BusinessCommunication Introduction

CONTENTS

Chapter 1 Introduction to Business Communication .................................

Chapter 2 Verbal and Non-Verbal Communication ................................

Chapter 3 Written Communication ..........................................................

Chapter 4 Introduction to Business Writing ............................................

Chapter 5 Introduction to Informal Writing.............................................

Chapter 6 Workplace Communication...................................................

 INTRODUCTION TO BUSINESS COMMUNICATION

Structure of the Chapter

1.1 What is Communication?

1.2 The Process of Communication
1.3 Explain the various types of Communication
1.4 Types of Communication Based on Purposed
and Style
1.5 Explain various types of Communication in an
Organization
1.6 Explain various levels of Communication
1.7 Barriers to Communication
1.8 Ways to Overcome Barriers
1.9 Elements of Communication Strategy

Objectives
 Introduction to the primary skills set of Business Communication to the students.
 Understand the Various Types of Communication based on the Purpose and Style.
 To understand the different strategies of Organizational Communication.
 The different Barriers of Communication and the ways to overcome the barriers to
communication in a business environment.

What is Communication?

According to W. H. Newman, “Communication is an exchange of facts, ideas, opinions or

emotions by two or more persons.” To quote Norman B. Sigband, “Communication is the
transmission and reception of ideas, feelings and attitudes both verbally and non-verbally.”

Communication is the process of transferring information from a sender to a receiver with the
use of a medium in which the communicated information is understood by both sender and
receiver. It is a process that allows organisms to exchange information by several methods.
Communication is the process of transferring information from a sender to a receiver with the
use of a medium in which the communicated information is understood by both sender and
receiver.

So, in simple terms, Communication is a process where we share our feelings, thoughts,
experience, ideas, suggestions, feedback etc. from one place, person or group to another. Every
communication involves (at least) one sender, a message and a recipient.
 Figure 1: The Sender- Recipient Model

Communication is the act of conveying information for the purpose of creating a shared
understanding. It’s something that humans do every day. The word “communication” comes
from the Latin “communis,” meaning “to share,” and includes verbal, non-verbal and
electronic means of human interaction.

Two-way process of reaching mutual understanding, in which participants not only exchange
(encode-decode) information, news, ideas and feelings but also create and share meaning. In
general, communication is a means of connecting people or places. In business, it is a key
function of management--an organization cannot operate without communication between
levels, departments and employees.

Highlights- Some facts about Communication

 Communication is related to every sphere of human activity. Enjoying a peaceful life,

developing person-to-person relationships, building a prosperous state, etc. is not possible
without communication.

 Communication Involves Two or More Parties.

 The success of Communication depends on proper understanding of the parties involved.

Effective communication occurs when the receiver perceives the message in a way the
sender sends it. If the receiver does not send his reaction to the sender, the sender will not
understand the receiver’s view. In this case, communication will be ineffective.

 Communication in organization flows in various patterns such as upward direction,

downward direction, horizontal direction, etc.

 Communication is media or channel based; every human communication occurs by using

a particular medium. The media may be written, oral and non-verbal or a combination of
verbal and non-verbal media.
Communication can travel in two directions

One-way communication is linear and limited because it occurs in a straight line from sender
to receiver and serves to inform, persuade or command.

Figure 2- One- way Communication model

Two-way communication always includes feedback from the receiver to the sender and lets
the sender know the message has been received accurately. In this process communication is
negotiated. Both sender and receiver listen to each other, gather information and are willing to
make changes to work together in harmony. Their intent is to negotiate a mutually satisfactory
situation.

Figure 3- Two-way Communication Model

The Process of Communication

The progression of transmission and interchange of ideas, facts, feelings or actions is known
as “Process of Communication”. Process of Communication is a full cycle of events from
sender to the receiver and back to the sender facilitated by a feedback. Communication is a
two-way process. The following is the diagram for the process of Communication:

Figure 4: Structure of Communication Process

Features of the Communication Process

Sender: The process of communication starts with a sender, the person who has an idea and
wants to convey it to the receiver. In other words, we can say that the person with ideas to
share is called sender. The formation of idea is the first step of communication. So,
Communication process begins with the sender. The Sender is known as Encoder.

Encoding: The conversion of the idea in to message by verbal or nonverbal methods such as
symbols, signs, body gestures, etc. to translate the information into a message. This process of
converting the thought of the sender into message is encoding. The sender’s knowledge, skills,
perception, background, competencies, etc. has a great impact on the success of the message.

Message: It is an important part of communication. Message is the content that sender wants
to convey. The message can be written, oral, symbolic or non-verbal such as body gestures,
silence, sighs, sounds, etc. or any other signal that triggers the response of a receiver. The
thought, idea, emotion or anything that the sender wants to convey is called message.

Channel or Medium: The way or the medium of sending the message is called channel.
Medium or channel can be oral, written or it can be non-verbal. The choice of medium depends
on the interpersonal relationships between the sender and the receiver and also on the urgency
of the message being sent.

Receiver: The receiver is the person who receives encoded message. In the best way, if it
reaches to the receiver then there is no problem to the receiver to understand the massage
properly. The degree to which the receiver decodes the message depends on his knowledge of
the subject matter, experience, trust and relationship with the sender. The Receiver is known
as the Decoder.

Decoding: It is a process where the received message is being understood. It is not necessary
that the message reached to receiver will be understood by the receiver but decoding is a
process which converts the message in to understanding. There are chances of
misinterpretation of the message however, an effective communication occurs only if the
receiver understands the message in exactly the same way as it was intended by the sender.

Feedback: This is the last part of communication process. After receiving the message,
the receiver reacts or responds to the sender. The response can be based on the perfect
understanding of the message or it can be based on the misunderstanding or
misinterpretation of the message. This reply from receiver to sender is called feedback.
Feedback has its own importance as the success or failure of communication is decided by
feedback only. Feedback may be verbal (through words) or non-verbal (in form of smiles,
sighs, etc.). It may take written form also in form of memos, reports, etc.

Note: The Noise shows the barriers in communications. There are chances when the message
sent by the sender is not received by the recipient.

Types of Business Communication

People communicate with each other in a number of ways that depend upon the message and
its context in which it is being sent. Choice of communication channel and your style of
communicating also affect communication. Business communication can be classified by its
structure, direction of flow of information, modes of communication and response.

A. Based on Purpose and Style

 Formal
 Informal

B. Based on the Medium of Communication

 Verbal
 Non-Verbal

C. Based on Flow of Direction

 Upward
  Downward
 Horizontal
 Diagonal

D. Based on Response
 One-Way
 Two-Way

A. Types of Communication based on Purpose and Style:

Based on style and purpose, there are two main categories of communication and they both
bears their own characteristics. Communication types based on style and purpose are:

 Formal Communication
 Informal Communication

FORMAL INFORMAL

Important Affective Impromptu Group or Formal

Statement Questions Conference Circle Conference

Figure 5: Formal & Informal Communication

Formal Communication

In formal communication, certain rules, conventions and principles are followed while
communicating message. Formal communication occurs in formal and official style. Usually
professional settings, corporate meetings, conferences undergo in formal pattern. In formal
communication, use of slang and foul language is avoided and correct pronunciation is
required. Authority lines are needed to be followed in formal communication.

Types of Formal Communication Network: A communication network is a pattern designed

to understand how information travels from one person to another.
Let us now go through the different networks provided under formal communication:

 Chain: When an employee passes on official information to the other employee who
further communicates it to a third employee creates a chain pattern. For example; the CEO
informs the sales target to the General Manager, the GM also transmits it to the Sales
Manager.

 Wheel: When a single employee communicates any organizational information to a group

of co-workers, a wheel pattern is formed. For example; Team leader reading out a circular
issued by the management in front of other co-workers.

 Circular: An employee communicates information to his colleague, who passes it on to

another co-worker and so on. The message passes from one employee to another and finally
reaches to the person who initiates the process.
 Free Flow: In this type of network, no particular pattern is followed. Information is spread
in a non-systematic manner by anyone. For example; in an emergency condition in the
organization, say in case of a short circuit, the information is randomly spread among the
employees.

 Inverted V: Under this network, the subordinates can communicate directly with their
immediate senior as well as their senior or top management too. For example; sales
executives can interact with their team leader as well as with the manager.

Informal Communication

Informal communication is done using channels that are in contrast with formal
communication channels. It’s just a casual talk. It is established for societal affiliations of
members in an organization and face-to-face discussions. It happens among friends and family.
In informal communication use of slang words, foul language is not restricted. Usually,
informal communication is done orally and using gestures. Informal communication, unlike
formal communication, doesn’t follow authority lines. In an organization, it helps in finding
out staff grievances as people express more when talking informally. Informal communication
helps in building relationships.
Types of Informal Communication Network: Though there is no particular system which is
followed for informal communication, still following are the four informal networks identified:

 Single Strand: Similar to the chain pattern, in single strand too, the information goes on
passing from one person to another; then to the next; and so on.

 Gossip / Grapevine: One single person spreads information within an informal group
where the message may or may not be valid. This pattern is also called as grapevine.

 Probability: It is similar to the gossip pattern, but here, it is not necessary that everyone is
involved in the communication.

 Cluster: When a person passes on information only to his trustworthy people believing
that they won’t tell it to anyone, but they do the same thing. Thus, the message spreads to
a selected group of people; this network is known as a cluster.
B. Types of Communication based on the Medium of Communication:

 Verbal Communication
 Nonverbal Communication

Figure 6: Verbal and Non-Verbal Communication

Verbal Communication

Verbal communication refers to the form of communication in which message is transmitted

verbally; through the use of words by speech and a piece of writing. Objective of every
communication is to have people understand what we are trying to convey. In verbal
communication remember the acronym KISS (keep it short and simple). When we talk to
others, we assume that others understand what we are saying because we know what we are
saying. But this is not the case. Usually people bring their own attitude, perception, emotions
and thoughts about the topic and hence creates barrier in delivering the right meaning. So, in
order to deliver the right message, you must put yourself on the other side of the table and think
from your receiver’s point of view. Would he understand the message? How it would sound
on the other side of the table?

Verbal Communication is further divided into:

 Oral Communication
 Written Communication

Figure 7: Verbal and Non-Verbal Communication

Oral Communication

Oral communications are the messages that come through words, phrases and idioms from the
mouth of the speaker. It includes face-to-face conversations, speech, telephonic conversation,
video, radio, television, voice over internet. The appearance, mannerism, body language and
the way one throws his voice can make significant difference in impacting the audience, their
attitude and performance. In oral communication, communication is influenced by pitch,
volume, speed and clarity of speaking. It is a very convenient form of expression and
presentation. It is almost instantaneous, quick and least expensive.
 Oral

Face to Face Business Meetings &

Telephonic
Conversation & Corporate
Conversation
Class Room Lectures Presentations

Figure 8: Oral Communication Structure

Advantages of Oral communication are:

 It brings quick feedback.

 In a face-to-face conversation, by reading facial expression and body language one can
guess whether he/she should trust what’s being said or not.
 It provides an opportunity to the speaker to correct himself and make himself clear by
changing his voice, pitch, tone, etc.
 It is extremely useful for communicating with groups in meetings, conferences, etc. No
classroom teaching would be possible without oral communication.

Disadvantage of oral communication:

 Any misunderstood message cannot be referred back.

 Occurrence of distortions as the message moves up along the hierarchical chain of
command.
 Lengthy and isolated communication cannot be efficiently conveyed verbally and the
receiver may receive the message in his own discernment and thus misunderstand the
purpose of the message.

Written Communication

In written communication, written signs or symbols are used to communicate. A written

message may be printed or hand written. In written communication message can be transmitted
via email, letter, report, memo etc. Message, in written communication, is influenced by the
vocabulary & grammar used, writing style, precision and clarity of the language used. Written
Communication is most common form of communication being used in business. So, it is
considered core among business skills. This requires preparation and can be thought out
properly before committing in writing. It takes time and is expensive. However, it is more
accurate and is the norm for technical, legal and most diplomatic communications.

With increase in the size of organizations, their complexity and dynamism, many a times
written communication is the only way to communicate. With technological advancement in
our ability to send / receive emails, fax messages, short messaging service (SMS) on mobile
phones, instant messaging etc., written messages have become very common and popular.

Memos, reports, bulletins, job descriptions, employee manuals, and electronic mail are the
types of written communication used for internal communication. For communicating with
external environment in writing, electronic mail, Internet Web sites, letters, proposals,
telegrams, faxes, postcards, contracts, advertisements, brochures, and news releases are used.

Highlights
a) Formal writing avoids contractions such as 'you're' and 'won't'.
b) Informal writing can include more colloquialism, such as 'loads of' in place
of 'many'.
c) Formal writing is less likely to use abbreviations, preferring 'television' to
'TV' for example.
d) Informal writing is more likely to use short, simple sentences, while more
formal communication prefers longer sentences and complex
expressions.

Advantages of written communication include:

 Messages can be edited and revised many times before it is actually sent
 Written communications provide record for every message sent and can be saved for
later study. It becomes a permanent record and beneficial for formulating new policies.
 A written message enables receiver to fully understand it and send appropriate
feedback.
 It does not require physical presence of both parties.
 It ensures transmission of information in uniform manner.

 It is useful to transmit complex information and it facilitates the assignation of

responsibilities.
 It facilitates to convey message to a large number of persons
Disadvantages of written communication include:

 Unlike oral communication, written communication doesn’t bring instant feedback

 It takes more time in composing a written message as compared to word-of-mouth and
number of people struggles for writing ability

Non - Verbal Communication

Nonverbal communication is the sending or receiving of wordless messages. We can say that
communication other than oral and written, such as gesture, body language, posture, tone of
voice or facial expressions, is called nonverbal communication. Nonverbal communication is
all about the body language of speaker.

Nonverbal communication helps receiver in interpreting the message received. Often,

nonverbal signals reflect the situation more accurately than verbal messages. Sometimes
nonverbal response contradicts verbal communication and hence affects the effectiveness of
message.

Figure 9: Impact of Non-Verbal Communication

Non - Verbal Communications have the following elements:

 Appearance:
i. Speaker: clothing, hairstyle, neatness, use of cosmetics
ii. Surrounding: room size, lighting, decorations, furnishings
 Body Language: Facial expressions, gestures, postures
 Sounds: Voice Tone, Volume

Non-verbal communication, or body language, is a critical form of communication – a natural,

unconscious language that broadcasts our true feelings and purposes in any given moment, and
clues us in to the feelings and intentions of those around us.

Types of Non- Verbal Communication

 Facial expressions

The human face is extremely expressive, able to

express countless emotions without saying a word. And
unlike some forms of non-verbal communication, facial
expressions are universal. The facial expressions for
happiness, sadness, anger, surprise, fear, and disgust
are the same across cultures.

 Body movements and posture

Believe how your perceptions of people are affected by the

way they sit, walk, stand up, or hold their head. The way you
move and carry yourself communicates a wealth of
information to the world. This type of non-verbal
communication includes your posture, bearing, stance, and
elusive movements.

 Gestures

Gestures are woven into the fabric of our daily lives. We

wave, point, beckon, and use our hands when we’re arguing
or speaking animatedly – expressing ourselves with
gestures often without thinking. Nevertheless, the meaning
of gestures can be very different across cultures and
regions, so it’s important to be careful to avoid misinterpretation.

 Eye contact

Because the visual sense is dominant for most people,

eye contact is a particularly important type of non-verbal
communication. The way you look at someone can
communicate many things, including interest, affection,
hostility, or attraction. Eye contact is also crucial in
maintaining the flow of conversation and for gauging the
other person’s response.

 Touch
We communicate a great deal through touch. Think
about the messages given by the following: a firm
handshake, a timid tap on the shoulder, a warm bear
hug, an assuring pat on the back, a patronizing pat on
the head, or a controlling grip on your arm.

 Space
Have you ever felt uneasy during a conversation
because the other person was standing too close and
invading your space? We all have a need for physical space, although that need differs
depending upon the culture, the situation, and the closeness of the relationship. You can use
physical space to communicate many different non-verbal messages, including signals of
intimacy, aggression, dominance, or affection.

 Voice
It’s not just what you say, it’s how you say it. When we
speak, other people “read” our voices in addition to
heeding to our words. Things they pay attention to include
your timing and pace, how loud you speak, your tone and
inflection, and sounds that convey understanding, such as “ahh” and “uh-huh.” Example: Think
about how tone of voice, can show sarcasm, anger, affection, or confidence.

C. Types of communication based on the Flow of direction

Communication in an organization may be either external or internal. External communication

concerns with correspondence with those outside the organization. Internal Communication is
concerned with communication within the organization. Internal communication can be
classified into different communication like Downward, Upward, Horizontal, and Grapevine.
Formal Communication: Downward, Upward, Horizontal, Diagonal Communication is formal
communication. In this type of communication, information, circulars and notices are passing
through levels in a formal style.
 Figure 10: Communication Flow as per Direction

Downward Communication: Communication that flows from a higher level in an

organization to a lower level is a downward communication, starts from higher authority to
downward authority, like the board of directors-managers -purchase officer-executive-clerk
etc. It is a convenient channel to explain policies and organizational procedures/to appraise the
subordinates for their performance. In other words, communication from superiors to
subordinates in a chain of command is a downward communication. This communication flow
is used by the managers to transmit work-related information to the employees at lower levels.
Major decisions are conveyed through this type of communication. Employees require this
information for performing their jobs and for meeting the expectations of their managers.
Downward communication is used by the managers for the following purposes –

 Providing feedback on employees’ performance.

 Giving job instructions.
 Providing a complete understanding of the employees’ job as well as to communicate
them how their job is related to other jobs in the organization.
 Communicating the organizations mission and vision to the employees.
 Highlighting the areas of attention.

Organizational publications, circulars, letter to employees, group meetings etc. are all
examples of downward communication. In order to have effective and error-free downward
communication, managers must:

 Specify communication objective.

 Ensure that the message is accurate, specific and unambiguous.
 Utilize the best communication technique to convey the message to the receiver in right
form

Upward Communication: Communication that flows to a higher level in an organization is

called upward communication. It provides feedback on how well the organization is
functioning. The subordinates use upward communication to convey their problems and
performances to their superiors. For example, worker conveys message to production manager,
he conveys it to the director of company etc. Upward communication provides necessary
feedback. Upward communication is also important for workers' suggestions for the welfare
of an organization. Upward communication is difficult as it moves upward against the force of
gravity - means workers hesitate to initiate for upward communication.

Grievance Redressal System, Complaint and Suggestion Box, Job Satisfaction surveys etc. all
help in improving upward communication. Other examples of Upward Communication are -
performance reports made by low level management for reviewing by higher level
management, employee attitude surveys, letters from employees, employee-manager
discussions etc.

Horizontal Communication: Horizontal communication refers to the flow of communication

among the people at the same level of authority. The main objective of horizontal
communication is developing team-work and promoting group coordination within an
organization Horizontal Communication is less formal. Sometimes it results into “Gossip”
about management. Communication that takes place at same levels of hierarchy in an
organization is called lateral communication, i.e., communication between peers, between
managers at same levels or between any horizontally equivalent organizational member.

The advantages of horizontal communication are as follows:

 It is time saving.
 It facilitates co-ordination of the task.
 It facilitates co-operation among team members.
 It provides emotional and social assistance to the organizational members.
 It helps in solving various organizational problems.
 It is a means of information sharing.
 It can also be used for resolving conflicts of a department with other department or
conflicts within a department.
Diagonal (or Crosswise) Communication: Communication between departments or
employees in the same organization without any hierarchy is called diagonal communication.
It is the most used channel of communication. Workers communicate with other workers,
clerks sharing information with one another, managers discuss some organizational problems
are all engaged in diagonal communication. Diagonal communication is extremely important
for promoting, understanding and co-ordination among various departments.

For instance - To design a training module a training manager interacts with an Operations
personnel to enquire about the way they perform their task. The Accounts people of an
organization visiting different employees in various departments for their IT calculation, bonus
for workers etc. fall under diagonal communication.

Informal Communication in Organizational Communication

Informal channels transmit official news through unofficial and informal communicative
interactions known as the ‘grapevine.’ This informal communication network includes tea-
time gossip, casual gatherings, lunch-time meeting and so on. Grapevine communication is the
best example of Informal Communication.

Grapevine Communication: Grapevine communication is defined as unstructured and Informal

network formed on social relationship rather than organizational charts or job descriptions. It
is actually an informal vehicle through which message flows throughout the organization. For
example, people working together take interest in one another and talk about appointments,
promotions, demotions or even domestic and romantic affairs of another. It follows no set lines
or any definite rules but spreads very fast in any direction.

Grapevine Communication provides much needed release to emotions. One of the major
limitations of the grapevine is that it may spread baseless news which may harm the employees.
Grapevine Communication is not always negative for an organization and can be helpful
because it helps in positive group building. It may help in building up organizational solidarity
and harmony. It provides much needed release to emotions. Any information in the name of
‘secret’ spreads very fast. It provides feedback for management.
 Figure 11: Types of Grapevine Communication

The Wheel

In this type of grapevine, one person is predominant. He transmits grapevine to different

persons or group of persons. He is at the center and various lines of communication become
the stokers of the wheel. Every person in the wheel becomes the causative factor for starting
another wheel.

Person 1 Person 2

Person 6 Originator Person 3

Person 5 Person 4
The Cluster

The cluster like grapes, have several groups of people linked together by a cluster or chain of
communication.

The Chain

Chain is the most common pattern in which information passes through a series of people
linked together in the organization.

Free Flow

Most of the rumours or idle gossip is spread by random, free flow or haphazard network,
which includes a number of people who are not necessarily linked by any organizational
thread.
D. Types of Communication Based on Response

Following are the two types of business communication, based on the response:

One-Way Communication

A one-way communication is where there is no facility

and/or expectation of a reply or feedback. An
advertisement for a particular product on television or
notice on a board is an example. Its advantages are that is
simple, quick and cheap. However, it allows no
clarification or opportunity to correct inaccuracies and this
may cause frustration in the
receiver. It is often associated
with authoritarian leadership
and downward channels of
communication. In one-way
communication, the sender
passes on the information to
the receiver without seeking
any feedback or response.

Two-Way Communication

When the sender shares some information with the receiver, and in return, the receiver responds
to such information, it is known as two-way communication. For example; the manager
discusses the problem of low productivity with the team,
and they give reasons for the same.

Two-way communication is more time-consuming

because the receiver has the opportunity to feedback and
to question what has been said or written. The receiver is
invited to contribute to the process so this kind of
communication is often associated with democratic forms
of leadership. If the message is complex, two-way
communication is far more effective, and probably accurate, than one-way communication.
The Various Levels of Communication

Extra Personal Communication:

It is a communication between human beings and non- human

beings. This requires perfect coordination between sender and
receiver. When your pet dog comes to you wagging its tail; as
soon as you return home is an example of extra personal
communication.

Intrapersonal Communication:

Intrapersonal communication is the communication you have with yourself, either spoken,
written, or thought. Intrapersonal communication can be anything from solving a complex
problem in your mind to thinking about what to wear today or what to have for breakfast. This
communication occurs within the individual's brain in the form of internal dialogue. For
example, when you “feel hot”, the information is sent to
brain and you may decide to “turn on the cooler”,
responding the instructions sent from brain to hand. Here
relevant organ is the sender, electrochemical impulse is the
message and brain is the receiver. Next the brain assumes
the role of sender and sends the feedback that you should
switch on the cooler. So, this process can be termed as
intrapersonal communication.

Interpersonal Communication:

Interpersonal communication is the process by which people exchange information through

verbal and nonverbal messages. It is an unmediated mode of communication that occurs when
we interact and attempt to mutually influence each other, simultaneously, in order to manage
relationships. Although interpersonal communication can encompass oral, written, and non-
verbal forms of communication, the term is usually applied to spoken communication that
takes place between two or more individuals on a personal or face to face level. Examples of
Interpersonal Communication include:

 Personal Interview
 Telephonic Conversations
 Interactive Sessions
 Debates
 E-mails
 Text Messages
Organizational Communication:

Communication in an organization takes place at different levels. It may be upward,

downward, diagonal and
grapevine. This kind of
communication can be divided
into:
 Inter-operational
Communication contains the
structured communication
within the organization.
 External – Operation
Communication deals with
people and groups outside the
organization. It is the
organization’s
communication with its public
– its suppliers, customers and general public.
 Personal Communication: Communication that occurs
without purpose as far as business is concerned is called
personal communication.

Mass Communication:

Mass communication is a process in which a person, group of

people, or an organization sends a message through a channel of
communication to a large group of anonymous and
heterogeneous people and organizations. You can think of a large group of anonymous and
heterogeneous people as either the general public or a segment of the general public. Channels
of communication include broadcast television, radio, social media, and print. There are
several mass media such as journals, television, newspapers, internet which mediate such
communication to the large audience. Information in the oral form requires equipment such as
microphones, amplifiers and information in the written form requires electronic or print media.
The sender of the message is usually a professional communicator that often represents an
organization. Mass communication is an expensive process. Unlike interpersonal
communication, feedback for mass communication is usually slow and indirect.

Grapevine Communication

Grapevine Communication is a means of informal communication in which one learns of

something informally and unofficially by means of gossip and rumor. According to Prof. Keith
Davis, "Grapevine arises from social interaction; It is as fickle, dynamic and varied as people
are. It is the exercise of their freedom of speech and is a natural, normal activity".

As we know that the most informal communication system of an organization is grapevine

communication system. Grapevine network is commonly criticized for its widely features. The
features of grapevine communication can be discussed both in positive and negative manners.
We will go for that after a few moments. According to Prof. J. W. Newstrom and others,
Grapevine has three main characteristics—

 It is not controlled by management.

 It is perceived by the most employees as being more believable and reliable.
 It is largely used to serve the self-interest of those people within it."

Advantages of Grapevine Communication

 Flexibility: There is no formal control on grapevine. For this reason, it is more flexible
communication system than any other ways of communication
 Lack of control: Actually, there is no managerial control over the grapevine
communication system. It is grown by itself.

 Rapid communication: Grapevine communication system is faster than other formal or

informal channels of communication.

 No record: We can't keep any documentary record or evidence of grapevine

communication system that can be shown or produced as future reference.

 Used for self-interest: As grapevine communication system is produced by gossip and

rumor, it is basically used for self-interest of the employees of an organization.

 Popular among employees: This communication system is much popular among the
 employees than other formal or informal channels.

 Distortion: Distorting of real massage is one of the major features of grapevine

communication system. In this communication process, information passes rapidly
man to man. That's why the information losses its originality.

 Spontaneous: Grapevine is basically spontaneous. It passes rapidly and spontaneously

from top to bottom of the organization. Here is no need to make any effort to make it
Successful.

Disadvantages of Grapevine Communication

 Distortion: Informal communication networks do not follow any set of rules, definite
liners or ways. So, it can transmit any kind of information to any person without any
respect or fear. It may spread wrong or distorted news which may sometimes prove
harmful even to the employees. So, it is the one of most considerable disadvantages of
informal communication.

 Lack of Secrecy: In informal communication, everybody can freely interact as there

are no restrictions or rules. Any secret matter is likely to be flashed without any problem
or hesitation. This may cause a huge damage to any organization.

 Incomplete Information: Information released from such communication network is

usually incomplete. So, there is each and every chance of it to be misunderstood or
misinterpreted.

 Non- Co-Operation: Sometimes, confusion develops among the persons involved in

informal communication. AS a result, they may remain separate without any co-
operation.

 Lack of Resistance: As informal communication does not follow any established

 system; it is beyond any control. Organization has no mechanism to resist its
movement.

 Huge Rumour: Most of the time, informal

communication fabricates the facts and makes some
rosy picture. This really damages the working
environment of any organization.

 Misunderstanding: Lack of conduct, decency,

decorum and rules cause misunderstanding in informal
communication. As a result, there may be conflict
between employees.

 Committing Mistakes: These sorts of communication

are subject to error and mistakes because no officials’
rules or regulation operate in this case of informal
communication.

 Difficult to Control: Such communication can produce

division or group and subgroup in the organization.
People involved here do not to follow any rules and
regulation as they depend on their own philosophy. All
these may destroy the control of the respective authority.

Barriers to Communication

For any kind of communication to be successful, it is essential that the receiver attributes the
same meaning to the message as intended by the sender of the message. But all acts of
communication are not perfect or successful. At times, some meaning is lost as the message
encounters various barriers along its passage between the sender and the receiver. Such barriers
may arise at any of the stages through which a message passes during the process of
communication. This is also called miscommunication.

Some of the common problems that lead to the failure of communication are: noise, cultural
differences, complexity of subject matter, personal biases, semantic problems, socio-
psychological barriers, filtering, information overload, poor retention, poor listening, goal
conflicts, slanting, inferring, etc. A breakdown can occur at any point in the communication
process. Barriers (obstacles) can inhibit communication, resulting in misunderstanding or
distortion of the message. This can lead to conflicts of views and the inability to make effective
decisions. Barriers can also prevent the achievement of the project goals.

Highlights
 Barriers means obstacles that get in the way of a message being received.
 They could be physical, such as loud music playing, or emotional, such as when a
person is too angry or fearful to listen to what another individual is saying.
The Barriers to Communication Can Be Categorized as
Follows:

A. Physical barriers & Environmental barriers: Physical

barriers are those barriers which are caused due to some
technical defects in the media used for communication
and/or due to certain disturbances in the surrounding
environment Often, the term ‘noise’ is used as a blanket
term to refer to the physical barriers in general. But
noise, in its literal sense, is also one of the factors
that give rise to the physical barriers during the
process of communication.

Besides noise, wrong selection of medium, lack of

acoustics, poor lighting, frequent movements of
hands, fiddling with a pen, or even serving of tea
during an important conversation- all of these are
also responsible for creating physical barriers in the communication process.

Noise is the first major barrier to communication. Communication is distorted by noise that
crops up at the transmission level. For example, the noise of the traffic around a school
obstructs the smooth flow of information between the teacher and the students. It makes oral
communication difficult. Similarly, poor signal or static while talking over the cell phone or
while using the public address system or while watching TV also distorts the sound signals and
disrupts communication.

Time and distance may also obstruct the smooth flow of information. Time differences
between people living in two different countries may affect communication between them.
Even people working in different shifts in the same organization may also face problems in
communicating effectively. Improper seating arrangement in a classroom or in a conference
hall may also act as a barrier to effective communication as it is difficult to maintain eye contact
with one’s audience.

Wrong choice of Medium also create a barrier to

effective communication. For example, if an expert uses
charts or graphs or PowerPoint presentations to orient
the illiterate workers or volunteers to a new method of
working, they are bound to be ill-equipped to infer any
information or instructions from such sophisticated
presentations.
Inappropriate Channel: Variation of channels helps the receiver understand the nature and
importance of a message. While making a choice for a channel of communication, the sender
needs to be sensitive to such things as the complexity of the message; consequences of a
misunderstanding: knowledge, skills, and abilities of the receiver; and immediacy of action to
be taken from the message.

B. Physiological Barrier: Physiological barriers to communication are related with the

limitations of the human body and the human mind (memory, attention, and perception).
Physiological barriers may result from individuals’ personal discomfort, caused by ill-
health; poor eye sight, & include difficulties in hearing and seeing. Psychological factors
such as misperception, filtering, distrust, unhappy emotions, and people's state of mind can
also jeopardize the process of communication. We all tend to feel happier and more
receptive to information when the sun shines. Similarly, if someone has personal problems
such as worries and stress about a chronic illness, it may impinge his/her communication
with others.

C. Perceptual Barriers are the mental blocks that

result from the individual’s own perception.
The problem in communicating with others
occurs because we all perceive things
differently. Perceived barriers are based on
each individual’s unique experience, cultural
background, educational level, and value
system. Everything we interpret is subject to
this experience, good or bad. If one has had
negative experiences with a friend, everything the friend does or says will be filtered
through this perception. If you go into a situation thinking that the person you are talking
to isn’t going to understand or be interested in what you have to say, you may end up
subconsciously sabotaging your effort to make your point. You will employ language that
is sarcastic, dismissive, or even obtuse, thereby alienating your conversational partner.
Think of movie scenarios in which someone yells clipped phrases at a person they believe
is deaf. The person yelling ends up looking ridiculous while failing to communicate
anything of substance.
D. Emotional Barriers include the readiness,
willingness or eagerness of the receiver — and
the emotional status of the educator. It can be
tough to overcome, but are important to put
aside to engage in conversations. We are often
taught to fear the words coming out of our
mouths, as in the phrase “anything you say can
and will be used against you.” Overcoming this
fear is difficult, but necessary. The trick is to
have full confidence in what you are saying and
your qualifications in saying it. People often pick up on insecurity. By believing in yourself
and what you have to say, you will be able to communicate clearly without becoming
overly involved in your emotions.

E. Cultural Barriers are challenges to cross-cultural communication within an organization.

When people from different cultures who might speak different languages, have different
cultural beliefs or use different gestures and symbols to communicate, their cultural
differences might become barriers to workplace success. This happens because of a lack of
cultural awareness, knowledge, and communication. Cultural differences give rise to a
great deal of complexity in the encoding and the decoding of messages not only because
of the difference in languages, but also because of plenty of culture-specific assumptions
at work in the mind of the sender as well as the receiver.

People belonging to different cultures may attach different meanings to words, symbols,
gestures, and behaviour or they may perceive each other’s’ social values, body language,
attitude to space distancing and time, social behaviour and manners, etc., i.e., the entire
culture in general, very differently depending upon their own standards, attitudes, customs,
prejudices, opinions, behavioral norms, etc., i.e., their own distinct culture.

F. Social Barriers to communication include the social psychological phenomenon of

conformity, a process in which the norms, values, and behaviors of an individual begin to
follow those of the wider group. Social factors such
as age, gender, socio-economic status, and marital
status may act as a barrier to communication in
certain situations.

G. Gender Barriers have become less of an issue in

recent years, but there is still the possibility for a
man to misconstrue the words of a woman, or vice
versa. Men and women tend to form their thoughts
differently, and this must be taken into account
when communicating. This difference has to do
with how the brain of each sex is formed during
 gestation. In general, men are better at spatial visualization and abstract concepts such as
math, while women excel at language-based thinking and emotional identification.
However, successful professionals in highly competitive fields tend to have similar thought
processes regardless of their gender.

H. Interpersonal Barriers are what ultimately keep us from reaching out to each other and
opening ourselves up, not just to be heard, but to hear others. Oddly enough, this can be
the most difficult area to change. Some people spend their entire lives attempting to
overcome a poor self-image or a series of deeply rooted prejudices about their place in the
world. They are unable to form genuine connections with people because they have too
many false perceptions blocking the way. Luckily, the cure for this is more communication.
By engaging with others, we learn what our actual strengths and weaknesses are. This
allows us to put forth our ideas in a clear, straightforward manner. Communication is not
a one-way street. To have others open up to you, you must be open yourself. By
overcoming these barriers to communication, you can ensure that the statement you are
making is not just heard, but also understood, by the person you are speaking with. In this
way, you can be confident that your point has been expressed. Intellectual barriers may
occur because of the natural ability, home background or schooling that affects the
perception and understanding of the receiver.

I. Language Barriers seem pretty self-inherent, but there are often hidden language barriers
that we aren’t always aware of. If you work in an industry that is heavy in jargon or
technical language, care should be taken to avoid these words when speaking with someone
from outside the industry. Without being patronizing, imagine explaining a situation in
your industry to a child. How would you convey these concepts without relying on jargon?
A clear, direct narrative is preferable to an incomprehensible slew of specialty terms.

J. Semantic Barrier in communication can be defined as the misunderstanding and

interpretation of meaning which restrict effective communication. It can be in form of
language, sign and symbol. The word semantic is credited to the Greek word “semantikos”
which indicates “significant”. Semantics is a broad interdisciplinary study which deals with
philosophical and logical understanding
behind the language. The Semantic barrier
can be caused in every type of
communication. The variations of meaning in
language are visible between individuals in
minor and cultures in major. Thus, semantic
barrier is an important element in
communication theories at different levels.
Differences in dialect, cultural differences,
body language, and the choice of word,
pronunciation differences and spelling errors
are the main causes of a semantic barrier.
 Semantics is the systematic study of the meaning of words. Thus, the semantic barriers are
barriers related to language. Such barriers are problems that arise during the process of
encoding and/or decoding the message into words and ideas respectively.

Both the oral and the written communication are based on words/symbols which are ambiguous
in nature. Words/symbols may be used in several ways and may have several meanings.
Unless the receiver knows the context, he may interpret the words/symbols according to
his own level of understanding and may thus misinterpret the message.
The most common semantic barriers are listed as under:

a. Misinterpretation of Words: Semantic problems often arise because of the gap

between the meaning as intended by the sender and that as understood by the receiver.
This happens when the receiver does not assign the same meaning to the word/symbol
as the transmitter had intended.

Words are capable of expressing a variety of meanings depending upon their usage, i.e., in
the context in which they are used. The association between the word/symbol and the
meaning assigned to it is of arbitrary nature.

For example, the word 'yellow' when used as an adjective can have multiple connotations
depending upon its usage. Words have two levels of meaning- literal (descriptive) and
metaphorical (qualitative). ‘Yellow’, besides being a primary colour, also stands for
‘freshness’, ‘beauty’, ‘sickness’, ‘decay’, etc. Hence, the receiver is free to interpret it
in any of these ways based on his own imagination and experience.

But for communication to be perfect, it is essential that the receiver must assign to it the
same meaning which the sender had in his mind while encoding the message. Therefore,
there is always a possibility of misinterpretation of the messages. Mostly, such problems
arise when the sender does not use simple and clear words that can convey the exact
meaning to the receiver.

b. Use of Technical Language/ Jargons: Technical or specialized language which is used

by people or professionals who work in the same field is known as jargon. Such
technical language can be a barrier to communication if the receiver of the message is
not familiar with it. For example, in the computer jargon, 'to burn a CD' means 'to copy
the data on a CD'. To a layman, the word 'burn' may have a very different connotation.
Use of jargon and slang also act as barrier to communication. For example, while
delivering health education to a cardiac patient, if a cardiac nurse uses jargons such as
“coronary artery disease,” “anticoagulants,” and “homocysteine and C-reactive
proteins,” the patient will listen attentively as he/she cannot understand these medical
jargons. Therefore, she is required to use simple words so that the patient can understand
what the nurse is supposed to communicate with him/her.

c. Ambiguity: Ambiguity arises when the sender and the receiver of the message attribute
 different meanings to the same words or use different words to convey the same
meaning. Sometimes, wrong and speculative assumptions also lead to ambiguity. A
sender often assumes that his audience would perceive the situation as he does or have
the same opinion about an issue or understand the message as he understands it, and so
on. All such assumptions may turn out to be wrong and cause communication failure.

K. Organizational Barriers refers to the hindrances in the flow of information among the
employees that might result in a commercial failure of an organization. Greater the
hierarchy in an organization (i.e., the more the number of managerial levels), more are the
chances of communication getting destroyed. Sometimes, the organizational system and
belief itself create problems in the free flow of information. It creates difficulty in
transforming information to the targeted authority which also creates problems to meet
objectives. The organizational barriers involve organizational policy, rules, and regulation,
lengthy scalar chain, one-way communication system, and lack of confidence in

subordinates, etc.

a. Organizational Policy: Organizational policy regulated by the management regarding

communication systems provides overall guidelines to the members to use a defined
network. The policy may be in written form or it is understood from the behavior of the
top management. Therefore, in the absence of a supportive policy of the top management,
information cannot reach the direction where it is required, so the communication flow will
not be smooth and adequate.

b. Organizational Rules and Regulations: The rules and regulations of the organization
regarding the subject matter of information and the use of channels also affect effective
communication. The rules may strict the free flow of certain messages and may ignore
some important ones among them. Similarly, the following specified channels as regulated
 by rules may be the reason for the delay in receiving messages.

c. Lengthy Scalar Chain: When the scalar chain is lengthy and the management hierarchy
is not clearly defined, communication gets unduly delayed. In such situations, there is the
possibility of communication breakdown. Superiors and subordinates might be confused
as to whom to contact and convey their problems.

d. One-Way Communication System: In an organization, if the communication system is

only one way from top-level to subordinates, there is the possibility of the development of
grievance among subordinates. Management does not get feedback on the progress of work
and problems in the operating levels.

e. Lack of Confidence in Subordinates: Some conservative managers perceive that their

subordinates are not skilled and competent to bear responsibility. They believe that they
have no idea and knowledge to give suggestions and guidance about work-related
problems. Such a belief may distort the free flow of communication in the organization.
The causes of organizational barriers to effective communication are as follows:

L. Technological Barriers are formed due to the defect in the technology used and overload
in the information. Due to such, the receiver cannot respond in time, and due to which the
objectives of the communication cannot be met. Causes of technological barriers to
communication involve mechanical barriers, loss of transmission, information overload,
and insufficient time allowed, etc.

a. Mechanical Barriers: In some cases, mechanical devices used in the communication

process may suffer from mechanical defects. For example, technical faults in the telephone
lines, defects in computer software, internet network problems, etc. create serious
communicating problems. Similarly, messages conveyed through peons or other
messengers may not convey the same message as prescribed by the sender.

b. Loss of Transmission: Generally, a verbal message when it is in course of transmission

may lose some of its main contents. Similarly, due to the limited memory power of the
receiver, there is also a possibility of a loss of content of the message.

c. Information Overload: A manager may receive information from various sources. Such
information is the basis of office operation. In fact, because of advances in communication
technology, the difficulty may arise not from the absence of information but excessive
information. In such a situation, he cannot digest adequately all messages directed to him.

d. Insufficient Period Allowed: The pressure of time is an important barrier to effective

communication. Some messages need a quick response. However, due to a lack of sufficient
time, managers may not be able to analyze information in detail. In such a situation, he may
respond to a message without considering the subject matter and its impact.
Ways to Overcome Barriers

All the communication barriers as identified above can be overcome with a conscious effort
by observing the following rules.

a. Eliminating differences in perception: The organization should ensure that it is recruiting

right individuals on the job. It’s the responsibility of the interviewer to ensure that the
interviewee has command over the written and spoken language. There should be proper
Induction program so that the policies of the company are clear to all the employees. There
should be proper trainings conducted for required employees (for e.g.: Voice and Accent
training).

b. Use of Simple Language: Use of simple and clear words should be emphasized. Use of
ambiguous words and jargons should be avoided. Don’t try to impress by using language
and words that may be distorted by the listener(s). It simply makes them confused and
inadequate. Plus, they won’t be listening to you while they try to work out what on earth
you are on about.

c. Reduction and elimination of noise levels: Noise is the main communication barrier
which must be overcome on priority basis. It is essential to identify the source of noise and
then eliminate that source.

d. Active Listening: Listen attentively and carefully. There is a difference between

“listening” and “hearing”. Active listening means hearing with proper understanding of the
message that is heard. By asking questions the speaker can ensure whether his/her message
is understood or not by the receiver in the same terms as intended by the speaker.

e. Emotional State: During communication one should make effective use of body language.
He/she should not show their emotions while communication as the receiver might
misinterpret the message being delivered. For example, if the conveyer of the message is
in a bad mood, then the receiver might think that the information being delivered is not
good.

f. Simple Organizational Structure: The organizational structure should not be complex.

The number of hierarchical levels should be optimum. There should be an ideal span of
control within the organization. Simpler the organizational structure, more effective will
be the communication.

g. Avoid Information Overload: The managers should know how to prioritize their work.
They should not overload themselves with the work. They should spend quality time with
their subordinates and should listen to their problems and feedbacks actively.

h. Give Constructive Feedback: Avoid giving negative feedback. The contents of the
feedback might be negative, but it should be delivered constructively. Constructive
 feedback will lead to effective communication between the superior and subordinate.

i. Proper Media/Channel Selection: The managers should properly select the medium of
communication. Simple messages should be conveyed orally, like: face to face interaction
or meetings. Use of written means of communication should be encouraged for delivering
complex messages. For significant messages reminders can be given by using written
means of communication such as: Memos, Notices etc.

j. Flexibility in meeting the targets: For effective communication in an organization the

managers should ensure that the individuals are meeting their targets timely without
skipping the formal channels of communication. There should not be much pressure on
employees to meet their targets.

k. Have integrity and honesty in your communications: If you are seen as being someone
who lacks integrity, this will immediately be noticed and even more barriers will be built
up between you and the listener.

l. Make it easy for others to listen to you: Make your communication style that one of a
conversationalist, one who is able to make a point quickly, succinctly and with conviction.
If your key message is lost in the morass of a thousand words, people will wonder what
you mean and what the purpose is. Clarity and brevity are the watchwords.

Elements of Communication Strategy

A strategic communication plan helps share a clearly defined intentional message with
everyone involved with the organization. Communication strategy has various elements, all of
which come together so that effective communication can take place -
An Emotionally Intelligent and clear strategic communication plan helps us share our message
while keeping our staff and customers engaged. A communication strategy is effective in:

 Reinforcing your organization’s vision and mission statement

 Introducing organizational change by sharing the challenge and its potential solution
 Announcing new leadership to the organization, by creating multiple opportunities for
employees and customers to hear from them
 Re-branding the organization, or creating a new impression of your organization.

Some Other Major Elements To Focus On:

a. Audience Analysis: Audience analysis is the process of gathering information about the
people reading the document. It helps to create user-focused communication and tailor the
writing to the needs and expectations of the intended recipient(s). It also helps to fine-tune
the thought process. Research indicates that audiences characteristically pay greater
attention to messages that are consistent with their values and interests. Research also
indicates that audiences like to see messages that they are really interested in. This selective
attention and selective exposure is the core of audience psychology. A strategic
communicator must, therefore, establish personal relevance as directly and clearly as
possible. In addition, a message can stand out by contrasting it with other messages or
ideas.

b. Writing for Standard Audience: There are times when one does not know anything about
the reader or user. In reality, it is not easy to figure out what the audience already knows
or wants. On these occasions, audience analysis is more important than a precise strategy.
 The writer in this case should write for a "standard audience:' A standard audience is one
that 1 neither an expert nor a complete beginner, but is somewhere m between. In this way,
the document does not appear too basic to an expert, or too verbose to a beginner.

c. Develop Messages: Your messages are closely tied to your goal and objectives. They
deliver important information about the issue and compel the targeted audience to think,
feel, or act. They can:
 Show the importance, urgency, or magnitude of the issue
 Show the relevance of the issue
 Put a “face” on the issue
 Be tied to specific audience values, beliefs, or interests of the audience
 Reflect an understanding of what would motivate the audience to think, feel, or act
 Be culturally relevant and sensitive
 Be Memorable

Summary

 Business communication happens throughout every organization, using multiple

channels for many kinds of desired results
 Messages must take on the characteristics of the medium chosen for communication,
making it more challenging when team members speak, read and learn differently from
each other
 Effective communication offers the best opportunity to make an outstanding first
impression
 Using powerful words, images and messages, business professionals can craft strong
internal partnerships while developing the foundation of a solid client base

Practice

 As manager of a new coffee shop develop the communication process you would
have to follow for an effective communication system.

 How can you establish your credibility when communicating with a set of audience
the first time?

 Explain Grapevine communication which can take place in an organization.

 Distinguish between lateral and diagonal communication with relevant examples

from an established organizational structure.
 VERBAL AND NON-VERBAL COMMUNICATION

Structure of the Chapter

2.0 Verbal Communication

2.1 Oral Communication
2.2 5 Cs of Verbal Communication
2.3 Advantages and Disadvantages of Verbal Communication
2.4 Non-Verbal Communication
2.5 Types of Nonverbal Communication
2.6 Advantages and Disadvantages of Non-Verbal Communication
2.7 Techniques for Improving Your Nonverbal Communication Skills
2.8 Barriers to Verbal and Nonverbal Communication
2.9 How to Overcome Barriers to Verbal and Nonverbal Communication

Objectives

 To provide an overview of the nature and elements of verbal and nonverbal

communication.
 To develop learners’ ability to use verbal communication skills effectively in a workplace
setting.
 To provide an insight on the role of nonverbal codes in communication. Some of the major
nonverbal codes are identified and defined, including bodily movement and facial
expression, bodily appearance, space, time, touching, and vocal cues.
 To understand the different techniques to improve non-verbal communication, the barriers
and also solutions to overcome the barriers of Verbal and non-verbal communication.

Verbal Communication

The sharing of information between individuals by using speech. Individuals working within
a business need to effectively use verbal communication that employs readily understood
spoken words, as well as ensuring that the enunciation, stress and tone of voice with which the
words are expressed is appropriate.

Verbal Communication is any communication involving words. Verbal communication thus

includes spoken words (for example: interviews, radio broadcasts, conversations, presentations
etc.) and written words (for example: letters, books, journals, posters, class notes etc.). Verbal
communication is the simplest form of communication. However, it is not successful unless
the two people understand the information in the same way. Effective verbal communication
encompasses good relations at the workspace and home. There are two aspects for effective
verbal communication; one is 'what to say,' and another is 'how to say.' People good at verbal
communication can easily ask some questions or express the information with confidence.
They also know how to represent their words so that people can easily listen.

All forms of communication can be categorized as either verbal or nonverbal. In turn, both
verbal and nonverbal communication can be subdivided into either vocal or non-vocal. Verbal
communication of the vocal category includes spoken language. Non-vocal verbal
communication involves written communication as well as communication that is transmitted
through sign language, finger spelling, Braille, or other similar alternatives to verbal language.
Let's understand how Verbal communication is different from Non-verbal communication.
Category Verbal Communication Non-verbal Communication
Meaning It is defined as the exchange of It is defined as the exchange of information
information with the use of words, without the use of words.
either spoken or written.
Communication It uses words, voice, language, and It uses facial expressions, body language,
medium sentences to communicate with eye movement, etc. to communicate with
others. others.
Decoding level Verbal communication is easy to Decoding in non-verbal communication is
understand if we know the words complicated as compared to verbal
and language. We need to pay communication. We need to pay attention to
attention to the person who is various factors, such as body language,
speaking. facial expressions, etc.
Awareness It includes more awareness because It does not require thinking deeply while
a person needs to think and analyze expressing his/her views non-verbally.
before speaking.
Medium Verbal communication requires a Non-verbal communication requires
single medium to communicate. multiple mediums.
Examples Face-to-face communication, audio The communication takes place through
or video recordings, loudspeakers, hand movements, expressions, eye
etc movement, etc. between two people who
can see each other.

Verbal Communication includes:

 answering the telephone
 receiving visitors
 relaying messages
 receiving or giving instructions
 making or confirming arrangements
 addressing meetings

Hence, we may often think that, having good communication skills is all about the ability to
speak well…. Or all about “SPEAKING.” We are right……But only 50% right.
Because…. Verbal Communication has another very important part…… “LISTENING”
“Speaking” + “Listening” = “Verbal Communication.”
“If we were supposed to talk more than listen, we would have been given two mouths and
one ear.”-Mark Twain.

Listening Skills

Listening is a key component of effective communication skills. A good listener will listen not
only to what is being said, but also to what is left unsaid or only partially said. Effective
listening involves observing body language and noticing inconsistencies between verbal and
non-verbal messages. For example, if someone tells you that they are happy with their life but
through gritted teeth or with tears filling their eyes, you should consider that the verbal and
non-verbal messages are in conflict, they maybe don't mean what they say.

Listening is the ability to accurately receive and interpret messages in the communication
process. Listening is key to all effective communication, without the ability to listen effectively
messages are easily misunderstood – communication breaks down and the sender of the
message can easily become frustrated or irritated. Listening is so important that many top
employers provide listening skills training for their employees.

Listening is Not the Same as Hearing

Hearing refers to the sounds that you hear, whereas listening requires more than that: it requires
focus. Listening means paying attention not only to the story, but how it is told, the use of
language and voice, and how the other person uses his or her body. In other words, it means
being aware of both verbal and non-verbal messages. Your ability to listen effectively depends
on the degree to which you perceive and understand these messages.

Active listening is a skill that can be acquired and developed with practice. However, active
listening can be difficult to master and will, therefore, take time and patience. ‘Active listening'
means, as its name suggests, actively listening. That is fully concentrating on what is being
said rather than just passively ‘hearing’ the message of the speaker. Active listening involves
listening with all senses.
Active listening not only means focusing fully on the speaker but also actively showing verbal
and non-verbal signs of listening. Generally, speakers want listeners to demonstrate ‘active
listening’ by responding appropriately to what they are saying. Appropriate responses to
listening can be both verbal and non-verbal:
Passive Listening occurs when a listener does not verbally respond to the speaker. The listener
may deliberately or unintentionally send non-verbal messages through eye contact, smiles,
yawns or nods. Passive listening is mechanical and effortless. It does not require any special
effort. You hear what your teacher says and you might be able to tell the difference between
major and minor points of the lecture, but that is about it. Lack of enthusiasm and a "careless"
attitude during class characterize a student who is a passive listener.
“We have two ears and one mouth so that we can listen twice as much as we speak.
There are different kinds of listening…

1. Discriminative Listening (Differentiate the sounds of the voice)

2. Comprehensive Listening (Understanding the meaning of message)
3. Empathic Listening (Understanding the feeling and emotions of the speaker)
4. Analytical/Critical Listening (Evaluate the meaning of message based on evidence)
5. Appreciative Listening (Seeking certain information)

1. Discriminative Listening: Discriminative listening means

only interpreting the sound of the message rather than
understanding the meaning of the message. It is also known
as a fundamental type of listening; therefore, people learn
discriminative listening from mothers’ wombs. This listening
style involves hearing only the sound rather than listening to
interpret the meaning of the message. It is the primary type of listening, where different
sounds of words are recognized without understanding the meaning.

For Example, a Canadian person named Jon sits in Kualalumpur international airport in
Malaysia. At the same time, two Malaysian people are speaking in the Malay language
beside him. Actually, Jon does not understand what they are talking about, but he
distinguishes males and females based on the tone of voice. Based on the sound, he also
identifies their age. Thus, discriminative listening helps identify age, gender, anger, and
happiness based on the sound.

2. Comprehensive Listening: Comprehensive Listening means understanding the meaning

of the message rather than interpreting only the sound of the message. It is an active process
of seeking the meaning of the message. Actually, it is the initial process of meaning the
verbal and nonverbal messages, thoughts, ideas, and opinions. Listeners use knowledge
and vocabulary to understand the meaning of the speaker’s message. It is not only the
meaning of the words but also something more than that. Examples of comprehensive
listening examples include watching the news, listening to a peer give a presentation, or
taking notes during a meeting. Because our brains work differently, sometimes
comprehensive listening can be complicated. Two people can listen to the same message
and interpret them in different ways.

3. Empathetic Listening: When we listen empathetically, we go beyond sympathy to seek a

truer understanding of how others are feeling. This requires excellent discrimination and
close attention to the nuances of emotional signals. When we are being truly empathetic,
we actually acknowledge what they are feeling. In order to get others to expose these deep
parts of themselves to us, we also need to demonstrate our empathy in our manners towards
them, listening sensitively and in a way that encourages self-disclosure. For example, the
Audience is thinking about the same things that the speaker thinking.

4. Analytical/Critical Listening: Analytical Listening means focusing on evaluating and

forming the appropriate meaning of the message based on evidence. So, It is related to
critical thinking and analysis. However, it helps to assess if speakers are right or wrong,
 logical, or illogical. Analytical listeners understand why they accept or reject another
member’s ideas and suggestions. For example, speakers show a
statistical report to persuade audiences, although audiences argue
with others for better understanding.

5. Appreciative listening: It is a way of listening in which someone

actively goes in search of certain auditory information that this
person personally appreciates or likes. Someone may also
practice appreciative listening if it contributes to achieving a goal or meeting a need. For
example, one uses appreciative listening when listening to good music, meditation
seminars, poetry, audiobooks or a speech from a person with an excellent reputation. In
these instances, careful listening greatly enhances pleasure and appreciation.
 Types of Verbal Communication

Verbal communication includes sounds, words, language, and speech. Speaking is an effective
way of communicating and helps in expressing our emotions in words. This form of
communication is further classified into four types, which are:

A. Intrapersonal Communication: This form of

communication is extremely private and restricted to us. It
includes the silent conversations we have with ourselves,
wherein we juggle roles between the sender and receiver
who are processing our thoughts and actions. This process
of communication when analyzed can either be conveyed
verbally to someone or stay confined as thoughts. Three
aspects of intrapersonal communication are self- concept,
perception and expectation.
 Self-concept is the basis for intrapersonal
communication, because it determines how a persona
sees him/herself and is oriented toward others. Self-
concept (also called self-awareness) involves three
factors: beliefs, values and attitudes.
 Beliefs are basic personal orientation toward what is true or false,
good or bad; beliefs can be descriptive or prescriptive.
 Values are deep-seated orientations and ideals, generally based on
and consistent with beliefs, about right and wrong ideas and actions.
 Attitudes are learned predisposition toward or against a topic, ideals that stem from and
generally are consistent with values. Attitudes often are global, typically emotional.

 Beliefs, values and attitudes all influence behaviour, which can be either spoken opinion
or physical action. Whereas self-concept focuses internally, perception looks outward.
Perception of the outside world also is rooted in beliefs, values and attitudes. It is so
closely intertwined with self-concept that one feeds off the other, creating a harmonious
understanding of both oneself and one’s world.

 Meanwhile, expectations are future-oriented messages dealing with long-term roles,

sometimes called life scripts. These sometimes are projections of learned relationships
within the family or society. Intrapersonal communication may involve different levels
of communication activity: internal discourse, solo vocal communication, and solo
written communication.

 Internal discourse involves thinking, concentration and analysis. Psychologists include

both daydreaming and nocturnal dreaming in this category. Prayer and meditation are
also part of this category. Example: Consciously appreciating the beauty of a sunset.
  Solo vocal communication includes speaking aloud to oneself. This may be done to
clarify thinking, to rehearse a message intended for others, or simply to let off steam.
Example: Talking to yourself as you complain about your boss.

 Solo written communication deals with writing not intended for others. Example: An
entry in a diary or personal journal.

B. Interpersonal Communication: This form of communication takes place between two

individuals and is thus a one-on-one conversation. Here, the two individuals involved will
swap their roles of sender and receiver in order to communicate in a clearer manner.
Interpersonal communication can be categorized by the number of participants.
 Dyadic communication involves two people. Example: Two friends talking.
 Group communication involves three or more persons, though communication
scholars are inconsistent as to the top end of the number scale. The smaller the number
in the group, the more closely this mode resembles interpersonal communication.
Often group communication is
done for the purpose of problem
solving or decision making.
Example: University study group.
 Public communication involves a
large group with a primarily one-
way monologue style generating
only minimal feedback.
Information sharing,
entertainment and persuasion are
common purposes of public communication. Example: Lecture in university class.
 Organizational communication deals with communication within large organizations
such as businesses. This is sometimes considered part of group communication, but
communication scholars have built up a body of knowledge focused primarily on
organizations. Example: Work- focused discussion between employer and employee.
 Family communication focuses on communication patterns within nuclear, extended
and blended families. Like organizational communication, this too is sometimes seen
as part of the general category of group communication, but much research has been
focused specifically on communication within a family relationship. Family
communication can be enhanced by the long-standing and close relationships among
participants as well as the likelihood that families have shared heritage, similar values,
and social rituals. Patterns differ in communication
between spouses, between parent and child, among
siblings, and within the wider family context.
Example: Having a family time together, playing
with the children.
C. Small Group Communication: This type of communication can take place only when
there are more than two people involved. Here the number of people will be small enough
to allow each participant to interact and converse with the rest. Press conferences, board
meetings, and team meetings are examples of group communication. Unless a specific
issue is being discussed, small group discussions can become chaotic and difficult to
interpret by everybody. This lag in understanding information completely can result in
miscommunication.

Functions of Small Groups

Even with the challenges of group membership that we have all faced, we still seek out and
desire to be a part of numerous groups. In some cases, we join a group because we need a
service or access to information. We may also be drawn to a group because we admire the
group or its members. Whether we are conscious of it or not, our identities and self- concepts
are built on the groups with which we identify. So, to answer the earlier question, we join
groups because they function to help us meet instrumental, interpersonal, and identity needs.

Groups Meet Instrumental Needs

Today, groups are rarely such a matter of life and death, but they still serve important
instrumental functions. Labour unions, for example, pool efforts and resources to attain
material security in the form of pay increases and health benefits for their members, which
protect them by providing a stable and dependable livelihood. Individual group members must
also work to secure the instrumental needs of the group, creating a reciprocal relationship.
Members of labor unions pay dues that help support the group’s efforts. Some groups also
meet our informational needs. Although they may not provide material resources, they enrich
our knowledge or provide information that we can use to then meet our own instrumental
needs. Many groups provide referrals to resources or offer advice. For example, several
consumer protection and advocacy groups have been formed to offer referrals for people who
have been the victim of fraudulent business practices. Whether a group forms to provide
services to members that they couldn’t get otherwise, advocate for changes that will affect
members’ lives, or provide information, many groups meet some type of instrumental need.

Groups Meet Interpersonal Needs

Group membership meets interpersonal needs by giving us access to inclusion control, and
support. In terms of inclusion, people have a fundamental drive to be a part of a group and to
create and maintain social bonds. As we’ve learned, humans have always lived and worked in
small groups. Family and friendship groups, shared-interest groups, and activity groups all
provide us with a sense of belonging and being included in an in-group. People also join groups
because they want to have some control over a decision-making process or to influence the
outcome of a group. Being a part of a group allows people to share opinions and influence
others. Conversely, some people join a group to be controlled, because they don’t want to be
the sole decision maker or leader and instead want to be given a role to follow.
D. Public Communication
This type of communication takes place when one individual address a large gathering of
people. Election campaigns and public speeches are example of this type of communication.
In such cases, there is usually a single sender of information and several receivers who are
being addressed. For example, the boss speaks to everyone, and the sales team quietly listens
without interruption. The boss may say, as part of a charged-up motivational speech, “Do you
hear me?” and the sales team is expected to call back “Yes Sir!” The boss, as a public speaker,
recognizes that intrapersonal communication (thoughts of the individual members) or
interpersonal communication (communication between team members) may interfere with this
classic public speaking dynamic of all to one, or the audience devoting all its attention to the
speaker, and incorporate attention getting and engagement strategies to keep the sales team
focused on the message.
Public communication requires:

 Public Speaker - the person that talks and shares the information; gives the presentation.
 An Audience - the group of people than listen and want to find out what is told by
public speakers
 The Channel- used to deliver the message (audio, video, visual presentation)
 Logistics-(optional) to present the message visually and/or audio
 The Message-it delivers by speaking/communicating the message

The purpose of public communication is to deliver a message, news, a piece of information

that people/audience could learn from. Public communication is used to inform & persuade,
built relationships, form connections, and create a network. Public communication helps us
stay in touch with everything that happens around us. It is important to be open to communicate
and share information.

What Is Public Speaking?

Public speaking is a soft skill that requires excellent communication skills, enthusiasm, and
the ability to engage with an audience. Soft skills are interpersonal skills that are less technical
and more about how you interact with others.

Public speakers make presentations to a group. Presentations

could range from speaking to a small group of employees to
presenting to a large audience at a national conference or
event. The same skillset and ability to be comfortable
speaking in public are required regardless of the size of the
group.
Major forms of Verbal Communication

 Oral communication
 Written communication

Forms of Verbal Examples

Communication
Face-to-face conversation: When you
can see the listener. For example,
Oral or Spoken group discussion, talking to family
Communication: members at home, public speeches,
Communication which etc.
involves talking
Talking on a phone: This is for
personal and official communication.

Classroom teaching, business meeting

and public speeches are other
examples
of oral communication, where one
person
talks to many others at once.
Written Writing on paper: letters, notes, etc.
Communication:
Communication which
involves written or
typed words SMS (Short Message Service): These
can
be sent through a phone to a person or
a group.
Using email to share news, thoughts,
documents and files (including photos,
videos, music, etc.). e-mail can be
used to send messages to a person or
to a group.
Printed books and newspapers
Oral Communication

Oral communication is the most common and most powerful form of business communication
for influencing others for accomplishing common objectives. Oral communication is largely
face-to-face although it may not be so always. For example, telephonic conversation is rarely
face-to-face. However, such oral communications are always accompanied by signs, signals,
gestures, expressions and sounds of body language. Oral or verbal communication describes
any type of interaction between individual which makes use of words and involves speaking
and listening. In oral communication, the sender and receiver exchange their thoughts r ideas
verbally either in face-to-face discussion or through any mechanical or electrical device like
telephone or VOIP system like Skype. The ability to communicate effectively through
speaking is highly valued in business.

BASICS OF ORAL COMMUNICATION

Oral communication connotes words uttered through the mouth i.e., spoken words. It is any
utterance of, at or near the mouth, involving resonance of the mouth. It must be distinguished
from the nasal resonance – resonance through the nose. Oral communication always conveys
an idea or a feeling.
There are two forms of oral communication:
Listening
Speaking

Listening Skills

Listening is a key component of effective communication skills. A good listener will listen not
only to what is being said, but also to what is left unsaid or only partially said. Effective
listening involves observing body language and noticing inconsistencies between verbal and
non-verbal messages. For example, if someone tells you that they are happy with their life but
through gritted teeth or with tears filling their eyes, you should consider that the verbal and
non-verbal messages are in conflict, they maybe don't mean what they say.

Listening is the ability to accurately receive and interpret messages in the communication
process. Listening is key to all effective communication, without the ability to listen effectively
messages are easily misunderstood – communication breaks
down and the sender of the message can easily become
frustrated or irritated. Listening is so important that many
top employers provide listening skills training for their
employees.
Listening is Not the Same as Hearing

Hearing refers to the sounds that you hear, whereas listening requires more than that: it requires
focus. Listening means paying attention not only to the story, but how it is told, the use of
language and voice, and how the other person uses his or her body. In other words, it means
being aware of both verbal and non-verbal messages. Your ability to listen effectively depends
on the degree to which you perceive and understand these messages.

Active listening is a skill that can be acquired and developed with practice. However, active
listening can be difficult to master and will, therefore, take time and patience. ‘Active listening'
means, as its name suggests, actively listening. That is fully concentrating on what is being
said rather than just passively ‘hearing’ the message of the speaker. Active listening involves
listening with all senses.

Active listening not only means focusing fully on the speaker but also actively showing verbal
and non-verbal signs of listening. Generally, speakers want listeners to demonstrate ‘active
listening’ by responding appropriately to what they are saying. Appropriate responses to
listening can be both verbal and non-verbal:

Passive Listening occurs when a listener does not verbally respond to the speaker. The listener
may deliberately or unintentionally send non-verbal messages through eye contact, smiles,
yawns or nods. Passive listening is mechanical and effortless. It does not require any special
effort. You hear what your teacher says and you might be able to tell the difference between
major and minor points of the lecture, but that is about it. Lack of enthusiasm and a "careless"
attitude during class characterize a student who is a passive listener.
“We have two ears and one mouth so that we can listen twice as much as we speak.
There are different kinds of listening…

 Discriminative Listening (Differentiate the sounds of the voice)

 Comprehensive Listening (Understanding the meaning of message)
 Empathic Listening (Understanding the feeling and emotions of the speaker)
 Analytical/Critical Listening (Evaluate the meaning of message based on evidence)
 Appreciative Listening (Seeking certain information)

1. Discriminative Listening: Discriminative listening means only interpreting the sound of

the message rather than understanding the meaning of the message. It is also known as a
fundamental type of listening; therefore, people learn discriminative listening from
mothers’ wombs. This listening style involves hearing only the sound rather than listening
to interpret the meaning of the message. It is the primary type of listening, where different
sounds of words are recognized without understanding the meaning.

For Example, a Canadian person named Jon sits in Kualalumpur international airport in
Malaysia. At the same time, two Malaysian people are speaking in the Malay language
beside him. Actually, Jon does not understand what they are talking about, but he
distinguishes males and females based on the tone of voice. Based on the sound, he also
identifies their age. Thus, discriminative listening helps identify age, gender, anger, and
happiness based on the sound.

2. Comprehensive Listening: Comprehensive Listening means understanding the meaning

of the message rather than interpreting only the sound of the message. It is an active process
of seeking the meaning of the message. Actually, it is the initial process of meaning the
verbal and nonverbal messages, thoughts, ideas, and opinions. Listeners use knowledge
and vocabulary to understand the meaning of the speaker’s message. It is not only the
meaning of the words but also something more than that. Examples of comprehensive
listening examples include watching the news, listening to a peer give a presentation, or
taking notes during a meeting. Because our brains work differently, sometimes
comprehensive listening can be complicated. Two people can listen to the same message
and interpret them in different ways.

3. Empathetic Listening: When we listen empathetically, we go beyond sympathy to seek a

truer understanding of how others are feeling. This requires excellent discrimination and
close attention to the nuances of emotional signals. When we are being truly empathetic,
we actually acknowledge what they are feeling. In order to get others to expose these deep
parts of themselves to us, we also need to demonstrate our empathy in our manners towards
them, listening sensitively and in a way that encourages self-disclosure. For example, the
Audience is thinking about the same things that the speaker thinking.

4. Analytical/Critical Listening: Analytical Listening means focusing on evaluating and

forming the appropriate meaning of the message based on evidence. So, It is related to
critical thinking and analysis. However, it helps to assess if speakers are right or wrong,
logical, or illogical. Analytical listeners understand why they accept or reject another
 member’s ideas and suggestions. For example, speakers show a statistical report to
persuade audiences, although audiences argue with others for
better understanding.

5. Appreciative listening: It is a way of listening in which someone

actively goes in search of certain auditory information that this
person personally appreciates or likes. Someone may also
practice appreciative listening if it contributes to achieving a goal
or meeting a need. For example, one uses appreciative listening when listening to good
music, meditation seminars, poetry, audiobooks or a speech from a person with an excellent
reputation. In these instances, careful listening greatly enhances pleasure and appreciation.
Speaking Skills

Speaking effectively is defined as speaking in such a way that your message is clearly heard
and, if possible, acted upon. There are two main elements to speaking effectively: what you
say, and how you say it.

What you say means your choice of words. The words you might use when chatting to a friend
are likely to be quite different from those used in a formal presentation or interview. Similarly,
the way that you speak will also vary in different situations. However, there are also likely to
be some common factors: for example, whether you naturally talk quietly or loudly, and how
you use body language.

Choosing Your Words

What you say—the words you choose—matters.

If in doubt about your meaning, your audience will come back to the words that you used and
double-check what you might have meant. It is therefore important to choose carefully,
especially when you are saying something important. Things to consider include:

 Your audience. The words you choose will be different if you are talking to 200 people
at a conference, a trusted colleague, your boss, or your children. You need to think about
your audience’s overall level of understanding of the subject, and also the type of
language that you use.

 Shorter sentences are easier to process and understand. Using shorter sentences also
creates urgency.

 Simpler words are also easier to understand. If you cannot explain something in simple
terms, you have probably not understood it yourself. This is particularly important if your
audience are not all native speakers of the language.

Examples of oral communication within an organization include:

There is high level of understanding and transparency in oral communication as it is
interpersonal.

There is no element of rigidity in oral communication. There is flexibility for allowing changes
in the decisions previously taken.

The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.

Oral communication is not only time saving, but it also saves upon money and efforts.
Oral communication is best in case of problem resolution. The conflicts,disputes

And many issues/differences can be put to an end by talking them over.

Advantages of Oral Communication

 There is high level of understanding and transparency in oral communication as it is

interpersonal.

 There is no element of rigidity in oral communication. There is flexibility for allowing

changes in the decisions previously taken.

 The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.

 Oral communication is not only time saving, but it also saves upon money and efforts.

 Oral communication is best in case of problem resolution. The conflicts, disputes and
many issues/differences can be put to an end by talking them over.

 Oral communication is an essential for teamwork and group energy.

 Oral communication promotes a receptive and encouraging morale among organizational

employees.

 Oral communication can be best used to transfer private and confidential information /
matter.

Disadvantages of Oral Communication

 Relying only on oral communication may not be sufficient as business communication is

formal and very organized.

 Oral communication is less authentic than written communication as they are informal
and not as organized as written communication.

 Oral communication is time-saving as far as daily interactions are concerned, but in case
of meetings, long speeches consume lot of time and are unproductive at times.

 Oral communications are not easy to maintain and thus they are unsteady. There may be
misunderstandings as the information is not complete and may lack essentials. It requires
attentiveness and great receptivity on part of the receivers/audience. Oral communication
 (such as speeches) is not frequently use as legal records except in investigation work.

Written Communication

Written communication has great significance in today’s business world. It is an innovative

activity of the mind. Effective written communication is essential for preparing worthy
promotional materials for business development. Speech came before writing. But writing
is more unique and formal than speech. Effective writing involves careful choice of words,
their organization in correct order in sentences formation as well as cohesive composition
of sentences. Also, writing is more valid and reliable than speech. But while speech is
spontaneous, writing causes delay and takes time as feedback is not immediate.

Advantages of Written Communication

 Written communication helps in laying down apparent principles, policies and rules for
running of an organization.

 It is a permanent means of communication. Thus, it is useful where record maintenance is

required.

 It assists in proper delegation of responsibilities. While in case of oral communication, it

is impossible to fix and delegate responsibilities on the grounds of speech as it can be taken
back by the speaker or he may refuse to acknowledge.

 Written communication is more precise and explicit.

 Effective written communication develops and enhances an organizations image.

 It provides ready records and references.

Disadvantages of Written Communication

 Written communication does not save upon the costs. It costs huge in terms of stationery
and the manpower employed in writing/typing and delivering letters.

 Also, if the receivers of the written message are separated by distance and if they need to
clear their doubts, the response is not spontaneous.

 Written communication is time-consuming as the feedback is not immediate. The encoding

and sending of message take time.

 Effective written communication requires great skills and competencies in language and
 vocabulary use.

 Poor writing skills and quality have a negative impact on organization’s reputation.

 It may involve too much paper work or the inbox of the mail may be overloaded.

The 7 Cs of Communication

The ability to communicate effectively with others is considered a good quality of successful
people. So, in order to compose an effective oral speech or written message, you just need to
understand psychology of your clients, your organization, and the community. The 7 Cs of
effective communication combined with principles would help you to attain your goal, follow
certain principles.

Communication skills are important that plays in professional life from understanding your
client to make a perfect problem-solving approach. Different studies showed that it is an
important skill that helps to generate more leads.

 Clarity: refers mainly to sentences, although, since sentences are made up of words,
diction (word choice) is important. Diction affects clarity without because imprecise words
make the meaning unclear. The main concern is: Does each sentence communicate the
desired point, to confusion? One key to clear sentences is effective syntax (sentence
structure): the order of and relationship between words, phrases, and clauses in a sentence.

 Conciseness: refers mainly to sentences, to the economical use of words. Concise writing
involves the elimination of: unnecessary words (redundancy/"deadwood"), roundabout
expressions (wordiness), and needless repetition. The objective is directness — expressing
ideas in the most forthright way.

 Concrete: implies being particular and clear, specific and definite rather than being vague
and general. A concrete communication uses specific facts and figures. Concrete
communication is important in both personal and professional interactions to ensure the
recipient of a message has a clear sense of the sender's intent.
 Correctness: refers to proper grammar, spelling, and punctuation — observance of
established conventions. Here we are concerned with clear-cut matters of right and wrong.
These are sometimes referred to as the "basics" or the "fundamentals." Thus, correctness
involves not just grammatical rules but also proper punctuation and the use of correct
words.

 Coherence: refers to the logical flow of ideas. Since flow (or continuity) is important for
the sense of the writing (its understandability), coherence is related to clarity. Flow is also
interwoven with the organization of ideas; thus, coherence is related to control. An
important consideration in developing coherence is transition — logical movement from
one idea to the next.

 Complete: It should convey all facts required by the audience. The sender of the message
must take into consideration the receiver's mind set and convey the message accordingly.
Complete communication develops and enhances reputation of an organization.

 Courteous: Courtesy is the respect that we show to others and in business communication
also it means the same thing. You should show respect to your reader by having courteous
communication. The individual while sending the message should be polite, sincere,
enthusiastic, and reflective.

4s of Communication

4S’s of communication helps in making good and effective communication. 4S’s are;
Shortness, Simplicity, Strength, and Sincerity. These are required for making to establish good
and effective business communication.

Shortness- “Brevity is the soul of wit,” it is said. The same can be said about communication.
If the message can be made brief, and verbosity did away with, then transmission and
comprehension of messages are going to be faster and more effective. Flooding messages with
high sounding words do not create an impact.

Simplicity- Simplicity both in the usage of words and ideas reveals clarity in the thinking
process. It is normally a tendency that when an individual is himself confused that he tries to
use equally confusing strategies to lead the receiver in a maze. Reveal clarity in the thinking
process by using simple terminology and equally simple concepts.

Strength- The strength of a message emanates from the credibility of the sender. If the sender
himself believes in a message that he is about to transmit, there is bound to be strength and
conviction in whatever he tries to state. Halfhearted statements or utterances that the sender
himself does not believe in add a touch of falsehood to the entire.

Sincerity- A sincere approach to an issue is evident to the receiver. If the sender is genuine, it
will be reflected in the manner in which he communicates. Suppose there is a small element of
deceit involved in the interaction or on the part of the sender. If the receiver is keen and
observant, he would be able to sense the make-believe situation and, business transactions,
even if going full swing, would not materialize.

Non-Verbal Communication

Our interpersonal effectiveness depends on more than words. Nonverbal messages add to or
detract from our words. In effect, we become the message, with our nonverbal cue announcing
our state of mind, expectations, and sense of self.

For example, how do you judge another’s honesty or trustworthiness? The meaning of these
variables is carried predominantly via nonverbal
messages, often without our awareness and not under our conscious control.

For this reason, nonverbal messages are less likely than words to be intentionally deceptive.

Nonverbal communication is expressed through non-linguistic means. It is the actions or

attributes of humans, including their appearance, use of objects, sound, time, smell, and space,
that have socially shared significance and stimulate meaning in others.

SKILL BUILDER
You can improve your own nonverbal communication by first becoming aware of how you
communicate. Using one of the multiple video technologies, record yourself when you are
engaged in a conversation, group discussion, or public speech. Watch the recording with
classmates, and take note of your facial expressions, gestures, posture, and other nonverbal
features. How might you improve your nonverbal communication?
Types of Nonverbal Communication

Nonverbal communication can happen on

many different levels. The main areas are:

Body language or Kinesics: Body language

or kinesics is a vital part of communication. It
includes several factors like facial expressions,
eye contact, gestures, posture and even dress
and grooming.

Facial Expressions: The face of the person

mirrors the emotions and conveys a host of
different messages. Facial expressions also
include eye contact. Smiling, frowning,
widening the eyes, raising the eyebrows,
pursing the lips are all examples of facial
expressions. Such expressions communicate
in one of two ways. Sometimes, they act as a
complement to the words used and add to their
meaning. They can also act as a substitute for
the words. Facial expressions often reveal the
true feelings of a person, even when his words are saying something else. The face and the
eyes are the most expressive means of body communication. Dale Leather has found that 10
basic categories of meanings can be communicated via facial expressions.

Facial expressions are also among the most universal forms of body language. The
expressions used to convey fear, anger, sadness, and happiness are similar throughout the
world.

Exhibit: Facial Expression

Eye Contact: The eye has an important role in face-to-face communication. Eye contact is one
of the most powerful forms of nonverbal communication. When we look at somebody's face,
we focus on his eyes and try to understand what he means. The eyebrows, eyelids and size of
pupils convey our innermost feelings. Eye contact has different meanings for different people.
It is sometimes used to signify the gravity of a verbal statement. It can sometimes imply that
more has been meant, or understood, than can easily be expressed verbally. It can provide a
sense of emotional connection, with a variable degree of intimacy. However, if you make
prolonged eye contact, some people might feel that you are trying to stare them down, which
is an aggressive behaviour in most contexts. Others might feel that you are looking deep inside
them, to a degree which could be perceived as disturbing, intrusive or just plain impertinent.
Too little eye contact, on the other hand, might give the impression that you have something
to hide, or perhaps that you dislike the other person and want to avoid closer interaction.

Whatever the reason for the various feelings people has about the eyes; it makes sense to adjust
the amount of eye contact offered in response to all the clues you have to the client's comfort
or distress. This should help you to avoid erring too much in either direction.
Identify Facial Expressions by Facial Feature
We convey a lot of nonverbal information in our faces, and we tend to focus on different
areas of the face when we try to interpret what each expression might mean. We look at the
eyes to determine if someone is sad or angry, for example, and at the mouth to check if
someone is happy.

Eyebrows
Eyebrows can show distinctive emotional signals (and they're potentially as important as the
eyes for facial recognition).
Eyebrows can be:
• Raised and arched (showing surprise)
• Lowered and knit together (often meaning anger, sadness, or fear)
• Drawn up in the inner corners (which could convey sadness)

Eyes
The eyes are often described as "windows to the soul," and we often look to them to determine
what someone else may be feeling. The eyes might be:

• Blinking quickly (meaning distress or discomfort) or blinking too little (which may
mean that a person is trying to control their eyes)
• Dilated (showing interest or even arousal)
• Staring intensely (which could show attention or anger) or looking away (showing
discomfort or distraction)

Mouth
The mouth can convey more than just a smile. People often use their mouths to mask other
emotions their face is conveying—for example, a forced smile might cover up an eye micro-
expression showing someone's true feelings.

Look out for:

• A dropped jaw (which signals surprise)
• Open mouth (showing fear)
• One side of the mouth raised (which could indicate hate or contempt)
• Raised corners (meaning happiness)
• Corners that are drawn down (conveying sadness)

Other signals to look for are:

• Lip biting (which may be a sign of anxiety)
• Pursed lips (showing distaste)
• Covering the mouth (which could mean they are hiding something)
Eye behaviour shows emotions and establishes conversational regulators. It also monitors
feedback and serves as a reminder. The eyes not only supply information, they receive it as
well.

Gestures: In addition to facial expressions and eye contact, another important element of
kinesics is the use of gestures. Gestures are the physical movements of arms, hands, torso

and head, which help one to express thoughts and/ to emphasize one’s speech. They play a
very important role in conveying meaning without using words.

Five types of body gestures:

Emblems: A large number of body movements have come to be identified as a substitute for
verbal translations. They often replace verbal messages and take the shape of emblems.

List of Emblems:

Patting the stomach-” I’m full of food”

Nodding the head up and down-” Yes” or “I agree” Shaking fist-” I am angry”
Cupping hand behind ear-” I can't hear” Clapping hands-” I approve”
Placing first finger on lips-” Be silent”
Illustrators: They are directly tied to verbal language. These gestures illustrate the words,
which a speaker is saying. When a speaker says, “My fourth and final point
is.” and holds up four fingers, this gesture is an illustrator.

Regulators: Regulators control oral communication by alerting the sender

to the need to hurry up, slow down, or repeat something. Examples are
frequent glances at the watch or drumming fingers on the table when
someone is talking with another person. When someone is delivering a long
speech and the other person wants to restrict him, he/she may show his watch to regulate or
moderate him.

Displays: These indicate emotional states, such as anger or embarrassment, occurring usually
in our facial expressions. The display differs from the above three types as
here the people have less control over displays like having felt faces turning
red, because they were angry or embarrassed.

Adaptors: They are the gestures over which people less control, often
people have are not conscious of performing such gestures. Stifling a yawn
or clasping the hands to the face in fear, are adaptor gestures. They are
automatic and usually are not planned. It is important to note that gestures are not used
individually but in relation to another person, and acquire meaning at particular times. Speech
and gestures go together, and, therefore, have to be properly coordinated. In the absence of
speech-gesture-co-ordination, we experience confusion and discomfort.

Although gestures are spontaneous, we can learn to monitor and use

positive gestures and minimize the negative ones.

Posture: Posture has great significance in interpreting body

language. Postulating (adopting a posture) is very general approach
for adjusting – relating with and defending ourselves from various
physical environments, social situations, objects and persons.
Posture speaks loudly. Adopting a posture has been hard coded in
our subconscious minds since millions of years as primary defense
and adaptive mechanism. Our aquatic ancestors started adopting postures and we got them in
genes. Unlike facial expressions or voice, posture can be observed or sensed from long distance
thus it has power to convey message to many.
Following are some commonly observable postures in our day-to-day life:

Alert/Attentive - This posture is automatically adopted when we are looking or listening with
elevated interest or surprise.
Hidden aggression - Unlike authoritative stance, we grip upper arm
on back to control ourselves from punishing somebody.

Authoritative - To exert authority, we clench palms behind our back.

By doing this, chest is pushed forward as a sign of warning against
any misconduct. Invisible palms pose threat by possibility of holding
any weapon for attack. Many security personals, officers or
higher authorities adopt this posture.

Self-control - For keeping self in check, we clench fingers with each other
near abdominal area. We try to manage ourselves in the situation with
reasonable patience.


Touch 
We communicate a great deal through touch. Think about the message given by the following:
a weak handshake, a timid tap on the shoulder, a warm bear hug, a reassuring slap on the back,
a patronizing pat on the head, or a controlling grip on your arm.

Paralanguage: nonverbal cues of the voice

Nonverbal communication includes some sounds, as long as they are not words. We call them
paralinguistic features- the non-word sounds and non-word characteristics of language such as
pitch volume, rate, and quality. The paralinguistic feature examined here is vocal cues-all of
the oral aspects of sound except words themselves.

Vocal cues include:

Pitch: the highness or lowness of your voice.
Rate: how rapidly or slowly you speak. Inflection: the variety or changes in pitch.
Volume: the loudness or softness of your voice.
Quality: the unique resonance of your voice, such as
huskiness, nasality, raspiness, or whininess.
Nonword Sounds: ‘mmh’, ‘ahh’, ‘huh’ and the like,
even absence of sound used for effect in speaking.
Pronunciation: whether or not you say a word
correctly.
Articulation: whether or not your mouth, tongue, and
teeth coordinate to make a word understandable to others.
Enunciation: whether or not you combine pronunciation and articulation to produce a word
with clarity and distinction so that it can be understood. A person who mumbles has
enunciation problem
Silence: the lack of sound.

These vocal cues are important because they are linked in our minds with a speaker’s physical
characteristics, emotional state, personality characteristics, gender characteristics, and even
credibility. Vocal cues can help a public speaker establish credibility with an audience and can
clarify the message.

Pitch and inflection can be used to make the speech sound aesthetically pleasing, to accomplish
subtle changes in meaning, and to tell an audience whether you are asking a question or making
a statement, being sincere or sarcastic, or being doubtful or assertive. A rapid speaking rate
may indicate you are confident about speaking in public or that you are nervously attempting
to conclude your speech.

Variations in volume can be used to add emphasis or to create suspense. Enunciation is

especially important in public speaking because of the increased size of the audience and the
fewer opportunities for direct feedback. Pauses can be used in a public speech to create
dramatic effect and to arouse audience interest. Vocalized pauses— “ah,” “uh-huh,” “um,” and
so on—are not desirable in public speaking clothing and may distract the audience.

Advantages of Non-Verbal Communication Advantages

• You can communicate with someone who cannot hear.

• You can communicate in places where you have to avoid talking audibly.
• You can communicate without others around you hearing what is being communicated.
• You can communicate when a person is too far away from you to hear you (for
example, by gesturing).
• Non-verbal communication is brief.

Disadvantages of Non-Verbal Communication Advantages

• Long conversations using non-verbal communication are usually not possible.

• Non-verbal communication varies from culture to culture.
• Particulars of messages using non-verbal communication cannot be discussed in detail.
• It is not useful as a public tool for communication
• It cannot be used everywhere and is less influential than verbal communication.

Techniques for Improving Your Nonverbal Communication Skills

They say actions speak louder than words, and when it comes to nonverbal communication,
your body language has a lot to say. Poor nonverbal communication can leave your co- workers
feeling like you're giving them the cold shoulder, no matter how friendly your intentions may
be. Improving your nonverbal communications skills can make for a more positive work
environment and strengthen relations with your co-workers.

 Establish Eye Contact When Conversing with Co-Workers:

Eye contact is one of the most important elements of nonverbal communication, and without
it, your co-workers may be at a loss when trying to interpret your intentions. Eye contact can
convey everything from interest to hostility or even affection. When having a conversation in
the office, whether it be with your peers, boss or employees, make a conscious effort to look
them in the eye. You may be able to better read their nonverbal communication in return.

 Consider Personal Space and Boundaries:

Standing too close to your co-worker may make

them feel uncomfortable, while standing too far
away during a conversation might make you
come across as cold and distant. Assess each
interaction you have in the workplace, and take a
moment to decide the appropriate amount of
space to place between you and your co-worker.
You may feel comfortable standing within a foot
of co-workers you are close to, while a few feet
might be more appropriate for a co- worker you
have just met or do not have a close relationship with.

 Monitor Your Facial Expressions

From smiling to scowling, your face is capable of

conveying a wide range of feelings; feelings you may
not want to share with your co-workers. A
conversation can quickly turn sour if you've got a
frown on your face, and you may be deemed
unapproachable and disagreeable if you constantly
look unhappy at work. Leave your frustrations at home
and take time to smile while at work. It makes you
appear friendlier and more welcoming, and can bring
more positivity into the workplace.
 Watch Your Tone

Your words carry more meaning than you might think. Not
only are your co-workers hearing what you say, they're reading
into the way you say it. Even a friendly expression such as
"good morning" can be misread if you say it in a somber or
hostile tone. Likewise, the way you respond to or hand out
discipline might not take seriously if you have a lax or
indifferent tone rather than a stern tone in your voice. Pay
attention to the way you say things to make sure your tone
reflects your intentions.

 Use Appropriate Gestures

Standing with your arms crossed may unintentionally convey

that you are standoffish and unwelcoming, and fidgeting
during a conversation may cause coworkers to feel as though
you are disinterested. Consider what messages your gestures
and body language are sending to your peers, boss or
employees. Shaking hands shows respect and manners,
standing up straight conveys a sense of welcoming and facing
co-workers during a conversation sends the message that you
care about what they are saying.

Barriers to Verbal and Nonverbal Communication

Sometimes, communication can break down. Often, this is due to barriers that get in the way
of effective communication. Barriers to communication can be external (outside our physical
or mental processes), or internal (within our own mental processes). Often, barriers can get in
the way of effective communication, even when you don’t want them to. A critical step in
learning how to improve your communication skills knows the barriers to effective
communication.

• External Noise - it's hard to communicate when there is noise going on around you
• Movement - it's easy to lose focus when people are walking past or something moves
nearby Distraction - any number of things going around us can distract us from
communication
• Time - sometimes we seem to choose the wrong time to try and communicate with
people Language - even when speaking in plain English, we tend to use jargon and
terms that not everyone understands
• Layers - if communication has to get through a number of people, messages tend to get
mixed up or misinterpreted
 • Personal limitations - physical or mental disabilities, cultural differences, language and
vocabulary can all be barriers
• Internal credibility - if you are perceived as having a lack of credibility, nobody will be
too interested in what you have to say
• Fear - people are scared they will appear to be silly for asking a question or speaking
up Professional status - some learners think trainers are pretty scary or intimidating,
and will tend to keep quiet
• Lack of Belief - if you don't 100% believe in or support what you're saying, chances
are that nobody else will either
• Conflict - if people feel on opposite sides of an issue, communication can break down
Attitudes and beliefs - people with similar attitude and beliefs, values and ideals, will
tend to communicate well together, while a mismatch can create barriers
• Human Nature - prejudices, egos, attitudes, cynicism, negativity can all form barriers
to communication.

Summary

Verbal communication is the commonest mode of human communication. It requires two

people to make verbal communication. One is the speaker and the other is the listener. So two
elements are involved and that is speaking and listening. Verbal communication is used all the
time and in debates, seminars, workshops and symposia.

This is the step where the listener (receiver) tells the sender what he has received and
understood of the message and what his responses are to it. The speaker then has to respond to
the listener only then the feedback is said to be complete.

Practice Exercise:

Q. Explain in detail verbal and non-verbal communication?

Q. Discuss in a group the various aspects of Body Language.

Q. Discuss role of non-verbal cues in communication.

Q. What are the different types of Listening Skills?

 WRITTEN COMMUNICATION
Structure of the Chapter

3.0 Introduction
3.1 Skills Required in Written Communication
3.2 The Purpose of Writing
3.3 Characteristics of Written Communication
3.4 Three Elements of Written Communication
3.5 Oral versus Written Communication
3.6 Advantages and Disadvantages of Written Communication
3.7 Barriers to Written Communication
3.8 How to Overcome Barriers to Written Communication
3.9 Proof Reading

In this lesson, we'll discuss what written communication is and some advantages and disadvantages
of using it. We'll also discuss the skills you'll need to become an effective writer.
Objectives
The overall objective is to develop students’ written expression of thought and provide learners
opportunities to explore ideas and to build connections between content areas.

Introduction
Written communication implies transmission of message is black and white. It includes diagrams,
picture, graphs etc. Reports, polices, rules, procedures, orders instruction, agreements etc, have to
be transmitted in writing for efficient running of the organization. Written communication ensures
that everyone concerned has the same information. It provides a permanent record of
communication for future reference written instructions are essential when the action called for
vital and complicated. To be effective, written communication should be clear, concise, correct
and completed. It may take the following terms.

i) Sender (source): This is the source or the writer in written communication. He has to be clear
about what he wants to send and be concise and appropriate about it.

ii) Receiver(destination): This is the receiver or there ader of the information. He too has to be
clear about what he wants and what he is getting through the communication.

iii) Message(signal): The message is the signal or the information. The information has to be
absolutely clear, concise and appropriate. In this case of written communication language has
to be taken care of.

Skills Required in Written Communication

Effective writing does not just happen. There is a set of skills required to write simply, clearly,
accurately and concisely. Writing skills are essential as the other knowledge and skills that forms
an executive's professional qualifications and requirements.

Skills required in written communication:

There are three components to writing skill. Many people may be able to get by with two out of
three, but the greats have all three. These components are: grammatical skill, compositional
skill, and domain knowledge.

Grammatical skill

By grammatical skill, we don’t mean the ability to remember schoolbook grammar rules. We mean
the ability to construct meaningful sentences. It is the ability to construct sentences, not the ability
to diagram them, which is necessary for writing. We all have a basic degree of grammatical skill.
We could not communicate without it. When people say that everyone can write, they mean simply
that everyone can construct meaningful sentences and record them on paper. Not quite everyone
qualifies to this standard, but in the developed world, most people do.
You can, of course, develop and possess a much higher level of grammatical skill than mere
literacy requires. Some people can construct complex and beautiful sentences with ease. A certain
elegance, fluidity, and grace in the construction of a sentence is one of the hallmarks of a good
writer in all fields.

Compositional skill

Compositional skill is the ability to organize words to produce an effect. Storytelling is a

compositional skill. A compelling lecture or blog post displays compositional skill.

Isn’t compositional skill just an extension of grammatical skill? Not quite. Sometimes, you would
find something that was terribly written, but told a wonderful story. Prose can be fixed, but a great
story is hard to find. the ability to write beautiful prose is common; the ability to tell a compelling
story is rare, and those who have it can’t always write beautiful prose. And indeed, if we consult
our own experience, I’m sure we will all remember someone who was wonderful at teaching you
how to do something, but who would blanch at the very idea of putting pen to paper. Add to this
that there are people on the fiction best seller lists whose prose is adequate at best and stilted at
worse, but whose storytelling sells millions of books.

Compositional skill is not an extension of grammatical skill. It is a separate skill.

Domain knowledge

Many technical writers would vehemently deny that domain knowledge is a component of writing
skill. Some even go so far as to suggest that ignorance of the subject domain is an asset, that it
allows them to appreciate the perspective of the user. Yet we have never heard anyone praise a
book by saying, “This book is great because it is quite clear that the author knows nothing about
the subject.” Indeed, what people tend to say of the great works of popular exposition on any
subject is: “it is clear that the author knows their subject extremely well.”

But domain knowledge is important for other reasons than knowledge of the subject matter, as
important as that may be. Every decent writer will acknowledge that it is important to know your
reader. But there is a great shortcut to knowing your reader, and that is to know the domain in
which your reader works. Personas give you a map of the reader’s footsteps; knowing the domain
means you have walked the path in their shoes; you know the reader not from collected data but
from lived experience.

And there is still another component to domain knowledge. Every domain has its communication
conventions. This is in part its language, its jargon, but it goes beyond this. Particular domains
have compositional conventions that guide how communications in the field are structured.

Take the humble recipe for example. In the domain of cooking, the compositional convention for
cooking instructions for a particular dish is well known. All recipes are composed in basically the
same way. You will very occasionally see a recipe that is written out as prose with no list of
ingredients and no separate steps, but such things are rare. You will virtually never see one
published this way — they are almost always family recipes being passed on by people with no
general interest in cooking. Anyone who is interested in cooking knows how to compose a recipe
because recipes have a well known template.

This has an important consequence: you can write a bestselling cookbook with no compositional
skill at all, and only minimal grammatical skill.

The existence of these compositional conventions in different domains has two important
consequences for our consideration of what constitutes writing skill. The first is that knowledge
of the domain combined with sufficient grammatical skill can allow many people to write
successfully for others within their domain. The second is that writers from outside the domain,
even if they are possessed of great compositional skills, will often fail to communicate in the
domain because they don’t know its compositional conventions. What they write might be
brilliantly composed, but it will confuse the reader because it does not conform to the conventions
they are used to.

Of course, if you have both compositional skill and domain knowledge, this will allow you to
exploit and refine the conventions of the domain to achieve a higher degree of communication.

The Purpose of Writing

Thefirsttaskforwritingeffectivelyistoidentifythepurposeofthecommunication.Thereare mainly two

goals of communication in business situations-- to inform and topersuade.

a) Writing to Inform
When the writer seeks to provide and explain information, the writing is called informative writing.
It is also called expository writing because it expresses ideas and facts. Informative writing presents
information not opinions. Its purpose is to educate and not persuade.
b) Writing to Persuade
Persuasive writing aims at convincing the reader about a matter that is debatable; it expresses
opinion rather than facts. This writing is also called argumentative, as it supports and argues for a
certain viewpoint. The writer seeks to influence and convince the reader to accept the position he
or she has put forth. Persuasive writing is found in opinion essays, editorials, business and research
proposals etc.

Characteristics of Written Communication

While oral communication comes naturally and spontaneously to man, written communication
requires a lot of effort. By its very nature writing is a result of fairly long practice and patience in
learning. It need not be repeated that speech comes first and writing comes afterwards. In all
languages of the world writing appeared ages after speaking.

(i) Written communication is a creative activity that requires a lot of imagination and effort to
arrive at the finished product. While oral communication is spontaneous, written
communication is based on conscious effort. Let us take the example of a report that we want
to present. We first of all have to collect all the necessary information, arrange it in a logical or
der and then write out very carefully. We have to be careful at every step. That is not always
 the case with spoken messages or other forms of oral communication. Letters and reports,
nicely produced, reflect the image of the organisation. The more creative and imaginative the
writers the brighter the image of the company.

(ii) Another important characteristic of written communication is the time factor that is involved
in it. Oral messages, in a face-to-face situation or through telephone reach the receiver
immediately and the feedback almost always comes immediately. This is not the case with
written communication. The sender has to plan out his message, viz. ,a letter or report carefully
and encode it with great care. Then he sends it to the person for whom it is meant. The receiver
takes his own time in decoding it. Then he gives it careful thought or filters it through his mind
and plans out his reaction to it. Sending back the reply or his comments on it will take some
time. So it is to be kept in mind that written communication is a time consuming activity.

(iii) Thirdly, it is to be noted that written communication has fewer cycles than oral or face- to-face
communication. Oral communication is a multiple cycle event. Oral messages get immediate
response that leads very often to further exchange of words. This is not possible in written
communication.

Three Elements of Written Communication

i) Structure (the way the content is laid out)
ii) Style (the manner it is written)
iii) Content (what you are writing about)

i) Structure: A good structure will help you to express yourself more clearly, whether in a
dissertation, an essay, a job application letter or a CV. The following tactics may help you to
structure your writing:

a. Clarify thoughts and the purpose of your communication before you start writing. In
business communications, clarity is more important than style. Identify the themes, key
points, and facts.
b. Compose a strong introduction and ending. The first will make an immediate and positive
impression on the reader; the second will remain in their mind after they have finished.
c. Use short paragraphs and sentences to keep to one idea per paragraph and put your point
in the first line, then add the supporting information.
d. Help key points to stand out by the use of headings, sub-headings and bullet points. This
will allow your reader to quickly scan your message for the main points.

ii) Style: Style is a comprehensive term that merits lots of attention. In written communication,
we depend on the style of writing. We adopt the style of writing by reading, by listening to
good speeches and by practicing writing. The current trend is simple and lucid style of writing.
When you strike the right tone and technique for your written communication, the document
becomes even more effective.

iii) Content: The content should be clearly readable. It is important for writers when working on
the frontline, what they should consider when planning for clear and readable content. The
content should be written in plain language.

Importance of Effective Written Communication

In some ways, effective written communication is even more important than spoken
communication. Unless it is being recorded, regular speech does not last. However, written
communication is a record, and people may refer back to it later. This means that in addition
to creating a connection with your audience, you need to consider the lasting impact of what
you write. Think about how it will be perceived by your audience initially, as well as the impact
it will leave.

The Five Cs of Effective Written Communication

Good written communication depends on the audience, the topic, your purpose in
communicating, and other factors. However, all effective written communication has some
characteristics in common:

Connection - Good written communication forms a connection between the reader and the
writer.

Clarity - Effective written communication is clear and easy to understand.

Cause - The cause or reason for writing needs to be clear to both the writer and the reader,
including any specific actions you need from your audience.

Conciseness - Good written communication sticks to the point and doesn’t meander around or
include lots of extraneous information.

Correctness - To be effective, the written communication should use the correct tone,
inoffensive language, and appropriate grammar.

How to Make Your Writing Communicate Effectively?

Effective writing allows the reader to thoroughly understand everything you are saying. This
is not always easy to do. Here are a few tips that will help you:

1. Know Your Goal and State It Clearly

Do you want the reader to do something for you, or are you merely passing along information?
Do you want a response from the reader, or do you want him to take action? Effective written
communication has a clear purpose, and that purpose is communicated to the reader. Explain
in clear terms what you want the reader to do.
2. Use the Correct Tone for Your Purpose
Tone can help your writing be more effective. Certain forms of communication,
like memorandums and proposals, need a formal tone. Writing to someone you know well
would need a more informal tone. The kind of tone depends on the audience and purpose of
the writing.

3. Keep Language Simple

Do not overuse clichés, jargon, and expressions or try to impress with big words. This can make
the reader work harder, and you want to make it easy to understand what you’re saying.

4. Stay on Topic and Keep It Concise

Effective written communication stays on topic. Avoid information that is not relevant. Clarity
is key. Less is more when it comes to length. Keep sentences and paragraphs short and concise,
since long, complicated sentences will slow the reader down. Leave out words that do not
contribute to the main focus of the communication.

5. Use Active Voice

Using an active voice will strengthen your writing. It’s easier to understand sentences that are
written in the active voice. An active example is "I caught the ball," and a passive example is
"The ball was caught by me." Active voice will engage the reader and keep his or her attention.

6. Have Someone Proofread Your Writing

Good grammar and punctuation are very important. It is a good idea to have someone else
proofread your writing before you send it. If you cannot do that, then try reading it out loud.

Oral versus Written Communication

Let us see how written communication is similar to oral communication, and how it is different.
The written word often stands in place of the spoken word. People often say “it was good to
hear from you” when they receive a ne-mail or a letter, when in fact they didn't hear the
message, they read it. Writing a message to friends or colleagues can be as natural as talking
to them. Yet when we are asked to write something, we often feel anxious and view writing as
a more effortful, exacting process than talking would be. Oral and written forms of
communication are similar in many ways. They both rely on the basic communication process,
which consists of six essential elements: source, receiver, message, channel, receiver, feedback.
Another way in which oral and written forms of communication are similar is that they can be
divided into verbal and nonverbal categories. Verbal communication involves the words you
say, and nonverbal communication involves how you say them—your tone of voice, your facial
 expression, body language, and so forth.

Written communication also involves verbal and nonverbal dimensions. The words you choose
are the verbal dimension. How you portray or display them is the nonverbal dimension, which
can include the medium (e-mail or a printed document), the typeface or font, or the appearance
of your signature on a letter. In this sense, oral and written communication is similar in their
approach even as they a requited if ferent in their application. The written word allows for a
dynamic communication process between source and receiver, but is often asynchronous,
meaning that it occurs at different times. When we communicate face-to-face, we get immediate
feedback, but our written words stand in place of that interpersonal interaction and we lack that
immediate response. Since we are often not physically present when someone reads what we
have written, it is important that we anticipate the reader’s needs, interpretation, and likely
response to our written messages.

Forms Advantages Disadvantages

Provides immediate Lacks permanent

feedback, can be record, may contain
adjusted to audience, careless or imprecise
Telephone call,
can be delivered expression, may be
Oral conversation,
quickly, supplies inappropriate for
Communication meeting, conference
non- verbal cues, formal or complex
may create warm ideas, does not
feelings, can be promote easy recall
forceful

Leaves paper trail,

Creates permanent requires skill and
E-mail, memo, letter,
record, is convenient effort to produce,
fax, illustrations,
to distribute, may be lacks
report, proposal,
Written economical, promotes verbal cues and
manual, journal,
Communication comprehension and warmth, cannot be
brochure, instant
recall, allows precise immediately
message, web site,
and uniform modified based on
blog wiki, resume
expression audience feedback,
may seem impersonal
Advantages and Disadvantages of Written Communication Advantages:

1. Reference: Written communication provides a permanent record. It can be filed and stored for
future reference whenever needed.

2. Legal validity: It provides legal proof. Documents of importance are always stored in written
form.

3. It aids memory and retention: the reader can go to the written matter again and again. This
aids understanding as well as retention.

4. It is more accurate and organized: Written messages are drafted with greater time at our
disposal; they are more accurate. The writer can edit and alter his message to make it as perfect
as possible, and add the details needed. Words are chosen carefully to convey the exact
meaning and matter is organized properly. This makes written communication an essential part
of every business organization.

5. Fixing responsibility: Written documents are always signed; hence it is possible to fix
responsibility on a certain person or group of persons.

6. Wider reach: Written messages have a wider reach than oral messages, as printing and
photocopying make it possible to transmit messages easily to a very large number of people.

7. Goodwill: Good written communication can create a good impression and generate goodwill
for a business organization.

Disadvantages:

1. Time, trouble, expense: A written message needs more time and care to prepare. It is also
costlier as it needs machinery and stationery.

2. Feedback is slow: Feedback is slow and often delayed in written messages–sometimes it may
even be absent. Getting answers to queries and clarifications may become difficult.

3. Written communication can create problems of storage: The number of documents is almost
always far greater than the space and means available for storage.

4. Lacks friendliness: Written communication is essentially formal in nature. It cannot have the
warmth and personal touch of oral communication.

5. Unsuited to countries where there is a great degree of illiteracy: Written communication is

a literate skill. The lack of literacy makes it impossible to use written communication.

Barriers to Written Communication

Writing is effective when it communicates a message and achieves your purpose. Sometimes
barriers to communication can prevent understanding of the message, making writing in effective.
Sometimes barriers can lessen the credibility of your message. For example, if you send a letter
without proofreading it for correct spelling and grammar, your reader may not understand all of the
words, or may be annoyed since you seem not to have taken the time to communicate clearly.

How to Overcome Barriers to Written Communication?

In today’s electronic age, one of the primary ways we are branding ourselves is through hour typed
words. Our emails, text messages, and posts on social media sites reveal much about who we are.
How you are viewed impacts the respect people have for you, the influence
You have with others, and the people you attract into your life. These things play an important role
in your personal and professional relationships, in the value you bring to the market, and how you
feel about yourself. It really boils down to this: do you care about how you are viewed? Do you
want to create a positive brand for yourself? If you do, it’s important that you start taking pride in
everything you type and write. Begin today to put an emphasis on developing your written
communication skills.

Here are some tips on developing writing skills:

1. Write short sentences. Short sentences are easier to read than long sentences. If a sentence
seems like it’s getting long, break it into two.
2. Write short paragraphs. Limit your paragraphs to three sentences. This allows for white
space and improves readability. If a paragraph looks like a big block of text, consider how you
can divide it into two or three smaller paragraphs.
3. Capitalize the first letter of each sentence. No thitting theshift key is as sure fire way to tell
people you don’t care about how you are viewed.
4. Use people’s names. Just as people notice when you speak their names, they are also aware
when they read their names. Writing “Hi Joe,” or “Hey Sue,” lets them know the message is
for them and makes the person feel valued.
5. Be clear. With every message you type, ask yourself, “Is this message clear and to the point?”
No one like shaving to read a message more than once to figure out what the other person is
trying to say.
6. Beconcise.Learntocommunicateyourmessagesinthefewestnumberofwordspossible. This is my
goal with every sentence I write.
7. Look for potential misunderstandings. As you proof your messages ask, “How could this
be misunderstood?” Go the extra mile to avoid potentialmisunderstandings.
8. Provide a complete response. When you receive a message that asks multiple questions,
besuretoaddresseachsubjectorquestionasked.Don’tmakepeoplesendanother
messagerepeatingtheoverlookedquestionbecauseyoudidn’ttakethetimetoprovidea complete
response.
9. Number multipletopics.Ifyouarecoveringmorethanonepoint,breakouteachpoint
using numbers. I have yet to see a better way to communicate multiple topics than by numbering
them.
10. Use a friendly tone. Do you notice the tone people convey in their written communications?
Can you tell when they are aggravated, overly firm, curt, or offended? Communicating with a
friendly tone will make you more attractive and your recipient more receptive.
11. Know when to pick up the phone. If there is something upsetting to you, pick up the phone
and call the other person. Don’t allow yourself to send emotional messages that have the
potential to scar a relationship and because you regret.
12. Proof everything. Don’t ever hit the send, submit, or comment but to nonanything you have
not proofed. Your time management is never more important than your personal brand.
13. Have it edited. If your document is important, go one step beyond your own proofing.
Consider having someone edit it.
14. Take pride. Be proud of every message you send, including those going to your friends and
family.

Sometimes barriers to communication can prevent understanding of the message, making writing
ineffective. Sometimes barriers can lessen the credibility of your message. For example, if you
send a letter without proofreading it for correct spelling and grammar, your reader may not
understand all of the words, or may be annoyed since you seem not to have taken the time to
communicate clearly. Either reaction is a barrier for you in communicating with your reader. Or
you may have asked a colleague to help you with an urgent project, but you realize that she has
been encouraged by her manager to cut back on her workload. This presents a barrier for your
request that you need to consider; otherwise, your request is bound to receive a poor reception.
Another way to think of these barriers to communication is to view them as noise that interferes in
the communication process. If you are speaking to someone face-to-face in a very noisy room, it
can be difficult (although not impossible) to communicate your message. That is an example of
physical noise that prevents communication. Perceptual barriers, semantic barriers and cultural
barriers are examples of noise that can interfere with written communication.

How to Overcome Barriers to Written Communication

In today’s electronic age, one of the primary ways we are branding ourselves is through our typed
words. Our emails, text messages, and posts on social media sites reveal much about who we are.
How you are viewed impacts the respect people have for you, the influence
You have with others, and the people you attract into your life. These things play an important role
in your personal and professional relationships, in the value you bring to the market, and how you
feel about yourself. It really boils down to this: do you care about how you are viewed? Do you
want to create a positive brand for yourself? If you do, it’s important that you start taking pride in
everything you type and write. Begin today to put an emphasis on developing your written
communication skills.
Summary
What is corporate Communication and why is it necessary. The necessity arises from the need to
thrive well in a competitive world and all depend on how effective communication is. Written
communication has several advantages and a few disadvantages. However, the advantages are
more. The disadvantages maybe kept in mind to obliterate the misuse of written communication.

The proper style is to be adhered to in business communication. While academic writing allows
certain flexibility of thoughts and expressions, business writing is strict and stringent about usage
of words, salutations, addresses, syntax and the structure on the whole.

Business communication has to be simple, ornate and flowery language should not be used.
Simplicity will result in clarity of language and this is essential in business communication.
Ambiguity of language not only mars the flow of thoughts in the communication, it will also spoil
the business prospects by giving wrong implications.

Proof reader’s marks are used to correct the first draft of any written communication, after which
the draft is written out in fair. Standard proof readers’ marks have to be used incase the writer and
the proof reader are two different persons. Corrections are made according to the proof reading
done.

Practice Exercise
Q. What is written Communication?
Q. What are the Three Elements of Written Communication?
Q. How is oral communication different from written communication?
Q. Discuss the advantages and disadvantages of written communication.
Q. What are the barriers of written communication?
Q. How to overcome the written communication barriers?
Q. What is Proof Reading?
Q. Write the following: A Memo; An email to your superior reporting a major deviation from your
process.
 What is the Goal? Having
an end-goal in mind
helps you focus on the
things you want to It is
the way you connect
with your readers or
audience and engage
them through written
communication.
You should have
Always use clarity of thought
appropriate while engaging
grammar, in written

Did you
inoffensive language communication—
and the proper tone it shouldn’t
while confuse your
communicating. reader.
Always proofread
what you have
written. know?
Written
Before you write
communication is
something down,
effective when it
ask yourself what it
is direct and to
is that you want to
the point. You
convey. Your goal or
need to be clear
purpose should be
and put forward
clear to you as well
your points
as your reader.
succinctly.
 INTRODUCTION TO BUSINESS WRITING
Structure of the Chapter
4.0 Introduction
4.1 Principles of Business Writing
4.2 Formal and Informal Written Communication
4.3 When to Use Formal and Informal Writing
4.4 Types of Internal Formal Writings
4.5 Types of External Formal Writings

Objective
After completing this chapter, you should be able to understand the value of writing.

Introduction
In written communication, written signs or symbols are used to communicate. A written message
may be printed or hand written. In written communication message can be transmitted via email,
letter, report, memo etc. Message, in written communication, is influenced by the vocabulary &
grammar used, writing style, precision and clarity of the language used.

Written Communication is most common form of communication being used in business. So, it is
considered core among business skills. In the last chapter we have learnt how to adapt to written
communication skills. Here we are going to learn in how many different ways can communicate
through different forms of writing like for instance:
Letters Memos Reports Electronic mails
These types of written communication used for internal communication. For communicating with
external environment in writing the followings are used:
Proposals, Faxes, Advertisements, Brochures

Principles of Business Writing

Being able to transition between academic and professional writing is a valuable skill to perfect as
you advance in your educational career and prepare for life after school. Understanding and
employing the following principles, however, can help give you an early advantage in your
professional development.

1. Know Your Audience

Writing in a business environment requires the ability to tail or your document to a variety of
different audiences. Your proposal may have to be approved at the executive level but carried out
at the functional level. Your writing should be detailed enough for it to be functional and effective,
yet simple enough for all readers to understand. Write different sections for different readers.
For example, summary sections tailored directly to executives and technical sections written for
specific functional units. Format your documents that the reader’s eyefalls on the most important
information. Use bullets, bold, graphics and white space to organize information.

2. Be Concise
Avoid unnecessary embellishments and get straight to the point.

Wordy Example: The purpose of this document is to provide the reader with a detailed
explanation of the primary business writing principles. In order to provide an introduction to this
process for new business writers, we have prepared an overview, which describes the highlights of
the business writing process in just three pages. This detailed document describes several tips and
techniques that writers are able to follow in their path to wards improving their business writing
skills.

Concise Example: This document explains business writing principles in detail. A three- page
overview has been prepared to introduce this process to new business writers. The included
techniques can be utilized to further develop your writing skills.

3. Write to Inform, Persuade or Promote

Most business documents are written to disseminate information, persuade an audience, or promote
a product or service.

 Establish a Need: In persuasive documents, readers should perceive a need for your idea
before being presented with facts and support for your idea.
  Stress Benefits before Features: Your audience, particularly at the executive level, seeks
benefits rather than features. Readers are looking for direct benefits when reviewing and
approving documents.

 Use Facts and Statistics: Readers tend to be naturally skep tical and will look for reliable
information before providing their support for a specific idea. While it may sound obvious,
relying on trustworthy supporting evidence can substantially help to persuade the
audience.

 Provide a Call to Action: Establish a clear deadline and plan next steps. Readers are most
likely to take action (such as approving your request, forwarding your questions, etc.) when
there is a specific timeline and instructions for proceeding.

Formal and Informal Written Communication

There can be two broad categories of communication, which are formal and informal
communication that have their own set of characteristic features.

Formal Communication
Formal communication includes all the instances where communication has to occur in a set formal
format. Typically, this can include all sorts of business communication or corporate
communication. The style of communication in this form is very formal and official. Official
conferences, meetings and written memos and corporate letters are used for communication.

Formal communication can also occur between two strangers when they meet for the first time.
Hence formal communication is straightforward, official and always precise and has a stringent
and rigid tone to it.

Informal Communication
Informal communication includes instances of free unrestrained communication between people
who share a casual rapport with each other. Within a business environment, informal
communication is sometimes called the grapevine and might be observed occurring in
conversations, electronic mails, and phone calls between socializing employees.

When to Use Formal and Informal Writing

A formal writing style is not necessarily “better” than an informal style, rather each style serves a
different purpose and care should be taken in choosing which style to use in each case. Writing for
professional purposes is likely to require the formal style, although individual communications can
use the informal style once you are familiar with the recipient.
Types of Internal Formal Writings
A. Letters:
Letters are an essential part of all business and technical communication because they are more
formal and reliable than electronic mail and more precise and permanent than telephone or face-
to-face conversations.

i) Nature and Functions of Letters

If you consider all the forms of written communication, letters are the mostly used and commonly
practiced in all business as well as the personal correspondence. We can readily agree that letters
have become the indispensable part of modern day communication in spite of electronic age.
Business correspondence, in fact, is one of the significant means of keeping oneself connected with
the world in whole and the person in individual and family or business in group. The progress and
durability of any business enterprise or industry in larger sense depends on the effective
communication system. When you enter a profession, you will have to write dozens of letters every
day as part of your routine work. Many of these will be written to persons you have never met and
perhaps you can never hope to meet. You will be writing letters to other firms and companies,
customers, suppliers, associate organisations, government officers, credit agencies, employees, etc.
Such letters are called business letters. A business letter must there fore appeal to the reader's
interest and induce in him the proper mood. The student of the business communication has to
mark out the number of factors before penning a letter. Over the years these have crystallized into
a set of principles which can enable a person to write successful letters. Before we attempt to find
out the principles of the letter writing, let us have a look into the functions of letter writing.

i.a) A Piece of Conversation

A letter is a piece of conversation by post or hand delivery. If you recall and if you have ever stayed
away from your parents while you were in school, you wrote letters and if you have stayed with
your parents you received letters from your friends and relatives. At least you must have received
mails and you must have been excited to read them. Don’t you think that these pieces of
conversations have connected you with your heart and profession? And you feel comfortable to
write letters or emails. You must not confuse with letters and emails as both are the same, but email
is the textronic version of letter with the set of format by the service provider.

i.b) Establishes Professional and the Personal Relations

The relations are the core of every business and the profession. It is built on the personal as well
as the professional communication and here your letters and the emails are the instruments to
facilitate these relations. Just imagine, if you receive letter from your boss wishing you on your
birthday, how do you feel? Certainly, you will be excited, happy and motivated to perform to the
satisfaction of your boss. This in turn not only helps to build the better relations but also
performance.
Even when an author writes he has a reader in his mind. The very reason is, he wants to build a
bond of intimacy between him and his reader so that he can take him into his thought process.
Therefore, consistent letter writing will evoke a sensation of an actual meeting or participation in
to the thoughts or writer creating a cohesive bond.

i.c) Letter is Evidence and Reference

The aim of letters is to achieve a definite purpose, such as selling a product, making an enquiry,
seeking information or advice, mollifying the injured feelings of a customer, creating goodwill,
etc. The matter that you exchange remains as the evidence of your information.
Hence, it will be aninstrument of accountability for every cause and result. It also acts as reference
material for future judgement and conclusion.

i.d) Different types of formal letters

Basically, they all have the same layout styles, salutation and endings. However, the information
that you include in these letters differ. Here is a closer look at different types of business letters.

1. How to write a letter of enquiry

Sometimes even though the organization has not advertised a vacancy they may have vacant
positions that need to be filled. You will be able to find out if there is indeed a vacancy by sending
them a letter of enquiry. Here is a brief outline for drafting a letter of enquiry.

1.1.Opening Paragraph
In the opening paragraph give a brief introduction of yourself and explain why you are writing the
letter. Let them know what kind of position you are looking for. You must also state why you are
interested in working with them and how you found out about them.

1.2.Paragraph2
In the second paragraph, clearly mention your academic qualifications and work experience. You
may also add any relevant details that might improve your chances of being considered for the job.

1.3.Paragraph3
In the third paragraph, inform them that you have included your CV. You may also draw their
attention to particularly important points you would like them to consider.

1.4.Closing Paragraph
In the closing paragraph, restate your interest in working for the company, thank them for taking
the time to read your letter and explain your availability for interview. You may also make it clear
that you are interested in being considered for vacancies that might arise in the future if none exists
at the moment.
Example of inquiry letter is given below

Your name
City, Street, Zip Code Phone:
Email:

Recipient name:
Title
Name of the organization City, Street, Zip code

21st December2014

Dear Recipient Name:

Perhaps you are looking for an addition to your marketing team. Presently, I am marketing
computer accessories for a major company.
My current and past employers have always regarded me as an
innovator of ideas. I am also good at communicating with prospective buyers and have
demonstrated success in sales and marketing.
I understand that XYZ INC has a reputation for quality and excellence.
I would like to use my skills and experience to market your line of product. Enclosed here is
my resume for your consideration.

Thank you for your time and consideration. I look forward to hearing from you. Yours

Sincerely,
Signature Your name

Enclosure: Resume
 2. Cover Letter
A cover letter is an essential part of your job application package and is just as important as your
resume. While your resume provides a basic summary of your experience, a cover letter highlights
particular skills and explains why you are well-suited for a position. A good cover letter will help
you attract the attention of employers and human resources screeners.

2.1.First Paragraph
Start the first paragraph by explaining why you are writing to the employer. Tell him if you are
responding to an advertisement for a particular position or if you are inquiring about the availability
of work in the future. If you were referred by a specific person or group, mention this in the first
paragraph. Limit this paragraph to no more than three or foresentences.

2.2.Second Paragraph
The second paragraph is the most important part of your cover letter, as it explains why you feel
you would be a good choice to fill the job opening. Mention strengths and skills you can bring to
the company. Include information about any degrees or certifications if they are pertinent to the
position. If you have significant experience in the field or with a particular task, explain how this
experience will enable you to help the company succeed. If you are responding to an advertisement,
s can the ad for job requirements. Identify the top three or four requirements and describe your
proficiency in these areas.

2.3.Third Paragraph
Close the letter by mentioning that you would like to meet with the employer at his convenience
to discuss your qualifications for the position. List your contact numbers and email address, and
offer to provide additional information if needed. Don’t use a current work telephone number
unless you are sure you will be able to have a private conversation with an employer if he calls.
End the paragraph by thanking the employer for his consideration.

2.4.Considerations
Your cover letter should be neat and free of spelling or grammatical errors. Keep the tone of the
cover letter positive and focus on tasks you can perform well. Avoid showing any negativity toward
past employers. Be sure to follow standard rules of correspondence even if you are sending your
cover letter throughemail.
Sample (Cover Letter Template)

Salutation
Dear [insert name of hiring manager],
Body
Firstparagraph:Mentionthejobyou’reapplyingforandwhereyoufoundthejoblisting.
Middle paragraph: Discuss your qualifications. These paragraphs should be specifically
tailored to requirements posted in the job listing. You might also consider including why this
specific company interested you in the first place. Limit this section to two to three
paragraphs.
Final paragraph: Discuss the next steps. If you are going to follow up in one to two weeks,
mention a specific date. If you would prefer to leave the ball in their court, say that you look
forward to discussing your qualifications further. Also provide your email address and phone
number. Don’t forget to thank them for their time.
Close
Best,
[insert your name]

Sample (Cover Letter Email)

Dear Mr. Adhikary,

I’msubmittinganapplicationforthesalesexecutivepositionyouadvertisedonSuperJobs on April10.

I've spent the last year and a half working full-time as a salesperson for a FMCG company. I
currently manage a team of over 30 salespersons and I ensure that the quality of work meets
our standards. I'm also very familiar with English grammar and usage, and have no trouble
adapting to various style guides.
What I like most about my current job is that it gives me the opportunity to learn and be
creative, and it looks like this position would do the same. I feel that I shall be a valuable
asset to your team, and I shall bring to the table all the skills that you require in a sales
executive.
I look forward to discussing my qualifications further and can be reached by email at
npbose@email.com or by phone at 460.555.0198.

Thank you so much for your time. Best Regards, Narendra Bose
B. Memos:

1. What is amemo?
A memo, short for the word memorandum, comes from the Latin word memorandus, which
means, "to be remembered." It is a compact written message designed to help someone remember
something. For example, a list of groceries to be picked up on your way home from work is a
memo, a simple list of things to be remembered later. Once acted upon, a memo is often thrown
away. Not so with business memos, it is standard practice to save them. Their objective is to deliver
information or instructions. Their scope should be limited to a single topic so that the reader will"
get the message "quickly and, if necessary, take an action. A memo is a hard-copy (sent on paper)
document used for communicating inside an organisation usually short contains To, From, Date,
Subject Headings, and Message section does not need to be signed, but sometimes has the sender's
name at the bottom to be more friendly, or the sender's full name to be more formal. If in doubt,
follow your company style.

Example Memos

Sample Memo for Promotion

You can use this or a similar sample memo for promotion as a guideline when you make
announcements to your employees:

To: [Name of Department or Individual Employee Names] From: [Name of Owner, CEO, or Sales
Manager]
Date:
Re: Spring Sales Promotion

Spring has sprung and we are celebrating the end of winter by putting on a special promotion for
our customers on [list products to be included here].
Customers ordering [name of product] will be eligible for the following: [Set out details of special
pricing or discounts here.]
The promotion will start on [date] and end on [date].

To support you in your efforts, we will list any special advertising campaigns that will be launched
in conjunction with the promotion.
As an incentive to our valued sales staff, we will reward our top performers during the promotion
with [list details of incentives, prizes, or bonuses the company will be offering in conjunction with
the promotion].
We will also enter all [name of department] employees' names in a draw for [type details of prize
here].
Be sure to check out [newsletter, bulletin board, or e-mails] to see sales results as the promotion
goes on.
I know all of you will give this promotion your very best effort. Let's all work together to make
this our best promotion yet!

Give your sales staff all the details they need by following this sample memo for promotion and
they will be able to focus their efforts getting products out to your customers.

2. Why write Memos?

Memo writing is something of an art form. A memo is a short, to the point communication
conveying your thoughts, reactions or opinion on something. Memos are useful in situations where
e-mails or text messages are not suitable.

3. How to Write Memos:

Memos can be approached in different ways depending on your purpose:

a. Decide if it’s to be persuasive or informative. While many memos are a combination of

the two (example: “In order to process your claim promptly, please submit it no later than
January15.”), sometimes memos have to be one or the other for the reader to take the
appropriate action. A persuasive memo engages the reader’s interest before issuing a
directive, where as an informative memo outlines the facts and then requests the reader’s
actions.

b. Clearly state the purpose of communication in the subject line. Most memo formats
have the basics of the header, like “to,” “from” and “date” in place. But you have a
responsibility to make the subject line as descriptive as possible so the reader understands
the intent. A memo simply titled “Vacation Time” might appear to be good news–until the
document explains that vacation time won’t be granted unless first requested in writing.
Thus, a better memo title might be “New Vacation Time Request Policy".

c. Write memos with purpose and make that purpose known in the first paragraph. One
way to make sure no one reads or heeds memos is to send them out for the slightest issue.
Try to avoid doing this. Also, out line the purpose and the desired action in the memo’s
first paragraph. Readers will be come conditioned to the importance of a memo and gain
that knowledge as soon as they open it.

d. K.I.S.S. – Keep It Short and Simple. Most memo formats accommodate one page of
information. This means that the topic details should be concise, with clear directives and
contacts for follow-up. If it’s a complex topic extending in to multiple pages, still keep the
language as direct as possible, add headings or bullets to guide the reader and conclude
with a summary paragraph of key points. Reinforce the reader’s necessary action. At the
end of the memo, specifically direct the reader to the desired action.
4. Parts of a Memo:
There are three basic reasons to write a memo:
* to persuade action
* to issue a directive
* or to provide a report
Regardless of your purpose, memos are generally divided into segments in order to organize the
information and to achieve your intention.

4.a. Heading
The heading segment follows this general format:
TO: (readers' names and job titles)
CC: (any people you are copying the memo to) FROM: (your name and job title) DATE: (complete
and current date)
SUBJECT: (what the memo is about, highlighted in some way)
 Make sure you address the reader by his or her correct name and job title.
 Be specific and concise in your subject line.

4.b. Opening Segment

The is tofa memo should occur in the opening sentences/paragraphs. It’s a good idea to include
some information about the context, a task statement and perhaps a purpose statement.
i. The context is the event, circumstance, or background of the problem you are solving
or the directive you are giving. You can use a paragraph to establish the background
and state the problem or more commonly simply use the opening of a sentence. Include
only what your reader needs and be sure it is clear.

ii. In the task statement describe what you are doing to deal with a situation. If an action
was requested, refer to it by a sentence opening like, "You asked that I look at " If you
want to explain your intentions, you might say, "To determine the best method of xxx,
I will...

iii. Finally, the purpose statement of a memo gives your reason for writing it and forecasts
what is in the rest of the memo. You want to come right out and tell your reader the
kind of information that's in store. For example, you might say: "This memo presents
a description of the current situation, some proposed alternatives, and my
recommendations." If you choose to use headings for your memo segments, you can
refer to your major headings in this forecast statement to provide a guide for your
reader.
 4.c. Closing Segment
You're almost done. After the reader has read your information, you want to close with a courteous
ending stating what action you want your reader to take. Make sure you consider how the reader
will benefit from the desired actions and how you can make those actions easier. For example, you
might say, "I will be glad to discuss this recommendation with you during our Tuesday meeting
and follow through on any decisions you make."

Sample for Persuasive Memorandum

To: Team Leaders From: M. Jones

Date: January 3, 2010 Subject: 2010 Relay for Life
The organizational meeting for the 2010 Relay for Life campaign will be January 20th. Please
arrange to attend this very important event. The theme for this year’s Relay is “The Colors of
Cancer” and each team will be assigned their color at the meeting. Have your fund raising plans
ready to present so that other teams may be aware of your activities and be ready to lend assistance
where they can.

If you cannot attend, please send an alternate to choose your color and present your plans. Let’s
get this year’s campaign off to a bang up start.

C. Reports:

1. What is areport?
A report is written for a clear purpose and to a particular audience. Specific information and
evidence are presented, analysed and applied to a particular problem or issue. The information is
presented in a clearly structured format making use of sections and headings so that the information
is easy to locate and follow. when you are asked to write are port you will usually be given are port
brief which provides you with instructions and guidelines. The report brief may outline the
purpose, audience and problem or issue that your report must address, together with any specific
requirements for format or structure. This guide offers a general introduction to report writing; be
sure also to take account of specific instructions provided by your department.

2. What makes a good report?

Two of the reasons why reports are used as forms of written assessment are:
a) to find out what you have learned from your reading, research or experience;
b) to give you experience of an important skill that is widely used in the workplace.

An effective report presents and analyses facts and evidence that are relevant to the specific
problem or issue of the report brief. All sources used should be acknowledged and referenced
throughout, in accordance with the preferred method of your department/university. A well written
report will demonstrate your ability to: understand the purpose of the report brief and adhere to its
specifications;
 gather, evaluate and analyses relevant information;
 structure material in a logical and coherent order;
  presentyourreportinaconsistentmanneraccordingtotheinstructionsof the report
brief;
 make appropriate conclusions that are supported by the evidence an analysis of
the report.

3. The structure of are port

The main features of a report are described below to provide a general guide.

a. Title Page
This should briefly but explicitly describe the purpose of the report (if this is not obvious from the
title of the work). Other details you may include could be your name, the date and for whom the
report is written.

b. Summary
There needs to be a summary of the major points, conclusions, and recommendations. It needs to
be short as it is a general overview of the report. Some people will read the summary and only
skim the report, so make sure you include all the relevant information.

c. Introduction
The first page of the report needs to have an introduction. You will explain the problem and show
the reader why the report is being made. You need to give a definition of terms if you did not
include these in the title section, and explain how the details of the report are arranged.

d. Body
The main body of the report is where you discuss your material. The facts and evidence you have
gathered should be analyzed and discussed with specific reference to the problem or issue. If your
discussion section is lengthy you might divide it in to section headings. Your points should be
grouped and arranged in an order that is logical and easy to follow. Use headings and subheadings
to create a clear structure for your material. Use bullet points to present a series of points in an
easy-to-follow list. As with the whole report, all sources used should be acknowledged and
correctly referenced.
 e. Conclusion
In the conclusion you should show the overall significance of what has been covered. You may
want to remind the reader of the most important points that have been made in the report or
highlight what you consider to be the most central issues or findings. However, no new material
should be introduced in the conclusion.

f. Appendices
Under this heading you should include all the supporting information you have used that is not
published. This might include tables, graphs, questionnaires, surveys or transcripts. Refer to the
appendices in the body of your report.

4. Writing a good report

i. Write simply and appropriately. Your method and findings should be described
accurately and in non-ambiguous terms.

ii. Spend time on your discussion section. This is the bit that pulls the who lepiece
together by showing how your findings relate to the purpose of the report, and to any
previous research.

iii. Acknowledged with a reference. Every idea and piece of information you use that
comes from someone else's work must be acknowledged with a reference.

iv. The scope of the report. Be clear about the scope of the report. The word count
will help you to understand this. For instance, a 5000-word report will be expected to
include a lot more background and discussion than a 1000-word report – this will be
looking for more conciseness in the way you convey your information.
Example of a report INDUSTRIAL VISIT REPORT 2013

The2-day Industrial Visit for the 2nd Semester students of the department of
business administration commenced on the 5thof April, 2013, lately by 8:00pm
from the college campus. To have a visual study on the production and service
industries, the company chosen was Toyota Kirloskar Auto Parts The dates
were as 6.04.2013 and 7.04.2013.
Almost 45 members participated in the study on visit.
Toyota Kirloskar Auto Parts
Overview
Toyota Kirloskar Auto Parts is an automobile spare parts manufacturing
company.
TKAP is a joint venture among Toyota Motor Corporation, Japan,ToyotaIndustries
Japan and Kirloskar Systems Ltd, Bengaluru.TheTKAP plant located near Bidadi,
Bengaluru had an excellent, disciplined, planned and effective work culture

Product Profile
TKAP manufactures transmissions for Toyota vehicles and is a key supplier for
Toyota both globally and locally. It also manufactures front axle, rear axle and
propeller shaft for models such as Toyota Innova and Toyota Fortuner.

Financial Position
The financial position of the company was however not disclosed by the personnel.
But still the chances of a heavy drop is negligible because the production, the
inventory and the stock was maintained effectively based on the demand.

Plant Layout
There were two units in TKAP mainly as 3-Unit Parts Plant and the 100% EOU
plant which has products exclusively to be exported. Mass production strategy
was adopted. The production line was mainly aimed at the product being
produced. An exclusive product orientedplant layout was setup at TKAP.

Supply Chain Practice

The practice was called the PUSH-PULL strategy because TKAP manufactures
the axles and transmissions unit. Now these products are taken or pulled from the
same to Toyota Assembly Line
where the vehicles are assembled finally. Now the vehicles have to be pushed off
to newer grounds or the retail market. TKAP adopts a pull mechanism of supply
chain for better efficiency.

Product Promotion Strategy

TKAPdoesn’thaveanyproductpromotionstrategyandhencetheydonothavemarketing wing.
All their finished goods are either exported or used locally.
 HR Practices
HR practices at TKAP were actually unique. They have a very unique appraisal
system based on
performance and newer ideas. Each and every single employee had an
opportunity to express their
ideas to improve productivity. There were weekly, monthly and annual
appraisal charts displayed at the plant with employee details.

D. Communicating with Email

In the information age, email has become the dominant form of communication. Being able to
write a polished, professional email is now a critical skill both in college and the workplace.

Below are some key distinctions between formal and informal writing, as well as some guidelines
to follow when composing a formal email to a superior (professor, current or prospective employer,
etc.) or someone who does not know you.

1. Informal vs. Formal

a. Informal:
Written to friends and family
Accuracy and grammar (spelling and punctuation) are not important
You can make up your own rules

Sample
Suppose you have to write an email to your friend inviting him or her to your birthday party.

Email Sample – Informal

To: XYZ CC/BCC:
Subject: Invitation to a birthday party Hi XYZ!
Hope this mail finds you in the best of your time. I am very happy to invite you to my birthday
party on Nov 03 at ABC Hotel from 7:00 pm to 10: 00 pm. The theme of the birthday party is
‘Pirate of the Caribbean”.
It would be great if you come and join us at the party. We will have a great time and fun together.
See You Soon LMN
 b. Formal
Written to a professor, colleague, boss,etc.
Must always be professional
Accurate grammar, punctuation, and spelling necessary

Email Sample – Formal

Letter to the Mayor of your city seeking a solution to the problem of water logging in your area.
You are Raj / Rani of Dharma Colony, Ramgarh.

To: Mayor CC/BCC:

Subject: Complaint regarding the problem of water logging in Dharma Colony Dear Sir /Madam

I am Raj, a resident of Dharma Colony. The residents of the area are facing a lot of problems due
to water logging. Every year in the monsoon season, the area gets filled with water as the drainage
system gets choked. We have requested the area committee many times, but the situation is still
the same. There sidents’ lives have become miserable as many water- borne diseases have spread.
All the houses are submerged, and we are facing a tough time.
Please consider the issue as serious and find a solution at the earliest. Yours Sincerely,
Raj Sharma
2. Email Format:
a. Salutation:
The salutation of a formal email is similar to the salutation of a letter. When writing to someone
you do not know by name, you put “To Whom it May Concern.” When applying for a job, you
would address the person by, “Dear Hiring Manager.” If you do know the recipient’s name, you put
“Dear Mr./Ms.Solanki.” For a formal salutation, you should not use the recipient’s first name or the
informal greetings “Hello” or “Hey.”

b. Body Paragraphs:
It is important to remember that an email needs to be concise. The first sentence, known as the
opening sentence, can be a greeting if the situational low sit. Hope all is well with you. Thank you
for your prompt response. However, for most formal emails it is best to get straight to the point.
Depending on the subject, you should have a maximum of four paragraphs and each paragraph
should contain a single point. It is also important to provide questions in order to prompt are sponse.
At the end of your last paragraph you should provide a “thank you” or “calltoaction” depending on
the subject of your email.

Thank you for assistance with...

Thank you for your time and I look forward to hearing back from you.
Please feel free to call or email me if you have any questions.
I would appreciate it if this could be taken care of promptly.

External Formal Writings

The exchange of information and messages between an organization and other organizations,
groups, or individuals outside its formal structure. The goals of external communication are to
facilitate cooperation with groups such as suppliers, investors, and shareholders, and to present a
favorable image of an organization and its products or services to potential and actual customers
and to society at large. A variety of channels may be used for external communication, including
face-to-face meetings, print or broadcast media, and electronic communication technologies such
as the Internet. External communication includes the fields of PR, media relations advertising, and
marketing management.

Types of External Formal Writings

1) Proposals:
A proposal is a request for financial assistance to implement a project. The proposal outlines the
plan of the implementing organization about the project, giving extensive information about the
intention, for implementing it, the ways to manage it and the results to be delivered from it. the
following guidelines are designed to help you prepare your full proposal. How well you plan the
action is critical to the success of the project.

In order to be successful, the document should:

 provide a logical presentation of a research idea

 illustrate the significance of the idea

 show the idea's relationship to past actions

 articulate the activities for the proposed project

Designing a project is a process consisting of two elements, which are equally important and thus
essential to forming a solid project proposal:
 Project planning (formulation of project elements)
 Proposal writing (converting the plan into a project document)

The project proposal should be a detailed and directed manifestation of the project design. It is
means of presenting the project to the outside world in a
format that is immediately recognized and accepted.

1.a. Getting Ready to Start a Project Proposal

From vision to proposal: The first step is to decide what the problem is and develop a rough idea
(vision) of how this could be solved. This vision is then to be transformed into an idea for a specific
project proposal.
A logical framework may help you to structure this idea in a systematic way, and clearly define
the aim, purpose, outputs, activities, means, costs and the methodologies for monitoring and
evaluation and will thus from the basis for the preparation of the narrative of the proposal.
Remember that your idea may have to fit certain requirements if you are answering to a call for
proposals, and that it must also fit local policies and frame work.

Identify potential funding options: It is necessary to find out in advance what sources of funding
are available, through governments, international cooperation agencies, some international NGOs
or private foundations.

Build a project proposal team (adapted from PHILIP et al. 2008): a leader will be needed to
manage the proposal development in an efficient way, and therefore it is advisable to assign the
lead role to on specific person. This person is then responsible for the coordination of the overall
proposal development, for communication with potential funders and for making sure that all
different pieces of input are brought together in a consistent and coherent text. Experts with more
detailed technical knowledge might be part of the team, or simply contribute to an initial
brainstorming session. Furthermore, the budget should be compiled in close cooperation with staff
from the financial department. Input from stakeholders or other specialists with different
backgrounds helps bring in the necessary expertise to the project.

Hold a kick-off meeting: It is helpful to discuss and develop the proposal in a small team and
share drafts with experts of all relevant disciplines not just from within the administration, but also
from outside it.

1.b.Proposal Writing

Proposed Format for a Full Project Proposal

(Adapted from NEBIU 2002)

A full proposal should have the following parts:

 Title page: A title page should appear on proposals longer than three to four pages. The title
page should indicate the project title, the name of the lead organisation (and potential partners,
if any), the place and date of project preparation and the name of the donor agency to whom
the proposal isaddressed.

 Project title: The project title should be short, concise, and preferably refer to a certain key
project result or the leading project activity. Project titles that are too long or too general fail
to give the reader an effective snapshot of what isinside.

 Abstract/Executive Summary: Many readers lack the time needed to read the whole project
proposal. It is therefore useful to insert a short project summary, an abstract or executive
 summary. The abstracts houldinclude: the problem statement, the project’s objectives,
implementing organisations; key project activities; and potentially the total project budget.
Theoretically, the abstract should be compiled after the relevant items already exist in their long
form. For a small project the abstract may not be longer than10 lines. Bigger projects often
provide abstracts as long as two pages.

 Context: This part of the project describes the social, economic, political and cultural
background from which the project is initiated. It should contain relevant data from research
carried out in the project planning phase or collected from other sources.

 Project justification: A rational should be provided for the project. Due to its importance, this
section is sometimes divided into four or more sub-sections:
a. Problem statement: The problem statement provides a description of the specific
problem(s) the project is trying to solve, in order to “make a case” for the project.
Furthermore, the project proposal should point out why a certain issue is a problem for the
community or society as a whole, i.e. what negative implications affect the target group.
There should also be an explanation of the needs of the target group that appear as a direct
consequence of the described problem.

b. Priority needs: The needs of the target group that have arisen as a direct negative impact
of the problem should be prioritized. An explanation as to how this decision was reached
must also be included.

c. The proposed approach (type of intervention): The project proposal should describe
the strategy chosen for solving the problem and precisely how it will lead to
improvement.

d. The implementing organization: This section should describe the capabilities of your
organization by referring to its capacity and previous project record. Describe why exactly
your organisation is the most appropriate to run the project, itsconnectionto the local
community, the constituency behind the organization and what kind of expertise the
organization can provide. If other partners are involved in implementation provide some
information on their capacity as well.

e. Project aims: This information should include the project goal (a general aim that should
explain what the core problem is and why the project is important, i.e. what the long-term
benefits to the target group are), project purpose (that should address the core problem in
terms of the benefits to be received by the project beneficiaries or target group as a direct
result of the project) and the outputs (i.e. results describe the services or products to be
delivered to the in tended beneficiaries).
 Target group: define the target group and show how it will benefit from the project.
The project should provide a detailed description of the size and characteristics of the
target groups, and especially of direct project beneficiaries.
 Project Implementation: The implementation plan should describe activities and
resource allocation in as much detail as possible. It is exceptionally important to
provide a good over view of who is going to implement the project’s activities, as well
as when and where. The implementation plan may be divided into two key elements:
 the activity plan and there source plan. The activity plan shoul dinclude specific
information and explanations of each of the planned project activities. The duration of
the project should be clearly stated, with considerable detail on the beginning and the
end of the project. In general, two main formats are used to express the activity plan:
a simple table (a simple table with columns for activities, sub-activities, tasks, timing
and responsibility in a clear and readily understandable format).
 Budget: An itemized summary of an organisation’s expected income and expenses
over a specified period of time.

 Monitoring and Evaluation: The basis for monitoring is set when the indicators for
results are set. The project proposal should indicate: how and when the project
management team will conduct activities to monitor the project’s progress; which
methods will be used to monitor and evaluate; and who will do the evaluation.
 Reporting: The schedule of project progress and financial report could be set in the
project proposal. Often these obligations are determined by the standard requirements
of the donor agency. The project report may be compiled in different versions, with
regard to the audience they are targeting.
 Management and personnel: A brief description should be given of the project
personnel, the individual roles each one has assumed, and the communication
mechanisms that exist between them. All the additional information (such as CVs)
should be attached to the annexes.

1c. Applicability
Proposals are prepared to apply for external funds for the implementation of a project. Most grant
applications ask for the same information, but they often have different formats.

1d. Advantages and Disadvantages of Writing Proposals Advantages

 A proposal is an essential marketing document that helps cultivate an initial professional
relationship between an organisation and a donor over a project to be implemented
 A proposal facilitates appropriate words for the conception of anidea
 The proposal has a framework that establishes ideas formally for a clear understanding of
the project for the donor
 Successfulproposalsmeanfinancialaidfortheorganisationtogrowforthereplication of project
and ideas.

Disadvantages
 Planning problems: Although a good idea exists, yet when we try to plan it out
extensively, we face many unexpected challenges
 There are often tight deadlines, and proposals may be rejected
3. Advertisements

The short length of radio and television ads make it seem that writing them would be simple. In fact,
they are more difficult to write because they need to convey the advertiser's message in a meaningful
way in such a short time. AIDA is an acronym used in advertising that describes a common list of
events that may occur when a consumer engages with an advertisement.
3.1. A – attention (Awareness): attract the attention of the customer.
3.2. I–interest: raise customer interest by focusing on and demonstrating advantages and
benefits (instead of focusing on features, as in traditional advertising).
3.3. D – desire: convince customers that they want and desire the product or service and
that it will satisfy their needs.
3.4. A–action: lead customers towards taking action and/or purchasing. With practice and
by following specific steps, you can write scripts that are both interesting and effective.
Step1
Identify your target market. Know as much as you can about their ages, genders, life style and any
other factors that identify them. The better you know your audience, the more effectively you can
speak to them.
Step2
Determine the objective of your ad. You may want to make people aware of a company, product
rservice, entice them to buy or take action of some kind. Everyone involved should agree in
advance on what the ad should accomplish.
Step3
Write to your audience. Use the language they use, words they understand and images they can
identify with. Keep your message simple, direct and clear.
Step4
Grab the audience's attention in your opening scene and dialogue. If you're writing a radio ad, use
words that describe the image.
Step5
Repeat your messages ever al times in different ways. Once is not enough to make the message
memorable. Even in a 30-second spot, repeat your main message at least once. If you're giving a
phone number or address, show it on the screen as well as saying it.
Why Advertising?
Advertising helps in increasing the sales of the product and/or service
Helps in creating a brand identity and brand image
Communicates a change in the existing product line
Helps in the introduction of a new product or service.
Helps in the increase of the buzz-value of the brand or company.

Modes of Advertising

i. Printing Advertising: Newspapers, Magazines, Brochures, etc.

ii. Outdoor Advertising: Billboards, Kiosks, etc.

iii. Broadcast Advertising: Television, Internet, Radio, ect.

Advertising Effectiveness
Good advertising and marketing communication is effective when it generates the advertiser's
desired response. The intended consumer response is the message's objective and the message is
effective to the degree that it achieves this desired response Advertisements make attitudes more
favorable to a particular product. Helps in building an image for the product and keep building
loyalty.

Basic Principles of Advertising

“Sell people things but always buy their friendship “– Sir Naeem

Advertising is the business of drawing public attention to goods and services. When you begin to
create advertising for your product or service, keep these suggestions in mind:

1. Don’t make promises you can’t live up to. Although your ad may draw more people to your
product initially, you can’t retain these people as loyal customers in the long run if you make
promises you can’t keep.

2. Identify the best features of what ever it is you’re selling and develop your advertising around
these features. Think about how your product stands out from the competition, what sets it
apart, and then focus on tho seat tributes.

3. Try to create a memorable advertising message for your product. You want people to think
of your store, your product, or your professional service when ever they’re in the market for
such a thing.

The Message of Advertising

If your message is creative, clear and concise, if your product or service is something that can truly
benefit people and live up to its hype, then you are on the road to producing effective advertising.
If your advertising makes bold promises about your product, you may convince a lot of people to
try it. But if those people buy your product and give it a try, and the product turns out to be less
than you advertised it to be, you will most certainly never see those consumers again.

Think about it: How many times have you responded to an advertising message for a new,
improved, astounding product, only to be disappointed with the item after you tried it? You
probably even felt like you’d been ripped off. If your advertising message leaves consumers with the
same feeling, you simply won’t get any where. One good promise on which you can truly deliver
is better than trying to be all things to all people.

Words that Sell

Certain words and phrases, when used in advertising, have a better- than- ever chance of attracting
consumers’ attention. You see these words over and over again in ads, but their overuse is a direct
result of their effectiveness.
Different words or phrases work for different types of businesses, though. Here are some examples
of words and phrases that sell in the retail industry:
1. Clearance
2. Discount
3. Everything must go
4. Final closeout
5. Free
6. Going out of business
7. Grand opening

The challenge lies in walking a fine line between using simple, easy-to-grasp words and phrases
and writing the way people think (in everyday conversational English). Bottom line: Make your
ads simple in their language but creative in their content and presentation. If you offer a service
instead of providing a product, many of the words from the previous list still work. “Free,” for
example, always gets consumers’ attention, as does “new.” The
following appealing words and phrases, however, are specific to the service industry:
1. Great service
2. Free pickup and delivery
3. On time
4. Trial offer
5. Professional
6. Family owned and operated
7. Guaranteed service
8. Money saving
9. Dependable (or reliable)
10. High quality
11. References available from satisfied customers

Advantages and Disadvantages of Advertising Advantages

1. Reaches lots of people, target particular localities and type of readers. For example, in
weekly, morning or evening magazines and newspapers.

2. Target people who are likely to be interested in your product or service.

3. It is simple, can be cheap, can be effective to promote a time-limited offer.

Disadvantages
1. On average only 0.1% -0.5% of recipients respond.

2. The costs of advertising are many. For one the increase in advertising raises consumer prices.
The company needs to pay for it somehow so guess who the cost is pushed on? The consumer.
Another bad point in advertising is that it often makes you buy things you don't need or didn't
even want. The worst aspect of advertising is probably the fact that it controls the media.

4. Brochures

A brochure is a tangible and credible sales and marketing tool. Your customer can touch it, flip the
pages, and absorb the benefits of your product. It is the face of your company to the world.
Brochures are also called pamphlets or leaflets. It is usually made from a single sheet.

What is the purpose of the brochure?

Brochures are written to sell. To sell an idea, a product, a service, a corporate image. A

company may have a number of different brochures for individual products in its product
range. However, each product brochures hould a lso build a consisten timage of the company
that the product comes from. The company’s signature line, a paragraph about the company itself, the
corporate logo all need to be given due weightage, even in a product brochure.

Who is the target audience?

Is the brochure a B2B or B2C communication? You would need a different tone of voice while
talking to shareholders than to customers, retailers, employees, or business associates.

What is the key message?

A study of the competition and of the selling features of the product will help develop the key
message. What is the one thing that will encourage customers to buy your product
Instead of your competitor’s? Write it in an engaging, memorable way that will appeal to your key
target audience.

Create an environment that stimulates interest

Keep interest alive so the reader keeps flipping the pages rather than throwing your brochure in the
trash. Intrigue or engage the reader. Introduce an element of surprise, say with a little- known fact
that grabs attention and relates to the product.

Use words that make pictures and pictures that sell.

One way to do this is by using words that arouse emotion. Or arousecuriosity. An example is: “Did
you know that you can eat cheese and lose weight? Use word pictures to create atmosphere. Use
photos to break up content and tell a story that’s relevant to the product. Add captions to the photos.
Research shows that captions are highly read and remembered, and add to the credibility of a
photograph.

Advantages and disadvantages of Brochure Advantages

Flexible Designs:
Brochures may be compact, but they are flexible when it comes to design. A company can choose
the placement of graphics and text, the concept or area each fold will represent, and the amount of
information provided on the brochure itself. You can find numerous brochure designing programs
and templates to use when creating your own brochure.
Advertising Benefits:
Brochures are small, allowing you to place the mon doors and car windshields, hand them out to
passers-by, and place them in your reception area where visitors can easily take them. They can
also be placed in point-of-sale displays where your product is sold. Due to their size, people will
be more likely to hold onto a company brochure than a flier, which appears more disposable and
requires folding.

Saves Time:
Unlike typing a full letter to a customer answering an inquiry, sending a brochure that contains the
requested information saves time and generally exposes the customer to a great deal more
information. You don't have to customize brochures or address them specifically to a customer.
You can pop a brochure into an envelope and mail it out to potential customers without hassle.

Disadvantages
Printing Expense:
Brochures may offer advantages like flexibility of design, but printing them still incurs some costs.
Because they're so easy to distribute, you may print a great deal more to be confiden to freaching
enough people. Prudent management also requires brochures to be reprinted when the information
they contain becomes outdated. Some companies print brochures that don't include information
like pricing, which can change frequently.

Limited Space:
Brochures are small and are limited by the amount of space available to showcase a company or
product. Brochures feature small paragraphs and bullet points, which often may not be sufficient
to make a sale. Many companies use brochures to supplement their other sales activity.

Environmental Concerns: A brochure, even when printed on recycled paper, is not an

environmentally friendly means of advertising because a single brochure generally reaches a
single customer. By contrast, a radio message reaches thousands, and those that fall on deaf
ears are not added to the garbage stream. In addition, inventories of brochures are not always
exhausted before they expire or require changes, and there fore are a waste of paper, toner and
ink.

Practice Exercise
1. Describe the different letter formats. Illustrate clearly by means of sketches.
2. How can inquiry letter be made effective? Discuss the kinds of inquiry letters.
3. How job application letter is like a sales letter? Explain with reference to its functions.
Mention the considerations for writing effective job application letters.
4. What is a business report? What are its functions?
5. Write an‘internal message’ email.
6. Write an email applying for a job. Some ideas are given below: Remember the structure of a
job application:
• Reason for writing
• Your background and experience
 • The job itself, and why you would like to do it
• Refer to your CV
• Final comments
7. Memorandum Writing Exercise
a. Scenario:
In recent months, your company staffs have not been punctual in reporting for work. Your general
manager has taken note of the worrying trend and asked you, the HR executive to nip the problem
in the bud.

Task:
Write a memo to your company staff. Ensure that your message is clear, concise, courteous and
complete. Include in your memo:
1. The importance of being punctual.
2. A table or graph explaining the trend of late comers.
3. Some recommendations on how they can be punch Some information that you might need.
• July of staff late for 5 times or more in a month.
• August 10% of staff late for 5 times or more in a month
• September 20% of staff late for 5 times or more in a month.
• October 25% of staff late for 5 times or more in a month. Working hours: 9 am to 6 pm
Top 5 reasons for being late:
• Could not get a taxi.
• Overslept.
• Got caught in the traffic jam.
• Heavy rain

b. Write a memo to your fellow employees requesting that everyone take part in keeping the
break room appliances clean.

8. a. Write to all employees an email, subject being “Project Team Volunteers Needed”.
b. Write an email to the Proposal Team, Subject being, Receiving sample proposal.

9. Write a fax message to your supervisors tatting that your business trip has been postponed to
a later date and also give the reason.

10. Design a brochure on Sales Training

11. Design a full page advertisement for your company’s ‘Health Drink’ product.
 What is the Goal?
Having an end-
Written goal in mind helps
communication in you focus on the
business is tricky. We things you want to Bulletins are
must pay close communicate. esential.
attention to our tone, Irrespective of what
style and language format you use,
and keep our organize your
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Proofreading and your main idea is
editing are good ways communicated even

Did you
to ensure that the if the reader simply
information has been skims through the
double-checked message.

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information in a
logical order,
ensuring that you
know? Whether your
message contains
unnecessary
have covered all the
details, and if
major points. This is
extra words or
especially helpful in
sentences can be
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chunks of message is direct
information. and leaves no room
for
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and if there are
words that can be
replaced with more
accessible ones
 Introduction to Informal Writing
Structure of the Chapter
5.0 Understand the nature of informal communication
5.1 Types of informal writing
5.2 Characteristic of Informal writing
5.3 How to write a good summary
5.4 Learn about different styles of note taking
5.5 Learn about the rules and qualities of a good precis
5.6 Learn to keep a Journal and the benefits of journal writing

Informal Written Communication

Informal communication occurs outside an
organization's established channels for conveying
messages and transmitting information. While
formal communication follows practices shaped by
hierarchy, technology systems, and official policy,
informal communication faces fewer restrictions.
Formal communication usually involves
documentation, while informal communication
usually leaves no recorded trace for others to find or
share. Informal communication frequently crosses
boundaries within an organization and is commonly
separate from work flows. That is, it often occurs
between people who do not work together directly
but share an affiliation or a common interest in the organization's activities and/or a motivation to
perform their jobs well. Sending an employee, customer or reporter a card, email or text message
is informal written communication. Informal communication is an essential component of business
communication. It builds relationships and can promote teamwork both internally and externally.

I) Different Informal writing Styles

a) Colloquial: Informal writing is similar to spoken conversation. Informal writing takes

apersonaltoneasifyouwerespeakingdirectlytoyouraudience(thereader).Youcan use the first
and third person point of view (I and we), and you are likely to address the reader using
second person (you andyour).

b) Simple: Short sentences are acceptable and sometimes essential to making a point in in
formal writing.
 c) Contractions and abbreviations: Words are likely to be simplified using contractions
(for example, I’m, doesn’t, couldn’t) and ab breviations (e.g.TV, photos).

d) Empathy and Emotion: The author can show empathy towards the reader regarding the
complexity of a thought and help them through that complexity.

II. Characteristics of Informal Writing

a) The tone is more personal.
E. g, i. Do you spend too much time on the computer like many people do?
ii. Dear Ashima...
b) Freely uses contraction.
E.g., i. It doesn’t take a genius to get this.
ii. It’s important to achieve the sales target for this month.
c) May use humor or more casual tone.
E.g., i. Thanks for the package. It was thoughtful of you.
ii. Who would be crazy enough to write something that nobody reads?
d) Sentence structure tends to be shorter; writing approximates the structure and
rhythm of spoken English.
E.g. Lunch in the cafeteria was nasty. It looked, smelled and tasted bad.

Types of Informal Writings

There are different types of informal writings which help in communicating in every level- school,
college, organizational and in our day to day living.

A. Summary Writing
1. What is a summary?
A summary is a record in a reader's own words that gives the main points of a piece of writing such
as a newspaper article, the chapter of a book, or even a whole book. It is also possible to summarize
something that you have heard, such as a lecture, or something that you have seen and heard, such
as a movie. A summary omits details, and does not include the reader's interpretation of the
original.
When are summaries used?

i. In general terms: writing summaries is a good way of improving one's ability to read
becauseitforcesthereadertofocusonunderstandingthewholeofsomethingrather than on just
following each word or sentence.

ii. In academic terms

i) If you are reading something that is very important for your studies and/or difficult to
understand, writing a summary helps you to make sure that you have understood it.
You can also refer to it later to refresh your memory for example when you are revising
for an exam, or when you are talking about it in class. (It is also a good idea to turn
 lecture notes into summaries.)

ii) When writing academic papers people often need to insert summaries of something
that they have read or heard. For example, you might want to summarize the main
points of a book that is relevant to your topic. In such cases, it is extremely important
to use your own words or quotation marks if you are actually quoting, in order to avoid
plagiarism.

First steps to writing a summary

i. As you read, underline all the important points and all the important evidence. For example,
you could look for all the topic sentences. Words that are repeated several times are likely to
be key words. Transition words can help understanding of the over all structure of a passage.

ii. List or cluster the main idea of the whole piece, the main supporting ideas, and the main
evidence for each idea. Use of the same keywords or technical expressions is probably
unavoidable. However, be careful to express the ideas in your own way, using your own
vocabulary and expressions as much as possible, rather than copying or just rearranging. Do
not include too much detail.

What is a good summary?

a) A good summary should give an objective outline of the whole piece of writing. It should
answer basic questions about the original text such as "Who did what, where, and when?", or
"What is the main idea of the text?", "What are the main supporting points?", "What are the
major pieces of evidence?". It should not be a paraphrase of the whole text using your own
words. A reference should be made to the original piece either in the title ("A Summary of..."),
in the first sentence, or in a footnote or end note.

b) You should not give your own ideas or criticisms as part of the summary. However, if you want
to comment on a piece of writing it is usual to begin by summarizing it as objectively as
possible.

c) A good summary should not include selected examples, details, or information which is not
relevant to the piece of writing taken as a whole. A good summary of a nessay should probably
include the main idea of each paragraph, and the main evidence supporting that idea, unless it
is not relevant to the article or essay as a whole. A summary does not need a conclusion, but if
the original ends with a message to the reader this should not be left out. (A good summary of
a chapter should probably include the main idea of each group of paragraphs or each section;
a good summary of a book should probably include the main idea of each chapter, or perhaps
the main idea of each section of each chapter.)

d) A good summary may use key words from the original text but should not contain whole
phrases or sentences from the original unless quotation marks are used. Quotations should only
be made if there is are a son forusing the original words, for example because
the choice of words is significant, or because the original is so well expressed.

e) Rearranging the words used in the original, or keeping the same structure but just substituting
different words is not enough. You must express the sense of the original using your own words
and structures.

Sample Summary Writing

Passage1: Make a summary of not more than 120 words, describing the emergence of paper
money used widely today.

Buying things today is so simple. Just enter a shop, say a bookstore, choose the desired book and
pay for it. Long ago before the invention of money, how did people trade?
The most primitive way of exchange should be the barter trade. In this form of transaction, people
used goods to exchange for the things that they had in mind. For instance, if person A wanted a
book and he had a spare goat, he must look for someone who had the exact opposite, that is
someone say person B, must have a spare book of person A’s choice and is also in need of a goat.
Having found such a person, the problem does not end here. A big goat may be worth not only one
book, hence the person B may have to offer person A something else, say five chickens. However,
he runs the risk of person A rejecting the offer as he may not need the chickens.
The above example clearly illustrates the inefficiency of barter trading.
Many years later the cumbersome barter trade finally gave way to the monetary form of exchange
when the idea of money was invented. In the early days, almost anything could qualify as money:
beads, shells and even fishing hooks. Then in aregion near Turkey, gold coins were used as money.
In the beginning each coin had a different denomination. It was only later, in about 700B.C. that
Gyges, the king of Lydia, standardized the value of each coin and even printed his name on
thecoins.
Monetary means of transaction at first beat the traditional barter trade. However, as time went by,
the thought of carrying a ponderous pouch of coins for shopping appeared not only troublesome
but thieves attracting. Hence, the Greek and Roman traders who bought goods from people from
faraway cities, invented cheques to solve the problem. Not only are paper cheques easy to carry
around, they discouraged robbery as these cheques can only be used by the person whose name is
printed on the notes.
Following this idea, banks later issued notes in exchange of gold deposited with them. These bank
notes can then be used as cash. Finally, governments of today adopted the idea and began to print
paper money, backed by gold for the country’s use.
Today, besides enjoying the convenience of using paper notes as the mode exchange, technology
has led man to invent other means of transaction tool ikethecreditandcashcard.
Summary
Long ago, people bought things through barter trade. However, the difficulty
of having to look for the right partner and dividing the goods led people to
switch over to monetary transaction at first, beads, shells and fishing hooks
were used as money. Near Turkey, gold coins with irregular
denominations were used for trade. Later King Gyges standardized the
individual coin value. People soon found carrying coins around for shopping
troublesome and thieves courting.
Hence,
merchants started to issue cheques with names of the users on them to
discourage robbery. Following that, banks started to issue cash notes in return
for gold deposited with them.
Finally, adopting the idea, today, governments printed paper money backed by
gold for the country’s
usage. ( 119 words)

Passage2:Makeasummaryofnotmorethan120words,describing“AchievingPeak Performance”
There are seven steps to achieve peak performance. The first step is to lead a well- rounded life.
High achievers, according to experts, are obsessed people who take work home and then labor over
it until bedtime. Furthermore, research has also shown that such people tend to peak early and then
go on into decline or level off. They then become addicted to work itself, with less concern for
results.

High performers, in contrast, are willing to work hard-but within strict limits. For them, work is
not everything and they know how to relax. They are able to leave work at office. They value close
friendship and family life, and spend a healthy amount of time with their families.

The second step is to select a career you care about. Studies show that high performers choose
work they truly prefer, and spend over two-thirds of their working hours doing it and only one-
third on disliked tasks. They want internal satisfaction and not just external results such as pay
rises and promotions. In the end, ofcourse, they often have both. Since they enjoy what they do,
they produce better work and the rewards are higher.

Rehearsing each challenge or task mentally is the third step to achieving peak performance.
Before any difficulty or important situation... a public presentation, a board meeting, for
example…mostpeakperformersruntheirdesiredactionsthroughintheirmindsoverand over again.
Nearly all of us day-dream about important coming events, but idle day-dreaming is not the same
asa
deliberate mental workout that sharpens the skills to be used in the activity.

In order to achieve peak performance, you also have to seek results, not perfection. Many ambitious
and hardworking people are so obsessed with perfection that they produce very little work. It has
been found that those with perfectionist tendencies earned considerably less a year those who did
not have such tendencies. In contrast, high performers are almost always free to compulsion to be
perfect. They do not think of their mistakes as failures, but
 they learn from mistakes so that they can do better the next time.

The next step is to be willing to take risks. Most people are willing to settle for jobs which they
think are secure, even if that also means mediocrity and boredom, rather than take chances.
High performers, on the other hand, are able to take risks because they would carefully consider
how
they would adjust and how they would salvage the situation if, in reality they did fail.
Constructing a ‘worst-case’ scenario allows them to make a rational choice.

The penultimate step to achieving peak performance is not to underestimate your own potential.
Most of us think we know our own limits, but much of what we know is not knowledge at all.
It could be a belief which is erroneous and self-limiting. These types of beliefs are the biggest
barriers to achieving high-level performance. Too many of us set our individual limits far below
what we can actually achieve. High performers, on the contrary, are able to ignore artificial
barriers. They
concentrate instead on their own feelings, on their functioning, on the momentum of their effort
and are therefore free to achieve peak levels.

Finally, compete with yourself, not with others. High performers focus more on improving on
their own previous efforts than on completing with others.

Such are the skills of high performers. If you want to make the most of your talents and to live
y up to your fullest potential, learn to use these skills.

Summary
There are seven steps which can lead to peak performance. Firstly, have a well-
balanced life- work hard but know when to and how to relax and enjoy your life. The
second step is to choose a career you love since internal satisfaction gives better
results and rewards. The next step is to rehearse a task mentally before actually doing
it. Another step is not to be a perfectionist but to be a risk-taker, and to pursue results
and learn from mistakes. High performers never underestimate themselves but
concentrate on their capabilities. Lastly, compete only with yourself not with others. (98
words)
 B. NoteTaking

1. Definition
The practice of writing down or otherwise recording key points of information. Note-taking is an
important part of the research process. Notes taken on class lectures or discussions may serve as
study aids. Notes taken during an interview may provide material for an essay, article, or book.

2. Why TakeNotes?
It is important that you decide what the purpose is for you in taking notes. Students take notes from
lectures and tutorials, as well as from reading and written material. There are various reasons for
making notes:
 To note downfacts
 To contrast similarities anddifference
 To summarize mainpoints
 To help payattention
 To review andrevise

Good notes are essential for effective learning and the development of understanding at university.
If you have taken the time to make good notes you not only have a personal resource that you can
use as you revise for terms tests and exams, but you are also more likely to have confidence in
your knowledge of the topic.

3. Methods

There are several ways of taking notes, with various advantages and disadvantages.

Prose or Linear:
Many students use this format (basically written paragraphs) as they are familiar with it. While this
type can provide a summary, the disadvantages are that it encourages verbatim copying and doesn't
allow for organizational strategy use.

Types of Notes Taking

i) Taking Notes in Lectures
Attending lectures is the best chance to learn about material that may not be covered in the
textbook, to be aware of links and possibly to discover what may be on the exams.
Anotherusefulideaistodiscusstheideasinthelectureassoonaspossibletoconsolidate the information,
for example leaving lecture hall take a moment or two with fellow students to cover main points
or questions; or possibly just at the end of the lecture this can be encouraged by the instructor.
Taking good notes from lectures involves being an active listener. Some hints for improving notes:

Sit in an appropriate spot to avoid distraction

Focus on content not speaker
Review previous notes for better continuity and comprehension
 Note examples and information onboard/overhead
Listen for key words: because, two reasons, however,etc.

ii) Taking Notes from Reading

When taking notes from books it is a good idea to use summarizing strategies to differentiate
between arguments, main points and evidence or details.

iii) Notes for Writing

Why take notes for writing?

It is essential for providing you with the necessary evidence to inform and develop
your argument
It assists you in concentrating on and understanding the information you are reading
by helping you to summarize the ideas and arguments in the text
It allows you to focus on the points relevant to your purpose
Well-organized notes make the writing process much more efficient
Notes developed using an active and critical approach will also allow you to refine
your argument before you begin writing

How to take notes for writing?

Alwaysidentifythemainlineofargumentandreasoningthatrunsthroughthe entire article
and try to summarize it into a few sentences
Identify the author's purposes and assumptions (explicit and implicit)
Note down single phrases or sentences which encapsulate key elements or the author's
purposes or assumptions
Take note of details or facts which appeal to you, such as useful statements, statistics
or factual evidence
Note items to follow up, such as a question, an idea that offers further possibilities, a
puzzling comment, an unfamiliar word, an explanation you don't understand, or an
opinion you question

Précis Writing
The word précis is derived from French that means summary and précis writing means the art of
summarizing. Précis writing is one of the most useful skills you can acquire for your work both as
a student and as a professional. Précis writing involves summarizing a document to extract the
maximum amount of information, then conveying this information to a reader in minimum words.

1. Definition
A précis is a clear, compact logical summary of a passage. It preserves only the essential or
important ideas of the original.
2. Qualities of a GoodPrécis
A good précis shows the writing skills of a person. It must have the following qualities.

Structure of sentences and spellings of words must be correct because a single mistake in structure
and spelling may spoil the message. We may consider the mistakes under the following headings:
Misspelled words
Mistakes in figures and dates
Mistakes in punctuation
Mistakes of grammar and structure

Objectivity
Objectivity means the ability to present or view facts uncolored by feelings, opinions and personal
bias. While making a précis, the writer should adopt an objective approach. He should not give
and add his personal opinion and ideas in a précis. A précis should be purely a summary of the
original text without any addition.

Coherence
Coherence means the logical and clear interconnection of ideas in a written piece of work. A good
précis should be coherent. The ideas which are presented in a préc is must have a logical connection
and they all should be inter related. In short we may say that the ideas should be well knitted so
that the writer may not be confused and lose his interest.

Completeness
Another striking feature of a good précis is completeness. A précis should be complete in all
respects. Completeness means that the writer should include all the important facts in a précis. To
make it shor the should not omit the important ideas. This mistake on the part of the writer will
spoil the importance and meaning of the précis.

Rules of Making a Précis

A well written précis should be a serviceable substitute for the original work. The goal of a précis
is to preserve the core essence of the work in a manner that is both clear and concise. While writing
a précis, the writer should follow the below given rules to make it an effective piece of work.

Read Carefully
First read the passage twice or thrice carefully to summarize it. This will enable you to understand
the main theme of the passage.

Underlining
Underline and mark the important ideas and essential points from the original text.

Outline
With the help of underlined ideas, draw the outline of your précis.
Omission
Omit all the unnecessary information or the long phrases which could be replaced by one word.
All the adjectives and the adverbs can also be omitted in order to make a good précis.

Don’t Omit
While making a préc is, the writer should never omit the important points and ideas which are
essential to be described.

Size
Keep the fact in your mind that the length of the précis should be the one third of the original
passage.

Indirect Speech
A précis should be written in indirect speech. If there is direct speech in the passage, it should be
changed into indirect speech.

Tense and Person

It should be written in the third person and past tense. In the case of universal truth the present
tense should be used.

Own Words
A précis should be written in your own words and the writer should abstain from borrowing words
from the original passage.

Précis of a Dialogue
The précis of a dialogue or conversation should always be expressed in form of narrative.

Objective Approach
A précis writer should adopt an objective approach. He should not add his personal ideas to a
précis. Put all the important points and ideas in a logical order.

One Paragraph
There could be two or more paragraphs in the original text. While making the précis, try to write
all the ideas in one paragraph.

Rough Draft
After omitting all the unnecessary ideas, the writer should prepare a rough draft to finalize it.

Final Draft
Having read the rough draft and pointed out some mistakes which may be found in the rough draft,
the writer can prepare the final draft.
Sample
Write a Précis of the following passage
One of our most difficult problems is what we call discipline and it is really very complex. You
see, society feels that it must control or discipline the citizen, shape his mind according to certain
religious, social, moral and economic patterns. Now, is discipline necessary at all? Please listen
carefully. Don’t immediately say YES or NO. Most of us feel, especially while we are young, that there
should be no discipline, that we should be allowed to do whatever we like and we think that is
freedom. But merely to say that we should be free and soon has very little meaning without
understanding the whole problem of discipline. The keen athlete is disciplining himself the whole
time, isn't he? His joy in playing games and the very necessity to keep fit makes him go to bed
early, refrain from smoking, eat the right food and generally observe the rules of good health. His
discipline and punctuality is not an imposition but a natural outcome of his enjoyment of athletics.

a. Rough Draft:
Discipline is one of the biggest problems in the world. Society feels that discipline should be
controlled to shape the mind of the citizen. Some want to be free to think and do whatever they
like. Even the keen athlete is disciplining himself the whole time. He observes the rules of good
health.

b. Important Points:
Discipline seems to be a problem. Society wants to control or discipline the citizen to shape his
mind. Some may think that discipline is not necessary because they want to be free to think and do
whatever they like. An athlete is disciplining himself. His discipline and punctuality make him
enjoy playing games.

c. Fair Draft:

DISCIPLINE IS IMPORTANT

Though discipline seems to be a problem it is necessary for all. Discipline shapes our
mind and regulates our habits. Some want to be free and think that it is not necessary.
Discipline and punctuality give enjoyment to athletes.
 d. Journal Writing

5. i)

Definition
The word journal comes from the French word jour and from the Latin word diurnal is meaning
daily. Thus, a journal is some form of notebook in which daily writing (or at least regular writing)
is recorded. Journals help people clarify their thoughts. Jotting down feelings, responses, and
insights into daily events gives writers an opportunity to discover what they think and how they
feel about different topics. If you keep a journal during this course, you never will have to worry
about finding a topic for your writing assignments. You will have a collection of ideas stored in
your journal.

A journal has several related meanings:

a daily record of events or business; a private journal is usually referred to as aviary
a newspaper or other periodical, in the literal sense of one published eachday
many publications issued at stated intervals, such as academic journals, or the record of the
transactions of a society, are often called journals. In academic use, a journal refers to a serious,
scholarly publication that is peer-reviewed. A non-scholarly magazine written for an educated
audience about an industry or an area of professional activity is usually called a trade magazine.

The word "journalist", for one whose business is writing for the public press and nowadays also other
media, has been in use since the end of the 17th century.

Journal writing is informal, casual writing. By writing about different topics, you not only improve your
writing skills, but also you have an opportunity to explore your thoughts without being chastised for
grammar, usage, or other errors. Journals are idea books; they are places where writers are free to “think”
in writing. If you have never kept a journal, you may never have experienced the freedom of writing
for no immediate purpose other than to explore a thought. So that you will understand the informal
nature of journal writing, try the following practice exercise. If you have to ramble aimlessly before
finding a main idea, do not worry; you are allowed to ramble for a while. When you do discover your
topic, however, try to stay with it. Keeping with your topic will help you learn how to explore it in detail.
This skill can be transferred to more formal theme writing assignments later.
5.ii) Introduction
Have you ever been assigned to write a journal as part of a class? Journals can be one of the most
important assignments in a class. Unfortunately, not all students may recognize the importance of
keeping a journals inceit is typically an in formal, ungraded assignment. This lesson will cover
various points on why journal writing is souse ful.

What is journal writing exactly? It is a process of writing down your personal thoughts, questions,
reflections, and insights on as signed topics. Journal projects as signed in a class may request you
to write about daily experiences, reading assignments, current events, science laboratory projects,
or a number of other topics related to the material taught in class.

Journal entries are reflective writing, since they typically require you to consider and respond to
something you have read or learned. Your journal entries should not merely be a summary of what
you read, nor should they focus only on your feelings: they should demonstrate your ability to
analyse what you've read and form responses, known as critical inquiry. Although journals should
incorporate these components, they typically have a free form. Because journal writing allows you
to explore different writing strategies, it is a form of exploratory writing.

One important point to understand is that journal writing for a class is not the same thing as keeping
a diary. Topics you write about in a journal are typically more formal than a diary, but less formal
than an essay. Also, your teacher, and in some cases other students, may read what you have written.

5.iii) Types of Journals

There are various types of journals including:
 academic/scholarly journals
 trade journals
 current affairs/opinion magazines
 popular magazines
 newspapers
 The following table reveals a comparison of the various types of journals available:

Academic/Scholarly Trade Current Affairs/ Popular

Features
Journals Journals Opinion Magazines Magazines Newspaper
To report on To entertain
industry and inform
trends, without To
To offer in-depth
disseminate
To inform, report, and make new products reporting and feature
news on a
Purpose available original research or techniques articles without
providing daily or
and new findings. to people in a scholarly
in- depth weekly
specific trade, conventions.
analysis. basis.
business or
profession.

Often
Cover a wide range of Encompass
focused on
Cover topics of interest to current
a particular
practical the readership. Be events in
subject or
Often devoted to a single information aware of the politics,
Subject hobby but
discipline or sub discipline. related to a predominant sport,
may also
field or philosophical/political leisure,
cover a
industry. stance of the editorial religion and
variety of
board. business.
topics.

No peer
review
process,
Peer Articles often reviewed by an No peer may be No peer
No peer review reviewed by
Review author's peers before review review
process. an
Process publication. process. process.
editor or
editorial
board.
 Mainly held in
libraries or on
Mainly held in libraries or on subscription Many titles available
Available in
from major Available
subscription- based supermarket
Access newsagents, public in
databases - few are freely s and
libraries and some newsagents.
available on the WWW. - based newsagents.
university libraries.
databases.
Commonly
available as

5.iv Purpose of Keeping a Journal

Many people keep journals as a record of the happenings of the day and their feelings about them.
Writers use journals in a different way. Instead of recording what happened each day, they write
in a journal on a regular basis to find out more about themselves. They use their journal as a place
to polish their voice and keep it strong. You can do anything you want in your journal. It’s your
own space. There are no rules or structure except what you decide on. The main purpose of a
journal is to help you get used to putting ideas on paper.

Ways to Get Started

Take time at the end of each day to record images, events, and scenes that have stuck with
you
Write down details youre call
Make notes about other images or events the day’s images and events suggest to you
Explore what the things you remember tell you about yourself
Write freely for ten minutes using an image, event, or scene from the day as a starting point
Reread what you wrote on other days and develop ideas that strike you

Experiment
Use your journal as a place to
play with words or phrases
tell stories from different points of view
compose a brief autobiography
express opinions on issues
apply different tones (for example: humorous, tragic, animated, dry, somber) to your writing
create dialogue
copy the style of other writers
write a letter to yourself, to someone else, or to no one in particular
 review books you have read or films you have seen
If you keep a journal faithfully, you will find that it is more than a place to practice writing. It is a
place to store your personal experience. And every good writer knows that personal experience is
the most valuable resource for writing.

iii) Benefits
The journal may or may not put many points to ward your final grade, but it can be a place to
explore ideas and improve your writing skills, helping you succeed on other class assignments, in
your profession, and in your personal life.

Here is a quick breakdown on some benefits of journal writing:

 Write without fear of criticism
 Improve self confidence in writing to overcome writing blocks
 Increase levels of self-reflection
 Expand perspectives
 See progress in writing abilities
 Prepare thoughts for later writing essays

As an informal mode of writing, your journal entries can alleviate stress associated with writing.
Many people procrastinate and put off writing because they find the process to be daunting. One
of the great powers of journal writing is that you don't have to worry about spelling or grammar or
even structure when you write your entries. It is a place to brainstorm and form your points. This
really frees a writer to produce more writing when the weight of polished perfection is lifted.
Writing regularly makes writing come easier.

iv. How Can You Begin to Explore the Answers to These Questions?
Personal Journaling is a way for you to explore these types of questions and develop better self-
understanding.
“Blog,Diary,Journal...what’sthedifference?”Blogsareonlinescrapbookpages which include:
• daily blog entries about a person’s interests, comments &opinions
• favorite pictures, images &music
• links to favorite sites or friends ‘pages
• info that can be kept private or shared with friends through URLs or links
When shared, a blog is a personal advertisement of how a person wants to be viewed by others.

Diaries and journals contain very personal and private information which is usually not shared
with others Diaries track daily experiences and record feelings and reactions to those experiences.

Journals offer the same opportunities for emotional exploration as diaries, except that journal
writing usually has a:
• purpose (specific theme/subject) and a
• goal (better self-understanding)
 Right now you might be thinking, “So, I can figure it all out in my head...I don’t need to
write in a journal!”

Journaling lets you see your inner growth over time:

• Read old journal entries to see whether or not your thinking has made progress.
• Take time to reflect and decide which actions you need to take in order to meet your
goals.

v. What are some of the different types of journals?

Idea Journals :Capture inspirational and creative thoughts (ex. song lyrics,
poetry, and any other form of personal writing).
Personal Journals: Explore your personality, how you feel, the roles you play every day,
who your
role models are, and career choices.
Goal Planning Journals: Set short-term, mid-term, and long-term goals based on your
values,
beliefs, and real interests.
Problem-Solving Journals: Explore alternatives by looking at problems from different
points of view
and identifying sources for more information.
Art Journals :Use creativity through different art mediums to show your
feelings or ideas. You can add personal writing, or not!
History Journals :Chronicle your life, or your family history, through writing,
photographs, and mementos.
Nature Journals; Chronicle outdoor experiences (ex. hiking, camping,
fishing) and capture nature’s inspirations in your writing.
Spiritual Journals; Explore your values, beliefs, and your faith. What are some of the larger
questions you have about life?

Practice Exercise:
1a. Write a summary what happens to people who take part in encounter groups, according
to the passage.

Encounter Groups
Because of the unstructured nature of the group, the major problem faced by the participants is
how they are going to use their time together-whether it beeighteen hour so fa week-end or forty
or more hours in a one-week group. Often there is consternation, anxiety, and irritation at first -
particularly because of the lack of structure. Only gradually does it become evident that the major
aim of nearly every member is to find ways of relating to other members of the group and to himself.
Then as they gradually, tentatively, and fear fully explore their feelings and attitudes towards one
another and towards themselves, it becomes increasingly evident that what they have first presented
are façades, masks. Only cautiously do the real feelings and real persons emerge. The contrast
between the outer shell and the inner person becomes more and more apparent as the hours go by.
Little by little, a sense of genuine communication builds up, and the person who has been
thoroughly walled off from others comes out with some small segment of his actual feelings.
Usually his attitude has been that his real feelings will be quite unacceptable to other members of
the group. To his astonishment, he finds that he is more accepted the more real that he becomes.
Negative feelings are often especially feared, since it seems certain to each individual that his angry
or jealous feelings cannot possibly be accepted by another. Thus one of the most common
developments is that a sense of trust slowly begins to build, and also a sense of warmth and liking
for other members of the group. A woman says on Sunday afternoon, 'If anybody had told me
Friday evening that by today I would be loving every member of this group I would have told him
that he belonged in the nut house.' Participants feel a closeness and intimacy which they have not
felt even with their spouses or members of their own family, because they have revealed themselves
here more deeply and more fully than to those in their own family circle. Thus, in such a group the
individual comes to know himself and each of the others more completely than is possible in the
usual social or working relationships. He becomes deeply acquainted with the other members and
with his own inner self, the self that otherwise tends to be hidden behind his façade. Hence here
lates better to others, both in the group and later in the everyday life situation.
(From Encounter Groups by Carl Rogers, 1970, p.15)

1b. Read the text and summarize in your own words

Acquiring new knowledge
In all learning, advance stend to come irregularly and in bursts, as youg a
infers in sights in to the subject. In order to obtain these insights, you must
thoroughly understand what you are studying. If you really understand a
subject not only do you remember it easily, but you can apply your knowledge
in new situations. The important thing is not what you know, but what you can
do with what you know. The extra effort involved in getting a firm grounding
in the essentials of a subject is repaid many times in later study. How are you
to achieve understanding? Understanding involves (1) linking new knowledge
to the old and (2) organizing it and remembering it in a systematic fashion. To
retain and make sense of any new concept or fact it must be linked in as many
ways as possible to your existing body of knowledge. All good introductory
text books are constantly giving familiar examples, or using analogies, or
appealing to common experience. In setting out the differences between
daylight tv is and twilight is ion, for example, most writers point out that a
stwilight falls in the garden, blue flowers remain blue for some time after red
blossoms appear black, illustrating, by appeal to common experience, that
under dim illumination the colours of the blue end of the spectrum become
relatively brighter than those of the red end. Or again, to illustrate that the
movement of any particular electron during the passage of an electric current
is only a few centimeters a second, although the velocity of the current is
extremely great, the analogy is often used of a truck run into the end of along
line of trucks in a shunting yard, a corresponding truck being rapidly ejected
from the far end. Linking new information to familiar experience in this
fashion always helps understanding. In order to tie the new information to
your stock of knowledge with as many links as possible, you must reflect on
it, and try and relate it to what you already know. Thinking the matter over by
yourself, writing out summaries of the main points, and talking to other
students about it, are all valuable for fixing it more clearly in your mind.'

Write your answer here.

2. Note-taking Practice Exercises
1. Listen to or watch a news cast. Write down the main topics and the subtopics for each of the
stories discussed.
2. After lunch or dinner with a friend, or a conversation with a teacher or advisor, write down the
main ideas discussed, and several of the subtopics that were mentioned as well.
3. Listen to a song or a poem. Summarize it in one or two sentences.
4. Practice developing your own kind of shorthand. Write a description of something very
familiar, (the place where you live or work, for example,) using some of the suggestions in
Using Symbols And Abbreviations.
5. When you watch as it com, think about its structure. What is the primary dilemma? What
smaller situations are explored as well?
6. Look for organizational patterns in the reading that you do in text books, and also in news
paper or magazine articles. Look for them ain ideas. Note, too, the details and examples that
support the main ideas. Is the pattern time sequence, compare and contrast, cause and effect,
big idea to small idea? Something else?

7. Try this simple note-taking format, and use it to review, reflect and self-test: Date:

Subject:

Questions: Notes:

3a. Precis Exercise

Trees give shade for the benefit of others, and while they themselves stand in the sun and
endure the scorching heat, they produce the fruit of which others profit. The character of good
men is like that of trees. What is the use of this perishable body if no use is made of it for the
benefit of mankind? Sandalwood, the more it is rubbed, the
more scent does it yield. Sugarcane, the more it is peeled and cut up into pieces, the more juice
does it produce. The men who are noble at heart do not lose their qualities even in losing their
lives. What matters whether men praise them or not? What difference does it make whether they
die at this moment or whether lives are prolonged?
Happen what may, those who tread in the right path will not set foot in any other. Life itself
is unprofitable to a man who does not live for others. To live for the mere sake of living
one’s life is to live the life of dog and crows. Those who lay down their lives for the sake of
others will assuredly dwell forever in a world of bliss.

Title- Good men live for others.

Outline: The character of good men is like that of trees What is the use of this
perishable body if nouse is made of it for the benefit of mankind The men who are
noble a the art do not lose their qualities even in losing their lives Those who tread in
the right path will not set foot in any other To live for the mere sake of
livingone’s life is to live the life of dogs or crows Those who lay down their lives for
the sake of others will assuredly dwell forever in a world of bliss.
Write your Answer here.
3b. Here the number of words is 204, try and keep with 68 to 73 for précis
, a small state in the east coast of India, was battered by Cyclone Philine in the
last weekend. The cyclone came from the Bay of Bengal. It was the result of a
low pressure area developing in the sea. From a location a few hundred
kilometers off the coast, Cyclone Philine gradually moved towards the land. The
wind speed was nearly 220 kilometers per hour. The violent wind hit villages
near the coastline with deadly force. Mud houses were flattened, trees uprooted
and power lines were reduced to tangled heaps of wire. Fortunately, weather
radars tracked the Philine doggedly as a result of which people were evacuated
from their houses that fell in the projected path of Cyclone Philine. Millions of
people were quickly moved to temporary shelters with remarkable efficiency.
This reduced the death toll to
negligible numbers. It was a remarkable success of disaster management in
India. In another operation, the Coast Guard spotted a cargo ship at night that
had tilted dangerously in the waters a few kilometers off Bengal. Responding to
its SOS call, the Coast Guard rushed to its rescue and lifted out the sailors who
were floating on their life boat in the dark near their ship.

4 a. Write a Journal for 20 minutes without editing using the following title: "The Salesman".

b. Write a Journal on a list of things you are knowledgeable about, or are highly interested in.
Think of ways that you can extend yourself as a resource to others on these topics.

Consider writing articles, volunteering, collaborating, organizing a small group focused on the
subject, participating in a "barter exchange", etc. Evaluate your skill level and determine if you
need more experience or exposure. What steps can you take to promote yourself?
 Did you know that
note taking can
keep you free of
distractions
Journal writing can
help you fight Summary writing
stress thereby helps students
reducing damage learn essential
to your physical, ideas and
mental and consolidate details
emotional health

Did you know that

many famous
Did you
visionaries like
Charles Darwin,
Albert Einstein,
Mark Twain and
know? 5 R’s of Note
taking: Record,
Reduce, Recite,
Reflect, Review
Thomas Edison
kept journals.

You can write great

summaries by
Precis comes from
following WH
a mid 18th century
questions: Who,
French word
What, When,
meaning precise
Where, Why and
How?
 WORK PLACE COMMUNICATION
Structure of the Chapter
6.1 Understanding Key Elements of effective business communication

6.2 The different benefits and styles for effective communication

6.3 Learn the difference between Interpersonal and intrapersonal communication

6.4 Merits and Demerits of Intrapersonal and Interpersonal Communication

6.5 Understand your audience through demographics and being fair to audiences

6.6 Learn about communication in Leadership and teamwork

Fundamental of Business Communication

Communication is a process of exchanging words, tone of voice and body language with regards
to a person’s needs, desires, perceptions, knowledge or affective states between two persons
or a group of people. To have an effective communication one should; use standard terminologies
which do not have any ambiguity or rather using direct statements, combined with the appropriate
body language, the individual should further avoid or minimize the barriers of
communications.

In a workplace there are fundamentals of an effective communication, these are;

Be objective about everything namely, people, countries, and cultural characteristics by
judging people by their work performance, not by personal characteristics.
Be open to differences and do not have an attitude of superiority. Be flexible to people who
are different by looking for alternative methods and styles of communication, and adjust your
approach to favor the individual with whom you are interacting.

Be sensitive to diversity, and strive to be courteous and considerate of others’ cultures

and customs.

Focus for your self and others, and root out biases and misconceptions that might interfere with
effective communication.
Learn about the languages, countries and cultures of people you communicate with in the
work place.
Learn to be patient, to lerant in interactions with people from other cultures and countries that
may communicate in ways, with which you are not familiar.
To have an effective communication one should; use standard terminologies that are not
ambiguous, combined with the appropriate body-language, then avoid or minimize the barriers of
communication.

Elements that foster effective communication in a business;

Have regular meetings with the people so that each member can provide feedback. This
encourages communication between employees across the ranks,
Ensure that all employees in the work place have each other’s contact details in case any
information needs to be communicated, ensure every staff listens to what others have to
communicate, this helps to avoid feedback or opinions not to be dismissed without being fully
considered,
The manager should be an example to others, and this ensures that he or she promotes open
and good communication by endeavoring to break down the 'barriers' of hierarchy within the
business.
The tone of your voice impacts significantly what one is saying, like to say"yes"or"no“in
express doubt, anger, indifference, or any range of emotions with either of them.
Avoid fidgeting when you are speaking because it will draw attention away and reduce the
impact of your message. That is to, avoid excessive hands and legs movement and playing with
objects such aspens.
Show interest when listening to others or when being asked questions, this is a strong non-
verbal cue. Actively listening ensures that communication remains clear.
Paraphrasing, reframing and summarizing helps to clarifying expectations, address any
misconceptions and offers everyone a clear understanding.
Respect space of others as you communicate face-to-face with another person. This is by
standing about an arm's length from others when talking and it makes one comfortable.
Assertive communication is giving permission to express one's needs, wants, feelings, and
opinions in a direct and honest manner.
The Benefits of Effective Communication;

1. Creates diversity by reducing the barriers erected because of language and cultural
differences,
2. Productivity increases while errors decrease, making operations to run smoothly.
3. Effective communication is important for businesses looking to expand beyond its domestic
borders.
4. It facilitates team building and a team that works together has high productivity, integrity, and
responsibility.
5. Boosts morale of workers, who are then able to perform efficiently their duties with a positive
attitude.
6. Transparency is achieved by encouraging employees to communicate honestly without fear of
repercussions.
7. Innovation helps most competent employees to innovate at a rapid pace.
8. Conflict is reduced, which is a result of misunderstandings in communication.

From the stone tablet, communication has improved from the printing press to finally computers.
The methods of types of communications like written communication have continued to change,
but some are still in use even today. Technology has enabled an individual to reach many people
at the same time with no intermediary, at the right time. A large amount of data in communication
is transmitted through fibre optic cables and storage is done on hard drives. Some operations done
by tape drives and even older telephone wires are still in use.

Understanding Workplace communication

Different people communicate differently. Undoubtedly, you already know this. What you may not
know is that these different ways of communicating are pretty much hard-wired into people and
seldom reflect conscious choice. Our communication style emerges from a combination of brain
dominance, psychological preference, sensory approach and the communication examples that
have surrounded us since birth.

Think about the following questions for a minute:

1. How do you communicate with others during a typical workday?
2. How do your co-workers communicate with you and each other?
3. Based on your personal experience, why does communication break down in the workplace?

Successful communication requires that someone (the sender) shares information and that
someone else (the receiver) gets the message and correctly interprets it. The full communication
loop is only successful when the sender can confirm that the receiver understood the message as
intended.
It sounds simple enough. In reality, many things can prevent successful communication, not the
least of which is a different communication style. There are a number of different constructs
describing various communication styles. Let’s explore one of the most common.

Communication Style
Based on the behavioral grid model depicted here, there are four main communication styles.
Interpersonal, also called the Relator
Affective, also called the Socializer
Cognitive, also called the Thinker
Behavioral, also called the Director

Relator (Interpersonal): The Relator is relationship orientated and readily expresses their
thoughts and feelings. However, Relator's are generally slower paced and security conscious, so
they prefer less intrusive interactions.

Socializer (Affective): The Socializer prefers to interact with others rather than work alone.
Socializers have a fast paced, aggressive communication style and generally work well with others.

Thinker (Cognitive): The Thinker has a closed, personal style and is analytical in their approach.
Thinkers take a while to feel comfortable with others, and tend to take longer to reveal information
about themselves.
Director: (Behavioural): The Director has an aggressive, competitive nature and is very
independent. Directors are results orientated and focus less on the people impacts.

Consider the descriptions above and think about your own communication style and preferences.
What kind of communicator are you?

Communicating with Different Styles

We all feel most comfortable with people who communicate the way we do. We are less likely to
misinterpret their messages or motives and much quicker to connect with and trust them. That said,
there are four predominant communication styles, so most of the people we interact with at work
are likely to have a different communication style from our own. This means that the odds actually
favourm is communication! Avoiding derailed communication at work (and being recognized as a
highly promotable, excellent communicator!) means understanding and learning to interact
effectively with all four styles. Here are some tips for communicating successfully with each style.

To connect most effectively with a Relator:

Use less intense eye contact
Speak in a moderate pace with a softer voice and moderate tone
Seek their opinions and ideas: then listen
Try not to counter their ideas with logical arguments
Allow time for them to make a decision to reduce pressure
Encourage them to express their concerns without getting upset with them
Aim for mutual agreement on work goals and completion dates

To connect most effectively with a Socializer:

Make direct eye contact
Speak in an energetic and fast paced manner
Support your ideas with the opinions of people they respect
Confirm any agreements made; follow up with a brief “to do” list so they remember what
they agreed to do
Allow some socializing time in meetings
Talk about experiences, people, opinions and facts
Ask about their“ gut” feel
Maintain balance between fun and achieving results

To connect most effectively with a Thinker:

Be more formal in your speech and manner
Don’t speak in a loud or fast paced voice
Present the pros and cons of an idea along with options
Follow up in writing
Be punctual
Present information in an organized, planned and comprehensive manner
Accept that options requiring risk-taking options are generally not welcomed
To connect most effectively with a Director:
Get to the point quickly in a clear and succinct manner
Speak in a fast pace
Be specific and don’t over-explain or repeat yourself
Make direct eye contact
Minimize Smalltalk
Be organized and well-prepared
Focus on results to be achieved
Be punctual and stick to guidelines

Intrapersonal and Intrapersonal Work Place Communication

a. Differentiate Between Intrapersonal and Interpersonal Communication

The qualities of our life is the quality of our relationship...Please listen carefully and try to hear
what I am not saying....

Intrapersonal Communication
Intrapersonal communication takes place within one person. It is meant to reflect oneself to clarify
something The intrapersonal communication namely are as follows:

Intrapersonal communication takes place within a single person, often for the purpose of clarifying
ideas or analyzing a situation. Other times, intrapersonal communication is
undertaken in order to reflect upon or appreciate something. Three aspects of intrapersonal
communication are self-concept, perception and expectation.

Beliefs, values and attitudes all influence behavior, which can be either spoken opinion or physical
action. Some psychologists include body image as an aspect of intrapersonal communication, in
that body image is a way of perceiving ourselves, positively or negatively, according to the social
standards of our culture. Other things that can affect self-concept are personal attributes, talents,
social role, even birth order.

Whereas self-concept focuses internally, perception looks outward. Perception of the outside world
also is rooted in beliefs, values and attitudes. It is so closely intertwined with self- concept that one
feeds off the other, creating a harmonious understanding of both oneself and one’s world.
Intra personal communication may involve different levels of communication activity: internal
discourse, solo vocal communication, and solo written communication.
Internal discourse involves thinking, concentration and analysis. Psychologists include both
daydreaming and nocturnal dreaming in this category. Prayer, contemplation and meditation also
are part of this category, though from a theological point of view the argument may be made that
this is not solely internal to one person.
Example: Consciously appreciating the beauty of a sunset.
Solo vocal communication includes speaking aloud to oneself. This may be done to clarify
thinking, to rehearse a message intended for others, or simply to let off steam. Example: Talking
to yourself as you complain about your boss.

Solo written communication deals with writing not intended for others. Example: An entry in a
diary or personal journal.

Interpersonal Communication
Interpersonal communication involves a direct face-to-face relationship between the sender and
receiver of a message, who are in an interdependent relationship. Because of
interpersonalcommunication’simmediacy(itistakingplacenow)andprimacy(itistaking place here),
characterized by a strong feedback component. Communication is enhanced when the relationship
exists over a long period oftime.

Inter personal communication involves not only the words used but also the various elements of
non verbal communication. The purposes of inter personal communication are to influence, help
and discover, as well as to share and play together. Interpersonal communication can be categorized
by the number of participants.
• Dyadic communication involves two people. Example: Two friends talking.
• Group communication involves three or more persons, though communication scholars are
inconsistent as to the top end of the number scale. The smaller the number in the group, the
more closely this mode resembles interpersonal communication. Often group communication
is done for the purpose of problem solving or decision making. Example: University study
group.
• Public communication involves a large group with a primarily one-way monologue style
generating only minimal feedback. Information sharing, entertainment and persuasion are
common purposes of public communication. Example: Lecture in university class.
• Another way of categorizing interpersonal communication is on the function or setting of the
communication.
• Organizationalcommunicationdealswithcommunicationwithinlargeorganizationssuch as
businesses. This is sometimes considered part of group communication, but communication
scholars have built up a body of knowledge focused primarily on organizations. Example:
Work focused discussion between employer and employee.

Group Communication
Much communication takes place in the context of small groups, which are defined as those of
three or more participants. The various and overlapping types of small groups lead to various types
of communication patterns. Social groups are units such as families, friends living as roommates,
and voluntary recreational groups such as soccer teams. Families also form primary groups, which
are defined as those in which people share living and financial arrangements. Families also are an
example of reference groups, through which participants gain a sense of identity and an awareness
of expected behavior. Work groups are another pattern of relationships. These are built by people
who are drawn together by a common task, such as students working together on a project or
company employees assigned to a common job activity. Decision-making groups are brought
together for the purpose of dealing with a question or policy. Similarly, though distinctly, problem-
solving groups focus on resolving a problem. The working of groups has been the subject of much
study, particularly from the framework of organizational communication. Leadership styles of
small groups have been identified – generally in a three-part continuum ranging from high control
(authoritarian leaders) through moderate control (democratic leaders) to low control (laissez-faire
leaders). A fourth type, called a bdacratic, involves the total collapse of leadership over
uncontrolled group dynamics.
Merits and demerits of intra and interpersonal communication:
Irreversibility of communication Merits:
Once when inter personal communication has taken place, it could not be hold back. When it has
conveyed properly and in better way, there is always good impact.

Demerits:
It is by contrast, when the communication was not properly flowed with good impact, it is always
bad impression.

Communication does not only be verbal communication Merits:

When you are in good mood, you may convey to others in better way.

Demerits:
The communication might be of body language and it is really hard stop when something goes on
emotionally, at that point of time, you may resort to have violence interaction.

Situation Merits:
The communication can also be depending on the situation, when situation will be calm both
psychologically and sociologically then communication would be smooth.

Demerits:
It is by contrast, when the situation of dis course is hars hand not good, the communication might
not be in a good flow.

Understanding your audience

Writing to your audience’s expectations is key to your success, but how do you get a sense of your
readers? Research, time, and effort. At first glance you may think you know your audience, but if
you dig a little deeper you will learn more about them and become a better speaker.

Examine, the Iceberg Model. When you see an iceberg on the ocean, the great majority ofits size
and depth lie below your level of awareness. When you write a document or give a presentation,
each person in your reading or listening audience is like the tip of an iceberg. You may perceive
people of different ages, races, ethnicities, and genders, but those are only surface characteristics.
This is your challenge. When you communicate with a diverse audience, you are engaging in
intercultural communication. The more you learn about the audience, the better you will be able to
navigate the waters, and your communication interactions, safely and effectively.

Theodore Roosevelt pointed out that “the most important single ingredient in the formula of
success knows how to get along with people.” Knowing your audience well before you speak is
essential. Here are a few questions to help guide you in learning more about your audience:
 How big is the audience?
What are their backgrounds, gender, age, jobs, education, and/or interests?
Do they already know about your topic? If so, how much?
Will other materials be presented or available? If so, what are they, what do they cover, and
how do they relate to your message?
How much time is allotted for your presentation, or how much space do you have for your
written document? Will your document or presentation stand alone or do you have the option
of adding visuals, audio-visual aids, or links?

Demographic Traits
Demographic Traits refer to the characteristics that make someone an individual, but that he or
she has in common with others. For example, if you were born female, then your view of the world
may be different from that of a male, and may be similar to that of many other females. Being
female means that you share this “femaleness” trait with roughly half the world’s population. How
does this demographic trait of being female apply to communication? For example, we might find
that women tend to be more aware than the typical male of what it means to be capable of becoming
pregnant, or to go through menopause. If you were giving a presentation on nutrition to a female
audience, you would likely include more information about nutrition during pregnancy and during
menopause than you would if your audience were male.

We can explore other traits by considering your audience’s age, level of education, employment or
career status, and various other groups they may belong to. Imagine that you are writing a report
on the health risks associated with smoking. To get your message across to an audience of twelve-
year-olds, clearly you would use different language and different examples than what you would
use for an audience of adults age fifty-five and older. If you were writing for a highly educated
audience—say, engineering MBA graduates—you would use much more scholarly language and
rigorous research documentation than if you were writing for first-year college students. Audiences
tend to be interested in messages that relate to their interests, needs, goals, and motivations.
Demographic traits can give us insight into ouraudienceandallowforanaudience-
centeredapproachtoyourassignmentthatwillmake you a more effective communicator.

Improving Your Perceptions of Your Audience

The better you can understand your audience, the better you can tailor your communications to
reach them. To understand them, a key step is to perceive clearly who they are, what they are
interested in, what they need, and what motivates them. This ability to perceive is important with
audience members from distinct groups, generations, and even cultures. William Seiler and
Melissa Beall off erussix ways to improve our perceptions, and there fore improve our
communication, particularly in public speaking; they are listed in the Table given below:
Table: Perceptual Strategies for Success

Perceptual Strategy Explanation

Become an active perceiver
Recognize each person’s unique frame of
reference
We need to actively seek out as much
information as possible. Placing yourself in the
new culture, group, or co-culture can often
expand your understanding.
We all perceive the world differently.
Recognize that even though you may interact
with two people from the same culture, they
are individuals with their own set of
experiences, values, and interests.

Recognize that people, objects, and situations The world is changing and so are we.
change Recognizing that people and cultures, like
communication process itself, are dynamic and
ever changing can improve your intercultural
communication.
Become aware of the role perceptions play in Perception is an important aspect of the
communication communication process. By understanding that
our perceptions are not the only ones possible
can limit ethnocentrism and improve
intercultural communication.
Keep an open mind The adage “A mind is like a parachute—it
works best when open” holds true. Being open
to differences can improve intercultural
communication.
Check your perceptions By learning to observe, and acknowledging our
own perceptions, we can avoid assumptions,
expand our understanding, and improve our
ability to communicate across cultures.

Fair in Communication
Finally, considering that your audience has several expectations of you. No doubt you have sat
through a speech or classroom lecture where you asked yourself, “Why should I listen?”

You have probably been assigned to read a document or chapter and found yourself wondering,
“What does this have to do with me?” These questions are normal and natural for audiences, but people
seldom actually state these questions in so many words or say them out aloud. In a report on
intercultural communication, V. Lynn Tyler offer us some insight into these audience expectations,
which can be summarized as the need to be fair to your audience. One key fairness principle is
reciprocity, or a relationship of mutual exchange and interdependence. Reciprocity has four main
components: mutuality, non-judge mentalism, honesty, and respect.
Mutuality: means that the speaker searches for common ground and understanding with his or her
audience, establishing this space and building on it throughout the speech. This involves examining
viewpoints other than your own and taking steps to insure the speech integrates an inclusive,
accessible format rather than an ethnocentric one.

Non judge mentalism: involves willingness to examine diverse ideas and viewpoints. A non-
judgmental communicator is open-minded, and able to accept ideas that may be strongly opposed
to his or her own beliefs and values.

Honesty: stating the truth as you perceive it. When you communicate honestly, you provide
supporting and clarifying information and give credit to the sources where you obtained the
information. In addition, if there is significant evidence opposing your viewpoint, you
acknowledge this and avoid concealing it from your audience.

Respect: for the audience and individual members—recognizing that each person has basic rights
and is worthy of courtesy. Consider these expectations of fairness when designing your message
and you will more thoroughly engage your audience.

Teamwork and Leadership

Earlier in this chapter we have learnt about group communication. There are two important aspects
of group communication-especially in the business environment- are teamwork and leadership.
You will work in a team and at some point may be called on to lead. You may emerge to that role
as the group recognizes your specific skills itineration to the task, or you may be appointed to a
position of responsibility for yourself and others. Your communication skills will be your
foundation for success as a member and as a leader. Listen and seek to understand both the task and
your group members as you become involved with the new effort. Have confidence in yourself and
inspire the trust of others. Know that leading and following are both integral aspects of effective
teamwork.

Teamwork
Teamwork is a compound word, combining team and work. Teams are a form of group normally
dedicated to production or problem solving. That leaves us with the work. This is where our
previous example on problem solving can serve us well. Each member of theteam has skills,
talents, experience, and education. Each is expected to contribute. Work is the activity, and while
it may be fun or engaging, it also requires effort and commitment, as there is a schedule for
production with individual and group responsibilities? Each member must fulfil his or her own
obligations for the team to succeed, and the team, like a chain, is only as strong as its weakest
member. In this context we don’t measure strength or weakness at the gym, but in terms
ofproductivity.

We can recognize that people want to belong to a successful team, and celebrating incremental gain
can focus the attention on the project and its goals. Members will be more willing to express
thoughts and opinions, and follow through with actions, when they perceive that they are an
important part of the team. By failing to include all the team members, valuabl einsights may be
lost in the rush to judgment or production. Making time for planning, and giving each member
time to study, reflect, and contribute can allow them to gain valuable insights from each other, and
may make them more likely to contribute information that challenges the statusquo.
Unconventional or “devil’s advocate” thinking may prove insight ful and serve to challenge the
process in a positive way, improving the production of the team. Respect for divergent views can
encoura geo pen discussion.

John Thill and Courtland Bovee provide a valuable list to consider when setting up a team, which
we have adapted here for our discussion:
Select team members wisely
Select a responsible leader
Promote cooperation
Clarify goals
Elicit commitment
Clarify responsibilities
Instill prompt action
Apply technology
Ensure technological compatibility
Provide prompt feedback

Leadership
Whether or not the reisa “natura leader,”born with a combination of talents and traits that enable a
person to lead others, has been a subject of debate across time.In a modern context, we have come
to recognize that leadership comes in many form and representations. Once it was thought that
someone with presence of mind, innate intelligence, and an engaging personality was destined for
leadership, but modern research and experience shows us otherwise. Just as a successful hearts
urge on. A television producer must both direct and provide space for talent to create, balancing
control with confidence and trust. This awareness of various leadership styles serves our discussion
as groups and teams often have leaders, and they may not always be the person who holds the title,
status, orrole.

Types of Leaders
We can see types of leaders in action and draw on common experience for examples. The heart
surgeon does not involve everyone democratically, is typically appointed to the role through earned
degrees and experience, and resembles a military sergeant more than a politician. The autocratic
leader is self-directed and often establishes norms and conduct for the group. In some settings we
can see that this is quite advantageous, such as open-heart surgery or during a military exercise,
but it does not apply equally to all leadership opportunities.

Contrasting the autocrat is the laissez-faire, or “live and let live” leader. In a professional setting,
such as a university, professors may bristle at the thought of an autocratic leader telling them what
to do. They have arned their role through time, effort, and experience and know their job. A wise
laissez-faire leader recognizes this aspect of working with professionals and may choose to focus
efforts on providing the professors with the tools they need to make a positive impact.
Imaginethatyouareintheroleofatelevisiondirectorandyouhaveavision or idea of what the successful
pilot program should look like. The script is set, the lighting correct, and the cameras are in the
correct position. You may tell people what to do and where to stand, but you remember that your
job is to facilitate the overall process. You work with talent, and creative people are interesting on
camera. If you micromanage your actors, they may perform in ways that are not creative and that
will not draw audiences. If you let them run wild through improvisation, the program may not go
well at all. Balancing the need for control with the need for space is the challenge of the laissez-
faireleader.

Not all leaders are autocrats or laissez-faire leaders. Thomas Harris and John Sherblom specifically
note three leadership styles that characterize the modern business or organization, and reflect our
modern economy. We are not born leaders but may become them if the context or environment
requires our skill set. A leader-as-technician role often occurs when we have skills that others do
not. If you can fix the copy machine at the office, your leadership and ability to get it running again
are prized and sought-after skills. You may instruct others on how to load the paper or how to
change the toner, and even though your pay grade may not reflect this leadership role, you are
looked to by the group as a leader within that context. Technical skills, from Internet technology to
facilities maintenance, may experience moments where their particular are a of knowledge is
required to solve a problem. Their leadership will be in demand. The leader-as-conductor
involves a central role of bringing people together for a common goal. In the common analogy, a
conductor leads an orchestra and integrates the specialized skills and sounds of the various
components the musical group comprises. In the same way, a leader who conducts may set a vision,
create benchmarks, and collaborate with a group as they interpret a set script. Whether it is a
beautiful movement in music or a group of teams that comes together to address a common
challenge, the leader- as-conductor keeps the time and tempo of the group.

Coaches are often discussed in business-related books as models of leadership for good reason. A
leader-as-coach combines many of the talents and skills we’ve discussed here, serving as a teacher,
motivator, and keeper of the goals of the group. A coach may be autocratic at times, give pointed
direction with out input from the group, and stand on the side lines while the players do what
they’ve been trained to do and make the points. The coach may lookout for the group and defend
it against bad calls, and may motivate players with words of encouragement. We can recognize
some of the behaviors of coaches, but what specific traits have a positive influence on thegroup?

Thomas Peters and Nancy Austin identify five important traits that produce results:
1. Orientation and education
2. Nurturing and encouragement
3. Assessment and correction
4. Listening and counselling
5. Establishing group emphasis

Coaches are teachers, motivators, and keepers of the goals of the group. There are times when
members of the team forget that there is no “I” in the word “team.” At such times, coaches serve to
redirect the attention and energy of the individuals to the overall goals of the group. They conduct
the group with a sense of timing and tempo, and at times, they relax and let the members
demonstrate their talents. Through their listening skills and counseling, they come to know each
member as an individual, but keep the team focus for all to see. They set an example. Coaches,
however, are human and by definition are not perfect. They can and do prefer some players over
others and can display less than professional side-line behavior when they don’t agree with the
referee, but the style of leadership is worthy of your consideration in its multidisciplinary approach.
Coaches use more than one style of leadership and adapt to the context and environment. A skilled
business communicator will recognize that this approach has its merits.

Practice
1. Define groups and teams.
2. Discuss how primary and secondary groups meet our interpersonal needs.
3. Differentiate between Teamwork and Leadership.
4. Name and elaborate types of leadership.
5. What are the advantages and disadvantages of working in a group and individually?
6. How do you think a good leader would respond to a crisis situation?
 Did you know that
97% employees
believe that
communication
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Hiring managers every day. 78% people
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skills

Effective HIGHLIGHTS 28%

professionals
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them together
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purpose
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Positive body 3 in 4 employees

language can view effective
change your communication as
mood and attitude the number one
and make you leadership
more likeable. attribute.