BCA SEMI I: BUSINESS COMMUNICATION

UNIT2
 Types –Downward, upward, Horizontal, Grapevine communication, Verbal and Non-Verbal
Channels-advantages
 Methods of communication –pictures, graphs& charts Maps, Signs & Symbols

LEARNING OBJECTIVES

After studying this lesson, you will be able to do the following:

Explain the types of communication and describe each type
Define formal & informal communication
Discuss what aspects of verbal 7 non verbal communication in making communication effective
Identify and explain the visual communication

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 UNIT 2

Overview

The communication is the important factor for the commercial success of any business. The
organizational Hierarchy also decides the type of channel through which the communication
passes. On the basis of the status of individuals involved in the communication process and the
urgency of the message to be sent, the communication channels can be categorized as:

1. Formal Communication: Alternatively known as official communication, it passes

through predefined channels which all the members of the organisation are bound to follow.
In every organisation, a corporate ladder is established, through which communication flows,
which can be:
 Downward: Superior to subordinate
 Upward: Subordinate to superior
 Horizontal: Between employees of the same level, but different areas of responsibility
(department).
 Diagonal: Between employees of different levels and department.
2 Informal Communication: The form of communication which grows spontaneously out of
personal or social needs, among members of the organization, called as grapevine or informal
communication. It is a secondary network of information in an organization, which can be:
 Single strand chain
 Gossip chain
 Probability chain
 Cluster chain

Informal communication is the fastest form of communication that rapidly transmits information
to various members of the organization. Further, the response of the members can also be
obtained quickly.

Further, there are several forms of communication that the individuals use to give some pattern
or expression to their messages such that it is easily understood by all. The most common types
of communication are:

1. Verbal Communication, wherein you speak your subject matter, and others listen to it
carefully and try to associate meaning with it.
2. Non verbal Communication, wherein the others observe you and try to confer a meaning to
it.
3. Written Communication wherein you write your message and others read it to derive
meaning out of it.
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Types of communication
On the basis of organization relationship

Formal Communication:
Such a communication is that which is associated with the formal organisation structure and the
official status or the position of the communicator and the receiver. It travels through the formal
channels officially recognised positions in the organisation chart. Formal communication is
mostly in black and white.

Thus, it is a deliberate attempt to regulate the flow of communication so as to ensure that

information flows smoothly, accurately and timely. Formal communication is a deliberate
attempt to regulate the flow of communication so as to ensure that information flows smoothly,
accurately and timely.

We frequently come across the phrase ‘through proper channel’. It emphasises the essence of
formal channel of communication. For example, when the General Manager issues instructions
(because of his senior position in the organisation), it is formal communication.

The forms of formal communication are as under:

(i) Departmental meetings,

(ii) Conference,

(iii) Telephone calls,

(iv) Company news bulletins,

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(v) Special interviews and special purpose publications and messages.

The main advantage of the formal communication is that the official channels enable the routine
and standardised information to pass without claiming much of managerial attention. Essentially,
executives and managers may devote most of their precious time on matters of utmost
significance.

But at the same time, the weakness of formal communication should not go unaccounted.
Communication through channel of command greatly obstructs free and uninterrupted flow of
information.

On the basis of Flow:Communication According to Direction:

1. Downward Communication:
Communication which flows from the superiors to subordinates is referred to as downward
communication. In an organisational structure, the executives must exercise their powers to
achieve the desired objectives which imply that they may be engaged in issuing orders,
instructions and policy directives to the persons at the lower levels. This may be called
downward communication. Under downward communication, immediate performance of a job is
expected.

Katz And Kahn Have Identified Live Elements of Downward Communication:

1. Specific task directives; Job instructions.

2. Information designed to produce understanding of the task and its relation to other
organisational tasks; job rationale.

3. Information about organisational procedures and practices.

4. Feedback to the subordinate about his performance.

5. Information of an ideological character to inculcate a sense of mission, indoctrination of goals.

Communication from superior to subordinate can be face to face as well as through written
memos, orders, job descriptions etc.

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2. Upward Communication:
In an upward communication, the persons from the lower level are expected to have
communication with those who are above them. It is just the reverse of downward
communication. This sort of communication includes reactions and suggestions from workers,
their grievances etc. Contents of upward communication are reports, reaction, suggestion
statements and proposals prepared for the submission to the boss.

Upward Communication can be divided into four categories on the basis of what employee
says:
(i) about himself, his performance and problems,

(ii) about others and their problems,

(iii) about organisational policies and practices, and

(iv) about what needs to be done and how it can be done.

The main features of upward communication are:

(1) it is condensed and summarised as it passes through various levels in the hierarchy. It gives
feedback on the extent of effectiveness of downward communication. This feedback is used for
improving communication effectiveness.

(2) It provides the management about the viewpoints, reactions, attitudes, feelings and morale of
employees.

(3) It provides means of control.

(4) Finally, it gives information and date for decision making.

Upward communication may get distorted owing to the nature of superior- subordinate
relationships. An employee is not likely to give any information which may affect him adversely.
Moreover, he may transmit wrong information to impress his superiors. It flows through many

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media e.g. chain of command, suggestion boxes, personal contacts, attitude and morale surveys,
grievance procedure, private lines, labour unions etc.

3. Horizontal Communication:
When the communication takes place between two or more persons who are subordinates of the
same person or those who are working on the same level of organisation, the communication is
known as horizontal (lateral) communication.

The communication between functional managers or among subordinates working under one
boss, the communication between managers of various factories is the examples of such
communication. Horizontal communication may be oral as well as written.

Horizontal Communication satisfies peoples’ needs to know from their own peers without taking
into account other levels in the organisation. It is really difficult for an organisation to function
efficiently without such horizontal communication flows. Although the formal organisation
design does not provide for such communication flows, it is needed for the coordination and
integration of diverse organizational functions.

Since organizational horizontal communication ordinarily do not exist in facilitation is left to

individual managers. Peer to peer communication necessary for co-ordination and can also
provide social need satisfaction.

Informal Communication:
Informal communication is also known as ‘Grapevine’. It is free from all sorts of formalities
because it is used on informal relationships between the parties, such as friendship, membership
in the same club or association. Persons at the executive levels also use informal communication
when they find it difficult to collect information from the workers. Such communication includes
comments, suggestions etc. It may be conveyed by a simple glance, gesture, smile or mere
silence.Managers and executives also favour the growth and development of informal network of
communication off and on. This process, In fact, serves a very useful purpose in disseminating
certain information which, in the general interest of the organisation, cannot be transmitted
through the official channels. Apart from that, it also offers the high and higher ups a clearer

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insight into what the subordinates think and feel. But at the same time, the weaknesses of the
informal communication are also worth noting. It may be mentioned that this process very often
tends to pass distorted, misinterpreted, and inaccurate and half- truth information and facts,
depending on the circumstances and the message. But still, executives and managers cannot do
away with informal communication.

Grapevine

Grapevine Communication

Grapevine communication is the informal communication network within an organization.

The grapevine is used to spread information bypassing the formal communication structure. Just
like the grapevine plant: it spreads in random ways and it goes where it can.

The grapevine is formed by individuals and groups in an organization. The people in the groups
have something in common that links them together.

A person can belong to one or more groups. As an example, a manager can belong to a group of
women that go to lunch together every Friday. She can also belong to a group of managers in her
department that talk about work in informal ways. She could have a third group of people
scattered throughout the organization with which she shares other common interests outside of
work.

The manager in this example is likely to pass information across her three main, informal
networks. In some ways, she is verifying the accuracy of the rumors she hears. When more than
one of her networks is in agreement about a given rumor, she is bound to believe it’s true.

Disadvantages of Grapevine Communication

There are some intrinsic dangers in bypassing the organizational channels to get to the facts of
the matter. The main danger is that much of the information that gets spread through the
grapevine is not verified. Some of the information is likely false and difficult, if not impossible,
to verify.

We discount information when the source is a known gossiper. But not completely... Even when
the source is someone known to spread rumors, we believe that where there's smoke... Since we
don’t know what part is fire and what is smoke, we accept the whole rumor. To justify our
participation in spreading the rumor, we tell ourselves that part of it must be true.

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The main reason why we give credence to a rumor is that it seems to match what we think about
the situation or person that the rumor is about. We also tend to believe the person sharing the
rumor with us.

Another main disadvantage of grapevine communication is that it's often used to spread more
than rumors; it's used to spread gossip.

The terms rumors and gossip are used sometimes interchangeably, but rumors are not quite the
same as gossip. Both are pieces of information that can't be verified, but rumors tend to affect
organizations or groups of people, while gossip refers to more personal matters.

When gossip is being spread through the grapevine, people's reputations, careers, and lives can
get destroyed very rapidly.

Despite its disadvantages, the grapevine can serve a purpose.

Advantages of Grapevine Communication

Grapevine communication creates a social bond where none existed. People like to talk to one
another; whether they talk about work or family, or anything. Teams become more cohesive
when members talk to one another outside of the project or assignment they may be working on.
Informal communication lends itself to bonding.

The grapevine fills in a gap that is left when official information is missing, especially in chaotic
or changing times. Even in organizations where management is very proactive about
communicating change and keeping employees informed, the grapevine helps to fill in the
blanks.

The grapevine in many ways helps keep people honest; it can dissuade people from engaging on
behavior that they don’t want others to know about. This is a two edge sword. On one hand,
people will think twice about taking what they know is a wrong course of action. On the other
hand, they may also think twice about taking a necessary risk and doing the right thing, fearful
that appearances that may give rise to rumors.

Bottom Line

Grapevine communication is part of the workplace, it can't be eliminated. Recognizing its pros
and cons can help you use it to your advantage.

Patterns or Types of Grapevine

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The grapevine does not have any definite pattern or direction, though it is largely horizontal in
nature. It can be effective horizontally, vertically and even diagonally. Prof. Keith Davis, who
has done some research work on the nature of grapevine, has classified it into four basic types-

 Single Strand Chain: The single strand chain involves the passing of information through
a line of persons to the ultimate recipient. In the figure, the person A tells B, who tells C,
who tells D, and so on, till the information has reached most of the persons involved or

concerned.
 Gossip Chain: In the gossip chain, one person seeks and tells the information to everyone.
This chain is just like the wheel where one person stays at the centre and the information
passes along the spokes of the wheel to others stationed on the rim. In the following figure,
A is at the center and passes the information to others staying on the rim of the wheel.
 Probability Chain: The probability chain is a random process in which someone transmits
the information to others in accordance with the laws of probability and then these others
tell still others in a similar way. This chain may also be called random process. The
probability chain is shown below-

 Cluster Chain: In the cluster chain, a person tells the information to the selected persons
who may in turn relay (pass) the information to other selected persons. Most of the
information communication follows this chain. Cluster chain is shown in the following

figure- So we find four major patterns of

grapevine available in different organizations. They are not mutually exclusive rather than
inclusive.

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On the basis of Expression

Oral or Verbal Communication:

Communication can be divided between verbal and non-verbal communication.

Verbal communication is spoken communication. This is one of the oldest forms of

communication and one of the most used channels in day-to-day activities. It can be a rather
informal form of communication, and no records of the communication are typically kept unless
the communication is recorded. Examples include talking around the water cooler, team
meetings, and live presentations.

Verbal communication is communication using speech that is understood by all parties to the
communication. In other words, it's talking. Keep in mind that we're talking about speech, not the
written word. Written communication falls under its own category.

Oral communication is a direct communication between two individuals. In oral communication

both the parties i.e., sender and receiver exchange their ideas through oral words either in face to
face conversation or through any mechanical or electrical device such as telephone,
teleconference etc. When it is face to face, the person communicating can ask questions or
explanations or sometimes when the communication is not properly understood, he can clarify
meaning.
Oral communication is generally possible where there can be either a direct contact or message
to be conveyed is not of permanent nature. Meetings and conferences, lectures and interviews are
other media of such communication.
Oral communication enjoys certain advantages communication which may be enumerated
as follows:
(i) Oral communication has the distinct advantage of being quick and prompt. It provides the
opportunity to both the transmitter and receiver of the message to respond directly.
(ii) Oral communication facilitates close contact and thus fosters mutual exchange of ideas, facts,
understanding and cooperation.
(iii) Oral communication through direct contact undoubtedly inculcates in the subordinates a
sense of self-importance which in turn acts as a motivating factor.
(iv) Oral communication further enables the superior to make a quick appraisal of subordinate’s
action and reaction to any message transmitted. This obviously helps the superior to minimise

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 and avert conflicts, redesign plans and programmes according to the need of time and
circumstances.
(v) The personality of the communicator is brought to bear in the communication process. This
has good effect on the subordinates and they understand the communication properly.
(vi) It can bring a friendly and co-operative team spirit.
However, the following are the disadvantages of the oral communication:
(i) There is a possibility that the spoken words may not be clearly heard or understood.
(ii) It is not good for lengthy communications.
(iii) It requires the art of expressing accurately and appropriately, and listen to others
emphatically.
 (iv) It is inadequate where specific performance of policies and rules is needed.
 (v) The inexperienced subordinates do not follow the facial expressions and the tone of
manager’s voice.

Examples of Verbal Communication:

Verbal communication can be anything that is represented through words or any communicating
medium. It can be of two types- oral and written broadly. Oral communication includes
something like speaking, singing or answering and questioning. There are also some benefits of
oral communication and limitations of oral communication.

Written communication includes exams, written interviews or translation or something that

requires writing as a medium to communicate. Some special people who are unable to
communicate orally opt for written ones.

Advantages of Verbal Communication Skill:

It saves time:
You can give direct orders to your subordinates. Get instructions on a matter within a few
minutes. Convey your message at a rapid speed. The verbal form of communication gives you
this facility to quickly send intended message thus saving you time. Also, you won’t need to
grope for sign languages. Just write or say it and you will be understood within fraction of a
second.

It saves you money:

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If most of the information are considered to be verbal then you won’t be wasting energy and
money on explaining things differently. All you need is a medium to speak or write and your
work would be done. Also less chances of getting misinterpreted as everyone receiving the
instructions are able to understand the common language between you.

Feedback quickness:
The distinct advantage of verbal communication is in the fact that the receiver can ask and
clarifies his doubt on the spot without any delay. The sender can get a quick feedback as to
whether his intended message is received in its intended form or not and can clarify the receiver,
in the case of any doubt. Additionally the difficulty is removed in communication.

Most convenient method:

Yes verbal communication is the most widely adopted means of communication globally. People
prefer more of verbal communication due to the convenience factor dominating over other types
of communication. While communicating verbally, you are more likely to convey matter simply
in plain readable text and understandable language which is widely preferred.

Persuasion in the act:

Managers can use it to their advantage to make their point more powerful and persuasive. In
combination with non-verbal language, a person can peruse the other on any matter.

Ease of preparation:
Oral communication is the easiest way of communication as it does not have any need of
material to convey the message. Therefore casual conversations are usually easy to conduct.

Maintain secrecy:
It can be very useful in case you want to maintain a secrecy about a matter as there is no way to
proof what you said. Private conversations can be easily conducted through one to one
discussions and privacy is well maintained if proper instructions regarding this matter is
provided to concerned individuals.

Clarity of message:
If the message provided is in written format, the receiver can re-read the contents and clarify any
doubt on the later moment. Therefore sometimes written format can have an extra edge over oral
one in this matter.

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Legality of the content:
As the documents can be reproduced, the written format has a legal importance. Many people
prefer to communicate in written or oral format in case of important discussion. These
conversations can be stored or recorded for future use as evidence to some crime or as legal
documents which can be of very much important in many things.

Disadvantages of Verbal Communication:

Chances of distortion of meaning:
Due to the presence of various barriers in effective communication it happens that the intended
meaning of the message changes for the intended person which causes a lot of problems in the
future. There are some instructions provided. If the instructions are not conveyed properly it may
cause its meaning to change and therefore the other person might do the opposite of what you
expect, therefore clarity in giving the instructions should be maintained.

Not convenient for long messages:

It is not at all convenient to convey long messages orally as it may happen that the by the time
message is completed the receiver may forget the previously spoken important points leading to
a chance of ineffective communication. As a result written format can be used which is also a
problem since many people don’t like writing too much or communicate too much through
messages or written format.

Irrelevant information:
While having an important discussion, a lot of irrelevant information can creep in during a
conversation leading to waste of time and gap in relevant information. This leads to unnecessary
time waste and sometimes omitting or forgetting to converse on what is really important.
Therefore it is always necessary to keep your communication process clear of any unwanted
discussion that may lead to wastage of your precious time and energy.

Create misunderstanding:
Usually when two individuals are having deep conversations, they can have some
misunderstandings during the time. Sometimes subtle hints given or some words spoken with
some intention get misinterpreted and a whole new different meaning comes out of it. Thus it
becomes crucial to know that what you have spoken or written has a crystal clear meaning with
no indirect hints that could make a conversation difficult.

Communication cost:
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 Sometimes verbal communication can be really expensive if you need to communicate in
language that you are not familiar with. You will need another person to the part for you. Also,
paper works and other mediums require expenses to be fulfilled for this communication purpose.

Too many ways of communicating:

There are thousands of languages used all over the world for the purpose of communication. And
it is not possible for one person to know all of them. So inter cultural communications becomes a
headache as you will need a third party to understand and communicate. Therefore verbal
communication is at a disadvantage in this point.

No rectification:
Sometimes fixing small mistakes becomes a headache while doing the verbal communication.
Errors like typing errors or speaking out wrong thing whether you are in for some official or
personal matter can actually ruin your whole intention of communication. So while you are
communicating verbally, it is very much necessary to do the correct speaking or writing to avoid
unnecessary hostility.

Maintenance cost:
Many resources and money are spent in preserving records which includes speech recordings or
records in written format result in additional financial loads. Time and proper maintenance is
required to preserve and protect these records for additional use which sometimes can cost arms
and legs to a particular person.

 Written Communication:
When the communication is reduced to black and white (writing), it is called written
communication. This includes written words, graphs, diagrams, pictures, etc. Written
communications are extensively used in organisations.
Sometimes, this form of communication becomes indispensible as in the case of rules, orders,
schedules or policy matters etc. The circulars, magazines, notes and manuals are some common
forms of written communication.
It may be asserted from general observations that in all types of organisations both oral and
written communication is in practice. Which form should be used and applied? Much depends on
the message, its importance to receiver, and implication to functional aspects of the organisation.

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Non-Verbal Communication

Non-verbal communication is a bit more complicated. It is sending a message without using

words to convey meaning. Non-verbal communication can include many different elements.

The Channels of Nonverbal Communication

A. Body communication

B. Facial communication

C. Eye communication (oculesics)

D. Space communication (proxemics)

E. Artifactual communication

F. Touch communication

G. Paralanguage

H. Functions of silence

I. Time communication (chronemics or temporal communication)

J. Messages communicated with smell

Examples of Non Verbal Communication:

Non verbal communication is the indirect means of communication which usually includes some
gestures and sign languages. Some signs are understood beyond mere words. There are signs and
gestures that do tell us many things about a certain individual and what he/she is trying to
communicate.

Let's look at some:

 Vocal cues, referred to as paralinguistics, is a form of non-verbal communication that

includes such things as pitch, inflection, tone, volume, speed of the speech, quality, non-
word sounds, pronunciation, enunciation and even silence.
 Body movement and gestures are also part of non-verbal communication. For example,
leaning forward may mean interest, while crossing arms is often viewed as a defensive
posture.
 Facial expressions are a common form of non-verbal communication. Examples of facial
expressions include smiling, crying and grimacing.
 Space can also act as a form of non-verbal communication. Space includes the concept of
territoriality and personal space. Territoriality is about making sure others know your
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 territory. A fence is an example of territoriality. Personal space, on the other hand, is a
three-dimensional space surrounding you that you don't want people to cross. If they
come too close, you get uncomfortable.
 Touch is often considered as positive and reinforcing, such as patting someone on the
back for a job well done.
 Clothing and artifacts can also send a message, including status, conformity or rebellion.
Think about a doctor. Do they really need to wear a lab coat during all examinations? Not
really, but it's a cue to their status. Artifacts include such things as hairstyles, jewelry,
cosmetics, watches, shoes, tattoos and body piercing.

Advantages of Non- verbal communication

There is an adverb ‘’ Action speaks louder than words. Non-verbal communication is especially
essential in intercultural conditions. Studies of interaction recommend that many more emotions
and objectives are sent and obtained non-verbally than vocally. Researchers recommended that
only 7 % of a text is sent through word, with staying 93% sent non-verbal expression (depends
on the writer, spoken aspect goes up to 35%). It has several benefits are as following:

1. Easy demonstration -Information can simply be offered in non-verbal communication

through using noticeable, audio-visual and silent means of non-verbal communication.

2. The substituting -Non-verbal message may alternative for spoken message especially if it is
obstructed by disturbance, disturbance, long-distance etc. for example gestures-finger to
mouth to indicate the need for quite, face expressions- a nod instead of a yes.

3. Easy understanding -This communication depends on upon these factors facial expression,
eye contact, proximity, touching etc. which can help illiterate people to understand that what
speaker want to share .

4. Less wastage of time -The message from the non-verbal interaction is received by the
recipient very fast. For this reason, it decreases the waste of time of the speaker.(The
Business Communication , 2015)

Disadvantage of Non- verbal communication.

Despite benefits of non-verbal interaction, it has some restrictions or drawbacks which are:

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 1. A long conversation is not possible– In non-verbal conservation, lengthy discussion,
and necessary details are not possible. No one can talk about the particular problems of
the information.

2. Hard to understand– Since in this type of communication speaker only use gesture,
facial expression, eye contact, touch etc. for communication and it might become difficult
for some people to understand.

3. Costly– In some cases, this type of communication become costly because sometimes
speaker use tools like a neon sign, power point presentation, cinema etc. Which are much
expensive as equivalence to another form of communication.(The Business
Communication , 2015)

Visual Communication

Visual communication is the communication that relies on vision. As another type of

communication with verbal and nonverbal communication, it takes place with the aid of visual
elements.

Forms of Visual Communication

There are many forms of visual communication. To choose a proper form of visual
communication, you need to think about the background of your audience, your communication
purpose, the nature of your statistics and so on. See some of the commonly used visual
communication presentation forms.

Public Signs

A sign is a mark or shape that always has a particular meaning, for example, in mathematics or
music. We can see many public signs that play an important role in our daily life. Their
advantages lie in the cross-cultural communication which is not limited by language barrier. See
some examples below.

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Visual Symbols

Visual symbols are used from long ago. For example, pigeon, heart and gold are used as the
symbol of peace, love and wealth respectively.

Chart and Graph

This form is very perfect for data analysis. It includes many types such as bar, column, pie and

doughnut chart. To analyze your figures more effectively, you can combine them together. See

an example below.

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Table

Table is suitable for classifying numbers. It is one primary form to structure and communicate

quantitative data.

Map
A map can represent a place vividly. Paper maps are portable and can be carried around easily.

Online maps are gaining increasing popularity. For example Google Map, a reliable mapping

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service, provides useful location information. Check out some amazing slides made with vector

maps provided by Edraw.

Other Diagrams
Listed above are only a small part of visual communication forms. Other forms include flow

chart, org chart, mind mapand so on. Please refer to page: diagram types for more information.

Flowchart Example Org Chart Example Mind Map Example

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In a word, there are many effective forms of visual communication. Present your message in the
most appropriate method will better ensure effective communication.

REFERENCES

https://www.universalclass.com/articles/writing/business-communication/conflict-resolution/the-
ten-channels-of-nonverbal-communication.htm
https://saylordotorg.github.io/text_organizational-behavior-v1.1/s12-04-different-types-of-
communicati.html
https://quizlet.com/71447775/chapter-6-ii-the-channels-of-nonverbal-communication-flash-
cards/
https://content.wisestep.com/top-advantages-disadvantages-verbal-communications/
https://tejbirblog.wordpress.com/2016/07/03/advantages-and-disadvantage-of-non-verbal-
communication/

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