Chapter Nine
Communication
Chapter Overview …………………………………………………….. Error! Bookmark not defined.
Learning Outcomes …………………………………………………………………………………………. 2
Real-World Challenge: Enhancing Employee Engagement through
Video Exercise ………………………………………………………………………………………………. 18
Chapter Overview
Communication, a form of social interaction, is the glue that holds organizations together; it is not an
understatement to say that if communication within an organization is consistently ineffective that
organization is not likely to survive. Communication is related to higher levels of employee engagement,
Learning Outcomes
After studying this chapter, students should be able to:
1. Describe the communication process, explain the difference between one-way and two-way
Real-World Challenge: Enhancing Employee Engagement through
Communication
Summary: Online news and social networking service Twitter relies on collaboration and communication
among its employees to succeed. Twitter knows that communication is a powerful tool for engaging and
inspiring people, and it wants to leverage technology to improve communication among its employees.
Real-World Challenge: How can Twitter effectively use technology to improve communication
throughout the organization to drive high levels of employee engagement?
Chapter Outline
I. THE COMMUNICATION PROCESS
Communication is the process of transmitting information from one person to another to create a
shared understanding and feeling.
Communication does not mean agreeing, only that information is transmitted and received as it was
intended.
Figure 9.1 illustrates the communications process.
The six parts of the model of the communication process are:
1. Encoding occurs when the message sender converts a thought, idea, or fact into a message
5. Feedback is a check on the success of the communication. Repeating or paraphrasing the
intended to communicate.
In other words, in the communication process the sender translates (encodes) information into
words, symbols, or pictures and passes it to the receiver through some medium (channel).
The sender then receives the message, retranslates (decodes) it into a message that is hopefully the
A. Nonverbal Communication
The way we communicate is more important to a message’s meaning than the words we
actually say.
Nonverbal communications are communications that are not spoken or written but that have
meaning to others.
1. Body Language
Body language is a body movement such as a gesture or expression that conveys
information to others.
Research suggests that in a typical face-to-face communication exchange, 7 percent of the
total message is conveyed by the words, 38 percent of the total message is conveyed by
2. Verbal Intonation
B. One-Way and Two-Way Communication
In one-way communication, information flows in only one direction. The sender communicates
a message without expecting or getting any feedback from the receiver.
Once a receiver provides feedback to a sender, the sender and receiver have engaged in two-
way communication.
C. Task Interdependence
When one person or unit is dependent on another person for resources or information to get
work done, communication needs increase.
team, and creates the highest potential for conflict.
D. Barriers to Effective Communication
A number of potential barriers to effective communication exist. Table 9.2 summarizes some of
the most common barriers that can interfere with the accurate communication of a message.
1. Selective Perception
Selective perception occurs when we selectively interpret what we see based on our
2. Information Overload
Filtering can occur when a receiver has too much information.
When the amount of information available exceeds our ability to process it, we experience
3. Organizational Barriers
Organizational barriers to communication come from the hierarchical structure and culture
of the organization.
4. Cultural Barriers
Words and gestures can mean different things in different cultures.
In some cultures, people tend to say what they mean and to mean what they say, leaving
little to subjective interpretation. These low-context cultures rely on the words themselves
to convey meaning.
5. Noise
Noise is anything that blocks, distorts, or changes in any way the information the sender
intended to communicate. It can enter anywhere in the communication process and interfere
with the successful transmission and reception of a message.
Interruptions, the sound of engines or machinery, dim computer screens, small font, or a
receiver’s headache are all physical barriers that create noise.
Global Issues: Cultural Differences in Communication
Summary: Verbal and written communication vary around the world. The international business
communication process is filtered through language, environment, technology, social organization, social
history, authority beliefs, and nonverbal communication. Problems often arise when those from one
culture cannot understand the other person’s communication practices, traditions, and thinking.
II. COMMUNICATION SKILLS
Communicating effectively is an important managerial skill, and a skill critical for effective
leadership. Many barriers exist to good communications that are beyond your control, but
improving your communication skills can help to overcome these barriers.
A. Listening Skills
Listening is not the same as hearing. Hearing is passive; listening is an active search for
meaning.
Active listening plays an important role in communication and is especially important for
effective leadership. It requires becoming actively involved in the process of listening to what
others are saying and clarifying the meaning of messages if they are unclear.
Ways to be an active listener include asking open-ended questions and sending the other person
feedback to check that you understand the message. Making eye contact, nodding occasionally,
and showing appropriate nonverbal behaviors also show the sender that you are listening.
Experts generally offer the following suggestions for being a good listener:
• Pay close attention and make useful and logical connections.
B. Giving and Receiving Feedback
Both giving and receiving feedback are essential to career success. To be most effective and
acceptable for the recipient, feedback should be timely, frequent, consistent, specific, and
private. Here are some guidelines for effectively providing constructive criticism:
• Give feedback in private. If criticism needs to be given to a work team, try to avoid
singling anyone out.
modified.
Responding to negative feedback is not always easy. To professionally receive and respond to
negative feedback, it is a good idea to:
• show appreciation for the feedback. Remember that giving feedback isn’t easy either.
C. Writing Skills
Effective business writing is not just about grammar and punctuation—the style and tone also
have to be appropriate for the audience.
Business writing needs to be professional and direct and often needs to be persuasive.
• Write for your audience.
• Edit and revise.
• Format for readability.
D. Presentation Skills
Managers need effective presentation skills to present proposals to supervisors and to
communicate with other managers and groups of subordinates at once.
Here are some suggestions for making effective presentations:
• Speak up and speak clearly.
E. Meeting Skills
Because they lead groups and teams, another way that managers often communicate is through
meetings. In addition to wasting time and money, poorly led meetings are often a source of
frustration.
Meeting effectiveness may be improved when people come prepared to meetings, an agenda is
Here are some suggestions for running effective meetings:
• Have a good reason to meet in the first place, or do not meet.
III. COMMUNICATION MEDIA
Managers can choose from a variety of communication media. Some of the most popular are the
Internet, collaboration software, intranets, and oral communication.
Media richness is an important factor for each form.
A. The Internet
The Internet has fundamentally changed how many managers communicate. Individuals using
the Internet are able to select only the information they want using information pull.
Information pull occurs when someone receives requested information.
This contrasts with the broadcast technique of information push where people receive
Instant messaging enables users to see who is logged on and to chat with them in real time
rather than emailing and waiting for a response.
There are four major types of telework:
1. Home-based telecommuting includes people who work at home for some period on a
regular basis, but not necessarily every day.
2. Satellite offices are situated away from main offices to be more convenient for
B. Collaboration Software
Online collaboration tools allow members of workgroups and teams to share information to
improve their communication, efficiency, and performance.
By providing features including planning tools and an online meeting site, these tools enhance
the collaborative abilities and efficiency of team members by integrating work being done on a
C. Intranets
At its simplest, an intranet is a website stored on a computer that is connected to other company
computers by an internal network.
Because they centralize data in an easy-to-access way, intranets are a good idea when a
company’s employees need to reach the same company information.
Portals allow team members to easily share news and ideas, enhancing collaboration and
project implementation efficiency. They are often customizable, allowing employees to
subscribe only to the information they need.
Portals can be integrated with other applications. By consolidating information and connecting
employees with one another, they help companies function as a single unit, rather than as
individual entities.
D. Oral Communication
Despite the speed and convenience of technology-based message channels, many of them
promote one-way communication and decrease feedback opportunities. This can increase the
chances of miscommunication.
E. Media Richness
Communication media can be classified in terms of their richness, or the media’s ability to
carry nonverbal cues, provide rapid feedback, convey personality traits, and support the use of
natural language.
The richness of a medium depends on four things:
1. Interactivity, or the availability of feedback. Immediate feedback allows senders to
adjust their messages. Richer media provide faster feedback.
2. The ability to transmit multiple cues, such as physical presence, voice inflection,
Sometimes the extra expense of face-to-face communication is worth the cost because of the
richness of the communication it enables as well as the respect and sincerity it conveys.
Case Study: Communicating Ethics at Cisco
Summary: Technology provider Cisco Systems Inc. puts a high value on ethics and corporate social
responsibility. Cisco had been cramming ethics and compliance information down employees’ throats.
Because employees are tech-savvy engineers, the company’s in-person, PowerPoint-based training was
not working. Cisco decided to make the ethics and compliance program fun.
1. What are the advantages of Ethics Idol as an ethics training communication medium over in–
person PowerPoint training?
2. Would you enjoy this type of training program? Why or why not?
3. Can you think of other ways ethics and corporate social responsibility information could be
communication in an engaging way?
IV. ORGANIZATIONAL COMMUNICATION
Organizational communication is the exchange of information among two or more individuals or
groups in an organization that creates a common basis of understanding and feeling.
Organizational communication can move in a variety of directions, and be formal or informal in
nature.
Figure 9.3 illustrates downward, upward, horizontal, and diagonal communication paths in
organizations.
A. Downward Communication
Downward communication occurs when higher-level employees communicate to those at lower
levels in the organization—for example, from a manager to a subordinate.
B. Upward Communication
Upward communication occurs when lower-level employees communicate with those at higher
levels—for example, when a subordinate tells a manager about a problem employees are having
meeting a customer’s request.
C. Horizontal Communication
Horizontal communication occurs when someone in an organization communicates with others
at the same organizational level.
D. Diagonal Communication
When employees communicate across departments and levels, they are engaging in diagonal
communication.
E. Formal and Informal Communication
Formal communications are official, organization-sanctioned communications. They can be
upward, downward, horizontal, or diagonal.
F. Social Networking
A social network is the set of relationships among people connected through friendship, family,
work, or other ties.
These informal networks can be helpful; they give employees access to people who can help
solve problems and get work done.
Summary and Application
The communication process starts when a sender translates (encodes) information into words, symbols, or
pictures and passes it to the receiver through some medium (channel). The sender then receives the
message, and retranslates (decodes) it into a message that is hopefully the same as what the sender
intended.
Noise can enter anywhere in the process, making the message received different from the one the sender
intended. Feedback creates two-way communication that helps to check on the success of the
communication and ensure that the received message is accurate.
Discussion Questions
1. What are your preferred methods of receiving information? Does your answer differ depending
on the type of information being sent?
2. What are the implications of organizational diversity on the communication media the company
should use?
Words and gestures mean different things in different cultures. For example, in much of the world the
3. What are some of the most common sources of noise when others try to talk to you? What can
you do to reduce their effects?
4. Think of a time when you have been persuaded by someone to do something. Why was the other
person able to change your attitude or behavior?
5. If you had to tell your boss bad news, what communication media would you use?
If possible, I would use face-to–face communication, the richest media, because this would allow me
6. If you were about to be fired, how would you want to hear the news? Why? How would you
least want to hear the news? Why?
7. Which do you think is more important for organizations: downward communication or upward
communication?
I think downward communication is more important because it consists of messages about how to do
8. Which do you think is more important for organizations: formal or informal communication?
Formal communication is more important because it is official, organization-sanctioned
9. What role, if any, do you feel the grapevine plays in organizations?
The grapevine plays a critical role in organizations because it carries rumors that may or may not be
Understand Yourself Exercise—Writing Conciseness
In this exercise, students read a customer complaint, then describe the business representative’s goals
in responding to the complaint. Then they compose a business letter in response, using a clear,
concise, business style and professional formatting.
Group Exercise—Active Listening
Learning Objective: Explain how the way we communicate can be more important to a message’s
meaning than the words we actually say.
Summary: Form groups of at least four people. Each group selects a workplace scenario:
The authors thank Professor Jim Gort at Davenport University for suggesting this exercise.
Video Exercise
Videos and questions can be found in the eBook and MindTap video folder.
Intermountain Healthcare
Summary: The healthcare industry today is changing rapidly. There actually seem to be two different—
and conflicting—sets of pressure affecting healthcare that relate to communication. Intermountain
Healthcare is a nonprofit healthcare system that provides hospital and other medical services in Utah and
Idaho. Intermountain uses clinical data to improve patient outcomes. The importance of communication is
highlighted in the way Intermountain works, especially in a field where information can be a matter of life
and death.
1. What characteristics of information are most important in Intermountain Healthcare?
Intermountain takes great care in making sure that all patient information is contained within the
2. How is the horizontal form of communication more prominent in Intermountain Healthcare?
Intermountain’s integrated patient records allow doctors, nurses and other healthcare professionals to
3. In what way is digital communication an important form of communication in Intermountain?
All patient records are digitized into the integrated patient care system at Intermountain. The system
Now What?
Imagine having a tight deadline requiring you to focus on writing a report for the rest of the day in order
to get it done on time. A worried-looking subordinate enters your office and ineffectively tries to
communicate a hurried message. What do you say or do? Go to this chapter’s “Now What?” video, watch
the challenge video, and choose a response. Be sure to also view the outcomes of the two responses you
didn’t choose.
Discussion Questions
1. What communications barriers are illustrated in these videos?
Barriers to effective communication are illustrated in these videos (see Table 9-2). Mary uses a heavy
accent and poor verbal communication. She is ineffective at communicating her message. This is a
2. How do these situations illustrate the importance of verbal and nonverbal communication as
well as active listening?
Communication is the transmission of information from one person to another to create shared
understanding. Mary did not successfully explain what was malfunctioning on the extrusion machine,
3. Which other aspects of communication discussed in this chapter are illustrated in these videos?
Explain your answer.
Mary sent Alex a message about the problem with the machine but did not get a response. This time,