CORPORATE COMMUNICATION

Introduction

• Corporate communication helps the

people, in business, in analyzing the

important information and also helps in

keeping the people of a business

organization united and organized and

separating from the non-members from

them.

Channel of Communication

Formal Communication

Informal Communication

Formal Communication

• “Formal communication is that

communication which flows along with a

prescribed network .”

• “Formal communication is that flow of

information which follows an official chain

of command.

-- Thill and Bovee

• Communication takes place through the

formal channels of the organization

structure along the lines of authority

established by the management.

• Such communications are generally in

writing and may take any of the forms;

policy; manuals: procedures and rule books;

memoranda; official meetings; reports, etc.

General Manager Manager Assistant

Manager Supervisor Employee

Order and Directions

This diagram explains formal communication.

Formal Communication : Characteristics

• Written and oral

• Formal relations

• Prescribed path organisational

message

• Deliberate effort

• Definite and direct

Formal Communication : Merits

• Filtering of communication

• Maintenance of authority of the

officers

• Vital scope

• Clear and effective communication

• Orderly flow of inormation

Formal Communication :Demerits

• Dilution of accuracy of message

• Overload of work

• Overlooked by the officers

• Distortion of information

Formal Communication Classification

VERTICAL COMMUNICATION

HORIZONTAL or LATERAL COMMUNICATION

DIAGONAL COMMUNICATION

Vertical Communication

Downward Communicatio

n

Upward Communication

Downward Communication

WrittenSuch as direction

letters, handbooks,

pamphlets, policy matter, process,

etc.

Oral Instructions,

directions, speech, meetings,

telephones, loudspeakers

Upward Communication

FEEDBACK VOLUNTARY COMMUNICATION

Upward Communication : Methods

Periodical Meetings

Open door Policy

Suggestions Box

Counselling

Informal Conference

Horizontal / Lateral Communication

Horizontal / Lateral Communication

Finance & Accounts

Marketing Production

Personnel & Administration

Lateral Communication

MERITS• Co-ordination• Faster Communication

DEMERITS• Tendency of using professional language,

resulting difficulty in communication• Noise and distance creates disturbance in

communication.• Adversely affects motivation and

inspiration among employees.

Diagonal Communication : Forms

ORAL WRITTEN

Informal Meetings

Organisational Meetings

Task Team

Company’s Bulletin & Newspapers

Bulletin Board

General Information

Diagonal Communication

Top Management

ManagerManager Manager

DiagonalDownward Upward

Informal Communication

• Thill and Bovee remark, “The Informal

Communication network carries information

alongwith organisational’s unofficial lives of

activity and power.”

• Communication arising out of all those

channels of communication that fall outside

the formal channels is known as informal

communication.

• It is also termed as Grapevine

Communication.

• Built around the social relationships of

members of the organization.

• Informal communication does not flow

in lines of authority as is the case of

formal communication.

• It arises due to the personal needs of

the members of an organization.

Informal Communication : Characteristics

• Formation through social relations.

• Two types of information

• Uncertain route

• Possibility of rumors and distortions.

• Quick relay.

Informal Communication : Advantages

• Fast and effective communication.

• Free environment.

• Better human relations.

• Easy solutions of the difficult problems.

• Satisfying the social needs of the

workers.

Informal Communication : Disadvantages

• Unsystematic communication.

• Responsibility.

• End of originality.

• Unreliable information.

Informal Communication: Networks

• Free flow communication.

• Circular communication

• Chain communication

• Wheel communication

Free Flow Communication.

• It is clear in the below diagram, that the group comprises 4 members A,B,C and D and the communication in them is flowing smooth. At a time A is engaged in communication with B,C,D and the same is the case with B,C,D.

A

B D

C

Circular Communication

• In this, all the concerned person communicate with their neighbors and all the information gradually start flowing in a circular manner.

• The message is apparently moving in a circular manner.

A

B D

C

Chain Communication

• It is such a series of exchange of thoughts which keep on moving forward without returning.

C

E

D

A

B

Wheel Communication

• The centre of information is only one man. The information is disseminated from one centre towards all the directions.

• In the figure C is doing the job.

C

A

D E

B

Grapevine Communication

• Acc. to Keith Davis “grapevine is basically a

channel of horizontal communication, for it is only

people at the same level of hierarchy who can

informally communicate with one another with

perfect ease.

• It is a form of informal business communication,

which develops within an organization.

• It means gossip, usually gossip that spreads and

covers a lot of ground.

Examples of Grapevine Network of Communication

• Suppose the profit amount of a company is

known. Rumor is spread that this much profit

is there and on that basis bonus is declared.

• CEO may be in family relation to the

Production Manager. They may have blood

relations with each other.

Characteristics of Grapevine

• Informal

• Spontaneous

• Adjunct to formal channel

• Multi-directional

• Mostly intra organizational

Importance of Grapevine

• Organizational solidarity and cohesion

• A safety value

• Supplement to other channels

• Quick transmissions

Grapevine : Advantages

• Helpful to other medium.

• Speedy transmission.

• Feedback value.

• Development of organisational power.

Grapevine : Disadvantages

• Any unconfirmed message is seriously taken.

• Unconfirmed message does not supplement a

confirmed message, satisfying the receiver I terms of a

clear picture and its authenticity.

• Unconfirmed report spoils the authenticity of factual

message.

• Organisational policies and the secrecy of decisions are

at stake.

Why the Grapevine Grows

• The human mind is ever active and full of

ideas.

• The tendency to communicate and share

these ideas is natural and in born.

• Individuals look for like minded people to

share feelings, fears, aspirations and

problems.

Types of Grapevine Chains

• Single strand chain

• Gossip chain

• Probability chain

• Cluster chain

Single Strand Chain

• This chain consists of one on one interaction. In it L says something to M who then relays it to N and so on.

• It is the least accurate of the four chains and with the increase of transit points the chances of distortion and deletion increase.

L

M

N

O

Gossip Chain• This chain is characterized

by a group of people gathering to discuss matters of mutual interest.

• Here one person seeks out and tells everyone the news that he/she has gathered.

• It is used to relay interesting bits of news that may not be job oriented

Q

T N

R P

S OL

M

Probability Chain

• Message is passed on randomly without direction or method. The choice of recipient depends on the sender’s will, situation or context. Sender is indifferent to or not interested in the receiver he chooses.

UO

NQ

P

MR

L S T

Cluster Chain• This is the most popular

grapevine pattern . Information is passed on a selective basis to a few members only.

• The first sender informs a few chosen individuals who again pass on the information to individuals of their choice or keep the information to themselves.

• Choice of recipient depends on the content and intent of the message as well as the relationship between the members of the group .

P

O

N

M

Q

LS

R

V

UT

Barriers in Communication

Definition

Due to various barriers of

communication, when the message from

the sender is not received by the receiver

in its original form, then such obstructed

and ruined form of message is called mis-

communication.

Communication Barriers: Different Levels

1. At sender’s level:

a) Encoding of message

b) Formulation and organising thoughts of message.

2. At receiver’s level:

a) Decoding of the encoded message to obtain through an understandable language.

b) Receiving the message.

3. At transmission level:

The medium through which a message is transmitted.

4. At feedback level:

At this level the reaction of the receiver goes back to the sender.

Mis–Communication : The Rising

• Problems in developing a message.

• Problems in transmitting a message.

• Problems in interpreting a message.

• Difficulty in expressing ideas.

• Problems in receiving message.

• Differences b/w sender and receiver.

• Differences b/w sender and receiver.

Barriers in Communication

Semantic Barriers

Other BarriersPersonal BarriersPhysical Barriers

Emotional or Perceptional

Barriers

Organizational Barriers

Semantic Barriers

• Semantic refers to the study of meaning in

terms of physical and psychological

aspect.

• It is also a cause of communicative lapse.

• Language is the most powerful base of

communication process and any careless

use of it can lead to serious problems.

Semantic Barriers

Wrongly expressed message

Use of Technical Language

Uncleared Pre-concepts

Unclarified AssumptionsFaulty Translation

Organizational Barriers

• Organizational rules, structures, policies,

appointments, etc., influence the efficiency of the

employees.

• In a complicated structure of a big organization, in

addition to lengthy communication channels, the

communication process at various levels of the

cases the original form and meaning get distorted.

Organizational Barriers

Complicated Organizational

Structure

Organizational Facilities

Organizational Regulatory

Policies

Bad maintenance of

Communication Objects

Reputory Relation

Emotional or Perceptional Barriers

• This barrier refers to the degree of an individual’s

emotional and intellectual perception, for the lack of it

on the part, either of the sender or the receiver would

lead to serious lapse of communication.

• If either of these two participants is under some stress

or strain, anxiety, excitement, fear or any such factor,

neither the sender would be able to communicate the

message properly nor would the receiver be able to

interpret the message properly.

Emotional or Perceptional Barriers

Emotional Attitude

Distrust of Communicatio

n

Unuseful mixing and Killing of

originality

Selective AttitudeLess Grasping

Power

Immature Evaluation

Physical Barriers

• Physical Barriers are cropped up because of

physical conditions such as noise , time

distance and financial obstacles, etc. the noise

is the outcome of the traffic outside, or the

noise of typing in the adjoining room, the

frequent physical movement of people, tickling

pen or coffee being served during the on-going

communication.

Physical Barriers

Literary Explosion Noise, Time and Distance

Finance Related Obstacles Hello Effect

Personal Barriers

• Communication is a process that involves

inter-personal relations. These inter-

personal relations are of various intensity

and levels b/w senders and receivers.

• It is natural to have personal conflicts

and heart formation among employees

for one reason or the other.

Personal Barriers

Senior officer related

Obstacles

Body Language

Problems due to

subordinates

Lack of Interpretati

on

Attitude Fear Proper Medium

Lack of Time

Lack of Interest

Other Barriers

• Other barriers in the flow of

communication of message are the use of

unsuitable channel, defective

mechanical equipment, pressure of

communication, diversified social and

cultural background of senders/

receivers, etc.

Other Barriers

Overloading of Information

Problem due to Governmental Publication

Modern Mechanical Equipment

Diversification of Social/ Cultural Background

Measures for Barriers of Communication

• Clear objectives

• General idea about audience

• Use of easy and clear language

• Effective listening

• Total control over emotions

• Lessen the noise

• Completion of message

• Suitable environment

• Effective use of body language

• Proper use of feedback.

Groups Discussions

• What is a Group?

In a formal or informal organization where a

group of people, assemble together to take

an important decision through discussions

and contemplation over some significant

subject or problem, is called a group.

Characteristics of a Group

1) Congregation of two or more

persons.

2) Common goal.

3) Interact with another to achieve

common goal.

4) Formal or informal organization.

Types of Groups

• Formal Groups

• Informal Groups

• Primary Groups

• Secondary Groups

• What is Discussion?

Discussion means interaction, an

activity which involves a complete

debate on a subject or an objective

in order to arrive at a decision after

an investigation into the details from

every possible aspect.

Ingredients of Discussion

• Purpose

• Leadership

• Participation

• Planning

• Informality

Stages of Group Development

• Forming : at this stage, the group is concerned

with testing the boundaries of appropriate

behavior in very careful and conscious way.

Members are dependant upon group leader.

• Storming : in this stage, conflict emerges

among members as they tend to seek personal

recognition. Underlining issues at this stage are

concerned with prestige and power.

• Norming : at this stage, counter movements

develop to soften the hostility with open

communication and reorganizing the group.

Personal feelings are subordinated to the group

interest.

• Performing : at this stage, the members of the

group channelize their energies into work after

solving the structural problems and their

interpersonal differences. Members feel greater

degree of freedom and assume a sense of

responsibility for the group goals.

• Reforming : sometimes tension

remain and working groups are not

continuously feeling harmony.

Therefore, group members initiate to

reform with new norms to strengthen

the group.

Group Discussion

• Group Discussion is the process of

oral communication, adopted by

business organization to arrive at a

collective decision.

Objectives of Group Discussion

1) Solving Problem

2) Making Decision

3) Collecting and Exchanging Ideas

Features of G.D.

• Purpose

• Planning

• Participation

• Free communication

• Leadership

Desired Behavior during G.D

Functional Behavior Positive Behavior Self-directed

Behavior

Personality traits assessed in G.D.

• Team spirit

• Leadership

• Flexibility

• Reasoning ability

• Assertiveness

• Initiative

• Creativity

• Listening and

empathy

• Awareness

Prerequisites of Successful G.D.

1. Achievement of objectives

2. Listening constructive criticism

3. Exchange of ideas

4. Positive attitude

5. Co-operative attitude

Prerequisites of Successful G.D.

6. Appropriate evaluation

7. Accuracy

8. Brief and precise

9. Progress

10.Patience

11.Vocabulary

G.D : Advantages

• Collective opinion

• Expert opinion

• Acceptable by all

• More authentic and valuable

• Generates more beautiful ideas

• It is a repository of several minds

• Collective opinion always useful for all

G.D : Disadvantages

• An encroacher upon time.

• Involves diversity of opinions and becomes

problematic.

• Sometimes decisions are attributed to some experts

causing dissention.

• A product of difference of opinions, hence not

welcomed by all.

• It is more expensive in terms of time, energy and

money.

Interview

• An interview is a conversation between two or

more people where questions are asked by

the interviewer to elicit facts or statements

from the interviewee.

• “An interview is a psychological document

cum introspective analysis of the mind of the

interviewee”.

-- M.K.Sharma

Interview : Characteristics

• The process of interview implies an involvement of two

participants engaged in a face-to-face personal interaction.

• An interview is always purposeful and the purpose is already

known to both the participants.

• Both the participants are psychologically prepared for all

the interview pre-decided.

• By means of interview much is learnt about the life of an

interviewee.

• Pre- interview information reinforce the credibility and

priority.

• Interview is a part of the formal communication.

Interview : Types

• Employment or selection interview

• Problem interview

• Promotion interview

• Personal interview

• Interview for job completion

• Interview for collecting information

• Counseling interview

• Mock interview

Seminar

• A seminar is, generally, a form of academic

instruction, either at an academic institution or

offered by a commercial or professional

organization.

• It has the function of bringing together small

groups for recurring meetings, focusing each time

on some particular subject, in which everyone

present is requested to actively participate.

Definition of Seminar

• It is a detailed discussion by a limited

group of intellectuals by which the

result or research or advance study is

presented through oral or written

reports.

Seminar : Characteristics

• Seminar refers to the discussion on a subject by

a group of subject experts.

• The subject of discussion is of highly intellectual

standard.

• Seminar is an oral form of communication.

• The outcome of the discussion in a seminar in

which the participants are highly educated and

intellectual nd the inferences evolved are of a

great value and advantage.

Seminar : Types

• Mini Seminar: the objective is to hold

discussion, at a lower level, on a specific

issue. It is used at the formative stage.

• Main Seminar: such seminars are organized

by some department or an institution

once either in a week or a month, as

scheduled.

Seminar : Types

• National Seminar: in this, the subject authorities

are called upon and the expenditure is incurred

by the organization. The venue and the norms

are pre-determined.

• International Seminar: such seminars are

arranged by national organizations and the

report of the seminar is vital and has a far-

reaching effect.

Seminar : Objectives

• Developing tolerance, in fact, on antagonistic view.

• Developing positive attitude towards opinions and

viewpoints.

• Developing analytical and critical insight.

• Developing the art of expression on the basis of

observations and experience.

• Developing purity and chastity of thoughts and an

attitude of co-operation.

Presentations

• The word ‘presentation’ refers to the deliverance

of a pre-drafted speech or in business

communication.

• The word ‘presentation’ means a prepared

speech on a given topic that is made to a small

audience.

• The presentation of the matter should be

effective and must be suitable to listeners,

keeping in view the circumstances that influence

the listener.

Presentation

• Presenting new goods, services and system.• To construct a model, a layout and a policy.• Selling goods, services, concepts and thoughts.• Representing a group and a department.• Suggestions about any solution, problems and

new concept.• Entertainment of participants, audience and

others.

Presentations

Group Presentation

Individual Presentation

Individual Presentations

• It refers to one individual presentation on a

pre selected subject before audiences, who

are well versed in the subject.

• For making the individual presentations,

consider the following aspects:

– Strategy

– Structure

– Support

– Speeches

Group Presentation

• It refers to a presentation, by a group of

people, on the same topic before audiences.

• All the members of the group select the

points of the topic as per their predilection

prior to their presentation.

• There is one leader of the group to regulate

and monitor the presentation.

Presentation : Types

Informative Presentation

Persuasive Presentation Goodwill Presentation

• Informative Presentation : It refers to sending

information to audience regarding a specific subject,eg.,

organizing a training camp.

• Persuasive Presentation : it refers to a process of

persuading the audience to do some job, to accept

or to change something in the system of functioning.

• Goodwill Presentation : it refers to an invitation to

audience over some important events and also for

the sake of entertainment such as post speech lunch

or dinner.

Presentation:Time Distribution

objectives & causes of presentation

10%

time for main sub-ject 20%

development of subject

matter40%

concluding of main subject

20%

summarizing10%

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