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Importance of Business Communication Skills for Organisations

Question

Task: The purpose of this assessment is to provide students with the opportunity to engage in reflective practice, using a range of diagnostic tools and feedback, to identify two key areas of personal capability that can be addressed (improved) to increase their communication effectiveness. This assessment is aimed to assess your ability to demonstrate advanced knowledge in written communication and your skill to autonomously reflect about good practices in workplace communication. Through the process of self-reflection, you will be able to improve your communication competencies through your knowledge of and ability to perform contextually appropriate communicative behaviours.

This assignment has three specific components.

1. Diagnosis and Reflection

  1. Using 5 diagnostic tools related to communication, you are to analyse your own communication style across various areas such as verbal communication, active listening, non- verbal, and assertiveness perception. You will be given the individual diagnostics during the tutorials. Your tutor/lecturer will check and sign-off that you have completed each individual diagnostic during the tutorials. This means that if you fail to attend some or any of tutorial you will not be able to receive and complete the diagnostics.
  2. You are to present the findings of the tools. The scores for each diagnostic must be included in your essay. In doing so you will show your understanding of the results as they apply to your personal situation.
  3. Based upon your analysis of the findings you are to identify two key communication issues that you have identified as requiring development.
  4. Reflect on two recent professional interactions that you have had within the past 12 months. Analyse these interactions from the perspective of the two key communication issues that are identified as requiring development. To what extent are these evident and support the need for personal communication development?

2. Literature review
You are to identify and explain the two issues from your diagnosis and reflection. You are to define the concepts, outline key models and or behaviours that need to be developed to demonstrate effective practice. This literature review needs to outline both the conceptual (theoretical) and behavioural (interpersonal) skills that you need to acquire to demonstrate competence in your chosen area of communication.

3. Action Plan
As a conclusion, you are to develop an action plan of key events and activities that you can undertake over the next 6 months to acquire the knowledge, skills, and behaviours identified as requiring development in component one. This can include the following

  1. Undertaking specific short courses, to develop skills based on actual courses that are available.
  2. Undertaking advanced post-graduate communication courses at CQU or other institutions.
  3. A reading plan to acquire conceptual knowledge, which may include specific communication texts and self-help books which must be specified.
  4. Maintaining of personal journals reflecting on communication interactions.
  5. This section must include actionable items with timelines (such as a Gantt chart) and an indication of how you will measure their successful completion.

Answer

Business communication skills are observed to be critical in order to gain success of the organisation. Despite the geographical location, mission and size communication skills help in the growing of the business. Business communication is intertwined with the internal culture along with the external image of an organisation. Thus, it helps in determining the communication and the level of communication in an organisation. Along with that good business practices assist the organisation in achieving the objectives by building and persuading both internal and external environment of the business. It can also be observed that if the organisation services and prosper in the global environment it is necessary that communication structure and the process must be changed within the organisation.

The concerned essay will shed light on the communication skills among the individuals in the various situations. Five important diagnostic tools for knowing individual effective communication skills are being discussed in the essay. The diagnostic tools help in giving a score in the communication skills. Based on findings of the diagnostic approaches two key communication skills will be highlighted. Some of the effective and key communication skills will also be discussed that includes the theoretical as well as interpersonal skills of the communication. The communication issues that will be identified will be discussed in the reflective essay and the existing literature. Finally, the action plan will be developed that will help in enhancing the communication skills.

Diagnostic tools help in knowing the key issues and strong point in the communication skills. As per the scores on the diagnostic tools, I recognised that I have good verbal communication power (Bargiela-Chiappini & Nickerson, 2014). However, I have a complication in the intercultural communication apprehension and the non-verbal communication issues. As commented by Kleckner & Marshall (2014), non-verbal communication is the feelings of cues that are being positive towards another person. However, I identified that I cannot show the non-verbal approaches such as my body language and facial expression while talking to a person is not appropriate (Cardon, 2014). The person is not able to understand my feeling or the message I want to convey while I use the non- verbal communication skills approaches. However, I am an active listener because it has been observed that in order to have an appropriate verbal communication active listening is required. I have also identified that intercultural communication apprehension is all not appropriate in my communication skills.

This is identified as per the score of the personal report of the intercultural communication apprehension. As stated by Mehrabian (2017), intercultural communication apprehension is the communication issue with deals with the fear and anxiety while communication in the critical situation. As commented by Brink & Costigan (2015), business educators able to continues to seek the novice way in order to prepare the students for the encounters in the intercultural field. However, it is also reported that immersions of the other cultures are the strategy that is not much feasible.

Self- Perceived Communication Competence Scale (SPCC) helps in the identification of the capacity of being a better communicator in the verbal field. This also helps in the knowing that is the individuals is an active listener or no. the total SPCC value is 186 which evidences a higher competence in the self-perceived communication (Cardon & Marshall, 2015). The higher self - perceived communication competence includes the meeting, group and public meetings, which all are high as per the score of the SPCC communication skills.
Nonverbal immediacy is the behaviours that show for one person to another with the facial expression or the body language. However, there is the difference between the male and female in the communication pattern of non - verbal communication. As stated by Uchitomi et al. (2014), females are observed to be more nonverbally significant than males. The function of social desirability is also immediate of the females as compared to males. The total score of my non- verbal communication skill is 71 which is low that 83. 83 are the standard score for non - verbal communication than males.

Personal Report of the Intercultural Communication Apprehension (PRICA) is used in knowing the communication apprehension in the intercultural perspectives. This score helps me in knowing my level of fear and anxiety in the communication pattern. By tabulating the step 1 and step 2 I found my PRICA score to be 24 which indicates that I have low intercultural communication apprehension. In case the score was above 52 it would have indicated high intercultural CA.

Another diagnostic tool helps in knowing the level of compulsiveness in me while I am communication with someone. Based on the Talkaholic scale score my score is 29. Thus it evidences that I am not much compulsive while communication. However, 30 to 39 range in the borderline talkaholic (Kimball, 2015). I can keep quiet in a situation if there is no need.

Last communication diagnostic tool; that is being used by me is to know the tolerance for disagreement in the conversation. Tolerance for disagreement refers to the level of tolerance of the talk, which an individual is not agreed into. The score for the tolerance for disagreement is 54, which indicate that I have a high tolerance for the disagreement. In case, any person is talking to me and keeping the message, which is not according to my viewpoint. In will not get hyper and handle the situation in an appropriate manner (Hegde et al. 2015).

The two-communication complication that I found in myself based on the diagnosis is the intercultural communication apprehension and non-verbal communication. As stated by Kasari et al. (2015), intercultural communication apprehension has defined that anxiety or fear while interaction with the person having a different culture. As stated by Riley & Simons (2016), culture helps the people in determining the method an individual can construct the behaviour and attitude that is shared by the same society. On the support, Kasari et al. (2015) stated that various cultures in which the individuals are raised for the communication prices are being regarded as the first step to the intercultural communication.
People who have feared to interact with the people with different culture suffer from the intercultural comprehension issue. Some of the major types of intercultural; communication apprehension is trait-like communication, context-based communication, situation communication apprehension and audience based communication apprehension (Riley & Simons, 2016). Non - verbal communication issue refers to the issue that an individual suffers while expressing any message with the help of facial expression and a body language. It has been identified that one person with the help of both can portray a proper and effective message bodily as well a vocal language. As I am a not good at the non - verbal communication I often have issues at my workplace. This leads to the complication that is related to the employee relation. The issues, which I face due to the non - verbal communication, are the problem in the misunderstanding and problem in irritating.

Along with the poor non - verbal communication also leads to the problems in the quality of communication. The perceptions of the two individuals also do not match while having the non - verbal communication. It is important to know the factors that are being included in the non - verbal communication. Movement, posture, eye contact, appearance, gestures and tone of voice are key factors that are being judged or noticed by the person with whom one is having non - verbal communication. Some of the key problem while communication in a nonverbal way is person needs to be aware regarding the cultural conventions. In many situations, some of the gestures are not being accepted in the certain situation. In order to justify the issues in communication that I diagnosed from the communication diagnosis tools, I want to focus on the recent professional and well as personal interaction, which helps in knowing my communication issues in the better way.

Four months ago, one incident happened to me regarding my inability to deal with persons with varied cultural beliefs that is the intercultural communication apprehension issue. I was sent to a business trip from my office. I was sent to a place that was unknown to me. In that case was to interact with the local people of the areas. I realised that I was not able to communicate with them in an effective manner. I was not being able to convey my message to them. I feared that if anything gets wrong. They were also not much comfortable with me while having a conversation regarding their culture and viewpoints. This incident helped me in knowing that I am not much capable of communication with the people with different culture. In order to have an appropriate communication with people, I want people to be on my page. Similar viewpoints and perceptions help me in communication my message in an effective way.

Another incident made me realise that I lack the ability of the non - verbal communication. I was approaching for an interview. My interview was well; however, I was not selected for the job. I was wondering what the issue, which made me incapable of the job. I then recalled the overall situation, I was nervous on that particular day. I was not able to adjust my posture and gestures in front of the interviewer. I was lacking the confidence. Despite I answered the entire question they asked me appropriately. I was not able to satisfy them with my facial expression and confidence level. Due to lack of confidence my posture, gestures, the tone of voice was not appropriate that could give me that job thus, I realised that nonverbal communication has significance in the professional as well as personal development. This helped in achieving many steps of the life that is significant. Both personal and professional developed is required so that I can handle the entire situation the personal as well as professional life in an effective manner.

Literature review
The diagnostic tools have helped me to understand the major communication issues faced by me. Non-verbal communication skill, as well as intercultural communication apprehension, is the two major communication issues faced by me as per the diagnostic tool. Interpersonal communication is one of the most explicit uses of communication skill adopted by many people in order to communicate with them. This involves a process that is used by people in order to share their feelings and emotions. Bargiela-Chiappini & Nickerson (2014) commented that non- verbal communication involves the use of visual cues. Body language and tone has been used extensively as a medium of communication. Cardon (2014) stated that non-verbal communication is one of the most useful communication technique adopted by many businesses in order to interact with other companies globally. However, Mehrabian (2017) argued and commented that in this nonverbal communication, the sender, as well as the receiver, must be in close proximity. The visual cues involve body tone and language and this could be received only in presence. As per this non-verbal communication technique, both the sender and receiver need to show somebody tone and language that would help them to communicate.

Shannon and Weaver Model of communication have been developed in order to show an effective communication between the sender and the receiver. As per this model, communication occurs with the help of five steps. The sender transmits information to the receptor and this data are encoded. Brink & Costigan (2015) commented that as per this model. The first step involves sending information to the sender. The second step in this communication loop is encoding where information is encoded in the form of signals. The next step involves this signal transmitted in the form of message. It is essential to decode data and information in the form of messages. The last step is to decode and in this step, messages are finally sent to the receivers in the form of decoded messages. Based on this decoded messages, the receiver provides feedback to their senders. Cardon &Marshall (2015) argued and commented that lack of communication could break this entire communication loop. Therefore, the sender, as well as the receiver, needs to be present at the same time within the environment (Communication theory, 2018).

In this model, effective communication could be obstructed in case any sender or receiver is not present at the same time. Therefore, Uchitomi et al. (2014) have argued that stimuli need to be sent to the other individual with the help of proper body language. In case the sender does not show appropriate language then it will affect the overall communication style. Inefficiency in non-verbal communication is one of my major issues and therefore, I would require understanding the transmission of these stimuli appropriately in order to overcome my communication issues. Communication model is another model that could be used in order to understand these communication skills (Communication theory, 2018).

Effectiveness, semantic issues as well as technical problems are some of the issuers that have been discussed in this communication model. Kimball (2015) opined that in the workplace, effective communication is prerequisite, as this would ensure proper productivity of the employees. Furthermore, this sort of effective communication will also allow the employees to perform well as per the needs and requirements of the company. As per this model, noise is an effective tool in communication. Hegde et al. (2015) commented that between conversations. Noise plays a significant role. Brezzo et al. (2014) argued that as per the communication cycle, sender as well as recipient needs to have responsibility in order to encode and decode any stimuli into messages. Mukoro, Faboyede & Eziamaka (2014) have commented that an individual need to have a tolerance power for disagreement. In case both the sender and receiver accept the stimuli to be positive, there will be no areas for disagreement. Murray et al. (2016) opined that it is essential that all the stimuli received by the recipient properly by the sender. This, it has been seen that any error in communication within business premises could affect the entire interpretation of information and data. This would overall affect the interpretation of information and data. Therefore, encoding as well as decoding of stimuli is essential in case of communication.

Lasswell’s communication model unlike that of communication cycle has elaborated the concept of effective communication. Priya & Giri (2014) have stated that this communication model involves five steps. In case any individual follows these steps then communication barriers could be effectively overcome. As per this model, the sender needs to have the sole power of the messages. It is essential for this sender to deliver messages appropriately and clearly. Royle & Laing (2014) opined that in this type of communication model, clarity and sincerity are essential to have effective communication between the senders as well the recipient. In this model, the content of the message needs to be cleared. This clear content of the messages is essential in order to avoid any communication breach. Moreover, the medium or media need to be analysed as per this model. The audience needs to be selected as per the sender of the messages. Finally, a feedback of the receivers is essential that needs to be provided to the senders.

In this model, communication occurs with the help of answering some questions. Weingart & Guenther (2016) opined that in this model, a channel has been developed between the receiver and sender and this initiates feedback. However, Yildiz (2017) contradicted and commented that this model fails to undermine the major loopholes that are prevalent in communication. In my case, the behavioural concept needs to be undermined while communicating with any personnel. I need to understand the behaviours of other persons while communicating. This would allow me to have an effective communication within the workplace. Moreover, Montague et al. (2015) supported the above-based contradiction and commented that this linear model assumes the communicator to influence the recipient. This is one of the major limitations of this model. On contrary, McCoy et al. (2016) argued that this model emphasizes on obtaining feedback from the recipient and therefore, this allows the sender to understand the flaws in communication.

Transactional model is another model that is based on people’s assumptions and these are connected with the help of communication. This model recognizes both the sender as well as the receiver thereby generating an effective communication among them. Most of the business-related communications are based on this transaction theory. In this theory, communication occurs with the help of facial expressions and face-to-face conversations. Therefore, this facilitates an effective communication at the time of transactions.

Therefore, it can be said from the above-discussed communication models that in order to establish clear communication among individuals, proper processing and concepts are essential. I need to ensure that while communicating I do not have any issues with the mode or channel, of communication. Exceptional noise at the time of conversation could ruin the communication Moreover; I need to focus on the behavioural gestures of the sender that would allow me to understand the conversation properly. This would allow me to improve my communication skill within my workplace. I can overcome any communication issues with the help of communication tools. I need to improve my non-verbal communication issues as well as intercultural communication.

Action plan
The issues that I have identified from the diagnosis and models need to develop an action plan that will help me in overcoming the key communication issues. The first step of my action plan would be to undertake some of the short courses that will help me in developing the communication skills. The shorts courses on the communication skill development will be helpful in mitigating the key issues that I have been identified from the existing literature and the diagnosis tools, along with those short courses will help in knowing the aspects such as to the types of personality (Passeri et al. 2016). Moreover, the personal and professional communication will help to influence the way of the communication in a different situation.

One of the key courses of the communication skills is the training course. This will be of one to a two-day course that will be useful in adjusting the approaches to communication that is required based on the situation (Powless & Schafer, 2016). I will also include the completion of the master of STAR technique that will help me in speaking on the spot. This technique for the course will be helpful in speaking on the spot and mitigate the cultural barriers while talking to others. This technique is helpful in is controlling my tone. Pitch and speed while I am conversing with the people. Thus, this skill is suitable in order to develop my communication skills. It has been reported that Victoria University, Melbourne are some such universities that organise this type of courses for the employee or the students (Influenced by Almirall et al. 2014). It has been observed the professional training courses are being available all over the Australian in order to make the communication skills stronger.

I will also undertake some of the advances postgraduate courses in CQU that is central Queensland University in order to make my communication skill stronger. This will help in making me the master if the professional as well as personal communication. BLAR11049 and COIT 20249 are the units that are available in the central Queensland University. These short courses or the unit helps in building the environmental and communication skills. Along with that, it will also help in the development of the intercultural communication. The nonverbal communication skills will also be developed by their courses. I will also read some books that will help me in developing the intercultural communication. Along with that my non - verbal communication ability will also be improved with these books. In order to improve intercultural communication apprehension the books that I will use are "How to talk to anyone”, “Compelling people” and “Skill with people”. However, in order to improve nonverbal communications are “The definitive Books of Body language” and “Bringing out best in people". These books will enhance the communication skills by sitting at home.

Lastly, I will also maintain a journal that will be useful in reflecting my own communication interaction with different types of people. The journal will help me in analysing the fault in the interaction with the different culture of people. I will also be able to do a SWOT based on the communication interaction. Along with that, I can mark my progress based on the issues that have been identified.

development of business communication skills
business communication skills gantt chart of action plan

Conclusion
From the above discussion, it can be concluded that communication is much compelling in every workplace as well as in the society too. It has been identified that communication between the employees in a workplace affects the actions of a company. Few diagnostic tools have been selected here to ascertain the negative and the positive effects of communication. Evaluating all the points it can be said that with verbal communication non-verbal communication is also necessary for organisations. Some employees have good verbal communication skills but face difficulty in non-verbal communication within the workplace. Another communication gap that has been seen here is the intercultural communication. An organisation consists of different types of employees from different cultures. Employees feel difficulty in understanding each other is cultural communicating actions.

Based on the issues enlightened in here, some action plans have been prepared. These action plans will help in enhancing all kinds of communication within an organisation. The operations of a company get hindered by all the issues caused due to the communication gaps between its employees. Every organisation must conduct few communication enhancement sessions to improve the communication skills. The gap in communication also elongates the time taken for making any decision. A Communication session also helps in acquiring the information regarding communication skills. It will help every employee in his or her personality as well as in social life too. These sessions enhance both verbal and non-verbal communication in people. Communication plays a great role in the operational actions of every organisation.

Reference List

Books
Bargiela-Chiappini, F., & Nickerson, C. R. (2014). Writing business: Genres, media and discourses. Routledge. Retrieved from http://bit.ly/2GUFFWw
Cardon, P. W. (2014). Business communication: Developing leaders for a networked world. New York, NY: McGraw-Hill Irwin. Retrieved from https://pmpg87xsw01.storage.googleapis.com/QjAwVkY2M0dCSQ==01.pdf
Mehrabian, A., (2017). Nonverbal communication. Routledge. Retrieved from https://www.taylorfrancis.com/books/9781351308717

Journals
Brink, K. E., & Costigan, R. D. (2015). Oral communication skills: Are the priorities of the workplace and AACSB-accredited business programs aligned?. Academy of Management Learning & Education, 14(2), 205-221. Retrieved from https://journals.aom.org/doi/abs/10.5465/amle.2013.0044

Cardon, P. W., & Marshall, B. (2015). The hype and reality of social media use for work collaboration and team communication. International Journal of Business Communication, 52(3), 273-293. Retrieved from http://bit.ly/2J84m6F
Fujimori, M., Shirai, Y., Asai, M., Kubota, K., Katsumata, N., & Uchitomi, Y. (2014). Effect of communication skills training program for oncologists based on patient preferences for communication when receiving bad news: a randomized controlled trial. Journal of clinical oncology, 32(20), 2166-2172. Retrieved from http://bit.ly/2GQSgtF
Kimball, M. A. (2015). Special issue introduction Technical Communication: How a few great companies get it done. Technical Communication, 62(2), 88-103. Retrieved from http://bit.ly/2Lw38AH

Mathew, T., Shetty, A., Shetty, C., Narasimhan, D., Shetty, S., & Hegde, M. N. (2015). Comparison of communication skills among undergraduate dental students with and without prior training in effective communication. Nitte University Journal of Health Science, 5(2), 8. Retrieved from http://bit.ly/2KWchkY

Merolla, P. A., Arthur, J. V., Alvarez-Icaza, R., Cassidy, A. S., Sawada, J., Akopyan, F., ... & Brezzo, B. (2014). A million spiking-neuron integrated circuit with a scalable communication network and interface. Science, 345(6197), 668-673. Retrieved from https://pdfs.semanticscholar.org/e072/9d40f2356f7aeb44e0d27832db9f3d4c50a6.pdf
Mukoro, D. O., Faboyede, O. S., & Eziamaka, C. B. (2014). -THE EFFECTIVENESS OF FORENSIC ACCOUNTANTS IN STRENGTHENING INTERNAL CONTROL OF BUSINESS ORGANIZATIONS IN NIGERIA (A STUDY OF SELECTED BUISNESS ORGANIZATIONS IN NIGERIA). Retrieved from http://bit.ly/2IKjsjn

Percy, R., Creswell, C., Garner, M., O’Brien, D., & Murray, L. (2016). Parents’ verbal communication and childhood anxiety: A systematic review. Clinical child and family psychology review, 19(1), 55-75. Retrieved from http://centaur.reading.ac.uk/46745/3/Percy%20et%20al_Parents%20verbal%20communication%20and%20childhood %20anxiety_a%20systematic%20review_2015.pdf

Priya, R. L., & Giri, N. (2014). Comparative study of various next generation network-business process framework. International Journal of Computer Applications, 102(4). Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.736.1962&rep=rep1&type=pdf

Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), 65-73. Retrieved from https://openair.rgu.ac.uk/bitstream/handle/10059/1302/Laing%20IJIM%202014%20Digital.pdf?sequence=1
Weingart, P., & Guenther, L. (2016). Science communication and the issue of trust. Journal of Science communication, 15(05), C01-1. Retrieved from http://bit.ly/2s9lKOV

Yildiz, A. K. (2017). Effective communication skills to manage the library: relations between managers and librarians. Qualitative and Quantitative Methods in Libraries, 1(2), 141-153. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4791950/pdf/nihms661615.pdf

Online Articles
Asan, O., Young, H. N., Chewning, B., & Montague, E. (2015). How physician electronic health record screen sharing affects patient and doctor non-verbal communication in primary care. Patient education and counseling, 98(3), 310-316. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4319541/

Bartlett, D. J., Galuppi, B., Palisano, R. J., & McCoy, S. W. (2016). Consensus classifications of gross motor, manual ability, and communication function classification systems between therapists and parents of children with cerebral palsy. Developmental Medicine & Child Neurology, 58(1), 98-99. Retrieved from https://onlinelibrary.wiley.com/doi/full/10.1111/dmcn.12933

De Giacomo, A., Craig, F., Terenzio, V., Coppola, A., Campa, M. G., & Passeri, G. (2016). Aggressive behaviors and verbal communication skills in autism spectrum disorders. Global pediatric health, 3, 2333794X16644360. Retrieved from http://journals.sagepub.com/doi/full/10.1177/2333794X16644360
Kasari, C., Kaiser, A., Goods, K., Nietfeld, J., Mathy, P., Landa, R., ... & Almirall, D. (2014). Communication interventions for minimally verbal children with autism: A sequential multiple assignment randomized trial. Journal of the American Academy of Child & Adolescent Psychiatry, 53(6), 635-646. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4030683/

Kleckner, M. J., & Marshall, C. R. (2014). Critical communication skills: Developing course competencies to meet workforce needs. The Journal of Research in Business Education, 56(2), 59. Retrieved from https://search.proquest.com/openview/0b737e41f3370c850e7d1c24821a6446/1?pq-origsite=gscholar&cbl=34490
Powless, S., & Schafer, S. (2016). Eroding Business Communication Skills Among B-Students: Causes, Effects, and Suggestions to Consider. Journal of Higher Education Theory and Practice, 16(6), 127. Retrieved from http://www.m.www.na-businesspress.com/JHETP/PowlessS_Web16_6_.pdf

Riley, T. J., & Simons, K. A. (2016). The written communication skills that matter most for accountants. Accounting Education, 25(3), 239-255. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/09639284.2016.1164066
Shire, S. Y., Goods, K., Shih, W., Distefano, C., Kaiser, A., Wright, C., ... & Kasari, C. (2015). Parents’ adoption of social communication intervention strategies: Families including children with autism spectrum disorder who are minimally verbal. Journal of autism and developmental disorders, 45(6), 1712-1724. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4442706/

Websites
Communication theory (2018) Lasswell's model of communication Retrieved from https://www.communicationtheory.org/lasswells-model/ on 21st march 2018
Communication theory (2018) Shannon and weaver communication model Retrieved from https://www.communicationtheory.org/lasswells-model/ on 21st march 2018

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