I.

Introduction
Communication is as old as man himself. human beings start communication right from the birth. it is an exchange of facts ideas opinions or emotions by two or more persons. Communication transmits information not only about tangible facts but also about emotions. when a communicator transmit some information he may intentionally or unconsciously he communicating his attitude for frame of his mind. The essential basis of all public relation work is the communication process. this process takes place between four or five factors I e the relation or initiator the communicator the message the medium and lastly the addressee

II.

Definition of communication

Peter little: communication is process by which information is transmitted between individuals and/or organizations so that an understanding response results. W.H.newman and C. F. summer jr: communication is an exchange of facts ideas opinions or emotions by two or more persons Rustom davar: communication is the process of meaningful interaction among persons in an organization resulting in meaning being perceived and understanding effected among such persons.

III.

Importance of communication in public relations:

There can be no mutual understanding without communication and mutual understanding is the core of public relations Real communication is the experience of beings totally understood by another persons. It is a profound understanding of the experience and the meaning behind the words .real communication produces results .In terms of relationships real communication resolves problems dissolves the feelings of separateness and produces harmony. True communication transforms the speaker as wel as listenrs The following are the benefits of such communication:

1. new skills are developed for resolving interpersonal conflicts 2. higher standers of performance can be established through mutual understanding of management and employees 3. there is a better understanding of co worker and customer behavior 4. the powers of interpersonal motivation is enhanced 5. creation of active and accurate listening habits 6. the interviewing and consulting techniques are improved 7. productivity increases even under adverse conditions 8. willingness to participate in group activities 9. effective communication promotes a spirit of understanding and 10. important factor for promotion

IV.

objectives of communication
1. 2. 3. 4. 5. 6. 7. 8. 9. information advice order suggestion persuasion education warring raising moral motivation

A.

Information :

To inform means to give knowledge to a person or a group of persons. it can be done either through spoken or written languages or by using any other system of signs or signals. Information about i) ii) iii) iv) v) vi) Its product Availability of credits Availability of raw material Government rules and regulations Advertising media Latest developments in the field of science and technology

All the above stated information can be collected throght the following sources a) b) c) d) e) f) g) h) i) j) Observation Mass media communication Library research Chambers of commence Meetings seminars and conferences Personal interviews Old files Questionnai5rs Trade fairs and exhibitions Current electronic communication media particularly internet

B.

Advice
Another important objective of communication is giving advice. Information is factual and objective but advice is likely to be subjective since it involves personal opinions Information is in itself as a person may use it or not when it is offered to him. An advice is given either to influence ones opinion or behavior it may prove to be helpful but at times may also lead to disaster Importance In the modern world commercial activities have become extremely complex .every activity needs specialized handling it con not be expected from people working single handled A business can not have specialized knowledge of all branches like taxation finance engineering publicity etc .

C.

Order

Order is a directive to a subordinate to do something in a particular way. It is an authorities communication. The downward flow of information is dominated by orders. Types of orders a) b) c) d) Written and oral orders General and specific orders Procedural and operational orders Mandatory and discretionary orders

Characteristics of effective order a) Clear and complete b) Execution possible c) Given friendly

D.

Suggestion

Suggestion is a very mild and subtle form of communication Enlightened executives should set aside the notion of self importance and welcome positive and constructive suggestions . Today progressive business houses make a provision for suggestion boxes. These boxes are places at convenient place in the factory or the office Workers are encouraged to write up their suggestions and drop them into these boxes. There is no compulsion to mention the name of the person who suggest. These boxes are opened at regular intervals and suggestions are scrutinized Sometimes the employee who offer the best suggestion is awarded price

E.

Persuasion

Persuasion may be defined as an effort to influence the attitudes ,feelings ,or beliefs of others ,or to influence action based on those attitudes ,feelings or beliefs. Whenever you apply force to command a specific action may bring resentment and indignation It is always better to use persuasion than compulsion Persuasion is an art which has to be learnt with great care

You can persuade others only if a) you are yourself convinced b) You are not rigid c) You can look at situation from the other persons angle

F.

Education

Education is a conscious process of communication It involves both teaching learning .the main objective of education is to be widen the knowledge as well as the skills .it is carried out at three levels a) Education for management b) Education for employee c) Education for outside public

V.

The seven Cs of communication

1. 2. 3. 4. 5. 6. 7. Credibility Clarity Content Channels Context Capability Continuity and consistence

Credibility : belief plays an imp role in creditability of communication the climate of beliefs is built by performance on part of practitioner Clarity: The message must be clear and put in simple terms .the meaning of wordsand message should be the same to both the sender and the receiver Content The message must be compatible with the value system It must have the same meaning to the sender and receiver .it must also be relevant to him

Channels For effective communication establish channels communication that the receiver uses and respects should be used .creating a new channel is difficult task . Context The context must confirm and not contradict the message .it must also provide for participation and playback Capability The capability of the audience should be taken into account while communicating Continuity and consistence Communication process is unending. in order to achieves penetration it requires repetition

VI.

Methods of communication
1. 2. 3. 4. Verbal Non verbal Face to face Media and modes

A Verbal Communication: Any communication can be said to be a verbal communication when it makes use of words whether spoken or written. Bartol and Martin says, Verbal communication is written or oral use of words to communication. These communications are used extensively by all communications. 1 Oral Communication: When Communication takes place with the help of spoken words it is called oral communication. Conversations, meetings, conferences, interviews, training sessions, speeches, and public address system, announcements etc.

Advantages of Oral Communication: 1 2 3 4 5 6 7 Saves Time. More Effective with Groups. Can be informal. Conveys shades of meaning. More forceful. Saves money. Immediate clarification.

Disadvantages of OC: 1 2 3 4 5 6 No legal validity. Greater chances of misunderstanding. Not easy to fix responsibility in case of misunderstanding. Not possible for distant people in case of misunderstanding. Unsuitable for lengthy msg. Msg cant be retained for long.

Essentials of effective Comm: 1 2 3 4 5 6 7 8 Clear pronunciation. Clarity and precision. Proper tone Correct pitch. Logical sequence. Conviction Natural voice. Finding the right register.

WRITTEN COMMUNICATION: Its in the form of letters, circulars, memos, telegrams, reports and minutes Etc. Written is expression of human language by means of visiblesigns.

Merits of Written Comm: 1 2 3 4 5 More precise. Accurate. Legal document. Helps to fix responsibility. Permanent record.

Limitations of Written comm.: 1 2 3 Costly. Time Consuming Quick Clarification not Possible.

B FACE TO FACE COMMUNICATION: Face to face communication means person to person comm. At one place. It is necessary to separate face to face Comm from oral comm. Because there are occasions and situations when oral comm. Is not face to face. IE on phone etc. Advantages: Facial expressions and gestures help to comm. Better Particularly suitable for discussion. Feedback can be obtained by ears and eyes. Disadvantages: Difficult to practice in large Org. Ineffective in large gatherings.

C Non Verbal Communication: Communication with elements and behaviors instead of words. 1 Facial expressions and gestures. Oral comm involves verbal element include facial expressions and gestures also the pitch and tone of the voice. A Winking and twinkling of the eyes. B Frowning. C Twisting. D Wobbling the head. E Biting the nails. F Staring in vacuum with blank. G Grinning and Grimaring. Etc. Signs AND Signals: T he words sign and signals are both derived from Latin word Signum which simply means a mark. When the Communicants dont have a common language, signs and signals become very important. Even though when the communicants know the same language the use of signs, signals and symbols has found to be speedy way of Comm. Graphs, Maps and Charts: A graph is a diagram consisting of curved lines to show the variations of two quantities. They are used to show profits in different years of companies. A price index, production rise and fall and the variations in temperature.

Dress and Grooming: People wish to make a good impression and be remembered at their best. They judge you by the way u dress, the colour of your clothes ets. A salesman who is dressed in crumpled clothes appearing for job interview will never get he post however the cleverly he talks. Colours: Business houses are said to be in the red when they incure losses and In the black when they do well. Henry Drefuss after good research: Colour Red Blue Purple Green Yellow Positive Message Warmth, Passion, Life, Liberty, Justice, Truth, Devotion, Religious Feeling Nostalgia, Love of Truth, Royalty. Prosperity, Freshness, Hope, Nature. Wisdom, Intuition, Divinity. Negative Massage Danger, Devil, Death, War. Discouragement, Doubt. Resignation, Penitence, Regret. Envy, Jealousy, Opposition Impure Love, Malevolence.

Posters: Pictures speak louder than words. Posters is a Type of visual communication. Business have started using filmstrips, slides, photographic, displays, cartoons graphes, diagrams, maps and colour posters for internal and external communication. (Firm which dont have literate or educated worker make use of poster to convey message.) Merits: They are cheap. Message can reach illiterate and semi-literate workers if presented properly. They attract immediate attention if bright colours and pictures are used. They can be frequently changed at a minimum cost.