107 - Communication Final Notes

Kavayitri Bahinabai Chaudhari North Maharashtra University, Jalgaon
(NAAC Reaccredited ‘A’ Grade University)

FACULTY OF COMMERCE & MANAGEMENT
New Syllabus: M.B.A. w.e.f. AY 2021-22
SEMESTER: I
Paper: 107: Communication skill
60 + 40 Pattern: External Marks 60 +Internal Marks 40 = Maximum Total Marks: 100 Required
Lectures: 48 hours
Course Description:
□ The course provides an overview of different types of communication skills essential for budding
Managers and the emerging trends in modern communication.
Course Objectives:
□ To sharpen the Analytical, Written, non-verbal, Spoken Communication and interpersonal Skills of
Management students.
□ To Nurture students to demonstrate good teamwork and negotiation skills.
Course Outcomes: On successful completion of the course, the students will be able to:
1. Define Communication skills, describe the types of communication and barriers of communication
(Remember)
2. Explain Communication process and essentials of soft skill (Understand)
3. Demonstrate the conceptual understanding of formal and informal writings, preparing reports, business letters,
memorandum, notices, agenda, minutes of the meeting etc. into everyday practice. (Apply)
4. Illustrate the difference between the media of digital communication and conventional
communication (Analyse)
5. Assess the result of social media communication channels (Evaluate)
6. Describe new trends in digital communication (Understand)
7. Demonstrate the ability to communicate effectively both orally and in writing (Apply) Unit – I
Introduction to Communication
1.1 Definition and Processes
1.2 Forms of Communication (verbal, nonverbal, paralanguage, iconic, semiotic etc.)
1.3 Levels of Communication (interpersonal, intrapersonal, group, public, mass com)
Communication as Subversion (silence, satire, subterfuge)
Unit – II Types of Communication:
1.1. Verbal-Non-Verbal Communication – Body language, its elements and importance, paralanguage and its
importance
1.2. Written-Oral Communication
1.3. Internal-External Communication
1.4. Vertical-Horizontal Communication
1.5. Formal-Informal Communication
Unit – III Business Communication
3.1 Preparing Agenda and Minutes for Meetings
3.2 Writing Notices and Memos
3.3 Drafting an E-mail, Press Release
3.4 Application of writing skills - Letter writing based on practical aspects of business such as trade enquiry,
customer’s complaint, non-receipt of payments etc.
3.5 Business Proposal: Components & Format of proposal
3.6 Key elements of winning business proposal
3.7Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies
Unit – IV Communication as a Presentation Skills
4.1 Greeting and introducing
4.2 Preparing a PowerPoint Presentation
4.3 Group Discussions
4.4 Application of oral communication skills -Conduct of group discussion amongst groups of students
and mock interview
4.5 Preparing for and Facing an Interview- Types of interviews Conducting effective job interviews,
Preparing for interview
Unit – V Building Careers & employment messages
5.1 Career building and setting a career goal.
5.2 Writing Resumes/CV: Resumes formats/CV
5.3 Traditional, electronic, and video Resumes.
5.4 Job Description;
5.5 Letter of Acceptance,
5.6 Letter of Resignation and Promotion,
5.7 Testimonials and References.
Unit – VI Emerging Digital channels for communication
6.1 Web. Web sites including social media and video sharing sites.
6.2 Search. Search engine results.
6.3 Communication. Communication tools such as email or messaging apps.
6.4 Apps. Mobile apps including apps launched by brands or ecommerce sites to drive sales.
6.5 Online Events
6.6 Digital Media
Reference Books
1. Business Communication and Personality Development by Biswajit Das & Ipseeti Satpathy, The Encel
Publications, 1st Edition
2. Managerial Communication – Strategies and Applications by Hynes; The McGraw Hill
Company, 4 th Edition
3. Effective Business Communication by Murphy; The McGraw Hill Company, 7th Edition
4. Winning at Interviews by Edger Thorpe, Showik Thorpe; Pearson Publications, 1st Edition
5. Professional Communication by Aruna Koneru; The McGraw Hill Company
6. Developing Soft Skills by Robert M. Sherfield, Rhonda J., Patricia J. Moodi; Cornerstone
Publications
7. Lesikar, R.V. &Flatley, M.E, Basic Business Communication Skills for Empowering the
Internet Generation. Tata McGraw Hill Publishing Company Ltd
8. Ludlow, R. & Panton, F, The Essence of Effective Communications. Prentice Hall of India Pvt. Ltd
9. Chaturvedi P. D, &Mukesh Chaturvedi, Business Communication: Concepts, Cases And Applications –
2/e, Pearson Education
10. Murphy, Effective Business Communication, McGraw-Hill
Unit – I Introduction to Communication

1.2 Forms of Communication (verbal, nonverbal, paralanguage,
iconic, semiotic etc.)
1.3 Levels of Communication (interpersonal,
intrapersonal, group, public, mass com) Communication as
Subversion (silence, satire, subterfuge)
Definition: The Communication is a two-way process wherein the message in the form of
ideas, thoughts, feelings, opinions is transmitted between two or more persons with the intent of
creating a shared understanding.
Simply, an act of conveying intended information and understanding from one person to another
is called as communication. The term communication is derived from the Latin word
“Communis” which means to share. Effective communication is when the message conveyed by
the sender is understood by the receiver in exactly the same way as it was intended.
The process of communication refers to the transmission or passage of information or

message from the sender through a selected channel to the receiver overcoming barriers that
affect its pace. The process of communication is a cyclic one as it begins with the sender and
ends with the sender in the form of feedback. It takes place upward, downward and laterally
throughout the organization. The process of communication as such must be a continuous and
dynamic interaction, both affecting and being affected by many variables. Communication
process consists of certain steps where each step constitutes the essential of an effective
communication.
The following is a brief analysis of the important steps of the process of communication.
The Different Elements in The Process of Communication

We will now learn about the different elements in the process of communication.
Sender
The very foundation of communication process is laid by the person who transmits or sends the
message. He is the sender of the message which may be a thought, idea, a picture, symbol, report
or an order and postures and gestures, even a momentary smile. The sender is therefore the
initiator of the message that need to be transmitted. After having generated the idea, information
etc. the sender encodes it in such a manner that can be well-understood by the receiver.
Message
Message is referred to as the information conveyed by words as in speech and write-ups, signs,
pictures or symbols depending upon the situation and the nature and importance of information
desired to be sent. Message is the heart of communication. It is the content the sender wants to
covey to the receiver. It can be verbal both written and spoken; or non-verbal i.e. pictorial or
symbolic, etc.
Encoding
Encoding is putting the targeted message into appropriate medium which may be verbal or non-
verbal depending upon the situation, time, space and nature of the message to be sent. The sender
puts the message into a series of symbols, pictures or words which will be communicated to the
intended receiver. Encoding is an important step in the communication process as wrong and
inappropriate encoding may defeat the true intent of the communication process.
Channel
Channel(s) refers to the way or mode the message flows or is transmitted through. The message
is transmitted over a channel that links the sender with the receiver. The message may be oral or
written and it may be transmitted through a memorandum, a computer, telephone, cell phone,
apps or televisions.
Since each channel has its advantages and disadvantages, the choice of proper selection of the
channel is paramount for effective communication.
Receiver
Receiver is the person or group who the message is meant for. He may be a listener, a reader or a
viewer. Any negligence on the part of the receiver may make the communication ineffective. The
receiver needs to comprehend the message sent in the best possible manner such that the true
intent of the communication is attained. The extent to which the receiver decodes the message
depends on his/her knowledge of the subject matter of the message, experience, trust and
relationship with the sender.
The receiver is as significant a factor in communication process as the sender is. It is the other
end of the process. The receiver should be in fit condition to receive the message, that is, he/she
should have channel of communication active and should not be preoccupied with other thoughts
that might cause him/her to pay insufficient attention to the message.
Decoding
Decoding refers to interpreting or converting the sent message into intelligible language. It
simply means comprehending the message. The receiver after receiving the message interprets it
and tries to understand it in the best possible manner.
Feedback
Feedback is the ultimate aspect of communication process. It refers to the response of the
receiver as to the message sent to him/her by the sender. Feedback is necessary to ensure that the
message has been effectively encoded, sent, decoded and comprehended.
It is the final step of the communication process and establishes that the receiver has received the
message in its letter and spirit. In other words, the receiver has correctly interpreted the message
as it was intended by the sender. It is instrumental to make communication effective and
purposeful.
Consider the following points related to the feedback involved in the process of communication −
 It enhances the effectiveness of the communication as it permits the sender to know the
efficacy of his message.
 It enables the sender to know if his/her message has been properly comprehended.
 The analysis of feedbacks helps improve future messages. Feedback, like the message,
can be verbal or nonverbal and transmitted through carefully chosen channel of
communication.
 We can represent the above steps in a model as the model of communication process.
Types of Feedback
Kevin Eujeberry, the world famous leadership exponent mentioned the four types of feedback.
The types are as follows −
 Negative Feedback or corrective comments about past behavior
 Positive Feedback or affirming comments about future behavior
 Negative feedforward or corrective comments about future behavior
 Positive feedforward or affirming comments about future behavior
The Model of Communication Process
Let us now see the model of communication process −
The process of communication, however, is not as smooth or barrier-free as it seems. From its
transmission to receipt, the message may get interfered or disturbed with at any stage by many
factors which are known as barriers to effective communication. One of the factors is poor
choice of communication method. In addition to a poor choice of communication method, other
barriers to effective communication include noise and other physical distractions, language
problems, and failure to recognize nonverbal signals. We will discuss these barriers of
communication in a subsequent chapter.
1.2 Forms of Communication (verbal, nonverbal,

paralanguage, iconic, semiotic etc.)
Communication ranges from non-verbal, such as a glance and raised eyebrows, to verbal, such as
a change in pitch and tone. Let’s take an in-depth look at all the ways that we communicate with
each other.
1. Non-verbal communication
It is interesting to note that non-verbal communication is used both intentionally and

unintentionally. Most people do not have perfect control over their facial expressions - we all
have heard an unprofessional comment and raised our eyebrows in response, regardless of
whether or not it was wise to do so.
By learning more about how we use non-verbal communication, you will be better able to master
yours and ensure that you are conveying your message exactly the way you wish to.
Facial expressions
We often use facial expressions as a way to communicate that we are listening and engaged with
the person speaking. A smile, furrowed eyebrows, or a quizzical expression all convey
information to the speaker about how you are responding to their conversation. They work to
help grease the conversation, keeping it going without having to interject verbally to confirm
your continued interest. If you have ever spoken to a stone-faced person, you will know how
important facial expressions are in a conversation.
Posture
How you position yourself during a conversation is important. If you angle yourself towards the
person, with a relaxed and open posture, you invite them to engage with you more fully. Leaning
back, crossing arms, or turning away from the speaker conveys a very different message - and
not a positive one. Just as no one wants to have a conversation with the back of someone’s head,
talking to someone with an extremely closed posture creates a more difficult and unpleasant
conversation.
Gestures and physical touch
Depending on the person, and their country of origin, they may use gestures and physical touch a
lot, or almost never. However, there is a lot of information conveyed in these actions. A gentle
touch on the arm can signal encouragement, while an overly strong handshake can be an act of
dominance. Someone fidgeting with their hands while talking to you about a problem can signal
guilt or avoidance and using many grand gestures while presenting an idea could convey
excitement or confidence.
Eye contact
We all know the importance of eye contact. When someone is unable to maintain eye contact, we
take this to mean that they are being untruthful, shifty, or not paying attention. Being able to
maintain eye contact while listening will ensure that the speaker knows that you are present and
engaged. While speaking, it shows that you are connecting with the listener, and in cases where
you are delivering unpleasant news, is doubly important. Being able to tell someone an
unpleasant message while looking them directly in the eye shows that you respect them and are
an honest and sincere person.
2. Verbal communication
When we speak, we are communicating much more than just the content of our words. We are
also using pitch and tone, as well as the level of formality we use to convey important subtext to
the person we are speaking with. By carefully choosing how we use each of these aspects, we
can be sure that our message is received exactly as intended.From greeting coworkers to leading
a client pitch meeting to present in front of the entire company, verbal communication factors
into our work lives in a massive way.
Pitch
When speaking, our emotions can often come into play. If we are angry, upset, or frustrated, our
pitch might raise, conveying to the listener that we are experiencing a strong emotion.
This is not necessarily a bad thing, but being able to control it allows you to make sure that you
are effectively communicating.
Tone
We all encounter situations that are frustrating or upsetting. Allowing that to change our tone
from calm and professional to curt, short, or rude is always a mistake. Tone conveys a lot of
information to the listener about how the speaker views them. To build positive interpersonal
relationships in an office environment, we should all endeavour to speak in a professional and
respectful tone.
Content
Of course, content is the most important part of verbal communication. What we say, and the
words we choose to use, are crucial. While most office communications tend to be more formal
than, for example, meeting a friend for coffee, we should make sure that we leave space for
personal chats and relationship building. Think also about how technical your content is. If you
are talking with developers about specific aspects of code, you should use different terms than
when talking to the marketing team about new developments within the app.
3. Written communication
Effective communication by writing is a massively important skill, especially as more people are
working remotely and keep in touch throughout the workday through Skype, Slack, or other
digital
mediums. From a Slack message to an email to a customer to a new employee’s training guide,
we write every day and it is crucial that we understand how to do so effectively.
In fact, as we increasingly rely on written communication, we are all faced with just how easy it
is to create misunderstandings when using this medium. Unclear messages, the information gone
missing, or an incorrect understanding of tone or content are all problems that happen with
written communication every day. Sometimes the reader will misread the tone of a message
because they are having a bad day, or just had a run-in with an unpleasant person.
No matter what, one important skill to have when relying on written communication is knowing
when you need to stop using it. A simple call, in almost all cases, can solve these communication
problems. If you sense that there is a miscommunication happening, or just starting, nip it in the
bud with a quick verbal chat and you’ll save a lot of time and frustration for all parties.
Structure
When writing, it is important to think about how you are presenting the information. Using
paragraphs and line breaks are necessary. Creating an impenetrable wall of text will disengage
the reader - understanding and applying a proper structure will let the reader take in the
information in digestible chunks. Present your argument or thesis, take the time to back it up
with clear proof, add in the relevant information to make sure that the reader understands the
point fully, then close with a conclusion.
Clarity
It is a hard balance to strike between over or under explaining concepts. If you are writing
instructions for a new employee, how detailed should you be? Of course, this depends on the
person, but over-explaining a little bit is much better than leaving the reader clueless.
Be thoughtful about your audience, what will they know and what do you need to explain in
more detail?
Content
Written content tends to be a bit more formal than verbal. Leave out the slang, use proper
punctuation and spelling, and remember that anything written - especially in the digital age - will
remain, even if you delete it. Err on the side of professionalism every time you write something.
Messages on Slack, for example, do not need to be written as formally as a cover letter, but they
should be polite, professional, and well-written. Be aware that written jokes can fall flat without
the added context of tone or facial expressions.
4. Visual communication
Visual has become the most used type of communication, driven by social media, YouTube, and
other platforms of the digital era. As more and more people and organisations use these channels
of communication, the more we are used to, and even dependent upon, using visual
communication to stand out in a crowded platform. Understanding that your visual
communication must be in line with your brand and marketing, and knowing that there must be a
developed and cohesive strategy for that, is crucial. We rely heavily on visual communication.
There are many ways that visual communication, like charts, photographs, sketches, video,
graphs, and even emojis and GIFs, can help improve the understanding of your message. Think
about how charts can bring data to life, making it much easier to understand than presenting a
long stream of numbers, or how a sketch of a new UX is much more effective than a text
description.
We rely on visuals to elevate our understanding of complex ideas.
Content
While it is tempting to include visuals to add a bit of diversity and interest, you should consider
what they bring to the table.
Are they helpful?

Are they necessary?
Do they add to the overall message?
Not all communications need to have visuals added, and in some cases, they might detract from
what you are trying to communicate. You should endeavor to make sure that you are not adding
fluff to your message, but rather strengthening your audience’s understanding of it.
Tone
As with all communications, make sure that you are meeting your audience where they are. If
you are presenting complex data, include the relevant descriptions, at the right technical level, so
that your audience can follow.
Don’t use images that are graphic or could be upsetting, and remember the same rule applies to
visual communication as does to writing: don’t create anything that you wouldn’t want to have
associated with you in the future.
Paralanguage
Paralanguage is the exception to the definition of nonverbal communication. You may recall that
nonverbal communication was defined as “not involving words” but paralanguage is a unique
form of nonverbal communication that exists when we are speaking, using words. Paralanguage
involves tone and nonverbal aspects of speech that influence meaning, including how loudly or
softly you are speaking, intensity, pausing, and even silence.
Perhaps you’ve also heard of a pregnant pause, a silence between verbal messages that is full of
meaning. The meaning itself may be hard to understand or decipher, but it is there nonetheless.
For example, your coworker Jan comes back from a sales meeting speechless. You may ask if
the meeting went all right. “Well, ahh…” may be the only response you get. The pause speaks
volumes. Something happened, though you may not know what.
Silence or vocal pauses can communicate hesitation, indicate the need to gather thought, or serve
as a sign of respect. Sometimes we learn just as much, or even more, from what a person does
not say as what they do say.
Semiotics is the study of
1. Meaning making
2. Sign processing
3. Meaningful communication
In the semiotic tradition communication is seen as a process of sharing meaning through signs.
It includes the study of verbal and non-verbal signs that can stand for something else and how
this Interpretation impacts society.
1.3 Levels of Communication (interpersonal,
intrapersonal, group, public, mass com) Communication as
Subversion (silence, satire, subterfuge)
Intra-personal Communication
Intrapersonal communication takes place within a single person, often for the purpose of
clarifying an idea or analyzing a situation. Interpersonal communication is undertaken in order to
reflect upon or appreciate something.
Three aspects of interpersonal communication
Self-concept/awareness- how a person sees her/himself based on BELIEFS, VALUES, &
ATTITUDE (these 3 together influence one’s behaviour)
Perception- how a person sees the outside world
Interpersonal communication
In Interpersonal Communication, an interaction takes place between two persons. Both act as the
sender and the receiver of messages immediate feedback is its important feature. Communicators
can modify the message according to the feedback one can persuade, motivate, encourage, and
coordinate effectively.
Group Communication
Group Communication is an extension of interpersonal communication where more than two
persons are involved in communication. Participants here are usually HOMOGENEOUS
Participants have a common interest. Classroom lectures, Group discussion, Conferences,
Meetings etc are the examples of Group Communication.
Public speaking
Public speaking, also called oratory or oration, has traditionally meant the act of speaking face
to face to a live audience. Today it includes any form of speaking (formally and informally) to an
audience, including pre-recorded speech delivered over great distance by means of technology.
Mass Communication
Mass communication is the process of imparting and exchanging information through mass
media to large segments of the population. It is usually understood for relating to various forms
of media, as its technologies are used for the dissemination of information, of which journalism
and advertising are part. Mass communication differs from other forms of communication, such
as interpersonal communication and organizational communication, because it focuses on
particular resources transmitting information to numerous receivers.
Through mass communication, information can be transmitted quickly to many people who
generally stay far away from the sources of information. Mass communication is practiced
multiple mediums, such as radio, television, social networking, billboards, newspapers,
magazines, books, film, and the Internet.
2.1. Verbal-Non-Verbal Communication – Body language, its

elements and importance, paralanguage and its
importance
2.1. Verbal-Non-Verbal Communication – Body language, its elements and
importance, paralanguage and its importance
When people ponder the word communication, they often think about the act of talking. We rely
on verbal communication to exchange messages with one another and develop as individuals.
The term verbal communication often evokes the idea of spoken communication, but written
communication is also part of verbal communication. Reading this book you are decoding the
authors’ written verbal communication in order to learn more about communication. Let’s
explore the various components of our definition of verbal communication and examine how it
functions in our lives.
Verbal communication is about language, both written and spoken. In general, verbal
communication refers to our use of words while nonverbal communication refers to
communication that occurs through means other than words, such as body language, gestures,
and silence. Both verbal and nonverbal communication can be spoken and written. Many people
mistakenly assume that verbal communication refers only to spoken communication. However,
you will learn that this is not the case. Let’s say you tell a friend a joke and he or she laughs in
response. Is the laughter verbal or nonverbal communication? Why? As laughter is not a word
we would consider this vocal act as a form of nonverbal communication. For simplification, the
box below highlights the kinds of communication that fall into the various categories. You can
find many definitions of verbal communication in our literature, but for this text, we define
Verbal Communication as an agreed-upon and rule-governed system of symbols used to share
meaning. Let’s examine each component of this definition in detail.
Verbal Communication Nonverbal Communication

Oral Spoken Language Laughing, Crying, Coughing, etc.
Non Oral Written Language/Sign Language Gestures, Body Language, etc.
Nonverbal Communication
We’ve already employed a little bit of nonverbal communication with the active listening skills
we’ve previously discussed: nodding, facial expressions, leaning toward the speaker to show
interest—all of those are forms of nonverbal communication. Body language can reinforce your
spoken message or it can contradict it entirely.
There’s a myth that says that when you speak, only 35 percent of your communication is verbal
and 65 percent of it is nonverbal. That’s not entirely true because so much depends on the
context and situation. It is, however, absolutely true that nonverbal communication can make or
break your message.
Here are some types of nonverbal communication and the effects they can have on the success of
your communication:
 Facial expressions: Your teenage cousin we referred to at the beginning of this section
might have told you he was happy, but his apathetic facial expression may have
communicated different information. Facial expressions—happy, sad, angry—help you
convey your message. Be aware of your facial expression when you talk and particularly
when you listen, which is when it’s easy to forget.
 Gestures: When you speak, a gesture can make your message stronger. Pointing out
something you want your listener to look at more closely is an example of nonverbal
communication that makes your message understood. Motioning warmly toward a
coworker who deserves special recognition, making a fist to show frustration or anger,
such gestures help further engage your audience when you speak.
 Proximity: How close you are to your audience when you speak sends a nonverbal
message. If your size is imposing and you leave a very small distance between you and
your listener, it’s likely your nonverbal communication will be a bit threatening. On the
other hand, giving someone too much space is an awkward nonverbal communication
that might confuse your listener.
 Touch: Shaking an audience member’s hand, putting your hand on his shoulder: these
are nonverbal cues that can affect the success of your message. Touch communicates
affection, but it also communicates power. In fact, when women touch a listener, it’s
often assumed that they’re being affectionate or conveying empathy, but when a man
touches a listener, it can be taken as a sign of communicating power or even dominance.
 Eye contact: Making and maintaining eye contact with an audience when you’re verbally
communicating or listening communicates to the other party that you’re interested and
engaged in the conversation. Good eye contact often conveys the trait of honesty to the
other party.
 Appearance: Your clothing, hair, and jewelry are also a part of nonverbal
communication. If you put a dachshund pin on your lapel each morning (because you
have a pet dachshund), that says something about you as a person. Similarly, the quality
and condition of your clothing, how it fits, if it’s appropriate for the season—all of these
things speak nonverbally about you as a communicator.
Nonverbal communication reveals a lot about you as a communicator and how you relate
to other people. It pays to be aware of the elements of your nonverbal communication so
you can maximize the impact of your message.
Oral Communication is the oldest means of communication, which is most commonly used as a
medium for the exchange of information. It involves gathering or disseminating information
through spoken words.
Written Communication, on the other hand, is a formal means of communication, wherein

message is carefully drafted and formulated in written form. It is kept as a source of reference or
legal record. In this article, we’ve presented all the important differences between oral and
written communication in tabular form.
Basis for
Oral Communication Written Communication
Communication
Interchange of message, opinions
Exchange of ideas, information
and information in written or
Meaning and message through spoken
printed form is Written
words is Oral Communication.
Communication.
Communication with the help of Communication with the help of
What is it?
words of mouth. text.
Literacy Not required at all. Necessary for communication.
Transmission of
Speedy Slow
message
No record of communication is Proper records of communication
Proof
there. are present.
Immediate feedback can be
Feedback Feedback takes time.
given
Revision before
delivering the Not possible Possible
message?
Receipt of nonverbal
Yes No
cues
Probability of
Very high Quite less
misunderstanding
Internal Communication
Internal communication is a regular aspect of any organization, it occurs when the members of
an organization exchange information with each other. This is mainly related to colleagues,
coworkers, anyone who is directly a member of the organization or business.
Internal communication is very much important for any firm to grow inside out. It’s always
preferred that good communication between the members make the firm much standard and
stronger from roots. Proper communication can help to solve various problems and adversities.
This mode of communication mostly takes place face to face and through E-mails. The daily
operation of any business or organization mostly depends on effective internal communication
and a good amount of it happens through E-mails. Most of the information is completely internal
and it’s not revealed to any other people.
It is highly used to sort out conflicts and issues of the organization. Well managed and monitored
internal communication can help to set a high vision and great goals. Using it effectively will
ultimately take the organization to set goals, in time. Good internal communication helps any
organization to works smoothly as the lubricant helps a machine to work.
External Communication
External Communication is the transfer of information between an organization and other

parties, out of the organization. This mode of communication is basically observed between
organizations and clients or customers. The internal members of the organization have the access
to this information, but it’s majorly for the external members like customers & clients.
It is highly important because ultimately good external communication will give good profits to
any business or organization. Many times improper information or wrong information may lead
to various jeopardized situations. The standard and most successful entities have a highly
monitored and well managed external communication system.
External Communication is mostly used for marketing strategies and branding a certain business.
Some of the examples of external communication are; Advertisements, Public meetings, client
meetings, Interaction of sales department, social media posts, Newspaper and print media posts,
and some online websites or e-stores.
Effective communication helps in upgrading the business, similarly external communication

mostly helps the customers or audience to be up to date and grab the latest opportunities
available. So today’s most of the business world invests a good amount of income to develop
external communication and expand the business as much as possible.
Parameters Internal Communication External Communication
Exchange of information b/w Exchange of information b/w the
Objective members of the company company & the outside world.
E-Mails, meetings, presentations,
Advertisements, social media
Mode of workshops, training, and
posts, client meetings, and press
communication announcements (in some industrial
releases.
sectors).
Form Both formal & informal Mostly formal
It occurs regularly, mostly on It occurs less frequently as
Frequency an everyday basis to perform compared to internal
the communication.
operations of the company.
Customers, shareholders,
Participants Employees & Management investors, clients, general public,
suppliers, creditors, etc.
To make the branding of the
To understand and solve internal
Purpose company and grab the attention
conflicts and plan new strategies.
of customers and clients
Types Vertical, Horizontal and diagonal No classification
Its coverage is limited to only Its coverage is broad, to the
Coverage/Flow organization whole business environment.

Businesses thrive on communication for efficiency, productivity and accomplishment. When the
right information is passed from the right designation in the organization, it promotes positivity
and clarity. Formal channels of communication, the officially assigned paths for information
flow, exchange messages like letters, instructions, reports, training programs, interviews and
more among the employees.
These channels are planned, disciplined and regulated by the organization and are associated
with the organization structure. Information may flow from top to bottom level when
announcements and decisions need to be shared or from bottom to top to communicate
complaints and feedback to the management.
Depending on how the information flows within the organization, there are several different
types of internal communication methods. In this guide, we take a closer look at the different
directions and channels of communication that we can generally find in any establishment.
All the communication taking place within an organization is categorized as vertical, horizontal
and diagonal. Vertical communication is the flow of information between the managers and
lower- level employees to help them exercise control over the company and improve co-
ordination. It allows management to decide what information flows throughout the organization.
Horizontal communication, on the other hand, is when the flow of information is between
employees on the same level in the organization. This type of communication helps share
information and ideas between colleagues. It also helps ensure co-ordination among departments
and promotes a sense of understanding.
While these two forms of communication are unidirectional, diagonal communication is a multi-
directional communication that involves the use of several methods including horizontal, upward
and downward. It is healthier for the company as it allows the employees to provide complete
expertise and knowledge as compared to single directional communication that limits the
potential.
Formal communication is one that passes through predefined channels of communication

throughout the organization. On the contrary, Informal communication refers to the form of
communication which flows in every direction, i.e. it moves freely in the organization.
Definition of Formal Communication
The communication in which the flow of information is already defined is termed as Formal
Communication. The communication follows a hierarchical chain of command which is
established by the organisation itself. In general, this type of communication is used exclusively
in the workplace, and the employees are bound to follow it while performing their duties.
The formal communication is of four types:
 Upward or Bottom-up: The communication in which the flow of information goes from
subordinate to superior authority.
 Downward or Top-down: The communication in which the flow of information goes

from superior to subordinate.
 Horizontal or Lateral: The communication between two employees of different

departments working at the same level.
 Crosswise or Diagonal: The communication between the employees of two different

departments working at different levels.
Definition of Informal Communication
The communication which does not follow any pre-defined channel for the transmission of
information is known as informal communication. This type of communication moves freely in
all directions, and thus, it is very quick and rapid. In any organization, this type of
communication is very natural as people interact with each other about their professional life,
personal life, and other matter.
Example: Sharing of feelings, casual discussion, gossips,
etc. The informal communication is of four types:
 Single Strand Chain: The communication in which one person tell something to
another, who again says something to some other person and the process goes on.
Single Strand Chain
 Cluster Chain: The communication in which one person tells something to some of its
most trusted people, and then they tells them to their trustworthy friends and the
communication continues.
Cluster Chain
 Probability Chain: The communication happens when a person randomly chooses some
persons to pass on the information which is of little interest but not important.
Probability Chain
 Gossip Chain: The communication starts when a person tells something to a group of
people, and then they pass on the information to some more people and in this way the
information is passed on to everyone.
Gossip Chain
Unit – III Business Communication

3.4 Application of writing skills - Letter writing based on practical aspects of
business such as trade enquiry, customer’s complaint, non-receipt of payments
etc.
3.6 Key elements of winning business proposal
3.7Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies
What is a meeting agenda?

A meeting agenda is a list of topics or activities that you want to cover during the meeting. The
primary aim of the agenda is to provide attendees with a clear picture of what will happen during
the meeting, who will lead each task and how long each step may take. Having this knowledge
before and during the meeting can support an effective discussion.
Some of the most important items you can include in your meeting agenda include:
 Meeting schedule: Include the meeting time, date and venue and add the names of
anybody who will attend the meeting.
 Title: The titles are crucial in any agenda because they help the participants identify the
topics.
 Objective: The objective of the meeting can also be stated in the agenda to remind
attendees what the meeting is about and what it intends to accomplish.
 Overview: Include a list of all subjects or activities that need to be discussed during the
meeting. Every topic or activity can have a time limit to ensure you can discuss all
important topics.
 Housekeeping: This section contains a welcome note, introductions and any absent
apologies if applicable.
 Informational items: This includes any new information you would like to share with the
group.
 Items to do: This is a list of actions that your group should do during or after the meeting.
 Topics for discussion: These are the issues on which you would like your team's input.
 Call to action: You may include a call to action that marks the beginning and end of the
meeting on the agenda.
Meeting agenda sample
You can use the following sample meeting schedule when crafting your own agenda:
Meeting Agenda
Date: July 4, 2021
Time: 1:00 PM IST
Location: Conference Room
Agenda details
Goals: Examine last year's marketing efforts, identify seasonal slumps in product demand, plan
methods to raise demand during these slumps and make sure we are ready for the next marketing
campaign.
1. Examine last year's marketing

initiatives Time: 15 minutes
Purpose: Share information
Leader: Raj Mehra
a. Showcase previous year's marketing initiatives

b. After each marketing campaign, review the sales figures
c. Determine which campaigns had the greatest impact
2. How can we effectively handle our product's evolving

needs? Time: 45 minutes
Purpose: Discussion
Leader: Bhanu Saxena
a. Examine sales figures from the previous four quarters

b. Recognise any patterns in the sales figures
c. Discuss ways to increase sales
3. Getting ready for the next marketing

campaign Time: 20 minutes
Purpose: Decision
Leader: Riya Gupta
a. How should we prepare for the upcoming marketing campaign?

i. Review the marketing campaign materials that are attached
ii. Assign duties to each member of the team
b. How will we measure the campaign's effectiveness?
c. Review the campaign's sales targets
The format of meeting minutes
Well-presented minutes make it easy for users to locate items of interest and identify the results
of deliberations. Minutes should be consistently formatted with clear item headings, regular
spacing, and highlighted decisions. The table of contents to the minutes is an important
component of the records management system of the local government. Every item considered at
a meeting should have a subject heading and a file reference with the detail included in the table
of contents. Where committee reports are part of the business of a council meeting, each item of
business in those reports should be listed in the table of contents for the council meeting minutes.
1 Basic content required by the Administration Regulations
present at the meeting (regulation 11(a));
entry or departure in the chronological sequence of the business of the meeting (regulation 11(b));
Recording details of those present
The regulatory requirement for recording the names of those present at a council or committee
meeting is that the names of all elected members present at any time during the course of the
meeting, and the times at which they enter or leave, and return to the meeting place, must be
recorded in the minutes in correct chronological sequence.
It is recommended that the minutes should also include:
 the names and official titles of staff members who are present; and
 the times when staff members enter and leave meetings.
Recording movers and seconders
The recommended practice is that the names of the mover and seconder of each motion should be
recorded in the form:
‘Moved Seconded That the names of the mover and

seconder of this motion be properly recorded in the minutes.’
Recording disclosures of interests
It may be noted that the requirements of regulation 11 of the Administration Regulations for
disclosures of interests refer only to the need for recording the extent of a disclosed interest,
when the extent has in fact been disclosed.
2 Recording changes to the order of business
Standing Orders may prescribe an order of business different to that recommended in this guide,
or indeed different to an order that a council or committee prefers. In such instances, it may be
necessary to amend Standing Orders, or to pass a resolution at the beginning of each meeting
(following public question time) that changes the order of business for that meeting.
3 Recording suspensions of proceedings
It is essential that any changes in the attendance at a council or committee meeting following a
suspension of proceedings (an adjournment) be clearly recorded. The names of members who
arrived or departed during the adjournment must be shown, and the names of employees who
arrived or departed during this period should also be recorded.
4 Recording decisions
The statutory requirement in Administration Regulation 11(c) in terms of recording decisions is

to show:
 the detail of each motion;
 the name of the person who moved it; and
 the outcome of the motion.

A memo (or memorandum, meaning “reminder”) is normally used for communicating policies,
procedures, or related official business within an organization. It is often written from a one-to-
all perspective (like mass communication), broadcasting a message to an audience, rather than a
one- on-one, interpersonal communication. It may also be used to update a team on activities for
a given project, or to inform a specific group within a company of an event, action, or
observance.
Memo Purpose
A memo’s purpose is often to inform, but it occasionally includes an element of persuasion or a

call to action. All organizations have informal and formal communication networks.
Memo Format
A memo has a header that clearly indicates who sent it and who the intended recipients are. Pay
particular attention to the title of the individual(s) in this section. Date and subject lines are also
present, followed by a message that contains a declaration, a discussion, and a summary.
In a standard writing format, we might expect to see an introduction, a body, and a conclusion.
All these are present in a memo, and each part has a clear purpose. The declaration in the
opening uses a declarative sentence to announce the main topic. The discussion elaborates or
lists major points associated with the topic, and the conclusion serves as a summary.
Example of Memo
Notices:
Notice
Notices are a means of formal communication targeted at a particular person or a group of
persons. It is like a news item informing such person or persons of some important event. This
can be an invitation to a meeting, an announcement of any event, to issue certain instructions,
make appeals etc. It is generally written and then displayed at a public place, where it is
accessible to all. They can be pasted on notice boards. If it is meant for a wider audience it can
even be published in a newspaper. The government when it issues notices must publish it in
national and local papers.
Format
Since notices are a formal document it should follow a structure or a format. Keep in mind there
is no one correct rigid format. Different formats used by different people/organizations can show
some variations. But it is ideal to follow a somewhat similar format for ease of understanding
and uniformity. Let us look at the most used format of notices.
1. Name of Issuing Organization/Authority: Right at the very top, you print the name of the
person or company that is issuing the said notices. This will help the reader identify the
notices as important or unimportant to him.
2. Title: When writing notices we mention a title “NOTICE” at the top. This helps draw
attention to the document. Notices are generally posted at a public place or published in
newspapers. It is important that they do not get lost in a sea of information. So a bold title
clearly mentioned helps draw the attention.
3. Date: After the tile to the left-hand side we print the date on which the notices have been
published. Since this is a formal document date is an important aspect of it since these
documents stay on record.
4. Heading: Then we move on to an appropriate heading to the notices. This heading should
make abundantly clear the purpose of the notices.
5. Body: After the heading, we write the brief and to the point body of the notice. The main
content of the notice features in the body.
6. Writer’s Name: At the end of the notices we write the name and designation of the
notice- writer. The notices have to also be signed by the same person to lend it authority
and validity.
Content
Notices should cover some important points that are to be communicated to the readers. Let us
summarize the five points that the content of the notice will cover, the five W’s
1. What: What is the notice about? The notice should be clear about what is going to
happen (event), or what has already happened (occasion). This is the crux of the message
and should be written clearly. There should not be any ambiguity.
2. Where: If the notice is about an event, then the location of such an event must be written
clearly. The venue or the location are important details, so make sure to include this in
the notice.
3. When: This is the time and the date of the event or meeting. If possible the duration of
the event should also be mentioned to people can schedule their time accordingly.
4. Who: This will be who the notice is addressed to. Who all are supposed to adhere to the
notice should be clearly mentioned to avoid confusion.
5. Whom: And final detail should be whom to contact or get in touch with. This mentions
who the appropriate authority is to contact.

A press release is an official announcement (written or recorded) that an organization issues to
the news media and beyond. Whether we call it a "press release," a "press statement," a "news
release," or a "media release," we're always talking about the same basic thing.
While the heading should contain action verbs, the first paragraph should answer the "who,"
"what," "why," and "where." The press release should also contain understandable language and
a quote.
Press releases live in the public domain, which means your customers and prospective customers
can see them. So instead of thinking of a press release solely as a ticket to earning news
coverage, you should also think of it as a valuable piece of marketing content.
While there's no cut-and-dried formula for what a press release should include, here are a few
types of occasions to help you carve out a focus for your press release and determine what
content would help you broadcast your news in the best way:
Types of Press Releases
New Product Launches

Mergers and Acquisitions
Product Updates
Events
Grand Openings
New Partnerships
Rebranding
Executive Promotions/Hiring
Awards
Drafting an E-mail
We rely heavily on email to communicate with colleagues, clients, vendors, etc. Some emails are
far too long, stringing paragraph after paragraph together, while others are too brusque, while
some are way too formal, or entirely too informal, and still others might even put the company in
legal jeopardy.
Since we rely so heavily on email, every email we send should be well-written, and serve the
intended purpose to disseminate information, while also being collegial. Effective emails, not
only share information in a clear and concise manner, they save time and effort for both the
reader and the recipient, which in the long run, impacts the bottom line.
Employ the following 12 tips to craft an effective email.
1. Subject Lines are Important

It drives me crazy when I get an email from someone and the subject line is a tease or does not
relate to the content of the email. Again, this will add time to my day, when I’m trying to search
through my emails for specific content, but the subject line doesn’t match that content.
2. Use Bullet Points and Highlight Call to Action
Bullet points make it much easier for the recipient to read the email quickly and effectively.
It also helps the reader identify the main points of the email. If the recipient is expected to do
something after receiving the email, highlight the call to action.
3. Keep it Short
No one has the time to read a 10-paragraph email, so don’t sent it. If you have 10-paragraphs, or
even four-paragraphs, then you’re likely including unrelated content.
4. Don’t Muddle Content
Stick to one content area per email. If you are sending a follow-up email to a colleague after a
meeting, then it is unnecessary to add in something about a different client or information about
the company picnic, etc. When you muddle content, it makes it much harder for the recipient to
find the email in a search because the content they are looking for won’t match the subject line.
5. Be Collegial
Always open your email with a pleasantry. I often craft my email, then go back and add in the “I
hope you had a great vacation” or “Have a great weekend – enjoy the Fall weather.”
6. Watch Your Tone
The tone of an email is difficult to assess, but more often than not, the reader will assign a tone,
even when one was not intended, so be careful not to craft the email with tone by watching the
use of exclamation marks, using inflammatory words, etc.
7. Avoid Too Many Exclamation Marks and No Emojis
I find I use too many exclamation marks in my emails, usually to sound excited, but one could
also read the exclamation marks as being angry, frustrated, etc. And NEVER use emojis in a
work email, to anyone other than a close friend.
8. Avoid Quotes That Could be Offensive to Others
More and more you see quotes at the bottom of emails. Some are benign inspirational quotes,
such as “Be the best you can be every day,” these are fine; however, avoid quotes with religious
meaning, quotes that could be viewed as excluding others, etc. could offend a co-worker, a
client, or a vendor, which could result in the loss of productivity and business.
9. Always Proofread Your Emails
Sending out an email with typos, misspelled words, etc., makes you look bad. Take the extra
minute to proofread the email.
10. Never send an email when angry of frustrated
If you need to write the email, do so in a word document, where it is impossible to hit the send
button by accident.
11. Email Chains
Email chains can be effective, but sometimes it is more effective to pick up the telephone and
have a conversation in five minutes versus four hours of back and forth emails. Also, be careful
not to change content areas without changing the subject line.
12. Legal Ramifications
Remember, your email, your colleague’s email, even the vendor’s email is subject to a warrant
should illegal activity occur or a lawsuit be filed. Furthermore, emails sent to and from your
work email address, are the property of your employer. Thus, NEVER put anything in an email
that could compromise you or the company from a legal perspective (or from a professional
perspective).
3.4 Application of writing skills - Letter writing based on practical aspects

of business such as trade enquiry, customer’s complaint, non-receipt of
payments etc.
Enquiry Letter: It is a letter written to enquiry the information related to something. It can be
written if a person wants to buy an item or wants to go on a trip, etc. The objective of the
Enquiry Letter is to make a request to the recipient. In other words, it is written to get the
response from the recipient with the action that satisfies the enquiry. The action benefits either
the sender or the recipient and sometimes both the parties.
The scope of the letter must include enough information to help the recipient to decide the best
response. The sender must mention what is inquiring and which type of favor he/she wants from
the recipient in response to the request.
Customer’s Complaint letter:
When writing a complaint letter you should:

 Describe your problem and the outcome you want
 Include key dates, such as when you purchased the goods or services and when the
problem occurred
 Identify what action you’ve already taken to fix the problem and what you will do if you
and the seller cannot resolve the problem
 Ask for a response within a reasonable time
 Attach a copy of any supporting relevant documentation such as a receipt or invoice.
Below is an example of a complaint letter:
Dear Manager
RE: COMPLAINT ABOUT FAULTY TELEVISION CABINET PURCHASED AT CABINET

WORLD ON 15 DECEMBER 2016
I am unhappy with the quality of a television cabinet I bought at 5 Street on 15 December and
I am writing to seek a replacement.
The cabinet doors do not open and shut properly and the stain on the cabinet is uneven, with
one half darker than the other. The cabinet was delivered on 30 December and I noticed this
problem as soon as I unpacked it from the box.
The cabinet is not of acceptable quality and does not match the sample cabinet I was shown in
store. I would like you to replace it with one of the same quality and finish as the sample and
arrange for return of the faulty cabinet at no cost.
I have attached a photocopy of my receipt as proof of purchase.
I would like to have this problem fixed quickly please. If I do not hear from you within 10
days, I will lodge a formal complaint with Consumer Affairs in my state.
You can contact me on 1234 5678 during working hours or after hours on 123 456 789 to discuss
this matter further.
Yours sincerely,
Kirtan Patil
Non-receipt of payments
Inform a current customer that your company has not yet received the outstanding payment for
certain services or products that was recently due with this Free Non-receipt of Payment Letter
template. Download now and hopefully, the due payment will be sent soon.
Dear Jacob Peter,
Good day!
We would like to remind you about your outstanding balance of $3000 as payment for your
purchase. As of last week, the company has not yet received your payment due for the
month.
Ignore this letter if this amount has already been paid. Otherwise, please forward us the
amount owed in full by November 20th, 2027. The company begins charging 5% interest after
30 days for any outstanding amount.
We appreciate your cooperation in this matter. Thank you in advance.
Regards,
Bob Dylan
HR Executive, Viva Corp

A business proposal is a written document sent to a prospective client in order to obtain a
specific job. Proposals may be solicited or unsolicited. A client may simply request a proposal on
a project in the course of a sales call by saying: "You know, that sounds interesting. Why don't
you send me a proposal on that." In other cases the proposal may be a formal solicitation, usually
called an RFP (request for proposal). RFPs are almost always documents, too. They specify the
product or service to be provided, the qualifications sought, and the deadline for submission.
Solicited proposals, obviously, mean that the client has already decided to make a purchase. Only
the selection of a vendor remains to be done. An unsolicited proposal, by contrast, is often a sales
presentation dressed in another cloak—but the proposal is specifically aimed at a well-defined
and limited activity. An example of an unsolicited proposal is the submission of the outline of a
book to a
publisher arguing the popularity of the subject, the novelty of the approach, and the merits of the
author.
Business proposals must be distinguished from estimates. In many fields where small business is
active, estimates serve the same purpose as a proposal. They are the document that clinches the
sale of a roofing or a paving job or a monthly house-cleaning service. But where estimates are
used, the qualifications of the seller and his or her method of accomplishing the job are also
established, but by other means—typically by an interview or sales call. Sometimes the seller is
assumed to fit the job because the business already enjoys a good reputation. Proposals, on the
other hand, usually involve complex or unusual one-time services like landscaping a park,
surveying a market, or building a refinery. In these cases the approach to the job, the design, the
implementation, the schedule, and even the aesthetics require more than simply a dollar estimate.
Many service businesses operate entirely on the basis of proposal. In other cases a proposal is
sometimes required, sometimes not. In highly technical fields, the proposal may be filled with
dry listings of engineering specifications and/or process details. But it is vital to remember that
proposals are always first and foremost sales documents.
The proposal document usually has the following structure:

 Title Page. This part typically includes your name and the name of your company, the
name of the person or company to whom the proposal is submitted, and the date of
submission.
 Table of Contents. While usually not necessary for shorter proposals, these are
sometimes used for complex formal proposals. In cases where different departments of
the client will separately review parts of the document, the table of contents is a helpful
means of rapidly guiding the reader to such topics as Electrical, Structural, Heating &
Cooling (in a building project) '¦ or Food Services, Music, Entertainment, Transportation
Services (in a project to organize a festival).
 Executive Summary. A summary may be included here or may be conveyed in the cover
letter.
 Statement of the Problem/Issue/Job. This section repeats, in a rephrased manner, the
client's objectives and goals as interpreted by the bidder. Including this restatement of the
issue is valuable in showing the client that the bidder understands the issue correctly.
 Approach. In this section the bidder summarizes his or her proposed approach to solving
the client's problem or carrying out the necessary task. The proposed approach is often
the key to winning the job—if the price is right—because it shows unique means, modes
of thought, or techniques, why they will solve the problem, and why they are superior to
alternatives. The section need not be detailed. Details are left to the Methodology. But it
presents the strategic elements of the proposal and argues in their favor.
 Methodology. This section develops in some detail how the Approach will be carried
out. Level of detail should be just sufficient to convey to the client convincingly what
will happen without becoming entangled in minutiae.
 Bidder's Qualifications. The section presents documentation why this bidder should be
chosen on the basis of qualifications, past history, and successful accomplishment of
similar jobs in the past.
 Schedule and Benchmarks. Major elements of the job are here displayed against a time
line. If necessary, specific benchmarks are identified to indicate successful
accomplishment of intermediate objectives.
 Cost Proposal, Payment Schedules, and Legal Matters. The bidder concludes by
presenting the price in as much detail as required in the RFP. It is always wise to
specifically pin-point when the bidder expects to obtain partial payments as the work
proceeds. If legal matters are involved, they can be placed here. If they are lengthy, they
may merit a section of their own.
Key elements of winning business proposal

ELEMENTS OF THE BUSINESS PROPOSAL
In most industries proposals have a well-defined format specific to the field. Examples might be
providing electrical wiring services to a major high-rise or pouring foundations for a suburban
development. In such cases the bidder should first obtain old proposals and follow the structure
typically used by his trade in that market. In professions such as architecture and landscaping a
visual presentation, sometimes even a model, is central to the sale. The same holds for an
advertising proposal. In these three areas—there are others as well—the actual presentation is
usually a meeting. Any document is supplemental and tends to summarize the presentation with
additional so-called "boiler plate," i.e., administrative details.
What follows here is a discussion of more general proposals, usually associated with studies,
surveys, or service activities (e.g., protective services for a warehouse complex). In such
proposals the following general structure applies.
All proposals have at least two distinct pieces: a cover letter and the proposal document itself. In
addition, sometimes, one or more appendices may be provided with charts, graphs, photographs,
maps, and so on. Brief proposals, also sometimes known as "letter proposals," combine the first
two pieces into a single submission usually of a maximum of six to eight pages.
The cover letter serves as a transmittal document. Many bidders also use the cover letter to
provide the essence of the proposal in very abbreviated form, highlight the bidder's
qualifications, name the price, and ask for the order.
3.7 Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies
Letter to the Government
A letter to the government is a type of formal letter.
1. It is written to inform the government (specifically to a government official) about a

particular situation or
2. make a request
3. or any other official purpose
Letter to the government is important
Helps the public to reach out to the government
Helps the public to avail public services
Helps the public to provide suggestions
Bridges the gap between the government and the public
Letter to the Government Format
Sender’s Address
Date
Receiver’s Address
Subject Heading
Salutation
Body of the letter
Complimentary Close
Office Order:
Meaning of office order is an order issued by the employer or the authority or senior employees.
Office order can be issued on any information like a shift in working hours or promotions or
details of employee designation in projects. Officer order is a downward communication which
carries a stamp of the company.
Essentials of office order:
1. The order should be very accurate.
2. It should be written in very simple words.
3. The order should be written in an unverified language.
4. It should be clearly specified who they are for.
5. It should be right and down to the point.
6. It should attract the attention of the respected person who has to comply with the order of
the office.
7. It should have specific instructions or instructions for compliance.
8. It should be authenticated and duly signed by a competent authority.
Enquiries and Replies
When a person or buyer wishes to get some information about any product, price, quantity or
availability etc. from the seller then seeking information is called enquiry. It can be done through
writing a letter or verbal communication. The most common letters in business are buyer's
enquiries about goods and services and sellers' replies giving information and quotations It is
used so that they have a document and a record. To ask for information, you can directly begin
with a question or request or an indication of the need.
TYPES OF ENQUIRY:
Solicited enquiry
Unsolicited enquiry
Enquiry for some favor
Routine Enquiry
Any letter of enquiry to an organization should be responded to / replied promptly. A prompt

reply is the basic etiquette that an organization should follow. Promptness should be assessed
from the view point of sender of the enquiry. The reply to an enquiry should have the courteous
thanking feature, thanking the sender for his interest. The reply to an enquiry should be so
prompt and correct that it should change a routine enquiry into a firm order. The reply should
provide all the answers to the questions in the enquiry letter. It should even answer implied
questions and unasked questions. The tone should be cheerful and the information complete.
Details of dates, price, quality and quantity etc., should be exact and correct. In short, the reply to
an enquiry letter should not give scope for the enquirer to ask for more clarifications and further
details. The reply should have a clinching effect.
4.2 Preparing a PowerPoint Presentation
4.4 Application of oral communication skills -Conduct of group
discussion amongst groups of students and mock interview
4.5 Preparing for and Facing an Interview- Types of interviews
conducting effective job interviews, Preparing for interview

Greetings and introductions in English is one of the most important topics when you are
learning a language. We use greetings and introductions in our first-time interaction with people.
It is important that we don’t forget that some greetings apply only to formal situations and other
greetings are more suited to informal situations
Learning how to introduce ourselves and how to show interest by asking personal information
questions is also a goal to reach since most conversations tend to go beyond a simple greeting
and introduction.
Let’s check all that you need to know about greetings and introductions in English
Before you can talk about business matters, you might have to spend time first on making
greetings and introductions. We’ve compiled some essential English phrases for introducing
yourself or others. Meeting people doesn’t have to be intimidating, especially since the greetings
and sentence structures listed below pop up frequently!
Greetings
Start with a greeting that sounds friendly yet professional.
1. Hello, [name]!
This is one of the most standard greetings in English, and it’s probably one of the first phrases
that you’ve learned. With “hello,” you can greet most people–an old friend, a colleague you’ve
barely talked to, or a stranger that you simply need to ask for directions from. A usual alternative
to it is “hi.” Although “hello” and “hi” are interchangeable in most situations, “hello” is slightly
more formal.
2. Good morning, everyone. It’s a pleasure to be here.
You can say this when you’re talking to a group of people at a specific event. Depending on the
time of the day, “good morning” is replaceable with “good afternoon” or “good evening.”
This phrase could work well when you’re at a meeting with stakeholders, having dinner with
clients, or speaking up at a group video call. Because of its formal tone, you can reserve this
phrase for people that you don’t meet with frequently–usually on a special occasion.
3. How’s it going?
Out of the three greetings here, this is the most casual. It’s also a direct invitation to small talk–
you’re essentially asking the other person how they are, which can be a great ice-breaker.
Because it comes off as more familiar than the other greetings above, native English speakers say
this when they’re talking to an acquaintance or to a group where they already know some of the
people.
Greetings to Avoid
It’s also important to know which greetings to avoid. Some greetings can be way too casual.
You could use them with people that you’re close to, but not with someone you’ve barely met:
 Hey, [name]!
 Yo! What’s up?
 How’s life?
 Look who it is!
 Looking good!
Introducing Yourself
After greeting other people to catch their attention, the next step is to make introductions.
If you’re introducing yourself, the simplest introduction that you can make is to mention your
name: “I’m [name]” or “My name is [name].” However, in a business setting, it’s expected that
you’ll reveal additional information about yourself and your work using these phrases:
4. I’m [name] from [company].
When you have to make a quick introduction to people from other companies, you can say
your name followed by which company you’re from.
This is ideal in events where people already have an idea of your role or specialization, such as
during conferences or industry meetups.
Example:
 I’m Jennifer from GRH Software Solutions.
5. My name is [name]. I’m a [role].
Instead of stating your company, you can also just describe your role or job.
If you attend a workshop where the attendees are diverse, you might choose to emphasize your
role instead since some people might not be working at a specific company. Freelancers or
consultants also tend to default to this introduction.
Example:
 My name is Lance. I’m a data analyst.
6. I’m [name]. I work as a [role] at [company].
Sometimes you have to make a complete introduction–maybe you’re reaching out to a client or
trying to get your work noticed by someone specific.
This type of statement is more formal, and it prompts the other person to introduce themselves in
a similar way too. Depending on the situation, you can follow this up with “It’s nice to meet
you.”
Example:
 I’m Cynthia. I work as a logistics manager at Mizuri Group.
Introducing Other People
You might find yourself having to introduce two or more people that you know to each other.
There aren’t any strict rules about this, but it’s generally polite to introduce the lower-ranking
person to the higher-ranking person in a business setting. This is usually easy to figure out:
 Look at people’s job titles. Regardless of whether they’re in the same company, a senior
manager would have higher ranking than a junior employee, so you would introduce the junior
employee to the senior manager.
 If their job titles seem to have a similar rank, make introductions to the person that you’re
closer to. For example, you’d introduce a distant colleague to someone in your team that you
work with every day.
 For clients, you would generally introduce the client to your colleague since you’re more
familiar with your colleague.
Here are additional phrases that will get the conversation going quickly:
7. [Person A], this is [Person B].
For a straightforward introduction, this is the statement that you would go for. You can pause
after this statement because this is taken as a hint for either Person A or Person B to exchange
pleasantries or to mention information about themselves.
Example:
 You: Arnold, this is Marcus.

Arnold: It’s nice to meet you, Marcus!
Marcus: Great to talk to you too, Arnold! [your name] mentioned that you’re working in tech.
8. [Person A], I’d like to introduce you to [Person B]. [Describe Person B]
When you’re introducing people for a specific purpose, you can use this statement. After
mentioning the two people’s names, encourage them to start talking by explaining a common
interest of theirs or the purpose behind your introduction.
Example:
You: Hannah, I’d like to introduce you to Evelyn. She wants to know more about the pitch that
you made this morning. Evelyn: I’ve actually been doing similar research, so I thought it might
be great to compare notes with you on that. Hannah: Sure, I’d love to!
9. [Person A], I don’t think you’ve met [Person B]. [Describe Person B]
There are occasions when only one person knows the other. A senior executive might not know
a junior employee, or a participant might be familiar with the speaker’s name but the speaker
hasn’t met them yet. You can make a smooth introduction using this statement.
Example:
 You: Julia, I don’t think you’ve met Harold Myers. He’s a financial trader at [insert bank]. Julia:
Oh, I worked there before, but at a different location! Harold: Yes, I
enjoyed your talk because I found your company case studies relatable.
4.2 Preparing a PowerPoint Presentation:

Slideshows are quick to produce, easy to update and an effective way to inject visual interest
into almost any presentation.
However, slideshows can also spell disaster even for experienced presenters. The key to success
is to make certain your slideshow is a visual aid and not a visual distraction.
1. Follow the “Seven-by-Seven rule”

a. Use no more than 7 words per line and no more than 7 lines per visual.
b. If you need more words, make sub-points below the main point.
c. Only present one main point with a maximum of six sub-points on a slide.
d. Use your slides to emphasize a point, keep yourself on track, and illustrate a point with a
graphic or photo.
e. Keep your font size 24 or bigger.
2. Apply the "billboard" test
a. Each slide or transparency should be easily read and understood similarly to information seen
while driving.
3. Use images that relate and support your presentation

a. Realize that people may forget lists, but they'll recall images.
b. Don't overdo the graphics with too many or too contrasting in color.
4. Make sure your presentation is easy on the eyes.

a. Stay away from weird colors and busy backgrounds.
b. Use easy-to-read fonts such as Arial and Times New Roman for the bulk of your text.
c. If you have to use a funky font, use it sparingly.
d. Think "thin" when deciding on line thickness and "discreet" when picking colors.
5. Leave out the sound effects and background music, unless it’s related to the
content being presented.
a. Make sure your audience has the ability to see and hear the presentation.
b. Use slide transitions that pique interest. Do not get carried away with too many but do use a
variety in your presentation.
6. Use the "one" principle:

a. Limit each visual to one idea, one concept or one main point.
7. Put it to the one-minute test:

a. If the audience will need more than 60 seconds to figure it out, it's too complex. b. Proofread,
proofread, and proofread. You’d hate to discover misspelling during your presentation.
Group Discussion or GD is a type of discussion that involves people sharing ideas or activities.
People in the group discussion are connected with one basic idea. Based on that idea, everyone in
the group represents his/her perspective.
GD is a discussion that tests the candidate's skills, such as leadership skills, communication
skills, social skills and behavior, politeness, teamwork, listening ability, General awareness,
confidence, problem-solving skills, etc.
The Group Discussion is generally the next level after the entrance exam to pursue a professional
degree. In the case of recruitments, Group Discussion can be the starting or at the end, depending
on different companies or organizations.
It is not fixed that the group discussion is always performed around the table. People can sit in
any arrangement, but everyone should be able to see every face. It is not only the usual
discussion, but it is also a discussion with knowledge and facts.
Group Discussion is a combination of two words 'Group' and 'Discussion.' Let's discuss it in detail.
Group
A group means many people are working together to achieve some targets. The performance of a
group depends on the collaborative work of the individuals. The team of three or more than three
people is considered as a group.
Discussion
Discussion means exchanging ideas between two or more than two people, which is generally a
face-to-face interaction. It is a process of talking between people to reach a specific decision. It is
also defined as a conversation about a specific topic.
The result or end product of group discussion can be a particular decision, enhanced knowledge,
actions, an argument, doubt-clearing, disagreement, etc.
Why GD?
Over the last years, GD is used to test the soft skills of the candidates. It is used as a quick
method to shortlist a few candidates from the massive strength. The written exam tests the
knowledge and aptitude. Organizations check the social skills, technical, and communication
skills so that a candidate can work effectively without any obstacle in between his/her skills.
The GD or Group Discussion is used as an exam for many organizations and schools. It tests the
personality skills, communication skills, teamwork, confidence, problem-solving skills, social
skills, behavior, and leadership abilities of a candidate. It is also an essential part of short-listing
candidates for a job or admission to a university.
An intelligent candidate with good knowledge and skills sometimes lacks communication skills,
which can be a lack of confidence, hesitation in speaking, unable to explain his/her point of view,
etc. Due to this, Group Discussion nowadays has become an essential part of most of the
organization and institutes.
Who are Panelists?
Panelists are the people who judge the Group Discussion. Evaluation parameters are different for
every company, but the general procedure remains the same.
GD Process
Let's discuss how GD or Group discussion is conducted.
Participants
The participants can range from 7 to 12 in a group. The number of candidates in a Group
Discussion depends on the available strength. If the strength is low, the number of participants
can range from 5 to 7.
Duration of a GD
The average duration of a Group Discussion is 15 minutes. But, it may vary depending on the
number of candidates in a group. Sometimes, the panelist or judges can extend the discussion for
more than 15 minutes. They can also end the discussion in between. The participants should not
consider any assumption that the GD will be conducted only for 15 minutes.
Types of Group Discussion

There are two types of Group Discussion, which are listed below:
 Topic-Based Group Discussion

 Case Study Based Group Discussion
Topic-Based Group Discussion
There are few candidates in a group, where each group is given any topic. The group members
discuss the topic, which is called a Group Discussion.
The topic-based Group Discussion can be further classified as:
1. Controversial Topics
2. Knowledge-Based topics
3. Abstract Topics
4. Conceptual topics
Let's discuss the above topics in detail.
Controversial Topics
The discussion on controversial topics becomes a debate. Such topics are given to judge the
participants' temper and how they can handle the discussion without losing their calm. It
shows that how a candidate can represent his/her views without arguing with other
participants.
The example of the controversial topics can be Reservation System, Religion equality, etc.
Knowledge-Based topics
The participants should have a proper understanding of the topic before proceeding for a
discussion. The information should be enough to convince the panelists. The essential thing is to
be confident. Do not initiate the discussion if you are not aware of the topic.
The examples of Knowledge-Based topics can be 'CAT vs. GATE' and 'Government jobs vs.
Private jobs'.
Abstract Topics
The abstract topics test the creativity and thinking of a candidate. It also tests the communication
skills.
The example of Abstracts topics can be 'A walk to remember'.
Conceptual topics
The conceptual topics are widely used today by companies. It tests the knowledge, logical, and
aptitude skills of a candidate. The topic for the discussion is randomly selected, giving panelists
a space to judge the participants' creative thinking and ability to handle the situation.
The example of Conceptual topics can be 'Life is a Puzzle.'
Case Study Based Group Discussion
The Case study based Group Discussion is generally followed by the MBA Institutes, such as
IIM, etc. In such a discussion, a problem is given, and the participants are asked to resolve them.
The preparation time is also higher as compared to other discussions. The panelists test the
teamwork and decision-making skills of the participants.
The participants need to active and updated with the things around them. It also tests the
observation capability of the participants.
The example of Case study based topics can be 'Discussion between boss and manager'.
Rules of Group Discussion

There are some rules of a Group Discussion. The rules of Group Discussion are listed below:
 Prepare well for the topic.
The quick trick is to note all the important points during the preparation time. Do not
write brief paragraphs. Try to write short points and explain them briefly in the
discussion.
 Be confident about your content

It would help if you always were confident about your content. If you are not confident,
you may hesitate while speaking, which will create a negative impression.
 Participants Introduction
Most participants only focus on their content. You should be aware during the
introduction of all the participants in your group. To get attention, you can call out the
person's name when the discussion gets diverted.
 Body Language
always take care of your body language. Do not focus only on the content.
 Leadership
Try to take the lead in the group if you are confident about the topic and the knowledge.
 Avoid false starts or commitments
Do not initiate the discussion if you are not sure about your content. Do not present any
wrong information.
 Follow your Domain
Every company has its own culture. Prepare your content according to the company
requirements. For example, industrial companies will focus more on technical talks,
while marketing companies seek the combination of creative and oriented content.
 Do not fight
In the Group Discussion, some candidates often get aggressive. Do not fight during the
discussion. Most of the companies require sensitive and polite candidates rather than
aggressive ones.
4.4 Application of oral communication skills -Conduct of group discussion

amongst groups of students and mock interview
Estimated criteria for a Group Discussion

The performance of an effective Group discussion depends on individual skills and group
coordination.
Let's discuss it in detail.
Individual Skills
The individual skills are listed below:
 Communication Skills
All the participants in the Group Discussion present their views on the given topic. The
language used should be simple so that everyone present in the discussion can easily
understand.
 Content
The content is an essential part of the discussion. The content is the words spoken by
every candidate. The content should not be copied, repetitive, and wrong. It creates a
negative impression. The candidate should not get diverted from the topic. If the content
is correct and relevant to the topic, the panelists examine the content and give scores
based on your content. They also check that the content is in-depth or superficial.
 Analytical Skills
The analytical skills include the exploration of the asked question. Such skills are more
focused on a case study Group Discussion. It primarily includes exploring 'how' and 'why'
of the subject content.
 Creativity
It includes how you can think differently from other participants or present your views in
different ways. You can also abstract the topic differently. All these points will make
you unique.
It will also gain more focus from the panelists on you.
 Decision Making
GD helps in evaluation of the topic and reaching towards the specific decision. It is based
on the suggestions given by the members of the group. The task of selecting suitable
candidates from the group also becomes easy for the panelist or boss.
 Covering Mistakes
The panelists give the topic at the time of the Group Discussion. You usually get a few
minutes to prepare. Sometimes while speaking, mistakes often happen. But, it does not
mean that we should stop the discussion in between and get nervous. In such cases, never
lose confidence. Always correct the mistakes and come back with confidence.
 Reasoning Skills
The panelist checks how much a participant is right in his/her logical skills. They also
check how good you are in supporting standpoints, how you respond to the other
participants, and weaken or strengthen other arguments in the discussion.
 Voice
Voice can range from high-pitch to low-pitch. A high-pitch sometimes seems irritating,
while low-pitch may not be understood by everyone present in the discussion. So, voice
plays a very important role.
High-pitch is useful when the Group discussion becomes a market where everyone is
speaking, and no one is audible. At that time, your high-pitch can calm the participants.
So, you should adjust your voice and pitch as per the circumstances.
 Fluency
A participant of a Group Discussion should have fluency in his/her spoken English.
Everyone in the discussion listens to you carefully. Improper fluency will distract the
listeners. So, it is essential to be fluent while speaking.
 Enthusiasm
Group Discussions are generally unpredictable. Various candidates are keen to share their
views with others. The more enjoyment you feel while sharing views, the better will be
your performance in the discussion. If you are not interested in the Group Discussion,
you may not be able to express your views clearly.
 Initiative
Initiative means to take the lead in the discussion. If you are confident and have good
knowledge about the topic, take action. Do not hesitate and be the first one to start the
discussion. It will get you the bonus points.
You can also take the initiative between when the discussion is diverted or going out of
the topic.
Group Coordination
The group coordination includes the qualities that are evaluated based on group situations, which
are listed below:
 Body Language
The panelists mainly focus on eye contact and hand movements. Your way of sitting is
also essential. Hand movements are the sign of your keen interest in the discussion. You
cannot sit randomly as you are in your home. You have to be very careful about the ways
you sit,
speak, etc. The speaker should maintain eye contact with every participant in the
discussion. But, it does not mean that you should not maintain eye contact when you are
not speaking. You are required to be aware of the whole discussion period. The
improper body language is considered as a lack of interest or a lack of confidence. It will
also distract the attention of panelists from your words. Do not participate in the unusual
activities, such as playing with pens and hairs, tapping on the desks, and laughing. You
should grab your focus only on the topic.
 Behavior
The behavior of the candidate in the Group Discussion should not be aggressive. It
should be polite. Remember that the B-schools or organizations are looking for sensitive
and polite candidates, not violent bouncers.
 Listening Skills
The panelist observes that every candidate is listening to the discussion or not. They can
also ask any candidate to summarize the discussion at the end. The panelist may infer the
poor listener in many ways, such as lack of confidence, poor eye contact, or poor
summary at the end. Hence, it is a rarest and essential skill to be a good participant in a
Group Discussion.
 Leadership Quality
In a group, one or two participants play the role of a lead. They define the essential points
of a topic and try to hold the grip of the group to achieve a common goal. Such
candidates often score bonus points. But it does not mean that the candidate who spokes
first will get bonus points while others not. It mainly depends on the content. If the first
person's content is not impressive compared to the other candidates, he/she will get fewer
scores.
 Team Work
In any company, we need to work as a team for the projects. Due to this reason, penalists
also check the coordination of the participants in a team. You should not infer any
participant while speaking. Do not try to prove that other participants are not speaking
correctly.
4.5 Preparing for and Facing an Interview- Types of interviews conducting
effective job interviews, Preparing for interview
Types of Interview
Let us take a look at the different types of interview conducted.
1. Panel Interview
In this type of interview, there are multiple interviewers who assess the candidate. All types of
questions from expertise to future aspirations may be covered in these interviews. These may
include different professionals from the team who assess the candidate on different grounds. The
decision in such interviews is collective. In such interviews, the candidate is keenly observed
based on their skill set and body language.
2. Structured Interview
In such interviews, interviewers ask the same set of questions from all candidates. These can be
open-ended or close-ended questions. If it is an open-ended question, then there can be multiple
answers for a single question. If it is a close-ended question, there will only be a single answer.
In this type of interview, the interviewer compares candidates based on their responses to these
questions.
3. Unstructured Interview
Here, interviewers change questions based on the candidate’s response to the previous
questions. There is no set format and there can be all types of interview questions that you may
not predict. The interviewer may already have questions or they might base them on the
interview progress.
4. Stress Interview
These are challenging in nature since the interview assesses your response to stressful situations.
Interviewers want to ensure that your response will be constructive for the company. Such types
of interview are common for high-stress job profiles.
5. Case Interview
Here, the interviewer gives you a situation and the associated problem. This may be an
imaginary or a real-life problem. They then ask for a solution to the problem. The aim is to
assess how good you are at problem-solving.
6. Off-site Interview
These are informal interviews where the candidate and interviewer meet at a place other than the
office. The interviewer may invite the candidate over lunch. The aim of such interviews is to
assess your personality outside the workplace.
What are the different methods of Interview?
. 1. Telephonic Interview
This usually takes place with either the HR or recruitment to assess the candidate in general.
This may include asking interview questions based on the resume, roles and responsibilities of
the job profile. In most cases, telephonic interviews are the first and last stage of the interview.
2. Face-to-Face Interview
Once the candidate’s basic profile is screened and shortlisted, it is processed further. The
candidate and interviewer meet in person to discuss your profile. This may include the employer,
someone from Human Resources or a recruitment consultant. Based on the interview round, you
will either be assessed in general or on technical grounds.
3. Video Interview
These can be considered the substitute for the face-to-face interview since it has a similar
purpose. Video interviews happen in case of remote positions or in situations when meeting the
candidate is not possible. Video interviewers were the most feasible type of interviews during the
peak of COVID-19.
The following are some essential steps for pre-interview preparation:
1. Review the job description
Read the job description to thoroughly understand how the employer has described the position
and the type of candidate they are looking for. Carefully review the keywords and key phrases
the employer uses to describe their expectations. The more you can align your skills and
qualifications with the job description, the better chances you stand to impress the interviewer.
You may also get some clues from the job description about the questions the interviewer may
ask.
2. Consider your eligibility for the job
Think about your qualifications and experience. Ask yourself why you are required to apply for
that job and why the employer should hire you. Assessing how the job fits into your career path
and what value you can add to the company helps you convince the interviewer about what
makes you the best candidate for the position.
3. Learn more about the company
Get in-depth information about the company through its website, social media pages, employee
reviews and other online sources. Find out about its mission, management, work culture, the
types of products it offers and the types of clients it serves. Get some insight on its latest
revenue, growth prospects and business plans. Most companies display information about the
management on their "about us" page, employment-related information on their "careers" or
"work with us" page and information for investors on their "investor relations" page.
Researching the company well helps you align your CV with its expectations. It also helps you
answer questions about the firm during the interview. If you are familiar with the organisation,
you can also ask relevant questions to the interviewer, which shows your seriousness about the
job. But, you need not go into technical details if you are applying for a non-technical position.
The idea is to get a basic understanding of the company's line of business.
4. Prepare a list of expected interview questions
Make a list of common interview questions for the given position and frame thoughtful answers.
Prepare impressive responses to questions that give you an opportunity to highlight your skills
and interest in the job. In addition to position-specific questions, here are some common
questions to include in your list:
 Tell me about yourself.

 Why are looking for a job change?
 Why do you want this job?
 What are your strengths and weaknesses?
 What motivates you?
 Where do you see yourself in five years?
5. Practice mock interviews
No matter how well you prepare, it is natural to feel anxious and overwhelmed at the time of the
interview. Mock interviews can be a great help in this regard. They can create a real interview-
like environment and help boost your confidence. Ask your friends or family to conduct a mock
interview for you. Consider recording the entire process to analyse your performance. If you
cannot find anyone to play the interviewer, you can rehearse the interview in front of a mirror.
6. Organise your documents
You may have applied using a digital copy of your CV, but it always helps to keep hard copies of
all your documents with you, just in case the interviewer needs them for easy access. Take a
printout of your resume and cover letter. Put all the important documents including your mark
sheets, certificates, ID proofs and photographs in a folder. If the HR has asked you to bring any
particular documents like salary slips, relieving letter from previous employer or bank
statement , be sure to keep them ready as well.
7. Update your social media profile
If you are on LinkedIn, Facebook, Twitter or any other social media platform, make sure you
have an updated profile. Employers often check your social media presence to get an idea about
your personality and background. Search for your name in Google to see what results turn up. If
there is anything unpleasant, prepare yourself for a response if the interviewer asks about it.
8. Make travel arrangements
Familiarize yourself with the location map that the company has sent you. You can also check
directions to the venue using Google Maps. Based on the distance and the time it would take to
commute, plan your timing and decide on the mode of transport. Have contact information of the
HR department ready with you just in case you need any help locating the company.
9. Decide on your interview dress
Choose a formal dress that you would be wearing for the interview. Make sure the clothes are
clean and wrinkle-free. If you plan to spray deodorant or perfume, make sure it is mild. Overall,
plan for a neat and clean look with well-cut hair and shaved or trimmed beard.
How To Prepare For A Job Interview: During The

Interview.
Follow these steps to prepare for a job interview when you are at the interview venue:
1. Reach the location early
Reach the venue a few minutes before the schedule. It gives you some time to rest and relax. If it
is a far-off location from your place and the journey has been tiring, you can use the extra time at
hand to drink water, use the washroom or freshen yourself up. Reaching early helps reduce
anxiety and gives time to mentally prepare for the interview.
2. Be polite
The way you hold yourself in the office tells a lot about you. Many companies use CCTV
footage to analyse your personality. Sit patiently in a good posture while waiting for your turn.
Be polite to the people you meet including the receptionist, security guard and other candidates.
3. Be mindful of your body language
Be firm and confident while speaking to the interviewer. You can start practising it the very
moment you enter the company. Be mindful of your body language while interacting with the
receptionist or HR executive. Pay attention to how you smile and greet them.
4. Ask thoughtful questions to the interviewer
Most interviewers would give you an opportunity to clarify your doubts and queries. Make
mental notes during the interview to ask pertinent questions to the interviewer. If you have any
doubts regarding the position, company or any other issue, you can get them clarified towards
the end of the interview.
How To Prepare For A Job Interview: After The Interview.

The following steps can help you after you have attended the interview:
1. Analyse your performance
After you come back from the interview, take out a few minutes to analyse how you performed
and what areas could have been better. Ask yourself whether you forgot to mention something or
whether you could have responded to any particular question in a better way. This goes a long
way in improving your interview skills.
2. Inform your references
If you have given any references in your CV or in the job application, make sure you inform
them so that they are not caught off guard when the HR calls them. Call up your references and
tell them about the company and the position you have applied for. Let them know the skills and
qualities you would like them to recommend you for.
3. Follow up with HR
If you do not get to hear from the company within the expected time, you should follow up with
the HR department on the outcome of the interview. You can do so through phone or email.
Irrespective of the mode you use, be sure to mention your name, position applied for, interview
date, name of the interviewer and other relevant details to help the HR staff recall your meeting.
Interview Preparation Tips

Here are some actionable tips to improve your chances of success in a job interview:
 While you wait for your turn at the venue, switch off your mobile phone or put it on
silent or vibration mode. If you are required to take an urgent call, speak in a soft and
low voice.
 Sit patiently in the waiting area. Loitering around in the office would give a
negative impression.
 Be careful not to ask any personal questions to the interviewer, HR staff or the
receptionist.
 Keep your answers short and focused.
 Always talk positively about your current or previous employer.
 Be honest if you do not know the answer to any question the interviewer asks. If you
need some time to collect your thoughts, it is fine to pause and ask the interviewer for
some time to think.
5.2 Writing Resumes/CV: Resumes formats/CV
5.7 Testimonials and References.
What is a Career Goal?

A career goal is a well-defined statement explaining the profession that an individual intends to
pursue throughout his career. It is important for every employee or job seeker to define their
career goals clearly. It helps them to come up with effective action plans.
There are several steps you need to take along the way. From determining and defining your end
objective, to plotting a personal development plan of action to ensure you get there, smart
management of your career takes more than just motivation – it takes careful planning.
1. Explore the possibilities
You may be someone who has known for a very long time exactly what occupation you aspire
to. Or perhaps you have several careers in mind with no clear understanding of which one is best
for you. Either way, the initial step in formulating a career plan involves exploring in more
detail the occupation/s that interest you and ensuring you are comfortable with the reality of
your options.
To do this, research and explore your occupational preference/s to determine the qualifications,
typical career paths and specific skills required.
Ask yourself:
 What training and qualifications are required to enter the occupation/s?

 What skills and interests are required to succeed in the occupation/s?
 How do my skills and interests match up? Where are the gaps?
 What do I find particularly inspiring about the occupation/s?
 What training, support and resources could I expect to receive? Will these help
or quicken my success?
 What is the typical work environment like?
 What are the standard responsibilities?
 What advancement opportunities are available?
 Where is the work located?
 What is the typical salary?
 What level of work-life balance is achievable?
At the end of this step you will have greater insight into your identified occupation/s.
2. Compare options
The next step involves comparing your options to narrow down your choices. Ask yourself:
Ask yourself:
 What occupation suits me best and will satisfy my professional and personal ambitions?
 What occupation best matches my skills, interests and values?
 What occupation is likely to be in greatest demand by employers in the future?
 What are the advantages and disadvantages of each option?
 In which occupation can I achieve my desired salary and work-life balance?
 Which occupation can I picture myself doing day-in, day-out?
When considering these questions, objectively think about what is required to succeed in each
job. What weaknesses would you need to overcome to succeed? What strengths would see you
thrive?
Also consider if each job feels like the right ‘fit’ for you.
At the end of this step you will have narrowed down your options and identified the one
occupation that you ultimately aspire to.
From this, you can define what you want to achieve in this chosen profession. Write this goal
down so that you can then devise an action plan to achieve it. For example, “In 15 years’ time, I
want to be the financial controller of a large commercial organisation”.
Writing down your goal gives you a clearer direction and focuses you on the big picture of what
you ultimately want to achieve in your professional life. Our Career Goal Planner contains a
template to help you plot this out.
The process of setting career goals isn’t over though once you have defined your end-game. For
it to become a reality, you must then plot a plan of action, or a personal development plan, to
ensure help you achieve the goal you’ve set for yourself.
3. Establish short-term goals
That’s why the third step involves creating a set of short-term actions that will start you down the
path towards your career objective. Focus on what you need to achieve in the next three to five
years or so, specifically in the areas of:
 Learning: To enter or progress in your preferred occupation, do you need to earn certain
qualifications? If so, what courses should you consider?
 Experience: What experience do you need to acquire to become a suitable candidate for
your next promotion or to gain your first entry-level role in this field?
 Skills development: What specific skills should you develop to make yourself a suitable
candidate for your next promotion?
 Ideal next job: What role represents the next sensible step towards achieving your
career goal?
 Professional membership: Would professional membership aid your career
advancement?
Before answering these questions, it’s worth reviewing job descriptions for the next role you
aspire to. This will highlight any skills or competencies that you need to focus on developing in
your current role before you commence your next jobs search.
4. Establish long-term objectives
Once these short-term objectives are in place, you need to the next step in career planning
involves turning your attention to longer-term planning objectives. Plot out a realistic career
progression pathway that defines the jobs and their increasing level of skills, responsibilities and
seniority that will allow you to reach your goal. This is essentially your roadmap for how you are
going to advance your career to get to your ultimate end goal.
Before you can chart your course towards your future, most people need to research typical
career pathways in their field. To do this, you can talk to a recruiter to understand the typical
career paths for the role you aspire to. You can also reach out to any LinkedIn connections who
are on the pathway you aspire to. Your mentor can also provide useful insights, as can a review
of relevant job descriptions.
Based upon your research, you can plot your longer term career pathway and the specific jobs
you’ll need to advance through. For each job define:
 Technical skills to acquire: This covers the specific learned abilities you’ll need to pick
up and use in each role.
 Soft skills to cultivate: Identify the non-technical skills related to how you work that
you’ll need to develop in this role, such as teamwork, networking, conflict resolution or
adaptability.
 Competencies to learn: List the knowledge and behaviours you need to acquire in this
job, such as commercial awareness, negotiation or conflict management. If you aren’t
sure of the differences between technical skills, soft skills and competencies
 Specific experience to gain: What precise experience should you gain and
what successes and achievements will allow you to quantify this experience to
future employers?
 Personal or professional development: How can you personally and professionally
grow in this role? For example, could you participate in a professional membership
body, undertake accreditation or upskill in new technology?
 Ideal length of tenure: How long do you need to spend in this role to develop the
necessary expertise and experience to become promotion-ready?
At the end of this step you will have set out the career progression pathway you need to take to
get you from where you are today to where you ultimately want to be. Again, our Career Goal
Planner contains a template to help you set this out.
5. Write SMARTER career goals
When formulating your action plan, remember to set clearly defined, short objectives you can
work towards. To do this, the SMARTER system can be useful:
 Specific - Be as clear as you can and avoid ambiguous statements.

 Measurable - Quantify what you must achieve.
 Achievable - Motivate yourself but also keep your goals reachable.
 Realistic - Be reasonable and focus keep your goals attainable so progress is attainable.
 Timely - Create timeframes for completing steps.
 Empowering - Ensure your goals feel right for you and help you make the changes
you want.
 Reviewable - Keep your goals flexible so you can adjust to changing market conditions.
6. Be flexible and measure your progress
Finally, be flexible. Your priorities and objectives can be altered or amended over time, either
because of your own changing personal circumstances or due to external factors outside your
control, such as technological innovations or fluctuations in the skills employers require.
Therefore, check in from time to time to make sure your goals are is still achievable and
your short and long-term objectives remain realistic. If they aren’t, tweak your plan
accordingly to keep you on track.
As part of this review, make sure you measure your progress. Congratulate yourself for
achievements you are particularly proud of.
You should also use this time to identify any areas where you are falling behind and then allocate
time in your schedule to dedicate to improvements. Consider if you require any support to make
these improvements, such as from a mentor or by enrolling in a training course. Stretch
opportunities in your existing role are another way of developing skills.
Whether you complete a monthly, quarterly or bi-annual review, make sure you schedule it in
your calendar as a recurring meeting. Do not cancel this appointment when it comes around.
Instead, use it as a genuine opportunity for self-reflection.
7. Write down your goals
Career planning or goal setting will only achieve its purpose if you follow the path you
have planned. This means it is important to write down your career goals.
The process of putting pen to paper allows you to keep a clear focus, identify achievements and
make any necessary alterations as and when required. Imagine you are planning an overseas
trip
– think about how much time and energy you would devote to it. Your career will probably span
the next thirty years of your life and it deserves just as much focused planning, if not more.
5.2 Writing Resumes / CV: Resumes formats/CV
What is a CV?
In its full form, CV stands for Curriculum Vitae (latin for: course of life). In the US, Canada, and
Australia, a CV is a document you use for academic purposes. The US academic CV outlines
every detail of your scholarly career. In other countries, CV is an equivalent of an American
resume and is used to apply for a job.
A CV is therefore a curriculum vitae, and other than its length and purpose in a few English-
speaking countries, a CV is a synonym for a resume. Confused? Read our full guide on what a
CV is.
What are the differences between a CV and a resume?
Let’s get this straight, once and for all:
In the hiring industry, nowadays there’s almost no formal difference between a CV and a
resume. It’s the same thing that Brits call a CV and Americans—a resume.
Just like they do with chips and French fries, football and soccer, or Queen Elizabeth and Queen
Bey.
So, if you're applying to a European company, you should create a CV. But if you're applying to
a US-based employer, you should make a resume. If you're making a CV for academic purposes
in the US, Canada or Australia, read our guide on the differences between a CV and a resume.
And no, a CV is not a cover letter. A curriculum vitae contains your work history, education and
skills, while a cover letter is a full-blown marketing campaign. These documents are completely
different, and you can learn more about those differences in this guide on Curriculum Vitae VS
Cover Letter.
CV: Proper Order of Sections
CV Header with Contact Information
1. Personal Profile: CV Objective or CV Summary

2. Work Experience
3. Education
4. Skills
5. Additional Sections
#1. Contact Information
The CV contact information formatting looks as follows:
 Name
 Professional job title
 Email address
 Phone number
 LinkedIn profile
 Location
#2. Personal profile
Your personal statement is a short, 50-100 word pitch of your professional and educational
career, and it goes right on top of your CV: The personal statement can be written in 2 ways:
 As a CV Summary - Focused more on your work experience and achievements.

 As a CV Objective - Focused on your aspirations, goals, skills, and educational
background (instead of work experience or achievements)
#3. Work Experience

Format your CV work experience section as follows:
 Start with your most recent job, and work your way back.
 For each work experience entry, start with the position title.
 Under the title, list out the following: name of the company, dates worked.
 Finally, mention 4-6 responsibilities or achievements for each position.
#4. Educational History
Format your educational history in the following order:
 Degree name.
 University name.
 Study timeframe.
 GPA (optional).
 Courses taken (optional).
 Honors (if relevant).
#5. Skills
Listing your skills on a CV is relatively straightforward - just create a section named “Skills,”
and list them out.
#6. Other Optional Sections
The optional sections you can include on your resume include:
 Awards & Honors

 Projects
 Certificates
 Extracurricular Activities
 Hobbies & Interests
 Professional Organizations
 Languages
 Volunteering Experience
 Teaching Experience
Types of Resumes
Which resume format is right for you?
There are three common resume formats: chronological, functional, and combination. The table
below describes and gives the pros and cons of each. Use it to decide which is best for you.
Resume Chronological Functional or Skills-based Combination
Formats Resume Resume Resume
Overview Lists your work Focuses on skills and Blends the flexibility
history in reverse strengths important to and strength of the
order, starting with employers. Omits specific other two types of
your current or most dates, names, and places. De- resumes.
recent job and emphasizes a spotty work
working backwards. history.
Advantage Easy to write. De-emphasizes a spotty work Shows off a strong
Emphasizes steady history. Allows you to employment record
employment record. highlight specific strengths with upward
Employers like to and transferable skills that mobility. Show how
see job titles, level of might not be obvious when the skills you have
responsibility, and outlined in purely used in the past apply
dates of your work chronological order. to the job you are
history. seeking. Emphasizes
transferable skills.
Disadvantage Calls attention to No detailed work history. Work history is often
employment gaps. Content may appear to lack on the second page,
Skills can be difficult depth. Disliked by many and employer may
to spot unless they employers. It makes them not read that far.
are listed in the most think you may be trying to
recent job. hide your age, employment
gaps, lack of relevant
experience, lack of career
progression, or
underemployment.
The Traditional Resume
We all know what the traditional resume looks like: basic information, skills and experience. In
fact, most recruiters are so used to evaluating resumes that each traditional resume only gets
about six seconds of attention.
The benefits of a traditional resume lies in its ability to impart information quickly for hiring
managers looking to weed through a stack of candidates. This will help you sort the wheat from
the chaff and focus on only the best candidates.
Unfortunately, resumes are rarely a comprehensive picture of a potential candidate. Many

candidates look better on paper than they do in the workplace. Conversely, many candidates’
passion and ambition just doesn’t come through in one page. And sometimes the best candidates
will get weeded out by your keyword-obsessed applicant tracking system.
The Video Resume
The video resume is a 60-second video of a job seeker speaking on film about their skills,
qualifications and experience. The benefit of these resumes is the ability to see candidates in
person without ever scheduling an interview. It gives hiring managers a more personal feel for
the candidate much earlier in the process.
More importantly, you get to see if candidates can back up the intangibles on their traditional
paper resume. For instance, citing superior communication skills on a paper resume can be hard
to verify. In a video resume, however, the candidate will be forced to put those communication
skills on display.
Unfortunately, some candidates can be camera-shy or just don’t realize video resumes work
differently than in-person meetings. Some candidates will trip themselves up by recording their
video resume in a dark room or with a disorderly background. While these candidates might be
great workers, their inability to adapt to the video format can seriously undercut their message.
The Social Media Profile
In today’s social media obsessed world, more job seekers are turning to their favorite social
platforms to get a leg up on the job search. Social media profiles can tell you a lot about a job
seeker, including written communication skills and professionalism. They can also give you
insight into a job seeker’s passions and ambitions. Best of all, you can use social media to
connect with interested candidates and build up a talent pipeline for your company.
However, social media can be a slippery slope. You want to make sure your candidate is
professional while also realizing that many candidates use social media at least in part to connect
with friends and family. Employers have also been getting into trouble lately for demanding job
seekers turn over social media passwords.
Each type of resume has its own set of strengths and challenges when used to evaluate top talent.
The best policy is to balance each type of resume: video resume, social media profiles and
traditional, in order to get a fuller view of applicants. This way you can focus on interviewing
and hiring the very best.

A job description is a document that clearly states essential job requirements, job duties, job
responsibilities, and skills required to perform a specific role. A detailed job description will
cover how success is measured in the role so it can be used in performance evaluations.
Job descriptions are used for a variety of reasons, such as determining salary levels, conducting
performance reviews, clarifying missions, establishing titles and pay grades, and creating
reasonable accommodation controls, and as a tool for recruiting. Job descriptions are useful in
career planning, offering training exercises and establishing legal requirements for compliance
purposes. A job description gives an employee a clear and concise resource to be used as a guide
for job performance. Likewise, a supervisor can use a job description as a measuring tool to
ensure that the employee is meeting job expectations.
A job description consists of the following:
 Job Title
 Job Summary
 Responsibilities and Duties
 Qualifications and Skills
A letter of acceptance, or acceptance letter, is a written agreement to the terms of employment

offered by your new employer. While you may have already accepted the job offer during a call
or in-person meeting with your employer, following up with written acceptance is good practice
and may even be requested by the recruiter. While the letter is best kept brief, it must include the
following important details:
 Expression of gratitude for the job offer

 Clear written acceptance of the job offer
 Confirmation of the terms of employment, such as salary, job title and any benefits
 Clarification of your start date
 Signature
The recruiter or HR personnel you've been corresponding with throughout the recruitment
process can clarify how you should respond to the job offer. Whether via email or a hard-copy
letter, it's important to send a written acceptance to a job offer.
Letter of acceptance template

Here's a template you can follow to create your own letter:
[Recruiter's name]
[Employer's name]
[Employer's address]
[Your name]
[Your address]
[Your contact number]
[Your email address]
[Today's date]
Dear [recruiter's name],
Thank you for taking the time to consider me for the [job title] position at your company. I'm
extremely grateful for the experiences you shared with me during the hiring process. I'm
delighted to accept the offer of employment for the position of [job title] starting on [agreed start
date].
As we discussed, my starting salary will be [salary per year] with [agreed days] annual leave,
with [list additional benefits] commencing upon completion of a probation period of [number of
days probation].
I look forward to starting with your company soon and will await further details about my first
day and induction. If there's anything further you need from me, please don't hesitate to ask.
Thank you again for this opportunity, and I look forward to working with you.
Kind regards,
[Your signature]
[Your name]
How to Write a Resignation Letter for a Job Promotion
It happens often enough, particularly early in someone's career. You take your first entry-level job with
the intention of working your way up the corporate ladder. Then, a year or so into the job, it happens. A
new door opens — exactly what you've been waiting for and working toward, you're faced with
resigning from your current job with integrity. This example of a resignation letter example can help you
notify your employer that you're resigning to pursue a job that is a promotion to a higher position.
Tips for Writing a Resignation Letter for a Promotion

 Give appropriate notice. Generally, that means at least two weeks. This allows your
employer to cover your projects and start the process of finding your replacement.
 Use business letter format. Create your letter as you would any other business letter.
This means setting it up professionally with the right information, in the right order.
Don’t fall into the trap of being overly casual in your resignation letter, even if you’re on
friendly terms with your soon-to-be former boss. While you don’t need to take a stilted,
overly formal tone in your writing, you do need to get your message across clearly and
graciously.
 Include all relevant information. When will your last day be? Are you available to help
with the transition? When and how will you follow up with details? These are the most
important things to convey in your resignation letter.
 Be grateful. It’s also essential to convey your thanks for the opportunity — even if the
job didn’t work out the way you planned. Be sincere in your thanks: even the worst jobs
have something to teach us. Perhaps you made connections that you hope to keep for a
lifetime or learned some aspect of the business that will help you in your career going
forward.
 Avoid the negative. Now’s not the time to vent your frustrations about the job, your
boss, or your coworkers. Emphasize the positive and move on.
 Proofread, proofread, and proofread. As in all business correspondence, accuracy is
important. Check and double-check for errors before you send.
Resignation Letter for a Promotion Example
Akshay Jawale
3 Main Street, Apartment 2R
Center City, Pune 425224
555-123-4567
akshay.jawale@email.com
January 3, 2019
Milind Upadhyaya
Senior Sales Manager
Noonan & Company
14 Office Park Way
Center City, Pune 425224
Dear Milind:
I will be resigning from my job next month as Sales Manager at Noonan & Company in order to
take on a new position. I was recently offered a position as V.P. of Sales for another company,
and unfortunately, it's an offer that I cannot decline. The new job is the ideal next step in my
professional development.
It has been a pleasure working with you, and I am deeply grateful for all your assistance during
my time at Noonan & Company. I learned a lot and I appreciate the time and effort you spent
orienting me to a new job at a new company.
Please do not hesitate to reach out to me if there's anything at all I can do for you, either during
the remainder of my time here or in the months after. I would be happy to assist you in hiring a
replacement or in selecting another employee for a promotion to my position. I will be available
this month to meet with you at any time, or you can contact me at either 555-123-4567 or
akshay.jawale@email.com.
Thanks so much for your understanding, and I hope that we can remain in touch as
professionals in the future.
Sincerely,
Signature (hard copy letter)
Akshay Jawale
5.7 Testimonials and References
When people apply for jobs, their applications can be greatly benefited by having a few well-
written recommendations from their references. These are usually referred to as letters of
reference, testimonials or letters of recommendation. They are usually written by former
employers, former teachers or even coworkers of a high standing. In these letters, the reference
will commonly write about the qualities of the particular person, noting how they are well-suited
for the job they are applying for and listed this person’s various skill sets.
A REFERENCE LETTER or LETTER OF RECOMMENDATION, as it may be called

elsewhere, is a letter which a writer assess the qualities, characteristics and capabilities of the
person being recommended in terms of that individual's ability to perform a particular task or
function. Therefore, reference letters are usually requested to be written about someone, and are
therefore addressed to a particular requester (such as a new employer). It is not mandatory by
Law that a reference letter is given to the employer, but it MAY be issued to the person being
recommended without specifying the addressee.
A TESTIMONIAL is simply a formal statement testifying to someone’s character and

qualification (Certificate of Competence). It may also be given to the employee upon termination
of employment.
In a business context, testimonials can have a different meaning from letters of reference. They
are similar, though, in that a former client will recommend someone that gave them business.
Testimonials could also refer to certain products or services, where the reference cites how they
were satisfied with the product or service and subsequently recommend it.
Unit – VI Emerging Digital channels for communication
6.3 Communication. Communication tools such as email or messaging
apps.
6.4 Apps. Mobile apps including apps launched by brands or
ecommerce sites to drive sales.
6.5 Online Events
6.6 Digital Media
What is social media?
Social media is a collective term for websites and applications that focus on communication,
community-based input, interaction, content-sharing and collaboration.
People use social media to stay in touch and interact with friends, family and various
communities. Businesses use social applications to market and promote their products and track
customer concerns.
Business-to-consumer websites include social components, such as comment fields for users.
Various tools help businesses track, measure and analyze the attention the company gets from
social media, including brand perception and customer insight.
Social media has enormous traction globally. Mobile applications make these platforms easily
accessible. Some popular examples of general social media platforms include Twitter, Facebook
and LinkedIn.
What are the business applications of social media?
In business, social media is used to market products, promote brands, and connect to customers
and foster new business. As a communication platform, social media promotes customer
feedback and makes it easy for customers to share their experiences with a company. Businesses
can respond quickly to positive and negative feedback, address customer problems and maintain
or rebuild customer confidence.
Social media is also used for crowdsourcing. That's the practice of using social networking to
gather knowledge, goods or services. Companies use crowdsourcing to get ideas from
employees, customers and the general public for improving products or developing future
products or services.
What are the benefits of social media?
Social media provides several benefits, including the following:
 User visibility. Social platforms let people easily communicate and exchange ideas
or content.
 Business and product marketing. These platforms enable businesses to quickly
publicize their products and services to a broad audience. Businesses can also use social
media to maintain a following and test new markets. In some cases, the content created
on social media is the product.
 Audience building. Social media helps entrepreneurs and artists build an audience for
their work. In some cases, social media has eliminated the need for a distributor,
because anyone can upload their content and transact business online. For example, an
amateur
musician can post a song on Facebook, get instant visibility among their network of
friends, who in turn share it on their networks.
What are the different types of social media?
The four main categories of social platforms are these:
1. Social networks. People use these networks to connect with one another and share
information, thoughts and ideas. The focus of these networks is usually on the user. User
profiles help participants identify other users with common interests or concerns.
Facebook and LinkedIn are good examples.
2. Media-sharing networks. These networks focus is on content. For example, on
YouTube, interaction is around videos that users create. Other media-sharing networks
are TikTok and Instagram. Streaming platforms like Twitch are considered a subset of
this category.
3. Community-based networks. The focus of this type of social network is in-depth
discussion, much like a blog forum. Users leave prompts for discussion that spiral into
detailed comment threads. Communities often form around select topics. Reddit is an
example of a community-based network.
4. Review board networks. With these networks, the focus is on a review, usually of a
product or service. For example, on Yelp, users can write reviews on restaurants and
endorse each other's reviews to boost visibility.
What are examples of social media?
Here are some examples of popular web-based social media platforms:
 Facebook is a free social networking website where registered users create profiles,
upload photos and video, send messages and keep in touch with friends, family and
colleagues.
 LinkedIn is a social networking site designed for the business community. Registered
members can create networks of people they know and trust professionally.
 Pinterest is a social curation website for sharing and categorizing images found online.
The main focus of Pinterest is visual, though it does call for brief descriptions of images.
Clicking on an image will take a user to the original source. For example, clicking on a
picture of a pair of shoes might redirect a user to a purchasing site; an image of blueberry
pancakes might redirect to the recipe.
 Reddit is a social news website and forum where site members curate and promote
stories. The site is composed of hundreds of sub-communities called subreddits. Each
subreddit has a specific topic, such as technology, politics or music. Reddit site members,
also known as "redditors," submit content that members vote on. The goal is to elevate
well-regarded stories to the top of the site's main thread page.
 Twitter is a free microblogging service for registered members to broadcast short posts
called tweets. Twitter members can broadcast tweets and follow other active users' tweets
using several platforms and devices.
 Wikipedia is a free, open content encyclopedia created through a collaborative
community. Anyone registered on Wikipedia can create an article for publication;
registration is not required to edit articles.
Video sharing sites are websites that allow people and companies to upload or live stream
their videos. Users can then search for videos by keyword or topic. The content on these sites can
be available to the public or to private or invited audiences. Many video sharing sites use income
from advertisements to support their platforms. They might also offer revenue sharing to users
whose videos get lots of views.
Benefits of using video sharing sites

Content creators, video bloggers and businesses often post content on video sharing sites for the
following benefits:
 Getting content in front of large audiences on multiple sites

 Improving brand exposure, which can create more leads and increased sales
 Creating and sharing promotional videos
 Engaging with and delivering messages to your target audience
 Viewing and interacting with followers or other industry members' content
 Building a positive online reputation
 Gathering analytics about who your audience is and what it's viewing
 Creating a brand identity and sharing its values
 Improving search engine rankings
 Directing people to your social sites to grow your social media following
Companies and individuals often create accounts or channels with video sharing sites that they
update frequently. They might include links to each channel on their website to encourage people
to watch and engage with the content.
A search engine is a software system designed to carry out web searches. They search the World
Wide Web in a systematic way for particular information specified in a textual web search query.
The search results are generally presented in a line of results, often referred to as search engine
results pages (SERPs). When a user enters a query into a search engine, the engine scans its
index of web pages to find those that are relevant to the user's query. The results are then ranked
by relevancy and displayed to the user. The information may be a mix of links to web pages,
images,
videos, infographics, articles, research papers, and other types of files. Some search engines also
mine data available in databases or open directories. Unlike web directories and social
bookmarking sites, which are maintained by human editors, search engines also maintain real-
time information by running an algorithm on a web crawler.
One of the exciting aspects of the Internet is that it allows you to find information that may
otherwise be difficult or near impossible to obtain through the use of search engines. There are
three main types of search engines, web crawlers, directories, and sponsored links. Search
engines typically use a number of methods to collect and retrieve their results. These include:
Crawler databases. The search engine sends out many 'crawlers' which trawl the Web
randomly, following links and indexing page content as they go. Some common crawlers are the
GoogleBot and MSNBot which power Google and Bing.
Human-edited directories. Directories are human-maintained indexes of websites organized

into a comprehensive hierarchy. To add your site to a directory you must submit it to an editor
who reviews it first. Many directories charge a fee for inclusion, but the Open Directory Project
is a popular free service.
Sponsored links. Sponsored links give you a way to pay to have your site included in search
results. When a user searches for one of your chosen keywords, your site will appear usually in a
separate section from the main results. On Google these sites appear at the top of the list
separated from the main results.
What is a search engine results page?

A search engine results page, or SERP, is the page you see after entering a query into Google,
Yahoo, or any other search engine. Each search engine’s SERP design is different, but Google is
the most popular—holding over 80% of the market share, The SERP features that display after a
search depend on the type of search query entered. Search queries typically fall into 1 of 3
categories: navigational, informational, or transactional.
The SERP features that display after a search depend on the type of search query entered. Search
queries typically fall into 1 of 3 categories: navigational, informational, or transactional.
Navigational queries
Navigational queries occur when someone is looking for a particular website but doesn’t type the
site’s full URL. Unless the searcher is specifically looking for you, it can be difficult to reach the
first page of these results. To take advantage of navigational queries for your site, consider
buying ads for the keywords you want to rank for—like the name of your business, for instance.
Informational queries
A person makes an informational query when they want to learn something, like background
facts on a topic or how to perform a certain task. The searcher isn't usually looking to make a
purchase, but the right content often drives them to a particular brand. That’s why it’s important
to create relevant content that caters to the wants, needs, and interests of your target audience.
Transactional queries
People make transactional queries when they're thinking of buying something, like a particular
product or an item from a broad category. Transactional queries have the most revenue potential,
so keywords tend to have a lot of bids for pay-per-click spots. That means that in addition to the
organic search results for their transactional queries, people will see relevant paid results, too.
Paid ads are popular among businesses because they’re effective; according to research by online
advertising group Word Stream, almost 65% of clicks on transactional SERPs happen on paid
ads.
6.3 Communication. Communication tools such as email or messaging

apps.
Internet Communication
In today's world, a person's personality and interests can be easily identified by observing how
active he or she is on the various social media platforms, and what they post. Although social
media was fundamentally created for connecting people across the world and allowing them to
share their thoughts and opinions, these platforms have now become an extensive medium for
building businesses and promoting oneself. Social media adds business value by building
networks that enhance competitive edge, enable the exchange of information, and foster strong
relationships.
There are various internet communication tools that enable us to network both personally and
professionally. Some of these are Facebook, emails, Twitter, chat, and blogs.
Social Media Operations

Social media is defined as the platform used by applications that focus on using the internet to
connect people across the globe. There are many applications like email, chat messengers and
applications, blogs, Facebook, Twitter, etc. The major functionality they provide to the users is
connectivity and communication. These applications run intricate algorithms that monitor shared
and stored data. One major function of social media is to monitor, track, and analyze a user's
online activities. This allows for the collection of information on user interests and preferences.
This process enables product suggestions the next time the user browses the platform.
For example, if you check out details about some product on the xyz e-commerce site, the next
time you log onto your social media sites, you will easily find those and similar products, which
will appear as suggestions for you to look at. Thus, social media plays a huge role in gathering
user information to increase sales.
Common Communication Tools

Internet communication tools are used for both personal and professional purposes to:
1. Increase followers and friends by an individual

2. Establish informal connections with clients by business firms and startups.
A list of various internet communication tools are:
 Instagram
 Facebook
 Twitter
 WhatsApp
 Emails
 Blogs
 YouTube
6.4 Apps. Mobile apps including apps launched by brands or

ecommerce sites to drive sales.
Mobile Application is a very useful companion of your E-commerce store. It can lead to brand
recognition, increase sales and open the door to millions of potential customers.
E-commerce stores need to offer the best customer experience at every touch point of a
customer’s journey. To offer a superior customer experience, you cannot rely only on a website.
The users are more active on mobile compared to desktops. Hence, it is very necessary to have a
mobile app for your E-commerce store where users can buy products on the go and at any time
of the day.
Mobile commerce is growing every year as more and more customers shop exclusively on their
phones. An effective mobile app can go a long way toward offering a customizable experience
that shoppers can’t get anywhere else.
Having a strong mobile component is increasingly important to modern ecommerce — and

almost expected by customers. But a quick search of any app store shows just how difficult it can
be to really stand out from all the competition.
All of the ecommerce apps on our list are expertly designed, have an intuitive interface for their
users, and provide a frictionless sales experience. Let’s take a closer look at which apps made the
cut and see what they have to offer consumers.
1. Amazon
Amazon is the largest retailer in the world, and it offers one of the best mobile ecommerce apps.
The app allows you to easily search for products by category, brand, or name and effortlessly
order just about anything you can think of — from dietary supplements to vehicle parts.
Key features
Amazon’s mobile ecommerce app offers just about everything you need. It’s fast, easy to use,
and secure. It provides users with real-time tracking, delivery notifications, live chat, face ID
login, and more.
You can use voice search to explore offerings, compare similar items, see 360-degree product
views, create lists, add items to your cart, and of course, make purchases. Amazon also makes
returning products and leaving reviews simple and straightforward. The Amazon mobile app is
the embodiment of a frictionless sales experience, and the ecommerce behemoth’s sales figures
show it.
2. eBay
A multinational ecommerce company that facilitates both peer-to-peer and business-to-consumer

transactions, eBay lets users buy, sell, or window shop using the mobile app. One of the app’s
top features is its three-step “Browse, Choose, Buy” shopping experience, but it has many other
capabilities too.
Key features
The eBay mobile app sends you price notifications so that you can take advantage of emerging
sales opportunities and easily keep up with products you’re bidding on in auction. It also sends
out daily deal alerts, special offers, shipping updates, and more. Sellers can opt in for bid alerts
and other notifications.
3. Lenskart
Lenskart is a popular ecommerce retailer of prescription glasses. Its mobile app lets you browse
sunglasses and eyeglasses and order up to five pairs at a time to try on at home for free. After
testing out each pair of frames, you can return the ones you don’t like and keep your favorites.
Key features
From the mobile app, you can easily shop for eyewear solutions by type, selecting from
eyeglasses, contacts, and sunglasses. The app also has a Virtual Try-On tool so that you can get a
glimpse of the glasses on your face before placing an order, which increases customer
confidence and makes the shopping experience easier.
The app allows you to sort frames based on shape, color, width, and other stylistic elements, and
it also includes Apple Pay integration and has a robust notification system.
4. H&M
H&M is a clothing company that connects you with the latest in fashion at an affordable price.
You can use the mobile app to browse and buy individual pieces of clothing or whole outfits.
Key features
The H&M app offers discounts, notifications, an easy-to-follow product menu, and an in-app
store finder. One cool feature for omnichannel shoppers is the ability to scan an in-store item and
immediately purchase it online, so you can purchase something you like even if the location
doesn’t have it in a certain size. You can also use Visual Search, which scans photos and
recommends outfits.
5. Walmart
Walmart is one of the largest big-box retailers in the world and sells just about everything,
including groceries, furniture, and household goods. The mobile app allows you to schedule
grocery pickups, arrange furniture deliveries, browse products, and confirm the in-store
availability of specific items.
Key features
The Walmart app offers a quick, responsive shopping experience with one cart that allows you to
purchase everything you need — all at once. You can create custom orders, scan barcodes to find
prices, and choose to pick up your items, have them delivered, or arrange shipping via UPS or
FedEx. You can track the status of pending deliveries, confirm item availability, and reorder
previous grocery lists.
The app also features weekly deals and push notifications for sales. In-store shoppers benefit
from an easily accessible map of their store’s layout.
6. Nike
Nike is a well-known footwear and athletic apparel company, but it’s also a brand that greatly
values its customer experience. You can shop for Nike products, read stories, and receive
training tips and style advice on the mobile app.
Key features
The Nike app has a sleek and easy-to-use interface that helps you easily find the products you
want. It provides daily recommendations tailored to your interests, and members can receive
alerts and exclusive offers through the built-in rewards program, as well as free shipping on
orders.
The mobile app also improves the in-store experience, letting you check inventory availability
and place reservations for pickup. Users can enhance their athletic routines by reading stories,
receiving training tips, and accessing style advice from Nike experts and coaches, making the
app more than just a tool for buying products.
7. Starbucks
Starbucks is the most well-known coffee shop corporation in the world. Over the years, the
company has developed a loyal following thanks to its product offerings, consistency, and
omnipresence. Its mobile app allows customers to purchase drinks and food for pickup.
Key features
The app is intuitive and offers a simple menu system that provides you with all the info you
need. While not as multi-use as some mobile apps, it keeps track of your gift card or store
balance, as well as order ahead and pay via the app or at the store when you pick up.
The app also has a star-based rewards system built around Starbucks loyalty that leverages the
concept of gamification. The rewards program provides an easy way to earn, monitor, and
redeem stars for free items and makes ordering items and accumulating stars fun, which
incentivizes customers to buy more.
6.5 Online Events

The world of event marketing changed drastically when in-person networking events,
conferences, and trade shows were canceled due to the global pandemic. Sales teams worldwide
had to shift gear, take what they knew about in-person outreach, and apply it to virtual selling.
Event marketers had to explore new platforms and engagement tactics to keep the flow of leads
coming. For those that could quickly adapt, online events became the new norm in a time when
we couldn’t meet and network in person.
What is an Online Event?

Online events, also known as virtual events, are just that: Events with a specific date, time, and
agenda but which take place in a virtual space rather than a physical one.
Online events typically offer both live and on-demand presentations and, in many cases, give
people the opportunity to interact with other event attendees in a web-based virtual environment.
When it comes to businesses, virtual events can include things as small as a webinar and as
extensive as an entire virtual conference. Sometimes these replace in-person events and, in other
cases, they’re a supplement to IRL (that’s “in-real-life,” in case internet acronyms aren’t really
your jam) events.
The Benefits of Online Events

Contemplating holding an online event and not sure if it’s worth it? The list of benefits is
lengthy, even under standard circumstances. Add in the new digital-first landscape, and a couple
more benefits join the already long list.
 Save Money: Virtual events are more cost-effective, both for attendees and hosts. Hosts
don’t have to pay for a costly venue or use a budget to get staff on-site.
 Save Time: Online event hosts save time on setup and planning. Attendees save time on
travel and don’t have to worry about making out-of-office arrangements.
 Expand Attendee Base: Because virtual events only require a device with an internet
connection, they’re wide open to nearly everyone. More people can easily attend online
events with reduced concerns around health and safety, time commitment, budget, and
event location—including international attendees who might be too far away to make
attending an in-person feasible.
 Expand Potential Speaker List: Likewise, reduced commitments for a virtual event
may also make it easier to get speakers, especially if your event includes a mix of live
and pre- recorded sessions.
 Continue Driving Leads and Pipeline: The content you create for online events can be
gated and offered on-demand or repurposed and reused in other ways throughout the year
— meaning these events are the gifts that keep on giving back to businesses.
 Reduce Risk of Outbreak: Of course, this one is on everyone’s minds. In a time when
many companies have limited employee travel and others have moved to remote
workplaces, virtual events make it easier for your event attendees to still get value from
your content without worrying about getting sick or spreading germs.
Types of Online Events

Like in-person events, virtual events range in size and complexity. Here are a few common types.
 Webinar: A single online session that can take the form of a speaker presentation, panel,
etc.
 Online Event (a.k.a. Virtual Event): A series of online sessions, which may or may not
include interactive elements (such as audience Q&A).
 Online Conference or Virtual Summit: A more extensive virtual event that mimics
many of the qualities of an in-person event, including virtual networking opportunities,
virtual booths, and more
6.6 Digital Media
Digital media is information shared through a digital device or screen. Essentially, it’s any form
of media that relies on an electronic device for its creation, distribution, viewing, and storage.
Companies often use this form of media to advertise their businesses and brands. In fact, a
majority of modern marketing involves some form of digital media to create and display
advertising content. That includes social media posts, video advertisements, and blogs or
research articles
Unlike traditional media, digital media is transmitted as digital data, which at its simplest
involves digital cables or satellites sending binary signals –– 0s and 1s –– to devices that
translate them into audio, video, graphics, text, and more. Anytime you use your computer,
tablet, or cellphone, opening web-based systems and apps, you’re consuming digital media.
Digital media might come in the form of videos, articles, advertisements, music, podcasts,
audiobooks, virtual reality, or digital art.
Exploring Types of Digital Media

Traditional (nondigital) media includes several types of communication technologies, some of
which have existed for hundreds of years. Newspapers, magazines, books, and other printed
materials were among the first types of traditional media. Those forms of media persist, joined in
the 19th century by the telegraph and in the 20th century by radio and television, the first
examples of mass media.
The digital era, however, meant a whole new set of media transmission methods and devices,
with more developed every year. These days, most types of digital media fit into one of these
main subgroups:
 Audio: Audio forms of digital media include digital radio stations, podcasts, and
audiobooks. Tens of millions of Americans subscribe to digital radio services such as
Apple Music, Spotify, Tidal, Pandora, and Sirius, which provide a wide range of musical
stations and allow users to listen to databases of millions of songs on demand.
 Video: Many digital media outlets are visual, from streaming movie and television
services such as Netflix to virtual reality surgical simulators used in medical institutions.
One of the biggest players in visual digital media is YouTube, which hosts billions of
videos. Launched in 2005, the website is one of the most popular destinations on the web.
 Social media: Social media includes sites such as Twitter, Facebook, Instagram,
LinkedIn, and Snapchat, which enable their users to interact with one another through
text posts, photographs, and videos, leaving “likes” and comments to create conversations
around pop culture, sports, news, politics, and the daily events of users’ lives.
 Advertising: Advertisers have made their way into the digital media landscape, taking
advantage of marketing partnerships and advertising space wherever possible. The
internet has moved away from the use of pop-up and autoplay ads, which flooded early
websites and drove away visitors. Instead, advertisers look toward native content and
other methods of keeping consumers invested without overselling their product.
 News, literature, and more: Traditionally, people consumed text via books, print
newspapers, magazines, and the like. Even though digital media has proliferated, the
desire for those kinds of reading experiences has endured. Research from the Pew
Research Center indicates that 38% of adults in the U.S. read news online. The
proliferation of literary websites, the popularity of resources like Wikipedia, and the rise
of e-readers like the Kindle all further underline the continued importance of written
work in digital media.
The world we live in today is populated by digital media products, and these products enable and
deliver experiences in many industries, including industries that aren’t typically associated with
digital media—such as health, government and education.
Digital media products can be found in:
 eCommerce
 Games – console, online and mobile
 Websites and mobile applications
 Animation
 Social media
 Video
 Augmented reality
 Virtual reality
 Data visualization
 Location-based services
 Interactive Storytelling
Digital media can include these industries:
 Entertainment
 Technology
 eCommerce
 Non-Profit
 Health
 Education
 Marketing and advertising
 Government
 Sports
 Environment
 Television
 Publishing
** Disclaimer: The above content is extracted from various Internet sources and
prescribed text books to provide reference content to the students, as per the prescribed
syllabus. The institute nor the content aggregator disowns any responsibility for copy right
infringement.
******************* End ***************

107 - Communication Final Notes

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107 - Communication Final Notes

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Kavayitri Bahinabai Chaudhari North Maharashtra University, Jalgaon

(NAAC Reaccredited ‘A’ Grade University)

1.1 Definition and Processes

The process of communication refers to the transmission or passage of information or

The Different Elements in The Process of Communication

1.2 Forms of Communication (verbal, nonverbal,

It is interesting to note that non-verbal communication is used both intentionally and

Gestures and physical touch

We rely on visuals to elevate our understanding of complex ideas.

Are they helpful?

Semiotics is the study of

2.1. Verbal-Non-Verbal Communication – Body language, its

Verbal Communication Nonverbal Communication

Written Communication, on the other hand, is a formal means of communication, wherein

2.3. Internal-External Communication

External Communication is the transfer of information between an organization and other

Effective communication helps in upgrading the business, similarly external communication

2.4. Vertical-Horizontal Communication

1.5. Formal-Informal Communication

Formal communication is one that passes through predefined channels of communication

Definition of Formal Communication

 Downward or Top-down: The communication in which the flow of information goes

 Horizontal or Lateral: The communication between two employees of different

 Crosswise or Diagonal: The communication between the employees of two different

Definition of Informal Communication

Example: Sharing of feelings, casual discussion, gossips,

etc. The informal communication is of four types:

Single Strand Chain

3.1 Preparing Agenda and Minutes for Meetings

What is a meeting agenda?

1. Examine last year's marketing

a. Showcase previous year's marketing initiatives

2. How can we effectively handle our product's evolving

a. Examine sales figures from the previous four quarters

3. Getting ready for the next marketing

a. How should we prepare for the upcoming marketing campaign?

1 Basic content required by the Administration Regulations

present at the meeting (regulation 11(a));

Recording details of those present

It is recommended that the minutes should also include:

 the times when staff members enter and leave meetings.

Recording movers and seconders

‘Moved Seconded That the names of the mover and

2 Recording changes to the order of business

3 Recording suspensions of proceedings

The statutory requirement in Administration Regulation 11(c) in terms of recording decisions is

 the detail of each motion;

 the name of the person who moved it; and

 the outcome of the motion.

3.2 Writing Notices and Memos

A memo’s purpose is often to inform, but it occasionally includes an element of persuasion or a

3.3 Drafting an E-mail, Press Release

Types of Press Releases

New Product Launches

Employ the following 12 tips to craft an effective email.

1. Subject Lines are Important

3.4 Application of writing skills - Letter writing based on practical aspects

When writing a complaint letter you should:

Below is an example of a complaint letter:

RE: COMPLAINT ABOUT FAULTY TELEVISION CABINET PURCHASED AT CABINET

Dear Jacob Peter,

We appreciate your cooperation in this matter. Thank you in advance.