UNIT-I COMMUNICATION

1.1 Learning Objectives

1.2 Introduction

1.3 Defining Communication

1.3.1 Characteristics of communication

1.3.2 Process of communication

1.3.3 7 C’s of communication
1.3.4 Dimensions of communication

1.3.5 Oral and written communication

1.3.6 Formal and informal communication

1.3.7 Barriers to communication

1.4 Summary
1.5Key Words
1.6 Self Assessment Questions
1.7 References

1.1 LEARNING OBJECTIVES

After going through this unit, the student will be able to:

⚫ Define communication
⚫ Understand the process of communication
⚫ Explain nature and significance of business communication
⚫ Understand various types of communication
⚫ Identify the advantages and disadvantages of different types of communication
⚫ Understand barriers to communication and know the ways to overcome those
 barriers
⚫ Significance of 7 C’s of communication

1.2 INTRODUCTION

We are living in a world which is totally networked with communication. With the
advent of fast technology, the world has become a global village. The information
sharing among various groups in society at national and international level has
become very smooth, effective and efficient. With the click of a small button on
computer, you can easily get any information according to your needs and choice.
You cannot just think of a word or situation where there is no exchange of ideas,
feeling, emotions, reactions, facts and figures. From time immemorial,
communication has been the most important activity of the human life. The
integration of the world economy has been made possible with strong and efficient
channel of communication. Communication is important from the point of view of
understanding it in terms of process, system, interactional base and structuring. There
are various objectives of communication in business organization.

1.3 DEFINING COMMUNICATION

⚫ The word ‘communication’ has been derived from the Latin word ‘communis’
which means ‘to share’.
⚫ Thus communication may, therefore, be defined as the process of sharing
information, ideas and feelings so as to create mutual understanding and
cooperation among people.

DEFINITIONS OF COMMUNICATION

⚫ According to Newman and Summer, “Communication is an exchange of facts,

ideas, opinions or emotions by two or more persons.”
⚫ According to Keith Davis,” Communication is a process of passing information
 and understanding from one person to another.”

1.3.1 CHARACTERISTICS OF COMMUNICATION

⚫ TWO-WAY PROCESS- Communication is essentially a two-way process.

Information has not only to be sent but has also to be received and understood.
This process is incomplete until the response is available. Feedback is an essential
part of communication.
⚫ CONTINUOUS PROCESS- Communication is a continuous process. When
communication is absent, human activity ceases to exist.

⚫ Communication is essential in all types of organisations and at all levels of

management.

⚫ The basic purpose of communication is to create mutual understanding by

giving/seeking information, persuading/influencing others and eliciting actions.

⚫ Communication consists not only of facts but ideas and emotions too.

⚫ Organisational communication consists of a flow of messages through several

networks. There are networks for problem-solving, work flow, information
sharing and socialising.

⚫ It takes two to complete communication. There should be a sender and a

receiver.

⚫ DYNAMIC PROCESS- Communication is a dynamic process. It incorporates

the changing shape of the participants and the environment.

⚫ GOAL ORIENTED PROCESS- Communication is a goal oriented process.

 Communication can be effective if the sender and receiver both are aware of the
goal of communication and their goals complement each other.
⚫ INTER-DISCIPLINARY SCIENCE- Communication is an inter-disciplinary
science. Knowledge from several sciences is used in communication. Kinesics,
psychology, sociology etc. have provided insights to make communication
effective

1.3.2 IMPORTANCE OF COMMUNICATION

⚫ LARGE SIZE OF ORGANISATIONS- Business firms have grown tremendously

in scale of operations. A large business firm today employs thousands of people
and has factories or offices in different parts of the world. The head office of the
company must be in close touch with the branch offices. An efficient system of
communication is required for this purpose.

⚫ GROWING SPECIALISATION- Narrow division of work results in different

activities being handled by different departments. Sound communication is
essential for ensuring mutual cooperation and understanding between different
departments.

⚫ TECHNOLOGICAL ADVANCEMENTS- In order to upgrade or modernise

technology, management must persuade employees to accept new technology.
Regular training of staff becomes necessary to update their knowledge and to
provide them the skills needed to apply new technology.

⚫ CUT-THROAT COMPETITION- Liberalisation and globalisation have resulted

in severe competition between public sector, private sector and foreign
companies. Persuasive communication in the form of advertisements, personal
contacts and publicity becomes essential to survive in the race of competition.
⚫ GROWTH OF TRADE UNIONS- In some organisations employee unions are
very strong and powerful. Management must consult union leaders on several
matters. Regular exchange of information and ideas between managers and union
officials helps to maintain healthy relations between them.

⚫ THE HUMAN RELATIONS ASPECT- Effective communication between

management and employees is necessary to develop mutual trust and confidence.
Participation of employees in the decision making process and other means of
communication help to develop among employees a sense of belonging and
loyalty to the organisation.
⚫ PUBLIC RELATIONS ASPECT- Organisations serve society at large in various
fields and aspects. Hence the importance of communication between them. Like
many other aspects of management, social responsibility of business got
recognition in the recent past and the managers came to be held responsible to
various sections of society, specially the customers, government, suppliers and
public. Communication between them and the organisation is necessary for
putting the proper image of the whole business in perspective. Managers
therefore, have to be good communicators with the society.

⚫ PERSONAL ASSET- Communication skills are essential for success in every

job. Managers are required to deliver speeches, write documents and conduct
interviews. The ability to communicate effectively is equally essential for
promotion in career.

1.3.3 OBJECTIVES OF COMMUNICATION

The objectives and functions of communication are inter-related. Communication

could have many objectives depending upon the group and context. Communication
within the family, in a classroom, in a theatre, in a war field, in a seminar and in the
boardroom has different objectives. The objectives are defined depending upon the
group and the purpose to be achieved.

Let us now look at the objectives of communication in business organisations. It

is a process common to every business, whatever be its primary function. Any
business organisation is driven by profit motive. This implies that the organisation
would like to ensure that its objectives are achieved with the optimum utilisation of
resources like time, money and effort. The communication system that is put in place
within the organisation should ,therefore, address and meet these objectives.

⚫ TO GIVE AND RECEIVE INFORMATION- In today’s world,

information is power. Communication brings power through information.
People within the organisation have to be kept informed about the
organisational goals, objectives, procedures, processes, systems, plans,
priorities and strategies. Equally important is the objective of ensuring
effective external communication- with customers, prospects, competitors,
suppliers and the public, about products, services, plans, events and
achievements.

⚫ TO PROVIDE ADVICE- Advice may be given on personal or official

matters. The need for expert advice has increased with the growing
complexity of business. Advice is most effective when given through
face-to-face contact. It should be given in a confidential and informal
manner with the purpose of helping the employee improve his performance.

⚫ TO PROVIDE COUNSELLING- Counselling is an organised and

specialised activity requiring professional expertise and an objective
approach. When an employee is facing some personal or family problems,
his morale and efficiency tend to decline. Therefore, professionally
 managed firms often employ psychologists, doctors etc. to help employees
overcome maladjustment, emotional and other problems.

⚫ TO IMPART EDUCATION AND TRAINING- Education involves

formal communication over a long period so as to widen knowledge and
skills. Education and training of workers and executives is necessary to
keep them aware of new developments, to improve their efficiency and
potential and for orientation of new employees. Lectures, case studies,
seminars, study tours and audio visual aids are used for training.

⚫ TO ISSUE ORDERS AND INSTRUCTIONS- Order involves assignment

of task while instruction specifies the way the task is to be performed. An
order must arouse an active and willing response. An instruction should
state the situation with which it deals, the need for the instruction and the
action required.

⚫ TO RECEIVE SUGGESTIONS- Employees and customers are a useful

source of new ideas for business as they are in direct touch with operations
and procedures of a firm. Executives should set aside their ego and should
have an open mind towards constructive suggestion from their subordinates.

⚫ TO PERSUADE PEOPLE- Managers try to persuade employees to put in

their best efforts. Sales persons persuade customers to buy products and
services. Persuasion becomes all the more necessary to convince employees
that changes are needed in existing rules, procedures, technology, working
and service conditions in the organisation.

⚫ TO ISSUE WARNING AND NOTICE- Warning is a forceful form of

communication because it carries with it a sense of urgency. A written
 warning is known as a memo. The purpose of warning should be to improve
behavior rather than to punish or humiliate the person.

⚫ TO IMPROVE MORALE- Morale reflects the mental health of people.

High morale is necessary to improve efficiency and performance.
Communication about the policies and programs of the organisaton helps to
improve the attitudes and morale of employees.

• TO IMPROVE DISCIPLINE- Rules and regulations are made known to

employees through written and oral communication. Suggestions from
employees help managers to make necessary changes in disciplinary rules
and procedures.
1.3.4 PROCESS OR ELEMENTS OF COMMUNICATION

• Communication is a process that involves certain distinct steps. In its

simpler form, it relates to stimulus and response. The stimulus arises from
the communicator and the receiver responds. Communication is not
complete till the message conveyed by the sender is properly understood by
the receiver. Any communication process should necessarily have three
elements- sender, receiver and the message.

• SENDER -The process of communication begins when the sender feels the
need to communicate and the idea generates in his mind. Sender is the
source of the message and wants to transmit it for some purpose. The sender
must identify, analyse and sequentially arrange the ideas before transmitting
 them to the receiver.

• MESSAGE - A message means what is being communicated. It may be

verbal (spoken or written) or non-verbal (e.g.. Appearance, body language,
silence etc.). Message is the heart of communication.

• ENCODING- The sender puts his ideas or facts into words, symbols,
pictures or gestures which the other person can understand. This part of the
communication process is called ENCODING. It also involves the choice of
appropriate media so that the idea is translated into a message that can be
transmitted to others.

• CHANNEL /MEDIUM- Channel connects the sender with the receiver. In

oral and visual communication, the message may be transmitted
instantaneously. But in written messages there is a time gap between
dispatch and receipt of the message.

• RECEIVER - The person or group to whom the message is directed is

known as receiver. The receiver represents the destination of the message.

• DECODING - The receiver translates the words and symbols used in the
message into idea and interprets it to obtain its meaning. This is called
DECODING and it is opposite of encoding. The message should be
accurately reproduced in the receiver’s mind.

• FEEDBACK - After deriving meaning, the receiver reacts or responds to

the message. He sends back his response to the sender. This return flow of
communication is called feedback. The process of communication is
incomplete until the sender receives the feedback.
 • NOISE -Communication fails when the message received is not identical to
the message that is sent. Several factors could interfere with the exchange
of messages. “Noise” refers to all these factors that disrupt the
communication and could be classified under the following types:

• PHYSICAL NOISE- Distracting sounds, poor acoustics or just

information overload could interfere with the listening process.

• PHYSIOLOGICAL NOISE- Hearing or other disabilities, fatigue or

physical illness could come in the way of both speaking and listening.

• PSYCHOLOGICAL NOISE - Sometimes emotions within the sender or

receiver such as preoccupations, hostility, fear or lack of interest could
interfere with the speaking or listening process.

1.3.5 SEVEN C’s OF COMMUNICATION

The increasing specialisation and the expansion and complexity of today’s businesses
have brought about a revolution in the system of communication. The businessman
who wants to survive in the competition has to develop his communicating skills. He
must know how to communicate with the help of new and speedy technical devices
of communication.

The management executives spend most of their time in direct or indirect form of
communication. The efficiency of a manager depends on his skills and effectiveness
of communicating with others. He has to communicate with other traders and dealers
for purchase and sale. He has to communicate with his superiors in order to decide
the objectives and directives.
He has to communicate with his subordinates in order to get their cooperation and
improve the productivity. He has to deal with banks, transport agencies, government
officials, legal advisors, insurance companies, experts, customers etc.. An effective
communication is the key of sure success in the modern world of commerce.

⚫ CLARITY

The principle of clarity implies both clarity of thought and clarity of expression.
Clarity of thought means the communicator must be fully clear in his mind about
what he wants to communicate (the message), why he wants to communicate (the
objective of communication), to whom he wants to communicate (the receiver), when
he wants to communicate (the timing) and how he should communicate (the most
suitable media). Once the idea is clear in the sender’s mind, it must be expressed in
clear and simple language.

⚫ COMPLETENESS

Every communication must be complete and adequate. Incomplete messages keep the
receiver guessing, create misunderstanding and delay actions. Every person should,
therefore, be provided with all the required facts and figures. For example, when the
factory supervisor instructs workers to produce, he must specify the exact size, shape,
quality and cost of the product. Any assumptions behind the message should also be
clarified. Only a complete message can be an effective message.

⚫ CONCISENESS

Brevity is the soul of good communication. Therefore, we should use only relevant
details in our message. Brevity saves time of both the sender and the receiver of the
message. More words do not lead to clarity, rather they obscure the meaning and tire
the reader. Avoid irrelevant words and repetition. Organise your message well by
using simple words and short sentences.

⚫ CONSIDERATION

In order to communicate effectively, think and look from the receiver’s angle (YOU-
ATTITUDE). The sender should adopt a humane approach and understand the
emotions and sentiments of the receiver. He should understand the focus and needs of
the receiver.

⚫ CORRECTNESS

You should not transmit any message unless you are absolutely convinced of its
accuracy and authenticity. If employees forward incorrect information to managers,
decisions based on such information may be wrong. Similarly, transmission of
incorrect information to outsiders may spoil relations and reputation. Give correct
facts and send your message in the correct style.

⚫ COURTESY

Courtesy means a friendly and helpful behaviour towards others. Polite manners
facilitate communications. The following guidelines should be observed to ensure
courtesy:

 Thank generously for a favour. When someone does a favour to you,

acknowledge it promptly and thank the person generously for being kind to
you.

 Apologise for a mistake. If you have committed a mistake, express your

regrets promptly and sincerely.

1.) Answer all letters promptly. In case you need time to send a full reply,
 acknowledge the letter you have received.

⚫ CONCENTRATION

While sending and receiving a message, you must pay full attention. While
transmitting information, attention is necessary to ensure that all the relevant details
are included in correct and clear manner and that the message is fully understood and
no point is missed. In the absence of full attention, misunderstanding and confusion
arise. These result in miscommunication and inefficiency. Active listening is also
essential for success in communication.
4S of Communication
⚫ SHORT
⚫ SIMPLE
⚫ STRENGTH
⚫ SINCERITY

1.3.6 DIMENSIONS OF COMMUNICATION

DOWNWARD COMMUNICATION
Downward communication flows from a higher authority o a lower authority. For
example, the manager of a branch may communicate next year’s deposit targets of the
branch to his employees. Orders, instructions, policy statements, notices, circulars, job
sheets and employee handbooks are the main forms of downward communication.

Downward communication is very common. It is based on the assumptions that at

higher level individuals have the authority to communicate to the lower level persons.
It is also known as downstream communication. Managers have to be effective
communicators. Goals and policies of the company need to be explained clearly and
precisely. Subordinates have to be encouraged to talk and share information- good or
bad.
Both oral and written media are used for downward communication. Face-to-face
talks, telephone and public address systems are the means of oral messages. Written
messages are transmitted in the form of circulars, notices, bulletins and manuals.
Audio-visual media like film slides may also be used to provide information and to
explain work procedures to employees.

Limitations of Downward Communication:

1.) Distortion/Dilution: Quite often the communication originated at the highest
level gets distorted or diluted on the way to the lower levels. Sometimes the
messages may get lost. It has to be ensured that the receiver fully understands the
instructions coming from above. This requires an efficient feedback.
Delay : It is time-consuming. The more levels the greater the chances of delay. That
is why sometime managers choose to send their messages directly to the person
concerned.
Filtering: Sometimes managers may with hold some valuable information from the
employees. In such a situation the employees become frustrated, confused and
powerless. This may spoil the employer-employee relationship.
Too much or too less information: Some superiors talk too much while others talk
too less . When a manager transmits too much information to his subordinates, he
may create confusion or may leak confidential information. A manager may with
hold some information thinking that it is not necessary for subordinates to know all
the information. Such under- communication may create apprehension among
employees.
UPWARD COMMUNICATION

Upward or upstream communication means the flow of information and ideas from
lower levels of authority (subordinates) to higher levels (superiors). For example, a
branch manager may send quarterly reports to the regional manager on the
performance of the branch. Upward communication can be in the form of both
written and oral messages which contain suggestions, grievances, complaints,
appeals, etc. managers are now giving increasing attention to upward communication.
Upward communication is essential for the successful functioning of every
organization. Therefore, managers at every level should cultivate and encourage the
upward flow of messages. Special efforts are necessary because communication does
not move upward easily and naturally. Manager must encourage employees to come
out of their shell, shed fear and communicate freely.
Importance of Upward Communication:
Upward communication plays a vital role in the successful functioning of an
organization in the following ways:
Feedback: It provides valuable feedback to managers. With the help of this feedback
they can judge whether the subordinates have understood and followed the orders and
instructions issued to them. Managers also receive useful information relating to the
attitude of employees towards the company and its policies.
Release of tension: It provides the employees an outlet to vent their pent-up
emotions and grievances. When managers patiently ans sympathetically listen to the
problems and complaints of employees, the employees feel happy and satisfied.
Suggestions: Managers can get constructive suggestions and innovative ideas
through upward communication. When these suggestions are implemented and
rewarded, employees get a feeling of participation and a sense of belonging is
created. The efficiency of the organization is also increased.
Mutual Cooperation: It helps to create greater harmony and mutual understanding
between management and employees. Cohesion and mutual trust result in cordial
industrial relations.
Change: When employees communicate freely with their suppliers they do not resist
new ideas as their attitudes become positive. They not only accept new schemes
readily but even work hard to make them successful.
Limitations of Upward Communication:
1.) Psychological : Certain problems, primarily of psychological nature, may come
up in upward communication.
Hierarchical: Many managers do not like to be told by their juniors. They may not
be patient enough to listen to them or may even suppress the message sent to them
from below. In such a situation the employees may feel let-down.
UPWARD AND DOWNWARD COMMUNICATION- A COMPARISON

POINT OF COMPARISON UPWARD DOWNWARD

COMMUNICATION COMMUNICATION
FLOW From lower to higher From higher to lower
levels levels
NATURE Appealing and informative Directive and authoritative

SPEED Slow Fast

PURPOSE To provide feedback To implement plans
EXAMPLES Reports, suggestions, Orders, notices, circulars,
appeals, grievances instructions

HORIZONTAL OR LATERAL COMMUNICATION

Horizontal communication refers to the flow of information and ideas between

persons and departments at the same level of authority (peers). It is communication
among individuals and groups of equal rank and status. For example, production
department may communicate with marketing department. Horizontal or lateral
communication is a very frequently used channel. The main purpose of horizontal
communication is to ensure mutual cooperation and coordination between peers and
inter-dependent work units.
It allows freedom of expression due to informal atmosphere, doubts can be cleared on
the spot an immediate feedback is available. Periodical meetings between heads of
departments also enable persons of equal status to share information and ideas. Such
discussions help to solve common problems and to create teamwork.
Horizontal communication is essential for the smooth functioning of every
organization. The work of different employees and departments is inter-dependent.
Horizontal communication keeps every department informed of the needs and
activities of other departments.
Advantages:
1) It helps to create mutual understanding and trust between people and departments.
It facilitates cooperation and coordination between different departments of the
organization.
It helps in setting interdepartmental and intradepartmental differences without the
intervention of the management.
It makes it possible to solve problems at lower levels.
It is generally very effective because there are no status barriers. However, it may
degenerate into gossip and rumors. There is need to avoid such time-wasting and
counter-productive activities.
Barriers
As each individual holds equal rank, none may take initiative to talk or write to
others. This may create ice between colleagues. Some managers do not want their
subordinates to communicate among themselves frequently on the fear that they may
become too friendly and pose a threat to their authority. There is need to shed ego and
communicate freely. Every employee should develop the habit of mutual
consultations with his peers. Departmental heads should avoid unilateral actions and
keep each other informed of their activities and problems. Employees at every level
should keep their superior informed of the flow of horizontal communication.
DIAGONAL OR CROSSWISE COMMUNICATION

Diagonal or crosswise communication takes place when persons working at a lower

level interact with those working at a higher level across the limits of their reporting
relationships. The persons who communicate are neither in the same work unit not at
the same level of organizational hierarchy. For instance, the production manger may
communicate directly with sales officers in the marketing department. It boosts
morale, helps coordination an speeds up action.
Advantages of Diagonal Communication
 Coordination: This crosswise communication serves the important purpose of
coordination through informal meetings, formal conferences, lunch hour meetings,
general notices etc.
Practicable: As we know that all communication takes place strictly on the lines of
organizational hierarchy, i.e. downwards and upwards.
Morale boosting: By providing opportunities to lower level workers to interact with
managers in informal meetings it gives them morale boost and further commitment to
the organization. More and more organizations are now encouraging crosswise
communication.

1.3.5 VERBAL COMMUNICATION

 The term verbal implies ‘use of words’ which makes language. Verbal
communication means communication through spoken and written words.
The process of communication involves the use of a common set of
symbols between the sender and the receiver. Most of the communication in
organisations takes place through words.

ORAL COMMUNICATION

 Oral communication refers to the spoken word. The development of

numerous languages across the world has empowered oral communication.
Oral communication plays a vital role in everyday life, both for individuals
and organisations. It is, indeed the most commonly used method of
communication both at the social and at the organisational level.

ADVANTAGES OF ORAL COMMUNICATION

  IMMEDIATE FEEDBACK - The biggest advantage of oral communication
is that it provides immediate feedback to both the sender and the receiver.
Each can ask the other for clarification and elaboration on the spot. The
speaker can immediately understand the reaction of the audience or group,
he is addressing.
TIME SAVING - Oral communication is very fast. It saves the time involved in
writing the message.
ECONOMICAL - Oral communication saves the money spent on stationery in an
organisation.
PERSONAL TOUCH - Oral communication builds upon healthy climate in the
organisation by bringing superiors and subordinates closer. It is an effective tool of
persuasion.
FLEXIBILITY - Oral communication provides an opportunity to he speaker to correct
himself and make himself clear by changing his voice, pitch, tone etc.. Body
language can be used to reinforce words.
SECRECY - Oral messages can be more easily kept confidential than written
messages.
GROUP COMMUNICATION- Oral communication is extremely useful for
communicating with groups in meetings, conferences etc.

LIMITATIONS OF ORAL COMMUNICATION

POOR RETENTION - The listener cannot retain oral messages in his memory for a
long time. The speaker himself may not recall what he actually said.
NO RECORD - Oral communication provides no record for future reference. In the
absence of record, oral messages have no legal validity.
TIME CONSUMING - Oral communication may not always be time saving.
Sometimes meeting continue for a long time without arriving at any satisfactory
conclusion.
LENGTHY MESSAGES - Oral communication is not suitable for transmitting lengthy
messages. Some parts of vital importance are more likely to be missed when lengthy
explanation is required.
LACK OF RESPONSIBILITY - Oral messages are not recorded. Therefore, it
becomes difficult to hold persons responsible for mistakes, inaccuracy and false
claims in oral communication.
MISUNDERSTANDING - Oral communication is likely to be misunderstood due to
poor vocal expressions and noise. The speaker may not be able to make himself quite
clear or the listener may be inattentive.

WRITTEN COMMUNICATION

While oral communication is natural and spontaneous, written communication

requires conscious efforts. It involves transmission of information through letters,
notices, circulars, memos, reports etc.

CHARACTERISTICS OF WRITTEN COMMUNICATION

A CREATIVE ACTIVITY - Written communication requires a lot of imagination and

effort. It is a creative activity.
TIME FACTOR - It takes much more time than oral communication. The sender has
to plan out his message and encode it carefully. The message is sent and the receiver
decodes it and sends back his reply in the form of feedback.

FEWER CYCLES- It has fewer cycles than oral communication which has multiple
cycles. An oral message gets immediate response which often leads to further
exchange of words. This is not possible in written communication as it is a one cycle
event.
ADVANTAGES OF WRITTEN COMMUNICATION

WIDE ACCESS - Written communication is the most economical and probably the
only means of communication when the sender and receiver of the message are
separated by long distances. It has the widest possible coverage.

PRECISION AND ACCURACY - In written communication the communicator tends

to be accurate and factual because authenticity of written message can be challenged
and verified. So it is more accurate, precise and reliable.

REPETITION - It can be read again and again. Therefore the message is likely to be
understood better. There is little chance of any part of the message being lost.
MECHANICAL EFFICIENCY - Message can be written and conveniently
transmitted, filed and retrieved. Copies in any numbers are also easy to make and
distribute at relatively low cost.
PERMANENT RECORD - It provides a permanent record for future reference.
LEGAL EVIDENCE - It can be used as legal evidence in a court of law and in case of
disputes with employee, clients etc. .
LENGTHY MESSAGES - It is very suitable for transmitting lengthy messages.
CONVINIENCE -The personal presence of neither the sender nor the receiver of
message at a certain place at the same time is necessary. The writer can write at a
time that suits him and the reader too can read or re-read at his own convenience.

LIMITATIONS OF WRITTEN COMMUNICATION

TIME CONSUMING - In addition to the time involved in sending written messages,

time has to be spent in putting the message in writing. So, it is not suitable when the
message is to be sent immediately.
EXPENSIVE - It costs a lot of money for buying stationery for the office and for
storing written records.
LACK OF SECRECY - It is difficult to keep written messages completely secret.
RIGIDITY - It lacks flexibility. Clarifications and adjustments are difficult to make on
the spot.
DELAYED FEEDBACK - Immediate feedback is not possible in case of written
communication.
1.3.6 FORMAL COMMUNICATION

Formal communication refers to the flow of messages along the routes prescribed in
the organization structure. Formal channels are deliberately designed and represent
authority, responsibility and relationships between different positions in the
organization. For example, if a branch manager wants to communicate with the
chairman of the bank, the former has to pass his message through the area manager,
regional manager and other functionaries. Every employee is required to use the
prescribed channels so that the concerned officers are kept informed of what is
happening in the organization.

ADVANTAGES OF FORMAL COMMUNICATION:

1. Formal communication allows flow of information in an orderly and

authentic manner as it takes place along the officially prescribed routes.
Formal channels cover all sub systems of an organization. It is useful for reaching out
easily to the branches and offices of an organization spread far and wide.
In formal channels of communication, there is a tendency to filter information.
Therefore, the managers at higher levels are not bogged down with it.

LIMITATIONS OF FORMAL COMMUNICATION:

1. Formal channels of communication tend to inhibit the free flow of

information as messages have to pass through prescribed routes.
Formal communication is slow and rigid. Therefore it is time consuming.
Due to the tendency of filtering information, distortions many occur when the
message has to pass through several levels of authority.

MEANING OF INFORMAL COMMUNICATION OR GRAPEVINE:

By definition, grapevine is a form of informal communication that is usually based on

rumors. In an organization setting, grapevine communication is prevalent at the lower
levels of an establishment or organization.
A typical example of grapevine communication in an organization or establishment is
conversations that go on between co-workers during lunch breaks, on their way or
even in company parking lots.

1. The advantage of a grapevine communication is the fact that information

through this channel is extremely fast. Grapevine communication is said to

be one of the fastest forms of communication. It spreads faster than wild
fire.
2. Another advantage of grapevine communication is that it tends to bring a
sense of unity among employees of an organization when they meet to share
and discuss certain issues.
Grapevine communication is an informal mode of communication but it plays an
instrumental role in aiding the formal methods of communication in every
organization.
3. In organizations or establishments where formal communications do not
function properly, grapevine communication comes to the rescue.
Information through grapevine ends up being the only way employees can
get any information about things going on around them.

*Disadvantages of Grapevine communication

◼ Since it is largely based on rumors tends to carry along with it partial

 information which ends up not giving the real state of affairs in an
organization.
◼ Information received through grapevine might not be true.
◼ Another great disadvantage of grapevine communication is the fact that it

can damage an organization’s goodwill. For instance imagine a situation

where lower employees of an organization begin peddling false
information about people at the top. This action can gradually destroy the
goodwill of the organization.
The fourth disadvantage with grapevine communication is one that is common in
many organizations all over the world. This is when employees become unproductive
thanks to grapevine. Grapevine communication can make organizations lose a
because thanks to grapevine employees spend work hours talking about the latest
rumor circulating around them. The organization pays dearly for this.
◼ Grapevine communication cannot be relied on because it is not trustworthy.
If not managed properly, it can have serious implications.

1.3.7 BARRIERS TO COMMUNICATION

Perfect communication takes place when the receiver understands the message
exactly in the way the sender intends. Quite often miscommunication arises due to
one barrier or the other. Barriers or problems can arise at any stage of the
communication process. Various problems of or barriers to communication may be
classified as under:
◼ LANGUAGE AND SEMANTIC BARRIERS
ORGANISATIONAL BARRIERS
PHYSICAL BARRIERS
SOCIO- PSYCHOLOGICAL BARRIERS
1. LANGUAGE AND SEMANTIC BARRIERS
Language is the most important tool of communication. Semantic refers to the
study of meanings of words and signs. Semantic barriers arise due to problems in
language. These barriers are caused by the following reasons:

LACK OF COMMON LANGUAGE

If the communicator and the receiver belong to different language groups then
their ignorance of each other’s language or lack of common language will be a barrier
to communication between them. It is not possible for them to communicate with
each other unless they know some common language which is properly understood
by both of them.

DENOTATIONS AND CONNOTATIONS

Words have two types of meanings- denotative and connotative. The literal
meaning of a word is known by its denotative meaning. It just names objects without
suggesting positive and negative qualities. Book, chair, room, computer are examples
of denotative words. Words like honest, punctual, competent, cheap are connotative
words as these arouse qualitative judgements and personal reactions.
Certain words have both positive and negative connotations in different contexts.
One such word is ‘cheap’. Mohan purchased a pullover on Sunday. On Monday he
tells Sohan that he got a new pullover very cheap. Mohan wanted to convey that he
was lucky to get a pullover at a low price (positive connotation). But Sohan thought
that Mohan has bought a low quality pullover (negative connotation).

BAD EXPRESSION
When the message is not formulated and presented in the proper manner, the
receiver fails to comprehend it and misunderstanding occurs. Badly expressed
messages lose their impact. Use of jargons, technical terms with special meaning
prevents effective communication when the receiver does not understand them.
Therefore, these should not be used while communicating with new employees and
outsiders.

POOR KNOWLEDGE OF GRAMMAR AND PUNCTUATION

A good vocabulary is of no use unless the communicator acquires the knowledge of
how to use it in a sentence. A knowledge of punctuation is also essential for effective
communication. Many of us do not pay adequate attention to it. But it must be
remembered that the faulty and improper punctuation can change the intended
meaning of the sentences.

2. ORGANISATIONAL BARRIERS

Organisational barriers arise due to defects in the organisational structure and the
communication system of an organisation.These are as follows:

HIERARCHICAL BARRIERS
In an organisation, communication must flow through certain formal channels which
are established by the organisational hierarchy. The employees are expected to
contact the superiors and the subordinates through their immediate superiors or
subordinates. Usually, the subordinates do not find it easy to communicate their
problems to their superiors. They experience an awe of authority in communicating
with their superiors. Frustration is caused among the employees when their
communication is restricted to the formal channels only.

INAPPROPRIATE MEDIUM
Choice and use of an unsuitable medium may act as a barrier to communication. For
instance, a manager wants to compliment an employee for his excellent performance,
he should have a face-to-face talk rather than a sending an e-mail. On the other hand,
face-to-face talk may not be effective when an employee wants to submit a report on
his yearly performance to his boss.
INCREASING SPECIALISATION OF THE WORKFORCE
This is posing a serious barrier to effective internal communication in large-size
business organisations. The tasks are specified and the procedures are structured in
such a way that the workforce can hardly come out of their compartments to
communicate with the people in other functional groups. This makes it increasingly
difficult to see and converse with the people outside one’s specialisation.

3. PHYSICAL BARRIERS
There are some physical barriers which are caused due to following factors:

NOISE- The flow of communication is often blocked due to noise caused by traffic,
human sounds, construction work, fans etc.. In factories, loud noise of the machines
make oral communication difficult. Blaring and other types of electronic noise
interfere in communication through telephone and mic.
DISTANCE
Physical distance between the sender and the receiver serves as a barrier to smooth
communication. Telephone and internet facilities may not be available everywhere.
There may be breakdown in the telephone, internet and postal services or mechanical
equipment to cause barriers to communication.

TIME
Time is also a barrier to communication. Delayed message creates confusion. In
organisations, persons working in different shifts may fail to communicate effectively
due to time gap.

INFORMATION OVERLOAD
Excess of communication is called information overload. The receiver cannot
comprehend and absorb beyond his mental capacity. His mind will be closed for a
part of communication. Therefore, we should be precise and brief in sending
messages.
4. SOCIO-PSYCHOLOGICAL BARRIERS
These consist of the following :

STATUS
Status is the position or social rank of a person in a group. Status distinction
exists in every organisation and is one of the major barriers to communication.
Subordinates are either too conscious of their low status or too afraid of being
snubbed. Many executives keep distance from their juniors thinking that consulting
them will lower their dignity.

ATTITUDES AND OPINIONS

Personal attitudes and opinions often interfere with communication. If the message is
consistent with our attitudes and opinions, we receive it favourably. On the other
hand, if the message is contrary to our expectations and beliefs, we do not react
favourably to it.

EMOTIONS
Emotions block our mind, blur our thinking and we fail to organise the message
properly. For example, the sender of a message fails to speak clearly when he is over
excited, worried, nervous or angry. An extremely angry person falters in his speech
and repeats the same words again and again. Similarly, the receiver cannot hear or
read the message successfully when he is emotionally disturbed.

CLOSED MIND
A person may have a closed mind due to deep rooted prejudices, superiority complex,
limited intellectual background etc.. It is very difficult to communicate with such a
person. He holds his opinions so rigidly that he just refuses to listen.

INATTENTION
Lack of attention on the part of the listener or reader is a common barrier to
communication. Inattention arises due to mental preoccupation or distraction.
Sometimes the listener’s mind gets busy in guessing what the speaker will say or in
framing the reply to what he has heard. As a result he may miss what is being said
now.

DISTRUST
Communication is likely to fail when the receiver has a suspicion about the source of
communication. People often react more according to their faith in the source of facts
than to the facts themselves.
PREMATURE EVALUATION
Some people form a judgment even before receiving the complete message. Such
premature evaluation prevents effective communication. Once you form a judgment or
response, your mind is closed to the rest of the message. The judgment or decision
based on incomplete information is likely to be wrong. Therefore, we must listen to or
read the full message before reacting to it.

POOR RETENTION
In the process of transmission, a part of the message is lost. At every level the message
is screened and only a part of it is transmitted further. In oral communication about
30% of the information is lost in each transmission. Poor retention can be corrected
through repetition, clarification and reminders.

SUMMARY

Communication can be defined as the process of sharing information, ideas and

feelings so as to create mutual understanding and cooperation among people.
Communication is a process that involves certain distinct steps. In its simpler form, it
relates to stimulus and response. The stimulus arises from the communicator and the
receiver responds. Communication is not complete till the message conveyed by the
sender is properly understood by the receiver. Any communication process should
necessarily have three elements- sender, receiver and the message. The increasing
specialization and the expansion and complexity of today’s businesses have brought
about a revolution in the system of communication. The businessman who wants to
survive in the competition has to develop his communicating skills. He must know how
to communicate with the help of new and speedy technical devices of communication.
Perfect communication takes place when the receiver understands the message exactly
in the way the sender intends. Quite often miscommunication arises due to one barrier
or the other. Barriers or problems can arise at any stage of the communication process.
Various problems of or barriers to communication may be classified as under:
LANGUAGE AND SEMANTIC BARRIERS
ORGANISATIONAL BARRIERS
PHYSICAL BARRIERS
SOCIO- PSYCHOLOGICAL BARRIERS

KEY WORDS

Semantic barriers, Filtering, Grapevine, 7 C's, Effective communication

1.6 SELF ASSESSMENT QUETSIONS

⚫ Write a note on the need and importance of business communication.

⚫ Elaborate the difference between oral and written communication with their
advantages and disadvantages.
⚫ Write a short note on the importance of listening.
⚫ Describe the factors responsible for miscommunication in business organisations.
⚫ Write brief notes on the seven C's of communication.

1.7 REFERENCES

Poe W Roy and Fruehlini T Rosemary, Business Communication: A Case Method

Approach
Ramesh MS and Pattenshetti CC, Business Communication.

Kaul, Asha, Effective Business Communication

CHAPTER-2 LISTENING SKILLS

2.1 Objectives

2.2 Introduction

2.3 Definition of listening

2.3.1 Difference between Listening and Hearing

2.3.2 Importance of effective listening
2.3.3 Listening Process
2.3.4 Types of Listening
2.3.5 Barriers of Listening
2.3.6 Guidelines for Effective Listening
2.4 Summary
2.5 Key words
2.6 Self Assessment Questions
2.7 References
2.1 OBJECTIVES

After reading this chapter, you will be able to

⚫ Understand how listening is different from hearing.

⚫ Learn about the different types of listening so that you can use them
effectively, as and when required.
⚫ Barriers to effective listening.
⚫ Know the various techniques to improve your listening skills.
2.2 INTRODUCTION
Listening is an everyday affair. Most listeners see listening as a challenging
task, so much so that the greatest challenge that the speaker faces is to make
his/her speech making worth to. In other words, when a speaker envisages
his/her speech making endeavor, he/she grows increasingly obsessed with the
idea of making his/her speech interesting. This is simply because if he/she
does not make his/her speech engrossing enough, he/she will not be listened
to. To keep the listeners attentive to their speech, most speakers use a variety
of tactics.
2.3 WHAT IS LISTENING?
Listening may be defined as the process of hearing, understanding and
interpreting the spoken words.
Listening means trying to view the issue the way the speaker views it. It means
empathy. Listening requires more intelligence them speaking.
Listening is a process that calls for concentration and interpretation. Good
listening is an art that can be cultivated. A good listener knows the art of
getting much more than what a speaker is trying to convey. A good listener
puts the speaker at ease, helps him articulate and facilitates him to get access
to message that he wants to convey.
2.3.1 DIFFERENCE BETWEEN LISTENING AND HEARING
Most people confuse listening with hearing. In fact, listening is much more
than hearing. Hearing is through ears and listening is by mind. Hearing is a
physical process where as listening is a meant process. Listening requires
matching of the mental faculties of the speaker and the listener. It is necessary
to catch unspoken beneath the spoken words. Hearing is a perception of what
is said in accordance with one’s own frame of reference. The receiver is
merely responding to the spoken words without absorbing the contents of the
message. On the other hand, listening is an accurate perception of all that is
being spoken. In hearing the sound waves strike the ear drum causing
vibrations. These are then transmitted to the brain. Listening occurs when the
brain swings into action by giving meaning to the sounds. Hearing is an
automatic and passive process. But listening is an active and dynamic process.
Listening demand not only full attention but also a proactive in what the
speaker is talking about.
2.3.2 IMPORTANCE OF EFFECTIVE LISTENING
Effective listening is one of the keys to success in business. Listening is a
vital component of the communication process. The effectiveness of
communication depends upon the extent to which listening and
communication take place in the course of an interaction. Effective listening
offers the following benefits:
1. Better work environment: Proactive listening leads to
understanding the real meaning of whatever is said. The listener
understands the speaker’s beliefs, values, expectations and goals.
When people listen with empathy, they better understand each other.
Relations between them improve leading to a happy work
environment.
Effective problem solving: Effective listening enables members of an
organization collaborate in understanding problems and finding
solutions to them. Decision making becomes effective.
Time saving: Good listening helps to avoid, wastage of time caused by
needless clarification and queries.
Reduction in Hostilities: Active listening reduces tensions and
conflicts. Healthy exchange of views and opinions removes
misunderstandings and disputes. Team work is enhanced.
 Industrial Harmony: When managers listen with empathy, employees
have faith and trust in management. If grievances and suggestions of
employees are expressed freely there is improvement in
employer-employee relations.
Higher earnings: Increase in the commitment and satisfaction o
employees ultimately result in greater sales and profits.
Customer satisfaction: To satisfy the customer needs listening is an

important factor. Customer needs reassurance that he is being heard.

When he expresses the complaint and being heard it gives him a lot of
satisfaction
Employee Training: In the knowledge economy, employees have to
constantly upgrade their knowledge and skills. Good listening is
important tool learning from others.
Public Relations: Every business firm communicates with its
stakeholders. Active listening helps the firm to improve its relations
with stakeholders and thereby, boosts its public image.
2.3.3 THE LISTENING PROCESS
The process of listening involves the following stages:
1. Sensing or Selection: In the first stage, the listener selects those

words that he considers important and converts them into the

message. The mind is open for any inflow of information. The brain
separates the important from the non-important according to the
listener’s priority.
What is retained also depend on the listener’s mental filter and noise.
2. Interpretation: The listener decodes the message to derive the

meaning. Multiple barriers occur in this stage.

Evaluation: The listener assigns meaning to the message and draws
 inferences. His previous experiences, beliefs and emotions may
influence evaluation. A great deal of critical listening takes place at this
stage
Response: The listener responds to the message. This provides valuable
feedback to the speaker. The listener’s no-verbal signals reveal whether
the speaker has been understood or not.
Memory: In the final stage of listening process, the listener retains o
stores into his memory bank. Most listeners can retain 10-25 percent of
the spoken message.
2.3.4 TYPES OF LISTENING
In order to hoe your listening ability, it is advisable to know the different
types of listening that we need to employ on different occasions.
Content listening: In this type of listening, the primary focus is on
understanding the message sent by the speaker. We use this type of
listening to gather and understand the information. Therefore, it is also
called as informative listening. We listen to reports, briefings,
instructions, speeches and conversations to obtain the desired
information.
Empathetic listening: This is also known as therapeutic/relationship
listening as it is used at the times of crises. In this type of listening, the
listener is required to empathize with the speaker and help him/her to
get rid of the problem. Since it helps in understanding the speaker’s
situation as an empathetic listener, it helps in strengthening the
relationship between the speaker and the listener.
Appreciative listening: You do not employ content listening or
empathetic listening when you listen to music or watch a movie. In these
situations, you use appreciative listening since you appreciate the lyrics,
 direction, melody, or dialogue delivery. Thus, it is listening for pleasure
and enjoyment.
Analytical listening: The purpose of this type of listening is two –fold.
On one hand, you try to absorb the message and on the other, you
attempt to analyze the ideas or facts and make critical judgment. In fact,
this type of listening helps you to evaluate the strength of argument,
accuracy of evidence or facts, validity of inferences and gaps in
thinking.
Marginal listening: In this type of listening small pieces of the message
are listened to and assimilated. Due to information, overload, fatigue or
boredom - the listener erects a mental barrier. He allows information to
sink only in bits and pieces. Therefore, partial or marginal information
can be retrieved if necessary.
2.3.5 BARRIERS TO EFFECTIVE LISTENING
Many a times an individual is physically present but is unable to grasp most
of what is being said. This may happen due to several factors. Some of the
barriers to effective listening are given below:
Lack of interest: An individual is unable to concentrate on the topic in
which he has no interest. Lack of interest thus hampers the process of
listening.
Closed Mind: When an individual has preconceived ideas and notions,
he fails to grasp what the speaker says. The person attempts to
superimpose his existing knowledge and his mind will shut down the
interactions. Closed mind also occurs when the listener is too busy with
his own thoughts or is preoccupied with him. The individual is so deeply
involved in his thoughts that he fails to listen
Ego: A person may not accept the view point of the speaker due to his
 superiority complex.
Fear: Fear of the speaker’s situation may prevent the listener from
listening. Fear blocks the mind and the listener is unable to comprehend
the true import of the speech. Fear, anxiety and anger may also arise due
to problematic past or uncertain future.
Stress: Mental tension and physical tiredness due to over work blocks
the listener’s mind. Pain and hearing disability may also prevent
effective listening.
Hasty Judgement: Pre judgement or unfounded remark about the
speaker prevent effective listening. The listener fails to understand the
speaker’s frame of reference. Listening is blocked when the listener has
an irrepressible urge to contradict the speaker and make a point.
Inattention: A wandering mind and the habit of day dreaming prevent
the listener from concentrating on what the speaker says. Prejudice or
hatred towards the speaker also cause in attention.
Speaker’s Mannerisms: Listening may become effective due to
different manner of speaking and hollowness of speech. When the
speaker takes too much in between words or sentences or uses jargon,
the listener may get irritated or bored. Mispronounced words and use of
words with double meaning may hamper listening.
Noise: It is a common cause for poor listening. The listener may also be
distracted by passersby, posters, and speaker’s heavy jewelery. Detailed
note-taking also prevents the listener from grasping the essence of the
speech.
2.3.6 GUIDELINES FOR EFFECTIVE LISTENING
1. Positive Attitude: The speaker must develop a positive attitude towards
the speaker. Acceptance of the speaker creates a proactive interest in
 listening. Then the listener can understand the words as well as the feelings
of the speaker.
2. Concentration: Full concentration on what is being said is the key to good
listening. The listener can focus his attention by trying to anticipate the
speaker's utterances. No part of the speech has to be missed out. Listen
patiently and with full attention.
3. Interaction: Question answer technique facilitates interactions between the
speaker and the listener. Participation of the listener makes listening effective.
Avoid direct questions and arguments about facts.
4. Right body language: An active listening must have an attentive face,
direct eye-contact, a closed mouth, smile, a comfortable sitting position and
occasional handshake. All distracting body gestures like tapping of feet,
drumming of fingers and talking to other listeners should be avoided.
5. Prevent Noise: All environmental distractions must be prevented to ensure
proper listening.
6. Listen between the lines: The changing tone and volume of voice, facial
expressions, gestures and body movements of the speaker all have some
meaning. Listening can be made effective by the conscious effort oh speaker,
the listener and others concerned with the process of communication.
In short:
C – Concentrate focus on what the speaker is saying
A – Acknowledge your appreciative body language without faking attention.
R – Research practice of self talk to understand what the speaker is saying.

E – Exercise Control exercise emotional control by restraining impatience.

S – Sense the non-verbal message observe the body language of the speaker.

S – Structure put the message in an order.

2.4 SUMMARY
 Listening means hearing, understanding and interpreting the spoken
words.
Listening is a wider term than hearing.
Effective listening is essential for effective communication.
The process of listening involves sensing, interpretation, evaluation, and
response.
Listening is of several types- marginal, appreciative, analytical, content
listening.
Lack of interest, closed mind, ego , fear, stress, hasty judgment,
inattention, speaker’s mannerisms, and noise are the main barriers to
effective listening.
Positive attitude, concentration, interaction, right body language, noise
prevention are helpful in making listening effective.
2.5 KEY WORDS
Content listening: In this type of listening, the primary focus is on
understanding the message sent by the speaker. We use this type of
listening to gather and understand the information. Therefore, it is also
called as informative listening.
Empathetic listening: This is also known as therapeutic/relationship
listening as it is used at the times of crises. In this type of listening, the
listener is required to empathize with the speaker and help him/her to
get rid of the problem.
Appreciative listening: You do not employ content listening or
empathetic listening when you listen to music or watch a movie. In these
situations, you use appreciative listening since you appreciate the lyrics,
direction, melody, or dialogue delivery. Thus, it is listening for pleasure
and enjoyment.
 Analytical listening: The purpose of this type of listening is two –fold.
On one hand, you try to absorb the message and on the other, you
attempt to analyze the ideas or facts and make critical judgment. In fact,
this type of listening helps you to evaluate the strength of argument,
accuracy of evidence or facts, validity of inferences and gaps in
thinking.
Marginal listening: In this type of listening small pieces of the message
are listened to and assimilated. Due to information, overload, fatigue or
boredom - the listener erects a mental barrier. He allows information to
sink only in bits and pieces. Therefore, partial or marginal information
can be retrieved if necessary.
2.6 SELF ASSESSMENT QUESTIONS
1. What is listening? Distinguish between hearing and listening?
2. Explain the role of effective listening in communication.
3. Discuss in brief different types of listening.
4. Suggest guidelines for making listening effective.
5. “Listening is the key ingredient of effective communication.” Explain
2.7 SUGGESTED READINGS
http://www.skillsyouneed.com/ips/listening-skills.html
http://www.wikihow.com/Develop-Listening-Skills
UNIT-II PUBLIC SPEECH & PRESENTATION

1.1 Objectives
1.2 Introduction
1.3 Presentation of Content
1.3.1 Characteristics of a Good Speech
1.3.2 Guidelines for preparing a Speech
1.3.3 Profile of a Good Speaker
1.3.4 Planning to Speak
1.4 Defining Presentation
1.5 Difference between Presentation and Public Speech
1.6 Need for presentation
1.7 Stages in Presentation
1.8 How to make presentations effective.
1.9 Features of a good presentation
1.10 Combating stage fright
1.11 Five Star Strategy of Presentation
1.12 Importance of Visual Aids
1.13 Suumary
1.14 Key Words
1.15 Self Assessment Questions
1.16 References/ Suggested Questions
1.1 OBJECTIVES
The objectives of this lesson are as follows:

1.) To understand the characteristics of a Good Speech

To study the guidelines for preparing a Speech
To study the profile of a Good Speaker
1.2 INTRODUCTION
The spoken word wields great power. The key to the success of many a
political leader, industrialist, businessman, salesman lies in his capability of
making an effective speech.
It the commercial world, a sales man has to make dozens of mini speeches a
day to persuade his customers to buy certain goods. The greater his
speech-making ability, the better salesman he will be. It needs considerable
skill to prepare a speech and make it effectively before a gathering. Our major
purpose in this lesson is to spell out these principles and to illustrate them
through speeches actually made before certain things.
1.3 PRESENTATION OF CONTENT
Speeches occur in a wide variety of interpersonal, group and public
communication situations for accomplishing an equally wide variety of
business and professional goals. These include: to win approval or acceptance,
to gather, disseminate, and exchange information, to exercise influence over
the organizational process. There are different types of speeches ad their
success depends on the ability of the presenter or speaker to assemble and
collect and put forward different aspects of the subject in order to persuade the
audience.
1.3.1 CHARACTERSTICS OF A GOOD SPEECH
The following are the characteristics of a good speech:
⚫ It is clear: Clarity is the first major characteristic of a good speech. Your
speech, should be eminently successful in conveying to the audience the
ideas or emotions, facts or arguments, you want to express. If your
audience does not instantaneously grasp your point, you have failed as a
speaker.
⚫ It is like an informal talk: A good speech is closer to a personal and
 informal chat between two intimate friends. When you speak, there should
be a perfect rapport between you and your audience.
⚫ It is vivid and concrete: Abstractions kill a speech. So make your speech
vivid. Include in it concrete facts easy to comprehend and visualize.
⚫ It is brief: The concentration an average audience does not last more than
fifteen to twenty minutes. Ideally, your speech should not be longer than
this, unless the audience is motivated to know more. To achieve brevity, it
is desirable to include only a few points in your speech and to elaborate
them at some length.
⚫ It is interesting: Quotations, anecdotes and humorous touches often make
a speech interesting. Quotations should be only from accepted authorities.
They should be familiar but not worn out. Anecdotes should be new, brief
and in good taste. Humor should be spontaneous and gentle.
⚫ It is audience-oriented: A good speech is always tuned to the wavelength
of the audience. Consider few points like are the audience general or
specialized, how large is the audience, their age group, their social,
religious, political and economic view of the listeners.
1.3.2 GUIDELINES FOR PREPARING A SPEECH
The following guidelines should be kept in mind while preparing a speech:
1.) Take care of the six cardinal questions:
Given below are the cardinal questions that give rise to many implied
questions:
What do I wish to communicate? Have I thought about the content of the
message? What facts and figures should I put forth?
Why should the audience to you? Why have you chosen to speak to them?
When? Have you taken care of the timing of the speech? When are the
listeners most likely to be interested? At what point of time should you say
they really would be interested in?
How can you best convey your message? Have you taken care to couch the
message in the most persuasive language? Have you planned the beginning,
middle and end of the speech? Do you need any audio visual aids to make the
speech effective?
Where have you to speak? Or, in other words, what is the physical context of
the communication? Will the audience be comfortable at the venue
announced? Is the hall/room well lighted and fitted with adequate sound
system?
Who are you going to speak? Do you have to speak to an individual, or several
persons, or a large audience? What are the interests and expectations of the
audience?
2.) Be clear and organized
Once the questions and their implications stated above have been taken care
of, the speech will automatically turn out to be clear and effective. Clarity is
the very life of all speech and writing. Moreover, it is also to be always kept in
mind that no listener/reader likes to be caught up in a jumble of confused
thinking.
3.) Be simple
Simplicity emerges from clarity of thought. If the language is simple, the
appeal will be greater. A really effective speaker is one who can explain the
most difficult or complex matter in the simplest language to a layman. No
audience likes to listen to jargon. They can be patient only with the simplest
language. Otherwise they are likely to be bored and distracted.
4.) Furnish concrete details
An effective speaker makes his speech vivid by furnishing details and actual
experiences to capture the attention of the audience. It is very important for a
speaker to make his speech lively and brilliant with eye-catching details,
humorous anecdotes, relevant examples and enthusiastic eye-to-eye contact
with the audience.
5.) Enrich yourself mentally
Every effective speaker is a learned and well informed person. It is important
to be familiar with all kinds of information, facts, figures, and general
awareness, readings in literature and philosophy, current affairs, economic and
political developments. Having right kind of information for the right moment
is an essential condition of speaking effectively.
6.) Be brief
Having lot of information does not mean that one can be a good speaker. One
should not only have a quantity of information but also the quality
information. All that is superfluous must be cut off in order to make the speech
concise. Every word we speak is valuable, and there are no words to waste.
7.) Be informal
The occasion may be formal but the speaker must strive to give his speech a
personal touch. That is the only way to establish rapport with the audience and
to create an impression that will last. Informality lasts creates nearness.
8.) Be enthusiastic
Making an effective speech is not just a matter of doing a duty or performing a
ritual. One has to get into the spirit of the occasion with enthusiasm and keen
interest. Only then will the speaker and the audience be able to empathize with
each other. No one likes to listen to a dull or monotonous speaker. But an
enthusiastic speaker gets an immediate response.
9.) Mind you non-verbal language
Effective use of gestures is a necessary component of speech whether prepared
or impromptu. An eye-contact is indispensable. Para language is an important
component of effective speech. Anybody aspiring to be a good speaker must,
therefore, keep training himself in voice modulation, and use of proper word
stress.
10.) Remember that facts and figures are not enough
Everybody can access to the facts and figures, as speeches are not about this
only. The orator needs to add blood to the skeletal facts and figures. So one
needs to be imaginative and make effective use of language.
11.) Control your emotions, but make an emotional appeal
What comes from the heart goes to the heart. Every human being is full of
emotions. But an effective speaker cannot afford to be carried away by his own
emotions. On the other hand, while exercising poise and maintaining
composure, he can stir up his audience to action. His job is not just to inform
but also to convince and influence his audience.
12.) Share your significant experiences with your listeners
It will only give a personal touch to the speech, but also confidence to the
speaker and comfort to the listeners. It will make the audience feel important
to the speaker.
1.3.3 PROFILE OF A GOOD SPEAKER
The speaker should have the below mentioned qualities:
A good speaker is lively, interested, and enthusiastic, vital.
A good speaker is earnest.
A good speaker has a sense of responsibility towards others.
A good speaker has a sense of responsibility to his subject.
A good speaker has a sense of leadership; he stands up tall, he talks eye to eye,
speaks responsibly and with authority, as a leader should.
A good speaker tries to be balanced and same.
A good speaker keeps his sense of humor.
1.3.4 PLANNING TO SPEAK
⚫ A good speech appears to be spontaneous and effortless. But it needs a lot
of planning and labor. Preparations should always start well in advance.
⚫ Research your topic thoroughly. Don’t include many points for discussion.
Clearly spell out your points and decide what you have to say about them.
⚫ Plan your speech in three parts:
⚫ The beginning should arouse the interest of the audience.
⚫ The middle should be devoted to the discussion.
⚫ The conclusion should summarize the main points. If some action is to be
taken, it should clearly tell the audience what they are required to do.
⚫ Time your speech to make sure it is neither too long nor too short
⚫ Look for some suitable quotations or anecdotes, if possible.
⚫ Arrange your points in such a way that strong points are kept at the
beginning.
⚫ Tailor your speech to the intellectual level and general taste of the
audience.
⚫ Make sure that your delivery is going to be good. It is always desirable to
rehearse the speech.
1.4 DEFINITION OF PRESENTATION
Presentation means speaking before people on some formal occasion.
According to Adair, a presentation means “ A formal or set-piece occasion
with two usual hallmarks: the use of audio-visual aids and team work”.
1.5 Distinction between Presentation and Speech
PRESENTATION PUBLIC SPEECH

1. Audience for presentation is compact Audience for a speech is usually diverse

and small. and large.
 2. The occasion is formal and purposeful. The occasion is generally informal.
3. Generally homogeneous audience. Mostly heterogeneous.
4. Complete details about the topic. Do not expect a lot of details.
5.The purpose is to inform, persuade and The purpose is to congratulate, entertain
explain. etc.

6. Followed by questions. Not followed by questions.

1.6 NEED FOR PRESENTATIONS

Oral presentations play a vital role in modern business. Successful oral
presentations can boost the career of an employee while failure to present well
can block career progress.
Need for oral presentation may arise on several occasions, some of which are
as follows:
a.) Presenting a new business plan.
b.) Launching a new product/service.
1.) Making a new sales proposal.
d.) Participating in a conference/seminar
e.) Negotiating a business deal.
Hard work alone does not take a manger up the corporate ladder. Ability to
make good presentations is essential. Well-made presentations keep the name
of the speaker in the minds of people and provides more credit than is due.
Therefor, it is necessary to invest time and effort in mastering the art of
making good presentations. No other skill of communication has perhaps a
greater impact on career in business than the skill in making presentations.
1.7 STAGES IN PRESENTATIONS
There are eight stages in successful presentation.
1. Know Your Objective : Be sure about the purpose of your presentation.
Define what you want to achieve from it. The purpose of an oral presentation
may be to inform, to persuade or to entertain. The purpose will govern the
content and style of your presentation.
2. Know your Audience: A key element in oral presentations is to understand
your audience in terms of their number, composition, knowledge, level of
understanding, interests and likely reactions. Gear the content and style of your
presentation to the size, background, attitudes and interests of your audience.
3. Organize the Contents : Once you have defined your purpose and analyzed
the audience, collect necessary materials and organize logically. Your
presentation should consist of the following sections:
a.) Introduction: Design your introduction to arouse interest. You can
capture attention through several methods e.g. a formal definition of the topic,
a poem, some current event, quotes, humor and so on. Prove your credibility
and convince the audience of your right to speak.
After capturing attention and establishing yourself, give a preview of what
is to come. Summarize the main idea of your presentation. Help your audience
understand the structure and content of your message.
b.) Body: The body of your presentation should contain all the details.
Explain the what, why , where, when, how and who your subject. Keep your
speech simple and logical. Use clear transitions between paragraphs.
c.) Conclusion : In conclusion, sum up your talk and end on positive
note.
4. Use Visuals: Visual messages support and clarify spoken words. Popular
visuals include graphics, overhead transparencies, flip charts, slides, film
strips, video tapes, white/black boards. Visual aids can improve the quality
and impact of your presentation by creating interest. These help to illustrate
points that are difficult to explain in words alone. But prepare your visuals
carefully and keep simple. Be prepared to deal with equipment break down,
power failure and incorrect set up.
5. Rehearse/Practice: Practice your delivery to make your presentation
effective. Time your speech to ensure that it is clear that it is neither too long
nor too short. Overcome your fear and gain confidence. In order to project a
positive image you may work on the following:
a.) Dress: Make sure that your dress coveys a professional image. Dress
and groom up comfortably. Wat ever you wear must be neat, tidy and clean.
b.) Mood: You must be in a sincere and happy mood while making a
presentation. A distracted person cannot make an effective presentation.
c.) Expertise: Do your home work and become thoroughly familiar with the
topic. Read books and articles on the subject.
d.) Voice: Adapt the soundness of your voice to the size of the audience
and the room. Use expressive voice and avoid speaking in a monotone. Your
talk should vary in tone and pitch according to the nature and flow of your
message. Pause at the end of thought units and not in the middle. Avoid
cliches such as “you see”, “ you know”, and the like. Effective use of voice
requires control over volume, pitch, rate and pauses.

6.) Methods of Delivery : How you say is as important as what you say. You
can make an oral presentation in any of the following ways:
a.) Reading: Reading continuously from a carefully prepared manuscript
may be appropriate in certain cases. Delivering a speech from a manuscript
requires great skill. Some speakers falter for words, pause in the many places,
read too quickly or too slowly, speak in monotone, and march through the
speech without ever glancing at the audience. They read rather than talk to
them. While reading your speech maintain eye-contact with your audience.
b.) Memorizing: Reciting a fully memorized speech is not recommended.
A quotation, an opening paragraph may be memorized to gain confidence and
strengthen delivery.
c.) Speak Impromptu: Little or no immediate preparation is needed for
an impromptu speech. An extremely good public speaker can use for this
method.
d.) Speaking from Notes: This is generally the best method of
Delivery Notes contain major idea or key points. But these will keep you on
track and prompt your memory when you have rehearsed the presentation
thoroughly.

7.) Body Language: Appropriate use of positives, eye contact and gestures
helps to maintain audience's attention and conveys an aura of mastery. Your
gestures should be appear natural ans spontaneous. These must be suited to
your audience and the occasion. A strong and sure walk to the speaker's
stand communicates confidence. Stand tall with your weight on both feet and
your shoulders back. Let your eyes roam and never fix on an individual or
group. Eye contact with the listeners establishes a bond with them.
8.) Answer Questions: The question answer period is an important stage in an
oral presentation. Anticipate the most likely questions, prepare answers to
them and practice delivering these answers. Listen carefully to the questions,
approach them positively and respond to them briefly. Divert your answer to
the entire audience rather than to the questioner alone.
When , the time alloted for your presentation is over, call a stop to the question
answer session even if more people want to ask. Prepare the audience for
the end saying,” our time is almost up. Let's have one more question”. After
making your reply, summarize the main idea of your talk and thank the
audience for their attention.
1.8 HOW TO MAKE PRESENTATIONS EFFECTIVE
Adequate presentation and proper delivery are essential for an effective
presentation. Some guidelines for planning and making presentations are given
below:
1. Prepare: The first step in making a successful presentation is to prepare.
Think carefully the materials to be covered and rank the different topics in
order of priority. Anticipate the questions that may be asked and prepare their
answers, keep in mind the knowledge level expectations, size, etc. of the
people before whom the presentation is to be made.
Structure: Once the contents of the presentation are decided, develop a
structure so that you can speak coherently. Your presentation maybe structured
as follows:
a.) Introduction: Your introduction, opening courtesies, purpose and
outline of the presentation.
b.) Main Body: Main points in a logical and supporting facts.
c.) Conclusion: Summarize the main points and thank the audience.
d.) Question: Answer the questions if any:
A suggested break up in terms of time is as follows:
Introduction ( opening) : 10-20 percent.
Main Body : 60-80 percent
Closing ( Conclusion and Question) : 10-20 percent.
2.) Visual Aids: Visual Aids make a presentation interesting and impressive.
But the must be relevant to the subject. A careless design or use of a slide
can obstruct the presentations . Keep it short and simple. Five lines per
visual aids and five words per line may be good. Some of the visual aids
often used in presentations are as follows:
a.) Overhead Projector Transparencies
b.) 35mm slides
c.) Video and Films
d.) Computer Projection – Power point applications
e.) Flip chart or blackboard
3.) Making the Presentation: In order to make a really effective presentation,
a lively and enthusiastic talk is necessary. Clear speech, logical order of
points, timely use of visuals and timely closing are helpful.
The person making the presentation has to develop various skills. Essentially
he should be a good speaker. He should be able to express himself clearly
and forcefully. Second, he needs to be well versed in using various types of
audio visual aids. Third, he should synchronize his narration with the visual
message. Fourth, the presentation material should be tailored to suit the
requirements of the particular group to whom the presentation is made.
The time allocated for the presentation should be adhered to. The person
making the presentation should be alive to the response from the audience and
the interest must be sustained.
In order to make oral presentations effective, planning, preparation and
practice are necessary:
1.) Planning
a.) Know the purpose
b.) Know your audience
c.) Understand your message- note down the ideas, arrange them in order.
d.) Consider the time alloted for the presentation.
e.) Structure your presentation – introduction, text and conclusion.
f.) Make notes- key words and phrases that can remind you of points you want
to make, use cue words, mind maps or ordinary notes.
1. Preparation
a.) Make sure visual aids are available.
b.) Make yourself familiarize with the equipment.
c.) Check your venue and familiarize yourself with it if possible.
3.) Practice
a.) Practice your presentation loud out, either in your own or in front of friends
who can give you useful feedback.
b.) Use a tape recorder, so you can listen to yourself. This will read variations
in the tone of your voice, the emphasis you want to make the enthusiasm you
convey.
c.) Practice in front of the mirror to judge your gestures or mannerisms.
d.) Practice smiling to convey the message that you are pleased to speak to
your audience. This makes the audience feel comfortable and help you to
relate to your audience
1.9 FEATURES OF A GOOD PRESENTATION
Excellence in making presentation requires continuous practice. But the
practice must be in the right direction and right manner. The first step
towards mastering the art of making oral presentations is to know the
essentials of a good presentation. The main features of a good presentation
are as follows:
1.) Right Contents : The ideas in a good presentation are appropriate to the
audience. The presentation will fail if the ideas are too difficult or too simple.
The audience should not feel that the ideas are irrelevant or boring.
2.) Appropriate Language: The language of a good presentation must match
the audience. The language should not be technical if the audience is
non-technical. Concrete and graphic language can help the audience draw
pictures in the mind.
3.) Preparation and Mastery: The audience will perceive the presenter as
credible and knowledgeable if the displays signs of preparation and mastery of
the subject. Preparation is reflected in external signs such as statistical
information, illustrations and visual aids. Smooth and confident delivery
indicated mastery of the subject. Any signs of casualness on the part of the
presenter can put of the audience.
4.) Brevity: A good presentation should be brief. The actual length of a
presentation would, however, depend upon the subject-matter, the audience,
the objective and the circumstances of the presentation.
5.) Logical Sequence: The audience presentation can understand and accept
the presentation easily when the ideas are presented in a smooth sequence. In a
presentation, the listeners cannot go back and forth to connect ideas as the
reader of an article can do.
6.) Lively Delivery: In a lively presentation, the presenter is convinced about
the message and, therefore, there is passion in his voice. His face is lively, his
voice is modulated and his gestures are appropriate. The dress and gestures
of the presenter should draw attention to the presentation rather than to him.
The presenter needs to maintain eye-contact with the whole audience. He
should appear to be confident and relaxed.
7.) Right Humor: Humor can easily overcome resistance and gain acceptance.
But the humor used in the presentation must be appropriate and in good taste.
The presenter should be able to laugh himself and make people laugh.
1.10 COMBATING STAGE FRIGHT
Most of us are scared of a situation in which we have to stand up in front of
our audience to say something. This fear is quite widespread. It is possible
to overcome stage fright. Here are few suggestions which can help you
overcome this fear:
a.) Recognize your nervousness. Don't run away from the task of accepting
that you feel nervous when you speak in formal situations.
b.) Understand what happens to you physically when you feel nervous.
Actually, nervousness is a type of chemical movement which caused by a
sudden rush of adrenaline in your body.
c.) Recognize the fact that the flow of adrenaline in the body only gives you
more glucose, which actually provides your body with greater energy.
d.) Regard your nervousness, therefore, as a positive phenomenon and a form
of energy which you can turn to your advantage.
e.) Since nervousness makes you feel more energetic, you are not likely to feel
timid when you experience it.
f.) Nervousness is a normal feeling with most people who have to perform in
professional situations. Not just the speakers, but even other professionals
experience it from time to time.
g.) Regard nervousness as a positive, healthy sign, which rather than spoiling
your performance can actually improve it.
h.) Visualize yourself giving a good and strong presentation. Positive
imagination infuses freshness and confidence.
i.) Work hard on your content. If you are well prepared, you will feel excited
about sharing what you know with others.
j.) Work hard on your opening lines and the rest of the introduction. Use
humor and wit if possible. Nervousness is most disquieting during the initial
part of a presentation. Once we are able to put a couple of opening sentences in
the right place, we start feeling better almost instantly.
k.) Rather than bothering about your nervousness., focus on what you have to
speak to your listeners. Once you are caught up in the task of telling the
audience what you know., nervousness starts leaving you.
l.) Rehearse your presentation in front of your friends, parents, or siblings.
Rehearsed and practice not only polishes your performance, but also makes
you feel confident and assured of yourself.
m.) Look at your audience, maintaining eye contact with them helps you feel
rooted and related to them.
n.) Start your presentation with a smile and warmth you feel when you do
things you like doing.
1.11 FIVE STAR STRATEGY OF A PRESENTATION
Planning in a presentation is not simply a matter of collecting as much data as
possible and converting them into OHP, transparencies or colorful power
point slides. Every presentation involves telling to sell something- a
product, a service or an idea. The Five Star Strategy given below can be
helpful:
1. Why : The speaker must be clear in his mind about the purpose of the
presentation. The purpose may be to inform the audience of some development
or to persuade people to do something or to sell them something. It is
necessary to understand the real reason for making the presentation and to
know how the audience could benefit from it. Presentation would vary
depending on its purpose:
a.) To inform: Facts and figures may be used to provide information.
b.) To Persuade: Politeness tactics such as “please”, “thank you”, etc.
may be effective for this purpose.
 c.) To Influence: Use of position or power can be helpful in exercising
influence over the audience.
d.) To Educate: All aspects of the issue may be discussed to facilitate
understanding.
e.) To Empathize: Expressing concerns verbally, putting an arm around
the shoulder etc. will indicate that you share feelings of the audience.
f.) To Entertain: Humor, anecdotes, short quizzes can elevate the mood
of the audience.
2.) Who: The best speaker is the one who understands his audience and shapes
the message to suit the audience. Information about the number, age, sex,
education, knowledge level, personality and status of the listener are helpful in
deciding the format, tone and manner of presentation.

2. Where : The place of presentation could be the workplace, the client's

place or a neutral place. The format and tone of presentation should be
consistent with the place. The place should be large enough to
accommodate the audience. It should have reliable electricity supply and
necessary equipment .
When: The time pf presentation is also important in shaping a presentation. If
the presentation is in the morning or it is the only presentation and is being
made at the audience's instance, you make take up a little extra time. But when
the presentation is to be made at the end of the day or it is one of several
presentations, it is better to be brief and lively. If it is to be delivered after
lunch, presentation should be light and humorous. The presenter should be
able to shrink or expand his presentation as per the situation. This can be
achieved by dividing the contents of the presentation into three
categories-must, ought and may be.
What : The contents of the presentation can be decided by studying the profile
of the audience. The message needs to be of interest to the listeners. It is also
necessary to decide the visual aids for the presentation.
1.12 IMPORTANCE OF VISUAL AIDS
Visual aids help your presentation make things happen. Visual aids help you
reach your objectives by providing emphasis to whatever is being said. Clear
pictures multiply the audience's level of understanding of the material
presented, and they should be used to reinforce your message, clarify points,
and create excitement.

Visual aids involve your audience and require a change from one activity to
another: from hearing to seeing. When you use visual aids, their use tends to
encourage gestures and movement on your part.
Visual aids add impact and interest to a presentation. They enable you to
appeal to more than one sense at the same time, thereby increasing the
audience's understanding and retention level. With pictures, the concepts or
ideas you present are no longer simply words - but words plus images. The
chart below cites the effectiveness of visual aids on audience retention.

Tips on Preparing Visual Aids

• Start with at least a rough outline of the goal and major points of the
presentation before selecting the visual aid(s). Do not proceed too far
without first determining what you want to accomplish, what your
audience wants to gain, and what the physical setting requires.
• Each element of an audio-visual product - a single slide or a page of a
flip chart presentation, for example, - must be simple and contain only
 one message. Placing more than one message on a single image confuses
the audience and diminishes the potential impact of visual media. Keep
visual aids BRIEF.
• Determine the difference between what you will say and what the
visual aid will show. Do not read straight from your visuals.
• Ask the audience to read or listen, not both; visual aids should not
provide reading material while you talk. Rather, use them to illustrate or
highlight your points.
• Give participants paper copies of various graphic aids used in your
presentation. They will be able to write on the paper copies and have them
for future reference.
• Assess your cost constraints. An overhead transparency presentation
can always be used in a formal environment if 35 mm slides are too
expensive.
• Use local photographs and examples when discussing general problems
and issues.
• Use charts and graphs to support the presentation of numerical
information.
• Develop sketches and drawings to convey various designs and plans.
• When preparing graphics, make sure they are not too crowded in
detail. Do not over-use color. See that line detail, letters, and symbols are
bold enough to be seen from the back of the room.
• Do not use visual aids for persuasive statements, qualifying remarks,
emotional appeals, or any type of rhetorical statement.
• If you have handouts, don't let them become a distraction during the
presentation. Consider giving them out after the presentation, unless the
audience will use them during the presentation or will need to review
 them in advance of the presentation.
• Practice presenting the full program using graphic materials so you are
familiar with their use and order. If you use audio-visual materials,
practice working with them and the equipment to get the timing down
right.
• Seek feedback on the clarity of your visuals and do so early enough to
allow yourself time to make needed adjustments.

Flip Charts

• Flip charts are quick, inexpensive visual aids

for briefing small groups. The charts, felt-tip
markers and graphic materials are readily
available, and with a modest ability at lettering,
the presenters can compose the desired visual
aid in-house.

Limitations:

• May require the use of graphics talent

• Are not suitable for use in a large audience setting
• May be difficult to transport

Overhead Transparencies

Overhead transparencies are useful for audience

settings of 20 to 50 people and can be produced
quickly, easily, and inexpensively. Any
camera-ready artwork, whether word charts, illustrations, or diagrams can be
made into transparencies using standard office paper copiers.

Limitations:

• The projected image size is sometimes too small to be seen from the
back of a large room.
• Often, the image does not sit square on the screen, as the head of the
projector is tilted to increase the size of the image.
• It is difficult to write on the transparency while it is on the projector.
• Sometimes the projector head gets in the audience's way.

Posters

Posters are prepared graphic devices that can be made of a variety of

materials and media - photographs, diagrams, graphs, word messages, or a
combination of these. Posters work best in smaller audience sizes.

• Posters are permanent and portable.

• Posters can be simple or very elaborate.
• Posters can be used alone or in a series to tell a story.

Limitations:

• Posters tend to contain too much detail.

• Transporting them can be difficult.
• The more elaborate posters require extensive preparation and can be quite
costly.

When preparing posters:

 • Each poster should contain one message or theme.
• Words, charts, diagrams, and other symbols must be penned in a large
enough size to be seen by everyone in the room.
• Use all capital letters, and do not slant or italicize letters.
• Use and vary the color. Also, check from a distance to make sure the
color works well and is not distracting.

35 Millimeter Slides

35 mm slides enliven a presentation for virtually any

size audience. They can project a professional image,
are relatively inexpensive to produce, and if necessary,
can be produced quickly.

Limitations:

• Slides cannot be made using a photocopying machine. Therefore, they

require more time and money to produce than overhead transparencies.
• The lights must be dimmed more for slides than for overhead
transparencies.
• Slides require a great deal of preparation and rehearsal.

White or black board

• White or black boards can be very useful to help explain the sequence of
ideas or routines, particularly in the sciences. Use them to clarify your
title or to record your key points as you introduce your presentation .
Rather than expecting the audience to follow your spoken description of
an experiment or process, write each stage on the board, including any
complex terminology or precise references to help your audience take
 accurate notes. However, once you have written something on the board
you will either have to leave it there or rub it off - both can be
distracting to your audience. Check to make sure your audience has
taken down a reference before rubbing it off - there is nothing more
frustrating than not being given enough time! Avoid leaving out of date
material from an earlier point of your presentation on the board as this
might confuse your audience. If you do need to write 'live', check that
your audience can read your writing.
Paper handouts
Handouts are incredibly useful. Use a handout if your information is too
detailed to fit on a slide or if you want your audience to have a full
record of your findings. Consider the merits of passing round your
handouts at the beginning, middle and end of a presentation. Given too
early and they may prove a distraction. Given too late and your audience
may have taken too many unnecessary notes. Given out in the middle
and your audience will inevitably read rather than listen. One powerful
way of avoiding these pitfalls is to give out incomplete handouts at key
stages during your presentation. You can then highlight the missing
details vocally, encouraging your audience to fill in the gaps.

PowerPoint (or equivalent)

Microsoft PowerPoint is probably now the most commonly used form of visual
aid. Used well, it can really help you in your presentation; used badly, however,
it can have the opposite effect. The general principles are:

Do Don't
use a big enough font (minimum 20pt) make it so small you can't read it
keep the background simple use a fussy background image
but don't over-do the animation - it gets
use animations when appropriate
distracting
use endless slides of bulleted lists that all
make things visual
look the same

1.13 SUMMARY
⚫ In the commercial world, a salesman has to make dozens of mini speeches
a day to persuade his customers to buy certain goods. Managers,
businessmen and industrialists are often required to make speeches at
company meetings, inaugurations, seminars and discussions.
⚫ Speeches occur in a wide variety of interpersonal, group, and public
communication situations for accomplishing an equally a wide variety of
business and professional goals.
⚫ There are different types of speeches, their success depends on the ability
of the presenter or speaker to assemble and collect and put forward
different aspects of the subject in order to persuade the audience.
1.14 KEY WORDS
Speech: A speech is an oral presentation made before a gathering of people.
Speeches could be formal or informal. These are made by all kinds of people
in different kinds of situations.
Planning a Speech: A speech has to have three parts like most written
presentations. It has a definite beginning, a detailed middle or body, and a
summarizing end or conclusion. Speeches should be planned accordingly. Also
one needs to take care of the subject matter, the audience, the occasion etc.
1.15 SELF ASSESSMENT QUESTIONS
1.) Discuss the characteristics of a good speech. What points should be kept in
mind while drafting a speech?
2.) Discuss the guidelines for preparing speech.
1.16 SUGGESTED READINGS
Essentials of Human Communication; By. DeVito, Joseph A. Pearson
Education
Business Communication Today ( Bovee); Pearson Education, Delhi

CHAPTER 2 GROUP DISCUSSION

2.1 Objectives
2.2 Introduction
2.3 What is a Group Discussion?
2.4 Difference between a GD and Debate
2.5 Traits evaluated in a GD
2.6 Types of GD
2.7 Structure of a GD
2.8 Guidelines to make a meaningful impact in a GD
2.9 Do’s and Don’ts of a GD
2.10 Summary
2.11 Self Assessment Questions
2.12 Suggested Readings
2.1 OBJECTIVES
After reading this chapter, you will be able to:
⚫ Understand what group discussion is and how important it is in the
selection process.
⚫ Familiarize yourself with the different types of group discussions.
⚫ Understand how to have an effective opening and a proper conclusion for a
group discussion.
2.2 INTRODUCTION
Group discussions are now being used as an important step in the selection of
candidates both in private and government organizations. Regarded as an
effective tool in the recruitment process besides job interviews, a GD plays a
pivotal role in selecting the best and most suitable candidates from many who
apply for the same post. It is also used as a tool to study the behavioral and
attitudinal responses of the participants.
2.3 DEFINITION
A GD is a formal discussion which involves six to fifteen participants who sit
in a group to discuss a topic or a case given for this purpose. It is a
methodology used by an organization to gauge whether a candidate possesses
certain personality traits and/or skills that are desired of him/her. In GDs, the
group members have to interpret, analyze, and argue, so as to discuss the topic
or case.
2.4 DIFFERENCE BETWEEN GD AND DEBATE
A GD is not the same as a formal debate. In debate, you are supposed to speak
either for or against a motion. In GDs , on the other hand, all the members of
the group are expected to deliberate upon the issues extensively, and it is not
possible for any of them to change their stand if they find themselves
convinced about the other side of the perspective. This kind of alteration in the
stance does not find a place in debates where those who speak for the motion
or against it prepare their argument well in advance, and the contestant is not
supposed to argue for both the sides. Such is not the case in GDs, where the
discussion just evolves naturally without anything to be proved, from the
onset. The very nature of GD, therefore, demands flexibility on the part of the
participants, and a lack of it, or a consequent stubbornness or rigidity is seen as
a serious flaw in their personality.
2.5 TRAITS EVALUATED IN A GD
The aspects which make up a GD are verbal communication, non-verbal
behavior, and conformation to norms, decision-making ability and
cooperation. You should try to be as true as possible to these aspects. The
following are the qualities that are assessed in a GD:
⚫ Leadership Skills
⚫ Interpersonal Skills
⚫ Persuasive Skills
GD is a test of your ability to think, your analytical capabilities and your
ability to make your point in a team-based environment. Following are some
of the sub-skills that also get assessed:
⚫ Clarity of thought
⚫ Ability to work in a team
⚫ Conflict handling
⚫ Listening and probing skills
⚫ Knowledge about the subject and individual point of view.
⚫ Reasoning ability
⚫ Openness and flexibility towards new ideas
⚫ Assertiveness
⚫ Data based approach to decision making
⚫ Initiative
⚫ Creativity
When, it is not possible to reflect all these qualities in a short time, you would
do well if you are able to show a couple or more qualities and avoid giving
negative evidence on others.
2.6 TYPES OF GD
GDs can be topic-based or case based. Topic based GDs can be classifies into
3 types:
⚫ Factual Topics: They are about practical things, which an ordinary person
is aware of in his day-to-day life. E.g. The education policy of India,
Tourism in India, State of the aged in the nation.
⚫ Controversial Topics: They are the ones that are argumentative in nature.
They are meant to generate controversies. Reservations should be
removed, Women make better managers.
⚫ Abstract Topics: They are about intangible things. These topics are not
given often for discussion, but their possibility cannot be ruled out. These
topics test your lateral thinking and creativity. E.g. A is an alphabet,
Twinkle Twinkle little star, the number is 10.
⚫ Case-based GD: Another variation is the use of case instead of a topic.
The case study tries to stimulate a real-life situation. Information about the
situation will be given to you and you would be asked as a group to resolve
the situation.
2.7 STRUCTURE OF A GD
The GD is said to follow the below stated structure:
⚫ Initiation (Breaking the ice): Starting of the discussion.
⚫ Body: The content or the matter that you put forth is the body of the GD.
⚫ Summarization/Conclusion: The conclusion that you give once the group
stops putting up new ideas and thoughts.
Initiation Techniques
Initiating a GD is a high profit-high loss strategy.
When you initiate a GD, you not only grab the opportunity to speak, you also
grab the attention of the examiner and your fellow candidates. If you can make
a favorable first impression with your content and communication skills after
you initiate a GD but with wrong facts and figures, the damage might be
irreparable. If you initiate a GD impeccably but don’t speak much after that,
it gives the impression that you started the GD for the sake of starting it or
getting those initial kitty of points embarked for an initiator. When you start a
GD, you are responsible for putting it into the right perspective or framework.
Body of the Group Discussion
Different techniques that can be used in a GD and make good impression:
⚫ Quotes
⚫ Definition
⚫ Question
⚫ Shock Statement
⚫ Facts, figures and statistics
⚫ Short story
⚫ General Statement

• Quotes: They are an effective way of initiating a GD. If the topic of

a GD
is: Should the Censor Board be abolished?, you could start with a quote
like, “Hidden apples are always sweet”.
• Definition: Start a GD by defining the topic or an important term in

the topic.
For example, if the topic of the GD is advertising is a Diplomatic Way
of Telling a Lie, why not start the GD by defining advertising as, “Any
paid forms of non personal presentation and promotion of ideas, goods
or services through mass media like newspapers, magazines, television
or radio by an identified sponsor”?
• Question: Asking question is an impact way of starting a GD. It

does not signify asking a question to any of the candidates in a GD

so as to hamper the flow. It implies asking a question, and answering
it yourself.
For a topic like, Should India go to war with Pakistan, you could start by
asking, “What does war bring to the people of a nation? We have had
four clashes with Pakistan. The pertinent question is: what have we
achieved?

• Shock Statement: Initiating a GD with a shocking statement is the

best way to grab immediate attention and put forth your point.
If a GD topic is, The Impact of Population on the Indian Economy, you
could start with, “At the center of the Indian capital stands a population
clock that ticks away relentlessly. It tracks 33 births a minute, 2000 an
hour, 48000 a day. Which calculates to about 12 million every year. This
is roughly the size of Australia. As a current political slogan puts it,”
Nothing is impossible when 1 billion Indians work together.”
• Facts, figures and statistics: If you decide to initiate your GD with

facts, figure and statistics make sure to quote them accurately.

Approximation is allowed in macro level figures, but micro level figures
need to be correct and accurate.
For example, you can say, approximately 70 percent of the Indian
population stays in rural areas (macro figures, approximation allowed).
But you cannot say 30 states of India instead of 28 (micro figures, no
approximations). Stating wrong facts works to your disadvantage.
• Short Story: Use a short story in a GD topic like, Attitude is
 everything. This can be initiated with, “ A child once asked a balloon
vendor, who was selling helium gas filled balloons, whether a blue
colored balloon will go as high in the sky as a green-colored balloon.
The balloon vendor told the child, it is not the color of the balloon
but what is inside it that makes it go high.”
General Statement: Use a general statement to put the GD in a proper
perspective. For example, if the topic is, Should Sonia Gandhi be the
prime minister of India?, you could start by saying, “Before jumping to
conclusions like, “ Yes, Sonia Gandhi should be”, or “No, Sonia Gandhi
should not be”, let’s first find out the qualities one needs to possess to be
a good prime minister of India. Then we can compare these qualities
with those that Mrs. Gandhi possesses. This will help us to reach the
conclusion in a more objective and effective manner”.
Summarization/Conclusion
Most GD do not really have conclusions. A conclusion is where the whole
group decides in favor or against the topic.
But every GD is summarized. You can summaries what the group has
discussed in the GD in a nutshell.
Keep the following points in mind while summarizing a discussion:
⚫ Avoid raising new points.
⚫ Avoid stating only your view point.
⚫ Avoid dwelling only on one aspect of the GD.
⚫ Keep it brief and concise.
⚫ It must incorporate all the important points that came out during the GD.
⚫ If the examiner asks you to summarize a GD, it means the GD has come to
an end.
⚫ Do not add anything once the GD has been summarized.
 2.8 GUIDELINES TO MAKE A MEANINGFUL IMPACT IN A GD
⚫ Enter after a person has made his point.
⚫ Enter with a supportive statement.
⚫ Enter by increasing volume ( but do not scream and shout).
⚫ Be an active listener.
⚫ Be assertive not aggressive.
⚫ Speak clearly, speak sense and also let others speak.
⚫ Quality of content.
⚫ Share your reasoning first.
⚫ Body language.
⚫ Make eye contact with group members.
⚫ Avoid irritating gestures.
2.9 Do’s and Don’ts of a GD
DO’S
⚫ Speak pleasantly and politely to the group.
⚫ Respect the contribution of every speaker.
⚫ Remember that a discussion is not an argument. Learn to disagree politely.
⚫ Think about your contribution before you speak. How best can you answer
the question/contribute to the topic?
⚫ Try to stick to the discussion. Don’t introduce irrelevant information.
⚫ Be aware of your body language when you are speaking and maintain eye
contact with all the members of the group.
⚫ Agree with and acknowledge what you find interesting.
⚫ Listen to the topic properly, take time to understand it and write down the
points you want to elaborate and speak on, on a piece of paper.
DON’T
⚫ Lose your temper. A discussion is not an argument.
⚫ Shout. Use a moderate tone and medium pitch.
⚫ Use too many gestures and no finger pointing and table thumping.
⚫ Dominate the discussion. Confident speakers should allow quieter people a
chance to contribute.
⚫ Draw too much on personal experience.
⚫ Interrupt-wait for the speaker to finish.
2.10 SUMMARY
⚫ Many companies and institutes are making GD the first criterion for
screening the candidates.
⚫ Essentially different from debates, GDs are more flexible, natural and
spontaneous in nature.
⚫ GD is used to assess certain personality traits as leadership skills,
analytical skills, team skills.
⚫ While preparing a GD a well framed introduction should be used with
body having different styles of starting like quotes, general statements,
questions, short stories.
⚫ While participating in a GD, you should also use effective body language
to communicate your ideas. You should try to speak at the earliest and
contribute significantly.
⚫ To score well, always try to substantiate your stand with proper arguments
and facts.
2.11 SELF ASSESSMENT QUESTIONS
1.) What do you mean by a group discussion (GD)? Why are these so
important for students and professionals?
2.) What are the major differences between a debate and a GD? Also discuss
the different types of GDs that are used in the selection procedure.
3.) Discuss the personality traits of participants that are evaluated in a GD.
4.) State the Do’s and Don’ts of a GD.
2.12 SUGGESTED READINGS
http://www.mapsofindia.com/education/how-to-prepare/group-discussion.html
http://gdpi.ascenteducation.com/india-mba/dos-and-donts.shtml
UNIT-III ETIQUETTES
CHAPTER-1
1.1 Introduction
1.2 Objectives
1.3 Defining the term etiquettes
1.4 E-mail Etiquettes
1.5 Telephone Etiquettes
1.6 Dining Etiquettes
1.7 Office Protocols
1.8 Summary
1.9 Self Assesment Questions
1.10 Suggested Readings
1.1 Introduction
Good business etiquette allows your business to put its best foot forward and
can protect business owners and employees from internal and external
conflicts by setting a high standard for behavior by all. Business etiquette is a
set of standards for behavior in which individuals treat everyone respectfully
and display good manners in all interactions. Proper etiquette sets a tone for
clients and customers that the business has a productive and successful
environment, and the impression created when everyone displays professional
manners helps the company's profitability.
1.2 Objectives
After reading this chapter students will be proficient in certain office
protocols:
⚫ How to write effective E-mails?
⚫ How to conduct onself at oofice?
⚫ Students learns to be professional in attending telephone calls.
1.3 Defning Etiquettes
Webster defines it as the “the forms, manners, and ceremonies established by
convention as acceptable or required in social relations, in a profession or in
official life”.
Etiquette is respect, good manners and good behavior. There are five elements
of business behavior. Work behavior, meeting people, Telephone etiquette,
Dining etiquette and etiquette for correspondence.
1.4 E-mail Etiquettes
It is important that whether for business or personal use that you follow the
basics of email etiquette. This document covers for you the top tips for email
etiquette that everyone needs to be aware of and follow. By doing so you will
be a joy to communicate with while being perceived as a caring and intelligent
human being.

• Make sure your e-mail includes a courteous greeting and closing. Helps
to make your e-mail not seem demanding or terse.
• Trying replying within 24 hours.
• Have a professional E-mail Id.
• Address your contact with the appropriate level of formality and make
sure you spelled their name correctly.
• Spell check - emails with typos are simply not taken as seriously.
• Be sure you are including all relevant details or information necessary to
understand your request or point of view. Generalities can many times
cause confusion and unnecessary back and forths.
• If sending attachments, did you ask first when would be the best time to
send? Did you check file size to make sure you don't fill the other side's
inbox causing all subsequent e-mail to bounce?
• Refrain from using the Reply to All feature to give your opinion to those
who may not be interested. In most cases replying to the Sender alone is
your best course of action.
• Make one last check that the address or addresses in the To: field are
those you wish to send your reply to.
• Be sure the Subject: field accurately reflects the content of your email.
• Do not type in all caps. That's yelling or reflects shouting emphasis.
• Refrain from using multiple font colors in one email. It makes your
email harder to view and can add to your intent being misinterpreted.
• Use formatting sparingly. Instead try to rely on choosing the most
accurate words possible to reflect your tone and avoid misunderstandings in
the process.
• When sending large attachments, always "zip" or compress them before
sending.
• Never send large attachments without notice! Always ask what would
be the best time to send them first.
• Be sure your virus, adware and spyware programs are up to date and
include scanning of your emails and attachments both incoming and
outgoing.
• It is better to spread multiple attachments over several emails rather than
attaching them all to one email to avoid clogging the pipeline.
• Make sure the other side has the same software as you before sending
attachments or they may not be able to open your attachment. Use PDF
when possible.
• Only use Cc: when it is important for those you Cc: to know about the
contents of the email. Overuse can cause your emails to be ignored.
1.5 Telephone Etiquettes
The telephone is one of the tools used in our daily business activities. The
telephone is our link to the outside world. That is why it is critical for our
students to understand how much professionalism matters on the phone. That
is why it is so important to train our students on the proper use of this
important tool.
When speaking on the telephone, proper etiquette is just as important as when
you meet someone in person.
A.) How you conduct yourself on the telephone tells others as much about as
face-to-face interaction.
B.) Always try to return your calls on the same day.
C.) Keep business conversations to the point.
D.) Do not keep someone on hold more than 30 seconds.
E.) Always leave your phone number if you ask someone to call
you back.
F.) Maintain a phone log to refer back to for valuable information.
G.) Listening is essential whether in person or on the phone.
H.) Make sure your voice mail is working properly.
1.6 Dining Etiquttes
Etiquette affects almost every aspect of dining. Dining etiquette rules apply
before you ever take your seat and continue after you excuse yourself from the
table. Follow th e below mentiond Do’s and Dont’s of Dining Etiquettes

THE 10 Do's!

• Once seated, unfold your napkin and use it for occasionally wiping
your lips or fingers. At the end of dinner, leave the napkin tidily on the
place setting.
 • It is good dinner table etiquette to serve the lady sitting to the right of
the host first, then the other ladies in a clockwise direction, and lastly the
gentlemen.
• Hold the knife and forkwith the handles in the palm of the hand,
forefinger on top, and thumb underneath.
• Whilst eating, you may if you wish rest the knife and fork on either
side of the plate between mouthfuls. When you have finished eating, place
them side by side in the center of the plate.
• If the food presented to you is not to your liking, it is polite to at least
make some attempt to eat a small amount of it. Or at the very least, cut it up
a little, and move it around the plate!
• It is quite acceptable to leave some food to one side of your plate if
you feel as though you have eaten enough. On the other hand, don't attempt
to leave your plate so clean that it looks as though you haven't eaten in
days!
• Desserts may be eaten with both a spoon and fork, or alternatively a
fork alone if it is a cake or pastry style sweet.
• Should a lady wish to be excused for the bathroom, it is polite for the
gentlemen to stand up as she leaves the table, sit down again, and then
stand once more when she returns.
• Always make a point of thanking the host and hostess for their
hospitality before leaving.
• It is good dinner table etiquette to send a personal thank you note to the
host and hostess shortly afterwards.

THE 10 Don'ts!

• NEVER start eating before a signal from the host to do so.

• Forks should not be turned over unless being used for eating peas,
sweetcorn kernels, rice or other similar foods. In which case, it should be
transferred to the right hand. However, at a casual buffet, or barbecue it is
quite acceptable to eat with just a fork.
• It is not generally regarded as good dinner table etiquette to use one's
bread for dipping into soups or mopping up sauces.
• Loud eating noisessuch as slurping and burping are very impolite. The
number one sin of dinner table etiquette!
• Talking with one's mouth full. is not only unpleasant to watch, but
could also lead to choking! Definitely not a good idea!
• Don't stretch across the table crossing other guests to reach food, wine
or condiments. Instead ask a guest sitting close to pass the item to you.
• Good dinner table etiquette sometimes involves a degree of diplomacy
when it comes to the host's choice of food and wine! Even if you feel that
you can do better, don't ever offer your criticism. If you feel unable to
pay any compliments, at least remain silent on the subject.
• Picking teeth(unless toothpicks are provided) or licking fingers are
very unattractive! The only exception to the latter is when eating meat or
poultry on the bone (such as chicken legs or ribs). In which case, a finger
bowl should be provided.
• Drinking too much wine can be very embarrassing!Where a different
wine is served with each course, it is quite acceptable to not finish each
glass.
• Don't forget to make polite conversation with those guests around you.
Dinner parties are not just about the food, they are intended to be a sociable
occasion.
1.7 Office Protocols
Following professional etiquette allows others to see that you are a polite,
civilized coworker who knows how to be nice and can represent the company
in a positive way. If you don’t show good manners, you run the risk of ruining
your reputation. This can prevent you from being promoted and in some cases
may even get you fired.

Basic professional etiquette rules:

• Always arrive on time.

• Dressappropriately for your office environment.
• Never interrupt conversations.
• If you must eat at your desk, and you work in a cubicle, avoid foods
with strong odors.
• Remove papers from the copier, fax machine, and scanner after you are
finished with the task.
• Shake hands when appropriate.
• Praise others for a job well done.
• Never take credit for other people’s work.
• Be friendly to clients, visitors, and guests. Offer them a comfortable seat
if they have to wait.
• Use your indoor voice and avoid yelling.
• If someone else is angry, refuse to join in an argument rant.
• Don’t touch other people’s personal belongings.
• Observe proper etiquette with regard to personal space.
• Participate in office donations, but don’t make an issue of how much or
how little you give.
 • Keep office correspondence brief and avoid interjecting personal
opinions unless it is necessary.
• Maintain a professional image when decorating your office or cubicle.
• When socializing with your co-workers, don’t do anything you don’t
want mentioned at the office later.

1.8 Summary

⚫ E-mail writings are as important as other forms of professional

communication, we need to observe the effectiveness such as clarity,
courtesy, specificity, grammatical accuracy, and proper beginnings and
endings in our emails.
⚫ Office Protocols are important for being called as professional.
⚫ When speaking on the telephone, proper etiquette is important.
⚫ Etiquette affects almost every aspect of dining. Dining etiquette rules
apply before you ever take your seat and continue after you excuse yourself
from the table

1.9 Self Assesment Questions

1.) Write short notes on: a.) Define etiquettes

b.) E-mail Etiquettes
c.) Telephone Etiquettes
2.) What are the protocols needs to follow to be a professional? What would
you do create a good first impression?

3.) Discuss the features of an effective email. Highlight writing techniques

required to draft professional emails.

1.10 Suggested Readings

http://www.101emailetiquettetips.com/

http://www.businessinsider.com/top-dining-dos-and-donts-from-an-expert-201
3-4?op=1

CHAPTER-2

2.1 Objectives
2.2 Introduction
2.3 Defining non-verbal Communication
2.4 Importance of Non-Verbal Communication
2.5 Types of Non-verbal Communication
2.5.1 Kinesics/Body Language
2.5.2 Paralinguistic Features
2.5.3 Proxemic
2.5.4 Artifactics
2.5.5 Haptics
2.6 Summary
2.7 Self Assessment Questions
2.8 Suggested Readings
2.1 OBJECTIVES

After reading this chapter, you will be able to

⚫ Understand what is meant be non-verbal communication.

⚫ Learn in detail about various aspects of non-verbal communication, namely
 body language, paralinguistic features, proxemics etc.
⚫ Understand the different types of nuances conveyed through one's
personal appearance, posture and other paralinguistic features make an
impact on people.
2.2 INTRODUCTION
Communication is the transfer of information from one person to another.
Most of us spend about 75% of our time communicating and sharing
knowledge. However, most of us fail to realize that a great deal of our
communication is in a non-verbal form. Non verbal includes facial
expressions, eye-contact, tone of voice, body posture and motions and
positioning within the groups. It may also include the way we wear our clothes
or the silence we keep.
The term non-verbal communication was coined in the twentieth century and
includes many features-communication through touch and smell, clothing,
masks, and vocal features such as intonations, stress, speech rate, accent, and
volume. It also refers to communication through body movements-facial
expression, gaze, pupil size, posture and inter-personal distance.
2.3 DEFINING NON-VERBAL COMMUNICATION
We can define non-verbal communication in several ways.
⚫ It is communication through any medium other than words.
⚫ It is the transmission of messages by some medium other than speech or
writing.
⚫ It refers to all external stimuli other than spoken or written words and that
includes body motion, characteristics of voice, appearance, and space
distancing.
⚫ It is the communication that uses non-linguistic means to convey the
message.
⚫ It refers to the transfer of meaning by body language, space, time and
paralanguage.
⚫ Because the term non-verbal only excludes communication through words,
the features it may include are virtually limitless.
2.4 IMPORTANCE OF NON-VERBAL COMMUNICATION
They provide a framework from which to conceptualize non-verbal
communication, it is , in reality, a combination of cues and codes that work
together to produce a certain meaning. Codes are distinct, organized means of
expression that consist of both symbols and rules for their use. These codes are
naturally integrated with verbal expression. It is inefficient to look at one cue
or code for specific meaning.
A better way to grasp the integration of non-verbal codes is to consider their
functions. Non-verbal communication helps people accomplish various
goals.
a.) To create impressions: First, we use non-verbal communication to create
impressions. Physical appearance cues weigh heavily on this function, but
kinesics, chronemics, and other cues can contribute to how others form
perceptions of competence and character.
b.) To manage interactions: Second, non-verbal communication is used to
manage interactions. Facial expressions, vocalics, and even proxemics are used
to signal turns in conversations.
c.) Expressing emotions: Third, non-verbal communication is a primary
means of expressing emotion. In fact, some experts have identified non-verbal
expression to be part and parcel of emotional experience. In addition, each
cultural community has its own rules for display of emotions.
d.) To send relational messages: Fourth, non—verbal communication allows
people to send relational messages. We convey affection, power, respect, and
dominance through non-verbal cues.
e.) To convey deception: Fifth, deception is conveyed and detected via
non-verbal cues.
f.) To send messages of power and persuasion: Finally, non-verbal
communication also is used to send messages of power and persuasion.
2.5 Types of Non-verbal Communication
2.5.1 KINESICS/BODY LANGUAGE
Kinesics also called as Body Language is the unspoken communication. It tells
people your true feelings towards you and how well your words are being
received. About 60-80% of our message is communicated through our body
language, and only 7-10% is attributable to the actual words of a conversation.
Kinesics is articulation of the body, or movement resulting from mascular and
skeletal shift. This includes all actions, physical or physiological, automatic
reflexes, posture, facial expressions, gestures and other body movements.
Kinesics may act as a substitutive language, accompany it, or modify it.
Our body says a lot about us in many ways as we communicate. Body
movement can indicate attitudes and feelings. Our body movement includes
our head, eyes, shoulders, lips, eyebrows, neck, legs, arms, fingers, hands and
gestures Together they can convey if we are comfortable, unhappy, friendly,
anxious or nervous.
Body Language includes:

a.) Facial Expression: Facial expression is integral when expressing emotions

through the body. Combinations of eyes, eyebrow, lips and cheek movements
help form different moods of an individual (e.g. happy, sad, depressed, angry,
etc.). Your face is a major source of expression when communicating with
others. It can smile, frown, remain neutral, show anger, show disgust, indicate
you want to speak, and show interest.

A few studies show that facial expression and bodily expression (i.e. body
language) are congruent when interpreting emotions.Behavioural experiments
have also shown that recognition of facial expression is influenced by
perceived bodily expression. This means that the brain processes the other's
facial and bodily expressions simultaneously.Subjects in these studies showed
accuracy in judging emotions based on facial expression. This is because the
face and the body are normally seen together in their natural proportions and
the emotional signals from the face and body are well integrated.

b.) Eyes: Eyes are the windows to the soul. They truthfully convey the
emotions and feelings one goes through. Looking into a person’s eye is the
best way to understand his/her attitude or reaction to all that you speak. Hence,
maintaining an eye-contact with your speaker and listener is the most
important part of your non-berbal communication skills.

Eyes play a very important role, and avoiding eye contact is seen as an
indication of evasion, fear,doubt,vulnerability, inadequacy and confusion.
Study of eyes is called as Oculesics.

c.) Posture: It refers to the way we sit, stand and carry ourselves. It
communicates the way we visualize the world around us.The person who
stands, sits, and walks upright commands respect and attention. Therefore, a
professional has to cultivate and maintain elegance in his/her sitting, standing
and waling posture.

d.) Gestures and Hand Movements: A speaker or listener’s hestures and

hand movements can support and emphasize their state of mind. It is advisable
to use gestures and hand movements appropriately, so that the impact created
by them is graceful and suits the occasion.

2.5.2 PARALINGUISTIC FEATURES

Paralinguistics refers to vocal communication that is separate from actual

language. This includes factors such as tone of voice, loudness, inflection, and
pitch. Consider the powerful effect that tone of voice can have on the meaning
of a sentence. When said in a strong tone of voice, listeners might interpret
approval and enthusiasm. The same words said in a hesitant tone of voice
might convey disapproval and a lack of interest.

Paralanguage provides important context for the verbal content of speech. For
example, volume helps communicate intensity. A louder voice is usually
thought of as more intense, although a soft voice combined with a certain tone
and facial expression can be just as intense. We typically adjust our volume
based on our setting, the distance between people, and the relationship. In our
age of computer-mediated communication, TYPING IN ALL CAPS is usually
seen as offensive, as it is equated with yelling. A voice at a low volume or a
whisper can be very appropriate when sending a covert message or flirting
with a romantic partner, but it wouldn’t enhance a person’s credibility if used
during a professional presentation.

Speaking rate refers to how fast or slow a person speaks and can lead others to
form impressions about our emotional state, credibility, and intelligence. As
with volume, variations in speaking rate can interfere with the ability of others
to receive and understand verbal messages. A slow speaker could bore others
and lead their attention to wander. A fast speaker may be difficult to follow,
and the fast delivery can actually distract from the message. Speaking a little
faster than the normal 120–150 words a minute, however, can be beneficial, as
people tend to find speakers whose rate is above average more credible and
intelligent. When speaking at a faster-than-normal rate, it is important that a
speaker also clearly articulate and pronounce his or her words. Boomhauer, a
character on the show King of the Hill, is an example of a speaker whose fast
rate of speech combines with a lack of articulation and pronunciation to create
a stream of words that only he can understand. A higher rate of speech
combined with a pleasant tone of voice can also be beneficial for compliance
gaining and can aid in persuasion.

Our tone of voice can be controlled somewhat with pitch, volume, and
emphasis, but each voice has a distinct quality known as a vocal signature.
Voices vary in terms of resonance, pitch, and tone, and some voices are more
pleasing than others. People typically find pleasing voices that employ vocal
variety and are not monotone, are lower pitched (particularly for males), and
do not exhibit particular regional accents. Many people perceive nasal voices
negatively and assign negative personality characteristics to them.

Verbal fillers are sounds that fill gaps in our speech as we think about what to
say next. They are considered a part of nonverbal communication because they
are not like typical words that stand in for a specific meaning or meanings.
Verbal fillers such as “um,” “uh,” “like,” and “ah” are common in regular
conversation and are not typically disruptive. As we learned earlier, the use of
verbal fillers can help a person “keep the floor” during a conversation if they
need to pause for a moment to think before continuing on with verbal
communication. Verbal fillers in more formal settings, like a public speech,
can hurt a speaker’s credibility.

2.5.3 PROXEMIC:

Proxemics refers to the study of how space and distance influence

communication. We only need look at the ways in which space shows up in
common metaphors to see that space, communication, and relationships are
closely related. For example, when we are content with and attracted to
someone, we say we are “close” to him or her. When we lose connection with
someone, we may say he or she is “distant.” In general, space influences how
people communicate and behave. Smaller spaces with a higher density of
people often lead to breaches of our personal space bubbles. If this is a setting
in which this type of density is expected beforehand, like at a crowded concert
or on a train during rush hour, then we make various communicative
adjustments to manage the space issue. Unexpected breaches of personal space
can lead to negative reactions, especially if we feel someone has violated our
space voluntarily, meaning that a crowding situation didn’t force them into our
space. Additionally, research has shown that crowding can lead to criminal or
delinquent behavior, known as a “mob mentality.” To better understand how
proxemics functions in nonverbal communication, we will more closely
examine the proxemic distances associated with personal space and the
concept of territoriality.

Proxemic Distances

We all have varying definitions of what our “personal space” is, and these
definitions are contextual and depend on the situation and the relationship.
Although our bubbles are invisible, people are socialized into the norms of
personal space within their cultural group. Scholars have identified four zones
for US Americans, which are public, social, personal, and intimate
distance.The zones are more elliptical than circular, taking up more space in
our front, where our line of sight is, than at our side or back where we can’t
monitor what people are doing. You can see how these zones relate to each
other and to the individual in Figure 2.1 "Proxemic Zones of Personal
Space". Even within a particular zone, interactions may differ depending on
whether someone is in the outer or inner part of the zone.

Figure 2.1 Proxemic Zones of Personal Space

Public Space (12 Feet or More)

Public and social zones refer to the space four or more feet away from our
body, and the communication that typically occurs in these zones is formal and
not intimate. Public space starts about twelve feet from a person and extends
out from there. This is the least personal of the four zones and would typically
be used when a person is engaging in a formal speech and is removed from the
audience to allow the audience to see or when a high-profile or powerful
person like a celebrity or executive maintains such a distance as a sign of
power or for safety and security reasons. In terms of regular interaction, we are
often not obligated or expected to acknowledge or interact with people who
enter our public zone. It would be difficult to have a deep conversation with
someone at this level because you have to speak louder and don’t have the
physical closeness that is often needed to promote emotional closeness and/or
establish rapport.

Social Space (4–12 Feet)

Communication that occurs in the social zone, which is four to twelve feet
away from our body, is typically in the context of a professional or casual
interaction, but not intimate or public. This distance is preferred in many
professional settings because it reduces the suspicion of any impropriety. The
expression “keep someone at an arm’s length” means that someone is kept out
of the personal space and kept in the social/professional space. If two people
held up their arms and stood so just the tips of their fingers were touching,
they would be around four feet away from each other, which is perceived as a
safe distance because the possibility for intentional or unintentional touching
doesn’t exist. It is also possible to have people in the outer portion of our
social zone but not feel obligated to interact with them, but when people come
much closer than six feet to us then we often feel obligated to at least
acknowledge their presence. In many typically sized classrooms, much of your
audience for a speech will actually be in your social zone rather than your
public zone, which is actually beneficial because it helps you establish a better
connection with them. Students in large lecture classes should consider sitting
within the social zone of the professor, since students who sit within this zone
are more likely to be remembered by the professor, be acknowledged in class,
and retain more information because they are close enough to take in important
nonverbal and visual cues. Students who talk to me after class typically stand
about four to five feet away when they speak to me, which keeps them in the
outer part of the social zone, typical for professional interactions. When
students have more personal information to discuss, they will come closer,
which brings them into the inner part of the social zone.

Personal Space (1.5–4 Feet)

Personal and intimate zones refer to the space that starts at our physical body
and extends four feet. These zones are reserved for friends, close
acquaintances, and significant others. Much of our communication occurs in
the personal zone, which is what we typically think of as our “personal space
bubble” and extends from 1.5 feet to 4 feet away from our body. Even though
we are getting closer to the physical body of another person, we may use
verbal communication at this point to signal that our presence in this zone is
friendly and not intimate. Even people who know each other could be
uncomfortable spending too much time in this zone unnecessarily. This zone is
broken up into two subzones, which helps us negotiate close interactions with
people we may not be close to interpersonally. The outer-personal zone
extends from 2.5 feet to 4 feet and is useful for conversations that need to be
private but that occur between people who are not interpersonally close. This
zone allows for relatively intimate communication but doesn’t convey the
intimacy that a closer distance would, which can be beneficial in professional
settings. The inner-personal zone extends from 1.5 feet to 2.5 feet and is a
space reserved for communication with people we are interpersonally close to
or trying to get to know. In this subzone, we can easily touch the other person
as we talk to them, briefly placing a hand on his or her arm or engaging in
other light social touching that facilitates conversation, self-disclosure, and
feelings of closeness.

Intimate Space

As we breach the invisible line that is 1.5 feet from our body, we enter the
intimate zone, which is reserved for only the closest friends, family, and
romantic/intimate partners. It is impossible to completely ignore people when
they are in this space, even if we are trying to pretend that we’re ignoring
them. A breach of this space can be comforting in some contexts and annoying
or frightening in others. We need regular human contact that isn’t just verbal
but also physical. We have already discussed the importance of touch in
nonverbal communication, and in order for that much-needed touch to occur,
people have to enter our intimate space. Being close to someone and feeling
their physical presence can be very comforting when words fail. There are also
social norms regarding the amount of this type of closeness that can be
displayed in public, as some people get uncomfortable even seeing others
interacting in the intimate zone. While some people are comfortable engaging
in or watching others engage in PDAs (public displays of affection) others are
not.
So what happens when our space is violated? Although these zones are well
established in research for personal space preferences of US Americans,
individuals vary in terms of their reactions to people entering certain zones,
and determining what constitutes a “violation” of space is subjective and
contextual. For example, another person’s presence in our social or public
zones doesn’t typically arouse suspicion or negative physical or
communicative reactions, but it could in some situations or with certain
people. However, many situations lead to our personal and intimate space
being breached by others against our will, and these breaches are more likely
to be upsetting, even when they are expected. We’ve all had to get into a
crowded elevator or wait in a long line. In such situations, we may rely on
some verbal communication to reduce immediacy and indicate that we are not
interested in closeness and are aware that a breach has occurred. People make
comments about the crowd, saying, “We’re really packed in here like
sardines,” or use humor to indicate that they are pleasant and well adjusted and
uncomfortable with the breach like any “normal” person would be.
Interestingly, as we will learn in our discussion of territoriality, we do not
often use verbal communication to defend our personal space during regular
interactions. Instead, we rely on more nonverbal communication like moving,
crossing our arms, or avoiding eye contact to deal with breaches of space.

Territoriality

Territoriality is an innate drive to take up and defend spaces. This drive is

shared by many creatures and entities, ranging from packs of animals to
individual humans to nations. Whether it’s a gang territory, a neighborhood
claimed by a particular salesperson, your preferred place to sit in a restaurant,
your usual desk in the classroom, or the seat you’ve marked to save while
getting concessions at a sporting event, we claim certain spaces as our own.
There are three main divisions for territory: primary, secondary, and
public.Owen Hargie, Skilled Interpersonal Interaction: Research, Theory, and
Practice, 5th ed. (London: Routledge, 2011), 70–71. Sometimes our claim to a
space is official. These spaces are known as our primary territories because
they are marked or understood to be exclusively ours and under our control. A
person’s house, yard, room, desk, side of the bed, or shelf in the medicine
cabinet could be considered primary territories.

Secondary territories don’t belong to us and aren’t exclusively under our

control, but they are associated with us, which may lead us to assume that the
space will be open and available to us when we need it without us taking any
further steps to reserve it. This happens in classrooms regularly. Students often
sit in the same desk or at least same general area as they did on the first day of
class. There may be some small adjustments during the first couple of weeks,
but by a month into the semester, I don’t notice students moving much
voluntarily. When someone else takes a student’s regular desk, she or he is
typically annoyed. I do classroom observations for the graduate teaching
assistants I supervise, which means I come into the classroom toward the
middle of the semester and take a seat in the back to evaluate the class session.
Although I don’t intend to take someone’s seat, on more than one occasion,
I’ve been met by the confused or even glaring eyes of a student whose routine
is suddenly interrupted when they see me sitting in “their seat.”

Public territories are open to all people. People are allowed to mark public
territory and use it for a limited period of time, but space is often up for grabs,
which makes public space difficult to manage for some people and can lead to
conflict. To avoid this type of situation, people use a variety of objects that are
typically recognized by others as nonverbal cues that mark a place as
temporarily reserved—for example, jackets, bags, papers, or a drink. There is
some ambiguity in the use of markers, though. A half-empty cup of coffee may
be seen as trash and thrown away, which would be an annoying surprise to a
person who left it to mark his or her table while visiting the restroom. One
scholar’s informal observations revealed that a full drink sitting on a table
could reserve a space in a university cafeteria for more than an hour, but a cup
only half full usually only worked as a marker of territory for less than ten
minutes. People have to decide how much value they want their marker to
have. Obviously, leaving a laptop on a table indicates that the table is
occupied, but it could also lead to the laptop getting stolen. A pencil, on the
other hand, could just be moved out of the way and the space usurped.

2.5.4 CHRONEMIC:

Chronemics refers to the study of how time affects communication. Time can
be classified into several different categories, including biological, personal,
physical, and cultural time.Biological time refers to the rhythms of living
things. Humans follow a circadian rhythm, meaning that we are on a daily
cycle that influences when we eat, sleep, and wake. When our natural rhythms
are disturbed, by all-nighters, jet lag, or other scheduling abnormalities, our
physical and mental health and our communication competence and personal
relationships can suffer. Keep biological time in mind as you communicate
with others. Remember that early morning conversations and speeches may
require more preparation to get yourself awake enough to communicate well
and a more patient or energetic delivery to accommodate others who may still
be getting warmed up for their day.

Personal time refers to the ways in which individuals experience time. The
way we experience time varies based on our mood, our interest level, and other
factors. Think about how quickly time passes when you are interested in and
therefore engaged in something. I have taught fifty-minute classes that seemed
to drag on forever and three-hour classes that zipped by. Individuals also vary
based on whether or not they are future or past oriented. People with past-time
orientations may want to reminisce about the past, reunite with old friends, and
put considerable time into preserving memories and keepsakes in scrapbooks
and photo albums. People with future-time orientations may spend the same
amount of time making career and personal plans, writing out to-do lists, or
researching future vacations, potential retirement spots, or what book they’re
going to read next.

Physical time refers to the fixed cycles of days, years, and seasons. Physical
time, especially seasons, can affect our mood and psychological states. Some
people experience seasonal affective disorder that leads them to experience
emotional distress and anxiety during the changes of seasons, primarily from
warm and bright to dark and cold (summer to fall and winter).

Cultural time refers to how a large group of people view time. Polychronic
people do not view time as a linear progression that needs to be divided into
small units and scheduled in advance. Polychronic people keep more flexible
schedules and may engage in several activities at once. Monochronic people
tend to schedule their time more rigidly and do one thing at a time. A
polychronic or monochronic orientation to time influences our social realities
and how we interact with others.

Additionally, the way we use time depends in some ways on our status. For
example, doctors can make their patients wait for extended periods of time,
and executives and celebrities may run consistently behind schedule, making
others wait for them. Promptness and the amount of time that is socially
acceptable for lateness and waiting varies among individuals and contexts.
Chronemics also covers the amount of time we spend talking. We’ve already
learned that conversational turns and turn-taking patterns are influenced by
social norms and help our conversations progress. We all know how annoying
it can be when a person dominates a conversation or when we can’t get a
person to contribute anything.

2.5.5 ARTIFACTICS

Clothing is one of the most common forms of non-verbal communication. The

study of clothing and other objects as a means of non-verbal communication is
known as artifactics or objectics. The types of clothing that an individual
wears conveys nonverbal cues about his or her personality, background and
financial status, and how others will respond to them. An individual's clothing
style can demonstrate their culture, mood, level of confidence, interests, age,
authority, values/beliefs, and their sexual identity. For instance, Jewish men
may wear yamakas to outwardly communicate their religious belief. Similarly,
clothing can communicate what nationality a person or group is, for example,
in traditional festivities Scottish men often wear kilts to specify their culture.

Aside from communicating a person’s beliefs and nationality, clothing can be

used as a nonverbal cue to attract others. Men and women may shower
themselves with accessories and high-end fashion in order to attract partners
they are interested in. In this case, clothing is used as a form of self-expression
in which people can flaunt their power, wealth, sex appeal, or creativity.A
study of the clothing worn by women attending discothèques, carried out in
Vienna, Austria, showed that in certain groups of women (especially women
who were without their partners), motivation for sex and levels of sexual
hormones were correlated with aspects of their clothing, especially the amount
of skin displayed and the presence of sheer clothing.

2.5.6 HAPTICS:

Humans do not only communicate through words and eyes, but also through
the language of touch, something that they have learnt from the world of
animals. Tactilics is the science of touch language. It includes touching self,
others, and objects. Research shows two kinds of touch language:

1.) Body contact

2.) Touching with hands.

Body contact refers to touches that are accidental and unconscious and any
part of the body may be involved in it.

Touching implies that the actions are the deliberate, conscious, and made
primarily by hands.

A mother’s touch on the shoulders of her worried child can be a source of

solace. A worried friend can find assurance when patted on the back by
another friend.
Various kind of touch are:

1.) A pat on the shoulder (assurance/encouragement)

2.) Holding hands and arm (social gesture of goodwill/goodbye)

3.) Stroking hair or face/caressing (in a close relationship)

2.6 Summary

Non-Verbal Communication plays a very important role in all professional

situations.

In professional situations , we hae to take care of our body language in terms

of personal appearance, gestures, posture, body movements, walk , facial
expressiona, hand movements,eye-contact, etc.

2.7 Self-Assessment Questions

1.) What do you mean by body language? Discuss its various aspects in detail.
2.) “It is not just the body language but other paralinguistic features also which
determine the effectiveness of a professional speech or presentation”.
Comment on this statement and support your answer with examples.
3.) “Action speaks louder than words and thus, Kinesics provides insight into
the sender’s message. Elucidate the statement in about 300 words.
4.) A person well prepared for a presentation fails to leave a profound impact
if he does not pay attention to effective presentation strategies. State how body
language and voice help the speaker create a long lasting impact on the
audience.
5.) Write notes on each of the following:
 a.) Proxemics
b.) Haptics
c.) Eye-contact
d.) Paralanguage

2.8 Suggested Readings

http://www.andrews.edu/~tidwell/bsad560/NonVerbal.html

UNIT IV WRITTEN COMMUNICATION

BUSINESS LETTERS

1.1 Learning Objectives

1.2 Introduction
1.3Chapter at a glance
1.3.1 Parts of a business letter
1.3.2 Complaint letters
1.3.3 Follow up letters
1.3.4 Drafting sales letters
1.4 Summary
1.5 Key Words
1.6 Self Assessment Questions
1.7 References
1.1 OBJECTIVES

The objectives of this lesson are as follows:

⚫ To describe the importance of business letters

⚫ To study the parts of a business letter
⚫ To know the guidelines of drafting complaint and follow up letters
⚫ To understand drafting and structuring of enquiry and quotation letters
⚫ To know how to draft a sales letter

1.2 INTRODUCTION
A traditional and still often used method of communication in the business
world is letters. Contrary to popular belief, letter writing is not a lost art, but a
viable tool in today's corporate society. Small businesses need to take
advantage of this valuable asset when creating promotions, addressing
concerns, announcing positions and seeking aid. These days due to customer
awareness of legal and other issues, a structured legal language is required to
be used while writing all sorts of business communication. Enquiry letters may
be written to the manufacturers, suppliers, retailers, dealers, agents etc for
seeking general or specific information about the durability, quality, terms of
payment etc. Quotation letters are written in response to mention the price and
discount quotations and other terms and conditions.
Complaint letter is a type of letter which is written when something wrong or
bothersome is required to be brought to people’s attention. Therefore, it is very
important to follow a set of guidelines to make sure that this letter points out
the issue or problem at hand without sounding whiny. Be it a newspaper article
that has hurt your feelings or a Government plan that you don’t approve of or
even an event that you don’t think is being conducted in the right manner,
complaint letters can cover a number of issues. Sales letters or offers are the
most important written form of business communication. Their primary aim is
publicity or to reach out to a large number of people interestd in a particular
product or service and turn them into buyers. They are persuasive or indirect
approach letters.
1.3 CHAPTER AT A GLANCE
1.3.1Business letters
Business letters are a formal means of communication. They have a set format
followed by writers and recognized by readers. They include the date and
address of both the sender and recipient. They provide a professional record of
correspondence that can be kept indefinitely. Business letters are generally
printed on company stationery and are hand-signed by the author.
PARTS OF A BUSINESS LETTER:
1. The Heading or Letterhead - Companies usually use printed paper where
heading or letterhead is specially designed at the top of the sheet. It bears all
the necessary information about the organization’s identity.
2. Date - Date of writing. The month should be fully spelled out and the year
written with all four digits October 12, 2005
(12 October 2005 - UK style). The date is aligned with the return address. The
number of the date is pronounced as an ordinal figure, though the endings st,
nd, rd, th, are often omitted in writing.

3. The Inside Address - In a business or formal letter you should give the
address of the recipient after your own address. Include the recipient's name,
company, address and postal code. Add job title if appropriate. Separate the
recipient's name and title with a comma. Double check that you have the
correct spelling of the recipient 's name.
The Inside Address is always on the left margin.

4. Salutation - The type of salutation depends on your relationship with the

recipient. It normally begins with the word "Dear" and always includes the
person's last name. If you do not know the name or the sex of your receiver,
address it to Dear Madam/Sir.

5. The Subject Line - Its inclusion can help the recipient in dealing
successfully with the aim of your letter. Normally the subject sentence is
preceded with the word Subject. Subject line may be emphasized by
underlining, using bold font, or all capital letters. It is usually placed one line
below the greeting.

6. The Body of the letter - The body is where you explain why you’re writing.
It’s the main part of the business letter. Make sure the receiver knows who you
are and why you are writing but try to avoid starting with "I". Use a new
paragraph when you wish to introduce a new idea or element into your letter.
Always skip a line between paragraphs.

7. The Complimentary Close - This short, polite closing ends always with a
comma. It is written at the left margin. The traditional rule of etiquette in
Britain is that a formal letter starting "Dear Sir or Madam" must end "Yours
faithfully", while a letter starting "Dear” must end "Yours sincerely". (Note:
the second word of the closing is NOT capitalized)

8. Signature and Writer’s identification - The signature is the last part of the
letter. You should sign your first and last names. The signature line may
include a second line for a title, if appropriate. The signature should start
directly above the first letter of the signature line in the space between the
close and the signature line. Use blue or black ink.

9. Initials, Enclosures, Copies - Initials are to be included if someone other

than the writer types the letter. If you include other material in the letter, put
'Enclosure', 'Enc.', or ' Encs. ', as appropriate, two lines below the last entry. cc
means a copy or copies are sent to someone else.

1.3.2 COMPLAINT LETTER

A letter of complaint is an indirect approach letter. A customer has every right

to complain but he should not be rude. We are therefore well advised to follow
the following hints while writing a complaint letter:
⚫ Regret the need to complain in a calm and courteous style.
⚫ State clearly what has gone wrong with the fulfillment of the order.
⚫ Reference to the order number/ quotation, date of arrival of goods etc. is
necessary.
⚫ Refer to the inconvenience/loss caused in terms of money, sales, goodwill
etc.
⚫ State or suggest what steps can be taken to rectify the situation.
⚫ Close with expression of faith in the supplier’s honesty and expectation of
prompt and favourable action.

SPECIMEN COMPLAINT LETTER

NEW DELHI STORES

38, Ajmal Khan Road, New Delhi-47
15 May 2014

Ahmed Dry Fruits Co.

Dauna Paula
Goa

Dear Sir

SUBJECT:

We are thankful to you for the prompt execution of our order referred to
above. We took delivery of the ten cases that you had sent through Sandhu
Transport Co.

On opening the cases, we found that they contained dates whereas we had
asked for cashew nuts. Perhaps there has been a mix-up in supplying the orders
and we have received dates ordered by some other customer.

Our stock of cashew nuts has been nearly exhausted. Therefore, we request
you to make an immediate replacement. You may check our order with the
invoice you have sent. We are keeping the cases of dates with us and awaiting
your instructions for their further disposal.

Yours sincerely

B.S TONDON
Proprietor
1.3.3 FOLLOW UP LETTERS

A follow up letter has to be a letter of apology. Even if by chance the customer

is at fault, the supplier cannot afford to react negatively. While planning a
reply to complaint, the suppliers should:
⚫ Promptly acknowledge the letter and thank the customer for writing it.
⚫ Express regret for the inconvenience caused to the customer.
⚫ Admit the fault if something has actually gone wrong.
⚫ Assure the customer of your sincere efforts to make amends.
⚫ Specify what action you are going to take.
⚫ Close the letter with offer of better service in future.

SPECIMEN FOLLOW UP LETTER

Reply to the above letter

Dear Sir

SUBJECT:

The cashew nuts you asked for in your order referred have been dispatched
today through Sandhu Transport Company.

There was an error in filling up your order which has been done along with
another order bearing an almost identical number.
Our sales representative in your city will call on you within a couple of days
for collecting the wrong cases which contain dates. The documents related to
the replacement cases are enclosed.

We sincerely regret the error that occurred on account of confusion in numbers

and we assure that such a mistake will not be repeated.

Yours faithfully

M. AHMED
Partner

1.3.4 SALES LETTERS

Sales letters or offers are the most important written form of business
communication. Their primary aim is publicity or to reach out to a large
number of people interestd in a particular product or service and turn them into
buyers. They are persuasive or indirect approach letters.

• Characteristics of Sales Letter

Lengthy Discourse : All sales letters are long letters in contrast

with other business letters that are supposed to build up a case
for the products purchase.
The purpose of the letter is to persuade the reader that he needs
what you are trying to sell and to get him to buy it.
Focus on a particular class: No product or service can be of
interest to all kind of consumer.

There are products designed for children, women, tin-agers

etc.

A sales letter is essentially meant for a particular class of

consumers.

A sales letters or offer for any product will be sent to the

buyers or prospective buyers of that product.

Specialized Information: An efficient sales letter is

supported backed by specialized and sufficient information
about the product offered.

In order to convince the consumer, the letter must give

convincing arguments in favour of the product, facts and
figures comparing the product offered with its rivals in the
market.

A large numbers of letters are sent along with brouchers,

pamphlets, etc.

Arresting Opening: An effective sales letter has an

sye-catching attention-getting opening.
It starts with a catchy subject line, an evdamatory slogan,
straight question or in whatever way the writer chooses to
capture the audience.

Emotional Vs Rational Appeal: A sales letter makes a strong

appeal to the receiver of the letter.

Appeal in this content means the strategy used to present a

product or services favourably to the readers.

Emotional appeal is directed to our senses i.e; taste, smell,

feel, hear and see.

These appeals include strategies to arouse love, pride,

enjoyment, etc.

Rational appeals are directed towards reason and include

persuasive strategy and aimed at saving, making money, rtc.

Lightly conversational style: A sales letter is supposed to

replace the salesman in the sense that the writer enters into a
dialoge with the reader.

You Attitude: The writer has to put the reader in the center
of the his concern and say all that he thinks the reader is
interested in.
 The writer of a sales letter must make good use of the pronoun
“you”.

Urging Action: The ultimate aim of a sales letter is to make a

reader act and act with the sense of urgency.

The appeal of the letter is so powerful that the reader is

convinced of:-

The quality of the product

The genuiness of the sellers interest in him.
Wisdom of availing himself of the attractive offer
The value of his time and money/

Postscript: Very often sales letter also carry a postscript.

The PS can be used effectively in a number of ways to
emphasize certain important point to invite attention, to
enclosures, or to urge a reader to act fast.

Highlighting important parts of the message: Another

significant features of a sales letter/offer is that it highlighting
in bright colours or underlines.

It makes the letter at once appealing to the eye and interesting

to read.

Just as a salesman lays stress on significant facts and figures

 so that a sales letter emphasize them in print.

• Drafting a sale letter:

Introductory paragraph: There are several ways of starting a

sales letter.

2. Giving a significant fact

Eg:- our new device helps you save 25% on your fuel
consumption.
3. Making a striking statement
Eg:-to suit a budget we have specially designed a new saving
scheme, give us your precious 5 mins in going through the
endosed literature.
4. Making special offers
Eg:- We offer absolutely for with every copy of our new
dictionary, a wrist watch and a calendar.
5. Emphasize on:
Eg:-Ever it you are a family of eight, cooking can be our jumbo
size pressure cooker can cook food with in minutes.
Body of the letter : The two main functions performed by the
body of the letter are:-
To explain the quality of your product by giving
the main points telling him how it works, how it
is make and the effects it producers or he facilities
it offers.
To convince him that your claims are serve by substantiating your claim and
statements by facts, logia or reliable testimony.
• You can include warranties, free samples, testimonials by
users, test result or provide sufficiently statistics

• Concluding paragraphs: It is better to relapitratte the main points before

making the final appeal.

Eg: As we have limited stock, this offer is open upto 30 th November, to save
Rs, 100 mail today the enclosed postage paid card and we shall do the rest.

1.4 SUMMARY

Letter writing is important for formal communication. A successful business

letter is characterized by courtesy, Clarity and conciseness. Writing letters
becomes a necessity for business transactions. While writing any type of letter
the reader's interest should be kept in mind. The structure, layout and form of a
business letter reflects the character of an organization. One should follow the
format that is widely practiced in the world of business. However there is a
choice in the style of presentation.

1.5 KEY WORDS

salutation, enclosures, conciseness, Courteous close,

1.6 SELF ASSESSMENT QUETSIONS

⚫ Write a short note on the importance of business letter writing.
⚫ What elements constitute the structure of a business letter? Describe each
briefly
⚫ What are complaint letter? What is the purpose of writing a complaint
letter?
⚫ Enlist a few important characteristics of a sales letter.
⚫ As a personal manager of a large firm you wish to give a dinner to the
employees. Write to a firm of caterers asking them for the menu and the
charges. Tell them the place , number of guests etc.

1.7 REFERENCES
Goodman, B Michael, Corporate Communication for executives
Bodh Raj and Virender Kumar Business Communication
Radhaswamy P. Communication Management

CHAPTER-2 WRITTEN COMMUNICATION

2.1 Learning Objectives
2.2 Introduction
2.3 Chapter at a glance

2.3.1 Writing memo

2.3.2 Writing notices
2.4 Self Assessment Questions

2.1 Learning objectives

After the unit the student will be able to

⚫ Effectively write reports

⚫ Understand the use of memos and notices and write them effectively
⚫ Learn to pronounce clearly and correctly
⚫ Describe the importance of a press release for a business firm

2.2 Introduction

This chapter talks mainly about written business communication. Students are
made to learn the use of memorandum how and where it is used and how it is
different than the usual business letters. Writing notices and Report is
another important form of business writing that the students learn. Different
types of reports and how to write them is also discussed. Students also learn
to pronounce correctly.
2.3 Chapter at a glance
2.3.1 Writing memos
Meaning and importance
Memos are written within the organization to communicate everything from
routine details to complete proposals and reports. Memo is often only a few
short paragraphs though they can be longer depending on their purpose. A
memo informs people about a new or a changed policy, It announces meetings
and events to the rest of the staff. Sometimes a memo also presents decisions
and proposals.
The format of a memo is as below:

Company's name

TO:
FROM:
SUBJECT:
DATE:

INTRODUCTION
MAIN DISCUSSION
CLOSE

For e.g.

TO: Staff
FROM: HR department head
SUBJECT: Leave policy
DATE: December 14, 2013

While writing a memo the following points must be kept in mind

⚫ The purpose of the memo must be clear in the mind of the writer before he
starts writing it.
⚫ The sentences written in the memo must be as brief and as focused as
possible.
⚫ A memo should be brief but it should answer all the questions that may
arise in the reader's mind.
⚫ The memo should be proofread to check any grammatical mistakes or
spelling error.

2.3.2 Writing notices

Meaning and importance
A notice conveys information in a comprehensive manner. It is a short piece of
writing usually formal in style. It is widely used by individuals and
organizations to announce events, celebrations, inaugurations, appeals and
invitations etc. Most notices are meant to be pinned up or pasted on special
boards meant for this specific purpose only. Notices issued by government
departments and other big organizations also appear in various newspapers.
Characteristics of a well written notice are:

⚫ proper heading and title

⚫ date of issue
⚫ name and designation of the issuing authority
⚫ relevant content
The content should answer questions like
what when where from whom
Format of the notice

Name of the organization( Institute or office issuing it)

Date of issuing

The heading notice to make it clear

A suitable caption or heading to hold the attention

Purpose for which it has been written like calling a meeting drawing attention

Body

Name of the undersigned

2.4 Self Assessment Questions

Write a memo to en employee who has been on leave without prior intimation.
Also draw a format for the Circular and a Notice.

CHAPTER-3
3.1 Objectives
3.2 Introduction
3.3 Defining Interview
3.4 Types of Interview
3.5 Preparation of an Interview
3.6 Body Langauge during an interview
3.7 Summary
3.8 Suggested Readings

3.1 Objectives

After reading this chapter, you will be able to:

⚫ Understand what a job interview is and importance of selection procedure.
⚫ Understand the different satges of job interviews.
⚫ Get to know different types of interviews.
3.2 Introduction

An interview is a conversation which provides the opportunity for candidates

to present themselves. It also serves for the employers to gain additional
information about the candidates and to share information about their
operation. Two types of interviews are most common:

• The screening interview is short in duration and first impressions are

 quite important.
• The more in-depth on-site interview, which is usually a half-day or
day-long follow up to the screening session and in which the ability to
establish rapport quickly with several people within the organization is
necessary.

In an interview setting, your presentation of yourself involves both your verbal

and nonverbal behaviors. Appearance, self-expression, self-confidence,
enthusiasm, and your ability to relate to the interviewer all exert an influence.
There is no formula for predicting the format of interviews, since the
organizations’ priorities and interviewers’ styles vary. A range of approaches
from structured to nondirective exists.

3.3 Defining interview

An interview is a preliminary meeting with candidates or applicants for a
certain role. The main aim of an interview is to short-list the applicants and
choose those who would be best suited for the job at hand. In an interview,
applicants may be asked a multitude of questions to determine their suitability
for the job.
3.4 Types of Interviews
Formal? Informal? Panel? Telephone? .... Getting ready for an interview? Take
a read of these different types of interviews and make sure you're ready for
you're next time to impress.

So you’ve got your foot in the door and it’s time to shine at your first
interview. All you have to do now is prepare. Easy! If you know how…
There can be many different types of interviews and the more you know about
the style, the better you can prepare.

1. Structured Interview

Here, every single detail of the interview is decided in advance. The questions
to be asked, the order in which the questions will be asked, the time given to
each candidate, the information to be collected from each candidate, etc. is all
decided in advance. Structured interview is also called Standardised, Patterned,
Directed or Guided interview. Structured interviews are preplanned. They are
accurate and precise. All the interviews will be uniform (same). Therefore,
there will be consistency and minimum bias in structured interviews.

2. Unstructured Interview

This interview is not planned in detail. Hence it is also called as Non-Directed

interview. The question to be asked, the information to be collected from the
candidates, etc. are not decided in advance. These interviews are non-planned
and therefore, more flexible. Candidates are more relaxed in such interviews.
They are encouraged to express themselves about different subjects, based on
their expectations, motivations, background, interests, etc. Here the
interviewer can make a better judgement of the candidate's personality,
potentials, strengths and weaknesses. However, if the interviewer is not
efficient then the discussions will lose direction and the interview will be a
waste of time and effort.

3. Group Interview

Here, all the candidates or small groups of candidates are interviewed together.
The time of the interviewer is saved. A group interview is similar to a group
discussion. A topic is given to the group, and they are asked to discuss it. The
interviewer carefully watches the candidates. He tries to find out which
candidate influences others, who clarifies issues, who summarises the
discussion, who speaks effectively, etc. He tries to judge the behaviour of each
candidate in a group situation.

4. Exit Interview

When an employee leaves the company, he is interviewed either by his

immediate superior or by the HRD manager. This interview is called an exit
interview. Exit interview is taken to find out why the employee is leaving the
company. Sometimes, the employee may be asked to withdraw his resignation
by providing some incentives. Exit interviews are taken to create a good image
of the company in the minds of the employees who are leaving the company.
They help the company to make proper HRD policies, to create a favourable
work environment, to create employee loyalty and to reduce labour turnover.

5. Depth Interview

This is a semi-structured interview. The candidate has to give detailed

information about his background, special interest, etc. He also has to give
detailed information about his subject. Depth interview tries to find out if the
candidate is an expert in his subject or not. Here, the interviewer must have a
good understanding of human behaviour.

6. Stress Interview

The purpose of this interview is to find out how the candidate behaves in a
stressful situation. That is, whether the candidate gets angry or gets confused
or gets frightened or gets nervous or remains cool in a stressful situation. The
candidate who keeps his cool in a stressful situation is selected for the stressful
job. Here, the interviewer tries to create a stressful situation during the
interview. This is done purposely by asking the candidate rapid questions,
criticising his answers, interrupting him repeatedly, etc.

7. Individual Interview

This is a 'One-To-One' Interview. It is a verbal and visual interaction between

two people, the interviewer and the candidate, for a particular purpose. The
purpose of this interview is to match the candidate with the job. It is a two way
communication.

8. Informal Interview

Informal interview is an oral interview which can be arranged at any place.

Different questions are asked to collect the required information from the
candidate. Specific rigid procedure is not followed. It is a friendly interview.

9. Formal Interview

Formal interview is held in a more formal atmosphere. The interviewer asks

pre-planned questions. Formal interview is also called planned interview.

10. Panel Interview

Panel means a selection committee or interview committee that is appointed

for interviewing the candidates. The panel may include three or five members.
They ask questions to the candidates about different aspects. They give marks
to each candidate. The final decision will be taken by all members collectively
by rating the candidates. Panel interview is always better than an interview by
one interviewer because in a panel interview, collective judgement is used for
selecting suitable candidates.

3.5 Preparation for an interview

Preparation is essential if you want to do well. Have a look at the
checklist:

Stage 1 - Preparation

• Re-read your resume.

• Prepare questions to ask and to be asked
• Work out clothes to wear
• Rehearse interview
• Anticipate the obvious questions during the interview
• Work out a strategy for dealing with stress
• Read vacancy details, employer's literature - what they are and what
they want
• Know where the interview will take place

Stage 2 - First Impressions Count

 • Arrive in good time
• Make a good entrance
• Body language - handshake, posture, eye contact
• Smile

Stage 3 - The Interview

• Be yourself
• Be honest
• Be prepared to talk - but not too much
• Don't be afraid to ask for clarification
• Illustrate your answers with examples
• Be ready to sell yourself
• Be interesting

Stage 4 - The Final Stage

• Know when the interview is over - read employer's body language

• Thank him/her for his/her time
• Learn from the experience - ask for feedback if necessary

3.6 The Interview: Body Language Do's and Don'ts

Your heart feels ready to leap out of your chest. Beads of sweat build on your
forehead. Your mind is racing. It's not a full-blown interrogation -- although it
may feel like it -- it's just a job interview. Here's what to do (and not do): Don't:

• Rub the back of your head or neck. Even if you really do just have a
cramp in your neck, these gestures make you look disinterested.
• Rub or touch your nose. This suggests that you're not being completely
 honest, and it's gross.
• Sit with your armed folded across your chest. You'll appear unfriendly
and disengaged.
• Cross your legs and idly shake one over the other. It's distracting and
shows how uncomfortable you are.

• Lean your body towards the door. You'll appear ready to make a mad
dash for the door.
• Slouch back in your seat. This will make you appear disinterested and
unprepared.
• Stare back blankly. This is a look people naturally adapt when they are
trying to distance themselves.

Do:

⚫ Sit up straight, and lean slightly forward in your chair. In addition to

projecting interest and engagement in the interaction, aligning your body's
position to that of the interviewer's shows admiration and agreement.
⚫ Show your enthusiasm by keeping an interested expression. Nod and make
positive gestures in moderation to avoid looking like a bobblehead.
⚫ Establish a comfortable amount of personal space between you and the
interviewer. Invading personal space (anything more than 20 inches) could
make the interviewer feel uncomfortable and take the focus away from
your conversation.
⚫ Limit your application of colognes and perfumes. Invading aromas can
arouse allergies. Being the candidate that gave the interviewer a headache
isn't going to do anything in your favor.
⚫ If you have more than one person interviewing you at once, make sure you
briefly address both people with your gaze (without looking like a tennis
spectator) and return your attention to the person who has asked you a
question.
⚫ Interruptions can happen. If they do, refrain from staring at your
interviewer while they address their immediate business and motion your
willingness to leave if they need privacy.
⚫ Stand up and smile even if you are on a phone interview. Standing
increases your level of alertness and allows you to become more engaged
in the conversation.

Say Goodbye Gracefully After a few well-thought-out questions and answers

with your interviewer, it's almost over, but don't lose your cool just yet. Make
sure your goodbye handshake is just as confident now as it was going in. Keep
that going while you walk through the office building, into the elevator and
onto the street. Once safely in your car, a cab or some other measurable safe
distance from the scene of your interview, it's safe to let go. You may have
aced it, but the last thing you want is some elaborate end-zone dance type of
routine killing all your hard work at the last moment.

3.7 Summary

A job interview is considered one of the most useful tools for evaluating
potential employees.

You should maintain eye contact, as it is essential to use appropraite body

language to establish a rapport with your interviewer.

3.8 Self Assessment Questions

1. What should be done to face the interview board? Suggest guidelines for
effective interviewing.

2. What are the objectives of an interview? What etiquettes one should

follow for an interview?
3. “Interviews are conducted by all companies”.
a.) What are the different types of interviews?
b.) Grooming faults during an interview.
c.) Guidelines to be followed as an interviewee.

CHAPTER 4 RESUME WRITING

4.1 Objectives

4.2 Introduction

4.3 Defining Resume

4.4 Relationship between Resume and Covering Letter

4.5 Contents of a Resume

4.6 Guidelines for preparing a good Resume

4.7 Essentials of a good Resume

4.8 Summary

4.9 Self Assessment Questions

4.1 Objectives
4.2 Introduction

Seeking job is an important part of life for most of us. A job seeker may have
to send application letters and resumes to several organizations. Each
employer wants to know the details about the applicant’s qualifications, work
experience, interset etc. Therefore, resumes and application letters are essential
writing for job seekers.

4.3 Defining Resume

A resume is a summary of the qualities and qualifications of a person . It is an

informative and inspiring piece of written communication. It is drafted to
provide necessary information about the person to the prospective employer.

Preparing a good resume is the first step in acquiring the dream job. Resume is
a written statement of your personal history.It is a self-introduction to promote
yourself.

A resume should be meaningful, well organized and intersting for the

potential employer.

4.4 Relationship between Resume and Covering letter/Application letter

Th resume and application letter are sent together but they perform two
separate functions. The resume communicates in brief all relevant and
important information about the applicant. The applicant letter interprets the
information contained in the resume. In the letter the applicant writes those
facts from the resume which show that the applicant is most suited for the job.

It is not desirable to combine the resume and application letter into a lengthy
document. The prospective employer will find it time consuming to locate the
relevant information.

4.5 Contents of a Resume

A resume usually contains the following information:

1. Personal Details: These include the full name, date of birth/age, marital
status and complete postal address with telephone number. Personal
information on religion, race, sex, etc. Should be avoided unless specifically
asked for or relevant to the job.
2. Career Objective: State briefly your career goals. This will indicate the
focus that you desire in making good career.Avoid use of the word pronoun
“I” in the career subjective line instead use action words or verbs.
3. Education: Give degree/diplomas,certificates, areas of studt, institutions
and grades/divisions obtained.

This section also includes additional skills such as professional /specilaized

courses/training must be mentioned. Start in a chronologocal order.
Specifically mention the courses which are most relevant to the post you are
applying for.

4. Work Experience : Identify all the jobs in reverse chronological order

mention dates, places, names of the company and responsibilities held. This
section is very important as the prospective employers wants to know how you
can be use of them. Employer’s name, joining and leaving dates, title of the
job held are important. Recent job must be given prominence. Therefore, begin
with your most recent position. Highlight the position held that are most
releavnt to the position you are seeking.
5. Achievements and Honors: This section should display your leadership
abilities and communication skills. You may mention the prizes and awards
won.
6. Personal Details: These incluse your personal information.

4.6 Guidelines for preparing a good Resume

A good resume provides the necessary information to the recruiter in a

systematic form. It helps the employer to judge your qualification quickly and
short list the suitable candidate. A well planned resume can therefore open the
interview door for you and provide your career opportunity. Some do’s and
don’ts for writing resume are given below:

Do’s

1. Give a specific job objective.

2. Highlight your achievements.
3. Emphasize any education/training/experience related directly to your job
objcetve.
4. Mention your professional activities that support your career objective.
5. State your interests and strengths.
6. Give all the information under suitable headings.
7. Make the resume attractive with sufficient open spaces.
8. Project yourself as a stable and efficient employee.

Dont’s

1. Do not mention the salary you expect.

2. Do not leave any gap in your job exeperience.
3. Do not state reasons for changing your earlier jobs.
4. Do not send a hand written resume.
5. Do not be too lengthy or too brief.
6. Do not give irrelevant personal details such as marital status or number of
your children.

4.7 Essentials of a good Resume

A good resume should be characterised by the following features:

1. Proper size: A good resume should be neither very long nor very short. It
should cover all the necessary facts yet be of proper size.
2. Clear and true: It should be clear and easy to read. It should contain true
information.
3. Correct Heading: It content should be written under right head.
4. Clear objecative: Resume should state clearly your career objective and the
type of work you want.
5. Education: Focus on your strongest and most relevant qualifications. List
all the courses in descending order of importance. Also mention relevant
seminars and workshos attended and certifcates obtained.
6. Right format: Use facts not opinions. Avoid personal pronouns.
7. Correct Grammar: The resume should be grammatically correct. It should
bear no spelling mistake. Avoid personal pronoun. Use action verbs and short
phrases.
8. Skillful: The resume should indicate your skill and awareness of business
world.

4.8 Summary
A good resume provides the necessary information to the recruiter in a
systematic form. It helps the employer to judge your qualification quickly and
short list the suitable candidate. A well planned resume can therefore open the
interview door for you and provide your career opportunity

4.9 Self-Assessment Questions

1. How important is the resume in the whole interview process and what are the strategic
points in the resume that require special attention by the candidates?

2. Suggest guidelines for preparing for a good resume. State the contents of a resume.
UNIT -5
CHAPTER-1
1.1 Objectives
1.2 Introduction
1.3 Defining a Meeting
1.4 Purpose of Meetings
1.5 Defining Agenda
1.6 Defining Minutes of Meeting
1.7 Steps in Organizing Successful Meetings
1.8 Summary
1.9 Key Words
1.10 Self Assessment Questions
1. 1 OBJECTIVES
At the end of this Chapter, you must know
⚫ Why Meetings
⚫ How to prepare an Agenda
⚫ Steps for organizing a successful Meeting
⚫ Checklist for Successful Meetings
⚫ Role of the Chairperson
1.2 INTRODUCTION
Meetings are an integral part of everyday business life. They constitute an
important interactive forum of communication and facilitate exchange of ideas.
They are the most popular method of interactive communication. They
facilitate direct, face to face communication and are essential at various levels
in all kinds of organizations. Effective meetings contribute to decision making
and result in positive outcomes.
1.3 DEFINING A MEETING
Meetings refer to an assembly of persons who come together and deliberate on
topics and issues of communicable interests. They serve the valuable objective
of facilitating exchange of information, fostering team spirit, commitment to
common goals and objectives, and collective decision making. Meetings also
help in elaborating ideas, clarifying concepts and clearing confusion, if any,
created on account of ambiguous and incomplete verbal or written messages.
What is a Meeting?
A meeting is where a group of people come together to discuss issues, to
improve communication, to promote coordination or to deal with any matters
that are put on the agenda and to help get any jobs done. For any meeting to be
successful it needs the support of the group involved, or the organisation
behind it and it must have the intention of achieving some goal or objective.

1.4 PURPOSE OF MEETINGS

You have to be very clear on why you are calling a meeting. That is, you have
to be very clear on what you want to accomplish and why you are bringing
together the group of people that have been invited.

Meetings are held for any of the following reasons:

 • To sort out any conflicts.
• To negotiate a contract or agreement, or matters to do with it.
• To deal with a current problem within the group or within the business
or organisation.
• To receive a report for assessment and review.
• To supply information to those present or to canvas views of those
present on the particular matter at hand. ...

1.5 DEFINING AGENDA

It is the plural of the Latin word “agendum”. Both now for all practical
purposes “agenda” is used both as singular and plural. It means “things to be
done”. It helps the members to come prepared for the meeting and also the
chairperson to steer the meeting smoothly. Items that are not on the agenda are
usually not allowed to be to be taken up.

1.6 DEFINING MINUTES OF THE MEETING

Meeting minutes are the written or recorded documentation that is used to

inform attendees and non-attendees of the happenings during the meeting. The
meeting minutes are generally taken or recorded during a meeting so that
participants have a record of what happened during the meeting.

Minutes usually include:

• the names of the participants,

• the agenda items covered
• decisions made by the participants,
• the follow-up actions committed to by participants,
• due dates for the completion of commitments , and
 • any other events or discussions worth documenting for future review or
history.

1.7 STEPS IN ORGANIZING A SUCCESSFUL MEETING

Meetings are important and much effort should go into their planning.
Meetings should be convened only when the members need to necessarily
meet face and deliberate at length. In other words, meetings are unnecessary if
the objective can be achieved through a written communication or a telephonic
conversation. The purpose of the meeting should justify the time and resources
spent on the meeting. Since meetings are always goal oriented, the purpose of
the meeting should be clear. The managers organizing the meeting should have
a clear idea about what needs to be achieved-whether it is to inform, clarify,
deliberate and get alternative viewpoints, arrive at decisions and so on. Based
on this, the number and nature of participants should be decided.

Before the meeting

There are many different kinds of meeting – your meeting could be a one-off
event to provide information on climate change; to start a campaign or to plan
an action. It might be a regular meeting of a well-established group, discussing
day-to-business, or a specially called meeting to deal with a conflict within the
group.

Whatever the meeting it will benefit hugely from a little bit of planning and
preparation.

You need to be clear what the purpose of the meeting is. Writing down and
displaying the purpose (eg: on flipchart paper) in a clear and concrete sentence
at the beginning of the meeting can help to keep people focussed.
The next step is to think about what this particular meeting requires to work
well.

When will it happen:

Try to find a time that most people are able to make. If lots of people won't be
able come at the same time why not hold two meetings?

Find a venue:

The venue needs to be big enough to accommodate everyone comfortably, but

not too big. It can be very disempowering when you have hired a huge hall and
only twenty people turn up.

Ensure the venue for your meeting is accessible.

Letting people know about the meeting

You will need to invite people to the meeting. In a closed group it might be
enough tell all members of the group. If you want to attract new people then
you need to get thinking about publicity.The following are some tips to think
about when advertising a meeting.

• Think about who you are aiming to invite and how best to tell them
about it. The publicity needs to be placed where they can see it.
• Make sure to include all the important details: where, when, what the
purpose of the meeting is, who is organising it and contact details including
a telephone number.
• Don't rely totally on emailto send out invites unless you are certain
that everyone has internet access and checks it regularly.
• Many groups decide the time and place of the next meeting at the end of
 the current one. If that's all the publicity you normally do, at the very least
remember to contact the 'regulars' that couldn't make that meeting.

Planning the meeting

It's a good idea to think in advance about the agenda, facilitation and decision
making processes you could use in the meeting, especially when organising a
large public meeting, or one dealing with difficult issues or conflict. It may be
useful to prepare a rough agenda and think about the order in which to
proceed. Remember that this is only a rough proposal - do let people
participate by adding to the agenda and prioritising it before or at the start of
the meeting. This will help them feel more involved with the meeting.

An important role that needs to be filled in all but very small meetings is that
of the facilitator. The facilitator helps the group to have an efficient and
inclusive meeting by getting everyone to decide on and keep to a structure and
process for the meeting. She/he keeps the meeting focussed and regulates the
discussion.

During the meeting

Arrange seating in an inclusive way, so that everyone can see one another
- circles are best for this, but aren't suitable for all groups. Welcome
everyone as they arrive and find out who they are. Introduce yourselves.
Some groups designate a welcomer or 'doorkeeper' for newcomers. This
ensures that everyone is greeted by a friendly face, knows where the toilets,
refreshments and fire exits are, as well as being brought up to speed with
the meeting progress if they arrive late.
 Start the meeting by asking everyone to introduce themselves: to say a
bit about themselves or why they are here, not just give their names. Try
an icebreakerappropriate to the group.

Make sure people know how the meeting works- how are decisions
made: by consensus or voting? What kind of behaviour is acceptable in this
meeting and what isn't? It can be helpful to make this 'formal' by using a
group agreement.

Agree on an agenda. You might have prepared a rough proposal, if so, ask
everyone to check and add to it. Then, as a group, decide on priorities. You
could tackle difficult issues in the middle so people have had a chance to
warm up, but are not yet tired. Maybe some of the points can be discussed
in smaller working groups.

Agree on a time to finishand when to have breaks. Have breaks to revive

people (for drinks, toilet, cigarettes) and for informal chatting, especially if
the meeting lasts longer than 1½ hours.

Make sure everyone can see the agenda- display it on a large sheet of paper.
Flipchart paper or the back of a roll of wallpaper are ideal for this. You can
cross off points once they are dealt with as a visual reminder that the meeting

is getting things done.

Take one point at a time, and make sure the group doesn't stray from that
point until it has been dealt with. A common way of starting is to recap recent
events or the last meeting. Summarise regularly and make clear decisions with
action points (don't forget to note who's doing what, and by when) to be
carried out by a variety of people.
Don't let the same people take on all the work- it can lead to tension and
informal hierarchies within the group. Encourage everyone to feel able to
volunteer for tasks and roles. It can help if the more experienced members of
the group offer to share skills and experience.

Encourage participationat all times so that everyone can get involved and
contribute to the meeting. This can be helped by using tools such as
ideastorming, go-rounds, and small groups.

Challenge put downsand discriminatory remarks.

Don't let the same few people do all the talkingor let everyone talk at the
same time. Tools such as go-rounds and talking sticks can help to regulate the
flow of discussion.

Don't let the meeting get too heated- have breaks for cooling off or split into
pairs or small groups to diffuse tension.

Try to keep discussions positive, but don't ignore conflict - deal with it before
it grows.

Ending the meeting

• Make sure the meeting finishes on time, or get everyone's agreement to

continue.
• Pass round a list for people to add their contact details so that you can
send out minutes and inform people about future meetings.
• Decide on a date, time and venue for the next meeting.
• You might also want to decide on points to be discussed at the next
meeting.
 • Remember to thank everyone for turning up and contributing.
• It can be nice to follow the meeting with an informal social activity like
sharing a meal or going to the pub or a café. Think about any special needs
- not everyone drinks alcohol, you might have vegetarians or vegans in
your group and so on, so try to choose an inclusive venue or activity.

After the meeting

Send minutes to everyone who was at the meeting and don't forget those
people who could not make it, but would like to be kept informed. In the
minutes be sure to include any action points as well as thank people for their
contributions.

Evaluating your meetings can help to constantly improve them. It's a good idea
to leave a few minutes at the end of every agenda and ask the group what went
well and what needs to be improved. You could also get together afterwards
with the other organisers to evaluate the meeting.

1.8 SUMMARY

A lot of meetings are called and run on the basis that everybody knows what
the goal of the meeting is. Don’t assume that this is the case or you all share a
common purpose. Without a clear consensus about the goal of the meeting, tha
chances of success is minimal.

Agenda, background papers, list of invitees, timing and venue for any meeting
should receive the due attention.

The organizer sould prepare checklists to ensure that meetings are conducted
successfully. The chairperson plays a key role in ensuring the success of a
meeeting.

1.9 Key Words

Minutes : Record of action points and decisions noted during the meetings
which are sent to the participants after the due approval.

Agenda: The goals of the meeting is called as an agenda of the meeting.

1.10 Self Assessment Questions

1. Write a detailed note on the need and importance of business meetings.

What are the ideal faetures of such meetings?
2. “Meetings are held every now and then in an organization”.

a.) What guidelines one should follow during a meeting?

b.) Types of meetings.
c.) Agenda of the meeting.
3. Discuss the role of a leader in a meeting. Why is his/her role so crucial in
leading an effective meeting?
CHAPTER-2 REPORT WRITING

2. 1 Objectives
2.2 Introduction
2.3 Meaning and Nature of Report
2.4 Importance of Report Reporting
2.5 Types of Reports
2.6 Characterstics of an Effective Report
2.7 Preparing a Report
2.8 Structures of a Report
2.9 Summary
2.10 Key Words
2.11 Self Assessment Questions
2.12 References/ Suggested Questions
2.1 OBJECTIVES
The objective of this chapter is to discuss the below:
⚫ Meaning of a Report
⚫ Importance of Report Writing
⚫ Types of Reports
⚫ Characteristics of a Good Report
⚫ Styles of Reports.
2.2 INTRODUCTION
Report Writing is, in a sense, an ultimate form of communication in every
organization. It calls for a higher level of writing skills. Reports are of various
kinds, varying in complexity and size. Reports are such a common feature that
people in organizations at various levels are called upon not only to read
related reports, but also, more often than not, prepare reports. It is
desirable,therefore , that anyone who is keen on developing communication
skills acquires a good insight into the art of report writing.
2.3 MEANING AND NATURE OF A REPORT
A report may be defined as formal statement describing a state of affairs or
what has happened. It contains a detailed description of a problem or a
situation, findings of an investigation, recommendations or action taken.
Report can be defined as “ A formal communication written for a specific
purpose; it includes a description of procedures followed for collection and
analysis of data, their significance, the conclusions drawn from them, and
recommendations, if required.
In business there are many occasions when some form of report is required.
The main features are as follows:
⚫ A report is a statement containing some information or an account of
something.
⚫ It is an orderly presentation of facts about some activity, event or
programme. In other words, a report is an organized and factual account of
work done by a person/group or activities of an organization. A report
differs from the routine and casual exchange of information that takes
place daily in business.
⚫ A report is an objective and unbiased presentation of facts. It is designed to
present the truth irrespective of the consequences.
⚫ A report is written for a specific audience.
⚫ It contains conclusions drawn by the writer together with the procedure
followed for collection and interpretation of data.
⚫ A report often includes recommendations.
⚫ A report is written for some specific purpose.
⚫ A report is submitted by a lower authority to a higher authority.
2.4 IMPORTANCE OF REPORT WRITING
Business reports play a very important role in the management of modern
business. Reporting is the backbone of communication. The quality of
business decisions depends on the quality of information with managers.
Reports help them to take these decisions. Writing reports provides training in
planned and orderly procedures. It reveals gaps in reasoning. Report writing
develops the power of judgment., discrimination, organization of ideas,
presentation of details and communication. Thus, there is an intrinsic value in
report writing. Thus, reports serve the following functions:
⚫ Reports provide valuable information for planning and decision-making.
⚫ Reports help to measure employee performance and thereby assist in
managerial control.
⚫ Reports aim in analyzing the impact of changing business conditions on
the performance and growth of an enterprise. With such analysis,
management can develop measures to combat the changes. Reports
facilitate coordination.
⚫ Reports are a means of keeping in touch, and maintaining contacts with
customers, shareholders, creditors and the Government.
2.5 TYPES OF REPORTS
Reports can be classified into several categories:
On the basis of communication media, reports can be oral or written.
1. Oral Reports: An oral report is a face-to-face communication of an
impression or observation. It is comparatively informal and time saving. It
is simple and easy to present. But the receiver has to listen to every word of
it. It tends to be vague and provides no record for future reference.
Written Reports: A written report is relatively more accurate and precise. It
tends to be more formal and can be referred to again and again. A written
report provides a permanent record and cannot be denied at any time.
On the basis of the format and procedures adopted, reports may be informal
or formal
1. Informal Reports: It is usually in the form of person-to-person
communication. It may range from a few lines to several pages of detailed
information. An informal report is often written in the form of a letter or
memorandum.
2. Formal Reports: They are presented in a prescribed form. It is prepared in
accordance with an established procedure and is submitted to a prescribed
authority.
Formal reports can be statutory or non-statutory
a. Statutory Reports : Reports prepared and presented according to the form
and procedure laid down by law are called as statutory reports. Reports
submitted as the statutory meeting of shareholders, Directors' report to the
Annual General Meeting, Annual Returns are examples of statutory reports.

b. Non-statutory Reports: Formal reports which are not required under any law
but which are prepared to help the management in formulating policies and
in taking important decisions are called as non-statutory reports.
C. Routine Reports: These reports are prepared and presented in the usual
routine of business. Such reports contain a mere statement of facts without any
opinion or recommendation. From these reports the concerned authority can
judge the progress of work. Since these reports are presented at prescribed
intervals, these are called as PERIODIC REPORTS. Routine reports are
usually written on the prescribed proforma.
D. Special Reports : It is prepared and presented in connection with specific
situations or occasion. These deal with non-recurrent problems or issues. A
report on the desirability of opening a new branch, a report on unrest among
staff in a particular branch, laboratory report are examples of special reports.
On the basis of function, a report can be either informational or
interpretative
1. Informational Reports: An informational report presents the data collected
or facts observed in an organized form. It does not contain conclusions or
recommendations. It presents the situation as it is and not as it should be.
These reports usually bring information to the attention of senior
management/authorities/stakeholders so that any decision regarding the
matters under review can be taken by them with full knowledge of the
background, facts and circumstances.
2. Interpretative Reports: Such a report not only contains facts but also
interpretation or evaluation of data. It includes the report's conclusions and
may also contain recommendations for action.
2.6 CHARACTERSTICS OF A GOOD REPORT
A good report must satisfy the following requirements
⚫ Simplicity: A good report must be written in a simple and lucid language. It
must be easy to understand. Literary style is unnecessary for reports and
ease of presentation is vital.
⚫ Clarity: A good report contains a proper arrangement of facts. It has a clear
purpose, definite sources of data and clear findings and recommendations.
It should be divided into short paragraphs and must have clear title. Short
paragraphs facilitate comprehension and make the report look attractive.
Proper headings and sub-headings should be used to give the report an
attractive appearance .
⚫ Accuracy: A good report contains accurate and unbiased information. Only
accurate reports can lead to correct decisions and right actions. A report
 should be accurate both in terms of facts and figures.
⚫ Precision: Conciseness and coherence are essential characteristics of a
good report. There should be no ambiguity about recommendations
contained in a report. Precision makes a report useful and a valuable means
of communication.
⚫ Completeness: A good report must be complete in all respects. It must
contain all the required facts and conclusions. It should specify the
purpose, facts, conclusion and recommendations.
⚫ Relevance: The contents of a report must be relevant to the purpose for
which it s prepared. Irrelevant facts make a report misleading, obscure and
cumbersome.
⚫ Cross-reference: Whenever necessary, cross referencing should be done in
a report. Cross referencing means making a mention at one place in the
report about some other points of the report. For example, against every
point in the summary the page number of the report where the details
against that point are given may be mentioned. Cross reference helps to
save time and space and facilitates the task of the persons who are to read
and use the report.
⚫ Objectivity: Recommendations made in report must be impartial and free
from prejudice. There should be logically derived conclusions from
investigations and analysis.
⚫ Brevity: A good report should be brief without being incomplete. It should
include every significant detail. Brevity and precision are inter related but
brevity should not be at the cost of clarity and completeness.
⚫ Reader-oriented: While preparing a report the person who is to read and
use it should kept in mind. The main purpose of the report is to present the
facts so it should attract the attention of the reader and should be able to
 convey the message effectively. Use of precise and clear language can
make the report readable.
2.7 PREPARING A REPORT
The process of preparing a report consists of the following stages:
1. Assemble the material:
⚫ Collect all relevant material- notes, documents , etc.
2.Plan the report:
⚫ Consider the purpose of your report : who is it for, why does he/she want it,
how will he/she use it?
⚫ State the aim and emphasis of the report briefly.
⚫ Decide what information is important and what is irrelevant.
⚫ Arrange the points of information in a logical sequence and in order of
importance. Make rough notes.
⚫ Draft a working plan on a separate sheet of paper.
⚫ Decide where you might need illustrations or diagrams.
3. Draft the report:
⚫ Write the introduction:state the subject, state the purpose and summarize
your findings.
⚫ Write the body of the report.
⚫ Write the conclusion.
⚫ Summarize the report in a sentence.
4. Edit the report:
⚫ Examine the draft. Does it do what the report is expected to do?
⚫ Check your grammar, spelling, punctuation and style.
⚫ Read the text aloud to yourself, or, better, to someone else.
⚫ Check your illustrations.
⚫ Finally, if possible, let someone qualified to give constructive criticism at
 your draft.
2.8 STRUCTURES OF BUSINESS REPORT
Business reports are used extensively in the organizations, and it is any
executive to develop an effective report writing style. Business reports come in
many forms, from lengthy formal reports to the shorter variations used within
departments. Therefore, the writing style should reflect the nature of the report
content.
A report can be organized in three ways: Letter form, Memorandum form and
Letter text combination form.
1. Letter form: Used in the case of brief, informal reports, the arrangement
followed in business letter is adopted. Its main parts are: heading or the title,
date, address, salutation , the body complimentary close, and signature. It is
usually written in the form person- I or w. the body of the letter can be further
divided into the following parts:
Introduction : The introductory paragraphs present the terms of reference and
the subject of study. The writer states the problem confronting him in the light
of the terms of reference and the relevant circumstances.
Findings: The next few paragraphs present the findings of the investigation.
Recommendations: They follow the findings and are given in the last
paragraph of the body.
2. Memorandum form : Adopting the memorandum form is a simpler way of
presenting the report. The data is mentioned at the top. It is followed by the
name of the person to whom the report is to be submitted. Next follows the
actual text and the conclusions. As in the letter form, the text of the report is
divided into paragraphs with headings and sub-headings. Large business
houses have different types of printed forms to send reports. This simplifies
the procedure and ensures uniformity of style.
3. Letter-text combination form: Long reports are usually written in the
letter-text combination form.
Structure of formal reports:
Long term reports follow a recognized structure, made p of a title page, table
of contents, executive summary, introduction section, the main body of th
report, conclusion, recommendations and appendices.
Title Page:The title page as the name suggests, identifies the report, so that it
can be distributed to those individuals who are authorized to receive it. The
title page should also contain sufficient information to enable the report to be
retrieved easily . This page should be attractively laid out, as it the first page
that the reader sees , and the first impressions are important.
Table of Contents: The table of contents lists the main sections or chapters
that appear in the report and the page number of each.
Executive Summary: The executive summary plays an important role in the
business report. Its function is to provide busy individuals with an overview of
the report contents. Therefore, the summary should be interesting enough to
encourage the executive to return to the report when he/she is less busy. The
normal length of the summary is between 350-550 words, and the summary
should contain the objective of the report, main findings, conclusion or
recommendations.
Introduction Section: The introduction should set out the aims and objectives
of the report and provide background information about the matter being
investigated or discussed. In addition, the author of the report should explain
how the data presented in the report has been gathered,and how the report
itself is structured.
Main Body of the report: It presents the main findings concerning the
report's subject matter. These findings should be clear and logical fashion, so
that it is easy for the reader to follow the authors thought. It is usual to put the
most important findings at the beginning of the section. It is important to use a
system of headings, sub- headings and numbers to break large chunks of text
down into smaller paragraphs.
Conclusion Section: In this section, the main findings are assessed. Any
conclusions presented should be fair and unbiased, and should not be used as a
means of highlighting the subjective opinion of the author.
Recommendations: They should be made inly when the specific aims of the
report, or terms of reference. Any recommendations made should be presented
in order of importance and be written in a very precise manner, so that the
readers are clear about the author's intentions.
Appendices : The large amounts of data or statistics can be placed in the
appendix at the end of the report. Clear references should be made to the
appendix in the main body of the report. This approach is very valuable where
several long tables of data must be contained in the report.
Glossary: It is the list of technical words used in the reports and their
explanations. It is not mandatory to mark this in the report.
Signature: A report must be dated and signed by the person who has
submitted the report. If the report is made by a committee then all the members
are suppose to sign it, otherwise the signature of the Chairman will suffice.
It is important to proof -read the report before it is printed to ensure that there
are no spelling errors, and that the page numbers indicated in the table of
contents match exactly the pages on which headings appear in the report.

2.9 SUMMARY
A report is a communication from someone who wants to use that information.
A report is a basic management tool used in decision making.
2.10 KEY WORDS
Report: It is a communication from someone who has some information to
someone who wants to use that information.
Glossary: It is the list of technical words used in the report and their
explanations.
Appendices: There are times when large amounts of data or statistics cannot
be easily inserted into the main findings.
Bibliography: If the report is based on extensive research, the work consulted
by the writer is given in the bibliography
Executive summary: The executive summary plays an important role in the
business report. Its functions is to provide busy individuals with an overview
of the report contents.
2.11 SELF ASSESSMENT QUESTIONS
⚫ “ The single most significant characteristics of the business report is the
ability to define the structure of a report.” Discuss.
⚫ Write a note on the need and importance of business report. What are the
ideal features of such report.
⚫ What is the desirable structure of a business report? How many ways a
report can be written?
2.12 SUGGESTED READINGS
⚫ Pal,Rajendra and Korlahalli, J.S.,Essentials of Business Communication
⚫ Sinha,p.,Business Comunication