INSTRUCTOR:

Sanober Salman Shaikh

1
 Chapter 1
INTRODCUTION TO BUSINESS
COMMUNICATION

• INTRODUCTIN TO BUSINESS COMMUNICATION

• PLANNING THE COMMUNICATION
• LEGAL ASPECTS OF COMMUNICATION

• TEXT BOOK: EFFECTIVE BUSINESS COMMUNICATION

BY
HARTA A. MURPHY & HILDBRANDT

2
• CONCEPT OF COMMUNICATION
• Communication is actually the expression of
demotion in its various senses.

• Take the example of small baby

• Similarly we express our demotions of happiness,

sorrow, pain, trouble, fear, hunger etc. through
various ways, means and senses and that is our
communication.

• For instance, when we are happy we laugh and we

are grievance we weep. This is also communication.

• So we say that through the source of

communication we actually express our feelings in
our self that we are happy or grieved .
3
• Communication is not only necessary for human
beings but it is very must essential for animals,
birds and trees as well.

• Take the example of a dog, you might have been

seen a dog looking here and there while waling
behind his master. What is this? This is expression
of sincerity of the dog to his master. So walking
behind his master is the communication of its
sincerity in its own way.

• The communication system can be noted in birds

too (Expressions of happiness due to pleasant
season).

• So we can reach to the conclusion that each and

every thing of this universe is communicating to
each other in its own way.
4
• Actually communication in any sense is but
natural for the existence of this universe.

• If there has been no communication there has

been nothing. Every body had been deaf and
drum.

• Naturally when no body can speak no body can

listen no body can explain his purpose through
expression or otherwise. How it is possible to live
alive in this universe. So it is said that
COMMUNICATION IS THE FUNDAMENTAL TRUTH
FOR THE EXISTENCE OF THIS UNIVERSE.

5
Those who possess ability to communicate well are
always benefited.
If you can communicate effectively in speaking and
writing you have a highly valued skills.
 
For promotion business executive rank the ability to
communicate first.
 
Communicating effectively (speaking and writing) is
significant to all areas of business. Management,
technical, clerical, and social position.
In this century the growth of internal trade creates the
need to understand the intercultural communication.
(to understand the sensitive and cognizant factors of
6
different cultural context.
• Example of a person behavior in in organization

• In a nut shell we can say the Communication is

the transformation of some written, unwritten or
verbal message or the expression of demotions,
feelings etc. to the receiver.
• It is not only needed for human beings but is
essential for each and every thing of this universe

7
• DEFINITION OF COMMUNICATION
• “Communication is the process of
transmitting a message so that
receiver understands it. Effective
Communication achieves the desired
reaction or response from the
receiver.
• “Communication is the two-way
process of exchanging ideas or
information between human beings.

8
Continued………………..
• Smith, Berry and Pulford (1997) describe communication as the
act of sending information from the mind of one person to the
mind of another person.
• Similarly, Churchill Jr. and Peter (1998) describe communication
as the transmission of a message from a sender to a receiver, such
that both understand it the same way.
• Mcshane and Glinow (2000) in turn, define communication as the
process by which information is transmitted and understood
between two or more people.

• Business Communication involves

transmission of business messages”.
9
 Importance of Communication
Importance of communication can be seen from the many aspects:
I. Understanding communication is essential since it is the basic
process through which managers specifically and organizations in
their entirety accomplish their set objectives culminating in their
success.
II It is the life blood of every organization.
• As the blood circulates within human body, so the
communication circulates within an organization.
•  group of people associated for business, political, professional,
religious athletic, social or other purpose. Its activities requires
human beings to interact and react.
• The exchange of information, ideas, plans, and orders needed
supplies, make decision, rules, proposals contacts and agreements.

10
Continued…

III. Ancient Heritage for Communication:

•East and west heavily dependent on oral
communication. (Greece and Rome it was
necessary to communicate well on one’s feet in
government assembly).
•Later writing became more important as
permanent record and part of communication. In
china it became principle in beaurucratic tradition.

11
iv. It helps in career and personal life.
* It helps in seeking the job
* It helps in seeking the promotion
Finance: Able to communicate clearly to
clients and other finance professionals
Product Manager: Develop and communicate
product objective and strategies.

12
• Communication Cost: MNCs 1000 hrs on interviews,
conferences, memos, reports, employees manuals,
letters, advertising, bulletins communication.

• Time is key element in above written/oral activities

• Time spent on written task can occupy many working days.

• Poor communication can cost organization both in time and

money.(incomplete, inaccurate, inconsiderate, unduly long
and late communication)
• Ineffective communication/msgs to consumers cost more
than effective msgs, also destroy goodwill.
• In Aviation, construction, medicine, mining, drilling poor
instruction may loss in life and money.
13
Communication is essential for
promotion

• The prime responsibility of promotable executive is

ability to communicate
• Those who cant communicate effectively in written or
oral they are buried in job.
• Top manager spends 90% of their time in
communicating (speaking, writing, listening).
• Research(within USA, OUTSIDE, all levels in colleges and
universites) proved that effective communication is
essential for career success and promotion.

14
Challenges of Communication in Global
Market
•The way you communicate within and outside your country will affect
on your accomplishment.
•The ability to speak and write effectively will effect will also make
difference to your organization.
•Developing a right attitude is crucial to effective communication in the
international marketplace.
•These qualities will help you to be effective in dealing with
international business people outside your organization.
•Becoming flexible in attitude and method of communicating will help
you to be effective in such issues within organization.
•Advise form public relation experts: company’s image and
cultural image.
•Prepare adequately: careful, sound judgment, patience,
English speaking, integrity, knowledge of clients.

15
• “LANGUAGE IS AN INSTRUMENT OF
COMMUNICATION”.
• Effective communication requires its
wording should possess certain qualities
called, “the seven Cs”, which are:
completeness, conciseness, consideration,
concreteness, clarity, courtesy and
correctness.
16
 IMPORTANCE OF COMMUNICATION

Internal External
Communication Communication

Vertical Communication Horizontal Communication

Upward Communication Downward Communication

Top Top

juniors to Seniors seniors to Juniors

Bottom Bottom 17
Importance of communication

• Internal Communication (mean attending

company’s main concern)
• External communication:
1.External Communication
Internal Communication
The communication which circulates within an
organization. It is further divided into two classes.
(a) Vertical Communication
(b) Horizontal Communication
18
(a)Vertical Communication:

The communication among different ranks of people within

an organization.
It is further divided into two parts
i. Downward Communication(direction, motivation, safety
issues)
ii. Upward Communication (frank comments from
employees, periodic reposts)
helps in increasing job satisfaction, safety, productivity, and
profit and decrease absenteeism, turnover and grievances.
•(b) Horizontal Communication:
(Communication between the equal rank)
•The communication among the equal ranks, it may belong to top
management, middle management and lower management.

19
Continued……

• Horizontal communication is essential in

organization.
• To solve problems
• Perform job duties
• Prepare for meetings
• And cooperate on important projects

20
2). External Communication:
• The communication out side of an organization.
Customer
Supplier
Agent
Distributor
– Right letter
– Proposal
– Telephone calls
– Personal meetings
• Help in sales
• Collection
• Create good will

21
 Factors/Models of Communication
MODEL NO.1
SENDER RECEIVER

MODEL NO.2

SENDER MESSAGE RECEIVER

MODEL NO.3

SENDER MESSAGE MEDIUM RECEIVER

MODEL NO.4

SENDER MESSAGE MEDIUM RECEIVER FEEDBACK

22
 FEEDBACK SENDER

RECEIVER MESSAGE

MEDIUM

23
Factors of Communication

There are five major factors of communication.

1. Sender (encoder)
2. Message
3. Medium
4. Receiver (decoder)
5. Feedback
Context: It is between all these factors, it is
background of receiver, which may includes
culture, custom, traditions, language, attitude,
locations and behavior etc.

24
 Verbal
communication
• Written or spoken syllables
• Words
• Non verbal are more accurate to express
feelings.

25
 Non-verbal Communication
Without words

Appearance
Body language Silence
1.Written message
(neatness, language, size, 1.Facial expression Sound
color, weight, postage,
title page). 2.Posture & gestures Time
2. Spoken message 3. Smell
(personal
appearance and 4. Touch
surrounding effects)
5. Para language
26
 Planning the effective communication
 Steps in planning the effective
communication.
 Knowing the purpose
i. General purpose
ii. Specific purpose
 Visualizing the reader/audience
 Choosing the ideas
 Getting all the facts
 Outlining & organizing the message

27
 LEGAL ASPECTS OF BUSINESSCOMMUNICATION

1. DEFAMATION (injuring one’s reputation)

2. INVASION OF PRIVACY (unreasonable intervene in the

private life of an individual).

3. FRAUD (intentional misrepresentation)

4. LAWS REGARDING EMPLOYMENT , CREDIT AND COLLECTION

5. OTHER AREAS OF CAUTION

(A) UNMAILABLE MATERIAL (illegal business)
(B) COPIED DOCUMENTS (e,g currency notes, postage
stamps)
C) COPY RIGHT MATERIAL (without permission of
owner) 28
 Chapter 2
Principle of Communication
• To compose effective written or oral communication
one should apply certain principles.
• These principles provides guidelines for choice of
contents and style of presentation.
• These effective communication qualities called, “the
seven Cs”, which are: completeness, conciseness,
consideration, concreteness, clarity, courtesy and
correctness.
• These principles are applicable at all levels of
communication such as sentence level, complete
documents or presentation.
• Some times these principles may overlap.
29
BUSINESS WRITING PRINCIPLES
1.COMPLETENESS:
A business message is complete when it contains all the facts the
reader or listener needs for the desired reaction.
the receivers are influenced by their background, needs,
experience, viewpoints, attitude and status.
The sender should assess the message through the eyes of receivers.
The receiver should assure that they included all the relevant
information
Desired results, Goodwill, avert costly lawful suit

 Provide all necessary information

 Answering all the questions asked. Check for the five W’s, (what,
who, when, where and why) and any other essentials.
 Give something extra, when desirable.

30
Exercise 1

• Question 1: please fax me in return the

departure from Singapore to Hongkong on
8th.
• Question 2: how come my request for an
interview letter did not receive a
response?

31
 2. Conciseness
Conciseness means saying something in the
fewest possible words without sacrificing
the other qualities.
It saves the time and expense and makes
important ideas clear.

The following guidelines will help to make

the message concise.

32
1. Omitting wordy expressions.
a) Using single-word substitute instead of
phrases
Example: “because” is concise and “due to fact
that” is wordy.
“At this time” and “now”
Eliminating the words like “which”, “that” etc.
Avoiding the words like “it is”, “there is”, “there
are”
Avoid “please be advised that your admission
statement was received”
Wordy: We hereby wish to let you know that our
company is pleased with the confidence you have
respond to us
Concise: we appreciate your confidence 33
• INCLUDING ONLY RELEVANT INFORMATION.

Message should contain relevant facts only.

This can be done by”
i) Sticking the purpose

ii) Discard irrelevant words and sentences

iii) Omitting information already known to the

reader

iv) Avoiding long introduction, detailed

historical background and explanation.

34
c) AVOIDING UN-NECESSARY REPETITION.

Un-necessary repetition makes the message boring

It may be avoided by:
1. Using abbreviation (NAFTA)
2. Using pronouns (it or they)
3. Cutting all needless repetition of phrases,
sentences and even paragraphs.
Example
Wordy: will you ship us some times, anytime during the
month of October would be fine. Or even November
if you are rushed (November would suit us just as
well in fact a little bit better) 300 of the regular 3- by
15 inch blue felt armbands with sewn letters in the
center.
please ship parcel post before the end of November 300
regular 3-by 15 inch inch blue felt armbands with
white sewn letters in the centers.

35
 3. Consideration
 Consideration means preparation of a message
keeping in mind the desires, problems,
circumstances, emotions and possible reactions of
the reader.
 Don’t lose your temper, you don’t accuse,

 This thoughtful consideration is also called “YOU

ATTITUDE”.
 In a broad but true sense, consideration underlies all
the qualities of good communication.
 Since the message is adapted to the receiver’s needs,
it must be based on Seven Cs’.

36
Consideration may be indicated in four
different ways:
1.Focus on “you” instead of “I” and “We”.
Example: 1
We attitude: I am delighted to announce that
we will be extending our hours to make
shopping more convenient.
You attitude: You will be able to shop
evenings with extended hours.
Example: 2
Insensitive Attitude: You failed to enclose
your check in your envelop.
Considerate: The check was not enclosed
37
Continue……..
2. Show audience/reader benefit or interest
in receiver.
Whenever possible and true, show your receiver will benefit
from message.
Example: you will be glad to know that we have open walkup
window from 7-9 and 3-8 every weekday. SO WHAT?
YOU CAN NOW TAKE CARE OF BANKING NEEDS AT OUR NEW
WALK UP WINDOW. IT IS OPEN WITH CAPABLE TELLER TO
SERVE YOU 7-9 AM MONDAY THROUGH FRIDAY.

38
Continue……..
3. Emphasize the positive, pleasant facts.
Example:
Negative: It is impossible to open an account for you
today.
Positive: As soon as your signature card reaches us we
gladly open an account for you.
Negative: We don’t refund if the returned item is soiled
and unsalable.
Positive: we refund when the returned item is clean
and resalable.

39
Continue……………
4. Apply integrity and ethics.

40
 4. CONCRETENESS.
Communicating concretely means being specific, definite and
vivid rather than vague and general.
Using denotative words (direct and explicit) rather than
connotative words (phrases words).
Use of term female.
The following guidelines are helpful in composing a concrete
message:
1.Use specific facts and figures.
• Words like few, many, much more are the vague
words.
• However there are certain exceptions:
• (a) When it is impossible to be specific because of
the non availability of facts.
41
• (b) When it is desired to be diplomatic
• (c) When exact figures are not necessary
or important.
• Example:
Vague, general indefinite
1. Students GMAT scores are higher
2. Eastern Europe is making progress in obtaining
investment
Concrete, Precise:
1.In 1996 the GMAT scores averaged 600; by 1997
they had risen to 610.
2.In 1990 investments in eastern Europe were
about US $ 30 million today that figure has
increased by 12%.

42
continue,…….
2. Putting action in verb
Verbs can activate other words and help make your
sentences alive, more vigorous.
1. Active verbs should be used rather than passive
verbs.
2. Active verb helps make sentences more specific,
personal and concise.
Example: 1. He repaired the television.
2. Professor administrated the test. (do it passive for leaning)
Sometimes passive verb is preferred,
“The cheque was not enclosed by you” is better than “you
did not enclose the cheque”.

43
Choosing vivid, image building words
To help make sentences vivid and specific, the devices of comparison, figurative
language and instead of abstract nouns, well chosen adjectives and verbs
and adverbs may used .
Business writing uses less figurative language than does the world of friction.
a) Comparison
Vague Vivid
This is long letter--- this letter is three times as long as you said it
would be.

b) Concrete instead of abstract noun

Abstract Concrete
c) Figurative language
Literal (dull language) Figurative

Example: Our budget analysis will begin soon--- this is first

shot across your bow as we begin to review your budget
for next year.
Her work in group was exemplary she could be called the spark plug
of the group.
44
 5. CLARITY
Sending meaning of one head into head of other accurately
is role of clarity. We all have unique interpretation, ideas,
experiences associated with words.
1. Choosing short, familiar, conversational words.
Clarity is to achieve balance between precise and familiar
language
Exactly right word to convey meaning,
familiar to audience,
appropriate for situation,
use short words instead of long words
Use synonyms instead of Latin words. So that audience will
understand better.
Example: after v/s subsequent
for example v/s e.g.
“Home instead of Domicile”
45
Continue…….
Unfamiliar: after our perusal of pertinent data, the
conclusion is that a lucrative market exists for the
subject property.
Familiar: the data was studied show that your property
is profitable and in high demand.
In some rare cases we use the technical language if the
receivers level of understanding is the best.
Other Familiar v/s unfamiliar examples
Assessed evaluation v/s property value for tax purpose
Charge to your principle v/s increase the balance of
your loan
Buyout v/s purchased by other company

46
Continue……………….
2. Construct effective sentences and paragraphs.
(a) Sentences and paragraphs should posses the
qualities of Unity (main idea and other ideas must be
related with above subject of sentence),
Example: I like to study hard and I went to party last night.
(b) Coherence:
It means establishing relationship within a sentence and
between the sentence in such a way the intended
meaning should be clear. correctly arranged so ideas
could clearly express the meaning.
Example:
Unclear: his report was about managers and broken down
by age and gender.
Clear: his report focused on age and gender of manager.
His report about managers focused on age and gender
47
Continued……..
(c) Emphasis and reasonable length.
Short sentences are preferred , Suggested 17 to 20 words
Max 3-40, If exceeds write in other sentences
paragraph length should be from 4 to 5 lines in letters and from 8 to 9
lines in Reports.

(d) Emphasis: emphasis on importanat

parts(sentences and paragraphs)
outline which area needs to focus
and then choose correct sentences,
put main ideas at up front

Little emphasis: the airplane finally approached the speed of sound and
it became very difficult to control
Better emphasis: as it finally approached the speed of sound, the
airplane became very difficult to control.

48
Include examples, illustrations, and other
visual aids when desirable.
Complicated and lengthy explanation are
better clarified with the help of examples,
illustration, and other visual-aids such as
heading, tabulations, pictures, charts,
poster, cards, Flip sheets, multimedia etc.

49
 6. Courtesy
True courtesy includes aware of others and their
feelings.

Its focus on sincere You - Attitude

Courtesy is not merely politeness with repeated use of

words “PLEASE” and “THANK YOU”.
But it means consider the preparation of message
from receiver’s point of view and applying socially
acceptable manners.

Courteous messages help to strengthen present

business friendship, as well as to make new
business friends.

50
Following are the guidelines which will help to make
the message a courteous message.

1. Using tactfulness and appreciation.

Some people are blunt these traits shows cause of
discourtesy. Avoid those expression.
In Business it is not better to be straight forward
always. Certain matter must be handled tactfully.
Example 1: “We will not deliver goods unless you send
the cheque” is tactless sentence.

“Please send the cheque so that we may deliver the

goods” is tactful sentence.
Example 2: I rewrote that letter three times; the point
was clear.(blunt)
I am sorry the point was not clear; here is another
version. (more tactful)
51
Continue….
• Omit irritating expressions: avoid
expression with you or your.
• Example: I am sure you must realize, you forgot to, you
should know.
• Omit questionable humor: each has different
sense of humor.
• Example: give my regards to little lady- and wish her the
best she will need it.
• Choose nondiscriminatory expression
• Equal treatment, regardless of gender, race, ethnic,
origin.
• Example: freshman = first year students, Manpower
=workers, The best man for position= best person 52
Continue……
 Those who speak and write courteous messages of
deserved congratulations appreciation help to build
goodwill (within or outside organization).
 Goodwill worth thousands dollar.
 No one wants to receive offend message.
 Asian needs more polite and soft approach in
speaking and writing.
 If you get the desired reaction, what you expect or
want from the receiver. He should be appreciated by
the writer or sender, because such appreciation
invites the receiver to act positively in future.

53
 Another requirement for correctness is “equal treatment” to
male or female.
 Nondiscriminatory language should be used whenever
possible and appropriate. For this purpose the following
facts should be kept in mind.
1. Both men and women can perform a variety of occupational
roles----doctors, teachers, lawyers, accountants, bankers,
etc.
2. Women and girls have same abilities, mental strength and
weaknesses as the men and boys have.
3. Men and women deserve to be treated with the same
respect, dignity and seriousness.
Examples: Not salesman but salesperson,
Not cameraman but Photographer.

54
 7. Correctness.
Core of correctness is proper grammar,
punctuation, spelling.
Correctness means the application of the
following techniques. More important for
written communication.

1. Right level of language

2. Accurate facts, figures, and words.

3. Acceptable writing mechanics

55
1. Use the right level of language.
 Three levels of language:
(i) Formal language: formal style is
needed. Used for writing scholarly papers,
legal documents and agreements or
contracts, thesis.
(ii) Informal language: This refers to the
language of business or business writing.
Instead of formal words, the short well-
known and conversational words are used
at this level.
Example of formal v/s informal
Participate v/s join, Procure v/s get, 56
(iii) Substandard language:
Faulty pronunciation
Develop inability to use wrong English
The substandard level of language is generally
disliked
because if words are used on this level, the
reader is expected to question the writer’s
ability to use good English.
Example:
Ain’t v/s isn’t aren’t, aim at proving v/s aim to
prove, Stoled v/s stolen

57
2. Accurate facts, words, and figures.
 Accuracy of facts and figures is very important in
order to make the message correct.
 False statement, error of a digit, or incorrect use
of word may result in serious problem, loss of
thousands, or loss of goodwill.
 Therefore, every effort should be made to be sure
of the accuracy of facts, figures and words.
 Check and double check that words you use are
correct.
3. Acceptable writing mechanics:
Acceptable writing mechanics include correct
punctuation, capitalization and spelling plus
correct sentence and paragraph structure.
 Consult grammar book and up to date dictionary

58
 Guidelines for accuracy check

• Verify your statistical data

• Double check your totals
• Avoid guessing at laws that have an impact
on you and receiver
• Someone else have read your message if the
topic involves data
• Determine whether “facts” have changed
over time.

59
 Exercise 1: Choice of Words:
1. This act will not (affect, effect) my confidence in you.
2. I am (anxious, eager) to (tell, advise)you that you are right.
3. (Continuous, continual) rains are drenching the field.
4. We assure you (its, it’s) a pleasure to do as you suggest.
5. Enclosed (please find, is) my check for Rs 1000.
6. We sold (fewer, less) fans last month.
7. The (principle, principal) of honesty should be evident
here.
8. We have large (quantity, number, amount) of suits here.
9. We had (already, all ready) received the suit when your
letter arrived.
10.Be courteous (whoever, whomever) comes to your desk.

60
 Exercise 2:Suggest Gender-
Neutral Words
• Repairman
• Manmade
• Girl
• Layman
• Workmanship
• Man the desk
• Man- hours
61