MOHAMED 1ST UNIVERSITY

MULTIDISCIPLINARY FACULTY
-NADOR-

ORAL COMMUNICATION

Prof: Elhachmi AKKAOUI

 Objectives of ‘Oral
Communication’ Course
❑ This course has been designed to prepare you to be successful not
only academically, but also in the competitive world that you will
someday face.

❑ How well you will communicate with others will determine your
success in your profesion and in your interpersonal relaionships.

❑ As learners, you will need to explore the communication skills

necessary in order to participate fully and productively in society.
WHAT IS ORAL COMMUNICATION?
 Oral communication is a important process in our daily
life.
 Itcan take place with different people, at different times,
in different places and different situations.
 This communication occurs within ourselves in our
thoughts, ourselves with our family members, friends,
working members, people we meet outside, socially or
professionally.
 Some times we also may even need to communicate with
a small group or a larger group of audience such as
member of the public.
 Carl Rogers (1952), “a real communication occurs when
we listen with understanding – to see the expressed
idea and attitude from the other person’s point of view,
to sense how it feels to him, to achieve his frame of
reference in regard to the things he is talking about”.
 Models of
communication
 A Communication model is a systematic representation
of the process which helps in understanding how
communication takes place.

 A communication model shows/represents the process

metaphorically and in symbols.

 General perspectives on communication formed by

breaking communication from complex to simple and
keep the components in order.
Linear Model

Transactional Model

Interactive Model
 What?
In what
Who Said? channel?

The linear model in

communication is a one -way or
linear process where the speaker
To whom?
deliver the message and the
listener listen silently

With what
effect?

Noise Interferences
 Key Features
❑One way communication.
❑Senders send messages and receivers only receive.
(silently/passively)
❑No feedback
❑Used for mass communication.
❑Good at audience persuasion and propaganda
setting.
❑Intentional results.
❑Communication is not continuous as there is no
feedback.
❑No way to know if communication is effective.
 Criticisms of Linear Model
 Communication has a particular beginning and an
end, so it is not continuous.
 There is no concept of feedback which makes it
inapplicable to direct human communication and only
applicable to mass communication like newspaper,
television, etc.
 Human communication is mostly circular rather than
linear as audience is also an active participant.
 Communication may not happen in turns and more
than one message can be sent at the same time.
 The sender must have the ability to encode and the
receiver must have the ability to decode.
 The model has become less relevant to electronic
communication and internet where it’s not clear who
is the sender and who is the receiver.
 Types of Communication within
the Linear Model.
 As an attempt to explore and understand the human
nature scientifically, Aristotle developed a linear model
of communication for oral communication known as
Aristotle’s Model of Communication.

 Considered as the first model of communication and

was proposed before 300 B.C.
 The speaker must organize the speech beforehand,
according to the target audience and situation
(occasion).

 The speech must be prepared so that the audience can

be persuaded or influenced by the speech.

 For example, a politician (speaker) gives a speech to get

votes from the citizens/voters (audience) at the time of
election (occasion). The civilians only vote if they are
influenced by the things the politician says in his
speech.
 Ethos

Characteristics of
a Good Speaker

Pathos Logos
 Shannon-Weaver Model of Communication

 The Shannon and Weaver model is a linear model of

communication that provides a framework for analyzing
how messages are sent and received.

 Best known for its ability to explain how messages can be

mixed up and misinterpreted in the process between
sending and receiving the message.

 Claude Shannon (a mathematician) Warren Weaver was

(an electrical engineer) from the United States proposed
the model in 1948
 Shannon developed the theory to improve
understanding of communication via telephone and
eventually improve the quality of phones.
 Example:

 Person-Phone-Channel (Phone lines)- Phone –Person

 Person-Radio-Channel (waves)-Radio-Person
 Noise
 Whatever happens that causes the interruption of
commnication:

 Internal noise: when a sender makes a mistake

encoding a message or a receiver makes a mistake
decoding the message (misspelling a word).

 External noise: when something external (not in the

control of sender or receiver) impedes the message.
Berlo’s SMCR Model of Communication (1960)
 Transactional Model

The transactional model views

communication as an ongoing and
continuously changing process which
takes into consideration the effects of
noise, time, and systems. In this model,
communicators can send and receive
messages simultaneously
 Key features
 Used for interpersonal communication.

 Senders and receivers interchange roles

 No discrimination between senders and receivers.

 Simultaneous feedback

 Feedback is taken as a new message

 Encourages non-verbal communication

 Context of environment and noise.

 More noise due to communicators talking at the same

time
 The transactional model
types of communication

 Barnlund’s Transactional Model

 Helical Model

 Becker’s Mosaic Model

 Interactive Model

 The interactive model views communication as a process in

which the speaker and listener take turns speaking,
listening, and giving feedback to each other.

 But, interactive model is mostly used for new media like

internet.

 Here, people can respond to any mass communications like

videos, news, etc. People can exchange their views and
ideas. Different models that follow interactive model of
communication are:

 Schramm’s Interactive Model

1- Oral / verbal communication
 Any type of interaction between individuals which
makes use of words and involves speaking and
listening.

 The sender and receiver exchange their thoughts or

ideas verbally (face-to-face discussion or through any
mechanical or electrical device like telephone, etc)
 Examples of oral communication include:
 Face-to-face talks/discussions
 personal discussions
 presentations
 telephone calls
 informal conversations
 public presentations (speeches, lectures and
conferences)
 teleconferences /videoconferences
 Interviews
 business meetings
 Oral communication is effective when:
 Message is clear
 precise
 relevant
 tactful
 considerate
 concise
 informative
 adapted to the needs of the listener.
 The delivery variables
 Non verbal communication: posture, gestures, and
facial expression, eye contact are also important factors
in developing good oral communication skills.
 Advantages of Oral Communication
 Use of plain language.
 Generally inexpensive.

 Quick and Prompt with direct responses from both

transmitter and receiver.

 To improve understanding questions can be asked

immediately .

 Oral communication backed up by non-verbal

communication such to enhance the message

 Facilitates close contact and collegiality

 Disadvantages/drawbacks
 No formal record of what was said

 It may not be suitable for confidential or personal

information

 often more time-consuming

 Relies on the presenter's verbal skills

 formal presentations are time-consuming to prepare

 Non Verbal Communication - Actions Speak Louder
than Words

 Scenario 1 – You are sitting in front of an interview

panel with arms crossed before being asked a single
question.

 Scenario 2 – giving a presentation to a group of

people. You keep your gaze fixed at the centre of the
class / room throughout the presentation
 Components of Non Verbal
Communication
 Facial expressions, Postures and Gestures.

 Eye contact.

 Touching

 Distance between people as they interact.

 Use of time.

 Variations in Pitch, Speed, Volume, and Pauses to

convey meaning.

 Physical Appearance.
 “The mind is a wonderful thing. It starts
working the minute you are born and never
stops until you get up to speak in public”
Roscoe Drummond
Snakes
Heights
Darkness
Claustrophobia
Needles and Shots
Flying
Public Speaking
Lack of Positive Experience Being the Center of Attention

Feelings of Isolation

Why Do We
Hate Public
Speaking?

Being Judged by an Audience Fear of Failure

Public Speaking Anxiety

The following picture depicts two identical dolphins. It was used in a study to
measure the level of stress in evreyone of us. The number of differences you find
between the two dolphins reflects the amount of stress you have!!
How many times
have you
attempted public
speaking?
 Everyone is staring at you!
Why?
Because you
Being
are the
comfortable
EXPERT on
comes from
the content
being
that you are
confident.
delivering
Remember - eye
contact is a two
way street
 Are you really alone?

 You are in total control of your presentation.

 If possible, add audience engagement.

 Style of
Dress Height

How do you Atractivenes

Accent judge people s
initially?

Body language
Skin Colour
“90% of how well the talk
will go is determined
before the speaker steps
on the platform.”
 Prepare the right way.

 What is the specific purpose of your speech?

 What is your topic?

 Who is your audience?

 What are your time constraints?

 Will you be using visual aids?

 Body Eye Contact Posture
Language
No
Distractions Moving
Language
Important
Preparedness Factors to Voice
Remember

Time Appearance Unfilled

Management Pauses
 What is Communication?
▪ COM is the transfer of information from one
person to another. Experts believe that
successful COM depends 10 percent on what
you say and 90 percent on how you say it.

▪ COM is the interaction between two or more

people. That is, two or more people having a
conversation with one another. Oral COM is
only one method of interaction among many
(Fisher, 2005).
▪ COM can be defined as ‘the process by which information
meaning and feelings are shared by people through the
exchange of verbal and non-verval messages. COM is
transmitted by speech, signals and writing or emotion.

▪ Understanding the meaning of the COM involves ‘the

process of sharing meaning’.

▪ COM could therefore be defined as ‘ the management of

messages for the purpose of creating meaning’. Therefore,
the goal of effective COM is the successful sharing of
meaning.
 Effective Written & Oral Language
Difference
❖Written language ❖Oral language
• Precise • Dynamic transfer of
• Deliberate information
• Sophiscticated • Informal
• Less personal • Spontaneous
•Organized & explicit • Retractable (one can
• Credibility apologize for a mistake)
• Objective • Highly subjective
•Non-retractable • Conversational
(mistakes/flaws)
The Importance of Oral
COM
❖People with good COM SKILLS:
➢ Can relate well to colleague and customers
➢ Are able to get information they need
➢ Can explain things clearly and contribute to
meetings and discusions
➢ Are more successful in their careers
➢ Display more positive/productive relationship
with others
Types of COM
▪ Intrapersonal COM: conversing with yourself by
thinking. It is a process by which you convert raw
data into information, organize information gathered,
evaluate results and reach a conclusion
▪ Interpersonal COM:
➢ a. One-to-One COM: between two people
➢ b. Group COM: among three or more people
➢ C. Public COM: to address an audience
➢ d. Mass COM: to reach a bigger audience (through
using radio/TV)
Major Components of the COM
Process

Channel
Sender Receiver

Noise

feedback
 Major Components of COM
Process
▪ The process of COM begins with :
➢ The sender who sends/encodes a message using
speech or writing as medium or channel for COM.
➢ The message is received/decoded by the listener
➢ The listener who evaluates the information and
comprehends the meaning of the message
 Channel, noise and
feedback
 CHANNEL: can be formal or informal speech or
writing .

 NOISE: (as a barrier)is any disturbance which

occurs in the transmission process. In face to face
COM without a microphone may be disturbed by
noise in the environment such as traffic, people
talking…

 FEEDBACK: it is the reaction of the receiver to the

 Academic and Everyday
English 1

▪ Academic English is used in textbooks, in classroom and

on tests . It is different in structure and vocabulary from the
everyday spoken English of social interaction.
▪ In Academic English (AE), always make sure that you are
using formal or academic vocabulary and that you are
writing concisely without redundancy and precisely-with
words that accurately convey your intended meaning. Also,
ensure that your transitions make good logical sense and
enhance the coherence of the text. Additionally, we need to
avoid constractions.
▪ Four main considerations to pay attention to (when using
AE):
➢ Use formal vocabulary
➢ Use appropriate transitions
 Academic and Everyday
English 2

❖Use Formal Vocabulary

1. Words which are used in spoken English may
not be suitable for use in academic contexts.

Features of Informal L. example Appropriate Alternative

Contractions They don’t provide… They do not provide…

Slang Words busted unattractive

Abbreviations ASAP As soon as possible
Cliches Cream of the crop Best
Colloqualisms Who have been Bangalored who have lost their jobs
 Academic and Everyday 3

English
❖Use Formal Vocabulary
2. Choosing Strong verbs : more preferable than
phrasal verbs:
 Establish instead of set up
 To wipe out eliminate
 Produce churn out
 Tolerate put up with
 Assemble put together
 Academic and Everyday 4

English
❖Use Formal Vocabulary

3. Choose Specific Verbs:

 In reporting what you have gathered in your

research, you will need to use suitable verbs.
Rather than using: say, show, report all the time,
you can use: outline, demonstrate, maintain,
support, note, assert, claim, argue, infer, reason,
postulate, illustrate…
 Academic and Everyday 5

English
❖Use Appropriate Transitions

▪ Transitions play an important role in the

development of an academic essay

▪ Express addition, contrast, cause and effect, purpose …

▪ Help to create a sense of coherence

▪ Provide signposting to follow the writer’s thread of

 Academic and Everyday 6

English
❖ Avoid Redundancy (= not needed)
▪ Conciseness is a mark of good academic
writing
▪ For an effective essay, you should write
precisely and concisely, using only
necessary words to convey what you want
to say.
▪ Do not add words just to lengthen your
essay or create fancy (= extravagant)
expresions.
▪ To weed out (= to get rid of ) redundancy, ask
 To recapitulate: (Effective
academic writing)
❖Effective academic writing is based on:
➢Using formal vocabulary,
➢Using appropriate transitions,
➢Avoiding redundancy and achieving
conciseness and preciseness,
➢Getting rid of constractions (*can’t= can not),
➢Being aware of commonly misused words (to
avoid words used in spoken English).
 Voice 7

▪ Mastering prononciation, intonation, and

accentuation would make communication flow
smoothly and pleasantly
▪ Your voice plays a very significant role in helping
convey the meaning of language and give way to
better understanding among speakers
▪ Research has shown that the most successful
speakers make their listeners feel that they are being
addressed personally. Your voice, therefore, must
have conversational quality: you must realize that
you are talking ‘with’ not ‘at’ an audience.
▪ For an effective speaking voice, successful speakers
use several vocal qualities to make their speech
 ❑The Vocal Qualities of Effective
Academic Speaking Voice
❖ Successful speech shares the following qualities:
1. Intelligibility (= intelligible : that can be
understood)
2. Variety (= rate, pitch, force and pauses)
3. Stress patterns
4. Vocal emphasis
5. Pauses
6. Controlling emotional quality
 1. Intelligibility
❖The ability to understand a message depends on
the following qualities: loudness (=volume), rate,
enunciation, and prononciation.
▪ Adjust your volume: (to regulate the volume
according to three factors): distance /external
noise / the place
▪ Control your rate:
 When addressing audience, limit your ordinary
conversational rate (120-150 words per minutes)
 It is, however, important to vary your rate to
reflect the intensity of your commitment, the
importance of key ideas, or the emotionality of
 1. Intelligibility
▪ Enunciate clearly (=precise vocalisation)
 Enunciation refers to the crispness and precision
used in forming your words.
 When speaking in public, you need to concentrate
upon the clear and distinct enunciation of syllables
and words. For example, say ‘going’ instead of ‘go-
in’ and ‘orange’ instead of ‘ornch’.
▪ Meet standards of prononciation
 Prononciation refers to the regional or national
pattern of how various words should be vocalized.
 It is important to speak in a manner that is
precisely accepted across the region, nation, and
 2. Variety
❖There is a need to vary the characteristics of
your voice to make your speech colurful, vivid
and effective: rate (speed), pitch (degree of highness or
lowness of a sound), force , and pauses.

▪ Objectives:
▪ To make speech more pleasant to listen to
▪ To provide emphasis
▪ To call attention to your ideas
▪ To make your speech more interesting and not
monotonous
3. Stress or Stress patterns
 Stress patterns are ways in which sounds, syllables
and words are accented.

 Stress is important to put emotion and understand

the message.

 Vocal stress is realized/achieved through vocal

emphasis.
 3. Vocal emphasis
 Emphasis placed upon any syllable, word, group
of words, or portion of a speech will bring out
significant meaning.

 Unless you use it properly, important ideas will

tend to be hidden by subordinate details.

 The commonest ways of achieving emphasis are

by the use of pitch, volume, and pause.
 4. Pauses
▪ Pauses are intervals of silence between or within words,
phrases, or sentences.

▪ When placed before a key idea or the climax of a story,

pauses punctuate thoughts:

 To create suspense,

 To add emphasis,

 To give audience time to digest the material just

presented.
(umm, ah, well-ah, you know) must be avoided. These
are speech defects that suggest lack of confidence.
 5. Controlling emotional
quality
▪ The audience may judge you as angry or happy,
confident or fearful, sincere or sad

▪ Your voice can also be described as full or thin,

harsh, husky, nasal, breathy, or resonant

▪ Emotional characteristics (laughing, crying,

whispering, inhaling, or exhaling) help an
audience undestand how you are feeling about
what is being said
 Conclusion
❑ We have shown that successful speakers use
several vocal qualities to render their speech
vivid, interesting and effective, among which we
cite the following:
➢ Intelligibility
➢ Variety
➢ Stress patterns
➢ Vocal emphasis
➢ Pauses
➢ Controlling emotional quality
 Oral Communication
❑Courses
▪ 1. Characteristics of Effective Academic English.
▪ 2. Characteristics of Effective Academic Speaking.
Voice.
▪ 3. Cycle of Communication Process and its
components.
❑Basics of Communication
Diagram: Cycle of Communication Process
Message ideation encoding medium of
transmission
Barriers to communication

Sender feedback decoding

receiver

The process of Communication begins with the source (sender) who

sends/encodes a message using speech or writing as medium or
channel for communication. The message is received/decoded by
the listener who evaluates the information and comprehends the
meaning of the message.
❖ Concept of COM and Definition of Effective COM Skills:
▪ Communication is derived from the Latin word
‘communicate’ which means to make common, to
transmit, or to impart the ideas, knowledge, feelings,
emotions and gestures.
▪ According to the various dictionaries, effective
communication skills are defined as following:
‘‘Effective communication skills are the ability to use
a language (receptive) and express (expressive)
information.’’

‘‘Effective communication skills are the set of skills

that enables a person to convey information so that
it is received and understood. Effective
communication skills refer to the repertoire of
behaviors that serve to convey information for the
individuals.’’
❖In the cycle of COM process, different elements
are involved: Ideation/Message, Sender, Encoding,
Receiver, Medium and Transmission, Barriers,
Decoding and Feedback.
▪ Ideation/Message (=content of the message)
 Ideation refers to the formation of the idea or
selection of a message to be communicated.
 The scope of ‘ideation’ is generally determined
by the sender’s knowledge, experiences, and
abilities as well as the purpose of COM and the
context of the communicative factors.
 Messages: have two kinds of content, logical
messages (factual information) and emotional
ones (feelings and emotions). In formal
communicative situation, ideation may consist
of finding and selecting a subject or general
topic, looking for ideas and thoughts, and
▪ Sender

▪ The person who initiates the COM process is reffered

to as the sender. From his personal data bank, he
selects ideas, encodes and finally transmits them to
the receiver. The entire burden of encoding of COM
then rests upon the sender. His message, choice
images and words and the combination of the two
is what the receiver/recipient listen carefully to. If the
message is constructed in accordance with the
expectations of the reciever, the level of acceptance
is going to be higher.
▪ Encoding :is the process of changing the information
into logical and coded message. In a formal situation,
encoding involves: 1selecting a language; 2 selecting
medium; and 3 selecting an appropiate COM form)
➢ 1Selecting the right language is essential for effective
encoding. If the reciever is not able to decode or
understand the message, COM will fail. For example, a
person who does not understand German can not
decode a message encoded in German.
➢ 2 Selecting the right medium: there are three basic
options for sending messages :speaking, writing, and
non-verbal signs and symbols (=body movement,
facial expression... )
➢ 3 Selection of the appropriate COM form depends on
the sender-receiver relationship and the overall goal
of the COM (face to face interpersonal COM, group
COM, speaker-audience COM, or telephonic COM)
▪ Receiver: the listener receives an encoded
message which he attempts to decode.
▪ Medium and transmission:
 medium/channel could be oral, written or non-
verbal
 Transmission refers to the flow of messages over
the chosen channel
▪ Barriers: refer to the various hurdles the message
may come across in process of transmission. Noise
may disturb the proper encoding, the psychological
barriers of the receiver may hamper the basic
purpose of the message or the barriers may hinder
the smooth completion of the cycle of the process
▪ Decoding: The process of converting a message into
thoughts by translating the received stimuli into an
interpreted meaning in order to undertand the message
communicated. It is important to note that it is the
message that is transferred, as meaning can not
transferred from one person to another. The receiver has
to assign meaning to a message in order to understand
it.
▪ The process of decoding involves interpretation and
analysis of a message. Thus, misinterpretation of a
message leads to communication breakdown and
creates confusion and misunderstanding.
▪ Feedback: it is conceived of as a last stage in the COM
process. It is the reaction of the receiver to the message.
 ❑Types of Communication in a
▪ Company
Introduction:
Communication is essential for the internal
functioning of any organisation. By integrating the
managerial sectors and serving to influence the
attitudes of employees through persuasion, it
encouages them to perform in order to achieve the
intended objectives within organisation. The
interaction between the employees holds through
different channels. These channels could be formal
and informal
 Types of COMmunication (=COM)
in a Company
 Informal channels transmit official news through
unofficial and informal communicative
interactions known as the ‘grapevine’. This
informal communication network includes tea
time gossip, casual gathering, lunch time meeting
and so on. These channels may not be very
reliable as they may be company rumours or just
gossip. As employees want to know what is going
on in their organisation, they seek out unofficial
sources of information. The grapevine could also
be positive and helpful as it helps in building up
organisational solidarity and harmony.
 ❖Types of COM in a company
▪ Downward Communication: serves to provide
direction and control, and refers to communication from the
higher level in managerial hierarchy to the lower ones.

➢ It involves the transfer of information, instruction, advice,

request, ideas to subordinate staff

➢ It increases Staff awarness and facilitates imlementation of new

policies, guidelines, decisions and evaluation and appraisal of
the performance of employes.

▪ Upward communication: refers to communication

from subordinates to superiors
➢ It involes the transfer of information, request and feedback
➢ It promotes better working relationship within organisation by
giving the subordinate staff opportunities to share their views
and ideas with their supervisors.
▪ Lateral Commnication: refers to horizontal
communication that takes place among employees at
the same level in the organization, and serves to
promote group coordination within organisation.

 It is less formal and structured than downward or

upward communication, and may be carried out
through informal discussions, gossip, telephone calls,
memos…

▪ Diagonal COM: takes place between a manager

and employees of other workgroups to achieve
efficiency and speed
 ❖Importance of COM in
organisation
 The importance of communication in management
within organisation is best summed up by the expert
Harold Janis, ‘‘ the world of management is a word of
actions. Services are designed, made and sold. People
are hired. Services are rendered. Policies are devised
and implemented. Jobs are learned and performed. Yet,
there is no practical way in which any of these events
can take place without communication ’’.

➢ Key idea of the quotation: communication is an effective

asset for functioning of organisation.
Importance of Communication in
Organisation
 Era of specialisation:
If the specialists do not know how to communicate,
their vast knowledge of a limited field remains
unused. Similarly, in organisation, if engineer (or
accountants, scientists)…can not communicate his
knowledge to others and give them the benefits of
his advices, his knowledge is wasted.

 An age of tension :
Inability to communicate can result in tremendous mental
tension, especially when the organistion knows that its
rivals are more successful only because they are better
communication.
▪ Reduces Miscommunication:
The manner in which a message is perceived by the
receiver often leads to miscommunication. To avoid
this, the organisation must learn to communicate,
keeping in mind the attitudes and mental framework
of the customers as well as employees who receives
messages.

▪ Healthy Organisational Environment :

Effective communication serves as a crucial tool for
achieving coordination and control, and leads to a
healhy organisational environment, better
management-employee relations, proper delegation
of authority and division of work, helps to deal better
with competition and solve trade union created
problems.
 Aid to managerial process:
Effective communication promotes
managerial efficiency and performance.

 Creates relations:
 Lack of effective communication in any
organisation may lead to misunderstanding.
 Good relationship within organisation and
with outsiders is essential for success in
business.
 ❑Verbal and non-verbal COM
➢ Verbal COM: refer to COM through words
➢ Non-verbal COM: through symbols (signs, facial
expression, picture…)
old cliche: ‘‘actions speak louder than words’’
▪ body language is part of non-verbal COM
▪ Use of Non-Verbal COM:
▪ For traffic signs: red/green tells the road user of the
safety or danger
▪ Visual non-verbal COM are useful as an aid to verbal
COM. For example: maps, charts and graphs convey
ideas related to geography
 ❖Use of Non-Verbal COM
▪ Human beings repond more powerfully to pictures,
sounds and colours than to language. A film showing a
story is more effective than a narrated and written
story. News on the TV is more realistic and effective
than on the radio because of the visuals.

▪ For illiterate people, non-verbal symbols are the best

methods of conveying information: bottles of poisons
are marked with a skull and cross-bones as a warning.

▪ Non-verbal communication can overcome the barrier of

language (for illustration, illiterate drivers can manage
 ❖ Attributes of Verbal and Non Verbal COM
▪ Speed: written COM is slower in preparation
▪ Record: …………...serves as a record for future
reference
▪ Precision and accuracy: choice of precise words.
The writer has time to look for suitable
words/revise/change the draft
▪ Support: oral COM has vocal tone, gestures and
expressions which enrich the meaning of the
words
▪ Length: a written COM is shorter than an oral COM
▪ Expense: a written and oral COM cost money. Cost
depends on the availability of the required person
Various Aspects of Non Verbal
COM
▪ Non-verbal methods may be visual or auditory
✓ signs, pictures, colour, designs are visuals
✓ sound, bells, tunes, whistles are auditory
➢ Visuals: Appearance and Other Cues (clothes)
➢ Visuals: Colour (red=danger, white=peace)
➢ Visuals: Charts/graphs/maps (useful in communicating ideas)
➢ Visuals: signals/symbols
➢ Auditory Symbols: sound signals are used for warning
(sirens warns about air-raids)
COM
[for more details, read from P.26to 35]
❖ David Golman defined emotional intelligence as an ability to
understand one’s own feelings. According to him, the
communication skills responsible for ‘EQ’ are:
➢ Empathy and Graciousness
➢ Readiness and enthusiasm
➢ Frustration
➢ Superiority
➢ Boredom
➢ Nerousness
➢ Paralanguage
➢ Silence
➢ Haptic Communication
➢ Facial expression
➢ Eye Contact
➢ Gestures
➢ Postures
 ❑ Seven cs of Communication
❖ Seven Cs are the seven most useful qualities of effective
communication.
▪ Why called Cs? All the qualities starts with C. These Cs are:
➢ Completeness: message receiver desires complete
information to their question.
➢ Conciseness: 1- Avoid wordy expression
2- Avoid unecessary repetition
3- Include only relevant material
➢ Consideration: means to consider the receiver’s
interest/intention
➢ Concreteness: the message (must be specific and not general)
➢ Clarity: it should be clear/ choose easy words
➢ Courtesy: Expression that show respect for others
➢ Correctness: At the core of correctness are grammar,
punctuation and spelling
❑Oral Communication in Business
Why oral communication is
important to business?
❖ Advantages of Oral Communication:

➢ Oral communication is faster.

➢ Permits immediate feedback

➢ Conveys messages with emotional content

➢ Helps establish human relationship. Through oral

communication, people working together are able
Oral Communication
❖Face to Face Communication.

❖Telephone Communication (in Organisation).

❖Communication with visitors.

❖Qualities For Effective Communication.

❖General Barriers to Communication.

 ❑Face to Face Communication
❖Three components must be taken into consideration:
➢ 1. Asking questions
 Ask questions rather than make statements: ‘where
did you grow up?’ is less threatening than ‘tell me a
bit about yourself’
 Ask essential questions only.
 Avoid deliberate threatening questions.
 Provide positive attitude for helpful answers: let the
other person feel helpful.
➢ 2. Giving information
▪ When you present information in a formal way, you
must keep the following quidelines in mind:
 Make a list of the most important points before you
begin trying to speak so that you will be sure to
include everything you want to say.
 Avoid undermining your pointview with contradictory
phrases ‘I’m probably wrong, but…’
 Provide clear transitions from point to point
➢ 3. Persuading
▪ In our daily conversation, we frequently need to
convince others that our point of view is correct or
persuade them to accept something they wouldn’t
ordinarily accept.

▪ When you wish to persuade, find out as much as you

can about your listener’s current beliefs and
attitudes before you attempt to influence your
opinion.
 ❑Telephone Communication
(in Organisation)
❖ In face-to-face communication, body language helps
people interpret the message. By contrast, in telephone
conversations, the words themselves and the tone of the
voice must do all the work.
➢ Using the phone
 Identify yourself / Being polite.
 Speak at a moderate rate.
 Each word must be clear so it can be understood.
➢ Receiving calls
Answer promptly/ Be helpful/Record the date, name of
the person calling, the name of the company, and the
purpose of the call.
➢ Placing calls
Remember time differences when placing long-distance
calls (Europe or Asia)
 ❑Communication with visitors
▪ Techniques for Effective Listening
Effective listening is usually an eight-step process:
➢ 1. Preparation: by reading about the subject to be familiar with
basic concepts and the terminology that the speaker will use.
➢ 2. Concentration: to pay attention to what the speaker is saying.
➢ 3. Summarisation: to grasp the message in its enirety.
➢ 4. Anticipation: to ask yourself what the speaker is likely to say
next.
➢ 5. Exploration: to explore what has been said and what has not
been said to uncover/to decode the real meaning of a message.
➢ 6. Clarification: to ask questions to clarify what the speaker
means.
➢ 7. Note taking: to provide permanent record. Oral messages are
distored quickly by time.
➢ 8.Evaluation: to ask whether you agree or disagree and what
 ❑ Qualities For Effective
Communication
▪ The skill of Effective Communication involves two things:

a- Language
1. Accuracy: to use words in the right way.
2. Vividness: vivid words hold attention and make
people see, hear, and feel the idea they are
communicating.
b- Organisation
1. Unity: to stick to the subject and not to deviate from it.
2. Emphasis: to emphsise the speaker’ point of
view and the purpose of his
communication.
3. Coherence: inter-relatinship of ideas and logical
transition from one idea to the next.
When you proceed from one to the next in such a
way that the second seems to be the natural sequel
to the first, you have coherence.
 ❑General Barriers to
Communication
▪ Barriers at Communication Process
✓ Lack of sensitivity to receiver: (the message is not adopted to its
receiver).
✓ Lack of basic communication skills: (when the speaker misuse
words, the receiver cannot understand fully the message).
✓ Insufficient knowledge of the subject
✓ Information overload: (a message with overcharged information is less
likely to be understood).
✓ Emotional interference: the speaker who is preoccupied with
emotions (anger, hostility, joy and fear) is unable to communicate
effectively.
▪ Transmitting Barriers
✓ Physical Distractions (noise, grammatical/spelling errors destroy
communication).
✓ Channel Barriers (use of inapropriate channel may disrupt
communication).
▪ General Barriers to Communication

✓ Defects in the medium: defects in the instrument used for

transmitting message.

✓ Noise: (people talking) hinders the transmission process.

✓ Defects in the Organisational Communication System:

within organisation, a message may be distored as it moves through
many levels of authority.

✓ Hearing process: poor listening due to hearing deficiency.

✓ Semantic barriers: misunderstanding of a message during the

process of decoding it into words or ideas.
▪ Psychological Barriers