Communication
      Communication and Extension are two related subjects. Though extension may not be a part of communication, communication is the heart and soul of extension process. The role of extension in rural development is to transfer knowledge and information about new development in agricultural technology to farmer in such a way that the farmers are motivated to adopt it. The success of rural development and agricultural development programs largely depends upon the transfer of useful information to their target audience when they are well trained in the techniques of communication.

         A major objective of the agricultural extension agent is to transfer agricultural information and knowledge about the latest techniques and inputs to the farmers. The transfer of knowledge involves communication at each step. Therefore, it is important for extension agent to know the basics of the communication process. It will help them to communicate better with  the farmers and successfully transfer information about techniques and inputs. It will give them the status of successful extension agents.
             The purpose of transfer of knowledge may be to create awareness or increase in the level of information. It may also be to affect the change of attitude or to move others from one position to another, or both. In order to achieve these objectives we need to prepare special plans, but basic requirement is a good knowledge of communication and its process. To communicate successfully we need to b familiar with the definition and the process of communication, and the factors involved in this process.
Definition of Communication:

       The word communication is derived from  a Latin word “communicare”  which means’ to pass along, impart or transmit knowledge, to have interchange of thought; to make common’ (communis).
     It is the process of exchange of ideas, feelings, information, facts and figures between two individuals or group of individuals with mutual understanding.

We communicate with other individuals by directly messages to one of their senses out of five i.e. sight, sound, touch, smell or taste. By using one or more senses at a time, we share our ideas and feelings with one another.
 The Communication Process:

              A useful way to understand communication is to understand it through a process model, which enables us to analyze the process of communication into its component parts. It will allow us to separate the parts and study the role that each part plays in the whole process. The model is:
                        Sender ---- Message ---- Channel ------ Receiver

Explanation:

         When I speak to you, I am the “SENDER”, my words are the “MESSAGE” and my “VOICE” is my “CHANNEL” and you and your ears are the “RECEIVER”. This model shows that a message is originated by a source of sender. The source of the sender encodes the message which is passed through a suitable channel to b receiver or audience who decodes the information. Encoding means putting ideas and thought into words and gestures. Decoding implies putting back words and gestures into ideas and thought. This process of encoding and decoding is done automatically by the mind, if the language of the sender and the receiver is same.

Elements of Communication

i)                   Sender:

          The sender or source can be any person, group or organization --- anything that can initiate a message. Several things determine how effectively a source will operate in the communicate process. They include the communication process. They include the communication skills of the source ---- ability to think, write, draw and speak. They also include attitude towards the audience and to the subject matter being addressed. Knowledge of the education and social background of the audience is must for the source, in order for him to successfully transfer the message.  The source must also have knowledge of the subject on which he is to address the audience. He must be aware of all these factors and have the requisite skills in each of these areas.

ii)                 Message:

            The message is the information content that is to be sent from sender to receiver. The sender needs to consider several factors before finalizing the message. For example the language in which to send the message must be chosen. The sender must take sure that the language of the message is one which is spoken and understood by the receiver. Sometimes we also use other languages like music, arts and gestures. In all cases, the source must ensure that the receiver understands the message, which is the major aim of the whole process.

          The sender also needs to be conscious of the selection of message content and its organization. The sender must submit the message to the audience In an acceptable form, in a specific language, and through a selected channel. If a proper choice of language, content, organization or channel is made, the message is more likely to fail.

iii)              Channel:
           The channel or medium (pl: media), is the method by which the message is transferred to the target audience. In a telegram the channel is the wire service. Radio, television, newspapers, magazines and so on are also important channels or media.

          In communicating, the kinds and number of channels to use depends largely on the purpose of the communication, but the general principle is: the more channels there are the more effective the communication is.

iv)               Receiver:

          The receiver is the final link in the communication process. The whole communication process aims at the receiver and his understanding the message. Unless the receiver understands the message, the whole process is null and void. The source must always keep in mind the target audience, their language, their culture and the way the audience can best understand the message.

v)                 Feedback:

            Besides the sender being active and conscious of the needs of the audience, the audience must also be active and responsive to the message for a successful conversation to occur. The audience can react to the message by answering, questioning and performing mentally and physically. This response of the audience is called the feedback.  Response from the audience, the feedback enables the receiver to correct the omissions or errors in the transmitted message, improve the message or even assist the audience in decoding the message.

         In an interpersonal communication process, the feedback is immediate. The sender and the receiver constantly exchange roles, using feedback as a means of interaction. A speaker sees his audience and obtains feedback in a variety of ways ---- people sleeping, applauding, and walking away. Feedback enables the sender to re-code his message as he goes along to ensure better understanding of it.

vi)                Noise:
      Noise is anything which disturbs the understanding of the message. It distorts the message itself or interferes with its transmission. Noise can have a serious impact on the success or failure of the message. Dim or blurry printing of a written page, or a glaring light may be disturbing for a reader. A very hot or a very cold room may be disturbing for a listener.  Noise distracts the audience and thus hinders the understanding of the message. Therefore it must be recognized as an obstacle to be overcome.

       Noise can be both internal and external. Internal noise arises within the receiver or audience itself. A person may not be feeling well ---- he may have a stomach or a fever or flu.  A student may be nervous about the exams or some other problems may be non payment of fees and low grades.  They distract the attention of the audience and don’t permit them to give full attention to the language. External noise impinges on the audience from outside. An overhead or a very cold room, inappropriate light, a very small font n a printed page or static in a radio broadcast are good examples of external noise.

Use Communication When:

• The receiver is not particularly interested in receiving the message.  Oral communication provides more opportunity for getting and keeping interest and attention.
• It is important to get feedback.  It's easier to get feedback by observing facial expressions (and other nonverbal behavior) and asking questions.
• Emotions are high. Oral communication provides more opportunity for both the sender and the receiver to let off steam, cool down, and create a suitable climate for understanding.
• The receiver is too busy or preoccupied to read. Oral communication provides more opportunity to get attention.
• The sender wants to persuade or convince.  Oral communication provides more flexibility, opportunity for emphasis, chance to listen, and opportunity to remove resistance and change attitudes.
• When discussion is needed.  A complicated subject frequently requires discussion to be sure of understanding.
• When criticism of the receiver is involved.  Oral communication provides more opportunity to accomplish this without arousing resentment.  Also, oral communication is less threatening because it isn't formalized in writing.
• When the receiver prefers one-to-one contact.

• Principles of Communication

  1. Clarity

  Clarity is the number one rule all business communication must follow. A message that leaves the reader scratching his head is a failed message. Clarity springs from a knowledge of the message (what you want to say), the method (how you want to say it), and the medium (what format do you want to say it in). A lack of insight in any one of these components is going to affect the effectiveness of your message.

  2. Conciseness

  Business communication is founded on the principles of brevity. There is little room for lyrical prose or academic loquaciousness. This applies to not just the length of your message, but also its contents. Try to use short sentences and short words. Avoid jargon and words that send the reader to the dictionary (unless you sell dictionaries!). Adopt this principle for intra-team as well as client focused communication.

  3. Objectivity

  Business communication must always have a purpose. This purpose must be apparent to any who glances through your message. Before you put a single word to paper, ask yourself: “what am I trying to achieve with this message?”. This will help you stay on course through the message creation process and effect a remarkable improvement in the message efficacy.

  4. Consistency

  Imagine that you’re reading a book that starts out as a serious medieval romance, turns into a supernatural screwball comedy around the half-way mark, before finally finishing as an avant-garde, high-brow literary exegesis. Without a doubt, such a book will leave you confused and even angry.

  This is the reason why all business communication must have consistency of tone, voice and content. A humorous satire on one page, a serious explanation on another will alienate your readers. Although you can stray from the set tone from time to time – a few humorous jokes can help lighten the mood – the overall theme must remain consistent.

  5. Completeness

  Each message must have a clear and logical conclusion. The reader shouldn’t be left wondering if there is more to come. The message must be self-sufficient, that is, it must hold good on its own without support from other messages. This is particularly apt for blog posts which often end abruptly and leave the reader scratching his head.

  6. Relevancy

  Every message you send out must be contextually cohesive with previous/future messages. The message must also be relevant to your primary offering. A blog post about Kobe Bryant’s free-throw record followed by a webinar on inbound marketing will only leave your readers confused. So make sure that everything you write in a business setting is contextually related and relevant.

  7. Audience Knowledge

  Lastly, your message must have a thorough understanding of your primary audience. Everything else – clarity, completeness, objectivity – results from your knowledge of your audience. Always know who you are writing for as it will influence the tone, voice and quality of your message. You can’t write to a company’s SVP the same way you would write to your colleague in the next cubicle, and you can’t write to a client the same way you would write to a SVP.

  Your message must reflect the age, education level, aims and objective of your audience. This is possible only if you thoroughly research your readers and can see things from their perspective.