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Communication
9
1 Importance of communication
2 Communication process
3 Communication Net-work in org.
4 Technological advance
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王青-管理学院-上海交通大学
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Importance of Good Communication
Good
Communication allows a firm to
 Learn
new skills and technologies.
 Become more responsive to customers.
 Improve Quality of their product or service.
 Foster innovation
Effective
communication is needed by
all Managers.
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The Communication Process
Figure 15.1
Transmission Phase
Message
Encoding
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Medium
Decoding
Receiver
(now sender)
NOISE
Sender
Decoding
Medium
Encoding
Feedback
Phase
王青-管理学院-上海交通大学
Message
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Encoding
Encoding:
Sender puts the message
into symbols or language, a process
called encoding
Encoding of messages can be done
verbally or non-verbally
Verbal: spoken or written communication.
 Nonverbal: facial gestures, body language,
dress.
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Decoding
Decoding
:allows the receiver to understand
the message.
This is a critical point, can lead to
misunderstanding.
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Medium
Medium:
pathway the message is
transmitted on (phone, letter).
 Face-to-face
 Verbal
communication electronically transmitted
 Personally addressed written communication
 Impersonally addressed communication
 E-mail
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Face-to-Face
• Face-to-Face:
highest information
richness.
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Can take advantage of verbal and nonverbal signals.
Provides for instant feedback.
Video
Conferences: provide much of this
richness.
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Verbal Communication
electronically transmitted
has next highest richness.
 Phone conversations, but no visual nonverbal
cues.
 Do have tone of voice, sender’s emphasis and
quick feedback.
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Personally Addressed
Written Communication
lower richness than the verbal forms, but still
is directed at a given person.
Personal addressing helps ensure receiver reads it.
 Cannot provide instant feedback to sender but can get
feedback later.

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Impersonal Written Communication
lowest richness.
 Good
for messages to many receivers. Little
feedback is expected.
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E-mail
 E-mail
use is growing rapidly in large
firms, and there are even special e-mail
etiquette:
in all CAPITALS are seen as “screaming”
at the receiver.
 Punctuate your messages for easy reading and
don’t ramble on.
 Pay attention to spelling and treat like a written
letter.
 Words
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Information Richness and Media Type
Figure 15.2
High
Richness
Face-to-face
communication
Verbal communication
electronically
transmitted
Nonverbal communication
electronically
transmitted
Low
Richness
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Impersonal written
communication
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Communication Skills for Managers as
Senders
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Send clear and complete messages.
Encode messages in symbols the receiver understands.
Select a medium appropriate for the message AND
monitored by the receiver.
Avoid filtering and distorting the message passing
through other workers.
Ensure a feedback mechanism is included in the
message.
Provide accurate information to avoid rumors.
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Communication Skills for Managers as
Receivers
Pay Attention
to what is sent as a message.
Be a good listener: don’t interrupt.
Be empathetic: try to understand what the
sender feels.
Understand linguistic styles: different people
speak differently.
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Communication Issues
Sender
and receiver communicate based on
their perception.
 Subjective perception can lead to biases
that hurt communication.
 Effective Managers avoid
communicating based on a pre-set
belief.
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Dangers of Ineffective Communication
Managers
spend most of their time
communicating so both they and the
subordinates must be effective
communicators.
To be effective:
 Select an appropriate medium for each
message.

There is no one “best” medium.
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Communication Networks in
Organization
Formal
Communication
Informal
Communication
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Formal Communication
Formal
Communication flows around issues,
goals, and projects.
 Vertical Communication: goes up and down
the corporate hierarchy.
 Horizontal Communication: between
employees of the same level.
Chain Network ; Net work; Wheel Network
Circle Network; All-Channel Network
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Chain Network
Members communicate with people
next to them in sequence.
It like a five-level vertical hierarchy
and communications move only
upward or downward.
Can found in direct-line authority
with no deviation
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Y Network
Network:
A four-level hierarchy.
Like two subordinates
reporting to a manager .
Y
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Wheel Network
Wheel
Network:
information flow to and
from one central member.
Two-level hierarchy.
Like four subordinates
reporting to their superior
no communication between
subordinates.
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Circle Network
Circle
Network: members
communicate with others close
to them in terms of expertise
（office location）.
A three-level hierarchy
Firstly communication between
superior and subordinates and
last communication only at the
lowest level.
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All-Channel Network
All-Channel
Network: found
in teams, with high levels of
communications between each
member and all others.
Communicate freely in group
No managerial level ,all
members are equal
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Informal Communication
Grapevine:
informal network carrying
unofficial information through the firm.
A active channel of communication
 A good way to predict the reflection of your
employees about new decision.
 How did The White House use the Grapevine.
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Technological Advances
Internet: global system of computer networks
Many firms use it to communicate with
suppliers.
 World Wide Web (WWW): provides
multimedia access to the Internet.
 Intranets: use the same information concepts
as the Internet, but keep the network inside the
firm.
 Groupware: software designed to let workers
share information and improve communication.
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王青-管理学院-上海交通大学
Best for team
oriented support.
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