Business Communication - Unit 1 & 2

UNIT I: COMMUNICATION SKILL - ROLE OF
COMMUNICATION IN WORKPLACE
1. IMPORTANCE OF COMMUNICATION IN TODAYS WORLD AND
PURPOSE OF BUSINESS COMMUNICATION ..................................... 5
2. BUSINESS COMMUNICATION PROCESS, TYPES OF
COMMUNICATION, NON-VERBAL COMMUNICATION AND ITS USES
............................................................................................................. 15
3. VARIOUS MODES OF COMMUNICATION AND SELECTION OF
THE RIGHT MEDIUM FOR THE RIGHT PURPOSE ............................ 27
MBM 303
Unit I, Lesson 1
LESSON 1
IMPORTANCE OF COMMUNICATION
TODAYS WORLD AND IMPORTANCE
BUSINESS COMMUNICATION
IN
OF
1.0
OBJECTIVES ....................................................................................................5
1.1
INTRODUCTION .................................................................................................5
1.2
PURPOSE OF COMMUNICATION ..........................................................................6
1.3
SIGNIFICANCE OF COMMUNICATION SKILLS IN TODAYS W ORLD ...........................6
1.4
OBJECTIVES OF COMMUNICATION IN VARIOUS CONTEXTS ....................................7
1.5
CONDITIONS THAT NECESSITATE COMMUNICATION IN MANAGEMENT .....................7
1.6
WHY DOES ANY BUSINESS REQUIRE COMMUNICATION? ......................................7
1.7
CAPITALIZING ON W ORKFORCE DIVERSITY .........................................................9
1.8
CHARACTERISTICS OF SUCCESSFUL BUSINESS COMMUNICATION .........................9
1.9
SUMMING UP .................................................................................................11
1.10 ANSWERS TO SELF- CHECK QUESTIONS ............................................................11

1.11 ASSIGNMENTS ................................................................................................12
1.11.1 Class Assignment..................................................................................12
1.11.2 Home Assignment .................................................................................12
MBM 303
Unit I, Lesson 1
1. Importance of Communication in Todays

World and Purpose of Business
Communication
1.0
Objectives
By the end of this lesson you will:
1.1
Understand the meaning of communication.

Gather the importance of communication in todays world.
Understand the functions of communication in different contexts.
Understand the significance and purpose of Business communication.
Learn about the conditions that necessitate Business communication.
Comprehend the profile of an effective communicator.
Gather the importance of workplace diversity.
Become familiar with the importance of seven Cs of communication.
Introduction
Defining Communication
The word communication is derived from communis (Latin) meaning
common and communicare meaning sharing. It is a natural activity of all
human beings to convey opinions, information, ideas and values to others
through words (written or spoken) body language or signs. Communication is
the flow of information and understanding from one person to another at the
same or at the different levels. It may be an order, a reprimand, a question, or
information and so on. Since communication presupposes a definite objective,
it has its own science and art. In order to succeed in the modern world, one
must learn the skill of effective communication.
Civilization and Communication
There exists a relationship of mutual support between civilization and
communication. Each has contributed to the growth of the other. More and
more efficient patterns of communication has made it possible for human
civilization to take longer strides in its onward march; and the obligations and
ambitions of a more civilized society provide motivation to invent more
effective vehicles of communication. One of the greatest gifts of civilization to
mankind is language.
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MBM 303
1.2
Unit I, Lesson 1
Purpose of Communication
Broadly speaking, we communicate to:
Inform
Persuade
Often, these two goals are present in the minds of the communicator.
However, he may sometimes seek only to inform, just as all scientific writings
do. He would still want the reader to be convinced about the validity of his
findings. Likewise, the communicator may basically seek to persuade the
reader as all journalistic writings do. Or the communicator may both inform
and persuade, as all sales letters/advertisements/announcements do.
Communication to inform (expository communication) is directed by the desire
to expose, develop, and explain the subject. Its focus is on the subject of the
communication.
Essentially, all communication is a deliberate and intentional act of
persuasion. A persuasive communicator wants the reader to understand the
message and to be influenced, as intended by him.
Communication should not be confused with conversation. A conversation
may just be an exchange of pleasantries with no definite purpose of conveying
information to one another. Communication is also not concerned with people
who communicate with the self or with nature or God. Their soliloquies,
rhapsodies and prayers are purely personal. Communication has a definite
purpose and it makes use of certain techniques to achieve that purpose.
1.3
Significance of Communication Skills in Todays World

One of the fastest ways to achieve success is to develop excellent
communication skills. Surveys of employers consistently show that
communication skills are critical to effective job placement, performance,
career advancement, and organizational success. In making hiring decisions,
employers often rank communication skills among the most required
competencies. Many job advertisements specifically ask for excellent oral and
written communication skills, teamwork skills, critical thinking and analytical
reasoning skills.
Communication skills generally mean reading, listening, speaking, writing and
non-verbal skills. The ability to read, write, listen and speak, of course, is not
inborn. They are made. It is more of nurture than nature. Thriving in the
dynamic and demanding new world of work will depend on many factors,
some of which you cannot control. One factor that you DO control, however, is
how well you communicate.
MBM 303
1.4
Unit I, Lesson 1
Objectives of Communication in Various Contexts

Communication functions at different levels in different situations.
In the Individual context, communication provides knowledge, enforces and
adjusts behavioral patterns; helps in socialization and paves the way for
commercial success.
In the Social context, communication educates people and makes them
capable on various fronts, provides information to develop or modify views on
particular issues; generates enthusiasm in the minds of targeted subjects to
buy products or services; dissuades people from eschewing some habits,
services or products that could be harmful to society in general. It also helps
in social revolution and transformation.
1.5
Conditions that necessitate Communication in Management

The work place is changing dramatically. The kind of work pattern that is
assigned, the tools used, the form of management, the environment, the
people with whom one interacts - are all undergoing a pronounced
transformation. Many of the changes in this dynamic work place revolve
around processing and communicating information. An organization being a
group of people working together to achieve a common goal, communication
plays a significant role in the process of its formation and continuance. A
group of people working together must interact in order to share their plans,
needs, thoughts, expertise, opinions, and so on. Communication is the means
by which information is shared, activities are coordinated, and decisions are
implemented. Effective communication skills are basic to success and
sustenance of any organization, whether big or small. With the phenomenal
advancement in technology, accessing and sharing of information has now
become a common function and it has become necessary for business
organizations to reorient themselves towards a better understanding of the
process of transmitting and receiving information effectively and efficiently
through different media.
Effective communication not only integrates the various sub-units of an
organization but also, in a systematic sense, serves as an elaborate set of
inter-connected channels designed to sift and analyze information imported
from the external environment and then export the processed information
back to the same.
1.6
Why does any Business Require Communication?

Profile of an Efficient Communicator
In the changing business environment of multinational competition and
globalization, communication tends to become an important component of an
organization. Like the functional areas of production, marketing, and finance,
communication too is shaping into a distinct area, in the form of corporate
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Unit I, Lesson 1
communication. The following business trends illustrate the importance of

excellent communication skills and an employee who hones such skills will
eventually shape into an efficient manager.
Flattened management hierarchies: To compete better and reduce
expenses organizations have been trimming their layers of management.
Todays employee must make decisions and communicate these to
customers, to fellow employees and to executives.
More participatory management: Command-and-control management is
redundant. Every employee must contribute towards productivity and
profitability.
An increased emphasis on team work and virtual teams: Business today
is often run by cross-functional teams of peers. An employee is expected to
work with a team in gathering information, finding and sharing solutions,
implementing decisions, and managing conflict. The employee may even
become part of the virtual team whose members are in remote locations and
who communicate almost exclusively electronically.
Global competition: Increasing global competition and revolutionary
technologies demand intercultural communicating skills as an employee may
work with people belonging to different cultures. He may have to develop
intercultural skills including sensitivity, flexibility, patience and tolerance.
Innovative communication technologies: E-mail, fax, instant messaging,
text messaging, the web, company intranets, audio and video conferencing,
wikis, and voice recognition all these innovative technologies are reshaping
the way communication is handled at the workplace.
New work environments: Mobile technologies and a desire for a better
balance between work and family have resulted in flexible working
arrangements. An employee may become part of the many workers who are
telecommuters and virtual team members and this requires more
communication skills to stay connected. Another work environment trend is
the movement towards open offices divided into small work cubicles. Working
in cubicles requires observing new rules of office etiquette and civility.
Focus on information and knowledge as corporate assets: Information is
the key to better products and increased profitability. An employee will be
expected to gather, sort, store and disseminate data in a timely and accurate
fashion.
An employee who develops such career-boosting communication skills can be
called an updated and efficient manager.
MBM 303
1.7
Unit I, Lesson 1
Capitalizing on Workforce Diversity

A diverse work environment offers many benefits. Consumers want to deal
with companies that respect their values and create products and services
tailored to their needs. Organizations that hire employees with various
experiences and backgrounds are better able to create the products these
consumers desire. In addition, organizations that set aside time and resources
to cultivate and capitalize on diversity will suffer fewer discrimination lawsuits,
fewer union clashes, and less government regulatory action. Developing a
diverse staff that can work together cooperatively is one of the biggest
challenges facing business organizations today.
Improving Communication among Diverse Workplace Audiences
Integrating all this diversity into one seamless workforce is a formidable but
vital task. Harmony and acceptance do not happen automatically when people
who are dissimilar work together. You can expect to be interacting with
customers and colleagues who may differ from you in race, ethnicity, age,
gender, national origin, physical ability, and many other characteristics. The
following suggestions can help the organization find ways to improve
communication and interaction:
1.8
Understand the value of differences: Diversity makes an organization

innovative and creative.
Seek training:
Look upon diversity as an opportunity, not a threat.
Intercultural communication, team building, and conflict resolution are skills
that can be learned in diversity training programs. Awareness-raising
programs are helpful.
Make fewer assumptions: Be careful of seemingly insignificant, innocent
workplace assumptions. Valuing diversity means making fewer assumptions
that everyone is alike.
Build on similarities: Be prepared to consider issues from many perspectives,
all of which may be valid. Accept that there is room for various points of view
to coexist peacefully. Look for common ground in shared experiences, mutual
goals, and similar values.
Characteristics of Successful Business Communication

In the Business world, communication skills constitute an important aspect of
effective management. Managing is a complex process. Communication is the
system by which operations are led and coordinated and the results fed back.
A Communication system is the medium through which an organization
adapts to its environment. It also helps in bringing about unity of purpose,
interest and effort. Business communication becomes effective only when the
language used is effective, the message conveyed is clear, and the
predetermined purpose is achieved. Hence, effective business communication
can be defined as, the use of effective language to convey a clear business
message to achieve a desired objective.
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Unit I, Lesson 1
Effective communication is an essential component of organizational success

whether it is at the inter-personal, inter-group, intra-group, organizational, or
external level. Communication is the essence of organizational effectiveness
and acts as a special glue that keeps an organization together.
Seven Cs of Effective Communication
Completeness - Your business message is complete when it contains all the

facts the reader or listener needs for the reaction you desire. For this purpose
one should:
o Provide all necessary information
o Answer all questions asked.
o Offer extra information when desirable.
Conciseness - Conciseness is saying what you have to say in the fewest

possible words without sacrificing the meaning. To achieve conciseness one
must:
o Eliminate wordy expressions
o Include only relevant material
o Avoid unnecessary repetition
Consideration - Consideration implies respect for the readers point of view.

It means adapting your message and language to your receivers needs. To
create considerate, audience-oriented messages, focus on how message
receivers will benefit, what will they achieve and what they want or need to
know. Three specific ways to show consideration are:
o Focus on you instead of I or we
o Show Audience benefit or interest in the receiver
o Emphasize positive and pleasant facts
Concreteness - Concreteness means being specific, definite and vivid rather

than vague and general. When you supply specifics to the reader or listener,
you increase the likelihood that your message will be interpreted the way you
intended for composing concrete messages:
o Use specific facts and figures
o Choose image-building words
o Use denotative rather than connotative words.
Clarity - Getting the meaning and objectives clear in the mind of the receiver
is called clarity in communication. The communication cycle begins with the
generation of an idea in the mind of the transmitter and through some sources
the receiver is able to receive the idea. To avoid misinterpretation, clarity is a
must. To achieve clarity:
o Choose precise, concrete and familiar words
o Construct effective sentences and paragraphs
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Unit I, Lesson 1
Courtesy - Courtesy involves being aware not only of the perspective of

others but also their feelings. It demands a considerate and friendly behaviour
towards others. For generating courtesy:
o Be tactful, thoughtful and appreciative
o Omit irritating expressions
o Apologize sincerely for an omission
Correctness - Correctness implies giving correct facts, at an appropriate

time, in a suitable style. It also involves using proper grammar, punctuation
and spelling. For achieving correctness in communication one must:
o Use the right level of language
o Check accuracy of figures, facts and words
o Maintain acceptable writing mechanics
Self-Check Questions
1. What do you understand by the term Communication?
2. What is the main purpose of communication?
3. State the seven Csof communication.
1.9
Summing Up
In this lesson you have learnt to:
Understand the meaning of communication and its significance in todays

world
Gather the importance of communication in various contexts
Understand the purpose of Business Communication
Learn about the conditions that necessitate Business Communication.
Define the profile of an excellent communicator and also learn about
workplace diversity
Become familiar with the importance of the seven Cs of communication
1.10 Answers to self- check questions

1. Communication is the means by which information is shared, activities are
coordinated and decisions are implemented.
2. The main purpose of business communication is to inform and persuade.
3. The seven Cs of communication are: completeness, conciseness,
consideration, concreteness, clarity, courtesy, correctness.
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Unit I, Lesson 1
1.11 Assignments
1.11.1 Class Assignment
i. Define Communication and its importance in todays world.
ii. Discuss the significance and purpose of Business Communication.
iii. Highlight the benefits of workplace diversity.
1.11.2 Home Assignment
i. Write a note on the seven Cs of communication.
ii. Write a short note on the profile of a good business communicator.
iii. Highlight the importance of communication in different contexts.
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MBM 303
Unit I, Lesson 2
LESSON 2
BUSINESS COMMUNICATION PROCESS,

TYPES OF COMMUNICATION, NONVERBAL COMMUNICATION AND ITS USES
2.0
OBJECTIVES ..................................................................................................15
2.1
INTRODUCTION ...............................................................................................15
2.2
THE COMMUNICATION SITUATION ....................................................................15
2.3
ONE W AY COMMUNICATION ............................................................................16
2.4
TWO W AY COMMUNICATION ............................................................................16
2.5
THE COMMUNICATION PROCESS ......................................................................16
2.5.1 Elements of Communication .....................................................................17

2.6
VARIOUS MEANS OF COMMUNICATION ..............................................................18
2.7
COMPARATIVE MERITS AND DEMERITS OF VARIOUS MEDIA OF COMMUNICATION .18
2.8
NON-VERBAL COMMUNICATION .......................................................................20
2.8.1 What is Non-Verbal Communication .........................................................20

2.8.2 Body Language or Kinesics ......................................................................20
2.8.3 Time-Dimension or Chronemics ...............................................................21
2.8.4 Space or Proxemics .................................................................................22
2.8.5 Paralanguage ...........................................................................................22
2.9
STEPS TO BUILD STRONG NON-VERBAL SKILLS ................................................23
2.10 SUMMING UP .................................................................................................24

2.11 ANSWERS TO SELF-CHECK QUESTIONS ...........................................................24
2.12 ASSIGNMENT .................................................................................................24
2.12.2 Home Assignment .................................................................................24
MBM 303
Unit I, Lesson 2
2. Business Communication Process, Types of

Communication, Non-Verbal Communication
and its Uses
2.0
Objectives
By the end of this lesson you will:
2.1
Understand the process of Business Communication.

Comprehend the elements of communication in a communication process.
Learn the difference between one-way communication and two-way process.
Identify the types of communication and their uses.
Learn about different Non-verbal forms of communication.
Learn about the various steps to build strong non-verbal communication skills.
Introduction
George Vardman in his book Effective Communication of Ideas defines
effective communication as purposive interchange, resulting in workable
understanding and agreement between the sender and receiver of a
message.
Robert Anderson in his concept of communication adds the element of
medium also. In Professional Selling, he observes, Communication is an
interchange of thoughts, opinions, or information, by speech, writing or signs.
Emphasizing the various processes of communication, Allen Louis says,
Communication is the sum of all the things one person does when he wants
to create understanding in the mind of another; it involves a systematic and
continuous process of telling, listening and understanding.
2.2
The Communication Situation

In order to communicate in todays fast changing world, good communication
skills are essential for success. The process of communication, therefore,
involves the basic five considerations.
Who is communicating?
What does he say?
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Unit I, Lesson 2
How does he communicate?

Who will receive the message?
How well does the receiver interpret?
A communication situation is said to exist when:
There is sender or transmitter desirous of passing on some information

The sender sends the message through a suitable channel
There is a receiver to whom the information is to be passed on
The receiver partly or wholly understands the message passed on to him
The receiver responds to the message, i.e., there is some kind of feedback.
The communication situation cannot exist in the absence of any of these five
components.
2.3
One Way Communication

According to the Linear concept, a receiver passively receives the message
and acts as directed or desired by the sender. One way communication is
concerned by absence of feedback from the receiver to the sender. In this
situation the role of the sender and the receiver are isolated, not
interdependent. For example, the news read on television, the speaker is
reading out a pre-planned message to the audience. It is assumed that the
message while passing through the medium chosen by the sender, reaches
the receiver without any distortion or change.
2.4
Two Way Communication

On the other hand, two-way communication involves active feedback from the
receiver to the sender to ensure that the receiver has understood the same
message which the sender intended to convey. C. E. Shannon and W.
Weaver were the first to point out that in actual practice, messages can be
blocked or changed. Shannon attributed the loss to noise. Weaver introduced
feedback as a corrective to noise. They felt that in real life, filters in the minds
of both sender and receiver affect the content of message. To an extent,
feedback corrects the distortions, if any, and tends to complete the cycle of
communication. Thus, both the sender and the receiver play reciprocal and
reversible roles, as in telemarketing, or call-centre communication. The twoway concept is more contemporary. It considers communication essentially to
be a reciprocal process and a mutual exchange of messages.
2.5
The Communication Process

Effective communicators are aware of the process and spend considerable
time and effort in preparing and delivering their message. In the world of
business, it is imperative that managers develop an effective style of
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Unit I, Lesson 2
communication by weighing the whole process of communication carefully so

as to avoid any misunderstandings and loss of time and money. Given below
is a presentation of a communication process. The steps illustrate how ideas
travel from the sender to the receiver. Communication barriers include noise
and distractions, competing messages, filters, channel breakdowns, etc.
2.5.1 Elements of Communication
The various elements of communication are briefly described to help
understand the process of communication.
Message: It is information, written or spoken, conveyed from one person to
another or a group of individuals, or even electronic machines. The most
important characteristic of a message as an element of communication is that
it is organized, structured, shaped, and selective and exists in the mind of the
sender (communicator).
Sender: The person who transmits a message with a purpose of informing
and decides the symbols, the channel and the time for sending the message.
Encoding: Encoding is changing the message (from its mental form) into
symbols. It means putting ideas, facts, feelings and opinions into symbols,
which can be words, actions, signs, pictures, and audio-visuals. The
communicating symbols are used keeping in mind the receivers ability to
understand and interpret them correctly.
Channel: This is the vehicle or medium which facilitates the sender to convey
the message to the receiver. The medium of communication can be written,
oral, audio-visual, or live projections. The written medium can be in the form
of letters, memos, reports, manuals, notices, circulars, questionnaires,
minutes, etc. Similarly, the oral medium can be in the form of a dialogue, a
face-to-face interview, a telephone conversation, a conference recording, etc.
The channel (medium) can be visuals, such as hoardings, posters, slides,
documentaries, films, television programmes, and advertisements.
Receiver: A receiver is the targeted audience of the message. The receiver
understands, interprets and tries to perceive the total meaning of the
message, as transmitted by the sender.
Decoding: The act of translating symbols of communication, i.e., meanings of
words, together with the tone and the attitude of the sender, as reflected by
the structure of the message and the choice of words used by the sender.
Acting: Communication manipulates the receiver to act in a desired manner.
The receiver completes the chain of communication by responding to the
message.
Feedback: In communication, feedback plays an important role. It ensures
that the receiver has received the message and understood it as intended by
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Unit I, Lesson 2
the sender. It helps the communicator know if there are any corrections or
changes to be made in the proposed action.
In management, the decision-making process is greatly helped by receiving
feedback from those who are directly concerned with any changes proposed
or effected. The process assures the initiator of the action about its
correctness and possible impact.
2.6
Various means of Communication

These days communication is possible through a vast variety of media. These
can be broadly classified into the following groups.
Verbal Communication
Oral and Written Communication:

o Oral communication includes telephonic talk, interviews, group
discussions, meetings, seminars, conferences, speeches, etc.
o Written communication includes letters, circulars, memos, reports, etc.
Non-Verbal Communication: Includes eye contact, facial expressions, body

movements, space, time, territory and appearance for the transfer of a
message. Silence can also be considered as non-verbal language
Audio-visual communication: Includes television and cinema films, slides,

etc.
Computer based communication: Includes e-mailing, voice mailing, fax,

instant messaging, calling from a cell phone, video conferencing etc.
2.7
Comparative Merits and Demerits of Various Media of

Communication
Written Communication
Merits
Limitations
Accurate
Time consuming
Precise
Quick clarification not possible
Permanent Record
Legal document
Can reach a large number of people
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Unit I, Lesson 2
Oral Communication
Merits
Limitations
Saves time
Not ideal for distances
Saves money
Unsuitable for lengthy messages
More forceful
Messages cannot be retained for

long
Immediate feedback
No legal validity
Immediate clarification
Greater
chances
misunderstanding
of
Can be informal
More effective with groups
Audi Visual Communication
Merits
Limitations
Most suitable for mass

communication
Expensive
Better attention grabber
Depends on power supply
Can be reused
Needs thorough technical

knowledge
Computer based Communication

Merits
Limitations
The quickest means of

communication
Uncertain legal validity
No barrier of space
Fear of leakage
Worldwide coverage possible
Virus malady
Non-Verbal Communication
Merits
Limitations
Expression and gestures make

communication very effective
Unsuitable for large organisations
Very suitable for discussions
Unsuitable for large gatherings

Ineffective if the listener is
inattentive
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Unit I, Lesson 2
We will be dealing extensively with Oral and Written communication in the

ensuing chapters, hence, we shall make an in depth study of Non-Verbal
communication in this lesson.
2.8
Non-Verbal Communication
Understanding messages often involves more that merely listening to words.

Non-verbal cues, in fact, can speak louder than words. These cues include
eye contact, facial expressions, body movements, space, time, territory and
appearance. All these non-verbal cues affect how a message is interpreted or
decoded, by the receiver.
2.8.1 What is Non-Verbal Communication

Non-verbal communication includes all unwritten and unspoken messages,
whether intended or not. Non-verbal language can convey a world of meaning
without a single syllable being spoken. These silent signals have a strong
effect on receivers. Messages are even harder to decipher when the verbal
codes and non-verbal cues do not agree. When verbal and non-verbal
messages conflict, receivers put more faith in non-verbal cues. Successful
communicators recognize the power of a non-verbal message. Although it is
unwise to attach specific meanings to gestures or actions, some cues
broadcast by body language are helpful in understanding the feelings and
attitudes of senders.
The four common types of non-verbal communication are:
Body language or Kinesics

Space or Proxemics
Time or Chronemics
Paralanguage
2.8.2 Body Language or Kinesics

Eye Contact: The eyes have been called the windows to the soul and are
thought to be the best predictor of a speakers true feelings. Sustained eye
contact may suggest trust and admiration; brief eye contact signals fear or
stress. Good eye contact reveals the speakers sincerity, confidence and
truthfulness.
Facial Expressions: Experts estimate that the human face can display over
250,000 expressions. Raising or lowering the eyebrows, squinting the eyes,
swallowing nervously, clenching the jaw, smiling broadly these voluntary
and involuntary facial expressions can add to or entirely replace verbal
messages.
Posture and Gestures: A persons posture can convey anything from high
status and self-confidence to shyness and submissiveness. Some examples
are:
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Unit I, Lesson 2
Leaning towards a speaker suggests attraction and interest.

Pulling away or shrinking back denotes fear, distrust, anxiety or disgust.
Slumped posture =
low spirits or low confidence
Erect posture
=
high spirits, energy and confidence
Crossed arms
=
defensive
Uncrossed arms =
willingness to listen
Similarly, gestures communicate entire thoughts via simple movements. Use
of good gestures at the proper time is beneficial to credibility. Unnatural
gestures such as touching the body and playing with objects like clothing or
pens, finger-tapping, lip-licking and smiling too often show a lack of
confidence.
Physical Appearance: The physical appearance of a business document, as
well as the personal appearance of an individual transmits immediate and
important non-verbal messages.
Appearance of Business Documents: The way a letter, memo or report
looks can have either a positive or negative effect on the receiver. In the
succeeding chapters you will learn how to create business documents that
send positive non-verbal messages through their appearance, format,
organization, readability and correctness.
Personal Appearance: The way you look your clothing, grooming and
posture telegraph an instant non-verbal message about you. Based on what
they see, viewers make quick judgments about your status, credibility,
personality and potential.
2.8.3 Time-Dimension or Chronemics

Time: Chronemics refers to the use of time as a message system, including
punctuality, amount of time spent with another, and waiting time. How we
structure and use time tells observers about our personalities and attitudes.
Reporting early to office may reveal your sincerity and serious attitude
towards work. Allotting time to hear out the grievances of your employees,
make you a caring manager. Prioritizing your phone calls and preparing
agendas for meetings reveal your respect for other peoples time.
Time-orientations are not always the same, especially in the cross-cultural
arena. For Americans, Canadians, and many others from English-speaking
countries, time values are monochromic. They tend to view time as linear and
always moving ahead. They expect events to happen at a scheduled time.
Time is valued as a resource and wasting time without getting down to
business immediately is considered as a waste of money. Polychromic people
such as those from Asian, Arabic, and Spanish- speaking countries have a
more indefinite view of time. To them building relationships is far more
important than the business venture so they spend more time on dialogue and
discussion. Nevertheless, time orientations become parts of the message we
convey and receive.
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2.8.4 Space or Proxemics

Space: How we order the space around us tells something about ourselves
and our objectives. People reveal themselves in the design and grouping of
their furniture. Generally, the more formal the arrangement, the more formal
and closed the communication style. Space language is crafted by our
cultures and we have to be sensitive to those of different cultures.
Territory: Each of us has a certain area that we feel is our own territory and if
someone violates that territory, we feel uncomfortable and defensive and may
step back to re-establish our space. For eg., veteran employees may feel that
certain work areas and tools belong to them or a cook might not tolerate
intruders in the kitchen. It is indicated that individuals perceive distances that
are appropriate for different types of messages. The study of spatial territory
for the purpose of communication uses four categories of space:
Intimate distance for embracing and whispering

Personal distance for conversations among close friends,
Social distance for conversations among acquaintances, and
Public distance used for public speaking.
The four zones for social interaction are:
Intimate zone
Personal zone
Social zone
Public zone
:
:
:
:
1 1 feet
1 - 4 feet.
4 12 feet
12 or more
It is very important for the effectiveness of a communicator that he/she

observes the distance conventions called for by the situation.
2.8.5 Paralanguage
Paralanguage is like language and is the closest communication with word
symbols. Paralanguage refers to all vocally produced sounds and can suggest
many emotional nuances. It includes voice volume, rate, articulation, pitch and
the other sounds you may make such as throat clearing and sighing. Some
examples:
Tone: It is the physical level at which the human voice is transmitted. Tone is
the attitude of the speaker as revealed in the choice of vocabulary or the
intonation of speech. E.g. Harsh, loud, volatile, soft, wheedling, boisterous,
nasal, etc.
Emphasis/Voice Inflection: Voice inflection is the way we change the tone of
our voice to emphasize the words. You can vary your voice by stressing,
stretching or pausing before a word or phrase.
Pitch: Pitch is a measure of how high or low a voice is, and is mainly
determined by the subject. Changes in pitch are expected by the receivers
22
MBM 303
Unit I, Lesson 2
and make a communicator more dynamic and interesting. A monotonous pitch

throughout a conversation will be seen as neither competent nor dynamic. A
person with a weak voice is usually is perceived as lacking confidence and a
strong voice raises the credibility of the speaker. Intensity and volume can be
controlled according to the situation, type and number of the audience, size of
the room etc.
Pace/Tempo: Pacing refers to the rate at which someone speaks and is vital
to understanding a message. Speaking too slowly may reveal nervousness
and the listeners might get bored. While speaking too fast may make the voice
unintelligible and the message might get distorted. A correct pace should be
used to keep the audiences interest and show sound knowledge of the
subject.
Rhythm: Rhythm is the modulation of weak and strong elements in the flow of
speech (stressed and unstressed). It ranges from smoothness to jerkiness
during your speech. It is commonly used for expressing emotions and should
be used less in formal occasions such as presentations, interviews, group
discussions etc. It is ideal to be used while giving speeches to reinforce
meaning and to control the emotions of the audience.
2.9
Steps to Build Strong Non-Verbal Skills

Nonverbal communication can outweigh words in the way it influences how
others perceive us. You can harness the power of silent messages by
reviewing the following tips for improving nonverbal communication skills:
Establish and maintain eye contact: Appropriate eye contact signals interest,
attentiveness, strength and credibility.
Use posture to show interest: Encourage communication interaction by
leaning forward, sitting or standing erect and looking alert.
Improve your decoding skills: Watch facial expressions and body language to
understand the complete verbal and nonverbal messages being
communicated.
Probe for more information: When you perceive nonverbal cues that contradict
verbal meanings, politely seek additional cues (Im not sure I understand,
Please tell me more about . . . , or Do you mean that . . .).
Avoid assigning nonverbal meanings out of context: Dont interpret nonverbal
behavior unless you understand a situation or a culture.
Associate with people from diverse cultures: Learn about other cultures to
widen your knowledge and tolerance of intercultural nonverbal messages.
Appreciate the power of appearance: Keep in mind that the appearance of
your business documents, your business space, and yourself sends
immediate positive or negative messages to receivers.
Observe yourself on video: Ensure that your verbal and nonverbal messages
are in sync by recording and evaluating yourself making a presentation.
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MBM 303
Unit I, Lesson 2
Enlist friends and family: Ask friends and family to monitor your conscious and
unconscious body movements and gestures to help you become an effective
communicator.
1. Mention the steps in the process of communication.
2. What are the various means of communication?
3. Give some examples of oral and written communication.
2.10 Summing Up
Understand the process and elements of business communication. Learn the
difference between one-way communication and two-way process. Identify the
types of communication and their uses and learn about different non-verbal
forms of communication. You have also learnt about the various steps to build
strong non-verbal communication skills.
2.11 Answers to Self-Check Questions

1. The steps are: Message, sender, encoding, channel, decoding, acting and
feedback.
2. The various means of communication can be divided into five different
categories: written, oral, non-verbal, audio- visual and computer- based.
3. Oral: Group discussions, speeches, interviews, presentations, etc.
Written: Letters, memos, circulars, reports, etc.
2.12 Assignment
1. Write short notes on:
o One-way communication
o Two-way communication
2. What are the merits and demerits of various types of communication?
3. Discuss the steps to build strong non-verbal communication.
1. Non-verbal communication is a science with principles that can be accurately
interpreted by the receiver. Discuss.
2. Explain the elements in a communication process
24
MBM 303
Unit I, Lesson 3
LESSON 3
VARIOUS MODES OF COMMUNICATION

AND SELECTION OF THE RIGHT MEDIUM
FOR THE RIGHT PURPOSE
3.0
OBJECTIVES ..................................................................................................27
3.1
FUNCTIONS OF BUSINESS COMMUNICATION ......................................................27
3.2
WHY DO MANAGERS NEED COMMUNICATION SKILLS? .......................................28
3.3
DIFFERENT LEVELS OF COMMUNICATION ..........................................................28
3.4
FLOW OF COMMUNICATION IN AN ORGANISATION ..............................................29
3.4.1 Formal Communication ............................................................................29

3.4.2 Informal Communication ...........................................................................30
3.5.
AUDIENCE ANALYSIS ......................................................................................30
3.6
SELECTING THE BEST CHANNEL ......................................................................31
3.7
CHOOSING COMMUNICATION CHANNELS ..........................................................31
3.8
ANSWERS TO SELF-CHECK QUESTIONS ...........................................................32
3.9
ASSIGNMENTS ................................................................................................33
3.9.1 Class Assignment .....................................................................................33

3.9.2 Home Assignment ....................................................................................33
3.10 REFERENCES .................................................................................................33
MBM 303
Unit I, Lesson 3
3. Various Modes of Communication and

Selection of the Right Medium for the Right
Purpose
3.0
Objectives
By the end of this lesson you will be able to:
3.1
Understand the functions of Business Communication.

Realize the roles of a business manager.
Become familiar with the different levels of communication.
Get a grasp on the flow of communication.
Understand the significance of audience analysis.
Learn to select the most appropriate communication channel.
Identify the right purpose for the selected channel.
Functions of Business Communication

Communication serves four major functions in an organization: information,
control, motivation, and expression.
Information
Information refers to the role of communication in receiving and transmitting
information and facilitating decision making and problem solving. It can be
done either through spoken or written language or by using any other system
of signs and signals. Managers need complete, accurate and precise
information to plan and organize; employees need it to translate planning into
reality.
Control
In the organizational context, control refers to the power to influence peoples
behavior. When the employees are required to comply with company policies
and procedures, adhere to their job description, or communicate their jobrelated grievances to the management, communication performs its control
function.
Motivation
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MBM 303
Unit I, Lesson 3
Motivation refers to the fostering of motivational spirit among the employees. It

energizes and activates a person and channelizes his behaviour towards the
attainment of desired goals. Human minds are not identical and are not
stimulated to the same extent by the same forces. It is for the supervisor to
clearly understand all the motivating forces, analyze the psychological needs
of the individual workers and to use proper motivation to make all his workers
work in cooperation.
Expression
Expression relates to the function of communication in expressing the views,
feelings and emotions of employees under various situations. Organizations
depend on teams rather than individuals for achieving the set goals. These
teams have an in-built mechanism which provides the members an outlet for
expression. This mechanism works entirely on the basis of communication.
How well one communicates with ones superiors, peers and subordinates is
one of the crucial factors for success in the workplace.
3.2
Why do Managers need Communication Skills?

Managers need effective communication skills to perform the following interrelated roles:
Interpersonal
Informational
Decisional
The interpersonal role makes the manager act as a figurehead leader and
liaison officer. He creates an atmosphere of mutual understanding and
goodwill within the organization and with outside functionaries by transparent
sharing of its objectives, missions and problems.
In the informational role, the manager ensures smooth functioning of all
sections of the organization. Through effective, interactive communication,
and a strong feedback system, the high morale and satisfaction of workers
can be secured.
Decisional role: Without having necessary information, decisions may turn
out to be unrealistic and based on guesswork. Managers need to possess the
skill of receiving accurate, relevant and the latest information, to take
decisions and act rationally to the satisfaction of all concerned.
3.3
Different Levels of Communication

Intra-personal communication: When a person communicates with himself
to develop useful ideas.
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MBM 303
Unit I, Lesson 3
Inter-personal (Dyadic) communication: When a person communicates his

thoughts to another person.
Inter-group (Multiadic) communication: A form of communication which
occurs between more than two individuals or between groups of people.
Mass communication: When a person or firm communicates with a very
large group of people or society it depends on some medium wider in reach,
such as a newspaper, microphone, pamphlet and journal. Oral, print, or visual
forms of communication would require suitable equipment to carry the
message.
3.4
Flow of Communication in an Organisation

To a large extent, the success of an organization depends upon the
atmosphere in which there is a free flow of information upward, downward
and horizontal. For this, instructions and guidelines, supervision and
monitoring and periodic reporting are essential. Hence, every organization
creates a network (channel) for information to pass through its different levels
of authority and functional heads and units.
The manager functions as a point of intersection of all communication
channels. One of the most important concerns of the manager is to organize
and ensure an effective information system across the organization.
3.4.1 Formal Communication

Downward Communication: In this type of communication, orders or
information move from superiors to subordinates.
Its objectives are to give directives, explain policies and procedures;
assessment of performance and explain the rationale of the job.
Its limitations, however, are over-communication or under-communication;
delay and loss of information; distortion and resentment by subordinate staff.
Upward Communication: When information moves upward from
subordinates and continues up to the top of the organizational hierarchy. This
type of communication is important as it controls purposes.
Its objectives are to provide feedback to the superiors, release pent-up
emotions of the subordinates; promotes harmony; makes introduction of new
schemes easier and provides useful suggestions.
The channels used by this type of communication are complaints-andsuggestion boxes, social gatherings, direct correspondence, reports, and
counseling.
29
MBM 303
Unit I, Lesson 3
It limitations are employees are reluctant to express themselves, fear that their
criticism may be interrupted as a sign of personal weakness; great possibility
of distortion and bypassed superiors feel insulted.
Horizontal (Lateral) communication: This type of communication exists
between different people on the same organizational levels. Peers exchange
information without going through the formality of referring everything to the
higher authorities and might be formal or informal according to the situation.
This sideward communication saves time and results in better coordination
among the several sections of the same body. However, it should not be
allowed to reach the extreme of neglecting superiors.
3.4.2 Informal Communication
Informal communication in an organization usually flows through chat and
the grapevine.
Chat: Peer-group managers often enjoy the same level of authority and
indulge in informal communication which is usually in the form of a chat.
The Grapevine: Often, employees feel inadequately informed in a formal
system. They suspect that the management uses formal channels to conceal
rather than reveal the true message. They accuse the system of lacking in
transparency. The employees, therefore, modify the formal methods of
communication by bringing in an informal communication system, known as
the grapevine. The grapevine is always attributed to a reliable source.
Learnt through a reliable source, is a common phrase used by the
communicator to make the news sound authentic. The creation of a grapevine
may create complications for the information system of organizations.
Rumours can prove disastrous for the good relationship between employees
and management. Through rumour mongering, the management is confronted
with a wave of prejudice, bias, half-truths and a situation of ambiguity and
uncertainty of issues.
Changing interpretations: By allowing any issue to spread through the
grapevine, one tends to distort and dilute the issue. The unlimited circulation
of a statement makes it lose its original meaning and character.
Inadequacy: Informal communication which relates only to non-functional
issues and matters like secondary issues of staff and management relations
can come through the grapevine.
3.5. Audience Analysis

Before selecting the best channel for the right purpose, it is necessary to
adapt the message to the knowledge and the motive of the targeted audience.
30
MBM 303
Unit I, Lesson 3
The sender must consider why the receiver needs the information, the
receivers appreciation or disapproval of the message and the subsequent
reaction. Understanding how audiences receive, decode, and respond to
messages will help you create more effective messages. Messages often
reach the intended audience, but have no effect, because they are flooded
with so many messages that they tend to ignore or miss them. A few steps
can increase your chances of success.
Pay attention to expectations. Deliver messages using the media and
channels that the audience expects. Ensure that your messages are not very
hard to find. Poorly designed websites are common culprits in this respect.
Use words, images and designs that are familiar to your audience. Make sure
that your messages have a you attitude. Clearly address their wants and
needs and relate to their individual concerns. With so many messages
delivered electronically, make sure to verify technical compatibility with your
audience.
3.6
Selecting the Best Channel

An interesting theory, called media richness, describes the extent to which a
channel or medium recreates or represents all the information available
in
the original
message.
A richer medium, such as face-to-face
conversation, permits more interactivity and feedback. A leaner medium, such
as a report or proposal, presents a flat, one-dimensional message. Richer
media enable the sender to provide more verbal and visual cues, as well as
allow the sender to tailor the message to the audience.
After identifying the purpose of your message, you need to select the most
appropriate communication channel. Some information is most efficiently and
effectively delivered orally. Other messages should be written, and still others
are best delivered electronically. Whether to set up a meeting, send a
message by e-mail, or write a report depends on some of the following
factors:
3.7
Importance of the message.

Amount and speed of feedback and interactivity required.
Necessity of a permanent record.
Cost of the channel.
Degree of formality desired.
Confidentiality and sensitivity of the message.
Choosing Communication Channels

Many factors help you decide which of the channels is most appropriate for
delivering a workplace message.
31
MBM 303
Unit I, Lesson 3
Blog: When one person needs to present digital information easily so that it is
available to others.
E-mail: When you need feedback but not immediately. Lack of security makes
it problematic for personal, emotional, or private messages.
Face-to-face conversation: When you need a rich, interactive medium.
Useful for persuasive, bad-news, and personal messages.
Face-to-face group meeting: When group decisions and consensus are
important. Inefficient for merely distributing information.
Fax: When your message must cross time zones or international boundaries,
when a written record is significant, or when speed is important.
Instant message: When you are online and need a quick response. Useful
for learning whether someone is available for a phone conversation.
Letter: When a written record or formality is required, especially with
customers, the government, suppliers, or others outside an organization.
Memo: When you want a written record to clearly explain policies, discuss
procedures, or collect information within an organization.
Phone call: When you need to deliver or gather information quickly, when
nonverbal cues are unimportant, and when you cannot meet in person.
Report or proposal: When you are delivering considerable data internally or
externally.
Voice mail message: When you wish to leave important or routine
information that the receiver can respond to when convenient.
Video or teleconference: When group consensus and interaction are
important but members are geographically dispersed.
Wiki: When digital information must be made available to others. Useful for
collaboration because participants can easily add, remove, and edit content.
1.
2.
3.
4.
Mention the major functions of business communication.

What are the important communication roles that a manager performs?
What are the different levels of communication?
What is meant by Audience analysis?
3.8
1.
2.
3.
4.
Answers to Self-Check Questions

Information, Control, Motivation and Expression.
Interpersonal, Informational and Decisional
Intra-personal, Inter-personal, Inter-group and Mass communication.
Before selecting the best channel for the right purpose, it is necessary to
adapt the message to the knowledge and the motive of the targeted audience.
The sender must consider why the receiver needs the information, the
receivers appreciation or disapproval of the message and the subsequent
reaction.
32
MBM 303
3.9
Unit I, Lesson 3
Assignments

1. Discuss the various roles that a manager performs in an organization.
2. A free flow of communication is essential in an organization. Discuss.
3. Why are specific channels selected for certain purposes of communication?
Give examples.
1. Write short notes on:
o Informal communication
o Steps to select the right channel for communication.
2. What is the grapevine? How can the management prevent it from spreading?
3. What is the functional role between management and communication?
3.10 References
Courtland Bovee, V Thill and Mukesh Chaturvedi. Business Communication

Today. New Delhi: Pearson Education,. 2009
Murphey, Hildebrandt and P. Thomas. Effective Business Communication.
New Delhi: Tata McGraw- Hill Companies., 2008.
Raman, Meenakshi and P. Singh. Business Communication New Delhi:
Oxford University Press, 2006.
33
UNIT II: COMMUNICATION SKILLS - WRITTEN

4. THE MECHANICS OF WRITING BUSINESS LETTERS, MESSAGES
AND REPORTS ................................................................................... 39
5. USE OF TECHNOLOGY EMAIL AND INSTANT MESSAGING .. 61
6. APPLICATIONS AT WORKPLACE: BUSINESS
CORRESPONDENCE .......................................................................... 73
MBM 303
LESSON 4
Unit II, Lesson 4
THE MECHANICS OF WRITING BUSINESS

MESSAGES,
MEMORANDUMS
AND
REPORTS
4.0 OBJECTIVES ..................................................................................................39

4.1 INTRODUCTION ...............................................................................................39
4.2 WRITING BUSINESS MESSAGES .......................................................................41
4.2.1 Choose Direct or Indirect Approach..........................................................41
4.2.2 Direct Approach (Deductive).....................................................................42
4.2.3 Indirect Approach (Inductive) ....................................................................42
4.2.4 Two Sample Introductions for Formal Messages......................................42
4.3 TYPES OF MESSAGES .....................................................................................43
4.3.1 Routine and Positive Messages ...............................................................43
4.3.2 Negative Messages ..................................................................................43
4.3.3 Persuasive Messages ..............................................................................44
4.4 THE W RITING PROCESS ..................................................................................44
4.4.1 The Planning Stage ..................................................................................44
4.4.2 The Writing Stage .....................................................................................47
4.4.3 The Completion Stage ..............................................................................49
4.5 MEMORANDUM ...............................................................................................49
4.5.1 8 Steps to write a memorandum ...............................................................49
4.5.2 Writing an Effective Memo ........................................................................52
4.5.3 Office Memorandum .................................................................................53
4.6 WRITING BUSINESS REPORTS .........................................................................54
4.6.1 Types of Reports ......................................................................................54
4.6.2 Organisational Patterns for Report ...........................................................54
4.6.3 Report Formats.........................................................................................55
4.6.4 Report Delivery .........................................................................................56
4.7 STEPS IN W RITING A BUSINESS REPORT ..........................................................56
4.8 CONCLUSION .................................................................................................57
4.9 ANSWERS TO SELF-CHECK QUESTIONS ...........................................................58
4.10 ASSIGNMENTS ................................................................................................58
4.10.2 Home Assignment .................................................................................58
MBM 303
Unit II, Lesson 4
4. The Mechanics of Writing Business Letters,

Messages and Reports
4.0
Objectives
In this lesson, you will learn:
4.1
To comprehend the three-step method of written communication.

To understand the process of writing messages for various purposes.
To write memorandums.
To comprehend the usage of communicating through various reports.
Introduction
Written communication includes internal business memos, formal letters,
emails, and various other written communication forms. Individuals may
choose to use written communication if they need to reach multiple individuals
at different locations with a similar message. The best way to write a credible
business message is to be as honest as possible about the information and
attitude that you convey. A business message should serve to crystallize and
focus an orientation that already exists in your company, rather than acting as
a marketing tool for convincing customers and employees that your company
is something different than what it is.
Language of Business Writing
Modern business language is simple, easy to understand, friendly and
courteous. Personal relations with customers can be cultivated by writing
friendly messages and letters in a natural and informal style. Old fashioned
business language is not suitable for modern business methods and practice.
Letters and messages must build goodwill and create positive and pleasant
feelings in the reader. Whatever the message of the letter may be, the writer
must try to get a favourable emotional response from the reader. A large
amount of written material reaches the desk of the businessman executive;
there is a great deal of competition for the readers attention and interest. The
brief contact with the reader which a letter makes, must be pleasant and
memorable. The manner in which a companys messages and letters are
written contributes a great deal to its public image.
Avoiding Business Jargon
39
MBM 303
Unit II, Lesson 4
Jargon means the vocabulary and phrases peculiar to a particular trade or

profession. Today, business people are well educated and write letters,
memos, notes and reports in modern, simple style which is easy to
understand. The use of jargon may depend upon the audience one is
addressing so we should not say that using jargon is always wrong. The
audience you are addressing is the key factor here.
Dealing with Technical Terms
The use of technical terms is not a problem if the message is being written to
a person who is in a related profession, e.g. a person who knows accounts
understands the term current liabilities or fixed assets; a person familiar
with computers understands megabytes or 64 k,
but when writing to
persons who does not know the technical terms, they must be avoided. If the
technical terms are absolutely unavoidable in describing a product, the
meaning should be given in simple terms. As far as possible the language
should be adapted to the readers ability; it should not have any technical
terms which the non-professional or non-technical person would not
understand.
Meanings and Associations of Words
Words do not have just the dictionary meaning; most words acquire
associations and implications. Some words get additional meaning or power
of suggestion because of being associated with certain ideas or activities; for
example, Profit is a pleasant suggestion to a seller but it is disliked by
workers and customers, who think of it as a sellers benefit. Competition
suggests risk and extra effort to the trader, but lower prices to the buyer.
Certain words like debt, failure, complaint, deceive, cheat are definitely
unpleasant and should be avoided in messages. When such unpleasant
matters have to be mentioned, it is better to soften them by saying,
outstanding bill or overdue payment. You must develop the skill of using the
language so that the letter would never be offensive to the reader.
Taking the Readers Point of View
Looking at the readers needs and desires will help you to frame the message
in a pleasant and acceptable way. Presenting ideas, suggestions, and
proposals in such a way that the reader sees how it is advantageous to him.
This is called the you attitude. The You attitude is the secret of effective
letters.
A business letter must therefore appeal to the readers interest and induce in
him the proper mood. To achieve this it should have the necessary built in
attraction. It should open the mind of the reader to the message. There is one
sure way of doing this; place yourself in the position of your reader and
anticipate his feelings and reactions. A good letter writer after writing a letter
asks himself How would I react to this?; What would my feelings be if I
received such a letter? This test enables him to look at his letter from the
40
MBM 303
Unit II, Lesson 4
readers point of view and make the necessary changes. Sir Ernest Gowers
gives the following advice about handling official correspondence:
if he (the person you are replying to) is rude, be specially courteous. If he is
muddle-headed, be especially lucid .If he is pig-headed, be patient .If he is
helpful, be appreciative. If he convicts you by mistake, acknowledge it freely
and even with gratitude. The purpose of the letter is to generate a response.
The letter should try to influence the readers feelings, thoughts and actions in
such a way that the response is beneficial. Thus the ability to adapt oneself to
the readers point of view is the basic requirement of a good letter. for both the
reader and the writer.
Exercises
Rewrite the following from the readers point of view:
1. Our business has been so successful that we are opening a new department for
cosmetics and shall be stocking a varied selection of articles.
2. We are surprised by your letter in which you claim that we did not dispatch the
goods promptly. We maintain a policy of shipping all orders on the day they are
received. However, we are looking into the matter.
4.2
Writing Business Messages

Most places of work need us to convey messages to our coworkers and
bosses. While writing to your coworker you may be little more relaxed then
writing to your boss, there still should be a usual theme in your business
message. That theme should be professionalism. The ability to prepare
concise, audience-centered, persuasive, and purposeful messages does
not come naturally. However, following a systematic process, studying model
written forms, and practicing the art can make one a successful business
writer.
The main aim of a business letter is to achieve a definite purpose such as
selling a product, making an enquiry, seeking information or advice, mollifying
the injured feelings of a customer , creating goodwill, etc.
4.2.1 Choose Direct or Indirect Approach

Business messages usually follow either a direct pattern or an indirect pattern.
It is a way to organize the information being communicated in the message,
depending on whether the main idea is good news, bad news or neutral news.
Choose the most effective pattern for your business mails depending on how
you think your reader is going to react to the main idea.
41
MBM 303
Unit II, Lesson 4
4.2.2 Direct Approach (Deductive)

In direct messages, the main point (such as recommendation, conclusion, or
request) goes at the beginning, followed by details, explanations or evidence
supporting it. A message organized this way saves the reader time by getting
to the purpose of the message right away. It also helps the reader put the
details that follow in context and perspective. The direct pattern works best if
your reader is going to be receptive to the main point, not resistant.
If your reader will be pleased, mildly interested or neutral, use the direct
pattern. When the main point is good news or neutral news, communicate it
right away, and follow up with the details. Most emails will use this approach,
including those dealing with routine tasks, orders and acknowledgements.
4.2.3 Indirect Approach (Inductive)
In indirect messages, the main point goes later in the message, after the
details, explanations or evidence. Using the indirect pattern in a message
shows that you respect your reader's feelings, which may be hurt by the main
point. By building up to it, you allow your reader to be more prepared to
receive it. It is also an attempt to encourage the reader to hear you out. If you
express a main idea that will upset the reader right away at the beginning of a
message, he or she may stop reading. Overall, the goal is to minimize any
negative reaction your reader may have.
If your reader is going to be uninterested, displeased or hostile, use the
indirect pattern. Use an indirect mail when the main point is bad news, such
as when refusing a request or denying a claim or attempting to share sensitive
information.
4.2.4 Two Sample Introductions for Formal Messages
Direct approach
(assumes audience will favor or be neutral to your recommendations)
Since the companys founding 25 years ago, we have provided regular repair
service for all our electric appliances. This service has been an important
selling point as well as a source of pride for our employees. However, we are
paying a high price for our image. Last year, we lost $500,000 on our repair
business.
Because of your concern over these losses, you asked me to study the pros
and cons of discontinuing our repair service. With the help of John Hudson
and Susan Lefkowitz, I have studied the issue for the last two weeks and have
come to the conclusion that we have been embracing an expensive,
impractical tradition.
By withdrawing from the electric appliance repair business, we can
substantially improve our financial performance without damaging our
reputation with customers. This conclusion is based on three main points that
are covered in the following pages:
42
MBM 303
Unit II, Lesson 4
It is highly unlikely that we will ever be able to make a profit in the repair
business.
Service is no longer an important selling point with customers.
Closing down the service operation will create few internal problems.
Indirect Approach
(Assumes audience will be hostile to or resistant to your recommendations, or
that you are much lower in the organizational power structure than the primary
reader)
Since the companys founding 25 years ago, we have provided regular repair
service for all our electric appliances. This service has been an important
selling point as well as a source of pride for our employees. However, the
repair business itself has consistently lost money.
Because of your concern over these losses, you asked me to study the pros
and cons of discontinuing our repair service. With the help of John Hudson
and Susan Lefkowitz, I have studied the issue for the last two weeks. The
following pages present my findings for your review. Three basic questions
are addressed:
4.3
What is the extent of our losses, and what can we do to turn the business
around?
Would withdrawal of this service hurt our sales of electric appliances?
What would be the internal repercussions of closing down the repair
business?
Types of Messages
4.3.1 Routine and Positive Messages

Positive messages or good news messages are those that convey positive
information that reflects the goodwill of the organization (offering adjustment,
expressing appreciation, sending a note of thanks, expressing sympathy, etc.)
in order to keep alive the business relationship. If the message is providing
routine information, i.e. a part of a regular business function, the audience will
usually be neutral in its reaction. Order acknowledgements, inquiries, requests
for credit information, etc. can be neutral messages. Routine, good news and
good will messages use direct approach. By starting the message with a
positive note, you put the audience in a good frame of mind, thus making
them receptive. This direct approach places the pleasing aspect of the
message right in the beginning that prepares the reader to read the entire
message with interest.
4.3.2 Negative Messages
Negative or bad news message deliver information that is undesirable or
disappointing to the readers. This becomes a challenging task for the
communicator, because delivering bad news is a sensitive issue (turning
down a request, or denying credit facility to a client, job rejection). In such
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situations, you can cushion the blow of negative news by introducing it with
other, more positive information. They often open with a neutral statement that
acts as a transition to the reasons for the bad news. In the body, they give the
reasons that justify the negative information and are always careful to close
cordially. You can use the indirect approach which provides a good mix of
honesty and kindness in expressing negative issues.
4.3.3 Persuasive Messages
Persuasive messages or messages that influence, try to motivate their
readers to agree with the senders or to make them act in a desired way. As a
business executive, you may need to influence your superior to adopt a
particular proposal, your supplier to replace a defective product, or a
prospective customer to buy your new product. In such messages, the
opening mentions the reader benefit, refers to a problem that the recipient
might have or present some interesting statistics. Then the body builds
interest in the subject and arouses the members to comply. Once you have
them thinking, you can introduce the main idea. The close is cordial and
requests the desired action. The indirect approach will be suitable for this type
of message.
4.4
The Writing Process

The writing process has three parts: prewriting, writing, and revising. To make
your message more effective and to use your time efficiently, your writing
process should comprise planning, writing and completing the message.
4.4.1 The Planning Stage

Define Your Purpose
To plan any message, first analyze the situation by defining your purpose and
developing a profile of your audience. While the general purpose of a
message is to inform, persuade or to collaborate with your audience, the
specific purpose of your message identifies, what you hope to accomplish and
what the audience should do or think after receiving your message. Once you
have defined the specific purpose of your message, test whether the message
deserves your time and effort by asking these questions:
1. Will the message bring about a change? Check whether your message will
change anything or benefit your organization. Dont send your message only
to contribute to information overload.
2. Is your purpose realistic? Will your message bring about a shift in attitude or
action or perform the task of being the beginning of a learning process.
3. Is the time right? Do not waste your potential message by sending it to
departments/organizations during peak times as it will get ignored. Also do not
send the message when a company is in the midst of reorganization, or
layoffs, or other changes, as the message will not receive its full attention.
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4. Is your purpose acceptable to the organization? Do not send a message that

goes against the objectives and priorities of your organization. Avoid
impulsiveness.
Develop an Audience Profile
Having decided on the meaningful purpose of your message, develop an
audience profile. Analyzing your audience helps you discover who the
members of your audience are, what are their attitudes, what they need to
know and why should they care about your purpose in communicating to
them. An effective profile helps you predict how your audience will react to
your message. It also clearly defines what to include in your message and
how to do it. To determine audience profile, ask the following questions:
Who are your audience? Identify your primary audience.

Determine audience size and geographic distribution.
What are their expectations and preferences?
What is their level of understanding of the topic?
What is their probable reaction to your message?
By understanding your audience before you write, you can identify the
appropriate tone, language, and channel for your message. After profiling the
audience, you can decide whether the receiver will be neutral, positive or
hostile towards your message.
Gathering and Providing Information
With a clear picture of who your audience is, the next step is to gather
information that will be included in your message. Gathering the information
that will fulfill your audiences needs is a vital step before attempting to
organize your content. For complex documents, you need to plan a research
project to acquire all the necessary information. For simple messages, you
can use informal techniques to gather information such as:
Consider other viewpoints: Putting yourself in anothers position will give you
an insight into how they think, feel or plan.
Read reports and other company documents.
Talk with supervisors, colleagues or customers.
Ask your audience for input. If you are given a vague request, ask questions
to clarify it before you plan a response.
Include any additional information that may be helpful, even though it was not
asked for specifically.
Use the journalistic approach to test the completeness of the information by
making sure it answers all questions: Who. What. When, Why, Where, and
How.
To determine whether the information you have gathered is good enough,
verify that it is accurate, ethical and pertinent to the audiences needs.
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Select the Right Medium

Selecting the best medium for your message can make the difference
between effective and ineffective communication. While selecting the right
medium, the first factor to consider is media richness. Understand the
advantages and disadvantages of oral, written, visual and electronic media.
The factors to consider when selecting media include:
The level of formality,

The specific limitations of each medium
Senders intentions
Level of urgency
Cost of using a particular channel
Audience preference
A mediums richness is determined by its ability to a) convey a message using
more than one informational cue such as sound, motion, non-verbal cues etc.
b) facilitate feedback; and c) establish personal focus.
Organise the Information
Organization can make the difference between success and failure of a
message. When you organize messages carefully, you save time and energy
as the process becomes quicker. You can use your organization plan to get
advance inputs from your audiences and to make sure you are on the right
track. Good organization can also help you share the writing assignment with
co-workers. When a message is well organized, the audience is able to save
time as they can read the contents without any difficulty and is also able to
make quick decisions based on the clear information received. To organize
your information, the following steps are useful:
Define your main idea: A well-organized business message can be
condensed to one main idea. The topic is a broad subject and the main idea
makes a statement about the topic or the gist of the topic. Defining the main
idea is important especially when you want to persuade someone or have
disappointing information to convey. In these situations, look for a main idea
that will establish a good relationship between you and your audience. The
main idea can take the form of some form of agreement or common interest.
In longer documents and presentations, for which a vast amount of material
needs to be unified, establishing a main idea becomes challenging that
requires a variety of techniques to generate creative ideas:
Brainstorming: Work with others to gather ideas and arrive at a common

denominator.
Question-and-answer chain: Start with a key question from the audiences
perspective and work back towards your message. Each answer will generate
new questions until you identify the information that needs to be in your
message.
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Journalistic Approach: Ask who, what, where, why, when and how questions
to sort out major ideas from unorganized information.
Storytellers tour: Pretend you are giving a colleague a guided tour of your
message and capture it on a recorder. Then listen to your talk, identify ways to
tighten and clarify the message. Repeat the process to arrive at the main idea.
Mind mapping: Start with a main idea and then branch out to connect every
other related idea that comes to the mind. This graphic method will exhibit the
writers own concerns as well as the audiences and this will help to narrow
down to a single main idea.
Limiting your Scope: The scope of your message is the range of information
you present, the overall length, and the level of detail, all of which need to
correspond to the main idea. Whatever the length of the message, limit the
number of major points and support evidence. Having fewer, stronger points is
better than using many weaker points. The length of your message also
depends on the nature of your subject, your audiences familiarity with the
topic, their receptivity to your conclusions and your credibility.
Outline the Content
Once you have decided on your main idea, you must develop it by grouping
the supporting detail in a most logical and effective way. A good way to
visualize how all the points will fit together is to construct an outline. An outline
will guide you to communicate in a systematic manner and a defined
framework will help to cover all the ideas necessary for the message. For long
and complex messages an outline is indispensable.
Start with a Main Idea: The main idea helps you establish your goals and
summarizes two vital aspects.
o What you want your audience to do or think.
o Why should they do so.
State the Major Points: Support your main idea with the major points that
clarify and explain your ideas in smaller units or in more concrete terms.
These major points act as the props by which the main idea is upheld.
Illustrate with Evidence: After you have defined the main idea and identified
supporting points, you are ready to illustrate each point with specific evidence
that helps audience members understand and remember the more abstract
concepts you are presenting.
4.4.2 The Writing Stage

With your plan in place, you are ready to choose the words and craft the
sentences and paragraphs that will carry your ideas to their intended
audience.
Adapt to your audience: By adapting your communication to the needs and
expectations of your audience, you provide more compelling answers to their
questions and improve the chances that your message will be received
successfully. Your message should answer the members question, Whats in
this for me? If your message has nothing useful or interesting for the
audience, they will be far less inclined to pay attention to it. To successfully
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adapt your message to your audience, try to be sensitive to their needs, and
build a strong relationship with them and control your style to maintain a
professional tone.
In written messages language is the only means and careful choice of words
is crucial to success. True meeting of two minds is possible only when the
words hold precisely the same meanings for the sender and the recipient;
therefore the level of language used should be in accordance with the
educational background and the level of understanding of the recipient.
Build audience sensitivity: You can improve your audience sensitivity by
adopting the you attitude, maintaining good standards of etiquette,
emphasizing the positive, and using bias-fee language. As explained before
the you attitude is best implemented by expressing your message in terms of
the audiences interests and needs. The you attitude is not intended to be
manipulative or insincere. It is an extension of the audience-centered
approach. Although you may be tempted to be candid or frank, try to express
the facts in a kind and thoughtful manner. Use extra tact when communicating
with people higher up the organization chart or outside the company.
Emphasize on the positive and be free of gender and racial bias.
Establish your credibility: People are more likely to react positively to your
message when they have confidence in you.
Projecting your companys image: When you communicate externally on even
the most routine matter, you serve as the spokesperson of your organization.
The impression you make can enhance or damage the reputation of your
company. Hence, the interests and preferred communication style of your
company should be given utmost importance.
Controlling your style and tone: Be sure about what impression you wish to
convey: firm, persuasive, conciliatory or friendly, and adapt your tone
accordingly. Avoid starchy and impersonal style. Add warmth by using a
simple easy flowing conversational style to help promote a friendly and
positive attitude. But while using a conversational style, beware of the many
substandard daily use expressions that are not permissible in writing.
Remember what you write will reflect you and your credibility.
Compose your message: To compose your message, you need to select the
best words that are effective by checking grammar and user guides. Choose
words that have fewer connotations and no negative connotations. Select
words that communicate clearly, specifically and dynamically. Balance
abstract and concrete terms to convey your message accurately. Choose
words that are familiar and avoid clichs and jargon.
Develop coherent paragraphs: Vary your sentence structure for impact and
interest. Develop coherent and unified paragraphs by illustrations (giving
examples), by comparison and contrast (pointing out the similarities or
differences), by focusing on cause and effect (giving reasons), by
classification (discussing categories), and by focusing on the solution to a
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problem. Use transitional elements (connectors) to help your audience follow

your message.
4.4.3 The Completion Stage
Revise, Proof-read and Distribute
4.5
Revise the message: Evaluate the content for accuracy and relevance, check
that all necessary points are in logical order and achieve the right tone.
Review for readability: Use a mix or long and short sentences, keep
paragraphs short, use bulleted and numbered lists to emphasize key points
and make the document easy to scan with headings and subheadings.
Edit for clarity and conciseness.
Produce the message: Use effective design elements and suitable layout for a
clean and professional appearance.
Proofread the message: review for errors in layout, spelling and mechanics.
Distribute the message: Deliver the message using the chosen medium.
Consider cost, convenience, time, security and privacy when choosing the
method to distribute your messages. Make sure all documents and all relevant
files are distributed successfully.
Memorandum
A memorandum comes from a latin word memoro which means to mention,
call to mind, recount, relate in other words to to remember. Therefore it is a
note, document that helps our memory by recording events or observations on
a topic.
Business memos are an internal method of communication within one
company. Memos can also be an external method if the correspondence is
between two companies. Memos are used to communicate information, such
as upcoming tasks within a department or general news that needs to reach a
wide audience. Pre-defined memo templates and emails have made
communication easier, but it is helpful to know how to write a business memo
from scratch.
4.5.1 8 Steps to write a memorandum

1. Write the heading section of the memo.
The heading contains information about the recipient of the memo, the
sender, the date and the business memo subject. The subject of the memo
should be a short sentence that describes the entire memo.
Business Memo Example #1
To:
KVN Sales Staff
FROM:
Arti Parikh
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CC:
Mr. Suneel Prabhu
DATE: June 14, 2012

SUBJECT:
Customer Presentation
The JSKL Marketing presentation you prepared last week to showcase our
new product line was exceptional!
Your enthusiasm, sales strategy, and product knowledge were impressive and
certainly sealed the deal with Mr. Kohli!
Thank you for your outstanding work and dedication.Bonus checks will be
distributed next week.
My sincere congratulations to all of you!
Steven Mark
2. Compose the opening paragraph
The first paragraph of a business memo should clearly state the intention of
the memo and an overview of what information is going to be presented in the
body of the memo (as seen in the example above).
3. Briefly describe the issue
The catalyst behind the release of a business memo needs to be summed up
succinctly. Sentences use to define the issue should be short , to the point
and rely heavily on facts.
4. Explain the solutions in progress
If you are working on a solution to a problem, or have an idea of how it can be
solved, the third paragraph is the place to describe it. If the point of the memo
is to deliver bad news, use this paragraph to highlight any positives that may
result.
5. Summarize your findings in the fourth paragraph
If the memo is short, this is an optional section but if the memo takes up more
than one full page, highlighting the main points discussed is helpful. This will
ensure that the main points do not get lost within the bulk of the memo.
Consider using a bullet list to make this section stand out.
6. Finish the memo by including what the recipients need to do and a deadline
date for completing the requested action. Include any information about the
follow-up communication in the last paragraph.
7. Sign the memo
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This is an optional step, but some companies adhere to the practice of

completing business correspondence with the senders signature appearing
above the senders typed name.
8. Proofread the memo.
Prior to sending the memo internally or externally, be sure that the content is
grammatically correct. If the memo contains sensitive information, check your
company policy to see who can edit or read the memo for you.
Tips:
Use the proper name of the memo recipient. What a person is called in a
social situation is often different than how they are addressed in a business
situation.
Use friendly language for internal memos as they are going to your
colleagues.
Business Memo Example #2
FROM:
Akash Deep
TO:
Everyone
CC:
Human Resources, CEO
RE:
Smoking
Due to several complaints, smoking will no longer be allowed near the main
doorway in to the building. If you choose to smoke before or after work, you
may continue to do so outside the building at the back side. This policy
change is in effect for everyone that works for XYZ, Inc. with no exceptions.
Failure to comply with this policy will result in a one-time warning before a
written reprimand which will be applied to your permanent file and your annual
review will be affected.
If you have any queries related to this policy, please contact the director of HR
at xxx-xx-xxx or via email at pulkit@xyz.com.This is the only notice that will be
sent on this issue and it will be displayed in the lunchroom and by the main
door into the building.
Thank you,
Rakesh Mehra
HR Manager .
Notes: This example of a business memo was much harsher as you are
sending it on behalf of someone that has authority over recipient. In addition,
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you have laid out a strict policy for non-compliance and it would almost be
considered a favor that you went out of your way to make sure everyone
understood the penalties.
Exercises
1. You were asked by the manager to place an order for 50 chairs, 30 tables, 1
carpet, 6 ceiling fans and 4 typewriters for a new branch office of the
company. Prepare a memo informing him that you have placed an order and
let him know the cost of these articles. Assume that the copies of this memo
will be sent to the Managing director, Financial Manager and Branch
Manager.
2. The head of your organization is worried about the amount of time the
employees are spending during the tea break. Draft a memo to be signed by
him and circulated to all employees, asking them to be at their desk during
duty hours.
3. Assume that you have just returned from a seminar to which you were
deputed by the company. Write a memo to your immediate boss, reporting to
him the important matters discussed at the seminar. Also point out their
relevance to the companys business.
4.5.2 Writing an Effective Memo
Write down everything you want to convey about the subject

Underline every item that is vital to your reader. Omit the rest
Jot down the purpose of the memo at the top of the page
Divide the underlined items into separate categories
Write a heading for each category. Determine the order of importance of each
category and number them
Place background or support information at the end.
Use personal pronouns. Use you and your. Instead of saying Everyone is
requested to provide input on course content, say, Please send me your
course content ideas.
Include a name. E.g. John, Ill send that material to you by 3 Oclock, Friday.
Picture your reader. Write to a person with a title and not to a title with a
person. Keep the language polite and courteous.
Use conversational words and phrases. Say, As you suggested, and Please
let me know, instead of Kindly advise
Finally, read your memo aloud and find out if it sounds natural and
conversational.
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4.5.3 Office Memorandum

Office memorandum has the following characteristics:
This form of communication is used by ministries, departments and central

and state government offices, public undertakings, etc. It is written by an office
to each subordinate officer/office for conveying information, direction,
instruction or order.
It is written in third person.
It has no salutation or subscription.
This memo is signed by the officer with his designation. Only the name of the
office and the address will be mentioned in the inside address.
Example of an Office Memorandum

GOVT. OF INDIA
MINISTERY OF HOME AFFAIRS
No
North Block
New Delhi -1
Dated
OFFICE MEMORANDUM
Attention is invited to this ministrys office memorandum number..
dated Instances have come to the notice of this ministry that the procedure
outlined in Rule Number of the Act.. of Central Civil Services has
not been strictly followed. It is desired that in the future the same may be complied
with, without fail.
Sd/
(A.K. Nagpal)
Under Secretary
Government of India
CC:
All Subordinate offices
Ministry of Home Affairs
Government of India
New Delhi 1
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4.6
Unit II, Lesson 4
Writing Business Reports

Organizations need accurate, timely, objective and concise information to
make effective decisions. One way they can obtain such information is from a
business report. This document can be defined as an organized presentation
of information to a specific audience for the purpose of helping an
organization achieve an objective.
The information presented in the report is needed for reviewing and evaluating
progress, for planning a future course of action and for taking critical and
strategic decisions. Reports act as feedback mechanism on various aspects
of the organization.
Basic Strategies
Audience: When writing the report, you need to consider the audience you are
writing for, whether it is the CEO or will the report be available to all staff
concerned?
Research: The true value of the research may be assessed through a report
since the written report may be the only tangible product of hundreds of hours
of work.
Compiling: Reports communicate information which has been compiled as a
result of research and analysis of data and of issues.
4.6.1 Types of Reports
Informative Reports:
Reports that present data without analysis or
recommendations are primarily informative. Although writers collect and
organize facts, they are not expected to analyze the facts for readers. A trip
report describing an employees visit to a conference, for example, simply
presents information. Other reports that present information without analysis
involve routine operations, compliance with regulations, and company policies
and procedures.
Analytical Report: Reports that provide data, analyses, and conclusions are
analytical. If requested, writers also supply recommendations. Analytical
reports may intend to persuade readers to act or to change their beliefs.
Assume you are writing a feasibility report that compares several potential
locations for a resort. After analyzing and discussing alternatives, you might
recommend one site, thus attempting to persuade readers to accept this
choice.
4.6.2 Organisational Patterns for Report

Like letters and memos, reports may be organized directly or indirectly. The
readers expectations and the content of a report determine its pattern of
development.
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Direct Pattern: When the purpose for writing is presented close to the
beginning, the organizational pattern is direct. They open with an introduction,
followed by the facts and a summary. Analytical reports may also be
organized directly, especially when readers are supportive or are familiar with
the topic. Many busy executives prefer this pattern because it gives them the
results of the report immediately. They dont have to spend time wading
through the facts, findings, discussion, and analyses to get to the two items
they are most interested inthe conclusions and recommendations.
Indirect Pattern: When the conclusions and recommendations, if requested,
appear at the end of the report, the organizational pattern is indirect.
Such reports usually begin with an introduction or description of the
problem, followed by facts and interpretation from the writer. They end with
conclusions and recommendations. This pattern is helpful when readers are
unfamiliar with the problem. It is also useful when readers must be persuaded
or when they may be disappointed in or hostile toward the reports findings.
The writer is more likely to retain the readers interest by first explaining,
justifying, and analyzing the facts and then making recommendations.
4.6.3 Report Formats
The format of a report is governed by its length, topic, audience, and purpose.
After considering these elements, you will probably choose from among the
following five formats.
Letter Format. Use a letter format for short (usually eight or fewer pages)
informal reports addressed outside an organization.
Prepared on a
companys letterhead stationery, a letter report contains a date, inside
address, salutation, and complimentary close. Although they may carry
information similar to that found in correspondence, letter reports usually are
longer and show more careful organization than most letters. They also
include headings.
Memo Format. For short informal reports that stay within organizations, a
memo format is appropriate. Memo reports begin with essential background
information, using standard headings: Date, To, From, and Subject.
Manuscript Format. For longer, more formal reports use a manuscript
format. These reports are usually printed on plain paper instead of letterhead
stationery or memo forms. They begin with a title followed by systematically
displayed headings and subheadings.
Printed Forms. Prepared forms are often used for repetitive data, such
as monthly sales reports, performance appraisals, merchandise
inventories,
expense claims, and personnel and financial reports.
Standardized headings on these forms save time for the writer. Preprinted
forms also make similar information easy to locate and ensure that all
necessary information is provided.
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Digital Format. Some reports are not primarily meant to be printed but will be
projected or viewed and edited digitally. Increasingly, businesses encourage
employees to upload reports to the company intranet. Firms provide
software enabling workers to update information about their activities,
progress on a project, and other information about their on-the-job
performance.
4.6.4 Report Delivery
Once reports are written, you must decide what channel to use to deliver them
to your readers. Written business reports can be delivered in the following
ways:
They can be delivered in person, by mail, or electronically. (fax, e-mail, online)
4.7
Steps in Writing a Business Report

In presenting information, an effective business report should be accurate and
objective.
Accuracy: Accuracy in a business report includes accuracy of information as
well as accuracy of writing. Since the information in a business report is used
to make decisions, inaccurate information can lead to inaccurate decisions.
Therefore, ensure that your report deals with factual information only. The
accuracy of any report depends upon the correctness of the data that was
gathered to prepare it. Use reliable sources and be accurate in reporting all
information.
The accuracy of writing depends on accuracy in writing mechanics (spelling,
punctuation, and grammar) and accuracy in writing style. To avoid writing
style errors, use precise words and terms which are not likely to be
misinterpreted by the reader. A good report is written in a simple,
unambiguous language. It is a kind of scientific document of practical utility;
hence it should be free from various forms of poetic embellishment like figures
of speech. Avoid jargon and never over write a business report. Do not add
materials and information that are not absolutely necessary. Before actually
beginning the task of writing a business report, prepare a thorough and
comprehensive outline.
Objectivity: In writing, objectivity means presenting material free from
personal feelings or prejudices, which is sometimes difficult to accomplish. To
achieve objectivity in writing make a distinction between facts and opinions.
Minimize unsupported judgments and inferences. Report all pertinent
information. Present both positive and negative aspects.
Defining the purpose and gathering data: Begin the report-writing process
by determining your purpose for writing the report. The first step in writing a
report is understanding the problem or assignment clearly. Precision gives a
kind of unity and coherence to the report and makes it a valuable document.
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Reader-oriented: A good report is always reader-oriented. While drafting a

report, it is necessary to keep in mind the person(s) who is (are) going, to read
it. A report meant for the layman will be different from another meant for
technical experts. After writing a statement of purpose, analyze who will read
your report. If your report is intended for your immediate supervisors and they
are supportive of your project, you need not include extensive details,
historical development, definition of terms, or persuasion. Other readers,
however, may require background data and persuasive strategies.
Cite sources. Tell your readers where the information was collected from.
The facts for reports are often obtained from company records, observations,
surveys, interviews, printed material, and electronic resources. Interviews
provide rich, accurate information because questions can be explained.
Relevance: The facts presented in a report should not only be accurate but
relevant also. While it is essential that every fact included in a report has a
bearing on the central purpose, it is equally essential to see that nothing
relevant has escaped inclusion. Irrelevant facts make a report confusing;
exclusion of relevant facts renders it incomplete and likely to mislead.
Determine the solution: Based on your analysis, you will be ready to offer
solutions. The gathered information should be the basis for making this
decision. A common tendency in business report writing is to slant
information in the report to lead the reader to the decision the writer wants.
Make sure you present all pertinent information and maintain your credibility.
1. What are the three steps that are essential for any written communication?
2. Mention some kinds of business messages.
3. What is the main purpose of writing reports?
4.8
Conclusion
In this lesson you have learnt to identify the different purposes of writing and
the essential principles of effective written communication. You have also
learnt to use the three- way process of writing, keeping in view the needs and
expectations of your audience. In trying to communicate your purpose
effectively through memos, messages and reports, you have understood to
use the right tone, words and language to achieve the requirement to inform
and persuade your readers.
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4.9
Unit II, Lesson 4
Answers to Self-Check Questions
1. Planning, Writing and Completing a message.

2. Routine & Positive messages, Negative messages and Persuasive messages.
3. For information and analysis.
4.10 Assignments
1. What are the five areas that you should pay attention to when you proofread?
2. Compare the first phase of the writing process with the second phase.
3. For routine writing tasks, what are some techniques for collecting informal
data and generating ideas?
4. When is the indirect method appropriate, and what are the benefits of using it?
5. What is a topic sentence, and where is it usually found in business
messages?
6. List three techniques for developing paragraph coherence.
1. What are the components of a Memorandum? Discuss the steps to write an
effective memo.
2. Compare and contrast a routine/ positive message and a persuasive
message.
3. Discuss the functions of various reports.
4. Write a memo to an employee informing him of a days cut in his salary on
account of his absence without leave.
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Unit II, Lesson 5
LESSON 5
USE OF TECHNOLOGY EMAIL

INSTANT MESSAGING
AND
5.0
OBJECTIVES ..................................................................................................61
5.1
INTRODUCTION ...............................................................................................61
5.2
E-MAIL ..........................................................................................................61
5.2.1 Components of an e-mail..........................................................................62

5.3
EFFECTIVE E-MAILS ........................................................................................62
5.4
FORMATTING E-MAIL MESSAGES .....................................................................63
5.5
LANGUAGE.....................................................................................................64
5.6
NET ETIQUETTE .............................................................................................65
5.7
INSTANT MESSAGING ......................................................................................65
5.8
USING INSTANT MESSAGING (IM) ....................................................................66
5.8.1 Advantages of IM......................................................................................66

5.8.2 Disadvantages of IM .................................................................................67
5.9
IM ETIQUETTE................................................................................................67
5.10 POPULAR OUTLOOK FEATURES .......................................................................68

5.10.1 Blogs .....................................................................................................68
5.10.2 Steps for Effective Blogging ..................................................................68
5.10.3 Uses of Blogging ...................................................................................68
5.11 PODCASTS .....................................................................................................69
5.11.1 Some Uses of Podcasts ........................................................................69
5.11.2 Three Important Steps for Effective Podcasting ....................................69
5.12 CONCLUSION .................................................................................................70
5.13 ASSIGNMENTS ................................................................................................70
5.13.2 Home Assignment .................................................................................70
MBM 303
Unit II, Lesson 5
5. Use of Technology Email

and Instant Messaging
5.0
Objectives
5.1
To realize the importance of technology-based communication in business.

To comprehend the significance of using E-mail and Instant Messaging (IM).
To use e-mail and IM.
To understand the positive and negative impacts of using the e-mail and IM.
To learn about other popular outlook features like blogs and podcasts
Introduction
Technology has occupied an ever-increasing presence in todays workplace
as more organizations are trying to incorporate the latest technology into their
operations. Besides completely revolutionizing the way an organization
communicates, technology plays a pivotal role in various functions of an
organization. Given more power in making decisions, executives find that they
need more information and are expected to collect, evaluate, and exchange
information in clearly written messages.
Written messages fall into two main categories: paper-based and electronic.
Paper-based messages include business letters and memos etc. Electronic
messages include the e-mail, instant messaging, and text messaging.
Electronic information may also be exchanged through podcasts, blogs, and
wikis. Using the right channel and knowing how to prepare an effective
message can save you time, reduce stress and bring in efficiency and
professionalism.
5.2
E-mail
In todays business environment, emailing is the de-facto channel of
communication both internal as well as external with clients, vendors etc. Email involves the transmission of messages through computers and networks.
Users can send messages to a single recipient or broadcast them to
multiple recipients. When messages arrive in a simulated mailbox, recipients
may read, print, forward, store, or delete them. E-mailing is most appropriate
for short messages that deliver routine requests and responses. It is
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inappropriate for sensitive, confidential, or lengthy documents. Used

professionally, e-mailing is a powerful business tool. It is especially effective
for messages to multiple receivers and messages that must be archived
(saved). An e-mail is also appropriate as a cover document when sending
longer attachments. The e-mail, however, is not a substitute for face-to-face
conversations, telephone calls, business letters, or memorandums. A final
consideration in deciding whether to send an e-mail message or a memo is
your receivers preference and your organizations choice.
5.2.1 Components of an e-mail
Several basic components make up e-mail systems, including users,
messages, senders and recipients addresses, protocols, gateways, valueadded networks, and directory systems.
Users are often people, but users can also be other computer application
programs.
A message is the actual information sent by one user to another. Part of the
email information included in a message is the addresses of both the sender
and the receiver, which include their unique identification codes along with
another identifier such as the e-mail systems, the mail-box number, or the
organization.
5.3
Effective E-mails
The structure of the email message generally contains a header of To:, From:,
and Subject:, followed by the body: which may include text, images, graphics,
video, and audio.
Informative Subject Line
In order to write an effective subject line you should avoid meaningless and
dangerous words. Ensure the subject line clearly defines the task and is
closely related to the content-this will make finding subject specific emails
short, sharp and to the point.Try to make your subject line talk by including a
verb. Explain the purpose of the message and how it relates to the reader.
Remember that a subject line is usually written in an abbreviated style, often
without articles (a, an, the). It need not be a complete sentence, and it does
not end with a period (full stop).
Poor Subject Line
Trade Show
Staff Meeting
Improved Subject Line

Need you to showcase two items at
our next trade show
Rescheduling Staff Meeting for 1pm
on May 12
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Opening with the main idea: Direct e-mails open by revealing the main idea
immediately.
Explaining in the Body: The body provides more information about the
reason for writing. It explains and discusses the subject logically. Effective email messages generally discuss only one topic. Limiting the topic helps the
receiver act on the subject and files it appropriately. Many techniques
improve readability. You can use white space, bulleted lists, enumerated lists,
appropriate typefaces and fonts, and headings.
Closing with a Purpose: Generally close an e-mail message with (a) actioninformation, dates, or deadlines; (b) a summary of the message; or (c) a
closing thought. Here again the value of thinking through the message before
actually writing it becomes apparent. The closing is where readers look for
deadlines and action-language. If no action- request is made, a closing
summary is unnecessary. You need not close messages to co-workers with
goodwill statements such as those found in letters to customers or clients.
However, some closing thought is often necessary to prevent a feeling of
abruptness.
Revision: Revision helps you think through a problem, clarify a solution, and
express it clearly.
5.4
Formatting E-mail Messages

Although the e-mail is a relatively new communication channel, people are
beginning to agree on specific formatting and usage conventions. The
following suggestions identify current formatting standards.
Guide Words. E-mail programs provide a set of guide words to help you
create your message. Following the guide word, include full names and
electronic addresses in the To and From slots, both receivers and senders
will be able to identify the message. By the way, the order of Date, To, From,
Subject, and other guide words varies depending on your e-mail program and
whether you are sending or receiving the message.
Most e-mail programs automatically add the current date after Date. On the
Cc line (which stands for carbon copy or courtesy copy), you can type the
address of anyone who is to receive a copy of the message. Remember,
though, to send copies only to those people directly involved with the
message. Most e-mail programs also include a line for Bcc (blind carbon
copy). This sends a copy without the addressees knowledge. Executives
today use Bcc for the names and addresses of a list of receivers, a technique
that avoids revealing the addresses to the entire group.
On the subject line, identify the subject of the message. Be sure to include
enough information to be clear and compelling.
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5.5
Unit II, Lesson 5
Body. When keying the body of an e-mail message, use standard caps and
lowercase characters. Dont use all uppercase or all lowercase characters.
Cover just one topic, and try to keep the total message under three screens in
length. Remember to double-space between paragraphs. For longer
messages prepare a separate file to be attached. Use the e-mail message
only as a cover document.
To assist you in preparing your message, many e-mail programs have basic
text-editing features, such as cut, copy, paste, and word-wrap. However,
avoid graphics, font changes, boldface, and italics unless your readers
system can handle them. As more and more programs offer HTML formatting
options, writers are able to use all the graphics, colours, and fonts available in
their word processing programs.
Closing Lines. Be sure to sign your name. Messages without names become
very confusing when forwarded or when they are part of a thread (string) of
responses. To avoid further confusion, include a signature block with your
contact information. This might include your name, title, organization,
address, e-mail address, telephone number, cell phone number, and fax
number. Decide what information is most important. Then prepare a signature
block with five or fewer lines. Although you might be tempted to omit your email address, it is wise to include it because some systems do not transmit
your address automatically. When your message is forwarded, your e-mail
address may be lost.
Consider composing offline. Especially for important messages, think
about using your word processing program to write offline. Then upload
your message to the e-mail network. This avoids self-destructing (losing all
your writing through some glitch or pressing the wrong key) when working
online.
Use the e-mail program professionally. Despite its popularity, e-mailing may
be dangerous because messages travel long distances, are difficult to erase,
and may become evidence in court.
Language
Be Concise: As e-mailing is now a mainstream communication channel,
messages should be well organized, carefully composed, and grammatically
correct. Readers get put off by sloppy e-mail messages with missing
apostrophes, haphazard spelling, unintelligible content, and resent not only
the information but also the writer.
Be Brief: Your job with Business-to-Business e-mailing is to capture interest,
then provide more information if it is wanted. You need to identify the most
important benefits to the recipient and sum it up in a short paragraph.
Be Accurate: Whatever claims you make or statistics you quote, make sure
that they are true and not inflated. Nothing is worse than starting off a
relationship with exaggerated or even false information. Be genuine as hype
does not work with customers.
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Be Reader-oriented: Speak their language, write in the words they

comfortably understand. Do not write down or above their comprehending
levels. Keep the style simple. Show your message to other people and get
their opinion and inputs.
Provide Links: If your message has a favourable recipient, it may get passed
around. You may want to include links to information that is relevant to others,
including technical details, operations information, and financial data.
Use Graphics when Necessary: Business people are interested in benefits,
details, other customers etc. Unless graphics enhance your message in a
meaningful way, do not use them.
5.6
5.7
Net Etiquette
Avoid sending sensitive, condential, inammatory, or potentially
embarrassing messages because e-mails are not private.
Dont use the e-mail to avoid contact. E-mailing is inappropriate for breaking
bad news or for resolving arguments. For example, it is improper to fire a
person via e-mail. It is also not a good channel for dealing with any conflict
with supervisors, subordinates, or others.
Care about tone. Your words and writing style affect the reader. Avoid
sounding curt, negative, or domineering.
Resist humour and tongue-in-cheek comments. Without the nonverbal cues
conveyed by your face and your voice, humour can easily be misunderstood.
Limit any tendency to send blanket copies. Send copies only to people who
really need to see a message. It is unnecessary to document every business
decision and action with an electronic paper trail.
Use capital letters only for emphasis or for titles. Avoid writing entire
messages in all caps, which is like SHOUTING.
Reply. Scan all messages before responding, paste in relevant sections,
revise the subject if the topic changes, and never respond when angry.
Acknowledge receipt of the email at the earliest. If you cant reply right away,
inform them when you will be able to respond..
Dont use company computers for personal matters. Unless your company
specifically allows it, never use your employers computers for personal
messages, personal shopping, or entertainment. Assume that all e-mails are
monitored.
Consider cultural differences. Be especially clear and precise in your
language in e-mail messages that travel across borders. Remember that
figurative clichs and slang cause confusion, especially for non-native
speakers.
Instant Messaging
Instant messaging (IM) enables you to use the Internet to communicate in real
time in a private chat room with one or more individuals. It is like a live e-mail
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or a text telephone call. IM has acquired a new dimension as a tool for

enhancing employee productivity, fostering team-building efforts, and enabling
cost-effective and speedy communication.
Though the thought of striking important business deals over IM might be a
little far-fetched, but driving complex business deals, interacting with project
team members, discussing project details, taking approvals and seeking
clarifications are a reality now. IM has gained popularity as a formal channel
of communication as it is user-friendly and helps in multi-tasking and
collaboration as many people can chat at the same time with one another. IM
is also becoming part of other processes such as Knowledge Management
(KM) where it is used for instant knowledge sharing and collaboration.
5.8
Using Instant Messaging (IM)

To send an instant message, you might use a client such as AOLs Instant
Messenger, Yahoo! Messenger, Google Talk, Jabber, or Microsofts Windows
Live Messenger. These are public IM services. Once the client is installed,
you would enter your name and password to log on. The software checks to
see if any of the users in your contact list are currently logged in. If the server
finds any of your contacts, it sends a message back to your computer. If the
person you wish to contact is online, you can click that persons name and a
window opens in which t you can enter text into. You enter a message and
click Send. Because your client has the Internet address and port number for
the computer of the person you addressed, your message is sent directly to
the client on that persons computer. All communication is directly between
the two computers without the need of a server. Unlike e-mails, IM provides
no elaborate page layout options. The text box is short, and pressing the
Enter key sends the message. Obviously, it is designed for brief but fast text
interaction.
5.8.1 Advantages of IM
Instant messaging is increasingly being used by knowledge workers for many
reasons. People like instant messaging because of its immediacy. Unlike emailing, messages do not wait to be downloaded from a mail server. In
addition, a user knows right away whether a message was delivered.
Users of instant messaging say that it avoids phone tag and eliminates
the downtime associated with personal telephone conversations. As it
replaces expensive long-distance telephone and fax calls, instant
messaging saves money.
Instant messaging includes presence functionality. Coworkers can locate
each other online, thus avoiding wild goose chases, hunting someone who is
out of the office.
Many people consider instant messaging a productivity booster because it
enables them to get answers quickly and helps them multitask.
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Despite security reasons, some companies see instant messaging as a

beneficial communication tool. They are investing in enterprise-class IM
systems. Such systems enable workers to exchange instant messages within
a closed-loop structure. These systems provide an audit trail and greater
security. Organizations can selectively retain, archive, and destroy IM
conversations to meet compliance laws.
5.8.2 Disadvantages of IM
Despite its popularity among workers, some organizations forbid employees to
use instant messaging for a number of reasons.
Employers consider instant messaging yet another distraction in addition to
the interruptions caused by the telephone, e-mailing, and the Web.
Organizations also fear that privileged information and company records
will be revealed through public instant messaging systems, which hackers
can easily penetrate. They also worry about viruses, malware and spam (IM
spam).
Organizations may ban instant messaging because of productivity, security,
litigation, and compliance fears. Like e-mailing, instant messages are
subjected to discovery (disclosure); that is, they can become evidence in
lawsuits. Finally, companies fear instant messaging because it forces them to
face the daunting task of tracking and storing messaging conversations to
comply with legal requirements.
Declining to communicate via IM with someone might be construed as rude
behavior by the sender of the message as in reality you may be busy and
dont want to be interrupted but the sender may feel offended that you hold no
importance in replying to his message.
5.9
IM Etiquette
Instant messaging can definitely save time and simplify communications with
co-workers and customers. Before using it on the job, however, be sure you
have permission. Do not use public systems without checking with your
supervisor. If your organization does allow instant messaging, you can use it
efficiently and professionally by following a number of best practices.
Learn about your organizations IM policies. Are you allowed to use instant
messaging? With whom may you exchange messages?
Make yourself unavailable when you need to complete a project or meet a
deadline.
Organize your contact lists to separate business contacts from family and
friends.
Keep your messages simple and to the point. Avoid unnecessary chitchat.
Dont use IM to send confidential or sensitive information.
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Be aware that instant messages can be saved. Like e-mails, dont say
anything that would damage your reputation or that of your organization.
If personal messaging is allowed, keep it to a minimum. Your organization
may prefer that personal chats be done during breaks or the lunch hour.
Show patience by not blasting multiple messages to co-workers if a response
is not immediate.
Keep your presence status (available, busy etc.) up-to-date so that people
trying to reach you dont waste their time.
Beware of jargon, slang, and abbreviations, which, although they may
reduce keystrokes, may be confusing and appear unprofessional.
Respect your receivers by employing proper grammar, spelling, and
proofreading.
5.10 Popular Outlook Features

5.10.1 Blogs
Blogs are a useful solution whenever you have a continuous stream of
information to share with any online audience and expect the audience to
respond. Blogs are used in numerous ways today, including project
management and team communication, company news, customer support,
public relations and media relations, employee recruiting, policy and issue
discussions, crisis communication, brainstorming and market research. Blogs
are an ideal medium for viral marketing, the organic spread of messages from
one audience member to another.
5.10.2 Steps for Effective Blogging
Think of blogging when you have a continuing stream of information to share

with an online audience.
Identify an audience that is large enough to justify your effort, but share your
common interests.
Identify a purpose that is comprehensive enough to provide matter for a
continuing stream of posts.
Consider the scope of your blog carefully; it should be broad enough to attract
an audience but narrow enough to keep you focused.
Communicate with a personal style and an authentic voice, but dont write
carelessly.
Deliver new information quickly.
Choose topics of interest to your audience.
Encourage an audience to join the conversation.
Offer a newsfeed option so that subscribers can get automatic updates.
5.10.3 Uses of Blogging
Project management and team communication: Blogs are effective in

keeping project teams up to date, especially when team members are
geographically dispersed.
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Company news: On a broader scope, companies can use blogs to keep

employees informed about general business matters and also serve as online
community forums, providing everyone to raise questions or express
concerns.
Public & Media relations: Many corporate executives share company news
with both the general public and journalists via their blogs.
Recruiting: Blogging is a good way to let potential employees know more
about your company and the culture of your company.
Policy & Issue discussions: Executive blogs provide a public forum to
discuss legislation, regulations and other issues of interest to an organization.
Crisis communication: Blogs provide minute-to-minute information during
emergencies, correct misinformation, or respond to rumours.
Market research: Blogs help to solicit feedback from customers and experts
in the market place. They also help in keeping us informed about negative
product reviews.
Brainstorming: Online brainstorming on blogs offers a way for people to
provide ideas and build on each others contribution.
Viral marketing: Bloggers often make a point to provide links to other blogs
or websites that interest them, giving marketers a natural vehicle for spreading
information about your company and your products.
E-mail replacement: As spam filters and message overloads make it difficult
to reach people via e-mail, the messages are then delivered via an aggregator
(software programs), bypassing the clogged e-mail channel.
5.11 Podcasts
Podcasting can be used to deliver a wide range of audio and video messages.
Training is another good use of podcasting. Podcasts are also an increasingly
common feature on blogs, letting audiences listen to or watch recordings of
their favourite bloggers.
5.11.1 Some Uses of Podcasts
Business executives can convey audio or video business messages

effectively.
Real estate agents can record audio podcasts that potential home buyers can
listen to while walking through houses.
Marketing departments can replace expensive printed brochures with video
podcasts that demonstrate new products in action.
Human resource departments can offer video tours of their companies to
attract new recruits.
5.11.2 Three Important Steps for Effective Podcasting

Instead of writing messages, you will be recording audio and video messages.
Use the planning step for analyzing the situation, gathering information you
will need, and organizing your material. If you plan to create a series of
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podcasts on a given theme, ensure that you have a sufficient range of topics
to keep you going.
As you organize and begin to think about the word or images you will use as
content, pay close attention to previews, transitions, and reviews so that
audiences dont get lost while listening or watching. While trying to make your
key points, plan what you have to say, so that you dont ramble.
Finally, consider the level of production quality and obtain some specialized
software and hard ware to produce good quality podcasts.
5.12 Conclusion
In this lesson, you have been introduced to the world of technology driven
communication. While learning about the best uses of the e-mail and Instant
Messaging, you have also been exposed to the negative aspects of using the
same. It is good to keep net etiquette in mind in order to be a safe and
professional user of electronic technology in communication. You have also
been introduced to other prominent outlook features such as blogs and
podcasts.
5.13 Assignments
1. Compare and contrast an E-mail and IM .
2. Name at least six rules of net etiquette that show respect for others.
3. What do you think are the most important practices for those sending
instant messages at work?
4. Discuss in detail the pointers for email effectiveness.
5. Elaborate on the merits of using IM in business communication.
6. Mention some uses of blogging.
7. Why is it essential to plan before podcasting?
1. Discuss the need for using electronic technology in business communication.
2. Discuss the negative effects that technology oriented communication create in
business organizations.
3. You have returned from IIT Delhi after attending a conference on Technical
Communication. You want to share your experience with your boss. Send him
an e-mail giving details about the conference.
4. Should podcasting be considered as a replacement for your companys
newsletter currently sent by e-mail. Explain.
5. Why does a personal style of writing help blogs build stronger relationships
with the audience?
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Unit II, Lesson 6
LESSON 6
APPLICATIONS
AT
WORKPLACE:
BUSINESS CORRESPONDENCE
6.0
OBJECTIVES ..................................................................................................73
6.1
INTRODUCTION ...............................................................................................73
6.2
THE NEED FOR BUSINESS LETTERS .................................................................73
6.3
ESSENTIAL ELEMENTS OF BUSINESS LETTERS ..................................................74
6.4
THE W RITING PROCESS ..................................................................................75
6.5
DIFFERENT STYLES OF BUSINESS LETTERS ......................................................76
6.6
THE LAYOUT OF A BUSINESS LETTER ...............................................................77
6.7
VARIOUS TYPES OF BUSINESS LETTERS ...........................................................79
6.7.1 Enquiries and Replies ...............................................................................79

6.7.2 Placing and Fulfilling Orders .....................................................................80
6.7.3 Complaints................................................................................................82
6.7.4 Representation Letter ...............................................................................83
6.7.5 Refusals....................................................................................................84
6.7.6 Sales, Letters or Offers .............................................................................85
6.7.7 Circulars ...................................................................................................87
6.7.8 Change of address/Shifting of a business premises: ................................88
6.7.9 HR Policies ...............................................................................................89
6.7.10 Public Relations Letter ..........................................................................89
6.7.11 Resume Writing .....................................................................................91
6.7.12 Application Letter...................................................................................92
6.8
CONCLUSION .................................................................................................93
6.9
ASSIGNMENTS ................................................................................................93
6.9.1 Class Assignment .....................................................................................93

6.9.2 Home Assignment ....................................................................................93
MBM 303
Unit II, Lesson 6
6. Applications at Workplace: Business

Correspondence
6.0
Objectives
6.1
The need and purpose of business correspondence

The essential elements of business letters
The different styles of business letters
The lay-out of a business letter
The various types of business correspondence
Introduction
Letters are the most important means of communication as they serve an
important function of giving and seeking information. It is needless to say, that
the success of an organization depends to a large extent on its
correspondence. Hence, it is obligatory for business executives to learn the
art of corresponding effectively via letters. It is heartening to notice that
modern technological developments have not diminished the importance of
letter writing in business communication.
6.2
The Need for Business Letters

Business letters are one of the ways for any business to communicate with all
of its stake holders. These stake holders may include customers, suppliers,
employees, shareholders, management, government and the public in
general. Business letters are the life blood of communication for any business.
There are many types of business letters in use. There are many reasons
which can make a marketer or an entrepreneur write a letter. One can send a
Letter of Inquiry as a follow up for the sent business proposal to a client. You
can use these letters as a follow up for the business proposals that you have
been sending to your potential client. An entrepreneur can also send an order
letter to place orders for the required product as raw materials. Marketers also
send acknowledgment letters to the customers informing them about the
deliverability of the product to the right destination. A marketer of a particular
organization can also send a complaint letter to a legal firm for communicating
the grievances while dealing with any other business firm. Aspiring candidates
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Unit II, Lesson 6
can send a cover letter along with a resume to the Human Resource
Management of an organization.
6.3
Essential Elements of Business Letters

Natural and simple style: In order to frame an effective business letter, you
should know that there is no difference between the language of a business
letter and any other form of business communication. It is a person
communicating with another. Therefore, the polite, personal touch proves to
be more impressive than the stiff, detached style generally associated with
business communication. Some typical expressions are given with suggested
alternatives:
Typical Expression
I beg to acknowledge receipt of
yours of
subsequent to your perusal of
documents
We are endeavouring to procure
Suggested Alternative
Thank you for your letter of
After you have examined the
documents
We are trying to obtain
Clarity of goal: A good business letter should be clear in thought and

expression and have all the relevant facts and complete information so that
there are no unnecessary queries. The letter should be complete in all
aspects and everything should be described or written specifically. Every letter
is a reflection of the writers mind.
Creating a public image: The letters sent out of a company make a strong
impression and people form images of the organization based on these.
Letters are highly personalized messages and have a more formal effect than
a face-to-face situation. It also has a quality of permanence as they are filed
for future reference.
Emphasis and persuasion Good business letter should be concise,
precise, relevant, concrete and consistent so that it is easily understood by the
reader and its contents should be fully followed. The letter should be arranged
in such a way, that the important facts should be given prime importance. It
should be followed by other facts in continuation so that the entire letter is well
knit. The letter can be divided into small paragraphs and each paragraph
should contain specific type of information. It should be not too short or too
lengthy as this may prove monotonous or irrelevant. Letters are written in a
persuasive style with a basic purpose, to influence and to sell an idea to the
reader.
Coherence and clarity Effective letters present information in a logical
order by careful use linking devices, use of pronouns that are reference
words, and repetition of key words. Linking devices like besides, therefore,
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Unit II, Lesson 6
likewise, however, etc. and pronouns like this, that, these give a logical
progression to the thought content of the writer. While repetition of key words
gives the letter a forceful thrust. A good business letter should be free from
any confusion or ambiguity. It should insure clarity of thoughts with no
omission of words, no faulty punctuation and no disorderly arrangement of
facts. There has to be affixation of full stops and commas at right places so
that there is no change in the sense or subject of the matter. Besides this,
there has to be proper specification of numbers and figures to maintain the
authenticity of the matter.
Courtesy and consideration The courtesy in business correspondence is
simply not restricted to obligatory words like Thank you or Please but
implies to promptness in attending to the letters. It is important to
acknowledge letters promptly. There has to be politeness in declining
business proposals and it has to be done in a courteous manner. In business,
courtesy begets courtesy, so there has to be congenial and friendly language
with business associates and parties. It is best to adopt the you-attitude for
mutual benefit.
Style: It is important that the language of the letters should be simple and
written in short sentences with everyday usage of words. The letter should not
have outdated commercial phrases and it should refrain from a verbose or
prosaic style of writing. Proper formatting and flawless grammar can make
such letters a perfect means of presenting and communicating thoughts to the
concerned party. These letters can also be considered as a modern way of
communicating business thoughts. They are the means of abridging any kind
of gap between the organization and the stakeholders.
Intercultural sensitivity: In international correspondence, care has to be
taken in the choice of words so as not to offend the sensibilities of receivers
from different cultural backgrounds. You should avoid culturally derived words,
slang and colloquialism and even idioms and phrases.
Tact and honesty: All effective correspondence upholds a certain ethical
standard. We should be clear about the legitimacy of our goals and convey
them through genuinely sincere expressions. Not all letters convey good
news. Negative news has to be conveyed with a lot of tact and the writer has
to decide his approach, either the indirect approach or a middle-ground
approach to pass on the bad news.
6.4
The Writing Process

Identify the Addressee: A good Business Letter should contain the relevant
information about the knowledge of the subject and the person to whom it is
addressed. It will create maximum influence on the reader and will benefit in
the best possible way.
Define the purpose and gather information: The writer should be very
clear about the main aim and secondary aim in writing the letter. He should be
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clear about the thoughts that need to be conveyed through the letter. The
writer should plan out the contents as it helps in assorting all relevant facts,
figures and places so that the letter becomes more useful and result oriented.
All relevant facts or information to be included in the letter should be collected
and checked if the information is relevant, correct and complete.
Selecting the right approach: There are three approaches or styles that can
be adopted for the letter we propose to send. They are:
Direct In this type we can come directly to the main issue or conclusion
before giving any type of preface or introduction. For example Good news,
Enquiries, Quotations, Orders etc.
Indirect It involves making indirect or a preface for the main information,
issue or subject. E.g. Letters of rejection, inability to meet a demand etc.
Middle-ground or Persuasive It should be written in a way that the reader
should be motivated and its content should arouse his interest to create a
demand for the business. For example sales executive offering lucrative
offers to sell his products through effective business letter writing.
Style: The collected information of the relevant facts, figures and places
should be arranged and assorted in logical order. The matter should be
checked for grammar, spelling and punctuation. It should be ensured that the
style is polite, sincere and attractive.
Revision: The business letter should be revised and checked thoroughly
before signature and dispatch. It is done to assure the accuracy, clarity and
effectiveness of a business letter. It should be free from exaggeration, faulty
words, and incomplete information etc. for congenial and prosperous business
relations
6.5
Different Styles of Business Letters

Business executives adhere to an existing format standard. There are several
acceptable business letter styles available for use in the professional world.
Some of them are:
Block Style: All sections of the letter are flush against the left margin of the
page. Each paragraph in the body of the letter begins flush left margin, with a
one space line dividing each paragraph.
Semi-block Style: The date, signature, and address heading (if not on
preprinted letterhead stationary) are aligned on the right side of the page. All
other sections are flush left margin. Paragraphs in the body of the letter begin
flush left with a one space line dividing each paragraph.
Indented Style: The date, signature, and address heading (if not on
preprinted letterhead stationary) are aligned on the right side of the page.
The greeting is flush left. Paragraphs in the body of the letter are indented
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with no space line between paragraphs. Postscript and notations are flush
left.
6.6
The Layout of a Business Letter

Heading: Most business organizations use printed letterheads for
correspondence. The letterhead contains the name, the address and the
telephone number. Generally, the name and address are printed on the top
middle of the page and any other information like fax and telegraphic
addresses are indicated in the margins.
Reference No: Every business letter carries a reference number to which the
receiver may refer in all future correspondences.
Date: The date is written two spaces below the last line of the letter head.
However, the date format should be according to the country where the
receiver is staying. Date sequence preferred in American business is month,
day and year, whereas in Europe, Latin America and Asia it would be day,
month and year. As companies globalize, it is better to write out the month to
avoid confusion like 27 Jan. 2012.
Inside Address: The receivers address is generally termed as inside address
and it contains the name and address of the individual, group, or organization
to whom you are writing. It is placed two lines below the senders address.
The order followed is 1) Courtesy title and/or professional title, 2) name, and
3) executive or professional designation, if any. All parts are typed singlespaced. In the absence of any professional title, such as Doctor, Reverend or
Professor, then the traditional courtesy title of Mr. or Ms is used. For
companies, Messrs. is used. The professional designation, such as President,
Treasurer, etc. precedes the companys name.
Attention Line: When the writer directs his letter to a particular official in an
organization he may use the phrase, For the attention of, below the inside
address and underlines it.
Salutation: The salutation is the complimentary greeting with which the writer
opens his letter. For ordinary business purposes, Dear Sir or Dear Madam
is used for addressing one person and Dear Sirs or Dear Maam for
addressing two or more persons. Use the same name of the inside address
along with a personal title to address the particular person. If you are unsure
about the gender of the person you can use the full name of the person. You
can also use only the first name of the recipient. A line should be left blank
after the salutation.
One of the most commonly used salutation is 'Dear', followed by the name. If
you don't know the persons name, but are aware of the gender you can use
salutations such as
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Dear Sir, Dear Madam. If you are not aware about the gender of the
receiver you should ideally use the non-existing salutation, To Whomsoever
it May Concern.
In case you want to refer to more than one person, just use 'Gentlemen' or
'Ladies' to address them. If you know the designation of the person in the
company, but you don't know the name, you can use the designation to
address the person.
Subject Line: A subject line helps to identify what the correspondence is
about. It may contain the date of previous correspondence, invoice number,
order number of the central point of the letter.
Body: The body of the letter carries the message and is generally divided into
two or more paragraphs. The paragraphs should be separated with a blank
line. The first paragraph should be a friendly opening to the main subject
matter. The second and other following paragraphs focus on the topic. Finally,
the closing paragraph either repeats the purpose of the letter or requests for
an action.
The Complimentary Close: The complimentary close is placed two spaces
below after the body. Customary expressions used to close a formal business
letter include Thank you, Sincerely, Sincerely yours, and Yours truly. Less
formal expressions such as Regards, Best regards, and Best wishes should
be used only when the writer is addressing a business associate with whom
he shares a personal rapport.
The Signature Slot: Leave two or three lines for signing and type out the
name of the signatory in parentheses. (R.S. DAS).The signature line may
include a second line for the business status.
Enclosure (Encl): If you are including any document along with the business
letter, you need to list them below the signature slot.
Postscript (P.S): If the writer has forgotten to mention anything important in
the letter, it can be added in as few words as possible.
CC or Carbon Copy Notation: Often copies of a letter are sent to other
people or departments for information. CC: Mr. S.T. Mathur or CC: Accounts
Dept., etc.
An example of the layout of a business letter can be seen below:
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6.7
Unit II, Lesson 6
Various Types of Business Letters

Business letters are classified according to various reasons: functions, subject
matter, correspondence of different departments, and approaches direct,
indirect or persuasive.
Letters such as routine enquiries, order
acknowledgements, refusals, complaints, change circulars, communicating
HR policies, resume writing and offer letters are some of the letters that will be
dealt with in this segment.
As you have learnt the essential elements, the layout and the process of
writing a business letter, we shall note the key points needed to write the
above letters.
6.7.1 Enquiries and Replies

Enquiries
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A letter of enquiry is essentially an information seeking letter and must clearly

state the following points:
The purpose of the letter, whether the writer needs goods, service or
information.
Request for catalogue/ price list
The details of the senders business
Request for terms relating to discount, credit, mode of delivery etc.
An idea of the quantity needed so that the supplier may quote the best price.
An enquiry may be made either at the senders own initiative or in response to
an offer/advertisement.
Enquiries are also made as a matter of business routine or to ask for a favour.
Replies
A letter of reply to an enquiry must be promptly written so as to be able to
secure an order and a reply to an enquiry must take care of the following
points:
Reference to the date and number of the letter of enquiry.

Thanking the party for the interest displayed.
Providing all relevant details about goods, prices, discount, credit delivery,
after sales service etc.
Ensure whether the catalogue/price list is enclosed or is being sent
separately.
Adopt a courteous tone.
Express gratitude for continued interest in the seller, his product and services.
Give assurance of best service to the interested party.
6.7.2 Placing and Fulfilling Orders

Enquiries and replies to enquiries lead to orders and their fulfillment, thus
continuing the chain of two-way communication. They are direct -approach
letters.
Placing orders
Order form: Many firms use order forms for this purpose. These are
standardized forms containing all the necessary instructions and blank spaces
for the required details to be filled in at the time of sending out an order. As
placing orders is a kind of routine matter, these order forms are quite useful
for repeat orders. Orders can also be placed by writing a letter or on the
telephone. An order must contain the following points:
Reference to the sellers letter number, date etc.

Catalogue no./price list, price quoted therein
Specification of goods, quantity required
Shipment/forwarding directions, clearly mentioning whether certain goods are
to be sent by parcel post, passenger train, truck, lorry or ship.
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Unit II, Lesson 6
Instructions regarding packing, insurance etc.

The manner of payment agreed upon
Time limit, discount, quality etc.
Most order forms are sent with a covering letter. This letter should be brief and
should contain such information/instruction not mentioned in the order form.
You can see an example of an order form below:
Fulfilling Orders
An order must be promptly acknowledged by writing a special letter of
acknowledgement or by filling in a printed acknowledgement card and posting
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Unit II, Lesson 6
it immediately on receipt of the order. Placing and fulfilling orders is a matter

of mutual understanding between the buyer and the seller.
The acknowledgement of an order contains the following points:
Building up goodwill by expressing gratitude for the customers interest in the

seller.
The seller must check whether the buyer has given all necessary
details/specifications of the goods ordered.
In case the item is not available the seller must be prepared to offer the best
possible substitute for it.
Legal acceptance of all points mentioned in the order
Statement of when the order will be fulfilled and when it will be delivered
If the order cannot be fulfilled because of outstanding amount, the seller must
ask for settlement in a polite tone.
Give assurance to be of further service to the customer.
6.7.3 Complaints
In business, mistakes occur and people do get a chance to complain. There
are many reasons for complaints:
Goods found damaged

Supply of substandard quality or defective goods
Order carelessly fulfilled
Inordinate delay in supplying goods.
Wrong invoicing
Poor after-sales service
A supplier has to deal with these complaints very wisely and politely. This is
an indirect-approach letter. There are certain guidelines for drafting
complaints: the points below seem confusing - is this how a complaint should
be written or dealt with
Regret the need to complain in a calm and courteous style. do you regret
complaining or that the need for someone else to complain has arisen
State clearly what has gone wrong with the fulfillment of the order.
Reference to the order/quotation, date of arrival of goods, etc. is necessary
Refer to the inconvenience/loss caused in terms of money, sales, goodwill etc
State/suggest what steps can be taken to rectify the situation.
Close with the expression of faith in the suppliers integrity, and expectation of
prompt and favorable action.
A drastic step like taking the matter to court or the consumer cell should be
only the last resort.
Example of a complaint letter is given below:
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6.7.4 Representation Letter

When a group of people, an organization or a general body decides to lodge a
complaint against any lack of service or menace, a representative is chosen
who acts as the complainant and reports the matter to the relevant authority.
The complainant highlights the problem, the consequences and provides
valuable suggestions to improve the situation. Reference is also made to all
previous correspondence regarding the matter, and the lack/delay in any
action taken.
Example of a representation letter is given below:
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Unit II, Lesson 6
Date
Workers Compensation Board of PEI
14 Weymouth Street
P.O. Box 757
Charlottetown PE C1A 7L7
Attention: (Name of Entitlement Officer / Case Coordinator / Employer
Services / OH&S)
Re: (Name of Worker) Case ID # (Insert WCB assigned # here)
This is to advise we have appointed the Office of the Employer Advisor to be
our representative in matters dealing with Case ID # (insert number here) (Insert worker name here).
We trust this authorization is to your satisfaction.
Yours truly,
(Insert name of person signing the letter)
cc: Office of the Employer Advisor
6.7.5 Refusals
A refusal of any request is definitely bad news. Conveying negative
announcements requires tremendous tact and courtesy and the indirect
approach is preferred. The following steps may be helpful in conveying bad
news:
Refusing a request involves both saying no and maintaining goodwill

Refuse as positively as the situation permits
Avoiding second person can reduce the negative impact
Think through the situation, looking for a good explanation
Linking negative news to a reader benefit can also lesson the sting
Be certain that you are honest and clear
Try and offer an alternative solution
Begin with words that set up the explanation and then present your
explanation
The refusal should flow logically from the reasoning. Do not emphasize it
State the refusal quickly, clearly, and positively
If a compromise is practical, use it to imply what you cannot do
End with specially adapted goodwill. Showing concern maintains goodwill
Avoid ending with old, negative apologies.
A sample is given below:
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6.7.6 Sales, Letters or Offers

Sales letters or offers are the most important written form of business
communication. The primary aim is publicity or to reach out to a large number
of people interested in a particular product/service and turn them into buyers.
These letters are persuasive in approach as they make a strong emotional
and rational appeal to the consumer.
The prominent characteristics of sales letters/offers are as follows:
An effective offer letter requires the writer to be i. adequately well-informed

about the consumers needs and the product/service offered, and ii. proficient
in writing.
A sales letter/offer is written in the nature of an advertisement of the
product/service
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Unit II, Lesson 6
As it replaces the salesman, it is generally very lengthy, persuasive and

conversational
It focuses on a particular class of consumers who would be interested in the
product/service and contains specialized information
It has an arresting or attention-grabbing opening to capture audience interest.
Open with an audience benefit, e.g. a catchy subject line, an exclamatory
slogan, a stimulating question, a rhetorical statement, etc.
The sales letter is the most reader-centered kind of letter with you-attitude
As it carries a lot of information, it educates the customer
Urges action as the ultimate aim is to make the reader act, with a sense of
urgency. Most offer letters carry a postscript to encourage fast response
Provides attractive incentives or discounts
Anticipate and answer potential objections
Very often sales letters have enclosed with it a) literature about the product
brochures, leaflets, pamphlets, excerpts from research findings, etc., b) selfaddressed reply envelope, and c) forms seeking information about the
consumer.
Makes a promise of a continued contact.
Example of a sales letter is given below:
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Unit II, Lesson 6
6.7.7 Circulars
There may be a large number of situations in which the customers and the
public will have to be informed about certain happenings in the business. This
is necessary so that the receiver of the circular can adjust his dealings
according to the new situation. A circular can be addressed to an individual by
post or copies can be distributed at random. It may also be issued as an
advertisement in the newspapers. Some situations requiring circulars are:
Introducing a new product or service (Sales circulars or Trade circulars)

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Unit II, Lesson 6
Opening a new shop, branch, or regional office

Expansion of an establishment
Change of address
Appointment of a sole-selling agent
Change in the constitution of the firm
Partnership information (admission of a partner/dissolution of partnership)
Retirement of death of a partner/associate
Example of a circular:
Sir or Madam,
We beg to call your attention to the enclosed revised Price List. We are happy
to announce that, owing to careful buying on a large scale, we have been able
to effect a further reduction in many lines, and we are convinced that no more
favourable terms are obtainable. We especially direct your attention to Section
V (china and glassware), in which we are able to offer many striking novelties
at remarkably low prices
We hope you will shortly pay us a visit, or, if this is not possible, will avail
yourself of our Shopping by Post system, full details of which will be found in
the enclosed Price List.
Your orders shall always receive our best attention.
Yours faithfully,
MORGAN & WHITE
6.7.8 Change of address/Shifting of a business premises:

While writing a circular to this effect, the following points have to be included:
Introducing oneself and ones business

Announcing the change or shifting of business premises
Explaining the reasons necessitating change of place
The new address to which the premises is being shifted and the new
telephone number, if any
The date from which the business will start functioning in the new premises
Advantages available at the new premises more accommodation, better
approach by road, central location, air-conditioning, facilities like telephone
order booking, free home delivery, free installation, credit facility etc.
Period of closure and an apology for inconvenience caused
New products of services introduced
Requesting for continuation of patronage an support
A circular announcing the admission of a new partner should contain the
following points:
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Unit II, Lesson 6
The reasons for the admission of the partner like, expansion of business,
additional capital requirement and more efficient management of branches.
About the partners experience and special knowledge
New name of the firm, if there is need for a change
Indicate the changes or the new policies of the firm in serving the customers
The date from which the partner is admitted
His specimen signature, if he is a managing partner
Solicit the customers continuous patronage.
6.7.9 HR Policies
Organizations use directives as the means to announce official statements to
employees regarding company policy, procedures and employee
responsibilities. These instructions are often compiled in loose-leaf policy
manuals that can be updated as the need arises. Some reasons for such
directives are:
Policies about salary increase

Retirement benefits
Over-time benefits
Assigned parking spaces
Employee responsibilities
Treatment of customers
Medical insurance
Company procedures
Some steps to be followed in issuing such information are:
The matter should clearly answer the wh questions: Why, when, for whom,
where and what
Make your statements absolutely clear to all levels of your employees
Avoid an arrogant and threatening tone
Policies can be sent directly to the customer or the legal firm handling policy
issues
Announcements should be made in English and a foreign language (for a
foreign customer)
Policy letters have enclosures like brochures, leaflets etc.
6.7.10 Public Relations Letter

This type of a letter is a combination of a sales letter and a policy letter. It is
generally written to enhance the image of the company in the eyes of the
public as well as to inform some important policy issues. Most organizations
hire a public relations agency to write an image building letter that would
highlight the companys stand in the market, the credibility of its employees
and the integrity of the company. These letters are directly addressed to the
public, clients or published through leading periodicals as well as sent to legal
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Unit II, Lesson 6
firms, stakeholders, partners etc. The format should be very attractive and
appealing and strong image-building words are used.
Some relevant components are:
A brief description of the organization

Sterling accomplishments of employees
High-end achievements of the company
Launch of new products /guarantee and warranty
Create awareness / educate the public
Introduction of new policies.
To promote goodwill with customers and the public
A sample of this kind of letter is given below:
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Unit II, Lesson 6
6.7.11 Resume Writing

Once you have successfully conducted your job search using your network of
contacts, you are faced with the task of writing an impressive resume to
generate interest and get a call for an interview. In writing a resume, you can
choose from two types. i. The print resume traditional and scannable or the
digital resume ASCII, attached file, HTM file. Here are some tips on how to
write a resume.
List all the facts about you that an employer may want to know
Sort these facts into logical groups: experience, education, personal qualities,
references, achievements, highlights
Put these facts in writing. As a minimum, include job experience (dates,
places, firms, duties) and education (degrees, dates, fields of study). Use
some personal information, but omit race, religion, sex, marital status (for
legal reasons)
Write headings for the resume for each group of information
Distinguish the headings from the other information by appropriate font
selection
Include other helpful information: address, telephone number, email address,
web page address
Display your contact information prominently
Consider a statement of your objective. It should cover the job you seek
Use action verbs to strengthen the appeal
Authority disagrees on whether to list references. If you list them, use
complete mailing addresses. Get permission before listing them
Organize for strength in reverse chronological, functional /skills, or
accomplishments/highlights approach
Preferably write the resume without personal pronouns and use words that
help sell your abilities.
Present the information for good eye appeal, selecting fonts that show the
importance of the headings and the information.
In preparing the scannable resume, follow these procedures:
Use the electronic format the receiver specifies or prefers

Remove all contact information except your email address
Consider adding a last updated notation
Extend the HTML format to include colors, graphics, video and sound as
appropriate.
A sample CV is given below:
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6.7.12 Application Letter

Whenever you submit your resume` accompany it with a cover or application
letter to get your employers interested enough to read your resume` and
contact you for an interview.
The opening paragraph of your application letter has to clearly state your
reason for writing and to sustain interest in reading your resume`. Indicate the
companys needs while highlighting your personal qualifications along with
evidence. Express a lot of enthusiasm and genuine interest in the position.
The middle section of the letter can be used to expand on your opening by
presenting a more complete picture of your strengths. Link your education,
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MBM 303
Unit II, Lesson 6
experience, and personal qualities to the job requirements. Outline salary

requirements only if the organization has requested that you provide them.
In the final paragraph of your application letter request for an interview. Do not
sound demanding, but natural and appreciative. Provide your complete
contact information and the best time to reach you. Sign, proof read and edit
your letter and mail along with your resume`. In case your covering letter goes
by e-mail, then be very brief and avoid a casual style.
6.8
Conclusion
In this lesson, you have learnt to identify the need and purpose of business
communication. You have also learnt the mechanics involved in writing
effective direct, indirect and persuasive messages.
6.9
Assignments

1.
2.
3.
4.
5.
6.
Mention the different styles of business letters.

Describe the lay-out of a business letter.
What are the essential elements that a business letter should contain?
Classify the letters that come under the three approaches.
Draft a HR policy for medical insurance for your employees.
Highlight the purpose and features of a Public Relations letter.

1. Draft your resume along with a covering letter for the post of a Sales Manager
in the company of your choice.
2. Write a sales letter/offer letter to introduce/promote a new range of electronic
goods.
3. Discuss the key points needed to write letters of enquiry and complaints.
4. Send out a circular to your consumers informing them about the shifting of
your business premises.
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Business Communication - Unit 1 &amp; 2

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UNIT I: COMMUNICATION SKILL - ROLE OF

PURPOSE OF COMMUNICATION ..........................................................................6

SIGNIFICANCE OF COMMUNICATION SKILLS IN TODAYS W ORLD ...........................6

OBJECTIVES OF COMMUNICATION IN VARIOUS CONTEXTS ....................................7

CONDITIONS THAT NECESSITATE COMMUNICATION IN MANAGEMENT .....................7

WHY DOES ANY BUSINESS REQUIRE COMMUNICATION? ......................................7

CAPITALIZING ON W ORKFORCE DIVERSITY .........................................................9

CHARACTERISTICS OF SUCCESSFUL BUSINESS COMMUNICATION .........................9

1.10 ANSWERS TO SELF- CHECK QUESTIONS ............................................................11

1. Importance of Communication in Todays

Understand the meaning of communication.

Significance of Communication Skills in Todays World

Objectives of Communication in Various Contexts

Conditions that necessitate Communication in Management

Why does any Business Require Communication?

communication. The following business trends illustrate the importance of

Capitalizing on Workforce Diversity

Understand the value of differences: Diversity makes an organization

Characteristics of Successful Business Communication

Effective communication is an essential component of organizational success

Completeness - Your business message is complete when it contains all the

Conciseness - Conciseness is saying what you have to say in the fewest

Consideration - Consideration implies respect for the readers point of view.

Concreteness - Concreteness means being specific, definite and vivid rather

Courtesy - Courtesy involves being aware not only of the perspective of

Correctness - Correctness implies giving correct facts, at an appropriate

Understand the meaning of communication and its significance in todays

1.10 Answers to self- check questions

BUSINESS COMMUNICATION PROCESS,

THE COMMUNICATION SITUATION ....................................................................15

ONE W AY COMMUNICATION ............................................................................16

TWO W AY COMMUNICATION ............................................................................16

THE COMMUNICATION PROCESS ......................................................................16

2.5.1 Elements of Communication .....................................................................17

VARIOUS MEANS OF COMMUNICATION ..............................................................18

COMPARATIVE MERITS AND DEMERITS OF VARIOUS MEDIA OF COMMUNICATION .18

NON-VERBAL COMMUNICATION .......................................................................20

2.8.1 What is Non-Verbal Communication .........................................................20

STEPS TO BUILD STRONG NON-VERBAL SKILLS ................................................23

2.10 SUMMING UP .................................................................................................24

2. Business Communication Process, Types of

Understand the process of Business Communication.

The Communication Situation

How does he communicate?

There is sender or transmitter desirous of passing on some information

One Way Communication

Two Way Communication

The Communication Process

communication by weighing the whole process of communication carefully so

Various means of Communication

Oral and Written Communication:

Non-Verbal Communication: Includes eye contact, facial expressions, body

Audio-visual communication: Includes television and cinema films, slides,

Computer based communication: Includes e-mailing, voice mailing, fax,

Comparative Merits and Demerits of Various Media of

Quick clarification not possible

Not ideal for distances

Unsuitable for lengthy messages

Messages cannot be retained for

Most suitable for mass

Better attention grabber

Depends on power supply

Needs thorough technical

Computer based Communication

Business Communication - Unit 1 & 2

Business Communication - Unit 1 & 2