communication skills

1. Dr. N. MADHUSUDHAN, DEAN
BGS Institutions, BGS SARC
Jnanagangothri Campus, Chikkaballapura -562103
Dean@bgsscienceacademy.ac.in

2. THE ART OF COMMUNICATING
• Oxford Dictionary- The definition of communication is: "The art of imparting news and information". And
it is an art. And as with all arts, it can be learned, and refined and analysed and monitored and
measured and, perhaps eventually, perfected.
• The art of communication involves the transmission of information from one source to another to
convey a specific message in order to elicit a desired reaction or result. Communications strategies
and plans therefore focus on delivering messages effectively to obtain specific results.
• The success of firms such as yours may be based on developing relationships with clients and other
key stakeholders. But the ability to clearly, concisely, precisely and effectively communicate with clients
and with each other, as well as to understand other people's ideas and effectively implement them, is
paramount to business success.
• The evidence of effectively communicating with clients, target clients, media, staff and other audiences
is in the results achieved as a direct outcome of the messages communicated.

3. COMPONENTS OF EFFECTIVE
COMMUNICATION
• The message
• Target audience
• Method of dissemination
• The reaction
• The result

4. The message
• The delivery of a clear and precise message should be your
goal.
• When developing your message consider the key aspects to be
broadcast. If you are expecting certain actions, reactions or
results as an outcome of your message being delivered, then
you need to ensure that you have clearly stated your
expectations.

5. Target audience
• You need to clearly define your target audience and decide to
whom you need to communicate your key messages.
• When considering your target audience while scripting your
messages, your messages are likely to be more effectively
communicated, because they will be developed for a specific
group of people and so the tone, content, language, details, etc.
are likely to be acutely relevant because they are audience
specific.
• We all suffer from an information overload on most days, so pass
on information on a need-to-know basis.

6. Method of dissemination
• Adapt the style of your message to suit the medium.
When determining the medium of dissemination,
consider the message itself as well as the target
audience, and then identify the optimal means to
convey your message.
• While the message itself is of primary importance, if the
medium of transmission is off mark, then the message
may be lost and the desired outcome forfeited.

7. The reaction
• Audience reaction is a key indicator whether your message has
been effectively communicated and understood. If your
message contains a call to action, then the reaction you receive
should include an intention to perform the required task.
• In the event that a message is communicated ineffectively, then
the audience reaction may be one of confusion,
misunderstanding, inaction, etc.

8. The result
• You know that you have communicated effectively, when you
get the desired result.
• In actual terms, you will know your message has been fully
understood by your target audience because the necessary
action has been taken. Quite literally, the results will speak
for themselves.