Communication-Tm

Republic of the Philippines
Polytechnic University of the Philippines
College of Business
Department of Management and Entrepreneurship
Mabini Campus, Sta. Mesa, Manila

“Effective Communication between Management and Employees”

Training Module

I. The Definitions of Communication There are several definitions of communication as advanced by different authorities, such as: 1. According to Robert Albanese, “communication is information that flows and transfers meaning and understanding form an information source, which is the sender, to an information receiver.” 2. According to Keith Davis’ “communication is the process of passing information and understanding from one person to another person.” 3. According to Mcfarland, “Communication is the process of meaningful interaction among human beings. It is the process by which meanings are received and understandings are reached among human beings” 4. According to Newman and Summer, “Communication is the exchanging of facts, ideas, opinions or emotions by two or more persons.” 5. According to Robbins and Coulter. “Communication involves the transfer and understanding the meanings. 6. According to Qureshi, “Communication is the Interaction between persons which includes the exchange of information, ideas, emotions, and understanding between persons.”
Finally, Communication can be defined as the process of exchanging information, ideas, feelings and understanding between the sender and receiver. It is the process of conveying meanings between two persons. It is a systematic process of conveying, listening and understanding something between two or more persons through words, figures, symbols, pictures, body, language, colors, and sounds.

Characteristics of Communication Communication is a process of interaction or an interactive process between persons. 1. Communications is a two-way process between the sender and the receiver. It includes exchange of ideas to promote understanding and goodwill. 2. Communications is a social process. 3. Communications is a dynamic social process which is adapted in accordance with the changing needs of the business environment. 4. Communication involves at least two persons, the sender of the message and the receiver of the message. 5. Communication should be properly planned to reach the target audience. 6. Communication should be performed by all the managers and employees in all levels of the organizational hierarchy. 7. Communication aims to extract desired response or data from the receiver. 8. The message of communication is expressed through words, date, symbols, body language, pictures, figures, and sounds.\ 9. Communication may be oral, written or gestural. 10. Communication may be directed downward, upward, horizontally or on the same level. 11. The end result of communication is to attain harmony, understanding and cooperation in the organization.
Objectives and Goals of Communication According to John G. Clover, the objectives and goals of communication are the following: 1. To keep employees well-informed. 2. To provide employees with proper orders and instructions in relations with their duties and responsibilities. 3. To gather information from employees which may help management in decision making 4. To make every employee interested in his/her job and enjoy working in the company in general. 5. To express management’s interest and satisfaction in its personnel. 6. To reduce fast turn-over of personnel. 7. To motivate employees with the will to work and with the benefits obtained from their employment with the company. 8. To instill every employee with personal pride and joy being a part of the company. II. The Importance of Communication
According to haimann, “ the success of all managerial functions depends on successful communication.” Other experts state that, “good communication is the foundation for sound management.’ In fact, no small, medium, large and transnational organizations can survive without effective and efficient communication system.

According to M.U Qureshi, communication is important for the following reasons: 1. Effective communication facilitates efficient functioning of the enterprise. 2. Effective communication ensure proper planning. 3. Effective communication facilitates sound decision making. 4. Communication is at the very heart of the process of organizing. 5. Communication ensures effective staffing. 6. Communication is essential for leading people. 7. Communication enhances motivation and morale. 8. Communication facilitates good coordination. 9. Effective control requires sound communication system. 10. Effective communication promotes democratic management of the organization. 11. Effective communication ensures sound human and industrial relations. 12. Effective communication promotes goodwill, understanding and the good image of the organization. 13. Effective communication avoids illusion and ignorance. 14. Effective communication facilitates organizational change.

III. The Communication Process The communication process is the method by which a sender reaches a receiver. The process requires 6 steps: (1) Develop an idea, (2) encode, (3) transmit, (4) receive, (5) Decode and (6) use. Develop an Idea – the first step is to develop an idea or thought that the sender wishes to convey. Unless there is a worthwhile message to transmit, all other steps will become useless. Encode – the idea is to put into suitable words, charts or other symbols for transmission. The sender should determine at this point the method of transmission so that the words and symbols may be organized for the type of transmission chosen. Transmit – transmission by the method chosen is then the next step. The channels of communication should likewise be determined together with the proper timing in sending the message. The communication channel should be as much as possible, free of berries or interferences, in order that the message will have a good chance of reaching the intended receiver and holding the receiver’s attention. Receive – at this point the message in transferred to the receiver who tunes it up to receive it. Without an effective reception, the message fizzles out into nothingness.
Decode – the message is then decoded so that it can be understood. The sender’s intention is for the receiver to understand in full the message conveyed. However, due to difference in perception between the sender and the receiver, misunderstanding may take place. It is in the receiver’s mind that understanding can take place. Telling is not sufficient communication unless understanding at the other end is brought about. Use – the final step in the process is for the receiver to use the communication, either by ignoring it, performing the task called for, storing the information or doing otherwise, as directed.
Communication reveals to others the nature of the communicator, His way of thinking and his other values. It therefore, plays an important role in interpersonal and group relationship. The rule of five – there are two additional steps desired by senders, which are, however, not needed to complete a communication. These are acceptance and feedback to the sender regarding the message. Acknowledgment of the communication is usually desired by the senders so that cooperation and motivation will be enhanced. Senders likewise desire feedbacks to know how well the message is understood and used. The entire set of five receiver steps: (1) receive, (2) understand, (3) accept, (4) use, and (5) feedback. These are the rule of five of communication. If the communication successfully undergoes these five steps with a receiver, the communication can be said to be successful.

Four Types of Communication Networks 1. Chain Network. Communication is a vertical line from the bottom and bottom to top of the organizational hierarchy. 2. Circular Network. Communication moves in a circular way. Every individual can communicate with the person on his immediate right or left but not with any other person in the organization of group. 3. Wheel or Star Network. This refers to a network which the members of an organization usually do not communicate directly with each other. They usually communicate with other members through one superior or manager like the hub of the wheel. The manager’s acts as the central point like the hub of a wheel. This network is also known as “autocratic network” 4. Free-Flow or Decentralized or All Channel Network. This type of communication network is one in which lines are not structured. Every member of the organization can communicate freely and frankly with all other members. Thus, there is no restriction on the flow of communication and therefore, it is more of the nature of an informal network.

IV. The Categories of Communications 1. On the basis of organizational structure; 2. On the basis of direction; and, 3. On the basis of mode of expression.
Communication on the basis of Organizational Structure 1. Formal communication; and, 2. Informal communication or “grapevine.”
The Formal Communication
Formal Communication means the communication which travels through the formally established channels. It establishes the single path of communication channels which link the various positions. Thus, it is deliberately and consciously established by the management. Members of the organization are expected to communicate through these formal channels. Formal communication may be upward, downward and horizontal or on the same level of organizational hierarchy.

The advantages of Formal Communication 1. It ensures orderly flow or communication. 2. It helps in maintaining the lines of authority in the organization. 3. It helps in maintaining direct contact with the subordinates. Thus, it facilitates control by superiors. 4. It helps in the fixation of responsibility and accountability. 5. It helps in maintaining discipline.
The Disadvantages of Formal Communication 1. It is time-consuming. 2. It obstructs free and accurate circulation of information in an organization. 3. It lacks personal contacts and leadership. 4. It creates a bottleneck in the flow of information because all information is channeled through a single executive. 5. There is the possibility of distorting facts when the message passes through various levels. 6. The filtering of facts is possible in upward communication, since a person working in a subordinate capacity is likely to report to his superior.
The Informal Communication (Grapevine) Informal Communication takes place on the basis of informal relations between the members of a group. It is on the basis of personal communication is the nature and not a formal communication. It does not flow through the official lines of the chain of command and channels of communication. Informal Communication is sometimes referred to as grapevine. It transmits information about what people are doing. It often leads to rumors in the organization.

Keith Davis Identified four networks in transmitting information through the grapevine: 1. Single Strand. One and one person communication. 2. Gossip chain. Every member of the informal group talks with everyone and it is usually about personal matters. 3. Probability Chain. Communications of information is done randomly. 4. Chester Chain. Grapevine communication generally operates like a chester chain.
The Advantages of Informal Communication 1. It is faster in speed the formal communication 2. It is more flexible. 3. It is dynamic and reacts quickly according to the change of time. 4. It is a powerful tool of communication 5. It helps improve decision-making. 6. It satisfies the inner urge or need of people. 7. It is an effective means of communicating organizational rules, values, morals, traditions and history. 8. It supplements formal communication. 9. It may serve as a trial-balloon of management on any critical issue. 10. It may provide feedback to managers on their actions and decisions.

The Disadvantages of Informal Communication 1. It carries inadequate information. 2. It promotes gossips and spreads rumors. 3. It is hard to identify the sources of information. 4. It my create misunderstanding and confusion. 5. Information may mislead personnel.
Communication on the basis of their direction, such as: 1. Downward Communication; 2. Upward Communication; 3. Horizontal Communication; 4. Diagonal Communication.
Downward Communication is one that flows from top to bottom or from superior to subordinates down the lines of the organizational structure. According to katz and Kahn, the following are the Objectives of the downward communication: 1. To give specific task directives about jobs; 2. To give information about organizational procedures and practices; 3. To provide information about rational of the job; 4. To tell the subordinates about their performances; and, 5. To provide ideological type information to facilitate goals.
The Advantages of Downward Communication 1. It helps in explaining company visions, mission, objectives and goals, policies, rules, procedures, project and tasks to the subordinates. 2. It helps to coordinate and integrate levels of management in the organizational structure. 3. It helps managers to use their authority and power effectively and efficiently. 4. It helps management to introduce organizational change. 5. It eradicates misunderstanding and doubt between management and workers.
The Disadvantages of downward Communication 1. Information might be filtered because it passes through several levels of management in the organizational hierarchy. 2. Inaccurate information might prevail because of the sender’s carelessness, poor communication skills, decoding and distortions. 3. Sometimes it is time-consuming because it passes through several levels of management. 4. Some executives at various levels tend to filter information for their personal interests.

Steps to Improve Downward Communication: 1. The message must be specific, clear and vivid. 2. It should be time-bound. 3. It should be in line with duties, responsibilities, capabilities, authorities and accountabilities of the receiver. 4. It should be in accordance with the organizational visions, mission, objectives and goals. 5. It should be within the organizational policies, rules and regulations.
Upward communication is one that flows from bottom to top management or from subordinates to superiors along with the chain of command in the organizational hierarchy. The communication may be in the form of progress reports, problems, suggestions or recommendations, opinions, ideas, grievances, complaints, appeals and request, and explanations.
The Advantages of Upward Communication 1. It provides feedbacks from the workplace or field. 2. It enables managers to know the progress of the project done by the subordinates. 3. The subordinates can express their problems, grievances and appeal to management 4. The subordinates can be innovative and creative. 5. It increases receptiveness of communication. 6. It enables executives to evaluate the impact and effectivity of communication. 7. It creates feelings of belongingness, harmony and cooperation among the subordinates.
The Disadvantages of Upward Communication 1. Subordinates may not provide the complete details of the information. 2. Subordinates may forward favorable information regarding their interest directly to them. 3. Superiors usually do not allow subordinates to forward information directly, 4. Distorted communication may be forwarded by some subordinates.
The Horizontal or Lateral Communication refers to the communications between personnel of the same level or position. The objective of horizontal communication is to promote good coordination and integration among the different departments or offices.
The Advantages of Horizontal Communication 1. Better coordination and integration among offices or departments. 2. Personnel on the same level shall be encouraged to share or exchange vital information. 3. There shall be joint efforts in the solving of problems. 4. It develops favorable working environment. 5. Inter-department conflicts can be solved easily. 6. It helps avoid overlapping and duplication of activities.

The Disadvantages of Horizontal Communication 1. Sometimes it is hard to get the willingness of other personnel to share information. 2. Differences of visions, experiences and approaches may distort the information. 3. Usually, personnel may tend to suppress information which is disadvantageous to the organization.
The Diagonal Communication refers to the communication between people who are neither in the same department nor on the same level of organizational hierarchy. For example, promotion cost analysis, may request marketing representatives to report directly to him. When a marketing representative forward reports directly to the cost accountant, then, it is said to be a diagonal communication. They need not forward their reports first to the marketing executives who shall, in turn, forward their reports to the cost accountant. The flow of communication is diagonal rather than vertical. It helps to save time and to speed up decisions-making.

Kinds of Communication Based on the Mode of Expression 1. Written Communication 2. Oral or Verbal Communication 3. Gestural or Non-Verbal Communication

Written Communication is expressed through written words. It may be expressed through groups, charts, diagrams or pictures with or without words. It may be in the form of letters, circulars, notes, memoranda, reports, pamphlets, brochures, handbooks, manuals and others.

The Advantages of Written Communication 1. All concerned have the same information. 2. It is permanent record of information. 3. It is an effective means of communicating lengthy messages. 4. There is no alternative in the messages. 5. It is an effective means of explaining information at distant places. 6. It is complete, clear, precise and correct. 7. It allows time to think before communicating. 8. It avoids misunderstanding, disputes and conflicts. 9. It is valid, legal evidence. 10. It is an effective means of transmitting messages to a large number of person at the same time.
The Disadvantages of Written Communication 1. It is more expensive. 2. It is more time-consuming. 3. There is no secrecy. 4. Corrections cannot be done easily once the communication is already released. 5. There is no personal touch. 6. It can subject to several interpretations. 7. There is no immediate feedback.
Two shades (oral or verbal) communication is expresses through words-of-mouth or spoken words. It may be in the form of face-to-face conversation or through any electronic mode such as telephone, cellular phone, intercom and other means. Oral communication may also be in the form of one-to-one conversation such as meetings, group discussions, joint consultations, announcement, group meetings, speeches, lectures, radio and TV Broadcasts. According to haimann, “the human voice can impact the messages with the meaning and shading which even long pages of written words simply cannot convey.” 1. It is more economical than written communication. 2. It is faster and reaches the target audience more easily. 3. It promotes personal touch and leads to better understanding and goodwill. 4. In case of errors, immediate corrections can be made. 5. In case of doubts, immediate clarifications can be requested. 6. Feedback and reactions can be received immediately. 7. Inter-active participation among the participants can be obtained. 8. It is more flexible than written communication.
The Disadvantages of oral communication 1. It is less reliable than written communication. 2. It is sometimes distorted. 3. There are no records for future reference. 4. There is no ample time to think before conveying the message or information. 5. It presents regional language problems. 6. It is expensive in case the receiver of the message or information is at a distant place.
The Gestural (non-verbal) Communication is a mode of communication through postures or gestures of the different parts of the body, such as movement of the lips, wink of an eye, the wave of the hands, movement of heads, facial expressions, tone of voice, and any other movement of body or body parts which may be used to transmit the message.
Non-verbal mode is considered as one of the effectiveness modes of communication. The feelings, emotions and attitudes of the person can be easily conveyed. It can also easily convey the reactions and responses of the listener of the message of information.

Barriers to Effective Communication The barriers to effective communication according to M.U. Qureshi are follows: 1. Poorly Expressed Message – this is the most common barrier of effective communication – poor expression. Wrong choice of words and phrase, faulty construction of sentence, ambiguous language and lack of coherence are the main causes of poor expression of a message. 2. Complex Organizational Structure – long chain of command, large span of control, several layers of management, confusing relations between lin and staff officers and the long distance between the sender and receiver of the message may create barriers of communication. 3. Status Barriers. Person with high positions sometimes do not walk to talk freely with their subordinates. The worse is that, many superiors do not want to listen patiently to their subordinates. 4. Filtering Information. Communication only convey information which the receivers or listen would appreciate. This practice tends to distort communication. 5. Semantic Barriers. Different people may derive different meanings from the same words or symbols. 6. Language Barriers. There are times when the language of the sender and the receiver of the message are different. Both cannot communicate themselves effectively due to language barriers. 7. Different Backgrounds. Different individuals often interpret the same communication differently because of their different backgrounds. Thus, when people with different knowledge and experience try to communicate, they often have trouble in getting their meaning across. 8. Emotional Attitudes. When emotions are running high, it is difficult to know the frame of mind of the other person or group. There is a great tendency that the communicator is biased. 9. Undisclosed Assumptions. Undisclosed assumptions underlie practically all messages. Because of this, the receiver of the message may have same assumptions which are different from the assumptions of the communicator. 10. Inadequate Attention or Half-Listening. Joseph Dooher stated that “ listening is the most neglected skills of communication .. half-listening is like racing your engine with gears in neutral. You use gasoline but you get nowhere.” 11. Barriers Due to Lack of Mutual Trust. When we communicate, we are trying to establish commonness. Thus, one will freely transfer information and understanding with another only when there is mutual trust between the two. 12. Resistance to Change. It is general character of human beings to stick to old and customary pattern of life. They may resist change to maintain status quo. Thus, when a new ideas are being communicated to introduced a change, it is likely to be overlooked or even opposed. 13. Mechanical Barriers. Barriers are created by the mechanical system used in communicating messages.
Strategies to Effective Communication 1. Clarity and Completeness. It is a necessary and important to know the target audience for whom the message is to be sent. The message to be conveyed must be clear and can be easily understood. 2. Proper Language. This message should be expressed in simple terms, brief and clear language. 3. Proper Channel or Medium. Selection of proper channel or medium is very necessary. A proper combination of written, oral and gesture modes as well as formal and informal channels should be used to ensure effective communication. 4. Sound Organizational Structure. To obtain effective communication, the organizational structure must be properly structured in accordance with the needs of the organization. 5. Training and development of employees. Employees should be trained and developed in line with the vision, mission, objectives and goals of organizations. They must be properly informed about the policies, rules and regulations of the organizations. 6. Effective listening. In order to communicate effectively, one should be a good listener. Superiors should develop the habit of patient listening and avoid premature evaluation of communication from their subordinates. 7. Consultation and Participation. Proper consultation and participation of subordinates in the decision-making process shall lead to effective listening and communication in the organization. 8. Motivation, Mutual Trust and Confidence. Proper planning is important to determine the best way to motivate the receiver to act the desired action. A sense of mutual trust and confidence should be cultivated to have free flow of information. 9. Integrity Factor. Management should be consistent in maintaining high sense of integrity. 10. Use a formal Communication. Formal channels of communication should be supplemented by the picture and understanding of what is taking place in the organization. 11. Effective Feedback Mechanism. Management should be able to receive good feedback and different sectors that were affected by the actions carried upon the management.
Effective Listening Effective listening enables the receivers to take exactly the idea that a sender wishes to convey. Good listening learn more within a short period of time; it makes the listener learn more about the person talking as well as what he is saying; it is also a manifestation of good manners and it encourage others to respond by listening to what the receiver has to say. Listening is most effective for understanding general ideas about short-term operating problems but is not effective for receipt and storage of many factual details. Written words are more effective in receiving and storing factual details. Good listeners use their idle time to think in terms of the speaker’s objective, weigh evidences, search for clues to meaning and review what has been said.