Business Communication

Principles of Business Communication

 Basic communication principles: The basic communication principle can be

remembered by its initials- KISS- Keep it Short and Simple meaning use short and
simple words, sentences, and paragraphs when composing your business messages.
To communicate effectively, adopt a businesslike, friendly, and easy-to understand style
consistent with the KISS principle. Composing short, effective messages is not easy- they
take extra time but is worth it to you and your receiver.

➔ Choosing words: Words are smallest units of a message. An effective word is one
that your receiver will understand and that will elicit the response you want. To
improve your ability to choose words by:
→ using a dictionary and a thesaurus and
→ following the six principles of business communication to be discussed today.
➔ Use a Dictionary and a Thesaurus: A dictionary helps you choose correct words.
Similar words are confusing and, therefore, at times are misused such as: effect and
affect, capital and capitol, principal and principle, continuous and continual, and
further and farther.
A thesaurus provides synonyms and different shades of meaning. If you have an idea
you want to express, use a thesaurus to check for words that represent the idea and
find several alternative words that you can use. Each choice usually has a slightly
different connotation.

 There are Six Principles of Business Communication:

➔ Principle 1: Choose Understandable Words: The first principle of word
selection is to choose words that your receiver will understand.
Keep in mind the importance of using the you–viewpoint. When you select words
understandable to your reader and consider the reader’s opinions and emotional
reactions, you are applying the you–viewpoint.
➔ Principle 2: Use specific, precise words: Use words that are clear and that will
leave no question in your receiver’s mind about the intended meaning and the
receiver to understand.
Vague or abstract words are indefinite words; they do not have a specific meaning
and Abstract words may be nouns that identify an idea, an emotion, a quality, or a
belief. Examples are thought, beauty, and miracle.
➔ Principle 3: Choose Strong Words: A strong word is one that creates a clear
image in the receiver’s mind.
Power words have a distinct meaning and create a visual image in the mind of the
receiver. For example, the verb melt or melted creates a mind picture; thus, it is
stronger to say, “The ice melted” instead of “The ice disappeared.”

➔ Principle 4: Emphasize Positive Words: A positive, can-do attitude makes a

good impression. Communicate a can-do message to your receivers by selecting
positive words and avoiding negative words.
Adjectives and adverbs that make a noun or verb specific give preciseness and clarity. An
example of this is “The water flowed down the bubbling brook” rather than “The water
flowed down the brook.”
 Positive words convey optimism and confidence to achieving communication
goals: receiving the desired response, maintaining a favorable relationship, and
gaining goodwill.
There will be occasions when you will want to use negative words for emphasis.
Example: “The lamp was broken when it arrived. The glass base was shattered, and
the lampshade was torn. The box in which it was shipped was smashed almost flat.”
Selecting positive words and avoiding negative ones promote goodwill and build
relationships:

➔ Principle 5: Avoid Overused Words: An overused word is one that loses

effectiveness and these words have become trite and uninteresting in normal
conversation. Such as: actually, awesome, bottom line, below the belt, ok or okey etc.
Negative Phrasings Positive Phrasings

i. Your Understanding was wrong. i. Let us review the fact.

ii. Your order can’t be shipped until Friday. ii. Your order will be shipped on Friday.

➔ Principle 6: Avoid Obsolete Words: An obsolete word is one that is out of date,
pompous, dull or unnatural words and expressions used in post years used these
formalities in business message.
Everyday conversation does not use these words and they should be deleted in
business communication. Such as: enclosed herewith, enclosed please find etc.

 Developing Sentences: Study the following principles for developing sentences:

➔ Principle 1: Compose Clear Sentences: A clear sentence uses words that are
understandable, precise, strong, and positive. In addition, clear sentences have
unity; that is, they contain one main idea and have related words placed close to one
another. Finally, clear sentences are grammatically correct.
i. Give sentences unity
ii. Keep related words together
iii. Use correct grammar
➔ Principle 2: Use Short Sentences: A short sentence is more effective than a long
sentence. Generally, short sentences are easier to understand. Short sentences should
range between 15 and 20 words. Any sentence that is 30 words or longer is a long
sentence.
➔ Principle 3: Prefer active voice in sentences: In the active voice the subject
does the acting; in the passive voice the subject is acted upon. That’s why the verb
communicate more clearly, concisely, and forcefully than those in the passive voice.
➔ Principle 4: Give sentences appropriate emphasis: Giving your sentences
appropriate emphasis means emphasizing the important ideas and de-
emphasizing the unimportant ideas.
 Business Communication
Business Communication Foundation
 Business Communication: Business communication is the process of establishing a
common understanding between or among people within a business environment.

 Business Communication is Transactional: Most business communication is

transactional. It involves a give and take relationship between the sender and the
receiver(s) in order to establish a common understanding.

 The Importance of Communicating Effectively:

 Getting Jobs You Want: Effective communication will make it possible for you to design
a powerful résumé, compose a persuasive application letter, interview with poise and
confidence, and get the job you want.
 Gaining Promotions: Moving ahead in your career depends on communicating your
technical competence to others and maintaining effective relationships with them.
 Providing Leadership: Your ability to motivate and help others achieve rests on your
understanding of human nature and on mastering communication skills.
 Being Productive on the Job: Work performance is enhanced by your ability to listen
effectively, speak clearly, and write competently
 Relating Positively to Others: Successful business and personal relationships depend
on mutual trust and respect; communicating ethically, with concern and compassion, is
essential.
 Assuring the Success of Your Organization: Your organization will succeed only if it
has the support of its constituencies—support that comes from effectively
communicating with customers or clients about the organization’s products or services.

 Goals of Business Communication:

 Receiver Understanding: The core factor of receiver characteristics is that the message
must be so clear that the receiver understands it as the sender means it to be
understood.
To develop a clear message, the sender must consider the following four issues:
✓ Receiver Characteristics
✓ Message form and content
✓ Receiver feedback
✓ Communication barriers
 Receiver Response: The core factor of receiver characteristics is that the wording of
the message should encourage response.
The receiver response may be:
✓ Positive
✓ Neutral
✓ Negative
  Favorable Relationship: The core factor of favorable relationship is to establish a
strong business relationship, the sender and the receiver should relate to each other in
three important ways:
✓ Positively
✓ Personally
✓ Professionally
Some of the ways the sender can create and maintain a favorable relationship:
✓ Stressing the receiver's interests and benefits
✓ Using positive wording
✓ Doing more than what is expected
 Organizational Goodwill: The core factor of organizational goodwill is that It stresses
benefit to the organization.
Communications reflect positively on the quality of the company's:
✓ Products
✓ Services
✓ Personnel

 Patterns of Business Communication:

As communicators strive to achieve the four goals of business communication, they
send and receive messages that are both internal and external to their organizations.
Some of these messages are formal; some are informal. Some messages are work
related; others are personal.
Organizational communication can flow Vertically, Horizontally, or through a Network.
 Vertical Communication: Messages flow upward or downward along a path referred to
as the "chain of command".
 Horizontal Communication: Message flow occurs between workers or units of
comparable status who need to share data or coordinate efforts.
 Network Communication: Information flows freely among those who have a link that
goes beyond the participants’ role or unit within the organization.
 Formal and Informal Communication:
❖ Formal communication:
✓ Is planned by the organization
✓ Flows in all directions
✓ Is essential for the effective operation of the business
❖ Informal communication:
✓ Referred to as a grapevine (described in the next slide)
✓ Is not planned by the organization
✓ Flows in all directions
✓ Develops and maintains positive human relationships
 Serial Communication: Much of the information flowing vertically and horizontally
within an organization involves three or more individuals. This communication pattern
is called serial communication.
  External communication: External Communication is typically formal, it may occur
informally as well. Whenever an employee comments about work-related matters to
someone not affiliated with the organization, informal external communication occurs.
The external audience could be a neighbor, a friend, someone to whom the worker has
just been introduced at a party, or someone who accidentally overhears a conversation.

 Four techniques will assist in maintaining the accuracy of and achieving

understanding with serial communication:

❖ Senders should: ❖ Receivers should:

• Keep the message simple • Take notes

• Request feedback • Repeat the message

 Communication Types and Channels: Communication can occur verbally and nonverbally.
Verbal communication uses words; nonverbal communication does not.
Although many people associate the term only with spoken words, verbal communication
actually includes both written and oral messages.

 Sender's and Receiver's Roles:

❖ Sender's role:
✓ Selecting the type of message
✓ Analyzing the receiver
✓ Using the you-view point
✓ Encouraging feedback
✓ Removing communication barriers
❖ Receiver's role:
✓ Listening or reading carefully
✓ Being open to different types of senders and to new ideas
✓ Making notes when necessary
✓ Providing appropriate feedback to the sender
✓ Asking questions to clarify the message

 Communication Types and Channels: Communication can occur verbally and nonverbally.
Verbal communication uses words; nonverbal communication does not.
Although many people associate the term only with spoken words, verbal communication
actually includes both written and oral messages
 The You-Viewpoint: You-Viewpoint means that the sender gives primary consideration to
receiver's point of view when composing and sending messages.
❖ Analyzing the Receiver: Specifically, you must analyze the receiver(s) in four
areas—knowledge, interests, attitudes, and emotional reaction.

i. Knowledge: Begin the analysis with a review of each receiver’s education and
experience. Some of the questions you might ask are these:
• What is my receiver’s highest level of education?
• Does my receiver have education specifically related to the topic of my message?
• How much work experience does my receiver have?
• How much of my receiver’s work experience relates to the specific topic of my
message?
• Does the receiver have prior experience interacting with me? with my organization?

ii. Interests: Second, analyze the receiver’s interests. The sender will want to ask the
following questions:
• What are the receiver’s concerns? needs?
• Does the receiver have a particular motive? seek a particular outcome?

iii. Attitudes: Third, examine the attitudes of the receiver. You’ll want to ask the
following questions:
• What values, beliefs, biases, and viewpoints does the receiver have?
• What words or symbols will make a positive impression on the receiver? a
negative impression?
• What ideas can be used effectively to communicate with this receiver?
iv. Emotional Reaction: Finally, anticipate the receiver’s emotional reaction to your
message. Will the message make the receiver happy? make the receiver angry?
leave the receiver unaffected?
Analyzing your receiver will assist you in every communication situation. It will
enable you to make effective use of one of the most important concepts of business
communication—the you–viewpoint.

 Using the You Viewpoint: Examine these contrasting examples of sentences from opposite
viewpoints:

➢ I–Viewpoint:
• I think your report is excellent.
• You simply do not understand
• what I am saying.
• We offer three service plans.

➢ You–Viewpoint
• You wrote an excellent report
• Perhaps an example will help make the
instructions clearer.
• Choose the service plan that best
• meets your needs.
 Denotative versus Connotative Meaning:
❖ Denotation: A denotation is the specific dictionary definition for a word.
Example: Home, Dwelling, and Residence

Where a person lives at a given time

Dictionary Definition
❖ Connotation: A connotation is any other meaning a word suggests to a receiver based
on his or her experiences, interests, attitudes, and emotions.
Example: Home: Cozy, loving, comfortable Dwelling: Primitive or basic surroundings.
Residence: Cold, no feeling

Emotional Tone of the Word

 Implications and Inferences:

❖ Implication: An implication is a meaning given through.
❖ Inference: An inference is a conclusion drawn from connotation rather than from
specific details.

 Grammar, Sentence Structure, Punctuation, and Spelling in Business Communication:

Incorrect grammar and poor sentence structure could hinder the receiver’s understanding
of a spoken or written message. Punctuation and spelling errors may create barriers to
understanding a written message. As the number of errors increases, readers often stop
reading for content and begin editing. The errors suggest that the person who sent the
message either does not know the basics of the language or was too careless to correct the
problems. Neither explanation creates a positive impression of the person who sent the
message. As a result, the sender could lose credibility.
 Business Communication
Positive, Neutral, and Social Business Messages

 Positive message: Announce new fringe benefits, unscheduled pay increase or

promotion.

 Neutral message: Cancel or reschedule meetings, instruct or explain policies or

procedures.

 Direct Plan: Placing the main idea early in the message to attract receiver’s interest.

 Four specific guidelines for using the direct plan:

i. Open with the positive or neutral information.
ii. Present the explanation concisely and objectively.
iii. Consider using a sales appeal.
iv. End with a friendly close.

 Poor and good positive and neutral messages:

Good Messages: Poor Messages

✓ You-viewpoint ✓ I-viewpoint
✓ Positive, friendly style ✓ Impersonal style
✓ Concise, yet complete ✓ Incomplete information
✓ You-viewpoint sales appeal ✓ Impersonal sales message
✓ Concludes with a friendly ✓ No friendly close
close

 Use the Direct Plan for:

i. Requests for information or action: A request is a message expressing the
writer’s need for information or desire for action; it usually asks for a response.
ii. Request approvals: Managers of business organizations regularly receive
requests from their customers, their employees, and others.
iii. Claims: Claims include requests for merchandise exchange, for refunds on
defective or damaged merchandise, and for remedies for unsatisfactory service or
work.
iv. Claim adjustments: Businesses that receive claim messages should respond to
them quickly in order to maintain the goodwill of the customer.
 Six Common types of Social Business Messages:
i. Congratulations: A message that praises the receiver for an accomplishment or
an achievement is referred to as a message of congratulations.
ii. Condolence: A message of condolence or sympathy may be difficult to write
because it deals with misfortune.
Messages of sympathy may be sent for an illness, death, natural disaster, or other
misfortune.
iii. Appreciation: A letter of appreciation may be sent for long-time thoughtfulness
or for a one-time favor.
Some examples of individuals who have shown sustained thoughtfulness include
a long-standing, loyal customer; a faithful employee.
iv. Invitation: A business invitation is a request for an individual’s presence and is
used in various situations.
v. Holiday greetings: A holiday greeting may be sent before or during any festive
season but New Year’s Day, Thanksgiving, Hanukkah, Kwanzaa, and Christmas
are frequently recognized as social business occasions in the United States.
vi. Welcome: A welcome message is used to greet new employees, new customers,
and newcomers to a community.
A welcome letter may be used to familiarize new employees with the company or
merely to build goodwill.

 Criteria for selecting the style for a social business message:

✓ Handwritten in times of sorrow.

✓ Printed invitation for a formal social function.
✓ Computer-printed message to welcome an employee or customer.
✓ Commercially produced cards for brief personal messages.
✓ Computer-printed letters for purely business situations.
✓ E-mail and electronic greeting cards for personal messages, not social business
messages.
 Business Communication
Negative Message
 Nature of negative messages: A negative message is one that conveys unpleasant,
disappointing, or unfavorable information for the receiver.
Bad news messages such as the claim refusals about late delivery or extra costs are
disappointing and unpleasant for the customer.
Other negative messages may refusal of request from a customer or an employee, provide
information about an unfavorable policy change, notify job applicants that they were not
hired, or inform customers of a product recall.
An effective negative message presents a challenge to compose so that the receiver will
understand and accept the information without a loss of friendship or goodwill for the
sender.

 Reasons to choose the indirect plan or the direct plan for negative messages:

Indirect Plan
✓ Receiver expects positive response.
✓ The message may be upsetting or disappointing to the receiver.
✓ The receiver prefers indirect communication.

Direct Plan
✓ The message is routine and negative but not upsetting to the receiver.
✓ You wish to emphasize the negative information.
✓ The receiver already knows or expects the negative news.
✓ The receiver prefers the direct style.

 Negative Message Construction:

➔ Use the you-viewpoint.
➔ Follow the indirect plan:
i. Opening buffer: The opening buffer usually consists of one to three sentences.
It serves as the first sentence or paragraph in a memo or a letter.
ii. Logical explanation: The second part of the indirect plan is the logical
explanation.
In a memo or letter, the logical explanation usually begins after the opening
buffer and often can be handled in one paragraph.

iii. Negative information: After the opening buffer and the logical explanation,
you are ready to present the negative information.
This step in the indirect plan consists of a request refusal, unfavorable decision,
or other disappointing information.
iv. Constructive follow-up: In the constructive follow-up section of a negative
message, you provide other solutions to the problem or,
If that is not possible, you give an additional reason justifying the unfavorable
news.
v. Friendly close: The friendly close moves the receiver’s mind away from the
problem—the negative information—and provides an opportunity to build
goodwill.
 Guidelines for appropriate use of the direct plan:
i. Present the main topic in the first sentence
ii. Follow with an explanation
iii. Include a constructive follow-up
iv. Add a friendly close

 Usage the Direct Plan:

i. Routine negative messages that will not be upsetting
ii. When the receiver’s preference is for direct messages
 Business Communication
Persuasive Messages
 Persuasive Messages: Persuasive message is a communication to try to change the
opinion of a receiver. These messages will be viewed as neither positive nor negative by
the receiver.

 External persuasive message:

 A sales message is a communication that describes a product or service, its benefits,
the available options or models, the price, and related services. It is the most
common persuasive message in external communication.
 A telephone call to ask the manager of another company to be the keynote speaker
at an annual banquet
 Letter to persuade readers to complete a questionnaire.
 Letters of application or recommendations for employment.

 Internal persuasive message:

 A speech asking employees to volunteer to work on upcoming weekends.
 An employee’s memo to a manager requesting that the organization create a
scholarship fund for employees’ dependents planning to attend college.
 An employee’s recommendation or proposal to establish a day care center.
 A letter to employees requesting donations for a charity the company endorses.

 Use of indirect plan:

 Use the indirect plan to convince the receiver to take an action.
 The advantage of using the indirect plan for persuasive messages is that it enables
the sender to gain the receiver’s attention first and then present the benefits that
the receiver may gain from fulfilling the request.

 Goals of a Persuasive Message:

 To have the receiver read or listen to the entire message.
 To have the receiver take the requested action.

 Indirect Plan: Four elements that should be present:

 Attention--Ensure the entire message is read or heard.
 Interest--Show benefits to hold the receiver’s attention.
 Desire--Provide proof of benefits to motivate the receiver to take action.
 Action--Make it easy for the receiver to take action quickly.
 Indirect Plan: Four elements that should be present:
i. Attention: A persuasive message is successful only when the receiver takes the
desired action.
The desired action is not likely to be taken unless the receiver is motivated to read
or listen to the entire message.
An attention-getting opening increases the chances that the receiver will read or
listen to the entire message and then take the desired action.
ii. Interest: The receiver will maintain interest when seeing the benefits for himself
or herself. The benefits may be emphasized by listing them. He/She may hesitate
unless he/she clearly sees the value of doing so.
iii. Desire: Once you have the receiver’s attention and interest, offer proof of the
benefits he or she can gain.
Remember, the purpose of the persuasive message is to move the receiver to take
the requested action.
iv. Action: You are ready to ask the receiver to take immediate action once you have
built his or her interest and desire.
A variety of techniques can influence the receiver to take the desired action
immediately.
 Different kinds of Persuasive Messages using the Indirect Plan:
i. Complex requests: The complex request is a persuasive message because in it
you will have to convince the receiver to take action.
ii. Recommendations: A recommendation is a message that attempts to persuade
the receiver to take an action proposed by the sender.

A manager creating a new policy.

iii. Special claims: Special or non-routine claims are those in which the fault is
disputable. The sender may need to convince the receiver that the adjustment or
refund is appropriate.
iv. Sales messages: Sales messages come in many different forms, such as letters,
brochures, leaflets, catalogs, radio and television commercials, and billboards.
Before you compose a sales message, know the product or service you are going to
sell. Know its strengths, its weaknesses, its competitors, and its market. As you
compose the message, emphasize the strengths and omit any mention of
weaknesses.
v. Collection messages: A collection message is used by businesses to collect
overdue accounts. The two purposes of collection messages are (a) to collect the
money due and (b) to retain goodwill with the customer.
Collection messages, generally, are written in three stages—reminder, appeal, and
warning.
 Business Communication
Business Research and Report Writing
 Informal Reports:

i. May consist of a title page and body or only the body.

ii. May be formatted as a letter or a memo.
iii. Are written in the first person.
iv. Use headings.

 Types of Informal Reports:

i. Progress: A progress report (also called a status report) is used to inform readers
about the status of a particular project.
The report should inform the reader about the work that has been accomplished,
the work that is being done currently, and the work that is scheduled to be done
in the next reporting period.
ii. Periodic: A periodic report provides managers with updated information at
regularly scheduled intervals. These intervals may be daily, weekly, monthly,
quarterly, or annually.
iii. Technical: A technical report conveys specialized information. Usually there are no
standard formats or organizational plans for technical reports.
If the reader does not have the appropriate expertise, however, technical words
used in the report must be clarified.

 Five steps for conducting research:

1. Plan the research: Prior to finalizing the problem statement, managers or other
key people might discuss what the research should accomplish or they might agree
to conduct a preliminary investigation.
Here are also some terminologies can be included as:
✓ Setting the boundaries.
✓ Brainstorming and cluster diagramming.
✓ Time Schedule.
✓ Budget.
✓ Deciding on the research procedures.
2. Gather the information: There are two types of information sources:
Secondary sources of information are published materials (electronic or print) on
the topic. Primary sources include individuals, company files, observations, and
experiments.
If your research requires gathering information from both primary and secondary
sources, gather secondary source information first. The published information
may contain good ideas on what primary information you should gather and how
to gather it.
 3. Analyze the information: Facts and figures are interpreted by explaining what
they mean—what significance they have.
Once you have completed the analysis, you would be ready to determine
solutions.
4. Determine the solution(s): Based on your analysis, you will be ready to offer a
solution or solutions to the problem you have been researching. Your solution(s)
will be framed as conclusions and recommendations.
i. Conclusions: Procedure B appears significantly more cost-effective than
Procedure A in the two installations studied.
ii. Recommendations: Immediately lease the 20 machines from XYZ and
continue to compare Procedure A with Procedure B for three more months.
5. Write the report: The final step in a research project is to write the report. This is
an important step because you will want to present your results effectively.
The writing process for reports parallels that for other messages. You will plan,
draft, and finalize your report before submitting it.

 Formal report: A formal report generally contains three major divisions: the
preliminary section, the body, and the supplementary section.

➔ Parts of formal reports:

1. Preliminary Section: There are five parts in preliminary section. They are:

a) Title Page: A title page typically contains the title of the report; the writer’s
name, title, and department; and the date of submission.
b) Letter or Memo of Transmittal: The letter or memo of transmittal, if
used, introduces the report to the reader.
c) Table of Contents: A table of contents lists all major sections that follow it
and the page on which each begins.
Its purpose is to aid the reader in quickly locating specific information in the
report.
d) List of Illustrations: The list may be on the same page as the table of
contents, or it may begin on the following page if the report contains more
than four illustrations.
e) Executive Summary: An executive summary is a brief version of the report;
it restates each section of the report in abbreviated form with an emphasis on
findings, conclusions, and recommendations.
 2. Body: In body section, there are six elements are included. They are:

a) Introduction: The introduction provides adequate background concerning

the study so that the reader can understand the scope and sequence of the
report.
b) Procedures: The procedures, or methodology, section describes the steps
taken in conducting the study.
c) Findings: Findings are results discovered during the research which are
presents all negative and positive findings.
d) Analysis: The analysis section contains the writer’s interpretation of the
qualitative or quantitative assessment of the findings.
e) Conclusions: A conclusion is a statement of reasoning made by a researcher
after a thorough investigation. The findings and analysis should support or
substantiate the conclusions.
f) Recommendations: A recommendation is the writer’s suggestion to the
reader as to the action(s) that should be taken to solve the problem that was
studied.

3. Supplementary Section

a) Glossary: A glossary is an alphabetic list of terms used in the report with a

brief definition of each.
It is used only when many unfamiliar terms are included in the text.
b) Appendix: An appendix contains related information excluded from the body
to improve its readability. When appending two or more items, label each
separately and identify it with a capital letter.
✓ Appendix A: Computer Printout of Daily Sales.
✓ Appendix B: Sample Follow-up Letter.
All appendixes should be referred to in the body of the report. If the material is not
referred to in the body, it is not relevant enough to be included as an appendix.
c) Bibliography or Reference List: A bibliography is an alphabetic list of all
references used as sources of information in the study, including those that do
not appear in footnotes or text citations.

 Formal Report Components:

✓ Report cover
✓ Margins
✓ Line spacing
✓ Headings
✓ Numbering
 Advantages of Correct Report Formatting:

i. Good first impression

ii. Decreases time for the reader to gain confidence in report writer’s credibility
iii. Improves readability
iv. Helps the reader follow the organization of material

 Formal Vs. Informal Reports:

 Formal Reports
 Are normally written in the third person
 May contain visual aids and material from secondary sources
 Have a detailed structure

Vs.

 Informal Reports
 Are normally written in the first person
 Generally do not contain visual aids or material from
secondary sources
 Are less structured
 May be formatted as letters or memos
 Business Communication
Oral Communication Essentials
 Enhance the basic quality of your voice: To enhancing the basic quality of voice
need to know two things:

A. Breathe from the diaphragm: To improve your oral communication, you must
train your speaking voice.
By controlling the amount of air you inhale and exhale while speaking, you can
improve the quality of the sounds you make.
Inhale deeply, and exhale when you talk, the exhaled air should come out from your
diaphragm.

B. Control the articulators: Deep breathing and controlled use of your jaw, tongue,
and lips will enable you to achieve full, rich tones.
Similar to the voice quality displayed by announcers and broadcasters in the radio
and television industries.

 Use your voice effectively: If you want to make your voice effective, then you have to
look after this things:
A. Pitch: Pitch refers to the highness or lowness of your voice. A voice that is too high
or too low may be distracting to your listener or audience. Pitch has two important
aspects:
i. Finding your natural pitch and
ii. Varying your pitch to provide interest and emphasis while speaking.

B. Volume: Firstly, A major aspect of using your voice effectively is Volume -the
intensity of sound.
The second goal of voice volume control is to vary your volume level for emphasis.
You can maintain the attention of an audience, regardless of its size, by varying
the volume of your voice.

C. Speed: Simple points and illustrations may be made at a quick pace.

Complex or technical material and main points necessitate a slower pace.
Slower pace may be achieved by drawing out the words or by using pauses.
Pausing is essential to effective oral communication; it should be thought of as
part of the presentation.

D. Tone: Tone is the way the message sounds to a receiver. Your tone can convey
feelings such as concern, irritation, confidence, tentativeness, excitement, calmness,
disrespect, courtesy, and detachment.
E. Enunciation: The same sentence, spoken with a different tone, can have a
dramatically different meaning.
 F. Emphasis: You can give emphasis to your oral communication by varying your
pitch, volume, speed, and tone. The following exercise will help you vary your
emphasis and give different meanings to the same words.
• You can improve your voice. (Stresses who)
• You can improve your voice. (Stresses ability)
• You can improve your voice. (Stresses action)
• You can improve your voice. (Stresses ownership)
• You can improve your voice. (Stresses what)
G. Enunciation: Enunciation refers to saying all the sounds in a word clearly. Sound
each part of a word clearly and accurately by moving your tongue and lips fully.
One type of enunciation error that results from doing this is the dropping of end
letters from words, especially “ing,” “ed,” “d,” “e,” or “t.”
Another source of poor enunciation involves running words together. Instead of
saying “What’s that?” may sound like “Wazzat?”
H. Pronunciation: The way in which you join sounds to say a word is called
pronunciation.
You can make sounds distinctly (enunciate clearly) but still not pronounce a word
correctly.
Example: I will resume writing my resume after lunch.

 Strengthen your personal presence:

A. Be confident: Whether you are talking to one person or several, your receiver(s)
will sense the level of confidence you possess.
For strong presence, business professionals need the right amount of confidence—
neither too little nor too much.
⧫ What if you have too little confidence: Speaking with too little confidence
causes discomfort for both a speaker and an audience.
A speaker’s discomfort may be reflected in a quivering voice; shaking hands;
perspiration; inability to think clearly; inability to respond to questions.
⧫ What if you have too much confidence: Too much confidence can also
inhibit oral communication effectiveness.
Your audience will respond negatively to overconfidence by rejecting you and
your message.
⧫ Right amount of confidence: To achieve an effective confidence level, keep
the emphasis on your listeners and use the you–viewpoint.
You won’t be too concerned about yourself if you are thinking about the needs,
concerns, and interests of others.
B. Be enthusiastic: Enthusiastic and seism is contagious—if it is genuine.
When you are enthusiastic, your audience will become positive about the ideas you
express.
Dullness can cause receivers to let their minds wander; it can even put some to sleep.
 C. Convey friendliness and sincerity through words and nonverbal cues: This
two things are so much important for conveying friendliness and sincerity.
⧫ Sincerity: You communicate sincerity when the general tone of your oral
presentation conveys that your message is important. Your message should be
presented in a warm, friendly, and caring manner.
⧫ Friendliness: A smiling face, a well-paced approach, and a genuine concern for
feedback exhibit friendliness and an honest interest in your receivers.

D. Choose appropriate clothing and accessories: Here, Appearance is an

important part of the total communication environment, particularly as a first
impression.
Choose tasteful clothing. Be sure both your clothing and your accessories are
appropriate for the occasion and the audience. You should be neatly groomed.
Good appearance not only sets a favorable stage for oral communication, but it also
serves to increase your confidence and improve your credibility.

 Classify delivery styles by type: Business professionals often find it necessary to

make oral presentations. The purpose of most oral presentations will be either to inform
the audience of certain facts or to persuade or motivate the audience to accept a point of
view or take a certain action.
➔ Types of oral presentations:
A. Manuscript: A manuscript oral presentation is written word for word and then
read to the audience.
Exceptions occur when precise wording is required, when a speaker must give several
different presentations to various audiences within a short time frame.

B. Memorized: The speaker need to have these capacity:

• The speaker has memorized the content.
• Virtually eliminates the need for notes,
• The delivery may appear “canned.” In addition, a speaker risks forgetting parts
of the presentation.
• Possibility of having the speaker’s concentration broken by a question from the
audience.
• Memorizing a speech typically requires a large investment of time.
C. Impromptu: Impromptu refers a presentation without any preparation.
• The advantages of an impromptu presentation are the natural feel of the
delivery, eye contact, and the opportunity to respond to audience feedback.
• There are disadvantages to this type of speaking situation, including the lack of
organization, increased speaker anxiety, increased use of verbal fillers, and the
inability to prepare visual aids to support the presentation.
• Remaining calm and thinking quickly are keys to doing a good job in an
unexpected speaking situation.
 D. Extemporaneous: An extemporaneous oral presentation is prepared and
delivered from notes or an outline.
It is a spontaneous, natural way to relate to an audience. It permits good eye
contact, allows free movement, allows advance preparation, and enables the
speaker to respond to audience feedback.

 Preparing for an Oral Presentation: These terminologies need to know at the time
of preparing for an oral presentation:

A. Determine the purpose: When the primary purpose of an oral presentation is to

inform, you want the audience to learn, to understand, or to know more about the
topic.

B. Analyze the audience: Decide exactly who will be in the audience and why.
Analyze each member’s knowledge, interests, attitudes, and potential emotional
reaction regarding your topic.
What time is your presentation? People often get lethargic after a meal, can be slow
to tune in for an early morning session, preoccupied near the end of the day.
For large audiences, you may need to examine these factors in categories such as
receivers’ age, gender, and profession.

C. Gather materials: A good presentation typically has three to five main points no
matter the time made available for the presentation.
Conduct your research for an oral presentation in the same manner that you would if
preparing for a written report. When preparing your speech, use primary sources,
print and electronic secondary sources, and/or personal experience for examples,
illustrations, explanations, quotations, statistics, testimonials, comparisons, and
analogies related to your topic.

D. Organize the presentation: Resist the temptation to include all the material; an
audience can absorb only so much information in one sitting.
o Materials you must include (those closely related to your main idea)
o Materials you should include (those that support your main idea)
o Materials you could include (related background materials)

E. Decide whether to use visual aids: An oral presentation can draw on sound,
sight, touch, taste, and smell.
Most speakers will find sound (audio) and sight (visual) most useful. Whether used
separately or in combination (multimedia), presentation aids can be an asset in
conveying a message.
Visuals can spark interest, add variety, increase comprehension and retention of
material, and help to hold an audience’s attention.
 Keys for successfully delivering an effective oral presentation: Some keys for
successful delivering an effective oral presentation are given below:

A. Start positively: Arrive five to ten minutes prior to your scheduled time whether
speaking in a new setting or in a familiar one.
Be sure your notes and visual aids are with you and in correct order.

B. Remain calm: Some speakers suffer from a phenomenon known as speaker anxiety
or stage fright.
One way to handle nerves is to realize that even the most practiced and professional
speakers have some apprehension about speaking to an audience.
Accept nervousness for what it is—part of the preparation for speaking.
Just before you begin, inconspicuously take a few deep breaths. Inhale slowly, hold
your breath for four or five seconds, then exhale.

C. Use presentation aids effectively: Distribute handouts at the appropriate time.

If all the information you want the audience to have is on the handout, distribute the
materials after you finish speaking.

D. Evaluate audience feedback: Maintain good eye contact with the members of the
audience so that you can receive feedback on how the presentation is progressing.
• Are you sure they can all hear you?
• Is their interest waning?
• Do they seem not to understand a point?
• Do members of the audience show signs of physical discomfort?

E. End positively: Endings, like beginnings, are important points of emphasis. Deliver
the closing with a clear, strong voice.
At this point, eye contact with the audience should be 100 percent. You should be
focusing exclusively on your audience and using the you–viewpoint.

F. Respond to questions: Answering questions gives speakers an excellent

opportunity to relate positively to the audience, to clarify and reemphasize points,
and to alleviate any concerns the audience may have.
 Business Communication
The Job Search and Résumé

 Resume: Resume is a French word meaning “summary”.

A resume is ideally a summary of one’s education, skills and employment when applying for a
new job. A resume does not list out all details of a profile, but only some specific skills
customized to the target job profile.
It thus, is usually 1 or at the max 2 pages long.
 C.V: Curriculum Vitae is a Latin word meaning “course of life”.
It is more detailed than a resume or even longer as per the requirement.
A C.V. lists out every skill, all the jobs and positions held, degrees, professional affiliations the
applicant has acquired, and in chronological order.
A C.V. is used to highlight the general talent of the candidate rather than specific skills for a
specific position.
 Bio Data: Bio Data is the short form for Biographical Data and is an old fashioned
terminology for Resume or C.V.
In a bio data, the focus is on personal particulars like date of birth, gender, religion, race,
nationality, residence, marital status, and the like.
A chronological listing of education and experience comes after that.
 Identify and evaluate your qualifications and job preferences for employment:
➔ Compile evidence of your accomplishments: Your first step when you begin a job
search is to inventory your qualifications, strengths, and interests.
To create your inventory, label five pages at the top as follows: “Individual Profile” on the
first page, “Education” on the next, “Experience” on the third, “References” on the fourth,
and “Job Preferences” on the fifth page.
➔ Create an individual profile: Your Individual Profile should include a list of your
interests and hobbies, community service activities, public-speaking experience, volunteer
work, and organization memberships.
If appropriate, include your accomplishments, offices held, experience gained, and honors
or awards received.
Special talents or skills, such as an ability to use specific software programs, write
computer programs, or speak or write foreign languages.
1. Education: List the schools you have attended. For each school, list its name; its
location; the dates you attended; your major; your minor; your grade point average
(GPA) in your major and overall; and the certificates, diplomas, or degrees you
received.
List any education-related honors or awards received (such as outstanding student,
membership in honorary organizations, dean’s honor lists, certificates of recognition
or appreciation, and scholarships).

2. Experience: List all of your work experience—part time and full-time. Keep in mind
two basic categories as you reflect on each job you have held:
i. Responsibilities
ii. Accomplishments, such as achievements, knowledge or skills acquired, and
contributions while performing the job.
You should list, and quantify when possible, all factual evidence of successful job
performances (such as supervised 16 employees, increased sales by 35 percent).
 3. References: Individuals who know you or your work well and who are willing to
write letters or talk to potential employers on your behalf can provide good
references.
Mention at least three references and may have more if you have been employed
many years.
Referees can be former employers, current employers, professors, coworkers.
Before using anyone as a reference, ask him or her for permission and given the
person has agreed to be a referee for you, give him or her one of your current résumés
so that person can be familiar with your recent activities.
4. Job preferences: When you have completed a thorough analysis of your
qualifications, you will be ready to seek information about employment opportunities.
You will make good choices when setting job and career targets if you understand the
personal factors that influence your performance and job satisfaction, as well as your
career-related strengths and interests.

 Sources of information about job opportunities and job requirements:

• Campus career centers
• Networking contacts
• The Internet
• Newspapers and/or journal ads
• Private or government employment agencies
• A web page profile
• Job/career fairs

 Résumé Styles and Formats:

➔ Styles:
 Targeted—written for specific position
 General—created for particular type of position in a career field
➔ Formats
 Chronological—items listed by date (most recent first)
 Functional—qualifications listed by function
 Combination—items listed by date but also by
 ❖ Sample of Chronological Format of a one page Targeted Resume:

 Major Sections of Résumés:

⧫ Opening: The opening of your résumé should include a heading, your job and/or career
objective.
⧫ Education:

⧫ Experience: Employers rate work experience as the most important information in a

résumé for applicants other than new graduates.
Your experience indicates your record of responsibility and accomplishments, provides the
primary sources for references, and reflects your personality and personal preferences.
More decisions to interview or not to interview an applicant are based on the quality of
work experience than on any other factor.
⧫ Special activities or skills: “Related Work Experience” and one for “Other Work
Experience.”
For example, if you were involved extensively in extracurricular activities during college,
include a separate section on these activities immediately following the education section.
Your background may justify a separate section on honors, special skills, computer
competence, community service, published works, public presentations, military service,
organization memberships, special interests, or any number of other possible categories.
⧫ References: Referees can be former employers, current employers, professors, coworkers.
Before using anyone as a reference, ask him or her for permission and given the person has
agreed to be a referee for you, give him or her one of your current résumés so that person
can be familiar with your recent activities.
 Electronic Résumé:

❖ Scan able
• Created with minimal formatting
• Designed to include keywords (20-25)
• Will be compared to current job requirements
❖ Online
• Created on personal computer
• Uploaded to website or web profile page
• May include links to more detailed information about your work
 Business Communication
Message Format
 Letters: Letters are used for writing message to individuals outside an organization.
Letters are also used to communicate formal written message to employees within in
organization.

 Standard parts of Letter:

i. Heading: A letter head contains the name of organization and it’s complete
mailing address and the date.
Business organization should use letterhead statutory for the page of a letter. It also
contain a phone number, a fax number, an email address, a web URL,
Organizational slogan or logo.
ii. Inside Address: The inside address includes some or all of the following:
The receiver’s courtesy title (Ms., Miss, Mrs., Mr., Dr., or other title), receiver’s
name, receiver’s professional title, department name, company name, receiver’s
street address and ZIP code.
iii. Salutation: The salutation is the greeting that begins the message. The content of
the salutation depends on the first line of the inside address. This formality
depends on the relationship between the sender and the receiver.
iv. Body: The body is the message section of the letter. It begins a double space below
the salutation. The body is single spaced within paragraphs and double spaced
between paragraphs.
v. Complementary Close: The complimentary close ends the message. The word(s)
used in the close should match the formality of the message as respectfully,
Sincerely, Cordially etc.
vi. Signature Block: The signature block contains the writer’s signed name, keyed
name, and title.
vii. Reference Initials: Reference initials show who keyed the letter. When the letter
is keyed by someone other than the person who wrote it, the keyboarder includes
his or her initials in the document.

 Supplementary Parts of a Letter: Letters may contain one or more supplementary

parts. These parts include the attention line, subject line, company name in signature
block and postscript.
i. Attention Line: The attention line can be used to direct the letter to a person,
position title, or department within the company.
ii. Subject Line: The subject line identifies the topic of the letter. It is considered
part of the body of the letter.
The subject line should be short - less than one line - and should not be a
complete sentence.
iii. Company Name in Signature Block: The name of the company may be
keyed in uppercase letters when the letter is contractual in nature.
 Copy Notation: A copy notation is used when a copy of a letter is being sent to someone
other than the addressee. The copy notation may appear as cc for courtesy copy or c for
copy.
A blind copy notation is used when it is unnecessary or inappropriate for an addressee to
know that a copy of the letter is being sent to other individuals.

 Postscript: A postscript may be used to add a personal comment or to emphasize an

important point discussed in the body of the letter. It should not be used to add
information omitted from the body of the letter.

 Punctuation Styles: The two styles of punctuation commonly used in business letters
are mixed and open. Mixed punctuation requires a colon after the salutation and a
comma after the complimentary close. Open punctuation omits the colon after the
salutation and the comma after the complimentary close.

 Simplified Format: The simplified format is often used when a letter is addressed to a
company rather than an individual, when the gender of the receiver (or their marital
status) is unknown.

 Memos & E-mails: A memo, short for memorandum, is used for internal business
communication.
Memos are normally less formal and shorter than letters. E-mail, the electronic version
of a memo, is gradually replacing print memos as the primary method for
communicating within an organization.
Information of all kinds can be conveyed from one department to another through
memos & e-mails.