Quick Summary
This chapter covers everything you need to know about how organizations communicate. Here are the key areas:
- Types of Communication: Internal vs external, one-way vs two-way, formal vs informal, and the three main methods (verbal, visual, written).
- Methods & Evaluation: How to choose the right communication method based on context, speed, cost, audience, and what the message contains.
- Factors Affecting Choice: Cost, speed, receiver type, leadership style, message details, need for a record, and feedback requirements.
- Communication Barriers: Six major barriers that prevent effective communication and how to overcome each one.
Types of Communication Methods
The Big Picture: What Is Communication?
Before we look at types, let's nail down what communication actually is:
Communication is the successful transfer of messages between sender(s) and receiver(s). The key word is "successful" — if the receiver doesn't understand the message or doesn't receive it at all, communication has failed.
Think of it like throwing a ball. If you throw a ball and nobody catches it, you haven't successfully passed it. Good communication isn't just about sending — it's about being received and understood.
Internal vs External Communication
Where the message travels determines its type:
Internal Communication
Definition: The exchange of messages between two or more members of the same organization.
Who's involved: Staff, managers, teams within one business.
Examples:
- A telephone call between a sales manager and a finance team member discussing monthly targets
- An email from HR announcing new office hours to all staff
- A team meeting to discuss a failed project
- A message on the staff noticeboard about a safety change
External Communication
Definition: The exchange of messages between an organization and external entities such as customers, suppliers, investors, or the public.
Who's involved: The business and people/organizations outside of it.
Examples:
- Sending an online order form to a supplier
- A customer service email replying to a complaint
- A press release announcing a new product
- Social media posts to customers
- A letter to shareholders about annual results
💡 Tip: On exam questions, internal communication often focuses on efficiency and clarity, while external communication is about image and meeting external expectations. Different audiences = different goals.
One-Way vs Two-Way Communication
One-Way Communication
Definition: A message is transmitted which does NOT require or expect any feedback from the receiver.
How it works: Information flows in one direction only. The sender doesn't ask for or wait for a response.
Examples:
- A sign in a supermarket stating "Wet Floor" — customers read it but don't respond
- A company announcement broadcast to all staff
- A television advertisement
- A notice pinned on a wall
When to use it: When you need to inform many people quickly, or when the message is straightforward and doesn't need discussion.
Two-Way Communication