B.Com. (Hons.)/B.Com. I /III Year English

Paper VII (a)/ XV : Business Communication/Business English

Study Material: Unit I-Unit VI

SCHOOL OF OPEN LEARNING

(Campus of Open Learning)

University of Delhi

Department of English

Undergraduate Courses

Study Metrial : (Unit I)

CONTENTS

Unit 1: Introduction to Essentials of Business English Archana Mathur

Unit 2: Cultural Components of Communication Archana Mathur

Unit 3: Routine Business Correspondence Tasneem Shahnaz

Unit 4: Principles of Communication and

E-Correspondence Tasneem Shahnaaz

Unit 5: Oral Business Communication Tulika Prasad

Unit 6: Writing Business Proposals and Reports Tasneem Shahnaaz

SCHOOL OF OPEN LEARNING

University Of Delhi

5, Cavalry Lane, Delhi-110007

Dear Student,

This study material is meant for the students of B.Com.(Hons.) I Year: Paper VII (a):

Business Communication and also for the students of B.Com, III Year : Paper XV : Business

English. You will notice that there are various references to the text book prescribed for the

B.Com Course. These are from the following edition:

University of Delhi, Business English, Pearson: New Delhi, 2008.

The students of B.Com. (Hons.) may notice that certain topics, such as No. 2 in the course

content; ‘Citing references, and using bibliographical and research tools’ have not been covered. For the time being the students will have to prepare these on their own. In the meantime every

effort is being made to prepare these topics and send them to you.

Department of English

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Unit 1

INTRODUCTION TO ESSENTIALS OF BUSINESS ENGLISH Archana Mathur

1. LEARNING OBJECTIVES:

In this chapter you will learn

What is Business English?

Meaning of communication

Its structure, types and channels of communication

1.1 INTRODUCTION

Business English is the study of English for the specific purpose of communication

and conducting business at the workplace. It involves an understanding of the communication

structure, the ways in which messages are sent and received, how and why the speaker has to be

careful of the words and also the means used to communicate. At the workplace, no work can get

done without the message being suitably communicated to the person concerned. In these

chapters you will learn about the effective ways to communicate, which channels should be used

and when. By the end of this chapter you will learn what is business English, types of

communication channels of communication and directions of communication.

1.1.2 WHAT IS BUSINESS ENGLISH

Pre-Reading Activity

a. Do you think only human beings can ‘communicate’?

b. Can people express ideas only through words?

c. Who do you find it easier to talk to: your friend or your professor in

college?

d. Do you find it easier to speak or to write?

From the definitions given in your book on p 5, communication can be loosely defined as

transmission and receiving of messages, such that it gives a unity of purpose among the people

concerned or within an organization. An organization functions due to the dynamic

communication network which links the decision making and its implementation. Thus,

managerial functions can be integrated better wherever there is a smooth flow of communication,

clearly leading to achievements of organizational goals. Most importantly, all business depends

on marketing and advertising of its products and services which is communication with a

purpose. Some of such functions are listed in your Book pp 5-6.

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1.1.3The Communication Cycle

1.1.3.1Process

The figure given on p 6 shows the basic model of the communication cycle: sender, encoding,

medium/message, decoding, receiver and feedback.

Sender: S/he begins the process as s/he feels the need or is professionally required to

communicate ideas, thoughts or messages. So the ‘message’ is put into words which will be understood by the receiver and sent through a medium available to both the sender and the

receiver.

Encoding: The sender selects the codes or structure which will be the ‘content’ or ‘form’ of the message. This selection depends on the language or communication skills of the sender and the

comprehension level of the receiver. Encoding can be verbal or non-verbal.

Message /Medium : Just as ‘water’ is the ‘message’ which is carried through the ‘pipes’ which become the medium, the message decides the medium. Verbal messages can go through

telephones or face to face and written messages can be sent by e-mail or post.

Decoding: Decoding means interpretation of the message by the receiver. It depends on the

clarity of the encoding, comprehension skills and noise free environment for oral messages.

Receiver: The receiver should be attentive and ready to ‘receive’ the complete message, i.e, its verbal and non-verbal components.

Feedback : Receiver’s response to the message is the final step in the communication cycle as it

indicates if the message received is the one intended by the sender. In one way communication

like notices, memos, feedback is not possible .

1.1.3.2 Functions of Communication

Communication helps in not only the basic functioning of an organization, it also acts as the ‘gel’ that binds the employees together. Internally, an informal exchange across departments and

hierarchical levels creates a sense of harmony and trust. It develops a shared sense of purpose

among the employees which builds effective bridges across levels of various seniority

.Management is able to better coordinate between its planning and decision-making, delegation

of responsibility job handling, teamwork etc through smooth and open communication.

Externally, communication helps to channelize coordination between the company and its

customers, dealers, suppliers, stakeholders, banks, governments and other related organizations.

Most importantly, all business depends on marketing and advertising of its products and services

through communication strategies. This kind of communication is termed as communication

with a purpose .

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1.2 Types of Communication

Look at the Flow diagram detailing Media of communication on p 13. You can see that

communication is broadly divided into two parts: Verbal and Non-Verbal.

1.2.1 Verbal Communication: Using words or language to communicate seems the most

convenient way to express ourselves. Developed over a long period of time, language system is

the most advanced form of communication as we can communicate the most complicated or

difficult ideas using a range of vocabulary. Our language or verbal skills depend on our

educational and socio-cultural environment. We can use language for both oral and written

communication. Also, both types of communication have their advantages and disadvantages as

listed in your text.

1.2.1.1 Oral Communication: When you wish to communicate, don’t you prefer to speak directly or, call up the person rather than write notes or letters? Oral communication is the most

preferred mode because it is:

Spontaneous, has greater speed and the sender can get an immediate response or

feedback and also give clarifications if required.

It is highly persuasive, especially, in a face to face situation because the speaker can use

suitable non-verbal elements like tone, stress and even suitable gestures and expressions.

Most successful sales talk or legal arguments are oral communications.

We can even ‘modify’, or change the message midway in immediate response to the

listener’s reaction or response, in case one is repeating some information or not giving

enough details.

Socially, oral communication allows groups of people to interact and bond with each

other. In organizations, it gives employees a chance to build trust, team spirit and

companionship as it is less formal than written communication and can work across

hierarchical levels.

However, one should be cautious of using oral communication, specially at the workplace due to

the following reasons:

Oral Communication cannot be legally documented, it can lack planning and lead to confusion; it

depends on memory or attentiveness and listening. Such communication can be distorted in

transmission or wrongly interpreted. Also, responsibility cannot be fixed.

Nevertheless, oral communication is essential in a routine, every day functioning of any

organization, both formally and informally. You need to develop skills suitable for effective

communication. You should maintain a good vocabulary and choose the suitable

word/expressions which make the message clear, concise and complete. Also, your tone,

pronunciation, expressions and body language should agree with what you are conveying

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verbally. And a good speaker needs to be a good listener too, as only then can you respond

suitably through feedback.

1.2.1.2 Written Communication: No organization can function without written communication

as too many people are involved in the running of the organization. Besides, oral communication

can never be as formal, uniform, organized, or even legally documented as written

communication. A written message becomes part of ‘routine correspondence’ as

It can be altered, edited and corrected as per requirement.

It has greater accuracy and credibility as information can be verified, retrieved

and referred later on.

Information can be researched and properly organized

Procedures can be uniformly implemented across far flung branches of large

organizations

Written messages like e-mails, advertisements through media, newsletters and

information brochures have a wider and easier outreach.

As mentioned on p 19, at times written communication is disadvantageous as it can add to the

clutter of excess paper, consumes too much time and man-hours, feedback is slower and seeking

clarifications can be laborious; poor writing skills can reflect inadequacy even for a trained

professional; it is formal in tone and can create inter-personal barriers or misunderstanding.

Besides a written document has the risk of going into wrong hands.

Despite such drawbacks, written communication is preferred because it helps in the smooth

functioning of organizations. You can use the following tips to improve your skills:

Keep your language simple, specific, and direct by writing commonly used words.

Do not give excess information or too much content which can confuse the reader.

Also make suitable paragraph divisions so that the reader follows the message clearly.

Always check your document for any errors or misinformation.

Correct grammar and a polite tone are signs of good writing skills.

1.2.2. Nonverbal Communication

As the figure on p 21 of your book illustrates, the non-verbal communication forms a large part

of all communication, in fact out of 93%, body language conveys 55%, paralanguage conveys

38% of the entire message. Only 7% is conveyed verbally! Don’t you use your facial expressions, different gestures and change your tone when speaking to someone?

Non verbal communication can further be divided into the following parts:

1.2.2.1 Sign Language

Sign language is one of the oldest means of communication: it came before language and is still

used in many situations. You must be familiar with some commonly used signs like traffic

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signals, zebra crossing, signboards, signs for escalators or stairs, sirens, school bells etc. Such

signs are universally understood, usually by educated and uneducated alike.

Audio Signs: Bird and animal calls are as much sounds that travel and convey messages, as the

drum beats and trumpets of earlier times were audio signs that conveyed messages to people far

and near. Today, sounds such as sirens in factories mark change or end of shifts, the ambulance

hooters, police car siren bring immediate attention to an emergency situation. Routine sounds

such as the door bell, the telephone ring, or the vehicle horn all convey a message requiring

immediate action. Audio signs reach quickly and do not require the receivers to ‘see’ the sender and can therefore reach a larger number of people even at some distance. Also such messages

cannot be ‘blocked’ out.

Visual Signs: pictures or symbols which indicate something like a staircase or an exit in

buildings or a school or petrol pump ahead or just a traffic sign, are visual signs which

communicate without words . Motorists and general public can easily follow the instructions just

by noticing the roadside symbol and know where to turn, or even how far the next available

restroom or petrol pump is. Most importantly, many of these signs are universally understood

and can be followed by people who don’t know the local area’s language. In print, maps and

figures visually illustrate and clarify the theoretical concepts. Thus, illustrated books and

advertisements convey the maximum meaning in shorter space.

Audio-Visual: All messages, information and advertisements on T.V and the internet,

presentations etc on multimedia rely on audio and visual medium. They are the most popular as

the message has a deeper and immediate influence. For business purpose, this medium is the best

suited as modern technology is constantly improving ways of reaching out to potential customers

and clients, as also the general public.

1.2.2.2 Kinesics:

Body Language

In face to face communication, a major part of the communication is conveyed through body

language. Our face, eyes, and hands express our feelings or emotions ‘spontaneously’. Though use of body language is typical for social communication, its interpretation usually differs from

culture to culture. In business dealings, meetings, interviews etc one should be aware of such

differences. The example on p23 illustrates this point. You will learn more about the cultural

components of communication in the next chapter.

We can convey a range of emotions like joy, fear, anger, acceptance, rejection, and even our

sense of authority and respect through our eyes, facial expressions or even our hand gestures.

Refer to table 2.1 on p24 of your book for some common gestures.

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Similarly, sign language as used for the hearing impaired and the traffic policeman’s arm movements depend on specific movements of hands, head or shoulders to convey their messages

even from a distance. But be careful about using gestures because only some of them are

universal, most of them are culture specific. A wrong gesture can cause trouble anywhere. You

will learn more about them in the next chapter. Posture and appearance also convey messages

nonverbally. A well dressed person with an erect posture will always display confidence and

integrity. A slouching posture and untidy appearance will always convey insecurity and lack of

control. Clearly, the right posture and appearance has to be maintained at the workplace, with

good personal hygiene and suitable dress to avoid an impression of being disorganized.

1.2.2.3 Paralanguage

Just as ‘what‘ we say is oral communication, ‘how’ we say it is paralanguage. An angry voice

or a soft tone convey totally different messages to the listener: two commonly used examples of

para language. As detailed in your text, voice, word stress and non-fluencies are some features of

paralanguage.

Voice-It immediately identifies the speaker, tells us his/her social and

educational background and also the person’s gender. Volume-Change in volume tells us about the distance of communicators, their

hierarchical position, or whether it is a public or private conversation.

Pitch-It is the degree of highness or lowness of sound and makes the

conversation lively or boring.

Pauses and word stress- Good speakers use suitably placed pauses to

emphasize, give a break to the listener or even to create further interest in what

they are saying. The example of “is this how you study?” on p 29 shows the importance and use of word stress.

Inflections and non fluencies are small bits of sounds and filler words we

sometimes use in spoken language. These ‘sounds’ mark our mood and can identify our social, cultural and linguistic background. Non fluencies usually

express anger, frustration shock or surprise through words like ‘ok, ah, oh no!’ Avoid using them too frequently.

1.2.2.4 Proxemics: Space Language

Don’t you stand close to your friends when you talk, but stay at a respectful distance when you are talking to your Principal? Do the surroundings at a railway station look very different from a

metro station? Proxemics is the study of use of space in a specific way to help us understand our

immediate environment better.

Surroundings- As the above example illustrates, our immediate surroundings

convey to us non verbal messages about the location. Today, organizations

consciously use the built environment to project a positive image. Use of specific

colours, architectural design, interior designing of offices, all reflect customer

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friendly attitudes and better staff facilities .Refer to pp 31-32 for a detailed

account of space use and a table on colour codes.

Intimate, Personal, Social and Public Spaces- Look at figure 2.7 on p 33 of your

text book. The four circles represent the four zones of spaces referred above,

marking the ‘acceptable’ distance between the communicators. Intimate Space is

the most private zone, reserved for family and very close friends, where minimum

words are needed to communicate. Use of verbal language increases in Personal

Space as this space is used with immediate seniors or subordinates, close

associates and friends. But body language continues to be important here. Social

Space is best suited for organizations as most business communication like

meetings, instructions, negotiations and professional interactions take place within

this space. Public space is the space where paralanguage skills are required the

most as the distance of 12 feet or more crosses the hearing as well as visible range

and audio equipment is required for the speaker to be heard. Refer to your book

for additional information on use of personal space. It is important to note that

personal space zones may differ from culture to culture.

1.2.2.5 Chronemics: Time Language

Attitudes to time and punctuality reflect about an individual’s professionalism, socio-cultural

background and also an organizations’ efficiency or lack of it. Though time language can be culture specific, routine business activities and negotiations might breakdown if deadlines are not

honored. You will learn more about chronemics in the next chapter.

1.2.2.6 Haptics: Language of Touch

Touch is the most direct form of non verbal communication and is highly culture specific.

Holding hands, kissing etc are too intimate ways of self expression and can offend someone.

Impersonal gestures like handshakes or a pat on the back can be safely used at the workplace to

convey friendliness or encouragement. Across gender or with seniors it is usually the lady or the

senior who makes the first move. Be aware of varying attitudes to touch at the workplace to

avoid embarrassment of any kind.

1.2.2.7 Listening

In oral communication cycle, the listener of the message is equally significant to ensure

‘completion’ of the process. Good communicators are always skilled listeners. P 35 lists ‘Dos’ and ‘Don’ts’ of listening. To develop your skills, some ‘types‘ of listening are given briefly.

In Evaluative listening, you assess and value the new information according to

information you already had, to suitably respond to it.

In Discriminative listening, the listener tries to focus on the speaker’s words to extract relevant information from a confusing, noisy environment.

Appreciative listening is a way of showing interest in the conversation and

motivating the speaker to continue

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Through Empathic Listening, the listener relates the message to the speaker’s emotional state to go beyond the superficial meaning.

1.2.2.8 Silence

As a non verbal mode, silence relies on body language and facial expressions. Thus, Silence can

communicate varying messages like respect, fear, ignorance, anger or even disinterest. At times,

it can convey an undesirable message, so silence should be used cautiously.

Check Your Progress 1

1) What is Business Communication?

2) In what ways can you make upward communication effective?

3) What is the role of feedback in any communication?

4) What, according to you, is the most important feature of non verbal

communication?

1.3 Channels Of Communication

Just as water moves through pipes, relevant information travels through some organized channels

from the source to the target. Such channels are formed as per the requirement of each

department and can be formal or informal. These channels have some basic structure and

functioning systems as shown in figure 3.1 on p 40.

1.3.1 Organizational Structures

1.3.1.1 Line Structures: people at all levels supervise and administer the group lower to them by

sending instructions and receiving reports, requests etc. This structure maintains ease and clarity

in movement of information and hierarchical position of all concerned by fixing administrative

responsibility. But in large organizations, too stretched lines of communication could delay the

process. Use general notices, newsletters, hold meetings, or internally restructure to shorten

lengthy lines of communication.

1.3.1.2 Committee Structure: A selective group of individuals are chosen to collectively discuss

and decide upon a set of jobs. It is a participatory, democratic group where each member feels

motivated and responsible for the decision taken as all members are equally involved in the

process. Sometimes, frequent meetings might be time consuming or all members may not

participate equally.

1.3.1.3 Functional Structure: This works as a link between experts and functional managers of

various teams, making specialist knowledge directly available to the group. One just needs to be

alert about any conflict in instructions between permanent and temporary supervisors. At times

the functional link might delay the process.

1.3.1.4 Matrix Structure: A variation of Line Structure, in matrix structure , executive project

managers and specialist functional managers , all report to an overall manager. Seeking advice

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and giving support becomes convenient as select teams function with good interdisciplinary

cooperation. But such an arrangement is effective only for time bound projects. Refer to fig.3.2

on p 43.

1.3.2 Communication Networks

Certain patterns of communication networks are used in organizations to accomplish

routine matters as unorganized communication cannot be effective. Look at fig. 3.3 on p 44. The

networks differ in the presence or absence of the authority figure who controls or coordinates the

communication. So in wheel network, each member communicates directly with this central

figure, while in the chain network, an intermediary figure controls the communication between

the central figure and other members. The circle network has no central figure as each member

can communicate with any two closest members while the all channel network is decentralised

and allows free flow of information. Networks controlled by a central or authority figure are

formal channels.

1.3.2.1 Formal Channels

The Formal channel clearly marks the functional spheres of authority and responsibility.

It makes operations of the organization easy as it divides it into functional units. This structured

channel of communication makes routine matters systematic and authoritative. Formal channel

makes the operations efficient as it

gets work done through instructions, orders etc .

information is authentic and undistorted as it moves through hierarchy.

designated people duly carry out their responsibilities.

But sometimes, the formal channel might obstruct free flow of information or might slow

it down and documentation can be laborious and expensive. At times an over formalized

procedure also might divert the purpose of the message to its process.

1.3.2.2 Informal Channels

This channel is driven by personal, rather than administrative needs and is popularly

called the grapevine. It is oral, non-structured and undocumented communication, primarily

fulfilling a social need to share. Traditionally, it was seen as detrimental to the company as it

would spread rumors, create distrust between management and staff or even among certain

groups of employees, specially in times of financial meltdown, changes in management or even

when new technology was introduced.

Now, the same channel has become a useful tool in the hands of management, as it is

used specifically to spread correct information through the grapevine, more so if the company is

going through a financial crisis, policy or technological changes. An open, healthy line of

communication is opened between management and employees through general body meetings,

newsletters, notices etc. Thus, by preventing rumors, the organization benefits from a healthy

environment based on open, truthful communication. Grapevine is positively effective as:

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It is oral, spontaneous, flexible, multi directional and can reach a range of

employees in a very short time.

It can generate important feedback , honest viewpoint and build healthy

relationships

As a parallel channel, it can mentally prepare employees before official arrival of

information.

It acts as a safety valve to diffuse a potentially charged situation.

Sometimes these positive features can be counterproductive as information may

be incomplete or distorted. Also, grapevine being anonymous, people with malicious intention

can spread harmful rumors. One needs to be on guard against such situations.

The Grapevine Chains

Look at the figures on pp 50-51, illustrating the various grapevine chains. They form

the informal communication network in any organization.

The Single Chain Strand is the least complicated as messages move linearly from A to

B to C and so on.

In the Gossip Chain, the sender may select the receiver on the basis of trust and the

messages could be more of personal nature.

In the Probability Chain, receivers are randomly chosen as the messages are of general

interest or the information is not too particular.

The Cluster Chain is used for a wider spread of messages but the sender carefully selects

the receivers. Thus, A selects two individuals B and C to share information. B and C then

share it further with a cluster of others who in turn convey it further, though all receivers

do not become senders. Thus various channels are used according to the type of

information to be shared at the workplace.

1.4 Directions of Communication

We are always so casual and relaxed when talking with friends, but always so

careful and serious when we talk with our elders. At the workplace too, all communication

depends upon the levels of the two communicators. Clearly, the difference in the levels of the

two communicators decides the way we communicate. Just as the channels are important, the

direction of the message within the organizational hierarchy determines the specific function of

the message. Thus if the message is coming from say the Vice –President to the Marketing

Manager for example, the VP is either issuing an instruction or asking for a report. While a

mechanic could be communicating to the floor supervisor about unavailability of say some tool

required for the job at hand. The level of the sender and the level of the target or receiver of the

message determines the direction of the Communication. As the figure in the book illustrates on

p 55, there are three basic directions of communication: Vertical, Horizontal and Diagonal.

The basic movements would be downward or upward.

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1.4.1 Downward Communication

Most routine communication begins from the top levels of the organization and

goes down to the lower level for suitable action. Authoritative and managerial functions in the

form of orders and instructions are handed down to the subordinate levels. Thus task specific

instructions ,implementation of company policies and coordination of interdepartmental

activities are all carried out through downward communication. Though routine, downward

communication has certain limitations:

The meaning or the emphasis of the message might be distorted as the

message has to go through many levels or the message could even get

delayed.

Some managers control/shorten parts of the message to seemingly make

it more acceptable.

Overuse of downward communication could make communication one

way by limiting flow of feedback.

Sometimes subordinates might psychologically resist downward

communication to avoid authoritative instructions

1.4.1.1 Ways to Make Downward Communication Effective:

Message should be brief accurate, complete and written in simple

language.

Instructions should be easy to follow.

Urgent messages should be sent directly to the concerned department

to avoid delay.

Multiple channels should be used , followed by feedback. Feedback

will help avoid errors of understanding or interpretation.

1.4.2 Upward Communication

Communication sent from the lower levels to upper levels of hierarchy is called upward

communication. It is used for reporting progress of task assigned problems or new developments

at the lower levels, making suggestions, seeking advice or reporting grievances. Yet, upward

communication may not be smooth for the following reasons :

1.4.2.1 Limitations of Upward Communication

Rigid channels of communication or even psychological fear of authority might

discourage the subordinate from freely sharing information with the superiors.

If report is unfavorable the subordinate might distort or dilute the communication.

A distorted report might lead the management into wrong decisions or

conclusions.

Lack of trust or fear of the authority’s response might make the sender withhold or filter part of the information.

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At times, due to the pyramid structure of an organization, too many people might

send too much information to the top level and thus slow down critical response

of the management. Appointing an ombudsman outside the hierarchy can

overcome this problem.

A senior might overlook clues by showing disinterest in the junior’s message due to poor listening skills.

1.4.3 Lateral or Horizontal Direction

In an organization, when people of the same level interact within or outside their

department, it is called Horizontal Communication. It is non hierarchical and almost informal as

there are no psychological problems. Functionally, horizontal communication helps in

Decision making,

Inter-departmental coordination,

Sharing of information and new ideas, solving problems,

Generates goodwill among employees and

Creates a healthy atmosphere.

Nevertheless, at times, horizontal communication has its limitations. Some of which

are listed below:

Due to equal ranking, a sense of authority is difficult to achieve or impose

as it is imposed through downward communication.

Professional rivalry might cause suppression of some crucial information

Peer group may not be motivated enough to share or exchange ideas

Lack of appreciation of other units might lead to mistrust or inter-

departmental rivalry.

To counter these disadvantages, a sense of credibility among the peer group , openness, respect

for the other, persuasive power to convince should be developed to make horizontal

communication effective.

1.4.4 Diagonal Communication

Diagonal channel is the most direct/shortest channel as depends directly on the

requirement of the communicators. It cuts across all routine hierarchical channels and directions.

For example, a Production Engineer can directly check with the sales and service department to

get the client feedback. This channel is beneficial as

It eliminates procedural delay.

It boosts morale of subordinates if seniors of other departments coordinate

directly with them.

Being a ‘direct’ channel, it best facilitates job coordination within an

organization.

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Bulletin board messages notices and in-house news letters are some of the popular

written forms of diagonal communication.

As detailed on pp 63-64, one needs to be aware of certain limitations of diagonal channel, some

of which are given here :

Direct communication across rank and departments, specially by managers, might

interfere in the other’s zone or authority. The ‘bypassed’ reporting superior may not cooperate even in routine matters or

may ‘resist’ taking orders or implementing decisions.

Over reliance on diagonal channel might disrupt routine lines of communication

and authority in day to day functioning.

1.4.5 Filtering and Information Overload

In an organization, you have seen that all channels of communications

move through multiple levels between the policy/decision maker and the one who actually

carries out that instruction or vice versa. In most cycles of communication, both filtering and

information overload are part of the process. If the balance is not maintained, too much or too

little information may negatively impact the functioning of the organization.

Filtering- When information is ‘sifted’ or parts of it are ‘withheld’, it is called filtering. In downward communication, the receiver does not need to know the entire ‘original’ message, but gets just the ‘filtered’ instructions. The example of the faulty fan on p 65 of your book illustrates this process. Clearly, filtering should be done with due judgment to avoid

miscommunication. In downward communication, if too much information is withheld, the

receivers might either be confused or may try to fill in the gaps by adding rumors through the

grapevine as most downward communication is authoritative in nature. In upward

communication, too much filtering may distort the crucial feedback, causing the management to

reach wrong conclusions or take wrong decisions.

Information Overload- Too much information with one person leads to

information overload. Most organizations have a pyramid structure- just a few at the top level,

but many more as they go down .If all the subordinates sent each and every information to the

management, it would become impossible to suitably respond to each and every one just as you

can’t justifiably respond to a flooded mail inbox. In the process, some vital feedback or

information can be easily overlooked. The entire communication process would become

inefficient and ineffective.

Thus, for all channels and directions to function smoothly and effectively,

information overload should be avoided by active involvement of intermediary levels who

suitably deal with the information before sending it further on. Also, filtering should be balanced

out so that the message does not get distorted.

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Check your progress 2.

1) How are grapevine networks viewed today?

2) Which do you think is a more effective system of communication: line structure or matrix

structure?

3) List some of the disadvantages of upward communication and some ways to counter such

problems.

Learning Outcomes: Through this chapter, you have learnt about

I. The meaning of communication, its process and use in business organizations.

II. Types of communication, verbal and non-verbal.

III. Communication networks, formal and informal channels of communication and

also

IV. Downward, upward, diagonal and horizontal directions of communication along

with their various features.

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Unit 2

CULTURAL COMPONENTS OF COMMUNICATION Archana Mathur

Learning Objectives

In This Chapter you will learn

a) The importance of culture in communication

b) What are Cultural and Social Variables

c) Gender Sensitivity

d) How to make communication Effective.

2.1Prereading Activity

Have you ever tried communicating with a person who does not share your language?

Have you interacted with a ‘foreigner’?

Is talking to a stranger from your own culture or nationality different from talking to a

‘foreigner’?

Today, companies have turned multinational, working through overseas offices, factories and

dealers. Resultantly, consumer products and services are crossing ‘local’ boundaries of culture,

regions and nations Don’t you buy Sony, Nike, or other international brands from your

neighbourhood mall? Naturally, for conducting overseas business, one needs to communicate

with ‘foreign nationals’. Since communication involves both verbal and non-verbal components, using a common

language is not enough. To understand the significance of culture in business, go back to the

example given in your book.

What do you think has gone ‘wrong’ here?

Across cultures, just as there are different ways of greetings, saying yes or no, and even

dressing, there are different ways of ‘doing business’. These ‘differences’ which are visible in our social behaviour, are due to variations in culture. As defined in Business English,Culture

tells us ‘how’ to do something. It builds our perceptions, attitudes and social conventions.

2.2Why focus on Culture in Communication?

Since 93% of all communication effectively depends upon the non-verbal component and only

7% on the verbal component, general patterns of behaviour dominate the communication

process. Within the social frame-work this shifts the focus on cultural conventions. We all have

our ‘own’ conventions of doing things, perceptions of other people or events etc., which largely influence how we behave. This is why we do the ‘same’ things ‘differently’. Hence, the

requirement of knowing the other’s culture.

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2.1.1 Understanding Convention

If convention is a set of common rules or usual behaviour, anyone who does not follow

customary behaviour or conventions is seen as ‘outsider’. In today’s world of globalization and multicultural societies, anyone anywhere can become an ‘outsider’.

Cultures outside our own

If our cultures define and ‘fix’ our behaviour pattern, how is it possible to interact and communicate across cultures, especially in a business context? For conducting overseas,

business we need to be aware of the other’s conventions.

2.1.2 Understanding Perception

Perception is how we ‘see’ something – it becomes our individual or collective interpretation or

impression based on our understanding. Western culture is ‘perceived’ to be giving less importance to family relationships. Perception leads to a one sided view. We tend to give a

higher value to our own culture over the other’s. This leads us into dangers of stereotyping and

ethnocentrism. Again for a detailed definition, please refer to the text .

2.1.3 Understanding Stereotype

Taken from the printing process, the word stereotype refers to a fixed belief or image held by a

group of people. It is usually oversimplified and false. For example, villagers are stereotyped as

simple and foolish, while city bred people are stereotyped as clever, educated and smart.

Similarly, the sense of ‘superiority’ felt by public school educated over government school

educated children is a major stereotype which leads to prejudice and ethnocentrism. Prejudices

are deeply held negative feelings associated with a specific group. Stereotypes and prejudices

prevent people from forming healthy relationship even at the workplace.

2.1.4 Understanding Ethnocentrism

Extreme feelings of bias against the other’s culture group can give rise to ethnocentrism.

Ethnocentrism can be based on race, social or economic class or even caste – as in India – it

brings in attitudes of discrimination against the other. Avoiding to eat with a person from dalit

community is an unfortunate example of ethnocentrism. At the workplace, such practices are not

obvious but they might exist in other forms.

Developing sensitivity to cultural diversity helps in breaking down stereotypes and overcoming

biases, builds trust and eases communication. We have people speaking scores of languages and

dialects, hailing from multiple communities, showing variations in preferences of food and dress

and even physical features. For Indians, multiculturalism and multilingualism is an everyday

reality.

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2.1.2 Corporate Culture and Corporate Values

The demands of globalization require people from diverse culture and nationalities to work

together. Globalization has also influenced our work culture as well as proxemics or space

language. Corporate culture and corporate values today have to account for these new demands.

As defined in Business English, Corporate culture reflects the company policies of management,

employee dress code, office facilities etc. The corporate values are responsible for inclusion of

social diversity, gender equality, employee welfare, their professional growth and customer care.

Differences in organizational values and culture can be seen in the way a sales person in a mall

deals with you and how your neighbourhood shopkeeper interacts with you in a shopping mall

deals with you and how your neighborhood shopkeeper interacts with you.

Apart from the food, what other differences strike you when you go to a Dhaba or say

Pizza Hut ?

How is your experience of going to an Inter-State Bus Stand different from going to the

Metro Station ?

We can see for ourselves how workplaces today are changing their corporate culture and value

systems to project a professional image. Such organizational changes can also be seen in many

Government offices today.

Besides, organizations are no longer concerned only about business growth but are actively

contributing to society through Corporate Social Responsibility. For the success of such

schemes, employee commitment needs to match the local requirements. Some launch welfare

schemes for the under-privileged communities, while others provide educational or health

facilities to such groups. You can refer to your text for examples.

2.2 Cultural Variables

Now that you have understood how culture can influence business communication, let us look at

some specific areas of social behavior where we need to be more sensitive to the other’s culture. These ‘different ways’ of doing the same activity are called social and cultural variables. Our

dress is the most obvious cultural variable . Ways of greeting, saying yes or no, preference or

avoidance of certain foods, sense of public and private are all examples of cultural behavior. And

we learn such ‘correct’ behaviour: from our parents and our community. As the introduction to the section on Cultural Variables of your book tells you, these behavior cues might go unnoticed

within the same culture group but in an intercultural context, they get highlighted and sometimes

lead to confusion and misunderstanding. Of course some forms of social behaviour have been

accepted as general practice though they come from very different cultures .Indians now have

comfortably replaced Namaste with ‘hello’. For more details, look at the case study in your book

on p 85 of your book.

Communicating Across Cultures

Language plays an essential role in all communication. For example, English is spoken in many

parts of the world but it is spoken differently in different regions and countries. As explained in

the book on p 86, sometimes it is a different accent or pronunciation or choice of words which

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can confuse people speaking the ‘same’ language, English . We have varieties of English spoken

within our country and outside it. So the less accent we use, our speech will be neutral and will

be easily understood. You also need to understand that all languages are closely interlinked to

their cultures. So, a ‘common’ word or gesture might have a different ‘meaning’ in another culture.

2.2.1 Cultural Variables:

Use of Language in Audio Visuals

It is the language used in some audiovisuals as in advertisements which makes them variables.

So in India, advertisements in English are usually for products meant for urban, educated people

while those in Hindi or any regional language are for the ‘masses’. But we have ‘Indianized’ English and even have ‘Hinglish’ as a popular language of communication.

Body Language:

The way you say yes or no or shake hands are all part of body language which convey your

attitude and social position. As a cultural variable, all such gestures both reflect and are governed

by one’s culture. Across cultures it is therefore important to be aware of such variations or we might misinterpret a ‘right’ signal ‘wrongly’.

Handshake- A common way to greet someone, a handshake can tell about your cultural

background. Some women for instance, may still not be comfortable in shaking hands with men,

because traditionally, touch is avoided across gender and age in some societies .So a woman’s weak handshake can be mistaken for lack of confidence just as a man’s firm grip or a strong hand shake may be seen as a sign of authority or under different circumstances as aggression.

Refer to the table p 89 of your book for details.

Eye Contact and Eye Movement- Eye contact hugely differentiates Eastern and Western

cultures. In the West, maintaining eye contact reflects honesty and transparency: crucial factors

in business dealings; while in the East, lowering of eyes is considered respectful ! But frequent

eye movement is seen negatively and might hamper negotiations. It will be safer to be aware of

local practices.

Saying Yes/No- As ones ’immediate response, we seem to be saying yes or no all the time. And

yet ways of doing so vary across cultures. Imagine what will happen if your ‘yes’ is taken as ‘no’. So if you think the Japanese is leaving because he is waving his right hand, he is actually

saying ‘no’! You should learn about differences in common gestures before meeting anyone

outside your culture.

Some Commonly Misinterpreted Social Cues- Reading about the Fillipinoes’ way of expressing anger in your textbook must have alerted you how some common social behavior can cause huge

misunderstanding. In America, pointing at someone is usually considered ‘normal’ while in Eastern cultures, it is a rude gesture , especially if the other person is senior to you. Seeking

information about the other’s culture will prevent any social embarrassment.

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Perceptions of Interpersonal Space: Have you ever felt uncomfortable if the person talking to

you stands too close? Our culture tells us where to draw the line for the different zones of

interpersonal space, as is illustrated in the first lesson. It tells us how far or close do we want the

other person to stand. During intercultural interaction, that space needs to be identified and

respected.

2.2.2 SOCIAL VARIABLES

Most societies have small or large communities sharing a common religion, culture or preference

of food or dress. These variables influence a person’s attitude towards others , form her worldview and can be reflected in their approaches to business practices. For instance, a devout

Hindu will neither eat nor ever trade in beef products.

Religion: Religious belief is very personal but also social in its form. So you may not pray in

public but you may socially follow the terms of your religion by wearing some religious symbol

like the Cross, a Karaa. This practice may not be welcomed in some organizations. At the

workplace, religion has an indirect impact through religious holidays, dress or food restrictions,

as explained in your book on p 90-91. It is advisable to be sensitized to any such individual

limitations specially in a multicultural context.

Food: We seem to have made Chinese food, American burgers and Italian Pizzas so much our

own that we almost forget that these are international dishes. This is multicultural exchange at its

best. Yet despite the variety of foods available, many people still stick to their food preferences

like vegan, vegetarian or non-vegetarian. It is advisable to find out the guest’s food preference or restriction, if any, especially with clients, to avoid any breakdown of business relations. Your

text provides you more details on this topic.

Dress : We usually dress according to the occasion, place and personal preference. Like food,

some dresses seem to have become common across the globe and yet we might still be holding

on to our individual preference. And again like food, we might have to follow religious

restrictions like the full body veil for Muslim women or the Sikh turban. Such diktats might run

contrary to an organization’s policy of a dress code. An organization follows a dress code to bring uniformity, a sense of belongingness and affinity among the employees as also reflect

professionalism. It also inculcates a sense of pride. When dealing with multicultural employees

the organization needs to be sensitized to such differences and prevent discrimination.

Sense of Public and Private: How much of one’s personal life one is ready to share with colleagues at the workplace depends on one’s sense of public and private. One’s cultural orientation influences this sense though one might have individual perception of what is

acceptable and what is not. In some cultures , people are friendly and warm enough to talk about

their family with colleagues , while this tendency to mix workplace and family is seen as being

‘unprofessional’ in other cultures. In multicultural context, respect the local convention. Some societies accept passing on of key positions within the owner’s family while such practice may be frowned upon in other societies. The table given in Business English on p 94, comparing

Eastern attitudes to Western ones should help you further.

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Time/Punctuality :One of the most important aspect of any workplace, your attitude to time

immediately conveys your efficiency professionalism and commitment as much as it reflects the

value system of your organization. Of course clients and customers will any day prefer to deal

with such professionals. In intercultural or inter-regional situations, sometimes different cultural

orientation might lead to a conflict as some cultures have a casual attitude to time while others

are strictly punctual. In today’s global world, it is advisable to meet deadlines and honour time.

Hierarchy, Status and Materialism: Cultures which give a high value to status and hierarchy

,observe distinctions of status. People from such societies are very formal and expect to be

addressed as per their title. Such societies also usually give a lot of importance to money and

materialsm. In more liberal/informal cultures, such ‘rules’ are bypassed. Examples of United

States and China as given on p 95, illustrate such variations. Always check about relevant

practices when interacting across your culture if you wish to avoid annoying your business

contact.

Decision-Making Patterns :All business gets transacted either through individual or group

decisions .Since the success of any business depends on such decisions, it becomes crucial who

takes the decision and how long is the decision making process. When dealing with business

associates from other cultures, learn about their decision making patterns so that any linked work

does not get delayed. For further details and best practices to be followed, look up this section in

your book.

Check your progress I

a) Define Culture.

b) What is stereotype?

c) What role does food play in intercultural business dealings?

d) List and explain any three variations between Eastern and Western

Societies.

2.3 GENDER SENSITIVITY

Just as social and cultural variables impact business practices, Gender, the biggest

social division, also impacts business and communication. Gender is a socially and culturally

defined category, as defined on p 101. So men ‘become’ committed professionals while women ‘become’ successful homemakers. At the work place, women ‘at best’ become support staff. This is how, society has traditionally demarcated the roles of men and women.

2.3.1 Gender Stereotype: As you recall the definition of stereotype, it is a fixed way of

perceiving people or situations. A girl wearing a western dress can be stereotyped as ‘modern’ or

‘English educated’, while in reality she may not fit any of these labels . The stereotype of women

as being ‘softhearted’ and ‘emotional’ does not fit into leadership roles. To be a boss or team-

leader one ‘needs’ to be assertive and aggressive: traits considered ‘masculine’, as opposed to ‘feminine’ traits. Gender stereotype can even work against a man or a boy if he fails to show

such traits of masculinity. The figures of Mr. Kumar and Ms Maya on p s 105-106 aptly illustrate

this view.

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What privileges one gender over another?

Have you ever thought why men and women are viewed differently? As explained in Business

English, the ‘answer’ lies with the traditional social system of Patriarchy’ which conveniently

confined women to domestic life while men were left ‘free’ to work. Even as women were able

to prove their professional worth through determination and grit, women were met with

resistance and denial in the form of Gender Discrimination..

So women at the workplace, at times face gender bias, glass ceiling / sticky floor syndrome or

sexual harassment.

2.3.2 Gender Discrimination: Treating people differently due to prejudice against their race,

caste, class, nationality, or even disability is highly unjust but happens quite often. When men or

women are treated differently due to their gender, it is called gender discrimination. There are a

variety of ways in which such bias works. Some of the ways are:

Financial Discrimination: For the same job, sometimes women are paid less.

Professional Drawback: Women employees might miss promotion or other opportunities

if it involves relocation, transfers or even longer working hours.

Stereotyping of women employees: Top positions are usually denied to women because

they are seen as ‘lacking in leadership skills of assertion, aggression, tough no- nonsense

attitude’ or have family responsibilities.

Subtle Discrimination: All types of discrimination and stereotyping is usually practiced in

ways which go around legal safeguards. Employees, even men who opt for flexi timings

or family related leave, may not be given important projects or considered reliable. Men

who are not assertive enough or apparently lack ‘leadership’ qualities, get negatively stereotyped and suffer discrimination or are disadvantaged professionally. Top jobs

usually go to those who fit into the stereotype of ‘go-getters’ and ‘risk takers’ along with other qualities.

Glass Ceiling: Glass ceiling or the sticky floor syndrome is the invisible and artificial barrier

created at the workplace due to prejudice against women for some of the reasons listed above.

This is why even today, statistically, very few women become heads of companies or

organizations.

Sexual Harassment: An extreme form of discrimination , sexual harassment is the worst because

it is an unwarranted, direct assault on a person’s dignity and it also violates a person’s right to work in a safe environment. Such behavior reflects gross insensitivity towards a woman as much

as a patriarchal refusal to accept a woman as a professional colleague . A false sense of

superiority and a deep sense of gender prejudice makes the man demand or express sexually

determined behaviour .The definition given in your book on p s 112-113 states both the redressal

mechanism as well as preventive measures to be taken by employees and employers. An

awareness of these guidelines will prevent misuse of power or position. India is a signatory of

CEDAW and has enshrined the principle if gender equality in its Constitution.

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Laws relating to sexual harassment may vary from country to country, as they may be according

to the country’s cultural profile. It will be a safe practise to find out relevant laws of the country you intend to do business with.

2.3.3 Relevance of Gender Sensitivity in the 21stCentury :

Today, you can see women as Heads of States, CEOs of companies other than their own,

striding boardrooms, leading international organizations and generally excelling in their chosen

fields. As professionals, women bring a diversity of experience and perspective to the task

assigned to them. Their leadership skills, talent and professional attitude to work and

responsibility has helped overcome traditional prejudices and broken gender stereotypes.

Interestingly, their earlier social role has better equipped them for skills of multi-tasking and

innovative or lateral thinking.

So if women are being accepted as competent professionals, you might question the need for

developing ‘gender sensitivity’ in the 21st century. There are two broad reasons for stressing on

this gender sensitivity: a) to bridge the gender gap and b) to ensure a women friendly

environment.

Gender Gap: Gender gap is the glaring difference in the number of men employees as compared

to women employees anywhere. So, though there are various equal opportunity and gender

friendly policies and regulations at national and international levels, statistically, women are still

way behind in employment and wages as compared to men. Your book gives details of India’s dismal ranking despite being a growing economy: women form just 36% of the workforce while

men form 85% of the labor force. In fact, studies have shown that companies which have more

women employees show better bottom line performance. Inclusive recruitment policies need to

be seriously practiced by organizations.

Building Women friendly Environment: It is important to provide a conducive and healthy

environment for women employees. The working conditions should include facilities required

by women at the workplace. A safe, unbiased, non-discriminatory attitude should reflect the

inclusive policy of the organization .Also, use of sexist language should be strictly avoided.

Sexist language refers to words and phrases which demean, ignore, stereotype or call for

unnecessary attention to gender. For example, use of general pronoun as ‘he’ ignores all women,

so it is now avoided.

On p 115, your book gives you a list of gender neutral terms you can use. Also look at the list

which suggests measures to bridge the gender gap and develop gender sensitivity both at the

individual and organizational level. Of course it is important to work within the context of social

culture along with suitable legislations to ensure the required outcome. And as gender roles are

cultural constructs, there may be differences in what is socially acceptable and what is not ,from

culture to culture or country to country.

2.4 Effective Communication

You would agree that though communication happens all the time, some basic requirements have

to be kept in mind to reach effective communication. At times, barriers or obstacles come in the

way and distort or change the original message. These could be in the form of transmission

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losses or a misunderstanding by the receiver of the message. For communication to be complete

and effective, the message reaching the receiver has to be free of any such barriers. This section

will first list out and explain the types of barriers and later equip you with tools for effective

communication, as given on p 120, figure 8.1.

2.4.1. Hierarchical/Organizational Barriers: At the workplace, all employees are bound within

fixed levels of authority and responsibility. As this structure is essential for the functioning of

any organization, flow of communication depends on the professional capacity and requirement

of the parties involved, giving rise to organizational barriers such as:

Directional and Channel: Information travelling downwards passes through various levels,

where each level has an opportunity to somewhat ‘change’ the meaning emphasis or intention of the message . To check such distortion, avoid:

information overload,

reduce the number of levels a message has to pass through

encourage diagonal channel communication and open door policy.

Such measures will also help employees in case of any internal or external organizational

changes so the employees are duly prepared for the same.

Message Planning and Target Orientation: In any organization, planning for and meeting

deadlines, completing projects etc is an everyday affair, making it extremely important that all

communication should clearly convey the desired message to get the desired result. So messages

need to be well planned, focused , organized ,and be meaningful to the receiver. There can be no

scope for confusion, error or misunderstanding in communication as it can lead to failure of the

task at hand.

2.4.2.Psychological Barrier :Whereas organizational barriers may be due to operational factors,

psychological barriers occur due to the mental or emotional state of the communicators. Such as:

Perceptions of Reality: Just as the figure on p 122 of the farmer and the office goer illustrates

in your book, what is good for one may not be good for the other, it means people perceive

reality differently. Individual perceptions of reality are determined bysocial, cultural and

linguistic back ground of the person. For effective communication, both the sender and the

receiver need to come to a common purpose, avoid subjective perceptions or assumptions. Also,

when in doubt, always clarify.

Selective vs. Comprehensive Perception: It is usual for us to focus on one feature or quality to

perceive the reality around us. But such selective perception gives us an incomplete or distorted

view. A comprehensive perception would make us good communicators/listeners as we would:

We should have a positive approach, keep our minds open, and simultaneously be alert to

parallel signals such as body language, voice, tone ,pitch etc.

Emotions: A highly charged or emotionally intense state of mind is the greatest psychological

barrier. In an excited state, we may commit errors of judgment, lose rationality or miss the

obvious while communicating. Or we may vent our anger using offensive or abusive words

which can lead to a complete breakdown of communication. Anger and shouting has to be

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completely avoided at the workplace. As you will learn, even bad message letters have to be

written carefully so as not to offend. A good communicator would always:

Control heightened emotions which might negatively reflect on the speaker .

Regain self control and compose his/her mind before speaking.

Stay quiet till one is calm again.

Socio-psychological Attitude and Opinion: The way a message is conveyed usually reflects the

speaker’s attitude and opinion as it adds additional meaning to the message.

This explains why the same message can be conveyed differently by different people. Also,

changes in pitch, rise and fall of the voice convey the speaker’s tone of humor, irony, surprise or interrogation. It further reflects the speaker’s subjective opinion as s/he chooses certain words

and even gestures to convey the message. Remember that opinions and attitudes are formed by

one’s social, cultural, educational and economic backgrounds. As In the modern workplace, people from diverse backgrounds, opposite gender and even different nationalities could be

working together, it is important to be sensitive to such diversities. One should take care not to

express our discriminatory attitude or opinion. The policy of inclusion or an accepting attitude

should be followed in letter and spirit for smooth channels of communication.

2.4.3 Cultural Barriers: All of us belong to one social group or the other where the group can

be identified in terms of language, food habits ,dress or social pattern of behavior. In short each

one of us ‘belongs’ to a given culture group. It affects both verbal and non-verbal

communication as what we say and how we say it depends on our cultural orientation/attitude or

belief. In India, for instance, a younger or junior person is directly told to do something while in

the West, even a small child will be ‘requested’ politely to do the same task. Because there can

be different or totally new codes of behavior in an intercultural situation these ‘codes’ can become barriers to communication. Hence, it becomes essential to familiarize oneself about the

other’s cultural conventions. This will make your communication effective.

Cultural Diversity: The section on social and cultural variables earlier must have alerted you to

the phenomenon of cultural diversity. Societies seem to be further divided into sub-groups within

the larger group. As boundaries of nations, cultures and communities are no longer keeping

people limited or confined to familiar territory, people are increasingly travelling or interacting

for professional or personal reasons. In such a global context, the best way to avoid any

miscommunication is to build your cultural sensitivity. The “thumbs-up’ example in the text alerts you about difference of interpretation of cultural cues. At the work place, be on the look-

out for stereotypes or generalizations to avoid any cultural or social prejudice.

Values: Ethics, Credibility and Trust Relationships based on shared values always stand the

test of time. Thus ,an organization which supports ethical practices will be valued by employees,

business partners, stake–holders, clients, customers alike. Recruiters also look for traits like

honesty, integrity and reliability in job seekers. Besides, reputation of companies, brands and

products depends on their trust fulfillment of professional commitments. Peoples’ trust leads to good business.

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2.4.4 Linguistic Barriers

Conventions of Meaning: As you have learnt in the previous chapter, for any communication to

be effective, speaking the same language is not enough. We need to share the conventional

meaning of the words. Communication will be accurate when the communicators refer to a

common base of shared experience and terms of reference. Sometimes, meaning of a word

depends on its usage and context. This brings into prominence certain acronyms, abbreviations

or technical words which may vary from profession to profession. So a lawyer would ‘plead’ the case for his ‘client’ while a Doctor would give ‘symptomatic’ treatment to her ‘patient’ who is ‘febrile’. At times, the same word can be used as a noun or a verb or an adjective , which can confuse the listener if the context is not clear. For example, “My friend gave me a ‘ring’ yesterday.” Besides, language devices like figures of speech, idioms , culture specific words or

phrases etc can create misunderstandings if the listener is not familiar with such terms.

Denotative and Connotative: We all refer to the Dictionary to get the precise meaning of any

unfamiliar word. Meanings listed in the Dictionary are ‘denotative’ or literal as they directly

specify the idea or thing being referred to. Suggestive or additional meanings /implications

attached to a word form its connotative meaning. Thus connotations can express value-

judgement or opinion of the speaker. You can look at the text for suitable examples. In formal

situations, avoid use of connotations as they may lead to confusion or unwanted negative

implications of meaning.

Semantic Problems: Vocabulary, Encoding Studying the meaning of words or Semantics, it

would seem that denotative words seem easier to understand. But words may have multiple

meanings and so lead to confusion or misunderstanding. As with ‘set’, the word ‘run’ has 396 meanings or definitions! At times, local languages too influence the English Language by

distinct usage or by introduction of words from other languages. Intercultural interactions of

people using different languages brings new meanings to words and enriches the language in

many ways. For example, Indian words like Namaste and yogaare commonly used in English.

Besides, some words acquire new meanings with changing times. Cell, keyboard, buzz, chat are

some words now used in the context of new technology. India has the distinction of having the

largest number of English speakers outside U.K and U.S.A. Being multilingual, a ‘mixing’ or hybridization of vocabulary and syntax etc, of oral languages has taken place in India. At the cost

of ‘purity’ of a language, such a mix is popularly accepted as a means of communication. But

such use should be restricted to informal exchanges specially at the workplace. Moreover the

sender has a greater responsibility of selecting the vocabulary for ‘encoding’ the message as it

has to be done keeping in mind the conventions of meaning, the context of the message as well

as the recipients’ capability of comprehension.

Faulty Inference : Problems of Decoding- Once the message is ‘received’, its ‘decoding’ or interpretation depends on a many factors. Sharing or perceiving correctly the context of the

message is as important as understanding the linguistic codes used by the sender. Sometimes,

contextual ‘gaps’ may be ‘filled’ wrongly by the receiver or some meaning may be lost in

transmission. If the context is not shared the sender should clarify the same while encoding the

message. Incomplete or poorly phrased messages lead to miscommunication.

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Feedback: It has twofold benefits in effective communication: the receiver can clarify the

message and the sender gets to know if the intended message has been received. To make the

feedback truly successful, the sender should openly accept feedback and respond positively.

Transmission Losses: Transmission losses can usually not be prevented. Either the sender fails

to suitably encode a part of the message or the receiver’s subjective assumption or interpretation misses out some intended part of the message. At times, language might become a limitation.

Use of simple and direct words can help reduce transmission losses . Any doubt should be

immediately clarified by the receiver.

Style of Presentation: All messages should be framed according to the required context.. Oral

communication should combine features of body language para language along with the verbal

component of the message. Attentive listening, open response to feedback ,specially so if one of

the communicator is a senior, ensure a fulfilling communication for the parties concerned.

Similarly, a written piece of communication should be in simple and clear language and also be

well organized. Any offensive and provocative language or expression should be avoided as all

business communication, though articulated /expressed by individuals, reflects on the company’s policies, public relations and ultimately, its image.

2.4.5 Physical Barrier: Noise

Noise is the biggest barrier to all communication. Isn’t it always difficult to talk to someone in a

noisy shopping area or a factory workshop? At times the phone line is ‘noisy’ so we get a distorted message or due to loud disturbance close to us, we cannot focus on the message. It is

advisable to move away from the source of the noise if we cannot remove or rectify the

disturbing element from our immediate surroundings for clear communication.

2.4.6 HOW TO MAKE COMMUNICATION EFFECTIVE

The 3M Approach: Mind, Medium, Message

Focusing on three of the most important aspects of communication will help us make our

communication more effective: the mind of the sender who encodes and the receiver who

decodes/understands the message, the medium as selected by the sender to encode/package

her/his ideas to convey that message and the message itself.

2.4.6.1 The Mind

The mind of the communicators is the actual ‘seat of action’ as this is where the communication cycle begins and ends. The ‘processing’ of ideas which lead to suitable encoding can be further enhanced by including certain features such as:

You Attitude :It is not just a preference of second person pronoun over the first person ‘I’ but an

attitude which gives priority to the receiver .This gets reflected in the message, directing the

contents towards the receiver rather than the sender. So “I/We will dispatch the shipment on…..” becomes reader friendly as “you will receive your order by….”.

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Satisfying the needs of the Receiver: While framing the message, the sender should give

complete information, and also keep the needs of the specific reader in mind. Avoiding

assumptions, the sender should visualize the receiver’s information requirement ,which will reduce gaps in the message and also the need for seeking too many clarifications. So the same

information will differ in content if it is sent as internal correspondence or to someone outside

the organization.

Attentiveness and Alertness, Patient Listening, Retention: An attentive listener will always

score over an inattentive one as attentiveness is a crucial feature of communication. An alert

listener will be patient and will catch all the verbal cues along with the non-verbal and thus get

the complete message.

Retaining in memory what one hears helps the communicator to respond aptly when required.

While showing presence of mind, a good memory also ensures accuracy, precision and

spontaneity in oral communication. Unfortunately, many of us do not have good power of

retention. To overcome this barrier, one should take notes or maintain a diary.

Presence of Mind: Sometimes, things don’t go as planned. Presence of mind helps us deal quickly with an unexpected situation. At times wit and humor can lighten up the mood and also

get us out of a tricky situation .A diplomatic response can smoothen out nasty situations.

Politeness: Politeness of speech and behavior maintains decorum ,dignity and seriousness of

purpose. At the work place it is always preferred as it keeps emotional outbursts and rude

expressions in check.

Organized Thoughts: Before expressing the message, you should organize your ideas such that

the thought process is linked logically and coherently. A well planned message will reflect all

the components of effective communication as listed above and will be easy to understand.

Sense of Time: As mentioned in an earlier section, punctuality, specially in professional matters,

conveys a high level of commitment and seriousness of the person concerned. Being late for

appointments and meetings disadvantages the person as he/she will need to apologize at the

beginning of any conversation. A punctual person will always be more confident and organized.

2.4.6.2 The Medium

Selecting the right medium is as important as the message itself because the medium determines

the category of the message.

Appropriate and Purpose Oriented : Mediums are task-based .They differ for oral, written,

internal and external communication, as you will find out in subsequent chapters. So it’s very

important to choose the appropriate medium to convey the message effectively.

Voice and Tone: As you have learnt in an earlier section, voice, tone, pitch, inflection and

pronunciation etc determine the actual impact of the speech. These elements of paralanguage

determine the effectiveness of the oral communication. The importance of voice and tone

therefore, cannot be over emphasized.

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Proper Selection of Channel: Again as you have learnt earlier, all organizational

communication moves through somewhat fixed channels. Select the channel according to the

intended receiver(s) and also the urgency of the message.

Good Vocabulary and Language Use: A good range of vocabulary helps in using the right word

at the right time. This helps in keeping the message brief and to the point. Avoid long sentences

and use of jargon or difficult words. Simple, direct language used within the rules of grammar

and syntax leads to successful communication.

2.4.6.3 The Message

For effective communication, be careful in preparing your message as this is what actually

reaches the receiver and you may not get a chance to rectify errors or any inappropriateness.

Cross check your message for the following features:

Clarity: The message needs to have clarity of thought and language which will help the receiver

to know the purpose of the message and respond accordingly.

Completeness: Make sure that the required details are included in the message. Incomplete

messages can lead to all kinds of practical problems.

Precision: A precise message will fulfill its purpose as it has clarity. Besides, in this fast-paced

life, it will always be preferred over long ones as it cuts short unnecessary paperwork.

Confidence and Credibility :In an organizational set up, there can be no room for doubts or

ambiguity. So any one involved in any communication needs to be confident about the

authenticity of the information to maintain credibility.

Correctness of Information: Correctness of information leads to reliability and hence

trustworthiness in business relations. Any incorrectness might cause breaking of trust and should

be guarded against.

Objectivity: Personal opinions, biases or prejudices are to be avoided as they hamper with ethical

business relationships. Being part of an organization, it is important to maintain objectivity in

expression, unless one is asked to give a personal opinion.

Relevance: A focused message clearly remains on track and the information is not diversionary

or irrelevant. This feature again helps in maintaining brevity.

Check Your Progress 2

a) What do you understand by Gender?

b) List 3 ways in which gender discrimination takes place.

c) Which are the two most important barriers to communication ?

d) What do you understand by the 3M approach?

29

Unit 3

ROUTINE BUSINESS CORRESPONDENCE Tasneem Shahnaaz

Learning Objectives

Understand why you need to communicate and its importance in the current

business context

How to write non-interactive internal business correspondence like circulars,

notices, memos, office orders, notification and agenda

How to write effective interactive external business correspondence like sales,

financial and employment related letters

3.1 Need for Interactive and Non-interactive Correspondence

3.1.1. Warm Up

1. Why do we correspond?

2. Would you write a letter to your friend in the same way that you write a business letter?

We write business letters for different reasons. They help to organize and coordinate actions of

employees and departments, to predict and resolve problems, to get feedback and plan new

strategies, budgets, programmes, etc. If we want our messages to be effective, we need to use

CAP, that is, our writing should be concise, audience-centered and purposeful. This means

that messages should be clear, persuasive, brief, factually correct, focused on important matters,

and state what needs to be done and by whom. Hence, an effective communication network in an

organization can make employees identify with management’s goals and create a feeling of

belonging. This sense of identification with the company can increase productivity and

performance.

Globalization has challenged communication. Now, organizations have begun to have employees

who are culturally different. Advanced technology has led to increased speed and reach of

communication. New business concepts of the importance of human capital, of having a

professional yet personalized working ambience, of knowing corporate etiquette, of working

collaboratively and of being socially responsible are coming into practice.

3.1.2 Interactive and Non-interactive Correspondence

Interactive correspondence means that we expect a response to our communication and it takes

place between a company and its clients/customers (examples are complaint/enquiry letter etc.).

Non-interactive correspondence impacts the future actions of the receiver of the message without

the need to reply and is carried out internally in a hierarchical structure (examples are circulars,

notices, memos, office orders, notification, agenda, minutes etc.)

30

3.2 Internal Business Correspondence: Section A

It is important to have a business organization chart which will enable those outside the company

to know its hierarchical structure, the number of employees and its vision

INDIRA AHMAD

Managing Director

SUSAN OF BRIEN ROHIT BHALLA CYRUS TATA N.LALITHA

VP Finance VP Production VP Marketing VP Community Outreach

SABARJIT SINGH SANTOSH SETH RATNA MALIK RUNA BANERJEE

Sr Accounts Manager Sr Plant Manager Sr Sales Manager Sr Manager, HR and AD

PUNEET GARG

Chief Accounts Officer

PETER TOPNO RINCHEN DORJI HARI TIWARI JAIDEEP DAS BHAVIKA TAKIA SANJEEV NAIR GUL PANDIT

Line A Line B Line C Industrial Retail Advertising Projects

Supervisor Supervisor Supervisor Sales Manager Sales Manager Production Chief Supervisor

Figure 10.1 Structure and internal communication network in SWITCH2CFL

3.2.1 Basics in Internal organizational communication

As mention earlier, a good communication network is essential for the smooth functioning of an

organization. The mantra for effective communication is that the right information should reach

the right person at the right time.

Communication problems occur because of certain false assumptions like

To assume that if I know something, everyone else knows it

To assume that too many written policies are a waste of time and energy and create

bureaucratic overload

To assume that if some people have been given information, then everyone else has

access to it

To assume that what you have communicated has been understood by the recipient

correctly

To assume that what is important is less important than an urgent matter

To assume that if there are no crises, then there is no need for any communication

To assume that all data/information is of utmost importance

To assume that communication should be with same level/rank persons and not with

those working under you, or with your subordinates

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3.2.2 How to ensure Effective Internal Communication

The management should realize and understand the need and value of effective communication.

For this, the ability to listen, speak, question and give and take feedback is essential and should

be nurtured. If you don’t understand something, ask about it again and suggest ways of

improving communication.

3.2.2 Downward and Upward Communication

You have already read about these forms of communication in Unit 1.

A good model of internal communication is the Line and Staff Management (LSM) model.

The line managers are responsible for major activities of the company like manufacturing and

sales, while staff managers take care of accounting, personnel etc. Members of both interact and

communicate through an effective internal communication network using formal and informal

lines. The formal lines of communication are:

Line relationships which follow the hierarchical authority lines from superior to

subordinate and vice versa

Functional relationships which means communicating between departments

Staff relationships which follow line management but don’t have their authority

Business communication addresses 5 kinds of information needs which are

Statutory information that should be conveyed to one and all (e.g. service rules)

Regular information about the situations of work (e.g. routine policies)

Information about changes in major policies

Periodic information about the events taking or taken place in the company

Information about important policy changes or other major changes before taking the

final decision should be conveyed to the employees in order to prepare them mentally

3.3 Circulars and Notices: Section B

3.3.1 Both circulars and notices are internal, downward and non-interactive correspondence.

They are written to convey some information to employees. While writing them, ask yourself –

how urgent is the matter/information to be circulated, how complex and confidential it is, what

do you expect the audience to do, how much will it cost and whether you need a permanent

record of it. Hence this kind of correspondence requires careful planning, composing and

completing.

Planning

Think about why you are writing it and if it is the right time for it

Who is your audience and have you given relevant information to them?

32

What kind of response do you want from your intended receiver(s)?

Use a you-centered, that is, audience centric approach

Use a polite tone and bias free language

Composing

Organize your message in terms of importance by mentioning the most important matter

first

Choose the direct mode if it’s good news/information that you are conveying

Choose the indirect way if you have to convey bad news

Completing

Revise your writing and edit it wherever required

The format of circulars and notices has six parts which are

The letterhead of the organization

The label – whether it is a Circular or a Notice

The date

Subject line

Text of message

Sender and her/his details

An example of the format of a circular is given below:

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; EMAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) Circular No. MBE/1/08 3) 2 April 2008

4) Subject: Ethics Month

5) Text of message .....................................................................................................................

..................................................................................................................................................

6) Santosh Seth

Senior Plant Manager

33

An Example of the format of a notice is given below:

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678 E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) NOTICE

3) Subject: Gift Policy

4) Text of message .....................................................................................................................

..................................................................................................................................................

5) Santosh Seth

Senior Plant Manager

6) 2 April 2008

(Note: The numbers in the format are for your understanding and you do not need to number the

different sections when you write your circulars and notices).

There is a minor difference between a notice and a circular. While the former is put up on the

notice board or on the company’s website for all employees to see, the latter is usually

distributed by hand or mail.

Check your Progress I

1) Why is communication so important in today’s business world?

2) What are the problems facing communication?

3) As secretary of the MD of a company, draft a notice about the AGM on 30th of

September, 2013, from 11 am onwards at the conference room in Hotel Le Bleu, Sector

12, Dwarka, New Delhi.

3.4 Memos and Office Orders: Section C

3.4.1 A Memo or Memorandum is a brief document sent within an organization to a specific

person(s)in order to provide information, give instructions/ suggestions, ask for an explanation or

request for action regarding a specific matter. A memo has different parts and companies usually

print memos for use in offices. It should have at the top the name, address and contact details of

the company. It should be titled “Memo/Memorandum” and have a reference number, the name

of the receiver and of the sender too. Other than the date, there should be a subject line stating

34

what the memo is about. Below this is the main text of the memo which begins with the major

point. After this, the person sending the message should sign and mention the names and

designations of all the persons to whom the memo is being sent.

An example of the format of a memo:

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) MEMORANDUM

3) No. 4) Date:

5) To:

6) From:

7) Subject: ........................

8a)

b)

c)

9) cc. to 10) Signature

a)

b)

c)

3.4.2 An Office Order, like a memo, is a formal non-interactive downward communication

and is written regarding employees’ service conditions like taking away some privileges/rights, giving information about new constraints, promotions, annual increments, transfers and postings,

any action taken against the employee etc. As an office order may contain bad news, it is

important to be polite, clear and objective. You have to explain the situation backed by facts and

figures, as to why you are forced to take action against the employee. If you are giving good

news, give it first and then the background details. Use the third person and see if your message

answers the who, what, when and how questions.

35

An example of the format of an Office Order:

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) No. 3) Date:

4) ORDER

5) Text of message.....................................................................................................................

..................................................................................................................................................

6) cc. to 7) Signature

a)

b)

Does the office order look the same as a memo, a notice or a circular? What are the differences?

3.5 Notification, Agenda and Minutes: Section D

A notice for a meeting, also called a notification, is sent well in advance so that all members

attending it can come well prepared and contribute fruitfully. An agenda is a list of items to be

discussed or of official things to be done at a formal meeting. This list is prepared in advance of

the meeting, by the secretary in consultation with the Chairperson and contains information

about the following:

Company’s name, address and contact details

Date on which the notice was issued

Who is to meet whom

Nature of the meeting (whether it is routine, emergency, special, extraordinary

etc.)

Day, date, time and venue of the meeting

Purposeor agenda of the meeting

Signature of the Secretary

Details of those who will attend the meeting (names with designations)

Any enclosure(s) being sent with the notice

The chairperson presides over the meeting and is helped by her/his secretary. The latter ensures

that the issues mentioned in the agenda are strictly followed and takes extensive notes about the

discussions taking place, about decisions, dissents or agreements, suggestions etc. S/he then

writes them in the form of Minutes, which is sent to the chairperson for approval and signature.

After this is done, the minutes are sent to all members who participated in the meeting.

36

An example of a notice with agenda:

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) 28 February 2008

3) NOTICE

4) The twenty-fifth meeting of the Board of Directors of SWITCH2CFL Ltd. will be held in the

Conference Room of Hotel Business Redefined, Sun City, Gurgaon, on 31 March 2008 at 11.00

a.m. The meeting is expected to last for two days, so all those requiring assistance with transport

and accommodation should contact the undersigned so that suitable arrangements can be made.

The meeting is being held to transact the following business:

5) AGENDA

(i) Ratification of the minutes of the meeting held on 31 December 2007

(ii) To decide how Ethics Month should be celebrated in July 2008

(iii) To deliberate on the adoption of the Whistle Blower Policy

(iv) To appoint an Ethics Counsellor

(v) To form a Whistle Blower Protection Committee

(vi) To work out the modalities of the Gift Policy

(vii) Any other matter with the permission of the Chair

(viii) Vote of thanks

(ix) Date of the next meeting

7) Secretary

Iraj Kumar

8) CC:

i.

ii. etc.

9) Enclosure: Minutes of the meeting held on 31 December 2007

Writing Minutes is an art which requires certain skills like taking notes, summarizing, and using

reported/indirect speech. Minutes should follow the sequence of the agenda. It should be

logically written in the third person using the past tense and the paragraph or block format. It

should incorporate all ideas, suggestions, discussions etc. that took place in the meeting.

The content of the minutes of a meeting can be written in 2 ways – the first one is the minutes of

narration and the second one is the minutes of resolution. In the former, the leading points of

the discussion are arranged in a particular way. The title of the point on the agenda is written

first, and then what the chairperson said regarding the matter under discussion are recorded. The

37

ideas, suggestions, agreement and dissent (if any) of the various members are also written.

Finally, whatever is the final resolution or decision taken in the meeting is recorded. The second

way or the minutes of resolution, is when only the title of the item on the agenda and the decision

taken is recorded.

Check Your Progress II

1) State the differences and similarities between a memo and an office order.

2) What is the difference between a notice and a notification?

3) Define agenda and minutes.

4) Do you need good language skills to write minutes? Why?

3.6 External Business Correspondence: Section A

3.6.1 Warm Up

1) What is the difference between internal and external correspondence?

2) Do you think external correspondence should always be formal?

Letters are usually interactive, formal and horizontal communications. You have already gone

through the process of planning, composing and completing business messages in 3.3.1. In

addition to these guidelines, you should ask yourself why you are writing the letter –whether you

intend to inform, to persuade or do both.

3.6.2 Some more instructions on writing letters

3.6.2.1 The AIDA technique

A is for the attention of the reader for your letter

I is for the interest you want to create in the recipient’s mind

D is for desire your reader should have for your opinion

A is for action your receiver should take, as a feedback to your letter

3.6.2.2 How to write Effective Endings

Use endings like CSAD (clear statement of action required), EA (easy action for the reader), DA

(dated action, i.e., the deadline of taking the action), and RB (reader benefit, i.e., what will be the

reader’s advantage in taking action) in the concluding paragraph of the letter.

38

3.6.3 Kinds of Letters

There are various kinds of business letters which may be classified according to the nature of the

situation for which the letter is written. They can be broadly classified as Informative and

Persuasive Letters, like Routine and Sales Letters, Letters for special purposes, Problem letters

and Goodwill Letters.

3.6.3.1 Informative and Persuasive Letters

Routine letters may include the following:

Enquiries, seeking information and requests

Quotations

Orders and acceptance

Payment

Tenders and bids

Sales Letters

a) Prospective or Promotional letters

b) Cover letters with offers and catalogues etc.

c) Proposal and resale letters

d) Follow up letters

Letters for special purposes

a) Agency Letters relating to banks, insurance agents/company, government and

regulatory agencies etc.

b) Personnel letters relating to employment

c) Circulars

d) Seeking finance

Problem letters

a) Complaints and follow ups

b) Concessions

c) Collection Letters on account of overdue/pending payment

39

3.6.4 How to write Business Letters

A business letter has the following parts:

Heading is the Letterhead which has the name, address and contact details of the

company

Date should be written in an alphanumeric way, e.g., 20th December 2012

Reference Number is written alphanumerically and helps in storing and retrieving the

letter

Inside Address is the address of the receiver. The name may or may not be written. If

addressed to a particular person, write the designation with the name

Subject Line shows the purpose of the letter

Salutation should be “Dear Madam/Sir” when you don’t know the name of the addressed person or use the surname if you know it

Body of the letter is the main text

Complimentary Close should be “Truly” or “Sincerely” or “Yours Truly” (only when you use “Dear” in the opening salutation)

Signature or your sign comes at the close of the letter which should be followed by your

name (in block letters) and designation

Enclosure notation is given when you enclose any document or file with your letter.

3.6.5 How to Format Letters

1. The Full Block Format

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) 29 February 2008

3) Reference Number: AND/007/2008

4) Ms Shamita Sen

Senior Sales Manager

Office Supply Corporation

11 Annie Besant Road

Mumbai – 22000022

5) Dear MsSen

40

6) Subject: Order for 250 File Folders

7) ..............................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...............................................................

8) Yours Sincerely

9) Abhaya Kumar

Manager, Procurement Division

10) Enclosure(s): i)

ii)

2. The Modified Block Format

1) SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; E.MAIL: SWITCH2CFL@ENERGYSAVING.ORG

2) 29 February 2008

3) Reference Number: AND/007/2008

4) Ms Shamita Sen

Senior Sales Manager

Office Supply Corporation

11 Annie Besant Road

Mumbai – 22000022

5) Dear Ms Sen,

6) Subject: Order for 250 File Folders

7) ..............................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

...................................................................................................................................................

41

...............................................................

8) Yours Sincerely,

9) Abhaya Kumar

(ABHAYA KUMAR)

Manager, Procurement

Division

10) Enclosures: i) etc.

3.7 External Business Correspondence: Section B

3.7.1 The Direct Approach is used for giving good news and is divided into 3 parts: the

beginning (the main idea), the middle (which has relevant information and explanation) and the

conclusion or end (which is positive and indicates action in the future).

The Beginning (as told to you earlier) should be eye catching and attention holding. First give

the good news or whatever you are offering the reader.

The Body of the letter should contain the basic/chief details explaining why you are offering the

product with discounts/freebies etc., back it up with relevant facts and figures, terms and

conditions and other related details. It should also provide details of how the customer will

benefit from the offer/product, how the feedback about the product has been good or about the

company in general. In addition, information about other products or services can be given to the

recipient.

The Conclusion of the letter should be worded in such a way that it motivates the reader to take

positive action.

3.7.2 The Indirect Approach is used to give bad news in the most polite and courteous way. It

is hard to write such letters as you know that the reader will not be in a good mood after reading

it. Hence, it is important

Not to sound as if you are accusing the other person

To use a polite tone

To put yourself in the reader’s shoes and think of how s/he would feel and react To sound fair, honest and impartial

To show that the action taken or to be taken is unavoidable in the light of company’s rules and it is in the interest of the reader in particular and the company in general to do

so

Not to sound personal, instead use the passive voice

42

This approach has 4 parts – the beginning (the buffer), the body or the explanation (when you

objectively analyze the situation), the decision (what you have decided to do with some positive

suggestions) and the ending (when you conclude with what you expect the reader to do or the

action s/he should take in future).

What is the buffer?

It is a statement which you make in order to prepare the reader for bad news. Therefore, adopt a

calm, congenial and neutral tone. You can begin by agreeing with the reader on some mutually

acceptable point like prices, or thank/praise/appreciate the reader for something s/he has done (if

relevant), or explain to the reader why you could not accede to her/his request and would like to

help as far as possible. In case there is something nice you want to tell the reader do so at the

beginning.

Why give an explanation?

It is important to give a plausible, honest and credible explanation of why action was taken

against the reader so that lines of communication remain open for the future. You can explain

that the decision taken may be in the best interests of the reader and company policies apply to

one and all. Politely provide all details (i.e. facts and figures) and give an unbiased analysis of

the situation that prompted the company to take action. You must also mention that the matter

has been carefully examined and deliberated upon before coming to a decision.

How will you convey the decision taken?

The decision should be clearly communicated to the reader in a positive yet brief way. You can

state the bad news by giving reasons which will make the reader clearly understand why the

decision was taken against him. Don’t give an opportunity to the reader to misunderstand what you are saying. If there is a possibility of another course of action, mention it so that the reader

knows that you are interested in what can be done and not in what can’t be done. Show that you

are interested in continuing the relationship.

How should you end the letter?

End on a positive note showing interest in further interaction with the reader and invite

suggestions from her/him. If you want the reader to take some action, be clear about ‘when’ and ‘how’ to do so and wish her/him success in future ventures.

3.7.3 Persuasive Written Messages

There are 2 ways of writing such messages wherein you want the reader to agree with and be

convinced of your opinion. This would prompt her/him to take action favorable to you.

43

3.7.3.1 The Direct Request way is used for routine requests and has, as stated earlier,the main

idea, explanation and conclusion. The Indirect Request method should be carefully drafted as

unasked-for requests may lead to conflicts. It follows the 4 part division of an indirect approach

– a buffer, an explanation, a request, and a polite ending. Use the AIDA method for writing both

kinds of persuasive messages.

3.7.4 Solicited and Unsolicited Messages

When you write a reply to someone’s letter, it is a called a solicited message. When you send a

letter to potential customer/client, it is an unsolicited message. Examples of this are when you

write to make a request for the reader’s time or contribution, when you give her/him information

about your products/services,when you want information from a seller,when you want credit or

to settle a claim or want some changes in company’s policy.

Check Your Progress III

1) What does the AIDA technique mean?

2) How can you make endings of letters more effective?

3) Which strategy will you adopt to convey bad news in a letter?

4) What is the difference between a solicited and unsolicited message?

3.8 Sales Correspondence: Section C

3.8.1 Enquiries and Replies

A company generally receives enquiries from different kinds of customers. It could be from

someone who wants to know about the company’s products or is writing in response to the company’s advertisements. It could also be from an existing customer who is making a routine

enquiry or wants some special discount or changes in terms and conditions etc. An example of

an enquiry from a potential customer and the company’s reply are given below:

The United India College

University of Bharat

502 Swatantra Marg

New Delhi 110077

PHONE: 24682468; e–mail: educationforall@unitedindia.in

29 February 2008

Reference Number: UIC/123/2008

Retail Sales Manager,

SWITCH2CFL,

15, Aspiration Towers,

44

Gurgaon, Haryana 123456,

India.

Dear Mr Takia,

Subject: Enquiry regarding alternative lighting systems

We have recently celebrated our silver jubilee as a premier residential institution of

higher learning in the National Capital Region. In our endeavour to promote

sensitivity towards the environment among our students and staff, we have decided

to allocate resources in the next financial year to make our campus energy efficient.

Towards this end, we are seeking information regarding alternative lighting systems.

Your company has the reputation of manufacturing superior quality CFL products

and we would like you to send us detailed information about your range of products,

along with prices and payment options.

We look forward to hearing from you at the earliest to enable us to make the

necessary decision and arrangements.

Yours truly,

AnimeshKhatri

(AnimeshKhatri)

Estate Manager

This is the reply to the enquiry:

SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; e–mail: SWITCH2CFL@ENERGYSAVING.ORG

15 March 2008

Your Reference: UIC/123/2008

Our Reference: S2CFL/123/2008

The Estate Manager,

The United India College,

University of Bharat,

502 SwatantraMarg,

New Delhi 110077.

Subject: Alternative lighting systems

Dear Mr Khatri,

45

Thank you for your letter dated 29 February 2008, enquiring about alternative lighting

systems for your college. You have made the right decision by deciding to shift to CFL in your

campus and are sending out a message to the community that your institution teaches important

lessons even beyond the classroom.

You will be happy to know that we are currently promoting the switchover to this

environmentally friendly technology and, as an incentive to our customers, have an attractive

offer for you. In addition to fulfilling your order, we will be happy to offer you, free of cost,

appropriate holders for the CFL bulbs. Our technician will come at a time convenient to you and

change all the light fixtures in your college and you will have no trouble for life. We also provide

a replacement guarantee on our products for two years. I have enclosed our latest catalogue

giving our range of products along with prices and payment options.

I urge you to place your order at the earliest. For your convenience, I have also enclosed

an order form that you can mail or fax to me at your convenience.

I look forward to receiving an order from your institution and can promise that you will

not regret your decision. Not only will you save electricity and reduce costs, but also find this

lighting alternative very convenient as you do not need to change the bulbs frequently. CFL

bulbs last ten times longer than ordinary bulbs.

Yours truly,

Bhavik Takia

(Bhavik Takia)

Retail Sales Manager

Enclosures:

i) SWITCH2CFL Catalogue

ii) Order Form

3.8.2 Placing and Fulfilling Orders

When you write to place an order, you must first refer to the seller’s letter (give reference number, date, etc.), then to the catalogue you are sending with your letter, after which you give

details about the amount and nature of products you want to procure, how and when you want

them delivered and finally, how to pay for them.

Once an order is received, it is the duty of the company to acknowledge it and thank the

customer through an acknowledgement card or a letter referring to the date on which it was

received, accepting the terms and conditions, giving details of how and when the order would be

completed, and ending with the promise of future business.

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3.8.2.1 Some Barriers to placing and fulfilling orders

An incomplete order which requires follow up clarification

An order where the item/product is out of stock or discontinued

The buyer may have some overdue payments in which case the seller may ask politely for

payment of previous amount and then fulfill the order

3.8.3 Complaints and Follow Ups

Sometimes a fulfilled order may not be to the satisfaction of the customer for different reasons

like the order may be incomplete, the products received were damaged, the quality of products

and/or after-sales service was poor, or there was an error in the invoice. When writing a letter of

complaint, keep the following factors in mind:

Use the indirect approach to write this bad news letter

Be polite and make your request reasonable

Write out clearly the details of the defective order (like date, reference number, delivery

date etc.)

State clearly what is wrong with the order

Mention the loss of time, money, goodwill, reputation caused by the order

Suggest what remedial steps can be taken to solve the problem

End the letter with a time limit set for resolution and express your trust in the seller

The seller can respond to such a complaint by offering to compensate the buyer for her/his loss

through replacement or some other way. S/he can also write a reply stating that s/he cannot

provide reimbursement/coverage for the damage or correction of the problem. Hence, you should

write a carefully drafted response to complaints.

Use the direct or good news approach if you are providing a solution to the problem

Use the indirect or bad news approach if you are unable to rectify the complaint

Use an apologetic tone to convey your regret

Be quick in letting the customer know that you have received the complaint and thank

her/him for informing you about it

If the mistake is at your end, admit it and offer to set things right

State clearly what you intend to do to resolve the problem

End the letter by apologizing again and promising not to give cause for such complaints

in the future

3.8.4 Circulars and Mailshots

A mail shot or circular (this is different from the circular in internal correspondence) is a way

of advertising directly and may take the form of a letter, circular, coupon, magazine or flyer sent

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to a person’s home through the daily newspaper or post or by hand in the hopes of gaining more

business for a company. The goal is for the mail shot to be directed toward those people who

would most likely use the business. Therefore, the indirect persuasive mode of writing is used for

drafting mailshots/circulars.

Mailshots can be "warm", meaning that they are more specialized or personalized, or "cold",

which are similar to the grocery store ads that arrive in your newspapers or mail-boxes once a

week.

3.8.4.1 Characteristics of a Mailshot

i) Length: Mailshots are longer as they have to convince the reader to become a buyer

of their goods or services.

ii) In mailshots, the role of targeting a specific audience whether it is business to

consumer or business to business is very simple: it is to help you reach the people

most likely to respond, and avoid wasting money on sending mail to those who won't.

iii) It is important to give relevant information and extensive details in a mailshot so

that customers can satisfy their curiosity about the product/service offered.

iv) The opening of the mailshot should grab the reader’s attention.(Use the AIDA

technique)

v) The mail shot should appeal to the rational (reason and understanding) and

emotional (smell, taste, touch, sight and hearing) aspects of the reader.

vi) The style should be colloquial. The mailshot should encourage and motivate the

reader to take positive action. (Use the ‘you’ oriented approach)

An example of a mail shot

DO YOU CARE FOR THE ENVIRONMENT?

LIGHT MORE FOR LESS SWITCH 2 COMPACT FLUORESCENT LIGHT BULBS

If every Indian home replaced just one light bulb with SWITCH2CFL bulb, we would save enough

energy to light more than 3 million homes for a year, more than Rs 600 crore in annual energy costs,

and prevent green house gases equivalent to the

emissions of more than 800,000 cars.

CFLs use about 75 per cent less energy than standard incandescent bulbs and last up to 10 times longer.

Save about Rs 300 or more in electricity costs over each bulb’s lifetime. Produce about 75 per cent less

heat, so they are safer to operate and can cutenergy costs associated with home cooling. They are

available in different sizes and shapes to fit in almost any fixture, for indoors and outdoors.

How to Choose and Where to Use CFLs:

CFLs provide the greatest savings in fixtures that are on for a substantial amount of time each day. At a

minimum, SWITCH2CFL recommends installing CFLs in fixtures that are used at least 15 minutes at a

time or several hours per day. The best fixtures to use qualified CFLs in are usually found in the

following areas of your home: family and living rooms, kitchen, dining room, bedrooms, and outdoors.

How to Choose the Right Light:

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Matching the right CFL to the right kind of fixture helps ensure that it will perform properly and last a

long time.

For example, CFLs perform best in open fixtures that allow airflow, such as table and floor lamps, wall

sconces, pendants and outdoor fixtures. For recessed fixtures, it is better to use a reflector CFL than a

spiral CFL since the design of the reflector evenly distributes the light down to your task area.

To choose the CFL with the right amount of light, find a qualified CFL that is labelled as equivalent to the

incandescent bulb you are replacing. Light bulb manufacturers include this information right on the

product packaging to make it easy for consumers to choose the equivalent bulb. Common terms include

‘Soft White 60’ or‘60 Watt Replacement.’ You should also check the lumen rating to find the right

CFL. The higher the lumen rating, the greater the light output.

CFL Disposal—Closing the loop:

CFLs contain a small amount of mercury and should be disposed of properly, ideally recycled.

3.8.5 Bids and Tenders

A tender is a formal written offer to contract goods or services at a specified cost or rate. It is

like an invitation calling interested parties to submit estimates for the execution of certain

construction, engineering or other kinds of work to be done. Newspapers often carry such

invitations for tenders. The interested party writes and asks for the tender bidding documents

which carry all details of the requirements. From such documents, it (the party) can calculate

how much time, money, material etc. will be needed to complete the work asked for in the

tender.

A bid means the same as a tender as it is an offer or proposal of a price or amount of money for a

particular job. The usual practice which is followed by companies inviting bids and tenders is to

wait till all offers are received by them till the closing date. All offers are compared and analyzed

and the contract is awarded to the company that fulfills all requirements and offers the most

economical price for completing the job. It is important for companies inviting tenders and bids

to draft them carefully.

There is a distinction in meaning between a bid and a tender. A bid is defined as a deal to obtain

something in a competition, on the other hand, a tender is an offer to deliver or provide specified

services or goods at a stated rate. At times, the two terms are used interchangeably.

A sample tender notice

SWITCH2CFL

15, ASPIRATION TOWERS

GURGAON, HARYANA 123456

INDIA

PHONE: 2345678; e–mail: SWITCH2CFL@ENERGYSAVING.ORG

NOTICE INVITING TENDERS: No. SFL1/2008/011

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Sealed tenders are invited on behalf of the project director SWITCH2CFL for the internal sanitary

installation, water supply, drainage, development works and internal electrical installation at its new plant

in Sector 100, Karnal Bypass Road; from only

the agencies who have executed similar work during the last three years.

The composite estimated cost of the project is Rs 1234567 and the earnest money to be deposited is Rs

100000. The period of completion of the project is 200 days.

The tender forms will be available with the administrative officer of the company, and can be obtained on

all working days from 10:00 a.m. to 5:00 p.m., on payment of Rs 1,000 by cash or demand draft drawn in

favour of SWITCH2CFL and payable at

New Delhi. The forms will be available until 31 March 2008.

The last date for receipt of completed tenders, on the firm’s letter head, is 1 May 2008 up to 5:00 p.m. The tender documents will be opened on 15 May 2008 and the processing of the applications completed

by 30 May 2008.

The vendors may also download the tender documents containing detailed technical specifications, and

terms and conditions from our website www.energysaving.org.

3.9 Financial Correspondence: Section D

3.9.1 Collection Letters

They are sent by business firms to defaulting customers who have overdue payments. They are

also known as ‘dunning letters’. The tone of such a letter should be courteous and polite. The usual practice is to write these letters in 3 stages, first in the form of a mild reminder, the

second as a persuasive letter and the third as the last resort stage.

The first mild reminder is the ‘will pay’ stage where the company is sure the customer will pay. It uses the direct approach strategy in writing this letter and will carry details of the transaction

made. As it is a polite reminder, it will use words like ‘please’, ‘could you’ etc. It will also ask

for dated payment and assure the customer of doing further business with it.

The second ‘persuasive letter’ is the ‘should pay’ stage. The business house has to persuade and appeal to the erring customer. This letter will use the indirect approach and the customer can be

offered an incentive in the form of a discount so that the customer takes the desired action. Thus,

this letter will have a buffer, an appeal, an offer to help out, a mention of earlier reminders, a

request for making payment by a certain date and a polite conclusion.

When all reminders and persuasive letters fail to elicit the desired response from the customer,

the ‘last resort’ letter is sent. This letter uses the direct approach (though it is giving bad news),

is brief and to the point. It provides all details of the transaction once again, mentions all

previous reminders, and gives the customer one last chance to pay by a certain date. It also

includes a threat to take legal action if payment is not made.

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3.9.2 Correspondence with Banks

A company needs to be in constant touch with its bank for various commercial transactions like

opening a current account, stopping payment of cheque, request for an overdraft, loan, bank

guarantee, current account statement or opening of a letter of credit. Such letters use the direct

approach method of writing as these are routine requests and banks usually have no problems

complying with them. If, for some reason, the bank has to say no to something, the company has

to coax and influence the bank to accept its request. In this case, the indirect approach will be

used.

3.9.3 Import-Export Correspondence

This follows different phases of correspondence because it has to take into consideration the fact

that government rules apply here and various financial institutions are engaged in it. Remember,

banks are also involved as there are monetary transactions.

Letter of enquiry sent to a supplier or received from a customer.

This is a routine enquiry letter and its response would be the same as a reply to a sales

enquiry.

The irrevocable Letter of Credit is the common mode of payment for importing

anything. The company exporting the goods will get payment only after the importing

company is sure that it will receive the goods according to its specifications. This letter

then, becomes a part of the correspondence between the banks of both companies.

Here is the sequence of events that will be followed when SWITCH2CFL orders electrical

circuits from WELIGHTLIVES in Turkey:

1. Both SWITCH2CFL and WELIGHTLIVES agree upon a sales contract and the terms of the

Documentary Credit.

2. SWITCH2CFL asks their bank, UCO Bank, the issuing bank, to open a Documentary Credit

in favour of WELIGHTLIVES.

At this stage, SWITCH2CFL needs to give the following information to UCO Bank on a printed

application form that contains the following sections:

i. The name and address of the exporter – WELIGHTLIVES, 15 Pamuk Street, Ankara,

Turkey.

ii. The expiry date of the contract

iii. Precise instructions regarding when the payment is to be made, that is, after all the

necessary documents have been received.

iv. The terms of the contract and shipment—FOB (Free on Board), CIF (cost, Insurance

and Freight), etc.

v. The type of credit—revocable (which can be cancelled) or irrevocable.

vi. The amount of credit and in which currency.

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vii. The name and address of the importer—SWITCH2CFL, 15, Aspiration Towers,

Gurgaon, Haryana 123456.

viii. The name of the party in the bills of exchange where instructions have been given to

the bank regarding amount and date of payment, to be made. This also includes whether

they are to be at sight (when the beneficiary presents the documents to the bank) or of a

particular tenor (according to certain conditions of manner or time).

ix. A brief description of the goods covered under credit.

x. Whether the credit is available for one or several payments.

3. UCO Bank sends letter of credit to Deutsche Bank in Ankara, the bankers of

WELIGHTLIVES and the advising bank.

4. WELIGHTLIVES presents the shipping document to Deutsche Bank as proof that the

shipment has been dispatched to SWITCH2CFL. If everything is in order WELIGHTLIVESis

paid for the order.

5. Deutsche Bank sends the shipping document to UCO Bank.

6. UCO Bank then sends this document to SWITCH2CFL who uses it to receive delivery of its

order.

If SWITCH2CFL is the exporter, rather than the importer, it would have to undertake all the

correspondence that WELIGHTLIVE Shad to carry out.

3.9.3.1 Some Technical Terms used in Import-Export Correspondence

Bill of Entry: It is a declaration by the importer or exporter of the exact nature, precise

weight and value of goods at the port of delivery/shipping out to the concerned Port

Authority.

Bill of Lading: It is a document that provides the contractual terms between the company

shipping the goods and the carrier (plane, rail, truck or ship) transporting the goods. It is

issued by the carrier as a receipt for handling the goods described in the bill of lading and

mentions the end destination also.

Certificate of Origin: A document that certifies the country of origin of the merchandise

being exported/imported.

DDP (Delivered, Duty Paid):It is a term of sale which indicates that the price in the

invoice includes all freight, insurance and other charges and duties and taxes (like VAT)

upto the destination stated by the buyer regardless of the mode of transport.

D/P bill: Documents against payment. It is a kind of payment for goods in which the

documents that transfer the title of the goods are not given to the buyer till s/he has paid

for it.

D/A bill: Documents against acceptance. It is a kind of payment for goods in which the

documents that transfer the title of the goods are not given to the buyer till s/he accepts

the draft issued against him.

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Ex-Ship: It is the price quoted to the buyer by the seller which includes all charges that

apply only at the specified import/export point. However, the buyer has to pay for

unloading of goods and all other charges such as customs duty and taxes.

Indent: It is a purchase order for goods which the buyer places with a supplier.

Indent House: When the buyer imports goods through an intermediary, it is called an

Indent House. Indent houses are of two types. They may be representative or agents of

foreign producers or exporters or they may be independent firms engaged in foreign

trade.

Insurance Policy: A document issued by an insurance company under a marine policy as

a cover for a particular shipment of goods.

Invoice: It is a commercial document issued by the buyer to the seller and contains an

itemized list of goods to be supplied, their quantity and their individual and total agreed

upon prices for them. It indicates a sale transaction only.

Letter of Credit: It is literally a written letter issued by a bank (on the buyer’s behalf) requesting other banks to provide a certain amount of money to the presenter (the seller)

of the letter. This money will be charged against the buyer’s account. It is seen as a risk management tool.

Port of Discharge: It is the place or port where the cargo/goods are off-loaded and then

sent to the buyer.

Shipping Advice: It is a letter or form sent by an exporter to a foreign buyer containing

information that the ordered goods are on their way.

Search for more such technical terms at http://www.businessdictionary.com

3.9.4 Correspondence with Insurance Agencies

It is a risk transfer mechanism by which financial compensation is paid for loss or damage

beyond the control of the insured party by paying a specified fee called premium. All

business organizations insure themselves for their commercial dealings, their premises and

their employees. Companies write to insurance agencies when they need

A policy for a specific requirement

An assessment of the loss/damage suffered

A claim or compensation to be settled

Such letters use the direct approach and should be clear in giving facts and figures.

The different types of insurance are Fire, Accident, Marine and Life insurance.

3.10 Employment Related Correspondence: Section E

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3.10.1 You are familiar with the job application process. Before applying for a job, it is

important to know your strengths and weaknesses with regard to your skills, accomplishments,

interests and personal values.

Skills reveal your academic expertise and proficiency/competency in a particular area. Armed

with this knowledge you can choose jobs that suit your temperament and apply accordingly.

Some useful verbs for describing your skills are given below:

Analysing

Administering

Consulting

Planning

Evaluating

Coordinating

Negotiating

Mediating

Creating

Speaking

Accomplishments indicate personal and academic achievements. You can use these to

strengthen your job application. A list of useful verbs for writing about your capabilities is given

in the box.

Winning

Joining

Increasing

Obtaining

Travelling

Reading

Studying

Starting

Completing

Learning

Interests are those activities that you like to do. Ask yourself if there was a particular job that

you enjoyed doing and what were the reasons, if you like working with numbers, people,

machines or ideas, or if engaging incertain pastimes makes you happy and satisfied.

Personal values are your ethical and moral beliefs. You can contribute positively to the

workplace with these standards. Some of these values have been listed below:

Altruism

Prestige

Adventure

Harmony

Independence

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Power

Variety

Physical activity

Money

Egalitarianism.

3.10.2 How to write your Resume/CV

A resume or CV (Curriculum Vitae) is attached to a job application. In it, contact details,

objectives, educational qualifications, work experience, personal interests etc. are listed in a

particular way. It should be written in such a way that it performs the dual purpose of informing

and persuading the employer to think of hiring you. Your presentation should be neat. Use

headings for separate sections and write in bulleted point format. First highlight those points

which have a direct bearing on the post you are applying for. Use positive terms. When you are

listing your qualifications or experience, begin with the last degree received or your last job. This

is called reverse chronology.

3.10.2.1 Some Headings for a Basic Resume

Personal Data includes name and date of birth (optional).

Contact Information means your address, telephone/fax numbers, and email so that the

employer can contact you easily

Statement of Professional Objectives is stating your career aims briefly.

Work Experience includes a list of all positions held with relevant details of company’s name, work profile etc., beginning with the last job. This section will come before Educational

qualifications if there is more to say here.

Academic and Professional Qualifications follows reverse chronology in arranging the details.

Extra-curricular Activities lists all awards, social service work done, activities and

achievements, publications etc.

References should be limited to 2 or 3 persons only. Talk/write and take permission from your

referees before giving their names and contact details.

A sample resume is given below:

RESUME

Personal Data Name SANJEEV NAIR Date of Birth 14 February 1969

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Contact Information Address 14/1, Park Road

New Delhi 110 002 Telephone: 011-12345678 (Landline)

1234567890 (Mobile) Fax 91-11-12345678 E-mail sanjeevnair@switch2cfl.com Objective A management position in production Work Experience Educational Qualification Extra-curricular Activities References Signature Date:

3.10.3 How to write the job application letter

This letter is a cover letter to which the resume is attached. Its format is as follows:

3.10.3.1 The Opening

It can be of different kinds. A Summary Opening is summing up in 2-3 sentences your most

impressive qualifications related to the applied position.

For example: Energy Savers’, ‘A Better World’—both these organizations gave me the

opportunity to apply the accounting skills learned in college. For two years, I was also given the

responsibility of being the secretary of the college commerce association and this gave me the

opportunity to hone my communication skills.

A Source Opening states how you came to know about the job.

For example: Your advertisement in the Times Classified Section of 20 January2008, suggested

the need for a purchase assistant. My academic training in commerce and work experience in the

field of purchase and procurement makes me a suitable candidate for the job.

A Question Opening begins with a question that shows your capability to meet the company’s requirements. For example: Is SWITCH2CFL in need of a good purchase assistant? I am a

commerce graduate with very good communication skills. I have also worked inthe field of

purchase and procurement and this make me a suitable candidate to fulfill this need.

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3.10.3.2 Middle Paragraph

It has 3 parts: education, work experience and personal details.

The Education Section will state how your education has helped you become capable of doing

the job. It will also reveal an understanding of your subject. Any extra qualifications in this

discipline should be listed here.

The Work Experience Section will detail your practical experience, highlight your ability to

work efficiently in different environments and your achievements

The Personal Details Section will reveal the kind of person you are, that is, if you are able to

work in a team, if you are dedicated and committed to your work or how interested you are in

your area of specialization.

3.10.3.3 Closing Paragraph

End with a courteous close and provide contact details.

Check Your Progress IV

1) When do you write complaint letters?

2) How should you reply to a complaint?

3) On behalf of the Administrative Officer, place an order for new tables and chairs for the

college cafeteria.

4) What are the 3 stages of a collection letter?

5) Explain the following terms: Invoice; Letter of Credit, D/P Bill, Indent House

Learning Outcomes

How effective communication is becoming important in a globalized world

To be able to write different forms of internal business correspondence like a

circular, notice, memo, office order, notification and an agenda

To be able to write different kinds of external business letters relating to sales,

finance and jobs.

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Unit 4

PRINCIPLES OF COMMUNICATION AND E-CORRESPONDENCE Tasneem Shahnaaz

Learning Objectives

Understand the principles of E-correspondence and how to write a business

communication

How to use the Internet and the World Wide Web in business contexts

Know about emails and the art of writing them

Understand e-commerce and its various aspects

Grasp the essentials of telecom and other communicative technologies

4.1. Communication and language

4.1.1. Warm Up

1. What is the importance of communication in our lives?

2. What are the different ways in which we communicate?

Advances in technology have made communication easier and faster. A very popular way

of communicating is through the electronic medium. When we communicate in writing using

the electronic medium, it is called “e-correspondence”. Given the competitive business climate today, all communication needs to be clear, quick and effective. How effective

communication is, depends on our efficiency in using these technological tools. Though this

is a virtual world, it is important to be disciplined and orderly by following certain rules and

guidelines.

4.1.2. Why do we write?

1) To convey or find out information, ideas and emotions

2) To interact with and convince others in a direct or indirect way

3) To guide and control our actions

4) To enjoy language

5) To keep a record of something.

4.1.3. Constructing your messages

We talked about guidelines earlier. We should keep them in mind before beginning to

write. When we write in English, we realize that the English language has many variations. So

which English do we use? The answer is Standard English which is widely used in writing and

formal speech.

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4.1.3.1. How to construct your message –

1) Planning – You should begin writing by planning what you want to write, and which

important points you wish to convey. Microsoft Outlook is an example of a personal

information management system that helps to plan and organize messages.

2) Gathering information – Have all the information you need before you begin writing.

Apart from manual research, you can take help from search engines like Google.com,

Yahoo.com and others.

3) Analyzing your audience–Keep in mind the receiver’s age, position, characteristics

and attitudes especially when writing to a person belonging to a different culture. Be

friendly and neutral in your tone, content and format of messages.

4)Analyzing your purpose – Why are you writing this letter? What do you expect the

reader to do?

5) Choosing your document type with care – It is best to write letters for formal

situations. While faxes and memos are less formal, e-mails are least formal.

6) Drafting the document – Write your purpose clearly. Use headings and paragraphs,

provide a comprehensible background, and refer to past and present actions taken or to be

taken in the matter.

7) Formatting the document – Use a conventional format and present your document in

a readable way. Use proper salutation at the beginning and end of your writing. Keep a

courteous tone.

8)Revising your document – Read your document with care paying attention to clarity,

style, vocabulary, spelling, grammar, and punctuation so that your intention of writing is

clear. Don’t use jargon or clichés. Proofread it and wait for 1 or 2 days tore-think your

message. If you are writing to a person belonging to a different culture, then ask someone

of that culture to review it.

The three major revising tools like a spell checker (corrects spellings of words),

grammar and style checker (checks construction of sentences and suggests alternative

terms), and thesaurus (gives synonyms) help you with writing.

4.1.3.2. Tools for presenting messages

Software –You can send your document in print or electronic form. For print publication,

desktop publishing software (for long documents with text, graphics and design) and word

processing software are available. The latteris more versatile and can create files in hypertext

markup language (html) or portable document file (pdf) format. It can also edit and revise

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messages, search/replace words/names, do simple math, sorting, track changes, comment, Quick

Correct, AutoCorrect, headers and footers, merge and macros etc.

Hardware- The hardware should be compatible with the chosen software and vice versa.

4.2 Principles of Communication-

The Cs of communication are given below -

Clarity–State your message clearly in simple words and meaningful sentences. Make sentences

of 17-20 words and use paragraphs. Don’t use out-dated phrases like “Respectfully we submit

…”, instead say “We are submitting / We would like to submit …”.

Courtesy- Be polite, considerate and formal in your writing. Begin and end with appropriate

salutations. Be careful that you don’t use discriminatory/biased phrases (avoid sexist or racist

remarks/words/terms). See Unit on “Communicating across Cultures” for such words.

Conciseness- Don’t use high sounding or too many words. Save time and money of both reader

and sender by being brief and avoiding repetition. For example, “This matter of great importance” can be written concisely as “This important matter”.

Wordy (Concise)

1) In due course (Soon)

2) Please find attached the file you requested. (The file you requested is attached).

3) It was realized by Mr. Dutta that we must reduce inventory. (Mr. Dutta realized we must

reduce inventory).

4) There are four rules that must be observed. (Four rules must be observed).

5) The issue of most relevance is teamwork. (The most relevant issue is teamwork).

Concreteness- Be specific, exact and distinct so that the reader understands what to do. Don’t beam biguous and unclear. Write more in the active voice than in the passive. Use the latter only

when necessary.

Consideration–Write all communication keeping in mind the receiver’s situation, problems, feelings and possible reactions. This will create a “you attitude” which means you are receptive/attentive to the needs of the receiver. For example, write “Now you can avail a further

61

discount of 25% on already discounted prices” instead of “We are offering a further discount of

25% on already discounted prices”.

Completeness–Ensure that your message is complete and contains all relevant facts, data,

information and answers to questions asked. This will increase goodwill and avoid the possibility

of lawsuits.

Correctness- Correct grammar, spelling and punctuation as well as accurate facts, figures, and

wordsare a must in business communications. Be honest and use appropriate words and

language.

Comprehensiveness – Your message should communicate clearly and fully your ideas and

answer any question/doubt that may be raised.

Check Your Progress I

Fill in the blanks with appropriate words from those given in parenthesis:

1. The language of any business communication should be …………… (dull / friendly/ awkward).

2. Your language should project a ………………. attitude. (you / we /our)

3. Business communication should reflect your ……………… (insincerity / integrity/

selfishness).

4. ……………………….. all important facts in your communication. (highlight / play down / under-emphasize)

5. Use the ……………. voice as far as possible. (active / passive/ aggressive)

6. ………………. a persuasive tone. (adopt / reject/ )

7. Avoid culturally ………………… words. (insensitive / sensitive/ neutral)

8. It is important to be …………….. in your thought and expression.(clear / hazy/ confused)

4.2. The Internet

4.2.1. The use of computers and the Internet has made information available at the click of a

button. Remember, this abundance of information has to be used sensibly in accordance with

your need and specialization. However, the question here is - what is this Internet? Sometimes,

simply called the “Net”, it means interconnected (computer) networks across the globe that

transfers data through the system of packet switching using Internet Protocol. This can be

accessed by users all over the world by using a computer, modem and an Internet Service

Provider.

There are different ways of accessing the Internet. One is through the standard telephone line or

the dial-up connection. Another way is through a cable connection or a digital subscriber line

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(DSL or a high speed phone line). For high speed data transmission, Integrated Services Digital

Network (ISDN) is used. You can also use cell phones or smart phones to access the Internet.

The question now is who owns or controls the Internet. Well, no one does, though there are some

agencies like National Science Foundation, the Internet Engineering Task Force, the Internet

Corporation for Assigned Names and Numbers (ICANN), the Internet Governance Forum (IGF),

InternetNetwork Information Center (InterNIC) and the Internet Architecture Board that

supervise and standardize all activities on the Internet.

4.2.2. Some uses of the Internet

1. It allows users to access and exchange information of different kinds globally.

2. It permits business activities like online banking, online shopping, and e-commerce

transactions.

3. It helps users to send and receive mail, transfer files, access news, music, videos etc.

4. You can search for information using search engines or post information through blogs

twitter etc.

5. You can participate in group discussions, have online meetings etc.

To access the vast amount of information available on the Net, you can use directories or

indexes. Both are search sites and the former is for browsing the Internet whereas the latter is

for locating particular information through large databases (see examples on pp 242-243).

Once you type in your topic or keywords/phrases relating to it, the search engine brings forth

a list of related web addresses. These addresses are called URLs or Uniform Resource

Locators.

As you may be aware, English is the most common language used on the Internet. You may

ask, “What are the services offered by the Internet?” Well, the answer is, there are many like email, e-commerce, instant messaging, chat rooms, file sharing and File Transfer Protocol

(FTP). But the “killer application” is the ‘World Wide Web’ which all of us use while accessing the Net. It gives us access to billions of pages of information in the virtual world in

a language called Hyper Text Markup Language or HTML. It has also made the Internet a

commercially feasible proposition.

4.2.3. Some common terms used in relation to the Internet:

Web Browsers like Internet Explorer or Netscape Navigator help us to locate web

documents or web pages which are connected to each other through hyperlinks or

highlighted words/images (http://www.techterms.com/definition/hyperlink- click on this

address for a definition). There are search engines too like Yahoo!, Google etc. that help you

to find information on the Net.

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4.2.4. Some Differences between the Internet and the World Wide Web:

1. The World Wide Web is a part of the Internet and not vice versa.

2. We access information using the Web through the medium of the Internet.

3. The Web is an application built on the Internet while the latter is a large group of

interconnected computer networks.

4. The Web has pages which we can access using web browsers whereas the Internet is the

network where all information resides.

5. Features like Telnet, Internet gaming, email, Internet Relay Chat etc. are not part of the

Web.

6. The Web uses HTTP or Hyper Text Transfer Protocol method to transfer web pages to

your computer. Web pages are written in HTML.

4.2.5. Blogs

Web logs or blogs are like virtual diaries in which individuals, groups or organizations can write

whatever and whenever they want. They allow users to post thoughts, comments, opinions and

updates about a topic or their life on the Web.

4.2.6. Internet Protocol (IP): Domain Name System (DNS)

It is a system by whichcomputers connect to each other by automatically mapping text names to

IP addresses. In the earlier system, numeric IP addresses were provided or a large text file had to

be used to map names to addresses. Now you need to remember web addresses only and the

DNS will do the rest.

4.2.7. Uniform Resource Locators

Generally, every website has an introductory page called the homepage which gives

details about itself and links to its contents. Before going to a particular website/page, we have to

know its address or URL, that is, Uniform Resource Locator, e.g.,

“http://www.cnet.com/Contents/Reports/index.html” or “ftp://info.apple.com/”. Note that all URLs do not begin with “http” (hyper text transfer protocol). The first part (http or ftp) indicates the kind of resource it is addressing. The second part is the address of the computer being located

and the path to the file. In this part, “www.cnet.com” is the registered domain name and

“Contents/Reports/index.html” is the path to the file.The first level or top level domain name (TLD) is written after the period, e.g. “.com” (company).Some other TLDs are –

info (general information)

edu (education)

coop (cooperative)

gov (government)

net (network resources)

org (nonprofit organizations) etc.

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4.2.8. Clients and Servers:

The client-server relationship is common in the virtual world. For example, if an office has a

server that contains an organization’s database, then all computers accessing the database are clients. If you access your email using Microsoft Outlook, then Outlook is your email client

software that acts as an interface between your client computer and the mail server.

4.2.9. Local Area Network(LAN):

A Local Area Network (LAN) is a network that is confined to a relatively small

geographic area such as a writing lab, school, an organization or building. It costs less to set it up

than a Wide Area Network (WAN) which is a larger network extending to a state, country or the

world.

4.2.10. Intranet

It is a collection of private computer networks within an organization. It facilitates

communication between people or work groups to improve the data sharing capability and

overall knowledge base of an organization's employees. It uses standard network hardware and

software technologies like Ethernet, Wifi, TCP/IP(Transmission Control Protocol/Internet

Protocol), Web browsers and Web servers. An intranet within a company typically includes

Internet access but has firewalls installed so that people outside the organization cannot access its

computers. An intranet generally incorporates email, groupware applications, internal Web sites,

documents, and/or databases.

Reasons why the intranet is popular:

1. More information about the company, its policies, benefits offered, internal job openings

etc. can be posted.

2. Intranets are flexible and convenientto use. For example, sales representatives of the

company can download and print all or any of the presentation materials created by the

marketing and sales department for customer viewing/appraisal at any site.

3. Company employees can collaborate with each other in order to work on new projects, or

share global knowledge.

4.2.11 Extranet

A common extension to intranets, called extranets opens the firewalls (mentioned earlier) in

intranets and can thus provide controlled access to outsiders. That is why it is called the “external intranet”. In this, companies/organizations allow some people like suppliers, customers etc. to access this network with whom they wish to share selective information, after proper

authentication with the help of a password.

Advantages of Extranets

1. They can help companies to save time and money by providing a secure, simple and fast

way of communication.

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2. They reduce the need for having face-to-face meetings which, in turn, saves time, money

and energy.

3. Timely updated information is easily available to all those who have access.

4.2.12 Business Use of the Internet

1. Other than having global information at the click of a button, the internet permits sharing

of texts, photos, videos, slides and other data.

2. Because of its flexibility, employees can even work from home or other locations outside

the office.

3. It allows e-commerce activities (for more details refer to chapter on e-commerce in your

textbook).

4. It provides businesses with phenomenal reach to a variety of audiences, like customers,

suppliers (both local and international), and new business partners.

5. The cost of running a business through the Internet is not high as overhead costs are low.

6. The Internet helps to keep investors, trade analysts and government regulators updated

about business developments.

7. Electronic learning or e-learning can take place with the help of computers and Internet.

It is also known by other names such as, virtual learning, distributed learning etc. In the

business world, it is used as online training for employees.

8. Posting e-resumes on the Web has many benefits such as, they can be sent quickly and

easily through the Internet, companies can locate them with the help of search engines

and key words, they can be read on a computer monitor or read as hard copies after

printing them, and can be changed into other electronic file types such as database files.

E-resumes are the same as printed ones except in their formats. The different formats of

resumes are:

a) A print version that you can mail

b) In plain text/text only form that you can copy or paste to online forms/databases

c) In a form that can be scanned

d) As a part of your email and not as an attachment since most companies prefer this

route. They are scared of viruses entering their systems through attachments.

e) In RTF, that is, Rich Text Format that can accommodate most of the pleasing

features of your resume

f) In PDF, that is, Portable Document Format that retains the original appearance of

your resume and cannot be destroyed by viruses

g) In web ready form, which you can put on your personal page or at other websites.

9. Like e-resumes, you can post e-memos using the Internet. This helps companies to

communicate important information to its employees in a fast and convenient manner.

There are 2 categories of communication technologies: synchronous and asynchronous. The

former includes online chats, video-conferencing, virtual classroom or meeting etc. wherein the

participants are present at the same time though at different locations and communicate using e-

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technologies. The latter means that all participants need not be present at the same time for

communication to take place. Examples are – emails, blogs, wikis, discussion boards etc.

4.2.13 Methods of e-communication:

a) Email (you can read, write and send messages on the computer)

b) World Wide Web (already mentioned)

c) Discussion mailing lists or listservs wherein you can be a part of a discussion

group and send mail to the group’s email address which is forwarded to all

members

d) Newsgroup has messages and responses on a particular topic at a particular

website by like-minded people

e) Collaboration is a popular concept nowadays which allows people to exchange

ideas, thoughts, skills etc.

f) Remote access permits computers to be connected despitebeing situated at remote

and different locations

g) Instant messaging is a way of communicating through written messages when

both parties are online synchronously

h) Videoconferencing ( see “Other communication Technologies” for details) i) Telnet helps your computer to communicate with other computers on a remote

network

j) Voice Over Internet Protocol or VoIP or Internet Telephony by which you can

talk to your friends over the Net

k) File Transfer, also called FTP (file transfer protocol) by which you can download,

upload files, send zip files etc.

4.2.14 Problems Facing the Internet

a) Too much information has created problems in companies as employees lose sight of

important documents.

b) Data security is a problematic issue ashackers break into confidential files and access

important information. They can even destroy, steal or change these files.

c) Employees waste company time and resources for personal use and are less productive

(called cyber slacking).

d) Businesses lose time and money because of electronic traffic jams due to excessive

information and the need to send large amounts of information quickly.

e) Cyber criminals introduce viruses and worms (software) by camouflaging them in

legitimate software so that important files/information can be changed or destroyed.

Viruses destroy or change programs or files. Worms endlessly duplicate themselves and

take up spacecausing e-traffic.

4.2.15 Security Measures

a) Introduce passwords for accessing the computer.

b) Outsiders to the company should be properly screened.

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c) Install programs like anti-virus software etc. in order to screen emails from e-threats.

d) Install firewalls so that only those users who have proper password and identification can

access company’s website. e) Have a plan for recovering data in case of breakdown of system.

Check Your Progress II

1) List at least 3 differences between the Internet and the World Wide Web.

2) Write brief explanatory notes on the following terms bringing out their

similarities/dissimilarities:

Web directory and web index; client and server; intranet and extranet

3) What are the problems facing the Internet? Mention at least 4 of them and suggest ways

to overcome them.

4.3 Email

4.3.1. Warm Up

1. Can you think why e-mail is a better mode of communication than regular postal mail?

2. Why do businesses also use e-mail when it is a less formal way of communicating?

E-mail has become a quick and easy mode of communication. As it has the features of both

speaking and writing it is important to know how to write it.We should follow certain guidelines

known as ‘netiquette’ when we use the Internet for writing blogs, emails or discussion groups or

while chatting online with friends and others. When these rules apply to email writing only, they

are referred to as ‘e-mail etiquette’.

What to do:

1. Write your purpose in the subject line.

2. Be clear and use concrete and correct words to state your message. Keep in mind the C’s of effective communication.

3. Use short paragraphs with topic and supporting sentences to write your message.

4. Follow the protocol of the organization when sending business e-mails.

5. Don’t write long messages. Be brief, organized and courteous. Write one screen length e-

mail only.

6. Never write when you are angry.

7. Use positive and gender neutral language.

8. Always revise your writing before sending it.

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What to Avoid:

1. Don’t write e-mails like a casual conversation. Don’t make jokes or personal comments in business correspondence. Be gender sensitive.

2. Do not tag all messages as ‘extremely urgent’ or ‘high priority’ unless necessary. 3. Don’t click the ‘Reply All’ button without thinking. Some e-mails have to be sent to select

persons only.

4. Never send critical or confidential information by e-mail.

5. Do not use short forms or abbreviations excessively.Use those which can be understood

by the recipient and are acceptable and known to all.

E-mail acronyms and abbreviations (Some of them are used in other places too)

ASAP : As soon as possible BBL : Be back later BTW : By the way

BFN : Bye for now cc : copy to (carbon copy) e.g : for example

etc. : etcetera NB : please note (nota bene) pcs : pieces

Pls : please PS : post script qty : quantity

i.e. :that is to say (id est) Re : regarding Ref : reference

RSVP : Please reply (repondezs’ilvous plait) tbc : to be confirmed

Lol : Laughing out loud/ lots of love FAQ : Frequently asked questions

FYI : for your information IMHO : In my humble opinion

TTFN : ta-ta for now TIA: Thanks in advance FWIW: For what it’s worth

6. Don’t use emoticons or exclamation marks in your mails.

7. Before writing an e-mail or a reply to an e-mail, make sure that e-mail is the best option to

write/respond. Sometimes, a phone call or a face-to-face interaction may be a better

alternative.

How to send an e-mail?

Step 1. First log on to a computer and open an e-mail program (or e-mail client) like Microsoft

Outlook, Outlook Express, Eudora or Pegasus (these are stand-alone e-mail clients). Those who

have free e-mail accounts with Hotmail, Yahoo, Rediffmail, Google etc. use an e-mail client that

appears in a web page. Whatever e-mail client you may be using, it performs the following four

functions:

It shows you a list of all messages in your inbox by displaying the message headers.

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The header shows the sender of the message, the subject as well as time and date of the

message (and even the size of the message). You can select a message header and read

the body of the e-mail.

It lets you create a new message and send it.

It allows you to add attachments to your messages as well as save the attachments you

receive.

Step 2. Click on ‘Create / New Mail’. A fresh page for writing a new mail will open.

Step 3. Bring the cursor to the ‘From:’ line. Write your e-mail address here.

Step 4. Bring the cursor to the ‘To:’ line. Write the e-mail address of the person to whom you

want to send an e-mail.

Step 5. Bring the cursor to the ‘cc:’ line if you want to send the same e-mail to a 2nd or 3rd

person. Write their e-mail addresses on this line.

Step 6. Bring the cursor to the ‘Subject:’ line. Write an effective subject heading so that the

reader knows what the mail contains and what action(s) is/are required of her/him.

Step 7. Now come to the body of the message. Begin with a salutation. Keeping e-mail etiquette

in mind, compose your message in clear, concise and grammatically correct paragraphs. Close

with a salutation.

Step 8. After completing your message, proof read it and go through the computer’s grammar

and spell checkers. If you are unsure about the contents or about the feasibility of sending the

mail, keep it as a draft and give yourself time to think it through.

Step 9. If you have to send a file along with your mail, click on the ‘Attach’ key and then on the

name of the file you want to send as attachment. The message will show the attachment icon.

Step 10. Once you are confident of sending the mail, click on the ‘Send’ button.

Step 11. Your e-mail client will connect to an e-mail server and pass to it the name of the

recipient, name of sender and the body of the message.

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4.3.2. Organizing your e-mail

1. Be careful and attentive while writing e-mails.

2. Your subject line should be effective and catch the attention of the recipient.

3. When replying to an e-mail, you should include the letter to which you are replying. Most

computers have this facility when you press the ‘reply’ button. 4. Write your mails clearly so that your reader understands it. If you have to make more

than one point/request in a mail, write them in separate paragraphs. Write brief and

focused paragraphs.

5. Write your e-mail as a formal business letter with appropriate salutations.

6. Check your mail for correct spelling, punctuation and grammar.

7. Use illustrations, comparisons, contrasts to make your point.

8. Don’t send your mail immediately after writing it, unless it’s urgent. Wait for a day or two, read it again and then send it.

You should not send an e-mail when there is:

A complaint against someone

A disciplinary action to be taken

An issue/problem/matter regarding co-workers

Any dispute about promotions, or awarding grades etc.

A need to meet in person rather than write to her/him

4.3.3. Global E-mail

When you correspond with business contacts outside your country, it is wise to seek some

knowledge of their culture. Remember the following advice when you write a global e-mail:

Begin and end courteously and pleasantly like “I hope this mail finds you well and in good spirits” and “With warm regards” respectively.

Use abbreviations, jargon, or technical terms that your reader will understand. It is best to

explain these words and your point in simple and appealing language to avoid

miscommunication.

Do not use clichés (stereotyped phrases) and slangs (words not accepted for dignified use).

Ensure that your mail reaches the intended person. If there is no response, send a follow-

up email.

Be careful of the kind of information you want to convey to your reader. As with other

emails, do not send confidential information in your communication.

Before responding to emails from persons belonging to cultures different from your own,

take time to reflect and understand what s/he is trying to convey to you. Don’t correct their mistakes.

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Check Your Progress III

1. What factors and guidelines should you keep in mind when writing an email to a person

of another culture?

2. Complete the following sentences taken from an e-mail with appropriate words from the

box (there are more words than required):

request queries email may are like is

a) Thank you for your ………….. regarding CFL bulbs. b) We would …….. to place an order for 500 bulbs of different sizes.

c) However, a few ………… still remain. d) The prices of the different sizes ……… not included in your information. e) We ………… you to send this information.

4.4 E – Commerce: The Revolution

4.4.1. Warm up

1) Are there any differences between the traditional methods of commerce and e-

commerce?

2) Which mode of transacting business is more convenient? Can you think why?

E-commerce or electronic commerce is the new buzzword in the business block. It is now

an established manner of commerce and the future may see it replacing the older way of buying

and selling any product or goods or service. The first few years of e-commerce (1995-2000) saw

quick growth with the increasing popularity and use of the internet and the web. The second

phase (from 2001 onwards) began with e-commerce companies introspecting about the worth of

their stock.

4.4.2. Understanding e-commerce

Commercial activities take place around us in all acts of buying or selling something. E-

commerce takes place with the intervention of digital technology like using the Web and the

Internet. In fact, this term and a newer term, ‘e-business’, are often used interchangeably.

Another term, ‘e-tailing’, is used to mean online retail selling.

Commerce is a simple concept which involves buyers, sellers and producers.

Buyers are those who receive some goods/services on payment of money.

Sellers offer goods/services to those who want to buy them. Retailers are sellers who sell

directly to consumers while wholesalers or distributors sell to retailers and other businesses.

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Producers manufacture/create the products/services that sellers offer to buyers. A producer is,

therefore, a seller too.

E-commerce has challenged traditional ways of business transactions by crossing

geographical and social boundaries and changing the way people regard buying and selling.

4.4.3 Aspects of Commerce

The process of commerce requires a product to sell, a place to sell it, how to attract

customers or market it, how to accept an order, a safe way of making payment and how to

fulfill/deliver an order. Other than these requirements, there should be a method of accepting

returns of a product, honoring its warranty claims and providing reliable after sales service.

E-commerce follows all these steps in a different way. For instance, the place to sell a product

is a website instead of a regular store. Placing orders and making payments are also done

online. Think of a virtual shopping cart/basket which you are carrying while entering an online

store. In this you can place all your orders, then click checkout and complete the transaction

after making the online payment through a credit/debit card.

4.4.4 Advantages of e-commerce:

It knows no boundaries. Its market reach is tremendous as it reaches the online

population of the world.

It is a market which is always present and never closes. Therefore, transaction costs

are low. The more automated the process, the lesser the cost of running it.

It functions on the basis of standard universal business practices followed by

countries all over the world.

It provides more information density, which means the total amount and quality of

information (whether accurate and timely) available to those who are part of the

market. Now the consumer can find out the prices of goods in the virtual market as well

as the costs merchants have to pay for products. Sellers can also find out more about their

customers/consumers and they can sell the same goods to different groups of customers

at different prices.

You can buy more with each transaction. Online companies usually offer more than

one product to customers.

Integration of other business functions/information into a well-implemented e-

commerce site. Usually e-companies use shopping cart software (an operating system)

which allows different activities like purchasing of goods/services, tracking status of

these goods by customers or tracking customers by the company etc.

With e-commerce, companies can create a bigger register/directory of their

products.

It encourages better customer-company interaction at no increased expense.

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It makes shopping convenient and enjoyable. You can shop from home, visit

different websites, compare prices of same product and then buy it.

It helps people to set up ingenious and inventive business strategies at low costs and

more profits.

However, there are some problems which an e-commercial venture has to face, like having a

marketing strategy which will direct online population to its website and how to retain

customers. There is also a felt need for such an enterprise to reinvent and make itself different

from similar websites.

4.4.5 Kinds of E-commerce

Business to Consumer or B2C: takes place when businesses sell to the common public through

online catalogues using shopping cart software. If you want to go on a holiday, go online

(tripadvisor.com, makemytrip.com etc.), see different packages and book one that suits you

within minutes.

Business to Business or B2B: takes place when companies do business with each other, for

example, when manufacturers sell products to wholesalers or distributors.

Consumer to Consumer or C2C: takes place when individuals can buy or sell products at

certain websites (like eBay.com) using online payment systems/gateways like PayPal.

Peer to Peer or P2P: takes place when individuals share files or resources without going to a

central web server. Usually this can be done for free.

Mobile or M-commerce: is when cell phones use wireless networks to carry out commercial

activities using the Internet.

4.4.6 Problems of e-commerce

Many people do not have laptops or PCs as they are not cheap products. An internet connection

is another necessity and a recurring expenditure. This is not all. Essential application software

and skills to operate them are also required.

Check Your Progress IV

1. Define the following terms: e-business; e-commerce; B2C; P2P; C2C.

2. What do you require in order to carry out a commercial activity? Does e-commerce

need the same things?

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4.5 Telecom Technology

4.5.1 Warm Up

1) Most of us are familiar with telephone technology. What are the different ways in which we

use it?

2) How does it help us in communicating?

4.5.2 Telegrams

Being an outdated technology, a telegram is hardly ever used in sending messages. As you have

to pay for each word that you write, be brief. Keep in mind the following rules:

1. First, write the recipient’s name and address (in brief), then the message (again briefly),

and lastly your name in the telegram form.

2. Use the word ‘STOP’ between 2 sentences and you need not write grammatically correct complete sentences.

4.5.3 Telexes

You require a teleprinting machine, a subscription to an international telex system and telegraph

lines to send an electronic telex message. Charges are calculated according to the time taken.

Hence, one should write short and clear messages. You should send a telex when you cannot talk

to the person directly on phone or face to face, when you need to place a specific order, confirm

a telephone conversation, avoid a verbal exchange, or need a quick reply. An example is given

below:

(a) 310075 – CFL – IND

(b) TCI 07/07/1400 044065

© 1107 – 1401

(d) 32142 – 3 HER – HA

(e) N – 19 / 241 OF 07/07/2008

(f) FST / 2030

ATTENTION: HARRY HERMAN

SUBJECT: RECONFIRM DELIVERY DATE OF GOODS

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SORRY FOR DELAY IN SENDING ORDER. YOUR CONSIGNMENT SENT ON 06/07/2008.

WILL REACH IN A WEEK’S TIME. PLEASE CONFIRM DATE OF DELIVERY AT YOUR

END. ASSURING YOU OF TIMELY SERVICES IN FUTURE.

SINCERELY YOURS

JAIDEEP DAS

(MANAGER)

The numbers given at the top of the telex message can be interpreted as follows:

(a) Sender’s telex number and country of origin i.e. India.

(b) TCI means Telecommunication Code for India. 07/07 is the date, that is, 7th July.

1400 -- is the time that is, 2.00 PM, when the caller was connected.

044065 is the meter reading at the telex exchange.

(c) 1107 – is the Indian telecommunications code number for the country being called.

1401 – is the time when the transmission of the message began, that is, one minute past

2:00 PM.

(d) The telex number of the company or organization to which the message is sent.

(e) Reference number of the specific telex and the date.

(f) The sender’s reference number for the specific telex being sent.

Please note that all code/telex numbers in the above telex are fictitious.

4.5.4 Faxes

Fax, which means ‘facsimile’ or copy of any kind of document, is an easy, quick and inexpensive way of communicating. You need A4 size paper, a sending and a receiving fax

machine and telephone lines (no internet connection or computer is required) in order to send a

fax message. Usually a cover sheet is sent along with the main document which states what and

why you are sending the document. Each page of the fax should be numbered and signed.

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4.5.5 Teleconferencing (discussed in Unit 5)

4.5.6 Voicemail Service (VMS)

It is like a modern, upgraded answering machine system. Its features include sending, storing and

retrieval of spoken messages. To recall a message of any person, date or time, you have to log on

to the system using your confidential password and then listening to the message. A single VMS

can handle storing /retrieving messages of different persons at the same time. If you are leaving a

message on it, ensure that you speak clearly and politely. State your purpose briefly and slowly.

Advantages of VMS

1. It can handle many phone calls at a time and store messages in the names of the persons

for whom the messages were intended.

2. You can forward received messages with your comments to another person’s VMS. 3. It can transfer or make calls to other numbers/paging services or even send messages to

different VMSs.

4. This system helps to cut down on office paper work and delays. It increases productivity.

4.5.7 Cellphones and SMS

Mobile phones are as common and as necessary as clothes. Modern phones are equipped with

many features like keeping a contact list, a to-do list, setting reminders, having a calculator,

alarm, GPS etc., sending SMS and all other functions you would have on your laptop/PC. SMS

or short messaging service is an oft-used facility by which you can send brief messages of 160

characters. It is useful as it takes less time than writing an email, does not require a computer,

can be used by companies to communicate with its employees discreetly, by hearing and speech

impaired persons, by TV shows for holding contests etc. Don’t misuse this service.

4.5.8 iPhones, PDAs and Smartphones

iPhones are like small touch operated palm/hand computers with all the functions of a cellphone

too. They have cameras that permit you to take pictures, store/retrieve them, or send them to

other phones. On the other hand,PDAs or Personal Digital Assistants are like small hand-held

PCs. In business, you can organize and make a timetable of each day’s activities, access the Internet to search or send/receive mail, use multimedia software etc on your PDA. A

combination of a cellphone with PDA facilities results in a smartphone(an iphone is also a

smartphone).

Check Your Progress V

1. What is the difference between a telex and a fax?

2. List the advantages of VMS.

3. Match the comments with the occasion.

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i) Sorry? A. When someone has been ill.

ii) Many happy returns of the day. B. When a friend has passed an exam.

iii) Bon voyage C. When you have made a mistake.

iv) I hope you are feeling better. D. When you didn’t hear clearly

what the other person said.

v) I’m very sorry. E. When someone is going on a trip.

vi) Congratulations F. On someone’s birthday.

4.6 Other Communication Technologies

4.6.1 Warm Up

1) Name some new communication technologies that have not been discussed so far.

2) Have you used these technologies in your study/work?

4.6.2 Groupware

This is a software which allows people at same or different locations to work as a team,

to e-mail one another, to hold electronic meetings, access databases, share information and each

other’s work, etc. It is a collaborating system which is time-effective and work-productive.

Examples of such software are the group authoring system, Lotus Notes, Microsoft NetMeeting

etc.

Advantages

Members of a team can share files and carry out discussions together by writing

comments on a discussion board.

Any changes in schedule, deadlines, policy changes etc. can be posted here.

It leads to better coordination and increased productivity.

This groupware has to becoordinated well by a team manager who will initiate and supervise all

actions, discussions, ideas and future plans. When all users are working together at the same

time, it is called ‘synchronous groupware’ and when working at different times, it is called ‘asynchronous groupware’. When users work together at the same place, it is termed as ‘face to face groupware’ and when users work at different places, it is called ‘distance groupware’.

4.6.3 Synchronous or Real time Groupware

i) Shared whiteboard is the drawing surface on which 2 or more persons at same or different

locations can draw and see the other person’s drawing too. For this, computers are connected to each other so that users can alter/edit the common information/data displayed on it.

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ii) Videoconferencing is a multi-user video system in which the participating members can see

and talk to each other as if they were in the same room. A ‘virtual’ group is created which enables people to interact with each other in different ways. What you need for

videoconferencing are PCs, webcams and broadband Internet connection.

Before conducting Video Conferences, you should plan your agenda in advance. Give copies of

the agenda, handouts, visual aids etc. to all participants. At the beginning of the conference,

introduce yourself and others too. Use your normal tone and pitch of voice. Be careful with your

gestures and don’t make sudden movements.

Videoconferencing has an important place in both education and business. Students, even those

in remote places, or belonging to different cultures can learn through this method. Teachers can

interact with students without being physically present. In business, it is possible to have virtual

meetings at short notice, work from a location other than your office, no need to travel to other

places to attend meetings, etc.

iii) Electronic Meeting Systems (EMS) means having conference facilities in a designated

room with a video projector which is linked to different computers.

iv) Chat Systems are associated with virtual groups of people who write messages in real time in

a virtual space. It permits users to refer back and forth on any topic. Any interested person can

join the conversation.

v)Decision Support Systems help businesses to take/make reasonable decisions.

vi) Multi-player Games permit more than one player to play games on the Internet in co-

operative/non-cooperative situations.

4.6.4 Asynchronous Groupware

i)Email: we have already read a lot about it.

ii) Newsgroups and Mailing Lists are like email meant for a large group of people. The former

displays messages only when asked for and the latter distributes messages to all as and when

they are written.

iii) Hypertext links documents together written /shared by different people. It is collaborative in

nature.

iv) Workflow Systems transfer files/documents within a company and follows a relatively fixed

process.

v)Group Calendars help to make schedules of any work/project thereby enabling people to

work as a team and meet deadlines.

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vi) Collaborative Writing Systems include word processors in computers which permits users

to write and make/track changes in asynchronous time..

vii)CD-ROM (Compact Disc – Read Only Memory) Database is a repository of information

which users can easily access and use. Examples are dictionaries, encyclopaedias, telephone

directory etc.

Check Your Progress VI

1) Differentiate between synchronous and asynchronous groupware.

2) Why are businesses moving towards collaboration?

Learning Outcomes

Learn the principles of E-correspondence and how to apply them in writing a business

correspondence

Know what is the Internet and the World Wide Web and how to use them

Understand what emails are and the art of writing them

Comprehend the varied aspects of e-commerce

Know about different kinds of telecom and other communicative technologies

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Unit 5

ORAL BUSINESS COMMUNICATION Ms. Tulika Prasad

Learning Objectives

After going through this part of the study material you should be able to,

1. Speak confidently on the phone

2. Give and take good interviews

3. Participate effectively in meetings

4. Contribute to group discussions

5. Negotiate proposals and deals

6. Make oral presentations

What is oral communication?

Oral communication is one of the most important forms of communication between individuals.

It is the most common form of communication which can be used both by literates and illiterates.

Oral communication can be both formal and informal. While talking to friends, relatives and

parents we generally communicate informally, whereas the formal channel of communication is

used in situations like meetings, interviews, negotiating business deals, group discussions and

making presentations. There are some aspects that we need to keep in mind if we want to

communicate effectively. They are concision, clarity, relevance, good vocabulary and controlled

tone and tenor.

In this chapter we shall discuss in detail the various kinds of formal oral communication that we

need to understand and know in varying contexts of business communication. Given below are

some of the different kinds of formal oral communication:

- Talking on the telephone

- Participating and conducting interviews

- Meetings

- Group Discussions

- Negotiations

- Oral Presentations

Advantages of oral communication

- Quick and instant

- Saves time and paperwork

- Immediate actions can be taken

- Improves interpersonal relationships

- Promotes a positive and healthy environment at the workplace

- Effective tool of persuasion

- Builds an environment of informality among colleagues

- Cost effective, both in terms of money and time

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- Possibility of adapting and improving if required

5.1 Using the Telephone

Warm up/ pre-reading activity

- Do you like to talk on the phone or on your cellphone? Why?

- Do you enjoy talking to your friends on the phone?

- What kind of language and tone do you use while making official complaints or enquiries

over the phone?

- What are some of the differences in your language and tone while talking to your friends and

while talking to a person at your workplace?

The telephone is, and will continue to be indispensable as a contemporary means of

communication. It is so because,

- It is the quickest medium for instant communication.

- It has all the advantages of a face- to face meeting.

- It is an effective management tool.

Advantages of using a telephone

- Talking over the phone is quick, easy and cheap.

- There are instant actions and reactions of all decisions.

- It is a great equalizer .Junior officers can talk to seniors and vice- versa.

- Appearance and looks are of little consequence.

Disadvantages of using a telephone

- If no one picks up the phone or the answering machine is on, it is discouraging.

- Cross connections and wrong numbers can hamper communication.

- Sometimes missing out on words or phrases can lead to misunderstandings,

misinterpretations and miscommunication.

- At times the person receiving the call may be in a bad mood or may be too busy to respond

which leads to waste of time.

- Communication over the phone requires a good accent and pronunciation, command over

the language and good vocabulary which at times all of us lack. This may lead to

incomplete communication.

- Conversations over the phone do not have any legal sanctity.

General preparation before making/receiving a phone call

Familiarity with a telephone instrument is very important, together with the various features of

the telephone like the redial and auto-dial buttons, answering machine facility, voice messages,

call- transfer facility etc.

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A few points need to be kept in mind before making a call. They are

Conversation should be brief and to the point.

Voice should be clear and tone cheerful.

How to make a telephone call

Choose an appropriate time for making the call.

Do not make official calls on residential phone numbers, unless asked to do so. Care

should also be taken about timings when making calls across different time zones.

There should be clarity of purpose before making a call. The issues to be discussed must be

noted down before making the call, together with all the necessary documents required for

reference.

When the call is answered, introduce yourself, exchange pleasantries and then move on to

the official work. Sound confident and interested which helps while talking on the phone.

If someone else picks up the phone, introduce yourself and make a request to be connected

to the person you wish to speak to. If the person is not available do leave a message for

him/ her.

There should be brevity and clarity in your communication, together with the right

sequence of communication for better comprehension and response.

Before disconnecting summarize the points discussed. If the call gets disconnected, call up

immediately and complete the conversation. Thank the person before putting down the

phone.

Make a note of all decisions taken. Take immediate action, if required, on any of the

decisions taken.

(Refer to page no 306 to see sample of formal phone call)

How to answer a call

Do not allow the phone to ring for a long time. It conveys the impression of inefficiency. No

phone in the office should go unattended. This is a sign of unprofessionalism.

Pick up the phone, greet the caller and introduce yourself. It is important to introduce yourself

to help the caller carry on the conversation smoothly.

If the concerned person for whom the call is intended is not available, the person who receives

the call volunteers to take a message or asks the concerned person to call back later.

It is important to note down all relevant details of the call to avoid any confusion and missing

out of information. Any information required to be given to somebody should be done

immediately.

Taking a message

It is important to be able to comprehend what a person is saying over the phone so that the

correct message can be noted and passed on to the concerned person. The message should be

taken on a message pad. ( refer to page 307 of Business English textbook to see the format of

the message pad) While taking down messages give verbal signals to the caller so that s/he

understands that you have taken down the message correctly. Cross check all necessary

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information and other details before disconnecting. Conclude with appropriate courtesies. Pass

on the message immediately to the concerned person and if s/he is not available leave the

message on their desk.

5.1.1 Teleconferencing

Teleconferencing is a meeting between individuals who are located at different places around the

globe and who interact with each other, exchange ideas and views without being physically

present together. This kind of a meeting has the advantage of work being done without

individuals having to waste time, energy and money to meet at a designated place.

Organizing a conference call

All the members participating in a conference call should be informed well in advance about the

date and time. A global teleconference should keep in mind the different time zones before fixing

the time of the meeting. The agenda for the meeting should be sent to all the participants well in

advance. All the participants should be punctual to avoid keeping other members waiting. The

person conducting the conference should introduce all the members by name and designation and

also elaborate on how the meeting will be conducted. Once the meeting is over the minutes of the

meeting should be sent to all the members.

Participating in a conference call

All the members participating in a conference call have to follow certain norms to make the

conference fruitful and meaningful.

Members should speak only when asked to do so.

Members should note down the points of other participants to avoid repetition and to

make relevant queries if any and respond positively.

Members need to be brief and focused while talking. They should speak slowly so that

other participants can comprehend better.

Members need to be good listeners to be able to contribute positively to the conference.

Check your Progress

List two advantages and disadvantages of communicating over the telephone.

5.2 Interviews

Pre- reading/ Warm- up activity

Have you ever interviewed anyone?

Have you watched famous personalities being interviewed on television?

Do you think job interviews are different from these interviews? If so how are they

different?

Have you ever appeared for a job interview? If yes, how did you prepare yourself ?

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Talk to friends or your parents and elders who have faced interviews. Find out what they have to

say about:

- The experience of their first interview.

- The best interview they have faced.

- If preparation helps?

- What kind of preparation is required?

- Is there only one right answer to a question?

Interviews are one of the most widely used selection tools. Practically all organizations conduct

interviews for various purposes like selection, appraisal, exit, and counseling and for various

other reasons.

Interviews are a kind of communication between individuals which has a defined purpose. Given

below are the different kinds of interviews we face in our professional life.

Different kinds of interviews

a. Selection/Employment interviews: This is generally held when an organization wants to

hire people in its company.

b. Promotion interviews: It is conducted when an employee wants to be considered for a

higher position in the organization.

c. Appraisal interviews: This is conducted either periodically or annually by the organization

to evaluate the performance of the employees, to review the progress or discuss the future

course of action of the organization.

d. Counseling interviews: They are conducted by the organization for the benefit of the

employees. Employees who are facing problems either at the workplace or at home are

counseled during these sessions and employees who are not performing up to the mark are

encouraged to improve their performance.

e. Disciplinary/ Reprimand interviews: Employees who do not follow the company’s rules

and regulations, do not maintain the discipline in the organization and break the code of

conduct are generally summoned by the employer and pulled up for this kind of behavior.

f. Grievance interview: In this kind of an interview, employees can share with their

organization, any complaints which they have either against the organization or their

colleagues.

g. Exit interviews: Employees who leave an organization voluntarily or have been dismissed

participate in exit interviews. Their forthright and honest comments help to improve the

working within the organization and generate warmth and goodwill towards the

employee.

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h. Stay interviews: This is a fairly new phenomenon and companies are using them to judge

employees’ expectations. It is an indispensable tool to retain the workforce by making the

employees feel appreciated and motivated.

Interviews are also conducted to measure employee satisfaction, working conditions of the

employees, their attitudes and other issues related to creating a positive environment for the

employees to work in.

Different Kinds of Interview Strategies

The two most commonly used interview strategies are the directive and non- directive strategy,

also called structured and non- structured, patterned and unpatterned, and guided and unguided

strategy. In the direct method a fixed set of questions are prepared and every interviewee has to

answer the same set of questions. There is very little scope for flexibility in this approach. On the

other hand the indirect method has more flexibility in its approach and generally used for

appraisal, grievance and other in- house interviews. It is generally advised to use an appropriate

combination of both kinds to achieve positive results.

Other Interview Strategies Commonly Used

a. Depth or Action interviews: These are specialized interviews which are conducted to

understand and analyze a person as an individual apart from his professional capabilities.

b. Group or Discussion interviews: In this kind of an interview individuals are expected to

interact with each other, which helps to understand their interpersonal skills.

c. Stress interview: This kind of an interview tests the candidate’s capability in stressful situations. The interviewee is subjected to criticism on varying aspects and his response

to it is judged to assess how he functions under stressful conditions.

d. Situational interview: The interviewee is given a situation and asked to respond to it. This

kind of an interview judges the practical handling of issues/ situations by the candidate.

e. Video interview: This kind of an interview is conducted by employers to stop wastage of

both time and money. One needs to prepare differently for a video interview as compared

to a face to face interview. Given below are a few guidelines for video interviews.

Talk to the interviewer beforehand for familiarity.

Familiarize yourself with all the equipment and other arrangements beforehand.

Sit up straight and speak clearly and at a normal pace.

Before the interview schedule is finalized both the interviewer and the interviewee need to

plan and prepare themselves for the interview.

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Guidelines for the Interviewer

The interviewer has to follow certain time honored conventions so that he is successful in

his endeavor to select the right person.

The interviewer needs to be clear about the purpose of the interview so that he can

formulate the strategy for the interview.

Other details like place, time and the length, style and organization of the interview

has to be decided.

The interviewer must have necessary details of the candidates together with the job

requirements of the post.

The interviewer must prepare an adequate set of questions which will help him to

elicit the right kind of responses to facilitate the selection process. Making the

interviewee comfortable will also facilitate the selection process.

The candidate should be allowed do most of the talking which will help in

gauging the expertise of the candidate.

Arrange your questions in such a way that it helps uncover layers of information or

helps the candidate to tell a complete story.

Use different question types like open-ended questions, close-ended questions,

restatement questions and direct open-ended questions and also vary the pace of the

interview.

S/he should never show her/his disapproval or argue with the candidate on any issue.

S/he should maintain a record or take notes while interviewing the candidate so that

later on s/he is able to take a correct decision.

At the end of the interview the interviewer should conclude in a pleasant and warm

manner. S/he should inform the candidate when the results would be declared and if

selected s/he would be informed. The interviewee should carry the impression that

s/he has been given a patient hearing and that the selection process would be fair.

After the interview is over the interviewer needs to collate the information gathered

during the interview, select the suitable candidates and make a list of them in

descending order.

Guidelines for the Interviewee

An interviewee needs to prepare himself well before facing an interview. He also needs to

have what is known as EQ (emotional quotient) to be successful at interviews. Refer to page

317 of your textbook for a list of EQs which all candidates need to develop to be successful

at interviews.

Before the Interview

Gather information about the organization and members of the interview board.

Prepare a list of questions which you anticipate and rehearse the answers.

Practice your interview skills and participate in mock interviews.

Maintain eye contact, sit in an erect position and be pleasant in your behavior.

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Look good and be presentable, dress appropriately and have a positive attitude.

Carry all the credentials and spare copies in a neat file.

Reach the venue before time so that you are relaxed.

During the Interview

Enter the room confidently and greet the members.

Maintain a calm and composed posture.

Your body language should be positive.

Be an attentive listener.

If you do not know an answer, accept it.

Language used should be appropriate and formal.

Be honest and open about your previous job and employer.

Avoid talking too much about your achievements.

Ask questions about your responsibilities, and information about the organization.

Before leaving the room, thank them and conclude on a positive note.

After the Interview

Write a thank you note to the interview board within a couple of days. This will make the

members of the board remember you and it may work in your favor.

If there is no response by the time promised, write a letter to enquire about the results.

Check your Progress

List some of the common questions that you think can be asked at an interview. Try to answer at

least four of the questions on your own.

5.3 Meetings

Pre- reading/ Warm up activity

- Have you attended any meetings in college /school?

- Did you enjoy attending these meetings?

- Have you ever attended formal meetings?

- If so, what is the difference between attending a meeting in college and attending formal

meetings?

Meetings are held to share information and ideas, take decisions, make suggestions and help in

the working of an organization.

Meetings can be held for a variety of reasons:

To have discussions and share new ideas.

To inform the group of some decision or information.

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To involve people in decision making.

To evaluate some issue.

To get opinions and help on certain issues.

Meetings also help in improving interpersonal relations between individuals. This helps in

improving the performance of individuals. But at the same time one must keep in mind that

meetings should be called with a specific purpose and a defined objective.

Types of Meetings

There are generally two kinds of meetings: formal and informal. Formal meetings need to be

validated by following certain rules and regulations; like circulating the agenda beforehand,

maintaining minutes of the meetings, and ensuring that the quorum is complete.

Some formal meetings held by an organization are:

a. annual general meeting

b. statutory meeting

c. board meeting

Some informal meetings held by an organization are:

a. departmental meetings

b. interdepartmental meetings

c. working parties

Planning a Meeting

Meetings can be planned, following an established approach called the ‘Purpose, Process, Outcomes’.

- The Purpose of all meetings is to inform all the members the reasons for having the

meeting.

- The Process of a meeting informs the members of the plans and expected achievements.

- The Outcomes identifies the intended achievements of the meeting.

Role of the Chairperson

There are some other things that should be kept in mind, especially by the chairperson.

The chairperson should begin the meeting on time so that it can conclude on time.

The chairperson should start the meeting by reminding everyone of the agenda and begin the

meeting on a positive note.

It is important for the chairperson to listen to every member patiently and conduct the

meeting impartially. Arguments between members, if any, should be settled amicably.

The chairperson needs to adhere to the agenda regarding all discussions and it should be

followed logically. Any issue which is not on the agenda and needs to be discussed can be

done with the permission of the chair at the end of the meeting and if time permits it.

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The chairperson needs to control the meeting both in terms of time and participation. S/he

should encourage those who are quiet and control those who try to dominate the meeting.

All the items on the agenda need to be discussed within the given time. If the views of the

members are divergent the chairperson needs to amicably resolve it or resort to voting.

All the decisions taken in the meeting need to be summarized at the end of the meeting. This

helps in having clarity about the decisions taken and also gives the members a feeling of

achievement. The minutes of the meeting should be recorded and sent to all the members.

How to Participate in a Meeting

The role of the participants is as important as that of the chairperson for a successful meeting.

Members also need to follow certain rules and regulations so that the meeting runs smoothly.

Members should arrive on time for the meeting.

Be a good listener and allow others to speak.

Do not dominate the meeting or deviate from the agenda.

Obey the chair and help in resolution of conflicts.

Maintain the decorum of the meeting. Do not laugh, joke, make comments or use your

cellphone.

Make a positive contribution in the meeting by going through the agenda and preparing

for the meeting in advance.

Use courteous language and have a controlled tone.

Always have a paper and pencil at hand to note down the points of other speakers if any.

This also gives an impression of seriousness.

Factors that Render Meetings Wasteful

Bad preparation by convener and members.

Incompetency of chairperson.

Chairpersons who use meetings as a tool to delay decisions.

Unnecessary meetings and chairpersons who call meetings to avoid taking decisions on

their own.

Very large committee formed for a meeting.

Agenda not focused or too long.

Absence of key players.

Check your Progress

Why is the role of the chairperson so crucial in a meeting?

5.4 Group Discussions

Pre- Reading/ warm up activity

1. What according to you is the meaning of the word ‘group’?

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2. Do you enjoy having discussions with your friends in a group?

3. Are you able to learn something from these group discussions or is it a waste of time?

4. If yes, what have you learnt from these discussions?

A group is a ‘unit of two or more people who work together to achieve a common goal’ (Bovee et al, 2002).A group differs from a class in the sense that members of a group are together

because of common ideas, beliefs and practices, and are constantly interacting with each other as

a group. Every group has an inherent quality which keeps them together, like,

Commitment to common goals

Trying to bring about positive changes in society

To improve and give moral values to society

To collect information, discuss issues and problems, and assist in the decision making

process.

A group can function effectively only if it follows certain norms, and accepts and maintains the

hierarchical structure of the group. Group discussions facilitate the discussion of problems,

arriving at a common understanding of the problem and then resolving it by common consent.

The 3 Ps of a group discussion are,

-Purpose

-Planning

-Participation

The purpose of any group discussion should be well- defined.

Every member of the group should be informed about the agenda of the group discussion as well

as the date, time and place. This will ensure everybody’s participation and active contribution to the discussion. A member from within the group is made the team leader who ensures that the

discussion moves in the right direction and also that all its members participate in the discussion.

The informal ambience within the group encourages every member to help in the resolution of

the issue at hand.

Advantages of group discussions

Group decisions bring in a range of opinions, experiences and ideas, unlike individual

decisions.

Group decisions are acceptable to everybody because it is representative of members from

different departments and moreover the interests of all departments are taken care of.

Since it is a decision taken by representatives from various departments it is easier to

implement the decision. Chances of non-compliance and resistance to group decisions

minimized.

Sometimes to avoid or delay taking a decision, the issue is referred to a group. Many times

no decision can be taken by a group because of divergent ideas and views by various

members.

Since a decision taken by a group does not fix responsibility on any one individual for the

final decision, no one can be held accountable for the decision.

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Sometimes individuals with a hidden agenda can hijack the final decision to their advantage.

Despite a few disadvantages, group decisions are always preferred over individual decisions.

Participating in group discussions

Role of the group leader

The group leader plays a pivotal role in helping the group take proper decisions. The group

leader performs a variety of functions. Some of them are:

Planning the meeting and preparing the agenda.

Moderate the meeting, control those who talk too much and encourage those who are shy.

Help in summarizing everyone’s views, reconcile differences and build a consensus on the

decision.

Maintain order in the meeting and take impartial decisions.

Give clarification on any point and help the group to arrive at a decision.

Role of the participant

Be a good listener, be well informed and contribute in a positive way to the discussion. Being

rigid is never appreciated in a group.

Maintain cordial behavior, and present your point in a coherent and convincing manner.

Respect other people’s viewpoints and do not try to force people to arrive at a consensus on

any issue.

Group Discussions at Business Schools

Group discussions at business schools serve to select the appropriate candidates to the school.

These group discussions gauge a student’s ability to work in a team, both as a member and a leader, his/ her personality and ability to take decisions and argue issues.

To be successful at group discussions one must have certain qualities such as,

Team- spirit: capacity to work in a group and have a positive spirit.

Leadership: contributing positively to the group, able to motivate other members, and helping

the group to achieve their goals.

Flexibility: willing to accommodate other people’s ideas and opinions and facilitate a consensus.

Assertive: put across your ideas in a positive and convincing manner. Being aggressive is not

appreciated.

Initiative: If you are familiar with the subject take the initiative to begin the group discussion

and contribute at regular intervals to the discussion.

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Creativity: Give the discussion a new meaning / dimension in a coherent manner.

Inspire others: Support and give an opportunity to others who are unable to put across their

ideas.

Listening skills: Be a good listener and open to the ideas of revising your views.

Awareness: Important to be conversant with current issues.

Communication skills: Have good communication skills, and a positive approach to ideas.

Check your Progress

Why are group decisions better than individual decisions?

What are the qualities you need to have to be successful at group discussions at B- Schools?

5.5 Negotiations

In our daily life we negotiate all the time; whether within the family, with friends or in the office.

At times this could cause conflict and one has to adopt strategies to resolve the issue.

What is negotiation?

A negotiation can take place both in formal and informal situations.

A prequisite for a negotiation is:

Two or more interested parties with independent goals.

Situation of conflict between them and willingness to resolve it.

Both parties have faith in the negotiation process and are willing to compromise to resolve the

issue.

Both parties have a positive attitude and willing to negotiate rather than fight it out.

Both parties willing to go beyond prescribed norms to resolve the problem.

Virtually everything in business can be negotiated, and the ability to negotiate strong

agreements and understandings is among today’s most valuable talents. J.L .Graham

defines negotiation as “a face to face decision making process between parties concerning a specific product”.(K.K. Sinha, p78)

Negotiation is the process of two parties working together to arrive at a mutually acceptable

resolution of one or more issues, such as a contract a commercial transaction or a deal of any

kind. It is a give and take bargaining process which, when conducted well, leaves all parties

feeling satisfied about the result and committed to achieving it. The prime objective of a

negotiation is to arrive at a solution of the conflict, if any, or otherwise to the mutual

satisfaction and benefit of all the negotiating parties.

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Formal negotiations

These take place to settle labor disputes, union strikes or demands of workers. Such negotiations

can take place if a meeting has been fixed with both parties, and agenda circulated beforehand so

that they get adequate time to prepare for the meeting. Though there is a trust deficit between

both sides it is easy to resolve it, as they are aware of the problem in its totality.

Informal negotiations

Informal negotiations take place to settle personal issues or problems of friends and colleagues.

Such meetings are not pre-decided, are more casual and the environment is friendly. This

facilitates the resolution of the problem.

Different stages in the process of negotiation

The process of negotiation is a complex process which generally goes through four broad stages

to achieve the desired result. The four stages are:

Opening a negotiation

Exchange of information

Change of position

Closing

According to American researchers, a typical bargaining negotiation goes through nine stages

though it is not necessary that all negotiations need to go through all of them. They are:

- opening

- exchange

- first price

- planning

- discussion of products

- bargain

- prices

- pre-close

- close

There are generally four outcomes to any approach in negotiations:-

Win-Lose Orientation- In this approach one side wins and the other side loses in the negotiation

process.

Lose-Lose Orientation - Both sides stand to lose in this process.

Compromise- Both sides arrive at a compromise to resolve their conflict. This is better than

both sides making no gains.

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Win-Win Orientation- Both sides stand to gain from this approach.

(Adapted from Madhumita M. Kulkarni)

Factors affecting negotiation

Place of negotiation

Place of the negotiation should be agreeable to both sides. If it happens to be your workplace,

you are more comfortable because of familiarity. Moreover you can extend secretarial assistance

and your hospitality to the other side which will have a positive impact on the negotiation

process.

Time of negotiation

Timings for having the meeting should be mutually convenient. There should be enough time for

discussion and sorting out differences and issues. A rushed meeting can be a barrier in resolving

the conflict. There are other factors that also play an important role in the negotiation process.

Some of them are personal relations between both parties, the political and bureaucratic

connections, rigidity, personal likes and dislikes, and other social and political pressures

.Persuasion is a positive factor which helps the negotiating process. Persuading and convincing

the other side in a positive manner, willingness to compromise rather than having a

confrontational attitude and giving concessions without harming your own interest go a long way

in ensuring a fruitful negotiation.

The final agreement should take care of all the necessary issues and the conclusion should be

summarized before closing the negotiations.

Check your Progress:

What are the various outcomes of a negotiation process, which is the best outcome and why?

5.6 Oral Presentation

Make thyself a craftsman in speech, for there by thou shalt gain the upper hand.

Inscription on a 3000 year old Egyptian tomb

A presentation is a mode of communication used to achieve some defined objectives.

A presentation can be made to introduce or market a new product, to discuss new business plans

or analyze a report. To be an effective presenter one has to develop the skills of writing in a

precise manner, organizing information and able to speak confidently in front of an audience.

Types of Presentations

There are four types of presentations

- impromptu presentation

- extempore presentation

- scripted presentation

- memorized presentation

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The most commonly used ones are the scripted and extempore presentation.

Unlike a written presentation, an oral presentation allows dialogue, questions and clarifications

during the presentation. Oral presentations are made to clients, professionals, colleagues and

sometimes to the general public. There are three parts to a presentation, namely the presenter, the

audience and the subject matter.

5.6.2 Features of a good presentation

Purpose: It could be to sell or give information about a product, discuss a business proposal or an

issue.

Audience: It is important to understand the audience and their expectations.

Brevity: A presentation should not be longer than 30 minutes, giving adequate time to the various

elements of a presentation. ( refer to page no.347, table 23.1 ) The presentation should be

coherent both in terms of ideas and visuals. Data, illustrations and visuals add to a good

presentation..

Delivery: Be confident while making the presentation. Add humor to make it more interesting. It

is important to make eye contact with the audience and be in a dialogue mode with them.

Planning the Presentation

Plan the presentation, using effective strategies. One of the most common and effective

strategies used is the star strategy of presentation: (refer to page no.348, figure 23.1 )

This presentation goes through the five filters of WHO, WHY, WHERE, WHEN, and WHAT.

These five filters help to polish and chisel the presentation.

WHO: This filter concentrates on the profile of the audience in terms of age, gender,

comprehension levels, attitudes etc. and the identity of the audience.

WHY: This filter defines the purpose of the presentation.

WHERE: The place where the presentation will take place. It also takes into account all the

facilities required for the presentation.

WHEN: It is important to be aware of the sequence of the presentation. This helps in

avoiding repetition and making necessary changes if required.

WHAT: This ensures the content of the presentation in terms of interest, validity, need for

detailing and support of technology for the presentation.

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5.6.4 Structure of the presentation

Every presentation has a classic structure. It has an introduction, a main body and a

conclusion.

1. Introduction: A good introduction will whet the curiosity of the audience and motivate

the audience to sit through the presentation. It will,

- Introduce the topic, its purpose and relevance

- Connect relevance of topic to audience expectation

- Ask questions for and to the audience

2. Body: It is important to have clarity regarding the contents of the presentation, its logical

sequencing and analysis.

- Focus on content and concept

- Break content into two or three major points

- Give evidence of content with relevant examples

- Answer questions raised in the introduction

- Discuss main points thoroughly

3. Conclusion: It is important to summarize the main points of the presentation at the end.

Don’t end abruptly. State the thesis at the end of the presentation. - Sum up the issues raised in introduction and body

- Summarize the major points

- Clarify doubts

- Discuss the follow up action

(Adapted from Dona J. Young)

How to Deliver the Presentation

There are generally three presentation methods. They are:

Reading

Memorizing

Extempore/speaking from notes

Reading: This method ensures that all the points of the presentation are presented to the

audience. But the disadvantage is that one concentrates on reading and therefore fails to

build a rapport with the audience.

Memorizing: This is a skill that all may not possess. Moreover one is concentrating on

remembering the memorized presentation and so may fail to interact with the audience

during the presentation.

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Extempore / Speaking from notes: This is the most effective method of delivering the

presentation. Carry a few cards with the main points written on them. This kind of

presentation is spontaneous, convincing and one is able to connect with the audience.

Dress formally for the presentation. Be confident; maintain eye contact with the audience.

Body language should be positive and expressions pleasant.

These are minor issues but nevertheless important.

5.6.1 Using Technology and Other Media to Support the Presentation Visually

Technical aids support the presentation by making it more interesting and effective. Visuals

have a better impact than the written or spoken word. Some of the visual aids that can be

used are:

White Board: It is used to write important words, sentences or make diagrams.

Charts: These can be prepared before the presentation, but it is effective only for small

groups.

O.H.P.: Transparencies can be prepared beforehand but if there is no electricity this aid

cannot be used.

Computers and Multimedia: Preparing a power point presentation is one of the most effective

visual aid for a presentation.

Models and Real Objects: These are an excellent visual aid. The audience can see and feel it

and so it has a greater impact.

Handling the Question and Answer Session

This session is very important both for the presenter and the audience. Queries by the

audience help one understand if the ideas conveyed by the presentation have been

appreciated by them. This gives the presenter an opportunity to reiterate the points made

during the presentation. Some ground rules must be set at the beginning. This will help you

to have control of the session.

- When responding to questions, repeat the question for everybody’s benefit while ensuring

that the question is not repeated.

- If you don’t understand a question, seek a clarification or rephrase it before responding to

it.

- Hostile or irrelevant questions from the audience should be handled with patience and

some humor.

- Arguments or counter questions should be avoided.

- If the audience is not enthusiastic or too timid to ask questions motivate them to do so.

Refer to page no.354 for tips for creating effective slides:

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Check your progress

Your friend has to make a presentation of a new face cream which his company is going to

launch in the market. Write a letter to him suggesting how he can use technology and other

mediums to make his presentation effective.

Learning Outcomes

By the end of the unit you will have learnt to :

Make and receive phone calls

Be successful at interviews

Participate in meetings

Achieve success at group discussions

Negotiate and succeed

Make effective oral presentations

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Unit 6

WRITING BUSINESS PROPOSALS AND REPORTS

Tasneem Shahnaaz

Learning Objectives

Understanding what proposals are

Knowing when and how to write short and effective business proposals

Understanding reports and the different types of reports

Knowing when and how to write short reports

Learning how to write an outline of a long report

6.1 Warm Up

1. Business communication not only requires writing letters, emails, inter-office documents (like

memos, office orders, circulars etc.) but also preparing proposals and reports. Can you think why

we need to write proposals in a business context?

2. A business report is somewhat similar to the report you may have prepared of an event, like

the college annual day. Think of the differences between the two kinds of reports.

As you go higher up in an organization, you may be asked to write winning business proposals or

short/detailed business reports. You may even be in a position to ask others/subordinates to write

them. Whichever the case may be, you need to know the correct format and manner of writing

them. You need to remember the acronym RAP, which stands for Research, Analysis and

Presentation. These are the 3 stages of proposal/report writing and will be discussed in this unit.

6.2 Proposals

There are 2 kinds of proposals – research proposals and business proposals. The former is used

in academic institutions and the latter in business organizations. We are going to deal with the

second kind of proposals. It is useful to know and remember that proposals are formal documents

and can be classified into long or short and solicited or unsolicited proposals.

6.2.1 Short and Long proposals

A short proposal is usually written by a single person who has to decide what to write, how to

write it, develop and prepare it on her/his own. On the other hand, a long proposal may have up

to 30 writers, all of whom have to collaborate, decide what and how to write it, and then hand it

over to another set of people who will illustrate and publish it.

6.2.2 Solicited and Unsolicited proposals

When a customer wants something that is difficult to obtain, s/he resorts to writing a request for

proposal or RFP, which will specify her/his requirements. When the concerned company sends a

response to such a request, it is known as a solicited proposal. It should be prepared according

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to the customer’s needs. All information about the product/service required along with deadlines of delivery should be given in such a proposal.

When a company sends a proposal to customers even though the latter may not have asked for it,

it is known as unsolicited proposal. Such a proposal should be able to persuade and convince

the reader/committee of the company’s capability and credentials.

6.2.3 Parts of a Proposal

1. A Cover letter

should be addressed to the customer (person or company) and speak of the

services/solutions/products you wish to provide

should include the title of the proposal, name of the representative with designation,

signature and date

2. A Title Page

should have the proposal title

should give the name of the person/company to whom the proposal is being submitted

should include the name of person submitting the proposal and date

3. An Executive Summary

should state briefly the objectives of the proposal

should mention process/procedures to be followed

should set forth deadlines of the project

4. A Table of Contents and List of Figures

This is included in long proposals and short ones do not have them

5. An Introduction

Should state purpose of sending the proposal in the following manner:

To provide …

To recommend …

To offer …

To bid for …

Should indicate that you have understood the customer’s requirements/problems

Should explain how you hope to fulfill/resolve them

Should specify the scope of the project

Should include a list of names of people who will work on the project along with a brief

resume of each. This is usually a part of long proposals.

6. A Background

Will describe work done on previously completed projects

Will state how you plan to tackle this project given your past experience of completing

such projects

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Short proposals do not contain this category.

7. Procedures

Will outline your plan of fulfilling the requirements of the customer

Will describe the work you would be doing under the project

Will draw up a time table for executing the project

Will specify the product/services you are offering

8. Equipment and Facilities

Will explain which facilities you want from the client

Will provide important facts and figures of things needed for the project

9. Management Plan

Will state how you will organize work

Will list with date the milestones to be met

Will detail how resources will be distributed (include a ‘budget justification’) Will present a budget, if the customer wants it

10. Appendices

Will consist of any additional matter you wish to highlight like letters of recommendation

by other satisfied customers, or adding some visuals, graphs, illustrations. Short

proposals usually leave out this category.

A short proposal contains a letter of transmittal (this is like a cover letter written in response to

an RFP), an executive summary and a body describing the products/services offered, terms and

conditions, and allocation of resources.

While writing a proposal, think of who the customer is, what s/he wants, why you are better

than other players in the field, what you want to offer to your client/customer, how you will

deliver it, where and when will the project commence and be completed. Remember to write

in a clear logical manner on good quality paper.

Check Your Progress 1

1. Differentiate between short and long proposals and between solicited and unsolicited

proposals.

2. What are the parts of a short proposal?

3. What are some of the questions you should think of before writing a proposal?

6.3 Short Reports

The functions of a report are as follows:

Informational functions include

Supervising and regulating organizational processes

Executing policies

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Adhering to legal, procedural and regulatory rules

Creating records for references in the future

Analytical functions include

Furnishing background details for decision making

Using survey reports to convince others by providing informative and evaluative

knowledge

Remember

Use the past tense in writing a report as it is usually prepared after an event

A report is usually solicited, that is, someone asks for it to be prepared

Use a formal tone as it is part of upward communication

Always end a report with conclusions, recommendations, suggestions etc.

6.3.1 Preparing Short Reports

A short report is usually under 10 pages and has 3 basic sub headings - introduction,

investigation and conclusion. The 5 step approach for preparing a report is:

First step – Plan the different headings of your report keeping in mind the ‘terms of reference’ or the purpose of the report

Second step – Research can be primary or secondary. When you collect data needed in

preparing survey reports, it is called primary research. When you use studies led by

others, it is known as secondary research. However, you must remember to

acknowledge/cite your sources, else you will be accused of plagiarism or stealing other

people’s ideas. Third step – Draft the report according to the plan in step 1. Be careful in organizing

your data logically so that you can arrive at some conclusions or recommendations.

Fourth step – Edit and revise your report before turning it in so that it reads clearly and

objectively. Include visuals/graphs/charts/figures etc. if they help in substantiating your

claims. Proofread it for spelling or grammatical errors.

Fifth step – Conclude by stating how you have met the objectives of the report by

providing an interpretation of the data given in it. If asked for, end the report by including

recommendations or suggestions.

6.3.2 Errors that could ruin your Report

Lack of Objectivity – Try to see both supporting and contradictory claims

Generalizing too quickly – Making uninformed judgments without adequate proof

Non-disclosure of necessary facts or premises – hiding important facts

Creating either/or alternatives - and not allowing other option to come in.

Believing in false causal relationships – thinking that X is responsible for causing Y

because X came first

Assuming that you have proven what you wanted to prove – you start with the belief that

your point has been proved

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Belittling other people and their ideas by working on popular prejudices – creating a bad

impression about ideas you may not like

6.3.3 Format of a short report

This is of 2 types – the memo style and the letter style of report.

Example of a Memo style Report: Block format

TO: Mr. Santosh Seth

FROM: Peter Topno

DATE: February 7, 2008

SUBJECT: Report on Staff Overtime for January, 2008

As per your instruction, I have computed the number of overtime hours put in by

the staff members of the different sections and the overtime allowance due to

each one of them.

Staff Hourly No. of Total Total

Wage Occasions Hours Payments

1. Rajan Rs. 50 6 6 Rs. 1800

2. Netar Rs 60 8 10 Rs. 4800

3. Rohan Rs. 80 4 7 Rs. 2240

4. William Rs. 80 5 4 Rs. 1600

TOTALS 23 27 Rs. 10440

The total expenditure incurred on overtime is likely to go up further by about

60% in the next two months as we move towards the end of the financial year

and the target deadlines have to be met.

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Example of a Letter style Report

February 5, 2008

Dear Mr. Tata

Sub: Feasibility of CFL Lamps for Bundi Palace Hotel, Bundi: A Preliminary Study

We have conducted a feasibility study for the use of CFL lamps at Bundi Palace Hotel in

Bundi. The hotel is a heritage fort spread over 35 acres. The ancient palace has been

turned into a luxury hotel for the past 20 years. The clientele is largely foreign tourists

who want to experience the unique culture of Rajasthan.

Bundi Palace has some very beautiful frescoes painted on the walls dating back from the

19th century. Unfortunately, these have faced a lot of damage from poor maintenance.

The lighting used in the last few years is also responsible for the fading of the paintings.

Our survey around the hotel and these painting galleries shows the usefulness of our

lamps both indoors and outdoors. Not only will it reduce the power bill but also improve

the quality of lighting inside the galleries without the consequent damage caused by

filament bulbs. We are of the firm opinion that a technical study be conducted to assess

the areas of switchover to CFL.

Meanwhile we are in the process of charting out a detailed study of the different areas so

that we may list out the types and volume of lamps that could be supplied.

Do let us know if any further matter needs to be enquired into.

Yours sincerely

(Ratna Malik)

Sr. Sales Manager

15, Aspiration Towers Gurgaon, Haryana 123456 INDIA

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Check Your Progress 2

1. Briefly list the functions of a report.

2. What are the 5 steps you should follow while writing a report?

3. Which errors should you avoid in preparing a report?

4. Your college has received 5 quotations from different companies for running the

college canteen. On behalf of the Head of Finance Department, prepare a memo style

report comparing the quotations. You have to include your recommendation with reasons

why the tender should be awarded to the selected company.

6.4 Outline and Organization of Long Reports

6.4.1 Purpose of a Business Report

To provide background details of situations/problems, what actions were taken or

what were the results of an investigation, in order to help the management to take

certain policy decisions

To justify policies and actions/decisions taken in conflicting situations

To provide information about the progress and activities of a company, its future

plans and problems

6.4.2 Types of Reports – of two kinds:

Formal reports – contain all important and necessary parts of a report

Informal/Semiformal reports

6.4.3 Types of Reports according to their purpose and form:

Routine Reports – are prepared on printed forms and submitted on a regular

basis

Internal and External Reports – the former is used within the organization and

is less formal in tone than the latter which is sent outside the organization and

therefore more formal in nature

Short and Long Reports – Short reports could be 10 pages or less while long

reports are more than 10 pages. The former focuses on one aspect of a problem

and the latter analyzes the problem in detail requiring intensive research.

Informational and Analytical Reports – These are classified on the basis of

their purpose or aim. Informational reports merely set forth facts and figures

without analyzing or interpreting them. Analytical reports detail problems and

justify actions/decisions taken by the management based on data interpretation.

6.4.3.1 Informational Reports

These are of different kinds:

Reports for Monitoring and Controlling Operations have to be accurate and

honest. They describe problems and note achievements.

Reports for Implementing Policies and Procedures provide straightforward

information.

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Reports for Complying with Government Regulations are prepared in

response to changes in government policies.

Reports for Documenting Progress are progress reports that are submitted on a

regular basis.

6.4.3.2 Analytical Reports

The different kinds are:

Problem Solving Reports contain information based on primary and secondary

research as well as a meticulous examination of the problem. They are used by

the management to frame policies and take/make decisions.

6.4.4 Terms of Reference

A report requires one person or a group of persons to prepare it. The person who has

asked for the report will also define its parameters in terms of scope, purpose, subject

and deadline for completing the report. For example, this could be written as,

To report on …(subject) …as requested by … (name and designation) on … (date)

Given the terms of reference, the writer(s) decides the plan and outline of the report. For

this, s/he has to inquire into the problem, look for evidence, analyze them and then

present her/his observations, conclusions and offer solutions to the problem.

6.4.5 Outline of Long reports

The different parts are

1. Cover Page –

It has the title of the report, report number and date.

2. Title Page – repeats the report title, and provides more information like

Title of report (short and clear)

Name(s) of person(s) who prepared the report

Name(s) of person(s) or organization who commissioned the report

Date of submission of report

3. Letter of Transmittal –

It is like a preface to a book

It is written in first person using an informal style

It explains the different matters and problems dealt with in the report

It provides information about the scope of the project, the research

methods used and their findings, the conclusions drawn, the

recommendations given and the limitations if any, of the project. It also

recognizes the help of persons preparing the report and gratefully thanks

those who gave them the opportunity to undertake the assignment.

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4. Table of Contents –

It outlines the structure of the report, about what has been covered in a

sequential, hierarchical manner

Different topics with page numbers are given for easy reading

The list of topics should be arranged in the same manner as they occur in

the report

If there are many illustrations and visuals, they are listed separately

5. Executive Summary –

It occurs right after the table of contents.

It provides a synopsis of the whole report right from the introduction to

the conclusion.

It gives a comprehensive overview of the report and the reader can assess

its communicative aspect. Many a busy executive would rather read the

executive summary than the complete report.

6. The Actual report – has 3 parts, Introduction, Body and Conclusion.

Introduction:

It states the purpose of the report and the need to prepare one.

It describes the terms of reference which includes the scope of the

report, its contents and problems faced, if any.

It explains the different research methods used (like

questionnaires, surveys, fieldwork etc.) for fact finding, the kinds

of sources used (whether primary or secondary or both), and the

tools/methods used for analyzing data.

Body:

It gives details of the results of the investigation using different

tools/methods.

It provides data in the form of visuals such as graphs, charts,

tables etc. for better comprehension.

It is divided into many sections and this is again divided into sub

sections. Appropriate headings are given to both sections and their

sub divisions which use the numbering system of decimals to

differentiate between the parts. An example of this is given below:

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Section Headings 1 2 3

Sub-section 1.1 2.1 3.1

1.2 2.2 3.2

1.3 2.3 3.3

Sub-Sub-section 1.1.1 2.1.1 3.1.1

1.1.2 2.1.2 3.1.2

Sub-section of 1.1.1(a) 2.1.1(a) 3.1.1(a)

the sub-sub-section 1.1.1(b) 2.1.1(b) 3.1.1(b)

Conclusion:

It summarizes the main thrust of the report and gives

recommendations on the basis of SWOT (Strength,

Weakness, Opportunities, Threats) analysis.

It also provides extensive details of the outcome of the

inquiry/investigation.

It responds to all questions raised in the beginning of the

report.

It describes problems encountered in achieving the

objectives.

It gives recommendations and states actions to be taken.

7. Appendix –

It includes all information, copies of important documents and

sample questionnaires, data, surveys etc. used during research.

All these documents have to be arranged logically, numbered and

given appropriate headings.

You should include only relevant materials.

8. Glossary –

It is a list of all technical terms used in the report.

These terms are arranged alphabetically.

It functions like a dictionary as it explains all these terms.

It also shows how technical terms have been abbreviated and how

new terms, if any, have been created

9. Bibliography –

It is a list of secondary sources used in preparing the report.

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All such sources should be acknowledged and cited in the

following format (APA style):

First give the name(s) of the author(s)

Then the date of publication in brackets

After this comes the title of the work

Then the place of publication

Followed by the name of the publisher

10. Index –

It is a detailed list of names, places, terms, subjects etc. along with

the page numbers where they have been mentioned.

This list is arranged in an alphabetical manner so that a reader can

locate any topic with its help.

Check Your Progress 3

1. Say whether the following statements are true (T) or false (F):

i) Routine reports are prepared annually.

ii) Informational reports present facts and data with detailed analysis.

iii) An executive summary is not a part of long reports.

iv) The Introduction tells us about the purpose of the report, its terms of reference

and its research methodology.

v) Copies of documents, questionnaires and surveys used in preparing the report

are part of the appendix.

2. Your company wants to set up a new factory in the periphery of Delhi. Prepare a

feasibility report on behalf of your company.

3. Fill in the blanks with appropriate phrasal verbs from the box:

draw up put up with cut down on part with

put across bring about come up with put off

1) The management tried to………………. a reconciliation between the protesting employees and the Managing Director.

2) In times of recession, companies ………………… extravagant spending. 3) The manager asked his subordinates to ………………. a plan for celebrating fifty years

of the company.

4) The architect was asked to ………………….. a blueprint for the new factory. 5) It is difficult to …………………. one’s job. 6) Employees in a private firm are forced to ………………. exploitation. 7) You have to communicate effectively in order to …………………. your message.

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Learning Outcomes

In this unit you have learnt

What business proposals are and the different types of proposals

The format of a proposal and how to write the different parts

The use of business reports and the different kinds of reports

How to write short reports in 2 different formats

About the different kinds of long business reports

How to write the outline of a long business report