BUSINESS COMMUNICATION

Unit 3

''Persuasion is a communicative process of altering the beliefs, attitudes, intentions, or behavior of another by the conscious and unconscious use of words and nonverbal messages

 Persuasive speech is used to influence both

individuals and groups to accept a particular position or belief. Persuasive speech requires a clear understanding of the audience and an intense listener focus.

Influences on persuasive messages

The message source Believability of the message Environmental factors Comprehension and retention of the message

Circulars
Convey the same information to a large number of people Transmit informational messages Tone- request not command Be polite and courteous Components day, date, time, place and purpose of business

Purposes
To emphasise certain aspects of office conduct To intimate changes in the working hours of the office, canteen, library etc To invite applications from employees for promotion tests etc To inform the employees about changes in medical rules, reimbursement of conveyance expenses etc

example
Parekh Industries New Delhi

Date: 28 March 2009

Circular No:581/85 The wives of five Kargil martyrs would be visiting the organisation on April 2, 2009 to familiarise us with their problems and grievances. They would also be suggesting ways to help other bereaved families of kargil soldiers. Employees are requested to be present and to extend their cooperation for this noble cause Sd/Arun Govind Manager (Personnel)

Notices

Give the notice a clear heading Use different size print for emphasis Use sub- headings to break up the main information logically Use bullet points to display points on separate lines Use the paper effectively to display the notice attractively Include the name of the writer at the bottom as well as a reference and date

Notice
XYZ Industries New Delhi
NOTICE Members of the Marketing Division are requested to gather for an important meeting on Saturday, 28 March 2009 to discuss the latest marketing strategy for our new product

M.C.Sharma

Office orders
Suggests acceptance or compliance It carries a stamp of authority with it and has to be accepted Tool of downward communication Usually related to promotion, suspension, termination of services etc Very sensitive form of communication and if misunderstood , it can lead to serious consequences

Concise, avoid unnecessary details Language should be clear, simple words Clearly specify who they are meant for

Memorandum
Popularly known as memo Internal communication between executives and subordinates or between officers of the same level It is never sent outside

use

To issue instructions to the staff To communicate policy changes to the staff To give/ seek suggestions To request help or information To confirm a decision arrived at on the telephone To intimate granting/ withholding permission to do something To seek explanation on some matter of conduct etc

Use conversational tone Use the second pronoun You so as to add to the nature of informality Language is polite and courteous Printed format is mostly used Full block or semi block style

Components of memo
Heading Subject and date Message

Memo format
NAME OF THE COMPANY INTEROFFICE MEMORANDUM Date: . Ref: .. To:.. From: Subject: .. Name Signature cc

Advantages of the memo form

It is very brief It is convenient It is inexpensive It can be used for future reference

Publicity material
Public relations is all about the relationship between the organisation and the general public Aim is to influence the general public through the mass media The job of the PR person is to constantly look for news worthy events, products, developments and human interest stories and then turn them into any of the following

Contd..

A news release A press conference A photo opportunity for news paper coverage Corporate material for direct mailing Briefing packs for potential customers Briefing pack for special group of visitors Free education packs for schools and colleges

Effective PR materials are

Factual, news worthy and impartial Appeal to human interest Contain up to date information Be appropriately distributed Be produced professionally

Press release

A company sending matter for publication prepared by its own staff is issuing a press release

Characteristics of a good press release

It should be news worthy It should be factually true It should be brief and precise It should be drafted in a simple language and conversational style It is suitable for publication Who, what,when,where,why

Press release should

Have a catchy heading Be written in short paragraphs Be accompanied with a covering letter

Company News letters

Regular news letters known as in house journals or company magazines keep staff informed about matters of interest Improve company/ staff relations Sent to employees who have retired

Contd.
News letter contains New policies/ procedure Updates on product/ service Birth / marriages / death Promotions Sports and social news Contributions from employees

While writing a news letter Write in an interesting style Use short sentences and a crisp, snappy style Try to appeal to human interests Be as factual as possible Build the article logically

Aims
To keep in touch regularly To provide a network of interested people to share working experience To promote the organisation To provide reliable and comprehensive information about an issue or a cause To provide news of interest to the readers

What makes a news letter successful

Make your newsletter interesting to the reader Meet the information needs of the reader Give the cover a bright design and the news letter a catchy title Make the contents short and sharp Make the content attractive and easy to read

Make the newsletter recognisable Create a personality for the newsletter

Advertisements
Introduce new products Boost up the sales Persuade a customer into the belief that the article being advertised will give him greater satisfaction than the money in his pocket or any other item available to him.

Characteristics of good advertisements

Advertisements must cater to the consumers psychology Advertisements must accord to the latest fashion trends Advertisements must have a visual or auditory effect They must be brief There should be both repetition and variation in advertisements Advertisements must make the products look unique

How to make advertisements attractive and effective

Give catchy captions Give statistics to prove your point Make use of crazy slogans Enumerate your achievements Say it with humour Use anecdotes Make an effective, discreet use of sex appeal

Leaflets
Reasons for using leaflets To publicise goods or services To promote special events and promotions To give information of any kind

Designing leaflets
Use a company logo, prominently displayed Use an appropriate heading that clearly states what a leaflet is about Consider carefully the information which needs to be included in the main body of the leaflet .Break it up according to different aspects of the main theme

Use sub- headings and bullet points where possible Use straight forward, simple language and short sentences Be as persuasive as possible, making everything sound, interesting and beneficial Use everyday language instead of technical jargon

Aim for an effective and attractive display which uses space to advantage if you want a response give full details what to do, who to do, who to contact, telephone number etc

Invitation
Extend the invitation Indicate if a gift is not expected Ask for a response by a specific date Send the invitation two weeks or more in advance

Report

Basic management tool used in decision making Oral and written reports An Oral report can be denied at any time. But a written report is a permanent record. The reporter cannot deny what has been reported once A written report can change hands without danger of distortion during transmission A written report can be referred to again and again

Characteristics of Good Report

Precision know the central purpose, analysis and recommendations are directed by this central purpose, gives a kind of unity and coherence to the report and makes it a valuable document Accuracy of fact inaccuracy will lead to disastrous decisions Relevance- report must have a bearing on the central purpose, irrelevant facts make a report confusing; exclusion of relevant facts makes it incomplete and is likely to mislead

Reader orientation Objectivity of recommendations- logical conclusion to investigation and analysis, must not reveal any self interest on the part of the writer Simple and unambiguous language scientific document of practical utility, free from poetic terms etc Clarity- systematic arrangement, make the purpose clear, define the sources, state the findings and finally make necessary recommendations

Brevity brevity cannot be laid down as a rule, should not be achieved at the cost of clarity Grammatical Accuracy

Types of Reports

1.
2.

Elements of Formal reports Traditional Reports Administrative reports

Traditional report
Title page Table of contents List of figures Summary Introduction Discussions- body sections Conclusions Recommendations Appendixes reference

Administrative
Title page Table of contents List of figures Summary Introduction Conclusions Recommendations Discussion Appendixes reference

The formal reports are divided on the basis of different fields On the basis of frequency of issue 1. Periodic /Routine 2. Special reports On the basis of the function 1. Informative 2. Interpretative

1.
2. 3. 4.

On the basis of nature of the subject Problem determining solving Fact finding report Performance report Technical report

Informal reports

1.

2. 3.

Introduction State the objective one sentence statement of the purpose of the report, appropriate for almost all situations and readers. Follow it with either a summary or a conclusion and recommendations section State the content- explain the situation that caused you to write the report Alert the reader to a problem set a contrast between a positive and a negative

4 Use a pre printed form if one exist Summary Background Conclusion or recommendation Discussions

Types of informal reports

Brief analytical reports Trip Report Laboratory Report Progress report Outline reports

Writing reports

1.
2. 3.

4.
5.

6.

Stages in report writing Clarifying your terms of reference Planning your work Collecting your information Organising and structuring your information Writing the first draft Checking and redrafting

Structuring the report

Title page Acknowledgment Contents Abstract or summary Introduction Methodology Research or findings Discussions Conclusions and recommendations Reference Appendix

Style of report writing

Active and passive Simplicity Use of language

Agenda of Meetings
Agenda is a document that outlines the contents of a forthcoming meeting Preparing agenda is a very useful practice If it is circulated in advance, it helps the members to come prepared for the meeting Since agenda has a set order, it helps the chairperson to conduct the meeting smoothly

It ensures that only matters relevant to that particular meeting are discussed It ensures that every point is properly taken up for discussion It facilitates the preparation of minutes

Minutes
An official record of the proceedings of a meeting A concise and accurate record of decisions and resolutions Minutes must be precise Shows what was formally resolved or decided upon and not what was said

Types of minutes
Minutes of resolutions Minutes of narration

Meeting documentation
Types of meeting 1. Formal meeting a. Annual general meeting b. Statutory meeting c. Board meeting

2. Informal meeting a. Management meeting b.Departmental meeting c. Working parties

Annual general meeting

Held once in a year To access the trading of the organisation over a year All the shareholders are invited They must be given 21 days notice

Statutory meetings
Directors and shareholders can consider and communicate special reports Companies are required by law to hold these statutory meetings

Board meetings

Held as often as individual organisation require

Management meetings

Attended by a group of managers who may need to discuss a specific matter , report on progress etc

Departmental meetings

Called by the head of the department or managers of a certain section

Working parties meeting

Working parties may setup to work together on a specific project or problem At meetings progress reports will be given and decisions for further action is taken

Meeting procedure

Notice and agenda Chairmans agenda equal opportunity for everyone to participate in an orderly way