Republic of the Philippines PDF

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
Business Communication
Communication Model and Directions
Session 6 (Notes)
Overview
Purpose
This module introduces the students to communication models and directions.
Course Objectives
By the end of this course, students should be able to:
● Describe the application of the communication model in business setting
● Differentiate formal and informal communication
● Illustrate the different directions of communication
Glossary
Acquisition - The purchase of one company by another in which no new company is formed
Business Communication - The sharing of information between people within an enterprise
that is performed for the commercial benefit of the organization; can also refer to how a
company shares information to promote its product or services to potential consumers
Competitive Edge - The ability of being unique in the marketplace and thus differentiating your
product, service, personnel or brand from the rest
Cross-Channel Communication - A type of formal communicational network where there is
exchange of information among employees in different work units who are neither subordinate
nor superior to one another
Domino Effect - A chain reaction that occurs when a small change causes a similar change
nearby, which then causes another similar change, and so on in linear sequence
Downward Communication - A type of formal communicational network where the information
is transmitted from superiors to subordinate
External Stimulus - The stimulus which comes through your sensory organs – your eyes, ears,
nose, mouth and skin
Filter - An individual’s unique perception of reality
Formal Communication Network - Transmission of information through official channels within
the organization
Grapevine - An informal communication which is transmitted to non-official channels within the
organization.
Horizontal Communication - A type of formal communicational network where the information
flows among peers within the same work unit

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
Informal Communication Network - Also known as “grapevine”; Transmission of
information through non-official channels within the organization
Internal Stimulus - The stimulus which comes into your mind
Layoff - The act of suspending or dismissing an employee, as for lack of work or because of
corporate reorganization
Medium - The form by which the message is sent
Message - The totality of how a person delivers the information
Merger - A consolidation or combination of two companies to form a new company
Non-verbal Medium - The form of facial expressions, gesture or body language by which the
message is sent
Personal Communication - The sharing of information by one person directly to another
Preconception - An opinion or conception formed in advance of adequate knowledge or
experience, especially a prejudice or bias
Scholarly Research - Refers to an original research which is based on experimentation
Socioeconomic status - The social standing or class of an individual or group based on
income, education, occupation and involvement in the community
Stimulus - A thing or event that creates within an individual the need to communicate
Upward Communication - A type of formal communicational network where the information is
transmitted from lower-level employees to higher-level employees

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
Ideally business communication begins with a notice to inform job vacancies in a certain
company. Other times, it begins when an applicant hands over his resume to the receptionist.
The rest is a domino effect. When their application is in process, the recruiter interviews the
applicant and asks him/her to answer series of tests and interviews. Once they get accepted, is
it the end of business communication? No. Communication is a continuous process.
What is the importance of business communication? It is an essential element and vital part to
make a business move. Without that, there will be no business. Given that communication is
something that is vital to every business’ success, it is important to understand the components
on how the communication process works.
How does communication process work?
Communication is the process of sending and receiving messages. These may be shown by
spoken, written, or non-verbal communication. Spoken communication is a message delivered
by word of mouth or by speaking. Written communication is to set the messages down in
writing. Non-verbal communication is delivering messages by means of facial expressions,
gestures and voice qualities.

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
The communication model consists of five components:
1. Stimulus – an event that creates within an individual the need to communicate. This stimulus
can be internal or external. Internal stimulus is simply an idea that forms within your mind.
External stimuli come to you through your sensory organs- your eyes, ears, nose, mouth, and
skin.
2. Filter – An individual’s unique perception of reality. Based on a person’s experience, culture,
emotions at the moment, personality, knowledge, socioeconomic status, and other variables
influence an individual’s perception of reality. If everyone has the same assumption of reality,
communication would be easier. Since not everyone has the same idea of reality,
communication can be interpreted in different ways. Once the brain receives the message, it
begins to interpret the stimulus to derive the meaning from it so that a person would know how
to react on it. Whether an individual would respond or choose not to respond.
3. Message- This is the totality of how a person delivers the information. Success at
communicating depends not only on the purpose and content of the message but also on how
skillful the person is in communicating; how well one knows the person; and how much you hold
in common with the audience.

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
4. Medium- Once the sender has encoded a message, the next step in the
process is to transmit that message to the receiver. At this point, the sender must choose the
form of message to send. Common forms of medium are: oral, written, and non-verbal. Oral
communication happens in a meeting, personal conference, telephone conversation, voice mail,
press conference, etc. Written may be in the form of a memo, report, newsletter, email, letter,
contract, manual, etc. Non-verbal communication may be observed in facial expressions,
gestures, and body language.
5. Destination– The message is transmitted and then enters the sensory environment of the
receiver, at which point control passes from the sender to the receiver. Once the message
reaches the destination, there is no guarantee that communication will actually occur. Every
individual has their own perception on reality and the communication they received may be
interpreted either the way the sender intends or the other way around.
For an organization to be successful, communication must flow freely through formal and
informal channels.
This is an example of an organization chart.
In this illustration, David Kaplan is the president of the company, reporting directly to him is
Diana Coleman, Vice President Administration. Diana is handling 3 different departments,

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
namely Human Resources which is headed by Jean Tate, Finance which is
headed by Larry Haas, and OIS which is headed by Eric Fox. In each department, they have
their subordinates reporting to the heads of each department.
For any business organization to be successful, communication must follow two directions:
• Formal Communication Network- transmission of information through official channels within
the organization
• Informal Communication Network- which is also called as grapevine. It transmits information
through non-official channels within the organization
The Formal Communication Network has 4 types. These are:
1. Downward Communication
This means that information may be transmitted from superiors to subordinate. As an example,
David Kaplan (president of the company) had sent an email to Diana Coleman asking her about
a computer report. She then confers with Eric Fox. They interact through written and oral
channels, information regarding job performance, policies and procedures.
Higher level management communicates with lower level management through emails,
memorandums, conferences, telephone conversations, company newsletters, policy manuals,
bulletin-board announcements, and videotape.

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
One of the challenges with the written downward communication is that
management may assume that what is sent downward is received and understood. (which is not
always the case)
2. Upward Communication
This is the flow of information from lower-level employees to upper-level employees. As an
example, Eric Fox had gathered all the details that Diana was asking from him regarding job
performance and policies and procedures and had communicated it with Diana. With that all in
place, Diana had created the computer report David was asking about and had set up a meeting
with him to discuss the information.
This type is important because it provides higher management with the information needed for
decision making.
It cultivates employee loyalty by giving employees an opportunity to be heard, to air their
grievances, and to offer suggestions
It provides feedback necessary to let supervisors know whether subordinates received and
understood messages that were sent downward.
This type can take the form of email, memorandums, conferences, reports, suggestion systems,
employee surveys, or union publications among others.
3. Horizontal Communication
This is the flow of information among peers within the same work unit (ex. Staff meeting for
each department to discuss work assignments, updates, etc.).
This is important because it helps coordinate work assignments, share information on plans and
activities, negotiate differences, and develop interpersonal support, thereby creating a more
cohesive work unit.
The more that individuals/departments within and organization must interact with each other to
accomplish their objectives, the more frequent and intense will be the horizontal communication
One of the barriers for this type of communication is the intense competition for scarce
resources, lack of trust among co-workers, or concerns about job security or promotions.
4. Cross-Channel Communication

Republic of the Philippines
BATANGAS STATE UNIVERSITY
College of Accountancy, Business, Economics and International
Hospitality Management
CITE Bldg. Pablo Borbon Main I, Rizal Avenue, Batangas City
Exchange of information among employees in different work units who are neither
subordinate nor superior to one another. Staff specialists use cross-channel communications
frequently because their responsibilities typically involve many departments within the
organization.
Example: Human Resource personnel communicates with the different departments informing
them to update their tax forms. Jean Tate then coordinates with other departments to do these.
Because they lack authority to direct those with whom they communicate, they must often rely
on their persuasive skills, as for instance, when the human resources department encourages
employees to complete a job-satisfaction questionnaire.
The Informal Communication Network is also known as grapevine.
This is the type of communication wherein information is passed on to different people in the
organization through the use of non-official channels. A simple coffee break is an example of a
non-official channel. Whenever people in the organization get a chance to talk to someone (may
it be meeting at the corridor, or meet while waiting for the photocopier to finish the task, simple
talk, etc) or wherever co-workers come together, they are likely to hear and pass information
about possible happenings in the organization.