1.

Effective Types of Workplace Communication

In short communication includes all the processes by which people influence one another. All
actions and events communicate messages as soon as they are perceived by a human being. The
perception 'changes' the information in terms of the individual's comprehension thereby
influencing him/her. This can be included in the definition of communication.

Messages are generated by an external source such as by a speaker, a newspaper, a television, a

manager. But meaning is generated from within the individual.

Communication is seen in three variations:

Linear communication, a one-way view of communication from one person to

another.

Interactional communication or two-way communication where feedback is

included.

Transactional communication builds on interactional communication. This is

communication in the context of a relationship between two or more people. Instead of a two
way flow we have simultaneous things going on all the time, some verbal, some nonverbal.

In order to keep a business operating well, it is essential to communicate effectively with

employees. Employees need to be kept up to date with all aspects of the operation of the
company. This includes communicating thoughts, feelings, and anything new that will be taking
place, or that needs to take place.

Important elements that all forms of employee communication should have include:

Be clear: To get your employees to respond to your message, you need to ensure that they can
understand what it is that you are saying. They forms of communications must be easy to
comprehend. By being crystal clear about what it is that you are trying to communicate, you will
reduce the misunderstanding that can occur due to personal interpretation.

Be concise: Keep your communication on target, to the point and as brief as possible.

Be respectful: There are many ways that you can show your employees that you respect them.
Being concise is one way to show employees that you aren't so self important and that you value
their time. Communicate in language that employees understand. On the other hand, don't insult
their intelligence by talking down to them. Never word your communication to them in a way
that makes them feel inferior.

2. Types of Workplace Communication

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There are four types of communication:

1. Visual Communication
2. Written Communication
3. Verbal Communication
4. Non-Verbal Communication

Visual Communication:

In the workplace, it is common to incorporate

visual communication in order to share ideas that
relate to the business, provide information to
those that work in the company, and to outline
specific points that need to be emphasized for the
success of the business. Examples of this type of
communication include specially designed signs,
electronic communication, documents, and even
presentations. It is essential that each individual has the capability of both
implementing and comprehending visual communication processes in the workplace.

Written Communication

Written communication is also quite important when it comes to the workplace. This
form of communication involves either writing or typing out information, facts, figures,
and other types of necessary information in order to express ideas among those in a
business. Examples of this type of communication include reports, evaluations, emails,
instant messages, physical and electronic memos, training materials, and other types of
documents that are similar in nature. In the workplace, this is a flexible type of
communication as it could be formal or informal -
depending on the message(s) that are being expressed.

Verbal Communication

Verbal communication is a core component when it

comes to the overall success of a business. Verbal
means that certain sounds, specific languages, and the
spoken word may be used. In today's world, there is a
large diversity of individuals that make up the standard
workforce. There are employees that are different ages,
those that are from different cultures, and even a variety
of races. It is important that a company strives to create
a basic foundation for verbal communication so that
each person in a company understands the others within
that business.

Non-Verbal Communication

When it comes to communication in the workplace, it is important to understand the

significance of non-verbal communication four types communication. When this occurs,

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it means that a physical manner of communication is being used to share ideas and
meanings among others.

The physical activities may include the way that you move your body, the tone that is
displayed when it comes to the tone of an individual's voice, and touching. In the
workplace, it is not appropriate to touch another individual, but it is possible to ensure
that the voice tone and the stance of the body is held appropriately so that the ideas,
information, and thoughts are successfully shared with the intended audience. If you
incorporate the four types of communication into your business, you will quickly see
positive results. These include lower employee turnover, increased productivity, and a
financial success.

3. Two Ways of Communication in the Workplace

Although there are several ways to communicate in the workplace, the most basic types are
external communication and internal communication. Internal communication is used to regulate,
manage and encourage productivity. Internal communication happens between company
employees. External communication is used to advertise, sell, respond and build the business.
External communication happens between company representatives and customers, vendors and
others.

Internal Communication

Internal communication can motivate, reprimand or inform. Examples of internal

communications are memos, email messages, instant messages and phone calls. For example, a
manager might send out a mass email about an upcoming meeting. Company reports often
disperse information about last year's profits and this year's goals. A phone call to get questions
answered is another example of internal communication.

Face-to-Face

Companies use face-to-face internal communication in training, promotions, demotions and other
areas of the workplace. While managers also can handle most of these tasks with written
communication, an in-person, face-to-face communication is more personal and opens the door
for verbal exchange.

External Communication

Many forms of external workplace communication are available, including faxes, Internet
websites and advertising. Your company website promotes your business, allowing you to
showcase your products and services. Faxes allow you to communicate over long distances, in
writing, so there is a paper trail of the communication effort on your part. External
communication not only serves customers but also can be used to place inventory orders with
vendors, check out the competition and plan for the future. A phone call to a competitor gives

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you pricing information. An email to potential customers alerts them to upcoming deals and
bargains.

Advertising

Advertising is a type of external communication. Placing an advertisement that highlights your

product, service or sales lets the outside world know what you have going on. Even for
customers who are not currently in need of your service, a well-designed ad can remind them to
call you when needs do arise.

The difference between a customer and a client can be rather confusing, and in some instances,
both terms may be used to refer to any type of business patron. When a company has ongoing
interaction with someone, that person tends to be referred to as a client rather than a customer.
The term "client" tends to suggest the need for long-term care and consideration. There are also
some industries in which one term is preferred over the other due to the typical way in which
people do business.

Difference in Relationship

In general, the difference between a customer and a client is that a protective, ongoing business
relationship is formed with a client, but not necessarily with a customer. For example, a customer
might walk into a store one time, choose a few items, and make a purchase before leaving. A
client, on the other hand, comes back repeatedly to make additional purchases and establishes a
long-term relationship with a company. This difference can be subtle, but it is important since
many businesses want to establish these long-term associations.

A client may also seek advice from the business he or she has a relationship with. While most
companies have customer service, there are also client "care" or "service" departments in many
corporations that help people stay informed about their options and make decisions. Those who
depend on their relationship with a business, such as a client with a lawyer, need information that
protects their interests, while a customer might just want to purchase goods and services.

Companies that Make Distinctions

The distinction between these two types of patrons can be vital for some companies. In real
estate, for example, the difference between a customer and a client can be quite important. A
customer is typically someone using a real estate agent to help oversee the buying or selling of a
house, but the agent does not act directly on his or her behalf. In contrast, a client allows a real
estate agent to represent him or her and expects all information known by the agent to be used
for his or her benefit.

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Lawyers typically have clients, though someone who hires a lawyer to create a legal document
but does not wish to have representation might be called a customer. While healthcare
professionals have "patients," it is expected that a healthcare worker acts on behalf of patients
and shares all important information with them, in much the same way companies work with
clients.

Differences in Name Only

In general, both terms can refer to a person or organization that buys goods or services. As
increased competition has created a greater need for companies to set themselves apart from each
other, however, these terms have become more commonly separated in their use. Some
technology companies, for example, have begun using "client" instead of "user" because it
suggests a more meaningful relationship between the company and the person using its software.

Word origins also show the difference between a customer and a client. For example, the origin
of the word "customer" dates back to Middle English of the 1400s and is related to the word
"customs" as ways of doing things. The word "client," on the other hand, was also a part of
Middle English vocabulary, but it dates back even further. It is derived from the Latin word
cliens which means "dependent" or "follower," stressing this difference in relationship.

4. What Is Customer Relations? - by Demand Media (2015)

Any business benefits from good customer relations, whether a large corporation or a mom and
pop shop. Customer relations, or customer service, refers to the way a business communicates
and interacts with the public to gain and retain customers. It is necessary for a business to
cultivate good customer relations to attract and keep a loyal base of customers. Some companies
hire consultants to advise them how to develop stellar customer relations.

Importance

Customer relations is key to understanding consumer motivation. Without assessing customer

relations, it's difficult for a company to know how visible it is in terms of its client base. It's also
hard to figure out how to grow the company without understanding the relationships it has with
current customers.

Relationships

Maintaining a loyal base involves building relationships with customers by acknowledging them.
It is difficult to attract customers, and a key aspect of customer relations is retaining a loyal base
of customers who keep coming back to the company.

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 Retaining Customers

Often, companies use direct print and online marketing to keep in touch with their clients.
Customers want to feel involved with a business, as if they're part of the firm.

Action

Successful businesses provide excellent service by handling customer complaints promptly and
effectively. They diffuse any instance of customer complaint through quick resolution of the
problem and a free product or service discount offer.

Resource

Building customer relations involves acting as a resource for your client base. If you're able to
offer resources -- such as directing customers to related areas of business within the industry you
occupy -- or share networks of contacts with other business owners, your clients see you as a
valuable resource. They are more likely to come back to you beyond the need for your product or
service.

Communication Problems in the Workplace -By Shelley Frost

Workplace communication is essential to teamwork. Identifying the specific breakdowns in
communication at your workplace helps you correct the issues to get employees to communicate
effectively. Restoring the lines of communication helps improve productivity by allowing
employees to work well together. Observe the communications that take place in your workplace
to figure out what is going wrong.

Lack of Standards

Without communication standards in the workplace, you lack consistency on how and
when employees communicate. Establish a communication policy to standardize the methods
used for communicating with both colleagues and customers. Avoid relying too heavily on one
type of communication. For example, using only verbal communication makes tracking
conversations and information difficult.

Communication Barriers

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 Differences in background or experience causes barriers between some employees.
Without some common ground, employees may find relating to or understanding what other staff
members are talking about difficult. Cultural differences may also cause difficulties in non-
verbal communications, causing mixed messages.

Mixing Work and Personal Communications

Some employees tend to mix personal lives into the workplace communications. Personal
communications detract from the professionalism in the office, which sometimes leads to gossip
in the workplace, leading to decreased morale or even accusations of harassment.

Misinterpretations and Assumptions

Communication is open to interpretation and is sometimes interpreted incorrectly. People

often make assumptions based on the information they hear or read, whether or not they hear or
read it correctly. Nonverbal cues also lead people to make assumptions that can impede
communication. For example, an employee who avoids eye contact may cause others to assume
she is hiding something when she may simply feel inferior or shy.

Poor Listening Skills

Sharing information is only part of the communication process. Strong listening skills are
essential to effectively communicating and understanding the message being shared. Employees
who fail to listen or who don't know how to actively listen to their colleagues are likely to miss
information or not know what is going on.

Lack of Factual Communication

Factually-based communication is essential to effective communication in the workplace.

If employees communicate false information or share information they aren't sure about, they are
likely to cause delays in task completion. Managers who share false information or share
information without verifying it first are likely to upset the employees.

Failure to Disperse Communications

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 Dispersing workplace communications often relies on a chain of employees sharing the
information with others. In some cases, the relay of information is interrupted, leaving certain
employees out of the loop. The breakdown in communication may lead to wasted time, missed
meetings, duplication of work, or other disruptions of the work flow.

Privacy

Very little communication is actually private, especially in a workplace environment.

Verbal communication is easily overhead by others in the office. Email messages and instant
messaging on the computer are susceptible to hacking. Other employees may read over your
shoulder and see confidential communications. Leaked confidential information creates a
liability issue and may hurt business.

Attitude

Negative attitudes interfere with the communication process in the workplace. In some
cases, two employees may dislike one another or distrust each other, creating a wall between the
two when they try to communicate. Other employees simply take an indifferent attitude toward
work in general, causing them to not care about what is said during normal workplace
communication.

Lack of Follow Through

Once information is dispersed in the office environment, specific actions take place based
on the communications. For example, after a meeting to discuss the direction of a project, the
attendees likely need to complete tasks based on what you discussed in the meeting. If the
communication doesn't leave employees with a clear sense of how to follow through with
actions, you are likely to see a breakdown and unfinished work.

5. Gravity of Communication in Business by Mary Aisi (2012)

The success of any business lies as much in networking and building sound professional
relationships as it does in individual tact and business acumen (insight). Communication is a
crucial decisive factor in business relations. It is very important to say the right things at the right

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time and at the right place when dealing with partners, customers, stakeholders, media and,
sometimes, even competitors. Any miscommunication or ambiguity can pour pails of cold water
on your hard work and ruin your chances of survival in today's competitive business
environment.

Maintaining professional etiquette in oral and written business communication is of utmost

importance and must not be taken lightly. We should be grateful that we are living in an era of
enlightenment where we have access to training on just about anything under the sun!
Nowadays, many courses are available that provide training on developing business
communication skills and correspondence and a lot of educational institutes conduct classes on
ways to improve communication skills.

Effective communication skills in business go a long way in sealing your financial success.

Importance of Communication in the Workplace

The most difficult part of running an organization is managing the human resources. This is one
resource which doesn't work on any principle of management, economics, psychology or any
other social science! This is the most random and volatile resource which must be managed with
great dexterity to reach desired organizational goals. Communication is that lubricant which
keeps this resource moving throughout the organizational machinery.

The salience of communication in the workplace is manifold, as it involves communication along

vertical, horizontal and parallel organizational levels and such communication should always
follow the hierarchy prescribed by the organization. A breach of the hierarchical channel of
communication is known as a Gang Plank and should be avoided as much as possible.
Communication in the workplace involves interpersonal communication between colleagues,
superior and subordinate and vice versa and workplace communication skills come handy in
such situations. A clear understanding of the purpose of such communication, especially if it is of
a vertical nature, along with the expectations of the sender and receiver are extremely important
for the smooth running of an organization.

Communication is easily overlooked, but the ability to communicate effectively is necessary to

carry out the thoughts and visions of an organization to the people. The importance of speech and
words whether through a paper or a voice is a communication medium to convey directions and
provide synchronization. Without communication, there is no way to express thoughts, ideas and
feelings.

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There are many ways to provide communication from the organization to the people of your
community. Whether through a phone, fax, email, letter, website, instant message softwares,
social networking websites (facebook, twitter, myspace) and etc you are able to communicate
your organization to the world. Things can be expressed, ideas can be shared, and thoughts can
be joined.

The ability and the importance of communication become much more crucial when you are on a
mission or need to fulfill a goal. Without a means to communicate, your organization will
become isolated. The ability to effectively communicate is very important when it is usually
underestimated and overlooked.

Communication is a necessity as we use it to network, spread ideas, and promote. Communicate

effectively through well known mediums and convey it simply and precisely. The importance of
communication is crucial to the success of your organization because you need to reach out in
order to fulfill your mission.

Importance of Communication in Leadership

What is the role of a leader?

A leader is expected to represent his/her followers and motivate them to reach heights of success
through individual and collective effort. Communication is the best equipment a leader can
employ to achieve this goal. Even ideals resting upon strong principles can fall flat and fail to
motivate due to lack of effective communication skills. History is galore with examples of many
national leaders who have moved the masses by their life-changing speeches and powerful
writings!

Abraham Lincoln and Martin Luther King Jr. are prominent examples of outstanding leadership
through effective communication.

Significance of Communication in Relationships

I don't think I need to elaborate much on this, as we all have, some time or the other, experienced
certain roadblocks and voids in our relationships owing to a lack of communication. Lack of
communication in relationships result in frustrations, misunderstandings, unrealistic
expectations, guilt and can create personal differences.

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It is difficult for people who share their lives with each other to coexist for long without having
regular and smooth communication for oiling the machinery of the relationship. Relationship
communication problems can only be solved through active and effective communication.

As living beings, we need to express and understand the expressions of others. Like it or not, the
human society thrives on communication. Civilizations have risen and fallen based upon how
good they were at maintaining sound relations with the rest of the world. Communication is,
indeed, the very lubricant that makes the machinery of human relations function smoothly.

Therefore, the significance of communication cannot and should not be underestimated.

Sometimes, difficult situations in life can be resolved by just sitting down and talking it out!
Similarly, most personal, professional and social disasters can be averted by maintaining clear,
appropriate and unambiguous communication. All we need is some effort on our part to identify
and avoid barriers to effective communication to make our lives and the lives of those around us
better.

Other Types of Communication

Other types include common interest communication, common spiritual belief communication,
student/teacher communication, and more.

The most meaningful communication we have is emotional communication. Connecting with

others on a deep level is important for a happy and healthy life.

Emotional communication is truly food for the soul.

Communication on an emotional level can be seen every day. Hugs, high-fives, pats on the back,
shaking hands and broad smiles are some of the simple ways that we emotionally connect with
one another.

Then, there is a deeper layer of communication that we can create with others. These are special
relationships that are internal, longstanding and strong. They can be with friends, family,
coworkers or others who we share a special bond with.

The strength of communication between two people is governed, in part, by personal needs. If a
person is career focused he or she will have a more pressing need to create stronger business
communication than someone who isnt as concerned about advancing.

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Beyond personal needs, the length of time two people have known each other along with the
amount of consideration each person consistently shows one another, leads to stronger
communication.

Communication Types that feed into emotional communication

Everyone wants strong emotional connections however many people have a difficult time
achieving them.

You can build strong relationships, however they arent easy. Building strong relationships takes
time, patience and sincerity. The rewards are a much more enriching and fulfilling life.

Four Types of Communication

Communication is the process of exchanging information in the form of messages, symbols,
thoughts, signs, and opinions. There are mainly four types of communication, which are used in
varying ways depending on the medium used or the way in which information is exchanged.

It would be extremely hard to imagine a world without some form of interpersonal interaction.
This interaction or act of sharing information is known as communication.

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Some of the basic ways by which we communicate with one another is through speech, sign
language, body language, touch, and eye contact.

These means of communication are used for transferring information from one entity to the
other, and always involve a sender and receiver. The cycle of communication is said to be
complete only when the receiver has understood the sender's message and intent.

Communication of information, messages, opinions, and thoughts can be done with the aid of
different communicative aids such as books, Internet, smartphones etc.

There are mainly four types of communication which are used in various ways to convey the
final message to the receiver

1. Verbal Communication

Verbal communication includes sounds, words, language, and speech. Speaking is an effective
way of communicating and helps in expressing our emotions in words. This form of
communication is further classified into four types, which are:

I. Intrapersonal Communication
This form of communication is extremely private and restricted to ourselves. It includes
the silent conversations we have with ourselves, wherein we juggle roles between the
sender and receiver who are processing our thoughts and actions. This process of
communication when analyzed can either be conveyed verbally to someone or stay
confined as thoughts.

II. Interpersonal Communication

This form of communication takes place between two individuals and is thus a one-on-
one conversation. Here, the two individuals involved will swap their roles of sender and
receiver in order to communicate in a clearer manner.

III. Small Group Communication

This type of communication can take place only when there are more than two people
involved. Here the number of people will be small enough to allow each participant to
interact and converse with the rest. Press conferences, board meetings, and team meetings
are examples of group communication. Unless a specific issue is being discussed, small
group discussions can become chaotic and difficult to interpret by everybody. This
holdup in understanding information completely can result in miscommunication.

IV. Public Communication

This type of communication takes place when one individual addresses a large gathering

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 of people. Election campaigns and public speeches are example of this type of
communication. In such cases, there is usually a single sender of information and several
receivers who are being addressed.

2. Nonverbal Communication

Nonverbal communication manages to convey the sender's message without having to use words.

I. This form of communication supersedes all other forms because of its usage and
effectiveness. Nonverbal communication involves the use of physical ways of
communication, such as tone of the voice, touch, and expressions.

II. Symbols and sign language are also included in nonverbal communication. Body posture
and language convey a lot of nonverbal messages when communicating verbally with
someone.

III. Folded arms and crossed legs are some of the defensive nonverbal signals conveyed by
people. Shaking hands, patting and touching, express feelings of intimacy. Facial
expressions, gestures and eye contact are all different ways of communication. Creative
and aesthetic nonverbal forms of communication include music, dancing and sculpturing.

3. Written Communication

I. Written communication is the medium through which the message of the sender is
conveyed with the help of written words.

II. Letters, personal journals, e-mails, reports, articles, and memos are some forms of written
communication.

III. Unlike other forms of communication, written messages can be edited and rectified before
it is communicated to the receiver. Thereby, making written communication an
indispensable part of informal and formal communication.

IV. This form of communication encapsulates features of visual communication as well,

especially when the messages are conveyed through electronic devices such as laptops,
phones, and visual presentations that involve the use of text or words.

4. Visual Communication

This form of communication involves the visual display of information, wherein the message is
understood or expressed with the help of visual aids. For example, topography, photography,
signs, symbols, maps, colors, posters, banners and designs help the viewer understand the
message visually.

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 I. Movies and plays, television shows and video clips are all electronic form of visual
communication.

II. Visual communication also involves the transfer of information in the form of text,
which is received through an electronic medium such as a computer, phone, etc.

III. Icons and emoticons are a form of visual communication. When these icons are used in a
public place, phone or computer, they instruct the user about their meaning and usage.
IV. The greatest example of visual communication is the World Wide Web which
communicates with the masses, using a combination of text, design, links, images, and
color. All of these visual features require us to view the screen in order to understand the
message being conveyed.

Kinds (Types) of Communication employed by Business

Organizations
In a business context, all communication can be divided into two categories namely, External
Communication and Internal Communication.

External Communication

An organization, when it communicates with Governmental agencies, oth organizations,

customers, clients and Public it is called external communication The media employed may be
written media like letters, reports, proposals or visual media like posters, advertisements video
tapes or electronic media like faxes, telegrams, e-mails, telexes. The communication might also
be through teleconferences, face-to-face meetings, panel discussions or presentations, exhibitions
and such events.

Advantages of External Communication

External communication helps an organization to keep its outsourcing agencies like distributors,
wholesalers, retailers and clientele well informed about the companys products, services,
progress and goals. The information gets continuously updated and accurate. All organizations
have to maintain cordial relationships with government agencies, licensing authorities, suppliers
of raw materials, ancillary industries and financial institutions. Continual and updated
information without any communication gap is essential for business houses.

Internal Communication

Every organization has the necessity to maintain appropriate communication with its branches,
staff and employees. This is generally called internal communication. Internal communication is

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an essential feature of an organizations administrative structure. In modern times, the Human
Resource Department plays an important role in maintaining internal communication.

In the new millennium, particularly in the context of globalization, business has become highly
competitive. Business houses have the need to maintain good channels of internal
communication. The central organization or corporate office should keep its branches well
informed of new policies and policy changes. The growth in business, the future projections for
business, increased specializations make a great demand on the central office to maintain an
uninterrupted flow of internal communication. Employees need to be motivated and exposed to
the business objectives and ethical ideas of a company so that they get an involvement in the
work they do. Employees on production line should be aware of the targets so that they
overcome obstacles. Even the shifting of the canteen and a re-adjustment of the lunch-breaks and
tea-breaks have to be informed well in advance to the employees. In turn, employees should be
able to tell people at higher levels their grievances, expectations and difficulties. Effective
internal communication forges a strong bond between the employees and management, promotes
co-operation among different sections in an establishment. It removes misunderstanding and
aids the growth of the organization at a desirable and optimum level. Internal communication in
short, ensures involvement of all the people without alienating any section.

Directions of Communication

In olden days communication was unidirectional. The boss gave the order and the employees
executed it. In fact, uni-directional communication has its origin in the feudal system. The lord
directed the vassal (a slave or bondman) to carry out a job. Business and industry continued the
age old tradition of the feudal system even after the industrial revolution. But soon areas of
conflict got promoted by sectarian interests (of homogenous groups) within an organization. The
barrier between the management and employees became an iron curtain. It has been discovered
that a multidirectional communication system demolishes the barriers and removes friction.
Business depends on such anew communication paradigm (pattern or model) to ensure the
success of business and the realization of even difficult objectives.

Downward Communication

Downward communication means the flow of communication from the top echelon (level or
rank) of an organisation to the lower levels of employees. Downward communication not only
recognizes and accepts a hierarchical structure but also is based on the assumption that people at
the higher level have the ability and authority to direct the employees on all dos and donts.
Downward communication has its own shortcomings, if it is not complemented by other
directional communications. The shortcomings will be pronounced if an organization adopts only
unidirectional communication namely downward communication. Downward communication, if
practised without complementing it with upward communication, will fail because it accepts the

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premise The boss is always right. Moreover, it may get delayed or distorted as it goes down
through the various levels of the hierarchical set up as all decisions are taken without any proper
feedback. But it helps in creating an awareness among employees of the objectives, targets and
goals. It also helps in establishing a certain authority in the organization and discipline. In the
armed forces and police department, mostly, only downward communication exists.

Upward Communication

Communication maintained from lower level of employees to higher-ups is called upward

communication. Upward communication gives scope for the employees to offer their
suggestions, opinions, make complaints and seek redressal of their grievances. Upward
communication helps an organization to receive and reset its objectives at realistic levels.
Upward communication may cause ego problems to persons in higher hierarchial positions. It
may also lead to meaningless criticisms of the policies by disgruntled employees. But on the
whole, modern management recognises the need for healthy upward communication to make the
organization responsive to suggestions and ideas. Some organizations invite the opinions of
personnel at the lower level. Jhs personnel department, the HRD section and the Swedish type of
Ombudsman Office (Official appointed by a government to investigate and report on
complaints made by citizens on Public authorities) take steps to see that a healthy and acceptable
upward communication system is adopted by organizations.

Horizontal / Lateral Communication

The interaction among peer groups is called horizontal communication. Inter departmental
communication is also horizontal communication. Sales department, production department,
quality control department and the stores department have to constantly interact and coordinate
among themselves. Horizontal communication leads to a better understanding among individuals
and departments, cooperation and coordination.

Diagonal or multi-directional Communication

Diagonal communication means the use of upward, downward and horizontal communication. It
is a healthy practice not to depend on any one mode. Diagonal communication leads to better
feedback at all levels. It promotes understanding, motivates employees and gives a sense of
belonging and involvement to all people at all levels. But such communication should not be
allowed to degenerate to a meaningless criss-cross communication which will lead to chaos and
confusion. All modes have to be maintained at the appropriate and optimum level.

Formal and Informal Channels of Communication

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Every business organization adopts some formal channels of communication which may be
upward, downward, or horizontal or all the three. They are usually in the form of notices,
announcements, reports, official or demi-official letters, advertisements, etc. Formal channels are
officially recognized and organized. They make the working of the organization transparent.
They motivate the employees. They provide the necessary feedback. But formal channels operate
with some limitations. A continuous maintenance of a formal channel is time and resource
consuming. At ordinary times, they exist for their own sake without any objective, as a formality
and routine. Sometimes, free flow of information gets affected by personal factors.

Grapevine

Large organizations, where there are a large number of people working closely, generate certain
informal or unofficial channels of communication. These channels exist with or without official
patronage. Even if they are officially and secretly patronised, they are not authentic. This type of
communication is generally called Grapevine communication. Grapevine communication is an
informal, unofficial, horizontal channel of communication because generally peer groups
participate in it.

Grapevine communication is of four different types. It can seep from individual to individual in a
strictly linear fashion. Information takes time to spread in this fashion. It is called Single Strand
Chain.

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In some situations, an individual goes around communicating the message / information he
thinks he has obtained. This is called Gossip Chain. The listeners are a chosen few only. In some
other situation, an individual passes an information without any restriction to all those with
whom he comes into contact. This is called Probability Chain and the information / message
passed on may be interesting but not important.

In yet another situation, one person communicates to a few chosen associates who in turn
communicate the same to yet another group. This is called Cluster Chain

Advantages of Grapevine Communication

Grapevine communication brings about a strong bond among peer groups. It develops because of
the involvement of the persons connected with an organization. It gives mental satisfaction to the
participants and gradually reduces emotional outbursts and reactions. It keeps the employees
anticipating and acts as a buffer against Shockwaves. It is fast and can supplement formal
channels. It provides informal feedback on the changes contemplated by the Management.

Disadvantages of Grapevine Communication

Grapevine, is definitely dangerous to the health of an organization if allowed to grow without

monitoring. Grapevine channel distorts or exaggerates the content of a message. It has the
potential to spread unnecessary gossip. It may result in character assassination and personal
vilification of individuals. It may provoke sudden unwanted and unexpected reactions from
emotionally unstable people.

Grapevine channels can be moderated but not eliminated. A transparent administration policy,
employee-friendly attitude, fruitful peer group meetings, inter-action sessions, parties and
outings where all those connected with the organization participate are some of the strategies to
monitor grapevine and use it to the advantage of the organization. Business houses and industries
adopt one or several of these strategies to keep grapevine under reasonable control so that it does
not degenerate into a rumour mill and promote unwanted gossip sessions among the employees.

6. Communications Planning by Mary Aisi (2011)

Communication planning (Purswell, et.al, 1993) is the art and science of reaching target
audiences using marketing communication channels such as advertising, public relations,
experiences or direct mail model. It is concerned with deciding who the message is to target,
when to deliver the message, with what message and how to deliver it. Accordingly, a
communication plan serves as a guide to the communication and sponsorship efforts throughout
the duration of the project as illustrated in Appendix 1. It is a living and working document and

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is updated periodically as audience needs change (OMalley, 1996). OMalley (1996) pointed
out that a communication plan explains how to convey the right message, from the right
communicator, to the right audience, through the right channel, at the right time. It addresses
the six basic elements of communications: communicator, message, communication channel,
feedback mechanism, receiver/audience, and time frame (Dicks, n.d)

Moreover, a communication plan is seen as the vehicle that converts strategic intent into
execution (OMalley, 1996). It is a detailed, written document spelling out the communication
objectives that are derived from (what you want to accomplish with your association
communications), and aligned with, communication goals that have been identified in the
communication strategy phase. The communication plan tells the story of how specific
communication goals will be put into action (ways in which the communication objectives can
be accomplished). It translates broad communication goals into specific, measurable objectives;
stakeholders into target audiences; and communication themes into messages tailored for these
target audiences (Hershey, 2005). At the core of the communication plan is also the
implementation strategy; a clear articulation of the kind and combination of media, tactics and
tools to be used in getting the right messages to the right audiences with the right effects (Cooper
et. al, 2009)

Wyatts (1999) investigation into communication function as strategic management tool to

achieving organizational communication goals found that an organizations communications
planning and programming are critical to its success, and that there is a definite correlation
between high-performing organizations and strong communications practices. The study also
highlighted that a well-defined strategy can be the difference between success and failure, and
employee communications is no different. Hence, the assumption that a communications strategy
is critical in todays fast-paced business environment, with constant new product introductions,
shortened production cycles and continuous organizational change. Significantly, the study
highlighted that a successful communications strategy in any organization is a two-way process,
facilitating communication both up and down the corporate, group, or team hierarchy (Wyatt,
1999).

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Wyatt (1999) also pointed out that business trends around the globe in recent years have
demonstrated that a focused business strategy is one of the key elements to creating sustainable
competitive advantage. A study by Bernett and Dollar (1989) claim that a business strategy is the
means by which it sets out to achieve its desired ends (objectives). Usually, a business strategy
can be described as a long-term business planning, covering a period of 3 5 years. However, to
make any business strategy work, the workforce must understand and buy into its employers
goals and direction. While various combinations of compensation, training and incentive
programs have proven to help engage and focus the workforce, they cannot be effective without
a communications program that explains their value and solicits employee buy-in (Gibson &
Hodgetts, 1990). Figure 2.2 illustrates the keys elements significant in a business strategy aimed
at creating sustainable competitive advantage.

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Figure 2.2 Keys elements in a focused business strategy

Teamwork
- pool of
expertise

Research Vision -
- to organizatrio
n's goals
identify
need for
comm. Communicatio
n Strategy

Enterpris Stakeholders
e- - clients &
business customers
activities

Sources: Adapted from Gibson & Hodgetts, (1990). enterprise

Communication Outcomes

Communication outcome is the end result of a communication strategy. In relation to

communication strategies, communication outcome would be; that what needs communicating
(communication need) has been communicated, and that the purpose of the communication has
also been achieved. For instance, the outcome in political campaigns would include; (1) that the

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candidate accomplished his or her communication need by successfully communicating to the
target audience (voters) his or her political goals, and (2) the candidate has also accomplished the
communication purpose of persuading a lot of people to vote for you. Achieving this outcome,
for instance in politics would require the candidate to put in place a communication plan that
clearly defines the who, what, when and the why of the communication strategy to impact the
change in the voters.

According to Spencer and Mountford (1997), the gain from a well-managed communication for
change effort brings out growth and prosperity to organizations and stakeholders. Therefore,
among the outcomes that can be expected are:

1. Employees deliver or exceed target levels of performance on time and on budget.

2. Stakeholders remain loyal and new stakeholders are attracted
3. Risks associated with change are eliminated or minimized
4. The organization is left better able to change rapidly and effectively in the future

Cooper et.al (2009) claim that communication outcomes and quality indicators are fundamental
to assessing the impact of quality improvement initiatives and the effectiveness of a
communication strategy. Therefore, communication outcomes indicators in any communication
initiative should be clearly defined and measurable. Desired outcomes for using communications
may include; raising awareness about an issue, motivate people to change behavior, providing
information for people, or building consensus (waterwiki.net, 2009).

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