103 Working in the voluntary sector

Figure 3 shows a simple model of the communication process. The model comes from engineering, where engineers were concerned with how to transmit a message so that when it is received it approximates as closely as possible the message that was sent.

Figure 3 Communication as a technical process

This diagram describes communication as a technical process, for example sending a message down a telephone line.

It is represented as a horizontal flow chart with labelled arrows.

Three boxes are linked by two arrows. Working from left to right, the first box represents the sender of a message. This message is then encoded; for example, in a telephone conversation it is converted into electrical impulses, and is represented by an arrow between the first and second box. The second box represents the signal being sent down the transmission channel, for example the telephone wire. The second arrow represents the message being decoded; for example, the signal is turned into an audible message by the receiver’s telephone. The third box represents the receiver of the message.

The diagram also shows how ‘noise’ can affect the transmission of the message; for example, the crackle on a poor telephone connection, which may mean the message is not received correctly.

To use the jargon of communications theory, there is a sender and a receiver. The sender encodes the message and sends it through a channel so that it can be decoded by the receiver. The aim is for the message ‘received’ to be the same as the message ‘sent’.

In practice, there will be some noise, which tends to distort the message. Noise may be generated because the transmission system does not work perfectly (for example, a poor mobile phone signal), because of mistakes during encoding and decoding, or because of outside interference.

While this classic model of communication and the concept of noise are useful in explaining some of the ways in which messages can get distorted, they are limited for explaining human communication. The main differences arise because people are not machines: they do not just encode and decode messages, they actively select and interpret them, try to make sense of them and strive to give expression to their thoughts.

Even after you have delivered your message, you cannot just assume it has been received in the way you intended. People don’t just passively receive messages: they actively select, filter and interpret them. If people do not think a message is likely to be interesting or important they may ignore it altogether, their minds may wander or they may switch their attention elsewhere.

The way people think about and decide to respond to a particular message depends in part on their existing values, beliefs and understanding. As a result, different people may make sense of and act on the same message in different ways. For example, a person who believes passionately that there is an environmental crisis is likely to understand and respond to a campaigning leaflet from Friends of the Earth differently than someone who is highly sceptical.

Figure 4 presents a model of human communication that tries to depict these differences.

Figure 4 Communication as a human process

This diagram attempts to show the many factors that might affect human communication and influence whether a message is received in the way it was originally intended.

It shows the heads of two people talking to each other and the many things that may influence what they say and how a message is interpreted and understood. It shows that sending a message – that is, putting it into words – is not a straightforward process. The diagram shows that messages often start out as half-formed thoughts and ideas, by showing them as ‘idea bubbles’ coming out of the person’s head. In order to be communicated, these thoughts have to be put into acceptable words. If the message is complex this may require ideas to be clarified and polished before they are communicated.

Equally, people do not just passively receive messages but actively select, filter and interpret them. This is depicted by showing a process of filtering and thinking in each person’s head. For example, if people do not think a message is interesting or relevant to them they may ignore it. Equally there may be variety of other things demanding their attention, which means they don’t listen to the message. The diagram attempts to show some of these things, for example the radio being on, the cat meowing for attention or the person’s stomach telling them they are hungry.

In the technical model of communication (Figure 3), the problem of transmitting the message accurately is very important. Human communication is more complex – the sender, the message, the medium, the audience receiving the message and the context in which the message is sent are all important.

Preparing a compelling message often needs careful thought and crafting: 

• What do you want to say and why? 
• How is your audience likely to understand your message and respond? 
• How can you get your message noticed and acted on? 
• What are the secrets of clear communication that make the difference between being understood and being discarded?