National Institute of

Business Management
Master of Business
Administration (MBA)

Business English
 CONTENTS
Chapter Title Page No.

I COMMUNICATION 5

II THREE STEPS TO EFFECTIVE WRITING 18

III CHOOSING THE RIGHT WORD 23

IV BUSINESS LETTER FORMAT 30

V STYLE IN BUSINESS LETTERS 46

VI OFFICE COMMUNICATION 55

VII WHAT EXECUTIVES WRITE: MEMOS AND MORE 72

VIII COMMUNICATION MODELS 81

 CHAPTER - I

COMMUNICATION

OBJECTIVE

English is perhaps the most widely used language in business communication. Before we
move on to the use of English in business let us understand what communication is. It is a process by
which meaning or thoughts are exchanged between individuals through a mutually understood language
or symbol. It is a bridge of understanding among people.

The Meaning and Process of Communication

The civilization is reflected in three priceless possessions of mankind, the first is the human
ability to think, the other is his innate capacity to communicate and the third is his specie’s specific
competence to acquire and use the arbitrary symbol systems of language. The manifold gifts of civilization
and all the branches of human knowledge have their origin from this ability to think in abstract and to
communicate the abstract thoughts through arbitrary symbols of the language.

The process of communication permits us to use and reuse the experiences of others in
present as well as in future. We can draw the experience and knowledge from the past into the present
and make it ready for reuse in future with the help of the symbols of communication, which stand for
some abstract idea.

Communication is the means by which people relate to one another. The society in general
or an organization of any type cannot exist without the relations that are built and strengthened by
communication. Throughout our lives we are involved in communication situations. When we talk and
work with our colleagues, friends, subordinates, superiors, experts, teachers, students, family members
and with the people in all walks of life: when we read and/or write the books, pamphlets, periodicals,
special journals, reports, letters, memos, newspapers, etc.: when we listen to or deliver speeches:
when we listen to the radio or watch the television and films: when we buy or sell the products or
services: when we manage our businesses and when we are involved in any other activity, we are
invariably involved in communication situation.

THE DEFINITIONS OF COMMUNICATION

The scholars who define communication give stress on the transmission and reception of
information. The concept of communication is broad enough to mean almost anything to almost
anybody. As it is the binding agent of all social systems and sub-systems, it is understood and used in
5
different ways by the people in different walks of life. Therefore, it was essential to study how this
concept is understood by them and later to arrive at a comprehensive definition in precise terms. Let
us consider some definitions of communication.

i. “Communication is the process of transmitting feelings, attitudes, facts, beliefs and ideas
between living beings”. — Birvenu (1987)

ii. “Communication is any means by which thought is transferred from one person to another”.—
Chappcll and Read (1979)

iii. “Communication is an exchange of facts, ideas, opinions or emotions by two or more

persons”.— Newman and Summer (1977)

iv. “Communication is process for conducting the attention of another person for the purpose of
replicating memories.” — Cartier and Harwood (1977)

v. “Communication is a process which involves the transmission and accurate replication of ideas
ensured by feedback for the purpose of eliciting actions which will accomplish organizational
goals- William Scott (1977)

vi. “Communication is the process by which information is transmitted between individuals and/
or organizations so that an understanding response results - — Peter Little (1977)

vii. “Communication is a continuing and thinking process dealing with the transmission and
interchange with understanding of ideas, facts and courses of action”. — Terry and Franklin
1984)

We are now in a position to define the concept of communication in the following words:

“Communication can be defined as an exchange and exact replication of thoughts, feelings,

facts, beliefs and ideas between and among the individuals through a common system of symbols to
cause some actions or changes in behaviour.” (Rodriques, 1992)

Communication Situation

All communication is possible only in a speech situation. A speech situation is communication

situation. This speech situation requires certain factors for its existence. The factors are (1) Participants,
(2) Contact, (3) Context, (4) Common Code. (5) Form of Message, (6) Goal of Communication.

1. Participants

There are always two parties in a communication situation: the sender and the receiver. The
sender sends the message to the receiver and the receiver interprets the message and acts accordingly.
The communication is a goal-oriented activity. The sender has some goal or intention towards the
6
receiver: persuading the receiver, making him to do something or believe something etc. The receiver
must respond to make it clear that he has received the message. There are different ways of doing
this. What the receiver does to indicate that he has received the message is called ‘feedback’. This
feedback may be verbal or non- verbal. Unless the sender receives the feedback in some form, the
communication process remains incomplete.

The sender is both the sender of the message and the receiver of the feedback. And the
receiver is both the receiver of the message and the sender of the feedback.

The sender and the receiver are not necessarily present at the same time and place. If the
communication is through written media, generally the sender and the receiver are distanced, that is,
they are not present at the same time and place.

2. Contact

For successful communication contact must be established between the participants. The
sender must make the receiver to give attention to his message. In order to attract attention he uses
short calls (Vocatives etc.) like ‘dear’, ‘hey’, ‘John-, ‘Sir’ etc. The contact is later maintained by
physical testing of the channel. The sender asks the receiver ‘Can you hear me?’ ‘Do you follow
me?- etc. The sender must also establish rapport with the receiver. The sender sometimes does it by
talking about the weather, health praise, encouragement etc. These are the small talks, but they matter
in communication. The contact is established not only physically but also psychologically by asking
questions like -Do you get me?’ The sender also uses many linguistic techniques to maintain the contact
and for helping the receiver by using the linguistic expressions like ‘My next point is...... ‘First of all
...’, ‘Secondly ....’, Thirdly …’. These are explanatory techniques, establishing and maintaining contact
between the sender and the receiver is very crucial as it accelerates the process of communication.

3. Context

Communication cannot take place in a vacuum. It requires a physical and temporal setting.
In other words, it takes place at a particular place and time. However, the topic of communication is
more important in communication situation. It is the background knowledge which is shared between
the sender and the receiver. It helps the receiver to interpret the message. It helps the receiver to
predict what the sender is going to say. This prediction is very important in understanding the message.
Besides, it is also important in planning the message that the sender sends to the receiver. Thus the
setting and the topic form the context of communication.
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4. Common Code

A code is a set of conventions used for communication. Both the sender and the receiver
must be in possession of some common code. The code must be shared by both the participants.
This common code may be linguistic, paralinguistic or non-verbal.

5. Form of Message

The message which is transmitted from the sender to the receiver must have the same form.
This form depends upon the situation. If the setting of the situation is noisy the form is loud. If the
setting is short-timed, the form is brief. The form may also be formal or informal, polite or impolite.
The form depends upon the roles of the participants and the goal of communication. There are a
number of ways to send the same message.

6. Goal of Communication

Communication is a goal-oriented activity. Communication must have some goal. In fact the
goals are not the same everywhere. The goal changes according to the focus of communication. It is
in fact the function of the language used in communication. The goal may be speaker-oriented. It is
the personal function of language. Here, the language is used to express the speaker’s attitudes,
personality and emotions. It is used to indicate whether the speaker is sad, happy, angry, upset,
dissatisfied etc. The goal may be receiver-oriented. It is the directive function of the language. It is
aimed at controlling the behaviour of the hearer by influencing, persuading etc. Commands, requests,
warnings and other functions like these are hearer-oriented. The goal may be contact oriented. Here,
the language carries out the function of establishing contact. This is also called phonic function of
language. The language is used to establish and maintain relations and to promote the feelings of
goodwill. There are also set formal or ritualistic linguistic expressions to carry out this function like
‘bye bye’, ‘hello’. In order to establish contact, there are certain formal or ritual activities like greeting,
leave-taking, talking about weather and health or making inquiries. This phonic function is also carried
out by using gestures and facial expressions.

The goal may be topic-oriented. This is referential function of language. Here, the language
is used for expressing thought -content by making statements for putting forth propositions.

The goal may be code-oriented. This is met linguistic function of language. Hence, the
reference is to some set of rules and conventions. Its aim is to test mutual under-standing of the rules
and conventions.

Finally, the goal may be message-oriented. This is the imaginative function of language. The
sound, rhythm and tune are used in such a way as to give pleasure to the hearer and help
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comprehension. Even in written communication this goal may be achieved by using different graphics.
This is also called aesthetic function of language. The process of communication takes place in the
communication situation.

THE ROLE OF COMMUNICATION IN THE BUSINESS ORGANISATION

If you are like most of us, you spend more time communicating than doing anything else.
Probably you spend a large part of each day talking and listening. And when you are not talking or
listening you are likely to be communicating in other ways—reading, writing, gesturing, and drawing.
Or perhaps you are just taking a information by being, or feeling, or smelling. All of these activities
are forms of communication; and certainly you do them throughout most of your conscious moments.

Something we do so much must be important. Probably it is the most important of all our
activities. It is easy to see that communication is the activity, which has enabled us to develop the
civilized society we know today. It is one activity, which we human beings clearly do better than the
other forms of life on earth; and largely it explains our dominant role. It is the activity, which has
enabled us to organize—to work in groups. And through organization we have been able to overcome
barriers to our existence, which individually we would not have been able to overcome. But there is
no need to discuss further how communication contributed to the development of human beings. Its
role is obvious to all. We need only to conclude that communication is extremely vital to our success
and well being in civilized society.

The high frequency of communication

Just how much communicating a business organization needs depends on a number of factors.
The nature of the business certainly is one. Some have much greater need to communicate than do
others. The organization plan of the company also affects the volume of communication, for much of
the information flow is provided by the structure. Also, the people who make up the organization
affect the volume of communication. As we shall point out later, every human being is different. Each
has different communication needs and abilities. Thus, varying combinations of people will produce
varying needs for communication.

Although the communication needs vary by company people in organizations communicate

more than most of us suspect. According to one generally accepted estimate, between 40 and 60
per cent of the work time spent in a typical manufacturing plant involves some phase of communication.
Of course, these percentages are only averages. Some employees spend much more of their time
communicating. In fact, the higher up the organization structure the employee is, the more
9
communicating he or she is likely to do. Typically, top executives spend from 75 to 95 per cent of
their time communicating. Unskilled labourers, on the other hand, need to communicate little to do
their work.

Without question, communication is important to the business organization. Because it is

important, it stands to reason that business wants its communication to be well done. But all, too
rarely is business satisfied with what it gets. Unfortunately, to use the often-quoted words of an authority
in the field, “Of all the things business executives do, they are worst at communicating”.

Main forms of organizational communication

The importance of communication in business becomes even more apparent when we consider
the communication activities of an organization from an overall point of view. As we can see from a
review of Ram’s half hour at Typical, these activities fall into three broad categories of communication;
internal-operational, external-operational, and personal.

Internal-operational communication

Internal-operational communication consists of the structured communication within the

organization directly related to achieving the organization’s work goals. By “structured” we mean that
such communication is built into the organization’s plan of operation. By the “organization’s work
goals” we mean the organization’s primary reasons for being—to sell insurance, to manufacture nuts
and bolts, to construct buildings, and the like.

The Typical Company, to use a familiar example, has as its major work goals the making
and selling of what sits. In achieving these work goals, it has an established plan of operation, and
communication plays a major role in this plan. More specifically, each typical employees has an
assignment in the plan. For the plan to work, some communicating must be done. In some of the
assignments certain working information is needed. And so that all assignments may be performed as
a harmonious and unified effort, certain coordinating information must be communicated. All this
information flow is internal- operational communication

Specifically, internal-operational communication is carried out through any number of

structured activities. In the Typical Company, for example, much of the internal- operational information
is entered into the Company computer to become a part of the company’s database. From the
database, programmed reports are developed to give each operations department the information it
needs. For example, sales reports and inventory records combine to communicate reduction needs
to the production-planning department. Then the production-planning department communicates this
need to the various production departments through a strategically planned work schedule.
10
 Within each production unit and between production units there is, of course, additional
communication that must go on. Superiors make decisions and transmit them to subordinates.
Departments exchange information, and workers communicate working information with each other.
Memoranda are written, reports are prepared, and conversations are held, all in the process of
coordinating efforts and supplying the information needed to achieve the organization’s goals. In every
division of the company and in every activity, similar internal-operational communication occurs.

External-operational communication

External-operational communication is that part of an organization’s structured communication

which is concerned with achieving the organization’s work goals and which is conducted with people
and groups outside the organization. It is the organization’s communication with its public—its suppliers,
service companies, customers, and the general public.

Into this category fall all of the organization’s efforts at direct selling—the sales
representative’s sales spiel, the descriptive brochures, the telephone call backs, the follow- up service
calls, and the like. Included also are all of an organization’s advertising efforts. For what is advertising
but a deliberate, structured communication with an organization’s publics? Radio and television
messages, newspaper and magazine space advertising, and point-of- purchase display material
obviously play a role in the organization’s plan to achieve its work objective. Also falling into this
category is all an organization does to enhance its public relations. This includes its planned publicity,
the civic-mindedness of its management, the courtesy of its employees, the condition of its physical
plant. All these and many more communication efforts combine to make up the organization’s external-
operational communication.

The extreme importance of an organization’s external communications hardly requires

supporting comment. Certainly, it is obvious that any business organization is dependent on people
and groups outside itself for its success. It is an elementary principle of business that, because a business
organization’s success is dependent on its ability to satisfy the needs of customers, it must communicate
effectively with these customers. It is equally elementary that in today’s complex business society,
organizations are dependent on each other in the manufacturing and distribution of goods as well as
the sale of services. And this interdependence necessarily brings about needs for communication. Just
as with international communication, these outside communications are vital to an organization’s
operation.

Personnel communication

Not all the communication that goes on in an organization is operational, however. In

fact, much of the communication in an organization is without purpose as far as the organization is
concerned. Such communication may be classified as personal.
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 Personal communication is all that incidental exchange of information and feeling which human
beings engage in whenever they come together. Human beings are social animals. They have a need
to communicate, and they will communicate even when they have little or nothing to express.

Much of the time people spend with each other is spent in communication, for it is simply
the thing to do when people get together. Even total strangers are likely to communicate whom they
are placed in a position together, as for instance on a plane trip, in a waiting room, or at a ball game.
Such personal communication also takes place in the work situation, and it is a part of the
communication activity of any business organization. Although not a part of an organization’s plan of
operation, personal communication can have a significant effect on the success of this plan. This effect
is a result of the influence personal communication can have on the attitudes, opinions, and beliefs of
the members of the organization.

Attitudes of the organization members toward the organization, their fellow employees, and
their assignment directly affect the members’ willingness to do their assigned tasks. And the nature of
conversation in a work situation affects attitudes. In a work situation where heated words and flaming
tempers often are present, the participants are not likely to make their usual productive effort. Likewise,
a rollicking, jovial work situation is likely to have an equally adverse effect on productivity. No doubt
somewhere between these extremes the ideal productive attitudes lie.

Also affecting the organization members’ work attitudes is the extent of personal
communication permitted the members. Absolute denial of the communication privilege could lead
to some degree of emotional upsets, for people hold dear their right to communicate. On the other
hand, excessive personal communication could interfere directly with their work effort. Probably
somewhere in the middle-ground area lies the optimum policy toward personal communication.

Personal communication also can help to form attitudes and beliefs, which are stronger and
have more lasting effects on the mind than opinions. As was illustrated in the preceding account of
Ram’s workday at Typical, Ram and his chartered bus friends spent some of their conversation time
discussing a proposed new policy for Typical. And in talking, each helped to crystallize the opinions
of the others. It is in this way that all members of an organization determine much of what they think
about their organization, their co-workers, and their work situation in general. What they think can
affect then- relationships with organization. And what they think can have a direct influence on
productivity.
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Communication network of the organization

Looking over all of an organization’s communication, we see most complex mass of

information flow. We see an organization literally feeding on a continuous supply of information. More
specifically, we see dozens, hundreds or even thousands of individual members engaging in untold
numbers of communication events throughout each working day. The picture of this network of
information flow is infinitely complex.

In simplified form, this infinitely complex information flow in a modern-day organization may
be likened to the network of arteries and veins in the body. Just as the body has arteries, the
organization has well-established channels of information flow. These are the formal and established
channels of communication—the main line of the organization’s operational communication. Included
here are the reports, records, and other forms which supply working information to the various parts
of the organization; the orders, instructions and messages which flow up and down the organization’s
authority structure; and the letters, sales presentations, advertising, and publicity which go to an
organization’s publics. These main channels do not just happen; they are carefully thought out, or at
least they should be. In the modern office, these channels are formed by computer information systems.
Information from workstations is put into the company’s database. And from the data base the
information can be assembled at the workstation needing it.

Our overview also shows us a secondary network of information flow corresponding to the
veins of the body. This is the network made up of the thousands upon thousands of personal
communications, which take place in any organization. Such communications follow no set pattern
but rather form an intricate and infinitely complex web of information flow linking all of the members
of the organization in one way or other participants are not likely to make their usual productive effort.
Likewise, a rollicking, jovial work situation is likely to have an equally adverse effect on productivity.
No doubt somewhere between these extremes the ideal productive attitudes lie.

Also affecting the organization members’ work attitudes is the extent of personal
communication permitted the members. Absolute denial of the communication privilege could lead
to some degree of emotional upsets, for people hold dear their right to communicate. On the other
hand, excessive personal communication could interfere directly with their work effort. Probably
somewhere in the middle-ground area lies the optimum policy toward personal communication.

Personal communication also can help to form attitudes and beliefs, which are stronger and
have more lasting effects on the mind than opinions. As was illustrated in the preceding account of
Ram’s workday at Typical, Ram and his chartered bus friends spent some of their conversation time
discussing a proposed new policy for Typical. And in talking, each helped to crystallize the opinions
13
of the others. It is in this way that all members of an organization determine much of what they think
about their organization, their co-workers, and their work situation in general. What they think can
affect then- relationships with organization. And what they think can have a direct influence on
productivity.

Communication network of the organization

Looking over all of an organization’s communication, we see most complex mass of

information flow. We see an organization literally feeding on a continuous supply of information. More
specifically, we see dozens, hundreds or even thousands of individual members engaging in untold
numbers of communication events throughout each working day. The picture of this network of
information flow is infinitely complex.

In simplified form, this infinitely complex information flow in a modern-day organization may
be likened to the network of arteries and veins in the body. Just as the body has arteries, the
organization has well-established channels of information flow. These are the formal and established
channels of communication—the main line of the organization’s operational communication. Included
here are the reports, records, and other forms which supply working information to the various parts
of the organization; the orders, instructions and messages which flow up and down the organization’s
authority structure; and the letters, sales presentations, advertising, and publicity which go to an
organization’s publics. These main channels do not just happen; they are carefully thought out, or at
least they should be. In the modern office, these channels are formed by computer information systems.
Information from workstations is put into the company’s database. And from the data base the
information can be assembled at the workstation needing it.

Our overview also shows us a secondary network of information flow corresponding to the
veins of the body. This is the network made up of the thousands upon thousands of personal
communications, which take place in any organization. Such communications follow no set pattern
but rather form an intricate and infinitely complex web of information flow linking all of the members
of the organization in one way or another.

The complexity of the network cannot be overemphasized, especially in the larger

organizations. Typically it is not a single network at all. Rather, it is a complex relation of smaller
networks made up of groups of people. The relationships are made even more complex by the fact
that the people in the organization may belong to more than one of these groups, and group
memberships and the linking between groups are continually changing. Truly, the network structure in
a large organization is so complex as to defy description.
14
 Known as the “grapevine” in management literature, this informal communication system is
far more effective than a first impression might indicate. Certainly it consists of much gossip and rumour,
for this is the nature of human conversation. And it is as fickle and inaccurate as the human beings
who are a part of it. Even so, the grapevine carries far more information than the formal communication
system; and on many matters it is more effective in determining the course of an organization. Wise
managers recognize the presence of the grapevine. They learn who the talk leaders are; and they
communicate to them the information that will do the most good for the organization. That is, they
keep in touch with the grapevine, and they turn in into a constructive tool.

Effects of changing technology

From the preceding review it appears that much of the communication that goes on in
organizations is written communication—letters, memoranda, reports, and such. Thus, it is vital that
we address a question that sometimes is heard. It is the question of the role of written communication
in the years ahead. The evidence suggests that we are moving rapidly into the age of automated
communication—the age of the paperless office. This will be a time when there will be no letters, no
reports, no files. Instead, each workstation in an organization will be equipped with a computer terminal,
or perhaps a microcomputer. As a result, internal-operational communications will be done primarily
through computers. In the short run, a company’s written external-operation communications will be
done through the word-processing capabilities of the computer; and they will be in paper form. But
in time, company-to-company computer link-ups will develop; and in more time there will be
consumer-to- company link-ups. The result will be that computer-to- computer communication will
replace conventional letters.

Although it is impossible to say with certainty what the future holds, it appears reasonable
to say that computer technology will bring about revolutionary changes in communication. In fact,
revolutionary changes are occurring now; and probably they will continue to occur at an accelerating
rate. But we must keep in mind that these changes are primarily in the nature of the transmission—
not in the messages communicated. There is no evidence which even remotely suggests that the needs
for the messages communicated in letters, reports, and memoranda will decrease. And of even greater
importance, there is absolutely no evidence to suggest that these messages can be handled in a way,
which does not require the basic writing skills. Clearly, business writing is here to stay. In fact, the
increasing complexity of the technological world of the future is likely to require more—not less—of it.

A preview to the presentation

The foregoing review merely skims the surface; yet, hopefully, it has given you an appreciation
of the importance of communication to yourself and to organizations. It has shown you how extensive
15
communication is, how it permeates every segment of the organization in a most intricate and complex
way. And it has shown you that good communication is vital to the successful operation of an
organization. These conclusions, combined with the convincing evidence that most organizational
communication is not well done, should lead you to yet another conclusion: that communication is an
area deserving increased study by those concerned with improving the operations of an organization.

In the following pages such a study is undertaken. Its approach is first to gain an understanding
of what communication is—how it works and how it does not work. The material covered here
borrows from many disciplines—from psychology, sociology, and linguistics. But primarily it borrows
from the relatively new discipline of general semantics. Perhaps the term general semantics requires
definition, for the generally used meanings of the two words in the term do not apply in this case. In a
simplified sense, general semantics concerns the study of reality, of our perception of reality, and of
how we relate to our perceptions in words, thoughts, and actions. Its emphasis is one recognizing the
true nature of reality. Much of the source material for this review is highly sophisticated, but every
effort has been made to simplify it. Perhaps some people will look upon it as being oversimplified.

After establishing a foundation of understanding, our study shifts to applications of this

theoretical material to the real-life activities of an organization. For reasons of course design, much of
the material concerns written communication. Specifically, we shall emphasize the areas of
correspondence and report writing, for these are vital areas in today’s business organization. Here
our emphasis will be on communication with words and concepts that match reality, which is a primary
message from the theory chapters. We shall give some emphasis to other areas, especially oral
communication. It should be apparent, however, that this coverage is far from complete. The almost
infinite nature of the subject makes it so. Even so, the applications presented should show you the
ways to handle the theoretical material in your day-to-day work in business.

SUMMARY

Communication can be understood as the passing of information in humans, animals, computers,

or any other cognitive entity. In a broader sense communication can refer to almost any type of movement,
be it matter, energy, force or some effect. Space and time might be the only things that can’t themselves
be communicated.

Human communication refers to the social interaction of giving and receiving information for the
purpose of not only facilitating understanding, but also creating social connection. As Social animals,
communication facilitates our natural and innate desire to connect with one another, create interpersonal
relationships and maintain and encourage social bonds. Communication allows humans to express the
shared set of physical emotional and psychological needs that are alive inside us at any given moment.
16
When we experience need-deprivation or need-satisfaction, communication allows us to give this
information to others for the purpose of enriching life. Enriching life refers to the innate human desire to
contribute to our own and others well being through the process of interacting socially and connecting
empathetically.

As developed above, communication happens at many levels (even for one single action), in
many different ways, and for all beings, and some machines. Many or all, fields of study dedicate some
attention to communication, so when speaking about communication it is very important to be sure
about what kind of communication are we speaking about, mainly: what type of things are
communicated, between what agents, and with what kind of results.

QUESTIONS:

1. Define Communication?
2. Discuss the process of Communications?
3. Describe the factors in a speech situation?
4. Discuss the role of communication in the business organization?

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 CHAPTER - II

THREE STEPS TO EFFECTIVE WRITING

OBJECTIVE

Many competent, articulate business people experience a moment of panic when they are
asked to write a report, memo, or letter. Faced with putting their thoughts in writing, they become
confused about what to say, how to say it, and how to manage the mechanics of grammar, spelling,
and format.

Like any business task, writing is manageable once you break it down into a series of smaller
steps. Good writing is the result of good planning and clear thinking. The steps outlined here will help
you identify your purpose in writing any type of business communication, clarify your thinking about
what you want to say, and show you how to go about the actual process of getting your message to
the reader.

This chapter presents an overview of the three basic steps to effective writing. You will see
how to apply these steps in more detail in their chapters on business letters, memos, proposals and
press releases, and special writing projects. Once you have a grasp of the principles of good writing,
you will be able to use them for any written message, regardless of its length or complexity. The
three steps to effective writing are.

Step One: Prewriting - preparation, planning, background research

Step Two: Writing - organizing and outlining material, writing the first draft

Step Three: Revising – reworking and editing the draft, final typing and printing, proofreading.

Step One: Prewriting

Before you begin any project, you must decide what you want to accomplish and how you
wish to accomplish it. You begin with a corner, a question, a problem “a new situation. You gather
facts to flesh out the concept. What type of problem is it’. ‘What is the question? How much can
you learn about the situation’? Finally, you end up with a finished product: a letter, a report, a memo.

In step one, prewriting, you are defining the concept and gathering the facts that will serve
as material for step two, writing.
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PREPARATION

All your written communications in business should seek to answer these questions:

1. What is the purpose of this message? Why am I writing it?

2. Who is the audience? Whom do I want to influence?

3. What do I want to say? What is the scope of my subject?

4. What result or actions do I want?

You will decide first on a purpose. Are you selling a new product or replacing an old one?
Supplying information or asking for a favor’.’ In one or two sentences or a brief paragraph, state the
purpose of your message. If necessary, talk the subject over with others until you have a clear idea
of your objective.

Second, think about your audience. What should readers know or be able to do after reading
your message? What is their level of understanding or expertise regarding the subject? Do you want
to persuade them to do or to accept something? What are their interests and motivations—profit,
comfort, health, convenience, and savings?

Put yourself in the readers’ place as much as possible and look at your subject from their
perspective. For example, when reporting on company year-end performance, you would write different
reports to the vice president of sales, the marketing manager, the president of the company and the
stockholders. Each reader would want to know different types of information and would have different
levels of expertise. You need to tailor your message to the level and interests of the audience.

Answers to the first and second questions will help you answer the third – what do you
want to say and what is the scope of your subject? You must distinguish between information the
reader needs to know and information that is merely nice to know. For example, in your year-end
performance report you would include product sales figures but not a history of the product unless
the reader specifically had requested it. You must limit your subject and focus on specific topics.

Finally, what result or action do you want to bring about? Your written communication—
whether a letter, memo or report—should tell your readers what you want to happen or what you
would like them to do. For example, if there is a problem in delayed shipments to a client and you
are writing to the shipping director, do you want an investigation of the problem, a solution, an analysis,
a plan for tracing client orders? Mind reading is not part of the communication process. Tell your
readers as clearly as possible what you expect or what action you want them to take.
19
WRITING THE FIRST DRAFT

Many writers make a common mistake at this point. They try to “get it right” the first time.
They may work on a paragraph for hours, fine-tuning the words until they are perfect. Writers thus
shut off their creativity by insisting on perfection.

Remember: The first draft is a working draft. It should be written quickly without too
much thought to elegant expressions or final order and paragraphing. Let the words flow. Start wherever
you can-in the middle, even near the end. The opening or introduction can be completed later. Any
weaknesses in logic or gaps in information, any points that are out of place can be corrected in the
final version.

As you write the first draft, keep your audience in mind. Doing so will help you stay focused
on the purpose of your work. Keep writing until you have completed the first draft.

Step Three: Revising

When you being to revise your material, you are reading it primarily from the reader’s point
of view, not the writer’s. If possible, give the draft to others and ask for their comments and
suggestions. Let a few hours or days go by before you read your draft again. By allowing the material
to “cool off,” you can spot inconsistencies and errors more easily.

SUMMARY

Basics of Writing an Advocacy Letter

· Keep your letter short and clear.
· Use your own words.
· It is acceptable, and usually has more impact, for you to handwrite your letter.
· Letters are more effective than emails or phone calls.
· Use the proper form of address).
· Feel free to indicate that you are “copying” the letter to others.
(Use organization letterhead, if you are writing as an official of an organization)

Date
The Honorable _____________
_________________________
_________________________
_________________________

Dear _____________________:
20
First Paragraph: State simply who you are (a concerned citizen, parent of an elementary school student,
an artist, a resident of _________, an audience member for __________ form of art, etc.) If you are
a member of an organization or represent an organization, state that as well. Thank the official, if he/she
has supported your issue in the past (and you are aware of it).

Second Paragraph: State what you want the addressee to do.

Third Paragraph: State why your issue should be supported, how the addressee’s action can help your
issue, and why it’s in the best interest of the citizens of the jurisdiction that the official governs or
represents.

Sincerely,

Your Name
Title, as applicable

cc: Other elected official “A” for this jurisdiction

Other elected official “B” for this jurisdiction, etc.

Steps for Effective Writing

1. Consider your audience for the proper angle.
• Decide how your readers will use your information and narrow your message to their
interests.
• Choose details to be included on the basis of the audience’s experience and
knowledge of your subject.
o What are the interests of your audience?
o How will the reader use your information?
o How much does the reader know about the subject?
2. Anticipate special problems in your reader’s reaction.
• If you think your reader will be skeptical of data you cite or policies you advocate, or
if you foresee a personality or situation problem in the general acceptance of your
message, deal with the problem up front. Usually this means refuting alternatives and
supporting your conclusions with additional evidence and authority.

3. Outline your message functionally.

• Think before you write.

• Summarize your entire message in two or three sentences at most.
• Decide what action your reader needs to take or what action you plan to take.
21
 • Answer who, what, when, where, why, and how details.
• Then expand this basic outline into some logical format.
4. Develop the first draft.
· Start writing your draft at the computer.
· Do not stop to edit and polish grammar, but rather concentrate on the logical flow of
ideas.
· Collect and assemble data.
· Enter text.
5. Edit for content, grammar, clarity, conciseness, and style
• Use the following checklists as guides to a polished, well written, final draft:
o Content:
§ Is the angle narrow and consistent?
§ Does proportion match emphasis?
§ Check accuracy and completeness; add authority.
§ Eliminate repetitious details.
§ Paragraph by idea and for eye appeal.
§ Use informative headings and adequate white space.
o Grammar:
§ Do not write fragments for sentences.
§ Punctuate correctly.
§ Use appropriate words.
§ Spell correctly.
§ Do not capitalize without a reason.
o Clarity:
§ Measure readability.
§ Position to indicate emphasis.
§ Use clear transitions.
§ Use clear references.
§ Use concrete words and phrases.
§ Use a consistent viewpoint.
o Conciseness:
§ Prefer active voice verbs.
§ Avoid wordy sentences.
§ Cut out clichés, redundancies, sentence padding, etc.
o Style:
§ Vary sentence structure and length.
§ Revise weak verbs.
§ Prefer a personal, conversational tone
QUESTIONS:
1. Explain the three steps to effective writing?

22
 CHAPTER - III

CHOOSING THE RIGHT WORD

OBJECTIVE

Throughout much of your business career, you will use the written word to communicate
with co-workers, managers, customers, suppliers, and creditors. Your messages must speak for you;
you cannot stand at the reader’s shoulder and explain what you mean. In addition, your letters, memos,
reports, and other communications represent not only you but also your company. As a result, you
must choose your words with care.

In this chapter we look at some of the guidelines used in business style, including business
vocabulary, words frequently confused, and gender- inclusive language.

Business Vocabulary

Business vocabulary is more than simply knowing some of the special terms used in various
professions and industries. It understands the difference between everyday language and the language
we adopt for more formal communication. Our casual conversational style is generally too vague and
imprecise for most business writing.

† Avoid the use of slang in your writing. It not only weakens your message but often leaves the
reader wondering what you meant to say.

Avoid: The Purchasing Department considered the price from allied a rip off.

Better: The Purchasing Department considered the price from Allied much too high. (Explains
more precisely what is wrong with the price.)

Avoid: I think Hari’s analysis is a little far out in this case.

Better: I think Hari’s analysis doesn’t take into consideration the long-term impact of the
problem. (Explains in specific terms the speaker’s objections to Hari’s evaluation.)

Avoid: The requirements for this job are unreal!

Better: The requirements for this job include having a Ph.D!

† Avoid using overly technical terms, unfamiliar abbreviations, or terms that relate to a particular
profession or specialty when you are writing to someone who may not be familiar with such
terms. Jargon, like slang, can confuse the reader and obscure your message.
23
 Avoid: We place a great deal of emphasis on employee participation through our OM and
JIT programs.

Better: We place a great deal of emphasis on employee participation through our quality
management just-in-time stock order programs.

Avoid: After analyzing your software program, we found an error that produced an infinite
do-loop in the run.

Better: After analyzing your software program, we found an error that instructed the computer
to repeat a step endlessly.

† In general, avoid the use of cliches, that is, worn-out phrases such as “big as a house” or
“nose to the grindstone.” Instead choose words that convey more precisely the particular
condition or situation you are describing.

Avoid: To reduce costs, we’ve got to keep our eye on the ball.

Better: To reduce costs, we’ve got to keep accurate records of all expenditures and look
for ways to cut our overhead.

Avoid: Vishnu has heard from only one of two clients and is waiting for the other shoe to
drop.

Better: Vishnu has heard from only one of two clients but is expecting a reply shortly from
the second.

A good dictionary and a complete thesaurus (a reference book of words and their synonyms/
are your best sources for finding the right word. Use these reference books often. They can enhance
your business vocabulary and help you express yourself clearly and accurately in your writing.

Words Frequently Confused

The meaning and spelling of the following words are commonly confused. Practice using
them until correct usage is automatic.
accept accept - to take, agree, I accept the offer.
except except - to exclude, omit. It’s OK, except for this.
advice advice—opinion, counsel. He needs your advice.
advise advise—to counsel. Please advise him.
affect affect—influence, change. Inflation always affects our level of income.
effect effect—impression, results; to cause. The computer has had a profound effect on
communications. It has effected a real change in office procedures.
24
already already—even now. They are already here.

all ready all ready—all prepared. We’re all ready to leave.

Assent assent—to agree; permission. Did you assent to the request’? She gave her assent to
the project.

ascent ascent advancement. He made the ascent up the corporate ladder.

capital capital—seat of government; wealth. Our sales forces in the capital city. We need
more capital.

capitol Capitol - government building. We are in the capitol.

cite cite - refer to. He cited new sales figures.

site site - location. The new building site is in Dallas

sight sight - scene. The skyline is a beautiful sight

consul consul—foreign embassy official. Check these trade arrangements with the West
German consul.

council council -official body. The city council met.

counsel counsel—legal advisor. The corporate lawyer will act as counsel in this matter.

counsel —to advise. Older employees often counsel younger workers about their new job
duties.

continuous continuous—uninterrupted, unbroken. A continuous water supply is essential.

continual continual—repeated. The printer typed the same letter continually

dissent dissent—disagreement. Voice your dissent at the meeting tonight

descent descent—a decline, fall. Sales made a steep descent.

descend descend—to come down. Authority descends from top management down to line
supervisors.

fewer fewer-used for numbers, individual units. We require fewer salespeople.

less less—used for quantities. Net income was less than last year.

formerly formerly—previously. She was formerly at IBM

formally formally—officially. She joined formally today

later later-after a time. I’ll deal with that later.

25
latter latter—last mentioned of the two. If I’m offered a raise or a promotion, I’ll take the
latter.

lie lie—to rest or recline. I lie down. I lay down this morning. I should have lain down
earlier.

lay lay-to put or place something. I lay the book on your desk. I laid it there a minute
ago. I have laid it there many times and have never lost it.

lose lose-misplace. Don’t lose that address.

loose loose—not fastened down: release. The pressure plate seems loose. Turn loose
your imagination.

past past - preceding. Our past record is good.

passed passed - to go by. Production this year passed last year’s high We passed the factory
this morning;

personal personal—individual. I jog for personal reasons.

personnel personnel—workers: a department. The human resources (personnel) office keeps

records on company personnel.

precede precede—to come before. Hard work precedes recognition.

proceed proceed-to go ahead. We can proceed with the talk.

principle principle—rule, standard. Values are principles that

guide our lives.

principal principal—main, chief; superintendent. His principal goal is quality. The principal taught
us well.

quiet quiet-silence. The office is quiet after five o’clock.

quite quite—completely; to a considerable degree. I am quite sure she’ll come. He’s quite
a person!

rise rise—to go up, to get up. I rise early each day. I rose a little late yesterday. However.
I have risen on time today.

raise raise—to lift, bring up. If you need help, raise your hand. I am raising this issue for a
good reason. No one raised an objection before. You have raised your hand three
times in the past half hour.
26
 sit sit—to assume an upright position. I sit at my desk. I sat here yesterday. I have sat
here for years, it seems.

set set—put or place something down. I set your lunch on the table. I set the coffee there
a minute ago. I have set it all in front of you.

stationary stationary—still, fixed. The chair is stationary.

stationery stationery-letter paper. The company stationery is printed on gray paper.

than than—after a comparison; when. I’m taller than Krishna. The copier no sooner started
than it broke down.

then then—next; in that case. She spoke then left. It you want more pens, then I’ll order
some.

weather weather— climate. The crop needs good weather

whether whether-if; regardless. I’m going whether you’re coming or not. Do you know whether
she’s at home?

Gender-Inclusive Language

In today’s business world, you will find both men and women in all types of occupations
and at all levels in an organization. As a result, it is important not to assume that ‘your’ refers are all
male or all female. Increasingly, business firms are phasing out the use of he, his, man, mankind and
other exclusively masculine terms to refer to both sexes. The modern business writer uses language
and references that are gender-inclusive that is not biased toward either sex but include both. Below
are some practical guidelines for using gender-inclusive language in your business communication.

† Avoid thinking in stereotypes-the manager is male, the secretary female—in your writing.

Avoid: Our course is designed to help your assistant or secretary reach her potential. (The
person could be a man.)
Revised: Our course is designed to develop the full potential of your secretary or assistant.
Avoid: The prudent executive needs to know where his money goes. (More women are
reaching the top of their professions, and companies and advertisers are recognizing
them as a new market.)
Revised: Prudent executives need to know where their money goes. Or: As a prudent executive,
you need to know where your money goes.

† Rephrase sentences to avoid awkward constructions. The constant repetition of his or her,
he or she, him or her can call attention to gender rather than subordinate it to the message.
27
 When possible, rephrase the sentence by using the plural form changing word order, using I,
we, you, they, and the like.

Avoid: If the employee is late, give him one warning.

Revised: An employee who is late receives one warning.

Avoid: If the manager files his or her report by Wednesday he or she will have the revised
copy returned to him or her on Friday.

Revised: Managers who tile their reports on Wednesday will have a revised copy returned to
them by Friday.

† Avoid: Don’t judge someone simply on the basis of his sex or color.

Revised: Don’t judge someone simply on the basis of sex or color

Or: Don’t judge people simply on the basis of their sex or color.

Or: One shouldn’t be judged simply on the basis of sex or color.

Titles, names of positions or occupations, and common references can also be made gender-
inclusive. The U.S. Department of Labor in its Occupational Outlook Handbook lists nonbiased
titles for all occupations and positions, such as the following:

Avoid: Revised:

salesman/lady salesperson/sales associate

chairman chair, chairperson

craftsman craft worker

draftsman drafter

fireman fire fighter

watchman guard, security officer

newsman reporter, news people

foreman supervisor

repairman repairer

mailman mail carrier, letter carrier

policeman police officer

man-hours staff-hours
28
 man-made artificial, synthetic

mankind humanity, people, human race

man the office staff the office

† Salutations in business letters should also be gender-inclusive when the name of the person
addressed is not known. Many companies use the following salutations.

Dear Supervisor: Dear Customer:

Dear Executive: Dear Subscriber:

Dear Manager: Dear Investor:

Dear Colleague: Dear Friend:

(to those of the same (letter written as an

rank or occupation) appeal or to inform)

SUMMARY

Using appropriate words is powerful evidence that a writer cares about the message as much as
he or she cares about the reader. In this first chapter on effective word choice, you will learn about
diction: choosing the right word for the context of the writing task. You will review matters related to
denotation and connotation, and then go on to consider the special challenges of idioms, figures of
speech, metaphors, and clichés. You will learn to distinguish between the general and the specific, and
you will also review the uses of formal Standard English. You will also review the issue of sexist language
and how to avoid it in formal writing. You will have many opportunities in this chapter to practice the
varied requirements of appropriate diction.

QUESTIONS:

1. Explain the guidelines used in business style and business vocabulary?

2. Write the words frequently confused (25 Nos.)?
3. Explain in brief practical guidelines for using gender inclusive language in business
communication?

29
 CHAPTER - IV

BUSINESS LETTER FORMAT

OBJECTIVE

When creating business letters, use 8 ½” by 11" unlined paper. Although 24-pound paper with
100+ brightness is a little more expensive, it will make a better impression than everyday copy paper.
Use 1" margins on all four sides. Use a serif font such as Times Roman (12 point) or Georgia (11 point).
A business letter should be single-spaced and, if possible, typed on a computer. Print the letter on only
one side of the paper. Fold the letter horizontally into thirds. Mail the letter in a No. 10 security envelope
(4 1/8" by 9 ½”).

There are several business letter formats, but all of them can be subdivided into two basic groups:
the block format and various indented formats. Although the block format is somewhat more common,
(perhaps because it is easier), either one is acceptable. All conventional formats contain the same
features.

In this chapter we take a look at the functions of business letters, the different parts of a
letter, and various formats used to create professional, attractive communications.

Functions of Business Letters

Business letters are an indispensable part of business communication. Without them, much
of the ordinary activities of business would not be possible. They are used to sell products or services,
request material or information’s answer customer enquiries, maintain good public relations, and serve
a variety of other business functions.

In this age of rapid communications, you may ask if many of these activities couldn’t be
handled over the phone or in person. In some cases, these two methods may be the best way to get
your message across. But few business people have the time to visit clients personally and long distance
telephone calls can he time-consuming and expensive. More importantly, most people retain only about
25 percent of what they hear. The chances of your message being forgotten or misunderstood greatly
increase if you rely on oral communication.

As a result “putting it in writing” remains one of the best ways to ensure that your message
is accurately received, particularly if you are discussing technical or highly detailed information.

Business letters also serve as part of a company s permanent record. They can be used to
verify bookkeeping and inventory entries. It you have a question about a customer order, whether
30
someone’s query was answered, or about the details in an agreement, you can check your file copy
of the letter. You cannot do the same with a phone conversation unless you record every outgoing
and incoming call!

Letters also function as written contracts, fully recognized by the courts. Letters of agreement
are often drawn up between companies and independent suppliers or consultants. Job offers made
through the mail are regarded as legally binding on the sender. If you accept in writing, your letter is a
binding contract of employment.

Letters can act as formal or informal public relations material. They can help build goodwill
between you and your clients, creditors, suppliers, and other public groups. Your letter represents
you and your firm to people you may never meet personally or call on the phone. How you express
yourself and the appearance of your letter forms an impression in the reader s mind of you and your
business.

Every letter that leaves your office fulfills several purposes. As a result, your business letters
deserve considerable care and attention.

Parts of a Business Letter

Most business letters, regardless of their purpose, have the following basic parts.

1. Heading or Letterhead

2. Dateline

3. Inside Address

4. Reference Lines (Attention, Personal and Confidential, Subject)

5. Salutation

6. Body

7. Complimentary Close

8. Signature

9. Stenographic Reference

10. Enclosures or Copies

HEADING OR LETTERHEAD

In most cases, the heading of a letter is simply the printed letterhead on the company stationery
giving the company name, address (es), phone number(s), and perhaps the name of an officer or
31
correspondent. If the stationery you are using does not have a printed letterhead, type the company
name, address, and phone number in the upper right-hand corner of the paper about one and one-
half inches from the top and flush with the right margin.

DATELINE

All business letters should have the correct date typed under the letterhead. The date records
when the letter was written and may serve as an important reference. For example, if there is a question
about an order or shipment, a contract, or a reply to customer complaints, you will have the dated
copy of a letter in your files to verify when you wrote the message and what you said. Try to mail the
letter on or close to the date typed under the letterhead. The postmark on the envelope and the date
in your letter should correspond as nearly as possible.

INSIDE ADDRESS

The inside address is typed below the dateline. It is single-spaced and placed flush against
the left margin. The inside address contains the name, title, company division or department (if any),
mailing address, and zip code of the receiver.

Mr. Name, Treasurer

Finance and Accounting Department

Mc Associates,

Adyar

Chennai-20

REFERENCE LINES

In some cases you will want to call special attention to the subject of the letter or single out
a particular person to whom the letter is addressed in a company. You would use a reference line for
this purpose.

The reference “Personal and Confidential” is typed in initial capitals and underscored before
the inside address as follows:

Personal and Confidential

Ms. Name, Vice President

SBI
Gurupura
New Delhi
32
 The other reference lines “Attention” and “Subject” are typed below the inside address. They
are followed by a colon and are not underscored.

Address

Subject: Delivery of red snapper catch

Address

Attention: Reena, Data Processor

SALUTATION

After the inside address or reference line, the salutation is typed two lines down. Hush with
the left margin, and followed by a colon. The salutations for the above inside addresses are as follows:

Dear Ms. (or Miss or Mrs.) Name:

Dear Mr Name:

Dear Ms. (or Miss or Mrs.) Name:

Dear Mr Name:

If you do not know the name of the recipient but do know that you will be addressing a
man or woman, your salutation would be:

Dear Sir:

Dear Madam;

If you do not know who the receiver will be use a title or some general greeting for the
salutation:

To Our Friends at:

Dear Manager:
Dear Executive:
Dear Members:
To the Sales Staff:

BODY OF THE LETTER

The body of the business letter begins two lines down from the salutation. The body can be
typed in block style with no paragraph indentations or semi block style in which the paragraphs are
indented. There is no “correct style. Which one you use is a matter of personal or company preference
Paragraphs are typed single-space with double spaces between them.
33
 It is best, even for a short letter, to divide the body into at least two or three paragraphs.
This step makes your text easier to read and presents your message more clearly. A typical plan for
a three-paragraph letter would look like the following:

1. Paragraph one-Begin with information that catches the reader’s attention and refers to some
need or interest of the reader. Put the “you” into the letter

2. Paragraph two - Bring in your involvement, what role you are playing, or what service or
information you have to offer. Put “you and I” into the letter.

3. Paragraph three-”End the body of the letter with the action or idea that you want the reader
to consider or with the results you would like to have. Keep the “you and 1” in the reader’s
mind but emphasize “you.”

† The example below follows the basic plan of the business letter.

In your October 10 letter, you mentioned that your company was purchasing an IBM office
system with a main computer and several terminals and printers. You asked for a quote on our
acoustical covers for micro printers.

I am happy to report we can offer you a substantial discount on a lot order of 20-25 acoustical
covers. These covers will fit any micro printer and can be adapted to fit printer options such as single-
sheet feeders and track feeders. They will reduce printer noise levels by SO percent. Studies have
shown that lower levels of noise in the office increase worker productivity and efficiency.

The discount offer expires November 30. You can take advantage of our discount by phoning
in your order, using our toll-free number 800-444-2222. I would be happy to arrange for shipment
directly to your home office or warehouse.

Notice that the writer states the reader’s needs in the first sentence. The following paragraph
describes how the writer can help satisfy that need. The closing paragraph outlines the desired actions
for the recipient and the writer. The plan of the letter helps the writer be concise, specific, and direct.

COMPLIMENTARY CLOSE

The complimentary close is typed one double space after the body of the letter. It can be
centered on the page or set flush with the left or right margin. The preferred complimentary close for
most business letters is Sincerely, although many companies also use Yours truly or Sincerely yours.

The closing is followed by four lines and the typed name and title of the person sending the
letter. In rare instances when the letter is not typed on letterhead stationery, the company name and
address follow the name and title of the sender. A phone number or extension may also he included
if the writer wishes to have a quick reply to the letter.
34
 Sincerely, Yours truly,

Name Name

Vice President, Distribution Admissions Office

Address

SIGNATURE

The writer signs his or her name in ink in the space between the complimentary closing and
the typed name. If you are signing for someone else using a stamped signature, put your initials after
the signature and on the same line.

STENOGRAPHIC REFERENCE

These reference initials refer to the person who is sending the letter and to the typist. The
sender’s initials are typed in all capitals, followed by a colon or a slash, then the initials of the typist in
lowercase letters: FWW:tg or FWW/tg

Stenographic reference initials appear one double space below the line of the typed signature
and are set flush with the left margin. In some companies, only the typist’s initials, in lowercase letters,
are used. If you type your own letters, omit the reference initials.

ENCLOSURES OR COPIES

This designation is typed one single space below the stenographic initials. It alerts the reader
to the fact that material has been enclosed with the letter or that copies of the letter have been sent to
others. You may want to list the enclosures or simply indicate how many have been included. The
reader can then check to make sure all the material is there. In general, you would list the names of
those receiving copies of the letter.

Encl:or Enclosures: (5) or Enclosures: Map

Brochure

Car rentals

Hotel list

cc: or Copies: Name, Treasurer

Name, Secretary

Name, Sales Manager

35
Format for Business Letters
Format styles most often used in business letters include Full Block, Block, Semi block and
Simplified. The main differences among them are the placement of the date, complimentary close,
and signature block, and whether paragraph indentations are used.
Full Block is the easiest format to use, since all lines are flush with the left margin. However,
some people prefer a more balanced appearance in which the date, complimentary close, and signature
all begin near the center of the page, as in Block and Semi block. Simplified, a newer format, is
gaining popularity. It eliminates the problem of gender-specific salutations by doing away with the
salutation line altogether. See given examples of Full Block, Block, Semiblock, and Simplified formats.
Whichever format you adopt, be consistent. Do not mix styles, that are, indenting your
paragraphs while setting your complimentary close and signature flush with the left margin. The
appearance of your letter on the page will influence the reader’s perception of your message.

FULL BLOCK
NTC Publishing Group
(Address)
May 7, 19—
3-4 lines
Address
2 lines
Dear Mr. Name:
2 lines
I received your quote for printing the book HIMALAYAS. I am pleased to tell you we
have accepted your bid and will be sending you copy boards by May 15. We would like the job
completed by June 25 as we have very tight deadlines to meet on this project.
We would like the job completed by June 25 as we have very tight deadlines to meet on
this project.
We look forward to working with you on this book and others in the future. Your reputation
among your clients for fast, reliable service is outstanding.
2 lines
Sincerely,
4 lines
Name
Production Editor
2 lines

/rs
36
 — All lines are set flush with the left margin

— No paragraphs are indented

— Signer’s initials are not included in the stenographic reference

FULL BLOCK
6 lines
——————— Date
——————————
——————————
—————————— Inside Address
——————————
3 lines
—————————— Salutation
3 lines
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 1
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 2
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 3
4-5 lines
—————————— Complimentary close
—————————— Signature
—————————— Name and Title of person
—————————— Signing the letter

37
 BLOCK

RAVI & RAVI INC

(Address)

July 15, 19—

Mr. Name

ADDRESS

2 lines

Dear Ms. Name:

2 lines

Thank you for agreeing to participate in our seminar, “Strategic Market Planning for the
year 2000 and beyond”. We have received a gratifying response from over thirty industry leaders so
far.

As we discussed over the telephone on Wednesday, we would like you to focus on

International food sales to the Indian market.

We are very pleased you will be joining us in Geneva on October 24 to 30. You will receive
detailed conference information in August.

2 lines

Sincerely yours,

4 lines

Name

Program manager

2 lines

AER/ts

— Date line is flush with the right margin

— Inside address, salutation, reference lines and paragraphs set flush with the left margin

— Complimentary close and signature are aligned with the date.

38
 BLOCK
Date
3-4 lines
——————————
——————————
—————————— Inside Address
——————————
2 lines
—————————— Salutation
2 lines
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 1
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 2
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 3
2 lines
Complimentary close ————————
Signature----------------------------------
Name and Title of person ——————
Signing the letter —————————

39
 SEMIBLOCK

NTC Publishing Group

(Address)
May 7, 19-
2 lines
Mr. Name
Address
2 lines
Dear Mr. Name:
2 lines

Thank you for your September 28 letter outlining your time and cost to install an outside
security system on our company grounds. Your proposal appears well within our budget, and we
pleased with your suggested security layout.

I will discuss your proposal with the board of trustees on Thursday, October 6. We should
have a decision for you within the next two weeks. Thank you for submitting your proposal so promptly.

2 lines
Yours truly,
4 lines
Name
Vice president
2 lines

ACK:Wr

— Date is flush with the right margin

— Inside address, salutations are set flush with the left margin

— Paragraphs are indented

— Complimentary close and signature line are slightly to the right of the page’s center

40
 SEMI-BLOCK
Date ——————————
2 lines
——————————
——————————
——————————
——————————
2 lines
—————————— Salutation
2 lines
—————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 1
—————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 2
—————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 3
2 lines
Signature----------------------------------
Name and Title of person ——————
——————
Signing the letter ——————

41
 SIMPLIFIED

NTC Publishing Group

(Address)

May 7, 19-

6 lines

Mr. Name

Address

3 lines

PROTECT YOUR COMPUTER INVESTMENT:

3 lines

For most of us, buying a personal computer represents a sizable investment. Yet that
investment can be lost through fire, theft, or natural disaster.

For only $5 per month, you can purchase our complete HOME COMPUTER
PROTECTION PLAN. Our coverage will give you 100% reimbursement on the list price of your
computer should it be damaged or stolen while in your home.

To find out more about our plan, fill out the enclosed card and mail it today

4 - 5 lines

Name

Program manager

— No salutation or complimentary close

— All lines begin flush with the left margin

— Date is six lines below the letterhead
— Inside address is four or more lines below the date line
— Subject line is typed in all caps, three lines below the inside address and above the
body of the letter.
— Writer’s name and title are typed in caps, four or five lines below the body of the letter.

42
 SIMPLIFIED

6 lines —————————— Date

——————————
4 lines —————————— Inside Address
——————————
——————————
3 lines
—————————— Subject line
3 lines
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 1
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 2
——————————————————————————————————
——————————————————————————————————
——————————————————————————————————
————————————————————— . Paragraph 3
4-5 lines
——————
—————— Writer’s Name and Title
——————
------------------------Signature

43
SUMMARY

Please use the following format for your business letters:

{NOTE: your name goes only at the bottom}

Your Return Address

Your City, YO [your two letter state abbreviation] zip
Date (write out either like June 4, 2004 or 4 June 2004)

First and Last Name of the Person to whom you are writing
Address
City, ST zip

Dear Mr./Ms. Person: [note the colon]

Times have changed, and indentations for paragraphs are usually not used because it is easier not to use
them. The body paragraphs should be single spaced in a business letter. But you should double space
between paragraphs when your letter contains more than one paragraph.

In a second paragraph, you will want to give a specific example of how you benefited from your contact
with this person. Be sure to thank him/her for his/her time and efforts on your behalf.

Sincerely yours,

{three spaces so that your signature may appear here}

5 Hill Street
Pattom Thiruvananthapuram
15 March 2005
Ms. Sindhu
President
Jones, Jones & Jones
123 International Lane
Boston, Massachusetts 01234

Dear Ms. Divya:

Ah, business letter format—there are block formats, and indented formats, and modified

block formats . . . and who knows what others. To simplify matters, we’re demonstrating the indented
44
format on this page, one of the two most common formats. For authoritative advice about all the
variations, we highly recommend The Gregg Reference Manual, 9th ed. (New York: McGraw-Hill,
2001), a great reference tool for workplace communications. There seems to be no consensus about
such fine points as whether to skip a line after your return address and before the date: some guidelines
suggest that you do; others do not. Let’s hope that your business letter
succeeds no matter which choice you make!

If you are using the indented form, place your address at the top, with the left edge of the address
aligned with the center of the page. Skip a line and type the date so that it lines up underneath your
address. Type the inside address and salutation flush left; the salutation should be followed by a colon.
For formal letters, avoid abbreviations.

Indent the first line of each paragraph one-half inch. Skip lines between paragraphs.

Instead of placing the closing and signature lines flush left, type them in the center, even with the
address and date above, as illustrated here. Now doesn’t that look professional?

Sincerely,

John Doe

QUESTIONS:

1. What function does a business letter serve in a business?

2. What are the parts of a business letter?
3. Attempt short answers (a) Heading or Letter head (b) Dateline (c) Inside Address
(d) Reference Lines (e) Salutation
4. Describe the body of a letter?
5. Write a business letter full block, block, semi block and a simplified business letter?

45
 CHAPTER –V
STYLE IN BUSINESS LETTERS

OBJECTIVE

We use letters to communicate with others. A well written, grammatically correct, and properly
formatted letter says a lot about us as individuals. A poorly written letter may indicate that we are
uneducated and therefore probably don’t know the facts. A well written letter, on the other hand, can
command our reader’s attention increasing chances of getting our point across and getting what we ask
for.

Purposes of Business Letters

· to request information or materials

· to complain about a product or service
· to inform someone about an issue or event
· to persuade someone about a point of view
· to apply for something such as a job or position
· to thank someone for doing us a service or favor

Composing a Letter

1. Start with a beginning paragraph briefly explaining why you are writing.
2. Next, the middle paragraph(s) provide details about your issue.
3. The ending briefly summarizes the issue and generally suggests what action you would like
taken.

There are many acceptable styles of business letters. A business letter is formal communication
sent from a company or institution and usually includes a letterhead with the company name, address,
phone number, fax number, e-mail address, and perhaps other information.

A personal business letter is communication sent from an individual to a business or organization.

There is no letterhead, so the writer’s address needs to be typed on the letter. This type of letter is
used to make a request , apply for a job, or to write a complaint. See the sample and follow our format
for an acceptable letter

Business letters can be written in two styles—the block style which has all letter parts flush
against the left margin, and the modified block style which has the date, return address, complimentary
close, writer’s name and writer’s ID at the horizontal center of the page
46
 The style of a business letter has to do with the language and tone you use. Although there
is no special language for business letters, the most effective letter is concise, vivid, and clear. It does
not waste the reader’s time. It uses active verbs and nouns and is free of cliches, jargon, and awkward
phrases that confuse and complicate your message. Above all, an effective business letter speaks to
the reader’s needs and interests.

Watch Your Language

You can learn to be more aware of your language and avoid outworn and stilted expression,
wordy phrases, vague terms, and other lapses in style. As you read through the guidelines in this
chapter, study letters you have written or received from others to see how they can be improved.

PRONOUNS

Whenever possible, begin the letter with a “you” reference, bringing in “1” or “we” after
you have addressed the needs of the reader. Strike a balance in favour of “you.” Check your letter
to make sure you do not have too many “I’s” and “we’s” sprinkled throughout the text.

ACTIVE LANGUAGE

Business letters do not have to be dull, stiff, or lifeless. You can use active verbs nouns,
adjectives, and adverbs to create vivid images in your readers’ minds. Active language is particularly
important in sales or promotional letters.

Use active verbs and the active voice in your letters. They give your message vitality and
immediacy, as if you were with the reader describing what is happening. The passive voice, on the
other hand, slows down your message and leaves the reader with the impression everything is
happening in the past.

Diplomatic Passive Voice. The passive voice does have its uses. When you want to soften your
statement, shift the emphasis from the writer to the reader, or be more objective or formal in a sensitive
situation, the passive voice is the more diplomatic choice.

Active: We have reviewed your application and find that we cannot extend credit to your account
at this time.

Passive: Your credit application has been reviewed carefully. Unfortunately, it did not meet
the criteria established by our company for first-time credit accounts. For this reason,
a charge account cannot he opened for you at this time.
47
Clarity

Clear writing involves choosing the best words to express your ideas and arranging those
words to help your readers understand your ideas. The more you practice “getting the words just
right” the more skilled you will become in communicating your message to the reader.

It is important to remember that a word is not a “thing “ It does not stand for something
solid and unchanging. Rather, the meaning of a word person depends on the context in which it is
used and the understanding of the person who uses it. Each one of us has slightly – or even widely –
different interpretations of what words mean. As a result, you cannot assume that what is clear to
you is equally clear to your reader. For this reason, you must determine exactly what you want to
say, and choose the simplest, clearest way to say it. The more abstract and vague your language, the
less clear your message will be.

KEEP YOUR WORDS FRESH

The best way to clarify your language is to edit with the question. “Is there a simpler way to
say this?”

Make sure your letters are free of jargon and buzz words. Such words and phrases come
easily to mind, a clue that they should he suspect and deleted. Some of today’s buzzwords include:

† on-line interactive

input/output bottom line

at this point in time parameter

taxwise (or anything -wise) viable

interface

Some words and phrases from the legal field have been appropriated in business- usually
inappropriately. Unless you work in a legal office, or are a lawyer, avoid using (he following for
everyday business letters.

† aforementioned per, as per

duly pursuant to

herein re
48
 hereto therein

herewith whereas

notwithstanding the above

KEEP YOUR WORDS CONCRETE

Concrete words refer to something specific, often something we can hear, touch, taste, or
smell. Vague or abstract words refer to concepts or generalities, philosophies, or ideologies. The
more abstract the word or phrase, the more removed from our ordinary experience and the more
likely we will misunderstand the term. The more concrete the word, the less room there is for
misinterpreting the message.

† Vague: Management has admitted the need for greater levels of productivity in the
assembly area.

† Concrete: Management agrees that assembly workers need to increase their productivity
by 20 percent.

† Vague: In view of the company’s current economic situation…

† Concrete: With company sales up 10 percent and inventory reduced by 12 percent ...

† Vague: Market conditions dictate that we take a more prudent course

† Concrete: Over forty firms currently arc producing computer accessories. The risk for
a new company is high; we will need to target our products carefully.

Vague or abstract words leave the questions. How much? What kind? Which one?
unanswered.

KEEP YOUR REFERENCES CLEAR

When you use words to modify or refer to other words, be sure your train of thought is
clear. The reader should be able to tell easily which word or words are being modified.

Here are some basic guidelines for keeping your references clear.

1. Keep modifiers close to the words they modify.

2. Place adverbs close to the words they modify. The reader should not have to guess at
your meaning.

3. Be careful about the placement of the adverb only. Misplacing the word can distort
your meaning.
49
 4. Keep your subject and verb together. This arrangement helps the reader follow your
thought and understand the sentence more easily.

Often the best solution to this problem is to break the sentence into two or more shorter
sentences that allow you to convey the information without separating the subject and verb.

5. Make sure your references are correct. Words such as who, that, which, and it refer to
the preceding noun in the sentence. If your references are not clear, your sentences may be
ambiguous or unintentionally humorous.

KEEP YOUR STRUCTURES PARALLEL

Phrases and clauses in a series or sentence should be parallel, that is they should have the
same structure. In the following example, the writer began with prepositional phrases, then switched
to a clause at the end of the sentence.

† We should aim for production levels that are above last year’s rate, on par with industry
norms, and should achieve our basic marketing objectives.

The reader is apt to be confused when structures in sentences are not parallel. You have
established an expectation on the reader’s part that each item in the series will be similar. The sentence
above should read:

† We should aim for production levels that are above last year’s rate, on par with industry
norms, and in line with our marketing objectives.

Brevity

Brevity may me the soul of wit, but many of us have acquired wordy expressions that we
use without thinking. They pad our messages and add nothing to the meaning or impact of what we
have to say. Concise writing on other hand, saves the reader time and effort in understanding your
letter.

We often use unnecessary words and phrases to give our writing a more, “dignified, polite,
or professional” tone. When such expressions are eliminated, the message comes through more
concisely.

Use Adverbs and Adjectives Sparingly

When you need to use modifiers, make sure they work for you and do not simply add words
to your sentences. A well placed adverb or adjective can heighten the impact of your letter. Overused
modifiers weaken your meaning and give the message a flat, shop-worn tone.

50
Accuracy

Business letters must convey accurate information to the reader. Inaccurate information can
be worse than no information at all, and it can he costly. Mistakes in ordering parts, purchasing supplies,
billing customers, and answering inquiries cost businesses millions of dollars a year.

The guidelines on the next page will help ensure that your information is correct.

1. Double-check figures, dates, specifications, and other details.

2. Make sure you have spelled all names correctly.

3. Check for clarity in presenting your ideas.

4. Make sure your letter is neatly produced

Inaccurate information costs time, money, and goodwill—three things no business can afford
to lose. It is well worth the effort to ensure that your message is clear and accurate.

Tone

Tone refers to the emotional content of your letters. The tone can be formal, informal, positive,
negative, persuasive, humorous, or argumentative. Each tone has its uses. Although the negative and
argumentative tones must be handled with sensitivity and care.

The following guidelines show how different tones can help you tailor your message to different
readers.

1. Maintain a personal touch

2. When you must mention bad news—a refusal, rejection, or delay—use appositive tone.

3. Never send a letter written in anger.

Knowing how to use various tones for different situations is a valuable skill in business
communication.

Sentences

Sentences in business writing tend to he short, about twenty words or fewer. In past centuries,
the average sentence ran up to sixty words. Modern language experts state that shorter sentences
are easier to understand and can communicate information more effectively. It seems we like to digest
facts in small bits!

The following guidelines can help you write sentences that move the reader gracefully from
one point to the next.

1. Focus on clarity and meaning rather than “complete thought” as your criteria for good
sentences.
51
 2. Include only one to two ideas in each sentence.

3. Avoid short, choppy sentences that give a monotonous sound to your letters.

Paragraphs

Paragraphs, like sentences, should lead the reader from one step in the message to another.
The purpose of a paragraph is to develop each point in enough detail so the reader has a complete
understanding of your message. Breaking the letter into paragraph form makes the various points easier
to read and understand. A solid block of type is discouraging to someone who has only a few minutes
to read, digest, and respond to your letter.

While there are few hard and fast rules about paragraph length, guidelines below will help
you write effective paragraphs to increase the impact of your message.

1. Use key sentences—called topic sentences—to introduce or summarize your paragraph.

2. To determine where paragraph breaks should occur, notice how sentences group around your
ideas.

3. Avoid extremes of lengthy or choppy paragraphs in your letters.

4. Keep in mind that your primary concern in writing paragraphs is the overall
organization of the letter. Paragraphs will follow the same basic order regardless of the
type of letter you write: opening, body, and closing.

† Openings. The opening paragraph indicates the purpose and subject of the letter.

The reader needs to know immediately what the letter covers and your reason for writing.

† Body: Paragraphs in the body of the letter develop the main points and indicate the goal you
would like to achieve through your letter.

† Closing. The closing paragraph should be no more than one or two sentences long. It indicates
the action you wish the reader to take or expresses appreciation for the reader’s understanding
or patience.

Format and style considerations focus on the presentation and appearance of your business
letters.
SUMMARY
Business Letters have a variety of uses. Organizations use them to contact outside parties. They
52
are also used to respond to requests, motivate some kind of action, request or provide information, and
to sell goods and services. A good business letter is brief, to the point, straightforward and polite. If
possible, it should be limited to one typewritten page. Because they are so brief, such letters are often
judged on very small, but important, things: grammar, punctuation, openings, closings and formats.

A business letter is not the place to try out fancy fonts or experimental writing styles. A direct,
conservative style works best. Listed here are the elements of standard business letters and their functions.

Date- - This goes on the first line after the return address. Always spell out the month and include
the day, a comma and the year.

Return Address- - Your address (or the address of the company you represent). If you are using
pre- printed stationary, there is no need to retype the information.

Salutation-- Type Dear followed by the person’s first and last name. The line should end with a
colon. If you don’t know the person who will read your letter, use a title instead i.e., Dear Editor. If you
like, the salutation may be omitted entirely.

Body- - This is your actual message. Each paragraph should be even with the left margin and one
line of space should appear between each section. It is important to make sure that each paragraph is
clear and concise.

Closing- Leave one line of space after your last body paragraph, then use a conventional closing
followed by a comma i.e.,Sincerely,Sincerely yours,Respectfully,Yours Truly.

Signature- - After the body of the letter, a handwritten signature should appear on the line following
your closing. Unless you have established a personal relationship with the person you are writing use
both your first and last name.

Typed Name and Position- - Four lines after the closing, type your full name. Do not include a
title i.e.,Mr.or Mrs. If you are writing on behalf of an organization, your title should appear on the next
line.

Abbreviations- - Sometimes, abbreviations at the very end of a letter are used to signify additional
information. If you send a copy of your letter to someone other than the person addressed, use cc:
followed by the name of the person or organization receiving your copy. If you are sending additional
documents in the same envelope, use Enc.or Enclosure the letter is being typed by someone other than
53
the person who wrote and signed it, the writer’s initials should be given in capital letters, followed by a
slash and the typist’s initials in lower case letter:MT/fjr.. When using multiple abbreviations, each one
should appear on a separate line.

There are two main styles of business letters: the full block style and the modified block style.
When using full block style, all the elements are aligned to the left margin. With modified block style, the
return address, date closing, signature, and typed name should be aligned along an imaginary line that
runs down the middle of the page. All other elements are aligned at the left page margin.

QUESTIONS:

1. Explain an effective business letter which speaks to the render interests and needs?
2. What is active language?

54
 CHAPTER -VI

OFFICE COMMUNICATION

OBJECTIVE

Communication is one of the vital tools of management. “The potentials of communication

as a management tool is so great that it is difficult to recognise them. Communication is essential to
deal with people outside the organisations. Similarly to build up effective relationship with an organisation,
communication is necessary. Without timely and accurate communication, it would be difficult for the
management to perform its functions effectively.

RESPONSE

RECEIVER

CHANNEL

FEED BACK
TRANSMISSION

MESSAGE

COMMUNICAT0R

Fig: Communication Process

OFFICE COMMUNICATION

The term communication is originated from the Latin word COMMUN1S that means
common. The process of communication that takes place between one human mind and another
establishes a common meeting ground for understanding. Communication is any means by which a
thought is transferred from one person to another. It entails receiving information and giving information.

Communication is one of the fundamental functions of an office and a process essential for
business. It is the process of conveying information from one person to another by mail, by telephone,
by messenger service or by any other means. The term communication has been defined as: “an
exchange of facts, ideas, opinions or emotions by two or more persons”. Shurter defines it as “imparting
55
or exchanging thoughts or information.” Pitman, the British inventor of the Shorthand system, defines
communication as transmitting a message in order to evoke a discriminating response. It involves a
systematic and continuing process of telling, listening and understanding and forms the basis of
understanding among the members of an organisation. According to Theo Haimann,’ “communication
simply stated, means the process of passing information from one person to another. It is the process
of imparting ideas and making oneself understood by others. Thus, in its simplest sense, communication
is the conveying of information from one person to another.

Importance of communication: Communication is a two-way channel for transmission of

ideas, plans, commands, reports and suggestions that influence attitudes towards an organisation and
its objectives. It is said “the success of an organisation depends on the adequacy of communication.
The importance of communication may be studied under two heads, viz importance of internal
communication and importance of external communication.

Importance of internal communication

1. Communication and Management Control: A business organization is characterized by

people and the network of decisions affecting them.

Managing an organisation involves getting things done by others, a task that requires a manager
to communicate with his employees and outsiders Communication helps the management in
the sense that it makes everyone aware of what the organisation wants to achieve. Knowledge
of attitudes and feelings of subordinate staff towards the job, firm. Supervisor and environment
of immense importance to a manager. It helps the manager exercise “control” over the
operations of the organisation. This establishes the importance of upward and downward
channels of communication.

2. Communication and Co-ordination: Office function is a service function, which facilitates

the performance of other functions. Thus, office function cannot be envisaged to the exclusion
of other functions. Proper organisation and co-ordination is vital for the success of scientific
office management. Effective communication, in turn leads to proper organisation and co-
ordination.

3. Communication and Integration: Communication is vital to the function of integration.

Effective communication results in better presentation of information and makes the workforce
conscious of its working conditions. Thus, it promotes mutual understanding and good relations.

4. Communication and motivation: Office workers should be motivated to work. The process
of stimulating them to work is largely a simple process of communication.

56
 5. Communication and training: “In modern times, every organisation realizes the importance
of training. An increase in skill usually results in an increment in both quality and quantity of
output. To understand increasingly the technical nature of modern jobs, it is absolutely essential
to undergo systematic training. Training is facilitated through a proper and efficient system of
communication.”

Importance of External Communication

External communication implies the dissemination of information to people outside the

organisation (e.g.. customers, investors, suppliers, debtors, creditors etc ) and its collection from
outsiders. Importance of external communication can be studied thus.

1. Communication and External Environment: It is essential for a business enterprise to keep

abreast of external business environment. External business environment influences it’s
functioning and its results a great deal. A manager cannot decide wisely on a new product
line if he has no knowledge of its market potential, the organisational changes involved, the
capital required, etc. Similarly, he cannot decide upon inventory levels without any knowledge
of the sales programme, production and shipping schedules, availability prospects and price
trends, etc. His ability to get results depends primarily upon adequate and timely information.

2. Communication and Competition: Modern business is highly competitive The office, to meet
the challenge posed by business rivals, gathers lots of information. Such information is useful
only if it is properly conveyed to the right persons at the right time to facilitate proper
assessment of the state of competition the business faces. Accordingly, steps may be initiated
to meet the challenge of competition.

3. Communication and Public Relations: Communication builds human relationships.

Businessmen depend on effective communication to get along with people, to advance in their
jobs and to sell their goods. Effective communication is another name for good public relations.
Good public relations promote the interests of the enterprise.

COMMON BARRIERS TO COMMUNICATION

Even though communication is one of the important factors that contribute to an efficient
management, very often, communication is faulty because of certain barriers to communication. The
barriers to communication are discussed below:

1. Badly Expressed Message: The communication system will be poor and ineffective, if the
objectives of the message are vague and not clear or if the message omits essential information
or contains Ideas, which lack coherence.
57
 2. Use of Technical Language. Poor system of communication may also be due to the use of
technical jargons for communicating the message.

3. Filtering,: Distance between the sender and the receiver of the message may also contribute
to the poor system of communication. As a message has to pass through several persons at
several points in the communication channel, there is bound to be some alteration or filtration
of messages.

4. Unclassified Assumptions. Unclassified assumptions underlie practically all the messages.

On account of this, the receiver may have assumptions (regarding the message) which are
different from the assumptions of the communicator “this may result in incorrect action or
lack of action on the part of the receiver of the communication.

5. Faulty Organisation: The nature of organisation system also has some effect on the
effectiveness of communication. If the chain of command is too long and the span of control
is poor and defective, the communication system will be ineffective.

6. Distortion: Persons in the communication channel deliberately distort communications. This

can assume two different forms: (i) withhold communication.(ii) confuse or distort
communication.

The officer while communicating the message received by him from his superior may withhold
some part of the information, which he feels, need not be conveyed to his subordinates. Similarly, in
the case of upward communication, the officer omits unpleasant information, which he has received
from his subordinates and conveys to his superior only that part of the information, which is not
unpleasant. Inadequate communication, delays the action and affects the efficiency of the parties
concerned with it.

7. Poor Retention: it is said that generally employees retain only 50% of the information
communicated. Hence, poor retention of information by the employees is another bottleneck
of effective communication.

PRINCIPLES OF EFFECTIVE COMMUNICATION OR GUIDELINES TO

OVERCOME BARRIERS TO COMMUNICATIONS
The principles for making communication effective are as follows:
1. Simple Language: The language used for communicating the message should be simple and
easily understandable.
2. Proper Medium of Communication: Different media are available for passing of
communication. The communicator should select the right medium by considering the factors
such as the nature of matters to be communicated, distance between the sender and the
receiver of the message, urgency of the communication, etc.
58
 3 No Ambiguity: The communicator should be clear in his mind about the objective of his
communication. The message should be clear without any ambiguity.

4. Cordial Atmosphere and Right Climate in the Organisation: Organisation structure of

the unit consisting physical setting and human setting must facilitate the process of
communication. When a boss is talking to his subordinate, the atmosphere must be peaceful
so that the communication is effective.

5. Adequacy of Information: Communication must be adequate and complete in all respects

in order to make it: effective. The communication should be precise. Both over-communication
and inadequacy should be avoided.

6. Training to the Communicators: for increasing the effectiveness of communication,

there is also a need for giving proper training to the communicators to develop their
communication skill.

7. Co-operation of Personnel: One more condition to he fulfilled in order to make

communication effective is the co-operation from the organisation personnel. Hence, the
business concern should make effort to secure co-operation for the organisation personnel.

8. Follow-up Action: There should be follow-up action to know whether the receiver of the
message has understood it correctly and what action he has taken on the basis of this
communication

9. Effective Listening: The sender of the message must listen to receiver’s words attentively
so that the receiver of the message also listens to the sender at the same time.

10. Consistency in Communication: Communication which is consistent can be more effective

than when it is varied

11. Timeliness: Communication is a means to an end. It must serve a purpose. It must reach the
receiver at the right time. A message which fails to reach the receiver at the right time turns
out to be useless

CLASSIFICATION
Communication can be classified:
1. On the basis of the means of communication.
2. On the basis of relationships.
3. On the basis of direction of the flow of communication whether inward or outward, downward
or upward, etc.

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1. On the Basis of Means Used

(i) When the message is conveyed by written words, it is called written communication.

(ii) When the message is conveyed by word of mouth then it is called oral communication.

(i) Written communication: It may be in the form of a letter or circular, a bulletin, an office
memo etc. The advantages of written communications are:

(a) They can be retained as legal records to be used when dispute arises and for making
any further reference.

(b) They are exact.

(c) They have widest possible coverage.

(d) The personal presence of neither the sender nor the receiver of message at a certain
place or at different places at the same time is necessary.

Disadvantages are:

(a) They are expensive as it involves the use of stationery.

(b) The language used may not be proper. It may not convey the information correctly or it
may hurt the feelings of the receiver.

(c) Written communication takes time in reaching the receiver and it may prove costly.

(iii) Oral Communications: It is in the form of spoken word. It may be face to face or through
telephone, or some other mechanical device. Some of the advantages of oral communication
are:

(a) It is the ideal form, when we want to convey some confidential matters.

(b) There is a warm personal talk between the sender and receiver

(c) It facilitates the speedy interchange of ideas, between the sender and receiver.

Drawbacks:

(a) Certain types of information require further lengthy supplementary explanation to convince a
receiver. In such case oral communication is at a disadvantage as it will be costly.

2. On the Basis of Relationship

On the basis of relationship, there can be: i) Formal Communication, and ii) Information
Communication.
(i) Formal Communication. Formal communication is a part of the organizational structure.
Formal channels are usually created by the setting up of formal system of authority and

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 responsibility and explicit delegation of duties. This formal structure, which is hierarchical,
imposes direction on information flow. Communication is of formal nature and generally in
written form. For example, information about the scheduled meetings, conference, etc. may
be communicated.

(ii) Informal Communication: Informal communication may also be used for transmission of a
message. The informal communication is a network of casual inter-personal contacts, which
occur all day long on the job. These are spontaneous channels through which communication
passes. Generally, the informal communication is not a part of the organisation structure. But
manager can make effective use of informal communication to strengthen the formal channels
of communication.

3. On the Basis of Direction of the Flow of Information

On this basis, communication can be, DOWNWARD, UPWARD, LATERAL and

DIAGONAL.

(i) Downward Communication Channel: This channel represents the flow of information from
the higher levels to the lower levels. For example information relating to objectives, plans,
instructions etc. flow from higher to the lower level.

(ii) Upward Communication Channel: This channel represents the flow of information from
the lowest level in the organisation to the highest level. For example, the information passing
from the clerk to the office manager is of this kind. Generally, the channel is used by the
subordinates for communicating the suggestions, complaints, grievances etc. to their superiors.

(iii) Lateral Communication: Lateral communication takes place between people on the same
level of the organisational hierarchy (the communication passing between the supervisor in
the filing section and the supervisor in the despatching section is an example of lateral
communication). The purpose of this type of communication how is to help and promote
co-ordination and team work.

(iv) Diagonal Communication: Diagonal communication takes place between people who are
neither in the same department nor on the same level of organizational hierarchy (for example
the sales manager may communicate with the supervisors in the accounts department). This
type of communication flow helps in increasing organisational efficiency by cutting across
departmental lines and by minimising red tape.
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INTERNAL COMMUNICATLON

Importance of Internal Communication

In modern office, internal communication plays an important role. The successful conduct
of office work depends very much on the existence of an efficient and economical internal
communication system. Internal communication is important for the following reasons:

(i) Communication and Co-ordination: Co-ordination is one of the basic functions of

management and it is facilitated by the communication system.

(ii) Communication and Control: Internal communication helps the management in exercising
effective control over the office. Control is one of the important functions of management
and without this function; it would be difficult for the management to achieve its goals and
targets.

(iii) Communication and Office System and Routines: Communication is the heart and soul of
office system and routines. Without effective communication system it would be very difficult
to make the office work.

(iv) Communication and Motivation: There is a need to motivate the workers in order to make
them work sincerely and efficiently and to bring out the best in them. Internal communication
helps in motivating the office workers.

(v) Communication and Managerial Effectiveness An effective communication system helps

the office manager to perform effectively the functions of planning, organising, staffing, directing
and controlling

(vi) Communication Helps in Binding People Together According to Chester Barnard,

communication is a unifying force by which organisational members are linked together to
achieve the specified objectives.

(vii) Communication and Organisational Effectiveness: Chester Barnard has stated that
communication is the key to successful management. According to him, organisational
effectiveness is to a greater extent depends upon the existence of a sound communication
system.
(viii) Communication and Public Image and Public Relations: According to Koontz and
O’Donnell, good communication ultimately helps project a good image in the eyes of the public.
Further, communication by helping in correctly projecting the company’s plans and policies
to the public and getting its reaction, helps in improving public relations. Koontz and O"Donnell,
have rightly said, “good communication is another name for good public relations”.

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 Internal communication consists of Oral Communication and Written Communication.
An explanation of these two is given here.

ORAL COMMUNICATION

Oral communications among organisational members may take place in one of the two ways:

I. Face to face conversation, and 11. Through mechanical devices.

i. Face-to-Face Conversation: It is a method in which the speaker and receiver of message

face each other and communicate personally. This is one of the popular methods of
communication used in the business organisations.

Advantages

(a) It is always two-way communication and ensures a quick response.

(b) It promotes better understanding among people by helping them in discussing the matters in
the presence of each other. It helps in the evolution of common viewpoint.

(c) It is flexible. Decision can be modified on the spot.

(d) It is suitable type for conversation of confidential matters.

(e) This type gives the communication, the stamp of authority since the boss himself explains
problems to his subordinates.

(f) The other party may be made aware of the urgency of the matter.

Disadvantages

(a) This method is not suitable for the management, which wants to explain its policies and plans,

because they need further lengthy supplementary information.

(b) It tends to be loose and vague.

(c) This type does not leave record of the deliberation.

(d) This method is not suitable if the information is to be transmitted to various individuals and

departments spread over a wide geographical area.

ii. Through Mechanical Devices: Mechanical devices, which are used, for oral

communication in the office are signals, telephones, intercom system, electric plugging

system and dictating machines.

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Signals

Signals are cheap and simple devices like call bells, buzzer, coloured bulbs etc. for calling a
person. That person may be an attender, peon or some assistant. Signals do not convey message,
but only indicate that someone is wanted. In small organisations, where telephone or intercom system
cannot be installed, signals are installed.

Telephones

Telephone is the most popular method used for oral communication both inside and
outside the organisations. For internal communication, generally office uses extensions as it is difficult
to call every person every time a message is received for him who may be sitting in a different room.
The internal telephone extensions may be brought together on a switchboard and controlled for the
purpose of inter-communication. The switchboard is generally operated manually by an operator
employed by the organization for this purpose and it is known as P.B.X. or Private Branch
Exchange. The extension to the various departments of the organisation is connected with the switch
board and through this board all incoming and outgoing calls are dealt with.

Under the P.B.X. systems, the operator sits by the side of the switchboard and helps in
providing connections to the various callers. When a person lifts receiver on any one of the extensions,
it is indicated on the switchboard and the operator will enquire about the required number. The operator
will put the person in touch with any other person either within the same office or with anyone outside
the office by means of a line to the telephone exchange. Similarly, if there are any calls from outside,
the operator will connect to the required person of any department of the organisation. Some offices
may install an automatic (dial operated) switchboard for the same purpose and this is called P.A.B.X.
or Private Automatic Exchange Board.

Under P.A.B.X. system, the need for internal exchange is eliminated. The internal
communication is possible by dialling the relevant internal phone number without the help of any
operator. The external communication is routed through the operator.

The introduction of P.A.B.X. system has increased the utility of the telephone. With the advent
of international and long-distance direct dialling, otherwise called Subscriber Trunk Dialling (S.T.D.),
the need to control, supervise and manage the telephone line communication has gained momentum.

In managing the calls, the telephone owner should know the information on out-going calls
such as, the number dialled, date, time, duration and the cost of each call. This information will be
useful in preparing an abstract bill.
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 To provide these facilities several sophisticated systems have been innovated. One such
system is developed by an Indian company.

It has the following features:

1. Detail Report: This gives the full details of every call made by the extension, with the
information on date and time of call, duration of call, called number, number of tariff units
and the cost of the call.

2. Summaries: From the same system several types of summaries can be prepared. Three
summary reports are produced below for clear understanding:

(i) Sector Line Utilisation Summary: This summary is concerned with local, long distance
(Trunk Calls) and international calls.

(ii) Individual Line Utilisation Summary: This summary will help the office to know the
details of calls made in an individual extension. If a phone line has several extensions this
will be quite useful.

(iii) Overall Line Utilisation Summary: This will be an abstract of all extensions of a
telephone line. This explains the total line utilisation.

All analysis is according to local, long distance and international calls. Besides these features
this system has many other sub-systems to ascertain call utilization. The system can be connected to
a printer for direct print out or can be connected to IBM Compatible Personal Computer (PC) for
mass storage and analysis. The charge for each call is calculated based on the data programmed in
the system. The system permits flexibility and independent cost structuring.

Private Exchange System

This type of system is popular in U.S.A. and other countries and to a limited extent in our
country. P.E.S. may have about 10 to 600 lines for inter communication. This system is automatic in
which the caller can get the desired number by just dialling the number. Large organisations make
use of this type of system.

Inter-com System

Inter-com system is used to relieve the telephone switch board of many inter office
communications. Some of them can be used for two-way communication and some can be used only
for one-way communication. Further, inter-com may consist up to a maximum of 40 lines. A type
that satisfies a particular requirement can be selected. This system uses multi-core cables throughout
the installation, so that the relevant number can be obtained directly. This system is not connected
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with the external system, even though it is possible to connect it with the external system It is to be
installed by the organisation concerned and there is no need to get permission from the Post and
Telegraph Department

This system provides a large number of lines without burdening the external telephone lines.
It has a low running cost and the distance between any two points should not be more than 3000
metres.

Electric Paging System

The system is meant particularly for top executives working in big organisations like insurance
companies, departmental stores, manufacturing companies etc. When the executive is on the rounds
from one department to another and if he is to be contacted urgently, telephoning to various
departments to locate him takes a lot of time. In order to avoid this, electric paging system has been
introduced. This works through the telephone switchboard. Under this system, a separate number is
allotted to each executive and each number sounds differently. If a particular executive who is on
his rounds is required to be contacted urgently, the operator of the switchboard will make an electrical
connection for the particular number of that executive. Then throughout the premises, a signal
corresponding to the number of the executive will sound. The executive who is to be contacted hears
his number and he will call the switchboard operator from the nearest telephone to receive the
information.

Dictating Machine

Dictating machines are being used for the purpose of communicating oral messages. They
are essentially recorders. Executive can dictate to the machine messages, communications, instructions,
or letters meant for their staff. A dictating machine records the message and then the recorded message
is sent to the audio typist. The audio typist plays back the recording and types what he hears. (For
picture see the Chapter on Office Furniture and Equipment).

Salesmen on the tour also use the dictating machines for recording the report and send back
the taped reports to the office for necessary action. Further, the proceedings of the meetings and
conferences are also recorded by these machines.

WRITTEN COMMUNICATION
The means of delivering of a written message or memorandum may be either actual delivery
of papers or transmission of message through mechanical devices without actual delivery of papers.
Written communication has some advantages such as:

1. Written messages are bound to be exact.

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 2. Generally written messages are precise.

3. It has a wide coverage. It means, it can be sent to anywhere without any geographical
limitations.

4. Personal presence of the sender and receiver of the message at one place for exchanging
communication is not needed.

5. It is an ideal means of conveying plans and policies.

A brief explanation of the various methods of written communication is as follows:

Internal Messenger or Mail Service

Written memorandum or communications are delivered with the help of messenger service
or by means of an internal mail service. Each department may have messenger boys and each executive
may be given one personal messenger to carry message wherever needed. This system is costly and
time consuming. In view of this, a better system known as ‘internal mail’ has come into existence.
Under this system, a messenger collects the messages and papers from specified desks or departments
and carries them to specified destination at stated intervals. Each desk has ‘in’ and ‘out’ trays and
the papers, which are delivered, are placed ‘in’ tray and the papers meant for onward transmission
are put in the ‘out’ tray.

For effective functioning of this system, messengers should be asked to follow a definite
planned route in specified time while collecting and delivering papers at different places. In big offices,
the messengers are generally provided with four wheeled delivery trolleys.

MECHANICAL DEVICES FOR TRANSMISSION OF DOCUMENTS

The various devices for transmitting written documents or communications within the office
are as follows:

1. Conveyors: Conveyors may be used for carrying papers and documents within the office.
Apart from the conventional conveyors, the office may use conveyors specially designed to
carry papers and documents. They are:

a) Overhead Wire Conveyors: In this system, papers and documents which are to be
transmitted from one point or department to another, are placed in receptacles or fastened
to clips attached to an overhead wire system which moves along supported and guided
by metal troughs.

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 b) Horizontal Conveyor: Horizontal conveyors are of the two types, viz. Belt Conveyor
and Roller Conveyor. In belt conveyor a continuously moving canvass or belt driven by
a motor underneath carries the papers, files, folders etc. from one work point to another.
In case of roller container system the papers, files etc. are placed in a container and then
the container is placed on the rotating rollers placed side by side all along the length. The
rollers of the conveyor are placed in a slightly sloping or inclined position so that the
container moves along the rollers by gravity. At the receiving point, the containers are
picked up by the persons for whom the communication is meant.

c) Vertical Conveyor: This type of conveyor is used for transmitting the documents, from
a lower level or floor to an upper level or floor. The conveyor is a continuously moving
chain or belt to which container or receptacles are attached at suitable intervals. The
documents, files etc to be transmitted are placed in the container, which is carried along
the chain, or belt and automatically ejected at the specified point or removed manually.

2. Chutes: These are wide diameter pipes running in a downward slope from an upper level or
floor to a lower level or floor. They are made of metal or wood. They are used for transmitting
paper in bulk from upper level to lower one.

3. Lifts: Where papers or documents or files have to be transmitted continuously, between ten
or more floors, a small lift can be installed. The lift may be operated electrically or hydraulically.

4. Pneumatic Tubes: These tubes can be installed easily and no skill is required to operate
them. Papers are put into the tubes covered by plastic cylinders and are transmitted by
pneumatic pressure through the tube and delivered at the desired point. The pneumatic tubes
are generally used if the volume of papers to be transmitted is large and if speed and accuracy
in the transmission of letters are of important considerations.

Transmission of Message without Actual Delivery of Papers

a) Teleprinter or Telex: It can be used for the transmission of message from one point to another

if in both ends the teleprinters are installed. They operate on the electromagnetic principles.

Functions and features of this are discussed in greater detail in the section “External

Communication.”

b) Tele-Autograph or Telewriter- It works on electromagnetic principle and transmits only

hand written messages. A metal plate attached to the machine and anything written on it is

reproduced electrically on the machine at the other end.

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 c) Telefax: It is used for transmitting sketches or drawings. The chart or diagrams is first drawn
on a paper and is then wrapped round a cylinder in the machine, which upon switching,
transmits the facsimile to the machine at the other end where it is reproduced simultaneously.

d) Television: It consists of three units: a television, camera, a power unit and one or more
master viewers. Communication of written matter is transmitted by camera and can be seen
instantly on the viewing screen at the receiving end. Banks can use this device for verifying
signature, documents and deeds with a considerable saving in time.

EXTERNAL COMMUNICATION

Modern business concerns have to be in regular contact with a large number of persons,
viz., suppliers, creditors, customers, dealers, government agencies etc. On account of this, external
communication is very important for business concerns. There are several methods of external
communication. A brief explanation of these methods is as follows.

Personal visits for face-to-face conversation can be used only for special purposes as these
involve high costs. Telephones also may be used for oral communications. If communication is between
two organisations located in the same city, local calls are used and in case the communication is between
two organisations located in two different cities, trunk-calls are used.

Teleprinter or Telex

It functions on electromagnetic principle. So this method, messages are transmitted from one
place to another where at both the ends teleprinters are installed. It consists of keyboard transmitter
and receiver for transmitting the coded signals and printing the message. Any message, which is typed
on the typewriter keyboard from the transmission centre will be simultaneously typed at the receiving
end by an automatic process so that there is an instantaneous communication

Business concern may hire teleprinter known as Telex from the post and telegraphs
department. Telex subscriber can transmit message to any other subscriber through the central
teleprinter exchange.

Teleprinter can also be purchased and installed internally for the purpose of transmitting
communication between head office and its branches. Teleprinters are useful for transmitting information
quickly and accurately This method of communication is used by the big business concerns, news
agencies and stock exchange dealers.
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Services Provided by Post and Telegraph Department

The Post and Telegraph Department provides many postal and telegraphic services to
business community for sending written communication to the outsiders.

Written communication can be sent through ordinary mails, certificate of posting, registered
post, insured registered post, value payable by post (V.P.P) and telegrams.

Telegrams can be ordinary, express, reply paid, lightening calls and phonograms.

Factors Influencing Good Communication System

Whatever may be the type of communication to be adopted, certain factors are considered
while implementing such a system. They are briefly analysed in the following paragraphs:

1. Communicating matter: The message to be conveyed will be of different nature. There may
be secret message or open message. The size of the matter also varies. These factors decide
the mode of communication to be adopted.

2. Preservation: The matter should be capable of preservation. In other words they can be in
manuscript form on paper or can be stored in computer and be retrieved in future.

3. Speed and Accuracy: The speed with which the matter to be transmitted and sending
information accurately are also important aspects to be considered at the time of selecting
the type of communication.

4. Cost: Cost of transmitting the message should also be considered while selecting the mode
of communication. Comparative analysis of each mode is to be made and select the better
ones, i.e. least cost transmission. Other aspects like secrecy, special situations in which the
matter is to be sent also influence the selection.

SUMMARY

Business Communication is any communication used to promote a product, service, or organization

- with the objective of making a sale.

Business Communication encompasses a huge body of knowledge including Marketing,

Branding,Customer Relations,Consumer behaviour,Advertising,Public relations, Media
relations,corporate communication,Community engagement,Research & Measurement,Reputation
management,Interpersonal communication, Employee engagement, online communication and Event
management. Whatever form it takes, the objective remains the same - to make a sale.

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 The Business Communication message is conveyed through various channels of communication
including the Internet,Print(Publications),Radio,Television,Ambient,Outdoor and Word of mouth.

There are probably lots of barriers to communication. I would think that the language itself would
be one of the major ones. If somebody is not familiar with the language, through and through, there
could easily be miscommunication between two individuals. Dialect also: A person from the North and
a person from the South in the U.S. not only pronounce certain words very differently, but they also
have different meanings for certain words and they have specific sayings that you would only hear in
that particular region of the country.

QUESTIONS:

1. What is office communication, why is it important?

2. Why is internal communication important?
3. Why is external communication important?
4. Enumerate the barriers of communication?
5. Explain the guidelines to overcome barriers to communication?
6. How is communication classified?
7. What is oral communication? What are its advantages and disadvantages?
8. Write notes on
(a) Signals (b) Telephones (c) Private Exchange System
(d) Intercom System (e) Electric Paying System (f) Dictating Machine
9. What is Written Communication?
10. Discuss the devices for transmitting written documents?
11. Explain the transmission of message without actual delivery of papers?
12. What are the factors which influence a good communication system?

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 CHAPTER - VII

WHAT EXECUTIVES WRITE: MEMOS AND MORE

OBJECTIVE
Executives like the companies they captain, come in all shapes and dimensions. They write
for a variety of purposes. The head of an accounting firm may write mainly letters to clients and
government agencies, while the owner of a small public relations firm writes everything from simple
business letters to intricate marketing proposals.

Whether you write memos, business letters, reports, proposals, performance reviews, or
policies and procedures, effective writing skills will make your job, and your reader’s job, much easier
and more enjoyable. Since most of you probably feel familiar with the formats of different documents
and correspondence, this chapter will focus mainly on how to make the writing within those formats
stronger and more effective.

To improve any type of writing, collect a file of examples from the writing you regularly
receive. Look closely at those samples that impress you and grab your attention. Save and study
them. When the time comes for you to write something similar, pull them out as examples to emulate.
Of course, you won’t want to copy them exactly, but you can use them to lessen your writing time
and trouble. The examples in this book are also meant to be used as samples and models.

BE STRAIGHT FORWARD

The strongest memos state their purpose in the first paragraph- preferably in the first sentence.
You’ll get a better response if you don’t make your reader dig to get to your point. Start with simple
language, specifically stating your subject. The following examples are simple, strong, and effective.
It gets to the point immediately, and then it closes.

MEMO

TO: Jon James

From: Mary Miller

Date: May 3, 1988

Subject: EXPIRED LISTINGS

My files show that two of your listings have expired.

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 They are:

5645 Beech – Expired April 25, 1988

4322 Palm - Expired March 10, 1988

We keep our listings current so you can be paid your full commission. Please let me know
the status on these listings by next Tuesday. If you have a current listing, I need a copy.

BE POSITIVE: Write in a positive tone, regardless of your message. Use active and personal
language and avoid sexist words.

Always use straightforward and pleasant language, taking care not to shift your tone mid-
memo. If you send bad news, be direct, but also try to include a positive point.

Don’t say anything in your memo that you wouldn’t want the entire organization to know.
Also, be careful not to write anything that might directly or indirectly embarrass or anger the recipient.
Anger is best dealt with in person, not on a piece of paper, where it becomes permanent.

Be realistic. Don’t expect miracles from those who receive your requests or suggestions.
And likewise, don’t promise blue skies when the weather’s beyond your control.

Most important, end with a call to action when necessary. If you want a response, say so,
and state by when and in what form- a call, letter, fax, or meeting.

MEMOS TO “YOU”. In business, much of what you write responds to memos you receive
from others. Here are two tips to speed up your writing and save you from the burden of unnecessary
correspondence.

First, read all your memos with a ballpoint or highlighter in hand. Underline the main points
as you read. Then, write notes to yourself in the margin about your response. When you refer back
to this memo while writing your response, only read the highlighted sections and your notes.

Second, do your entire memo writing at one time. Instead of a memo here and there, gather
them all together and finish the task at one sitting. Also, only answer those that ask for a response. If
a quick phone call will work instead let it. In either case, avoid procrastination.

REPORTS THAT BRING RESULTS

Whether you’re writing staff, management, trip, or technical reports, an organized format is
critical.

Business people often feel compelled to use pompous, formal, stuffy language when writing
these reports. They fill the pages with jargon and excessive detail, thinking that bigger words and
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more complex sentence structure make the report more impressive. But anyone who has ever waded
through 100 pages of chaos, when 20 pages of clear reporting would have worked, knows that ‘brief
and to- the point is what the reader wants.

Strong organization makes a report effective and easy to read. The inverted pyramid style
of organization, works well when putting together a report. This style suggests that you put answers
before explanations, summaries before conclusions, and generalities before details. Write from the
most important information first to the least, last. That way, if your reader cuts you off early, at least
he or she has read your main point and knows what you’ve decided, concluded, or asked for. It’s
modern way of organizing your information, and it’s much more powerful.

To help you with the writing process, we’ve listed three typical examples of reports
businesspeople write. We’ve included details on the goal of each report and the items to incorporate.

Trip Report

— Goal: To tell the reader what you gained from this trip.

— Summary: Start with a brief summary. Include:

— Date of trip

— Reason for trip (brief)

— Names of others on trip

— Most important results of trip

— Brief evaluation of trip

— Brief recommendations resulting from trip

— Details of trip

— Conclusions and detailed recommendations

— Closing

Progress/Status Reports

— Goal: To tell the reader quickly how the work is going and if you are on schedule.

— Summary: Note the period covered and give a summary of progress and a brief forecast.

— Major items completed

— Major items in progress

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 — Major items to start

— Problems and solutions (Don’t dwell on trivial problems. Include only those problems that
directly affect your reader)

— Minor items (if appropriate)

— Forecast for next period

— Any necessary attachments

— Investigation Report (such as an accident report)

— Goal: To tell the reader what happened, how serious the results were, and what actions were
taken.

— Summary: Brief description of time/ place of investigation and the reasons for it (such as
equipment failure or accident). Encapsulate findings, outline recommendations, and assign
responsibility.

— Details: Give background (such as time of day, weather conditions, equipment used, people
involved). Complete account of accident or failure. List of steps taken- both immediate and
long-range.

Conclusions

Other tips to keep in mind organizing and writing a report:

— Follow a modern format

— Lead with your conclusion

— Omit excessive detail

— Write your audience, not for yourself.

If report writing is a big part of your job, or if you’ve just received a special assignment to
develop an important report, study some books that deal specifically with report writing. You’ll find
several at your local library.

THE PRESSURE OF WRITING PERFORMANCE REVIEWS

Whether you’re writing your first performance review or your one-hundredth, it’s never easy
to tell someone that he or she is not doing good job. We tend to put ourselves in our employee’s
shoes and experience his or her probable discomfort. In the business world, however, it’s critical to
tell the truth. If one of your employees doesn’t work up to your standards, you must communicate

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your observations to him or her clearly, directly, and promptly. If the problem is serious, don’t wait
until the next review period. Document your observations for the employee’s personnel file and issue
warnings when necessary. Your employee must understand the exact nature of the problem and how
you think it can be corrected.

An unflattering performance review need not be brutal or caustic to accurately convey the
message. In fact, it’s important when you review an employee to stick solely to business-related issues.
Avoid dwelling on petty personal traits; this could lead to character assassination.

The most powerful, effective means of getting your point across in a review is to use the
active rather than the passive voice. Because managers are often reluctant to take responsibility for
the criticism they dole out, they frequently fall into the “passive voice” trap. The passive voice allows
managers to avoid taking or placing the blame, and results in weak and vague writing, as in this example.

It is felt by our department that Jane is not working up to her potential in many areas.

Make it strong and clear by moving it into the active voice and using specific examples.

We believe Jane’s report writing and management decisions need more work.

To make your reviews and warnings as strong as possible, ask yourself the following questions
as you write: “Who did what to whom?” or “Who feels what way about who or what?” By doing
this you will force yourself to use the most effective, powerful word order possible: subject, verb,
object.

ADD PRECISION TO POLICIES AND PROCEDURES

People lump together the terms policies and procedures. In fact, they are two distinctly
different concepts. A policy states exactly where the company stands on a particular stands on a
particular issue, for example: “The payroll department will not issue checks until it receives a timecard
signed by both the employee and supervisor.” A procedure details the preferred process; in this case,
it would tell the employee and supervisor, in detail, how to fill in that timecard. For example: “Fill in
the timecard when you arrive, stating: arrival time, location, and work station.

How smoothly a company runs can be direct resulting of how clearly and concisely the
policies and procedures are written. This is never more clearer that when you inherit a job from a
previous or another employee, and you have to make sense out of it.

We once had a call from a woman who had just received the task of rewriting a five-volume
set of policies and procedures. It was so filled with formal language and legalese that she could barely
understand it. We suggested that rather than attempt to unravel the mess and adapt to a style and

76
language that she clearly did not understand or respect, she should start anew. We advised her to
develop (or create) a format in keeping with her own style and sense of organization.

Her format included the extensive use of listing and bullets in her writing. People often feel
that policies and procedures, by their nature, require lengthy paragraphs with detailed descriptions.
But one of the most powerful ways to indicate steps and procedures is to list them in vertical bulleted
lists that are easy to read. This method allows the reader quick reference. The following is an example.

CORRECTIVE ACTION
POLICY

When an employee’s conduct or performance is less than satisfactory, disciplinary action

may be necessary. This procedure outlines progressive disciplinary action, from verbal warning to
termination. These disciplinary steps may not always be followed is sequence. The actions taken will
depend upon the seriousness of offence or performance deficiency.

PROCEDURE

A. Verbal Warnings

1. The manager must determine if the employee has a clear understanding of the requirements
of the job or the rules of conduct before taking serous action. If the employee is counselled
or reinstructed it will not be reflected in his or her record.

2. Employees should refer to the section of the policy manual in standards of Conduct.

3. If counselling fails, the manager will give a formal warning.

B. Written Warning

1. When one or more verbal warnings have failed to correct the situation or when the initial
action of the employees has a serious consequence, the manager will initiate a written warning.
The director of Administration and the Executive Director will approve this warning.

2. Written warnings will describe the nature of the offence or deficiency and the action to be
taken if the offence is repeated or if the deficiency continues.

3. The manager will discuss the written warning with the employee, have the employee sign the
warning to acknowledge it, and provide the employee with a copy of the warning.

The manager will forward the original written warning to the Director of Administration and
put it in the employee’s personnel file.

77
C. Suspensions

1. In cases of misconduct, insubordination, or other activity that the manager feels warrants
immediate action, the manager, after notifying the Executive Director, will inform the employee
that he or she is suspended without pay pending investigation.

2. The manager must inform the Director of Administration and the Executive Director
immediately.

3. After a thorough investigation, the Executive Director will decide if further action is necessary.

D. Termination for Cause

1 Termination will take place only when the seriousness of a single offence or earlier attempts
at corrective disciplinary actions (verbal and written warnings) indicate the employees is unfit
to continue working.

2. Before notifying any employee of involuntary termination, the supervisor must first review the
circumstances leading to this action with the Director of Administration and the Executive
Director.

E. Removal of Disciplinary Documentation

Upon request of the manager, the documentation of disciplinary warnings will be removed
from the employee’s personnel file 12 months from the date of the last occurrence.

Effective 2/1/88

Because of the legal ramifications of policies and procedures, it’s critical you write them as
clearly and concisely as possible. If you are assigned to develop policies and procedures for your
organization, keep the SPEAKWRITE rules in mind to ensure that your writings in concise, readable,
and clearly understood by your employees and co-workers.

SUMMARY

A common form of inter- or intradepartmental communication in business and academia is the

memorandum (pl. memorandums or memoranda), usually called a memo. Memos are written by
everyone from junior executives and engineers to CEOs. Hence, it is essential to master this basic
communication form.

Memo Format
Although memos are ordinarily formal, there has recently been a trend toward a more personal
style. Careful writers are able to achieve this style without sacrificing clarity, grace, or precision.
78
Unlike letters, which include inside addresses, salutations, and complimentary closings, memos have
just two sections: the heading and the body. To simplify the communication process, many firms and
organizations use memo pads with predesigned formats. When it comes to writing memos, most
business people would agree. Mounting evidence shows that memos may be small, but they give big
headaches to everyone from secretaries to corporate officers. They are hard to write quickly and
clearly, are like “War and Peace” to read, require Miss Marple to figure out, and, if written in the
wrong tone of voice, can make the nicest people sound heartless.

In the office as well as out, your personality is often judged by how you write. Muddled memos
can cost you dearly in career advancement. Communication skills are a top priority for business leadership
— often more important than financial, marketing and technical know-how. To keep getting raises and
promotions, experts like Van Skiver and Booher say you need to literally write your own ticket. Here’s
how:

What is a memo?

What it’s not is a school essay. A memo is a written document that stays inside the company; if it
goes outside, it’s a letter. A memo is also short. Most experts say two pages should be tops — after
which a memo starts to turn into a report. If you can boil down even a two-page memo to two paragraphs
that take up only a half page and still convey the same facts, you get an A+ in business. Equally
important, memos are written to get someone to do or understand something—be it to spend money,
meet a deadline, constructively criticize, or say yes or no.

Get Personal: Use words like I, you, and we. It’s a lot more human to say, “I would like you to do
this.” To get action, write in the active, not the passive, voice.

Be conversational: Write the way you talk. “Use contractions,” says Holly Church, a business
consultant who trains Fortune 500 executives. “You probably say ‘I’m happy’ more often than you say
‘I am happy.’”

Don’t show off: Avoid scholarly words, technical jargon, and just plain gibberish like “as per your
request” when you simply mean “Here’s what you wanted. “Or how about this: “R & D wants your
input because temporal considerations are of primary importance.” Translation: “Our research people
need your answer today.”

Avoid “smothered” words: Van Skiver explains that these are simple root words with fancy
endings tacked on to puff them up. Favorites are “tion,” “ance,” “ent,” “ment,” “ize” and “ility.” For
example: “The continuation of our issuance of incentives is dependent upon the prioritization by employees
of company objectives.” Loosely translated: “If you want to keep getting incentives, meet company
goals.”
79
If you’re not sure, check. “If there’s an error in the memo, it will probably be in names, dates, or
numbers,” cautions Booher, and such mistakes may cost you dearly. One of Booher’s clients, an oil
company, was sued by the families of two employees killed in an on-site accident. A specialist on the
scene said that the company was to blame, but when the specialist described the incident on paper, he
got the date wrong. This cast doubt on his credibility regarding everything he said he had witnessed,
and the upshot was the company settled out of court.

Don’t be trite: One hackneyed expression Booher sees regularly is, “We’re sorry for any
inconvenience this may have caused you,” which “just sends people up the wall,” she says.
”Nothing could be more insincere.” ”Please don’t hesitate to call” is another phrase that gets no results
and turns people off. A more sincere ending is, “If you need help, I’m available. Give me a call.”

Visualize the reader: Memos are usually written from the writer’s point of view, not the reader’s.
Yet the reader usually has to do something when receiving a memo, and, not being a psychic, he is often
not sure what it is. Experts suggest you pretend you’re having a face-to-face discussion or a telephone
conversation with the memo recipient.

Make the bottom line the top line: Memos often begin with a statement of a problem, proceed
to discuss why the problem exists, suggest a course of action, and conclude with something wishy-
washy, like “I would like to hear from you soon.” The action you want the reader to take should be
spelled out in the first line (or at least the first paragraph).

Don’t give too many whys: It’s necessary to explain why you want something done, but don’t
overdo it. One expert cautions that a reader can probably only absorb no more than six or seven
reasons at once. If you must cite more whys, put them on a separate sheet of paper, and staple the
sheets together. This way, the basic memo message doesn’t get lost in a sea of details.

Keep paragraphs short: Limit each paragraph to five lines or less. Put each reason in a separate
paragraph rather than bunching them up in a forbidding 20-line block of type.

QUESTIONS:

1. Define memo?
2. How is a memo written? What care should be taken while writing a memo?
3. Define a report and how it will bring result?
4. Explain the pressure of writing a performance review.
5. Explain Corrective action policy?
6. What corrective actions are to be followed when initiating a disciplinary action?

80
 CHAPTER – VIII

COMMUNICATION MODELS

OBJECTIVE

In order to explain why and how communication takes place, models of the flow of communication
are often created. These models can serve to explain existing communication pathways, and also to
recommend communication strategies.

Early Models

The first models trying to explain how communication works were simple.

Three components to the model:

· a sender, who is sending the message out

· a channel, the way the message is being sent
· a receiver, who is supposed to receive and use the message

This model was slightly expanded in the Lasswell formula, which can be summarized with
questions similar to those reporters ask when constructing a lead for a story:

Questions describing communications:

· Who?
· Says what?
· In which channel?
· To whom?
· With what effect?

This was again expanded by Braddock with the questions:

· Under what circumstances?

· For what purpose?
· With what effect?

Putting it together in a graphic

These models were put together graphically and described by Shannon and Weaver in 1949.
Their model is one of the most influential in communication modelling (5)
81
Still unaccounted factors

These models are linear—they treat communication as a one-way process. Communication is

actually a more complex non-linear process, with both the senders and the receivers sending feedback
to each other. DeFleur recognized this and added feedback to the basic models.

The meaning of the information or message being transmitted may be different for the
sender and the receiver, and feedback enables both parties to work towards achieving a correspondence
of meanings. Similar models, such as those created by Osgood and Schramm, and Dance, are even
more circular or helical, demonstrating the dynamism and building nature of the communication process
and the interactions between senders and receivers. The helix model leads to a convergence model,
which is similar to the helix in terms of the learning structure of communications. This model shows the
cycle of learning between participants, with an “emphasis on mutual understanding and consensus, on
relationships within networks, which consist of interconnected individuals linked by patterned flows of
information which provide continuous feedback.”

Limitations

There are challenges inherent with the actual practice of feedback.

· receivers are not always able to provide feedback directly to senders

· senders not always prepared or willing to receive feedback from receivers
· senders are more prepared, or more willing, to receive feedback from some receivers over
others

Planning in Communications

Co-existent with feedback is the concept of feed forward, or the setting up of contingencies
and planning for different types of feedback (as described by Mortensen). It represents the recognition
of a larger communication strategy on the part of the sender, an acknowledgement that there may
need to be multiple iterations of the process before the message is decoded in a meaningful way by the
82
receiver. (Simply incorporating a feedback loop does not necessarily promise this forethought on the
part of the sender.)

Focusing on the Receiver

Currently, communication theorists have been moving towards more audience-centered

models. These models are built on the conceptual notion of effectiveness.

An effective message changes a receiver’s

· knowledge
· attitudes
· behavior
In order to design effective messages, a growing number of researchers and practitioners are
urging participant or receiver collaboration with senders in order to design messages. This strategy
means more than just including the pre-testing of materials and incorporating feedback into the second
or third iteration of a message. This strategy is front-heavy, and means building receivers into the
communications process much earlier (6).

Other audience-centered models:

· targeted marketing
· social marketing
These models, especially relevant within the public health context, are also message-oriented.
The audience is involved to make the message effective, by affecting its tone, presentation, or spin. The
message itself, whether in an advertising format or in a public service announcement, has already been
determined, either by the producer or by society. These message-oriented types of communication
have the most relevance for this work, since it is the effectiveness of the message in terms of achieving
its goals that is most important when thinking about communication during a water contamination event

MODEL LETTERS

Formal Invitation to Dinner

Mr. and Mrs. Vinod

request the pleasure of
Mr. and Mrs. Krishnan
at Dinner
on Saturday, October 2, 1999 at 8 pm
1200 South Whitehall Drive
Salem

83
Formal Acceptance

Mr. and Mrs. Krishnan have much pleasure in accepting Vinod’s invitation to Dinner on
Saturday, October 2, 1999 at 8 pm.

41 M.G. Road September 25, 1999

Salem

Formal Regret

Mr. and Mrs. Krishnan very much regret the owing to Mrs. Krishnan’s illness they are unable
to accept Mr. and Mrs. Vinod’s invitation to Dinner on Saturday, October 2, 1999.

41 M.G. Road September 25, 1999

Salem

Informal Invitation to Dinner

21 Shankar market
New Delhi
25th March, 2003

Dear Mr. Arjun,

Will you and Mrs. Arjun be kind enough to have dinner with us on Sunday next, eight o’clock?

It is indeed a long time since we have had the pleasure of seeing you and we do hope you
can come.

Yours sincerely,
Rajesh

Informal Acceptance

III Tilak Nagar

New Delhi
3rd March, 1989

Dear Mr. Rajesh,

Thank you very much for your kind invitation to Dinner on Sunday next. Rest assured, both
my wife and I will be most pleased to attend.

Yours sincerely,
Arjun
84
Informal Regret

III Tilak Nagar

New Delhi
March 3, 1989

Dear Mr. Rajesh,

Thank you very much for your kind invitation to Dinner on next Sunday. Much as we wish
to attend, I am constrained to express my inability as we have already another engagement that evening.
Kindly excuse us.

Yours sincerely,
Arjun

Formal Invitation to a Wedding

Mr. and Mrs. Radhakrishnan

request the pleasure of your company
at the marriage of their son
Raghunath
to
Shakunthala
at their residence
65 East Fort, Trivandrum
on Friday, October 1, 2004
at 9.30 am.
With best compliments from
Friends and Relatives

Formal Acceptance

Mr. and Mrs. Vinodkumar

Accept with pleasure
Mr. and Mrs. Radhakrishnan’s
Kind invitation to be present
At the marriage of their son
Ragunath
To
Shakuntala
On October 1, 2004
85
Formal Regret

Mr. and Mrs. Vinod Kumar

Regret that they are unable to accept
Mr. and Mrs. Radhakrishnan’s
Kind invitation to be present
At the marriage of their son
Raghunath
To
Shakuntala
On October 1, 2004
Owing to a prior engagement the same day

Informal Acceptance

31 Roop Nagar
Chennai
28 November 1996

Dear Mr. Radhakrishnan,

Many thanks for your kind invitation to attend Reghunath’s marriage on October 1, 2004.
We shall arrive according to the programme given.

Yours sincerely
Vinod Kumar

Informal Regret

31 Roop Nagar
Chennai

28 November 1996

Dear Mr. Radhakrishnan,

Many thanks for your kind invitation to attend Reghunath’s marriage on October 1, 2004.
But we regret our inability to attend the function owing to a prior engagement the same day. May the
Almighty bless the young couple with a long, bright and prosperous period of happy married life,
untrammelled by unbearable worry.

Yours sincerely
Vinod Kumar
86
Letter of Congratulation:

Be prompt in writing letters of congratulation. Write it as soon as you hear the good news.

These letters are cheerful messages, in which you can spread yourself to your heart’s content.

A few models

Lajpat Nagar

New Delhi

March 7, 1998

Dear Suresh,

We were thrilled to hear about your wedding. Usha and I send you our love and best wishes

for every happiness that life can bring. We hasten to congratulate you and hope that every year of

married life will increase your happiness.

Yours sincerely

Ramesh

18 Anna Salai

Chennai

May 5, 1989

Dear Mohan,

Heartiest congratulations on your brilliant success in the B.Sc examination. You richly deserved

your First Class and you should be rightly proud of your achievement. I know well that you had been

working regularly and diligently all along.

Kindly convey my respectful regards to your parents.

Congratulating once again,

Sincerely yours,

Ramesh
87
Letters of Condolence:
Write letters of condolence promptly while the shock of the news is still with you. A letter
of condolence has only one purpose to give comfort sincerely and tactfully.

A few models:
Dear Mr. Joseph,
I have just heard of the sad demise of your dear father. I saw him only last month. I never
thought his end was so near. I cannot find words to console you. I sincerely condole with you in your
sad bereavement. Take heart and face philosophically the calamity that has befallen you.
You are now the head of the family, and a heavy responsibility has befallen. It is your duty
to console your Mother who must be heart-broken at this tragedy. Time alone should heal your grief.
What else shall I say?
With deepest sympathy to you and all your family,
Yours sincerely,

Raman

Official Correspondence
Official correspondence has to be drafted in a certain official way. It is neither personal nor
commercial.

Notice for Recovery of House tax

Corporation of Trivandrum
14th October 1998
T.C. No. 42/346 (14)
Sri. K. Gopakumar
Leela Nivas
Kamalaeswaram
Trivandrum-9
Sub:- Property Tax
Sir/Madam,
A sum of Rs. 540/- (Rupees Five hundred and forty only) on account of property taxes in
respect of your above property for the period ending 30-9-1998 is outstanding against you. You are
therefore, requested to made the payment before 31-10-1998. Please note that if payment is not
made before the date, notice demand will be served and penalty up to 25% will be levied as per the
latest Corporation Act.

Yours faithfully,
88
MODELS

Mr. K.K. Poulose April 4, 1998

President
Community Action League
7th Avenue
Lake Gardens, Calcutta

Dear Mr. Poulose,

I am in dire need of your help. I built a house five years ago. My Sales Contract (copy

enclosed) included a 25 year guarantee on the roof shingles. For the past eight months, shingles have

been falling off. Now the roof has started lea king during heavy rains. I tried to contact the local

Globe Company which supplied me the design.

To my surprise, I learn that it had gone out of business. Next I contacted the manufacturer,

Diamine Shingle Company but I was told that the guarantee was provided by the builder and not by

them. (See letter attached). A new roof, I understand, would cost very high. The bank where I have

the mortgage said they could do nothing about the matter.

I am in a fix. Is my guarantee worth the paper it is printed on? Is there any possibility of my

finding out the assets of the defunct Globe Company to pay for a new roof? I would appreciate any

advice you can give me in the matter, at your earliest convenience.

Yours sincerely,

George Fernandez

18 Park Avenue

Calcutta

MISCELLANEOUS LETTERS

Letter of Enquiry

These are letters in which the writer asks for information. The letter should be very politely
worded.
89
A Model:

Christ College
Irinjalakuda
7 December 2000

The educational Appliances

New Agraharam
Punkunnu
Thrissur.

Dear Sir,

We have gone through your advertisement in The Indian Express dated 4 December 2000.
The college needs laboratory equipments for the next academic year. We intend placing orders with
you this financial year. However, we should be pleased to get further details, prices, mode of delivery
and other terms of the contract. We look forward to hearing from you at the earliest.

Yours faithfully,

K.Kunhiraman
Principal

Letters of Clarification

St. Joseph’s College

Kothamangalam

6 August 2000

The Secretary
Higher Education
Government of Kerala,
TVM.

Ref:- Govt. Order G.O. (P) No.405/2000 dated, Thiruvananthapuram, 17 July 2000.

Sub:- Adhoc Increase in Pay.

Sir,
90
 With reference to the letter cited, I request you to clarify a doubt regarding the payment of

the Adhoc Increase in pay granted to teaching staff, office staff and contingency staff. It is not clear

from the order whether or not part-time teachers are eligible for the new benefit. I shall be grateful if

you could clarify the point before the end of this month.

Yours faithfully,

K. Balakrishnan Nair

Principal

Letters of Apology

Even the best of us commit mistakes. When this happens, an apology is in order, But the

apology should not aggravate the situation. A handsome, politely-worded apology will reduce the

seriousness of the original error. Lengthy explanations, elaborate excuses and exaggerated apologies

sound insincere.

A few models:

February 9, 1997

My dear Francis,

I apologise again for the last-minute cancellation of our programme. You had left no stone

unturned for arranging the party. I felt very bad about having to cancel the plan. But circumstances,

dear Francis, were beyond my control. I had o fly to Mumbai on Company business, most

unexpectedly, at the last minute. I am sure you will appreciate my helplessness in the matter.

Yours sincerely,

———————————

———————————

———————————

91
 S. Krishnakumar
Sreelasyam,
Neerazhi Lane, Pulimoodu
Thiruvanthapuram.

17 October 1997

The Personal Officer

The Hindustan Times
New Delhi

Sir,

Kindly consider this application for the post of a Junior Journalist advertised in ‘The Hindustan
Times’ dated 7 October 1997. I shall be shortly completing my Journalism Course at the Trivandrum
Press club. I have a flair for English language and literature. I love travel and I am interested in moving
with people drawn from various strata of society, I ardently yearn to be a journalist. Enclosed please
find my Curriculum Vitae.

Looking forward to a personal interview,

Yours faithfully,
Krishnakumar

Enclosure:- 1. Curriculum Vitae

2. True Copies of two testimonials

Curriculum Vitae

Name: : K. Krishnakur

Mailing address : Sreelasyam,

Neerazhi Lane, Pulimoodu
Thiruvanthapuram.

Date of Birth : 14 May 1975

Sex : Male

Marital Status : Bachelor

92
 Nationality : Indian

Religion and Caste : Hindu, Ezhava

Telephone/Number : 0471-2475926

Educational : M.A. (English Language & Literature)

Qualification Typing and Shorthand

Experience : So far, nil

Hobbies Music, Cricket, Reading, Oratory

References : 1. Prof. K. Nandagopal,

University College, Trivandrum.

2. Dr. Gopikrishnan,

Director, Language Institute,

Trivandrum

MODEL REPORTS

1. Jnanapith Award for Mahasweta Devi:

New Delhi December 27: Mahasweta Devi, noted Bengali writer, has been selected for the

year 1996 for her outstanding contribution to the enrichment of Indian literature.

A meeting of the Jnanapith Award Selection Board, under the chairmanship or Dr. Karan

Sigh, met here this morning and selected Mahasweta Devi, for the prestigious award, a press release

said.

The highest literary award given annually carries a citation plaque, a bronze replica of Vagdevi

and a cash award of Rs. 2.5 lakhs.

Mahasweta Devi is the fifth Bengali writer to receive the prestigious award. Her predecessors

are Tarashanket Bandopadhyaya (1996) Bishnu Dey (1971), Asapurna Devi (1976) and Subash

Mukhopadhyaya(1991).

93
 Analysing the above report, we find that the news item has developed in the form of an
inverted pyramid, as follows:

Earlier Recipients
The proceeds
Brief details about the selection Board
Facts about the Award
(2nd Award, 1996, Contribution to
Indian Literature)

Nuclear Point
(jnanapith for Mahasweta Devi)

Reporting an Interview between a Chief Minister and a Journalist

Journalist : Good Evening, Sir Congratulations on your being elected Chief Minister.
We heard you intend banning the use of English in the State. Is it true?

Chief Minister : Not exactly so. We won’t ban English, but will try to curb the use of English
in certain fields of life.

Journalist : Such as?

Chief Minister : Educational institutions, media including newspapers and magazines etc

Journalist : So, there will be no English in schools and colleges?

Chief Minister : Possibly so. But it will take time for the implementation, perhaps five or six
years.

Journalist : Is this the decision of your party?

Chief Minister : Quite so. It is there in our election manifesto.

Journalist : May I know, sir, what prompted you to take such a drastic decision?

Chief Minister : The decision was taken on the basis of a state-wide comprehensive survey.

It was found that about 78% of the school children in our state do not like

English. The party naturally felt that is the duty of a popular democratic

government to act according to the wish of the majority.

94
 Journalist : Then, Sir, what will be the medium of instruction in schools and colleges?

Chief Minister : We will teach our children in our own mother tongue. You may ask, can

we teach science, technology and other advanced subjects through our

mother tongue? Well, we’ll translate the entire literature of science and

technology into our mother-tongue. A state-level institute of Translation will

be set up shortly. We expect an aid of Rs. 30 crores from the World Bank.

Journalist : Thank you very much, sir.

The next issue of a local newspaper brought out the following news story. (Read the news

with meticulous care and note down the differences in the language used in the interview and in the

report.)

NO MORE ENGLISH IN THE STATE The Schools and colleges in our state will have

no more English in the curriculum according to the newly elected government.

Briefing the press on the latest Cabinet decisions on Monday, the Chief Minister told the

media that his government was seriously thinking of curbing the use of the foreign language, English,

step by step. He pointed out that the decision was taken according to the promise made by his party

in its election manifesto.

Quoting statistical figures collected from a state wide survey conducted among the students

of the state, the C.M. said that 78% of the student community did not want English to be retained in

their syllabus. “It is the duty of a popular democratic government to act according to the wishes of

the majority”, he asserted.

Asked about the alternative medium of instruction, the Chief Minister replied that the regional

language would be the medium in educational institutions. He added that steps have already been

taken to set up a State Institute of Translation to translate the literature of science and technology

into the mother tongue. The government expects, observed the Chief Minister, an aid of Rs. 30 crores

from the World Bank for the aforesaid scheme.

However, the Chief Minister categorically denied any possibility of a sudden drastic change

in the present system since the implementation of the new decision would take five or six years.
95
Main Features of the above Report

1. The main point (nucleus) of the message is presented in Para 1.

2. The source of the news and the context are indicated in Para 2.

3. The Reporting Verbs (in italics) used are briefing, told, pointed out, quoting, said, asserted,
replied, added, observed, denied etc.

4. Sometimes the Direct speech (Para 3) is used to report the actual words.

Eg:- It is the duty ………. wishes of the majority”. But most of the C.M.’s statements are

turned into reported speech.

5. The journalist’s questions are not given in direct speech. The fourth paragraph begins thus:

6. The language is simple and lucid. Even a hasty reading or cursory glance will enable you to

get a complete idea.

REPORT OF A DIALOGUE

The Dialogue:

Rahul : Good evening. Mrs. Rugmini

Mrs. Rugmini : Good evening. Please be seated

Rahul : I came back from Mumbai only last night. I was shocked to hear the
sad news.

Mrs. Rugmini : He looked so perfectly hale and hearty till Friday evening. After his dinner
he went to bed at 10 pm. as usual. And then….

Rahul : Have patience, Mrs. Rugmini. Please do try to compose yourself. My friend,

Ravi gave me all the details this morning have you signed the Pension papers

and the application form for the Provident Fund?

Mrs. Rugmini : Yes. I hope Rajeev is taking care of them.

Rahul : It is our duty. He was our boss, a very good man. We are bound to do all

we can to mitigate your suffering.

96
 Rahul : I shall see you again soon. Please look after yourself. Good-night.

Mrs. Rugmini : Good-night. Please do come again.

REPORT

The day after his arrival from Mumbai, Mr. Rahul visited Mrs. Rugmini to condole the sudden
demise of her husband who was his boss in the office, the details of which he knew from his friend
Ravi. Mrs. Rugmini started narrating the sad event but broke down, unable to complete her sentence.
Mr. Rahul requested her to compose herself and tactfully changed the topic, moving away to confront
her with the practical aspects of the situation. He asked her to send her son, Rajeev to his office the
next day with the Pension and P.F. papers, already signed by her. He would expedite the release of
the dues. It was his duty to do all he could to mitigate the suffering of the bereaved wife of his very
good superior officer. Mrs. Rugmini was profoundly thankful to him and the other colleagues of her
late husband.

TELEGRAMS

A telegram is the briefest form if a letter.

Example: Father sinking (stop) start immediately

Sushama delivered boy (stop) seven a.m

We send telegrams when we want to pass on an important message urgently to a person.

Telegrams are the fastest mode of communication. Not all can afford FAX. Besides, not all messages
can be communicated over phone.

We should be very careful in writing telegrams. The message should be unambiguously clear,
lest it should cost the receiver unnecessary confusion and tension. Here is an example of a carelessly
worded telegram.

Rajiv stabbed Suseela hospitalized start immediately neighbours.

It need hardly be stated that his telegram can be interpreted in different ways. Was it an
assault on Rajiv and Suseela, and consequently Rajiv was stabbed by someone and Suseela
hospitalized? Was suseela also stabbed and therefore hospitalized? Or was it Rajiv who stabbed
suseela? Why have the neighbours not given their names? The message should be clear so that the
receiver can act correctly.
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 Two things should be remembered while choosing the words of the message.

(1) Using too many words may not make the message clearer it is more expensive.

(2) Money should not be saved at the expense of the message.

Study the Following Telegram:-

Receipt Department of Telecommunications
Telegram
For
Office
Use
Exp NAME RAJU
Address Ord
Gtgs. ADDRESS 72 LLOYDS ROAD
R.P CHENNAI
L.F. Telegraph District……………...
State Office Chennai Telephone…………..
Telex Number……….
Pin 600 086
RAMU GEETHA REACHING THERE FOURTH

MESSAGE CHENNAI MAIL (STOP) MEET STATION(STOP) RESERVE

THEIR ONWARD FLIGHT MUMBAI TENTH

Sender’s name (To be telegraphed) CHANDRAN

(Not to be telegraphed)
K.V.Chandran, ‘Rohini’
Athani Road, Vanchiyoor, Trivandrum Sender’s Signature Chandran
Address………………… Phone 478234

FAX (Far Away Xerox)

“Fax” is a fast method of communication. It is machine connected in the Telephone line. The
information to be transmitted is fed in the machine. The receiving machine converts the electric waves
into letters, and we get the facsimile of the information. The pages should be numbered. The following
points should also be remembered while faxing message. The Fax Number should be indicated.
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 Full Address of the Receiver should be given. The message can be hand-written or typed.
It can be in the form of a letter, report or note.

Fax messages are likely to be read by people in the office. Hence it is advisable not to send
confidential messages through Fax.

Model Fax Messages

17 July 1997

Kind Attention: Sri. V.K. Ramachandran

Gouri Nilayam
Sankhu Chakra Nagar
West Fort
Thiruvananthapuram
Fax No. 0471-2412375.

Dear Mr. Ramachandran,

I am happy to inform you that the Honourable High Court has been pleased to stay the order of the
Sub-court of Thiruvananthapuram. The case is posted for hearing to 20 August 1997.

Yours sincerely,
Advocate Haridas
Ernakulam

PHONE

Telephone has become a very common means of communication today. The phone should
be used only for communicating messages. Talking friends or relations over phone on all and sundry
matters, most of them unimportant, is an unwholesome habit. The usual initial greetings over, convey
the message and round off. Here are a few specimens oft usual ‘pattern’ of a telephone conversation.

Phrases/Greetings used by Response at the

the First speaker: other and

Hello Hello

Gopu speaking Oh! Good morning, Gopu

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 Good morning What news?

(Dialing) 450312 Speaking

Can I speak to Mr. Rajan? Please hold on

Good evening, Rajan etc. Rajan here

After initial greetings,

Could you inform Sorry he is out of station

Your uncle………….. Oh yes, I will give him the message

The Final Close

Look forward to Me too
meeting you

O.K. Fine

Thanks for your kind help Thank you for calling

Good bye Good bye

Model Conversations Over Phone

Receptionist : Good morning, Pankaj Hotel. Can I help you?

Mahesh : Could I speak to Mr. Mohankumar?

I’m his friend, Mahesh

Receptionist : Please hold on

I’m afraid his line is engaged

Mahesh : I shall call after five minutes

Receptionist : please

(After 5 minutes)

Receptionist : Good morning, Pankaj Hotel

Mahesh : Mahesh again

Receptionist : I’ll put you to Mr. Mohankumar

Mr. Mohankumar’s : Hello

Secretary
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Mahesh : I am Mahesh. Mr. Mohankumar

Secretary : No please. I’m his Secretary. He was very busy with his files last
night. He hasn’t got up yet. Can I take a message?

Mahesh : Could you ask him to call me at about 9 A.M.?

My number is 2478294

Secretary : Mahesh 2478394

Mahesh : Mahesh 2748294, not 394

Secretary : 2748294

Mahesh : That’s right, Thank you,

Secretary : Thank you, Mr. Mahesh

-----------------

John : Is that Chennai 715630?

George : No, I’m afraid not. It is 715640

John : Oh dear. Wrong number again. You see this is the seventh time I’m
dialling that number, and every time I get a different number.

George : Why don’t you try through Assistance?

John : Assistance? Who’ll assist me?

George : You dial 197, and when someone answers, ask him or her to get the
required number.

John : Thanks, Sir, I wasn’t aware of such a possibility.

Enquiry Clerk : Trivandrum Central, Enquiries

Prabhakar : Prabhakar here. I want to book three. First class tickets to Delhi by
Kerala Express on 17th of December. Could you do it for me?

Enquiry Clerk : I’m sorry to sound so unhelpful, Mr. Prabhakar, but we don’t book
passenger tickets on the telephone. Kindly send someone to the
Reservation Counter to buy the tickets.

Prabhakar : Oh bother! You see I am a very, very busy man and I can’t afford
to waste my precious time on such trifles.
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Enquiry Clerk : I do see your point, Sir, but I’m afraid I can’t help you. We have
our rules and regulations, you know.

Prabhakar : Pray, why can’t one book tickets on the phone?

Enquiry Clerk : What about the fare, Sir? You have to pay the fare. You can’t do
that over the phone.

Prabhakar : I follow, but I think there is a way out.

Enquiry Clerk : What way, Sir?

Prabhakar : You can tell the Telecommunications Department about this, asking
them to include the fare in my next Telephone Bill.

Enquiry Clerk : That’s not possible. Sir, since the Telecommunications is an entirely
different department altogether, we have nothing to do with them.

CONVERSATION

Man has been using language as a means of communication for centuries. To-day language

is one of the most prized possessions of man. It acts as a repository of wisdom, a propeller for the

advancement of knowledge and a telescope to view the vision of the future.

We live in an age of communication. The word ‘Communication’ is derived from the Latin

term ‘Communicate’ or’ Communico’ meaning ‘to share’. communication is thus a social affair. It

demands the co-operation between two parties, one active or at the giving end, and the other passive

or at the receiving end. The sender selects appropriate symbols to suit the situation and in conversation,

realizes the meaning through the process of interpretation. The two conversational processes can be

represented as follows.

Parties Medium Mode Function

Sender Spoken Speaking Selection
Execution
Receiver Spoken Listening Identification
Interpretation

Communication is thus a network of interactions and naturally the sender and the receiver

keep on changing their roles.

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 In modern professional organizations, a great deal of importance is attached to devising and
maintaining an efficient system of communication. Researches in this area have shown that 70% to
80% of the total working time of a professional is spent on communication. In India where other
languages are also used for this purpose, the majority communicate in English. English is also the
international language of communication. Mastering the four communication skills-listening, speaking,
reading and writing-has become essential for anyone looking forward to a bright future.

Learning to speak English is not possible without exposure to spoken English. The spoken
form varies from the written form. The stress. Intonation, rhythm, gestures etc. do play an important
role in spoken language. They are all important in determining the meaning.

‘Body language’ plays a significant role in oral communication. Elements visually perceived
have their role in communication. They constitute what is called the ‘Visible Code’. We can all recall
situations in which the speaker’s command over language was deficient and yet he was able to drive
the message home because of the proper use of his body language. The elements of the Visible Code
can be variously categorized. The first impact on the audience/listener is created by the personal
appearance of the speaker. Even before the speaker utters the first syllable, the listener forms an
opinion about him. One’s appearance may put the audience into a hostile attitude or induce ion them
a receptive mood. We are all accustomed to looking for clues about the personality of an individual
in terms of his dress, hairstyle, make-up etc. Posture also conveys a wealth of meaning. It is an
important part of body language. The movement of the body, the position of hands and legs and
other parts of the body reveal an individual’s personality, whether he is vibrant, alive and dynamic,
nervous and timid and so on. Shifts in the posture have also to be cultivated.

Gestures too play a significant role in making the communication effective. A well-timed
gesture can drive a point home. Similarly, playing with a ring, twisting a key-chain or clasping one’s
hand tightly, rob a speaker of the effectiveness of his communication. In fact, through a process of
self-evaluation in the use of gestures, one can certainly improve and achieve greater efficiency in the
art of speaking.

Of all the parts of the body, the face is the most expressive. Facial expression is an important
element of the visible code. A smile (friendliness), a frown (discontent), raising the eyebrows (disbelief)
or tightening the jaw muscles (antagonism) can add to the meaning conveyed through verbal means.

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A wooden expression on the face may prejudice the listeners. Rightness in the eyes, on the contrary,
may evoke an enthusiastic response. What would have been effective communication turns out to be
a failure, because the speaker did not have proper facial expressions. Biting the lips, raising the
eyebrows at regular intervals or blinking the eyes too often, can mar the smooth flow of communication.
Eye contact with the listener is another important aspect of the body language. The eye is said to be
an extension of the brain and a window of the soul. Continuous eye contact between the speaker
and the listener reveals whether a speaker is sincere and whether the listener is interested. Eye contact
is a means of gaining feedback, enabling the communicator to alter, adjust and reframe his message
while transmitting it. A good speaker looks at his listener (s) and not on the ground, the ceiling or at
the door. If a section of the audience (in class-rooms, public speeches etc.) is continuously ignored,
it will lose interest in what is being communicated. The communicator should also maintain a personal
territory around himself. He does not allow it to be invaded unless the relationship between him and
the listener is very friendly or intimate. Space-distancing is thus another component. The two-way
movement is essential to keep the ball rolling.

Coming to the “verbal” code, brevity, simplicity and politeness have a significant part to play
in effective communication. Short sentences and one-word utterances make the conversation natural.
The appeal has to be immediate in conversation. Hence clarity ad simplicity are essential. Polite
expressions help maintain social rapport.

MODELS

At the Restaurant

Asim : May I take your order, madam?

Mary : Yes. I’d like to order dinner. One plate of special fried chicken and two
chapathies.

Asim : Yes. Madam. What vegetable would you prefer, madam? Please pick out
any two from this list.

Mary : I think I’ll have fried potatoes and beans.

Asim : you can also have a choice of soup prepared here?

Mary : Is the vegetable soup prepared here?

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Asim : This is our own recipe, madam.

Mary : Good. I’ll have the vegetable soup.

Asim : What would you have to drink, madam?

Mary : Coffee, please.

Asim : with your dinner or with the dessert?

Mary : With the dessert.

Asim : Would you like to order the dessert now?

Mary : Yes. Ice-cream, please.

Asim : yes, madam. Thank you.

--------------------

An Interview

Secretary : Sit down, will you?

Candidate : Thank you, Sir.

Secretary : Are you Mr. Parameswaran from Nemom?

Candidate : That’s right, Sir

Secretary : As per the details in your application, you seem to have the right qualifications.
But I should like to clarify one or two things.

Candidate : I’d be happy to answer them, Sir.

Secretary : There is a year’s gap in your academic career.

Candidate : Sir, I met with a scooter accident two months after my S.S.L.C. examination,
and I lost a whole year because of this.

Secretary : I see….. But after your B.Com in May 1989 you don’t seem to have done
anything.

Candidate : The results were published in august and it took me four months to get my
present job.

Secretary : What is the nature of your present work?

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Candidate : I take down the Manager’s dictation and type it.

Secretary : Good. I’m glad the test proves that your typing speed is quite good.

Candidate : Thank you, Sir

Secretary : How much time will you take to join, if the job is offered?

Candidate : A month, Sir, - the normal notice period.

Secretary : All right, We have to interview four more candidates. You’ll have the decision
within a fortnight.

Candidate : Thank you, Sir, Good-bye

Secretary : Goodbye.

---------------------

At the Bank

Customer : Can I cash my cheque here, please?

Clerk : Please go to the next counter, Sir.

Customer (at : Can I cash my cheque here, please?

The next counter)

Clerk : Please hand over the cheque………….I’m sorry, the amount is less
than three thousand. Please go to the teller’s counter.

Customer : Take this cheque, please and give me the amount. I’m in a hurry

(at the teller’s) I have already lost some time, shunted from counter to counter.

Teller : All right, Sir……….But, sir, there’s an overwriting on the figure.

Please put your signature here.

Customer : Oh, I’m sorry. I shall sign.

Teller : I’m afraid, Sir, I have to bother you again. You have forgotten to
sign on the back of the cheque.

Customer : Why should I sign on the back? I have put my signature very clearly
on the front of the cheque.

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Teller : The signature on the front means that you have ordered the Bank to
pay. The signature on the back is an evidence for your having received
the amount of the cheque.

Customer : I follow, Thank you.

Teller : That’s all right. Here’ the amount.

Customer : Thank you.

----------------------

At the Railway Station

Rajan : Good morning.

Enquiry clerk : Good morning.

Rajan : When exactly is the Brindavan Express expected?

Enquiry clerk : The scheduled time of its arrival is 9 o’clock. But it’s running late by
over an hour.

Rajan : But there was no announcement to that effect.

Enquiry clerk : Yes, we did announce that it’s running late by over an hour.

Rajan : I didn’t hear the announcement. I have been here for the last 15
minutes.

Enquiry clerk : Probably, the announcement was made before you came.

Rajan : I see. Could you tell me when exactly the train will arrive?

Enquiry clerk : As it is, it should arrive at 10.15. It may come a little early of even
be delayed. We’ll make the next announcement as soon as we receive
a message.

Rajan : Great discomfort indeed!

Enquiry clerk : Please made yourself comfortable in the waiting room.

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SUMMARY

Language teachers are generally familiar with a four-skills model of communication, in which
reading, writing, listening, and speaking proficiencies are assessed individually. A four-skills approach
will continue to be a useful model for assessment, as it is often necessary to avoid confounding performance
on one dimension, such as listening, with skill in another area, such as reading. Assessing skills individually
is desirable in situations where learners have acquired language in a variety of ways, and thus may not
share common pathways to proficiency— often the case with adults.

QUESTIONS:

1. Write a letter accepting and refusing an invitation to a birthday party?

2. Write a letter congratulating your friend on his promotion?
3. Write a letter to your boss expressing sorrow on the sudden death of his father?
4. Writer a letter to the Revenue Collector on the excess tax recovery on your residential
building?
5. Write a letter of apology to your boss on being late for a week to office?
6. Report an interview between a Minister of Home and a Journalist?
7. Write a Fax Message?
8. Report an interview between a candidate and an applicant for the post of Marketing
Executive?

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 MODEL QUESTION PAPER

National Institute of Business Management

Chennai - 020

SECOND SEMESTER EMBA/ MBA

Subject : Business English

Time : 3 hours Marks : 100

Section A

I Answer all questions. Each question carries 2 marks :-

1. What is the meaning of Communication?
2. Give two relevant definitions of Communication.
3. Give five examples of words frequently confused.
4. What is Office Communication?
5. What are the advantages of Written Communication?

5x2=10 marks
Section B
II Answer all questions. Each question carries 6 marks :-
1. What are the functions of Business Letters?
2. Which are the parts of a Business Letter?
3. What is the importance of internal communication in a Business Organization?
4. Which are the common barriers to Communication?
5. What is Elective Paging System?
5x6=30 marks
Section C
III Answer any three questions. Each question carries 20 marks :-
1. Explain the Communication Situation.
2. What is the role of Communication in the Business Organization?
3. Enumerate the three steps in effective writing.
4. Give with examples format for business letters.
5. Write an essay on the style of business letters.
3x20=60 marks