21 COMMUNICATION

S. Alamelu Mangai

1. INTRODUCTION

“Communication” is term originated from Latin word “Communis”, means common ie sharing ideas in common. The basic five aspects for success in communication is speaking, listening, writing, reading and observing .Communication is an important element in effective management of any organization. This lesson will enable the learner to understand the nature, purpose, process, network, types or channels, importance of communication and the barriers of communication.

2. LEARNING OBJECTIVES

At the end of this lesson the learner will be able to

• The basic functions and ways to improve the understanding of labo urers in order to achieve the organization goals.
• Develop clarity in prevailing conducive relationship between personnel’s for overall advancement and productivity.

3.    NATURE OF COMMUNICATION

The characteristic for effective communication are as follows:

3.1 Two way traffic: The communication will not be complete when without being received or understood from the messenger by the receiver. For eg., when a service manager passes the orders of the tables, the production manager in the kitchen should communicate correctly to the chef, in turn the same food as per order is received , which will satisfy the customer.

3.2 Understanding message in same sense: The receiver should understand the message exactly as the sender means, if not the total communication is not complete. For eg., the message written in invoice by the housekeeping personnel should be understood exactly by the laundry .

3.3 Message should have substance: To the interest of the receiver, the message to be communicated should give out ideas, information or facts. For e.g., communicating repair works should be done to the engineering department rather than to an accountant.

3.4 Message may be oral, written or gestural: transmission of messages can be oral, written, or in appropriate gestures. The known carriers of messages are normally oral or written, sometimes twisting of the face, rolling of eyes or lip movement can be effectives in transmission of messages.

3.5 Formal or informal communication: Using the formal channels based on the structure of the organization the formal communications can be made. For eg, the catering manager will communicate to assistant manager, assistant manager to kitchen supervisor, under them and so on., this means there is no direct commun ication between catering manager to kitchen supervisor. Channels of communication is developed among members because of personal contact through working with each other is the informal communication, which is also known as grape vine. This communication is faster but may pass on false or distorted messages.

4 .NEED AND PURPOSE OF COMMUNICATION

In any food service operations the need for communication may be in the following forms as mentioned by Ronald R. Pitfield

(a)  an order – which is the part of managerial function of directing

(b)   an instruction – part of delegation process issued to the subordinators

(c)  an information – which is for the use of management that may be general or statistical.

(d)  an observation – which is part of decision making or the statement of one’s point of view

(e)  an appeal – which is from workers to the management

(f)  policy making – principles and standards are promulgated

PURPOSE OF COMMUNICATION

Glover, (1958) mentions some of the important purpose of communication

(a)To keep employees informed of company’s progress

(b)To provide employees with orders and instructions in connection with their duties.

(c)To solicit information from employees which ma aid management

(d)To make each employee interested in his respective job

(e)To express managements’ interest in its personnel

(f)To reduce or prevent labour turnover

(g)To indoctrinate employees with the will to work and the benefits derived from their association with the company

(h) To instill each employee with personal pride in being a member of the concern.

5. PROCESS OF COMMUNICATION

Any organization will have five basic elements of communication. The following figure gives the simple model of communication process.

Feedback

Fig.1. Communication Process

1. Sender: the person who wishes to speak out or send or transmit a written message

2.Message: the information, appeal, order, instruction, observation, report that is communicated.

3.Encoding or communication symbol: the act of organizing message in suitable words, charts or any other specific symbol for transmission.

4.Communication channel or transmission: the act of saying, sending or issuing the message.

5.Receiver: it is the respondent, addressee, or audience to whom the message is to be communicated.

6.Decoding: the act of understanding the message exactly as been sent

7.Feedback or Response: the reaction of receiver either by the way of reply or action or storage of message.

6. IMPORTANCE OF COMMUNICATION

The main aim of communication is to secure reaction or action. The manager of any food service organization has to secure cooperation of the personnel so as to implement the policies and programmes of the establishment.

(i)Aid to managerial performance: Through communication the manager is enabled to plan correctly, organize objectively, direct decisively and to control correctly. He can get information for decision making; will be able to diagnose the various problems faced and to take right action to resolve them. He is also able to give orders, instructions, assign duties and responsibilities and also in seeking cooperation and active participation. Thus it can be concluded that only communication act as an important tool in the process of management.

(ii)Aid to understanding and acceptance of work: Communication becomes important in bringing understanding and acceptance of the work to be done. Efficient performance of work can be brought in good communication.

(iii)Aid to leadership: Effective communication in two way process for the management will have a successful leader and the workers become willing and energetic followers.

(iv) Aid to coordination: In any food service institution, different works are carried out in different centers, which have to be unified in order to achieve the organizational goals. A proper and effective communication enables in uniting the members as a cementing force and earns a well knit and well directed team.

(v) Aid to job satisfaction: Effective communication will enable members in the food service organization to understand the type of authority they have, what has to be done, their relationship with others in the organization, works expected from superiors, ways to improve the performance when there is slag, and in accomplishment of the management objectives thus ensuring job satisfaction.

(vi) Aid to economy in time and effort: A great effort in saving time can be attained through proper and effective means of communication.

(vii) Aid to public relations: Management can bring acceptable image to the outside world only through appropriate communication.

7. COMMUNICATION NETWORKS

The patterns of contacts among the members of the organization is the communication networks, which depends on the nature of channels of communication and the number of persons involved in the communication process. The speed, accuracy and smoothness in the messages are determined by the network. For eg., if the network is roundabout or too long the flow of communication will be delayed, the message may get blocked if it is narrow. The purpose of communication may be lost and message may get distorted if the network has filtering points. The four types of network communication are chain, circle, wheel and free- flow.

(i) Chain network: The message can flow from top to bottom or bottom to top. The message will flow from a direct vertical line along the scalar chain of command through formal channels of communication.

(ii)Circular network: The message in this network of communication is very slow. The message is communicated with two of the neighbourhood colleagues as shown in the figure.

(iii)Wheel network: In this pattern subordinates can communicate with and through one manager who acts as a central authority like a hub of the wheel.

(iv)Free flow or All channel network: Everyone is free to communicate with anyone and everyone of the organization , as the network is informal and unstructured .

8. TYPES OF COMMUNICATION

The communication is divided into three types based on channel, direction and method.

Types of Communication

8.1 Channels of communication

A channel of communication is a path through which information flows throughout the organization. The formal and informal type of communication is discussed below:

8.1.1 Formal Communication

The formal channels of communication are the paths of communication which are officially determined by the management. As this communication derives support from scalar chain of organization it enforces a relationship between different positions. This communication is associated with the status or position of the communicator and the receiver. It adopts for downward, upward or horizontal direction of communication and transmits information at appropriate time and determines the information to be communicated and the person to be communicated processes and interprets the data before giving feedback and maintains records of information till required.

Significance of formal communication: An organized communication system follows upward communication rather than downward communication as it gives opportunity to the workforce to inform the feelings and suggestions to improve the methods of work.

8.1.2 Informal Communication

Due to barriers in communication the employees use informal communication when unable to communicate to higher authorities. In the transmission of such messages distortions may appear through grapevine. Grapevine is the essential part of the human environment as it fills the gap of formal communication system. The broad features of grapevine are:

(i)It works in great speed and messages are disseminated very promptly.

(ii)Natural desire of the people working in the organization is represented in informal communication.

(iii)It allows the people to interact and communicate with each other and it fulfills the desire of the subordinates to get the latest information.

8.1.2.1 Rumor

The most undesirable feature of grapevine is rumor which is communicated without authentic standards of evidence being present. It serves as a means of wish fulfillment or applying pressure upon the management. It tends to change from person to persons and depends upon the interest and ambiguity perceived by each person. Rumor arises due to various reasons. Each person’s chooses details with particular focus to reality and it constricts when transmitted to last person. Much damage and devastating outbreak can also reached due to rumor. Hence it is a must for any food service institutions to deal appropriately with the rumors.

Dealing with rumor

Understanding the causes of rumor is the best way to approach rumor. As soon as known the cause steps should be taken to stop it otherwise it becomes difficult to erase from the minds of the people. Before gaining a foothold it is necessary to get the facts before misconception. The oral message may be repeated clearly as it contains only facts and not opinion. And also it should not contain rumor and should not be exaggerated. The message should be confirmed by the written message and should be circulated quickly. In order to combat rumor the management can also take the help of union leaders.

Significance of informal communication: A better human relation is obtained since it links with even those who do not fall in the link of official chain. It provides the workers to express the fears, views and thoughts and is very speed.

Demerits of informal communication: As the communication is not authentic, the message may be interpreted by persons in different way. The responsibility of the communicator is lost since the communication is oral in nature. There is also chance for the leakage of the confidential information.

8.2 Direction of communication

In an organization the communication flow may be of three directions—– downward, upward and sideward.

8.2.1 Downward communication: The purpose of this communication is to communicate the policies, procedures, programmes, orders etc to the subordinates. This communication can take place through verbal or written orders and instruction, notices, circulars, letters, memos, posters, periodicals, publication, group meetings etc. Downward communication is needed to get the thing to be done, to prepare for changes, to discourage misinformation and suspicion and to let the people feel pride of being well informed.

8.2.2 Upward communication: In this vertical upward communication the feed back to the higher authorities is send by the lower levels such as activity reports, opinions, ideas and complaints and grievances. Upward communication is needed to create receptiveness and feeling of belongingness through participation. It also demonstrates a concern for the ideas of each employee.

8.2.3 Horizontal communication: Transmission of information among the same levels in the organization is the horizontal communication. It is more of an informal nature. This communication is undermined as it being the byproduct of vertical communication, due to increasing size and specialization the opportunities for cross talks are cut down and having fewer implications of authority and status ,lateral communication has few difficulties. When proper understanding exists among superiors the cross way communication can be effective.

8.3 Methods of expression

Verbal communication, written communication and communication through gestures are the three methods of communication through expressions. Gestures are often used to make verbal or written communication effective.

8.3.1 Verbal or oral communication:

The most effective and method of communicating the ideas, feelings, suggestions, information etc, is by verbal communication. An intimate and personal touch is seen in this type of expression of communication and the reaction can be ascertained immediately. Oral communication may take place by face-to face conversation, mechanical devices, interview, joint consultation, public communication or by broadcasts.

(i) Face to face contact: The direct speech between two persons or between small group of person is referred as face to face contact where orders, instructions, requests, information and observations are communicated.

(ii)Mechanical devices: These include use of signals, telephones, intercom systems, electric paging systems and dictating mechanism.

(iii)Interview: A two way exercise, where parties make statements about respective positions and ask question. This may be for the purpose of recruitment or promotion of staff members or for discussion of personal problems or any business discussion.

An interview can be successful when a record of all transpires are maintained, and conducting in a relaxed environment. This will enable the person to give out all the information and facts known.

(iv)Joint consultation: In this method, in order to sort out mutual problems , the workers and management are brought together and a face to face communication is created. A right to participate in the decision making process is allowed to the workers.

(v)Public communication: In order to announce the policies of the organization this type of communication may be used. For eg., a press conference may be arranged which by following the guidelines such as collecting , compiling and arranging the proceeding in proper and logical order ; and by analyzing audience this type of communication may be effective.

(vi)Broadcasts: This relates to public announcements, communication addressed to the shareholders or the statements from the management to the staff or to the certain sections of the organizations.

8.3.1.1 Merits of Verbal communication

Verbal communications are economical both in terms of money and time. It maintains a personal touch and ascertains quick and better understanding and provides greater flexibility.

8.3.1.2 Demerits of verbal communication

Verbal communication becomes difficult if the sender and receiver are far from one another. And if the subject matter is quite lengthy or if it has to be communicated to more number of persons this verbal communication may not bring desired results. In case verbal communication subject matter has to be maintained as record or has to be produced verbatim also the verbal communication will not have immediate value.

8.3.2 Written communication

The most important media of communication is the written communication for conveying ideas, information through different forms such as orders, instructions, reports, returns, bulletins, manuals, handbooks, notes and circulars as it serves as a permanent reference for future and carriers weight age and is formal.

The main objective of communication is to give information, to receive information, to record recommendation and decision of meeting and to give orders and instructions. Written communication may be conveyed through memoranda, employee handbooks, and notice boards or through house magazines to the workers.

Orders as a form of written communication plays an important role in downward communication ie from superiors to subordinates. Orders may be general, specific or definite. When orders are issued by the top management it is said to be general type, when the orders are within the frame of the general orders, the middle level managers prepare specific orders to the supervisors’ through onward communication. The supervisors in turn make definite orders and communicate to their own subordinates and subordinates are asked to repeat back so as to ascertain whether he has understood it properly.

Guidance and assistance from the manager is provided in the form of instructions as it is necessary that subordinates need direction in order to assist them in performing the tasks defined to them.

Reports are generally classified as routine reports, commissioned reports and reports necessitated by special events. The report prepared from established procedure such as annual reports on staff members, monthly returns of production and sales, reports of outstanding bills are the routine reports. Reports on financial viability of a particular project, the causes of indiscipline in the work are the examples of commissioned reports , that are in respect of non routine or unusual matters . Sometimes the management specifically sets the circumstances where a report should be prepared by a certain ind ividual or group of individuals. For eg, reports related to an accident in kitchen, machinery breakdown etc.

8.3.2.1 Merits of written communication

The only mode of communication for distantly placed persons is written communication and this can be conveyed to large number of person or when the matter is too lengthy. The communication has to be written when the matter has to be preserved. And added advantage is that it can be used repeatedly.

8.3.2.2 Demerits of written communication

A few demerits of the written communication are sometimes the main points to be conveyed are overshadowed or even completely missed when it is d iscursive, discussing each and every point in all its aspects. It may leave a little secrecy and will have no flexibility.

9. Barrie rs or gate ways to communication

When a manager transmits messages it will be evaluated by the receiver and decision has to be taken to approve it. Due to the barriers there is possibility for the distortions. In large food service institutions sometimes the messages or information are partly withheld by the some in the intermediate layers thinking it may be informed in a better way .The barriers of communication are as follows:

9.1 Barriers due to organization structure: The ability of the members in the organization to communicate effectively depends on the organization structure as in large food service institutions have complex structure involving several layers. The organization structure may create problem because communication may break at any supervision level if transmitted falsely.

9.2Barriers due to relationship: The positions held by the organizational members determine the status. When the psychological distance between the superior and the subordinates occurs because of status symbol of the superiors, the obstacle can occur and the inferiority complex of the subordinates does not allow him to talk to the superiors for clarification. Status symbol include high quality furniture, separate room facilities etc.

9.3 Semantic barriers: Semantic is the science of meaning. Words may mean the same to two persons but not the symbol of words. If the sender and receiver understand the meaning in same way then communication is perfect. For eg., the word ‘profit’ should mean efficiency and growth both for management and employees is should not be taken as excess funds piled up through paying inadequate benefits and wages.

9.4 Filtering of information: The superior always seeks actual information in those actions which need his attention. The sender may sometime hide the information for the simple reason he may not like to show his mistakes to the superior. Hence it is the role of the superior to get appropriate information.

9.5 Perceptual errors: A communication can be effective when viewed through others eyes. The cultural factor, education level, social environments, need are the factors determining ones perception. The complication may be created in the process if the message is interpreted fro m his own view point.

9.6 Closed mind: With closed mind and premature evaluation the listener also creates obstacle in communication. A chance of being rigid and dogmatic in attitude is possible in listener if he is suffering from mirage of much knowledge.

9.7 Lack of ability to communicate: Those people who do not have a natural ability to communicate have to get it through training because this may also be a barrier in communication.

9.8 Inattention: A common habit of many people is skipping to read the bulletins, notices, minutes and reports. Verbal communication may lose its purpose if the receiver is unwilling to listen or who is preoccupied or who gives quick comment before receiving full information.

9.9 Resistance to change: Human beings tendency is to maintain status quo .Resistance to change is an important barrier when new ideas are communicated. For eg when management announces change in timing, installation of new machinery or place and order of work may bring serious changes in employees.

9.10 Situational factors: Barriers to communication may also be due to conditions such as noise, insufficient light and when an executive is overloaded with information he may not have time to organize this information and hence may not be able to communicate effectively.

Apart from these emotional reactions, irrelevant message, lack of trust also acts as miscellaneous barriers.

10. Effective communication

A food service organization should have the following characteristics in order to overcome barriers to communication:

10.1 Clarity: The information to be conveyed should have clear ideas, facts and information. The message should not be over expansive or too inadequate. Messages should have careful selection of words and right sense of timings Superiors should have greater skill to communicate in order to ensure greater productivity and to improve human relations.

10.2 Free flow of information: To have to good and free flow the communication should be designed in short lines. In order to speed up communication and avoid delay in decision making decentralization of authority and delegation is necessary.

10.3 Consistency: The messages that are believed to be correct and proper only should be conveyed by the communicator. Clerical and secretarial errors should not be permitted. Hence mastering the subject of communication and practicing the way of actions to be performed is expected from the communicator.

10.4 Positive Attitude: Open communications between various levels at all times should bring change in the attitudes of supervisors and subordinates. Supervisors should keep their subordinates well informed about the proceedings of the food service operations and should take their ideas and suggestions when necessary in order to achieve the organizational goals owing to personal interest and prejudice or bias the information should not be withhold. Both sender and receiver should have the ability of effective listening and should be receptive to new ideas in open mind.

10.5 Format: Depending upon the situation the communication should be in format. Format is the shape and size of communication the style of expression should be given attention. All communication should have a beginning, a body and an ending. And a good system should be flexible to adjust to new changing environments.

10.6 Follow-up / Reliance on feed back: Feed back refers to transmission of information concerning the effect of act of communication both upward to downward. It should also allow criticism to suggestions.

11. SUMMARY: Thus communication is regarded as a tool for effective co-ordination of different activities of an organization. Food service operation should facilitate accurate to speedy communication of information among its employees with the use of modern gadgets. It should also not disregarded the potential of grapevine and should provide suitable checks and balances.

Web links

• http://www.managementstudyguide.com/systems -view-of-training.htm
• http://www.youtube.com/ch?v=N3YFDAujMfM
• https://www.youtube.com/watch?v=YOqJ4sc9TAc
• www.youtube.com/watch?v=p1jmpMHgOPg

REFERENCES

1. Dinkar Pagare, Business Organisation and Management, Publis hed by Sultan chand & Sons, Reprint 2002, ISBN 81-7014-675-5,P 381-398
2. Dr.T.N.Chhabra, Principles & Practice of Management , Published by Dhanpat Rai & Co.(P)Ltd,Reprint 2006,ISBN: 81-7700-032-2, p 381-393
3. Mohini Sethi, Institutional Food Management,Published by NewAge International (P)Ltd,Reprint, 2011,ISBN: 978-81-224-1525-4, P 691