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EFFECTIVE COMMMUNICATION
Communication has to be planned, evaluated against defined & clear objectives. It has to
be systematic & consistent & also appropriate to create message to have desired impact.
RECIPROCAL MODEL
(Communication Is a Two-Way Process)
Information
RECIPROCAL MODEL
A. TRANSMISSION MODEL
The emphasis is on : transmitting the data. Here the comm. Travels from the
speaker to the receiver . The sender sends info, it travels through channel & the
receiver decodes the message . Info is coded into words & symbols.
c. ASSUMPTION MODEL
a. T : Target Objectives :
In order to make communication successful, one must first focus on the ‘objectives’ & choose the
medium accordingly. Objective may be to spread info about any Organizational policy. This kind
of communication is descriptive & sent through reports, Presentations Seminars, Workshops,
On-line, Live Courses.etc. For presenting Reports to superiors, one must link up the Policies &
quote procedures to make points.
Examples: New Product Launch, Group Insurance Scheme Launch, Appraisal methods &
Techniques etc.
1. Extending Information :
b. External Info (credit availability, availability of raw material, Power, Govt rules etc)
c. Internal Info (Info about strength, weakness with respect to capital, production & sales
capacity.)
e. New Development info. (Latest Research, New R & D in the field, upgradation of
product.
Examples: Believing in company’s goals, objective, values, strict follow ups of company
procedures, follow ups of policies
In order to comm. effectively, the Speaker should gauge target audience, what role they play.
Based on their responses to communication, the Receivers have been categorized into :
1. Apathetic Listeners
2. Hostile
3. Crirtical
4. Sophisticated
5. Credent
Such listeners should be made the part of whole process, they should be involved in the
process by such rhetorics:
“ Am I right?
“ Don’t you think so?”
“What’s your opinion about this issue?”
2. Hostile Listeners; Such Audience receive your views with hostility. The reason could
be : difference in attitude, psychological make-up of mind, bearing different personality
traits. belonging to diff culture & possessing own convictions.
Such audience should be convinced & hostility removal should be the objective.
Participation of such audience is mandatory.
3. Critical Listeners: Such Audience constitute very important part of the crowd as they are
intelligent, possess analytical bent of mind, have scientific view points. Receiver receives
ideas based on facts & figures.
Desired impact is to be identified next. This may be achieved through some of the techniques &
devices mentioned below:
Besides removing receiver’s ampathy & gaining attention, his motivations should be channelised.
This can be done through:
Some audience are very hostile to your ideas, abating their hostility is a big challenge. Such kind
of situations occur among ‘CRITICAL’ listeners, who appreciate authenticity, originality of ideas &
intellectual content of your communication. For such audience, the Speaker must NOT appear
hostile, otherwise this shall further accentuate (increase) the opposition. DO not excessively
dramatise. The speaker can focus on ‘CREDENT AUDIENCE’, who are open to constructive
discussions.
Persuation of reader or listener can only be done through open, rational, logical comm, not
through concealment. Hence speaker’s ideas should be clear, sound, logical & authentic. To gain
effectivity in comm, following principles need to be taken care of:
Meet the critical standards within your field or subject area, i.e : Principles, concepts, terminology,
technology & methodology.
Be open to ideas, criticism & modifications.
Make your comm. truly co-operative & interactive, getting along with people is very important.
HOW TO GET ALONG WITH PEOPLE
1. Tell the truth & don’t be vague when you have to say something
unpopular.
2. If you have nothing to say, keep quiet.
3. Try hard to understand the other person’s poin-of-view.
4. Not everybody can speak clearly, try to get the clear message.
5. Begin building your relations with your speakers by liking & listening
them.
6. Treat others as you would like to be treated by them.
5. Monitoring Communication
The Communicator must make sure that communication is monitored regularly. Regular
monitoring & reviewing enables the company to access the cost effectiveness of it’s
communication policy.
D. Method/Technique
After the Objectives have been decided, target audience is outlined, one needs to leave desired
impact on an audience by using specific techniques. An interesting way or technique of
communication is to follow “SRIF PRINCIPLE”.
Frame
Frame Behaviour
of
of Action
Reference
Experience
(about present situation & msg) (about the past situation & experience)
Greater the overlap of the circles or positive factors in two fields, the stronger would be SIRF.The
communicator, for effective comm, needs to ensure that the field of experience & field of
reference of the ‘target group’ is positive. This will lead to greater impact & result in desired action
on the part of receiver.
Example: A company which is about to launch a new Mutual Fund. The ‘Frame of reference’; that
is the present image of the company & ‘The Frame of Expereince’, i.e the experience which the
potential investor have had with the company in other past financial dealings with it, will greatly
determine the response to mutual fund. The better the image & past experience of the target
Group, the better will be the chances of the mutual fund being successful.
The Communicator herself/himself critically judges the comm., but you may not be completely
objective & fail to recognize the inherent weaknesses in your method.
B. Formal testing:
Here selected people evaluate the comm. through formal research methods & provide feedback.
Company wide research systems & procedures are used to screen the most imp types of
communication & presentations.
2. Getting Written Responses: can be got by getting responses written down on paper.
3. Getting Formal Response: Can be got through standardized questionnaires, procedures &
evaluation perspectives.
Listening Behaviors
When you focus only on yourself, you often forget to listen, and as a
result, the chances for successful communication are poor. Listening is the
basis of effective communication and entails much more than just hearing
sound.s
Think about the last time you noticed someone obviously not paying attention when
you were trying to communicate. What specific behaviors did the person exhibit that
led you to believe that he or she was not attending to you? What impact did the
person’s behavior have on you?
Perhaps you felt alarm that your important message was not getting through
properly, or frustrated that your audience was not “getting it.” You may have been
offended by your listener’s inattention or felt an urge to repeat your message. You
can learn more about listening behavior by examining the type of listener you tend
to be. Use the following activity to learn more about your listening style.