Business Communication Ebook PDF

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CONTENTS
Chapter 1 Introduction to Business Communication 3
Chapter 2 Verbal and Non-Verbal Communication 25
Chapter 3 Written Communication 45
Chapter 4 Introduction to Business Writing 58
Chapter 5 Written Communication 92
Chapter 6 Workplace Communication 115

Business Communication Introduction
INTRODUCTION TO BUSINESS
COMMUNICATION
Structure of the Chapter

1.0 What is Communication?
1.1 The Process of Communication
1.2 Explain the various types of Communication
1.3 Types of Communication Based on Purposed and Style
1.4 Explain various types of Communication in an Organization
1.5 Explain various levels of Communication
1.6 Barriers to Communication
1.7 Ways to Overcome Barriers
1.8 Elements of Communication Strategy
Objectives
The purpose of this chapter is to introduce the primary skills sets of Business Communication
to the students. The chapter aims at stating the strategies of communication and the ways to
overcome the barriers to communication in a business environment. Effective
communication skills are recognized as the top most preference of the employers in the
corporate world.
What is Communication?
According to W. H. Newman, “Communication is an exchange of facts, ideas, opinions or
emotions by two or more persons.” To quote Norman B. Sigband, “Communication is the
transmission and reception of ideas, feelings and attitudes both verbally and non-verbally.”
Communication is the process of transferring information from a sender to a receiver with
the use of a medium in which the communicated information is understood by both sender
and receiver. It is a process that allows organisms to exchange information by several
methods.
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Introduction Business Communication
Communication is the act of conveying information for the purpose of creating a shared
understanding. It’s something that humans do every day. The word“communication” comes
from the Latin “communis,” meaning “to share,” and includes verbal, non-verbal and
electronic means of human interaction.
Two-way process of reaching mutual understanding, in which participants not only exchange
(encode-decode) information, news, ideas and feelings but also create and share meaning. In
general, communication is a means of connecting people or places. In business, it is a key
function of management--an organization cannot operate without communication between
levels, departments and employees.
Figure 1: Basis of Communication
Communication can travel in two directions
One-way communication is linear and limited because it occurs in a straight line

from sender to receiver and serves to inform, persuade or command.
SENDER MESSAGE RECEIVER

Two-way communication always includes feedback from the receiver to the
sender and lets the sender know the message has been received accurately.
In two-way communication, communication is negotiated. Both sender and

receiver listen to each other, gather information and are willing to make changes to
work together in harmony. Their intent is to negotiate a mutually satisfactory
situation.
The Process of Communication

The progression of transmission and interchange of ideas, facts, feelings or actions is known
as “Process of Communication”. Process of Communication is a full cycle of events from
sender to the receiver and back to the sender facilitated by a feedback. Communication is a
two way process. The following is the diagram for the process of Communication:
Figure 2: Structure of Communication Process
Features of the Communication Process

Sender: The process of communication starts with a sender, the person who has an idea and
wants to convey it to the receiver. In other words, we can say that the person with ideas to
share is called sender. The formation of idea is the first step of communication. So,
Communication process begins with the sender. The Sender is known as Encoder.
Encoding: The conversion of the idea in to message by verbal or nonverbal method is called
encoding. While encoding a message, one needs to consider what will be interpretation of
the message. This process of converting the thought of the sender into message is encoding.
Message: It is an important part of communication. Message is the content that sender

wants to convey. A message could be verbal or non-verbal. The thought, idea, emotion or
anything that the sender wants to convey is called message.
Channel: The way or the medium of sending the message is called channel. Medium or
channel can be oral, written or it can be non-verbal.
Receiver: The receiver is the person who receives encoded message. In the best way, if it
reaches to the receiver then there is no problem to the receiver to understand the massage
properly. The Receiver is known as the Decoder.
Decoding: It is a process where the received message is being understood. It is not necessary
that the message reached to receiver will be understood by the receiver but decoding is a
process which converts the message in to understanding. There are chances of
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misinterpretation of the message.

Feedback: This is the last part of communication process. After receiving the message, the
receiver reacts or responds to the sender. The response can be based on the perfect
understanding of the message or it can be based on the misunderstanding or
misinterpretation of the message. This reply from receiver to sender is called feedback.
Feedback has its own importance as the success or failure of communication is decided by
feedback only.
Explain the Various Types of Communication

People communicate with each other in a number of ways that depend upon the message
and its context in which it is being sent. Choice of communication channel and your style of
communicating also affect communication.
Types of communication based on the communication channels used are:
Verbal Communication
Nonverbal Communication
Verbal communication refers to the form of communication in which message is transmitted
verbally; communication is done by word of mouth and a piece of writing. Objective of every
communication is to have people understand what we are trying to convey. In verbal
communication remember the acronym KISS (keep it short and simple).
When we talk to others, we assume that others understand what we are saying because we
know what we are saying. But this is not the case. Usually people bring their own attitude,
perception, emotions and thoughts about the topic and hence creates barrier in delivering
the right meaning. So in order to deliver the right message, you must put yourself on the
other side of the table and think from your receiver’s point of view. Would he understand
The message? How it would sound on the other side of the table?
Verbal Communication is further divided into:

 Oral Communication
 Written Communication
Oral Communication
In oral communication, Spoken words are used. It includes face-to-face conversations,
speech, telephonic conversation, video, radio, television, voice over internet. In oral
communication, communication is influence by pitch, volume, speed and clarity of speaking.
Figure 3: Oral Communication Structure
Oral
Communication
Face to Face Telephonic Business Meetings &

Conversation & Conversation Corporate
Class Room Lectures Presentations
Advantages of Oral communication are:

 It brings quick feedback.
 In a face-to-face conversation, by reading facial expression and body language one can
guess whether he/she should trust what’s being said or not.
Disadvantage of oral communication:

 Any misunderstood message cannot be referred back.
 Occurrence of distortions as the message moves up along the hierarchical chain of
command.
 Lengthy and isolated communication cannot be efficiently conveyed verbally and the
receiver may receive the message in his own discernment and thus misunderstand the
purpose of the message.
Written Communication
In written communication, written signs or symbols are used to communicate. A written
message may be printed or hand written. In written communication message can be
transmitted via email, letter, report, memo etc. Message, in written communication, is
influenced by the vocabulary & grammar used, writing style, precision and clarity of the
language used. Written Communication is most common form of communication being used
in business. So, it is considered core among business skills.
Memos, reports, bulletins, job descriptions, employee manuals, and electronic mail are the
types of written communication used for internal communication. For communicating with
external environment in writing, electronic mail, Internet Web sites, letters, proposals,
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telegrams, faxes, postcards, contracts, advertisements, brochures, and news releases are
used.
Figure 4: Keys to Formal & Informal Written Communication
a) Formal writing avoids contractions such as 'you're' and 'won't'.

b) Informal writing can include more colloquialism, such as 'loads of' in
place of 'many'.
c) Formal writing is less likely to use abbreviations, preferring 'television'
to 'TV' for example.
d) Informal writing is more likely to use short, simple sentences, while
more formal communication prefers longer sentences and complex
expressions.
Advantages of written communication include:

 Messages can be edited and revised many time before it is actually sent
 Written communications provide record for every message sent and can be saved for
later study
 A written message enables receiver to fully understand it and send appropriate feedback
Disadvantages of written communication include:

 Unlike oral communication, written communication doesn’t bring instant feedback
 It takes more time in composing a written message as compared to word-of-mouth and
number of people struggles for writing ability
Non - Verbal Communication

Nonverbal communication is the sending or receiving of wordless messages. We can say
that communication other than oral and written, such as gesture, body language,
posture, tone of voice or facial expressions, is called nonverbal communication. Nonverbal
communication is all about the body language of speaker.
Nonverbal communication helps receiver in interpreting the message received. Often,

nonverbal signals reflect the situation more accurately than verbal messages. Sometimes
nonverbal response contradicts verbal communication and hence affects the effectiveness
of message.
Figure 5: Impact of Non-Verbal Communication
Why Non-verbal Communication
 Reinforces and modifies what is said

in words
 Reinforces the relationship between

people and convey information about
their emotional state
 Regulates the flow of communication,

e.g. by signalling to others that they
have finished speaking or wish to say
something
Non - Verbal Communications have the following elements:

a) Appearance :
i. Speaker: clothing, hairstyle, neatness, use of cosmetics
ii.Surrounding: room size, lighting, decorations, furnishings
b) Body Language: Facial expressions, gestures, postures

c) Sounds: Voice Tone, Volume
Types of Communication based on Purpose and Style

Based on style and purpose, there are two main categories of communication and they both
bears their own characteristics. Communication types based on style and purpose are:
 Formal Communication
 Informal Communication
Formal Communication
In formal communication, certain rules, conventions and principles are followed while
communicating message. Formal communication occurs in formal and official style. Usually
professional settings, corporate meetings, conferences undergoes in formal pattern. In
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formal communication, use of slang and foul language is avoided and correct pronunciation
is required. Authority lines are needed to be followed in formal communication.
Informal Communication
Informal communication is done using channels that are in contrast with formal
communication channels. It’s just a casual talk. It is established for societal affiliations of
members in an organization and face-to-face discussions. It happens among friends and
family. In informal communication use of slang words, foul language is not restricted. Usually,
informal communication is done orally and using gestures. Informal communication, unlike
formal communication, doesn’t follow authority lines. In an organization, it helps in finding
out staff grievances as people express more when talking informally. Informal
communication helps in building relationships.
Figure 6: Formal & Informal Communication
FORMAL INFORMAL
Important Affective Impromptu Group or Formal

Statement Questions Conference Circle Conference
Explain the Various Types of Communication in an Organisation

Communication in an organization may be either external or internal. External
communication concerns with correspondence with those outside the organization. Internal
Communication is concerned with communication within the organization. Internal
communication can be classified into different communication like Downward, Upward,
Horizontal, and Grapevine. Formal Communication: Downward, Upward, Horizontal,
Diagonal Communication is formal communication. In this type of communication,
information, circulars and notices are passing through levels in a formal style.
a. Downward Communication: starts from higher authority to downward authority, like the
board of directors-managers- -purchase officer-executive-clerk etc. It is a convenient channel
to explain policies and organizational procedures/to appraise the subordinates for their
performance. Major decisions are conveyed through this type of communication. It is
necessary for the functioning of any organization as it involves the transfer of information,
instructions, advices, request, feedback and ideas to subordinate staff. It is useful for
appraisal of the subordinates for their performance. Downward Communication is very long
and time consuming process. Downward communication is too much authoritarian process.
b. Upward Communication: Upward Communication starts from bottom level to top level.
For example, worker conveys message to production manager, he conveys it to the director
of company etc. Upward communication provides necessary feedback. Upward
communication is also important for workers' suggestions for the welfare of an organization.
Upward communication is difficult as it moves upward against the force of gravity - means
workers hesitate to initiate for upward communication.
c. Horizontal Communication: Horizontal communication refers to the flow of

communication among the people at the same level of authority. The main objective of
horizontal communication are developing team-work and promoting group coordination
within an organization Horizontal Communication is less formal. Sometimes it results into
“Gossip” about management.
d. Diagonal (or Crosswise) Communication: Communication between departments or

employees in the same organization without any hierarchy is called diagonal communication.
It is the most used channel of communication. Workers communicate with other
workers, clerks sharing information with one another, managers discusses some
organizational problems are all engaged in diagonal communication. Diagonal
communication is extremely important for promoting, understanding and co-ordination
among various departments.
Informal channels transmit official news through unofficial and informal communicative
interactions known as the ‘grapevine.’ This informal communication network includes tea-
time gossip, casual gatherings, lunch-time meeting and so on. Grapevine communication is
the best example of Informal Communication.
a. Grapevine Communication: An informal channel of communication in an organization is

called Grapevine. For example people working together take interest in one another and talk
about appointments, promotions, demotions or even domestic and romantic affairs of
another. It follows no set lines or any definite rules but spreads very fast in any direction.
Grapevine Communication provides much needed release to emotions. One of the major
limitations of the grapevine is that it may spread baseless news which may harm the
employees. Grapevine Communication is not always negative for an organization and can be
helpful because it helps in positive group building. It may help in building up organizational
solidarity and harmony. It provides much needed release to emotions. Any information in
the name of ‘secret’ spreads very fast. It provides feedback for management.
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Figure 7: Types of Grapevine Communication
Types of Grapevine
Communication
Wheel and Cluster Chain Free Flow

Communication Communication Communication
The Wheel
In this type of grapevine, one person is predominant. He transmits grapevine to different

persons or group of persons. He is at the center and various lines of communication become
the stokers of the wheel. Every person in the wheel becomes the causative factor for starting
another wheel.In this type of grapevine, one person is predominant. He transmits grapevine
to different persons or group of persons. He is at the center and various lines of
communication become the stokers of the wheel. Every person in the wheel becomes the
causative factor for starting another wheel.
Person 1
Originator
Person 2 Person 3
The Cluster The cluster like grapes, have several groups of people linked together by a cluster
or chain of communication.
The Chain
Chain is the most common pattern in which information passes through a series of people
linked together in the organization.
Free Flow
Most of the rumours or idle gossip is spread by random, free flow or haphazard network,
which includes a number of people who are not necessarily linked by any organizational
thread.
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Explain the Various Levels of Communication
1. Extra Personal Communication:

It is a communication between human beings and non- human beings. This requires perfect
coordination between sender and receiver. When your pet dog comes to you wagging its
tail; as soon as you return home is an example of extra personal communication.
2. Intrapersonal Communication:
This communication occurs within the individual's brain in the form of internal dialogue. For
example when you “feel hot”, the information is sent to brain and you may decide to “turn
on the cooler”, responding the instructions sent from brain to hand. Here relevant organ is
sender, electrochemical impulse is message and brain is receiver. Next the brain assumes the
role of sender and sends the feedback that you should switch on the cooler. So this process
can be termed as intrapersonal communication.
3. Interpersonal Communication:
It is a sharing of information among people. It includes a few participants who are close to
one another. Here many sensory channels are used and immediate feedback can be
obtained. This can assume in the form of face to face conversation, video conferencing. And
telephonic talk and soon. It takes place in our day to day life.
4. Organizational Communication:
Communication in an organization takes place at different levels. It may be upward,
downward, diagonal and grapevine. This kind of communication can be divided into:
(a) Inter-operational Communication contains the structured communication within the
organization.
(b) External – Operation Communication deals with people and groups outside the
organization. It is the organization’s communication with its public – its suppliers, customers
and general public.
(c) Personal Communication: Communication that occurs without purpose as far as
business is concerned is called personal communication.
5. Mass Communication:
There are several mass media such as journals, television, newspapers, internet which
mediate such communication to the large audience. Information in the oral form requires
equipment such as microphones, amplifiers and information in the written form requires
electronic or print media. Oral communication through mass media requires some
equipment such as microphones, amplifiers etc and the written form requires or print visual
media.
6. Grapevine Communication
Grapevine Communication is a means of informal communication in which one learns of
something informally and unofficially by means of gossip and rumor.
According to Prof. Keith Davis, "Grapevine arises from social interaction; It is as fickle,
dynamic and varied as people are. It is the exercise of their freedom of speech and is a
natural, normal activity".
As we know that the most informal communication system of an organization is grapevine

communication system. Grapevine network is commonly criticized for its widely features.
The features of grapevine communication can be discussed both in positive and negative
manners. We will go for that after a few moment.
According to Prof. J. W. Newstrom and others,
"Grapevine has three main characteristics—
 It is not controlled by management.
 It is perceived by the most employees as being more believable and reliable.
 It is largely used to serve the self-interest of those people within it."
Features of Grapevine Communication

 Flexibility: There is no formal control on grapevine. For this reason, it is more flexible
communication system than any other ways of communication
 Lack of control: Actually, there is no managerial control over the grapevine
communication system. It is grown by itself
 Rapid communication: Grapevine communication system is faster than other formal or
informal channels of communication
 No record: We can't keep any documentary record or evidence of grapevine
communication system that can be shown or produced as future reference
 Used for self-interest: As grapevine communication system is produced by gossip and
rumor, It is basically used for self-interest of the employees of an organization
 Popular among employees: This communication system is much popular among the
employees than other formal or informal channels
 Distortion: Distorting of real massage is one of the major features of grapevine
communication system. In this communication process, information passes rapidly man
to man. That's why the information losses its originality
 Spontaneous: Grapevine is basically spontaneous. It passes rapidly and spontaneously
from top to bottom of the organization. Here is no need to make any effort to make it
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successful
Disadvantages of Grapevine Communication

 Distortion: Informal communication networks do not follow any set of rules, definite
liners or ways. So it can transmit any kind of information to any person without any
respect or fear. It may spread wrong or distorted news which may sometimes prove
harmful even to the employees. So, it is the one of most considerable disadvantages of
informal communication.
 Lack of Secrecy: In informal communication, everybody can freely interact as there are
no restrictions or rules. Any secret matter is likely to be flashed without any problem or
hesitation. This may cause a huge damage to any organization.
 Incomplete Information: Information released from such communication network is
usually incomplete. So, there is each and every chance of it to be misunderstood or
misinterpreted.
 Non- Co-Operation: Sometimes, confusion develops among the persons involved in
informal communication. AS a result, they may remain separate without any co-
operation.
 Lack of Resistance: As informal communication does not follow any established system,
it is beyond any control. Organization has no mechanism to resist its movement.
 Huge Rumour: Most of the time, informal communication fabricates the facts and
makes some rosy picture. This really damages the working environment of any
organization.
 Misunderstanding: Lack of conduct, decency, decorum and rules cause
misunderstanding in informal communication. As a result there may be conflict between
employees.
 Committing Mistakes: These sorts of communication are subject to error and mistakes
because no officials’ rules or regulation operate in this case of informal communication.
 Difficult to Control: Such communication can produce division or group and subgroup in
the organization. People involved here do not 14follow any rules and regulation as they
depend on their own philosophy. All these may destroy the control of the respective
authority.
Barriers to Communication
A breakdown can occur at any point in the communication process. Barriers (obstacles) can
inhibit communication, resulting in misunderstanding or distortion of the message. This can
lead to conflicts of views and the inability to make effective decisions. Barriers can also
prevent the achievement of the project goals.
The barriers to communication can be categorized as follows:
a) Physical barriers & Environmental barriers: might occur if there is too much noise or if
the room is too congested. Physical distractions are the physical things that get in the way of
communication. Examples of such things include the telephone, an uncomfortable meeting
place, and noise. These physical distractions are common in the hospital setting. If the
telephone rings, the usual human tendency will be to answer it even if the caller is
interrupting a very important or even delicate conversation. Distractions such as background
noise, poor lighting, uncomfortable sitting, unhygienic room, or an environment that is too
hot or cold can affect people's morale and concentration, which in turn interfere with
effective communication.
b) Physiological Barrier: Physiological barriers to communication are related with the

limitations of the human body and the human mind (memory, attention, and perception).
Physiological barriers may result from individuals’ personal discomfort, caused by ill-health;
poor eye sight, & include difficulties in hearing and seeing. Psychological factors such as
misperception, filtering, distrust, unhappy emotions, and people's state of mind can also
jeopardize the process of communication. We all tend to feel happier and more receptive to
information when the sun shines. Similarly, if someone has personal problems such as
worries and stress about a chronic illness, it may impinge his/her communication with
others.
c) Perceptual barriers, in contrast, are internal. If you go into a situation thinking that the
person you are talking to isn’t going to understand or be interested in what you have to say,
you may end up subconsciously sabotaging your effort to make your point. You will employ
language that is sarcastic, dismissive, or even obtuse, thereby alienating your conversational
partner. Think of movie scenarios in which someone yells clipped phrases at a person they
believe is deaf. The person yelling ends up looking ridiculous while failing to communicate
anything of substance.
d) Emotional barriers include the readiness, willingness or eagerness of the receiver — and
the emotional status of the educator. It can be tough to overcome, but are important to put
aside to engage in conversations. We are often taught to fear the words coming out of our
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own mouths, as in the phrase “anything you say can and will be used against you.”
Overcoming this fear is difficult, but necessary. The trick is to have full confidence in what
you are saying and your qualifications in saying it. People often pick up on insecurity. By
believing in yourself and what you have to say, you will be able to communicate clearly
without becoming overly involved in your emotions.
e) Socio-Cultural barriers are a result of living in an ever shrinking world. Different cultures,
whether they are a societal culture of a race or simply the work culture of a company, can
hinder developed communication if two different cultures clash. In these cases, it is
important to find a common ground to work from. In work situations, identifying a problem
and coming up with a highly efficient way to solve it can quickly topple any cultural or
institutional barriers. Social barriers to communication include the social psychological
phenomenon of conformity, a process in which the norms, values, and behaviors of an
individual begin to follow those of the wider group. Social factors such as age, gender,
socioeconomic status, and marital status may act as a barrier to communication in certain
situations.
f) Language barriers seem pretty self-inherent, but there are often hidden language barriers
that we aren’t always aware of. If you work in an industry that is heavy in jargon or technical
language, care should be taken to avoid these words when speaking with someone from
outside the industry. Without being patronizing, imagine explaining a situation in your
industry to a child. How would you convey these concepts without relying on jargon? A clear,
direct narrative is preferable to an incomprehensible slew of specialty terms.
g) Gender barriers have become less of an issue in recent years, but there is still the
possibility for a man to misconstrue the words of a woman, or vice versa. Men and women
tend to form their thoughts differently, and this must be taken into account when
communicating. This difference has to do with how the brain of each sex is formed during
gestation. In general, men are better at spatial visualization and abstract concepts such as
math, while women excel at language-based thinking and emotional identification. However,
successful professionals in highly competitive fields tend to have similar thought processes
regardless of their gender.
h) Interpersonal barriers are what ultimately keep us from reaching out to each other and
opening ourselves up, not just to be heard, but to hear others. Oddly enough, this can be the
most difficult area to change. Some people spend their entire lives attempting to overcome a
poor self-image or a series of deeply rooted prejudices about their place in the world. They
are unable to form genuine connections with people because they have too many false
perceptions blocking the way. Luckily, the cure for this is more communication. By engaging
with others, we learn what our actual strengths and weaknesses are. This allows us to put
forth our ideas in a clear, straightforward manner. Communication is not a one-way street. To
have others open up to you, you must be open yourself. By overcoming these barriers to
communication, you can ensure that the statement you are making is not just heard, but also
understood, by the person you are speaking with. In this way, you can be confident that your
point has been expressed.
i) Intellectual barriers may occur because of the natural ability, home background or
schooling that affects the perception and understanding of the receiver.
j) Inappropriate Channel: Variation of channels helps the receiver understand the nature
and importance of a message. While making a choice for a channel of communication, the
sender needs to be sensitive to such things as the complexity of the message; consequences
of a misunderstanding: knowledge, skills, and abilities of the receiver; and immediacy of
action to be taken from the message.
k) Semantics & Jargons: Language, jargon, slang, etc., are some of the semantic barriers.
Different languages across different regions represent a national barrier to communication,
which is particularly important for migrating nurses. Use of jargon and slang also act as
barrier to communication. For example, while delivering health education to a cardiac
patient, if a cardiac nurse uses jargons such as “coronary artery disease,” “anticoagulants,”
and “homocysteine and C-reactive proteins,” the patient will listen attentively as he/she
cannot understand these medical jargons. Therefore, she is required to use simple words so
that the patient can understand what the nurse is supposed to communicate with him/her.
l) Organizational Barriers: Unclear planning, structure, information overload, timing,

technology, and status difference are the organizational factors that may act as barriers to
communication. Greater the hierarchy in an organization (i.e., the more the number of
managerial levels), more are the chances of communication getting destroyed. Only the
people at the top level can see the overall picture while the people at low level just have
knowledge about their own area and a little knowledge about other areas of the
organization. n) Information Overload: Nurses are surrounded with a pool of information. It
is essential to control the flow of the information, else the information is likely to be
misinterpreted or forgotten or overlooked. As a result, communication may get distorted.
m) Linguistic Barrier: Individual linguistic ability may sometimes become a barrier to

communication. The use of difficult or inappropriate words in communication can prevent
the people from understanding the message. Poorly explained or misunderstood messages
can also result in confusion. The linguistic differences between the people can also lead to
communication breakdown. The same word may mean differently to different individuals.
For example, consider a word “face.”
Figure 8: An example to the impact of barriers of communication
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Ways to Overcome Barriers

All the communication barriers as identified above can be overcome with a conscious effort
by observing the following rules.
a. Eliminating differences in perception: The organization should ensure that it is

recruiting right individuals on the job. It’s the responsibility of the interviewer to ensure
that the interviewee has command over the written and spoken language. There should
be proper Induction program so that the policies of the company are clear to all the
employees. There should be proper trainings conducted for required employees (for
e.g.: Voice and Accent training).
b. Use of Simple Language: Use of simple and clear words should be emphasized. Use of
ambiguous words and jargons should be avoided. Don’t try to impress by using language
and words that may be distorted by the listener(s). It simply makes them confused and
inadequate. Plus, they won’t be listening to you while they try to work out what on
earth you are on about.
c. Reduction and elimination of noise levels: Noise is the main communication barrier
which must be overcome on priority basis. It is essential to identify the source of noise
and then eliminate that source.
d. Active Listening: Listen attentively and carefully. There is a difference between

“listening” and “hearing”. Active listening means hearing with proper understanding of
the message that is heard. By asking questions the speaker can ensure whether his/her
message is understood or not by the receiver in the same terms as intended by the
speaker.
e. Emotional State: During communication one should make effective use of body
language. He/she should not show their emotions while communication as the receiver
might misinterpret the message being delivered. For example, if the conveyer of the
message is in a bad mood then the receiver might think that the information being
delivered is not good.
f. Simple Organizational Structure: The organizational structure should not be complex.

The number of hierarchical levels should be optimum. There should be an ideal span of
control within the organization. Simpler the organizational structure, more effective will
be the communication.
g. Avoid Information Overload: The managers should know how to prioritize their work.
They should not overload themselves with the work. They should spend quality time
with their subordinates and should listen to their problems and feedbacks actively.
h. Give Constructive Feedback: Avoid giving negative feedback. The contents of the
feedback might be negative, but it should be delivered constructively. Constructive
feedback will lead to effective communication between the superior and subordinate.
i. Proper Media/Channel Selection: The managers should properly select the medium of
communication. Simple messages should be conveyed orally, like: face to face
interaction or meetings. Use of written means of communication should be encouraged
for delivering complex messages. For significant messages reminders can be given by
using written means of communication such as: Memos, Notices etc.
j. Flexibility in meeting the targets: For effective communication in an organization the

managers should ensure that the individuals are meeting their targets timely without
skipping the formal channels of communication. There should not be much pressure on
employees to meet their targets.
k. Have integrity and honesty in your communications. If you are seen as being someone
who lacks integrity, this will immediately be noticed and even more barriers will be built
up between you and the listener.
l. Make it easy for others to listen to you. Make your communication style that one of a
conversationalist, one who is able to make a point quickly, succinctly and with
conviction. If your key message is lost in the morass of a thousand words, people will
wonder what you mean and what the purpose is. Clarity and brevity are the
watchwords.
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Elements of Communication Strategy

Communication strategy has various elements, all of which come together so that effective
communication can take place -
a) Audience Analysis
Audience analysis is the process of gathering information about the people reading the
document. It helps to create user-focused communication and tailor the writing to the needs
and expectations of the intended recipient(s). It also helps to fine-tune the thought process.
Research indicates that audiences characteristically pay greater attention to messages that
are consistent with their values and interests. Research also indicates that audiences like to
see messages that they are really interested in. This selective attention and selective
exposure is the core of audience psychology. A strategic communicator must, therefore,
establish personal relevance as directly and clearly as possible. In addition, a message can
stand out by contrasting it with other messages or ideas.
b) Writing for Standard Audience

There are times when one does not know anything about the reader or user. In reality, it is
not easy to figure out what the audience already knows or wants. On these occasions,
audience analysis is more important than a precise strategy. The writer in this case should
write for a "standard audience:' A standard audience is one that 1 neither an expert nor a
complete beginner, but is somewhere m between. In this way, the document does not
appear too basic to an expert, or too verbose to a beginner.
c) Develop Messages
Your messages are closely tied to your goal and objectives. They deliver important
information about the issue and compel the targeted audience to think, feel, or act. They
can:
 Show the importance, urgency, or magnitude of the issue
 Show the relevance of the issue
 Put a “face” on the issue
 Be tied to specific audience values, beliefs, or interests of the audience
 Reflect an understanding of what would motivate the audience to think, feel, or act
 Be culturally relevant and sensitive
 Be Memorable
Figure 9: Communication Strategy

Summary
 Business communication happens throughout every organization, using multiple channels
for many kinds of desired results
 Messages must take on the characteristics of the medium chosen for communication,
making it more challenging when team members speak, read and learn differently from
each other
 Effective communication offers the best opportunity to make an outstanding first
impression
 Using powerful words, images and messages, business professionals can craft strong
internal partnerships while developing the foundation of a solid client base
Practice
 As manager of a new coffee shop develop the communication process you would have to
follow for an effective communication system.
 How can you establish your credibility when communicating with a set of audience the
first time?
 Explain Grapevine communication which can take place in an organization.
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 Distinguish between lateral and diagonal communication with relevant examples from an
established organizational structure.
Business Communication Verbal and Non-Verbal Communication
VERBAL AND NON-VERBAL

COMMUNICATION
2.0 Verbal Communication
2.1 Oral Communication
2.2 5 Cs of Verbal Communication
2.3 Advantages and Disadvantages of Verbal Communication
2.4 Non-Verbal Communication
2.5 Types of Nonverbal Communication
2.6 Advantages and Disadvantages of Non Verbal Communication
2.7 Techniques for Improving Your Nonverbal Communication Skills
2.8 Barriers to Verbal and Nonverbal Communication
2.9 How to Overcome Barriers to Verbal and Nonverbal Communication
This Chapter deals with communication as a transfer of meaning from one person or group
to another. It focuses on the nature of meaning and ways to maintain the integrity of
meaning through the process of dissemination and reception of a message. This unit also
provides an overview of the nature and elements of verbal and nonverbal communication.
Objectives
The objective of this chapter is to develop learners’ ability to use verbal communication skills
effectively in a workplace setting. Learners will develop their knowledge and understanding
of the purpose of verbal business communications and the range of contexts in which such
communications occur. This chapter focuses on the role of nonverbal codes in
communication. Some of the major nonverbal codes are identified and defined, including
bodily movement and facial expression, bodily appearance, space, time, touching, and vocal
cues. The chapter concludes with a discussion of some solutions to the problems you might
encounter in interpreting nonverbal codes.
The sharing of information between individuals by using speech. Individuals working within
a business need to effectively use verbal communication that employs readily
understood spoken words, as well as ensuring that the enunciation, stress and tone of voice
with which the words are expressed is appropriate.
Verbal Communication is any communication involving words. Verbal communication thus

includes spoken words (for example: interviews, radio broadcasts, conversations,
presentations etc.) and written words (for example: letters, books, journals, posters, class
notes etc).
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Verbal and Non-Verbal Communication Business Communication
Verbal communication is the simplest form of communication. However, it is not successful

unless the two people understand the information in the same way. All forms of
communication can be categorized as either verbal or nonverbal. In turn, both verbal and
nonverbal communicatio2.10 Barriers to Verbal and Nonverbal Communication can be
subdivided into either vocal or non-vocal.
Verbal communication of the vocal category includes spoken language. Non-vocal verbal
communication involves written communication as well as communication that is
transmitted through transmitted through sign language, finger spelling, Braille, or other
similar alternatives to verbal language.
Verbal Communication includes:

 answeing the telephone
 receiving visitors
 relaying messages
 receiving or giving instuctions
 making or confirming arrangements
 addressing meetings
Hence, we may often think that, having good communication skills is all about the ability to
speak well…..
Or all about “SPEAKING.”
We are right……But only 50% right.
Because….Verbal Communication has another very important part…… “LISTENING”
“Speaking” + “Listening” = “Verbal Communication.”
“If we were supposed to talk more than listen, we would have been given two mouths and
one ear.”-Mark Twain
“We have two ears and one mouth so that we can listen twice as much as we speak.
There are different kinds of listening…
1. Appreciative Listening
2. Empathetic Listening
3. Comprehensive Listening
4. Critical Listening
5. Sympathetic Listening.
Broadly, LISTENING may be classified into…

 Sympathetic Listening
 Empathetic Listening.
Sympathetic Listening: In sympathetic listening we care about the other person and show
this concern in the way we pay close attention and express our sorrow for their ills and
happiness at their joys.
In other words there is “sharing” of feelings.

Example for sympathetic listening…
On your way back from office, you slip and fall and hurt your back. When you reach home
your family members “Feel” for you. They “share” your hurt feelings and maybe even shed a
tear in sympathy.
Empathetic Listening: When we listen empathetically, we go beyond sympathy to seek a

truer understanding of how others are feeling. This requires excellent discrimination and
close attention to the nuances of emotional signals. When we are being truly empathetic, we
actually acknowledge what they are feeling. In order to get others to expose these deep
parts of themselves to us, we also need to demonstrate our empathy in our manners
towards them, listening sensitively and in a way that encourages self-disclosure.
Example for empathetic listening …
On your way back from office, you slip and fall and hurt your back. You visit your doctor. Your
doctor does not share your feelings.He does not reject or trifle your feelings, but on the
contrary, he acknowledges your feelings totally and treats you for your injuries.
Here, there is no “sharing” of feelings, but acknowledgement of “feelings.”
Verbal communication include sounds, words, language, and speech. Speaking is an effective
way of communicating and helps in expressing our emotions in words. This form of
communication is further classified into four types, which are:
1. Intrapersonal Communication
This form of communication is extremely private and restricted to us. It
includes the silent conversations we have with ourselves, wherein we
juggle roles between the sender and receiver who are processing our
thoughts and actions. This process of communication when analysed
can either be conveyed verbally to someone or stay confined as
thoughts. Three aspects of intrapersonal communication are self-
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concept, perception and expectation.

 Self-concept is the basis for intrapersonal communication, because it determines
how a persona sees him/herself and is oriented toward others. Self-concept (also
called self-awareness) involves three factors: beliefs, values and attitudes.
 Beliefs are basic personal orientation toward what is true or false, good or bad;
beliefs can be descriptive or prescriptive.
 Values are deep-seated orientations and ideals, generally based on and consistent
with beliefs, about right and wrong ideas and actions.
 Attitudes are learned predisposition toward or against a topic, ideals that stem from
and generally are consistent with values. Attitudes often are global, typically
emotional.
Beliefs, values and attitudes all influence behaviour, which can be either spoken opinion or
physical action. Whereas self-concept focuses internally, perception looks outward.
Perception of the outside world also is rooted in beliefs, values and attitudes. It is so closely
intertwined with self-concept that one feeds off the other, creating a harmonious
understanding of both oneself and one’s world.
Meanwhile, expectations are future-oriented messages dealing with long-term roles,

sometimes called life scripts. These sometimes are projections of learned relationships
within the family or society.
Intrapersonal communication may involve different levels of communication activity: internal

discourse, solo vocal communication, and solo written communication.
Internal discourse involves thinking, concentration and analysis. Psychologists include both
daydreaming and nocturnal dreaming in this category. Prayer, meditation also are part of
this category.
Example: Consciously appreciating the beauty of a sunset.
Solo vocal communication includes speaking aloud to oneself. This may be done to clarify
thinking, to rehearse a message intended for others, or simply to let off steam.
Example: Talking to yourself as you complain about your boss.
Solo written communication deals with writing not intended for others.
Example: An entry in a diary or personal journal.

Interpersonal Communication
This form of communication takes place between two individuals
and is thus a one-on-one conversation. Here, the two individuals
involved will swap their roles of sender and receiver in order to
communicate in a clearer manner. Interpersonal communication
can be categorized by the number of participants.
Dyadic communication involves two people.
Example: Two friends talking.
Group communication involves three or more persons, though communication scholars are
inconsistent as to the top end of the number scale. The smaller the number in the group, the
more closely this mode resembles interpersonal communication. Often group
communication is done for the purpose of problem solving or decision making
Example: University study group.
Public communication involves a large group with a primarily one-way monologue style
generating only minimal feedback. Information sharing, entertainment and persuasion are
common purposes of public communication.
Example: Lecture in university class.

Another way of categorizing interpersonal communication is on the function or setting of the
communication.
Organizational communication deals with communication within large organizations such as

businesses. This is sometimes considered part of group communication, but communication
scholars have built up a body of knowledge focused primarily on organizations.
Example: Work- focused discussion between employer and employee.
Family communication focuses on communication patterns within nuclear, extended and

blended families. Like organizational communication, this too is sometimes seen as part of
the general category of group communication,but much research has been focused
specifically on communication within a family relationship. Family communication can be
enhanced by the long-standing and close relationships among participants as well as the
likelihood that families have shared heritage, similar values, and social rituals. Patterns differ
in communication between spouses, between parent and child, among siblings, and within
the wider family context.
Example: Conversation during a holiday meal.
Small Group Communication

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This type of communication can take place only when there are more than two people
involved. Here the number of people will be small enough to allow each participant to
interact and converse with the rest. Press conferences, board meetings, and team meetings
are examples of group communication. Unless a specific issue is being discussed, small group
discussions can become chaotic and difficult to interpret by everybody. This lag in
understanding information completely can result in miscommunication.
Functions of Small Groups

Why do we join groups?
Even with the challenges of group membership that we have all faced, we still seek out and
desire to be a part of numerous groups. In some cases, we join a group because we need a
service or access to information. We may also be drawn to a group because we admire the
group or its members. Whether we are conscious of it or not, our identities and self-
concepts are built on the groups with which we identify. So, to answer the earlier question,
we join groups because they function to help us meet instrumental, interpersonal, and
identity needs.
Groups Meet Instrumental Needs

Today, groups are rarely such a matter of life and death, but they still serve important
instrumental functions. Labour unions, for example, pool efforts and resources to attain
material security in the form of pay increases and health benefits for their members, which
protect them by providing a stable and dependable livelihood. Individual group members
must also work to secure the instrumental needs of the group, creating a reciprocal
relationship. Members of labour unions pay dues that help support the group’s efforts. Some
groups also meet our informational needs. Although they may not provide material
resources, they enrich our knowledge or provide information that we can use to then meet
our own instrumental needs. Many groups provide referrals to resources or offer advice. For
example, several consumer protection and advocacy groups have been formed to offer
referrals for people who have been the victim of fraudulent business practices. Whether a
group forms to provide services to members that they couldn’t get otherwise, advocate for
changes that will affect members’ lives, or provide information, many groups meet some
type of instrumental need.
Groups Meet Interpersonal Needs

Group membership meets interpersonal needs by giving us access to inclusion control, and
support. In terms of inclusion, people have a fundamental drive to be a part of a group and
to create and maintain social bonds. As we’ve learned, humans have always lived and
worked in small groups. Family and friendship groups, shared-interest groups, and activity
groups all provide us with a sense of belonging and being included in an in-group. People
also join groups because they want to have some control over a decision-making process or
to influence the outcome of a group. Being a part of a group allows people to share opinions
and influence others. Conversely, some people join a group to be controlled, because they
don’t want to be the sole decision maker or leader and instead want to be given a role to
follow.
Public Communication
This type of communication takes place when one individual addresses a large gathering of
people. Election campaigns and public speeches are example of this type of communication.
In such cases, there is usually a single sender of information and several receivers who are
being addressed.
For example, the boss speaks to everyone, and the sales team quietly listens without
interruption.
The boss may say, as part of a charged-up motivational speech, “Do you hear me?” and the
sales team is expected to call back “Yes Sir!” The boss, as a public speaker, recognizes that
intrapersonal communication (thoughts of the individual members) or interpersonal
communication (communication between team members) may interfere with this classic
public speaking dynamic of all to one, or the audience devoting all its attention to the
speaker, and incorporate attention getting and engagement strategies to keep the sales team
focused on the message.
Oral Communication
Define Oral Communication
Oral or verbal communication describes any type of interaction between individual which
makes use of words and involves speaking and listening. In oral communication, the sender
and receiver exchange their thoughts r ideas verbally either in face-to-face discussion or
through any mechanical or electrical device like telephone or VOIP system like Skype.
The ability to communicate effectively through speaking is highly valued in business.
Oral
Communication
Face to Face Business

Telephonic
Conversation & Meetings &
Class Room Conversation Corporate
Lectures Presentations
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Examples of oral communication within an organisation include:

1. There is high level of understanding and transparency in oral communication as it is
interpersonal.
2. There is no element of rigidity in oral communication. There is flexibility for allowing

changes in the decisions previously taken.
3. The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.
4. Oral communication is not only time saving, but it also saves upon money and efforts.
5. Oral communication is best in case of problem resolution. The conflicts,disputes
6. And many issues/differences can be put to an end by talking them over.
7. Oral communication is an essential for teamwork and group energy.
8. Oral communication promotes a receptive and encouraging morale among organizational

employees.
9. Oral communication can be best used to transfer private and confidential information /
matter.
Dis-advantages of Oral Communication
1. Relying only on oral communication may not be sufficient as business communication is

formal and very organized.
2. Oral communication is less authentic than written communication as they are informal
and not as organized as written communication.
3. Oral communication is time-saving as far as daily interactions are concerned, but in case of
meetings, long speeches consume lot of time and are unproductive at times.
4. Oral communications are not easy to maintain and thus they are unsteady. There may be
misunderstandings as the information is not complete and may lack essentials. It requires
attentiveness and great receptivity on part of the receivers/audience. Oral communication
(such as speeches) is not frequently use as legal records except in investigation work.
5 Cs of Verbal Communication
According to motivational speaker and entrepreneur Pat Croce, effective communication
involves much more than choosing the right words.

Mr. Croce recommends five rules to incorporate while conveying a message, known as the
5Cs of Communication.
i. CLARITY: refers mainly to sentences, although, since sentences are made up of words,
diction (word choice) is important. Diction affects clarity without because imprecise words
make the meaning unclear. The main concern is: Does each sentence communicate the
desired point, to confusion? One key to clear sentences is effective syntax (sentence
structure): the order of and relationship between words, phrases, and clauses in a sentence.
ii. CONCISENESS: refers mainly to sentences, to the economical use of words. Concise writing
involves the elimination of: unnecessary words (redundancy/"deadwood"), roundabout
expressions (wordiness), and needless repetition. The objective is directness — expressing
ideas in the most forthright way.
iii. COHERENCE refers to the logical flow of ideas. Since flow (or continuity) is important for
the sense of the writing (its understandability), coherence is related to clarity. Flow is also
interwoven with the organization of ideas; thus, coherence is related to control. An
important consideration in developing coherence is transition — logical movement from one
idea to the next.
iv. CONTROL refers mainly to total organization but is also a key element in correctness,
clarity, conciseness, and coherence. Unity is an important element here .At the paragraph
level, unity means that each paragraph develops a single, controlling idea; each point in the
paragraph clearly relates to that idea. On a larger scale, unity refers to the organization of
the total work; all paragraphs relate to the purpose (objective) of the work.
v. CORRECTNESS refers to proper grammar, spelling, and punctuation — observance of

established conventions. Here we are concerned with clear-cut matters of right and wrong.
These are sometimes referred to as the "basics" or the "fundamentals." Thus, correctness
involves not just grammatical rules but also proper punctuation and the use of correct words.
A sixth "C" — CONTENT — is essential.If what is written lacks substance, it is worthless,

regardless of its rhetorical excellence.
Advantages and Disadvantages of Verbal Communication
Advantages
1-No use of technology to interact that would waste natural resources.
2- It is the fastest way of interaction with each other.
3-It is less expensive to interact with people.
4- It is more easier to understand a conversation than some other multimedia means of
communication.
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5- During a verbal communication you can utilize nonverbal cues such as tone, body
language, inflection.
6- You can have long conversations. And does not require lots of repetitions. Because it is
clear.
7- It can be used every where you go only if the person you are interacting with is with you.
8- Speech can be direct and to the point. Some non-verbal communication such as gestures
has different meaning in different countries.
Disadvantages
1- It can be quickly forgotten.
2- You cannot provide legal evidence.
3- Sometimes , you can not remember each and every point.
4- Poor presentation of the message or the instruction can result in misunderstanding and
wrong responses.
Non-Verbal Communication
Our interpersonal effectiveness depends on more than words. Nonverbal messages add to or
detract from our words. In effect, we become the message, with our nonverbal cue
announcing our state of mind, expectations, and sense of self.
For example, how do you judge another’s honesty or trustworthiness? The

meaning of these variables is carried predominantly via nonverbal
messages, often without our awareness and not under our conscious control.
For this reason, nonverbal messages are less likely than words to be intentionally deceptive.
Nonverbal communication is expressed through non-linguistic means. It is the actions or

attributes of humans, including their appearance, use of objects, sound, time, smell, and
space, that have socially shared significance and stimulate meaning in others.
SKILL BUILDER
You can improve your own nonverbal communication by first becoming aware of how you communicate.
Using one of the multiple video technologies, record yourself when you are engaged in a conversation,
group discussion, or public speech. Watch the recording with classmates, and take note of your facial
expressions, gestures, posture, and other nonverbal features. How might you improve your nonverbal
communication?
Types of Nonverbal Communication
Nonverbal communication can happen on many different levels. The main areas are:
1) Body language or Knesics:

Body language or kinesics is a vital part of communication. It includes several factors like
facial expressions, eye contact, gestures, posture and even dress and grooming.
Facial Expressions:
The face of the person mirrors the emotions and conveys a host of different messages. Facial
expressions also include eye contact. Smiling, frowning, widening the eyes, raising the
eyebrows, pursing the lips are all examples of facial expressions. Such expressions
communicate in one of two ways. Sometimes, they act as a complement to the words used
and add to their meaning. They can also act as a substitute for the words. Facial expressions
often reveal the true feelings of a person, even when his words are saying something else.
The face and the eyes are the most expressive means of body communication. Dale Leather
has found that 10 basic categories of meanings can be communicated via facial expressions.
Exhibit: Facial Expression

 Happiness  Disgust
 Surprise  Contempt
 Fear  Interest
 Anger  Bewilderment
 Sadness  Determination
Eye Contact:
The eye has an important role in face-to-face communication. Eye contact is one of the most
powerful forms of nonverbal communication. When we look at somebody's face, we focus
on his eyes and try to understand what he means. The eyebrows, eyelids and size of pupils
convey our innermost feelings. Eye contact has different meanings for different people. It is
sometimes used to signify the gravity of a verbal statement. It can sometimes imply that
more has been meant, or understood, than can easily be expressed verbally. It can provide a
sense of emotional connection, with a variable degree of intimacy. However, if you make
prolonged eye contact, some people might feel that you are trying to stare them down,
which is an aggressive behaviour in most contexts. Others might feel that you are looking
deep inside them, to a degree which could be perceived as disturbing, intrusive or just plain
impertinent. Too little eye contact, on the other hand, might give the impression that you
have something to hide, or perhaps that you dislike the other person and want to avoid
closer interaction.
Whatever the reason for the various feelings people have about the eyes; it makes sense to
adjust the amount of eye contact offered in response to all the clues you have to the client's
comfort or distress. This should help you to avoid erring too much in either direction.
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Exhibit: Eye Contact

 Eyebrows and eyelids raised and combined with dilated pupils tell us that the person is
excited, surprised or frightened.
 Eyebrows with upper and lower eyelids closed and combined with constricted pupils tell us
that the person is in pain or angry.
 Looking at somebody for a long time shows the intensity of our interest in him\her. If the eye
contact is brief, or we take our eyes off the person very soon, it indicates nervousness or
embarrassment on our part. Prolonged eye contact can signal admiration.
 Eye contact between a speaker and audience increases the audience's assessment of the
speaker.
 Direct eye contact for more than 10 seconds can create anxiety and discomfort.
Eye behaviour shows emotions and establishes conversational regulators. It also monitors
feedback and serves as a reminder. The eyes not only supply information, they receive it as
well.
Gestures:
In addition to facial expressions and eye contact, another important element of kinesics is
the use of gestures. Gestures are the physical movements of arms, hands, torso and head,
which help one to express thoughts and/ to emphasize one’s speech. They play a very
important role in conveying meaning without using words.
Ekman and Friesen have identified five types of body gestures:
Emblems: A large number of body movements have come to be identified as a substitute for
verbal translations. They often replace verbal messages and take the shape of emblems.
List of Emblems:
a) Patting the stomach-”I'm full of food”
b) Nodding the head up and down-”Yes” or “I agree”
c) Shaking fist-”I am angry”
d) Cupping hand behind ear-”I can't hear”
e) Clapping hands-”I approve”
f) Placing first finger on lips-”Be silent”
Illustrators: They are directly tied to verbal language. These gestures illustrate the words,
which a speaker is saying. When a speaker says, “My fourth and final point is....” and holds
up four fingers, this gesture is an illustrator.
Regulators: Regulators control oral communication by alerting the sender to the need to
hurry up, slow down, or repeat something.
Examples are frequent glances at the watch or drumming fingers on the table when
someone is talking with another person. When someone is delivering a long speech and the
other person wants to restrict him, he/she may show his watch to regulate or moderate him.
Displays: These indicate emotional states, such as anger or embarrassment, occurring

usually in our facial expressions. The display differs from the above three types as here the
people have less control over displays like having felt faces turning red, because they were
angry or embarrassed.
Adaptors: They are the gestures over which people less control, often people have are not
conscious of performing such gestures. Stifling a yawn or clasping the hands to the face in
fear, are adaptor gestures. They are automatic and usually are not planned. It is important to
note that gestures are not used individually but in relation to another person, and acquire
meaning at particular times. Speech and gestures go together, and, therefore, have to be
properly co-ordinated. In the absence of speech-gesture-co-ordination, we experience
confusion and discomfort.
Although gestures are spontaneous, we can learn to monitor and use positive
gestures and minimize the negative ones.
Posture: Posture has great significance in interpreting body language. Postulating (adopting a
posture) is very general approach for adjusting – relating with and defending ourselves from
various physical environments, social situations, objects and persons. Posture speaks loudly.
Adopting a posture has been hard coded in our subconscious minds since millions of year as
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primary defence and adaptive mechanism. Our aquatic ancestors started adopting postures
and we got them in genes. Unlike facial expressions or voice, posture can be observed or
sensed from long distance thus it has power to convey message to many. Following are
some commonly observable postures in our day to day life:
Alert/Attentive - This posture is automatically adopted when we

are looking or listening with elevated interest or surprise.
May I go? - After discovering no reason to seat anymore, we put

hands on knees or thighs to prepare ourselves to stand and walk
away.
Hidden aggression - Unlike authoritative stance, we grip upper

arm on back to control ourselves from punishing somebody.
Authoritative - To exert authority, we clench palms behind our

back. By doing this, chest is pushed forward as a sign of warning
against any misconduct. Invisible palms pose threat by
possibility of holding any weapon for attack. Many security
personals, officers or higher authorities adopt this
posture.
Self-control - For keeping self in check, we clench fingers
with each other near abdominal area. We try to manage
ourselves in the situation with reasonable patience.




Touch
We communicate a great deal through touch. Think about the message given by the
following: a weak handshake, a timid tap on the shoulder, a warm bear hug, a reassuring slap
on the back, a patronizing pat on the head, or a controlling grip on your arm.
Paralanguage: nonverbal cues of the voice

Nonverbal communication includes some sounds, as long as they are not words. We call
them paralinguistic features- the non-word sounds and non-word characteristics of language
such as pitch volume, rate, and quality. The paralinguistic feature examined here is vocal
cues-all of the oral aspects of sound except words themselves.
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Vocal cues include:

Pitch: the highness or lowness of your voice.
Rate: how rapidly or slowly you speak.
Inflection: the variety or changes in pitch.
Volume: the loudness or softness of your voice.
Quality: the unique resonance of your voice, such as huskiness, nasality, raspiness, or
whininess.
Nonword Sounds:”mmh”,”ahh”,”huh” and the like,even absence of soundused for effect in
speaking.
Pronunciation: whether or not you say a word correctly.
Articulation: whether or not your mouth, tongue,and teeth coordinate to make a word
understandable to others.
Enunciation: whether or not you combine pronunciation and articulation to produce a word
with clarity and distinction so that it can be understood. A person who mumbles has
enunciation problem
Silence: the lack of sound.
These vocal cues are important because they are linked in our minds with a speaker’s
physical characteristics, emotional state, personality characteristics, gender char-
acteristics,and even credibility.
Vocal cues can help a public speaker establish credibility with an audience and can clarify
the message.
Pitch and inflection can be used to make the speech sound aesthetically pleasing, to
accomplish subtle changes in meaning, and to tell an audience whether you are asking a
question or making a statement, being sincere or sarcastic, or being doubtful or assertive. A
rapid speaking rate may indicate you are confident about speaking in public or that you are
nervously attempting to conclude your speech.
Variations in volume can be used to add emphasis or to create suspense.
Enunciation is especially important in public speaking because of the increased
size of the audience and the fewer opportunities for direct feedback. Pauses can be used in a
public speech to create dramatic effect and to arouse audience interest. Vocalized pauses—
“ah,” “uh-huh,” “um,” and so on—are not desirable in public speaking clothing and may
distract the audience.
Advantages and Disadvantages of Non Verbal Communication

Advantages
1. You can communicate with someone who cannot hear.
2. You can communicate in places where you have to avoid talking audibly.
3. You can communicate without others around you hearing what is being communicated.
4 You can communicate when a person is too far away from you to hear you (for example, by
gesturing).
5. Non-verbal communication is brief.
Disadvantages
1. Long conversations using non-verbal communication are usually not possible.
2. Non-verbal communication varies from culture to culture.

3. Particulars of messages using non-verbal communication cannot be discussed in detail.
4. It is not useful as a public tool for communication
5. It cannot be used everywhere and is less influential than verbal communication.
Techniques for Improving Your Nonverbal Communication Skills

They say actions speak louder than words, and when it comes to nonverbal communication,
your body language has a lot to say. Poor nonverbal communication can leave your co-
workers feeling like you're giving them the cold shoulder, no matter how friendly your
intentions may be. Improving your nonverbal communications skills can make for a more
positive work environment and strengthen relations with your co-workers.
Establish Eye Contact When Conversing With Co-Workers

Eye contact is one of the most important elements of nonverbal communication, and
without it, your co-workers may be at a loss when trying to interpret your intentions. Eye
contact can convey everything from interest to hostility or even affection. When having a
conversation in the office, whether it be with your peers, boss or employees, make a
conscious effort to look them in the eye. You may be able to better read their nonverbal
communication in return.
Consider Personal Space and Boundaries
Standing too close to your co-worker may make them feel uncomfortable, while standing too
far away during a conversation might make you come across as cold and distant. Assess each
interaction you have in the workplace, and take a moment to decide the appropriate amount
of space to place between you and your co-worker. You may feel comfortable standing within
a foot of co-workers you are close to, while a few feet might be more appropriate for a co-
worker you have just met or do not have a close relationship with.
Monitor Your Facial Expressions
From smiling to scowling, your face is capable of conveying a wide range of feelings; feelings
you may not want to share with your co-workers. A conversation can quickly turn sour if
you've got a frown on your face, and you may be deemed unapproachable and disagreeable
if you constantly look unhappy at work. Leave your frustrations at home and take time to
smile while at work. It makes you appear friendlier and more welcoming, and can bring more
positivity into the workplace.
Watch Your Tone

Your words carry more meaning than you might think. Not only are your co-workers hearing
what you say, they're reading into the way you say it. Even a friendly expression such as
"good morning" can be misread if you say it in a sombre or hostile tone. Likewise, the way
you respond to or hand out discipline might not take seriously if you have a lax or indifferent
tone rather than a stern tone in your voice. Pay attention to the way you say things to make
sure your tone reflects your intentions.
Use Appropriate Gestures

Standing with your arms crossed may unintentionally convey that you are standoffish and
41 BIBS
unwelcoming, and fidgeting during a conversation may cause coworkers to feel as though
you are disinterested. Consider what messages your gestures and body language are sending
to your peers, boss or employees. Shaking hands shows respect and manners, standing up
straight conveys a sense of welcoming and facing co-workers during a conversation sends the
message that you care about what they are saying.
Barriers to Verbal and Nonverbal Communication

Sometimes, communication can break down. Often, this is due to barriers that get in the way
of effective communication. Barriers to communication can be external (outside our physical
or mental processes), or internal (within our own mental processes). Often, barriers can get
in the way of effective communication, even when you don’t want them to. A critical step in
learning how to improve your communication skills knows the barriers to effective
communication.
External noise - it's hard to communicate when there is noise going on around you
movement - it's easy to lose focus when people are walking past or something moves nearby
distraction - any number of things going on around us can distract from the communication
process
time - sometimes we seem to choose just the wrong time to try and communicate with
people
*language - even when speaking in plain English, we tend to use jargon and terms that not
everyone understands
layers - if communication has to get through a number of people, messages tend to get
mixed up or misinterpreted
personal limitations - physical or mental disabilities, cultural differences, language and
vocabulary can all be barriers
Internal credibility - if you are perceived as having a lack of credibility, nobody will be too
interested in what you have to say
fear - people are scared they will appear to be silly for asking a question or speaking up
professional status - some learners think trainers are pretty scary or intimidating, and will
tend to keep quiet
lack of belief - if you don't 100% believe in or support what you're saying, chances are that
nobody else will either
conflict - if people feel on opposite sides of an issue, communication can break down
attitudes and beliefs - people with similar attitude and beliefs, values and ideals, will tend to
communicate well together, while a mismatch can create barriers
human nature - prejudices, egos, attitudes, cynicism, negativity can all form barriers to
communication.
Overcome the Barriers of Communication

In order to remove hindrances in the way of communication the following steps are worth
consideration:
Clarify Ideas before Communication:

The person sending the communication should be very clear in his mind about what he
wants to say. He should know the objective of his message and, therefore, he should arrange
his thoughts in a proper order.

2) Communicate According to the Need of the Receiver:
The sender of the communication should prepare the structure of the message not
according to his own level or ability but he should keep in mind the level, understanding or
the environment of the receiver.
3) Consult Others before Communication:
At the time of planning the communication, suggestions should be invited from all the
persons concerned. Its main advantage will be that all those people who are consulted at the
time of preparing the communication plan will contribute to the success of the
communication system.
4) Be Aware of Language, Tone and Content of Message:
The sender should take care of the fact that the message should be framed in clear and
beautiful language. The tone of the message should not injure the feelings of the receiver. As
far as possible the contents of the message should be brief and excessive use of technical
words should be avoided.
5) Convey Things of Help and Value to the Listener:
The subject matter of the message should be helpful to the receiver. The need and interest
of the receiver should specially be kept in mind. Communication is more effective in such a
situation.
6) Ensure Proper Feedback:
The purpose of feedback is to find out whether the receiver has properly understood the
meaning of the information received. In the face-to- face communication, the reaction on
the face of the receiver can be understood.
7) Follow up Communication:
In order to make communication effective the management should regularly try to know the
weaknesses of the communication system. In this context effort can be made to know
whether to lay more stress upon the formal or the informal communication would be
appropriate.
8) Be a Good Listener:
It is the essence of communication that both the sender and the receiver should be good
listeners. Both should listen to the each other’s point of view with attention, patience and
positive attitude. A sender can receive much relevant information by being a good listener.
Summary
Verbal communication is the commonest mode of human communication. It requires two
persons at least to make verbal communication. One is the speaker and the other is the
listener. So two elements are involved and that is speaking and listening. Verbal
communication is used all the time and in debates, seminars, workshops and symposia.
Then comes the feedback process. This is the step where the listener (receiver) tells the
sender what he has received and understood of the message and what his responses are to
it. The speaker then has to respond to the listener only then the feedback is said to be
complete.
Practice Exercise:
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Q. Explain in detail verbal and non-verbal communication?

Business Communication Written Communication
WRITTEN COMMUNICATION
3.0 Introduction
3.1 Skills Required in Written Communication
3.2 The Purpose of Writing
3.3 Characteristics of Written Communication
3.4 Three Elements of Written Communication
3.5 Oral versus Written Communication
3.6 Advantages and Disadvantages of Written Communication
3.7 Barriers to Written Communication
3.8 How to Overcome Barriers to Written Communication
3.9 Proof Reading
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Written Communication Business Communication
In this lesson, we'll discuss what written communication is and some advantages and
disadvantages of using it. We'll also discuss the skills you'll need to become an effective
writer.
Objectives
The overall objective is to develop students’ written expression of thought and provide
learners opportunities to explore ideas and to build connections between content areas.
Introduction
Written communication implies transmission of message is black and white. It includes
diagrams, picture, graphs etc. Reports, polices, rules, procedures, orders instruction,
agreements etc, have to be transmitted in writing for efficient running of the organization.
Written communication ensures that everyone concerned has the same information. It
provides a permanent record of communication for future reference written instructions are
essential when the action called for vital and complicated. To be effective, written
communication should be clear, concise, correct and completed. It may take the following
terms.
i) Sender (source): This is the source or the writer in written communication. He has to be
clear about what he wants to send and be concise and appropriate about it.
ii) Receiver (destination): This is the receiver or the reader of the information. He too has to
be clear about what he wants and what he is getting through the communication.
iii) Message (signal): The message is the signal or the information. The information has to be
absolutely clear, concise and appropriate. In this case of written communication language
has to be taken care of.
Skills Required in Written Communication

Effective writing does not just happen. There is a set of skills required to write simply, clearly,
accurately and concisely. Writing skills are essential as the other knowledge and skills that
forms an executive's professional qualifications and requirements.
The Purpose of Writing

The first task for writing effectively is to identify the purpose of the communication. There
are mainly two goals of communication in business situations-- to inform and to persuade.
a) Writing to Inform
When the writer seeks to provide and explain information, the writing is called informative
writing. It is also called expository writing because it expresses ideas and facts. Informative
writing presents information not opinions. Its purpose is to educate and not persuade.
b) Writing to Persuade
Persuasive writing aims at convincing the reader about a matter that is debatable; it
expresses opinion rather than facts. This writing is also called argumentative, as it supports
and argues for a certain viewpoints. The writer seeks to influence and convince the reader to
accept the position he or she has put forth. Persuasive writing is found in opinion essays,
editorials, business and research proposals etc.
Characteristics of Written Communication

While oral communication comes naturally and spontaneously to man, written
communication requires a lot of effort. By its very nature writing is a result of fairly long
practice and patience in learning. It need not be repeated that speech comes first and
writing comes afterwards. In all languages of the world writing appeared ages after speaking.
(i) Written communication is a creative activity that requires a lot of imagination and effort
to arrive at the finished product. While oral communication is spontaneous, written
communication is based on conscious effort. Let us take the example of a report that we
want to present. We first of all have to collect all the necessary information, arrange it in a
logical order and then write out very carefully. We have to be careful at every step. That is
not always the case with spoken messages or other forms of oral communication. Letters and
reports, nicely produced, reflect the image of the organisation. The more creative and
imaginative the writers the brighter the image of the company.
(ii) Another important characteristic of written communication is the time factor that is
involved in it. Oral messages, in a face-to-face situation or through telephone reach the
receiver immediately and the feedback almost always comes immediately. This is not the
case with written communication. The sender has to plan out his message, viz., a letter or
report carefully and encode it with great care. Then he sends it to the person for whom it is
meant. The receiver takes his own time in decoding it. Then he gives it careful thought or
filters it through his mind and plans out his reaction to it. Sending back the reply or his
comments on it will take some time. So it is to be kept in mind that written communication is
a time consuming activity.
iii) Thirdly, it is to be noted that written communication has fewer cycles than oral or face-
to-face communication. Oral communication is a multiple cycle event. Oral messages get
immediate response that leads very often to further exchange of words. This is not possible
in written communication.
Three Elements of Written Communication

i) Structure (the way the content is laid out)
ii) Style (the manner it is written)
iii) Content (what you are writing about)
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i) Structure: A good structure will help you to express yourself more clearly, whether in a
dissertation, an essay, a job application letter or a CV. The following tactics may help you to
structure your writing:
a .Clarify thoughts and the purpose of your communication before you start writing. In
business communications, clarity is more important than style. Identify the themes, key
points, and facts.
b. Compose a strong introduction and ending. The first will make an immediate and positive
impression on the reader; the second will remain in their mind after they have finished.
c. Use short paragraphs and sentences to keep to one idea per paragraph and put your point
in the first line, then add the supporting information.
d. Help key points to stand out by the use of headings, sub-headings and bullet points. This
will allow your reader to quickly scan your message for the main points.
ii) Style: Style is a comprehensive term that merits lots of attention. In written
communication, we depend on the style of writing. We adopt the style of writing by reading,
by listening to good speeches and by practicing writing. The current trend is simple and lucid
style of writing. When you strike the right tone and technique for your written
communication, the document becomes even more effective.
iii) Content: The content should be clearly readable. It is important for writers when working
on the frontline, what they should consider when planning for clear and readable content.
The content should be written in plain language.
Oral versus Written Communication

Let us see how written communication is similar to oral communication, and how it is
different. The written word often stands in place of the spoken word. People often say “ it
was good to hear from you” when they receive an e-mail or a letter, when in fact they didn't
hear the message, they read it. Writing a message to friends or colleagues can be as natural
as talking to them. Yet when we are asked to write something, we often feel anxious and
view writing as a more effortful, exacting process than talking would be. Oral and written
forms of communication are similar in many ways. They both rely on the basic
communication process, which consists of six essential elements: source, receiver, message,
channel, receiver, feedback. Another way in which oral and written forms of communication
are similar is that they can be divided into verbal and nonverbal categories. Verbal
communication involves the words you say, and nonverbal communication involves how you
say them—your tone of voice, your facial expression, body language, and so forth.
Written communication also involves verbal and nonverbal dimensions. The words you
choose are the verbal dimension. How you portray or display them is the nonverbal
dimension, which can include the medium (e-mail or a printed document), the typeface or
font, or the appearance of your signature on a letter. In this sense, oral and written
communication is similar in their approach even as they are quite different in their
application.
The written word allows for a dynamic communication process between source and
receiver, but is often asynchronous, meaning that it occurs at different times. When we
communicate face-to-face, we get immediate feedback, but our written words stand in place
of that interpersonal interaction and we lack that immediate response. Since we are often
not physically present when someone reads what we have written, it is important that we
anticipate the reader’s needs, interpretation, and likely response to our written messages.
Forms Advantages Disadvantages
Oral Communication Telephonecall,conversation, Provides immediate Lacks

meeting, conference feedback,can be permanent
adjusted to audience, record, may
can be delivered contain careless
quickly, supplies non- or imprecise
verbal cues, may expression,
create warm feelings, may be
can be forceful inappropriate
for formal or
complex
ideas,does not
promote easy
recall
Written E-mail, memo, letter, fax, Creates permanent Leaves paper

Communication illustrations, report, record,is convenient trail, requires
proposal, manual, journal, to distribute, may be skill and
brochure, instant message, economical,promotes effortto
web site, blog wiki, resume comprehension and produce, lacks
recall, allows precise verbal cues and
and uniform warmth, cannot
expression be immediately
modified based
on audience
feedback, may
seem
impersonal
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Advantages and Disadvantages of Written Communication
Advantages:
1. Reference: Written communication provides a permanent record. It can be filed and

stored for future reference whenever needed.
2. Legal validity: It provides legal proof. Documents of importance are always stored in
written form.
3. It aids memory and retention: the reader can go to the written matter again and again.
This aids understanding as well as retention.
4. It is more accurate and organised: Written messages are drafted with greater time at our
disposal; they are more accurate. The writer can edit and alter his message to make it as
perfect as possible, and add the details needed. Words are chosen carefully to convey the
exact meaning and matter is organised properly. This makes written communication an
essential part of every business organisation.
5. Fixing responsibility: Written documents are always signed; hence it is possible to fix
responsibility on a certain person or group of persons.
6. Wider reach: Written messages have a wider reach than oral messages, as printing and
photocopying make it possible to transmit messages easily to a very large number of people.
7. Goodwill: Good written communication can create a good impression

and generate goodwill for a business organisation.
Disadvantages:
1. Time, trouble, expense: A written message needs more time and care to prepare.
It is also costlier as it needs machinery and stationery.
2. Feedback is slow: Feedback is slow and often delayed in written messages – sometimes it
may even be absent. Getting answers to queries and clarifications may become difficult.
3. Written communication can create problems of storage: The number of documents is

almost always far greater than the space and means available for storage.
4. Lacks friendliness: Written communication is essentially formal in nature. It cannot have

the warmth and personal touch of oral communication.
5. Unsuited to countries where there is a great degree of illiteracy: Written communication

is a literate skill. The lack of literacy makes it impossible to use written communication.
Barriers to Written Communication
Writing is effective when it communicates a message and achieves your purpose.Sometimes

barriers to communication can prevent understanding of the message, making writing
ineffective. Sometimes barriers can lessen the credibility of your message. For example, if
you send a letter without proofreading it for correct spelling and grammar, your reader may
not understand all of the words, or may be annoyed since you seem not to have taken the
time to communicate clearly. Either reaction is a barrier for you in communicating with your
reader. Or you may have asked a colleague to help you with an urgent project, but you realize
that she has been encouraged by her manager to cut back on her workload. This presents a
barrier for your request that you need to consider; otherwise, your request is bound to
receive a poor reception.
How to Overcome Barriers to Written Communication

In today’s electronic age, one of the primary ways we are branding ourselves is through our
typed words. Our emails, text messages, and posts on social media sites reveal much about
who we are. How you are viewed impacts the respect people have for you, the influence
you have with others, and the people you attract into your life. These things play an
important role in your personal and professional relationships, in the value you bring to the
market, and how you feel about yourself. It really boils down to this: do you care about how
you are viewed? Do you want to create a positive brand for yourself? If you do, it’s important
that you start taking pride in everything you type and write. Begin today to put an emphasis
on developing your written communication skills.
Here are some tips on developing writing skills:
1. Write short sentences. Short sentences are easier to read than long sentences. If a
sentence seems like it’s getting long, break it into two.
2. Write short paragraphs. Limit your paragraphs to three sentences. This allows for white
space and improves readability. If a paragraph looks like a big block of text consider how you
can divide it into two or three smaller paragraphs.
3. Capitalize the first letter of each sentence. Not hitting the shift key is a sure
fire way to tell people you don’t care about how you are viewed.
4. Use people’s names. Just as people notice when you speak their names, they
are also aware when they read their names. Writing “Hi Joe,” or “Hey Sue,” lets them know
the message is for them and makes the person feel valued.
5. Be clear. With every message you type, ask yourself, “Is this message clear
and to the point?” No one likes having to read a message more than once to
figure out what the other person is trying to say.
6. Be concise. Learn to communicate your messages in the fewest number of
words possible. This is my goal with every sentence I write.
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7. Look for potential misunderstandings. As you proof your messages ask,

“How could this be misunderstood?” Go the extra mile to avoid potential
misunderstandings.
8. Provide a complete response. When you receive a message that asks multiple questions,
be sure to address each subject or question asked. Don’t make people send another
message repeating the overlooked question because you didn’t take the time to provide a
complete response.
9. Number multiple topics. If you are covering more than one point, break out each point
using numbers. I have yet to see a better way to communicate multiple topics than by
numbering them.
10. Use a friendly tone. Do you notice the tone people convey in their written
communications? Can you tell when they are aggravated, overly firm, curt, or offended?
Communicating with a friendly tone will make you more attractive and your recipient
more receptive.
11. Know when to pick up the phone. If there is something upsetting to you,
pick up the phone and call the other person. Don’t allow yourself to send
emotional messages that have the potential to scar a relationship and cause you
regret.
12. Proof everything. Don’t ever hit the send, submit, or comment button on
anything you have not proofed. Your time management is never more important
than your personal brand.
13. Have it edited. If your document is important, go one step beyond your own
proofing. Consider having someone edit it.
14. Take pride. Be proud of every message you send, including those going to your
friends and family.
Sometimes barriers to communication can prevent understanding of the message, making

writing ineffective. Sometimes barriers can lessen the credibility of your message. For
example, if you send a letter without proofreading it for correct spelling and grammar, your
reader may not understand all of the words, or may be annoyed since you seem not to have
taken the time to communicate clearly. Either reaction is a barrier for you in communicating
with your reader. Or you may have asked a colleague to help you with an urgent project, but
you realize that she has been encouraged by her manager to cut back on her workload. This
presents a barrier for your request that you need to consider; otherwise, your request is
bound to receive a poor reception. Another way to think of these barriers to communication
is to view them as noise that interferes in the communication process. If you are speaking to
someone face-to-face in a very noisy room, it can be difficult (although not impossible) to
communicate your message. That is an example of physical noise that prevents
communication. Perceptual barriers, semantic barriers and cultural barriers are examples of
noise that can interfere with written communication.
How to Overcome Barriers to Written Communication

In today’s electronic age, one of the primary ways we are branding ourselves is through our
typed words. Our emails, text messages, and posts on social media sites reveal much about
who we are. How you are viewed impacts the respect people have for you, the influence
you have with others, and the people you attract into your life. These things play an
important role in your personal and professional relationships, in the value you bring to the
market, and how you feel about yourself. It really boils down to this: do you care about how
you are viewed? Do you want to create a positive brand for yourself? If you do, it’s important
that you start taking pride in everything you type and write. Begin today to put an
emphasis on developing your written communication skills.
Proof Reading
A draft of the written matter should be proof read and then a final draft made considering
the errors corrected and suggestions made on the draft, so that an error free rightly
formatted piece of written communication is presented. Remember in the words of James
Michener, “Good writing consists of trying to use ordinary words to achieve extraordinary
results.” The following are the common proof readers’ marks:
Proof reader’s marks:
Symbol Meaning Example
Delete
close up
delete and close up
Caret
insert a space
space evenly
let stand
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Transpose
used to separate two or

more
marks and often as a
concluding
stroke at the end of an
insertion
set farther to the left
set farther to the right
set as ligature (such as )
align horizontally
align vertically
broken character
indent or insert em quad

space
begin a new paragraph
spell out
set in CAPITALS
set in SMALL CAPITALS

set in lowercase
set in italic
set in roman
set in boldface
Hyphen multi-colored
en dash 1965–72
em (or long) dash Now—at last!—we know.
superscript or superior
subscript or inferior
Centered
Comma
Apostrophe
Period
Semicolon
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Colon
quotation marks
Parentheses
Brackets
query to author: has this

been
set as intended?
push down a work-up
turn over an inverted

letter
wrong font
Summary
What is corporate Communication and why is it necessary. The necessity arises from the
need to thrive well in a competitive world and all depend on how effective communication
is. Written communication has several advantages and a few disadvantages. However the
advantages are more. The disadvantages maybe kept in mind to obliterate the misuse of
written communication.
The proper style is to be adhered to in business communication. While academic writing

allows certain flexibility of thoughts and expressions, business writing is strict and stringent
about usage of words, salutations, addresses, syntax and the structure on the whole.
Business communication has to be simple, ornate and flowery language should not be used.
Simplicity will result in clarity of language and this is essential in business communication.
Ambiguity of language not only mars the flow of thoughts in the communication, it will also
spoil the business prospects by giving wrong implications.
Proof reader’s marks are used to correct the first draft of any written communication, after
which the draft is written out in fair. Standard proof readers’ marks have to be used in case
the writer and the proof reader are two different persons. Corrections are made according to
the proof reading done.
Practice Exercise
Q. What is written Communication?

Q. What are the Three Elements of Written Communication?
Q. How is oral communication different from written communication?
Q. Discuss the advantages and disadvantages of written communication.
Q. What are the barriers of written communication?
Q. How to overcome the written communication barriers?
Q. What is Proof Reading?
57 BIBS
Introduction to Business Writing Business Communication
INTRODUCTION TO BUSINESS WRITING

4.0 Introduction
4.1 Principles of Business Writing
4.2 Formal and Informal Written Communication
4.3 When to Use Formal and Informal Writing
4.4 Types of Internal Formal Writings
4.5 Types of External Formal Writings
Objective
After completing this chapter you should be able to understand the value of writing.
Introduction
In written communication, written signs or symbols are used to communicate. A written
message may be printed or hand written. In written communication message can be
transmitted via email, letter, report, memo etc. Message, in written communication, is
influenced by the vocabulary & grammar used, writing style, precision and clarity of the
language used.
Written Communication is most common form of communication being used in business. So,
it is considered core among business skills. In the last chapter we have learnt how to adapt to
written communication skills. Here we are going to learn in how many different ways can
communicate through different forms of writing like for instance:
Letters
Memos
Reports
Electronic mails
Business Communication Introduction to Business Writing
These types of written communication used for internal communication. For communicating
with external environment in writing the followings are used:
Proposals,
Faxes,
Advertisements,
Brochures
Principles of Business Writing

Being able to transition between academic and professional writing is a valuable skill to
perfect as you advance in your educational career and prepare for life after school.
Understanding and employing the following principles, however, can help give you an early
advantage in your professional development.
1. Know Your Audience

Writing in a business environment requires the ability to tailor your document to a variety of
different audiences. Your proposal may have to be approved at the executive level but
carried out at the functional level. Your writing should be detailed enough for it to be
functional and effective, yet simple enough for all readers to understand. Write different
sections for different readers.
For example, summary sections tailored directly to executives and technical sections written
for specific functional units. Format your document so that the reader’s eye falls on the most
important information. Use bullets, bold, graphics and white space to organize information.
2. Be Concise
Avoid unnecessary embellishments and get straight to the point.
Wordy Example: The purpose of this document is to provide the reader with a detailed
explanation of the primary business writing principles. In order to provide an introduction to
this process for new business writers, we have prepared an overview, which describes the
highlights of the business writing process in just three pages. This detailed document
describes several tips and techniques that writers are able to follow in their path towards
improving their business writing skills.
Concise Example: This document explains business writing principles in detail. A three-page
overview has been prepared to introduce this process to new business writers. The included
techniques can be utilized to further develop your writing skills.
3. Write to Inform, Persuade or Promote

Most business documents are written to disseminate information, persuade an audience, or
promote a product or service.
 Establish a Need:In persuasive documents, readers should perceive a need for your idea
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before being presented with facts and support for your idea.
 Stress Benefits before Features: Your audience, particularly at the executive level, seeks
benefits rather than features. Readers are looking for direct benefits when reviewing and
approving documents.
 Use Facts and Statistics: Readers tend to be naturally skeptical and will look for reliable
information before providing their support for a specific idea. While it may sound
obvious, relying on trustworthy supporting evidence can substantially help to persuade
the audience.
 Provide a Call to Action: Establish a clear deadline and plan next steps. Readers are most
likely to take action (such as approving your request, forwarding your questions, etc.)
when there is a specific timeline and instructions for proceeding.
Formal and Informal Written Communication

There can be two broad categories of communication, which are formal and informal
communication that have their own set of characteristic features.
Formal Communication
Formal communication includes all the instances where communication has to occur in a set
formal format. Typically this can include all sorts of business communication or corporate
communication. The style of communication in this form is very formal and official. Official
conferences, meetings and written memos and corporate letters are used for
communication.
Formal communication can also occur between two strangers when they meet for the first
time. Hence formal communication is straightforward, official and always precise and has a
stringent and rigid tone to it.
Informal communication includes instances of free unrestrained communication between
people who share a casual rapport with each other. Within a business environment, informal
communication is sometimes called the grapevine and might be observed occurring in
conversations, electronic mails, and phone calls between socializing employees.
When to Use Formal and Informal Writing

A formal writing style is not necessarily “better” than an informal style, rather each style
serves a different purpose and care should be taken in choosing which style to use in each
case. Writing for professional purposes is likely to require the formal style, although
individual communications can use the informal style once you are familiar with the
recipient.
Types of Internal Formal Writings

A. Letters:
Letters are an essential part of all business and technical communication because they are
more formal and reliable than electronic mail and more precise and permanent than
telephone or face-to-face conversations.
i) Nature and Functions of Letters

If you consider all the forms of written communication, letters are the mostly used and
commonly practiced in all business as well as the personal correspondence. We can readily
agree that letters have become the indispensable part of modern day communication in
spite of electronic age. Business correspondence, in fact, is one of the significant means of
keeping oneself connected with the world in whole and the person in individual and family
or business in group. The progress and durability of any business enterprise or industry in
larger sense depends on the effective communication system. When you enter a profession,
you will have to write dozens of letters every day as part of your routine work. Many of these
will be written to persons you have never met and perhaps you can never hope to meet. You
will be writing letters to other firms and companies, customers, suppliers, associate
organisations, government officers, credit agencies, employees, etc. Such letters are called
business letters. A business letter must therefore appeal to the reader's interest and induce
in him the proper mood. The student of the business communication has to mark out the
number of factors before penning a letter. Over the years these have crystallized into a set of
principles which can enable a person to write successful letters. Before we attempt to find
out the principles of the letter writing, let us have a look into the functions of letter writing.
i.a) A Piece of Conversation

A letter is a piece of conversation by post or hand delivery. If you recall and if you have ever
stayed away from your parents while you were in school you wrote letters and if you have
stayed with your parents you received letters from your friends and relatives. At least you
must have received mails and you must have been excited to read them. Don’t you think that
these pieces of conversations have connected you with your heart and profession? And you
feel comfortable to write letters or emails. You must not confuse with letters and emails as
both are the same, but email is the textronic version of letter with the set of format by the
service provider.
i.b) Establishes Professional and the Personal Relations

The relations are the core of every business and the profession. It is built on the personal as
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well as the professional communication and here your letters and the emails are the
instruments to facilitate these relations. Just imagine, if you receive letter from your boss
wishing you on your birthday, how do you feel? Certainly, you will be excited, happy and
motivated to perform to the satisfaction of your boss. This in turn not only helps to build the
better relations but also performance. Even when an author writes he has a reader in his
mind. The very reason is, he wants to build a bond of intimacy between him and his reader
so that he can take him into his thought process. Therefore, consistent letter writing will
evoke a sensation of an actual meeting or participation in to the thoughts or writer creating
a cohesive bond.
i.c) Letter is Evidence and Reference

The aim of letters is to achieve a definite purpose, such as selling a product, making an
enquiry, seeking information or advice, mollifying the injured feelings of a customer, creating
goodwill, etc. The matter that you exchange remains as the evidence of your information.
Hence, it will be an instrument of accountability for every cause and result. It also acts as
reference material for future judgement and conclusion.
I.d) Different types of formal letters

Basically, they all have the same layout styles, salutation and endings. However, the
information that you include in these letters differ. Here is a closer look at different types of
business letters.
a. Inquiry letters
These letters are used to request more information about a product or service. You must
clearly explain what information you are seeking. You may also ask for further details in the
form of catalogues, brochures etc.
1. How to write a letter of enquiry

Sometimes even though the organization has not advertised a vacancy they may have vacant
positions that need to be filled. You will be able to find out if there is indeed a vacancy by
sending them a letter of enquiry. Here is a brief outline for drafting a letter of enquiry.
1.1. Opening Paragraph

In the opening paragraph give a brief introduction of yourself and explain why you are
writing the letter. Let them know what kind of position you are looking for. You must also
state why you are interested in working with them and how you found out about them.
1.2. Paragraph 2
In the second paragraph, clearly mention your academic qualifications and work experience.
You may also add any relevant details that might improve your chances of being considered
for the job.
1.3. Paragraph 3
In the third paragraph, inform them that you have included your CV. You may also draw their
attention to particularly important points you would like them to consider.
1.4. Closing Paragraph

In the closing paragraph, restate your interest in working for the company, thank them for
taking the time to read your letter and explain your availability for interview. You may also
make it clear that you are interested in being considered for vacancies that might arise in the
future if none exists at the moment.
Example of inquiry letter is given below
Your name
City, Street,
Zip Code
Phone:
Email:
Recipient name:
Title
Name of the organization
City, Street, Zip code
21st December 2014
Dear Recipient Name:

Perhaps you are looking for an addition to your marketing team.
Presently, I am marketing computer accessories for a major company.
My current and past employers have always regarded me as an
innovator of ideas. I am also good at communicating with prospective buyers and have
demonstrated success in sales and marketing.
I understand that XYZ INC has a reputation for quality and execellence.
I would like to use my skills and experience to market your line of product.
Enclosed here is my reume for your consideration.
Thank you for your time and consideration. I look forward to hearing from you.
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Yous Sincerely,
Signature
Your name
Enclosure: Resume
ii.b. Cover Letter

A cover letter is an essential part of your job application package and is just as important as
your resume. While your resume provides a basic summary of your experience, a cover letter
highlights particular skills and explains why you are well-suited for a position. A good cover
letter will help you attract the attention of employers and human resources screeners.
2.1. First Paragraph

Start the first paragraph by explaining why you are writing to the employer. Tell him if you
are responding to an advertisement for a particular position or if you are inquiring about the
availability of work in the future. If you were referred by a specific person or group, mention
this in the first paragraph. Limit this paragraph to no more than three or four sentences.
2.2. Second Paragraph

The second paragraph is the most important part of your cover letter, as it explains why you
feel you would be a good choice to fill the job opening. Mention strengths and skills you can
bring to the company. Include information about any degrees or certifications if they are
pertinent to the position. If you have significant experience in the field or with a particular
task, explain how this experience will enable you to help the company succeed. If you are
responding to an advertisement, scan the ad for job requirements. Identify the top three or
four requirements and describe your proficiency in these areas.
2.3. Third Paragraph

Close the letter by mentioning that you would like to meet with the employer at his
convenience to discuss your qualifications for the position. List your contact numbers and
email address, and offer to provide additional information if needed. Don’t use a current
work telephone number unless you are sure you will be able to have a private conversation
with an employer if he calls. End the paragraph by thanking the employer for his
consideration.
2.4. Considerations
Your cover letter should be neat and free of spelling or grammatical errors. Keep the tone of
the cover letter positive and focus on tasks you can perform well. Avoid showing any
negativity toward past employers. Be sure to follow standard rules of correspondence even if
you are sending your cover letter through email.
Sample (Cover Letter Template)
Salutation
Dear [insert name of hiring manager],
Body
First paragraph: Mention the job you’re applying for and where you found the job listing.
Middle paragraph: Discuss your qualifications. These paragraphs should be specifically
tailored to requirements posted in the job listing. You might also consider including why this
specific company interested you in the first place. Limit this section to two to three
paragraphs.
Final paragraph: Discuss the next steps. If you are going to follow up in one to two weeks,
mention a specific date. If you would prefer to leave the ball in their court, say that you look
forward to discussing your qualifications further. Also provide your email address and phone
number. Don’t forget to thank them for their time.
Close
Best,
[insert your name]
Sample (Cover Letter Email)
Dear Mr. Adhikary,

I’m submitting an application for the sales executive position you advertised on SuperJobs on
September 10.
I've spent the last year and a half working full-time as a salesperson for a fmcg company.I
currently manage a team of over 30 salespersons and I ensure that the quality of work meets
our standards. I'm also very familiar with English grammar and usage and have no trouble
adapting to various style guides.
What I like most about my current job is that it gives me the opportunity to learn and be
creative, and it looks like this position would do the same. I feel that I could be a valuable
asset to your team, and I bring to the table all of the skills that you require in a sales executive.
I look forward to discussing my qualifications further and can be reached by email at
npbose@email.com or by phone at 460.555.0198.
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Thank you so much for your time.
Best Regards,
Narendra Bose
B. Memos:
1. What is a memo?
A memo, short for the word memorandum, comes from the Latin word memorandus, which
means, "to be remembered." It is a compact written message designed to help someone
remember something. For example, a list of groceries to be picked up on your way home
from work is a memo, a simple list of things to be remembered later. Once acted upon, a
memo is often thrown away. Not so with business memos, it is standard practice to save
them. Their objective is to deliver information or instructions. Their scope should be limited
to a single topic so that the reader will" get the message" quickly and, if necessary, take an
action. A memo is a hard-copy (sent on paper) document used for communicating inside an
organisation usually short contains To, From, Date, Subject Headings, and Message section
does not need to be signed, but sometimes has the sender's name at the bottom to be more
friendly, or the sender's full name to be more formal. If in doubt, follow your company style.
Example Memos
Memo to Vaishali Chandra
To: Vaishali Chandra, Regional Manager

From: Mahindra Singh, Sales
Date: 14 December 2014
Subject: Notification of My Resignation
I am writing to inform you of my intention to resign from G & S Holdings.
I have appreciated very much my four years working for the company. The training has been
excellent and I have gained valuable experience working within an efficient and professional
team environment. In particular, I have appreciated your personal guidance during these first
years of my career.
I feel now that it is time to further develop my knowledge and skills base in a different
environment.
I would like to leave, if possible, in a month's time on Saturday, 17 January. This will allow me to
complete my current workload. I hope that this suggested arrangement is acceptable to the
company.
Once again, thank you for your support.
2. Why write Memos?

Memo writing is something of an art form. A memo is a short, to the point communication
conveying your thoughts, reactions or opinion on something. Memos are useful in
situations where e-mails or text messages are not suitable.
3. How to Write Memos:

Memos can be approached in different ways depending on your purpose:
a. Decide if it’s to be persuasive or informative. While many memos are a combination of the
two (example: “In order to process your claim promptly, please submit it no later than
January 15.”), sometimes memos have to be one or the other for the reader to take the
appropriate action. A persuasive memo engages the reader’s interest before issuing a
directive, where as an informative memo outlines the facts and then requests the reader’s
actions.
b. Clearly state the purpose of communication in the subject line. Most memo formats
have the basics of the header, like “to,” “from” and “date” in place. But you have a
responsibility to make the subject line as descriptive as possible so the reader understands
the intent. A memo simply titled “Vacation Time” might appear to be good news – until the
document explains that vacation time won’t be granted unless first requested in writing.
Thus, a better memo title might be “New Vacation Time Request Policy".
c. Write memos with purpose and make that purpose known in the first paragraph. One
way to make sure no one reads or heeds memos is to send them out for the slightest issue.
Try to avoid doing this. Also, outline the purpose and the desired action in the memo’s first
paragraph. Readers will become conditioned to the importance of a memo and gain that
knowledge as soon as they open it.
d. K.I.S.S. – Keep It Short and Simple. Most memo formats accommodate one page of
information. This means that the topic details should be concise, with clear directives and
contacts for follow-up. If it’s a complex topic extending into multiple pages, still keep the
language as direct as possible, add headings or bullets to guide the reader and conclude with
a summary paragraph of key points. Reinforce the reader’s necessary action. At the end of
the memo, specifically direct the reader to the desired action.
4. Parts of a Memo:
There are three basic reasons to write a memo:
* to persuade action
* to issue a directive
* or to provide a report
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Regardless of your purpose, memos are generally divided into segments in order
to organize the information and to achieve your intention.
4.a. Heading
The heading segment follows this general format:

TO: (readers' names and job titles)
CC: (any people you are copying the memo to)
FROM: (your name and job title)
DATE: (complete and current date)
SUBJECT: (what the memo is about, highlighted in some way)
 Make sure you address the reader by his or her correct name and job title.
 Be specific and concise in your subject line.
4.b. Opening Segment

The gist of a memo should occur in the opening sentences/paragraphs. It's a good idea to
include some information about the context, a task statement and perhaps a purpose
statement.
i. The context is the event, circumstance, or background of the problem you are solving or
the directive you are giving. You can use a paragraph to establish the background and state
the problem or more commonly simply use the opening of a sentence. Include only what
your reader needs and be sure it is clear.
ii. In the task statement describe what you are doing to deal with a situation. If an action was
requested, refer to it by a sentence opening like, "You asked that I look at...." If you want to
explain your intentions, you might say, "To determine the best method of xxx, I will...
iii. Finally, the purpose statement of a memo gives your reason for writing it and forecasts
what is in the rest of the memo. You want to come right out and tell your reader the kind of
information that's in store. For example, you might say: "This memo presents a description of
the current situation, some proposed alternatives, and my recommendations." If you choose
to use headings for your memo segments, you can refer to your major headings in this
forecast statement to provide a guide for your reader.
4.c. Closing Segment

You're almost done. After the reader has read your information, you want to close with a
courteous ending stating what action you want your reader to take. Make sure you consider
how the reader will benefit from the desired actions and how you can make those actions
easier. For example, you might say, "I will be glad to discuss this recommendation with you
during our Tuesday meeting and follow through on any decisions you make."
Example (Persuasive Memorandum)
To: ManikaAgarwal,Wajid Ali, Gopal Pandey

CC: Devayudh Bakshi
From: Suraj Khandelwal
Date: June 1, 2006
Re: Need for New Memo Format
I’ve noticed that we don’t seem to be able to communicate important changes, requirements and
progress reports throughout the company as effectively as we
should. I propose developing one consistent memo format, recognizable by all staff as the official
means of communicating company directives.
While I know this seems like a simple solution, I believe it will cut down on needless e-mail, improve
universal communication and allow the staff to save necessary information for later referral.
Please talk among yourselves to determine the proper points of memo writing and return the input to
me by 12 noon. I will then send out a notice to the entire staff regarding the new memo format.
Thank you for your prompt attention to this.
C. Reports:
1. What is a report?
A report is written for a clear purpose and to a particular audience. Specific information and
evidence are presented, analysed and applied to a particular problem or issue. The
information is presented in a clearly structured format making use of sections and headings
so that the information is easy to locate and follow. when you are asked to write a report
you will usually be given a report brief which provides you with instructions and guidelines.
The report brief may outline the purpose, audience and problem or issue that your report
must address, together with any specific requirements for format or structure. This guide
offers a general introduction to report writing; be sure also to take account of specific
instructions provided by your department.
2. What makes a good report?

Two of the reasons why reports are used as forms of written assessment are:
a) to find out what you have learned from your reading, research or experience;
b) to give you experience of an important skill that is widely used in the work place.
An effective report presents and analyses facts and evidence that are relevant to the specific
problem or issue of the report brief. All sources used should be acknowledged and
referenced throughout, in accordance with the preferred method of your department
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/university. A well written report will demonstrate your ability to: understand the purpose of
the report brief and adhere to its specifications;
 gather, evaluate and analyse relevant information;
 structure material in a logical and coherent order;
 present your report in a consistent manner according to the instructions of the report
brief;
 make appropriate conclusions that are supported by the evidence an analysis of the
report.
3. The structure of a report

The main features of a report are described below to provide a general guide.
a.Title Page
This should briefly but explicitly describe the purpose of the report (if this is not obvious
from the title of the work). Other details you may include could be your name, the date and
for whom the report is written.
b.Summary
There needs to be a summary of the major points, conclusions, and recommendations. It
needs to be short as it is a general overview of the report. Some people will read the
summary and only skim the report, so make sure you include all the relevant information.
c.Introduction
The first page of the report needs to have an introduction. You will explain the problem and
show the reader why the report is being made. You need to give a definition of terms if you
did not include these in the title section, and explain how the details of the report are
arranged.
d.Body
The main body of the report is where you discuss your material. The facts and evidence you
have gathered should be analysed and discussed with specific reference to the problem or
issue. If your discussion section is lengthy you might divide it into section headings. Your
points should be grouped and arranged in an order that is logical and easy to follow. Use
headings and subheadings to create a clear structure for your material. Use bullet points to
present a series of points in an easy-to-follow list. As with the whole report, all sources used
should be acknowledged and correctly referenced.
e.Conclusion
In the conclusion you should show the overall significance of what has been covered. You
may want to remind the reader of the most important points that have been made in the
report or highlight what you consider to be the most central issues or findings. However, no
new material should be introduced in the conclusion.
f.Appendices
Under this heading you should include all the supporting information you have used that is
not published. This might include tables, graphs, questionnaires, surveys or transcripts. Refer
to the appendices in the body of your report.
4. Writing a good report
i. Write simply and appropriately. Your method and findings should be described accurately
and in non-ambiguous terms.
ii. Spend time on your discussion section. This is the bit that pulls the whole piece together
by showing how your findings relate to the purpose of the report, and to any previous
research.
iii. Acknowledged with a reference. Every idea and piece of information you use that comes
from someone else's work must be acknowledged with a reference.
iv.The scope of the report. Be clear about the scope of the report. The word count will help
you to understand this. For instance, a 5000 word report will be expected to include a lot
more background and discussion than a 1000 word report – this will be looking for more
conciseness in the way you convey your information.
Example of a report
INDUSTRIAL VISIT REPORT 2013

The2-day Industrial Visit for the 2nd Semester students of the department of business administration
commenced on the 5thof April, 2013, lately by 8:00pm from the college campus. To have a visual study
on the production and service industries, the company chosen wasToyota Kirloskar Auto Parts The
dates were as 6.04.2013 and 7.04.2013. Almost45 members participated in the study on visit.
Toyota Kirloskar Auto Parts
Overview
Toyota Kirloskar Auto Parts is an automobile spare parts manufacturing company.
TKAP is a joint venture among Toyota Motor Corporation, Japan,Toyota Industries Japan and Kirloskar
Systems Ltd, Bengaluru.The TKAP plant located near Bidadi, Bengaluru had an excellent, disciplined,
planned and effective work culture
Product Profile
TKAP manufactures transmissions for Toyota vehicles and is a key supplier for Toyota both globally and
locally. It also manufactures front axle, rear axle and propeller shaft for models such as Toyota Innova
and Toyota Fortuner.
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Financial Position
The financial position of the company was however not disclosed by the personnel. But still the
chances of a heavy drop is negligible because the production, the inventory and the stock was
maintained effectively based on the demand.
Plant Layout
There were two units in TKAP mainly as 3-Unit Parts Plant and the 100% EOU plant which has products
exclusively to be exported. Mass production strategy was adopted. The production line was mainly
aimed at the product being produced. An exclusive product orientedplant layout was setup at TKAP.
Supply Chain Practice

The practice was called the PUSH-PULL strategy because TKAP manufactures the axles and
transmissions unit. Now these products are taken or pulled from the same to Toyota Assembly Line
where the vehicles are assembled finally. Now the vehicles have to be pushed off to newer grounds or
the retail market. TKAP adopts a pull mechanism of supply chain for better efficiency.
Product Promotion Strategy

TKAP doesn’t have any product promotion strategy and hence they do not have marketing wing. All
their finished goods are either exported or used locally.
HR Practices
HR practices at TKAP were actually unique. They have a very unique appraisal system based on
performance and newer ideas. Each and every single employee had an opportunity to express their
ideas to improve productivity. There were weekly, monthly and annual appraisal charts displayed at the
plant with employee details.
D. Communicating with Email

In the information age, email has become the dominant form of communication. Being able
to write a polished, professional email is now a critical skill both in college and the
workplace.
Below are some key distinctions between formal and informal writing, as well as some
guidelines to follow when composing a formal email to a superior(professor, current or
prospective employer, etc.) or someone who does not know you.
1. Informal vs. Formal
a. Informal:
 Written to friends and family

 Accuracy and grammar (spelling and punctuation) are not important
 You can make up your own rules
Example:
Hi Simpi,
I'm now preparing a few materials for the meeting this weekend. Basically, l just introduced the
Sakawat School program with some general information and some photos, then we can share the
highlights of our own experiences.
After that, we can field a few questions. How does that sound?
Yes, I agree it can be a challenge to meet the needs of a class with different
levels. Good luck with this!
See you Saturday,
Bye now,
Aisha
b. Formal
 Written to a professor, colleague, boss, etc.
 Must always be professional
 Accurate grammar, punctuation, and spelling necessary
Example:
Dear Professor Kamat,
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I was unable to attend class today due to a doctor’s appointment. When you
have a moment, could please let me know what I missed and what homework
I need to have completed for Friday?
Thank you and Regards,

Rohan Rastogi
2. Email Format:
a. Salutation:
The salutation of a formal email is similar to the salutation of a letter. When writing to
someone you do not know by name, you put “To Whom it May Concern.” When applying for
a job, you would address the person by, “Dear Hiring Manager.” If you do know the
recipient’s name, you put “Dear Mr./Ms. Solanki.” For a formal salutation, you should not use
the recipient’s first name or the informal greetings “Hello” or “Hey.”
b. Body Paragraphs:
It is important to remember that an email needs to be concise. The first sentence, known as
the opening sentence, can be a greeting if the situation allows it. hope all is well with you.
Thank you for your prompt response. However, for most formal emails it is best to get
straight to the point. Depending on the subject, you should have a maximum of four
paragraphs and each paragraph should contain a single point. It is also important to
provide questions in order to prompt a response. At the end of your last paragraph you
should provide a “thank you” or “call to action” depending on the subject of your email.
 Thank you for assistance with...

 Thank you for your time and I look forward to hearing back from
 you.
 Please feel free to call or email me if you have any questions.
 I would appreciate it if this could be taken care of promptly.
Examples
 Sincerely,
 Rohan Rastogi
 Student Body President
 Azad College
(555) 555-5555
External Formal Writings
The exchange of information and messages between an organization and other

organizations, groups, or individuals outside its formal structure. The goals of external
communication are to facilitate cooperation with groups such as suppliers, investors, and
shareholders, and to present a favourable image of an organization and its products or
services to potential and actual customers and to society at large. A variety of channels may
be used for external communication, including face-to-face meetings, print or broadcast
media, and electronic communication technologies such as the Internet. External
communication includes the fields of PR, media relations advertising, and marketing
management.
Types of External Formal Writings
1) Proposals:
A proposal is a request for financial assistance to implement a project. The proposal outlines
the plan of the implementing organisation about the project, giving extensive information
about the intention, for implementing it, the ways o manage it and the results to be
delivered from it. the following guidelines are designed to help you prepare your full
proposal. How well you plan the action is critical to the success of the project.
In order to be successful, the document should :

 provide a logical presentation of a research idea
 illustrate the significance of the idea
 show the idea's relationship to past actions
 articulate the activities for the proposed project
Designing a project is a process consisting of two elements, which are equally important and
thus essential to forming a solid project proposal:
 Project planning ( formulation of project elements)
 Proposal writing ( converting the plan into a project document)
The project proposal should be a detailed and directed manifestation of the project design. It
is means of presenting the project to the outside world in a
format that is immediately recognised and accepted.
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1.a. Getting Ready to Start a Project Proposal

From vision to proposal: The first step is to decide what the problem is and develop a rough
idea (vision) of how this could be solved. This vision is then to be transformed into an idea
for a specific project proposal.
A logical framework may help you to structure this idea in a systematic way, and clearly
define the aim, purpose, outputs, activities, means, costs and the methodologies for
monitoring and evaluation and will thus from the basis for the preparation of the narrative
of the proposal. Remember that your idea may have to fit certain requirements if you are
answering to a call for proposals, and that it must also fit local policies and frame work.
Identify potential funding options: It is necessary to find out in advance what sources of
funding are available, through governments, international cooperation agencies, some
international NGOs or private foundations.
Build a project proposal team (adapted from PHILIP et al. 2008): a leader will be needed to
manage the proposal development in an efficient way, and therefore it is advisable to assign
the lead role to one specific person. This person is then responsible for the coordination of
the overall proposal development, for communication with potential funders and for making
sure that all different pieces of input are brought together in a consistent and coherent text.
Experts with more detailed technical knowledge might be part of the team, or simply
contribute to an initial brainstorming session. Furthermore, the budget should be compiled
in close cooperation with staff from the financial department. Input from stakeholders or
other specialists with different backgrounds helps bring in the necessary expertise to the
project.
Hold a kick-off meeting: It is helpful to discuss and develop the proposal

in a small team and share drafts with experts of all relevant disciplines not just from within
the administration, but also from outside it.
1.b. Proposal Writing

Proposed Format for a Full Project Proposal

(Adapted from NEBIU 2002)
A full proposal should have the following parts:
 Title page: A title page should appear on proposals longer than three to four pages. The title
page should indicate the project title, the name of
the lead organisation (and potential partners, if any), the place and date
of project preparation and the name of the donor agency to whom the
proposal is addressed.
 Project title: The project title should be short, concise, and preferably refer to a certain key
project result or the leading project activity. Project titles that are too long or too general fail
to give the reader an effective snapshot of what is inside.
 Abstract/Executive Summary: Many readers lack the time needed to read the whole project
proposal. It is therefore useful to insert a short project summary, an abstract or executive
summary. The abstract should include: the problem statement, the project’s objectives,
implementing organisations; key project activities; and potentially the total project budget.
Theoretically, the abstract should be compiled after the relevant items already exist in their
long form. For a small project the abstract may not be longer than 10 lines. Bigger projects
often provide abstracts as long as two pages.
 Context: This part of the project describes the social, economic, political and cultural
background from which the project is initiated. It should contain relevant data from research
carried out in the project planning phase or collected from other sources.
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 Project justification: A rationale should be provided for the project. Due to its importance,
this section is sometimes divided into four or more sub-sections:
a.Problem statement: The problem statement provides a description of the specific problem(s)
the project is trying to solve, in order to “make a case” for the project. Furthermore, the
project proposal should point out why a certain issue is a problem for the community or
society as a whole, i.e. what negative implications affect the target group. There should also
be an explanation of the needs of the target group that appear as a direct consequence of
the described problem.
b.Priority needs: The needs of the target group that have arisen as a direct negative impact of
the problem should be prioritised. An explanation as to how this decision was reached must
also be included.
c.The proposed approach (type of intervention): The project proposal should describe the
strategy chosen for solving the problem and precisely how it will lead to improvement.
d.The implementing organisation: This section should describe the capabilities of your
organisation by referring to its capacity and previous project record. Describe why exactly
your organisation is the most appropriate to run the project, its connexion to the local
community, the constituency behind the organisation and what kind of expertise the
organisation can provide. If other partners are involved in implementation provide some
information on their capacity as well.
e.Project aims: This information should include the project goal (a general aim that should
explain what the core problem is and why the project is important, i.e. what the long-term
benefits to the target group are), project purpose (that should address the core problem in
terms of the benefits to be received by the project beneficiaries or target group as a direct
result of the project) and the outputs (i.e. results describe the
services or productss to be delivered to the intended beneficiaries).
 Target group: define the target group and show how it will benefit from the
project. The project should provide a detailed description of the size and characteristics of
the target groups, and especially of direct project beneficiaries.
 Project Implementation: The implementation plan should describe activities and
resource allocation in as much detail as possible. It is exceptionally important to provide a
good overview of who is going to implement the project’s activities, as well as when and
where. The implementation plan may be divided into two key elements: the activity plan and
the resource plan. The activity plan should include specific information and explanations of
each of the planned project activities. The duration of the project should be clearly stated,
with considerable detail on the beginning and the end of the project. In general, two main
formats are used to express the activity plan: a simple table (a simple table with columns for
activities, sub-activities, tasks, timing and responsibility in a clear and readily understandable
format).
 Budget: An itemised summary of an organisation’s expected income and expenses over a
specified period of time.

 Monitoring and Evaluation: The basis for monitoring is set when the indicators for results
are set. The project proposal should indicate: how and when the project management team
will conduct activities to monitor the project’s progress; which methods will be used to
monitor and evaluate; and who will do the evaluation.
 Reporting: The schedule of project progress and financial report could be set in the project
proposal. Often these obligations are determined by the standard requirements of the donor
agency. The project report may be compiled in different versions, with regard to the
audience they are targeting.
 Management and personnel: A brief description should be given of the project personnel,
the individual roles each one has assumed, and the communication mechanisms that exist
between them. All the additional information (such as CVs) should be attached to the
annexes.
1c. Applicability
Proposals are prepared to apply for external funds for the implementation of a project. Most
grant applications ask for the same information, but they often have different formats.
1d. Advantages and Disadvantages of Writing Proposals
Advantages
 A proposal is an essential marketing document that helps cultivate an initial
professional relationship between an organisation and a donor over a project to be
implemented
 A proposal facilitates appropriate words for the conception of an idea
 The proposal has a framework that establishes ideas formally for a clear
understanding of the project for the donor
 Successful proposals mean financial aid for the organisation to grow for the
replication of project and ideas.
Disadvantages
 Planning problems: Although a good idea exists, yet when we try to plan it out
extensively, we face many unexpected challenges
 There are often tight deadlines, and proposals may be rejected
2. Fax Messages
A fax (short for facsimile and sometimes called tele copying) is the telephonic transmission of
scanned-in printed material (text or images), usually to a telephone number associated with
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a printer or other output device. The original document is scanned with a fax machine,
which treats the contents (text or images) as a single fixed graphic image, converting it into
a bitmap. In this digital form, the information is transmitted as electrical signals through the
telephone system. The receiving fax machine reconverts the coded image and prints a paper
copy of the document.
A fax message is much the same as a letter sent by post. The cover page includes “To”,
“From”, Company, Date, Fax No., and No. Of Pages. The Salutation and Complimentary close
may be included and the text must be included and the text must be prepared as the text of
the letter.
A fax machine is a relatively inexpensive essential item of equipment for any business. Fax
messages may be sent between branches of the same company or to external business
associates. Today many communications which would normally be sent by letter are in fact
sent by fax.
2a. How to Write a Fax Message
The fully blocked style may be used in preparing a fax message, as shown in this example.
The message usually has a cover page containing the following information:
 name and fax number of the recipient

 date
 name and fax number of the writer
 number of pages
The cover page also usually contains a short message. Any document (e.g. report, letter,
purchase order) that you are sending follows the cover page.
Sample fax message

Letter headed paper-

-ABCD Company Mobile Phone Specialists
180-F, D.S.Road Tel + 91 33- 44-22-66-33

Fax +91-33-44-22-66-74
Kolkata,
700029
Include the main heading “Fax Message”-

-FAX MESSAGE
To Samsundar Das,GeneralManager
Company XYX Company Ltd

Fax No. 86768782X
From Ramesh Shah, Managing Director
Reference DLP/XX
Date 18 August 2011
-Number of pages
(Including this page) 1
These headings are important so that all the essential details can be inserted
alongside-
It is important to state the number of pages being sent-
A salutation may be included if preferred-
The heading should state the

main topic of the fax message -
- VISIT TO DUBAI
Thank you for calling this morning regarding my trip to
Singapore next month. I am very grateful to you for offering
to meet me at the airport and drive me to my hotel.
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The body of the fax message

should be composed similarly
to a business letter-
- I will be arriving on flight BOW01 on Monday 4 September
2011 at 1230 hours.
Accomodation has been arranged for me at the Dubai Hotel.
I will be travelling up to Dubai on Sunday 09 September 2011
on BOW09 which departs from Dubai Airport Terminal 3
1260 hours.
A complimentary close is not

necessary -
-I look forward to meeting you.
Ramesh Shah
2b. Advantages and Disadvantages of Fax Messages
Advantages
1.Speedy Transmission: Fax enables transmission of message, data, diagram, sketches and
drawing with exceptionally high speed.
2.Accuracy of Information: It helps to send written information to any place within or

outside the country accurately.
3. Legal value: Fax provides a written record of the transmitted message and it can be used
as a document in a count of law.
4. Overcoming barrier: Fax can be sent to any point where there is availability of
telecommunication system. There is no hassle to carry the document physically.
5. Confirmation of Receiving: Fax provides confirmation for the data or information received
by the user.
Disadvantages
1. Less Privacy: Fax has less privacy as the transmitted data can be handled by anyone who
is beside the fax machine.
2. Hazy information: Fax may send hazy information due to problem with the machine and
therefore purpose of fastest delivery will be unsuccessful.
3. Dependency on telephonic system: Fax uses telephonic system to transmit data and if
such system is down then sending of data and information face problem.
3. Advertisements
The short length of radio and television ads make it seem that writing them would be simple.
In fact, they are more difficult to write because they need to convey the advertiser's message
in a meaningful way in such a short time. AIDA is an acronym used in advertising that
describes a common list of events that may occur when a consumer engages with an
advertisement.
 A – attention (Awareness): attract the attention of the customer.

 I – interest: raise customer interest by focusing on and demonstrating advantages
and benefits (instead of focusing on features, as in traditional advertising).
 D – desire: convince customers that they want and desire the product or service and
that it will satisfy their needs.
 A – action: lead customers towards taking action and/or purchasing. With practice
and by following specific steps, you can write scripts that are both interesting and
effective.
 Step 1
Identify your target market. Know as much as you can about their ages, genders, lifestyle and
any other factors that identify them. The better you know your audience, the more
effectively you can speak to them.
 Step 2
Determine the objective of your ad. You may want to make people aware of a company,
product or service, entice them to buy or take action of some kind. Everyone involved
should agree in advance on what the ad should accomplish.
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 Step 3
Write to your audience. Use the language they use, words they understand and images they
can identify with. Keep your message simple, direct and clear.
 Step 4
Grab the audience's attention in your opening scene and dialogue. If you're writing a radio
ad, use words that describe the image.
 Step 5
Repeat your message several times in different ways. Once is not enough to make the
message memorable. Even in a 30-second spot, repeat your main message at least once. If
you're giving a phone number or address, show it on the screen as well as saying it.
Why Advertising?
 Advertising helps in increasing the sales of the product and/or service

 Helps in creating a brand identity and brand image
 Communicates a change in the existing product line
 Helps in the introduction of a new product or service.
 Helps in the increase of the buzz-value of the brand or company.
Modes of Advertising
i.Printing Advertising: News papers, Magazines,Brochures, etc.
ii.Outdoor Advertising: Billboards, Kiosks, etc.

iii.Broadcast Advertising: Televison, Internet, Radio,ect.
Advertising Effectiveness
Good advertising and marketing communication is effective when it generates the
advertiser's desired response. The intended consumer response is the message's objective
and the message is effective to the degree that it achieves this desired response
Advertisements make attitudes more favourable to a particular product. Helps in building an
image for the product and keep building loyalty.
Basic Principles of Advertising

“Sell people things but always buy their friendship “– Sir Naeem
Advertising is the business of drawing public attention to goods and services. When you
begin to create advertising for your product or service, keep these suggestions in mind:
1. Don’t make promises you can’t live up to. Although your ad may draw more people to
your product initially, you can’t retain these people as loyal customers in the long run if you
make promises you can’t keep.
2. Identify the best features of whatever it is you’re selling and develop your advertising
around these features. Think about how your product stands out from the competition,
what sets it apart, and then focus on those attributes.
3. Try to create a memorable advertising message for your product. You want people to
think of your store, your product, or your professional service whenever they’re in the
market for such a thing.
The Message of Advertising

If your message is creative, clear and concise, if your product or service is something that can
truly benefit people and live up to its hype, then you are on the road to producing effective
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advertising. If your advertising makes bold promises about your product, you may convince a
lot of people to try it. But if those people buy your product and give it a try, and the product
turns out to be less than you advertised it to be, you will most certainly never see
those consumers again.
Think about it: How many times have you responded to an advertising message for a new,
improved, astounding product, only to be disappointed with the item after you tried it? You
probably even felt like you’d been ripped off. If your advertising message leaves consumers
with the same feeling, you simply won’t get anywhere. One good promise on which you can
truly deliver is better than trying to be all things to all people.
Words that Sell

Certain words and phrases, when used in advertising, have a better- than- ever chance of
attracting consumers’ attention. You see these words over and over again in ads, but their
overuse is a direct result of their effectiveness.
Different words or phrases work for different types of businesses, though. Here are some
examples of words and phrases that sell in the retail industry:
1.Clearance
2.Discount
3.Everything must go
4.Final closeout
5.Free
6.Going out of business
7.Grand opening
The challenge lies in walking a fine line between using simple, easy-to-grasp words and
phrases and writing the way people think (in everyday conversational English). Bottom line:
Make your ads simple in their language but creative in their content and presentation. If you
offer a service instead of providing a product, many of the words from the previous list still
work. “Free,” for example, always gets consumers’ attention, as does “new.” The
following appealing words and phrases, however, are specific to the service industry:
1.Great service
2.Free pickup and delivery
3.On time
4.Trial offer
5.Professional
6.Family owned and operated
7.Guaranteed service
8.Money saving
9.Dependable (or reliable)
10.High quality
11.References available from satisfied customers
Advantages and Disadvantages of Advertising

Advantages
1. Reaches lots of people, target particular localities and type of readers. For example, in
weekly, morning or evening magazines and newspapers.
2. Target people who are likely to be interested in your product or service.
3. It is simple, can be cheap, can be effective to promote a time-limited offer.
Disadvantages
1. On average only 0.1% -0.5% of recipients respond.
2. The costs of advertising are many. For one the increase in advertising raises consumer
prices. The company needs to pay for it somehow so guess who the cost is pushed on? The
consumer. Another bad point in advertising is that it often makes you buy things you don't
need or didn't even want. The worst aspect of advertising is probably the fact that it controls
the media.
4. Brochures
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A brochure is a tangible and credible sales and marketing tool. Your customer can touch it,
flip the pages, and absorb the benefits of your product. It is the face of your company to the
world. Brochures are also called pamphlets or leaflets. It is usually made from a single sheet.
What is the purpose of the brochure?

Brochures are written to sell. To sell an idea, a product, a service, a corporate image. A
company may have a number of different brochures for individual products in its product
range. However, each product brochure should also build a consistent image of the company
that the product comes from. The company’s signature line, a paragraph about the company
itself, the corporate logo all need to be given due weightage, even in a product brochure.
Who is the target audience?

Is the brochure a B2B or B2C communication? You would need a different tone of voice
while talking to shareholders than to customers, retailers, employees, or business associates.
What is the key message?

A study of the competition and of the selling features of the product will help develop the
key message. What is the one thing that will encourage customers to buy your product
instead of your competitor’s? Write it in an engaging, memorable way that will appeal to
your key target audience.
Create an environment that stimulates interest

Keep interest alive so the reader keeps flipping the pages rather than throwing your
brochure in the trash. Intrigue or engage the reader. Introduce an element of surprise, say
with a little-known fact that grabs attention and relates to the product.
Use words that make pictures and pictures that sell.

One way to do this is by using words that arouse emotion. Or arouse curiosity. An example is:
“Did you know that you can eat cheese and lose weight? Use word pictures to create
atmosphere. Use photos to break up content and tell a story that’s relevant to the product.
Add captions to the photos. Research shows that captions are highly read and remembered,
and add to the credibility of a photograph.
Advantages and disadvantages of Brochure

Advantages
 Flexible Designs:
Brochures may be compact, but they are flexible when it comes to design. A company can
choose the placement of graphics and text, the concept or area each fold will represent, and
the amount of information provided on the brochure itself. You can find numerous brochure
designing programs and templates to use when creating your own brochure.
 Advertising Benefits:
Brochures are small, allowing you to place them on doors and car windshields, hand them
out to passers-by, and place them in your reception area where visitors can easily take them.
they can also be placed in point-of-sale displays where your product is sold. Due to their size,
people will be more likely to hold onto a company brochure than a flier, which appears more
disposable and requires folding.
 Saves Time:
Unlike typing a full letter to a customer answering an inquiry, sending a brochure that
contains the requested information saves time and generally exposes the customer to a great
deal more information. You don't have to customize brochures or address them specifically
to a customer. You can pop a brochure into an envelope and mail it out to potential
customers without hassle.
Disadvantages
 Printing Expense:
Brochures may offer advantages like flexibility of design, but printing them still incurs some
costs. Because they're so easy to distribute, you may print a great deal more to be confident
of reaching enough people. Prudent management also requires brochures to be reprinted
when the information they contain becomes outdated. Some companies print brochures that
don't include information like pricing, which can change frequently.
 Limited Space:
Brochures are small and are limited by the amount of space available to showcase a
company or product. Brochures feature small paragraphs and bullet points, which often may
not be sufficient to make a sale. Many companies use
brochures to supplement their other sales activity.
 Environmental Concerns:
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A brochure, even when printed on recycled paper, is not an environmentally friendly means
of advertising because a single brochure generally reaches a single customer. By contrast, a
radio message reaches thousands, and those that fall on deaf ears are not added to the
garbage stream. In addition, inventories of brochures are not always exhausted before they
expire or require changes, and therefore are a waste of paper, toner and ink.
Practice Exercise
1. Describe the different letter formats. Illustrate clearly by means of
sketches.
2. How can inquiry letter be made effective? Discuss the kinds of inquiry letters.
3. How job application letter is like a sales letter? Explain with reference to its functions.
Mention the considerations for writing effective job application letters.
4. What is a business report? What are its functions?
5. Write an ‘internal message’ email.
6. Write an email applying for a job.
Some ideas are given below:
Remember the structure of a job application :
• Reason for writing
• Your background and experience
• The job itself, and why you would like to do it
• Refer to your CV
• Final comments
7. Memorandum Writing Exercise
a. Scenario:
In recent months, your company staffs have not been punctual in reporting for work. Your
general manager has taken note of the worrying trend and asked you,
the HR executive to nip the problem in the bud.
Task:
Write a memo to your company staff. Ensure that your message is clear, concise, courteous
and complete. Include in your memo:
1. The importance of being punctual.

2. A table or graph explaining the trend of latecomers.
3. Some recommendations on how they can be punch
Some information that you might need.
•July of staff late for 5 times or more in a month.

•August 10% of staff late for 5 times or more in a month
•September 20% of staff late for 5 times or more in a month.
•October 25% of staff late for 5 times or more in a month.
Working hours: 9am to 6pm
Top 5 reasons for being late:
•Could not get a taxi.
•Overslept.
•Got caught in the traffic jam.
•Heavy rain
b. Write a memo to your fellow employees requesting that everyone take part in keeping
the break room appliances clean.
8.a. Write to all employees an email, subject being “Project Team Volunteers
Needed”.
b. Write an email to the Proposal Team, Subject being, Receiving sample
proposal.
9. Write a fax message to your supervisor stating that your business trip has been
postponed to a later date and also give the reason.
10. Design a brochure on Sales Training
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Introduction to Informal Writing Business Communication
Introduction to Informal Writing

5.1 Informal Written Communication

i) Different Informal writing Styles
ii) Characteristics of Informal Writings
5.2 Different types of informal Written Communication
A. Summary Writing
i) Definition
ii) When are summaries used?
iii) First steps to writing a summary
vi) What is a Good Summary?
B. Note Taking
i) Definition
ii) Why Take Notes?
iii) Methods
iv) Types of Notes Taking
C. Précis Writing
i) Definition
ii) Qualities of a Good Précis
iii) Rules of Making a Précis
D. Journal Writing
i) Definition
ii) Introduction
Business Communication Introduction to Informal Writing
Informal Written Communication

Informal communication occurs outside an organization's established channels for conveying
messages and transmitting information. While formal communication follows practices
shaped by hierarchy, technology systems, and official policy, informal communication faces
fewer restrictions. Formal communication usually involves documentation, while informal
communication usually leaves no recorded trace for others to find or share. Informal
communication frequently crosses boundaries within an organization and is commonly
separate from work flows. That is, it often occurs between people who do not work together
directly but share an affiliation or a common interest in the organization's activities and/or a
motivation to perform their jobs well. Sending an employee, customer or reporter a card,
email or text message is informal written communication. Informal communication is an
essential component of business communication. It builds relationships and can promote
teamwork both internally and externally.
I) Different Informal writing Styles
a) Colloquial: Informal writing is similar to spoken conversation. Informal writing takes a

personal tone as if you were speaking directly to your audience (the reader). You can use the
first and third person point of view (I and we), and you are likely to address the reader using
second person (you and your).
b) Simple: Short sentences are acceptable and sometimes essential to making a point in
informal writing.
c) Contractions and abbreviations: Words are likely to be simplified using contractions (for
example, I’m, doesn’t, couldn’t) and abbreviations (e.g. TV, photos).
d) Empathy and Emotion: The author can show empathy towards the reader regarding the
complexity of a thought and help them through that complexity.
II. Characteristics of Informal Writing

a) The tone is more personal.
E.g, i. Do you spend too much time on thecomputer like many people do?
ii. Dear Ashima...
b) Freely uses contraction.
E.g., i. It doesn’t take a genius to get this.
ii. It’s important to achieve the sales target for this month.
c) May use humor or more casual tone.
E.g., i. Thanks for the package. It was thoughtful of you.
ii. Who would be crazy enough to write something that nobody reads?
d) Sentence structure tends to be shorter; writing approximates the structure and rhythm
of spoken English.
E.g. Lunch in the cafeteria was nasty. It looked, smelled and tasted bad.
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Types of Informal Writings

There are different types of informal writings which help in communicating in every level-
school, college, organizational and in our day to day living.
A .Summary Writing
1. What is a summary?
A summary is a record in a reader's own words that gives the main points of a piece of
writing such as a newspaper article, the chapter of a book, or even a whole book. It is also
possible to summarize something that you have heard, such as a lecture, or something that
you have seen and heard, such as a movie. A summary omits details, and does not include
the reader's interpretation of the original.
You may be used to reading English in order to answer questions set by someone else. In that
case, you probably read the questions first and then read the passage in order to find the
correct answer. However, when you read in order to write a summary, you must read in
order to decide for yourself what the main points are. This involves reading to understand
the message that the writer has for the reader, rather than reading in order to get the
correct answer to someone else's questions. Since people have different backgrounds and
read for different purposes, it is possible that different readers will interpret a writer's
message in different ways. Even if they agree, they will probably write their summaries in
different ways. In other words, there is unlikely to be only one "correct" summary. On the
other hand, to write a summary it is necessary to understand a passage as a whole, and
therefore at a deeper level, than when one's purpose is just to answer questions.
When are summaries used?
i. In general terms: writing summaries is a good way of improving one's ability to read
because it forces the reader to focus on understanding the whole of something rather than
on just following each word or sentence.
ii. In academic terms
i) If you are reading something that is very important for your studies and/or difficult to
understand, writing a summary helps you to make sure that you have understood it. You can
also refer to it later to refresh your memory for example when you are revising for an exam,
or when you are talking about it in class. (It is also a good idea to turn lecture notes into
summaries.)
ii) When writing academic papers people often need to insert summaries of something that
they have read or heard. For example, you might want to summarize the main points of a
book that is relevant to your topic. In such cases, it is extremely important to use your own
words or quotation marks if you are actually quoting, in order to avoid plagiarism.
First steps to writing a summary
i. As you read, underline all the important points and all the important evidence. For
example, you could look for all the topic sentences. Words that are repeated several times
are likely to be keywords. Transition words can help understanding of the overall structure of
a passage.
ii. List or cluster the main idea of the whole piece, the main supporting ideas, and the main
evidence for each idea. Use of the same keywords or technical expressions is probably
unavoidable. However, be careful to express the ideas in your own way, using your own
vocabulary and expressions as much as possible, rather than copying or just rearranging. Do
not include too much detail.
What is a good summary?
a) A good summary should give an objective outline of the whole piece of writing. It should
answer basic questions about the original text such as "Who did what, where, and when?",
or "What is the main idea of the text?", "What are the main supporting points?", "What are
the major pieces of evidence?". It should not be a paraphrase of the whole text using your
own words. A reference should be made to the original piece either in the title ("A Summary
of..."), in the first sentence, or in a footnote or endnote.
b) You should not give your own ideas or criticisms as part of the summary. However, if you
want to comment on a piece of writing it is usual to begin by summarizing it as objectively as
possible.
c) A good summary should not include selected examples, details, or information which is
not relevant to the piece of writing taken as a whole. A good summary of an essay should
probably include the main idea of each paragraph, and the main evidence supporting that
idea, unless it is not relevant to the article or essay as a whole. A summary does not need a
conclusion, but if the original ends with a message to the reader this should not be left out.
(A good summary of a chapter should probably include the main idea of each group of
paragraphs or each section; a good summary of a book should probably include the main
idea of each chapter, or perhaps the main idea of each section of each chapter.)
d) A good summary may use key words from the original text but should not contain whole
phrases or sentences from the original unless quotation marks are used. Quotations should
only be made if there is a reason for using the original words, for example because the
choice of words is significant, or because the original is so well expressed.
e) Rearranging the words used in the original, or keeping the same structure but just
substituting different words is not enough. You must express the sense of the original using
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your own words and structures.
Sample Summary Writing
Passage1: Make a summary of not more than 120 words, describing the emergence of
paper money used widely today.
Buying things today is so simple. Just enter a shop, say a bookstore, choose the desired book
and pay for it. Long ago before the invention of money, how did people trade?
The most primitive way of exchange should be the barter trade. In this form of transaction,
people used goods to exchange for the things that they had in mind. For instance, if person A
wanted a book and he had a spare goat, he must look for someone who had the exact
opposite, that is someone say person B, must have a spare book of person A’s choice and is also
in need of a goat. Having found such a person, the problem does not end here. A big goat may
be worth not only one book, hence the person B may have to offer person A something else, say
five chickens. However, he runs the risk of person A rejecting the offer as he may not need the
chickens.
The above example clearly illustrates the inefficiency of barter trading.
Many years later the cumbersome barter trade finally gave way to the monetary form of
exchange when the idea of money was invented. In the early days, almost anything could qualify
as money: beads, shells and even fishing hooks. Then in a region near Turkey, gold coins were
used as money. In the beginning each coin had a different denomination. It was only later, in
about 700B.C. that Gyges, the king of Lydia, standardized the value of each coin and even printed
his name on the coins.
Monetary means of transaction at first beat the traditional barter trade. However, as time went
by, the thought of carrying a ponderous pouch of coins for shopping appeared not only
troublesome but thieves attracting. Hence, the Greek and Roman traders who bought goods
from people from faraway cities, invented cheques to solve the problem. Not only are paper
cheques easy to carry around, they discouraged robbery as these cheques can only be used by
the person whose name is printed on the notes.
Following this idea, banks later issued notes in exchange of gold deposited with them. These
bank notes can then be used as cash. Finally, governments of today adopted the idea and began
to print paper money, backed by gold for the country’s use.
Today, besides enjoying the convenience of using paper notes as the mode exchange, technology
has led man to invent other means of transaction too like the credit and cash card.
Summary
Long ago, people bought things through barter trade. However, the difficulty of having to look for
the right partner and dividing the goods led people to switch over to monetary transaction at first,
beads, shells and fishing hooks were used as money. Near Turkey, gold coins with irregular
denominations were used for trade. Later King Gyges standardized the individual coin value. People
soon found carrying coins around for shopping troublesome and thieves courting. Hence,
merchants started to issue cheques with names of the users on them to discourage robbery.
Following that, banks started to issue cash notes in return for gold deposited with them. Finally,
adopting the idea, today, governments printed paper money backed by gold for the country’s
usage. ( 119 words)
Passage2: Make a summary of not more than 120 words, describing “Achieving Peak
Performance”
There are seven steps to achieve peak performance. The first step is to lead a well- rounded life.
High achievers, according to experts, are obsessed people who take work home and then labor
over it until bedtime. Furthermore, research has also shown that such people tend to peak early
and then go on into decline or level off. They then become addicted to work itself, with less
concern for results.
High performers, in contrast, are willing to work hard-but within strict limits. For them, work is not
everything and they know how to relax. They are able to leave work at office. They value close
friendship and family life, and spend a healthy amount of time with their families.
The second step is to select a career you care about. Studies show that high performers choose
work they truly prefer, and spend over two-thirds of their working hours doing it and only one-third
on disliked tasks. They want internal satisfaction and not just external results such as pay rises and
promotions. In the end, ofcourse, they often have both. Since they enjoy what they do, they
produce better work and the rewards are higher.
Rehearsing each challenge or task mentally is the third step to achieving peak performance. Before
any difficulty or important situation... a public presentation, a board meeting, for example… most
peak performers run their desired actions through in their minds over and over again. Nearly all of
us day-dream about important coming events, but idle day-dreaming is not the same as a
deliberate mental workout that sharpens the skills to be used in the activity.
In order to achieve peak performance, you also have to seek results, not perfection. Many
ambitious and hardworking people are so obsessed with perfection that they produce very little
work. It has been found that those with perfectionist tendencies earned considerably less a year
those who did not have such tendencies. In contrast, high performers are almost always free to
compulsion to be perfect. They do not think of their mistakes as failures, but they learn from
mistakes so that they can do better the next time.
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The next step is to be willing to take risks. Most people are willing to settle for jobs which they
think are secure, even if that also means mediocrity and boredom, rather than take chances. High
performers, on the other hand, are able to take risks because they would carefully consider how
they would adjust and how they would salvage the situation if, in reality they did fail. Constructing
a ‘worst-case’ scenario allows them to make a rational choice.
The penultimate step to achieving peak performance is not to underestimate your own potential.
Most of us think we know our own limits, but much of what we know is not knowledge at all. It
could be a belief which is erroneous and self-limiting. These types of beliefs are the biggest barriers
to achieving high-level performance. Too many of us set our individual limits far below what we can
actually achieve. High performers, on the contrary, are able to ignore artificial barriers. They
concentrate instead on their own feelings, on their functioning, on the momentum of their effort
and are therefore free to achieve peak levels.
Finally, compete with yourself, not with others. High performers focus more on improving on their
own previous efforts than on completing with others.
Such are the skills of high performers. If you want to make the most of your talents and to live y up
to your fullest potential, learn to use these skills.
Summary
There are seven steps which can lead to peak performance. Firstly, have a well-balanced life-
work hard but know when to and how to relax and enjoy your life. The second step is to choose
a career you love since internal satisfaction gives better results and rewards. The next step is to
rehearse a task mentally before actually doing it. Another step is not to be a perfectionist but to
be a risk-taker, and to pursue results and learn from mistakes. High performers never
underestimate themselves but concentrate on their capabilities. Lastly, compete only with
yourself not with others.( 98 words)
B. Note Taking
1. Definition
The practice of writing down or otherwise recording key points of information. Note-taking is
an important part of the research process. Notes taken on class lectures or discussions may
serve as study aids. Notes taken during an interview may provide material for a essay, article,
or book.
2. Why Take Notes?
It is important that you decide what the purpose is for you in taking notes. Students take
notes from lectures and tutorials, as well as from reading and written material. There are
various reasons for making notes:
 To note down facts
 To contrast similarities and difference
 To summarize main points
 To help pay attention
 To review and revise
Good notes are essential for effective learning and the development of understanding at
university. If you have taken the time to make good notes you not only have a personal
resource that you can use as you revise for terms tests and exams, but you are also more
likely to have confidence in your knowledge of the topic.
3. Methods
There are several ways of taking notes, with various advantages and disadvantages.
Method Description
Many students use this format (basically written paragraphs) and
they are familiar with it. While this type can provide a summary
the disadvantages are that it encourages verbatim copying and
Prose or linear doesn't allow for organizational strategy use.
The advantage of this method is that it is more visual and allows
for the imposition of structure. It forces the note taker to create
main points. A disadvantage is that sometimes the material is not
conducive or provided in such a format that lends itself to
Outline outlining.
Sometimes referred to as spider diagrams. The notes start in the
middle of a page and 'explode' out towards the edge of the page.
The advantage is that it is very visual, allows for structure and
displays relationships. They are very useful for review and recall,
brainstorming and revision purposes. Also, they work on both a
Mind maps orverbal and a non-verbal level. Another advantage is that a lot of
patterned information can be condensed into a small area. Disadvantages
[Buzan] include they are hard to produce, especially from lectures and
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they require practice.
This method involves drawing a line down the page, about 1/3
from left side of page. The right side is used to record notes. The
left side is reserved for key words and main points. These can be
done after the lecture, when trying to condense the information.
The advantage of this method is that it forces the note taker to
select main points; it also provides a basis for self-examination (by
Cornell or splitcovering over the right hand side and quizzing using points on left-
page hand side). However, it needs practice.
Whatever method is employed, it is vital that all notes are kept organized.
Types of Notes Taking
i) Taking Notes in Lectures

Attending lectures is the best chance to learn about material that may not be covered in the
textbook, to be aware of links and possibly to discover what may be on the exams. Another
useful idea is to discuss the ideas in the lecture as soon as possible to consolidate the
information, for example leaving lecture hall take a moment or two with fellow students to
cover main points or questions; or possibly just at the end of the lecture this can be
encouraged by the instructor. Taking good notes from lectures involves being an active
listener. Some hints for improving notes:
 Sit in an appropriate spot to avoid distraction

 Focus on content not speaker
 Review previous notes for better continuity and comprehension
 Note examples and information on board/overhead
 Listen for key words: because, two reasons, however, etc.
 Pay attention to non-verbal cues: information that is repeated, amount of
time spent on topic, change in lecturer's tone
ii) Taking Notes from Reading

When taking notes from books it is a good idea to use summarizing strategies to
differentiate between arguments, main points and evidence or details.
iii) Notes for Writing

Why take notes for writing?

 It is essential for providing you with the necessary evidence to inform and develop
your argument
 It assists you in concentrating on and understanding the information you are reading
by helping you to summarize the ideas and arguments in the text
 It allows you to focus on the points relevant to your purpose
 Well-organized notes make the writing process much more efficient
 Notes developed using an active and critical approach will also allow you to refine
your argument before you begin writing
How to take notes for writing?

 Always identify the main line of argument and reasoning that runs through the entire
article and try to summarize it into a few sentences
 Identify the author's purposes and assumptions (explicit and implicit)
 Note down single phrases or sentences which encapsulate key elements or the
author's purposes or assumptions
 Take note of details or facts which appeal to you, such as useful statements, statistics
or factual evidence
 Note items to follow up, such as a question, an idea that offers further possibilities, a
puzzling comment, an unfamiliar word, an explanation you don't understand, or an
opinion you question
Précis Writing
The word précis is derived from French that means summary and précis writing means the
art of summarizing. Précis writing is one of the most useful skills you can acquire for your
work both as a student and as a professional. Précis writing involves summarizing a
document to extract the maximum amount of information, then conveying this information
to a reader in minimum words.
1. Definition
A précis is a clear, compact logical summary of a passage. It preserves only the essential or
important ideas of the original.
2. Qualities of a Good Précis

A good précis shows the writing skills of a person. It must have the following qualities.
Clarity
Clarity means getting your message across so that the receiver can understand what the
writer is trying to convey. It is the basic and essential need of a précis. The ideas should be
clear and understandable. There should not be any ambiguity in your writing. The writer can
achieve clarity by using simple language and simple structure. If your précis is not
understandable to the reader it will lose its importance and meanings for the reader.
Correctness
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Mistakes in your writings always irritate the reader. Of course mistakes are never intentional;
even so there is no excuse for them. At the time of writing or composing a précis the writer
must ensure that the facts and figures are correct. Structure of sentences and spellings of
words must be correct because a single mistake in structure and spelling may spoil the
message. We may consider the mistakes under the following headings:
 Misspelled words
 Mistakes in figures and dates
 Mistakes in punctuation
 Mistakes of grammar and structure
Objectivity
Objectivity means the ability to present or view facts un coloured by feelings, opinions and
personal bias. While making a précis, the writer should adopt an objective approach. He
should not give and add his personal opinion and ideas in a précis. A précis should be purely
a summary of the original text without any addition.
Coherence
Coherence means the logical and clear interconnection of ideas in a written piece of work. A
good précis should be coherent. The ideas which are presented in a précis must have a
logical connection and they all should be interrelated. In short we may say that the ideas
should be well knitted so that the writer may not be confused and lose his interest.
Completeness
Another striking feature of a good précis is completeness. A précis should be complete in all
respects. Completeness means that the writer should include all the important facts in a
précis. To make it short he should not omit the important ideas. This mistake on the part of
the writer will spoil the importance and meaning of the précis.
Conciseness
Conciseness is a desirable quality of a good précis. Conciseness means to say all that needs
to be said and no more. The writer should write what is necessary and avoid writing
unnecessary details. A concise piece of work conveys the message in the fewest possible
words. But one point must be kept in mind that the writer should not omit some basic and
essential facts to achieve conciseness. To achieve conciseness, notice the following
suggestions:
 Omitting unnecessary details

 Eliminate wordy expressions
 Include only relevant material
 Avoid unnecessary repetition
Rules of Making a Précis

A well written précis should be a serviceable substitute for the original work. The goal of a
précis is to preserve the core essence of the work in a manner that is both clear and concise.
While writing a précis, the writer should follow the below given rules to make it an effective
piece of work.
Read Carefully
First read the passage twice or thrice carefully to summarize it. This will enable you to
understand the main theme of the passage.
Underlining
Underline and mark the important ideas and essential points from the original text.
Outline
With the help of underlined ideas, draw the outline of your précis.
Omission
Omit all the unnecessary information or the long phrases which could be replaced by one
word. All the adjectives and the adverbs can also be omitted in order to make a good précis.
Don’t Omit
While making a précis, the writer should never omit the important points and ideas which
are essential to be described.
Size
Keep the fact in your mind that the length of the précis should be the one third of the
original passage.
Indirect Speech
A précis should be written in indirect speech. If there is direct speech in the passage, it
should be changed into indirect speech.
Tense and Person

It should be written in the third person and past tense. In the case of universal truth the
present tense should be used.
Own Words
A précis should be written in your own words and the writer should abstain from borrowing
words from the original passage.
Précis of a Dialogue
The précis of a dialogue or conversation should always be expressed in form of narrative.
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Objective Approach
A précis writer should adopt an objective approach. He should not add his personal ideas to
a précis. Put all the important points and ideas in a logical order.
One Paragraph
There could be two or more paragraphs in the original text. While making the précis, try to
write all the ideas in one paragraph.
Rough Draft
After omitting all the unnecessary ideas, the writer should prepare a rough draft to finalize it.
Final Draft
Having read the rough draft and pointed out some mistakes which may be found in the
rough draft, the writer can prepare the final draft.
Sample
Write a Précis of the following passage

One of our most difficult problems is what we call discipline and it is really very complex. You
see, society feels that it must control or discipline the citizen, shape his mind according to
certain religious, social, moral and economic patterns. Now, is discipline necessary at all?
Please listen carefully. Don’t immediately say YES or NO. Most of us feel, especially while we
are young, that there should be no discipline, that we should be allowed to do whatever we
like and we think that is freedom. But merely to say that we should be free and so on has
very little meaning without understanding the whole problem of discipline. The keen athlete
is disciplining himself the whole time, isn't he? His joy in playing games and the very
necessity to keep fit makes him go to bed early, refrain from smoking, eat the right food and
generally observe the rules of good health. His discipline and punctuality is not an imposition
but a natural outcome of his enjoyment of athletics.
a. Rough Draft:
Discipline is one of the biggest problems in the world. Society feels that discipline should be
controlled to shape the mind of the citizen. Some want to be free to think and do whatever
they like. Even the keen athlete is disciplining himself the whole time.He observes the rules
of good health.
b. Important Points:
Discipline seems to be a problem. Society wants to control or discipline the citizen to shape
his mind. Some may think that discipline is not necessary because they want to be free to
think and do whatever they like. An athlete is disciplining himself. His discipline and
punctuality make him enjoy playing games.
c. Fair Draft:
DISCIPLINE IS IMPORTANT
Though discipline seems to be a problem it is necessary for all. Discipline shapes our mind and
regulates our habits. Some want to be free and think that it is not necessary. Discipline and
punctuality give enjoyment to athletes.
D. Journal Writing
5.i)
Definition
The word journal comes from the French word jour and from the Latin word diurnalis
meaning daily. Thus, a journal is some form of notebook in which daily writing (or at least
regular writing) is recorded. Journals help people clarify their thoughts. Jotting down
feelings, responses, and insights into daily events gives writers an opportunity to discover
what they think and how they feel about different topics. If you keep a journal during this
course, you never will have to worry about finding a topic for your writing assignments. You
will have a collection of ideas stored in your journal.
A journal has several related meanings:

 a daily record of events or business; a private journal is usually referred to as a diary
 a newspaper or other periodical, in the literal sense of one published each day
 many publications issued at stated intervals, such as academic journals, or the record of
the transactions of a society, are often called journals. In academic use, a journal refers
to a serious, scholarly publication that is peer-reviewed. A non-scholarly magazine
written for an educated audience about an industry or an area of professional activity is
usually called a trade magazine.
The word "journalist", for one whose business is writing for the public press and nowadays
also other media, has been in use since the end of the 17th century.
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Journal writing is informal, casual writing. By writing about different topics, you not only
improve your writing skills, but also you have an opportunity to explore your thoughts
without being chastised for grammar, usage, or other errors. Journals are idea books; they
are places where writers are free to “think” in writing. If you have never kept a journal, you
may never have experienced the freedom of writing for no immediate purpose other than to
explore a thought. So that you will understand the informal nature of journal writing, try the
following practice exercise. If you have to ramble aimlessly before finding a main idea, do not
worry; you are allowed to ramble for awhile. When you do discover your topic, however, try
to stay with it. Keeping with your topic will help you learn how to explore it in detail. This
skill can be transferred to more formal theme writing assignments later.
5.ii) Introduction
Have you ever been assigned to write a journal as part of a class? Journals can be one of the
most important assignments in a class. Unfortunately, not all students may recognize the
importance of keeping a journal since it is typically an informal, ungraded assignment. This
lesson will cover various points on why journal writing is so useful.
What is journal writing exactly? It is a process of writing down your personal thoughts,
questions, reflections, and insights on assigned topics. Journal projects assigned in a class
may request you to write about daily experiences, reading assignments, current events,
science laboratory projects, or a number of other topics related to the material taught in
class.
Journal entries are reflective writing, since they typically require you to consider and
respond to something you have read or learned. Your journal entries should not merely be a
summary of what you read, nor should they focus only on your feelings: they should
demonstrate your ability to analyse what you've read and form responses, known as critical
inquiry. Although journals should incorporate these components, they typically have a free
form. Because journal writing allows you to explore different writing strategies, it is a form of
exploratory writing.
One important point to understand is that journal writing for a class is not the same thing as
keeping a diary. Topics you write about in a journal are typically more formal than a diary,
but less formal than an essay. Also, your teacher, and in some cases other students, may read
what you have written.
5.iii) Types of Journals

There are various types of journals including:
 academic/scholarly journals
 trade journals
 current affairs/opinion magazines
 popular magazines
 newspapers
The following table reveals a comparison of the various types of journals available:
Features Academic/Scholarly Trade Current Affairs/ Popular

Journals Journals Opinion Magazines Magazines Newspaper
Purpose To inform, report, To report To offer in-depth To To
and make available on industry reporting and feature entertain disseminate
original research trends, articles without and inform news on a
and new findings. new scholarly without daily or
products or conventions. providing weekly
techniques in-depth basis.
to people analysis.
in a specific
trade,
business or
profession.
Subject Often devoted to a Cover Cover a wide range of Often Encompass
single discipline or practical topics of interest to focused on current
sub discipline. information the readership. Be a particular events in
related to a aware of the subject or politics,
field or predominant hobby but sport,
industry. philosophical/political may also leisure,
stance of the editorial cover a religion and
board. variety of business.
topics.
Peer Articles often No peer No peer review No peer No peer
Review reviewed by an review process. review review
Process author's peers process. process, process.
before publication. may be
reviewed
by an
editor or
editorial
board.
Access Mainly held in Mainly held Many titles Available in Available in

libraries or on in libraries available from supermarkets newsagents.
subscription- or on major and
based subscription- newsagents, newsagents.
databases - based public libraries
few are freely databases. and some
available on Commonly university
the WWW. available as libraries.
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part of
professional
/ trade
association Bulletin (Sydney) Australian
Examples membership Readers FinancialReview
Digest
Australian
Journal of Current Affairs Morning
Psychology National Bulletin
Advertising Geographic
Age Bulletin
New Idea Courier Mail
Nursing
Times ScientificAmerican Sports
Illustrated
Times
Drug Topics Time (Sydney)
5.iv Purpose of Keeping a Journal

Many people keep journals as a record of the happenings of the day and their feelings about
them. Writers use journals in a different way. Instead of recording what happened each day,
they write in a journal on a regular basis to find out more about themselves. They use their
journal as a place to polish their voice and keep it strong. You can do anything you want in
your journal. It’s your own space. There are no rules or structure except what you decide on.
The main purpose of a journal is to help you get used to putting ideas on paper.
Ways to Get Started
 Take time at the end of each day to record images, events, and scenes that have stuck
with you
 Write down details you recall
 Make notes about other images or events the day’s images and events suggest to you
 Explore what the things you remember tell you about yourself
 Write freely for ten minutes using an image, event, or scene from the day as a starting
point
 Reread what you wrote on other days and develop ideas that strike you
Experiment
Use your journal as a place to
 play with words or phrases
 tell stories from different points of view
 compose a brief autobiography

 express opinions on issues
 apply different tones (for example: humorous, tragic, animated, dry, somber) to your
writing
 create dialogue
 copy the style of other writers
 write a letter to yourself, to someone else, or to no one in particular
 review books you have read or films you have seen
If you keep a journal faithfully, you will find that it is more than a place to practice writing. It
is a place to store your personal experience. And every good writer knows that personal
experience is the most valuable resource for writing.
iii)Benefits
The journal may or may not put many points toward your final grade, but it can be a place to
explore ideas and improve your writing skills, helping you succeed on other class
assignments, in your profession, and in your personal life.
Here is a quick breakdown on some benefits of journal writing:

 Write without fear of criticism
 Improve self confidence in writing to overcome writing blocks
 Increase levels of self-reflection
 Expand perspectives
 See progress in writing abilities
 Prepare thoughts for later writing essays
As an informal mode of writing, your journal entries can alleviate stress associated with
writing. Many people procrastinate and put off writing because they find the process to be
daunting. One of the great powers of journal writing is that you don't have to worry about
spelling or grammar or even structure when you write your entries. It is a place to
brainstorm and form your points. This really frees a writer to produce more writing when the
weight of polished perfection is lifted. Writing regularly makes writing come easier.
Keeping a journal helps you to summarize what you've read, remember important points,
and organize your own arguments. Each time you read for a class, it is a good idea to take the
time to write down your thoughts regarding the piece.
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iv. How Can You Begin to Explore the Answers to These Questions?
Personal Journaling is a way for you to explore these types of questions and develop better
self understanding.
“Blog, Diary, Journal . . . what’s the difference?” Blogs are online scrapbook pages which
include:
• daily blog entries about a person’s interests, comments & opinions
• favorite pictures, images & music
• links to favorite sites or friends’ pages
• info that can be kept private or shared with friends through URLs or links
When shared, a blog is a personal advertisement of how a person wants to be
viewed by others.
Diaries and journals contain very personal and private information which is usually not
shared with others Diaries track daily experiences and record feelings and reactions to those
experiences.
Journals offer the same opportunities for emotional exploration as diaries,

except that journal writing usually has a:
• purpose (specific theme/subject) and a
• goal (better self-understanding)
Right now you might be thinking, “So, I can figure it all out in my head . . . I don’t need to
write in a journal!”
Journaling lets you see your inner growth over time:

• Read old journal entries to see whether or not your
thinking has made progress.
• Take time to reflect and decide which actions you need
to take in order to meet your goals.
v.What are some of the different types of journals?
Idea Journals :Capture inspirational and creative thoughts (ex. song lyrics,
poetry, and any other form of personal writing).
Personal Journals :Explore your personality, how you feel, the roles you play every day, who your
role models are, and career choices.
Goal Planning Journals :Set short-term, mid-term, and long-term goals based on your values,
beliefs, and real interests.
Problem-Solving Journals :Explore alternatives by looking at problems from different points of view
and identifying sources for more information.
Art Journals :Use creativity through different art mediums to show your
feelings or ideas. You can add personal writing, or not!
History Journals :Chronicle your life, or your family history, through writing,
photographs, and mementos.
Nature Journals;Chronicle outdoor experiences (ex. hiking, camping,

fishing) and capture nature’s inspirations in your writing.
Spiritual Journals ;Explore your values, beliefs, and your faith. What are some of the larger
questions you have about life?
Practice Exercise:
1a.Write a summary what happens to people who take part in encounter groups, according
to the passage.
Encounter Groups
Because of the unstructured nature of the group, the major problem faced by the
participants is how they are going to use their time together - whether it be eighteen hours
of a week-end or forty or more hours in a one-week group. Often there is consternation,
anxiety, and irritation at first - particularly because of the lack of structure. Only gradually
does it become evident that the major aim of nearly every member is to find ways of
relating to other members of the group and to himself. Then as they gradually, tentatively,
and fearfully explore their feelings and attitudes towards one another and towards
themselves, it becomes increasingly evident that what they have first presented are
façades, masks. Only cautiously do the real feelings and real persons emerge. The contrast
between the outer shell and the inner person becomes more and more apparent as the
hours go by. Little by little, a sense of genuine communication builds up, and the person
who has been thoroughly walled off from others comes out with some small segment of
his actual feelings. Usually his attitude has been that his real feelings will be quite
unacceptable to other members of the group. To his astonishment, he finds that he is more
accepted the more real that he becomes. Negative feelings are often especially feared,
since it seems certain to each individual that his angry or jealous feelings cannot possibly
be accepted by another. Thus one of the most common developments is that a sense of
trust slowly begins to build, and also a sense of warmth and liking for other members of
the group. A woman says on Sunday afternoon, 'If anybody had told me Friday evening that
by today I would be loving every member of this group I would have told him that he
belonged in the nut house.' Participants feel a closeness and intimacy which they have not
felt even with their spouses or members of their own family, because they have revealed
themselves here more deeply and more fully than to those in their own family circle.
Thus, in such a group the individual comes to know himself and each of the others more
completely than is possible in the usual social or working relationships. He becomes deeply
acquainted with the other members and with his own inner self, the self that otherwise
tends to be hidden behind his façade. Hence he relates better to others, both in the group
and later in the everyday life situation.
(FromEncounter Groups by Carl Rogers, 1970, p. 15)
1b. Read the text and summarize in your own words
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Acquiring new knowledge

In all learning, advances tend to come irregularly and in bursts, as you gain fresh insights
into the subject. In order to obtain these insights you must thoroughly understand what you
are studying. If you really understand a subject not only do you remember it easily, but you
can apply your know ledge in new situations. The important thing is not what you know, but
what you can do with what you know. The extra effort involved in getting a firm grounding
in the essentials of a subject is repaid many times in later study. How are you to achieve
understanding? Understanding involves (1) linking new knowledge to the old and (2)
organizing it and remembering it in a systematic fashion. To retain and make sense of any
new concept or fact it must be linked in as many ways as possible to your existing body of
knowledge. All good introductory textbooks are constantly giving familiar examples, or
using analogies, or appealing to common experience. In setting out the differences between
daylight vision and twilight vision, for example, most writers point out that as twilight falls
in the garden, blue flowers remain blue for some time after red blossoms appear black,
illustrating, by appeal to common experience, that under dim illumination the colours of
the blue end of the spectrum become relatively brighter than those of the red end. Or
again, to illustrate that the movement of any particular electron during the passage of an
electric current is only a few centimetres a second, although the velocity of the current is
extremely great, the analogy is often used of a truck run into the end of a long line of trucks
in a shunting yard, a corresponding truck being rapidly ejected from the far end. Linking
new information to familiar experience in this fashion always helps understanding. In order
to tie the new information to your stock of knowledge with as many links as possible, you
must reflect on it, and try and relate it to what you already know. Thinking the matter over
by yourself, writing out summaries of the main points, and talking to other students about
it, are all valuable for fixing it more clearly in your mind.'
Write your answer here.
2. Note-taking Practice Exercises

1.Listen to or watch a newscast. Write down the main topics and the subtopics for each of
the stories discussed.
2. After lunch or dinner with a friend, or a conversation with a teacher or advisor, write down
the main ideas discussed, and several of the subtopics that were mentioned as well.
3. Listen to a song or a poem. Summarize it in one or two sentences.
4. Practice developing your own kind of shorthand. Write a description of something very
familiar, (the place where you live or work, for example,) using some of the suggestions
inUsing Symbols And Abbreviations.
5. When you watch a sitcom, think about its structure. What is the primary dilemma? What
smaller situations are explored as well?
6. Look for organizational patterns in the reading that you do in textbooks, and also in
newspaper or magazine articles. Look for the main ideas. Note, too, the details and
examples that support the main ideas. Is the pattern time sequence, compare and contrast,
cause and effect, big idea to small idea? Something else?
7. Try this simple note-taking format, and use it to review, reflect and self test:
Date:________________ Subject:______________________
Questions: Notes:
3a. Precis Exercise
Trees give shade for the benefit of others, and while they themselves stand in the sun and
endure the scorching heat, they produce the fruit of which others profit. The character of good
men is like that of trees. What is the use of this perishable body if no use is made of it for the
benefit of mankind? Sandalwood, the more it is rubbed, the
more scent does it yield. Sugarcane, the more it is peeled and cut up into pieces, the more juice
does it produce. The men who are noble at heart do not lose their qualities even in losing their
lives. What matters whether men praise them or not? What difference does it make whether
they die at this moment or whether lives are prolonged?
Happen what may, those who tread in the right path will not set foot in any other. Life itself is
unprofitable to a man who does not live for others. To live for the mere sake of living one’s life is
to live the life of dog and crows. Those who lay down their lives for the sake of others will
assuredly dwell forever in a world of bliss.
Title- Good men live for others.

Outline: The character of good men is like that of trees _____ What is the use of this perishable
body if no use is made of it for the benefit of mankind_____ The men who are noble at heart do
not lose their qualities even in losing their lives _____ Those who tread in the right path will not
set foot in any other _____ To live for the mere sake of
living one’s life is to live the life of dogs or crows _____ Those who lay down their lives for the
sake of others will assuredly dwell forever in a world of bliss.
Write your Answer here.
3b. Here the number of words is 204, try and keep with 68 to 73 for précis
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Odisha, a small state in the east coast of India, was battered by Cyclone Philine in the last weekend.
The cyclone came from the Bay of Bengal. It was the result of a low pressure area developing
in the sea. From a location a few hundred kilometers off the coast, Cyclone Philine gradually
moved towards the land. The wind speed was nearly 220 kilometers per hour. The violent
wind hit villages near the coastline with deadly force. Mud houses were flattened, trees
uprooted and power lines were reduced to tangled heaps of wire. Fortunately, weather
radars tracked the Philine doggedly as a result of which people were evacuated from their
houses that fell in the projected path of Cyclone Philine. Millions of people were quickly
moved to temporary shelters with remarkable efficiency. This reduced the death toll to
negligible numbers. It was a remarkable success of disaster management in India. In another
operation, the Coast Guard spotted a cargo ship at night that had tilted dangerously in the
waters a few kilometers off Bengal. Responding to its SOS call, the Coast Guard rushed to its
rescue and lifted out the sailors who were floating on their life boat in the dark near their
ship.
4 a. Write a Journal for 20 minutes without editing using the following title: "The Salesman".
b. Write a Journal on a list of things you are knowledgeable about, or are highly interested
in. Think of ways that you can extend yourself as a resource to others on these topics.
Consider writing articles, volunteering, collaborating, organizing a small group focused on
the subject, participating in a "barter exchange", etc. Evaluate your skill level and determine
if you need more experience or exposure. What steps can you take to promote yourself?
Business Communication Workplace Communication
WORK PLACE COMMUNICATION

6.1Fundamental Of Work Place Communication

a. Elements that foster effective communication in a business
b. The Benefits of Effective Communication
6.2 Understanding Workplace communication

a. Communication Style
b. Communicating with Different Styles
6.3 Intrapersonal and Intrapersonal Work Place Communication

a. Differentiate Between Intrapersonal and Interpersonal Communication
b. Compare The Merits and Demerits of Intrapersonal and Interpersonal Communication
6.4 Understanding your audience

a. Demographic Traits
b. Fair in Communication
6.5 Teamwork, And Leadership
Fundamental of Business Communication
Communication is a process of exchanging words, tone of voice and body language with
regards to a person’s needs, desires, perceptions, knowledge or affective states
between two persons or a group of people. To have an effective communication one
should; use standard terminologies which do not have any ambiguity or rather using direct
statements, combined with the appropriate body language, the individual should
further avoid or minimize the barriers of communications. In a work place I was told
to address members as a young employee and there was great expectation. All eyes were on
me, I delivered it and got congratulatory messages after the meeting.
In a workplace there are fundamentals of an effective communication, these are;

 Be objective about everything namely, people, countries, and cultural characteristics by
judging people by their work performance, not by personal characteristics.
 Be open to differences and do not have an attitude of superiority. Be flexible to people
who are different by looking for alternative methods and styles of communication, and
adjust your approach to favor the individual with whom you are interacting.
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Workplace Communication Business Communication
 Be sensitive to diversity, and strive to be courteo us and considerate of

others’ cultures and customs.
 Focus for yourself and others, and root out biases and misconceptions that might
interfere with effective communication.
 Learn about the languages, countries and cultures of people you communicate with in the
work place.
 Learn to be patient, tolerant in interactions with people from other cultures and countries
that may communicate in ways, with which you are not familiar.
To have an effective communication one should; use standard terminologies that are not
ambiguous, combined with the appropriate body-language, then avoid or minimize the
barriers of communication.
Elements that foster effective communication in a business;

 Have regular meetings with the people so that each member can provide feedback. This
encourages communication between employees across the ranks,
 Ensure that all employees in the workplace have each other’s contact details in case any
information needs to be communicated, Ensure every staff listens to what others have to
communicate, this helps to avoid feedback or opinions not to be dismissed without being
fully considered,
 The manager should be an example to others, and this ensures that he or she promotes
open and good communication by endeavouring to break down the 'barriers' of hierarchy
within the business.
 The tone of your voice impacts significantly what one is saying, like to say "yes" or "no"in
express doubt, anger, indifference, or any range of emotions with either of them.
 Avoid fidgeting when you are speaking because it will draw attention away and reduce the
impact of your message. That is to, avoid excessive hands and legs movement and playing
with objects such as pens.
 Show interest when listening to others or when being asked questions, this is a strong
non-verbal cue. Actively listening ensures that communication remains clear.
 Paraphrasing, reframing and summarizing helps to clarifying expectations, address any
misconceptions and offers everyone a clear understanding.
 Respect space of others as you communicate face-to-face with another person. This is by
standing about an arm's length from others when talking and it makes one comfortable.
 Assertive communication is giving permission to express one's needs, wants, feelings, and
opinions in a direct and honest manner.
The Benefits of Effective Communication;
1. Creates diversity by reducing the barriers erected because of language and cultural
differences,
2. Productivity increases while errors decrease, making operations to run smoothly.
3. Effective communication is important for businesses looking to expand beyond its
domestic borders.
4. It facilitates team building and a team that works together has high productivity, integrity,
and responsibility.
5. Boosts morale of workers, who are then able to perform efficiently their duties with a
positive attitude.
6 . Transparency is achieved by encouraging employees to communicate honestly without
fear of repercussions.
7. Innovation helps most competent employees to innovate at a rapid pace.
8. Conflict is reduced, which is a result of misunderstandings in communication.
From the stone tablet, communication has improved from the printing press to finally
computers. The methods of types of communications like written communication have
continued to change, but some are still in use even today. Technology has enabled an
individual to reach many people at the same time with no intermediary, at the right time. A
large amount of data in communication is transmitted through fibre optic cables and storage
is done on hard drives. Some operations done by tape drives and even older telephone wires
are still in use.
Understanding Workplace communication

Different people communicate differently. Undoubtedly, you already know this. What you
may not know is that these different ways of communicating are pretty much hard-wired into
people and seldom reflect conscious choice. Our communication style emerges from a
combination of brain dominance, psychological preference, sensory approach and the
communication examples that have surrounded us since birth.
Think about the following questions for a minute:

1. How do you communicate with others during a typical work day?
2. How do your co-workers communicate with you and each other?
3. Based on your personal experience, why does communication breakdown in the
workplace?
Successful communication requires that someone (the sender) shares information and that
someone else (the receiver) gets the message and correctly interprets it. The full
communication loop is only successful when the sender can confirm that the receiver
understood the message as intended.
It sounds simple enough. In reality, many things can prevent successful communication, not
the least of which is a different communication style. There are a number of different
constructs describing various communication styles. Let’s explore one of the most common.
Communication Style
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Based on the behavioral grid model depicted here, there are four main communication
styles.
 Interpersonal, also called the Relator

 Affective, also called the Socializer
 Cognitive, also called the Thinker
 Behavioral, also called the Director
Relator (Interpersonal): The Relator is relationship orientated and readily expresses their
thoughts and feelings. However, Relator's are generally slower paced and security conscious,
so they prefer less intrusive interactions.
Socializer (Affective): The Socializer prefers to interact with others rather than work alone.
Socializers have a fast paced, aggressive communication style and generally work well with
others.
Thinker (Cognitive): The Thinker has a closed, personal style and is analytical in their
approach. Thinkers take a while to feel comfortable with others, and tend to take longer to
reveal information about themselves.
Director: (Behavioural): The Director has an aggressive, competitive nature and is very
independent. Directors are results orientated and focus less on the people impacts.
Consider the descriptions above and think about your own communication style and
preferences. What kind of communicator are you?
Communicating with Different Styles

We all feel most comfortable with people who communicate the way we do. We are less
likely to misinterpret their messages or motives and much quicker to connect with and trust
them. That said, there are four predominant communication styles, so most of the people we
interact with at work are likely to have a different communication style from our own. This
means that the odds actually favour miscommunication! Avoiding derailed communication at
work (and being recognized as a highly promotable, excellent communicator!) means
understanding and learning to interact effectively with all four styles. Here are some tips for
communicating successfully with each style.
To connect most effectively with a Relator:

 Use less intense eye contact
 Speak in a moderate pace with a softer voice and moderate tone
 Seek their opinions and ideas: then listen
 Try not to counter their ideas with logical arguments
 Allow time for them to make a decision to reduce pressure
 Encourage them to express their concerns without getting upset with them
 Aim for mutual agreement on work goals and completion dates
To connect most effectively with a Socializer:

 Make direct eye contact
 Speak in an energetic and fast paced manner
 Support your ideas with the opinions of people they respect
 Confirm any agreements made; follow up with a brief “to do” list so they remember what
they agreed to do
 Allow some socializing time in meetings
 Talk about experiences, people, opinions and facts
 Ask about their “gut” feel
 Maintain balance between fun and achieving results
To connect most effectively with a Thinker:

 Be more formal in your speech and manner
 Don’t speak in a loud or fast paced voice
 Present the pros and cons of an idea along with options
 Follow up in writing
 Be punctual
 Present information in an organized, planned and comprehensive manner
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 Accept that options requiring risk-taking options are generally not welcomed
To connect most effectively with a Director:

 Get to the point quickly in a clear and succinct manner
 Speak in a fast pace
 Be specific and don’t over-explain or repeat yourself
 Make direct eye contact
 Minimize small talk
 Be organized and well prepared
 Focus on results to be achieved
 Be punctual and stick to guidelines
The most important thing to remember about communication styles is that the differences
are real and largely unconscious. Railing against someone else’s communication style or
expecting everyone to interact in your preferred style seldom leads to a positive outcome.
Highly effective communicators learn to recognize and adapt to different communication
styles; both when they’re receiving and interpreting information from others and when they
share information with others
Intrapersonal and Intrapersonal Work Place Communication

a. Differentiate Between Intrapersonal and Interpersonal Communication
The qualities of our life is the quality of our relationship...Please listen carefully and try to
hear what I am not saying....
Intrapersonal Communication
Intrapersonal communication takes place within one person. It is meant to reflect oneself to
clarify something The intrapersonal communication namely are as follows:
Intrapersonal communication takes place within a single person, often for the purpose of
clarifying ideas or analyzing a situation. Other times, intrapersonal communication is
undertaken in order to reflect upon or appreciate something. Three aspects of intrapersonal

communication are self-concept, perception and expectation.
Self-concept is the basis for intra personal communication, because it determines how a
persona sees him/herself and is oriented toward others. Self-concept (also called self-
awareness) involves three factors: beliefs, values and attitudes.
Beliefs are basic personal orientation toward what is true or false, good or bad; beliefs can
be descriptive or prescriptive.
Values are deep-seated orientations and ideals, generally based on and consistent with
beliefs, about right and wrong ideas and actions. Attitudes are learned predisposition toward
or against a topic, ideals that stem from and generally are consistent with values. Attitudes
often are global, typically emotional.
Beliefs, values and attitudes all influence behavior, which can be either spoken opinion or
physical action. Some psychologists include body image as an aspect of intrapersonal
communication, in that body image is a way of perceiving ourselves, positively or negatively,
according to the social standards of our culture. Other things that can affect self-concept are
personal attributes, talents, social role, even birth order.
Whereas self-concept focuses internally, perception looks outward. Perception of the outside
world also is rooted in beliefs, values and attitudes. It is so closely intertwined with self-
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concept that one feeds off the other, creating a harmonious understanding of both oneself
and one’s world.
Intra personal communication may involve different levels of communication activity:
internal discourse, solo vocal communication, and solo written communication.
Internal discourse involves thinking, concentration and analysis. Psychologists include both
daydreaming and nocturnal dreaming in this category. Prayer, contemplation and meditation
also are part of this category, though from a theological point of view the argument may be
made that this is not solely internal to one person.
Example: Consciously appreciating the beauty of a sunset.
Solo vocal communication includes speaking aloud to oneself. This may be done to clarify
thinking, to rehearse a message intended for others, or simply to let off steam. Example:
Talking to yourself as you complain about your boss.
Solo written communication deals with writing not intended for others.
Example: An entry in a diary or personal journal.
Interpersonal Communication
Interpersonal communication involves a direct face-to-face relationship between the sender
and receiver of a message, who are in an interdependent relationship. Because of
interpersonal communication’s immediacy (it is taking place now) and primacy (it is taking
place here), characterized by a strong feedback component. Communication is enhanced
when the relationship exists over a long period of time.
Interpersonal communication involves not only the words used but also the various elements
of nonverbal communication. The purposes of interpersonal communication are to influence,
help and discover, as well as to share and play together. Interpersonal communication can be
categorized by the number of participants.
• Dyadic communication involves two people. Example: Two friends talking.
• Group communication involves three or more persons, though communication scholars are
inconsistent as to the top end of the number scale. The smaller the number in the group, the
more closely this mode resembles interpersonal communication. Often group
communication is done for the purpose of problem solving or decision making. Example:
University study group.
• Public communication involves a large group with a primarily one-way monologue style
generating only minimal feedback. Information sharing, entertainment and persuasion are
common purposes of public communication. Example: Lecture in university class.
Another way of categorizing interpersonal communication is on the function or setting of the

communication.
• Organizational communication deals with communication within large organizations such
as businesses. This is sometimes considered part of group communication, but
communication scholars have built up a body of knowledge focused primarily on
organizations. Example: Work focused discussion between employer and employee.
• Family communication focuses on communication patterns within nuclear, extended and
blended families. Like organizational communication, this too is sometimes seen as part of
the general category of group communication, but much research has been focused
specifically on communication within a family relationship. Family communication can be
enhanced by the long-standing and close relationships among participants as well as the
likelihood that families have shared heritage, similar values, and social rituals. Patterns differ
in communication between spouses, between parent and child, among siblings, and within
the wider family context. Example: Conversation during a holiday meal.
Group Communication
Much communication takes place in the context of small groups, which are defined as those
of three or more participants. The various and overlapping types of small groups lead to
various types of communication patterns. Social groups are units such as families, friends
living as roommates, and voluntary recreational groups such as soccer teams. Families also
form primary groups, which are defined as those in which people share living and financial
arrangements. Families also are an example of reference groups, through which participants
gain a sense of identity and an awareness of expected behavior. Work groups are another
pattern of relationships. These are built by people who are drawn together by a common
task, such as students working together on a project or company employees assigned to a
common job activity. Decision-making groups are brought together for the purpose of
dealing with a question or policy. Similarly though distinctly, problem-solving groups focus
on resolving a problem. The working of groups has been the subject of much study,
particularly from the framework of organizational communication. Leadership styles of small
groups have been identified – generally in a three-part continuum ranging from high control
(authoritarian leaders) through moderate control (democratic leaders) to low control
(laissez-faire leaders). A fourth type, called abdacratic, involves the total collapse of
leadership over uncontrolled group dynamics.
Merits and demerits of intra and interpersonal communication:

 Irreversibility of communication
Merits:
Once when interpersonal communication has taken place, it could not be hold back. When it
has conveyed properly and in better way, there is always good impact.
Demerits:
It is by contrast, when the communication was not properly flowed with good impact, it is
always bad impression.
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 Communication does not only be verbal communication

Merits:
When you are in good mood, you may convey to others in better way.
Demerits:
The communication might be of body language and it is really hard stop when something
goes on emotionally, at that point of time, you may resort to have violence interaction.
 Situation
Merits:
The communication can also be depending on the situation, when situation will be calm both
psychologically and sociologically then communication would be smooth.
Demerits:
It is by contrast, when the situation of discourse is harsh and not good, the communication
might not be in a good flow.
Understanding your audience

Writing to your audience’s expectations is key to your success, but how do you get a sense of
your readers? Research, time, and effort. At first glance you may think you know your
audience, but if you dig a little deeper you will learn more about them and become a better
speaker.
Examine, the Iceberg Model. When you see an iceberg on the ocean, the great majority of its
size and depth lie below your level of awareness. When you write a document or give a
presentation, each person in your reading or listening audience is like the tip of an iceberg.
You may perceive people of different ages, races, ethnicities, and genders, but those are only
surface characteristics. This is your challenge. When you communicate with a diverse
audience, you are engaging in intercultural communication. The more you learn about the
audience, the better you will be able to navigate the waters, and
your communication interactions, safely and effectively.
Theodore Roosevelt pointed out that “the most important single ingredient in the formula of
success knows how to get along with people.” Knowing your audience well before you speak
is essential. Here are a few questions to help guide you in learning more about your
audience:
 How big is the audience?
 What are their backgrounds, gender, age, jobs, education, and/or interests?
 Do they already know about your topic? If so, how much?
 Will other materials be presented or available? If so, what are they, what do they cover,
and how do they relate to your message?
 How much time is allotted for your presentation, or how much space do you have for
your written document? Will your document or presentation stand alone or do you have
the option of adding visuals, audio-visual aids, or links?
Demographic Traits
Demographic Traits refer to the characteristics that make someone an individual, but that he
or she has in common with others. For example, if you were born female, then your view of
the world may be different from that of a male, and may be similar to that of many other
females. Being female means that you share this “femaleness” trait with roughly half the
world’s population. How does this demographic trait of being female apply to
communication? For example, we might find that women tend to be more aware than the
typical male of what it means to be capable of becoming pregnant, or to go through
menopause. If you were giving a presentation on nutrition to a female audience, you would
likely include more information about nutrition during pregnancy and during menopause
than you would if your audience were male.
We can explore other traits by considering your audience’s age, level of education,
employment or career status, and various other groups they may belong to. Imagine that you
are writing a report on the health risks associated with smoking. To get your message across
to an audience of twelve-year-olds, clearly you would use different language and different
examples than what you would use for an audience of adults age fifty-five and older. If you
were writing for a highly educated audience—say, engineering MBA graduates—you would
use much more scholarly language and rigorous research documentation than if you were
writing for first-year college students. Audiences tend to be interested in messages that
relate to their interests, needs, goals, and motivations. Demographic traits can give us insight
into our audience and allow for an audience-centered approach to your assignment that will
make you a more effective communicator.
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Improving Your Perceptions of Your Audience

The better you can understand your audience, the better you can tailor your
communications to reach them. To understand them, a key step is to perceive clearly who
they are, what they are interested in, what they need, and what motivates them. This ability
to perceive is important with audience members from distinct groups, generations, and even
cultures. William Seiler and Melissa Beall offer us six ways to improve our perceptions, and
therefore improve our communication, particularly in public speaking; they are listed in the
Table given below:
Table: Perceptual Strategies for Success
Perceptual Strategy Explanation

Become an active perceiver We need to actively seek out as much information
as possible. Placing yourself in the new culture,
group, or co-culture can often expand your
understanding.
Recognize each person’s unique frame of We all perceive the world differently. Recognize
reference that even though you may interact with two
people from the same culture, they are individuals
with their own set of experiences, values, and
interests.
Recognize that people, objects, and The world is changing and so are we. Recognizing
situations change that people and cultures, like communication
process itself, are dynamic and ever changing can
improve your intercultural communication.
Become aware of the role perceptions play Perception is an important aspect of the
in communication communication process. By understanding that our
perceptions are not the only ones possible can
limit ethnocentrism and improve intercultural
communication.
Keep an open mind The adage “A mind is like a parachute—it works
best when open” holds true. Being open to
differences can improve intercultural
communication.
Check your perceptions By learning to observe, and acknowledging our own
perceptions, we can avoid assumptions, expand our
understanding, and improve our ability to
communicate across cultures.
Fair in Communication
Finally, considering that your audience has several expectations of you. No doubt you have
sat through a speech or classroom lecture where you asked yourself,”Why should I listen?”
You have probably been assigned to read a document or chapter and found yourself
wondering, “What does this have to do with me?” These questions are normal and natural
for audiences, but people seldom actually state these questions in so many words or say
them out aloud. In a report on intercultural communication, V.LynnTyler offer us some
insight into these audience expectations, which can be summarized as the need to be fair to
your audience. One key fairness principle is reciprocity, or a relationship of mutual exchange
and interdependence. Reciprocity has four main components: mutuality, non
judgementalism, honesty, and respect.
Mutuality: means that the speaker searches for common ground and understanding with his
or her audience, establishing this space and building on it throughout the speech. This
involves examining viewpoints other than your own and taking steps to insure the speech
integrates an inclusive, accessible format rather than an ethnocentric one.
Non judgementalism: involves willingness to examine diverse ideas and viewpoints. A non-
judgmental communicator is open-minded, and able to accept ideas that may be strongly
opposed to his or her own beliefs and values.
Honesty: stating the truth as you perceive it. When you communicate honestly, you provide
supporting and clarifying information and give credit to the sources where you obtained the
information. In addition, if there is significant evidence opposing your viewpoint, you
acknowledge this and avoid concealing it from your audience.
Respect: for the audience and individual members—recognizing that each person has basic
rights and is worthy of courtesy. Consider these expectations of fairness when designing your
message and you will more thoroughly engage your audience.
Teamwork and Leadership

Earlier in this chapter we have learnt about group communication. There are two important
aspects of group communication-especially in the business environment- are teamwork and
leadership. You will work in a team and at some point may be called on to lead. You may
emerge to that role as the group recognizes your specific skill set in relation to the task, or
you may be appointed to a position of responsibility for yourself and others. Your
communication skills will be your foundation for success as a member and as a leader. Listen
and seek to understand both the task and your group members as you become involved with
the new effort. Have confidence in yourself and inspire the trust of others. Know that leading
and following are both integral aspects of effective teamwork.
Teamwork
Teamwork is a compound word, combining team and work. Teams are a form of group
normally dedicated to production or problem solving. That leaves us with the work. This is
where our previous example on problem solving can serve us well. Each member of the team
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has skills, talents, experience, and education. Each is expected to contribute. Work is the
activity, and while it may be fun or engaging, it also requires effort and commitment, as
there is a schedule for production with individual and group responsibilities. Each member
must fulfil his or her own obligations for the team to succeed, and the team, like a chain, is
only as strong as its weakest member. In this context we don’t measure strength or weakness
at the gym, but in terms of productivity.
Teams can often achieve higher levels of performance than individuals because of the
combined energies and talents of the members. Collaboration can produce motivation and
creativity that may not be present in single-contractor projects. Individuals also have a sense
of belonging to the group, and the range of views and diversity can energize the process,
helping address creative blocks and stalemates. By involving members of the team in
decision-making, and calling up on each member’s area of contribution, teams can produce
positive results.
Teamwork is not without its challenges. The work itself may prove a challenge as members
juggle competing assignments and personal commitments. The work may also be
compromised if team members are expected to conform and pressured to go along with a
procedure, plan, or product that they themselves have not developed. Groupthink, or the
tendency to accept the group’s ideas and actions in spite of individual concerns, can also
compromise the process and reduce efficiency. Personalities and competition can play a role
in a team’s failure to produce.
We can recognize that people want to belong to a successful team, and celebrating
incremental gain can focus the attention on the project and its goals. Members will be more
willing to express thoughts and opinions, and follow through with actions, when they
perceive that they are an important part of the team. By failing to include all the team
members, valuable insights may be lost in the rush to judgment or production. Making time
for planning, and giving each member time to study, reflect, and contribute can allow them
to gain valuable insights from each other, and may make them more likely to contribute
information that challenges the status quo. Unconventional or “devil’s advocate” thinking
may prove insightful and serve to challenge the process in a positive way, improving the
production of the team. Respect for divergent views can encourage open discussion.
John Thill and Courtland Bovee provide a valuable list to consider when setting up a team,
which we have adapted here for our discussion:
 Select team members wisely

 Select a responsible leader
 Promote cooperation
 Clarify goals
 Elicit commitment
 Clarify responsibilities
 Instill prompt action
 Apply technology
 Ensure technological compatibility
 Provide prompt feedback
Group dynamics involve the interactions and processes of a team and influence the degree
to which members feel a part of the goal and mission. A team with a strong identity can
prove to be a powerful force, but it requires time and commitment. A team that exerts too
much control over individual members can run the risk or reducing creative interactions and
encourage tunnel vision. A team that exerts too little control, with attention to process and
areas of specific responsibility, may not be productive. The balance between motivation and
encouragement, and control and influence, is challenging as team members represent
diverse viewpoints and approaches to the problem. A skilled business communicator creates
a positive team by first selecting members based on their areas of skill and expertise, but
attention to their style of communication is also warranted. Individuals that typically work
alone or tend to be introverted may need additional encouragement to participate.
Extroverts may need to be encouraged to listen to others and not dominate the
conversation. Teamwork involves teams and work, and group dynamics play an integral role
in their function and production.
Leadership
Whether or not there is a “natural leader,” born with a combination of talents and traits that
enable a person to lead others, has been a subject of debate across time. In a modern
context, we have come to recognize that leadership comes in many form and
representations. Once it was thought that someone with presence of mind, innate
intelligence, and an engaging personality was destined for leadership, but modern research
and experience shows us otherwise. Just as a successful heart surgeon has a series of skill
sets, so does a dynamic leader. A television producer must both direct and provide space for
talent to create, balancing control with confidence and trust. This awareness of various
leadership styles serves our discussion as groups and teams often have leaders, and they
may not always be the person who holds the title, status, or role.
Leaders take on the role because they are appointed, elected, or emerge into the role. The
group members play an important role in this process. An appointed leader is designated by
an authority to serve in that capacity, irrespective of the thoughts or wishes of the group.
They may serve as the leader and accomplish all the designated tasks, but if the group does
not accept their role as leader, it can prove to be a challenge. As Bruce Tuckman notes,
“storming” occurs as group members come to know each other and communicate more
freely, and an appointed leader who lacks the endorsement of the group may experience
challenges to his or her authority.
129 BIBS
A democratic leader is elected or chosen by the group, but may also face serious challenges.
If individual group members or constituent groups feel neglected or ignored, they may assert
that the democratic leader does not represent their interests. The democratic leader involves
the group in the decision-making process, and insures group ownership of the resulting
decisions and actions as a result. Open and free discussions are representative of this
process, and the democratic leader acknowledges this diversity of opinion.
An emergent leader contrasts the first two paths to the role by growing into the role, often
out of necessity. The appointed leader may know little about the topic or content, and group
members will naturally look to the senior member with the most experience for leadership.
If the democratic leader fails to bring the group together, or does not represent the whole
group, subgroups may form, each with an informal leader serving as spokesperson.
Types of Leaders
We can see types of leaders in action and draw on common experience for examples. The
heart surgeon does not involve everyone democratically, is typically appointed to the role
through earned degrees and experience, and resembles a military sergeant more than a
politician. The autocratic leader is self-directed and often establishes norms and conduct for
the group. In some settings we can see that this is quite advantageous, such as open-heart
surgery or during a military exercise, but it does not apply equally to all leadership
opportunities.
Contrasting the autocrat is the laissez-faire, or “live and let live” leader. In a professional
setting, such as a university, professors may bristle at the thought of an autocratic leader
telling them what to do. They have earned their role through time, effort, and experience
and know their job. A wise laissez-faire leader recognizes this aspect of working with
professionals and may choose to focus efforts on providing the professors with the tools they
need to make a positive impact. Imagine that you are in the role of a television director and
you have a vision or idea of what the successful pilot program should look like. The script is
set, the lighting correct, and the cameras are in the correct position. You may tell people
what to do and where to stand, but you remember that your job is to facilitate the overall
process. You work with talent, and creative people are interesting on camera. If you
micromanage your actors, they may perform in ways that are not creative and that will not
draw audiences. If you let them run wild through improvisation, the program may not go
well at all. Balancing the need for control with the need for space is the challenge of the
laissez-faire leader.
Not all leaders are autocrats or laissez-faire leaders. Thomas Harris and John Sherblom
specifically note three leadership styles that characterize the modern business or
organization, and reflect our modern economy. We are not born leaders but may become
them if the context or environment requires our skill set. A leader-as-technician role often
occurs when we have skills that others do not. If you can fix the copy machine at the office,
your leadership and ability to get it running again are prized and sought-after skills. You may
instruct others on how to load the paper or how to change the toner, and even though your
pay grade may not reflect this leadership role, you are looked to by the group as a leader
within that context. Technical skills, from Internet technology to facilities maintenance, may
experience moments where their particular area of knowledge is required to solve a
problem. Their leadership will be in demand. The leader-as-conductor involves a central role
of bringing people together for a common goal. In the common analogy, a conductor leads
an orchestra and integrates the specialized skills and sounds of the various components the
musical group comprises. In the same way, a leader who conducts may set a vision, create
benchmarks, and collaborate with a group as they interpret a set script. Whether it is a
beautiful movement in music or a group of teams that comes together to address a common
challenge, the leader-as-conductor keeps the time and tempo of the group.
Coaches are often discussed in business-related books as models of leadership for good
reason. A leader-as-coach combines many of the talents and skills we’ve discussed here,
serving as a teacher, motivator, and keeper of the goals of the group. A coach may be
autocratic at times, give pointed direction without input from the group, and stand on the
sidelines while the players do what they’ve been trained to do and make the points. The
coach may look out for the group and defend it against bad calls, and may motivate players
with words of encouragement. We can recognize some of the behaviors of coaches, but what
specific traits have a positive influence on the group?
Thomas Peters and Nancy Austin identify five important traits that produce results:
1. Orientation and education

2. Nurturing and encouragement
3. Assessment and correction
4. Listening and counselling
5. Establishing group emphasis
Coaches are teachers, motivators, and keepers of the goals of the group. There are times
when members of the team forget that there is no “I” in the word “team.” At such times,
coaches serve to redirect the attention and energy of the individuals to the overall goals of
the group. They conduct the group with a sense of timing and tempo, and at times, they
relax and let the members demonstrate their talents. Through their listening skills and
counseling, they come to know each member as an individual, but keep the team focus for
all to see. They set an example. Coaches, however, are human and by definition are not
perfect. They can and do prefer some players over others and can display less than
professional side-line behavior when they don’t agree with the referee, but the style of
leadership is worthy of your consideration in its multidisciplinary approach. Coaches use
more than one style of leadership and adapt to the context and environment. A skilled
business communicator will recognize that this approach has its merits.
Practice
1.Define groups and teams.
131 BIBS
2.Discuss how primary and secondary groups meet our interpersonal needs.
3. Differentiate between Teamwork and Leadership.
4. Name and elaborate types of leadership.
5.What are the advantages and disadvantages of working in a group and individually?

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1 BIBS

Chapter 1 Introduction to Business Communication 3

Chapter 2 Verbal and Non-Verbal Communication 25

Chapter 3 Written Communication 45

Chapter 4 Introduction to Business Writing 58

Chapter 5 Written Communication 92

Chapter 6 Workplace Communication 115

Structure of the Chapter

Figure 1: Basis of Communication

Communication can travel in two directions

One-way communication is linear and limited because it occurs in a straight line

SENDER MESSAGE RECEIVER

In two-way communication, communication is negotiated. Both sender and

The Process of Communication

Figure 2: Structure of Communication Process

Features of the Communication Process

Message: It is an important part of communication. Message is the content that sender

misinterpretation of the message.

Explain the Various Types of Communication

Types of communication based on the communication channels used are:

Verbal Communication is further divided into:

Figure 3: Oral Communication Structure

Face to Face Telephonic Business Meetings &

Advantages of Oral communication are:

Disadvantage of oral communication:

a) Formal writing avoids contractions such as 'you're' and 'won't'.

Advantages of written communication include:

Disadvantages of written communication include:

Non - Verbal Communication

Nonverbal communication helps receiver in interpreting the message received. Often,

Figure 5: Impact of Non-Verbal Communication

Why Non-verbal Communication

 Reinforces and modifies what is said

 Reinforces the relationship between

 Regulates the flow of communication,

Non - Verbal Communications have the following elements:

b) Body Language: Facial expressions, gestures, postures

Types of Communication based on Purpose and Style

Figure 6: Formal & Informal Communication

Important Affective Impromptu Group or Formal

Explain the Various Types of Communication in an Organisation

c. Horizontal Communication: Horizontal communication refers to the flow of

d. Diagonal (or Crosswise) Communication: Communication between departments or

a. Grapevine Communication: An informal channel of communication in an organization is

Figure 7: Types of Grapevine Communication

Wheel and Cluster Chain Free Flow

In this type of grapevine, one person is predominant. He transmits grapevine to different

Explain the Various Levels of Communication

1. Extra Personal Communication:

As we know that the most informal communication system of an organization is grapevine

Features of Grapevine Communication

Disadvantages of Grapevine Communication

The barriers to communication can be categorized as follows:

b) Physiological Barrier: Physiological barriers to communication are related with the

l) Organizational Barriers: Unclear planning, structure, information overload, timing,

m) Linguistic Barrier: Individual linguistic ability may sometimes become a barrier to

Figure 8: An example to the impact of barriers of communication

Ways to Overcome Barriers

a. Eliminating differences in perception: The organization should ensure that it is

d. Active Listening: Listen attentively and carefully. There is a difference between

f. Simple Organizational Structure: The organizational structure should not be complex.

j. Flexibility in meeting the targets: For effective communication in an organization the

Elements of Communication Strategy