Business Communication Summary

TABLE OF CONTENTS
S1: Professional Communication in a Digital, Social, Mobile World ..............................................................................5

Understanding What Employers Expect from You ....................................................................................................5
Communication is Important to Your Company ........................................................................................................5
Case ...........................................................................................................................................................................5
Case ...........................................................................................................................................................................5
Skills of a Good Communicator..................................................................................................................................6
7 Cs of Communication ..............................................................................................................................................6
Types of Communication ...........................................................................................................................................6
Communicating in an Organizational Context ...........................................................................................................7
Formal Communication Network ..........................................................................................................................7
Grapevine ..............................................................................................................................................................7
Case ...........................................................................................................................................................................7
The Basic Communication Model ..............................................................................................................................8
Adopting an Audience-Centered Approach ...............................................................................................................8
You-Approach ............................................................................................................................................................8
Barriers in the Communication Process ....................................................................................................................9
Keeping Technology in Perspective .........................................................................................................................10
Using Technological Tools Productively...................................................................................................................10
Reconnecting With People ......................................................................................................................................11
Message for Analysis ...............................................................................................................................................11
Case .........................................................................................................................................................................11
S2: Principles of Business Communication ..................................................................................................................12
The Three-Step Writing Process ..............................................................................................................................12
The Word Selection .................................................................................................................................................12
Principle 1: Choose Understandable Words ......................................................................................................12
Principle 2: Use Specific, Precise Words ..............................................................................................................13
Principle 3: Choose Strong Words .......................................................................................................................13
Principle 4: Emphasize Positive Words ................................................................................................................14
Principle 5: Avoid Overused Words .....................................................................................................................14
Principle 6: Avoid Obsolete Words ......................................................................................................................15
Developing Sentences .............................................................................................................................................15
Principle 1: Compose Clear Sentences.................................................................................................................15
Principle 2: Use Short Sentences .........................................................................................................................16
Principle 3: Use Active and Passive Voice Carefully .............................................................................................16
Principle 4: Give Sentences Appropriate Emphasis .............................................................................................16
Paragraph Formation ...............................................................................................................................................17
Principle 1: Use Short Paragraphs .....................................................................................................................17
Principle 2: Give Paragraphs Unity ......................................................................................................................18
Principle 3: Organize Paragraphs Logically ..........................................................................................................18
Principle 4: Give Paragraphs Appropriate Emphasis ...........................................................................................19
Principle 5: Provide Paragraph Coherence ..........................................................................................................19
Principle 6: Use Unbiased Language ....................................................................................................................19
S3: Email Etiquette ......................................................................................................................................................21
Professional E-mailing .............................................................................................................................................21
Email Etiquette ........................................................................................................................................................21
Avoid Email Communication ....................................................................................................................................23
CASE .........................................................................................................................................................................24
Case .........................................................................................................................................................................25
Case .........................................................................................................................................................................25
Uber's CEO Sent an Extraordinary Email to Employees After the Company's Stock Plunged .................................25
Lessons Learnt .....................................................................................................................................................26
S4: Writing Routine and Positive Messages ................................................................................................................27
Routine and Positive Messages ..............................................................................................................................27
Unsolicited Positive and Neutral Messages .............................................................................................................27
Direct Plan for Positive or Neutral Messages ..........................................................................................................28
The Opening ........................................................................................................................................................28
The Explanation ...................................................................................................................................................28
The Sales Appeal (if appropriate) ........................................................................................................................28
The Friendly Close................................................................................................................................................28
The Linc Philips Case ............................................................................................................................................28
Types of Messages ...................................................................................................................................................29
Requests for Information or Action .....................................................................................................................29
Request Approvals ...............................................................................................................................................30
Claims ..................................................................................................................................................................31
Adjustments (a positive response to a claim) ......................................................................................................32
Social Business Messages ....................................................................................................................................34
S5: Writing Negative Messages ...................................................................................................................................36
The Burger Model: Direct Plan in Routine and Positive Messages ..........................................................................36
Negative Messages ..................................................................................................................................................36
Use The Indirect Plan if ........................................................................................................................................36
Use the Direct Plan if ...........................................................................................................................................36
The Indirect Plan ......................................................................................................................................................36
Opening Buffer ....................................................................................................................................................37
Logical Explanation ..............................................................................................................................................37
Negative Information...........................................................................................................................................37
Constructive Follow-up ........................................................................................................................................37
Friendly Close ......................................................................................................................................................38
The Easi Pickens Case ..............................................................................................................................................38
Using the Indirect Plan.............................................................................................................................................40
Adjustment Refusals ............................................................................................................................................40
Request Refusals ..................................................................................................................................................41
Credit Refusals .....................................................................................................................................................42
Unsolicited Negative Messages ...........................................................................................................................43
Using the Direct Plan ...............................................................................................................................................43
S6: Writing Persuasive Messages ................................................................................................................................44
Recap of Previous Session .......................................................................................................................................44
Persuasive Message .................................................................................................................................................44
Primary Purposes of Persuasive Messages ..........................................................................................................45
Elements of the Indirect Plan (AIDA) .......................................................................................................................45
Attention..............................................................................................................................................................45
Interest ................................................................................................................................................................45
Desire ...................................................................................................................................................................46
Action ...................................................................................................................................................................46
The Anne Tremmel case ..........................................................................................................................................46
Different Types of Persuasive Messages .................................................................................................................48
Persuasive/Non Routine Claims...........................................................................................................................48
Persuasive Requests ............................................................................................................................................49
Recommendations ...............................................................................................................................................50
Sales Messages ....................................................................................................................................................52
S7: Writing Reports and Proposals ..............................................................................................................................53
Report Writing .........................................................................................................................................................53
Types of Reports ..................................................................................................................................................53
Preliminary Section ..............................................................................................................................................54
Body .....................................................................................................................................................................56
Supplementary section ........................................................................................................................................57
Proposal ...................................................................................................................................................................57
Proposal Types .....................................................................................................................................................57
Request for Proposal (RFP) ..................................................................................................................................57
Qualities of a Successful Proposal .......................................................................................................................58
Elements of a Formal Proposal ............................................................................................................................58
Quiz ..........................................................................................................................................................................58
S8: Designing and Delivering Business Presentations .................................................................................................59
Qualities of an Effective Speaker .............................................................................................................................59
Challenges That you Face in Public Speaking ..........................................................................................................59
Do Famous Public Figures Dread Public Speaking? .............................................................................................59
The Worst Human Fears ......................................................................................................................................60
Make Mistakes. And this is OK! ...........................................................................................................................60
Psychological Reasons Why Public Speaking is Scary! .........................................................................................60
Little Things That Can Be Annoying…...................................................................................................................60
Designing and Delivering Business Presentations ...................................................................................................60
Common Problems with Presentations ...............................................................................................................60
Planning an Effective Business Presentations .........................................................................................................60
Identifying Your Purpose/Key Message ...............................................................................................................60
Organizing the content ............................................................................................................................................61
Organizing Your Presentation ..............................................................................................................................61
Focus Attention ...................................................................................................................................................61
Attention-Getting Techniques for The Introduction ............................................................................................61
Designing Compelling Presentation Visuals .............................................................................................................61
Tips for Designing Presentations Visuals .............................................................................................................62
Refining your Delivery .............................................................................................................................................63
Setting Up ............................................................................................................................................................63
Creating First Impressions ...................................................................................................................................63
Holding Audience Attention ................................................................................................................................64
Using Voice Effectively .........................................................................................................................................64
Using Positive Body Language .............................................................................................................................64
Four Friendly Eyes Approach to Good Eye Contact .............................................................................................64
The Z Approach to Eye Contact ...........................................................................................................................64
Types of Delivery Methods ..................................................................................................................................65
Handling Questions..............................................................................................................................................65
Dealing with Disasters .........................................................................................................................................65
Avoid the Three Ds ..............................................................................................................................................65
S9: Building Careers and Writing Résumés ..................................................................................................................65
What is a Résumé? ..................................................................................................................................................65
Here's Exactly What A Hiring Manager Scans For When Reviewing Resumes ....................................................65
Why Give Importance to Résumés? ....................................................................................................................66
Styles of Résumés ................................................................................................................................................66
Formats for Résumés ...........................................................................................................................................66
Chronological .......................................................................................................................................................66
Functional ............................................................................................................................................................66
Combination ........................................................................................................................................................66
Preparing Your Résumé ...........................................................................................................................................66
Opening ...............................................................................................................................................................67
Education .............................................................................................................................................................68
Experience ...........................................................................................................................................................68
Activities / Honors / Special Skills ........................................................................................................................68
Personal Details ...................................................................................................................................................69
References ...........................................................................................................................................................69
Dealing with Limitations in Your Résumé ................................................................................................................69
Scannable Résumé ...................................................................................................................................................69
Printing Scannable Résumés ................................................................................................................................69
Presentation of Résumé ..........................................................................................................................................70
S10 Applying and Interviewing for Employment .........................................................................................................70
Application Letter ....................................................................................................................................................70
AIDA Approach in Application Letters .....................................................................................................................70
Structure of Application Letters ..............................................................................................................................71
Opening Section ...................................................................................................................................................71
Middle Section .....................................................................................................................................................71
Closing Section .....................................................................................................................................................72
Application Letter ....................................................................................................................................................72
Other Employment Messages .................................................................................................................................72
Application Follow-Ups ........................................................................................................................................72
Follow-Up Message: Why It Works......................................................................................................................73
Thank You Message .............................................................................................................................................73
Letter of Acceptance............................................................................................................................................74
Job Acceptance Message .....................................................................................................................................74
Job Refusal messages ..........................................................................................................................................74
Letter of Resignation ...........................................................................................................................................75
Assignment ..........................................................................................................................................................75
Assignment: Application Letter ...........................................................................................................................75
How to Crack a Job Interview Successfully ..............................................................................................................76
1. Tell us something about yourself/Take me through your profile. ...................................................................76
2. Share your greatest strength ...........................................................................................................................76
3. What are your weaknesses? ............................................................................................................................77
4. Why should we hire you? ................................................................................................................................77
5. What are your short term and long term goals? .............................................................................................77
6. Why do you want to leave your current organisation? ...................................................................................78
7. Who is your role model / Who has inspired in your life and why?..................................................................78
8. What has been your biggest failure till date? How did you manage it? ..........................................................78
9. What are your salary expectations? ................................................................................................................78
10. If hired, how long do you plan to work with us? ...........................................................................................79
Questions You May Ask the Interviewers ............................................................................................................79
Interview Blunders that Could Cost you the Job Offer ........................................................................................79
S1: PROFESSIONAL COMMUNICATION IN A DIGITAL, SOCIAL, MOBILE WORLD
UNDERSTANDING WHAT E MPLOYERS EXPECT FROM YOU
• Ability to express ideas concisely, coherently and persuasively

• Active listening skills
• Excellent communication with people from diverse backgrounds
• Effective and efficient use of communication technologies
• High quality writing and speaking standards
• Maintaining business etiquette at all times
• Communicating ethically at all times
• Time management and critical thinking
COMMUNICATION IS IMPORTANT TO YOUR COMPANY
Regardless of where you work, effective communication helps businesses be successful in numerous ways,
including
• Client Relations
• Increased Productivity
• Marketing and Sales
• Employee Relations
• Building Trust
Case
Did Poor Communication Skills Do in Yahoo’s COO?
Yahoo CEO Marissa Mayer had to let go former Google executive Henrique de Castro, just after 14 months after
she hired him, an action that was termed by some as “expensive mistake”, according to an article in The New York
Times. Perhaps the mistake had been in hiring someone who was the wrong fit, who failed to connect with the
Yahoo team despite having excellent credentials.
According to The New York Times, “Mr. de Castro, a former consultant at McKinsey, was fond of using spreadsheets
but… was not a charismatic salesman willing to schmooze with Madison Avenue marketers to persuade them to
spend their ad dollars on Yahoo instead of on rivals like Facebook and Google”.
New York Times reported speaking to some of de Castro’s former colleagues, who though described him as
somebody very smart, also said that “he was a poor communicator with an arrogant, abrasive manner”. This
incident serves another reminder about the critical role that communication skills play in leadership.
Source: Kalia, S. and Agarwal, S. (2015). Business Communication: A Practice-Oriented Approach. New Delhi: Wiley India Pvt. Ltd
CASE
An Indian TV news anchor committed a blunder for which she was debarred from news reading for a few months.
On 18 September 2014, while reading a report on President Xi Jinping’s first high-profile visit to India, she referred
to the Chinese President, Xi Jinping, as “Eleven Jinping”, apparently confusing Xi’s name with the Roman numerals
XI.
Think of someone who you believe is a good communicator. What skills and qualities do they have that make them
a good communicator?
Speaking and writing clearly
SKILLS OF A GOOD COMMUNICATOR
Good communicators:
• Speak and write clearly
• Listen actively
• Give feedback
• Make eye contact
• Avoid interrupting
• Respect the views of others
• Ask questions
• Use appropriate non-verbal behaviour
• Empathise
• Be aware of cross cultural practices
7 CS OF COMMUNICATION
• Clear (check that your message is clear)

• Concise (stick to the point and keep it brief)
• Concrete (use specific expressions instead of being vague)
• Correct (ensure facts, figures, any other information are correct)
• Coherent (connect all the ideas well)
• Complete (give all the necessary details that reader may need to understand the message)
• Courteous (Keep the message friendly and respectful)
TYPES OF COMMUNICATI ON
COMMUNICATING IN AN ORGANIZATIONAL CONTE XT
FORMAL COMMUNICATION NETWORK
GRAPEVINE
An informal communication channel that exists across organizations and cuts across all boundaries.
CASE
“Good Morning, Tadd. Happy Monday to you.”
“Thanks, Megan. How was your weekend?”
“It was great. I spent some time with the radiology staff. I got caught up on the latest hospital gossip. Did you know
that Dr Benjamin is going to be sued for malpractice? Some of the radiology staff might be named in the lawsuit. I
hope those of us in the accounting department don’t get involved . Part of the suit involves overcharging patients.”
“That’s news to me, Megan. Thanks for scoop. I will talk with you at lunch.”
“Hi, Tadd, How’s it going?”
“Fine, Luis. Have you heard that Dr Benjamin is about to have his license to practice revoked for malpractice?
Megan spent the weekend with staff from radiology. They are all scared stiff that they are going to be involved in a
lawsuit involving the hospital related to the Benjamin revocation. I’ll bet Megan knows more than she shared with
me. I’ve heard that the radiologists don’t do a thorough job of reviewing x-rays. Everybody knows that Benjamin
has been overcharging patients and doing unnecessary surgeries for years. Our records are going to be scrutinized
in this whole mess.” “Thanks for the information, Tadd. I want to give Sharon a heads-up on what is happening.”
What problems have surfaced in this scenario?
THE BASIC COMMUNICATION MODEL
Note: Figure Caption: This eight-step model is a simplified view of how communication works in real life;
understanding this basic model is vital to improving your communication skills.
Considering the complexity of this process—and the barriers and distractions that often stand between sender and
receiver—it should come as no surprise that communication efforts often fail to achieve the sender’s objective.
Fortunately, the better you understand the process, the more successful you’ll be.
ADOPTING AN AUDIENCE -CENTERED APPROACH
It's an approach in business communication that makes the communicator speak and write in terms of the
audience's preferences, wishes, and expectations
Focus on the “You” Attitude
• What is important to your audience?
o Education, Age, and Status
o Style
o Personal and Professional Concerns
• Emotional Intelligence
• Business Etiquette
Note: If you’re addressing people you don’t know and you’re unable to find out more about them, try to project
yourself into their position by using common sense and imagination. This ability to relate to the needs of others is
a key part of emotional intelligence, a combination of emotional and social skills that is widely considered to be a
vital characteristic of successful managers and leaders. The more you know about the people you’re
communicating with, the easier it is to concentrate on their needs—which, in turn, makes it easier for them to
hear your message, understand it, and respond positively. A vital element of audience-centered communication is
etiquette, the expected norms of behavior in any particular situation. In today’s hectic, competitive world,
etiquette might seem a quaint and outdated notion. However, the way you conduct yourself and interact with
others can have a profound influence on your company’s success and your career. When executives hire and
promote you, they expect your behavior to protect the company’s reputation. The more you understand such
expectations, the better chance you have of avoiding career-damaging mistakes.
YOU-APPROACH
• Involves the use of pronouns that do not project the writer, but focus on the reader.
• Avoid first person pronouns such as I, we and our; prefer the second person, and use you and your
liberally.
• E.g. Instead of “We are pleased to offer you a 10% discount on cash purchases”, use this “You can get a
10% discount on cash purchases.”
• Avoid “you” when you have to criticize the reader.
• Avoid using phrases such as “You complained that”, “you claim that”, and “you ignored”.
• Don’t sound condescending when pointing out any error on the part of the reader. (you have made a
mistake …; you failed to…)
BARRIERS IN THE COMMU NICATION PROCESS

Type of
Challenge Description Example
Barrier
Lack of Barrier arising due to the sender A Chinese communicating with a German
common and the receiver belonging to in native language when both are
language different language groups unfamiliar with each other’s language.
Table a discussion in British English means
Language
Semantic Barrier arising due to different discussing something soon and in American
and
Barriers interpretation of the same words English, it means postponing a discussion.
Semantic
Barriers
Language
Barriers arising due to A notice outside a shop: “Milk of fresh
and
inappropriate vocabulary, syntax, buffaloes sold here”.
Articulation
tone , modulation
Barriers
Barriers arising due to closed
A sales manager who may be aware that
Hierarchical communication climate, awe of
targets can’t be achieved by month end
barriers authority, intended or unintended
but commits to the boss due to hesitation.
distortion of message
Barrier arising due to lack of
Wrong
Organizational understanding of the appropriate An employee getting terminated on social
choice of
Barriers usage of spoken, written or visual networking site
medium
mediums of communication
A subordinate getting too many details
Barrier arising due to the amount
Information from the boss on a project to be executed,
and complexity of messages
overload leading to difficulty in filtering of the
received
relevant information
Barrier arising due to hindrances A member arriving late for a meeting,
Noise like visual, audio visual, language, thereby distracting the other members and
socio psychological factors thus creating visual noise
Barriers arising due to
If a person calls up and you are about to
inappropriate timing of
leave for some urgent work, a rushed
Time communication, long gap in
conversation due to wrong timing may be
communication, lack of respect
Physical misinterpreted as avoidance.
towards time
Barriers
Round table seating arrangement exhibits
Barriers arising due to physical
equal power in contrast to the one where a
Distance distance, spatial arrangement or
speaker stands on the dais to address the
status distance
audience which may reflect authority.
Barriers arising due to difference in A female American executive heading a
Gender communication styles between business negotiation meeting in Saudi
men and women Arabia, may not be accepted by the Arabs,
due to their reservation in accepting a
woman as a leader.
Barriers arising due to difference in
Status A senior subordinate reporting to a
person’s abilities, amount of pay,
barriers younger boss may lead to conflict.
job role, seniority or age
The intimacy in greeting style in middle
Barriers arising due to difference in
Attitudes east countries amongst male members
beliefs , cultures, traditions,
and values may be inferred differently in the western
attitudes and values
countries
Barriers arising due to non- An elderly person may be avert to the use
Closed
acceptance of varied or new ideas of technology at workplace
mindedness
or changes
Barriers arising due to opinions
Socio- A person falling sick after eating food from
Preconceived formed due to our past
Psychological a restaurant and decides to never visit
Notions experiences, knowledge or our
Barriers there again.
understanding
Barriers arising due to lack of
Poor A college student thinking about the
attention when receiving the
listening evening party during a class lecture.
message
When you are angry, a constructive
Barriers arising due to negative
Emotions feedback from a close friend may also
emotions or emotional excitement
sound like criticism to you.
If a departmental head believes that his
Barriers arising due to distrust subordinates are dishonest, his
Lack of trust
between the speaker and receiver communication with his subordinates will
be characterised by suspicion and distrust.
KEEPING TECHNOLOGY IN PERSPECTIVE

Technology Pros Technology Cons
Useful Tool Can’t Think for You

Enhances Communication Process Can’t Fill in Skills Gaps
Assists in Accomplishment of Tasks Not a Replacement for Communication
Note: Don’t rely too much on technology or let it overwhelm the communication process.
USING TECHNOLOGICAL TOOLS PRODUCTIVELY
Implement controls on the messages you receive
• Use filtering features

• Manage subscriptions
• Avoid sending unnecessary messages
• Mark and save important messages
Note: Communicating in today’s business environment requires at least a basic level of technical competence.
Social media are a particular source of concern: While they offer great opportunities for connecting with
customers and other stakeholders, the potential for distraction can waste significant amounts of employee time.
Inappropriate web use not only distracts employees from work responsibilities, it can leave employers open to
lawsuits for sexual harassment if inappropriate images are displayed in or transmitted around the company.
Managers need to guide their employees in the productive use of information tools because the speed and
simplicity of these tools are also among their greatest weaknesses.
RECONNECTING WITH PE OPLE
Choose Your Medium Wisely
• Face-to-face or telephonic communication can be integral to effective communication and can limit
miscommunications
• Use technology as an aid, not a replacement for communication
• Show people who you really are
Note: No matter how much technology is involved, communication is still about people connecting with people.
Remember to step out from behind the technology frequently to learn more about the people you work with and
to let them learn more about you.
MESSAGE FOR ANALYSIS
TO: All Employees

FROM: R. Smith, Personnel Director
DATE: December 28, 2008
SUBJECT: Time Cards
It has come to my attention that many of you are lying on your time cards. If you come in late, you should not put
8:00 on your card. If you take a long lunch, you should not put 1:00 on your time card. I will not stand for this type
of cheating. I simply have no choice but to institute an employee monitoring system. Beginning next Monday,
video cameras will be installed at all entrances to the building, and your entry and exit times will be logged each
time you use electronic key cards to enter or leave.
Anyone who is late for work or late coming back from lunch more than three times will have to answer to me. I
don't care if you had to take a nap or if you girls had to shop. This is a place of business, and we do not want to be
taken advantage of by slackers who are cheaters to boot.
It is too bad that a few bad apples always have to spoil things for everyone.
eg
CASE
Sid, who had recently joined an organization as the Marketing Manager, was asked to give a presentation to his
team members about future planning and strategies. The company had high expectations from Sid who was young
and dynamic. The team members included some elderly senior members who had grudges against Sid being
appointed as their leader. Sid decided to start the presentation by making a comparative analysis of sales over the
last six months and then discussing about future projections and strategies. He prepared a power point
presentation for the discussion so as to enhance visual demonstration. During the presentation, Sid faced some
technical issues related to microphone, laptop arrangements which created disturbance leading to personal
discussions amongst the audience. The audience who was not very receptive to Sid further created conundrum out
of the situation. Moreover, the senior employees were not comfortable using technological equipment and had a
mental block towards its usage. Although Sid, managed to complete the presentation amidst technical glitches and
hostile audience, he felt that the interaction was not fruitful.
S2: PRINCIPLES OF BUSINESS COMMUNICATION
Parents hand out goody bags to apologise in advance for baby on flight
Danaus Chang, sleep-deprived and grumpy, was heading to board a flight to Miami on a business trip and was
disappointed when he realised that his seat was next to a baby. But Chang’s mood was lifted when the baby’s
parents began passing out care packages for those sitting around them.
The note included in the package stated:
“Hi Stranger! My name is Madeline. I will be 1 on December 17th and this is my first flight. I’ll try to be on my best
behavior, but I’d like to apologize in advance if I lose my cool, get scared or my ears hurt. My Mom and Dad packed
you this goodies bag with a few treats. There are also ear plugs in case my first public serenade isn’t as enjoyable
to you as it is to my Mom and Dad. Have a great flight.“
With junior mints, Rolos, ear plugs and the sweet note from Madeline, Chang said, “The atmosphere changed”. “I
was literally sitting there smiling. I looked around and saw at least eight other smiling faces as well”, he said.
Before leaving the plane, Chang approached the couple to tell them how much he appreciated the gesture, who
seemed pleasantly surprised.
THE THREE-STEP WRITING PROCESS
Planning = 50% Writing = 25% Completing = 25%
• The Word Selection

• Developing Sentences
• Paragraph Formation
THE WORD SELECTION
PRINCIPLE 1: CHOOSE UNDERSTANDABLE WORDS

• Choose words receiver will understand (based on analysis of the receiver).
• Use the you-viewpoint and words slightly below the receiver’s vocabulary level.
• Select simple, short words and technical words appropriate to the receiver.
Use Simple Words Use Short Words Use Non-Technical Words

Short,
Less More Technical Non-technical
Long Words Understandable
Understandable Understandable Words Words
Words
abdicate resign facsimile fax dividend allotment, portion
exemplary outstanding reproduction copy prosthesis artificial part
garner gather vacillation waver equity cash value
protocol practice prerogative right hypothesis theory
affluence wealth clandestine hidden asset item of value
reserved,
stoic amalgamate combine Invoice bill
expressionless
adversary opponent representation model tabloid newspaper
endpaper of a
jeopardy danger incorporate include flyleaf
book
segregate separate surreptitious secret debug correct
impervious resistant lackadaisical lazy amplify magnify, expand
beguile attract capacitate enable generate to produce
impeccable perfect chronicle a history
PRINCIPLE 2: USE SPECIFIC, PRECISE WORDS

• Show a preference for specific words that have a precise meaning and, thus, clearly communicate the
message meaning.
• Avoid vague or abstract words that have different meanings for different people; these words are
imprecise and offer little help for interpretation of the message. Example:
Faculty: Please submit me the assignment at the earliest possible.

Faculty: Please submit me the assignment latest by June 30, 2014 EOD.
SPECIFIC, PRECISE WORDS

Vague Words Specific, Precise Words
book The Lord of the Rings book
early 5 a.m.
equipment computer
flower a red tulip
soon in two days
early by 5 PM
transportation the subway
periodically quarterly
car Buick Skylark
tree a tulip poplar
airline Delta
slow 10 mph
late 11:30 a.m. or p.m.
PRINCIPLE 3: CHOOSE STRONG WORDS

• Strong word creates a vivid image in the receiver’s mind
• Action Verbs (identify, explain, melted..) and specific nouns
Weak Nouns and Verbs: The conflict is ongoing

Strong Nouns and Verbs: The war rages on
PRINCIPLE 4: EMPHASIZE POSITIVE WO RDS

• Effective communicators have a positive, can-do attitude.
• Positive words help achieve communication goals, receive the desired response, maintain a favorable
relationship
• Negative words provide emphasis but trigger unpleasant emotional feelings in receivers.
• Examples
a. Our policy forbids refunds without the sales slip.
a. We make refunds promptly upon receipt of the sales slip.
b. Your order cannot be shipped until Friday.
b. Your order will be shipped on Saturday.
c. Stop coming in late. Emphasize
c. Please come on time. positive words
CREATE THE RIGHT EFFECT BY EMPHASIZING THE YOU VIEWPOINT

• We: Our policy requires that you pay by the 10th of the month in order to earn the discount.
• You: You can earn the discount by paying by the 10th of the month.
• We: We are offering a special discount to all our loyal customers.
• You: As a loyal customer, you will receive a special discount.
• We: Send us your check for $741 today so that our books will show you as current.
• You: Will you please keep your account current by sending your check for $741 today.
Note: 4-9 How using you viewpoint helps to create the right effect is shown in these contrasting sentences.
AVOID NEGATIVE WORDS

accuse hateful
angry unreasonable
disapprove disgust
failed biased
fault terror
disagreeable trouble
disaster never
impossible obnoxious
PRINCIPLE 5: AVOID OVERUSED WORDS

• Overused words become trite and lose their meanings. Avoid them.
• Words that become popular terms become trite with overuse, and they tend to be imprecise.
OVERUSED WORDS AND PHRASES

It goes without saying Lean and mean
By leaps and bounds User friendly
Change agent Dude
It is what it is Like you know
In denial That being said
Bottom line Whatever
PRINCIPLE 6: AVOID OBSOLETE WORDS

• Obsolete words are those that are out-of-date, pompous, dull, or stiff. Avoid them.
• Obsolete words are stilted and unnatural in written or spoken messages. Use conversational language.
CREATE THE RIGHT EFFECT BY AVOIDING THE OLD LANGUAGE OF BUSINESS

• In Openings
o we beg to advise
o your esteemed favor
o this is to inform you
• In Contents
o deem it advisable
o attached hereto
o please be advised
• In Closings
o Thanking you in advance
o We beg to remain
o Anticipating your favorable response
Note: 4-6 Avoiding the old language of business is yet another way of creating the right effect. Yes, some of these
wordings are still being used.
CREATE THE RIGHT EFFECT BY USING CONVERSATIONAL STYLE

Stiff and Dull Conversational
Reference is made to your March 16 letter, in which Please refer to your March 16 letter, in which you
you described the approved procedure for initiating a explained how to file a claim.
claim.
Enclosed herewith is the brochure about which you Enclosed is the brochure you asked about.
made inquiry.
Note: 4-4 This and the following slides show techniques of creating the right effect. The first one emphasizes
writing in conversational style.
DEVELOPING SENTENCES
PRINCIPLE 1: COMPOSE CLEAR SENTENCES

• Clear sentences have understandable, precise, strong, and positive words
• Give sentences unity: A sentence has one main thought
• Keep related words together
• Use correct grammar
Examples
a. Students between 14 and 17 use their phone to text more often than to talk, and
Lacks unity
adults’ use of MySpace and Facebook has doubled over the past two years.
b. Because of late arrival to work, the supervisor reprimanded the employees.
b. The supervisor reprimanded the employees because of their late arrival to work. Keep related
c. The restaurant served excellent food, it was only two years old. words together
c. The restaurant, which was only two years old, served excellent food.
PRINCIPLE 2: USE SHORT SENTENCES
• Short sentences are more understandable and effective than long sentences.
• Average sentence length in business messages should be 15 to 20 words. Vary sentence length to provide
interest.
• Omit unnecessary words.
• Limit content. If over 30 words or if more than one main thought, the sentence should be divided into two
or more sentences.
“Why use two words when one will do.” – Thomas Jefferson
• Examples
a. I met the accountant on only one occasion
a. I met the accountant once
Omit unnecessary words
b. It is a fact that most people do not get enough sleep,
probably because of work productivity demands plus mobile
phones or other mobile devices that they watch or listen to
for non-stop diversion. Limit content
b. Most people do not get enough sleep. This may be due to
stress and constant attention to mobile phones or other
mobile devices.
PRINCIPLE 3: USE ACTIVE AND PASSIVE VOICE CAREFULLY

• In active voice, the subject of the sentence performs the action of the verb; in passive voice, the subject is
acted upon.
• Active voice is clearer, more concise, and more forceful than passive voice. Prefer active voice.
• Use passive voice to give sentence variety, express an action with an unknown or unimportant actor, or
de‑emphasize unpleasant or negative ideas.
• Examples
a. The flowers were cut for a bouquet by Sonja.
a. Sonja cut the flowers for a bouquet.
b. The department store delivered the clothing on schedule.
Use active and
b. The clothing was delivered on schedule. passive voice
c. The department store delivered your clothing late. carefully
c. Your clothing was delivered late.
PRINCIPLE 4: GIVE SENTENCES APPROPRIATE EMPHASIS

• Emphasize important ideas and de‑emphasize unimportant ideas.
• Use a variety of ways to emphasize ideas.
o Use length: Short sentences emphasize content.
o Use location: The beginning and ending give the greatest emphasis.
o Use sentence structure: Short, simple sentences and independent clauses emphasize an idea;
dependent clauses de-emphasize it.
o Repeat key words.
o Be specific or general: Specific words emphasize and general words de-emphasize an idea.
o Use format: Sentence arrangement and punctuation can provide emphasis or de-emphasis. An
item list emphasizes points; separating an idea from the sentence with parentheses or commas
de-emphasizes the idea.
o Use mechanical means: Boldface, italics, type size, uppercase letters, bullets, arrows, and circles
give emphasis to ideas.
• Examples
a. The team plans to go to the meeting that will be held on Friday at 7 PM.
length: Short sentences
a. The team plans to attend the 7 PM Friday meeting. emphasize content; long
sentences de-emphasize.
b. Transfer to a new position at another facility offers an excellent

opportunity for promotion. Use location: Beginnings
and endings of sentences
b. Potential for promotion is a benefit of transfer to another facility; this are the location of greatest
job change may create opportunities for a management position. emphasis
c. The new position offers an excellent opportunity for advancement, Sentence Structure: Short,
although it requires a transfer to another facility. simple sentences and
independent clauses
emphasize an idea;
dependent clauses de-
emphasize it.
d. An extended stay hotel makes you feel at home; Polaris hotel is your Main ideas by
home away from home. repeating key words
can be emphasized
e. Tom bought a new car. Specific words emphasize
e. Tom bought a new BMW car. and general words de-
emphasize an idea.
f. Your paper won an award for excellence – Congratulations! Format-Sentence

g. The major conclusions of the study suggested that online delivery of arrangement and
instruction is most effective if these elements are presented: punctuation can provide
emphasis or de-emphasis.
o An orientation session An item list emphasizes
o Interaction among students points; separating an idea
from the sentence with
o Frequent feedback from the instructor parentheses or commas
de-emphasizes the idea.
h. Registration for the job interview seminar ends October 1; this Mechanical Means-
IMPORTANT seminar is available only once a year. Boldface, italics, type size,
uppercase letters, bullets,
i. This year’s seminar on job interviews meets in our city next Friday at arrows, and circles give
the Marriott Hotel. Your attendance is important for you and our emphasis to ideas.
university.
PARAGRAPH FORMATION
Contrasting Pages:
Long Paragraphing versus Short Paragraphing
PRINCIPLE 1: USE SHORT PARAGRAPHS
• Short paragraphs help receivers organize their
thoughts, increase message understanding, and appear
inviting.
• Paragraph lengths in business letters and memos are as
follows: minimum, one line; average, four to five lines;
and long, eight lines or more.
• Short paragraphs are preferred, but vary lengths to
accommodate content and to promote reader interest.
• First and last paragraphs of business letters are shorter
than middle paragraphs
Note: 3-28 This drawing contrasts a page with long paragraphs

and page with short paragraphs. Clearly, the page with short
paragraphs is much more inviting to the eye. Even without reading the text, one gets a more comfortable feeling
from the page of short paragraphs.
PRINCIPLE 2: GIVE PARAGRAPHS UNITY
• All sentences in one paragraph should relate to one topic.
• “All this content belongs in one paragraph because it all concerns ____________.” This is a good test
sentence; if you can’t identify one topic with related ideas, unity is lacking.)
Indicate the sentence that does not belong in each of the following paragraphs.
a. Business communication courses offer students a chance to strengthen a critical skill- effective
communication. Managers say that job success depends on strong communication skills. They list these
specific skills as critical: developing messages from the you-viewpoint, delegating responsibility, and
providing constructive feedback. However, recognition of managerial achievement requires budgeting
and planning for the future.
▪ Does not belong: However, recognition of managerial achievement requires budgeting and planning
for the future.
b. Colleges are building more classrooms and hiring more professors to serve an increasing student
enrollment. The number of students entering college is so large it is referred to as Tidal Wave. Over the
next 10 years, enrollment projections predict a 25 percent increase in college applicants. College students
who participate in clubs and organizations are more likely to graduate than other students.
▪ Does not belong: College students who participate in clubs and organizations are more likely to
graduate than other students.
Give paragraphs unity
PRINCIPLE 3: ORGANIZE PARAGRAPHS LOGICALLY
• Prefer a direct plan (deductive approach with topic sentence first) for business messages. This plan is
appropriate for positive news and neutral news.
Topic Sentence
Supporting Details
• Use an indirect plan (inductive approach with topic sentence later) for negative news and persuasion.
Supporting Details
Topic Sentence
• Using the direct plan, indicate the most logical order of these two groups of sentences by listing their
letters in that order.
a. The facts in your request clearly supported your position.
b. Your request to attend the conference is approved.
c. Report these expenses to me when you return.
d. Please keep a careful record of your travel expenses.
Order: b, a, d, c
• Using the indirect plan, indicate the most coherent order for these sentences by listing their letters in that
order.
a. Why should you join the National Business Education Association?
b. Don’t wait. Join NBEA today!
c. You will receive valuable publications.
d. In addition, you can exchange ideas with others in your field of study.
Order: a, c, d, b
PRINCIPLE 4: GIVE PARAGRAPHS APPROPRIATE EMPHASIS
• Emphasize important ideas and de‑emphasize unimportant ideas.
• Techniques for controlling emphasis in paragraphs- length of paragraphs, location of paragraphs
CREATE THE RIGHT EFFECT BY GIVING PROPER EMPHASIS TO CONTENTS

Note: 4-18 This illustration points out the places of emphasis in writing. Beginnings and endings of the parts
receive more emphasis than the interiors. 4-19 This second emphasis illustration shows that space devoted to a
topic helps to determine the emphasis given to the topic.
PRINCIPLE 5: PROVIDE PARAGRAPH COHERENCE

• Provide for a smooth thought flow from sentence to sentence and paragraph to paragraph.
• Use transitional words: Words such as in addition, therefore, or furthermore help bridge from one
sentence and idea to another.
• Use tie‑in sentences: Repeat key words, use pronouns, or paraphrase the same idea to move smoothly
from one aspect of a discussion to another.
• Examples
o The president announced the new slate of officers. In addition, she discussed organizational
goals for the year. Use transitional words
o The student group asked for a delay in the assignment due date. These students explained that
the original due date conflicted with final exams. Use tie-in sentences
PRINCIPLE 6: USE UNBIASED LANGUAGE

(Fair and balanced treatment of all individuals regardless of race, gender, culture, age, ability, religion or socio
economic status is essential)
• Avoid Gender-Biased Language

o Use alternative terms to biased language.
o Avoid gender stereotyping.
• Other-Biased Language
o Refer to races and cultures by names they prefer.
o Avoid implied or stated negative stereotypes.
o Focus on the person—not race, gender, or other category.
o Do not belittle, offend, embarrass, or denigrate other persons.
o Unless required, omit reference to race, religion, age, gender, or disability.
Sexist Nonsexist
Reword to Eliminate the Offending Word
We will reimburse any employee who paid his travel We will reimburse any employee for travel expenses
expenses. paid.
If a customer pays promptly, he is placed on our A customer who pays promptly is placed on our
preferred list. preferred list.
A physician should treat his patients with respect. A physician should treat patients with respect.
Make the Reference Plural
If a customer pays promptly, he is placed on our If customers pay promptly, they are placed on our
preferred list. preferred list.
When an unauthorized employee enters the security When unauthorized employees enter the security
area, he is subject to dismissal. area, they are subject to dismissal.
A supervisor is not responsible for such losses if he is Supervisors are not responsible for such losses if they
not negligent. are not negligent.
When a customer needs service, it is her right to ask When customers need service, they have the right to
for it. ask for it.
Avoid Words With a Masculine Origin
man-made manufactured, of human origin
manpower personnel, workers
congressman representative, member of Congress
businessman business executive, businessperson
mailman letter carrier, mail carrier
policeman police officer
fireman fire fighter
cameraman camera operator
waiter/waitress server
Avoid Words that Lower One’s Status
Instead of Use
my girl ➢ my secretary
lady doctor ➢ doctor
authoress ➢ author
actress ➢ actor
poetess ➢ poet
sculptress ➢ sculptor
male nurse ➢ nurse
male secretary ➢ secretary
Avoid Words that Stereotype by
• Race
o a hard-working African-American
o an honest Sicilian
• Age
o golden ager
o youngster
• Disability
o deaf and dumb
o crippled
• Sexual Orientation
o homosexual
o gay
a. A company owned by a 65-year-old white woman earned a million dollars last year.
a. A company owned by Mrs. Molly Martinez reached earnings last year of a million dollars.
b. The exercise program is developed for handicapped people.
Use unbiased language
b. The exercise program is tailored for people who have a disability.
c. A young Asian man was arrested for leaving the scene of an accident.
c. A person was arrested who left the scene of an accident.
d. This is obviously man’s work.
d. This work is challenging for anyone.
e. Dear Sirs: Please accept my application for the position as human resource manager.
e. Dear Sir/Ma’am: Please consider me an applicant for human resource manager with your company.
S3: EMAIL ETIQUETTE
PROFESSIONAL E -MAILING
..anything you email can be printed, forwarded or faxed, or downloaded and shown anywhere. Nothing on email is
confidential or private, even your deleted messages (Munter et al., 2003).
EMAIL ETIQUETTE
• Use tone and style depending upon the level of formality you maintain with the audience
• Use crisp and meaningful subject line-example
Fri 01-05-2015 15:49
Heera Khanna<khanna@plc.edu>
Meeting on 3 May 2015
Dear Team Members:
This is to inform you all that the next review meeting is scheduled on 3 May 2015 at 3 pm in the
conference room.
The monthly sales report should be submitted by tomorrow morning.
Regards,
Heera Khanna
Manager
• Choose the recipient(s) carefully
• Add the attachment before you compose the email
• Connect with the reader
• Give context:
From: Prakash Sen <psen@itl.edu>
Sent: Monday 04-05-2015 1:40
To: Employees @itl.edu
Subject: Proposal for new software
Dear Colleagues:
FYI
Prakash Sen
Manager
----------------------------------------------------------------------------------------------------------
From: Raj Nankani <rnankani@itl.edu>
Sent: Thursday 30 April 13.26
To: Prakash Sen <psen@itl.edu>
Dear Mr Sen:
The proposal for new software has been approved. Please inform all the employees so that they can use
this.
Raj Nankani
Senior Manager
------------------------------------------------------------------------------------------------------------
From: Naveen Verma<nverma@itl.edu>
Sent: Tuesday 28 April 2015 14:20
To: Raj Nankani<rnankani@itl.edu>
Let’s go ahead with the new software.
Naveen Verma
Director
• Check before you send
• Respond promptly
• Avoid responding when you are upset:
What do you think of yourself? You yourself do not know how to work and you keep blaming others for
everything that go wrong!!!!
I don’t want to work in your team anymore… rather no one wants to....
Rashmi
• Avoid humour:
Dear Delegates:
The meeting is scheduled on 18 May 2015 (Monday) at 9 am; all Indians should take a special note of it so
that they reach on time ☺
Director’s Office
• Use conversational style instead of obsolete expression
• Avoid slangs and emoticons
• Use jargons and acronyms cautiously
• Use effective formatting
o Use bulleted/numbered list
o Integrate table, graphs or other images into the content, wherever applicable, to increase the
understanding
o Include short paragraphs with one paragraph dealing with a single idea.
o Use sufficient white space
o Use mechanical devices like bold, underline, italics etc.
• Don’t forward emails that may be irrelevant/that favour a particular religious belief:
Don’t delete,
Don't laugh at this! Just do it!
I've done this 3 different times and every time within an hour
my wish comes true!!!
&
My best friend did this and wished for a promotion and she got the call this morning and she got a
promotion!!!
I had to give this a shot...
Start thinking something you really really want, 'cause this is astounding... the person that sent this to me
said their wish came true 10 mins after they read the mail so I thought 'what the heck'. '
** ******
MAKE YOUR WISH WHEN THE COUNT DOWN IS OVER.
10
9
8
7
6
5
4
3
2
1
0
MAKE A WISH!!!!!
NOW SEND THIS TO 10 PEOPLE WITHIN THE HOUR OF READING THIS.
IF YOU DON'T, YOUR WISH WILL BECOME THE OPPOSITE!
No send backs!!!!
• Use Succinct Signature Block-example
Dr. Sumita Bhatia, PhD

Associate Dean
Management School of Studies
Delhi, Uttar Pradesh, India
Ph. No. : +91 11332633623 (Direct)
Fax no.: +91 11368363483
Mobile: +91 3818389183
Email: sbhatia@mss.edu
Reviewer of Journal of Business Research
Please consider the environment before printing this email.
• Avoid one word emails
• Choose the right time for sending email (depends on culture!)
In 2012, Volkswagen decided that emails outside of working hours were harmful, and took action. They
blocked their company’s Blackberry servers from sending emails 30 minutes after the end of employees’
shifts. Emails were set to resume 30 minutes before the next shift.
Admittedly, this move only applied to certain employees in Germany, working under trade union
negotiated contracts. But it’s a start.
Another German car manufacturer, Daimler went a step further, and actually built a programme that
will delete emails sent to employees who are away from work. They don’t even store them up until the
next day or the next week. They literally delete the emails.
https://www.peoplehr.com/blog/2019/01/23/stop-sending-emails-hours/
British firm ordered to pay €60,000 by French court for breaching employee's 'right to disconnect' from
work.
The French wing of British pest control and hygiene giant Rentokil Initial has been ordered to pay a former
employee €60,000 (£53,000) because it failed to respect his “right to disconnect” from his phone and
computer outside office hours.
The ruling is believed to be the first of its kind since a 2016 law on the right to switch off such electronic
devices became effective on January 1 last year in response to the modern-day scourge of compulsive
out-of-hours email and message checking.
In its decision dated July 12, France’s Court de Cassation, its Supreme Court, found it unfair for the
unnamed ex-employee, a former South West regional director of the company in France, to have to
“permanently leave his telephone on…to respond to requests from his subordinates or customers” in case
of any problems while not at work.
AVOID EMAIL COMMUNICATION
• When attempting to persuade someone

• When seeking a quick response
• When apologizing for wrongdoings
• When providing feedback
• When expressing appreciation or encouragement
• When resolving conflicts
• When delivering bad news
CASE
To: all.sales@uvw.com Poor version

Subject: Unprofessional conduct and follow up
Hi guys,
It was absolutely NOT acceptable that all you folks came into office without formals, on the day when clients came
to inspect our office premises. This will not be tolerated and appropriate action will be taken against each one of
you.
Coming back to the meeting I had asked everyone to prepare a list of possible questions and answers, which I
NEVER got. We were in an extremely embarrassing position with virtually nothing to talk about. What bothered me
more was that none of you participated in the discussion. It was a million dollar deal for us. The presentation you
made did not reflect the complete picture as the slides were stale.
Although we may still manage to scrape through the contract, I am very disappointed with your conduct.
What on earth was Robbins doing when I asked him to pass the data sheet for the clients that we already have? It
is sad that some of you missed the meeting altogether.
Jay
PS: We will meet again next week to finalize the deal. Better be prepared.
To: all.sales@uvw.com Revised version

Subject: Meeting with client XY and follow up
Dear Colleagues,
The meeting that we had last week with our clients XY International has been positive, despite some issues.
On the day of the visit, there were some incredible hitches which should be avoided during the future meetings
with the client. All the participants in the meeting should be in office in formal outfit. Considering the importance
of the client, I would request everyone to be well prepared. We are again meeting with the client next week, so I
request you to send me all the documents by the end of this week. The list of the documents needed has been
circulated yesterday. I have already asked my assistant to send all of you ‘review meeting request’ for follow up.
During the visit, we saw a significant amount of unpreparedness in our team, which does not reflect well on our
organizational culture. The list of probable questions and answers, which I had asked from you earlier, was not
ready. Also, a couple of our team members were not present. In case you are unable to attend the next meeting,
please inform me well in advance, so that someone can replace you.
The good news however is that the client is quite positive about signing the deal with us. Let us work together and
make this happen.
Regards,
Jay
PS: The brief of client meeting has been sent to all of you. In case of clarifications, please get back to me.
CASE
Jagdeep Chaddha, a student pursuing management studies, requested his faculty member to give reference of
some senior industry expert for conducting an interview regarding a short term project. After getting the contact
details from the faculty, Jagdeep contacted Divya Mahajan, an alumnus of the same institute and Senior Marketing
Manager at HLL Technologies. On his request for an appointment, Divya asked him to meet her on 20 March 2014
at 1:00 pm.
Jagdeep confirmed his availability for the meeting but on 20 March 2014 morning, he received information about
an extra class scheduled at 1.30 pm, and hence, decided to postpone the meeting. He mailed the following
message to Divya.
I wont be able to come today, unexpected extra class scheduled . you know how these colleges work!
Jags
After a few days, Jagdeep again called Divya to fix another appointment and explained her the reason of last
minute cancellation of the previous meeting. Divya, considering respect for the faculty member who had given her
reference, agreed to meet on 2 April 2014 at 3:00 pm.
On 1 April, at 9:00 pm, Jagdeep got to know about a quiz scheduled on 2 April 2014 at 4:00 pm and he realized he
won’t be able to come back from the meeting before 4:00 pm. He had no choice but to inform Divya about this and
wrote the following email.
Sorry, just got the information regarding a quiz at 4 pm tomorrow, won’t be able to come for the meeting. We are
very busy these days as our exams are going to start. I can meet you at 10 am on 3 April. Pl confirm.
Jagdeep did not get any response from Divya. He tried calling her the next day to confirm about the meeting on 3
April, but she disconnected his calls. Jagdeep wondered why Divya was not responding to his messages.
CASE
Dear Ms Puja Virmani,
I am Vishal Garg whom you interviewed yesterday as a part of the campus placement process at MNL institute of
management, though for some reason you did not select me.
Let me tell you something about myself. I have done my engineering from IIT B and have a work experience of 4
years, besides having a CGPA of 7.5, yet you did not find me suitable.
I am surprised how you judge the suitability of a candidate by some random questions in 10-15 minutes.
Moreover, there was nobody in the panel who was from my area of specialization and there were no questions on
my subject knowledge, rather it appeared you had decided not to take me even before the interview started.
When I asked you why I was not selected, you did not give me a specific answer even. I would like to know the
reason of my rejection, though your not selecting me is a reflection of your faulty procedure.
With the kind of skills, experience and knowledge I have, my not being selected is loss to your company and I
wonder how many bright minds you miss by not selecting the right people. It may be good if your organization first
gets trained into conducting a placement drive and then practicing it.
UBER'S CEO SENT AN E XTRAORDINARY EMAIL TO EMPLOYEES AFTER THE COMPANY'S STOCK
PLUNGED
PUBLISHED ON: MAY 14, 2019

Last week, after months of preparation, Uber became a public company. It was one of the most anticipated entries
into the stock market in the past decade. And it was a a big disappointment.
On Friday, the tech giant closed day one of trading below its initial public offering price of $45. Things only got
worse on Monday, as the stock continued to slide.
This astonishing turn of events had great potential to rattle Uber employees, many of whom were likely second
guessing the company's direction. Those employees needed reassurance more than ever, confirmation that they're
on the right path.
They needed someone to step up and lead--and that's exactly what their CEO did.
Uber CEO Dara Khosrowshahi sent out a companywide email yesterday, and its message is remarkable.
Team Uber:
I'm looking forward to being in front of you at the All Hands tomorrow, but I wanted to send you a quick note in
the meantime.
First off, I want to thank you all for your passion for and commitment to Uber. We simply would not be here
without you.
Like all periods of transition, there are ups and downs. Obviously our stock did not trade as well as we had hoped
post-IPO. Today is another tough day in the market, and I expect the same as it relates to our stock.
But it is essential for us to keep our eye on the long-term value of Uber for our customers, partners, drivers and
investors.
Every stock is valued based on the projected future cash flows/profits that the company is expected to generate
over its lifetime. There are many versions of our future that are highly profitable and valuable, and there are of
course some that are less so. During times of negative market sentiment, the pessimistic voices get louder, and the
optimistic voices pull back.
We will make certain that we communicate our incredible value as a company that is changing the way the world
moves, but also the value that we are building for our owners. But there is one simple way for us to succeed -
focus on the work at hand and execute against our plans effectively.
Remember that the Facebook and Amazon post-IPO trading was incredibly difficult for those companies. And look
at how they have delivered since.
Our road will be the same. Sentiment does not change overnight, and I expect some tough public market times
over the coming months. But we have all the capital we need to demonstrate a path to improved margins and
profits. As the market sees evidence, sentiment will improve, and as sentiment improves, the stock will follow. We
will not be able to control timing, but we will be able to control the outcome.
We will be judged long-term on our performance, and I welcome that. It's all in our hands.
I look forward to being there at the All Hands to answer Qs and tell you more.
LESSONS LEARNT
1. It was quick.
I'm looking forward to being in front of you at the All Hands tomorrow, but I wanted to send you a quick
note in the meantime.
Although Khosrowshahi had a company-wide meeting scheduled just one day later, he knew that every
second counts in a moment of intense pressure. By sending out a message without delay, he helped calm
employee nerves and provide focus.
2. It was direct and honest.
Like all periods of transition, there are ups and downs. Obviously our stock did not trade as well as we had
hoped post-IPO. Today is another tough day in the market, and I expect the same as it relates to our stock.
Khosrowshahi didn't try to sugarcoat the situation, or present it as less than serious. Instead, he
immediately addressed the elephant in the room and even acknowledged his own disappointment.
3. It reaffirms the plan.
But it is essential for us to keep our eye on the long-term value of Uber for our customers, partners, drivers
and investors.
... We will make certain that we communicate our incredible value as a company that is changing the way
the world moves, but also the value that we are building for our owners. But there is one simple way for us
to succeed--focus on the work at hand and execute against our plans effectively.
Rather than get distracted by those negative feelings, Khosrowshahi reminds his team of their path
forward, which focuses on creating value in the long-term.
4. It uses strategic empathy.
Remember that the Facebook and Amazon post-IPO trading was incredibly difficult for those companies.
And look at how they have delivered since.
By reminding Uber employees of other companies they likely admire, and how they faced similar
challenges, Khosrowshahi helps his people to see the payoff for enduring critical times.
5. It's motivating.
We have all the capital we need to demonstrate a path to improved margins and profits. As the market
sees evidence, sentiment will improve, and as sentiment improves, the stock will follow. We will not be
able to control timing, but we will be able to control the outcome.
We will be judged long-term on our performance, and I welcome that. It's all in our hands.
It's easy to be intimidated when the road ahead appears long and arduous. But by painting a clear picture
of that road, Khosrowshahi helps his people focus on what they can control, one step at a time. Best of all,
his confidence is contagious.
S4: WRITING ROUTINE AND POSITIVE MESSAGES
ROUTINE AND POSITIVE MESSAGES
• Information will be pleasant, favorable, or neutral to the receiver

• The message may
o Provide routine or unsolicited information
o Request information or action
o Respond favorably to a request for information or action
UNSOLICITED POSITIVE AND NEUTRAL MESSAGE S
Communication initiated by an organization, e.g.:
• Announcements of new products /services

• Notification of new hours of operation
• Reductions in price of merchandise
• Information regarding relocation to a new building
• Employment of new customer representatives
• Announce /cancel/reschedule meetings
• New fringe benefits
• An unscheduled pay increase/promotion
DIRECT PLAN FOR POSITIVE OR NEUT RAL MESSAGES
• The opening
• The explanation
• The sales appeal (if appropriate)
• The friendly close
THE OPENING
• Give the positive or neutral information
• Use positive words to present the information
• Use emphasis techniques
• Topic, product, order or contract details can be mentioned in subject line
THE EXPLANATION
• Present related information
• Be objective
• Be concise
• Be positive
THE SALES APPEAL (IF APPROPRIATE)

• Personalize the message to convince the receiver that it is in his/her best interest to take immediate
action.
• May be placed in a paragraph by itself or combined with closing paragraph
• If possible, provide alternatives for the receiver
• Sales appeal may tell about an upcoming sale or a new discount
THE FRIENDLY CLOSE

• Primary purpose is to build goodwill
• Be personal and optimistic
• May unify the message by referring to the good information given in first paragraph or move to a related
subject
• While requesting routine information within the organization, the closing may be informal.
THE LINC PHILIPS CASE

Sandborn Flooring had a display at last weekend’s local home show. Those who stopped at the booth were invited
to enter a drawing for a 4 by 6 foot area rug. Paula Enroe, the store manager, now faces the task of notifying Linc
Philips that he has won and providing details about how he can claim his prize.
Dear Mr Philips: Poor positive message

Thank you for stopping by our booth at the home show. (doesn’t mention positive news, purpose of message is
not clear)
While at our booth, you entered our drawing. We had over 1000 entries, and when we held the drawing at the
close of the show on Sunday evening, the name on the form was yours. Your prize is a rug. (I–viewpoint,
Impersonal, negative explanation)
If you don’t like the rug you won, you can select a more expensive one and pay the difference. While you’re in the
store, we’ll also show you the pad you should use with an area rug. It costs $59.95, plus tax. (harsh tone in sales
appeal)
If we don’t hear from you within 30 days, we will draw another name. So, come in soon. (Impersonal close)
Sincerely,
Paula Enroe
Manager
Dear Mr Philips: Good positive message

Congratulations! You’ve won an area rug that will enhance the beauty of your home. (Positive opening)
To claim your home show prize, bring the enclosed certificate to our Eastside Mall store within the next 30 days.
Your lovely 4 by 6 foot Farleigh Woodland Flowers rug will be waiting for you. If you prefer another pattern, size or
style, you may apply the certificate-valued at $150-toward the purchase of any rug in our store. (Positive
presentation of facts)
Depending on the floor surface in the room where you plan to use your beautiful new area rug, you may want to
consider purchasing a non-skid pad. When used on tile, wood, or laminate surfaces, a pad will hold the rug in place
well. We stock a variety of affordable pads; a sales associate can review the features and advantages of each with
you during your visit. (polite presentation of sales appeal)
Stop in soon, Mr Philips. We’re open from 10 am to 9 pm weekdays and from noon to 6 pm weekends.
(Informative friendly close)
Sincerely
Paula Enroe
Manager
TYPES OF MESSAGES
• Requests for information or action

• Request Approvals
• Claims
• Adjustments
• Social business messages (unsolicited acknowledgements of important events in readers’
personal/professional lives)
REQUESTS FOR INFORMA TION OR ACTION

• Present request and reason (if necessary)
• Give information necessary to respond
• Ask for action
• Usually doesn’t have sales appeal section
SUBJECT: Missing Order
Poor request for information
Date:
FROM: ………
TO: custserv@homebaked.com
Where are the cookies I ordered last week? Your ads say you deliver in 5 to 7 days, and it’s been 12? (Impersonal,
negative, demanding opening, incomplete explanation)
Please send my order ASAP.

(weak close, no name or contact information)
SUBJECT: Confirmation No. PVF20190 (subject line contains relevant data) Good request for
DATE:
information
FROM:
TO:_______________________________________________
I had placed the order for four dozen mint crisp cookies I ordered on March 26. Please confirm by when I can
expect delivery of the same? (Direct opening, gives the order date)
The confirmation issued within minutes of placing my online order indicates the cookies were to be delivered by
April 3. The package has not yet arrived, but my credit card was charged for $19.65 on March 29. (Details are
presented in a positive manner)
Past orders have always arrived on time. Your prompt help in tracking this order would be highly appreciated.
(Courteous closing)
Sue Marchi
441, Benton Bvd
Apt 16, Carbondale, IL
6188899090 (Signature includes complete contact information)
REQUEST APPROVALS
• Examples
o Request to speak at a conference
o Request from an employee for parenting leave
• Open with the good news
• Provide details or an explanation
• Include a friendly close
Dear Teresa:
Poor request approval
Subject: REQUEST TO USE LAKE
I have received your request dated July 14 to use our lake for your annual fishing tournament. (Not written with
you viewpoint)
Our members are glad that your organization wants to host a fishing tournament for under privileged children. We
will allow the fishing tournament. (Approval not given in first paragraph, unclear explanation)
I hope you organize the tournament so that no child is injured while fishing. (Inappropriate Close)
Sincerely
Jack McClendon
President
Dear Teresa, Good request approval

You may hold your fishing tournament for underprivileged children at our Treasure Lake facility on August 25. This
event should be an exciting one for the children. (Approval given positively in the opening paragraph)
Our resident manager, Owen Cabe, will open the gates at 7 AM and close them at 9 PM the day of your event. He
will also be available throughout the day to answer any questions you may have; his office is in the lodge. The
enclosed liability release should be completed, signed and left with Owen the day of the event.
The docks at the lake will accommodate 25 children and 5 adults. Everyone must wear a life jacket while on the
docks. You will find an assortment of lifejackets and rod and reel sets in the storage shed beside the lodge. The
cooler in the shed is for bait; keep whatever perishable foods you bring for meals and snacks in the lodge
refrigerator. You will not be charged for use of the facility. Please treat the buildings and grounds with respect and
leave them as clean as you find them. Trash containers are located behind the lodge. (Clearly states conditions of
use and describes what is available)
Teresa, You and the children should have an enjoyable day. If you need additional information about our facility,
please call Owen Cabe at 555-5219. (Positive close)
Sincerely
Jack McClendon
President
CLAIMS
• Opening:
o Present the claim and its impact without placing blame on the receiver
o Impact could include the inconveniences suffered and identify specific damages
• Explanation:
o Provide necessary additional background that relates to the claim
o State the specific remedy you seek
o Set a deadline by which corrective measures should be taken
• No Sales Appeal
• Include a friendly, optimistic close
CASE
Pranjal Batra bought a new AC in May 2014 and was all excited about it. Within a few days of installation of the AC,
he realised that compressor was not working properly leading to major inconvenience because of summer season
at its peak. He contacted the customer care and got to know that all ACs sold in last 10 days were reported to have
problem with their compressors and hence the company decided to replace the compressor in all of them. Pranjal
kept following up with the customer care for 4 days but unfortunately the representative did not visit, Pranjal
decided to write to the branch Manager of the company, Mukul Kalra, to get the compressor replaced as soon as
possible.
Dear Branch Manager Poor routine claim letter

Subject : Poor Service (vague and negative subject line)
I bought an AC from your showroom and I am facing a lot of trouble while using it. Its compressor failed just within
a fortnight, how can you sell such products with faulty parts? (Incomplete information- company name, date of
purchase missing, copy of invoice not referred to; has an accusatory and demeaning tone; lack of courtesy; request
of action not made)
I tried contacting your customer care but people there are least interested to attend the customers. Every time
they say that they will send the representative, but even after following up for 4 days, I am still waiting for the
representative. I have never seen an organization function so unprofessionally. (Continues with the accusatory and
demeaning tone; lack of courtesy)
Please get the compressor of my AC replaced as soon as possible or else I will have to take a strong action.
(Threatening; lack of positive close; does refer to the action desired but with complete lack of respect)
Best Wishes
Pranjal Kumar
Dear Mr Kalra
Good routine claim letter
Subject: Replacement of Compressor (Objectively conveys the main concern)
This is with reference to the AC that I bought from your showroom on 2 May 2014. The AC is not working properly
due to faulty compressor which needs to be replaced. The scanned copies of invoice and other details are attached
for your reference. (Opening paragraph highlights main issue clearly; reference details of purchase mentioned)
For the first few days after installation of the AC, it worked fine, however, after almost a week, the AC stopped
cooling the room. On contacting customer care department, I was informed that that there has been some
problem in the compressors used in the ACs manufactured in this lot and therefore the compressor needs to be
replaced. I was assured that the company representative would visit in a day or so to resolve the issue, however,
now it has been 4 days and the issue is not yet resolved. Considering the searing heat, I hope you would
understand the inconvenience caused due to this and thus request your immediate attention to the issue.
(Explanation is given without display of anger; complaint is specified clearly; demands are mentioned in a
considerate manner)
I have been a loyal customer of your brand and have always appreciated the product and the customer service
which was the major reason for my selection of purchase of the recent AC. I am confident of receiving the same
level of efficiency in service as always and request you to immediately get the compressor replaced. (Trust and
loyalty exhibited towards the brand may encourage the reader to take prompt action)
In case you need any more information regarding the issue, please contact me 0987888658.
(Easy reference to contact details may assist the reader to respond)
Regards,
Pranjal Batra
5, Eldeco Aptt, Greater Noida, UP
0987888698 (Complete contact details mentioned for easy reference)
ADJUSTMENTS (A POSITIVE RESPONSE TO A CLAIM)

• Positive information
• Convincing explanation to regain customer’s confidence
• Take responsibility for you or your company’s part
• Focus on what will be done to ensure the problem won’t happen again
• Effective, personalized sales appeal
• Positive close without any mention of the problem
RESPONDING WHEN YOUR COMPANY IS AT FAULT

• Be aware of your company’s policies in such cases before you respond
• Start by acknowledging receipt of claim and share positive news
• Take or assign personal responsibility for resolving the situation
• Sympathize with customer’s frustration
• Explain how you have resolved the situation (or plan to)
• Take steps to repair the customer relationships and close positively
RESPONDING WHEN THE CUSTOMER IS AT FAULT

• Open with good news.
• Use the body of the message to respectfully educate the customer about steps needed to avoid a similar
outcome in the future.
• E.g. Instead of “You should not have washed it at home”, use this “The garment needs dry cleaning for
best results”
• Close with an appreciation for the customer’s business.
RESPONDING WHEN THIRD PARTY IS AT FAULT

• Evaluate the situation and review your company’s policies before responding.
• Avoid placing blame, focus on the solution
• Regardless of who is responsible for resolving, let the customer know what will happen to resolve the
problem
Dear Mr Batra Poor adjustment letter

Thank you for bringing the issue to our notice, our representative will contact you today and visit you as per your
convenience to get the compressor replaced. (Appreciates the customer’s feedback; positive information given
immediately; emphasises reader’s convenience)
As customer care department has informed you that due to some problem with compressors, all the ACs
manufactured in the last month have been malfunctioning. We take complete responsibility of the issue and are
replacing the compressors of all our esteemed customers who purchased AC from us in the last month. Due to
heavy rush, there has been a delay in representative visiting your place and we apologize for the inconvenience
caused to you. To avoid facing similar problem in future, we have changed our vendor who supplied the
compressors and have also conducted rigorous quality check of all other parts supplied by the vendors. We are
sure all these measures would help us maintain the quality that we have been known for. (Writer takes
responsibility and gives explanation courteously, convincingly and objectively; corrective measures included to
convince the reader about seriousness with which company deals with such issues)
Please find enclosed the new range of stylish electronic products that have recently been launched. To order any
product you can visit our website at www. click.com or visit our showroom. (Sales appeal integrated well in the
message)
Customer satisfaction is of utmost importance to us, please feel free to contact us if you need any assistance.
(Positive friendly closing and highlights customer satisfaction)
Mukul Kalra
Branch Manager
Click Serviced Ltd.
Dear Mr Batra
Good adjustment letter
Thank you for bringing the issue to our notice, our representative will contact you today and visit you as per your
convenience to get the compressor replaced. (Appreciates the customer’s feedback; positive information given
immediately; emphasises reader’s convenience)
As customer care department has informed you that due to some problem with compressors, all the ACs
manufactured in the last month have been malfunctioning. We take complete responsibility of the issue and are
replacing the compressors of all our esteemed customers who purchased AC from us in the last month. Due to
heavy rush, there has been a delay in representative visiting your place and we apologize for the inconvenience
caused to you. To avoid facing similar problem in future, we have changed our vendor who supplied the
compressors and have also conducted rigorous quality check of all other parts supplied by the vendors. We are
sure all these measures would help us maintain the quality that we have been known for. (Writer takes
responsibility and gives explanation courteously, convincingly and objectively; corrective measures included to
convince the reader about seriousness with which company deals with such issues)
Please find enclosed the new range of stylish electronic products that have recently been launched. To order any
product you can visit our website at www. click.com or visit our showroom. (Sales appeal integrated well in the
message)
Customer satisfaction is of utmost importance to us, please feel free to contact us if you need any assistance.
(Positive friendly closing and highlights customer satisfaction)
Mukul Kalra
Branch Manager
Click Serviced Ltd.
SOCIAL BUSINESS MESSAGES

• Congratulations
• Condolence
• Appreciation
• Invitation
• Holiday greetings
• Welcome
CONGRATULATIONS
(message that praises the receiver for an accomplishments or an achievement)
• Be personal, sincere, direct

• Immediately mention the honor or accomplishment
• Say why the receiver is deserving
• End positively without referring to any assistance you or others provided
CONDOLENCE
• Convey sympathy
• Appropriate to mention a personal detail of the deceased
• Offer assistance if appropriate
• Refer to the future in a positive way
APPRECIATION
(can be sent for long-time thoughtfulness or for one time favor)
• Examples: loyal customer, faithful employee, friend who brought in many customers, volunteer who has
generously contributed time and effort to charitable causes, letter to a guest speaker, letter from a
customer to a service department
• Express gratitude
• Provide supporting evidence
• Express appreciation using words different than used in the opening
Dear Sherman:
Letter of Appreciation
This year’s ASIP national conference was an overwhelming success…and YOU are the one who deserves the credit.
(Expresses appreciation)
You selected high-quality speakers who addressed topics that are timely and of interest to our members. Adding
pre-conference workshops drew even more people to the event and contributed to this year’s record-breaking
attendance. By allowing thirty minutes between sessions, you enabled members to enjoy refreshments while
networking with speakers or other attendees. (Gives necessary information)
Our local chapter has always recognized and valued your energy, ability to organize, and sensitivity to others’
needs. You have our respect, admiration, and gratitude for serving as program chair for the conference. (Is
personal and sincere, Uses a friendly close)
Sincerely
Jayne Carroll
President
INVITATION
Include all necessary information including date, time, place, suggested dress, whether the receiver may bring a
guest, and an RSVP notation
HOLIDAY GREETING
• Acknowledge appropriate holidays in the countries where you have employees, customers, or suppliers
• Cards are the most common format
• Some gifts can be enclosed
WELCOME
(to greet new employees, new customers and newcomers to a community)
• Use the welcome as the main idea

• Provide details
• Use a personal close
Dear Josh:
Welcome to the Falcon, Inc. summer internship program! We‘re excited to have you work with us in the
Shareholder Services Department. (Uses welcome as main idea)
The next three months will be both reaffirming and challenging. Your educational background in finance and your
strong interpersonal skills will provide the foundation for your success. Along the way, you’ll be asked to step
beyond your comfort zone as you solve problems and meet deadlines. (uses you-view point)
You won’t make the journey alone, Josh. I and others will be here to guide you. You’re the part of Falcon family
now. Come soar with us! (paraphrases main idea)
Sincerely,
Hank V. Bock
Manager
S5: WRITING NEGATIVE MESSAGES
THE BURGER MODEL: DI RECT PLAN IN ROUTINE AND POSITIVE MESSAGES
NEGATIVE MESSAGES
• Convey unpleasant, disappointing, or unfavorable information for the receiver

• Goals are to receive a positive response and maintain goodwill of receiver
• Examples
o Claim refusals
o Refuse a request received from customer/employee
o Provide information about unfavorable policy change
o Notify rejection of job
o Inform customers of product recall
• May use the direct or indirect plan
• Consider these questions:
o What message does the receiver expect?
o How will the receiver respond emotionally to the negative message?
o Will it affect the individual’s ego or self-esteem?
USE THE INDIRECT PLAN IF

• The receiver expects a positive response.
• The negative message affects the receiver personally and will be upsetting.
• The negative message is of importance, and the receiver will react negatively.
• The receiver prefers indirect communication due to culture or other reasons.
USE THE DIRECT PLAN IF

• The negative message may be expected, is routine or will not be upsetting to the receiver.
• The negative information needs to be emphasized.
• Your receiver’s preference, cultural or otherwise, is directness.
THE INDIRECT PLAN
• Opening buffer
• Logical explanation
• Negative information
• Constructive follow-up
• Friendly close
OPENING BUFFER
(a neutral or positive opening that does not reveal the bad news)
• Provides coherence
• Builds goodwill
• Is positive
• Maintains neutrality
• Introduces the explanation
POSSIBLE BUFFERS FOR OPENING BAD-NEWS MESSAGES

• Agreement- "We both know how hard it is to make a profit in this industry”
• Appreciation- “Your check for $ 127 arrived yesterday”
• Cooperation- “Employee Services is here to assist all associates with their health insurance”
• Fairness- “For the past week, we have carefully monitored those using the photocopying machine to see
…”
• Good news- “A replacement knob for your range is on its way.”
• Praise (find an attribute or an achievement to compliment)
• Resale (favorably discuss the product or company related to the subject of the letter)
LOGICAL EXPLANATION
• Relates to the opening buffer, use coherence techniques
• Presents convincing reasoning
• Stresses the receiver interest and benefits
• Uses de-emphasis techniques (start with the points most favorable to the receiver)
• Is positive (avoid words like failure, cannot, trouble, inadequate, defective. Use situation instead of
problem, and needed change instead of correction or error)
NEGATIVE INFORMATION
• Relates to the logical explanation
• By this time receivers will be expecting the negative information
• Primary goal is that the receiver clearly understands the negative message
• Gives negative information implicitly or explicitly
• Uses de-emphasis techniques
• Gives negative information quickly
• Says what can be done (not what cannot)
• Avoid apologies throughout the message
Instead of this Write this

I must refuse your request I will be out of town on the day the event is scheduled
We must deny your application The position has been filled
I am unable to grant your request Contact us again when you have established…
We must turn down your extension request Please send in your payment by June 14
CONSTRUCTIVE FOLLOW-UP
• Provides an alternative solution
• Gives additional reasoning justifying the unfavorable news
FRIENDLY CLOSE
• Moves the receiver’s mind away from the problem and builds goodwill
• Stays off the negative subject
• Is warm and optimistic
• Close should relate to the topic while avoiding the bad news
• Avoid endings that sound canned, insincere, inappropriate, or self-serving. Try to personalize the closing
with
o A forward look
o Good wishes
o Freebies
o Sales appeal
GUIDELINES – CLOSING BAD NEWS MESSAGES

• Avoid negative or uncertain conclusion- Avoid “I trust our decision is satisfactory”
• Limit future correspondence- Avoid “If you have further questions, please feel free to contact”
• Be optimistic about the future- Avoid “Hope you will continue to do business with us”
• Be sincere- Avoid “If we can be of any help, please contact us”
• Be confident- Hope you are satisfied with
THE EASI PICKENS CASE
Customized Auto Accessories, Inc., sells body kits; interior and exterior accent accessories; visors; and wheel, tire,
and grill guards through its website. The company operates globally out of a distribution center in Portland,
Oregon. It has a supply chain of manufacturers for accessories adaptable to ten different automobile makes and
models. Electronic inventory systems ensure an available inventory of high-demand items. However, orders for
low-demand specialty items result in an e-mail request by the company direct to the manufacturers for shipment
to the distribution center, which sends orders to customers. Order delivery time depends on the type of item
requested and the customer’s location. In-stock items have same day shipping and arrive within one to two days.
Specialty, low demand items have a three to six week delivery time. On March 20, the Sales and Shipping
Department for Customized Auto Accessories, Inc., moved its offices to a different office suite.
On March 15, Easi Pickens completed an online order totaling $359.64 for his grandson Tom’s sixteenth birthday
(April 25) to accessorize the preowned Sorento Tom’s parents are giving him. The online order form would not
accept the credit card information, so Easi made a copy of the internet order and mailed it from the local post
office on March 17 with a money order. He had selected chrome sport gauges, a shift plate, gauge plate rings, a
chrome rear bumper molding, an auto wood shifter and an interior chrome molding kit.
On March 26, the order had not arrived. Another e-mail to the company brought an e-mail response that payment
had not been received. Easi copied the money order receipt and sent it to the company, along with a copy of the
original order and a letter urgently requesting delivery by Tom’s birthday on April 25. When the company received
Easi’s proof of order and payment on March 30, the Distribution Manager, Janet, returned to the previous office
location and found Mr Pickens’ original order and the money order, which had dropped behind a table where
incoming mail had been placed. The shift plate, gauge plate rings and auto wood shifter were available and ready
for immediate shipment but the other items required a special order to the supplier. The expected delivery for
these items was April 30.
Ms Mckee decides to write a letter to Mr Pickens, sending an e-mail copy followed by the original letter on
company stationery, signed and sent by postal mail. The printed letter will include a birthday greeting to Tom for
Mr Pickens to insert in the birthday message. Her task is to convey the negative information that only part of the
order will arrive by Tom’s birthday. At the same time, she wants to make that information acceptable, and maybe
even desirable, to Mr Pickens and Tom.
Dear Mr Pickens: Poor Negative Message

I apologize for the inconvenience. Sometimes mistakes happen, and delivery cannot be made on time; but we will
do all we can to make corrections and keep your business. (Apologizes, gives bad news-not neutral. Negative
words used: apologize, inconvenience, mistakes , cannot, statement about keeping the receiver’s business may
suggest a greater interest in benefits to the company than to the customer)
Your original order and your money order were misplaced, and company policy did not allow us to fill the order
until the money was received. This is the reason for shipment delay. We regret that, due to this delay, part of your
order will not arrive in time for Tom’s birthday. We will, however, ship the shift plate, gauge plate rings and auto
wood shifter tomorrow because we found your original order and the money order. (Lacks positive wording and
you-view point; blame is placed on company’s policy which the customer views as poor excuse; de-emphasizes the
positive action; no justification of why the order and payment were misplaced and have now been found). The
other items have to be specially ordered from the manufacturer and will not arrive until April 30. The remaining
items will be five days late because we do not keep items in stock. A special order usually takes from three to six
weeks. (Emphasizes lateness of additional items, last sentence may raise a question about exact date of arrival; the
items are not specified)
Again, I apologize for the delay. If your credit card had worked for the online order, this late shipment could have
been avoided. Using postal mail to transmit a money order slowed down receipt of the original order. Perhaps you
should check with your credit card company to see what problem may have developed. (Gives a third apology,
blames the customer and raises another problem related to customer’s credit card rather than assuming that the
company’s own website could be at fault)
If you have concerns about the action taken to solve this problem, don’t hesitate to contact me. We know how
important a sixteenth birthday is! (Reminds of the bad news, last sentence is warm and personalizes but still
mentions the negative subject)
Cordially,
Janet Mckee
Distribution Manager
Dear Mr Pickens,
Good Negative Message
Thank you for your order. We appreciate your choosing to purchase items for your grandson’s birthday from our
company. We understand the importance to you of prompt delivery. (Is neutral and positive, introducing the topic
order delivery for the explanation provides coherence)
On March 20, we moved our office suite into a larger warehouse. As soon as I received your message today, I
searched our previous location and found your original order and payment that had dropped behind the table
where incoming mail had been kept. Today, we shipped the shift plate, gauge plate rings and auto wood shifter by
UPS next day air at no additional delivery charge to you. The tracking number for this shipment is IFG628736286.
You should receive this shipment tomorrow, March 31. (logical expression coherently follows good opening buffer
and extends the thought of prompt delivery by giving immediate attention to locating and shipping the order;
explanation of why it was lost is convincing and remains positive; the most positive information is emphasized by
placing in the end of paragraph; letter has coherence by giving the explanation for delay first)
The remainder of the order consists of special order items, and delivery from the manufacturer for these items
requires additional time. These items-the chrome sport gauges, chrome rear bumper molding, and interior chrome
molding kit-will arrive by April 30. We wanted you to have the first part of the order as quickly as possible. By the
time these shipped items are installed, the second part of the order will arrive and be ready for installation. (late
date is deemphasized by being placed within the explanation; instead of apology the explanation paragraph ends
with a statement suggesting that spacing delivery timing may be a benefit to the receiver)
With this letter, I am enclosing a birthday greeting for your grandson from our company. The greeting includes an
itemized list of the additional accessory items that he will be receiving on April 30. If you insert this message in the
birthday package with items from the first shipment, Tom will be happy to see that additional accessories are on
their way, and he can look forward to their installation. (Provides a reasonable alternative for not having the full
order on time)
When you have future needs for car accessories, you will find high-quality merchandise at reasonable prices on our
website at http://www.dsd.com. We appreciate your business; customer service is our priority. (Builds goodwill by
a friendly offer for future service; mentions the topic of car accessories but does not refer to the negative
information)
Cordially,
Janet McKee
Distribution Manager
USING THE INDIRECT PLAN
• Adjustment Refusals
• Request Refusals
• Credit Refusals
• Unsolicited negative information
ADJUSTMENT REFUSALS
• Denial of a claim
• Include requests to exchange merchandise, requests for refunds and requests that faulty work be
corrected
CASELET
Consider a request from a customer for adjustment to charges for a bundled package of phone and internet DSL
services. The customer has been with this provider for two years. To entice new customers, the provider recently
advertised a telephone and DSL bundled package for a total charge that is 25% less than the regular cost. This new
price doesn’t apply to current customers.
SUBJECT: Denial of Special Bundled Rate (Emphasizes negative information)

Poor Adjustment Refusal
DATE: Tue, 15 Feb 200_ 17:04:19-0600
TO: wbjones@a1exchange.net
FROM: custerv@a1exchge.net
We cannot grant the special phone and DSL Internet service bundled rate to current customers. This
advertisement special is only for new customers. You will continue to receive the same high-quality service you
have received for the past two years at the regular monthly charge. You do not qualify for the special rate. (Uses
negative words, buries positive statement, ends with negative close)
Wu Young, A-1 Customer Service

21 Communication Avenue
Paris, KY 40361
859,555,3621
SUBJECT: Special Bundled Rate (Does not reveal refusal)
Good Adjustment Refusal
DATE: Tue, 15 Feb 200_ 17:04:19-0600
TO: wbjones@a1exchange.net
FROM: custerv@a1exchge.net
Dear Valued Customer:
As an established customer of A-1 Exchange communication services, you will continue to receive the high-quality
DSL and phone services that you have enjoyed for the past two years. The recently advertised special rate for
bundled phone and DSL Internet services is an introductory rate for new customers. The discounted services
charge is only for the initial three months of service. (Has coherent, clear content)
Although the introductory discount is not offered to established customers, all of our customers benefit indirectly
when we add new customers. A large customer base keeps the costs for all of our customers low and enables
expansion of service options. (Shows benefit to customers)
We appreciate your choosing A-1 Exchange for your communication needs. Contact us any time you need
information about our services. (Offers a friendly, goodwill close)
REQUEST REFUSALS
• Denial of something that someone asked for
• Uses the indirect plan because it will be negative information for the receiver
Dear Mr. Phillips:

Poor Request Refusal
I regret to inform you that your application for the MBA program at W. R. Patrick College of Business was not
accepted. Your application arrived too late. (Uses direct rather than indirect plan, has a negative tone)
I am sorry to be the bearer of bad news. Many students apply to do graduate work at W. R. Patrick but only about
70 percent are admitted each year. More people applied than could be accepted this year, and students who met
all requirements were accepted by the mailing date of their applications. We reached the maximum students we
could accept before receiving your letter. (Emphasizes negative news by apologizing, offers no alternative or
friendly close)
Sincerely
Josephine Morton, Ph.D.
Director of Graduate Studies
Dear Mr. Phillips,

Good Request Refusal
Your application for the Master’s in Business Administration (MBA) program at W. R. Patrick College of Business
has been received and reviewed. The MBA program has an excellent reputation, and each year we receive
applications from more prospective students than we can accept. (Provides a neutral buffer, introduces
explanation)
Annually, we accept 18 students for the MBA program. This year, we had 32 outstanding applicants who met
admission requirements. To give all students eligible for entrance a chance for enrollment, we accepted the first 18
in the order the applications were postmarked. Your application was one of 14 eligible for admission to the MBA
program that exceeded our number for enrollment for this fall. W. R. Patrick College of Business has been
recognized by major corporations throughout the country as one of the premier colleges for preparing business
executives. If you would like to take classes with us this fall, you can enroll for elective courses as a non-degree
post-baccalaureate student and apply again next year for the MBA program. (Provides logical explanation, provides
alternative)
You have our best wishes as you pursue your studies for a business career. Contact the registrar at (678) 555-3921
if you have questions about our fall classes. (Builds goodwill with personalized close)
Sincerely,
Josephine Morton, Ph.D.
Director of Graduate Studies
CREDIT REFUSALS
• Message rejecting a credit request
• Business firms attempt to communicate credit refusals in a manner that makes the answer acceptable to
customer
• Done out of common decency and also because they want to continue to serve the customer on a cash
basis if possible
Dear Mr. Clowers: Poor Credit Refusal Letter

I am sorry to inform you that your application for a line of credit with Shreveport Supply cannot be approved at
this time. We would like to extend you a line of credit; however, a credit check shows that you owe too much
money. (Negative buffer; not neutral)
The competition among plumbers in our area makes it difficult for small plumbing firms to survive. We cannot take
a chance on extending credit to a company that is heavily in debt. We hope that your company does not fail, but
we can’t take a chance. (I- viewpoint rather than you-viewpoint)
Again, let me say that I am sorry that we cannot extend a line of credits to your company. If you need any
plumbing supplies, please use Shreveport Supply. (Apology; reminder of bad news)
Sincerely,
George Campbell
Credit Manager
Dear Mr. Clowers:

Good Credit Refusal Letter
Your interest in obtaining a line of credit with Shreveport Supply is sincerely appreciated. You can be assured that
you will receive the best services possible from us. (Good opening buffer build goodwill; is neutral)
Your satisfaction is important to us, so your line credit application was processed promptly. While processing your
application, our credit department learned that you are starting a new company and are heavily in debt. After your
company is in operation for one year and your debt is reduced 10 percent, we encourage you to resubmit your
application. (Explanation is logical; stresses receiver interests; negative information is implied)
Shreveport Supply has an extensive inventory of plumbing and electrical supplies. You may purchase high-quality
materials at low prices in our store. (Resells)
Best wishes for success with your plumbing business. Your business is important to us, and we look forward to
being of service to you in the future. (Friendly, off-the subject close; warm and personalized)
Sincerely,
George Campbell
Credit Manager
UNSOLICITED NEGATIVE MESSAGES

• E.g. Communication about price increase for Products/services, budget reductions, staff reductions
• May use the modified indirect plan for some internal unsolicited communication
o Begins with an explanation
o Describes the changes and implications
o Ends with a friendly close
Dear Ms Martin: Poor Unsolicited Negative Letter

This is a notice of late payment for a shortage in the amount of the check sent for your last order. A late payment
fee of $10 will be applied if not paid within 15 days. You should have received your order, but you failed to add the
shipping costs of $7.95 to the total of your check. (No buffer, negative words and tone)
Your full payment is important to us. We hope to receive payment of your balance soon so we can clear our
records. (No you-viewpoint)
Thank you,
Josh Whitaker, Credit Assistant
Dear Mr. Martin,

Good Unsolicited Negative Letter
Your order for your flower garden should have arrived by now. Perhaps you have been busy in your garden and
overlooked sending the payment balance. We can understand that because we know the joy our customers feel
when their shipments arrive. (Positive, builds goodwill; neutral, introduces explanation)
As you look forward to enjoying the summer flowers in your garden, please take a moment to send payment for
$7.95 to cover the shipping costs that were not included in your last payment for your last order. This balance is
shown on the enclosed form; please return the form with your check payable to A Garden’s Dream. Avoid a late
payment fee of $10 by paying the $7.95 within 15 days. We have enclosed an envelope for your convenience. Your
prompt payment will help keep our costs low, so we can continue offering only the finest products for our
customers. (Explicit, de-emphasizes by placement. Additional reasoning, emphasizes by placement)
Each year, you can find many new plant varieties on our website and in our seasonal catalogs, as well as the tried-
and-proven varieties that our customers have always enjoyed. As always, every shipment is backed by our
guarantee! (Neutral , stays off negative subject)
Cordially,
Josh Whitaker, Credit Assistant
Enclosure
USING THE DIRECT PLA N
• Begin with the main idea.

• Follow with the logical explanation.
• Then include the constructive follow-up.
• Finish with a friendly close.
• E.g. a notification letter to job applicants that they were not selected for the position, a notice of
company policy changes that have a minimal effect
Sub: Your Job Application

Good Direct Plan Negative Message
Dear Ms __
Thank you for considering Bradley & Jackson a s a place to launch your career in accounting. Based on careful
review of all the applications received for this position, we would like to inform you that your application was not
among those selected for an interview. (Opens with a simple expression of appreciation for being considered,
which acts as a mini buffer; the opening conveys the bad news quickly, using the passive voice to depersonalize the
decision)
We appreciate your interest and I encourage you to apply again if a compatible job opening is posted on our
website in the future. (He invites her to reapply for any positions that may appear in the future while avoiding any
promise of reviewing her current application again)
Best wishes for success in your career. (Closes on a positive note without apologising or implying that the matter is
open for discussion)
Sincerely
S6: WRITING PERSUASIVE MESSAGES
RECAP OF PREVIOUS SESSION
PERSUASIVE MESSAGE
• A request for action when you believe the receiver may be unaware, disinterested, or unwilling
• A communication to try to change the opinion of a receiver
• Examples
o Internal Communication
▪ Speech asking employees to volunteer to work on upcoming weekends
▪ An employee’s recommendation or proposal to establish a day care center
▪ Letter to employees requesting donations for a charity the company endorses
o External Communication
▪ Sales message
▪ Letter to persuade readers to complete a questionnaire
▪ Request to be keynote speaker at annual banquet
▪ Letters of application or recommendations for employment
PRIMARY PURPOSES OF PERSUASIVE MESSAGES

• To get the receiver to read or listen to the entire message
• To have the receiver take the requested action
ELEMENTS OF THE INDI RECT PLAN (AIDA)
• Attention
• Interest
• Desire
• Action
ATTENTION
• Captures the receiver’s attention in the opening sentence.
• Compels the receiver to read or listen to the message in its entirety.
• Is positive and brief.
• Use mechanical devices, receiver’s name in sentence, rhetorical question
ATTENTION GETTING TECHNIQUES

• Unique Selling Proposition (USP) of your product/ idea/service: Enjoy nutritious, organic, healthy food at
your doorstep!
• A Shocking Statement or Startling Statistic: 89% youth health freak in India but only 4% eating joints
offering healthy food!
• Tap into Fear: 2014 world Data: 73% people suffer from heart attack due unhealthy eating habits…
• Emphasize Control: Be liberated, Enjoy Life, Stay Healthy!
• Solution to a Problem: You can now manage your calories while pampering your taste buds.
• Promise Exclusivity: You can now enjoy a wide nutritious cuisine planned especially for you.
• Tantalize: Think how wonderful it would be to wake up tomorrow without worrying about your nutritious
diet.
• Paint a Picture: A lovely evening with friends, a mix of choicest fruit drinks, exotic colourful salads, and a
seven course low calorie sumptuous meal...
• Stress Convenience: Get nutritious, organic, healthy food at your doorstep!
• Emphasize the Negative: Do you feel guilty when you feed on junk food?
• Ask Provocative Questions: 73% people suffer from heart attack due unhealthy eating habits…Are you the
one?
• Tap into Guilt (Stress Urgency): How many times in the past week you indulged yourself into having junk
food?
• Promise of Savings: You can now enjoy healthy nutritious food at your doorstep at price lesser than a
pizza
• Use Anecdote: Without starving, I lost 45 kg by enjoying healthy food with the right blend of taste and
nutrition.
• Use a famous Quote/ Proverb: “You don’t have to eat less, you just have to eat right!”
INTEREST
• Build on the attention gained in the opening.
• Present the benefits to the receiver and may be emphasized by listing them.
• Convince the receiver to continue reading.
DESIRE
• Build on the receiver’s attention and interest by providing proof of benefits.
• Facts and figures can be valuable but should not be overused.
• Enclose the brochure or refer the reader to a website for more details.
• Show how that action will benefit the receiver.
Instead of Use This

This phone has 8 megapixel front camera This phone has inbuilt high definition front and rear
and 32 mega pixel rear camera cameras which produce pictures of professional excellence
• Downplay any negative points or obstacles
o Make a conscious decision of whether you want to highlight or downplay the price of your
product and prepare your readers for it.
o You could de-emphasize the price by placing it the middle of a paragraph after you’ve presented
the benefits and selling points.
o Alternatively, you could use some other techniques like leaving the price out altogether;
mentioning it only in an accompanying brochure; breaking a quantity price into units; and
comparing your product’s price with some other product or activity.
ACTION
• Motivate the receiver to take immediate action in a direct and positive manner.
• Ensure taking the necessary action requires minimal effort by the receiver.
• If the desired action is required by a certain date, state clearly the date. If no time limit is involved ,
encourage the receiver to act quickly.
• E.g. Sales letter can offer coupons to be redeemed, specify a date that the offer ends or suggest that
supplies are limited.
DRAFTING EFFECTIVE SUBJECT LINE IN PERSUASIVE MESSAGES

Use Common Ground: Instead of stating the product/ service/ idea/ problem that you want the reader to buy in,
state the context/topic of the message or how your idea or solution will help the reader.
Instead of Use This

Poor Communication Skills of Employees Language Lab
Voltas Air Conditioner Beat the Heat
Instead of Use This
Poor Communication Skills of Employees Language Lab to Improve Communication Skills
Voltas Air Conditioner Beat the Heat with Voltas Air Conditioner
THE ANNE TREMMEL CAS E
Anne Tremmel has been a valued employee in the Human Resources Department at Horizon Pharmaceuticals in
Somerville, New Jersey, for six years. During that time, Anne has taken on many day-to-day operational
responsibilities, including the staffing of a new research facility in Newark. Anne has also earned the SPHR
certification (Senior Professional in Human Resources). Horizon Pharmaceuticals will be expanding its operations
significantly due to the development and FDA approval of several new drugs and the anticipated opening of new
research facility in San Diego, California. Horizon will be hiring approximately 150 new employees in that area of
sales, marketing, and research and development.
To accomplish the hiring goal that has been set by the management of Horizon Pharmaceuticals, Michael Cabrillo,
the vice president of human resources, will ask Anne to take on the responsibility of interviewing and hiring the
people to fill the new position that will be generated by the opening of this new facility and the expansion of the
product line. This new responsibility would require Anne to spend the next six months traveling to college
campuses to interview graduating students as well as interviewing candidates at job fairs in the major
metropolitan areas of the United States. Horizon will reimburse Anne for all expenses, but these recruiting trips
will require her to be away from home and her two small children for four weeks at a time.
TO: Anne Tremmel

Poor Persuasive Message
FROM: Michael Cabrillo
DATE: January 4, 2010
SUBJECT: Additional Responsibilities
Because we recently received FDA approval of several new drugs and acquired a research facility in San Diego,
California, we need to staff approximately 150 new positions in the next eight months. You have been working in
Human Resources for some time, so you should take this temporary assignment. (Gains attention negatively,
impersonal and shows a lack of appreciation for Anne’s service. she may be reluctant to continue reading the
memo if she immediately senses that the company may be taking advantage of her.)
I envision this recruiting process will take approximately six months. During these six months, you would be
travelling to college campuses and interviewing graduating students. In addition, you would be working job fairs in
the major metropolitan areas of the United States. You would be travelling and interviewing for four weeks and
then have a break before you start on your next four week recruiting trip. You have six years with Horizon, so you
know the type of employee we are looking for and the process we go through to recruit, hire and process new
employees. This reassignment would not be a promotion, but you would have all your expenses paid. (Emphasizes
obstacles, it is of no help in building her interest in accepting the temporary assignment)
I know it will be difficult being away from home for long periods of time and not working with your colleagues in
the human resources department on a daily basis, but I think it would be an excellent opportunity to grow
professionally and personally. (Fails to show benefits)
Anne, please send me a letter of acceptance if you would like to do this job. If you can’t do it, please let me know
as soon as possible so I can contact someone else about the job. (Fails to motivate receiver)
Michael
TO: Anne Tremmel

Good Persuasive Message
FROM: Michael Cabrillo
DATE: January 4, 2010
SUBJECT: Recruiting for Horizon Expansion
Your work in our human resources department during the past six years has been outstanding. Horizon has
benefited greatly from your knowledge and dedication to the field of human resources. Specifically, your recruiting
and staffing work at the Network research facility last year was exceptional. (Gains attention by recognizing her
long time dedication; uses positive approach and you-viewpoint)
As I mentioned to you in our discussion last week, Horizon Pharmaceuticals is rapidly expanding its operations. A
new research facility will be opening in San Diego within the next eight months, and within the next six months we
will be expanding our sales force due to FDA approval of several new drugs. We urgently need a human resource
professional like you who has extensive experience in all phases of human resources to recruit process and hire
approximately 150 new employees due to the opening of the new facility and the approval of the new drugs. You
would be involved in recruiting prospective employees from colleges around the country as well as at job fairs in
the major metropolitan areas. The opportunities for promotion to a human resources position at our new facility
will be great once it is operational, even though this temporary reassignment would not mean an immediate
promotion. (Continues building interest; keeps attention gained in first paragraph)
This reassignment will involve extensive travel, which will be fully reimbursed by Horizon. After every four weeks
on the road recruiting, you would have one week off (with pay) before you start the next recruiting trip. And,
arrangements will be made to have a virtual assistant work with you to process the paperwork generated by these
recruiting trips. (Emphasizes proof of benefits to receiver)
Anne, please accept this recruiting position for our newly expanded operations. Your acceptance will provide an
exciting opportunity for you to participate in the staffing of a new site and the expansion of our sales, marketing
and research and developmental teams. Your expertise will make a major contribution to the future success of
Horizon. Please email your response to me no later than January 23 at Michael.cabrillo@horizon.com. (motivates
receiver and makes taking action easy)
sm
DIFFERENT TYPES OF PERSUASIVE MESSAGES
• Persuasive Claims
• Persuasive Requests
• Recommendations
• Sales Messages
PERSUASIVE/NON ROUTI NE CLAIMS

Claim Approach
Simple or routine Direct
Persuasive or non-routine Indirect
HANDLING PERSUASIVE/NON ROUTINE CLAIMS

• Attention
o Begin persuasive claims by stating the basic problem (or with a sincere compliment, agreeable
assertion, or brief review of what’s been done about the problem).
o Identify a common ground that both you and your audience can agree with or that clarifies what
you wish to convince your audience about.
• Interest and Desire
o Provide a logical explanation to convince the reader or granting your claim.
o Appeal to your reader’s sense of fair play, good will or moral responsibility to elicit an interest
and desire for a favourable response.
o Stress on the inconvenience caused by the problem without complaining too much or making
threats.
o Make sure your request is objectively stated, focusing on the problem rather than accusing the
company
• Action
o State your request specifically and confidently.
o Mention a deadline for action when necessary or desirable.
o Reinforce reader’s benefit in granting your claim.
CASE
Janine Thomas is owner of The Great Event Wedding planners. Janine contracted with Class Act Video Productions
to produce a DVD of the St Clare/Meadows Wedding. After viewing the finished product, Janine found the quality
to be substandard. The wedding vows and messages from well-wishers could not be heard because of back-
ground noise, and outdoor pictures of the bride and groom had so much light that their faces could not be seen
clearly. Janine is upset, and it shows in her letter that she sends to Mr Stallings, Owner of Class Act Video
Productions.
Dear Mr. Stallings, Poor Persuasive Claim Letter
I want the $1,000 back that I contracted with you for the videography of the St. Clare/Meadows wedding. The
quality of the DVD was far less than you promised. (is negative)
You promised a DVD of higher quality that included opening titles; closing credit; video of the pre ceremony
activities, the ceremony, and the reception including guests’ messages; still images; and music. I am very
disappointed with the quality of the finishes DVD. The sound is not clear; it is very difficult to hear the vows being
exchanged or the guests’ messages to the couple because of background noises. Also, the pictures that were taken
outdoors have so much light in the background that it is difficult to see the bride and groom’s faces. The record of
the events of a wedding day is important for my clients. I often receive comments about the joy they experience as
they view the DVD and “relive” their first day as a married couple. I am very disappointed with the quality of the
video and know my clients, the Meadowses, will be disappointed as well. (Shows anger)
I want you to either send me back my $1,000 and I will return the DVD, or I will keep the DVD and you can refund
me $550, half of the cost of this wedding day DVD. Client should not have to pay for a DVD of such a poor quality.
Please let me know as soon as possible what you will do so I can let the Meadowses know. (demands action rather
than makes a request)
Sincerely
Janiene Thom
Dear Mr. Stallings

Good Persuasive Claim Letter
Your firm has provided me with beautiful and professionally produced videography for many weddings I have
coordinated over the past six years. On November 12, I contracted with Class Act Video Productions to produce the
video of the St. Clare/Meadows wedding. I paid half of the fee, $550, in advance. At the wedding reception, I gave
your videographer a check for $550, the balance on the contract. (Gets attention with praise)
As you know, many married couples go through their wedding day without really being able to take in everything
that is happening. That is why a service such as videography is so important; it provides those lasting memories of
one of the most important days in a couple’s life together-their wedding day. Upon receiving the DVD from you , I
viewed it to be sure, it included the pre ceremony activities; the ceremony and the reception, including guests’
messages; still images; and music- all the events of the day that had been identified in our agreement. Everything
was there, but the quality of the DVD was not what we have come to expect from your company. The sound was
not crisp and clear; it is difficult to hear the bride and groom exchanging their vows, and the guests’ messages to
the newly married couple were overpowered by background noise. Also, the pictures of the bride and groom
taken outdoors have so much light in the background that it is difficult to see their faces clearly. (gains interest by
giving details)
I am sure our goals are the same- to provide the highest quality product to our customers. Therefore, I am
requesting that you edit the DVD to clarify the sound recordings and adjust the background lightings of the
outdoor pictures. Doing this would provide the professional – quality videography we have come to expect from
Class Act Video Productions. If you can not do this, please issue a refund of $550 to compensate my clients for a
DVD that is not of an acceptable quality. Please call or fax your decision me by March 12 so that I can notify my
clients of the resolution of the situation. (adds more details, makes polite request)
Sincerely
Janine Thomas
Owner
PERSUASIVE REQUESTS
Request Approach
Simple or routine Direct
Persuasive or complex Indirect
E.g. request a change in work schedule, increase in staffing for your
department, look for participants for research study…
HANDLING PERSUASIVE REQUESTS

• Aim at gaining credibility and convincing the reader that the action requested would solve a significant
problem.
• Begin with an attention-getting device; use the interest and desire sections of your message to give
genuine reasons for making such a request and to cover what you know about the situation.
• Close with a request for some specific action.
Dear ______:
Poor Persuasive Request
The Heart Research Center does all kinds of research. We need individuals to serve as guinea pigs for our research.
(Impersonal, does not gain attention)
We want to conduct this research so that we can continue receiving federal grants. Our research may eventually
lead to a healthier society. (Selfish, does little to build interest)
If you want to participate in our study, read the enclosed brochure that gives all the details. (Vague, difficult for
receiver to take action)
Sincerely
Lori Mc Keever
Research Coordinator
Dear ___________,
Good Persuasive Request
Each year, thousands of Americans die from heart attacks. Most physicians believe that high blood pressure or
high cholesterol lead to heart attacks. (gains attention)
Blood pressure and cholesterol can be lowered through proper diet and exercise. Physicians at the Heart Research
Center are conducting a research study to determine the best combination of diet and exercise to benefit
individuals. (Builds interest, provides details that stimulate desire)
The Heart Research Center is looking for volunteers to participate in this research project. Volunteers will get free
weekly checkups and an initial consultation with medical professionals to devise a diet and exercise plan that
minimizes the risk of heart attack. Individuals wishing to volunteer should call Michael at 555-4286 before March
25. Michael will answer your questions about this research project. (makes taking action easy)
Sincerely,
Lori McKeever
Research Coordinator
sm
RECOMMENDATIONS
Recommendations attempt to persuade the receiver to take the action proposed by the sender.
E.g. Company officer advising the firm to conduct regular training on sexual harassment, a colleague sending an
unsolicited endorsement of an individual seeking employment, manager creating a new procedure for customer
billing
To: Jeffrey Burns, President

Poor Recommendation
From: Mark Spencer, Vice President Operations
Date:------
Subject: Outsource Reprographic Services
I think we should contract with an outside provider for our reprographics services. Our machines are always
breaking down, and it is costing a fortune to repair them. (Negatively influences receiver)
Keeping all existing machines in working order and purchasing any other pieces of equipment necessary to provide
a full-service reprographics department on-site is cost prohibitive. Persons who are currently in reprographics are
very good at processing reprographics jobs, but they are not trained to perform major equipment repairs. (Displays
negative attitude; does not show benefits)
I think we should move on this recommendation as soon as possible; read the attached proposal for details. (Gives
a recommendation that sounds like an order)
Mark Spencer
TO: Jeffrey Burns, President

Good Recommendation
FROM: Mark Spencer, Vice President Operations
DATE: September 24, 200_
SUBJECT: Outsource Reprographic Services
MXX Services has developed a first-rate reputation for providing business travelers with the hoteling services that
are critical to their success when working away from their offices. Over the past three years, our sales have
increased approximately 23 percent. I expect that this level of success will continue into the future. (Attracts the
receiver’s attention)
The increased volume of business and the complexity of that business in the reprographics area are both a positive
and negative for us. It is positive for us because the higher volume of reprographics work we complete generates
more income. The negative is that the complexity of the reprographics jobs our customers need requires
equipment that has many more options than our current equipment has, and this equipment is expensive. Also,
the heavy volume of copying has taken a toll on our existing equipment; breakdowns are occurring, and delays
could negatively affect customer satisfaction. Our current reprographics staff are extremely capable in handling
the processing of customers’ work; however, they are not trained repair technicians. (Builds interest)
There is a solution that helps our customers and business. I would suggest that we can contract with an outside
provider to supply our facility with the reprographics equipment we need for our operations. We could lease this
equipment on a monthly or yearly basis. This contract could also include hiring a person from the outside provider
to work on-site at MXX Services to train our current reprographics personnel on the new equipment, serve as a
repair technician, and do daily reprographics work. This would allow our current workers to become more
productive during their time on the job. (Stimulates desire)
I recommend that we investigate hiring an outside provider for reprographics services as soon as possible; this
proposal will benefit everyone. Please contact me if you have any questions about the proposals, which I have
attached to this document. (Recommends action)
ks
Attachment
SALES MESSAGES
• Sales messages take many different forms: letters, brochures, leaflets, catalogues, radio and TV
commercials
• Know the product or service and its strengths, weaknesses, competitors, and market.
• Emphasize the strengths and omit weaknesses
• Research market carefully to determine how to appeal to your customers and to get their business.
• Salutation is frequently omitted
• Selling points focus on the product and benefits focus on the user. Therefore, emphasise the benefits and
not the features or selling points.
TECHNIQUES OF GAINING ATTENTION

• Offer: Take your old cell phones to one of our collection centers, and we'll recycle it and donate a portion
of the proceeds to charity.
• Benefit: You'll help our environment and help your neighbors in the process.
• Question: Microsoft has evolved. Have you?
• Quotation or proverb: Opportunity seldom knocks twice.
• Related fact: A virus is a computer program written to perform malicious tasks.
• Testimonial: "I never stopped eating, yet I lost 107 pounds."—Tina Rivers, Greenwood, South Carolina
• Startling Statement: Drunk drivers injure or cripple more than 500,000 victims every year.
• Other options
o Product feature
o Solution to a problem
o Anecdote
o Personalized statement using receiver’s name
o Relevant current event
September 12, 200_

Poor Sales Message
BUY A COUPON BOOK TO HELPTHE DISADVANTAGED (opening doesn’t grab receiver’s attention)
The big buddies of the Greater Hartford Area are once again selling the $uper $aver coupon book for $40.
(Receiver benefits are not pointed out)
This year’s $uper $aver coupon book offers an abundance of coupons for discounts on dining, movies, and sporting
and cultural events. There are also a wide variety of travel discounts available in the coupon book. (Receiver
benefits are pointed out but not emphasized)
The proceeds from the sales of the $uper $aver coupon book go to the Big Buddies of the Greater Hartford Area.
(Details of this benefit are not outlined)
Let us know if you want to buy this year’s $uper $aver coupon book. (request for action is not positive)
JUSTIN CLARK, EXECUTIVE DIRECTOR
September 12, 200_

Good Sales Message
AN OPPORTUNITY TO GIVE BACK TO YOUR COMMUNITY
Would you like to $ave $$$ everyday on routine expenses?
Would you like to give back to your community at the same time?
If so, the $uper $aver Coupon Book for you! (Non-traditional technique used to capture receiver’s attention)
This year’s $uper $aver book offers you many ways to save money. There are 50% and 2 – for – 1 discount for
dining, movies, sporting events, and cultural events. There are coupons that enable you to save money on basic
household needs such as groceries, car servicing, and dry cleaning. (Interest stimulated by giving details)
And, if that isn’t enough, this year there are even more travel discounts than ever before. With the discounts for
hotels, airfare cruises, and car rentals, you can now afford to take your family on that long-awaited dream vacation
without going into debt.
How often do you get the opportunity to buy something that pays for itself on the same day you purchase it? Here
is how that works: The $40 cost of the $uper $aver coupon book can be saved in just one day by using a $5 grocery
coupon, purchasing two movie ticket for $10 with coupons, and using a 2-for-1 coupon valued at $25 at your
favorite restaurant. You have just saved the $uper $aver coupon book. It’s that easy! (Interest maintained by
identifying benefits to receiver)
One of the great benefits of purchasing this coupon book is that you are helping to mentor the economically
disadvantaged youth in our city. All proceeds from the sales of the $uper $aver coupon book are being put toward
a new recreation center in downtown Hartford and Big Buddies’ after-school tutoring programs. (Details tell how
receiver is helping community)
Order your book today by returning the enclosed postcard. It is never too soon to $tart $aving $$$$. The books
also make great gifts. (Request for action makes response easy)
JUSTIN CLARK, EXECUTIVE DIRECTOR
Enclosure
S7: WRITING REPORTS AND PROPOSALS
REPORT WRITING
Reports: A report is a compilation of information that has been sought, collected, organized and written to convey
a specific message.
TYPES OF REPORTS
• Formal Reports
• Informal Reports
INFORMAL REPORTS
• May be written with or without a title page
• May be formatted as a letter or a memo
• Written in the first person
• Use headings
Formal Reports Informal Reports

Are normally written in the third person Are normally written in the first person
May contain visual aids and material from secondary Generally do not contain visual aids or material
sources from secondary sources
Have a detailed structure Are less structured
May be formatted as letters or memos
FORMAL REPORTS
• May contain a title page, transmittal message, table of contents, list of illustrations, abstract, body,
glossary, appendix, and reference list
• Written in third person
• Multiple levels of headings
• Content from primary/secondary resources
• Visual aids
INFORMAL WRITTEN REPORT TYPES

• Progress – informs readers of the status of a project
• Periodic – provides managers with updated information at regular intervals
FORMAL WRITTEN REPORTS

• Preliminary section
• Body
• Supplementary section
PRELIMINARY SECTION
(contains all the parts of a report that precede the body)
• Title page
• Letter or memo of transmittal
• Executive summary
• Table of contents
• List of illustrations
TITLE PAGE
• Title of the report
• Writer’s name, title and department
• Date of submission
• Name of person/company receiving the report is used when reports are prepared for clients outside the
organization
• Title should indicate the purpose and content
LETTER OR MEMO OF TRANSMITTAL

• Introduces the report to the readers
• Concise, subjective –may include personal comments/ suggestions/opinion
• Refer to parts of report of special interest/anything worthy of discussion
• Ends with appreciation for opportunity to participate in project
LETTER OR MEMORANDUM OF TRANSMITTAL – FIVE PARTS:

• Authorization (refer to group or individual who requested the report)
• Transmittal details (use conversational language)
• Background, Methodology
• Highlights (conclusions)
• Courteous Ending (acknowledging those who assisted; verifying that the effort in completing the report
was worthwhile; suggesting a personal willingness to respond to further qs; including your contact
details)
*some foreign subsidiaries include the cover letter or memorandum both in the native language and in English.
Dear Ms Hammel
Sample Letter of Transmissal
Attached is the report you requested on April 10, 20xx on the issue of Drugs in the Workplace. We have tried to
meet your requests as stated in your letter of that date and hope the report is useful to you and your office.
(Authorization)
Our approach to the issue involved work in three areas: meetings with local health and medical personnel;
interviews with persons who have publicly indicated a problem with drugs; and meetings with other companies in
the area. Three months of effort were devoted to the above investigations. After that initial data collection we also
met with each of our vice presidents to get their reaction to our preliminary data. (Methodology)
Three recommended solutions are supported by the committee; those recommendations are detailed in the
executive summary. Consensus also appeared for the three criteria we used for evaluation: fairness, workability
and cost effectiveness. (Highlights)
We hope the report is acceptable to the committee. As a group we found the investigation interesting, challenging,
most of all, hopefully rewarding in decreasing and eventually solving the problem of drugs in the workplace.
(Courteous Ending)
Cordially
[signature]
Typed name and titles
EXECUTIVE SUMMARY
• Executive Summary/Abstract/ overview/Synopsis-
o Place it right after the transmittal letter or memorandum
o organized deductively or inductively
o Dominant Headings: background, data analysis, causes, possible solutions , conclusions,
recommendations.
Executive Summary of International Consultant Recommendation

Sample Executive Summary
Background
You requested advice on the possibilities of increasing the consumption of cold cereals in Japan. The specific
question was this: What must be done to increase the consumption of cold cereals in Japan from the current 0.150
kg to 1.5 kg?
Data Analysis
We collected data from the Japanese Institute for Social and Economic Affairs as well as other Japanese and US
organizations. Data analysis showed that Japanese consumers spend 180 yen per saving to make their traditional
breakfast of fish, rice, vegetables and green tea. Cold cereal costs yen per serving, or an increase of 25%....
Causes
The higher cost for the cold cereal breakfast is due to research and development costs, advertising efforts and
sales promotion efforts. Additionally, Americans drink more milk, often on their cereal. Finally, the aging
population of Japan also mitigates against cold cereal: older persons resist changing from their traditional
breakfast……
Possible Options
1. Conduct an educational program targeting the younger Japanese consumer, those less than age 25. Emphasis
could be placed on cereal’s nutritional benefits……..
2. Increase media advertising, emphasizing the nutritional elements of cold cereal….
3. Develop more cereals made from rice……
Conclusions
We conclude that any of the above three options would help increase the consumption of cold cereals in Japan.
Particularly important is the concept that our marketing efforts should be directed toward those age 25 and
younger.
TABLE OF CONTENTS
• Lists all major sections that follow it and page on which it begins
• Aids the reader in quickly locating specific information in the report.
• Normally not used in reports of fewer than five pages
o Leave 1” margin on the left, right, top and bottom
o Write the phrase ‘TABLE OF CONTENTS’ on the top in CAPITALS
o Numbering of elements up to abstract/summary done in small roman numerals and from
introduction onwards in Arabic numerals
o Leave two spaces between main headings and one space between sub headings
LIST OF ILLUSTRATIONS
• Visual Aids are identified in list of illustrations
• Layout is same as table of contents and gives information about the number, title and page reference of
each illustration.
• If the list of illustrations is very large, divide it into two parts, namely List of Tables and List of Figures
BODY
• Introduction:
o Statement of the problem
o Purpose of study
o Specify scope of research
o Summarize available literature on the topic
o Define unfamiliar terms
• Procedures/Methodology: describes steps taken in conducting the study
• Findings: should be presented in a factual and objective manner without personal
opinions/interpretations
• Analysis: contains writer’s interpretation of the qualitative or quantitative assessment of the findings
• Conclusions: Statement of reasoning made by a researcher after a thorough investigation. Findings and
analysis should substantiate the conclusions
• Recommendations: Writer’s suggestion to the reader as to the action that should be taken to solve the
problem. It should develop logically from the findings, analysis and conclusions of study
SUPPLEMENTARY SECTION
• Glossary
• Appendix
• Bibliography or reference list
GLOSSARY
• Alphabetic list of terms used in the report with a brief definition of each.
• List of technical words used in the report and their explanation. However if the list of such words is
limited, they are generally explained in the footnotes
• Can be placed before the appendices or after the table of contents
• Whether to Include the glossary depends upon readers’ understanding
• List of symbols is structured like a glossary. It defines the symbols/abbreviations used in the report
APPENDIX
• Used to give variety of information separately, as its inclusion in the main body could interfere with the
smooth reading of the report.
• Appendix title page to be placed between last page of body and first page of appendix
• Refer the reader to every entry in appendix in the report body
BIBLIOGRAPHY
• Alphabetical list of all references used as sources of information in the study including those that don’t
appear in footnotes or text citations
• Can present entries in a single alphabetic list or under various headings (books/periodicals/newspapers,
government reports…)
REFERENCES
Includes only those sources cited in the text of the reports.
PROPOSAL
A persuasive message that analyzes a problem and recommends a solution.
PROPOSAL TYPES
• Informal or formal: During a meeting, a manager describes a staffing problem and asks department heads
to consider the problem and email their proposed solutions to the manager by end of the week.
• Internal or external: A sales representative phones a client to promote a new or upgraded product. In
response the client says, “ Sounds interesting. Put the proposal in writing and we will talk about it.”
• Unsolicited or solicited: A package delivery company that plans to replace ten of its vans prepares a RFP
and invites area truck dealerships to reply.
REQUEST FOR PROPOSAL (RFP)

• Describes a project, product, or service need (problem)
• Invites potential suppliers to propose solutions
RFP CONTENT
• Introduction
• Project/Product/Service description
• Vendor requirements
• Restrictions (time/budget)
• Proposal guidelines (content of proposal/format)
• Evaluation criteria
• Confidentiality statement
• Submission and contact information
QUALITIES OF A SUCCESSFUL PROPOSAL

• Purpose is clearly stated
• Problem is defined clearly
• Solution is innovative and convincing
• Benefits outweigh costs
• Personnel are qualified
• Solution can be achieved on a timely basis
• Content is honest, factual, realistic, and objective
• Presentation is professional and attractive
ELEMENTS OF A FORMAL PROPOSAL

• Cover letter or memo/transmittal message (introduces proposal to the reader, reviews the highlights of
proposal and encourages action)-letter for external and memo for internal proposal
• Title page or cover (title of proposal/name and location of receiver and submitter/date of
submission/proposed duration of the project)
• Reference to authorization
• Table of contents
• List of illustrations
• Proposal summary
• Purpose (reason of making proposal and how it will accomplish the purpose)
• Problem or need (describe the problem being solved or the need being met)
• Elements of a Formal Proposal (continued)
• Background (problem/how it developed/its magnitude/consequences if nothing done)
• Benefits of the proposal-outcomes of implementing proposed solution (you viewpoint/must outweigh
cost/realistic and honest)
• Description of the solution (what you are proposing/who will do it/when it will be done/why it should be
done)
• Evaluation plan-way to measure degree of success achieved if proposal is implemented
• Qualifications of personnel
• Time schedule
• Cost
• Glossary
• Appendix
• Reference list
QUIZ
1. Formal reports use side headings; informal reports do not. ANS: F

2. It is unnecessary to include a source citation for paraphrased material. ANS: F
3. Memo reports are written for an internal audience; letter reports may be written for either an internal or
an external audience. ANS: F
4. The conclusions and recommendations sections of a report allow the researcher to infuse his or her
opinions into a report. ANS: F
5. The introduction of a report helps the reader understand the scope and sequence of the report. ANS: T
6. The executive summary of a report emphasizes the findings, conclusions, and recommendations of the
study. ANS: T
7. The guidelines and policies of an organization must be considered when deciding how to format a formal
report. ANS: T
8. All appendixes included with a report must be referred to within the body of the report. ANS: T
9. Headings must be parallel within and between levels. ANS: F
10. Formal proposals are highly structured documents that may resemble formal reports. ANS: T
11. The organization that submits the proposal selected in response to an RFP will be awarded a contract for
the project. ANS: F
12. An RFP that includes information about time, budget, or other constraints related to the project helps
readers determine whether to respond. ANS: T
13. The cover letter or memo that accompanies a proposal is also known as the Summary or the Overview.
ANS: F
14. The title of a proposal should be brief and answer the questions Who? What? Where? When? Why? and
How? ANS: T
15. The background and problem/need sections of a proposal may be combined or, if lengthy, presented
separately. ANS: T
S8: DESIGNING AND DELIVERING BUSINESS PRESENTATIONS
QUALITIES OF AN EFFE CTIVE SPEAKER
• Are knowledgeable on the topic

• Are well prepared
• Give an overview of the content at the beginning, including the purpose of the presentation
• Present information clearly and logically
• Give examples to explain or support the information
• Sound enthusiastic
• Share funny anecdotal stories or examples
• Involve the audience
• Use a variety of methods in the presentation
• Look at the audience
• Allow for questions from the audience
CHALLENGES THAT YOU FACE IN PUBLIC SPEAK ING
DO FAMOUS PUBLIC FIG URES DREAD PUBLIC SPEAKING?

• Mark Twain, who made most of his income from speaking, not writing, said, “There are two types of
speakers: those that are nervous and those that are liars”
• Elvis Presley, said, “I’ve never gotten over what they call stage fright. I go through it every show.”
• Thomas Jefferson was so afraid of public speaking that he had someone else read the State of the Union
address (George Washington didn’t like speaking either).
• Winston Churchill, John F. Kennedy, Margaret Thatcher, Barbara Walters, Johnny Carson, Barbra
Streisand, and Ian Holm have all reported fears of public communication.
• Aristotle, Isaac Newton, Charles Darwin, Winston Churchill, John Updike, Jack Welch, and James Earl Jones
all had stutters and were nervous speakers at one time in their lives.
THE WORST HUMAN FEARS
Speaking before a group Deep water Loneliness Elevators
Heights Sickness Dogs Escalators
Insects and bugs Death Driving/Riding In a car
Financial problems Flying Darkness
MAKE MISTAKES. AND THIS IS OK!

• Avoid the mistake of trying to make no mistake
• Your response to a mistake defines the audience’s response
• “Obsessing about perfection stops you from growing.” – Tyler Durden
PSYCHOLOGICAL REASON S WHY PUBLIC SPEAKIN G IS SCARY!

• Being judged, criticized or laughed at (Confidence, not perfection is the goal!)
• Doing something embarrassing in front of other people
• Saying something stupid the crowd will never forget
• Boring people to sleep even when you say your best idea
LITTLE THINGS THAT CAN BE ANNOYING…

• Umms and uhhs
• Distractions
• Putting the audience behind you
• No eye contact
• Discomfort
• Dispassionate
DESIGNING AND DELIVERING BUSINESS PRESEN TATIONS
“Great speakers aren’t born, they are trained.”
COMMON PROBLEMS WITH PRESENTATIONS

• The presentation is boring
• The content is not suited to the audience
• Poor style
• Poor quality of slides
• Lack of clear organization and purpose
PLANNING AN EFFECTIVE BUSINESS PRESENTATIONS
IDENTIFYING YOUR PURPOSE/KEY MESSAGE

• Say to yourself, “At the end of my presentation, the audience will . . ….”
• Think about how you want the audience to summarize your presentation.
KNOWING YOUR AUDIENCE

Ask yourself these questions:
• Who is the audience/who requested presentation?
• Why is topic important to audience?
• How many audience members?
• Where do I fit into program?
• How long is time slot?
• What is the room arrangement?
ORGANIZING THE CONTE NT
ORGANIZING YOUR PRESENTATION

• Introduction: “Tell the audience what you are going to tell them . . .”
• Body: “ . . . then tell them . . .”
• Conclusion: “ . . . and then tell them what you have told them.”
FOCUS ATTENTION
The Attention-Interest-Desire-Action (AIDA)
Structure
The AIDA model is mainly used for sales

presentations.
• Attention
• Interest
• Desire
• Action
ATTENTION-GETTING TE CHNIQUES FOR THE INTRODUCTION

• A shocking statement or startling statistic
• A quotation by an expert or well-known person
• A rhetorical or open-ended question that generates discussion from the audience
• An appropriate joke or humor
• A demonstration or dramatic presentation aid
• A related story or anecdote
DESIGNING COMPELLING PRESENTATION VISUALS
The Advantages of Presentation Visuals
Tell me, I’ll forget. Show me, I may remember. But involve me and I’ll understand.”
TIPS FOR DESIGNING P RESENTATIONS VISUALS
• Text: Keep it clear and consistent
o Use a style appropriate for your image and the communication context
o Don’t mix fonts; no more than two per slide
o Keep size consistent; stay above 24 point
o Avoid filling more than 75% of slide with text. Limit headings to four words and follow 7x7 rule,
which limits text to 7 lines per slide and 7 words per line
o Use capital letters sparingly and omit punctuation at the end of bulleted list
• Color: Use it to emphasize content
o Use contrasting colours as contrast improves readability
o Avoid overly colourful or ornate background
o Use colors on slides based on formality of the presentation; relationship with product/company.
• Transitions: Strive for consistency and simplicity
o Avoid mixing animation effects
o Don’t over do
• Video: Use for education, not entertainment
o Use videos to boost retention, emphasize points, and explain difficult concepts
o Incorporate and run through videos before the presentation to check if they work properly to
avoid unexpected technical difficulties
• Sound: Produce harmony with the message
o Use sound to make a substantial impact and not belittle the message
o Use good audio equipment
EFFECTIVE USE OF COLOUR

• Green: Money, the environment
• Red: Stop, danger, financial loss. *Because of natural associations of red with financial loss, red would
be inappropriate in a table of numbers or a graph depicting
growth or a healthy financial situation.
• White & blue: Cleanliness, crisp, pure images
• Earth tones: Naturalness, stable, conservative, autumn
INEFFECTIVE SLIDE CONTENT: WHAT DOES NOT WORK

• Title is not descriptive
• Too many points on single slide: (1) First item is verbal
transition, not related to key idea and (2) final bullet belongs
on new slide with tips for using humor
• Lack of parallel structure and spelling error detract from
credibility.
EFFECTIVE SLIDE CONTENT: WHY IT WORKS

• Uses descriptive title to capture major idea of slide
• Omits items unrelated to major idea—value of humor.
• Includes few memorable points in parallel form
• Corrects spelling error to maintain credibility
ENGAGING CONCEPTUAL SLIDE DESIGN: WHAT DOES NOT

WORK
• Title is not descriptive
• Content does not emphasize central idea
• Including source note in text detracts from main idea
• Too much “dead” space below bullet; must include more
than one item in a list.
ENGAGING CONCEPTUAL SLIDE DESIGN: WHY IT WORKS

• Capture central idea In descriptive title
• Selects images that imply central message; enlarges images
for visual appeal and balance
• Moves source note to less prominent position that adds
credibility while keeping focus on major idea
REFINING YOUR DELIVERY
SETTING UP
• Arrive early, if possible
• Take control of the equipment
• Greet participants as they arrive, if possible
• Set out your watch
CREATING FIRST IMPRE SSIONS

• Dress Appropriately
• Start on Time
• Smile
HOLDING AUDIENCE ATTENTION
USING VOICE EFFECTIVELY

Be loud enough
Use microphone appropriately
Use pauses effectively
Use modulations
USING POSITIVE BODY LANGUAGE

Stand straight, don’t lean against the lectern or podium
Use your arms and hands naturally
Movement
Maintain eye contact
FOUR FRIENDLY EYES APPROA CH TO GOOD EYE CONTA CT

Find four friendly sets of eyes at the four corners of the presentation hall and
make eye contact periodically with each of them. This gives the impression of
covering the audience in all four directions. This can be further illustrated
through the following figure.
THE Z APPROACH TO EYE CONTACT

Visualize the audience seated in the form of a rectangle or a square. The
row at the back and front are connected by a diagonal. The eyes should
traverse to and fro in the form of a Z. This is further illustrated through
the following figure.
TYPES OF DELIVERY METHODS
• Memorized—written first and delivered verbatim
• Manuscript or scripted—written and read to the audience
• Impromptu—not written at all because speaker does not have prior notice
• Extemporaneous—planned, prepared, rehearsed but not written in detail
HANDLING QUESTIONS
• Appropriate time to take questions
• Five-step process for handling questions:
o Listen carefully to the questioner.
o Repeat or rephrase the question.
o Answer clearly and concisely.
o Go promptly to the next question.
• What if you do not know the answer?
DEALING WITH DISASTE RS

• You find out that the time allotted has been reduced
• The equipment fails
• You tell a joke that falls flat
• You get nervous and flustered and lose track of where you are
• You stumble over a chair or trip over a cord
AVOID THE THREE DS

In her book, Communicating Effectively, Lani Arredondo warns against three reactions in answering questions:
• Don’t Defend: Getting defensive creates an adversarial relationship that can only hurt your relationship
with the audience.
• Don’t Debate: If you get into a one-on-one competition, you’ll leave the others behind or split the
audience into factions.
• Don’t Disparage: Never act as if a question is bad, stupid, or otherwise undeserving of a good answer.
You’ll hurt the person’s feelings and probably create a chilling effect that will stifle the other participants.
S9: BUILDING CAREERS AND WRITING RÉSUMÉS
WHAT IS A RÉSUMÉ?
• A self-marketing tool that summarizes your qualifications

• Record of past experiences and predictor of future intentions or goals
• Primary purpose- to obtain a job interview
HERE'S EXACTLY WHAT A HIRING MANAGER SCANS FOR WHEN REVIEWIN G RESUMES
• Recruiters spend an average of "six seconds before they make the initial 'fit or no fit' decision" on
candidates.
• In 6 seconds, the recruiters quickly skim through
o Your name
o Current title and company
o Current position start and end dates
o Previous title and company
o Previous position start and end dates
o Education
WHY GIVE IMPORTANCE TO RÉSUMÉS?

• Competition being fierce, you need not just write Résumés but “Attention Grabbing Résumés.”
• First point of interaction between employer & you-depicts your level of professionalism.
STYLES OF RÉSUMÉS
• Targeted
• General
FORMATS FOR RÉSUMÉS

• Chronological
• Functional
• Combination
CHRONOLOGICAL
• Information in each section organized by date, with the most recent information listed first within each
section
• Employers can easily locate information
• Résumé highlights growth and career progression
• Résumé highlights employment continuity and stability
FUNCTIONAL
• Emphasizes qualifications categorized by skills and knowledge and related accomplishments
• Useful for people who are out of job market for a number of years; changed their career; have little
experience or held several jobs in short span
• Advantages
o Without having to read through job descriptions, employers can see what you can do for them
o You can emphasize earlier job experience
o You can de-emphasize any lack of career progress or lengthy unemployment
COMBINATION
• A combination résumé includes the best of the chronological and functional approaches.
• If you don’t have a lot of work history, consider a combination resume to highlight your skills while still
providing a chronological history of your employment
PREPARING YOUR RÉSUM É
• Opening
• Education
• Experience
• Activities, honors, or special skills
• References
OPENING
• Heading
• Career objective
• Summary of qualifications/Key Accomplishments/Major Achievements/Selected Achievements/Summary
of Accomplishments
HEADING
Includes your name and all the essential information pertaining to your address and contact details.
• The name needs to be prominently highlighted.

• In case of temporary address, mention till when it is valid along with a permanent address.
• Ensure that your email id is suitably formal and does not sound unprofessional like cateycool@gmail.com
• You could also add your LinkedIn address, or the URL of your personal e-portfolio, if available.
• Do not include your current official e-mail ID
• Example
SAUMYA BHATIA
saumyabhatia@gmail.com
218, Raj Nagar, Ghaziabad (India)-201014
Mobile Number: +91 9383883838
Fax 895.599.8327
Web page profile :www.saumyabhatia@profiles.com
CAREER OBJECTIVE
• Keep it clear, brief and direct
• You may include some of your strengths
• Use specific objective for targeted position
• Use general objective for wider variety of positions matching your skillset
• When applying for a targeted position, refer to the keywords mentioned in the job advertisement to
optimally align your objective with the profile.
• Do not use personal pronouns. For example- Do not write, “I want to get a marketing position in the retail
sector with Fortune 500 Company”. Instead write, “To obtain a marketing position in the retail sector with
a Fortune 500 company”
• Examples of Career Objective
o To work in a managerial position for mutual success. (Vague objective, not advisable)
o To work as human resources manager in the domain of training and development. (Specific)
o To work as marketing manager in a FMCG company. (General)
SUMMARY OF QUALIFICATIONS / KEY ACCOMPLISHMENTS

• Include statements/phrases to describe you and your accomplishments
• Use profile related keywords
• Use parallel construction and strong action verbs For example, conducted, coordinated, mentored,
marketed, managed, designed etc. instead of mentioning ‘was responsible for ….’)
• Quantify achievements whenever possible (For example, led a team of 10 members; increased sales by
15 % etc.)
• Emphasise by using figures for all numbers
• Mention the key positions you might have held as it becomes a screening criteria at many organizations
• Example
Summary of Qualifications (In paragraph form)
Studied Post Graduate Diploma in Management with Marketing as specialization. Scored a CGPA of 9.4,
highest in class. Worked part-time for three years in positions like management trainee and assistant
manager. Launched two new products; supervised 7 employees. Gained experience in working effectively
with people and networking, taking initiatives and working under pressure
OR
Summary of Qualifications (in list form)
o Studied Post Graduate Diploma in Management with Marketing as specialization
o Scored a CGPA of 9.4, highest in class.
o Launched two new products; supervised 7 employees.
o Worked part-time for three years in positions like management trainee and assistant manager.
o Gained experience in working effectively with people and networking, taking initiatives and
working under pressure
Instead of Use This

Was responsible for marketing campaign that Led marketing campaign that increased sales
increased sales. by 7 percent.
Experience as sales executive Worked for 2 years as Sales Executive
Lacks parallelism; doesn’t use action verbs; Uses parallelism and action verbs; quantifies
doesn’t quantify achievements achievements
EDUCATION
• List name and location of each school attended and the year of attendance in reverse chronological order
• If you are on the verge of completing a degree, mention the tentative date of completion.
• For each degree, highlight your achievements and accomplishments
• Mention your grades if they are consistently of a reasonably remarkable quality.
• Example
Institute of Management Technology, Ghaziabad
PGDM, April 2014
Marketing Major
CGPA: 9
EXPERIENCE
• For each position include dates of employment, job title, employer, employer’s location in reverse
chronological order
• List details regarding job profile, learning, achievements and contributions under two sub headings -
Responsibilities and Achievements
• Use parallel construction and strong action verbs in your listings of accomplishments and responsibilities
• If you do not have significant employment history, you may include internships, part time, temporary or
voluntary jobs but ensure that emphasis remains on the relevant information.
• Quantify the specific accomplishments in order to lay more emphasis. For example - increased sales by
10 %.
• Do not mention obvious job duties that can be inferred from the job title
• Do not use personal pronouns. For example, do not write “I was responsible for the sales of north region.”
Instead write, “Managed sales of north region”
ACTIVITIES / HONORS / SPECIAL SKILLS

• Extracurricular Activities
• Special skills
• Computer competence
• Community service
• Published works
• Public presentations
• Military service
• Organization memberships
• Special interests
• The sections could vary from honors to special skills, community service, published work, organization
membership, special interests etc.
• If you have broad array of activities that cannot be put under separate section, label them into one
section titled ‘Activities’
• These sections should be placed near related information or at an appropriate point of emphasis. For
example, if you have a host of academic achievements, you might like to place them under a separate
section immediately after the “Education” section.
• For chronological résumé, list the most recent activities first.
PERSONAL DETAILS
• Details like your age, marital status, religion, nationality, gender details etc. need not be included unless
specifically asked by the company.
• In some countries, inclusion of such details is not permitted by the law while in some countries employers
may ask for it.
• Also, do not send your photograph along with your résumé unless specifically asked or if it is the demand
of the job profile, for example, a position in modelling.
REFERENCES
• May list different references for different job applications
• No need to indicate “references available on request”
• Provide full contact information-courtesy title, name, position, organization, business address, telephone
numbers, email ID
DEALING WITH LIMITATIONS IN YOUR RÉSUMÉ
• Frequent Job Changes

• Inexperience
• Job Termination / Criminal Record
• Gaps on Your Résumé
SCANNABLE RÉSUMÉ
• Studies highlight that 95% of large companies (including the Fortune 500 companies) and 50% of mid-
sized firms use applicant tracking systems to analyze keywords and other pertinent information on an
applicant's résumé.
• Applicant Tracking Software eliminates approximately 75% of candidates.
• In order to survive the rigorous check by ATS, you need to prepare a scannable résumé.
• Use the keywords mentioned in the job advertisement.
• A scannable résumé should be plain in design
PRINTING SCANNABLE RÉSUMÉS

Do These Do Not Do These
Use keywords in your résumé Underline, use shading or insert graphics
Exclude abbreviations Use headers & footers
Use web-standard fonts such as Arial, Tahoma, or Verdant Use fancy formatting.
Put your contact information at the top (but not in a header). Use any tables or charts.
Use an executive summary and list of qualifications and skills. Use graphics of logos.
Always upload your résumé into the system rather than Submit a PDF (They're not readable by some
copying and pasting. software).
Use side-by-side columns
Use bullet symbols, ampersands (&), percent
signs (%) and such signs
PRESENTATION OF RÉSU MÉ
• Use light-coloured good quality paper and print with a laser printer
• Be consistent in listing headings and sub headings
• Choose a clean, subtle font that's easy to read
• Give sufficient spacing to increase readability and comprehension
• Ensure sufficient white space
• Don’t overuse mechanical means like bold, italics, underline etc.
• Use bullets wherever possible instead of paragraphs to get reader’s attention
• Include relevant information or else you run the risk of important information getting lost amidst ‘not so’
important details
• Effective Ways to Get your Résumé Noticed
S10 APPLYING AND INTERVIEWING FOR EMPLOYMENT
APPLICATION LETTER
• A marketing tool that highlights your most attractive qualifications as a potential employee
• A cover letter for the transmittal of your résumé
o Targeted (for solicited position)
o General (for unsolicited position)
PURPOSE
• Clarifies the purpose of sending the resume
• Arouses the employer’s interest in your resume and improves your chances of being granted an interview
AIDA APPROACH IN APPLICATION LETTERS
• Attention
o Gain favorable attention.
o Express interest in the position.
o Motivate the receiver to read the entire application letter.
• Interest
o Market your qualifications
o Identify special strengths and attributes and relate how they meet job requirements.
• Desire
o Describe selected accomplishments that show how you can benefit the company.
o Motivate the receiver to look closely at your résumé.
• Action
o Request an interview or propose a future meeting.
o Provide easy-to-use contact information.
STRUCTURE OF APPLICATION LETTERS
• Opening section: arouses the reader’s interest & makes him want to read a resume
• Middle section: touches upon your key qualifications and skills
• Closing section: requesting an interview
OPENING SECTION
• Name the source from where you learnt about job opening, e.g.
o Mr. Ashok Ahuja, an HR manager, informed me about an opening of an editor in your publishing
department. Because my diploma in journalism and three years experience on the news desk of a
national newspaper qualify me for such a position, please consider me for the post.
o Your advertisement in The Hindu dated October 31, for an ambitious, hardworking sales
representative lists requirements similar to my qualifications. A degree in marketing and four
years of sales experience make me confident of my ability to be the employee you would like to
have in your organization.
• Provide information about how your qualifications fit the job requirement
o Several years of retail work experience in a women’s garments boutique, a degree in
international marketing and an ability to put in long hours of work would enable me to perform
well as the business head of the export division you are seeking.
o An ability to communicate well both orally and in writing, a degree in business administration
with PGDCA and a six month live project with a software engineering company are the
qualifications I have that closely match the requirements of the systems analyst position open in
your company.
• Mention one of the company’s significant accomplishments to catch the reader’s eye
o The recent article about Ispat steel, which appeared in Business Standard, convinces me that the
foresight of your managers will allow the company’s expansion plans to succeed. Please consider
me for the area manager’s post advertised in the September 23 issue of The Economic Time.
• Make sure to include the title of the position in the 1st paragraph
o In solicited letters of application, mention how you found out about the vacancy
o In unsolicited application letter, openings with a list of your qualifications may be essential as you
need to convince the reader that the company would benefit by hiring you, even though there is
no specific opening
o E.g. If you have an opening for a systems analyst who has done a six month live project for a
software engineering company, has a degree in business administration and a PGDCA, please
consider me for the post.
MIDDLE SECTION
• Your understanding of the job requirements
o Don’t just state the job requirements-convince the reader that you have studied the position
sufficiently to know that your qualification match the requirements
o E.g. “A background in statistics qualifies me as the research coordinator you are seeking, who is
required to have an analytical background and to be familiar with statistical applications”
INSTEAD OF “I understand you are looking for a hardworking, ambitious employee”.
• Your educational achievements that qualify you for the job
o Present your education and work achievements in such a manner that their significance is
apparent
o Don’t clutter letter by enumerating every course you have taken or every job you have held.
o Don’t repeat the facts presented in resume, interpret them for reader.
o E.g. The accounting and data processing courses I studied at the ___ University enabled me to
become familiar with accounting theory, procedures and practices, as well as with computerized
accounting processes. An understanding of the role of data processing in accounting would
enable to work effectively with clients who have installed computerized accounting systems.
Selective courses in written and oral communication will also enable me to communicate
effectively with these clients.
• Your work experience that helps qualify you for the position (show how your experience will be useful in
the job which you are applying/has helped to develop your skills and made you a responsible,
hardworking employee/has given you an opportunity to work with others)
• Any special qualifications that may give you an edge over other applicants
• Personal information, such as your marks/grade average, the college activities in which you have
participated, honors and awards you have received, evidence of your ability to shoulder responsibility….
• Towards the end refer to enclosed resume, e.g.:
My work experience, outline on the enclosed resume has taught me valuable lessons about working with
others.
CLOSING SECTION
• Offer to provide additional information that the reader may require
• Make it easy for an employer to invite you to an interview by providing your telephone number and e-
mail address and by offering to be available at the employer’s convenience.
• May mention that you will call to check the status of your application in 1-2 weeks
• Express thanks for consideration or indicate that you look forward to a response
• E.g.
o After you have read my resume , please call or write to let me know a time that is convenient for
you to discuss the ___ position with me. Should you need additional information, please let me
know.
o Additional information about my qualifications for this position can be discussed during an
interview, although this letter and attached resume do outline several. You can reach me at ___
to let me know a time that is convenient for you to talk with me about the ___ position.
o I would appreciate the opportunity to talk with you about how I would fit within your
organization. I will call you early next week to arrange an appointment convenient for your
schedule
APPLICATION LETTER
• Must be an accurate, clear, and concise message

• Should be brief—no more than 1 to 1½ pages
• Use same paper as résumé and enclose in a 9 x 12-inch mailing envelope
• Should be individually prepared, not photocopied
OTHER EMPLOYMENT MESSAGES
• Job-refusal messages
• Thank-you messages
• Follow-up messages
• Job-acceptance messages
• Resignations
APPLICATION FOLLOW -UPS

If application letter and resume fail to bring a response within a month or so, follow up with a second letter to
keep your file active
• Update Application
• Exhibit Interest
• Show Persistence
FOLLOW-UP MESSAGE: WHY IT WORKS

Dear Mr. Franklin:
Recently I applied for an audit staff position at Foster & Daniel and now have additional qualifications to report.
The enclosed, updated résumé shows that I have passed the Auditing and Practice and Law sections of the CPA
exam; I will take the final section at the next sitting. In addition, the internship I’ve just completed with Smith &
Lewis, CPAs has enhanced my formal education and confirmed my interest in working as an auditor.
Mr. Franklin, I would welcome the opportunity to visit your office and talk more about the contributions I could
make as an auditor for Foster & Daniel. Please write or call me at (512) 555-9823.
Analysis:
• Formats as formal business letter, but could have been sent electronically to mirror previous messages
• States main idea clearly and identifies position being sought
• Refers to enclosed résumé; summarizes further qualifications
• Assures employer applicant is still interested in job
THANK YOU MESSAGE

• Express within two days after the interview
• Acknowledge interviewer’s time and courtesy, convey continued interest and ask politely for a decision.
• Keep the message brief.
• Demonstrate “you” attitude and sound positive without sounding overconfident.
• Even if response is unfavorable, message keeps the door open for future opportunities.
THANK-YOU MESSAGE: WHY IT WORKS

Dear Mr. Fann:
Thank you for the opportunity to visit Viking Range for a plant interview yesterday. I enjoyed meeting you and
appreciate the plant tour and the opportunity to learn about the exciting research efforts underway at Viking.
Viking’s success in developing higher quality products than its competitors after such a short time in the
refrigeration market is impressive. Additionally, I was impressed with the many friendly, enthusiastic employees
who were willing to share with me their knowledge and commitment to Viking.
After visiting your plant on Thursday, I am confident that my interest and previous experience in research and
development at the DIAL labs in Starkville would allow me to contribute to Viking’s important research efforts in
the refrigeration area while gaining valuable real-world experience.
Mr. Fann, I am eager to receive an offer from Viking for the co-op position. If you need additional information in
the meantime, please call me.
Analysis:
• States main idea: appreciation for interview and information

• Includes specific points discussed during interview
• Assures employer of continued interest
• Politely reminds employer that applicant is awaiting reply
LETTER OF ACCEPTANCE
• When you receive a job offer that you want to accept, reply within five days.
• Begin by accepting the position and expressing thanks.
• Identify the job that you are accepting.
• In the next paragraph, cover any necessary details.
• Conclude by saying that you look forward to reporting for work.
JOB ACCEPTANCE MESSAGE

I accept your employment offer as a market analyst. Thank you for responding so quickly after our discussion on
Thursday.
As you requested, I have signed the agreement outlining the specific details of my employment. Your copy is
enclosed, and I have kept a copy for my records.
If you should need to communicate with me before I report to work on May 14, please call me at 555-6841.
Analysis:
• Begins by stating main idea—job offer is being accepted

• Continues with any necessary details.
• Confirms beginning employment date.
JOB REFUSAL MESSAGES

• Open warmly
• State the reasons for refusing the offer explicitly.
• Close on a pleasant note, expressing gratitude.
LETTER OF RESIGNATION
• Don’t take this as an opportunity to vent any frustrations.
• Say something favorable about the organization, the people you work with, or what you’ve learned on the
job.
• Then state your intention to leave and give the date of your last day on the job.
• Be sure you give your current employer at least two week’s notice.
ASSIGNMENT
I’m writing to let you know about my availability for the brand manager job you advertised. As you can see from
my enclosed resume, my background is perfect for the position. Even though I don’t have any real job experience,
my grades have been outstanding considering that I went to a top-ranked business school.
I did many things during my undergraduate years to prepare me for this job:
• Earned a 3.4 out of a 4.0 with a 3.8 in my business courses.

• Elected representative to the student governing association.
• Selected to receive the Lamar Franklin Award.
• Worked to earn a portion of my tuition.
I am sending my resume to all the top firms, but I like yours better than any of the rest. Your reputation is tops in
the industry, and I want to be associated with a business that can pride fully say it’s the best.
If you wish for me to come for an interview, I can come on a Friday afternoon or anytime on weekends when I
don’t have classes. Again, thanks for considering me for your brand manager position.
ASSIGNMENT: APPLICATION LETTER

Please consider this letter an application for your company. I believe I could advance my career rapidly as an
employee with a company such as yours. I am a quick learner and a hard worker. My business degree is a BS in
Finance. I am good in accounting and really enjoy it. If you have an opening for anything, however, I am willing to
take the job. What is the salary for a beginning accountant with your company? Please let me hear from you soon
as I am eager to get a job and begin my career. I have work experience. I was a counter salesperson with
McDonald’s for three summers.
HOW TO CRACK A JOB INTERVIEW SUCCESSFULL Y
1. TELL US SOMETHING ABOUT YOURSELF/TAKE ME THROUGH YOUR PROFILE.

• Seems to be the simplest as well as the most challenging question
• Gets difficult to filter the information that needs to be shared at this stage and in the appropriate
structure to get the right emphasis
• Who You Are: Start by giving a glimpse of who you are-highlight your professional achievement, strengths
and personality
Bad Example : “Well, I grew up in Cincinnati. As a child, I originally wanted to be a fireman, then later
became interested in dinosaurs. I excelled in the sciences from early on, placing first in my fourth-grade
science fair. Funny story about that…” (Way too much information)
Good Example: “I’m an innovative HR manager with 8 years of experience managing all aspects of the HR
function — from recruiting to training to benefits — for Fortune 500 companies.” (Concisely summarizes
diverse background)
• Highlight Expertise: Identify the key skillset relevant for the profile
Example: While pursuing MBA from ____ I topped the batch with 9.2 CGPA and was acclaimed for my
contribution to the company’s social media marketing campaign during internship project. Two years of
work experience as marketing executive with ____ helped me get an insight into the retail sector and also
improve on my networking skills. My love for travelling further added to my learning. What I am looking
for now is a company that values the importance of online marketing where I can utilise my academic and
professional skills.
• Why You’re Here-Conclude your answer by focusing on the position that you are applying for and
reason(s) for seeking a new challenge
Bad Example : “Because of the company’s financial problems and my boss’s issues, I’m worried about my
job’s stability and decided to start looking for new opportunities.” (Don’t be too candid or you risk coming
across as negative. This answer also makes it seem like you’re interested in a job, any job — not this job in
particular)
Good Example: “Although I love my current role, I feel I’m now ready for a more challenging assignment
and this position really excites me.” (Concise and positive)
WHAT NOT TO DO WHILE HANDLING THIS QUESTION

• Don’t list everything mentioned in your resume
• Don’t be overmodest or overbearing while stating your accomplishments. Mention them in a confident
and assertive manner.
• Avoid sharing the information that is irrelevant for the recruiter
• Be prepared for this question but do not sound mechanical
• Restrict detailed information regarding your family members
• Don’t elaborate on every project and activity as this may break the flow of discussion
• Do not confuse the listener by sharing the information in an unstructured manner. Weave a storyline for
easy understanding of the listener.
2. SHARE YOUR GREATEST STREN GTH

List the skills under three categories:
• Knowledge-based skills: Skills that you gain from education and experience like domain knowledge,
technical skills, computer proficiency etc.
• Transferable skills: Skills that you gain while working on job like problem solving, analytical skills etc.
• Personal traits: Skills that are inherent and are your unique qualities like hard working, conscientious,
punctual etc.
• Example: My strength is my flexibility to handle change. As customer service manager at my last job, I was
able to turn around a negative working environment and develop a very supportive team.
3. WHAT ARE YOUR WEA KNESSES?

• What: Choose a weakness that is either a strength in disguise or is not relevant for the profile that you are
applying for.
• How:
o Admittance: accept/confess the weakness
o Redressal: Share what you did/are doing for improvement in that area
• (Confession) "I feel that my greatest weakness is that I am very critical of my own work. I have always
prided myself on producing excellent and error-free work. While this is beneficial to my job performance,
it is possible to go to extremes.
• (Redressal) "I have also found that I can easily waste time checking and rechecking. Now I am aware of
what to look for in being such a stickler, so I am always making a conscious effort to trust myself and my
quality focus more and not be so incredibly critical of my work. I know that there is a limit to
proofreading.
• Weakness: Self Critic - Strength: Meticulous/Careful
• (Confession)"It's important to me that everyone gets along in the workplace. In the past I have always
gone the extra mile to help out whenever it is necessary in trying not to disappoint.
• (Re-dressal)"I'm not saying I no longer help others out. However, I've learned to be more assertive, to
better recognize and prioritize projects, to know whether I can help others without jeopardizing my
existing work.
• Weakness: People Pleaser- Strength: Easy to Work With
4. WHY SHOULD WE HIRE YOU?

• Give evidence of your suitability for the job (what can you do for the company?)
• Show how you are different from other candidates applying for the same job
• How you would contribute to the company’s future growth
• Example: “The courses that I have studied in MBA Marketing, my internship as sales executive in a leading
organisation and interest in consumer goods would help me effectively contribute to the sales of your
company”
5. WHAT ARE YOUR SHORT TERM AND LONG TERM GOALS?

• Long-term goals: Refer to looking ahead 5 years from now
• Short-term goals: Refer to existing current goals, usually in the time frame of six months to one year.
• Objectives
o to have an insight into your self-awareness
o to assess your planning related to your career and how does the prospective job align in your
career path
• Bad Example
o “My short term goals are to find employment within your company, working hard every day and
being totally awesome. My long term goals are to be really rich and retire by 55.”
• Good Answer
o “My short term goals are to simply break into the field. As a college graduate, I need to start
building a strong presence in the industry, working for a company I respect and doing a job that I
enjoy. My long term goals are to earn new responsibilities within the company, ultimately
reaching higher positions as they open and helping the company succeed in the long term.”
6. WHY DO YOU WANT TO LEAVE YOUR CURRENT ORGANISATION?

• Complaining and criticising about the current organisation reflects your fault finding and negative attitude
• Positively highlight the learning from the current organisation and state that you are looking for more
challenging responsibility or change in role or change of environment etc.
• Justify how the prospective role provides you with the opportunity to make full use of your strengths and
potential
• Example: I enjoy working with the people at my current organisation and the work that I perform. But I
am now interested to take on more challenging roles that leverage my abilities in the best possible
manner. I am excited to work with your organisation as this would provide me the opportunity to…
7. WHO IS YOUR ROLE MODEL / WHO HAS INSPIRED IN YOUR LIFE AND WHY?
• Objective: To understand the qualities that you admire most in a person or what sort of a person you wish
to be.
• Your role model could be a public figure; your parent/friend; acquaintance from professional world.
• Explain why you look up to them and how they have influenced you either directly or indirectly.
• As far as possible, identify and share the traits relevant for the prospective job profile.
• Example: My father is my role model. I have always appreciated his stoic nature, perseverance, zeal to live
life to the fullest. At the age of 80, his willingness to learn new technical gadgets inspires me to be open
to learning.
8. WHAT HAS BEEN YOUR BIGGEST FAILURE TILL DATE? HOW DID YOU MANAGE IT?
• Saying that “I have never failed” exhibits arrogance, immaturity and lack of preparation
• Objective- Extent of the situation termed as the biggest failure; your approach to handle it and the
learning you got out of it
• Bad Example
o I failed in three exams in my first year of graduation because I got into wrong company and
drinking habits. This completely demotivated me and out of embarrassment I left that college;
took a gap year and then joined another college next year. (Highlights weaknesses and shows the
candidate’s poor academic performance, inability to handle the stress)
• Good Example
o I appeared for SAT examination twice while I was studying in XII standard as I was aspiring for
education abroad. Though I could not score well to get an admission in my dream university, I
feel SAT preparation significantly helped me enhance my vocabulary, English proficiency and
analytical skills which helped me get through a very good college in India. (Highlights the career
aspirations of the candidate and the ability to handle the failure positively.)
9. WHAT ARE YOUR SALARY EXPECTATIONS?

• Thoroughly analyse the salary range offered to a candidate with your level of experience for the similar
profile in the industry and company that you are applying for
• An understanding of the break-up of the package would also help you understand the fixed and variable
pay components and would significantly help you in decision making
• More than the content, what matters is how you convey!
• Bad Example
o I expect a salary of 9.5 lac per annum. Anything less than this would not be acceptable. ( Exhibits
candidate’s lack of willingness for negotiation and may be considered as curt; projects
candidate’s rigidity and demanding personality)
• Good Example
o My present salary is 8 lac per annum and with my ___ years of experience and learning that I
have drawn over the years, I expect something between 9-9.5 lac per annum along with other
benefits given by the organisation. However, I leave it to the expert panel to decide the package
keeping in mind all my credentials. (Gives a salary range instead of a fixed figure; reinforces
learning and skillset while mentioning the salary expectation; indicates openness for negotiation
and finally leaves the decision with the panel that shows respect towards them)
10. IF HIRED, HOW LONG DO YOU PLAN TO WORK WITH US?

• Recruitment, induction and training of an employee is a huge investment for the company which the
recruiters may consider as a waste on candidates who do not plan to stay for long
• Convince that you are passionate about the prospective company, culture and the role and thus willing
to have long term association
• Without mentioning a specific number of years, you may emphasise the reputation of the company and
the excitement to contribute in the prospective profile.
• Specifically highlight the job aspects that you find appealing to work with them for a long time.
• Examples:
o I believe that this company has the capacity to offer me a rich and satisfying career, and I would
like to remain employed here for as long as I am having a positive impact.
o I would like to pursue my career here for as long as I have the opportunity to.
o I would like to remain employed here for as long as my services are needed.
QUESTIONS YOU MAY AS K THE INTERVIEWERS

• What’s the most important goal the person in this role needs to accomplish in order to be considered
successful?
• What qualities should the person who fills this position possess?
• How will my performance be measured?
• What are the major responsibilities in this job role?
• What is the manager’s vision for the role?
• Would relocation be required, now or in future?
INTERVIEW BLUNDERS THAT COULD COST YOU THE JOB OFFER

• You focus the interview around you
• You don't take time to think about your answer
• Your answers are too long to hold the interviewer’s attention
• You don't understand the company, its product/ services or the job profile
• You are dull and boring
• You initiate the discussion on personal benefits like salary, perks and other benefits
• You put your former employer in a negative light which castes a doubt on your professionalism and
people skills.
• You ask irrelevant or no questions which reflect poorly on your preparation or interest.

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TABLE OF CONTENTS

S1: Professional Communication in a Digital, Social, Mobile World ..............................................................................5

UNDERSTANDING WHAT E MPLOYERS EXPECT FROM YOU

• Ability to express ideas concisely, coherently and persuasively

COMMUNICATION IS IMPORTANT TO YOUR COMPANY

Did Poor Communication Skills Do in Yahoo’s COO?

SKILLS OF A GOOD COMMUNICATOR

• Clear (check that your message is clear)

FORMAL COMMUNICATION NETWORK

“Good Morning, Tadd. Happy Monday to you.”

“Thanks, Megan. How was your weekend?”

“Hi, Tadd, How’s it going?”

What problems have surfaced in this scenario?

THE BASIC COMMUNICATION MODEL

ADOPTING AN AUDIENCE -CENTERED APPROACH

BARRIERS IN THE COMMU NICATION PROCESS

KEEPING TECHNOLOGY IN PERSPECTIVE

Useful Tool Can’t Think for You

USING TECHNOLOGICAL TOOLS PRODUCTIVELY

Implement controls on the messages you receive

• Use filtering features

RECONNECTING WITH PE OPLE

Choose Your Medium Wisely

MESSAGE FOR ANALYSIS

TO: All Employees

The note included in the package stated:

THE THREE-STEP WRITING PROCESS

Planning = 50% Writing = 25% Completing = 25%

• The Word Selection

THE WORD SELECTION

PRINCIPLE 1: CHOOSE UNDERSTANDABLE WORDS

Use Simple Words Use Short Words Use Non-Technical Words

PRINCIPLE 2: USE SPECIFIC, PRECISE WORDS

Faculty: Please submit me the assignment at the earliest possible.

SPECIFIC, PRECISE WORDS

PRINCIPLE 3: CHOOSE STRONG WORDS

Weak Nouns and Verbs: The conflict is ongoing

PRINCIPLE 4: EMPHASIZE POSITIVE WO RDS

CREATE THE RIGHT EFFECT BY EMPHASIZING THE YOU VIEWPOINT

AVOID NEGATIVE WORDS

PRINCIPLE 5: AVOID OVERUSED WORDS

OVERUSED WORDS AND PHRASES

PRINCIPLE 6: AVOID OBSOLETE WORDS

CREATE THE RIGHT EFFECT BY AVOIDING THE OLD LANGUAGE OF BUSINESS

CREATE THE RIGHT EFFECT BY USING CONVERSATIONAL STYLE

PRINCIPLE 1: COMPOSE CLEAR SENTENCES

PRINCIPLE 3: USE ACTIVE AND PASSIVE VOICE CAREFULLY

PRINCIPLE 4: GIVE SENTENCES APPROPRIATE EMPHASIS

b. Transfer to a new position at another facility offers an excellent

f. Your paper won an award for excellence – Congratulations! Format-Sentence

Note: 3-28 This drawing contrasts a page with long paragraphs

CREATE THE RIGHT EFFECT BY GIVING PROPER EMPHASIS TO CONTENTS

PRINCIPLE 5: PROVIDE PARAGRAPH COHERENCE

PRINCIPLE 6: USE UNBIASED LANGUAGE

• Avoid Gender-Biased Language

S3: EMAIL ETIQUETTE

Dr. Sumita Bhatia, PhD

AVOID EMAIL COMMUNICATION

• When attempting to persuade someone

To: all.sales@uvw.com Poor version

To: all.sales@uvw.com Revised version

Dear Ms Puja Virmani,

PUBLISHED ON: MAY 14, 2019

S4: WRITING ROUTINE AND POSITIVE MESSAGES