Patient counselling should be a one-way communication this statement is not true.

Patient counselling
should be one-one way interactive communication or two way communication in order to make this
effective and better result.

Good communication is central to good counselling. Many of the principles of

counselling that you looked at in the last session are actually part of a foundation
for good communication. Similarly if you refer back to the diagram in Session
2 page 18 you will see under counselling skills that active listening, open
questioning, providing information and facilitation are all elements of effective
communication. Before examining these in more depth we want to explore some
general points about good communication, and to stress the importance of two-way
communication.

Communication involves the exchange of information and is most productive when

it is a two-way process which offers an opportunity for each of the parties involved
to clarify issues, provide feedback and discuss topics. This is particularly true
where you have to provide complex information, or have to have a sensitive
discussion. In these cases two-way communication and interaction is needed. It is
not enough to simply provide the woman with information or give instructions.

Effective communication is essential to good counselling, but we can make an

important distinction between one-way and two-way communication
(see diagram). For example, there are times in MNH when we simply provide and
discuss information with the woman, such as what to bring to the hospital for the
birth. This is an example of one-way communication. However, when we want to
support women and their families to apply and use this information, then we are
involved in the process of counselling, for example, facilitating the decision as to
where to give birth, and thinking about how to get there through a two-way
discussion of options.
Many of the skills we discuss for good counselling are also important to good
communication. This includes not just the language we use; it also involves
gestures and body language, active listening and the demonstration of warmth and
care. So it is important to be aware of the non-verbal messages we send (such as
showing respect) not only through our words, but also through our gestures and our
body language.

Effective Communication is significant for managers in the organizations so as to perform the basic
functions of management, i.e., Planning, Organizing, Leading and Controlling.

Communication helps managers to perform their jobs and responsibilities. Communication serves as a
foundation for planning. All the essential information must be communicated to the managers who in-turn
must communicate the plans so as to implement them. Organizing also requires effective communication
with others about their job task. Similarly leaders as managers must communicate effectively with their
subordinates so as to achieve the team goals. Controlling is not possible without written and oral
communication.

Managers devote a great part of their time in communication. They generally devote approximately 6
hours per day in communicating. They spend great time on face to face or telephonic communication with
their superiors, subordinates, colleagues, customers or suppliers. Managers also use Written
Communication in form of letters, reports or memos wherever oral communication is not feasible.

Thus, we can say that “effective communication is a building block of successful organizations”. In
other words, communication acts as organizational blood.

The importance of communication in an organization can be summarized as follows:

1. Communication promotes motivation by informing and clarifying the employees about the task

to be done, the manner they are performing the task, and how to improve their performance if it is
not up to the mark.
2. Communication is a source of information to the organizational members for decision-making
process as it helps identifying and assessing alternative course of actions.
 3. Communication also plays a crucial role in altering individual’s attitudes, i.e., a well informed
individual will have better attitude than a less-informed individual. Organizational magazines,
journals, meetings and various other forms of oral and written communication help in moulding
employee’s attitudes.

4. Communication also helps in socializing. In todays life the only presence of another individual
fosters communication. It is also said that one cannot survive without communication.

5. As discussed earlier, communication also assists in controlling process. It helps controlling

organizational member’s behaviour in various ways. There are various levels of hierarchy and
certain principles and guidelines that employees must follow in an organization. They must
comply with organizational policies, perform their job role efficiently and communicate any work
problem and grievance to their superiors. Thus, communication helps in controlling function of
management.
An effective and efficient communication system requires managerial proficiency in delivering and
receiving messages. A manager must discover various barriers to communication, analyze the reasons
for their occurrence and take preventive steps to avoid those barriers. Thus, the primary responsibility of a
manager is to develop and maintain an effective communication system in the organization.

Brainstorming is a group creativity technique that is often used to find a

solution to a specific problem. This is accomplished by gathering and
recording new ideas from team members in a free-flowing manner.
Brainstorming sessions are usually made up of a handful of core team
members, and typically are led by a director or facilitator.

If you’ve ever held a brainstorming session, you likely know that they can be
very effective for generating new ideas, and finding solutions to a problem.
This is largely due to the many advantages of brainstorming that help teams
work more collaboratively towards a common goal. Some of the advantages
of brainstorming for businesses and individual productivity include:

1. Brainstorming allows people to think more freely, without fear of

judgment.
2. Brainstorming encourages open and ongoing collaboration to
solve problems and generate innovative ideas.
 3. Brainstorming helps teams generate a large number of ideas
quickly, which can be refined and merged to create the ideal solution.
4. Brainstorming allows teams to reach conclusions by consensus,
leading to a more well-rounded and better informed path forward.
5. Brainstorming helps team members feel more comfortable
bouncing ideas off one another, even outside of a structured session.
6. Brainstorming introduces different perspectives, and opens the
door to out-of-the-box innovations.
7. Brainstorming helps team members get ideas out of their heads
and into the world, where they can be expanded upon, refined, and
put into action.
8. Brainstorming is great for team building. No one person has
ownership over the results, enabling an absolute team effort.
In summary, the core advantages of brainstorming are its ability to unlock
creativity by collaboration. It’s the perfect technique to use for coming together
as a team, and can help to generate exciting new ideas that can take your
business to a new level.

Effective communication is a building block of successful

organizations, In other words, communication acts as organizational blood.

All managers and employees need to be aware of how people behave in order
to provide the best working environment. Organizational behavior is about
how people may be motivated to work together in more effective ways. The
interaction required to direct a group toward a set of common goals is called
organizational communication.

In each of these interactions, we are occasionally satisfied but sometimes

frustrated by incompetence, insensitivity, lack of coordination, and red tape,
all of which result from ineffective organizational communication. A deeper
understanding of communication permits us to better comprehend the factors
that contribute to a successful organization.

It is difficult to come across a job advertisement which does not mention

eligibility criteria such as “communicativeness” or “communication skills.”
Concepts such as “organizational communication,” “corporate
communication” or “business communication” long ago became key terms for
management, entrepreneurship and human resources.

What is meant by “organizational communication”? What are its major

functions and types? What are the most important communication skills in the
workplace? What are the most common barriers and obstacles to
contemporary organizational communication? The answers to these and other
questions throughout this course will give you a better understanding of the
phenomenon and process of organizational communication.

The importance of communication in an organization can be

summarized as follows:

1. Communication promotes motivation by informing and clarifying

the employees about the task to be done, the manner they are
performing the task, and how to improve their performance if it is not
up to the mark.
2. Communication is a source of information to the organizational
members for decision-making process as it helps identifying and
assessing alternative course of actions.
3. Communication also plays a crucial role in altering individual’s
attitudes, i.e., a well informed individual will have better attitude than
a less-informed individual. Organizational magazines, journals,
meetings and various other forms of oral and written communication
help in molding employee’s attitudes.
4. Communication also helps in socializing. One cannot survive without
communication.
5. Communication also assists in controlling process. It helps
controlling organizational member’s behavior in various ways. There are
various levels of hierarchy and certain principles and guidelines that
employees must follow in an organization. They must comply with
organizational policies, perform their job role efficiently and
communicate any work problem and grievance to their superiors. Thus,
communication helps in controlling function of management.

An effective and efficient communication system requires managerial

proficiency in delivering and receiving messages. A manager must discover
various barriers to communication, analyze the reasons for their occurrence
and take preventive steps to avoid those barriers. Thus, the primary
responsibility of a manager is to develop and maintain an effective
communication system in the organization.

So, organizational communication refers to the forms and channels of

communication among members of organizations such as corporations,
nonprofits or small businesses. Studies have found a strong relationship
between the levels of communication in an organization and job performance
and satisfaction. Organizational communication can be formal or informal,
flow in various directions and make use of various media.

 I know firsthand how important it is to connect with customers. Building relationships is key to

learning your customers’ needs. And, you may gain more returning customers, referrals and net
income in the process.
As a small business owner, you have an advantage when it comes to building customer rapport.
The size of your company allows you to reach people at a more personal level than big
businesses, which turns into stronger relationships with customers.

To create customer relationships, and keep them strong, you must do all you can to engage
customers. Here are five ways to build customer relationships and keep them coming back.

1. Communicate.
As a key to any good relationship, communication is an essential way to build customer
relationships. Promoting your business and listening to your customers are equally important.
Rather than just telling customers about your business, have conversations with them. Find out
what your customers need, then show them that you have a solution to their problem.
If you have employees, teach them how to effectively communicate with customers. Instead of
waiting for customer service to become a problem, foster communication skills with customers
while onboarding new employees. Maintain an employee policy, requiring timely follow-up, to
make sure the customer’s needs are met. Make sure your staff returns voicemail messages and
emails promptly.

2. Exceed expectations.
Your customers expect great products or services from you. You should continue to raise the bar
on what your company offers.
To put it simply, under promise, and over deliver. When you impress customers, they keep
coming back.
To exceed customer expectations, you can deliver a product or service faster than anticipated.
When you deliver earlier than expected, the customer will be happy about the surprise. For
example, tell a customer their order will be ready by the end of the month, knowing you will
have it ready a week earlier.

3. Ask for feedback.

Whether customers have a good or bad opinion about your business, they will make their
feelings known. Invite customer feedback to show you are listening. Place comment cards on
your business counter, or conduct a survey.
Customer feedback helps you hone your customers’ specific needs so you can find the best
solutions to their problems. The better your offering meets their needs, the more your business
will grow.
Always listen carefully to comments and respond promptly, whether it’s a compliment or a
complaint. The worst thing you can do is ask for feedback then not address concerns. Even
negative feedback is valuable and can give you an honest gauge of customer satisfaction.

4. Connect.
With technology, there are more ways to begin conversations with your customers than ever
before. There are many online tools and social media outlets you can use to reach customers.
When you engage with customers online, be careful not to create a one-way conversation. Ask
customers questions, and respond to their inquiries.
Also, make sure your website is top-notch, and start a blog to engage your customers and
prospects. Build customer relationships through your online presence.

5. Show appreciation.
Reward long-time customers with a loyalty discount program. You can hand out reward cards, or
use a loyalty program app to track customer rewards.
With a loyalty program, customers earn points for buying your goods or services. After earning a
certain number of points, the customer gets a reward. For example, you could reward a customer
with a discount on their next purchase.

Also give away inexpensive branded items, such as pens or notepads, or even expensive items,
like shirts, hats or jackets with your logo on it. It’s a small yet effective way to say thank you to
customers while keeping your business top-of-mind.
Take these seven steps to effectively strengthen your customer relationships:
 1. Send greeting cards

2. Keep lines of communication with customers open

3. Know the stages of customer loyalty

4. Provide customer support

5. Ask for customers' opinions

6. Don't overlook current customers in your marketing

7. Adapt your business plan/model

1. Send greeting cards

GET YOUR TICKET.

Simple gestures can go a long way. For the holidays, send cards to your customers to
express how grateful you are for them and their business. That one simple act will make
your customers feel respected, valued, and, best of all, appreciated. Taking a few
breaks from selling your company to do an unselfish act will make your customers feel
good.
2. Keep an open line of communication
Research shows that when customers receive multiple methods of communication, they
are more likely to remain loyal. And, in many instances, the most effective
communications incorporate soft sells rather than hard-hitting sales language.

Newsletters, emails, tweets, and Facebook status updates (social media in general) are
easy-to-use, appropriate ways for staying connected and incorporating soft sells.
Product quality reports and annual company reports can also keep customers apprised.
3. Know the stages of customer loyalty

 Suspect

 Prospect

 First-time customer

 Repeat customer

 Client

 Advocate
When you know the stages of customer loyalty, it's easier to bring people from the
suspect stage all the way to the advocate stage. To achieve that transition, marketers
need to understand how to entice people to convert them into customers while nurturing
the relationship.
Marketers and other business executives can work together to educate the client and
build the relationship so that the client is willing to provide positive word of mouth about
the company, becoming a recruiting advocate for the business.
4. Provide customer support
Marketing specialists are equipped to provide businesses the type of customer support
that also builds customer relationships. Via blog posts, newsletters, Facebook, Twitter,
and an all-encompassing social media marketplace blitz, marketers can provide
information, insight, news, advice, and even technical assistance to customers. Those
acts establish the company's interest in its customers, making them feel valued and
needed by the company.
5. Ask for customers' opinions
What better way to make someone feel valued than by asking for his or her opinion and
advice? Business owners not only gain much insight from trusted clients but also
establish that they respect and value those clients. Businesses can gain insight via
surveys, online discussion questions, personal phone calls, and in-person meetings.
By reaching out to customers, you give them a way to become involved and make their
voices heard. They will feel that they are a part of the company, and you will get
valuable feedback on what's working and what needs to be changed in your company's
marketing strategies and business plan.
6. Include current customers in your marketing efforts
Welcome to the "80/20 rule": 80% of a company's business comes from 20% of its
customers. By making a concerted marketing effort toward current customers, you will
have a higher ROI on your marketing dollars and will strengthen your customer
relationships. You can use a variety of marketing tactics on your clientele, including free
consultations and personalized service.
7. Adapt your business plan
Marketing specialists should work with businesses to keep current. One of the best
ways to achieve that is to adapt the business plan as the economic climate and industry
trends change. Your business plan should be a living, breathing document, not a static
manuscript that resides on a bookcase.
Schedule time to review and refresh your business plan annually. If you have noticed
major changes on the horizon, you may need to schedule an additional planning
session to address changes.
Be sure to include all of the major players at your company in the business plan review.
Though the marketing department will play a major role in developing the business plan,
other areas of expertise, such as Finance and Customer Service, have ideas that need
to be heard. Incorporating information from all company departments will ensure that all
of your customers' needs are taken into account.
The US Small Business Administration recommends taking the following questions into
consideration when developing and updating your business plan:

 What does your business offer, and what need does it fulfill?

 Who are your potential customers, and why would they choose your company?

 What tactics will you use to reach your customers?

 What is your financial plan?

 What is the organizational structure of your business, and how is it managed?

To get the most out of your business plan review sessions, ask all involved parties to
review the plan in advance. They should not only read the document but also note their
changes. And, independent of the plan, ask them to complete a SWOT analysis of the
company. That is, writing out what they perceive to be your company's strengths,
weaknesses, opportunities, and threats in relation to your clients' needs.
Once the departments have completed their SWOT analysis, ask them to come up with
concrete tactics their departments can deploy to take advantage of strengths and
opportunities while smoothing over the weaknesses and threats.