Upload
phungngoc
View
215
Download
0
Embed Size (px)
Citation preview
B.Com. (Hons.)/B.Com. I /III Year English
Paper VII (a)/ XV : Business Communication/Business English
Study Material: Unit I-Unit VI
SCHOOL OF OPEN LEARNING
(Campus of Open Learning)
University of Delhi
Department of English
Undergraduate Courses
Study Metrial : (Unit I)
CONTENTS
Unit 1: Introduction to Essentials of Business English Archana Mathur
Unit 2: Cultural Components of Communication Archana Mathur
Unit 3: Routine Business Correspondence Tasneem Shahnaz
Unit 4: Principles of Communication and
E-Correspondence Tasneem Shahnaaz
Unit 5: Oral Business Communication Tulika Prasad
Unit 6: Writing Business Proposals and Reports Tasneem Shahnaaz
SCHOOL OF OPEN LEARNING
University Of Delhi
5, Cavalry Lane, Delhi-110007
Dear Student,
This study material is meant for the students of B.Com.(Hons.) I Year: Paper VII (a):
Business Communication and also for the students of B.Com, III Year : Paper XV : Business
English. You will notice that there are various references to the text book prescribed for the
B.Com Course. These are from the following edition:
University of Delhi, Business English, Pearson: New Delhi, 2008.
The students of B.Com. (Hons.) may notice that certain topics, such as No. 2 in the course
content; ‘Citing references, and using bibliographical and research tools’ have not been covered. For the time being the students will have to prepare these on their own. In the meantime every
effort is being made to prepare these topics and send them to you.
Department of English
1
Unit 1
INTRODUCTION TO ESSENTIALS OF BUSINESS ENGLISH Archana Mathur
1. LEARNING OBJECTIVES:
In this chapter you will learn
What is Business English?
Meaning of communication
Its structure, types and channels of communication
1.1 INTRODUCTION
Business English is the study of English for the specific purpose of communication
and conducting business at the workplace. It involves an understanding of the communication
structure, the ways in which messages are sent and received, how and why the speaker has to be
careful of the words and also the means used to communicate. At the workplace, no work can get
done without the message being suitably communicated to the person concerned. In these
chapters you will learn about the effective ways to communicate, which channels should be used
and when. By the end of this chapter you will learn what is business English, types of
communication channels of communication and directions of communication.
1.1.2 WHAT IS BUSINESS ENGLISH
Pre-Reading Activity
a. Do you think only human beings can ‘communicate’?
b. Can people express ideas only through words?
c. Who do you find it easier to talk to: your friend or your professor in
college?
d. Do you find it easier to speak or to write?
From the definitions given in your book on p 5, communication can be loosely defined as
transmission and receiving of messages, such that it gives a unity of purpose among the people
concerned or within an organization. An organization functions due to the dynamic
communication network which links the decision making and its implementation. Thus,
managerial functions can be integrated better wherever there is a smooth flow of communication,
clearly leading to achievements of organizational goals. Most importantly, all business depends
on marketing and advertising of its products and services which is communication with a
purpose. Some of such functions are listed in your Book pp 5-6.
2
1.1.3The Communication Cycle
1.1.3.1Process
The figure given on p 6 shows the basic model of the communication cycle: sender, encoding,
medium/message, decoding, receiver and feedback.
Sender: S/he begins the process as s/he feels the need or is professionally required to
communicate ideas, thoughts or messages. So the ‘message’ is put into words which will be understood by the receiver and sent through a medium available to both the sender and the
receiver.
Encoding: The sender selects the codes or structure which will be the ‘content’ or ‘form’ of the message. This selection depends on the language or communication skills of the sender and the
comprehension level of the receiver. Encoding can be verbal or non-verbal.
Message /Medium : Just as ‘water’ is the ‘message’ which is carried through the ‘pipes’ which become the medium, the message decides the medium. Verbal messages can go through
telephones or face to face and written messages can be sent by e-mail or post.
Decoding: Decoding means interpretation of the message by the receiver. It depends on the
clarity of the encoding, comprehension skills and noise free environment for oral messages.
Receiver: The receiver should be attentive and ready to ‘receive’ the complete message, i.e, its verbal and non-verbal components.
Feedback : Receiver’s response to the message is the final step in the communication cycle as it
indicates if the message received is the one intended by the sender. In one way communication
like notices, memos, feedback is not possible .
1.1.3.2 Functions of Communication
Communication helps in not only the basic functioning of an organization, it also acts as the ‘gel’ that binds the employees together. Internally, an informal exchange across departments and
hierarchical levels creates a sense of harmony and trust. It develops a shared sense of purpose
among the employees which builds effective bridges across levels of various seniority
.Management is able to better coordinate between its planning and decision-making, delegation
of responsibility job handling, teamwork etc through smooth and open communication.
Externally, communication helps to channelize coordination between the company and its
customers, dealers, suppliers, stakeholders, banks, governments and other related organizations.
Most importantly, all business depends on marketing and advertising of its products and services
through communication strategies. This kind of communication is termed as communication
with a purpose .
3
1.2 Types of Communication
Look at the Flow diagram detailing Media of communication on p 13. You can see that
communication is broadly divided into two parts: Verbal and Non-Verbal.
1.2.1 Verbal Communication: Using words or language to communicate seems the most
convenient way to express ourselves. Developed over a long period of time, language system is
the most advanced form of communication as we can communicate the most complicated or
difficult ideas using a range of vocabulary. Our language or verbal skills depend on our
educational and socio-cultural environment. We can use language for both oral and written
communication. Also, both types of communication have their advantages and disadvantages as
listed in your text.
1.2.1.1 Oral Communication: When you wish to communicate, don’t you prefer to speak directly or, call up the person rather than write notes or letters? Oral communication is the most
preferred mode because it is:
Spontaneous, has greater speed and the sender can get an immediate response or
feedback and also give clarifications if required.
It is highly persuasive, especially, in a face to face situation because the speaker can use
suitable non-verbal elements like tone, stress and even suitable gestures and expressions.
Most successful sales talk or legal arguments are oral communications.
We can even ‘modify’, or change the message midway in immediate response to the
listener’s reaction or response, in case one is repeating some information or not giving
enough details.
Socially, oral communication allows groups of people to interact and bond with each
other. In organizations, it gives employees a chance to build trust, team spirit and
companionship as it is less formal than written communication and can work across
hierarchical levels.
However, one should be cautious of using oral communication, specially at the workplace due to
the following reasons:
Oral Communication cannot be legally documented, it can lack planning and lead to confusion; it
depends on memory or attentiveness and listening. Such communication can be distorted in
transmission or wrongly interpreted. Also, responsibility cannot be fixed.
Nevertheless, oral communication is essential in a routine, every day functioning of any
organization, both formally and informally. You need to develop skills suitable for effective
communication. You should maintain a good vocabulary and choose the suitable
word/expressions which make the message clear, concise and complete. Also, your tone,
pronunciation, expressions and body language should agree with what you are conveying
4
verbally. And a good speaker needs to be a good listener too, as only then can you respond
suitably through feedback.
1.2.1.2 Written Communication: No organization can function without written communication
as too many people are involved in the running of the organization. Besides, oral communication
can never be as formal, uniform, organized, or even legally documented as written
communication. A written message becomes part of ‘routine correspondence’ as
It can be altered, edited and corrected as per requirement.
It has greater accuracy and credibility as information can be verified, retrieved
and referred later on.
Information can be researched and properly organized
Procedures can be uniformly implemented across far flung branches of large
organizations
Written messages like e-mails, advertisements through media, newsletters and
information brochures have a wider and easier outreach.
As mentioned on p 19, at times written communication is disadvantageous as it can add to the
clutter of excess paper, consumes too much time and man-hours, feedback is slower and seeking
clarifications can be laborious; poor writing skills can reflect inadequacy even for a trained
professional; it is formal in tone and can create inter-personal barriers or misunderstanding.
Besides a written document has the risk of going into wrong hands.
Despite such drawbacks, written communication is preferred because it helps in the smooth
functioning of organizations. You can use the following tips to improve your skills:
Keep your language simple, specific, and direct by writing commonly used words.
Do not give excess information or too much content which can confuse the reader.
Also make suitable paragraph divisions so that the reader follows the message clearly.
Always check your document for any errors or misinformation.
Correct grammar and a polite tone are signs of good writing skills.
1.2.2. Nonverbal Communication
As the figure on p 21 of your book illustrates, the non-verbal communication forms a large part
of all communication, in fact out of 93%, body language conveys 55%, paralanguage conveys
38% of the entire message. Only 7% is conveyed verbally! Don’t you use your facial expressions, different gestures and change your tone when speaking to someone?
Non verbal communication can further be divided into the following parts:
1.2.2.1 Sign Language
Sign language is one of the oldest means of communication: it came before language and is still
used in many situations. You must be familiar with some commonly used signs like traffic
5
signals, zebra crossing, signboards, signs for escalators or stairs, sirens, school bells etc. Such
signs are universally understood, usually by educated and uneducated alike.
Audio Signs: Bird and animal calls are as much sounds that travel and convey messages, as the
drum beats and trumpets of earlier times were audio signs that conveyed messages to people far
and near. Today, sounds such as sirens in factories mark change or end of shifts, the ambulance
hooters, police car siren bring immediate attention to an emergency situation. Routine sounds
such as the door bell, the telephone ring, or the vehicle horn all convey a message requiring
immediate action. Audio signs reach quickly and do not require the receivers to ‘see’ the sender and can therefore reach a larger number of people even at some distance. Also such messages
cannot be ‘blocked’ out.
Visual Signs: pictures or symbols which indicate something like a staircase or an exit in
buildings or a school or petrol pump ahead or just a traffic sign, are visual signs which
communicate without words . Motorists and general public can easily follow the instructions just
by noticing the roadside symbol and know where to turn, or even how far the next available
restroom or petrol pump is. Most importantly, many of these signs are universally understood
and can be followed by people who don’t know the local area’s language. In print, maps and
figures visually illustrate and clarify the theoretical concepts. Thus, illustrated books and
advertisements convey the maximum meaning in shorter space.
Audio-Visual: All messages, information and advertisements on T.V and the internet,
presentations etc on multimedia rely on audio and visual medium. They are the most popular as
the message has a deeper and immediate influence. For business purpose, this medium is the best
suited as modern technology is constantly improving ways of reaching out to potential customers
and clients, as also the general public.
1.2.2.2 Kinesics:
Body Language
In face to face communication, a major part of the communication is conveyed through body
language. Our face, eyes, and hands express our feelings or emotions ‘spontaneously’. Though use of body language is typical for social communication, its interpretation usually differs from
culture to culture. In business dealings, meetings, interviews etc one should be aware of such
differences. The example on p23 illustrates this point. You will learn more about the cultural
components of communication in the next chapter.
We can convey a range of emotions like joy, fear, anger, acceptance, rejection, and even our
sense of authority and respect through our eyes, facial expressions or even our hand gestures.
Refer to table 2.1 on p24 of your book for some common gestures.
6
Similarly, sign language as used for the hearing impaired and the traffic policeman’s arm movements depend on specific movements of hands, head or shoulders to convey their messages
even from a distance. But be careful about using gestures because only some of them are
universal, most of them are culture specific. A wrong gesture can cause trouble anywhere. You
will learn more about them in the next chapter. Posture and appearance also convey messages
nonverbally. A well dressed person with an erect posture will always display confidence and
integrity. A slouching posture and untidy appearance will always convey insecurity and lack of
control. Clearly, the right posture and appearance has to be maintained at the workplace, with
good personal hygiene and suitable dress to avoid an impression of being disorganized.
1.2.2.3 Paralanguage
Just as ‘what‘ we say is oral communication, ‘how’ we say it is paralanguage. An angry voice
or a soft tone convey totally different messages to the listener: two commonly used examples of
para language. As detailed in your text, voice, word stress and non-fluencies are some features of
paralanguage.
Voice-It immediately identifies the speaker, tells us his/her social and
educational background and also the person’s gender. Volume-Change in volume tells us about the distance of communicators, their
hierarchical position, or whether it is a public or private conversation.
Pitch-It is the degree of highness or lowness of sound and makes the
conversation lively or boring.
Pauses and word stress- Good speakers use suitably placed pauses to
emphasize, give a break to the listener or even to create further interest in what
they are saying. The example of “is this how you study?” on p 29 shows the importance and use of word stress.
Inflections and non fluencies are small bits of sounds and filler words we
sometimes use in spoken language. These ‘sounds’ mark our mood and can identify our social, cultural and linguistic background. Non fluencies usually
express anger, frustration shock or surprise through words like ‘ok, ah, oh no!’ Avoid using them too frequently.
1.2.2.4 Proxemics: Space Language
Don’t you stand close to your friends when you talk, but stay at a respectful distance when you are talking to your Principal? Do the surroundings at a railway station look very different from a
metro station? Proxemics is the study of use of space in a specific way to help us understand our
immediate environment better.
Surroundings- As the above example illustrates, our immediate surroundings
convey to us non verbal messages about the location. Today, organizations
consciously use the built environment to project a positive image. Use of specific
colours, architectural design, interior designing of offices, all reflect customer
7
friendly attitudes and better staff facilities .Refer to pp 31-32 for a detailed
account of space use and a table on colour codes.
Intimate, Personal, Social and Public Spaces- Look at figure 2.7 on p 33 of your
text book. The four circles represent the four zones of spaces referred above,
marking the ‘acceptable’ distance between the communicators. Intimate Space is
the most private zone, reserved for family and very close friends, where minimum
words are needed to communicate. Use of verbal language increases in Personal
Space as this space is used with immediate seniors or subordinates, close
associates and friends. But body language continues to be important here. Social
Space is best suited for organizations as most business communication like
meetings, instructions, negotiations and professional interactions take place within
this space. Public space is the space where paralanguage skills are required the
most as the distance of 12 feet or more crosses the hearing as well as visible range
and audio equipment is required for the speaker to be heard. Refer to your book
for additional information on use of personal space. It is important to note that
personal space zones may differ from culture to culture.
1.2.2.5 Chronemics: Time Language
Attitudes to time and punctuality reflect about an individual’s professionalism, socio-cultural
background and also an organizations’ efficiency or lack of it. Though time language can be culture specific, routine business activities and negotiations might breakdown if deadlines are not
honored. You will learn more about chronemics in the next chapter.
1.2.2.6 Haptics: Language of Touch
Touch is the most direct form of non verbal communication and is highly culture specific.
Holding hands, kissing etc are too intimate ways of self expression and can offend someone.
Impersonal gestures like handshakes or a pat on the back can be safely used at the workplace to
convey friendliness or encouragement. Across gender or with seniors it is usually the lady or the
senior who makes the first move. Be aware of varying attitudes to touch at the workplace to
avoid embarrassment of any kind.
1.2.2.7 Listening
In oral communication cycle, the listener of the message is equally significant to ensure
‘completion’ of the process. Good communicators are always skilled listeners. P 35 lists ‘Dos’ and ‘Don’ts’ of listening. To develop your skills, some ‘types‘ of listening are given briefly.
In Evaluative listening, you assess and value the new information according to
information you already had, to suitably respond to it.
In Discriminative listening, the listener tries to focus on the speaker’s words to extract relevant information from a confusing, noisy environment.
Appreciative listening is a way of showing interest in the conversation and
motivating the speaker to continue
8
Through Empathic Listening, the listener relates the message to the speaker’s emotional state to go beyond the superficial meaning.
1.2.2.8 Silence
As a non verbal mode, silence relies on body language and facial expressions. Thus, Silence can
communicate varying messages like respect, fear, ignorance, anger or even disinterest. At times,
it can convey an undesirable message, so silence should be used cautiously.
Check Your Progress 1
1) What is Business Communication?
2) In what ways can you make upward communication effective?
3) What is the role of feedback in any communication?
4) What, according to you, is the most important feature of non verbal
communication?
1.3 Channels Of Communication
Just as water moves through pipes, relevant information travels through some organized channels
from the source to the target. Such channels are formed as per the requirement of each
department and can be formal or informal. These channels have some basic structure and
functioning systems as shown in figure 3.1 on p 40.
1.3.1 Organizational Structures
1.3.1.1 Line Structures: people at all levels supervise and administer the group lower to them by
sending instructions and receiving reports, requests etc. This structure maintains ease and clarity
in movement of information and hierarchical position of all concerned by fixing administrative
responsibility. But in large organizations, too stretched lines of communication could delay the
process. Use general notices, newsletters, hold meetings, or internally restructure to shorten
lengthy lines of communication.
1.3.1.2 Committee Structure: A selective group of individuals are chosen to collectively discuss
and decide upon a set of jobs. It is a participatory, democratic group where each member feels
motivated and responsible for the decision taken as all members are equally involved in the
process. Sometimes, frequent meetings might be time consuming or all members may not
participate equally.
1.3.1.3 Functional Structure: This works as a link between experts and functional managers of
various teams, making specialist knowledge directly available to the group. One just needs to be
alert about any conflict in instructions between permanent and temporary supervisors. At times
the functional link might delay the process.
1.3.1.4 Matrix Structure: A variation of Line Structure, in matrix structure , executive project
managers and specialist functional managers , all report to an overall manager. Seeking advice
9
and giving support becomes convenient as select teams function with good interdisciplinary
cooperation. But such an arrangement is effective only for time bound projects. Refer to fig.3.2
on p 43.
1.3.2 Communication Networks
Certain patterns of communication networks are used in organizations to accomplish
routine matters as unorganized communication cannot be effective. Look at fig. 3.3 on p 44. The
networks differ in the presence or absence of the authority figure who controls or coordinates the
communication. So in wheel network, each member communicates directly with this central
figure, while in the chain network, an intermediary figure controls the communication between
the central figure and other members. The circle network has no central figure as each member
can communicate with any two closest members while the all channel network is decentralised
and allows free flow of information. Networks controlled by a central or authority figure are
formal channels.
1.3.2.1 Formal Channels
The Formal channel clearly marks the functional spheres of authority and responsibility.
It makes operations of the organization easy as it divides it into functional units. This structured
channel of communication makes routine matters systematic and authoritative. Formal channel
makes the operations efficient as it
gets work done through instructions, orders etc .
information is authentic and undistorted as it moves through hierarchy.
designated people duly carry out their responsibilities.
But sometimes, the formal channel might obstruct free flow of information or might slow
it down and documentation can be laborious and expensive. At times an over formalized
procedure also might divert the purpose of the message to its process.
1.3.2.2 Informal Channels
This channel is driven by personal, rather than administrative needs and is popularly
called the grapevine. It is oral, non-structured and undocumented communication, primarily
fulfilling a social need to share. Traditionally, it was seen as detrimental to the company as it
would spread rumors, create distrust between management and staff or even among certain
groups of employees, specially in times of financial meltdown, changes in management or even
when new technology was introduced.
Now, the same channel has become a useful tool in the hands of management, as it is
used specifically to spread correct information through the grapevine, more so if the company is
going through a financial crisis, policy or technological changes. An open, healthy line of
communication is opened between management and employees through general body meetings,
newsletters, notices etc. Thus, by preventing rumors, the organization benefits from a healthy
environment based on open, truthful communication. Grapevine is positively effective as:
10
It is oral, spontaneous, flexible, multi directional and can reach a range of
employees in a very short time.
It can generate important feedback , honest viewpoint and build healthy
relationships
As a parallel channel, it can mentally prepare employees before official arrival of
information.
It acts as a safety valve to diffuse a potentially charged situation.
Sometimes these positive features can be counterproductive as information may
be incomplete or distorted. Also, grapevine being anonymous, people with malicious intention
can spread harmful rumors. One needs to be on guard against such situations.
The Grapevine Chains
Look at the figures on pp 50-51, illustrating the various grapevine chains. They form
the informal communication network in any organization.
The Single Chain Strand is the least complicated as messages move linearly from A to
B to C and so on.
In the Gossip Chain, the sender may select the receiver on the basis of trust and the
messages could be more of personal nature.
In the Probability Chain, receivers are randomly chosen as the messages are of general
interest or the information is not too particular.
The Cluster Chain is used for a wider spread of messages but the sender carefully selects
the receivers. Thus, A selects two individuals B and C to share information. B and C then
share it further with a cluster of others who in turn convey it further, though all receivers
do not become senders. Thus various channels are used according to the type of
information to be shared at the workplace.
1.4 Directions of Communication
We are always so casual and relaxed when talking with friends, but always so
careful and serious when we talk with our elders. At the workplace too, all communication
depends upon the levels of the two communicators. Clearly, the difference in the levels of the
two communicators decides the way we communicate. Just as the channels are important, the
direction of the message within the organizational hierarchy determines the specific function of
the message. Thus if the message is coming from say the Vice –President to the Marketing
Manager for example, the VP is either issuing an instruction or asking for a report. While a
mechanic could be communicating to the floor supervisor about unavailability of say some tool
required for the job at hand. The level of the sender and the level of the target or receiver of the
message determines the direction of the Communication. As the figure in the book illustrates on
p 55, there are three basic directions of communication: Vertical, Horizontal and Diagonal.
The basic movements would be downward or upward.
11
1.4.1 Downward Communication
Most routine communication begins from the top levels of the organization and
goes down to the lower level for suitable action. Authoritative and managerial functions in the
form of orders and instructions are handed down to the subordinate levels. Thus task specific
instructions ,implementation of company policies and coordination of interdepartmental
activities are all carried out through downward communication. Though routine, downward
communication has certain limitations:
The meaning or the emphasis of the message might be distorted as the
message has to go through many levels or the message could even get
delayed.
Some managers control/shorten parts of the message to seemingly make
it more acceptable.
Overuse of downward communication could make communication one
way by limiting flow of feedback.
Sometimes subordinates might psychologically resist downward
communication to avoid authoritative instructions
1.4.1.1 Ways to Make Downward Communication Effective:
Message should be brief accurate, complete and written in simple
language.
Instructions should be easy to follow.
Urgent messages should be sent directly to the concerned department
to avoid delay.
Multiple channels should be used , followed by feedback. Feedback
will help avoid errors of understanding or interpretation.
1.4.2 Upward Communication
Communication sent from the lower levels to upper levels of hierarchy is called upward
communication. It is used for reporting progress of task assigned problems or new developments
at the lower levels, making suggestions, seeking advice or reporting grievances. Yet, upward
communication may not be smooth for the following reasons :
1.4.2.1 Limitations of Upward Communication
Rigid channels of communication or even psychological fear of authority might
discourage the subordinate from freely sharing information with the superiors.
If report is unfavorable the subordinate might distort or dilute the communication.
A distorted report might lead the management into wrong decisions or
conclusions.
Lack of trust or fear of the authority’s response might make the sender withhold or filter part of the information.
12
At times, due to the pyramid structure of an organization, too many people might
send too much information to the top level and thus slow down critical response
of the management. Appointing an ombudsman outside the hierarchy can
overcome this problem.
A senior might overlook clues by showing disinterest in the junior’s message due to poor listening skills.
1.4.3 Lateral or Horizontal Direction
In an organization, when people of the same level interact within or outside their
department, it is called Horizontal Communication. It is non hierarchical and almost informal as
there are no psychological problems. Functionally, horizontal communication helps in
Decision making,
Inter-departmental coordination,
Sharing of information and new ideas, solving problems,
Generates goodwill among employees and
Creates a healthy atmosphere.
Nevertheless, at times, horizontal communication has its limitations. Some of which
are listed below:
Due to equal ranking, a sense of authority is difficult to achieve or impose
as it is imposed through downward communication.
Professional rivalry might cause suppression of some crucial information
Peer group may not be motivated enough to share or exchange ideas
Lack of appreciation of other units might lead to mistrust or inter-
departmental rivalry.
To counter these disadvantages, a sense of credibility among the peer group , openness, respect
for the other, persuasive power to convince should be developed to make horizontal
communication effective.
1.4.4 Diagonal Communication
Diagonal channel is the most direct/shortest channel as depends directly on the
requirement of the communicators. It cuts across all routine hierarchical channels and directions.
For example, a Production Engineer can directly check with the sales and service department to
get the client feedback. This channel is beneficial as
It eliminates procedural delay.
It boosts morale of subordinates if seniors of other departments coordinate
directly with them.
Being a ‘direct’ channel, it best facilitates job coordination within an
organization.
13
Bulletin board messages notices and in-house news letters are some of the popular
written forms of diagonal communication.
As detailed on pp 63-64, one needs to be aware of certain limitations of diagonal channel, some
of which are given here :
Direct communication across rank and departments, specially by managers, might
interfere in the other’s zone or authority. The ‘bypassed’ reporting superior may not cooperate even in routine matters or
may ‘resist’ taking orders or implementing decisions.
Over reliance on diagonal channel might disrupt routine lines of communication
and authority in day to day functioning.
1.4.5 Filtering and Information Overload
In an organization, you have seen that all channels of communications
move through multiple levels between the policy/decision maker and the one who actually
carries out that instruction or vice versa. In most cycles of communication, both filtering and
information overload are part of the process. If the balance is not maintained, too much or too
little information may negatively impact the functioning of the organization.
Filtering- When information is ‘sifted’ or parts of it are ‘withheld’, it is called filtering. In downward communication, the receiver does not need to know the entire ‘original’ message, but gets just the ‘filtered’ instructions. The example of the faulty fan on p 65 of your book illustrates this process. Clearly, filtering should be done with due judgment to avoid
miscommunication. In downward communication, if too much information is withheld, the
receivers might either be confused or may try to fill in the gaps by adding rumors through the
grapevine as most downward communication is authoritative in nature. In upward
communication, too much filtering may distort the crucial feedback, causing the management to
reach wrong conclusions or take wrong decisions.
Information Overload- Too much information with one person leads to
information overload. Most organizations have a pyramid structure- just a few at the top level,
but many more as they go down .If all the subordinates sent each and every information to the
management, it would become impossible to suitably respond to each and every one just as you
can’t justifiably respond to a flooded mail inbox. In the process, some vital feedback or
information can be easily overlooked. The entire communication process would become
inefficient and ineffective.
Thus, for all channels and directions to function smoothly and effectively,
information overload should be avoided by active involvement of intermediary levels who
suitably deal with the information before sending it further on. Also, filtering should be balanced
out so that the message does not get distorted.
14
Check your progress 2.
1) How are grapevine networks viewed today?
2) Which do you think is a more effective system of communication: line structure or matrix
structure?
3) List some of the disadvantages of upward communication and some ways to counter such
problems.
Learning Outcomes: Through this chapter, you have learnt about
I. The meaning of communication, its process and use in business organizations.
II. Types of communication, verbal and non-verbal.
III. Communication networks, formal and informal channels of communication and
also
IV. Downward, upward, diagonal and horizontal directions of communication along
with their various features.
15
Unit 2
CULTURAL COMPONENTS OF COMMUNICATION Archana Mathur
Learning Objectives
In This Chapter you will learn
a) The importance of culture in communication
b) What are Cultural and Social Variables
c) Gender Sensitivity
d) How to make communication Effective.
2.1Prereading Activity
Have you ever tried communicating with a person who does not share your language?
Have you interacted with a ‘foreigner’?
Is talking to a stranger from your own culture or nationality different from talking to a
‘foreigner’?
Today, companies have turned multinational, working through overseas offices, factories and
dealers. Resultantly, consumer products and services are crossing ‘local’ boundaries of culture,
regions and nations Don’t you buy Sony, Nike, or other international brands from your
neighbourhood mall? Naturally, for conducting overseas business, one needs to communicate
with ‘foreign nationals’. Since communication involves both verbal and non-verbal components, using a common
language is not enough. To understand the significance of culture in business, go back to the
example given in your book.
What do you think has gone ‘wrong’ here?
Across cultures, just as there are different ways of greetings, saying yes or no, and even
dressing, there are different ways of ‘doing business’. These ‘differences’ which are visible in our social behaviour, are due to variations in culture. As defined in Business English,Culture
tells us ‘how’ to do something. It builds our perceptions, attitudes and social conventions.
2.2Why focus on Culture in Communication?
Since 93% of all communication effectively depends upon the non-verbal component and only
7% on the verbal component, general patterns of behaviour dominate the communication
process. Within the social frame-work this shifts the focus on cultural conventions. We all have
our ‘own’ conventions of doing things, perceptions of other people or events etc., which largely influence how we behave. This is why we do the ‘same’ things ‘differently’. Hence, the
requirement of knowing the other’s culture.
16
2.1.1 Understanding Convention
If convention is a set of common rules or usual behaviour, anyone who does not follow
customary behaviour or conventions is seen as ‘outsider’. In today’s world of globalization and multicultural societies, anyone anywhere can become an ‘outsider’.
Cultures outside our own
If our cultures define and ‘fix’ our behaviour pattern, how is it possible to interact and communicate across cultures, especially in a business context? For conducting overseas,
business we need to be aware of the other’s conventions.
2.1.2 Understanding Perception
Perception is how we ‘see’ something – it becomes our individual or collective interpretation or
impression based on our understanding. Western culture is ‘perceived’ to be giving less importance to family relationships. Perception leads to a one sided view. We tend to give a
higher value to our own culture over the other’s. This leads us into dangers of stereotyping and
ethnocentrism. Again for a detailed definition, please refer to the text .
2.1.3 Understanding Stereotype
Taken from the printing process, the word stereotype refers to a fixed belief or image held by a
group of people. It is usually oversimplified and false. For example, villagers are stereotyped as
simple and foolish, while city bred people are stereotyped as clever, educated and smart.
Similarly, the sense of ‘superiority’ felt by public school educated over government school
educated children is a major stereotype which leads to prejudice and ethnocentrism. Prejudices
are deeply held negative feelings associated with a specific group. Stereotypes and prejudices
prevent people from forming healthy relationship even at the workplace.
2.1.4 Understanding Ethnocentrism
Extreme feelings of bias against the other’s culture group can give rise to ethnocentrism.
Ethnocentrism can be based on race, social or economic class or even caste – as in India – it
brings in attitudes of discrimination against the other. Avoiding to eat with a person from dalit
community is an unfortunate example of ethnocentrism. At the workplace, such practices are not
obvious but they might exist in other forms.
Developing sensitivity to cultural diversity helps in breaking down stereotypes and overcoming
biases, builds trust and eases communication. We have people speaking scores of languages and
dialects, hailing from multiple communities, showing variations in preferences of food and dress
and even physical features. For Indians, multiculturalism and multilingualism is an everyday
reality.
17
2.1.2 Corporate Culture and Corporate Values
The demands of globalization require people from diverse culture and nationalities to work
together. Globalization has also influenced our work culture as well as proxemics or space
language. Corporate culture and corporate values today have to account for these new demands.
As defined in Business English, Corporate culture reflects the company policies of management,
employee dress code, office facilities etc. The corporate values are responsible for inclusion of
social diversity, gender equality, employee welfare, their professional growth and customer care.
Differences in organizational values and culture can be seen in the way a sales person in a mall
deals with you and how your neighbourhood shopkeeper interacts with you in a shopping mall
deals with you and how your neighborhood shopkeeper interacts with you.
Apart from the food, what other differences strike you when you go to a Dhaba or say
Pizza Hut ?
How is your experience of going to an Inter-State Bus Stand different from going to the
Metro Station ?
We can see for ourselves how workplaces today are changing their corporate culture and value
systems to project a professional image. Such organizational changes can also be seen in many
Government offices today.
Besides, organizations are no longer concerned only about business growth but are actively
contributing to society through Corporate Social Responsibility. For the success of such
schemes, employee commitment needs to match the local requirements. Some launch welfare
schemes for the under-privileged communities, while others provide educational or health
facilities to such groups. You can refer to your text for examples.
2.2 Cultural Variables
Now that you have understood how culture can influence business communication, let us look at
some specific areas of social behavior where we need to be more sensitive to the other’s culture. These ‘different ways’ of doing the same activity are called social and cultural variables. Our
dress is the most obvious cultural variable . Ways of greeting, saying yes or no, preference or
avoidance of certain foods, sense of public and private are all examples of cultural behavior. And
we learn such ‘correct’ behaviour: from our parents and our community. As the introduction to the section on Cultural Variables of your book tells you, these behavior cues might go unnoticed
within the same culture group but in an intercultural context, they get highlighted and sometimes
lead to confusion and misunderstanding. Of course some forms of social behaviour have been
accepted as general practice though they come from very different cultures .Indians now have
comfortably replaced Namaste with ‘hello’. For more details, look at the case study in your book
on p 85 of your book.
Communicating Across Cultures
Language plays an essential role in all communication. For example, English is spoken in many
parts of the world but it is spoken differently in different regions and countries. As explained in
the book on p 86, sometimes it is a different accent or pronunciation or choice of words which
18
can confuse people speaking the ‘same’ language, English . We have varieties of English spoken
within our country and outside it. So the less accent we use, our speech will be neutral and will
be easily understood. You also need to understand that all languages are closely interlinked to
their cultures. So, a ‘common’ word or gesture might have a different ‘meaning’ in another culture.
2.2.1 Cultural Variables:
Use of Language in Audio Visuals
It is the language used in some audiovisuals as in advertisements which makes them variables.
So in India, advertisements in English are usually for products meant for urban, educated people
while those in Hindi or any regional language are for the ‘masses’. But we have ‘Indianized’ English and even have ‘Hinglish’ as a popular language of communication.
Body Language:
The way you say yes or no or shake hands are all part of body language which convey your
attitude and social position. As a cultural variable, all such gestures both reflect and are governed
by one’s culture. Across cultures it is therefore important to be aware of such variations or we might misinterpret a ‘right’ signal ‘wrongly’.
Handshake- A common way to greet someone, a handshake can tell about your cultural
background. Some women for instance, may still not be comfortable in shaking hands with men,
because traditionally, touch is avoided across gender and age in some societies .So a woman’s weak handshake can be mistaken for lack of confidence just as a man’s firm grip or a strong hand shake may be seen as a sign of authority or under different circumstances as aggression.
Refer to the table p 89 of your book for details.
Eye Contact and Eye Movement- Eye contact hugely differentiates Eastern and Western
cultures. In the West, maintaining eye contact reflects honesty and transparency: crucial factors
in business dealings; while in the East, lowering of eyes is considered respectful ! But frequent
eye movement is seen negatively and might hamper negotiations. It will be safer to be aware of
local practices.
Saying Yes/No- As ones ’immediate response, we seem to be saying yes or no all the time. And
yet ways of doing so vary across cultures. Imagine what will happen if your ‘yes’ is taken as ‘no’. So if you think the Japanese is leaving because he is waving his right hand, he is actually
saying ‘no’! You should learn about differences in common gestures before meeting anyone
outside your culture.
Some Commonly Misinterpreted Social Cues- Reading about the Fillipinoes’ way of expressing anger in your textbook must have alerted you how some common social behavior can cause huge
misunderstanding. In America, pointing at someone is usually considered ‘normal’ while in Eastern cultures, it is a rude gesture , especially if the other person is senior to you. Seeking
information about the other’s culture will prevent any social embarrassment.
19
Perceptions of Interpersonal Space: Have you ever felt uncomfortable if the person talking to
you stands too close? Our culture tells us where to draw the line for the different zones of
interpersonal space, as is illustrated in the first lesson. It tells us how far or close do we want the
other person to stand. During intercultural interaction, that space needs to be identified and
respected.
2.2.2 SOCIAL VARIABLES
Most societies have small or large communities sharing a common religion, culture or preference
of food or dress. These variables influence a person’s attitude towards others , form her worldview and can be reflected in their approaches to business practices. For instance, a devout
Hindu will neither eat nor ever trade in beef products.
Religion: Religious belief is very personal but also social in its form. So you may not pray in
public but you may socially follow the terms of your religion by wearing some religious symbol
like the Cross, a Karaa. This practice may not be welcomed in some organizations. At the
workplace, religion has an indirect impact through religious holidays, dress or food restrictions,
as explained in your book on p 90-91. It is advisable to be sensitized to any such individual
limitations specially in a multicultural context.
Food: We seem to have made Chinese food, American burgers and Italian Pizzas so much our
own that we almost forget that these are international dishes. This is multicultural exchange at its
best. Yet despite the variety of foods available, many people still stick to their food preferences
like vegan, vegetarian or non-vegetarian. It is advisable to find out the guest’s food preference or restriction, if any, especially with clients, to avoid any breakdown of business relations. Your
text provides you more details on this topic.
Dress : We usually dress according to the occasion, place and personal preference. Like food,
some dresses seem to have become common across the globe and yet we might still be holding
on to our individual preference. And again like food, we might have to follow religious
restrictions like the full body veil for Muslim women or the Sikh turban. Such diktats might run
contrary to an organization’s policy of a dress code. An organization follows a dress code to bring uniformity, a sense of belongingness and affinity among the employees as also reflect
professionalism. It also inculcates a sense of pride. When dealing with multicultural employees
the organization needs to be sensitized to such differences and prevent discrimination.
Sense of Public and Private: How much of one’s personal life one is ready to share with colleagues at the workplace depends on one’s sense of public and private. One’s cultural orientation influences this sense though one might have individual perception of what is
acceptable and what is not. In some cultures , people are friendly and warm enough to talk about
their family with colleagues , while this tendency to mix workplace and family is seen as being
‘unprofessional’ in other cultures. In multicultural context, respect the local convention. Some societies accept passing on of key positions within the owner’s family while such practice may be frowned upon in other societies. The table given in Business English on p 94, comparing
Eastern attitudes to Western ones should help you further.
20
Time/Punctuality :One of the most important aspect of any workplace, your attitude to time
immediately conveys your efficiency professionalism and commitment as much as it reflects the
value system of your organization. Of course clients and customers will any day prefer to deal
with such professionals. In intercultural or inter-regional situations, sometimes different cultural
orientation might lead to a conflict as some cultures have a casual attitude to time while others
are strictly punctual. In today’s global world, it is advisable to meet deadlines and honour time.
Hierarchy, Status and Materialism: Cultures which give a high value to status and hierarchy
,observe distinctions of status. People from such societies are very formal and expect to be
addressed as per their title. Such societies also usually give a lot of importance to money and
materialsm. In more liberal/informal cultures, such ‘rules’ are bypassed. Examples of United
States and China as given on p 95, illustrate such variations. Always check about relevant
practices when interacting across your culture if you wish to avoid annoying your business
contact.
Decision-Making Patterns :All business gets transacted either through individual or group
decisions .Since the success of any business depends on such decisions, it becomes crucial who
takes the decision and how long is the decision making process. When dealing with business
associates from other cultures, learn about their decision making patterns so that any linked work
does not get delayed. For further details and best practices to be followed, look up this section in
your book.
Check your progress I
a) Define Culture.
b) What is stereotype?
c) What role does food play in intercultural business dealings?
d) List and explain any three variations between Eastern and Western
Societies.
2.3 GENDER SENSITIVITY
Just as social and cultural variables impact business practices, Gender, the biggest
social division, also impacts business and communication. Gender is a socially and culturally
defined category, as defined on p 101. So men ‘become’ committed professionals while women ‘become’ successful homemakers. At the work place, women ‘at best’ become support staff. This is how, society has traditionally demarcated the roles of men and women.
2.3.1 Gender Stereotype: As you recall the definition of stereotype, it is a fixed way of
perceiving people or situations. A girl wearing a western dress can be stereotyped as ‘modern’ or
‘English educated’, while in reality she may not fit any of these labels . The stereotype of women
as being ‘softhearted’ and ‘emotional’ does not fit into leadership roles. To be a boss or team-
leader one ‘needs’ to be assertive and aggressive: traits considered ‘masculine’, as opposed to ‘feminine’ traits. Gender stereotype can even work against a man or a boy if he fails to show
such traits of masculinity. The figures of Mr. Kumar and Ms Maya on p s 105-106 aptly illustrate
this view.
21
What privileges one gender over another?
Have you ever thought why men and women are viewed differently? As explained in Business
English, the ‘answer’ lies with the traditional social system of Patriarchy’ which conveniently
confined women to domestic life while men were left ‘free’ to work. Even as women were able
to prove their professional worth through determination and grit, women were met with
resistance and denial in the form of Gender Discrimination..
So women at the workplace, at times face gender bias, glass ceiling / sticky floor syndrome or
sexual harassment.
2.3.2 Gender Discrimination: Treating people differently due to prejudice against their race,
caste, class, nationality, or even disability is highly unjust but happens quite often. When men or
women are treated differently due to their gender, it is called gender discrimination. There are a
variety of ways in which such bias works. Some of the ways are:
Financial Discrimination: For the same job, sometimes women are paid less.
Professional Drawback: Women employees might miss promotion or other opportunities
if it involves relocation, transfers or even longer working hours.
Stereotyping of women employees: Top positions are usually denied to women because
they are seen as ‘lacking in leadership skills of assertion, aggression, tough no- nonsense
attitude’ or have family responsibilities.
Subtle Discrimination: All types of discrimination and stereotyping is usually practiced in
ways which go around legal safeguards. Employees, even men who opt for flexi timings
or family related leave, may not be given important projects or considered reliable. Men
who are not assertive enough or apparently lack ‘leadership’ qualities, get negatively stereotyped and suffer discrimination or are disadvantaged professionally. Top jobs
usually go to those who fit into the stereotype of ‘go-getters’ and ‘risk takers’ along with other qualities.
Glass Ceiling: Glass ceiling or the sticky floor syndrome is the invisible and artificial barrier
created at the workplace due to prejudice against women for some of the reasons listed above.
This is why even today, statistically, very few women become heads of companies or
organizations.
Sexual Harassment: An extreme form of discrimination , sexual harassment is the worst because
it is an unwarranted, direct assault on a person’s dignity and it also violates a person’s right to work in a safe environment. Such behavior reflects gross insensitivity towards a woman as much
as a patriarchal refusal to accept a woman as a professional colleague . A false sense of
superiority and a deep sense of gender prejudice makes the man demand or express sexually
determined behaviour .The definition given in your book on p s 112-113 states both the redressal
mechanism as well as preventive measures to be taken by employees and employers. An
awareness of these guidelines will prevent misuse of power or position. India is a signatory of
CEDAW and has enshrined the principle if gender equality in its Constitution.
22
Laws relating to sexual harassment may vary from country to country, as they may be according
to the country’s cultural profile. It will be a safe practise to find out relevant laws of the country you intend to do business with.
2.3.3 Relevance of Gender Sensitivity in the 21stCentury :
Today, you can see women as Heads of States, CEOs of companies other than their own,
striding boardrooms, leading international organizations and generally excelling in their chosen
fields. As professionals, women bring a diversity of experience and perspective to the task
assigned to them. Their leadership skills, talent and professional attitude to work and
responsibility has helped overcome traditional prejudices and broken gender stereotypes.
Interestingly, their earlier social role has better equipped them for skills of multi-tasking and
innovative or lateral thinking.
So if women are being accepted as competent professionals, you might question the need for
developing ‘gender sensitivity’ in the 21st century. There are two broad reasons for stressing on
this gender sensitivity: a) to bridge the gender gap and b) to ensure a women friendly
environment.
Gender Gap: Gender gap is the glaring difference in the number of men employees as compared
to women employees anywhere. So, though there are various equal opportunity and gender
friendly policies and regulations at national and international levels, statistically, women are still
way behind in employment and wages as compared to men. Your book gives details of India’s dismal ranking despite being a growing economy: women form just 36% of the workforce while
men form 85% of the labor force. In fact, studies have shown that companies which have more
women employees show better bottom line performance. Inclusive recruitment policies need to
be seriously practiced by organizations.
Building Women friendly Environment: It is important to provide a conducive and healthy
environment for women employees. The working conditions should include facilities required
by women at the workplace. A safe, unbiased, non-discriminatory attitude should reflect the
inclusive policy of the organization .Also, use of sexist language should be strictly avoided.
Sexist language refers to words and phrases which demean, ignore, stereotype or call for
unnecessary attention to gender. For example, use of general pronoun as ‘he’ ignores all women,
so it is now avoided.
On p 115, your book gives you a list of gender neutral terms you can use. Also look at the list
which suggests measures to bridge the gender gap and develop gender sensitivity both at the
individual and organizational level. Of course it is important to work within the context of social
culture along with suitable legislations to ensure the required outcome. And as gender roles are
cultural constructs, there may be differences in what is socially acceptable and what is not ,from
culture to culture or country to country.
2.4 Effective Communication
You would agree that though communication happens all the time, some basic requirements have
to be kept in mind to reach effective communication. At times, barriers or obstacles come in the
way and distort or change the original message. These could be in the form of transmission
23
losses or a misunderstanding by the receiver of the message. For communication to be complete
and effective, the message reaching the receiver has to be free of any such barriers. This section
will first list out and explain the types of barriers and later equip you with tools for effective
communication, as given on p 120, figure 8.1.
2.4.1. Hierarchical/Organizational Barriers: At the workplace, all employees are bound within
fixed levels of authority and responsibility. As this structure is essential for the functioning of
any organization, flow of communication depends on the professional capacity and requirement
of the parties involved, giving rise to organizational barriers such as:
Directional and Channel: Information travelling downwards passes through various levels,
where each level has an opportunity to somewhat ‘change’ the meaning emphasis or intention of the message . To check such distortion, avoid:
information overload,
reduce the number of levels a message has to pass through
encourage diagonal channel communication and open door policy.
Such measures will also help employees in case of any internal or external organizational
changes so the employees are duly prepared for the same.
Message Planning and Target Orientation: In any organization, planning for and meeting
deadlines, completing projects etc is an everyday affair, making it extremely important that all
communication should clearly convey the desired message to get the desired result. So messages
need to be well planned, focused , organized ,and be meaningful to the receiver. There can be no
scope for confusion, error or misunderstanding in communication as it can lead to failure of the
task at hand.
2.4.2.Psychological Barrier :Whereas organizational barriers may be due to operational factors,
psychological barriers occur due to the mental or emotional state of the communicators. Such as:
Perceptions of Reality: Just as the figure on p 122 of the farmer and the office goer illustrates
in your book, what is good for one may not be good for the other, it means people perceive
reality differently. Individual perceptions of reality are determined bysocial, cultural and
linguistic back ground of the person. For effective communication, both the sender and the
receiver need to come to a common purpose, avoid subjective perceptions or assumptions. Also,
when in doubt, always clarify.
Selective vs. Comprehensive Perception: It is usual for us to focus on one feature or quality to
perceive the reality around us. But such selective perception gives us an incomplete or distorted
view. A comprehensive perception would make us good communicators/listeners as we would:
We should have a positive approach, keep our minds open, and simultaneously be alert to
parallel signals such as body language, voice, tone ,pitch etc.
Emotions: A highly charged or emotionally intense state of mind is the greatest psychological
barrier. In an excited state, we may commit errors of judgment, lose rationality or miss the
obvious while communicating. Or we may vent our anger using offensive or abusive words
which can lead to a complete breakdown of communication. Anger and shouting has to be
24
completely avoided at the workplace. As you will learn, even bad message letters have to be
written carefully so as not to offend. A good communicator would always:
Control heightened emotions which might negatively reflect on the speaker .
Regain self control and compose his/her mind before speaking.
Stay quiet till one is calm again.
Socio-psychological Attitude and Opinion: The way a message is conveyed usually reflects the
speaker’s attitude and opinion as it adds additional meaning to the message.
This explains why the same message can be conveyed differently by different people. Also,
changes in pitch, rise and fall of the voice convey the speaker’s tone of humor, irony, surprise or interrogation. It further reflects the speaker’s subjective opinion as s/he chooses certain words
and even gestures to convey the message. Remember that opinions and attitudes are formed by
one’s social, cultural, educational and economic backgrounds. As In the modern workplace, people from diverse backgrounds, opposite gender and even different nationalities could be
working together, it is important to be sensitive to such diversities. One should take care not to
express our discriminatory attitude or opinion. The policy of inclusion or an accepting attitude
should be followed in letter and spirit for smooth channels of communication.
2.4.3 Cultural Barriers: All of us belong to one social group or the other where the group can
be identified in terms of language, food habits ,dress or social pattern of behavior. In short each
one of us ‘belongs’ to a given culture group. It affects both verbal and non-verbal
communication as what we say and how we say it depends on our cultural orientation/attitude or
belief. In India, for instance, a younger or junior person is directly told to do something while in
the West, even a small child will be ‘requested’ politely to do the same task. Because there can
be different or totally new codes of behavior in an intercultural situation these ‘codes’ can become barriers to communication. Hence, it becomes essential to familiarize oneself about the
other’s cultural conventions. This will make your communication effective.
Cultural Diversity: The section on social and cultural variables earlier must have alerted you to
the phenomenon of cultural diversity. Societies seem to be further divided into sub-groups within
the larger group. As boundaries of nations, cultures and communities are no longer keeping
people limited or confined to familiar territory, people are increasingly travelling or interacting
for professional or personal reasons. In such a global context, the best way to avoid any
miscommunication is to build your cultural sensitivity. The “thumbs-up’ example in the text alerts you about difference of interpretation of cultural cues. At the work place, be on the look-
out for stereotypes or generalizations to avoid any cultural or social prejudice.
Values: Ethics, Credibility and Trust Relationships based on shared values always stand the
test of time. Thus ,an organization which supports ethical practices will be valued by employees,
business partners, stake–holders, clients, customers alike. Recruiters also look for traits like
honesty, integrity and reliability in job seekers. Besides, reputation of companies, brands and
products depends on their trust fulfillment of professional commitments. Peoples’ trust leads to good business.
25
2.4.4 Linguistic Barriers
Conventions of Meaning: As you have learnt in the previous chapter, for any communication to
be effective, speaking the same language is not enough. We need to share the conventional
meaning of the words. Communication will be accurate when the communicators refer to a
common base of shared experience and terms of reference. Sometimes, meaning of a word
depends on its usage and context. This brings into prominence certain acronyms, abbreviations
or technical words which may vary from profession to profession. So a lawyer would ‘plead’ the case for his ‘client’ while a Doctor would give ‘symptomatic’ treatment to her ‘patient’ who is ‘febrile’. At times, the same word can be used as a noun or a verb or an adjective , which can confuse the listener if the context is not clear. For example, “My friend gave me a ‘ring’ yesterday.” Besides, language devices like figures of speech, idioms , culture specific words or
phrases etc can create misunderstandings if the listener is not familiar with such terms.
Denotative and Connotative: We all refer to the Dictionary to get the precise meaning of any
unfamiliar word. Meanings listed in the Dictionary are ‘denotative’ or literal as they directly
specify the idea or thing being referred to. Suggestive or additional meanings /implications
attached to a word form its connotative meaning. Thus connotations can express value-
judgement or opinion of the speaker. You can look at the text for suitable examples. In formal
situations, avoid use of connotations as they may lead to confusion or unwanted negative
implications of meaning.
Semantic Problems: Vocabulary, Encoding Studying the meaning of words or Semantics, it
would seem that denotative words seem easier to understand. But words may have multiple
meanings and so lead to confusion or misunderstanding. As with ‘set’, the word ‘run’ has 396 meanings or definitions! At times, local languages too influence the English Language by
distinct usage or by introduction of words from other languages. Intercultural interactions of
people using different languages brings new meanings to words and enriches the language in
many ways. For example, Indian words like Namaste and yogaare commonly used in English.
Besides, some words acquire new meanings with changing times. Cell, keyboard, buzz, chat are
some words now used in the context of new technology. India has the distinction of having the
largest number of English speakers outside U.K and U.S.A. Being multilingual, a ‘mixing’ or hybridization of vocabulary and syntax etc, of oral languages has taken place in India. At the cost
of ‘purity’ of a language, such a mix is popularly accepted as a means of communication. But
such use should be restricted to informal exchanges specially at the workplace. Moreover the
sender has a greater responsibility of selecting the vocabulary for ‘encoding’ the message as it
has to be done keeping in mind the conventions of meaning, the context of the message as well
as the recipients’ capability of comprehension.
Faulty Inference : Problems of Decoding- Once the message is ‘received’, its ‘decoding’ or interpretation depends on a many factors. Sharing or perceiving correctly the context of the
message is as important as understanding the linguistic codes used by the sender. Sometimes,
contextual ‘gaps’ may be ‘filled’ wrongly by the receiver or some meaning may be lost in
transmission. If the context is not shared the sender should clarify the same while encoding the
message. Incomplete or poorly phrased messages lead to miscommunication.
26
Feedback: It has twofold benefits in effective communication: the receiver can clarify the
message and the sender gets to know if the intended message has been received. To make the
feedback truly successful, the sender should openly accept feedback and respond positively.
Transmission Losses: Transmission losses can usually not be prevented. Either the sender fails
to suitably encode a part of the message or the receiver’s subjective assumption or interpretation misses out some intended part of the message. At times, language might become a limitation.
Use of simple and direct words can help reduce transmission losses . Any doubt should be
immediately clarified by the receiver.
Style of Presentation: All messages should be framed according to the required context.. Oral
communication should combine features of body language para language along with the verbal
component of the message. Attentive listening, open response to feedback ,specially so if one of
the communicator is a senior, ensure a fulfilling communication for the parties concerned.
Similarly, a written piece of communication should be in simple and clear language and also be
well organized. Any offensive and provocative language or expression should be avoided as all
business communication, though articulated /expressed by individuals, reflects on the company’s policies, public relations and ultimately, its image.
2.4.5 Physical Barrier: Noise
Noise is the biggest barrier to all communication. Isn’t it always difficult to talk to someone in a
noisy shopping area or a factory workshop? At times the phone line is ‘noisy’ so we get a distorted message or due to loud disturbance close to us, we cannot focus on the message. It is
advisable to move away from the source of the noise if we cannot remove or rectify the
disturbing element from our immediate surroundings for clear communication.
2.4.6 HOW TO MAKE COMMUNICATION EFFECTIVE
The 3M Approach: Mind, Medium, Message
Focusing on three of the most important aspects of communication will help us make our
communication more effective: the mind of the sender who encodes and the receiver who
decodes/understands the message, the medium as selected by the sender to encode/package
her/his ideas to convey that message and the message itself.
2.4.6.1 The Mind
The mind of the communicators is the actual ‘seat of action’ as this is where the communication cycle begins and ends. The ‘processing’ of ideas which lead to suitable encoding can be further enhanced by including certain features such as:
You Attitude :It is not just a preference of second person pronoun over the first person ‘I’ but an
attitude which gives priority to the receiver .This gets reflected in the message, directing the
contents towards the receiver rather than the sender. So “I/We will dispatch the shipment on…..” becomes reader friendly as “you will receive your order by….”.
27
Satisfying the needs of the Receiver: While framing the message, the sender should give
complete information, and also keep the needs of the specific reader in mind. Avoiding
assumptions, the sender should visualize the receiver’s information requirement ,which will reduce gaps in the message and also the need for seeking too many clarifications. So the same
information will differ in content if it is sent as internal correspondence or to someone outside
the organization.
Attentiveness and Alertness, Patient Listening, Retention: An attentive listener will always
score over an inattentive one as attentiveness is a crucial feature of communication. An alert
listener will be patient and will catch all the verbal cues along with the non-verbal and thus get
the complete message.
Retaining in memory what one hears helps the communicator to respond aptly when required.
While showing presence of mind, a good memory also ensures accuracy, precision and
spontaneity in oral communication. Unfortunately, many of us do not have good power of
retention. To overcome this barrier, one should take notes or maintain a diary.
Presence of Mind: Sometimes, things don’t go as planned. Presence of mind helps us deal quickly with an unexpected situation. At times wit and humor can lighten up the mood and also
get us out of a tricky situation .A diplomatic response can smoothen out nasty situations.
Politeness: Politeness of speech and behavior maintains decorum ,dignity and seriousness of
purpose. At the work place it is always preferred as it keeps emotional outbursts and rude
expressions in check.
Organized Thoughts: Before expressing the message, you should organize your ideas such that
the thought process is linked logically and coherently. A well planned message will reflect all
the components of effective communication as listed above and will be easy to understand.
Sense of Time: As mentioned in an earlier section, punctuality, specially in professional matters,
conveys a high level of commitment and seriousness of the person concerned. Being late for
appointments and meetings disadvantages the person as he/she will need to apologize at the
beginning of any conversation. A punctual person will always be more confident and organized.
2.4.6.2 The Medium
Selecting the right medium is as important as the message itself because the medium determines
the category of the message.
Appropriate and Purpose Oriented : Mediums are task-based .They differ for oral, written,
internal and external communication, as you will find out in subsequent chapters. So it’s very
important to choose the appropriate medium to convey the message effectively.
Voice and Tone: As you have learnt in an earlier section, voice, tone, pitch, inflection and
pronunciation etc determine the actual impact of the speech. These elements of paralanguage
determine the effectiveness of the oral communication. The importance of voice and tone
therefore, cannot be over emphasized.
28
Proper Selection of Channel: Again as you have learnt earlier, all organizational
communication moves through somewhat fixed channels. Select the channel according to the
intended receiver(s) and also the urgency of the message.
Good Vocabulary and Language Use: A good range of vocabulary helps in using the right word
at the right time. This helps in keeping the message brief and to the point. Avoid long sentences
and use of jargon or difficult words. Simple, direct language used within the rules of grammar
and syntax leads to successful communication.
2.4.6.3 The Message
For effective communication, be careful in preparing your message as this is what actually
reaches the receiver and you may not get a chance to rectify errors or any inappropriateness.
Cross check your message for the following features:
Clarity: The message needs to have clarity of thought and language which will help the receiver
to know the purpose of the message and respond accordingly.
Completeness: Make sure that the required details are included in the message. Incomplete
messages can lead to all kinds of practical problems.
Precision: A precise message will fulfill its purpose as it has clarity. Besides, in this fast-paced
life, it will always be preferred over long ones as it cuts short unnecessary paperwork.
Confidence and Credibility :In an organizational set up, there can be no room for doubts or
ambiguity. So any one involved in any communication needs to be confident about the
authenticity of the information to maintain credibility.
Correctness of Information: Correctness of information leads to reliability and hence
trustworthiness in business relations. Any incorrectness might cause breaking of trust and should
be guarded against.
Objectivity: Personal opinions, biases or prejudices are to be avoided as they hamper with ethical
business relationships. Being part of an organization, it is important to maintain objectivity in
expression, unless one is asked to give a personal opinion.
Relevance: A focused message clearly remains on track and the information is not diversionary
or irrelevant. This feature again helps in maintaining brevity.
Check Your Progress 2
a) What do you understand by Gender?
b) List 3 ways in which gender discrimination takes place.
c) Which are the two most important barriers to communication ?
d) What do you understand by the 3M approach?
29
Unit 3
ROUTINE BUSINESS CORRESPONDENCE Tasneem Shahnaaz
Learning Objectives
Understand why you need to communicate and its importance in the current
business context
How to write non-interactive internal business correspondence like circulars,
notices, memos, office orders, notification and agenda
How to write effective interactive external business correspondence like sales,
financial and employment related letters
3.1 Need for Interactive and Non-interactive Correspondence
3.1.1. Warm Up
1. Why do we correspond?
2. Would you write a letter to your friend in the same way that you write a business letter?
We write business letters for different reasons. They help to organize and coordinate actions of
employees and departments, to predict and resolve problems, to get feedback and plan new
strategies, budgets, programmes, etc. If we want our messages to be effective, we need to use
CAP, that is, our writing should be concise, audience-centered and purposeful. This means
that messages should be clear, persuasive, brief, factually correct, focused on important matters,
and state what needs to be done and by whom. Hence, an effective communication network in an
organization can make employees identify with management’s goals and create a feeling of
belonging. This sense of identification with the company can increase productivity and
performance.
Globalization has challenged communication. Now, organizations have begun to have employees
who are culturally different. Advanced technology has led to increased speed and reach of
communication. New business concepts of the importance of human capital, of having a
professional yet personalized working ambience, of knowing corporate etiquette, of working
collaboratively and of being socially responsible are coming into practice.
3.1.2 Interactive and Non-interactive Correspondence
Interactive correspondence means that we expect a response to our communication and it takes
place between a company and its clients/customers (examples are complaint/enquiry letter etc.).
Non-interactive correspondence impacts the future actions of the receiver of the message without
the need to reply and is carried out internally in a hierarchical structure (examples are circulars,
notices, memos, office orders, notification, agenda, minutes etc.)
30
3.2 Internal Business Correspondence: Section A
It is important to have a business organization chart which will enable those outside the company
to know its hierarchical structure, the number of employees and its vision
INDIRA AHMAD
Managing Director
SUSAN OF BRIEN ROHIT BHALLA CYRUS TATA N.LALITHA
VP Finance VP Production VP Marketing VP Community Outreach
SABARJIT SINGH SANTOSH SETH RATNA MALIK RUNA BANERJEE
Sr Accounts Manager Sr Plant Manager Sr Sales Manager Sr Manager, HR and AD
PUNEET GARG
Chief Accounts Officer
PETER TOPNO RINCHEN DORJI HARI TIWARI JAIDEEP DAS BHAVIKA TAKIA SANJEEV NAIR GUL PANDIT
Line A Line B Line C Industrial Retail Advertising Projects
Supervisor Supervisor Supervisor Sales Manager Sales Manager Production Chief Supervisor
Figure 10.1 Structure and internal communication network in SWITCH2CFL
3.2.1 Basics in Internal organizational communication
As mention earlier, a good communication network is essential for the smooth functioning of an
organization. The mantra for effective communication is that the right information should reach
the right person at the right time.
Communication problems occur because of certain false assumptions like
To assume that if I know something, everyone else knows it
To assume that too many written policies are a waste of time and energy and create
bureaucratic overload
To assume that if some people have been given information, then everyone else has
access to it
To assume that what you have communicated has been understood by the recipient
correctly
To assume that what is important is less important than an urgent matter
To assume that if there are no crises, then there is no need for any communication
To assume that all data/information is of utmost importance
To assume that communication should be with same level/rank persons and not with
those working under you, or with your subordinates
31
3.2.2 How to ensure Effective Internal Communication
The management should realize and understand the need and value of effective communication.
For this, the ability to listen, speak, question and give and take feedback is essential and should
be nurtured. If you don’t understand something, ask about it again and suggest ways of
improving communication.
3.2.2 Downward and Upward Communication
You have already read about these forms of communication in Unit 1.
A good model of internal communication is the Line and Staff Management (LSM) model.
The line managers are responsible for major activities of the company like manufacturing and
sales, while staff managers take care of accounting, personnel etc. Members of both interact and
communicate through an effective internal communication network using formal and informal
lines. The formal lines of communication are:
Line relationships which follow the hierarchical authority lines from superior to
subordinate and vice versa
Functional relationships which means communicating between departments
Staff relationships which follow line management but don’t have their authority
Business communication addresses 5 kinds of information needs which are
Statutory information that should be conveyed to one and all (e.g. service rules)
Regular information about the situations of work (e.g. routine policies)
Information about changes in major policies
Periodic information about the events taking or taken place in the company
Information about important policy changes or other major changes before taking the
final decision should be conveyed to the employees in order to prepare them mentally
3.3 Circulars and Notices: Section B
3.3.1 Both circulars and notices are internal, downward and non-interactive correspondence.
They are written to convey some information to employees. While writing them, ask yourself –
how urgent is the matter/information to be circulated, how complex and confidential it is, what
do you expect the audience to do, how much will it cost and whether you need a permanent
record of it. Hence this kind of correspondence requires careful planning, composing and
completing.
Planning
Think about why you are writing it and if it is the right time for it
Who is your audience and have you given relevant information to them?
32
What kind of response do you want from your intended receiver(s)?
Use a you-centered, that is, audience centric approach
Use a polite tone and bias free language
Composing
Organize your message in terms of importance by mentioning the most important matter
first
Choose the direct mode if it’s good news/information that you are conveying
Choose the indirect way if you have to convey bad news
Completing
Revise your writing and edit it wherever required
The format of circulars and notices has six parts which are
The letterhead of the organization
The label – whether it is a Circular or a Notice
The date
Subject line
Text of message
Sender and her/his details
An example of the format of a circular is given below:
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; EMAIL: [email protected]
2) Circular No. MBE/1/08 3) 2 April 2008
4) Subject: Ethics Month
5) Text of message .....................................................................................................................
..................................................................................................................................................
6) Santosh Seth
Senior Plant Manager
33
An Example of the format of a notice is given below:
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678 E.MAIL: [email protected]
2) NOTICE
3) Subject: Gift Policy
4) Text of message .....................................................................................................................
..................................................................................................................................................
5) Santosh Seth
Senior Plant Manager
6) 2 April 2008
(Note: The numbers in the format are for your understanding and you do not need to number the
different sections when you write your circulars and notices).
There is a minor difference between a notice and a circular. While the former is put up on the
notice board or on the company’s website for all employees to see, the latter is usually
distributed by hand or mail.
Check your Progress I
1) Why is communication so important in today’s business world?
2) What are the problems facing communication?
3) As secretary of the MD of a company, draft a notice about the AGM on 30th of
September, 2013, from 11 am onwards at the conference room in Hotel Le Bleu, Sector
12, Dwarka, New Delhi.
3.4 Memos and Office Orders: Section C
3.4.1 A Memo or Memorandum is a brief document sent within an organization to a specific
person(s)in order to provide information, give instructions/ suggestions, ask for an explanation or
request for action regarding a specific matter. A memo has different parts and companies usually
print memos for use in offices. It should have at the top the name, address and contact details of
the company. It should be titled “Memo/Memorandum” and have a reference number, the name
of the receiver and of the sender too. Other than the date, there should be a subject line stating
34
what the memo is about. Below this is the main text of the memo which begins with the major
point. After this, the person sending the message should sign and mention the names and
designations of all the persons to whom the memo is being sent.
An example of the format of a memo:
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; E.MAIL: [email protected]
2) MEMORANDUM
3) No. 4) Date:
5) To:
6) From:
7) Subject: ........................
8a)
b)
c)
9) cc. to 10) Signature
a)
b)
c)
3.4.2 An Office Order, like a memo, is a formal non-interactive downward communication
and is written regarding employees’ service conditions like taking away some privileges/rights, giving information about new constraints, promotions, annual increments, transfers and postings,
any action taken against the employee etc. As an office order may contain bad news, it is
important to be polite, clear and objective. You have to explain the situation backed by facts and
figures, as to why you are forced to take action against the employee. If you are giving good
news, give it first and then the background details. Use the third person and see if your message
answers the who, what, when and how questions.
35
An example of the format of an Office Order:
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; E.MAIL: [email protected]
2) No. 3) Date:
4) ORDER
5) Text of message.....................................................................................................................
..................................................................................................................................................
6) cc. to 7) Signature
a)
b)
Does the office order look the same as a memo, a notice or a circular? What are the differences?
3.5 Notification, Agenda and Minutes: Section D
A notice for a meeting, also called a notification, is sent well in advance so that all members
attending it can come well prepared and contribute fruitfully. An agenda is a list of items to be
discussed or of official things to be done at a formal meeting. This list is prepared in advance of
the meeting, by the secretary in consultation with the Chairperson and contains information
about the following:
Company’s name, address and contact details
Date on which the notice was issued
Who is to meet whom
Nature of the meeting (whether it is routine, emergency, special, extraordinary
etc.)
Day, date, time and venue of the meeting
Purposeor agenda of the meeting
Signature of the Secretary
Details of those who will attend the meeting (names with designations)
Any enclosure(s) being sent with the notice
The chairperson presides over the meeting and is helped by her/his secretary. The latter ensures
that the issues mentioned in the agenda are strictly followed and takes extensive notes about the
discussions taking place, about decisions, dissents or agreements, suggestions etc. S/he then
writes them in the form of Minutes, which is sent to the chairperson for approval and signature.
After this is done, the minutes are sent to all members who participated in the meeting.
36
An example of a notice with agenda:
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; E.MAIL: [email protected]
2) 28 February 2008
3) NOTICE
4) The twenty-fifth meeting of the Board of Directors of SWITCH2CFL Ltd. will be held in the
Conference Room of Hotel Business Redefined, Sun City, Gurgaon, on 31 March 2008 at 11.00
a.m. The meeting is expected to last for two days, so all those requiring assistance with transport
and accommodation should contact the undersigned so that suitable arrangements can be made.
The meeting is being held to transact the following business:
5) AGENDA
(i) Ratification of the minutes of the meeting held on 31 December 2007
(ii) To decide how Ethics Month should be celebrated in July 2008
(iii) To deliberate on the adoption of the Whistle Blower Policy
(iv) To appoint an Ethics Counsellor
(v) To form a Whistle Blower Protection Committee
(vi) To work out the modalities of the Gift Policy
(vii) Any other matter with the permission of the Chair
(viii) Vote of thanks
(ix) Date of the next meeting
7) Secretary
Iraj Kumar
8) CC:
i.
ii. etc.
9) Enclosure: Minutes of the meeting held on 31 December 2007
Writing Minutes is an art which requires certain skills like taking notes, summarizing, and using
reported/indirect speech. Minutes should follow the sequence of the agenda. It should be
logically written in the third person using the past tense and the paragraph or block format. It
should incorporate all ideas, suggestions, discussions etc. that took place in the meeting.
The content of the minutes of a meeting can be written in 2 ways – the first one is the minutes of
narration and the second one is the minutes of resolution. In the former, the leading points of
the discussion are arranged in a particular way. The title of the point on the agenda is written
first, and then what the chairperson said regarding the matter under discussion are recorded. The
37
ideas, suggestions, agreement and dissent (if any) of the various members are also written.
Finally, whatever is the final resolution or decision taken in the meeting is recorded. The second
way or the minutes of resolution, is when only the title of the item on the agenda and the decision
taken is recorded.
Check Your Progress II
1) State the differences and similarities between a memo and an office order.
2) What is the difference between a notice and a notification?
3) Define agenda and minutes.
4) Do you need good language skills to write minutes? Why?
3.6 External Business Correspondence: Section A
3.6.1 Warm Up
1) What is the difference between internal and external correspondence?
2) Do you think external correspondence should always be formal?
Letters are usually interactive, formal and horizontal communications. You have already gone
through the process of planning, composing and completing business messages in 3.3.1. In
addition to these guidelines, you should ask yourself why you are writing the letter –whether you
intend to inform, to persuade or do both.
3.6.2 Some more instructions on writing letters
3.6.2.1 The AIDA technique
A is for the attention of the reader for your letter
I is for the interest you want to create in the recipient’s mind
D is for desire your reader should have for your opinion
A is for action your receiver should take, as a feedback to your letter
3.6.2.2 How to write Effective Endings
Use endings like CSAD (clear statement of action required), EA (easy action for the reader), DA
(dated action, i.e., the deadline of taking the action), and RB (reader benefit, i.e., what will be the
reader’s advantage in taking action) in the concluding paragraph of the letter.
38
3.6.3 Kinds of Letters
There are various kinds of business letters which may be classified according to the nature of the
situation for which the letter is written. They can be broadly classified as Informative and
Persuasive Letters, like Routine and Sales Letters, Letters for special purposes, Problem letters
and Goodwill Letters.
3.6.3.1 Informative and Persuasive Letters
Routine letters may include the following:
Enquiries, seeking information and requests
Quotations
Orders and acceptance
Payment
Tenders and bids
Sales Letters
a) Prospective or Promotional letters
b) Cover letters with offers and catalogues etc.
c) Proposal and resale letters
d) Follow up letters
Letters for special purposes
a) Agency Letters relating to banks, insurance agents/company, government and
regulatory agencies etc.
b) Personnel letters relating to employment
c) Circulars
d) Seeking finance
Problem letters
a) Complaints and follow ups
b) Concessions
c) Collection Letters on account of overdue/pending payment
39
3.6.4 How to write Business Letters
A business letter has the following parts:
Heading is the Letterhead which has the name, address and contact details of the
company
Date should be written in an alphanumeric way, e.g., 20th December 2012
Reference Number is written alphanumerically and helps in storing and retrieving the
letter
Inside Address is the address of the receiver. The name may or may not be written. If
addressed to a particular person, write the designation with the name
Subject Line shows the purpose of the letter
Salutation should be “Dear Madam/Sir” when you don’t know the name of the addressed person or use the surname if you know it
Body of the letter is the main text
Complimentary Close should be “Truly” or “Sincerely” or “Yours Truly” (only when you use “Dear” in the opening salutation)
Signature or your sign comes at the close of the letter which should be followed by your
name (in block letters) and designation
Enclosure notation is given when you enclose any document or file with your letter.
3.6.5 How to Format Letters
1. The Full Block Format
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; E.MAIL: [email protected]
2) 29 February 2008
3) Reference Number: AND/007/2008
4) Ms Shamita Sen
Senior Sales Manager
Office Supply Corporation
11 Annie Besant Road
Mumbai – 22000022
5) Dear MsSen
40
6) Subject: Order for 250 File Folders
7) ..............................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
...............................................................
8) Yours Sincerely
9) Abhaya Kumar
Manager, Procurement Division
10) Enclosure(s): i)
ii)
2. The Modified Block Format
1) SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; E.MAIL: [email protected]
2) 29 February 2008
3) Reference Number: AND/007/2008
4) Ms Shamita Sen
Senior Sales Manager
Office Supply Corporation
11 Annie Besant Road
Mumbai – 22000022
5) Dear Ms Sen,
6) Subject: Order for 250 File Folders
7) ..............................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
41
...............................................................
8) Yours Sincerely,
9) Abhaya Kumar
(ABHAYA KUMAR)
Manager, Procurement
Division
10) Enclosures: i) etc.
3.7 External Business Correspondence: Section B
3.7.1 The Direct Approach is used for giving good news and is divided into 3 parts: the
beginning (the main idea), the middle (which has relevant information and explanation) and the
conclusion or end (which is positive and indicates action in the future).
The Beginning (as told to you earlier) should be eye catching and attention holding. First give
the good news or whatever you are offering the reader.
The Body of the letter should contain the basic/chief details explaining why you are offering the
product with discounts/freebies etc., back it up with relevant facts and figures, terms and
conditions and other related details. It should also provide details of how the customer will
benefit from the offer/product, how the feedback about the product has been good or about the
company in general. In addition, information about other products or services can be given to the
recipient.
The Conclusion of the letter should be worded in such a way that it motivates the reader to take
positive action.
3.7.2 The Indirect Approach is used to give bad news in the most polite and courteous way. It
is hard to write such letters as you know that the reader will not be in a good mood after reading
it. Hence, it is important
Not to sound as if you are accusing the other person
To use a polite tone
To put yourself in the reader’s shoes and think of how s/he would feel and react To sound fair, honest and impartial
To show that the action taken or to be taken is unavoidable in the light of company’s rules and it is in the interest of the reader in particular and the company in general to do
so
Not to sound personal, instead use the passive voice
42
This approach has 4 parts – the beginning (the buffer), the body or the explanation (when you
objectively analyze the situation), the decision (what you have decided to do with some positive
suggestions) and the ending (when you conclude with what you expect the reader to do or the
action s/he should take in future).
What is the buffer?
It is a statement which you make in order to prepare the reader for bad news. Therefore, adopt a
calm, congenial and neutral tone. You can begin by agreeing with the reader on some mutually
acceptable point like prices, or thank/praise/appreciate the reader for something s/he has done (if
relevant), or explain to the reader why you could not accede to her/his request and would like to
help as far as possible. In case there is something nice you want to tell the reader do so at the
beginning.
Why give an explanation?
It is important to give a plausible, honest and credible explanation of why action was taken
against the reader so that lines of communication remain open for the future. You can explain
that the decision taken may be in the best interests of the reader and company policies apply to
one and all. Politely provide all details (i.e. facts and figures) and give an unbiased analysis of
the situation that prompted the company to take action. You must also mention that the matter
has been carefully examined and deliberated upon before coming to a decision.
How will you convey the decision taken?
The decision should be clearly communicated to the reader in a positive yet brief way. You can
state the bad news by giving reasons which will make the reader clearly understand why the
decision was taken against him. Don’t give an opportunity to the reader to misunderstand what you are saying. If there is a possibility of another course of action, mention it so that the reader
knows that you are interested in what can be done and not in what can’t be done. Show that you
are interested in continuing the relationship.
How should you end the letter?
End on a positive note showing interest in further interaction with the reader and invite
suggestions from her/him. If you want the reader to take some action, be clear about ‘when’ and ‘how’ to do so and wish her/him success in future ventures.
3.7.3 Persuasive Written Messages
There are 2 ways of writing such messages wherein you want the reader to agree with and be
convinced of your opinion. This would prompt her/him to take action favorable to you.
43
3.7.3.1 The Direct Request way is used for routine requests and has, as stated earlier,the main
idea, explanation and conclusion. The Indirect Request method should be carefully drafted as
unasked-for requests may lead to conflicts. It follows the 4 part division of an indirect approach
– a buffer, an explanation, a request, and a polite ending. Use the AIDA method for writing both
kinds of persuasive messages.
3.7.4 Solicited and Unsolicited Messages
When you write a reply to someone’s letter, it is a called a solicited message. When you send a
letter to potential customer/client, it is an unsolicited message. Examples of this are when you
write to make a request for the reader’s time or contribution, when you give her/him information
about your products/services,when you want information from a seller,when you want credit or
to settle a claim or want some changes in company’s policy.
Check Your Progress III
1) What does the AIDA technique mean?
2) How can you make endings of letters more effective?
3) Which strategy will you adopt to convey bad news in a letter?
4) What is the difference between a solicited and unsolicited message?
3.8 Sales Correspondence: Section C
3.8.1 Enquiries and Replies
A company generally receives enquiries from different kinds of customers. It could be from
someone who wants to know about the company’s products or is writing in response to the company’s advertisements. It could also be from an existing customer who is making a routine
enquiry or wants some special discount or changes in terms and conditions etc. An example of
an enquiry from a potential customer and the company’s reply are given below:
The United India College
University of Bharat
502 Swatantra Marg
New Delhi 110077
PHONE: 24682468; e–mail: [email protected]
29 February 2008
Reference Number: UIC/123/2008
Retail Sales Manager,
SWITCH2CFL,
15, Aspiration Towers,
44
Gurgaon, Haryana 123456,
India.
Dear Mr Takia,
Subject: Enquiry regarding alternative lighting systems
We have recently celebrated our silver jubilee as a premier residential institution of
higher learning in the National Capital Region. In our endeavour to promote
sensitivity towards the environment among our students and staff, we have decided
to allocate resources in the next financial year to make our campus energy efficient.
Towards this end, we are seeking information regarding alternative lighting systems.
Your company has the reputation of manufacturing superior quality CFL products
and we would like you to send us detailed information about your range of products,
along with prices and payment options.
We look forward to hearing from you at the earliest to enable us to make the
necessary decision and arrangements.
Yours truly,
AnimeshKhatri
(AnimeshKhatri)
Estate Manager
This is the reply to the enquiry:
SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; e–mail: [email protected]
15 March 2008
Your Reference: UIC/123/2008
Our Reference: S2CFL/123/2008
The Estate Manager,
The United India College,
University of Bharat,
502 SwatantraMarg,
New Delhi 110077.
Subject: Alternative lighting systems
Dear Mr Khatri,
45
Thank you for your letter dated 29 February 2008, enquiring about alternative lighting
systems for your college. You have made the right decision by deciding to shift to CFL in your
campus and are sending out a message to the community that your institution teaches important
lessons even beyond the classroom.
You will be happy to know that we are currently promoting the switchover to this
environmentally friendly technology and, as an incentive to our customers, have an attractive
offer for you. In addition to fulfilling your order, we will be happy to offer you, free of cost,
appropriate holders for the CFL bulbs. Our technician will come at a time convenient to you and
change all the light fixtures in your college and you will have no trouble for life. We also provide
a replacement guarantee on our products for two years. I have enclosed our latest catalogue
giving our range of products along with prices and payment options.
I urge you to place your order at the earliest. For your convenience, I have also enclosed
an order form that you can mail or fax to me at your convenience.
I look forward to receiving an order from your institution and can promise that you will
not regret your decision. Not only will you save electricity and reduce costs, but also find this
lighting alternative very convenient as you do not need to change the bulbs frequently. CFL
bulbs last ten times longer than ordinary bulbs.
Yours truly,
Bhavik Takia
(Bhavik Takia)
Retail Sales Manager
Enclosures:
i) SWITCH2CFL Catalogue
ii) Order Form
3.8.2 Placing and Fulfilling Orders
When you write to place an order, you must first refer to the seller’s letter (give reference number, date, etc.), then to the catalogue you are sending with your letter, after which you give
details about the amount and nature of products you want to procure, how and when you want
them delivered and finally, how to pay for them.
Once an order is received, it is the duty of the company to acknowledge it and thank the
customer through an acknowledgement card or a letter referring to the date on which it was
received, accepting the terms and conditions, giving details of how and when the order would be
completed, and ending with the promise of future business.
46
3.8.2.1 Some Barriers to placing and fulfilling orders
An incomplete order which requires follow up clarification
An order where the item/product is out of stock or discontinued
The buyer may have some overdue payments in which case the seller may ask politely for
payment of previous amount and then fulfill the order
3.8.3 Complaints and Follow Ups
Sometimes a fulfilled order may not be to the satisfaction of the customer for different reasons
like the order may be incomplete, the products received were damaged, the quality of products
and/or after-sales service was poor, or there was an error in the invoice. When writing a letter of
complaint, keep the following factors in mind:
Use the indirect approach to write this bad news letter
Be polite and make your request reasonable
Write out clearly the details of the defective order (like date, reference number, delivery
date etc.)
State clearly what is wrong with the order
Mention the loss of time, money, goodwill, reputation caused by the order
Suggest what remedial steps can be taken to solve the problem
End the letter with a time limit set for resolution and express your trust in the seller
The seller can respond to such a complaint by offering to compensate the buyer for her/his loss
through replacement or some other way. S/he can also write a reply stating that s/he cannot
provide reimbursement/coverage for the damage or correction of the problem. Hence, you should
write a carefully drafted response to complaints.
Use the direct or good news approach if you are providing a solution to the problem
Use the indirect or bad news approach if you are unable to rectify the complaint
Use an apologetic tone to convey your regret
Be quick in letting the customer know that you have received the complaint and thank
her/him for informing you about it
If the mistake is at your end, admit it and offer to set things right
State clearly what you intend to do to resolve the problem
End the letter by apologizing again and promising not to give cause for such complaints
in the future
3.8.4 Circulars and Mailshots
A mail shot or circular (this is different from the circular in internal correspondence) is a way
of advertising directly and may take the form of a letter, circular, coupon, magazine or flyer sent
47
to a person’s home through the daily newspaper or post or by hand in the hopes of gaining more
business for a company. The goal is for the mail shot to be directed toward those people who
would most likely use the business. Therefore, the indirect persuasive mode of writing is used for
drafting mailshots/circulars.
Mailshots can be "warm", meaning that they are more specialized or personalized, or "cold",
which are similar to the grocery store ads that arrive in your newspapers or mail-boxes once a
week.
3.8.4.1 Characteristics of a Mailshot
i) Length: Mailshots are longer as they have to convince the reader to become a buyer
of their goods or services.
ii) In mailshots, the role of targeting a specific audience whether it is business to
consumer or business to business is very simple: it is to help you reach the people
most likely to respond, and avoid wasting money on sending mail to those who won't.
iii) It is important to give relevant information and extensive details in a mailshot so
that customers can satisfy their curiosity about the product/service offered.
iv) The opening of the mailshot should grab the reader’s attention.(Use the AIDA
technique)
v) The mail shot should appeal to the rational (reason and understanding) and
emotional (smell, taste, touch, sight and hearing) aspects of the reader.
vi) The style should be colloquial. The mailshot should encourage and motivate the
reader to take positive action. (Use the ‘you’ oriented approach)
An example of a mail shot
DO YOU CARE FOR THE ENVIRONMENT?
LIGHT MORE FOR LESS SWITCH 2 COMPACT FLUORESCENT LIGHT BULBS
If every Indian home replaced just one light bulb with SWITCH2CFL bulb, we would save enough
energy to light more than 3 million homes for a year, more than Rs 600 crore in annual energy costs,
and prevent green house gases equivalent to the
emissions of more than 800,000 cars.
CFLs use about 75 per cent less energy than standard incandescent bulbs and last up to 10 times longer.
Save about Rs 300 or more in electricity costs over each bulb’s lifetime. Produce about 75 per cent less
heat, so they are safer to operate and can cutenergy costs associated with home cooling. They are
available in different sizes and shapes to fit in almost any fixture, for indoors and outdoors.
How to Choose and Where to Use CFLs:
CFLs provide the greatest savings in fixtures that are on for a substantial amount of time each day. At a
minimum, SWITCH2CFL recommends installing CFLs in fixtures that are used at least 15 minutes at a
time or several hours per day. The best fixtures to use qualified CFLs in are usually found in the
following areas of your home: family and living rooms, kitchen, dining room, bedrooms, and outdoors.
How to Choose the Right Light:
48
Matching the right CFL to the right kind of fixture helps ensure that it will perform properly and last a
long time.
For example, CFLs perform best in open fixtures that allow airflow, such as table and floor lamps, wall
sconces, pendants and outdoor fixtures. For recessed fixtures, it is better to use a reflector CFL than a
spiral CFL since the design of the reflector evenly distributes the light down to your task area.
To choose the CFL with the right amount of light, find a qualified CFL that is labelled as equivalent to the
incandescent bulb you are replacing. Light bulb manufacturers include this information right on the
product packaging to make it easy for consumers to choose the equivalent bulb. Common terms include
‘Soft White 60’ or‘60 Watt Replacement.’ You should also check the lumen rating to find the right
CFL. The higher the lumen rating, the greater the light output.
CFL Disposal—Closing the loop:
CFLs contain a small amount of mercury and should be disposed of properly, ideally recycled.
3.8.5 Bids and Tenders
A tender is a formal written offer to contract goods or services at a specified cost or rate. It is
like an invitation calling interested parties to submit estimates for the execution of certain
construction, engineering or other kinds of work to be done. Newspapers often carry such
invitations for tenders. The interested party writes and asks for the tender bidding documents
which carry all details of the requirements. From such documents, it (the party) can calculate
how much time, money, material etc. will be needed to complete the work asked for in the
tender.
A bid means the same as a tender as it is an offer or proposal of a price or amount of money for a
particular job. The usual practice which is followed by companies inviting bids and tenders is to
wait till all offers are received by them till the closing date. All offers are compared and analyzed
and the contract is awarded to the company that fulfills all requirements and offers the most
economical price for completing the job. It is important for companies inviting tenders and bids
to draft them carefully.
There is a distinction in meaning between a bid and a tender. A bid is defined as a deal to obtain
something in a competition, on the other hand, a tender is an offer to deliver or provide specified
services or goods at a stated rate. At times, the two terms are used interchangeably.
A sample tender notice
SWITCH2CFL
15, ASPIRATION TOWERS
GURGAON, HARYANA 123456
INDIA
PHONE: 2345678; e–mail: [email protected]
NOTICE INVITING TENDERS: No. SFL1/2008/011
49
Sealed tenders are invited on behalf of the project director SWITCH2CFL for the internal sanitary
installation, water supply, drainage, development works and internal electrical installation at its new plant
in Sector 100, Karnal Bypass Road; from only
the agencies who have executed similar work during the last three years.
The composite estimated cost of the project is Rs 1234567 and the earnest money to be deposited is Rs
100000. The period of completion of the project is 200 days.
The tender forms will be available with the administrative officer of the company, and can be obtained on
all working days from 10:00 a.m. to 5:00 p.m., on payment of Rs 1,000 by cash or demand draft drawn in
favour of SWITCH2CFL and payable at
New Delhi. The forms will be available until 31 March 2008.
The last date for receipt of completed tenders, on the firm’s letter head, is 1 May 2008 up to 5:00 p.m. The tender documents will be opened on 15 May 2008 and the processing of the applications completed
by 30 May 2008.
The vendors may also download the tender documents containing detailed technical specifications, and
terms and conditions from our website www.energysaving.org.
3.9 Financial Correspondence: Section D
3.9.1 Collection Letters
They are sent by business firms to defaulting customers who have overdue payments. They are
also known as ‘dunning letters’. The tone of such a letter should be courteous and polite. The usual practice is to write these letters in 3 stages, first in the form of a mild reminder, the
second as a persuasive letter and the third as the last resort stage.
The first mild reminder is the ‘will pay’ stage where the company is sure the customer will pay. It uses the direct approach strategy in writing this letter and will carry details of the transaction
made. As it is a polite reminder, it will use words like ‘please’, ‘could you’ etc. It will also ask
for dated payment and assure the customer of doing further business with it.
The second ‘persuasive letter’ is the ‘should pay’ stage. The business house has to persuade and appeal to the erring customer. This letter will use the indirect approach and the customer can be
offered an incentive in the form of a discount so that the customer takes the desired action. Thus,
this letter will have a buffer, an appeal, an offer to help out, a mention of earlier reminders, a
request for making payment by a certain date and a polite conclusion.
When all reminders and persuasive letters fail to elicit the desired response from the customer,
the ‘last resort’ letter is sent. This letter uses the direct approach (though it is giving bad news),
is brief and to the point. It provides all details of the transaction once again, mentions all
previous reminders, and gives the customer one last chance to pay by a certain date. It also
includes a threat to take legal action if payment is not made.
50
3.9.2 Correspondence with Banks
A company needs to be in constant touch with its bank for various commercial transactions like
opening a current account, stopping payment of cheque, request for an overdraft, loan, bank
guarantee, current account statement or opening of a letter of credit. Such letters use the direct
approach method of writing as these are routine requests and banks usually have no problems
complying with them. If, for some reason, the bank has to say no to something, the company has
to coax and influence the bank to accept its request. In this case, the indirect approach will be
used.
3.9.3 Import-Export Correspondence
This follows different phases of correspondence because it has to take into consideration the fact
that government rules apply here and various financial institutions are engaged in it. Remember,
banks are also involved as there are monetary transactions.
Letter of enquiry sent to a supplier or received from a customer.
This is a routine enquiry letter and its response would be the same as a reply to a sales
enquiry.
The irrevocable Letter of Credit is the common mode of payment for importing
anything. The company exporting the goods will get payment only after the importing
company is sure that it will receive the goods according to its specifications. This letter
then, becomes a part of the correspondence between the banks of both companies.
Here is the sequence of events that will be followed when SWITCH2CFL orders electrical
circuits from WELIGHTLIVES in Turkey:
1. Both SWITCH2CFL and WELIGHTLIVES agree upon a sales contract and the terms of the
Documentary Credit.
2. SWITCH2CFL asks their bank, UCO Bank, the issuing bank, to open a Documentary Credit
in favour of WELIGHTLIVES.
At this stage, SWITCH2CFL needs to give the following information to UCO Bank on a printed
application form that contains the following sections:
i. The name and address of the exporter – WELIGHTLIVES, 15 Pamuk Street, Ankara,
Turkey.
ii. The expiry date of the contract
iii. Precise instructions regarding when the payment is to be made, that is, after all the
necessary documents have been received.
iv. The terms of the contract and shipment—FOB (Free on Board), CIF (cost, Insurance
and Freight), etc.
v. The type of credit—revocable (which can be cancelled) or irrevocable.
vi. The amount of credit and in which currency.
51
vii. The name and address of the importer—SWITCH2CFL, 15, Aspiration Towers,
Gurgaon, Haryana 123456.
viii. The name of the party in the bills of exchange where instructions have been given to
the bank regarding amount and date of payment, to be made. This also includes whether
they are to be at sight (when the beneficiary presents the documents to the bank) or of a
particular tenor (according to certain conditions of manner or time).
ix. A brief description of the goods covered under credit.
x. Whether the credit is available for one or several payments.
3. UCO Bank sends letter of credit to Deutsche Bank in Ankara, the bankers of
WELIGHTLIVES and the advising bank.
4. WELIGHTLIVES presents the shipping document to Deutsche Bank as proof that the
shipment has been dispatched to SWITCH2CFL. If everything is in order WELIGHTLIVESis
paid for the order.
5. Deutsche Bank sends the shipping document to UCO Bank.
6. UCO Bank then sends this document to SWITCH2CFL who uses it to receive delivery of its
order.
If SWITCH2CFL is the exporter, rather than the importer, it would have to undertake all the
correspondence that WELIGHTLIVE Shad to carry out.
3.9.3.1 Some Technical Terms used in Import-Export Correspondence
Bill of Entry: It is a declaration by the importer or exporter of the exact nature, precise
weight and value of goods at the port of delivery/shipping out to the concerned Port
Authority.
Bill of Lading: It is a document that provides the contractual terms between the company
shipping the goods and the carrier (plane, rail, truck or ship) transporting the goods. It is
issued by the carrier as a receipt for handling the goods described in the bill of lading and
mentions the end destination also.
Certificate of Origin: A document that certifies the country of origin of the merchandise
being exported/imported.
DDP (Delivered, Duty Paid):It is a term of sale which indicates that the price in the
invoice includes all freight, insurance and other charges and duties and taxes (like VAT)
upto the destination stated by the buyer regardless of the mode of transport.
D/P bill: Documents against payment. It is a kind of payment for goods in which the
documents that transfer the title of the goods are not given to the buyer till s/he has paid
for it.
D/A bill: Documents against acceptance. It is a kind of payment for goods in which the
documents that transfer the title of the goods are not given to the buyer till s/he accepts
the draft issued against him.
52
Ex-Ship: It is the price quoted to the buyer by the seller which includes all charges that
apply only at the specified import/export point. However, the buyer has to pay for
unloading of goods and all other charges such as customs duty and taxes.
Indent: It is a purchase order for goods which the buyer places with a supplier.
Indent House: When the buyer imports goods through an intermediary, it is called an
Indent House. Indent houses are of two types. They may be representative or agents of
foreign producers or exporters or they may be independent firms engaged in foreign
trade.
Insurance Policy: A document issued by an insurance company under a marine policy as
a cover for a particular shipment of goods.
Invoice: It is a commercial document issued by the buyer to the seller and contains an
itemized list of goods to be supplied, their quantity and their individual and total agreed
upon prices for them. It indicates a sale transaction only.
Letter of Credit: It is literally a written letter issued by a bank (on the buyer’s behalf) requesting other banks to provide a certain amount of money to the presenter (the seller)
of the letter. This money will be charged against the buyer’s account. It is seen as a risk management tool.
Port of Discharge: It is the place or port where the cargo/goods are off-loaded and then
sent to the buyer.
Shipping Advice: It is a letter or form sent by an exporter to a foreign buyer containing
information that the ordered goods are on their way.
Search for more such technical terms at http://www.businessdictionary.com
3.9.4 Correspondence with Insurance Agencies
It is a risk transfer mechanism by which financial compensation is paid for loss or damage
beyond the control of the insured party by paying a specified fee called premium. All
business organizations insure themselves for their commercial dealings, their premises and
their employees. Companies write to insurance agencies when they need
A policy for a specific requirement
An assessment of the loss/damage suffered
A claim or compensation to be settled
Such letters use the direct approach and should be clear in giving facts and figures.
The different types of insurance are Fire, Accident, Marine and Life insurance.
3.10 Employment Related Correspondence: Section E
53
3.10.1 You are familiar with the job application process. Before applying for a job, it is
important to know your strengths and weaknesses with regard to your skills, accomplishments,
interests and personal values.
Skills reveal your academic expertise and proficiency/competency in a particular area. Armed
with this knowledge you can choose jobs that suit your temperament and apply accordingly.
Some useful verbs for describing your skills are given below:
Analysing
Administering
Consulting
Planning
Evaluating
Coordinating
Negotiating
Mediating
Creating
Speaking
Accomplishments indicate personal and academic achievements. You can use these to
strengthen your job application. A list of useful verbs for writing about your capabilities is given
in the box.
Winning
Joining
Increasing
Obtaining
Travelling
Reading
Studying
Starting
Completing
Learning
Interests are those activities that you like to do. Ask yourself if there was a particular job that
you enjoyed doing and what were the reasons, if you like working with numbers, people,
machines or ideas, or if engaging incertain pastimes makes you happy and satisfied.
Personal values are your ethical and moral beliefs. You can contribute positively to the
workplace with these standards. Some of these values have been listed below:
Altruism
Prestige
Adventure
Harmony
Independence
54
Power
Variety
Physical activity
Money
Egalitarianism.
3.10.2 How to write your Resume/CV
A resume or CV (Curriculum Vitae) is attached to a job application. In it, contact details,
objectives, educational qualifications, work experience, personal interests etc. are listed in a
particular way. It should be written in such a way that it performs the dual purpose of informing
and persuading the employer to think of hiring you. Your presentation should be neat. Use
headings for separate sections and write in bulleted point format. First highlight those points
which have a direct bearing on the post you are applying for. Use positive terms. When you are
listing your qualifications or experience, begin with the last degree received or your last job. This
is called reverse chronology.
3.10.2.1 Some Headings for a Basic Resume
Personal Data includes name and date of birth (optional).
Contact Information means your address, telephone/fax numbers, and email so that the
employer can contact you easily
Statement of Professional Objectives is stating your career aims briefly.
Work Experience includes a list of all positions held with relevant details of company’s name, work profile etc., beginning with the last job. This section will come before Educational
qualifications if there is more to say here.
Academic and Professional Qualifications follows reverse chronology in arranging the details.
Extra-curricular Activities lists all awards, social service work done, activities and
achievements, publications etc.
References should be limited to 2 or 3 persons only. Talk/write and take permission from your
referees before giving their names and contact details.
A sample resume is given below:
RESUME
Personal Data Name SANJEEV NAIR Date of Birth 14 February 1969
55
Contact Information Address 14/1, Park Road
New Delhi 110 002 Telephone: 011-12345678 (Landline)
1234567890 (Mobile) Fax 91-11-12345678 E-mail [email protected] Objective A management position in production Work Experience Educational Qualification Extra-curricular Activities References Signature Date:
3.10.3 How to write the job application letter
This letter is a cover letter to which the resume is attached. Its format is as follows:
3.10.3.1 The Opening
It can be of different kinds. A Summary Opening is summing up in 2-3 sentences your most
impressive qualifications related to the applied position.
For example: Energy Savers’, ‘A Better World’—both these organizations gave me the
opportunity to apply the accounting skills learned in college. For two years, I was also given the
responsibility of being the secretary of the college commerce association and this gave me the
opportunity to hone my communication skills.
A Source Opening states how you came to know about the job.
For example: Your advertisement in the Times Classified Section of 20 January2008, suggested
the need for a purchase assistant. My academic training in commerce and work experience in the
field of purchase and procurement makes me a suitable candidate for the job.
A Question Opening begins with a question that shows your capability to meet the company’s requirements. For example: Is SWITCH2CFL in need of a good purchase assistant? I am a
commerce graduate with very good communication skills. I have also worked inthe field of
purchase and procurement and this make me a suitable candidate to fulfill this need.
56
3.10.3.2 Middle Paragraph
It has 3 parts: education, work experience and personal details.
The Education Section will state how your education has helped you become capable of doing
the job. It will also reveal an understanding of your subject. Any extra qualifications in this
discipline should be listed here.
The Work Experience Section will detail your practical experience, highlight your ability to
work efficiently in different environments and your achievements
The Personal Details Section will reveal the kind of person you are, that is, if you are able to
work in a team, if you are dedicated and committed to your work or how interested you are in
your area of specialization.
3.10.3.3 Closing Paragraph
End with a courteous close and provide contact details.
Check Your Progress IV
1) When do you write complaint letters?
2) How should you reply to a complaint?
3) On behalf of the Administrative Officer, place an order for new tables and chairs for the
college cafeteria.
4) What are the 3 stages of a collection letter?
5) Explain the following terms: Invoice; Letter of Credit, D/P Bill, Indent House
Learning Outcomes
How effective communication is becoming important in a globalized world
To be able to write different forms of internal business correspondence like a
circular, notice, memo, office order, notification and an agenda
To be able to write different kinds of external business letters relating to sales,
finance and jobs.
58
Unit 4
PRINCIPLES OF COMMUNICATION AND E-CORRESPONDENCE Tasneem Shahnaaz
Learning Objectives
Understand the principles of E-correspondence and how to write a business
communication
How to use the Internet and the World Wide Web in business contexts
Know about emails and the art of writing them
Understand e-commerce and its various aspects
Grasp the essentials of telecom and other communicative technologies
4.1. Communication and language
4.1.1. Warm Up
1. What is the importance of communication in our lives?
2. What are the different ways in which we communicate?
Advances in technology have made communication easier and faster. A very popular way
of communicating is through the electronic medium. When we communicate in writing using
the electronic medium, it is called “e-correspondence”. Given the competitive business climate today, all communication needs to be clear, quick and effective. How effective
communication is, depends on our efficiency in using these technological tools. Though this
is a virtual world, it is important to be disciplined and orderly by following certain rules and
guidelines.
4.1.2. Why do we write?
1) To convey or find out information, ideas and emotions
2) To interact with and convince others in a direct or indirect way
3) To guide and control our actions
4) To enjoy language
5) To keep a record of something.
4.1.3. Constructing your messages
We talked about guidelines earlier. We should keep them in mind before beginning to
write. When we write in English, we realize that the English language has many variations. So
which English do we use? The answer is Standard English which is widely used in writing and
formal speech.
59
4.1.3.1. How to construct your message –
1) Planning – You should begin writing by planning what you want to write, and which
important points you wish to convey. Microsoft Outlook is an example of a personal
information management system that helps to plan and organize messages.
2) Gathering information – Have all the information you need before you begin writing.
Apart from manual research, you can take help from search engines like Google.com,
Yahoo.com and others.
3) Analyzing your audience–Keep in mind the receiver’s age, position, characteristics
and attitudes especially when writing to a person belonging to a different culture. Be
friendly and neutral in your tone, content and format of messages.
4)Analyzing your purpose – Why are you writing this letter? What do you expect the
reader to do?
5) Choosing your document type with care – It is best to write letters for formal
situations. While faxes and memos are less formal, e-mails are least formal.
6) Drafting the document – Write your purpose clearly. Use headings and paragraphs,
provide a comprehensible background, and refer to past and present actions taken or to be
taken in the matter.
7) Formatting the document – Use a conventional format and present your document in
a readable way. Use proper salutation at the beginning and end of your writing. Keep a
courteous tone.
8)Revising your document – Read your document with care paying attention to clarity,
style, vocabulary, spelling, grammar, and punctuation so that your intention of writing is
clear. Don’t use jargon or clichés. Proofread it and wait for 1 or 2 days tore-think your
message. If you are writing to a person belonging to a different culture, then ask someone
of that culture to review it.
The three major revising tools like a spell checker (corrects spellings of words),
grammar and style checker (checks construction of sentences and suggests alternative
terms), and thesaurus (gives synonyms) help you with writing.
4.1.3.2. Tools for presenting messages
Software –You can send your document in print or electronic form. For print publication,
desktop publishing software (for long documents with text, graphics and design) and word
processing software are available. The latteris more versatile and can create files in hypertext
markup language (html) or portable document file (pdf) format. It can also edit and revise
60
messages, search/replace words/names, do simple math, sorting, track changes, comment, Quick
Correct, AutoCorrect, headers and footers, merge and macros etc.
Hardware- The hardware should be compatible with the chosen software and vice versa.
4.2 Principles of Communication-
The Cs of communication are given below -
Clarity–State your message clearly in simple words and meaningful sentences. Make sentences
of 17-20 words and use paragraphs. Don’t use out-dated phrases like “Respectfully we submit
…”, instead say “We are submitting / We would like to submit …”.
Courtesy- Be polite, considerate and formal in your writing. Begin and end with appropriate
salutations. Be careful that you don’t use discriminatory/biased phrases (avoid sexist or racist
remarks/words/terms). See Unit on “Communicating across Cultures” for such words.
Conciseness- Don’t use high sounding or too many words. Save time and money of both reader
and sender by being brief and avoiding repetition. For example, “This matter of great importance” can be written concisely as “This important matter”.
Wordy (Concise)
1) In due course (Soon)
2) Please find attached the file you requested. (The file you requested is attached).
3) It was realized by Mr. Dutta that we must reduce inventory. (Mr. Dutta realized we must
reduce inventory).
4) There are four rules that must be observed. (Four rules must be observed).
5) The issue of most relevance is teamwork. (The most relevant issue is teamwork).
Concreteness- Be specific, exact and distinct so that the reader understands what to do. Don’t beam biguous and unclear. Write more in the active voice than in the passive. Use the latter only
when necessary.
Consideration–Write all communication keeping in mind the receiver’s situation, problems, feelings and possible reactions. This will create a “you attitude” which means you are receptive/attentive to the needs of the receiver. For example, write “Now you can avail a further
61
discount of 25% on already discounted prices” instead of “We are offering a further discount of
25% on already discounted prices”.
Completeness–Ensure that your message is complete and contains all relevant facts, data,
information and answers to questions asked. This will increase goodwill and avoid the possibility
of lawsuits.
Correctness- Correct grammar, spelling and punctuation as well as accurate facts, figures, and
wordsare a must in business communications. Be honest and use appropriate words and
language.
Comprehensiveness – Your message should communicate clearly and fully your ideas and
answer any question/doubt that may be raised.
Check Your Progress I
Fill in the blanks with appropriate words from those given in parenthesis:
1. The language of any business communication should be …………… (dull / friendly/ awkward).
2. Your language should project a ………………. attitude. (you / we /our)
3. Business communication should reflect your ……………… (insincerity / integrity/
selfishness).
4. ……………………….. all important facts in your communication. (highlight / play down / under-emphasize)
5. Use the ……………. voice as far as possible. (active / passive/ aggressive)
6. ………………. a persuasive tone. (adopt / reject/ )
7. Avoid culturally ………………… words. (insensitive / sensitive/ neutral)
8. It is important to be …………….. in your thought and expression.(clear / hazy/ confused)
4.2. The Internet
4.2.1. The use of computers and the Internet has made information available at the click of a
button. Remember, this abundance of information has to be used sensibly in accordance with
your need and specialization. However, the question here is - what is this Internet? Sometimes,
simply called the “Net”, it means interconnected (computer) networks across the globe that
transfers data through the system of packet switching using Internet Protocol. This can be
accessed by users all over the world by using a computer, modem and an Internet Service
Provider.
There are different ways of accessing the Internet. One is through the standard telephone line or
the dial-up connection. Another way is through a cable connection or a digital subscriber line
62
(DSL or a high speed phone line). For high speed data transmission, Integrated Services Digital
Network (ISDN) is used. You can also use cell phones or smart phones to access the Internet.
The question now is who owns or controls the Internet. Well, no one does, though there are some
agencies like National Science Foundation, the Internet Engineering Task Force, the Internet
Corporation for Assigned Names and Numbers (ICANN), the Internet Governance Forum (IGF),
InternetNetwork Information Center (InterNIC) and the Internet Architecture Board that
supervise and standardize all activities on the Internet.
4.2.2. Some uses of the Internet
1. It allows users to access and exchange information of different kinds globally.
2. It permits business activities like online banking, online shopping, and e-commerce
transactions.
3. It helps users to send and receive mail, transfer files, access news, music, videos etc.
4. You can search for information using search engines or post information through blogs
twitter etc.
5. You can participate in group discussions, have online meetings etc.
To access the vast amount of information available on the Net, you can use directories or
indexes. Both are search sites and the former is for browsing the Internet whereas the latter is
for locating particular information through large databases (see examples on pp 242-243).
Once you type in your topic or keywords/phrases relating to it, the search engine brings forth
a list of related web addresses. These addresses are called URLs or Uniform Resource
Locators.
As you may be aware, English is the most common language used on the Internet. You may
ask, “What are the services offered by the Internet?” Well, the answer is, there are many like email, e-commerce, instant messaging, chat rooms, file sharing and File Transfer Protocol
(FTP). But the “killer application” is the ‘World Wide Web’ which all of us use while accessing the Net. It gives us access to billions of pages of information in the virtual world in
a language called Hyper Text Markup Language or HTML. It has also made the Internet a
commercially feasible proposition.
4.2.3. Some common terms used in relation to the Internet:
Web Browsers like Internet Explorer or Netscape Navigator help us to locate web
documents or web pages which are connected to each other through hyperlinks or
highlighted words/images (http://www.techterms.com/definition/hyperlink- click on this
address for a definition). There are search engines too like Yahoo!, Google etc. that help you
to find information on the Net.
63
4.2.4. Some Differences between the Internet and the World Wide Web:
1. The World Wide Web is a part of the Internet and not vice versa.
2. We access information using the Web through the medium of the Internet.
3. The Web is an application built on the Internet while the latter is a large group of
interconnected computer networks.
4. The Web has pages which we can access using web browsers whereas the Internet is the
network where all information resides.
5. Features like Telnet, Internet gaming, email, Internet Relay Chat etc. are not part of the
Web.
6. The Web uses HTTP or Hyper Text Transfer Protocol method to transfer web pages to
your computer. Web pages are written in HTML.
4.2.5. Blogs
Web logs or blogs are like virtual diaries in which individuals, groups or organizations can write
whatever and whenever they want. They allow users to post thoughts, comments, opinions and
updates about a topic or their life on the Web.
4.2.6. Internet Protocol (IP): Domain Name System (DNS)
It is a system by whichcomputers connect to each other by automatically mapping text names to
IP addresses. In the earlier system, numeric IP addresses were provided or a large text file had to
be used to map names to addresses. Now you need to remember web addresses only and the
DNS will do the rest.
4.2.7. Uniform Resource Locators
Generally, every website has an introductory page called the homepage which gives
details about itself and links to its contents. Before going to a particular website/page, we have to
know its address or URL, that is, Uniform Resource Locator, e.g.,
“http://www.cnet.com/Contents/Reports/index.html” or “ftp://info.apple.com/”. Note that all URLs do not begin with “http” (hyper text transfer protocol). The first part (http or ftp) indicates the kind of resource it is addressing. The second part is the address of the computer being located
and the path to the file. In this part, “www.cnet.com” is the registered domain name and
“Contents/Reports/index.html” is the path to the file.The first level or top level domain name (TLD) is written after the period, e.g. “.com” (company).Some other TLDs are –
info (general information)
edu (education)
coop (cooperative)
gov (government)
net (network resources)
org (nonprofit organizations) etc.
64
4.2.8. Clients and Servers:
The client-server relationship is common in the virtual world. For example, if an office has a
server that contains an organization’s database, then all computers accessing the database are clients. If you access your email using Microsoft Outlook, then Outlook is your email client
software that acts as an interface between your client computer and the mail server.
4.2.9. Local Area Network(LAN):
A Local Area Network (LAN) is a network that is confined to a relatively small
geographic area such as a writing lab, school, an organization or building. It costs less to set it up
than a Wide Area Network (WAN) which is a larger network extending to a state, country or the
world.
4.2.10. Intranet
It is a collection of private computer networks within an organization. It facilitates
communication between people or work groups to improve the data sharing capability and
overall knowledge base of an organization's employees. It uses standard network hardware and
software technologies like Ethernet, Wifi, TCP/IP(Transmission Control Protocol/Internet
Protocol), Web browsers and Web servers. An intranet within a company typically includes
Internet access but has firewalls installed so that people outside the organization cannot access its
computers. An intranet generally incorporates email, groupware applications, internal Web sites,
documents, and/or databases.
Reasons why the intranet is popular:
1. More information about the company, its policies, benefits offered, internal job openings
etc. can be posted.
2. Intranets are flexible and convenientto use. For example, sales representatives of the
company can download and print all or any of the presentation materials created by the
marketing and sales department for customer viewing/appraisal at any site.
3. Company employees can collaborate with each other in order to work on new projects, or
share global knowledge.
4.2.11 Extranet
A common extension to intranets, called extranets opens the firewalls (mentioned earlier) in
intranets and can thus provide controlled access to outsiders. That is why it is called the “external intranet”. In this, companies/organizations allow some people like suppliers, customers etc. to access this network with whom they wish to share selective information, after proper
authentication with the help of a password.
Advantages of Extranets
1. They can help companies to save time and money by providing a secure, simple and fast
way of communication.
65
2. They reduce the need for having face-to-face meetings which, in turn, saves time, money
and energy.
3. Timely updated information is easily available to all those who have access.
4.2.12 Business Use of the Internet
1. Other than having global information at the click of a button, the internet permits sharing
of texts, photos, videos, slides and other data.
2. Because of its flexibility, employees can even work from home or other locations outside
the office.
3. It allows e-commerce activities (for more details refer to chapter on e-commerce in your
textbook).
4. It provides businesses with phenomenal reach to a variety of audiences, like customers,
suppliers (both local and international), and new business partners.
5. The cost of running a business through the Internet is not high as overhead costs are low.
6. The Internet helps to keep investors, trade analysts and government regulators updated
about business developments.
7. Electronic learning or e-learning can take place with the help of computers and Internet.
It is also known by other names such as, virtual learning, distributed learning etc. In the
business world, it is used as online training for employees.
8. Posting e-resumes on the Web has many benefits such as, they can be sent quickly and
easily through the Internet, companies can locate them with the help of search engines
and key words, they can be read on a computer monitor or read as hard copies after
printing them, and can be changed into other electronic file types such as database files.
E-resumes are the same as printed ones except in their formats. The different formats of
resumes are:
a) A print version that you can mail
b) In plain text/text only form that you can copy or paste to online forms/databases
c) In a form that can be scanned
d) As a part of your email and not as an attachment since most companies prefer this
route. They are scared of viruses entering their systems through attachments.
e) In RTF, that is, Rich Text Format that can accommodate most of the pleasing
features of your resume
f) In PDF, that is, Portable Document Format that retains the original appearance of
your resume and cannot be destroyed by viruses
g) In web ready form, which you can put on your personal page or at other websites.
9. Like e-resumes, you can post e-memos using the Internet. This helps companies to
communicate important information to its employees in a fast and convenient manner.
There are 2 categories of communication technologies: synchronous and asynchronous. The
former includes online chats, video-conferencing, virtual classroom or meeting etc. wherein the
participants are present at the same time though at different locations and communicate using e-
66
technologies. The latter means that all participants need not be present at the same time for
communication to take place. Examples are – emails, blogs, wikis, discussion boards etc.
4.2.13 Methods of e-communication:
a) Email (you can read, write and send messages on the computer)
b) World Wide Web (already mentioned)
c) Discussion mailing lists or listservs wherein you can be a part of a discussion
group and send mail to the group’s email address which is forwarded to all
members
d) Newsgroup has messages and responses on a particular topic at a particular
website by like-minded people
e) Collaboration is a popular concept nowadays which allows people to exchange
ideas, thoughts, skills etc.
f) Remote access permits computers to be connected despitebeing situated at remote
and different locations
g) Instant messaging is a way of communicating through written messages when
both parties are online synchronously
h) Videoconferencing ( see “Other communication Technologies” for details) i) Telnet helps your computer to communicate with other computers on a remote
network
j) Voice Over Internet Protocol or VoIP or Internet Telephony by which you can
talk to your friends over the Net
k) File Transfer, also called FTP (file transfer protocol) by which you can download,
upload files, send zip files etc.
4.2.14 Problems Facing the Internet
a) Too much information has created problems in companies as employees lose sight of
important documents.
b) Data security is a problematic issue ashackers break into confidential files and access
important information. They can even destroy, steal or change these files.
c) Employees waste company time and resources for personal use and are less productive
(called cyber slacking).
d) Businesses lose time and money because of electronic traffic jams due to excessive
information and the need to send large amounts of information quickly.
e) Cyber criminals introduce viruses and worms (software) by camouflaging them in
legitimate software so that important files/information can be changed or destroyed.
Viruses destroy or change programs or files. Worms endlessly duplicate themselves and
take up spacecausing e-traffic.
4.2.15 Security Measures
a) Introduce passwords for accessing the computer.
b) Outsiders to the company should be properly screened.
67
c) Install programs like anti-virus software etc. in order to screen emails from e-threats.
d) Install firewalls so that only those users who have proper password and identification can
access company’s website. e) Have a plan for recovering data in case of breakdown of system.
Check Your Progress II
1) List at least 3 differences between the Internet and the World Wide Web.
2) Write brief explanatory notes on the following terms bringing out their
similarities/dissimilarities:
Web directory and web index; client and server; intranet and extranet
3) What are the problems facing the Internet? Mention at least 4 of them and suggest ways
to overcome them.
4.3 Email
4.3.1. Warm Up
1. Can you think why e-mail is a better mode of communication than regular postal mail?
2. Why do businesses also use e-mail when it is a less formal way of communicating?
E-mail has become a quick and easy mode of communication. As it has the features of both
speaking and writing it is important to know how to write it.We should follow certain guidelines
known as ‘netiquette’ when we use the Internet for writing blogs, emails or discussion groups or
while chatting online with friends and others. When these rules apply to email writing only, they
are referred to as ‘e-mail etiquette’.
What to do:
1. Write your purpose in the subject line.
2. Be clear and use concrete and correct words to state your message. Keep in mind the C’s of effective communication.
3. Use short paragraphs with topic and supporting sentences to write your message.
4. Follow the protocol of the organization when sending business e-mails.
5. Don’t write long messages. Be brief, organized and courteous. Write one screen length e-
mail only.
6. Never write when you are angry.
7. Use positive and gender neutral language.
8. Always revise your writing before sending it.
68
What to Avoid:
1. Don’t write e-mails like a casual conversation. Don’t make jokes or personal comments in business correspondence. Be gender sensitive.
2. Do not tag all messages as ‘extremely urgent’ or ‘high priority’ unless necessary. 3. Don’t click the ‘Reply All’ button without thinking. Some e-mails have to be sent to select
persons only.
4. Never send critical or confidential information by e-mail.
5. Do not use short forms or abbreviations excessively.Use those which can be understood
by the recipient and are acceptable and known to all.
E-mail acronyms and abbreviations (Some of them are used in other places too)
ASAP : As soon as possible BBL : Be back later BTW : By the way
BFN : Bye for now cc : copy to (carbon copy) e.g : for example
etc. : etcetera NB : please note (nota bene) pcs : pieces
Pls : please PS : post script qty : quantity
i.e. :that is to say (id est) Re : regarding Ref : reference
RSVP : Please reply (repondezs’ilvous plait) tbc : to be confirmed
Lol : Laughing out loud/ lots of love FAQ : Frequently asked questions
FYI : for your information IMHO : In my humble opinion
TTFN : ta-ta for now TIA: Thanks in advance FWIW: For what it’s worth
6. Don’t use emoticons or exclamation marks in your mails.
7. Before writing an e-mail or a reply to an e-mail, make sure that e-mail is the best option to
write/respond. Sometimes, a phone call or a face-to-face interaction may be a better
alternative.
How to send an e-mail?
Step 1. First log on to a computer and open an e-mail program (or e-mail client) like Microsoft
Outlook, Outlook Express, Eudora or Pegasus (these are stand-alone e-mail clients). Those who
have free e-mail accounts with Hotmail, Yahoo, Rediffmail, Google etc. use an e-mail client that
appears in a web page. Whatever e-mail client you may be using, it performs the following four
functions:
It shows you a list of all messages in your inbox by displaying the message headers.
69
The header shows the sender of the message, the subject as well as time and date of the
message (and even the size of the message). You can select a message header and read
the body of the e-mail.
It lets you create a new message and send it.
It allows you to add attachments to your messages as well as save the attachments you
receive.
Step 2. Click on ‘Create / New Mail’. A fresh page for writing a new mail will open.
Step 3. Bring the cursor to the ‘From:’ line. Write your e-mail address here.
Step 4. Bring the cursor to the ‘To:’ line. Write the e-mail address of the person to whom you
want to send an e-mail.
Step 5. Bring the cursor to the ‘cc:’ line if you want to send the same e-mail to a 2nd or 3rd
person. Write their e-mail addresses on this line.
Step 6. Bring the cursor to the ‘Subject:’ line. Write an effective subject heading so that the
reader knows what the mail contains and what action(s) is/are required of her/him.
Step 7. Now come to the body of the message. Begin with a salutation. Keeping e-mail etiquette
in mind, compose your message in clear, concise and grammatically correct paragraphs. Close
with a salutation.
Step 8. After completing your message, proof read it and go through the computer’s grammar
and spell checkers. If you are unsure about the contents or about the feasibility of sending the
mail, keep it as a draft and give yourself time to think it through.
Step 9. If you have to send a file along with your mail, click on the ‘Attach’ key and then on the
name of the file you want to send as attachment. The message will show the attachment icon.
Step 10. Once you are confident of sending the mail, click on the ‘Send’ button.
Step 11. Your e-mail client will connect to an e-mail server and pass to it the name of the
recipient, name of sender and the body of the message.
70
4.3.2. Organizing your e-mail
1. Be careful and attentive while writing e-mails.
2. Your subject line should be effective and catch the attention of the recipient.
3. When replying to an e-mail, you should include the letter to which you are replying. Most
computers have this facility when you press the ‘reply’ button. 4. Write your mails clearly so that your reader understands it. If you have to make more
than one point/request in a mail, write them in separate paragraphs. Write brief and
focused paragraphs.
5. Write your e-mail as a formal business letter with appropriate salutations.
6. Check your mail for correct spelling, punctuation and grammar.
7. Use illustrations, comparisons, contrasts to make your point.
8. Don’t send your mail immediately after writing it, unless it’s urgent. Wait for a day or two, read it again and then send it.
You should not send an e-mail when there is:
A complaint against someone
A disciplinary action to be taken
An issue/problem/matter regarding co-workers
Any dispute about promotions, or awarding grades etc.
A need to meet in person rather than write to her/him
4.3.3. Global E-mail
When you correspond with business contacts outside your country, it is wise to seek some
knowledge of their culture. Remember the following advice when you write a global e-mail:
Begin and end courteously and pleasantly like “I hope this mail finds you well and in good spirits” and “With warm regards” respectively.
Use abbreviations, jargon, or technical terms that your reader will understand. It is best to
explain these words and your point in simple and appealing language to avoid
miscommunication.
Do not use clichés (stereotyped phrases) and slangs (words not accepted for dignified use).
Ensure that your mail reaches the intended person. If there is no response, send a follow-
up email.
Be careful of the kind of information you want to convey to your reader. As with other
emails, do not send confidential information in your communication.
Before responding to emails from persons belonging to cultures different from your own,
take time to reflect and understand what s/he is trying to convey to you. Don’t correct their mistakes.
71
Check Your Progress III
1. What factors and guidelines should you keep in mind when writing an email to a person
of another culture?
2. Complete the following sentences taken from an e-mail with appropriate words from the
box (there are more words than required):
request queries email may are like is
a) Thank you for your ………….. regarding CFL bulbs. b) We would …….. to place an order for 500 bulbs of different sizes.
c) However, a few ………… still remain. d) The prices of the different sizes ……… not included in your information. e) We ………… you to send this information.
4.4 E – Commerce: The Revolution
4.4.1. Warm up
1) Are there any differences between the traditional methods of commerce and e-
commerce?
2) Which mode of transacting business is more convenient? Can you think why?
E-commerce or electronic commerce is the new buzzword in the business block. It is now
an established manner of commerce and the future may see it replacing the older way of buying
and selling any product or goods or service. The first few years of e-commerce (1995-2000) saw
quick growth with the increasing popularity and use of the internet and the web. The second
phase (from 2001 onwards) began with e-commerce companies introspecting about the worth of
their stock.
4.4.2. Understanding e-commerce
Commercial activities take place around us in all acts of buying or selling something. E-
commerce takes place with the intervention of digital technology like using the Web and the
Internet. In fact, this term and a newer term, ‘e-business’, are often used interchangeably.
Another term, ‘e-tailing’, is used to mean online retail selling.
Commerce is a simple concept which involves buyers, sellers and producers.
Buyers are those who receive some goods/services on payment of money.
Sellers offer goods/services to those who want to buy them. Retailers are sellers who sell
directly to consumers while wholesalers or distributors sell to retailers and other businesses.
72
Producers manufacture/create the products/services that sellers offer to buyers. A producer is,
therefore, a seller too.
E-commerce has challenged traditional ways of business transactions by crossing
geographical and social boundaries and changing the way people regard buying and selling.
4.4.3 Aspects of Commerce
The process of commerce requires a product to sell, a place to sell it, how to attract
customers or market it, how to accept an order, a safe way of making payment and how to
fulfill/deliver an order. Other than these requirements, there should be a method of accepting
returns of a product, honoring its warranty claims and providing reliable after sales service.
E-commerce follows all these steps in a different way. For instance, the place to sell a product
is a website instead of a regular store. Placing orders and making payments are also done
online. Think of a virtual shopping cart/basket which you are carrying while entering an online
store. In this you can place all your orders, then click checkout and complete the transaction
after making the online payment through a credit/debit card.
4.4.4 Advantages of e-commerce:
It knows no boundaries. Its market reach is tremendous as it reaches the online
population of the world.
It is a market which is always present and never closes. Therefore, transaction costs
are low. The more automated the process, the lesser the cost of running it.
It functions on the basis of standard universal business practices followed by
countries all over the world.
It provides more information density, which means the total amount and quality of
information (whether accurate and timely) available to those who are part of the
market. Now the consumer can find out the prices of goods in the virtual market as well
as the costs merchants have to pay for products. Sellers can also find out more about their
customers/consumers and they can sell the same goods to different groups of customers
at different prices.
You can buy more with each transaction. Online companies usually offer more than
one product to customers.
Integration of other business functions/information into a well-implemented e-
commerce site. Usually e-companies use shopping cart software (an operating system)
which allows different activities like purchasing of goods/services, tracking status of
these goods by customers or tracking customers by the company etc.
With e-commerce, companies can create a bigger register/directory of their
products.
It encourages better customer-company interaction at no increased expense.
73
It makes shopping convenient and enjoyable. You can shop from home, visit
different websites, compare prices of same product and then buy it.
It helps people to set up ingenious and inventive business strategies at low costs and
more profits.
However, there are some problems which an e-commercial venture has to face, like having a
marketing strategy which will direct online population to its website and how to retain
customers. There is also a felt need for such an enterprise to reinvent and make itself different
from similar websites.
4.4.5 Kinds of E-commerce
Business to Consumer or B2C: takes place when businesses sell to the common public through
online catalogues using shopping cart software. If you want to go on a holiday, go online
(tripadvisor.com, makemytrip.com etc.), see different packages and book one that suits you
within minutes.
Business to Business or B2B: takes place when companies do business with each other, for
example, when manufacturers sell products to wholesalers or distributors.
Consumer to Consumer or C2C: takes place when individuals can buy or sell products at
certain websites (like eBay.com) using online payment systems/gateways like PayPal.
Peer to Peer or P2P: takes place when individuals share files or resources without going to a
central web server. Usually this can be done for free.
Mobile or M-commerce: is when cell phones use wireless networks to carry out commercial
activities using the Internet.
4.4.6 Problems of e-commerce
Many people do not have laptops or PCs as they are not cheap products. An internet connection
is another necessity and a recurring expenditure. This is not all. Essential application software
and skills to operate them are also required.
Check Your Progress IV
1. Define the following terms: e-business; e-commerce; B2C; P2P; C2C.
2. What do you require in order to carry out a commercial activity? Does e-commerce
need the same things?
74
4.5 Telecom Technology
4.5.1 Warm Up
1) Most of us are familiar with telephone technology. What are the different ways in which we
use it?
2) How does it help us in communicating?
4.5.2 Telegrams
Being an outdated technology, a telegram is hardly ever used in sending messages. As you have
to pay for each word that you write, be brief. Keep in mind the following rules:
1. First, write the recipient’s name and address (in brief), then the message (again briefly),
and lastly your name in the telegram form.
2. Use the word ‘STOP’ between 2 sentences and you need not write grammatically correct complete sentences.
4.5.3 Telexes
You require a teleprinting machine, a subscription to an international telex system and telegraph
lines to send an electronic telex message. Charges are calculated according to the time taken.
Hence, one should write short and clear messages. You should send a telex when you cannot talk
to the person directly on phone or face to face, when you need to place a specific order, confirm
a telephone conversation, avoid a verbal exchange, or need a quick reply. An example is given
below:
(a) 310075 – CFL – IND
(b) TCI 07/07/1400 044065
© 1107 – 1401
(d) 32142 – 3 HER – HA
(e) N – 19 / 241 OF 07/07/2008
(f) FST / 2030
ATTENTION: HARRY HERMAN
SUBJECT: RECONFIRM DELIVERY DATE OF GOODS
75
SORRY FOR DELAY IN SENDING ORDER. YOUR CONSIGNMENT SENT ON 06/07/2008.
WILL REACH IN A WEEK’S TIME. PLEASE CONFIRM DATE OF DELIVERY AT YOUR
END. ASSURING YOU OF TIMELY SERVICES IN FUTURE.
SINCERELY YOURS
JAIDEEP DAS
(MANAGER)
The numbers given at the top of the telex message can be interpreted as follows:
(a) Sender’s telex number and country of origin i.e. India.
(b) TCI means Telecommunication Code for India. 07/07 is the date, that is, 7th July.
1400 -- is the time that is, 2.00 PM, when the caller was connected.
044065 is the meter reading at the telex exchange.
(c) 1107 – is the Indian telecommunications code number for the country being called.
1401 – is the time when the transmission of the message began, that is, one minute past
2:00 PM.
(d) The telex number of the company or organization to which the message is sent.
(e) Reference number of the specific telex and the date.
(f) The sender’s reference number for the specific telex being sent.
Please note that all code/telex numbers in the above telex are fictitious.
4.5.4 Faxes
Fax, which means ‘facsimile’ or copy of any kind of document, is an easy, quick and inexpensive way of communicating. You need A4 size paper, a sending and a receiving fax
machine and telephone lines (no internet connection or computer is required) in order to send a
fax message. Usually a cover sheet is sent along with the main document which states what and
why you are sending the document. Each page of the fax should be numbered and signed.
76
4.5.5 Teleconferencing (discussed in Unit 5)
4.5.6 Voicemail Service (VMS)
It is like a modern, upgraded answering machine system. Its features include sending, storing and
retrieval of spoken messages. To recall a message of any person, date or time, you have to log on
to the system using your confidential password and then listening to the message. A single VMS
can handle storing /retrieving messages of different persons at the same time. If you are leaving a
message on it, ensure that you speak clearly and politely. State your purpose briefly and slowly.
Advantages of VMS
1. It can handle many phone calls at a time and store messages in the names of the persons
for whom the messages were intended.
2. You can forward received messages with your comments to another person’s VMS. 3. It can transfer or make calls to other numbers/paging services or even send messages to
different VMSs.
4. This system helps to cut down on office paper work and delays. It increases productivity.
4.5.7 Cellphones and SMS
Mobile phones are as common and as necessary as clothes. Modern phones are equipped with
many features like keeping a contact list, a to-do list, setting reminders, having a calculator,
alarm, GPS etc., sending SMS and all other functions you would have on your laptop/PC. SMS
or short messaging service is an oft-used facility by which you can send brief messages of 160
characters. It is useful as it takes less time than writing an email, does not require a computer,
can be used by companies to communicate with its employees discreetly, by hearing and speech
impaired persons, by TV shows for holding contests etc. Don’t misuse this service.
4.5.8 iPhones, PDAs and Smartphones
iPhones are like small touch operated palm/hand computers with all the functions of a cellphone
too. They have cameras that permit you to take pictures, store/retrieve them, or send them to
other phones. On the other hand,PDAs or Personal Digital Assistants are like small hand-held
PCs. In business, you can organize and make a timetable of each day’s activities, access the Internet to search or send/receive mail, use multimedia software etc on your PDA. A
combination of a cellphone with PDA facilities results in a smartphone(an iphone is also a
smartphone).
Check Your Progress V
1. What is the difference between a telex and a fax?
2. List the advantages of VMS.
3. Match the comments with the occasion.
77
i) Sorry? A. When someone has been ill.
ii) Many happy returns of the day. B. When a friend has passed an exam.
iii) Bon voyage C. When you have made a mistake.
iv) I hope you are feeling better. D. When you didn’t hear clearly
what the other person said.
v) I’m very sorry. E. When someone is going on a trip.
vi) Congratulations F. On someone’s birthday.
4.6 Other Communication Technologies
4.6.1 Warm Up
1) Name some new communication technologies that have not been discussed so far.
2) Have you used these technologies in your study/work?
4.6.2 Groupware
This is a software which allows people at same or different locations to work as a team,
to e-mail one another, to hold electronic meetings, access databases, share information and each
other’s work, etc. It is a collaborating system which is time-effective and work-productive.
Examples of such software are the group authoring system, Lotus Notes, Microsoft NetMeeting
etc.
Advantages
Members of a team can share files and carry out discussions together by writing
comments on a discussion board.
Any changes in schedule, deadlines, policy changes etc. can be posted here.
It leads to better coordination and increased productivity.
This groupware has to becoordinated well by a team manager who will initiate and supervise all
actions, discussions, ideas and future plans. When all users are working together at the same
time, it is called ‘synchronous groupware’ and when working at different times, it is called ‘asynchronous groupware’. When users work together at the same place, it is termed as ‘face to face groupware’ and when users work at different places, it is called ‘distance groupware’.
4.6.3 Synchronous or Real time Groupware
i) Shared whiteboard is the drawing surface on which 2 or more persons at same or different
locations can draw and see the other person’s drawing too. For this, computers are connected to each other so that users can alter/edit the common information/data displayed on it.
78
ii) Videoconferencing is a multi-user video system in which the participating members can see
and talk to each other as if they were in the same room. A ‘virtual’ group is created which enables people to interact with each other in different ways. What you need for
videoconferencing are PCs, webcams and broadband Internet connection.
Before conducting Video Conferences, you should plan your agenda in advance. Give copies of
the agenda, handouts, visual aids etc. to all participants. At the beginning of the conference,
introduce yourself and others too. Use your normal tone and pitch of voice. Be careful with your
gestures and don’t make sudden movements.
Videoconferencing has an important place in both education and business. Students, even those
in remote places, or belonging to different cultures can learn through this method. Teachers can
interact with students without being physically present. In business, it is possible to have virtual
meetings at short notice, work from a location other than your office, no need to travel to other
places to attend meetings, etc.
iii) Electronic Meeting Systems (EMS) means having conference facilities in a designated
room with a video projector which is linked to different computers.
iv) Chat Systems are associated with virtual groups of people who write messages in real time in
a virtual space. It permits users to refer back and forth on any topic. Any interested person can
join the conversation.
v)Decision Support Systems help businesses to take/make reasonable decisions.
vi) Multi-player Games permit more than one player to play games on the Internet in co-
operative/non-cooperative situations.
4.6.4 Asynchronous Groupware
i)Email: we have already read a lot about it.
ii) Newsgroups and Mailing Lists are like email meant for a large group of people. The former
displays messages only when asked for and the latter distributes messages to all as and when
they are written.
iii) Hypertext links documents together written /shared by different people. It is collaborative in
nature.
iv) Workflow Systems transfer files/documents within a company and follows a relatively fixed
process.
v)Group Calendars help to make schedules of any work/project thereby enabling people to
work as a team and meet deadlines.
79
vi) Collaborative Writing Systems include word processors in computers which permits users
to write and make/track changes in asynchronous time..
vii)CD-ROM (Compact Disc – Read Only Memory) Database is a repository of information
which users can easily access and use. Examples are dictionaries, encyclopaedias, telephone
directory etc.
Check Your Progress VI
1) Differentiate between synchronous and asynchronous groupware.
2) Why are businesses moving towards collaboration?
Learning Outcomes
Learn the principles of E-correspondence and how to apply them in writing a business
correspondence
Know what is the Internet and the World Wide Web and how to use them
Understand what emails are and the art of writing them
Comprehend the varied aspects of e-commerce
Know about different kinds of telecom and other communicative technologies
80
Unit 5
ORAL BUSINESS COMMUNICATION Ms. Tulika Prasad
Learning Objectives
After going through this part of the study material you should be able to,
1. Speak confidently on the phone
2. Give and take good interviews
3. Participate effectively in meetings
4. Contribute to group discussions
5. Negotiate proposals and deals
6. Make oral presentations
What is oral communication?
Oral communication is one of the most important forms of communication between individuals.
It is the most common form of communication which can be used both by literates and illiterates.
Oral communication can be both formal and informal. While talking to friends, relatives and
parents we generally communicate informally, whereas the formal channel of communication is
used in situations like meetings, interviews, negotiating business deals, group discussions and
making presentations. There are some aspects that we need to keep in mind if we want to
communicate effectively. They are concision, clarity, relevance, good vocabulary and controlled
tone and tenor.
In this chapter we shall discuss in detail the various kinds of formal oral communication that we
need to understand and know in varying contexts of business communication. Given below are
some of the different kinds of formal oral communication:
- Talking on the telephone
- Participating and conducting interviews
- Meetings
- Group Discussions
- Negotiations
- Oral Presentations
Advantages of oral communication
- Quick and instant
- Saves time and paperwork
- Immediate actions can be taken
- Improves interpersonal relationships
- Promotes a positive and healthy environment at the workplace
- Effective tool of persuasion
- Builds an environment of informality among colleagues
- Cost effective, both in terms of money and time
81
- Possibility of adapting and improving if required
5.1 Using the Telephone
Warm up/ pre-reading activity
- Do you like to talk on the phone or on your cellphone? Why?
- Do you enjoy talking to your friends on the phone?
- What kind of language and tone do you use while making official complaints or enquiries
over the phone?
- What are some of the differences in your language and tone while talking to your friends and
while talking to a person at your workplace?
The telephone is, and will continue to be indispensable as a contemporary means of
communication. It is so because,
- It is the quickest medium for instant communication.
- It has all the advantages of a face- to face meeting.
- It is an effective management tool.
Advantages of using a telephone
- Talking over the phone is quick, easy and cheap.
- There are instant actions and reactions of all decisions.
- It is a great equalizer .Junior officers can talk to seniors and vice- versa.
- Appearance and looks are of little consequence.
Disadvantages of using a telephone
- If no one picks up the phone or the answering machine is on, it is discouraging.
- Cross connections and wrong numbers can hamper communication.
- Sometimes missing out on words or phrases can lead to misunderstandings,
misinterpretations and miscommunication.
- At times the person receiving the call may be in a bad mood or may be too busy to respond
which leads to waste of time.
- Communication over the phone requires a good accent and pronunciation, command over
the language and good vocabulary which at times all of us lack. This may lead to
incomplete communication.
- Conversations over the phone do not have any legal sanctity.
General preparation before making/receiving a phone call
Familiarity with a telephone instrument is very important, together with the various features of
the telephone like the redial and auto-dial buttons, answering machine facility, voice messages,
call- transfer facility etc.
82
A few points need to be kept in mind before making a call. They are
Conversation should be brief and to the point.
Voice should be clear and tone cheerful.
How to make a telephone call
Choose an appropriate time for making the call.
Do not make official calls on residential phone numbers, unless asked to do so. Care
should also be taken about timings when making calls across different time zones.
There should be clarity of purpose before making a call. The issues to be discussed must be
noted down before making the call, together with all the necessary documents required for
reference.
When the call is answered, introduce yourself, exchange pleasantries and then move on to
the official work. Sound confident and interested which helps while talking on the phone.
If someone else picks up the phone, introduce yourself and make a request to be connected
to the person you wish to speak to. If the person is not available do leave a message for
him/ her.
There should be brevity and clarity in your communication, together with the right
sequence of communication for better comprehension and response.
Before disconnecting summarize the points discussed. If the call gets disconnected, call up
immediately and complete the conversation. Thank the person before putting down the
phone.
Make a note of all decisions taken. Take immediate action, if required, on any of the
decisions taken.
(Refer to page no 306 to see sample of formal phone call)
How to answer a call
Do not allow the phone to ring for a long time. It conveys the impression of inefficiency. No
phone in the office should go unattended. This is a sign of unprofessionalism.
Pick up the phone, greet the caller and introduce yourself. It is important to introduce yourself
to help the caller carry on the conversation smoothly.
If the concerned person for whom the call is intended is not available, the person who receives
the call volunteers to take a message or asks the concerned person to call back later.
It is important to note down all relevant details of the call to avoid any confusion and missing
out of information. Any information required to be given to somebody should be done
immediately.
Taking a message
It is important to be able to comprehend what a person is saying over the phone so that the
correct message can be noted and passed on to the concerned person. The message should be
taken on a message pad. ( refer to page 307 of Business English textbook to see the format of
the message pad) While taking down messages give verbal signals to the caller so that s/he
understands that you have taken down the message correctly. Cross check all necessary
83
information and other details before disconnecting. Conclude with appropriate courtesies. Pass
on the message immediately to the concerned person and if s/he is not available leave the
message on their desk.
5.1.1 Teleconferencing
Teleconferencing is a meeting between individuals who are located at different places around the
globe and who interact with each other, exchange ideas and views without being physically
present together. This kind of a meeting has the advantage of work being done without
individuals having to waste time, energy and money to meet at a designated place.
Organizing a conference call
All the members participating in a conference call should be informed well in advance about the
date and time. A global teleconference should keep in mind the different time zones before fixing
the time of the meeting. The agenda for the meeting should be sent to all the participants well in
advance. All the participants should be punctual to avoid keeping other members waiting. The
person conducting the conference should introduce all the members by name and designation and
also elaborate on how the meeting will be conducted. Once the meeting is over the minutes of the
meeting should be sent to all the members.
Participating in a conference call
All the members participating in a conference call have to follow certain norms to make the
conference fruitful and meaningful.
Members should speak only when asked to do so.
Members should note down the points of other participants to avoid repetition and to
make relevant queries if any and respond positively.
Members need to be brief and focused while talking. They should speak slowly so that
other participants can comprehend better.
Members need to be good listeners to be able to contribute positively to the conference.
Check your Progress
List two advantages and disadvantages of communicating over the telephone.
5.2 Interviews
Pre- reading/ Warm- up activity
Have you ever interviewed anyone?
Have you watched famous personalities being interviewed on television?
Do you think job interviews are different from these interviews? If so how are they
different?
Have you ever appeared for a job interview? If yes, how did you prepare yourself ?
84
Talk to friends or your parents and elders who have faced interviews. Find out what they have to
say about:
- The experience of their first interview.
- The best interview they have faced.
- If preparation helps?
- What kind of preparation is required?
- Is there only one right answer to a question?
Interviews are one of the most widely used selection tools. Practically all organizations conduct
interviews for various purposes like selection, appraisal, exit, and counseling and for various
other reasons.
Interviews are a kind of communication between individuals which has a defined purpose. Given
below are the different kinds of interviews we face in our professional life.
Different kinds of interviews
a. Selection/Employment interviews: This is generally held when an organization wants to
hire people in its company.
b. Promotion interviews: It is conducted when an employee wants to be considered for a
higher position in the organization.
c. Appraisal interviews: This is conducted either periodically or annually by the organization
to evaluate the performance of the employees, to review the progress or discuss the future
course of action of the organization.
d. Counseling interviews: They are conducted by the organization for the benefit of the
employees. Employees who are facing problems either at the workplace or at home are
counseled during these sessions and employees who are not performing up to the mark are
encouraged to improve their performance.
e. Disciplinary/ Reprimand interviews: Employees who do not follow the company’s rules
and regulations, do not maintain the discipline in the organization and break the code of
conduct are generally summoned by the employer and pulled up for this kind of behavior.
f. Grievance interview: In this kind of an interview, employees can share with their
organization, any complaints which they have either against the organization or their
colleagues.
g. Exit interviews: Employees who leave an organization voluntarily or have been dismissed
participate in exit interviews. Their forthright and honest comments help to improve the
working within the organization and generate warmth and goodwill towards the
employee.
85
h. Stay interviews: This is a fairly new phenomenon and companies are using them to judge
employees’ expectations. It is an indispensable tool to retain the workforce by making the
employees feel appreciated and motivated.
Interviews are also conducted to measure employee satisfaction, working conditions of the
employees, their attitudes and other issues related to creating a positive environment for the
employees to work in.
Different Kinds of Interview Strategies
The two most commonly used interview strategies are the directive and non- directive strategy,
also called structured and non- structured, patterned and unpatterned, and guided and unguided
strategy. In the direct method a fixed set of questions are prepared and every interviewee has to
answer the same set of questions. There is very little scope for flexibility in this approach. On the
other hand the indirect method has more flexibility in its approach and generally used for
appraisal, grievance and other in- house interviews. It is generally advised to use an appropriate
combination of both kinds to achieve positive results.
Other Interview Strategies Commonly Used
a. Depth or Action interviews: These are specialized interviews which are conducted to
understand and analyze a person as an individual apart from his professional capabilities.
b. Group or Discussion interviews: In this kind of an interview individuals are expected to
interact with each other, which helps to understand their interpersonal skills.
c. Stress interview: This kind of an interview tests the candidate’s capability in stressful situations. The interviewee is subjected to criticism on varying aspects and his response
to it is judged to assess how he functions under stressful conditions.
d. Situational interview: The interviewee is given a situation and asked to respond to it. This
kind of an interview judges the practical handling of issues/ situations by the candidate.
e. Video interview: This kind of an interview is conducted by employers to stop wastage of
both time and money. One needs to prepare differently for a video interview as compared
to a face to face interview. Given below are a few guidelines for video interviews.
Talk to the interviewer beforehand for familiarity.
Familiarize yourself with all the equipment and other arrangements beforehand.
Sit up straight and speak clearly and at a normal pace.
Before the interview schedule is finalized both the interviewer and the interviewee need to
plan and prepare themselves for the interview.
86
Guidelines for the Interviewer
The interviewer has to follow certain time honored conventions so that he is successful in
his endeavor to select the right person.
The interviewer needs to be clear about the purpose of the interview so that he can
formulate the strategy for the interview.
Other details like place, time and the length, style and organization of the interview
has to be decided.
The interviewer must have necessary details of the candidates together with the job
requirements of the post.
The interviewer must prepare an adequate set of questions which will help him to
elicit the right kind of responses to facilitate the selection process. Making the
interviewee comfortable will also facilitate the selection process.
The candidate should be allowed do most of the talking which will help in
gauging the expertise of the candidate.
Arrange your questions in such a way that it helps uncover layers of information or
helps the candidate to tell a complete story.
Use different question types like open-ended questions, close-ended questions,
restatement questions and direct open-ended questions and also vary the pace of the
interview.
S/he should never show her/his disapproval or argue with the candidate on any issue.
S/he should maintain a record or take notes while interviewing the candidate so that
later on s/he is able to take a correct decision.
At the end of the interview the interviewer should conclude in a pleasant and warm
manner. S/he should inform the candidate when the results would be declared and if
selected s/he would be informed. The interviewee should carry the impression that
s/he has been given a patient hearing and that the selection process would be fair.
After the interview is over the interviewer needs to collate the information gathered
during the interview, select the suitable candidates and make a list of them in
descending order.
Guidelines for the Interviewee
An interviewee needs to prepare himself well before facing an interview. He also needs to
have what is known as EQ (emotional quotient) to be successful at interviews. Refer to page
317 of your textbook for a list of EQs which all candidates need to develop to be successful
at interviews.
Before the Interview
Gather information about the organization and members of the interview board.
Prepare a list of questions which you anticipate and rehearse the answers.
Practice your interview skills and participate in mock interviews.
Maintain eye contact, sit in an erect position and be pleasant in your behavior.
87
Look good and be presentable, dress appropriately and have a positive attitude.
Carry all the credentials and spare copies in a neat file.
Reach the venue before time so that you are relaxed.
During the Interview
Enter the room confidently and greet the members.
Maintain a calm and composed posture.
Your body language should be positive.
Be an attentive listener.
If you do not know an answer, accept it.
Language used should be appropriate and formal.
Be honest and open about your previous job and employer.
Avoid talking too much about your achievements.
Ask questions about your responsibilities, and information about the organization.
Before leaving the room, thank them and conclude on a positive note.
After the Interview
Write a thank you note to the interview board within a couple of days. This will make the
members of the board remember you and it may work in your favor.
If there is no response by the time promised, write a letter to enquire about the results.
Check your Progress
List some of the common questions that you think can be asked at an interview. Try to answer at
least four of the questions on your own.
5.3 Meetings
Pre- reading/ Warm up activity
- Have you attended any meetings in college /school?
- Did you enjoy attending these meetings?
- Have you ever attended formal meetings?
- If so, what is the difference between attending a meeting in college and attending formal
meetings?
Meetings are held to share information and ideas, take decisions, make suggestions and help in
the working of an organization.
Meetings can be held for a variety of reasons:
To have discussions and share new ideas.
To inform the group of some decision or information.
88
To involve people in decision making.
To evaluate some issue.
To get opinions and help on certain issues.
Meetings also help in improving interpersonal relations between individuals. This helps in
improving the performance of individuals. But at the same time one must keep in mind that
meetings should be called with a specific purpose and a defined objective.
Types of Meetings
There are generally two kinds of meetings: formal and informal. Formal meetings need to be
validated by following certain rules and regulations; like circulating the agenda beforehand,
maintaining minutes of the meetings, and ensuring that the quorum is complete.
Some formal meetings held by an organization are:
a. annual general meeting
b. statutory meeting
c. board meeting
Some informal meetings held by an organization are:
a. departmental meetings
b. interdepartmental meetings
c. working parties
Planning a Meeting
Meetings can be planned, following an established approach called the ‘Purpose, Process, Outcomes’.
- The Purpose of all meetings is to inform all the members the reasons for having the
meeting.
- The Process of a meeting informs the members of the plans and expected achievements.
- The Outcomes identifies the intended achievements of the meeting.
Role of the Chairperson
There are some other things that should be kept in mind, especially by the chairperson.
The chairperson should begin the meeting on time so that it can conclude on time.
The chairperson should start the meeting by reminding everyone of the agenda and begin the
meeting on a positive note.
It is important for the chairperson to listen to every member patiently and conduct the
meeting impartially. Arguments between members, if any, should be settled amicably.
The chairperson needs to adhere to the agenda regarding all discussions and it should be
followed logically. Any issue which is not on the agenda and needs to be discussed can be
done with the permission of the chair at the end of the meeting and if time permits it.
89
The chairperson needs to control the meeting both in terms of time and participation. S/he
should encourage those who are quiet and control those who try to dominate the meeting.
All the items on the agenda need to be discussed within the given time. If the views of the
members are divergent the chairperson needs to amicably resolve it or resort to voting.
All the decisions taken in the meeting need to be summarized at the end of the meeting. This
helps in having clarity about the decisions taken and also gives the members a feeling of
achievement. The minutes of the meeting should be recorded and sent to all the members.
How to Participate in a Meeting
The role of the participants is as important as that of the chairperson for a successful meeting.
Members also need to follow certain rules and regulations so that the meeting runs smoothly.
Members should arrive on time for the meeting.
Be a good listener and allow others to speak.
Do not dominate the meeting or deviate from the agenda.
Obey the chair and help in resolution of conflicts.
Maintain the decorum of the meeting. Do not laugh, joke, make comments or use your
cellphone.
Make a positive contribution in the meeting by going through the agenda and preparing
for the meeting in advance.
Use courteous language and have a controlled tone.
Always have a paper and pencil at hand to note down the points of other speakers if any.
This also gives an impression of seriousness.
Factors that Render Meetings Wasteful
Bad preparation by convener and members.
Incompetency of chairperson.
Chairpersons who use meetings as a tool to delay decisions.
Unnecessary meetings and chairpersons who call meetings to avoid taking decisions on
their own.
Very large committee formed for a meeting.
Agenda not focused or too long.
Absence of key players.
Check your Progress
Why is the role of the chairperson so crucial in a meeting?
5.4 Group Discussions
Pre- Reading/ warm up activity
1. What according to you is the meaning of the word ‘group’?
90
2. Do you enjoy having discussions with your friends in a group?
3. Are you able to learn something from these group discussions or is it a waste of time?
4. If yes, what have you learnt from these discussions?
A group is a ‘unit of two or more people who work together to achieve a common goal’ (Bovee et al, 2002).A group differs from a class in the sense that members of a group are together
because of common ideas, beliefs and practices, and are constantly interacting with each other as
a group. Every group has an inherent quality which keeps them together, like,
Commitment to common goals
Trying to bring about positive changes in society
To improve and give moral values to society
To collect information, discuss issues and problems, and assist in the decision making
process.
A group can function effectively only if it follows certain norms, and accepts and maintains the
hierarchical structure of the group. Group discussions facilitate the discussion of problems,
arriving at a common understanding of the problem and then resolving it by common consent.
The 3 Ps of a group discussion are,
-Purpose
-Planning
-Participation
The purpose of any group discussion should be well- defined.
Every member of the group should be informed about the agenda of the group discussion as well
as the date, time and place. This will ensure everybody’s participation and active contribution to the discussion. A member from within the group is made the team leader who ensures that the
discussion moves in the right direction and also that all its members participate in the discussion.
The informal ambience within the group encourages every member to help in the resolution of
the issue at hand.
Advantages of group discussions
Group decisions bring in a range of opinions, experiences and ideas, unlike individual
decisions.
Group decisions are acceptable to everybody because it is representative of members from
different departments and moreover the interests of all departments are taken care of.
Since it is a decision taken by representatives from various departments it is easier to
implement the decision. Chances of non-compliance and resistance to group decisions
minimized.
Sometimes to avoid or delay taking a decision, the issue is referred to a group. Many times
no decision can be taken by a group because of divergent ideas and views by various
members.
Since a decision taken by a group does not fix responsibility on any one individual for the
final decision, no one can be held accountable for the decision.
91
Sometimes individuals with a hidden agenda can hijack the final decision to their advantage.
Despite a few disadvantages, group decisions are always preferred over individual decisions.
Participating in group discussions
Role of the group leader
The group leader plays a pivotal role in helping the group take proper decisions. The group
leader performs a variety of functions. Some of them are:
Planning the meeting and preparing the agenda.
Moderate the meeting, control those who talk too much and encourage those who are shy.
Help in summarizing everyone’s views, reconcile differences and build a consensus on the
decision.
Maintain order in the meeting and take impartial decisions.
Give clarification on any point and help the group to arrive at a decision.
Role of the participant
Be a good listener, be well informed and contribute in a positive way to the discussion. Being
rigid is never appreciated in a group.
Maintain cordial behavior, and present your point in a coherent and convincing manner.
Respect other people’s viewpoints and do not try to force people to arrive at a consensus on
any issue.
Group Discussions at Business Schools
Group discussions at business schools serve to select the appropriate candidates to the school.
These group discussions gauge a student’s ability to work in a team, both as a member and a leader, his/ her personality and ability to take decisions and argue issues.
To be successful at group discussions one must have certain qualities such as,
Team- spirit: capacity to work in a group and have a positive spirit.
Leadership: contributing positively to the group, able to motivate other members, and helping
the group to achieve their goals.
Flexibility: willing to accommodate other people’s ideas and opinions and facilitate a consensus.
Assertive: put across your ideas in a positive and convincing manner. Being aggressive is not
appreciated.
Initiative: If you are familiar with the subject take the initiative to begin the group discussion
and contribute at regular intervals to the discussion.
92
Creativity: Give the discussion a new meaning / dimension in a coherent manner.
Inspire others: Support and give an opportunity to others who are unable to put across their
ideas.
Listening skills: Be a good listener and open to the ideas of revising your views.
Awareness: Important to be conversant with current issues.
Communication skills: Have good communication skills, and a positive approach to ideas.
Check your Progress
Why are group decisions better than individual decisions?
What are the qualities you need to have to be successful at group discussions at B- Schools?
5.5 Negotiations
In our daily life we negotiate all the time; whether within the family, with friends or in the office.
At times this could cause conflict and one has to adopt strategies to resolve the issue.
What is negotiation?
A negotiation can take place both in formal and informal situations.
A prequisite for a negotiation is:
Two or more interested parties with independent goals.
Situation of conflict between them and willingness to resolve it.
Both parties have faith in the negotiation process and are willing to compromise to resolve the
issue.
Both parties have a positive attitude and willing to negotiate rather than fight it out.
Both parties willing to go beyond prescribed norms to resolve the problem.
Virtually everything in business can be negotiated, and the ability to negotiate strong
agreements and understandings is among today’s most valuable talents. J.L .Graham
defines negotiation as “a face to face decision making process between parties concerning a specific product”.(K.K. Sinha, p78)
Negotiation is the process of two parties working together to arrive at a mutually acceptable
resolution of one or more issues, such as a contract a commercial transaction or a deal of any
kind. It is a give and take bargaining process which, when conducted well, leaves all parties
feeling satisfied about the result and committed to achieving it. The prime objective of a
negotiation is to arrive at a solution of the conflict, if any, or otherwise to the mutual
satisfaction and benefit of all the negotiating parties.
93
Formal negotiations
These take place to settle labor disputes, union strikes or demands of workers. Such negotiations
can take place if a meeting has been fixed with both parties, and agenda circulated beforehand so
that they get adequate time to prepare for the meeting. Though there is a trust deficit between
both sides it is easy to resolve it, as they are aware of the problem in its totality.
Informal negotiations
Informal negotiations take place to settle personal issues or problems of friends and colleagues.
Such meetings are not pre-decided, are more casual and the environment is friendly. This
facilitates the resolution of the problem.
Different stages in the process of negotiation
The process of negotiation is a complex process which generally goes through four broad stages
to achieve the desired result. The four stages are:
Opening a negotiation
Exchange of information
Change of position
Closing
According to American researchers, a typical bargaining negotiation goes through nine stages
though it is not necessary that all negotiations need to go through all of them. They are:
- opening
- exchange
- first price
- planning
- discussion of products
- bargain
- prices
- pre-close
- close
There are generally four outcomes to any approach in negotiations:-
Win-Lose Orientation- In this approach one side wins and the other side loses in the negotiation
process.
Lose-Lose Orientation - Both sides stand to lose in this process.
Compromise- Both sides arrive at a compromise to resolve their conflict. This is better than
both sides making no gains.
94
Win-Win Orientation- Both sides stand to gain from this approach.
(Adapted from Madhumita M. Kulkarni)
Factors affecting negotiation
Place of negotiation
Place of the negotiation should be agreeable to both sides. If it happens to be your workplace,
you are more comfortable because of familiarity. Moreover you can extend secretarial assistance
and your hospitality to the other side which will have a positive impact on the negotiation
process.
Time of negotiation
Timings for having the meeting should be mutually convenient. There should be enough time for
discussion and sorting out differences and issues. A rushed meeting can be a barrier in resolving
the conflict. There are other factors that also play an important role in the negotiation process.
Some of them are personal relations between both parties, the political and bureaucratic
connections, rigidity, personal likes and dislikes, and other social and political pressures
.Persuasion is a positive factor which helps the negotiating process. Persuading and convincing
the other side in a positive manner, willingness to compromise rather than having a
confrontational attitude and giving concessions without harming your own interest go a long way
in ensuring a fruitful negotiation.
The final agreement should take care of all the necessary issues and the conclusion should be
summarized before closing the negotiations.
Check your Progress:
What are the various outcomes of a negotiation process, which is the best outcome and why?
5.6 Oral Presentation
Make thyself a craftsman in speech, for there by thou shalt gain the upper hand.
Inscription on a 3000 year old Egyptian tomb
A presentation is a mode of communication used to achieve some defined objectives.
A presentation can be made to introduce or market a new product, to discuss new business plans
or analyze a report. To be an effective presenter one has to develop the skills of writing in a
precise manner, organizing information and able to speak confidently in front of an audience.
Types of Presentations
There are four types of presentations
- impromptu presentation
- extempore presentation
- scripted presentation
- memorized presentation
95
The most commonly used ones are the scripted and extempore presentation.
Unlike a written presentation, an oral presentation allows dialogue, questions and clarifications
during the presentation. Oral presentations are made to clients, professionals, colleagues and
sometimes to the general public. There are three parts to a presentation, namely the presenter, the
audience and the subject matter.
5.6.2 Features of a good presentation
Purpose: It could be to sell or give information about a product, discuss a business proposal or an
issue.
Audience: It is important to understand the audience and their expectations.
Brevity: A presentation should not be longer than 30 minutes, giving adequate time to the various
elements of a presentation. ( refer to page no.347, table 23.1 ) The presentation should be
coherent both in terms of ideas and visuals. Data, illustrations and visuals add to a good
presentation..
Delivery: Be confident while making the presentation. Add humor to make it more interesting. It
is important to make eye contact with the audience and be in a dialogue mode with them.
Planning the Presentation
Plan the presentation, using effective strategies. One of the most common and effective
strategies used is the star strategy of presentation: (refer to page no.348, figure 23.1 )
This presentation goes through the five filters of WHO, WHY, WHERE, WHEN, and WHAT.
These five filters help to polish and chisel the presentation.
WHO: This filter concentrates on the profile of the audience in terms of age, gender,
comprehension levels, attitudes etc. and the identity of the audience.
WHY: This filter defines the purpose of the presentation.
WHERE: The place where the presentation will take place. It also takes into account all the
facilities required for the presentation.
WHEN: It is important to be aware of the sequence of the presentation. This helps in
avoiding repetition and making necessary changes if required.
WHAT: This ensures the content of the presentation in terms of interest, validity, need for
detailing and support of technology for the presentation.
96
5.6.4 Structure of the presentation
Every presentation has a classic structure. It has an introduction, a main body and a
conclusion.
1. Introduction: A good introduction will whet the curiosity of the audience and motivate
the audience to sit through the presentation. It will,
- Introduce the topic, its purpose and relevance
- Connect relevance of topic to audience expectation
- Ask questions for and to the audience
2. Body: It is important to have clarity regarding the contents of the presentation, its logical
sequencing and analysis.
- Focus on content and concept
- Break content into two or three major points
- Give evidence of content with relevant examples
- Answer questions raised in the introduction
- Discuss main points thoroughly
3. Conclusion: It is important to summarize the main points of the presentation at the end.
Don’t end abruptly. State the thesis at the end of the presentation. - Sum up the issues raised in introduction and body
- Summarize the major points
- Clarify doubts
- Discuss the follow up action
(Adapted from Dona J. Young)
How to Deliver the Presentation
There are generally three presentation methods. They are:
Reading
Memorizing
Extempore/speaking from notes
Reading: This method ensures that all the points of the presentation are presented to the
audience. But the disadvantage is that one concentrates on reading and therefore fails to
build a rapport with the audience.
Memorizing: This is a skill that all may not possess. Moreover one is concentrating on
remembering the memorized presentation and so may fail to interact with the audience
during the presentation.
97
Extempore / Speaking from notes: This is the most effective method of delivering the
presentation. Carry a few cards with the main points written on them. This kind of
presentation is spontaneous, convincing and one is able to connect with the audience.
Dress formally for the presentation. Be confident; maintain eye contact with the audience.
Body language should be positive and expressions pleasant.
These are minor issues but nevertheless important.
5.6.1 Using Technology and Other Media to Support the Presentation Visually
Technical aids support the presentation by making it more interesting and effective. Visuals
have a better impact than the written or spoken word. Some of the visual aids that can be
used are:
White Board: It is used to write important words, sentences or make diagrams.
Charts: These can be prepared before the presentation, but it is effective only for small
groups.
O.H.P.: Transparencies can be prepared beforehand but if there is no electricity this aid
cannot be used.
Computers and Multimedia: Preparing a power point presentation is one of the most effective
visual aid for a presentation.
Models and Real Objects: These are an excellent visual aid. The audience can see and feel it
and so it has a greater impact.
Handling the Question and Answer Session
This session is very important both for the presenter and the audience. Queries by the
audience help one understand if the ideas conveyed by the presentation have been
appreciated by them. This gives the presenter an opportunity to reiterate the points made
during the presentation. Some ground rules must be set at the beginning. This will help you
to have control of the session.
- When responding to questions, repeat the question for everybody’s benefit while ensuring
that the question is not repeated.
- If you don’t understand a question, seek a clarification or rephrase it before responding to
it.
- Hostile or irrelevant questions from the audience should be handled with patience and
some humor.
- Arguments or counter questions should be avoided.
- If the audience is not enthusiastic or too timid to ask questions motivate them to do so.
Refer to page no.354 for tips for creating effective slides:
98
Check your progress
Your friend has to make a presentation of a new face cream which his company is going to
launch in the market. Write a letter to him suggesting how he can use technology and other
mediums to make his presentation effective.
Learning Outcomes
By the end of the unit you will have learnt to :
Make and receive phone calls
Be successful at interviews
Participate in meetings
Achieve success at group discussions
Negotiate and succeed
Make effective oral presentations
100
Unit 6
WRITING BUSINESS PROPOSALS AND REPORTS
Tasneem Shahnaaz
Learning Objectives
Understanding what proposals are
Knowing when and how to write short and effective business proposals
Understanding reports and the different types of reports
Knowing when and how to write short reports
Learning how to write an outline of a long report
6.1 Warm Up
1. Business communication not only requires writing letters, emails, inter-office documents (like
memos, office orders, circulars etc.) but also preparing proposals and reports. Can you think why
we need to write proposals in a business context?
2. A business report is somewhat similar to the report you may have prepared of an event, like
the college annual day. Think of the differences between the two kinds of reports.
As you go higher up in an organization, you may be asked to write winning business proposals or
short/detailed business reports. You may even be in a position to ask others/subordinates to write
them. Whichever the case may be, you need to know the correct format and manner of writing
them. You need to remember the acronym RAP, which stands for Research, Analysis and
Presentation. These are the 3 stages of proposal/report writing and will be discussed in this unit.
6.2 Proposals
There are 2 kinds of proposals – research proposals and business proposals. The former is used
in academic institutions and the latter in business organizations. We are going to deal with the
second kind of proposals. It is useful to know and remember that proposals are formal documents
and can be classified into long or short and solicited or unsolicited proposals.
6.2.1 Short and Long proposals
A short proposal is usually written by a single person who has to decide what to write, how to
write it, develop and prepare it on her/his own. On the other hand, a long proposal may have up
to 30 writers, all of whom have to collaborate, decide what and how to write it, and then hand it
over to another set of people who will illustrate and publish it.
6.2.2 Solicited and Unsolicited proposals
When a customer wants something that is difficult to obtain, s/he resorts to writing a request for
proposal or RFP, which will specify her/his requirements. When the concerned company sends a
response to such a request, it is known as a solicited proposal. It should be prepared according
101
to the customer’s needs. All information about the product/service required along with deadlines of delivery should be given in such a proposal.
When a company sends a proposal to customers even though the latter may not have asked for it,
it is known as unsolicited proposal. Such a proposal should be able to persuade and convince
the reader/committee of the company’s capability and credentials.
6.2.3 Parts of a Proposal
1. A Cover letter
should be addressed to the customer (person or company) and speak of the
services/solutions/products you wish to provide
should include the title of the proposal, name of the representative with designation,
signature and date
2. A Title Page
should have the proposal title
should give the name of the person/company to whom the proposal is being submitted
should include the name of person submitting the proposal and date
3. An Executive Summary
should state briefly the objectives of the proposal
should mention process/procedures to be followed
should set forth deadlines of the project
4. A Table of Contents and List of Figures
This is included in long proposals and short ones do not have them
5. An Introduction
Should state purpose of sending the proposal in the following manner:
To provide …
To recommend …
To offer …
To bid for …
Should indicate that you have understood the customer’s requirements/problems
Should explain how you hope to fulfill/resolve them
Should specify the scope of the project
Should include a list of names of people who will work on the project along with a brief
resume of each. This is usually a part of long proposals.
6. A Background
Will describe work done on previously completed projects
Will state how you plan to tackle this project given your past experience of completing
such projects
102
Short proposals do not contain this category.
7. Procedures
Will outline your plan of fulfilling the requirements of the customer
Will describe the work you would be doing under the project
Will draw up a time table for executing the project
Will specify the product/services you are offering
8. Equipment and Facilities
Will explain which facilities you want from the client
Will provide important facts and figures of things needed for the project
9. Management Plan
Will state how you will organize work
Will list with date the milestones to be met
Will detail how resources will be distributed (include a ‘budget justification’) Will present a budget, if the customer wants it
10. Appendices
Will consist of any additional matter you wish to highlight like letters of recommendation
by other satisfied customers, or adding some visuals, graphs, illustrations. Short
proposals usually leave out this category.
A short proposal contains a letter of transmittal (this is like a cover letter written in response to
an RFP), an executive summary and a body describing the products/services offered, terms and
conditions, and allocation of resources.
While writing a proposal, think of who the customer is, what s/he wants, why you are better
than other players in the field, what you want to offer to your client/customer, how you will
deliver it, where and when will the project commence and be completed. Remember to write
in a clear logical manner on good quality paper.
Check Your Progress 1
1. Differentiate between short and long proposals and between solicited and unsolicited
proposals.
2. What are the parts of a short proposal?
3. What are some of the questions you should think of before writing a proposal?
6.3 Short Reports
The functions of a report are as follows:
Informational functions include
Supervising and regulating organizational processes
Executing policies
103
Adhering to legal, procedural and regulatory rules
Creating records for references in the future
Analytical functions include
Furnishing background details for decision making
Using survey reports to convince others by providing informative and evaluative
knowledge
Remember
Use the past tense in writing a report as it is usually prepared after an event
A report is usually solicited, that is, someone asks for it to be prepared
Use a formal tone as it is part of upward communication
Always end a report with conclusions, recommendations, suggestions etc.
6.3.1 Preparing Short Reports
A short report is usually under 10 pages and has 3 basic sub headings - introduction,
investigation and conclusion. The 5 step approach for preparing a report is:
First step – Plan the different headings of your report keeping in mind the ‘terms of reference’ or the purpose of the report
Second step – Research can be primary or secondary. When you collect data needed in
preparing survey reports, it is called primary research. When you use studies led by
others, it is known as secondary research. However, you must remember to
acknowledge/cite your sources, else you will be accused of plagiarism or stealing other
people’s ideas. Third step – Draft the report according to the plan in step 1. Be careful in organizing
your data logically so that you can arrive at some conclusions or recommendations.
Fourth step – Edit and revise your report before turning it in so that it reads clearly and
objectively. Include visuals/graphs/charts/figures etc. if they help in substantiating your
claims. Proofread it for spelling or grammatical errors.
Fifth step – Conclude by stating how you have met the objectives of the report by
providing an interpretation of the data given in it. If asked for, end the report by including
recommendations or suggestions.
6.3.2 Errors that could ruin your Report
Lack of Objectivity – Try to see both supporting and contradictory claims
Generalizing too quickly – Making uninformed judgments without adequate proof
Non-disclosure of necessary facts or premises – hiding important facts
Creating either/or alternatives - and not allowing other option to come in.
Believing in false causal relationships – thinking that X is responsible for causing Y
because X came first
Assuming that you have proven what you wanted to prove – you start with the belief that
your point has been proved
104
Belittling other people and their ideas by working on popular prejudices – creating a bad
impression about ideas you may not like
6.3.3 Format of a short report
This is of 2 types – the memo style and the letter style of report.
Example of a Memo style Report: Block format
TO: Mr. Santosh Seth
FROM: Peter Topno
DATE: February 7, 2008
SUBJECT: Report on Staff Overtime for January, 2008
As per your instruction, I have computed the number of overtime hours put in by
the staff members of the different sections and the overtime allowance due to
each one of them.
Staff Hourly No. of Total Total
Wage Occasions Hours Payments
1. Rajan Rs. 50 6 6 Rs. 1800
2. Netar Rs 60 8 10 Rs. 4800
3. Rohan Rs. 80 4 7 Rs. 2240
4. William Rs. 80 5 4 Rs. 1600
TOTALS 23 27 Rs. 10440
The total expenditure incurred on overtime is likely to go up further by about
60% in the next two months as we move towards the end of the financial year
and the target deadlines have to be met.
105
Example of a Letter style Report
February 5, 2008
Dear Mr. Tata
Sub: Feasibility of CFL Lamps for Bundi Palace Hotel, Bundi: A Preliminary Study
We have conducted a feasibility study for the use of CFL lamps at Bundi Palace Hotel in
Bundi. The hotel is a heritage fort spread over 35 acres. The ancient palace has been
turned into a luxury hotel for the past 20 years. The clientele is largely foreign tourists
who want to experience the unique culture of Rajasthan.
Bundi Palace has some very beautiful frescoes painted on the walls dating back from the
19th century. Unfortunately, these have faced a lot of damage from poor maintenance.
The lighting used in the last few years is also responsible for the fading of the paintings.
Our survey around the hotel and these painting galleries shows the usefulness of our
lamps both indoors and outdoors. Not only will it reduce the power bill but also improve
the quality of lighting inside the galleries without the consequent damage caused by
filament bulbs. We are of the firm opinion that a technical study be conducted to assess
the areas of switchover to CFL.
Meanwhile we are in the process of charting out a detailed study of the different areas so
that we may list out the types and volume of lamps that could be supplied.
Do let us know if any further matter needs to be enquired into.
Yours sincerely
(Ratna Malik)
Sr. Sales Manager
15, Aspiration Towers Gurgaon, Haryana 123456 INDIA
106
Check Your Progress 2
1. Briefly list the functions of a report.
2. What are the 5 steps you should follow while writing a report?
3. Which errors should you avoid in preparing a report?
4. Your college has received 5 quotations from different companies for running the
college canteen. On behalf of the Head of Finance Department, prepare a memo style
report comparing the quotations. You have to include your recommendation with reasons
why the tender should be awarded to the selected company.
6.4 Outline and Organization of Long Reports
6.4.1 Purpose of a Business Report
To provide background details of situations/problems, what actions were taken or
what were the results of an investigation, in order to help the management to take
certain policy decisions
To justify policies and actions/decisions taken in conflicting situations
To provide information about the progress and activities of a company, its future
plans and problems
6.4.2 Types of Reports – of two kinds:
Formal reports – contain all important and necessary parts of a report
Informal/Semiformal reports
6.4.3 Types of Reports according to their purpose and form:
Routine Reports – are prepared on printed forms and submitted on a regular
basis
Internal and External Reports – the former is used within the organization and
is less formal in tone than the latter which is sent outside the organization and
therefore more formal in nature
Short and Long Reports – Short reports could be 10 pages or less while long
reports are more than 10 pages. The former focuses on one aspect of a problem
and the latter analyzes the problem in detail requiring intensive research.
Informational and Analytical Reports – These are classified on the basis of
their purpose or aim. Informational reports merely set forth facts and figures
without analyzing or interpreting them. Analytical reports detail problems and
justify actions/decisions taken by the management based on data interpretation.
6.4.3.1 Informational Reports
These are of different kinds:
Reports for Monitoring and Controlling Operations have to be accurate and
honest. They describe problems and note achievements.
Reports for Implementing Policies and Procedures provide straightforward
information.
107
Reports for Complying with Government Regulations are prepared in
response to changes in government policies.
Reports for Documenting Progress are progress reports that are submitted on a
regular basis.
6.4.3.2 Analytical Reports
The different kinds are:
Problem Solving Reports contain information based on primary and secondary
research as well as a meticulous examination of the problem. They are used by
the management to frame policies and take/make decisions.
6.4.4 Terms of Reference
A report requires one person or a group of persons to prepare it. The person who has
asked for the report will also define its parameters in terms of scope, purpose, subject
and deadline for completing the report. For example, this could be written as,
To report on …(subject) …as requested by … (name and designation) on … (date)
Given the terms of reference, the writer(s) decides the plan and outline of the report. For
this, s/he has to inquire into the problem, look for evidence, analyze them and then
present her/his observations, conclusions and offer solutions to the problem.
6.4.5 Outline of Long reports
The different parts are
1. Cover Page –
It has the title of the report, report number and date.
2. Title Page – repeats the report title, and provides more information like
Title of report (short and clear)
Name(s) of person(s) who prepared the report
Name(s) of person(s) or organization who commissioned the report
Date of submission of report
3. Letter of Transmittal –
It is like a preface to a book
It is written in first person using an informal style
It explains the different matters and problems dealt with in the report
It provides information about the scope of the project, the research
methods used and their findings, the conclusions drawn, the
recommendations given and the limitations if any, of the project. It also
recognizes the help of persons preparing the report and gratefully thanks
those who gave them the opportunity to undertake the assignment.
108
4. Table of Contents –
It outlines the structure of the report, about what has been covered in a
sequential, hierarchical manner
Different topics with page numbers are given for easy reading
The list of topics should be arranged in the same manner as they occur in
the report
If there are many illustrations and visuals, they are listed separately
5. Executive Summary –
It occurs right after the table of contents.
It provides a synopsis of the whole report right from the introduction to
the conclusion.
It gives a comprehensive overview of the report and the reader can assess
its communicative aspect. Many a busy executive would rather read the
executive summary than the complete report.
6. The Actual report – has 3 parts, Introduction, Body and Conclusion.
Introduction:
It states the purpose of the report and the need to prepare one.
It describes the terms of reference which includes the scope of the
report, its contents and problems faced, if any.
It explains the different research methods used (like
questionnaires, surveys, fieldwork etc.) for fact finding, the kinds
of sources used (whether primary or secondary or both), and the
tools/methods used for analyzing data.
Body:
It gives details of the results of the investigation using different
tools/methods.
It provides data in the form of visuals such as graphs, charts,
tables etc. for better comprehension.
It is divided into many sections and this is again divided into sub
sections. Appropriate headings are given to both sections and their
sub divisions which use the numbering system of decimals to
differentiate between the parts. An example of this is given below:
109
Section Headings 1 2 3
Sub-section 1.1 2.1 3.1
1.2 2.2 3.2
1.3 2.3 3.3
Sub-Sub-section 1.1.1 2.1.1 3.1.1
1.1.2 2.1.2 3.1.2
Sub-section of 1.1.1(a) 2.1.1(a) 3.1.1(a)
the sub-sub-section 1.1.1(b) 2.1.1(b) 3.1.1(b)
Conclusion:
It summarizes the main thrust of the report and gives
recommendations on the basis of SWOT (Strength,
Weakness, Opportunities, Threats) analysis.
It also provides extensive details of the outcome of the
inquiry/investigation.
It responds to all questions raised in the beginning of the
report.
It describes problems encountered in achieving the
objectives.
It gives recommendations and states actions to be taken.
7. Appendix –
It includes all information, copies of important documents and
sample questionnaires, data, surveys etc. used during research.
All these documents have to be arranged logically, numbered and
given appropriate headings.
You should include only relevant materials.
8. Glossary –
It is a list of all technical terms used in the report.
These terms are arranged alphabetically.
It functions like a dictionary as it explains all these terms.
It also shows how technical terms have been abbreviated and how
new terms, if any, have been created
9. Bibliography –
It is a list of secondary sources used in preparing the report.
110
All such sources should be acknowledged and cited in the
following format (APA style):
First give the name(s) of the author(s)
Then the date of publication in brackets
After this comes the title of the work
Then the place of publication
Followed by the name of the publisher
10. Index –
It is a detailed list of names, places, terms, subjects etc. along with
the page numbers where they have been mentioned.
This list is arranged in an alphabetical manner so that a reader can
locate any topic with its help.
Check Your Progress 3
1. Say whether the following statements are true (T) or false (F):
i) Routine reports are prepared annually.
ii) Informational reports present facts and data with detailed analysis.
iii) An executive summary is not a part of long reports.
iv) The Introduction tells us about the purpose of the report, its terms of reference
and its research methodology.
v) Copies of documents, questionnaires and surveys used in preparing the report
are part of the appendix.
2. Your company wants to set up a new factory in the periphery of Delhi. Prepare a
feasibility report on behalf of your company.
3. Fill in the blanks with appropriate phrasal verbs from the box:
draw up put up with cut down on part with
put across bring about come up with put off
1) The management tried to………………. a reconciliation between the protesting employees and the Managing Director.
2) In times of recession, companies ………………… extravagant spending. 3) The manager asked his subordinates to ………………. a plan for celebrating fifty years
of the company.
4) The architect was asked to ………………….. a blueprint for the new factory. 5) It is difficult to …………………. one’s job. 6) Employees in a private firm are forced to ………………. exploitation. 7) You have to communicate effectively in order to …………………. your message.
111
Learning Outcomes
In this unit you have learnt
What business proposals are and the different types of proposals
The format of a proposal and how to write the different parts
The use of business reports and the different kinds of reports
How to write short reports in 2 different formats
About the different kinds of long business reports
How to write the outline of a long business report