PURPOSIVE COMMUNICATION

SCHOOL OF LIBERAL ARTS

DIVINE WORD COLLEGE OF CALAPAN
WEEK 9

BUSINESS LETTER WRITING

Introduction

Very often our understanding of grammar is limited to the rules of sentence formation, which are
taught through classroom exercises involving the transformation of isolated (and unrelated)
sentences from one grammatical category to another. For example, we are all familiar with
exercises that require the students to changes sentences from active to passive voice and vice versa.
Exercises such as these at best make students remember the rule, but do not give any practice in
using that grammatical form meaningfully for real communication. As language teachers, our
objective is not to teach the content found in grammar books (i.e., the rules), but to enable students
to use appropriate vocabulary and structures in meaningful communicative contexts. This unit will
focus on familiarizing you with communicative grammar and activities that deal with developing
grammatical competence.

Unit outcomes

By the end of this unit, you should be able to:

 help your students engage in informal conversational English for real-life communicative
purposes,
 involve your students in activities that encourage them to speak about themselves, their daily
routines and their future plans, and
Outcomes  help your students perform certain language functions using appropriate grammar and
vocabulary.

This is the grammar of utterances — that is, words that we actually use in
communicative situations, rather than the sentence grammar that
discusses the rules of correct use. Communicative grammar teaches
Communicative students to use the language appropriately in meaningful situations to
grammar: perform functions such as accepting or rejecting an invitation, or providing
and getting information, and is built around topics rather than grammar
rules.
Terminology
These are the skills that speakers use to communicate their feelings
effectively so that the attention of the listener is drawn to the meaning the
speaker wishes to convey through the utterances, rather than the
Communicative grammatical form. Communicative strategies also include the ability of
strategies: people to respond appropriately in conversation, whether the situation is
formal (classrooms, meetings, ceremonies) or informal (parties, family
events, festivals).
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
This is a deliberate and simplified form of English used with non-native
Slow colloquial: speakers to help them understand what is being said.

Discussions

Communication

Communication is the exchange of ideas, opinions and information through written or spoken
words, symbols or actions.

Communication is an important part of our world today. The ability to communicate effectively is
considered a prized quality. But people in the world are not alike. These differences, however, can
cause problems in sending/receiving messages. Simply these are the hurdles in the way of
communication and anything which blocks the meaning of a communication is a barrier to
communication.

Barriers to Effective Business Communication

1. Conventions of meaning
2. Differences in perception of reality
3. Values, attitudes and opinions

1. Conventions of meaning

There are a lot of meanings for a single word. So, it may mislead the reader from the real meaning.
Miscommunication may occur due to the use of ‘Denotations’ and ‘Connotations’.

Denotations
Denotation is the dictionary definition of a word. It means name, object, people or events without
indicating positive or negative qualities. These words don’t have clear meanings. Such words are: Car,
Desk, Book, House, etc.

Connotations
A word that separates the meanings of a word from its usual definition is called connotation. These
have clear meanings.
Such words are: BMW, BC book, mental house etc.

So, use of denotations instead of connotations may mislead the reader. Choose connotations &
denotations wisely.
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
2. Differences in perception of reality

Because of changing world, everyone has its own concept of reality. Each person’s mental filter is
unique. In our daily interactions with others, we make various abstractions, inferences and
evaluations of the world around that may cause problems in the way of communication.

Abstraction
It means selecting some detail and omitting others. It may cause problem in communication. One must
always try to avoid Slanted statements. That’s why news reporters are said to quote the statement of a
person as it is to show it a fact or true statement.

Inferences
It means conclusion on the basis of assumptions. But for some situations inferences proves fruitful but
for some situations it is risky & sometimes dangerous.

Evaluation
It is a person’s own perception or opinion towards a certain fact.

So, difference in perception may become a hurdle in communication.

3. Values, attitudes and opinions

Communication is also affected by the Values, attitudes and opinions of the communicators. People
react favorably when they receive agreeable message. Occasionally people react according to their
attitude towards a situation rather than to the facts.

Closed Minds
Some people hold rigid views on certain subjects. They don’t consider facts and maintain their views.
Such person is very hard to communicate with.

Sender’s creditability
Usually people react more favorably to that communicator who has credibility.

The message is said to be effective when the receiver understands the same meaning that the
sender was intended to convey. For any communication in business, in order to be effective, it must
have seven qualities. These seven attributes are called seven C’s of effective business
communication. (All these attribute starts with the alphabet ‘C’ so are called 7 C’s)
 PURPOSIVE COMMUNICATION
SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
Seven C’s of Effective Business Communication

1. Correctness

At the time of encoding, if the encoder has comprehensive knowledge about the decoder of
message, it makes the communication an ease. The encoder should know the status, knowledge and
educational background of the decoder. Correctness means:

 Use the right level of language

 Correct use of grammar, spelling and punctuation
 Accuracy in stating facts and figures

Correctness in message helps in building confidence.

2. Clarity

Clarity demands the use of simple language and easy sentence structure in composing the
message. When there is clarity in presenting ideas, it’s easy for the receiver/decoder to grasp the
meaning being conveyed by the sender/encoder.

Clarity makes comprehension easier.

3. Conciseness

A concise message saves time of both the sender and the receiver. Conciseness, in a business
message, can be achieved by avoiding wordy expressions and repetition. Using brief and to the
point sentences, including relevant material makes the message concise. Achieving conciseness
does not mean to lose completeness of message.

Conciseness saves time.

4. Completeness

By completeness means the message must bear all the necessary information to bring the
response you desire. The sender should answer all the questions and with facts and figures. and
when desirable, go for extra details.

Completeness brings the desired response.

5. Consideration
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
Consideration demands to put oneself in the place of receiver while composing a message. It
refers to the use of You attitude, emphases positive pleasant facts, visualizing reader’s problems,
desires, emotions and his response.

Consideration means understanding of human nature.

6. Concreteness

Being definite, vivid and specific rather than vague, obscure and general leads to concreteness of
the message. Facts and figures being presented in the message should be specif.

Concreteness reinforces confidence.

7. Courtesy

In business, almost everything starts and ends in courtesy. Courtesy means not only thinking
about receiver but also valuing his feelings. Much can be achieved by using polite words and
gestures, being appreciative, thoughtful, tactful, and showing respect to the receiver. Courtesy
builds goodwill.

Business Communication

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

– with the objective of making sale. In business communication, message is conveyed through
various channels of communication including internet, print (publications), radio, television,
outdoor, and word of mouth.

In business, communication is considered core among business, interpersonal skills and etiquette.

Historical Background
Thousands years ago, people used to communicate orally. Greeks used a phonetic alphabet written
from left to right. After that, many books appeared on written communication principles. As a result
of this, Greek started her very first library.

When communism was ruling China, communication had become the biggest challenge not only
within the vast government, but also between the government and people of China. Postal services
were then ;launched in China. Rome introduced the postal service after China. After that paper and
printing press was invented in china that made communication much easier.
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
Hence, today’s principles of communication are founded on a mixture of ancient oral and written
traditions.

Organization
It’s an arrangements between individuals and groups in human society that structure relationships
and activities (Business, Political, Religious or social). In other words, an organization is a group of
people identified by shared interests or purpose, for example, a “Bank”.

Lifeblood of an Organization
Communication is the lifeblood of an organization. If we could somehow remove
communication flow from an organization, we would not have an organization.

It is needed for:

 Exchanging information  Executing decisions

 Exchanging options  Sending and fulfilling orders
 Making plans and proposals  Conducting sales
 Reaching agreement
When communication stops, organized activity ceases to exist. Individual uncoordinated activity
returns in an organization. So, Communication in an organization is as vital as blood for life.

Types of Business Communication

There are two types of business communication in an organization:

 Internal Communication
 External Communication

1. Internal Communication

Communication within an organization is called “Internal Communication”. It includes all

communication within an organization. It may be informal, formal function, or department
providing communication in various forms to employees.

Effective internal communication is a vital mean of addressing organizational concerns. Good

communication may help to increase job satisfaction, safety, productivity, and profits and decrease
grievances and turnover.
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN
Under Internal Business Communication types, there come:

Upward Communication
Upward communication is the flow of information from subordinates to superiors, or from
employees to management. Without upward communication, management works in a vacuum, not
knowing if the messages have been received properly, or if other problems exist in the organization.
By definition, communication is a two-way affair. Yet for effective two-way organizational
communication to occur, it must begin from the bottom.

Upward Communication is a mean for the staff to:

 Exchange information
 Offer ideas
 Express enthusiasm
 Achieve job satisfaction
 Provide feedback

Downward Communication
Information flowing from the top of the organizational management hierarchy and telling people in
the organization what is important (mission) and what is valued (policies). Downward
communication generally provides information – which allows a subordinate to do something. For
example, instructions on how to complete a task. Downward communication comes after upward
communications have been successfully established.

This type of communication is needed in an organization to:

 Transmit vital information

 Give instructions
 Encourage 2-way discussion
 Announce decisions
 Seek cooperation
 Provide motivation

 Boost morale
 Increase efficiency
 Obtain feedback

Both Downward & Upward Communications are collectively called “Vertical Communication”
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN

 Horizontal/Literal communication
Horizontal communication normally involves coordinating information, and allows people with the
same or similar rank in an organization to cooperate or collaborate. Communication among
employees at the same level is crucial for the accomplishment of the assigned work.

Horizontal Communication is essential for:

 Solving problems  Building goodwill

 Accomplishing tasks  Boosting efficiency
 Improving teamwork

We know that communication is a process of transmitting and receiving messages (verbal

and non-verbal). Communication is a dialogue not a monologue. So, a communication is said to be
effective only if it brings the desired response from the receiver.

Communication consists of six components or elements.

2. External Communication

Communication with people outside the company is called “external communication”.

Supervisors communicate with sources outside the organization, such as vendors and customers.

It leads to better:

 Sales volume  Operational efficiency

 Public credibility  Company profits
It should improve:

 Overall performance  Corporate image

 Public goodwill

Ultimately, it helps to achieve:

 Organizational goals  Customer satisfaction

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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN

Components of Communication

1. Context 4. Medium
2. Sender/Encoder 5. Receiver/Decoder
3. Message 6. Feedback

Context

Every message (Oral or written), begins with context. Context is a very broad field that may
include different aspects. One aspect is country, culture and organization. Every organization,
culture and country communicates information in their own way.

Another aspect of context is external stimulus. The sources of external stimulus include; meeting,
letter, memo, telephone call, fax, note, email and even a casual conversation. This external stimulus
motivates you to respond and this response may be oral or written.

An internal stimulus is another aspect of communication. Internal Stimuli includes: You opinion,
attitude, likes, dis-likes, emotions, experience, education and confidence. These all have
multifaceted influence on the way you communicate you ideas.

A sender can communicate his ideas effectively by considering all aspects of context mentioned
above.

Sender/Encoder

Encoder is the person who sends message. In oral communication the encoder is speaker, and in
written communication writer is the encoder. An encoder uses combination of symbols, words,
graphs and pictures understandable by the receiver, to best convey his message in order to achieve
his desired response.

Message

Message is the information that is exchanged between sender and receiver. The first task is to
decide what you want to communicate and what would be the content of your message; what the
main points of your message are and what other information to include. The central idea of the
message must be clear. While writing the message, encoder should keep in mind all aspects of
context and the receiver (How he will interpret the message).
Messages can be intentional and unintentional.
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SCHOOL OF LIBERAL ARTS
DIVINE WORD COLLEGE OF CALAPAN

Medium

Medium is the channel through which encoder will communicate his message. How the
message gets there. Your medium to send a message may be print, electronic, or sound. Medium
may be a person as postman. The choice of medium totally depends on the nature of you message
and contextual factors discussed above. Choice of medium is also influence by the relationship
between the sender and receiver.

The oral medium, to convey your message, is effective when your message is urgent, personal or
when immediate feedback is desired. While, when your message is ling, technical and needs to be
documented, then written medium should be preferred that is formal in nature. These guidelines
may change while communicating internationally where complex situations are dealt orally and
communicated in writing later on.

Receiver/Decoder

The person to whom the message is being sent is called ‘receiver’/’decoder’. Receiver may be a
listener or a reader depending on the choice of medium by sender to transmit the
message. Receiver is also influenced by the context, internal and external stimuli.

Receiver is the person who interprets the message, so higher the chances are of mis-
communication because of receiver’s perception, opinion, attitude and personality. There will be
minor deviation in transmitting the exact idea only if your receiver is educated and have
communication skills.

Feedback

Response or reaction of the receiver, to a message, is called ‘feedback’. Feedback may be written or
oral message, an action or simply, silence may also be a feedback to a message.

Feedback is the most important component of communication in business. Communication is

said to be effective only when it receives some feedback. Feedback, actually, completes the loop of
communication.