UNIT-1

Classification of Channels of Business Communication:

Channels of business communication may be classified from different viewpoints

as follows:

1. On the basis of Organizational Structure:

On the basis of organizational structure, the channels of business communication may be
divided into:
(i) Formal.
(ii) Informal.
i. Formal Channel:
When communication is carried on through structured, organized or official route, the
channel is called ‘Formal Channel’.
ii. Informal Channel:
Non-structured, unofficial and unorganized route of communication is ‘Informal Channel’.
2. On the basis of Direction:
The direction of business communication channels may be:
i. Downward,
ii. Upward and
iii. Horizontal or Lateral.
i. Downward Channel:
Channels used for flowing information from top towards bottom are called ‘Downward
Channel’.
ii. Upward Channel:
Communication of information from lower level to upper level is possible through
‘Upward Channel’.

iii. Horizontal or Lateral Channel:

When communication takes place between the persons of same rank a ‘Horizontal
Channel’ is said to be formed.

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3. On the basis of Way of Expression:
On the basis of the ways or means of expression business communication channels
are of two types:
(I) Written, and
(II) Oral.
I. Written Channel:
When communication takes place in writing through letters, memos, reports, proposals,
e-mail, faxes, etc. ‘Written Channel’ is said to be in use.
A written channel is often selected in the following cases:
A. immediate feedback is not required;
B. the receiver stays in a far off place and cannot be brought to contact easily;
C. distortion of message is not desirable;
D. detailed, complex and planned messages are required to be sent; and
E. permanent record is necessary for future reference.
II. Oral Channel:
‘Oral Channel’ includes different media e.g., face-to-face conversations, speeches,
meetings, telephone, voice mails, audio and video tape, teleconference or video
conference, etc.
An oral channel is to be selected if:
A. feedback is required immediately.
B. the receiver of message or audience can be brought to contact easily.
C. interaction is necessary.
D. simple messages are communicated.
E. no permanent record is to be kept.

Nature of Communication:
Communication has the following features:
1. Two-way process: Communication is a two-way process of understanding between
two or more persons – sender and receiver. A person cannot communicate with himself.

2. Continuous process: Exchange of ideas and opinion amongst people is an ongoing

process in business and non-business organizations. Continuous interaction promotes
understanding and exchange of information relevant for decision-making.

3. Dynamic process: Communication between sender and receiver takes different forms
and medium depending upon their moods and behavior. It is, thus, a dynamic process
that keeps changing in different situations.

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4. Pervasive: Communication is a pervasive activity. It takes place at all levels (top, middle,
low) in all functional areas (production, finance, and personnel, sales) of a business
organization.
5. Two people: A minimum of two persons — sender and receiver — must be present for
communication to take place. It may be between superiors, subordinates and peer group,
intra or inter se.
6. Exchange: Communication involves exchange of ideas and opinions. People interact
and develop understanding for each other.
7. Means of unifying organizational activities: Communication unifies internal
organizational environment with its external environment. It also integrates the human
and physical resources and converts them into organizational output.
8. Verbal and non-verbal: Though words are active carriers of information, gestures can
sometimes be more powerful than words. Facial expressions, sounds, signs and symbols
are the non-verbal forms of communication.
9. Mutual understanding: Communication is effective when sender and receiver develop
mutual understanding of the subject. Messages conveyed should be understood by the
receiver in the desired sense.
10. Goal-oriented: Communication is goal-oriented. Unless the receiver and sender
know the purpose they intend to achieve through communication, it has little practical
utility.

Importance of Communication in Business: - Communication is the lifeline of a

business organization. It is essential for realizing the objectives of an organization.
According to Millet, “Communication is blood stream of an organization”.
Chester I.
Barnard viewed communication as the means by which people are linked together in an
organization to achieve a common purpose.
The importance of communication can be assessed as follows:
 Communication is needed to establish and disseminate the goals of a business
organization.
 The smooth and unperturbed functioning of an enterprise.
 Communication helps the organization in arriving at vital decisions.
 It also helps a lot in planning and coordination.
 It is a basic tool for motivation and an increase in the morale of the employees
largely depend upon the effectiveness of communication.
 It helps a business as means of bringing about maximum production at the lowest
level by maintaining good human relationship in the organization.
 It works as an effective link between branches of the organization situated at great
distances.
 It helps in publicizing goods and services.

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  It reduces rumors and ensures smooth running of the organization as a whole.
UNIT-05
Corporate communication strategy is defined as a specific strategy developed in the
organization and aimed at implementing core company goals, mission, vision, and achieve
long-lasting success. The development of the communication strategy in a particular
company may be defined by a number of stages and practices it should implement. The
stages may differ depending on the company and its industry, however, the main aspects
one should know about effective company communication strategy will be listed below.
Corporate Communications Plan: Communication Strategy Development

The first step in developing communication strategy is setting the specific tone. It is
important to select the direction for the strategy.
What specific interests one will pursue and what language will be selected in order to
achieve these interests.
When developing a communication strategy, it is important to remember that
professional terminology is acceptable in specific reports. The use of terms when
developing communication line in the company is unacceptable.
The second step is stating the purpose. The company should understand why
communication is important and why this specific strategy should be applied. The purpose
helps to forward company in the required direct.
Effective communication strategy is impossible without assessing its current situation and
its place in the business world. The assessment of the company situation may be done in
several techniques. PEST (Political, Economic, Social and Technological), SWOT Strengths,
Weaknesses, Opportunities, and Threats), and competitor analyses are the best variants
for understanding the place of the company in the modern business world.
Having received the information after analyses, the corporation should set organizational
and communication objectives. This information is necessary for implementing a correct
strategy and defining the further steps.
The assessment of the key communication methods will help on defining the company
actions. Working without set methods will guarantee chaos in public relations. Such
company will not be able to implement its goal and to accomplish the mission.
The final stage of communication strategy is success evaluation: - It is important to
make sure that the communication strategy works effectively. In case of some needs, the
strategy may be redeveloped and reconsidered. The company goals and mission may
change and the communication strategy should be changed as well.

Therefore, when developing a corporate communication strategy, one has to understand

its importance and main need. Communication strategy helps the organization to share
its messages inside and outside the company. People involved in the communication are
the company employees, its providers, clients and the public at general. Effective

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communication strategy is aimed at improving company image and position the
organization from a better side. Miscommunication may lead to serious problems.

The various characteristics of corporate communication are mentioned below:

1. Formal Communication: - Most of the corporate communications are formal in nature.

Orders, instructions, information, suggestions, etc. are sent, maintaining formal procedure
in a systematic way. If has to pass through several organizational stages.
2. Informal Communication: - The size and structure of a corporate organisation being
large and complex, informal communication or grapevine communication among
different groups of employees takes place side by side with formal communication.
3. Internal and External Communication: - Exchange of information with a large
number of people within and outside the business is required in corporate
communication. Internal communication with the managers and employees, and external
communication with the customers, vendors, distributors, competitors, investors,
government offices, etc. are made.
4. Oral and Written Communication: - While oral communication is used for closer and
internal communication with the employees, written communication is made with the
outsiders and distant people.
5. Wide Coverage: - Corporate organizations are large and a wide range of people are
required to be covered in communication. People within the organization at different
levels in different departments and a large number of people outside the organization are
required to be communicated within the course of running the activities of the
organization.
6. Means of Communication: - Phones, face-to-face conversation, e-mail, fax, telegrams,
memos, website, internet, video conference, etc. are used as the mediums or channels of
corporate communication.
7. Feedback: - As in the case of other communication, feedback is an essential element
of successful corporate communication. It is a two-way process of sending information
and receiving response. Through feedback the sender can know the reaction’ of the
recipient and take necessary action.
8. Reliable Information:- In a corporate organization, information is collected through
various sources and decisions are taken after necessary scanning, scrutinizing, etc. to
make the information dependable and correct.

Cross Cultural Communication: - Cross cultural communication thus refers to the

communication between people who have differences in any one of the following: styles
of working, age, nationality, ethnicity, race, gender, sexual orientation, etc. Cross cultural
communication can also refer to the attempts that are made to exchange, negotiate and

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mediate cultural differences by means of language, gestures and body language. It is how
people belonging to different cultures communicate with each other.
Each individual can practice culture at varying levels. There is the culture of the community
he grows up in, there is work culture at his work place and other cultures to which one
becomes an active participant or slowly withdraws from.
Cross cultural communication has been influenced by a variety of academic disciplines. It
is necessary in order to avoid misunderstandings that can lead to conflicts between
individuals or groups. Cross cultural communication creates a feeling of trust and enables
cooperation. The focus is on providing the right response rather than providing the right
message.
When two people of different cultures encounter each other, they not only have different
cultural backgrounds but their systems of turn – talking are also different. Cross cultural
communication will be more effective and easier if both the speakers have knowledge of
the turn taking system
(For example: Only one person should talk at a time).
Sources of Miscommunication in Cross Cultural Exchanges
1) Assumption of similarities: This refers to our tendency to think how we behave and
act is the universally accepted rule of behavior. When someone differs, we have a negative
view of them
2) Language Differences: Problems occur when there is an inability to understand what
the other is saying because different languages are being spoken. Talking the same
language itself can sometimes lead to discrepancies as some words have different
meanings in various contexts, countries or cultures
3) Nonverbal Misinterpretation: The way we dress, the way we express ourselves
through our body language, eye contact and gestures also communicates something. A
simple gesture like nodding the head is considered to be YES in certain cultures and NO
in others
4) Preconceptions and Stereotypes: Stereotypes involves putting people into pre-
defined slots based on our image of how we think they are or should be. It may consist
of a set of characteristics that we assume that all members of a group share. This may be
true or may be false. But stereotypes may lead to wrongful expectations and notions. A
preconceived opinion of another can lead to bias and discrimination
5) Tendency to Evaluate: Humans tend to make sense of the behavior and
communication of others by analyzing them from one’s own cultural point of view without
taking into consideration why the other person is behaving or communicating a certain
way
6) High anxiety : Sometimes being confronted with a different cultural perspective will
create an anxious state in an individual who does not know how to act or behave and
what is considered to be appropriate (For example: A Japanese man and an American
having a business meeting where both are unsure of the other’s cultural norms)

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Press release definition: - “A press release is a written document prepared for the media
also called the press - that announces something newsworthy. This 1-3-page document
is disseminated to the media in the hopes that reporters and editors will use the
information contained within in an upcoming TV or radio broadcast, in a newspaper or
magazine issue, or on the media’s website.”
OR
“A press release is a tool made to announce something that is newsworthy in the most
objective way possible. The whole purpose of a press release is to get coverage and get
noticed by a target audience.”

Reasons for a Press Release

There are a number of situations that might call for the use of a press release, such
as:
 Company announcement - Restructuring, expansion, relocation, new locations,
strategic partnership, new financial backers or investors are all worthy of a press
release.
 Product announcement - New products, improved products, new brands, new
retail outlets carrying the product could all be announced through a press release.
 Initiative announcement - New internal or external projects that impact the
company’s community would be appropriate for a press release.
 Employee announcement - New hires and promotions are worthy of a press
release.
 Honors or awards - Awards or special recognition given to a company, product,
project, or employee are all press release-worthy.
 Research results - Releasing the findings of a survey or study of some kind related
to the business.
The Goal of a Press Release
The main purpose of all press releases is to promote something significant and specific,
and to do so clearly.
 To notify the media about an event in hopes that they will spread the word.
 To share something about your business, hoping a reporter will see a story in your
press release and write an actual news article about it.
 To promote your business' appearance on the internet via blogs, websites,
and social networks

Language of Advertisement is meant to advertise the product/item of a company/an

institution/an organization. So as to popularize it and sell it. The soul aim of the language
of an advertisement is to attract the customers towards a product or convince a customer
to buy the product.

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  Language of the advertisement should be rhetorical, so as to motivate
the customers effectively. This is possible by using: -

A. Metaphors- Many metaphors used in the language of the advertisement

in a simple manner attract the customers.
B. Popular expressions- popular expressions which are in vogue attract the
customers.
Popular proverbs- Proverbs are not merely linguistic metaphorical
constructions, they have sociocultural implications. This is why, use of such
proverbs will motivate the customers.
Language of the advertisement is to be designed according the goal and
the objectives of a product/an item. Sometimes, it is necessary to describe
either about a product with its main points of concern, or about its
ingredients, or about its functions.

What is Crisis Communication?

An organization might not face happy and cheerful moments throughout its cycle. There
might come various ups and downs and negatives are definitely not preferred.
The crisis is among those negatives which can even ruin an organization.
Crisis communication is a method of corresponding with people and organizations during
a disruptive event to provide them with the information they need to respond to the
situation.
When a crisis occurs, proactive, quick and detailed communication is critical. A business
should have a crisis communication plan that establishes a framework for spreading
information to anyone affected by the situation. Without crisis communication best
practices, people may respond inappropriately or incorrectly, safety could be threatened
and rumors can spread.
Or
Crisis Communication refers to a special wing which deals with the reputation of the
individuals as well as the organization. Crisis communication is an initiative which aims
at protecting the reputation of the organization and maintaining its public image.
Various factors such as criminal attacks, government investigations, media enquiry can
tarnish the image of an organization.

Crisis Communication Process

 Employees should not ignore any of the external parties and important clients
Come out, meet them and discuss the problem with them. There is nothing to
be ashamed of. If needed, seek their help. Media must not be ignored. Answer their
questions. Avoiding media makes situation all the more worse.

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  Don’t criticize individuals. Show a feeling of care and concern for them. Share
their feelings and encourage them not to lose hope. Encourage them to deliver
their level best. Put yourself in their place. Respect them and avoid playing blame
games.
 Effective communication must be encouraged at the workplace during
emergency situations. Employees should have an easy access to superior’s cabins
to discuss critical issues with them and reach to a mutually acceptable solution.
 Information must flow across all departments in its desired form. One should
not rely on mere guess works or assumptions during crisis. Make sure the
information you have is accurate.
 Crisis communication specialists must learn to take quick decisions.
Remember one needs to respond quickly and effectively during unstable
situations. Think out of the box and devise alternate plans for the smooth
functioning of organization.
 Make sure information is kept confidential. Serious action must be taken against
employees sharing information and data with external parties. Such things are
considered highly unprofessional and unethical and spoil the reputation of the
organization.
 The superiors must evaluate performance of employees on a regular basis.
Ask for feedbacks and reports to know what they are up to. Conduct surprise audits
to track performance of employees.

Proposal: - In composition, especially in business and technical writing, a proposal is a

document that offers a solution to a problem or a course of action in response to a need.
On the other hand, in academic writing, a research proposal is a report that identifies the
subject of a forthcoming research project, outlines a research strategy, and provides
a bibliography or tentative list of references. This form can also be called a topic proposal.

There is a wide variety of forms a proposal can take for business and technical
writing. The most common are the internal, external, sales, and grant proposals.

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Internal Proposal: - An internal proposal or justification report is composed for readers
within the writer's department, division, or company and is generally short in the form of
a memo with the intention of solving an immediate problem.
External Proposal: - External proposals, on the other hand, are designed to show how
one organization can meet the needs of another. They may be either solicited, meaning
in response to a request, or unsolicited, meaning without any assurance that the proposal
will even be considered.
Sales Proposal: - A sales proposal is to sell your company's brand, its products, or services
for a set fee." Regardless of the length, a sales proposal must offer a detailed description
of the work the writer proposes to do and can be used as a marketing tool to entice
potential buyers.
Grant Proposal: - Finally, a grant proposal is a document or an application completed in
response to a call for proposals issued by a grant-making agency. The two main
components of a grant proposal are a formal application for funding and a detailed report
on what activities the grant will support if funded.

Mock interview refers to a training practice which utilizes simulation of an actual job
interview in order to prepare the candidate for the real thing.
Mock interview definition “Mock interview refers to a training practice which utilizes
simulation of an actual job interview in order to prepare the candidate for the real thing.
This practice is operated by a professional person in a particular form of the profession
who performs an interview with the candidate for the purpose of providing experience.
He/she then provides feedback and points to things the candidate should work on.”

Benefits of mock interview

- Helps the candidate to understand what is expected in a real job interview
- Helps the candidate improve his/her self-presentation
- Provide the candidate with valuable feedback
- Helps a candidate to gain confidence for real interviews
- Provides the candidate with important skills to handle an upcoming interview
Types of mock interview:
 A telephone interview
 A face to face interview
 A Skype interview
 A video interview
 A practice of your presentation

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What is Web Conferencing?
Web Conferencing is an online service by which you can hold live meetings, conferencing,
presentations and trainings via the internet particularly on TCP/IP connections. You can
connect to the conference either by telephone or using your computer’s speakers and
microphone through a VoIP connection.

Most web conferencing platforms are accessible via a web browser, but downloading and
installing a client is often required to take advantage of all features, such as voice and
video conferencing and content sharing.
Advantages of web conferencing
Web conferencing allows a company to effectively combine the advantages of a typical
phone conversation and a live video feed. You can also conduct chats via instant
messaging (IM) during the web conference. This means you can type, text and
communicate verbally to other attendees. With your internet connection, you can also
access any necessary files right on your desktop and share them with others attending
the conference in real time.
Traveling, whether domestic or international, always has a financial impact on your
business. Constantly having to pay for air tickets, hotel accommodations and parking tolls
can exhaust funds and resources. In addition, when a vital person in your business has to
travel, you are left shorthanded, possibly for days. Web conferencing reduces the need
for travel.
Web conferencing allows you to work from a home office and still meet with your boss,
staff or clients over the web. This can reduce commuting time, cut down on office costs
and increase productivity. For example, a staff member who has a sick child might be able
to make a big meeting even if he or she has to stay home for the day.
Disadvantages’ of web conferencing
While there are many advantages to web conferencing, there are also some
disadvantages:
 Not all software is free, and the software that is free is limited in capability.
 With overseas conferences, depending on the speed of both of both your and the
client’s internet, web conferencing can greatly reduce the visibility and function of
shared desktops and applications.
 It is more informal than a face-to-face meeting.
 It requires suitable hardware and adequate training to use.
 There are costs associated with maintaining and keeping up with new technology.

A memorandum, more commonly known as a memo, is a short message or record used

for internal communication in a business. Once the primary form of internal written
communication, memorandums have declined in use since the introduction of email and
other forms of electronic messaging; however, being able to write clear memos certainly

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can serve you well in writing internal business emails, as they often serve the same
purpose.
Purpose of Memos
Memos can be used to quickly communicate with a wide audience something brief but
important, such as procedural changes, price increases, policy additions, meeting
schedules, reminders for teams, or summaries of agreement terms, for example.

The Main Parts of Meeting Minutes

Many organizations use a standard template or a special format for keeping minutes, and
the order of the parts may vary.

Heading: - The name of the committee (or business unit) and the date, location, and
starting time of the meeting.
Participants: -The name of the person conducting the meeting along with the names of
all those who attended the meeting (including guests) and those who were excused from
attending.
Approval of previous minutes: -A note on whether the minutes of the previous meeting
were approved and whether any corrections were made.
Action items: -A report on each topic discussed at the meeting. This can include
unfinished business from the previous meeting. (For each item, note the subject of the
discussion, the name of the person who led the discussion, and any decisions that may
have been reached.
Announcements: -A report on any announcements made by participants, including
proposed agenda items for the next meeting.
Next Meeting: -A note on where and when the next meeting will be held.
Adjournment: -A note on the time the meeting ended.
Signature line: -The name of the person who prepared the minutes and the date they
were submitted.

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