take into account
the various possibilities of each of these.
The process of communication involves decisions and activities by the two persons
involved, the sender and the receiver.
The sender initiates the process of communication. The sender has to be clear about the
purpose (or goal or objective) of the communication and about the target audience (or
receiver) of the communication; that is, the sender decides why and to whom to send a
message. Conscious or intended communication has a purpose. We communicate because
we want to make someone do something or take some action, or think or feel in a certain
way, that is, to influence the person.
The source has to decide what information to convey and create the message (or
content) to be conveyed by using words or other symbols which can be understood by the
intended receiver. The process of putting the idea into symbols is called encoding; in
order to encode, the sender has to select suitable symbols which can represent the idea,
and can be understood by the receiver.
The sender also chooses a suitable channel or medium (like mail, e-mail, telephone,
face-to-face talk,) by which to send the message. The choice of the medium
depends on several factors like urgency of the message, availability and effectiveness
of a medium, and the relationship between the two communicants.
Finally, the sender tries to note the effect of the message on the receiver; that is, he
checks whether the receiver has got the message, how the receiver has responded to the
message and whether he has taken the required action; this information about the
receiver's response is called feedback.
Sender's functions make up half the process of communication. The functions of the
sender are:
1. Being clear about the goal/purpose of the communication
2. Finding out about the understanding and needs of the target audience
3. Encoding the required information and ideas with symbols to create the message
to suit the receiver/ audience
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4. Selecting the medium to send the message

5. Making efforts to get feedback, that is, finding out the response of the target
audience
The receiver becomes aware that a message has arrived when he perceives it with his
senses (he may see, hear, feel, etc). The receiver attends to the message and interprets it.
The process of translating the symbols into ideas and interpreting the message is called
decoding. Interpreting is a complex activity; it involves using knowledge of the symbols,
drawing upon previous knowledge of the subject matter, ability to understand, attitudes and
values, in order to create meaning.
The receiver understands and interprets the message on the basis of earlier knowledge.
The meaning that a receiver gives to the words and other symbols is influenced by
his/her knowledge, intelligence, past experience and relation with the sender. If the two
have a common field of experience, the receiver's understanding of the message will be
closer to what the sender intended.
The receiver also feels a reaction to the message; this reaction may be conscious or
unconscious; it may cause some change in the receiver's facial expression. It efinitely
leads the receiver to think. The receiver may tak • some action, if required. He may also
reply to the message. This response and/or reply is feedback.

Receiver's functions complete one cycle of the process of communication. The functions
of the receiver are:
1 Attending to the received message, that is, listening, reading or observing
2 Decoding the received message
3 Interpreting and understanding the meaning of the message
4 Responding to the message
5 Giving feedback to the sender of the message
This is a simplified description of a single cycle in the process of communication.
Communication really takes place in several cycles and the two persons take turns and
alternately carry out functions of sender and receiver.
Both, the sender and the receiver have important functions in the communication process; it
can be successful only if both are efficient and attentive.
Each person's perception of things and interpretation of messages is influenced by his/her
past experience and attitudes formed by previous communication events. Each one has a
field of experience which is critically important to the process of communication.
Unless there is an area of experience that is shared by both, the message is not likely to
be communicated.
Environment: Communication takes place in an environment. Environment includes
several things. The most obvious is the place in which the communication takes place; if
it is pleasant and comfortable, the communication is better. If it is hot, noisy and
uncomfortable, it is less effective. Noise or disturbance in the environment usually hinders
the flow of communication.
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Another aspect of the environment is circumstances. The circumstances of each

communicant, each one's position in the organisation, the usual work that each one does,
and the present state of mind of each one, can all influence the communication process.
The present relationship between the two is another factor in the environment; it is difficult
for persons to communicate with each other if their relationship is not good.
The political, cultural, legal, technological environment influences communication as these
factors may affect each one's situation and opinion about the content of a message.
Time as an element of the environment, has three aspects:
(a) The time of the communication (first thing in the morning, just before or just after
lunch, when it is almost closing time) affects the communication.
(b) The length of time taken by a communication event (how long the
presentation or the meeting or the conversation goes on) influences the quality of the
communication. Too long can be tiring and boring; too short may be inadequate and one
of them may feel that insufficient attention was given by the other.
(c) There is a right time for giving some information. If it is given too late, it may be
useless; if it is too early, receivers may not be ready for it and may not understand it.
Context is another aspect of environment. Context is the set of circumstances that
surround an event and influence its significance. A message may acquire a different
meaning in a changed context. It is the background of the content of the message; if both
have the same amount of background information about the situation and the issue,
it is easier to communicate on the topic. The context influences the sender's encoding
and the receiver's decoding, and also each one's interpretation.
The following figure shows the steps in the one-way process of communication in a
linear form.
One-way communication process
This one-way routine is only a part of the communication process. For the
communication to be complete, the sender must know whether the receiver has got the
message, understood it in the way it was intended, and has received it well. The sender
can find out this only on getting a chance to note the reaction and response of the receiver.
The response may be in words (spoken or written), signs, or behaviour, both conscious and
unconscious. The response or return message is feedback. When the feedback is got by
the sender, one cycle of communication is complete. This may be represented roughly by
the following diagram.