Management is a set of composite functions that includes communication, a basic skill for effective functioning and success of an organisation. This process is becoming more complex with businesses turning global. Needs determine behaviour and body language and verbal communication determine the behavioural pattern.

Organisational culture can be improved by motivation, attitude and morale support in key areas. To make communication effective, care should be taken in developing the message using an appropriate medium by considering the receiver and the delivery environment. The discipline of organisational behaviour tries to synchronise internal organisational environment with external social environment. The urge to change ourselves is a continuous process with day-to-day business and experiences.

Communication Process

For the smooth functioning of an organisation, there is a formal network set up by the management for the flow of information. Technology has made communication simple, effective and faster. The communication process can take any of the following forms:

1. Transmission Model: This model enables us to understand communication in terms of information transmitted from a sender to a receiver.


2. Reciprocal Model: Information is simultaneously shared by many persons in this model.



3. Model Highlighting Assumptions: In this model, assumptions commonly shared by the communicator and all concerned persons are focused on.



PRIDE Model: PRIDE is an acronym for five elements for planning and carrying out any oral or written communication.

  •  Purpose: Target of communication which the sender is trying to achieve.

  •  Receiver: Sender should know the psychology and competence of the receiver.

  •  Impact: Necessary impact on the receiver.

  •  Design: Planning it in a specific manner to achieve the desired impact.

  •  Execution: Implementation of the planned message; communication will fail if this is not properly carried out.


Important C's in Communication: All communication should be clear, concise, complete, consistent with organisational goals, coherent, credible, courteous, candid, i.e, without any bias, and consider the receiver higher than the sender.



Personality Development: Some of the key constituents of developing personality include body language, movement and posture reflecting behaviour, facial expressions, gestures, dress, listening skills and the ability to make impactful presentations.

Hearing is solely linked to ears, while listening uses the mind and eyes as well. Our brain is capable of processing 500 to 750 words a minute while people speak only 120-150 words a minute. Listeners use only a part of their brain to listen and think of other things of their interest. The result is dissipation of attention which leads eventually to poor listening.

Proxemics, the study of human use of space and the effects that population density has on behaviour, communication, and social interaction, plays a key role as well in the communication process. Each one of us has a sense of personal space around us that is guarded against intruders. Research shows that more than 12 feet distance is considered public space, between 4 and 12 feet is perceived as social space, between 1.5 and 4 feet is deemed as personal space, and a space of less than 1.5 feet between two persons is termed intimate.

Hence, the key to success for any organisation is to plan communication development training programmes for employees at different levels.


1. Just Listen: Discover the Secret to Getting Through to Absolutely Anyone, by Mark Goulston, Keith Ferrazzi

2. How to Have Confidence and Power in Dealing with People, by Les Giblin

3. How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships, by Leil Lowndes

4. Business Communication, by Nishikant Borge

5. Organizational Behaviour, by Vishwanath Joshi

6. Seminar organised by Rajdhani Universal Fabrics Pvt Ltd, Sangli in October 2013.