Bba - II semester Business Communication

Course code: 201

Unit 01 Introduction

Some important terms:

Communication: Most important foundation skill for anyone in the new world of work is the
ability to communicate. So far as communication is concerned, it doesn`t merely mean speaking
or writing or exchanging any message, it is actually much more than that. It involves ensuring
that your message has reached the target audience and receiver understands and responds as you
want them to. It includes both verbal and non-verbal communication.

Verbal communication: It is the communication through spoken and written words. Thus
verbal communication can be oral as well as written.

Oral communication may be in the form of face-to-face, interviews, telephonic, video-

conferencing, voice-mail, group communication, speeches and presentations.

Written communication may be in the form of letters, memos, reports, bulletines, magazines etc.

Non-verbal communication: It includes all messages other than those expressed in oral or
written words. The communication can be through facial expressions, postures, gestures and
other cues. Also called as “word-less communication.”

Mis-communication: An interaction between two parties in which information is not

communicated as desired. In this, the desired message is either not properly constructed by the
sender, transmitted through proper channel or not properly understood by the receiver due to
which the very purpose of communication is not fulfilled.

Business communication: The term used for all messages that we transmit specifically for
official purposes like running a business or conducting the formal affairs of organisation. It is
marked by formality as against the social and personal interaction.

Essentials of an effective business communication: An effective communication is most

important for the organisation. Whatsoever forms, channels, modes it may use, it has to made
communication effective. It can do so by following 7 scientific principles formulated by Francis
J. Bergin coined as 7c`s of effective communication. The list is not exclusive, but illustrative-
more can be added to it. According to Francis, communication should be:

1. Courteous: While communicating, it is necessary to be considerate, compassionate and

friendly. We should avoid becoming sarcastic, impatient, irritated or critic. Congenial
and healthy environment is essential for an effective communication. Following tips
should be considered to achieve courtesy in communication:
 Be sincere
 Avoid anger and extreme rupture
 Refrain from preaching
 Use positive words
 Avoid all discriminating words
2. Concrete: clarity and conciseness come with the use of concrete words. Use of figures,
facts, names,examples and vivid words add a special touch to expressions. The message
is remembered easily. In business communication, we need to be precise and factual.
Concreteness means opposite of being abstract and vague.
3. Correct: The message to be communicated should be correct in spelling, grammer,
format, contents, statistical information etc. Incorrect and inaccurate statements mislead
the reader, lower his confidence in the communicator and tarnish the image of the
organisation.
4. Candid: For effective communication, it is most imperative that the message to be
communicated should be straightforward and frank. It should not be indirect, multi-
vocal or untrue. If there is something which hinders the truth, it will lead to prejudices
and doubts about the sincerity of the communicator.
5. Clear: clear expression is a fine balance between familiar words and words that are
precise. Precision does not mean using jargon. Business requires the use of the right or
the expected word and not general words that might cause ambiguity. For clarity one
must know what kind of words the receiver will accept. Clarity not only means clear in
expressions but in thoughts too.
6. Complete: It is necessary for any effective communication. Incomplete message breeds
misunderstandings and misinterpretations which leads to further queries resulting into
 wastage of time and resources. Completeness doesnot only mean providing all necessary
information, including something extra but also how the matter has been put across to
the receiver of the message. The substance and style of the message must go hand in
hand.
7. Concise: This is a pre-requisite to effective business communication. Time is money in
business. Conciseness is achieved by eliminating all redundant words. It means
conveying the message in fewest possible words without sacrificing its completeness
and clarity. Concise messages appear more interesting to the reader, retains his attention
and also saves his time. For conciseness one should use one word substitution instead of
phrases without changing the meaning of the message.

Process of communication: Effective communication cycle involves seven important steps viz;

 Sender
 Message
 Encoding
 Medium
 Receiver
 Decoding
 Feedback

No communication cycle is complete without any feedback from the receiver.

Models of communication: Some significant theories which serve the purpose of understanding
the process of communication includes;

1. Bull`s Eye Theory(One-way communication model): This theory is based on the one-way
action (sender), doing something to someone (receiver). The sender plays an important
role who encodes the message with the help of arbitrary symbols. The doing skills of the
sender is for the purpose to change the behaviour of receiver, to be persuasive, sell or
help. It believes that words have meanings and right words should be used to convey
right messages in order to prevent mis-understandings. Mis-understandings are bound to
occur, but according to this theory, the sender has to play effectively and adequately.This
 theory implies only transmission part of the communication. It doesnot recognise the
message from recipient`s point of view. In short, the whole theory is in the favour of
sender where receiver plays a passive role.
2. Ping-Pong Theory(Two-way communication model): Also called as interaction or
interpersonal theory. It is based on the game of table-tennis which represents the turns
take place between sender and receiver. It is a complex theory of human communication
than one-way theory which represents the concept of linear feedback. In this theory, there
is linear cause and effect relationship. It implies giving and receiving information by both
parties. In short, both the parties involved play the active roles and infact without the
feedback from receiver, the sender is handicapped and the whole cycle of communication
remains incomplete and vague.

Types of communication:

 On the basis of organisational structure:

Formal communication
Informal communication
 On the basis of dimensions/flow:
Downward communication
Upward communication
Horizontal /lateral communication
Diagonal/cross-wise communication
 On the basis of medium:
Verbal communication
Non-verbal communication
 On the basis of size/number of persons involved:
Intra-personal communication
Inter-personal communication
Group communication
Mass communication

Modes of communication: The platform or the means through which the messages are
conveyed includes:
 Conventional modes Modern modes

Mail Telephone

Courier cellular phones

Hand-delivery fax machines

Telegraph E-mail

Telex internet

Typewriter Tele-conferencing

Principles of communication: These are some fundamental rules to be considered by both the
parties while communication.

1. Principle of clarity
2. Principle of feedback
3. Principle of informality
4. Principle of consistency
5. Principle of timeliness
6. Principle of adequacy
7. Principle of attention

Barriers of communication: There are some obstacles which give rise to many serious
problems in communication cycle. It includes:

1. Physical barriers
 Defects in medium
 Noise in environment
 Information overload
 Improper distance and time
2. Semantic barriers: Also called language barrier, means barriers arising from the different
meanings of words or other symbols. It includes:
 Use of vague words
  Use of ambiguous words
 Use of abstract words
 Poor vocabulary
3. Socio-psychology barriers: Barriers arise from motives,emotions,social values,different
perceptions etc.
 Premature evaluation
 Self-centred attitude
 Filtering
 Fear
 Distrust
 Poor listening
 Selective perception
 State of health
 Difference in dialect
 Status block
 Thought processes
 Use of voice and other body language
4. Personal barriers
 Lack of interest
 Emotional interference
 Poor state of health
 Lack of common knowledge
 Poor communication skills
 Self-image
 Wrong timing of message
5. Organizational barriers
 Organizational rules and regulations
 Hierarchical relationship
 Wrong choice of channels
 Non-conducting of staff meetings
  Too much dependence on written communication
6. Cross-cultural barriers
 Language
 Attitude and value system
 Concept of time and space

Strategies to overcome communication barriers: Following efforts should be made to reduce

the occurrence of various hindrances in order to make communication effective.

 Use of soundproof rooms for meetings and taking steps to control all physical noise at
work place.
 Make suitable seating arrangement and provide environmental comfort.
 Ensure proper visibility and audibility.
 Periodical review and re-organisation of communication network.
 Ensure clarity in emotional expressions.
 Explain the importance of message.
 Time your message carefully.
 Prefer the positive attitude.
 Develop trust and confidence.
 Use simple,precise and most suitable language.
 Avoid use of abstract things to communicate.
 Avoid polysemic words which create confusions.
 Try to feel yourself in others` role, values and frame of reference.
 Ensure attentive listening with full concentration.
 Join health and fitness centres to reduce stress levels.
 Provide assistance to comprehend the message clearly.

Unit 02 English communication

Intrapersonal communication: It means communicating within oneself. It is an internal

dialogue occuring within the mind of an individual. It is individual reflection, contemplation and
mediation. It may be clear or confused depending upon the individual`s state of mind. Message is
clear if the mind is free, silent and still or it is confused if the mind is in stress.

Interpersonal communication: This form of communication describes the interaction between

two persons/parties. It is personal, direct, face to face and intimate allowing for maximum
interaction and exchange of words and gestures. This form is more persuasive and influential
than any other form of communication.

Group communication: It is an extension to interpersonal communication. In this form, two or

more persons interact with each other in such a way that each influences the other. It occurs
when meetings are held for face-to-face discussions on issues that affect the lives or
performances of each member. Group communication takes place in the following forms:

a. Debate/group discussion
b. Meetings
c. Conferences
d. Committees
e. Panel discussions
f. Conventions
g. Seminar
h. Symposium

Speaking skills: It means the art of conveying information or expressing one`s thoughts and
feelings in spoken language. It is an interactive process of constructing meaning that involves
receiving information from the brain, processing it and then producing sounds. It is often
spontaneous, open-ended and evolving but speech is not always unpredictable. Good speaking
skill is the art of generating words that can be properly understood by the listener. Speech can be
monologue, dialogue or in the form of group discussion.

 Monologue: This type of communication describes a long and uninterrupted speech by

one person. This is the form of one-way communication. Usually a public speaker in a
public speech is involved in such type of communication.
  Dialogue: It is the participation of people in the search for common values and ideas as
they deal with problems of joint concern. It is a conversation between two or more
persons with a view to reaching an amicable agreement. It seems to enlighten the people
that this is the better way to solve problems than raising an argument or fighting battle.
 Group discussion/debate: The term is used to refer to a situation in which a small
number of persons meet face to face and, through free oral interaction, exchange
information or attempt to reach a decision on shared problems. One best advantage of it is
that there is a self-imposed discipline on the discussion and greater responsibility on
participants for making it useful.

Interview: It is a meeting between two persons with a specific purpose. It may be defined as
any purposeful interpersonal communication between two parties. In terms of structure and
format interviewing is more formal form of dyadic communication. However, an interview
situation may consist of one interviewee and several interviewers and vice versa.
There are various types of interviews ranging from one conducted by a journalist for newspaper
reporting to that by a psychiatrist with his patient. It is the purpose which defines the type of
interview. However, there are some significant but general types of interview which were
produced by Myers and Myers viz;
 Informational interview
 Problem-solving interview, and
 Professional interview

Essentials of an effective interview:

 Interviewers should not begin the interview without the thorough study of the relevant
data of the candidates`s application.
 Interview should be of a certain status, standing and experience. It should possess the
working knowledge of such topics as individual personality, differences,dynamics,
human traits etc.
 It should be sympathetic but impartial.
 An interviewer should know what traits are more accurately assessed during interview
like; intelligence, emotional balance, confidence etc
  The candidate should be allowed to talk extensively so that he gets a room to express his
views without any hesitation.
 Interviewers should cover the factual information which should force the main objective
of the interview.
 There is a definite purpose and it should be known to both the parties.
 Both the parties need to prepare for the communication event.
 An interviewer should refrain from passing too quick a judgement before all the relevant
facts have been gathered and evaluated.
 An interviewer should avoid unnecessary talks.
 An interview should be made more valid i.e; the interviewers should guard themselves
against being unduly prejudiced or coloured their own personality or set theories.

Interview style: An effective interview depends largely on the style, among other things.
Interview style means “the degree or level of patterning of the interactions between interviewer
and interviewee. The style can be formal or informal or combination of both.”
On the basis of practice, the styles of interview are as follows:
 Direct interview
 Indirect interview
 Patterned interview
 Stress interview
 Depth interview
 Board/panel interview
 Group interview

Public speech: It is the art or skill of speaking usually by a single person to the public at large. It
is the process of performing an oral presentation (speech) focused around an individual directly
speaking to the live audience in a structured, deliberate manner in order to inform, influence or
entertain them. It is commonly understood as the formal, face-to-face talking of a single person
to a group of listeners. The basic objective of speech is either to motivate, to inform, to entertain,
to compel or to convert. As Emerson has rightly said, “Speech is power: speech is to persuade, to
convert, to compel”.
Essentials of a good speech:
 Taking care of the six cardinal questions;
a) What to say?
b) Why to speak?
c) When to give speech?
d) How can I best convey my message?
e) Where have to speak?
f) Who is my audience?
 Be clear and organised
 Be simple and brief
 Furnish concrete details
 Cultivate effortless grace and naturalness
 Be informal
 Mind your non-verbal language
 Remember that facts and figures are not enough
 Enrich your mental equipment
 Be enthusiastic
 Control your emotions, but make an emotional appeal
 Share your significant experiences/expertise with your listeners.

Summary: A summary or precis is a condensed version,usually one-third of the length of the

original piece of writing. The object of the summary (precis) is to give a short but accurate
account of what the original writer has said without changing or adding to it in any way. The
writer of a summary is in the position of a reporter, not a commentator. He must not change the
content of the passage in any way. What the writer has said must be summarised exactly. The
original sense of the passage must not be distorted by additions or omissions or by leaving out
any essential information.
Following steps should be considered for learning summarising skills:
1. Read the passage carefully, mark the difficult words.
 2. Write down atleast one word to say what the passage is about. The title is to be built up
and framed around this word.
3. Derive the meaning of the difficult words by reading the sentences in which they occur or
use a dictionary if possible.
4. Read the passage again and take notes of the main points as you read.
5. Expand the collected main points into full sentences in simple, clear style in your own
words and sentences.
6. Make a rough draft of such sentences.
7. Count the number of words and keep it in your mind that the length should not exceed
one-third of original passage.
8. Revise the precis carefully to make sure that; no important point has been left out, and it
reads like a good composition.
9. Frame the title.
10. Make a fair copy with the title written at the top. Write the number of words used in the
precis, at the end.

Reading and comprehension skills: Reading is a significant process which involves not only
the use of eyes but also the mind. It is the process of brain where one looks at the symbols on a
page and his mind sees the patterns of characters and understands the meaning in them. At the
surface level it is a visual discrimination but on a deeper level it involves evaluation and
interpretation. Reading is a dynamic activity based on competence and memory, done with a
specific purpose and essentially comprehensive.
On the basis of the objectives, reading skill has been categorised into three basic types viz:
 Reading for specific purpose
 Reading for self development
 Reading for entertainment
Moreover there are various other methods of reading which includes:
 Skimming/ browsing method: Used to give a general overview of what a book contains.
 Scanning method: Used to get the main idea in an article, to check the index and looks for
specific facts. It gives an idea of the main gist of the material.
  Speed reading: Used to follow the sequence of events, helps in getting an overview. It
gives the general idea of the material. Reader is very speedy with around 250 words per
minute.
 Study reading: Used to critically appraise and understand the material contained in an
article or a book. It gives in-depth understanding. One reads slowly, about 50 to 70 words
per minute.
Understanding close reading comprehension
Reading comprehension is a complex skill that requires an active interaction between text
element and reader. Comprehension is the ultimate aim in reading. Understanding the
comprehension processes is critical for everyone. To improve the comprehension skill, one must
read different texts independently, try to understand them and answer the questions written at the
end of the passage. Comprehension skill enables the reader:
 To read efficiently and quickly.
 To understand the meaning of the text.
 To prepare summary which represents the accurate picture of the theme of the text.
 To become more knowledgeable.
 To become more creative by associating different ideas and information.
To improve and enhance the comprehension skill, there are some strategies which need to be
followed:
 Read the passage first to understand the overall idea or the central theme of the passage.
 Re-read the passage critically to understand the meaning lying behind the verbal text.
 Be aware what to understand and identify it quickly.
 Concentrate on the text and think about the text.
 Create images related to the content and make their visual representations in the mind.
 Try to understand the ideas that the writer is trying to convey through the words in the
text.
 Understand how the central idea is developed in a text.
 Practice the skills of reading on continuous basis. There is no substitute for continuous
and conscious practice.
Para-phrasing: para-phrasing means the re-statement of a text in different words, often to
clarify meaning. It means the re-wording of something written or spoken by someone else. It
expresses the meaning of written or spoken material by using different words, especially to
acieve greater clarity.

Unit -03 Channels and Group communication

Media/channels of communication: It refers to the vehicles, instruments or channels through

which communication is delivered, transmitted or channelised. In addition to the verbal
communication media like face-to-face conversation,telephones, E-mail, fax etc, there are
numerous non-verbal communication media as well which includes; face expressions, body
movements, postures, gestures and other cues as well. But non-verbal communications are not
formally used. The formal media of communication are divided and discussed into two broad
categories viz; Oral communication and Written communication.

Choice of channels/media approaches for effective communication:

Although each channel of communication has its own pros and cons but it is worth to be noted
that no single channel is absolutely good in all circumstances. The choice of the communication
media depends upon number of factors like the derived speed, amount of information, cost-
effectiveness etc.
 If the purpose of communication is to collaborate; give an informal, relatively
unstructured oral presentation to a small group.
 If the purpose is to celebrate an important public occasion; give a prepared speech to
large audience.
 If you need a permanent record, prepare a written message like;
 Send a letter if your message is relatively simple and the audience is outside
the company.
 Send a memo is your message is relatively simple and audience is inside the
company.
 Write a report if your message is objective and complex.
 If you need to communicate quickly, choose electronic communication like;
  Use voice-mail if your message is short and clear.
 Use tele-conferencing for information and meetings.
 Use videotape for sending motivational messages to a large number of people.
 Use fax machines to overcome time-zone barriers.
 Use E-mail for speed, lower cost and increased access to other employees.
 Use computer conferencing to focus attention of idea instead of status.
 Use oral communication when message requires a personal dimension, quick feedback
and urgency.
 Prefer written communication when the message is very formal in nature and in case of
complicated messages to be conveyed with pinpointing of responsibility.
 If the purpose is to motivate or to receive the immediate emotional response ; prefer face-
to-face oral communication.

Group communcation: In this form of communication, two or more persons interact with each
other in such a way that each influences the other. It occurs when meetings are held for face-to-
face discussions on issues that affect the lives or performances of each member. It is the form of
oral communication. Group communication takes place in the following forms:

a. Debate/group discussion
b. Meetings
c. Conferences
d. Committees
e. Seminar
f. Symposium
g. Panel discussion
h. Convention

Group communication through committees: Committee is a group of people, either appointed

or elected, commuted with certain task or matter.

Group communication through conferences: A conference is people`s large gathering for

consulting, discussing certain matters and exchanging views, experiences or informations. This
is usually focused on a particular theme. It is a closed group discussion. The discussions usually
results in a set of suggestions or recommendations on the central theme of the conference. The
participant and subject-matter spectrums are wider than those of seminars and symposium. The
participants have to register for attending it.

Group communication through meetings: A meeting is any focused conversation of members

that has a specific purpose which is mentioned in its agenda. The meetings require proper and
timely notice along with agenda, quoram(minimum attendance), chairman and formal record of
the proceedings(minutes). Every meeting is result-oriented and therefore the discussion is
directed towards a common goal. The typical purposes of helding meetings include:

 To convey information to a group at a time.

 To give and get new ideas.
 To get immediate reactions to new ideas, proposals and plans.
 To resolve conflicts, confusions and disagreements.
 To generate enthusiasm and a positive attitude.
 To discuss and solve problems.
 To arrive at widely accepted decisions.

Group discussions/debate: The term is used to refer to a situation in which a small number of
persons meet face to face and, through free oral interaction, exchange information or attempt to
reach a decision on shared problems. One best advantage of it is that there is a self-imposed
discipline on the discussion and greater responsibility on participants for making it useful.

Seminar: It means a conference for discussion on training on a specific subject. It refers to the
discussion in a group in which the result of original research or advanced study is presented
through oral or written reports. Generally one person presents a lead paper incorporating his
findings and then, there is an in-depth discussion on the material presented. Its main purpose is to
share knowledge and get the viewpoints of equally well-informed persons.

Symposium: A meeting or conference for discussion of a topic, especially one in which the
participants form an audience and make presentation. In a symposium, a small group of experts
or well-informed person discuss different aspects of a problem for the benefit of an audience.
Each speaker is allotted a certain amount of time for his presentation. Though it is formal, an
element of spontaneity is introduced through audience participation.

Convention: It is generally a fellowship meeting of a closely linked fraternal group. Usually

more structured and only matters of professional interest are discussed. The term is applied to
professional gatherings held by companies, societies, associations etc.

Panel discussion: It refers to the process of cooperative thinking. It may be followed by a

session in which questions are put to the panel members by the listeners. Each member speaks on
the announced topic(question). It is perhaps best suited to public discussion programmes on
radio and TV.

Business correspondence: It refers to the ways and means(simply letters), for a business
organisation, to create a relationship with the outside world and a business letter is a form of
communication written by an authorised person of an organisation. What distinguishes it from
other forms of communication is its structure, layout and form which are well established by
convention and practice. It has a definite and specific purpose like any other form of
communication. Infact, in writing a letter you perform two functions. One, is to achieve the
specific purpose of organisation and second, is to create a friendly relationship with another
organisations. Writing a successful letter requires:

 A deep perception of human nature.

 A clear understanding of the psychology of man.
 A discerning eye to judge the attitude of the respondent, and
 An ability to anticipate the reaction of the receiver.

Structure of business letter: The structure of a business letter has a number of elements or
parts. The following seven elements, also called as compulsory elements, normally appear in
every letter: heading, date, inside address, salutation, body, complimentary close and typed
signature. Optional elements include: our`s reference, their`s reference,attention, subject,
identification marks, enclosure.
Layout and form of business letter: each letter is an ambassador of goodwill for an
organisation, so it should have a neat and clean appearance. First of all, the paper used should be
of good quality, typewriter should be cleaned frequently so that typing can be clear and bright.

The letter should have a picture-frame look that is why it is advisable to leave a margin of 2.5cm
on the left-hand side, 2cm on the top and bottom and 1cm on the right-hand side of the page. Try
not to break the word at the end of the lines most frequently. Two spaces should be left between
elements and paragraphs and single space between the lines.

The envelope should be neatly typed containing the full address of the receiver and the sender. It
creates the first impression on the receiver.

The following forms are generally used for writing business letters:

a) Indented form
b) Block form
c) Full-block form

Types of business letter:

1. Sales letter: sales letters are the part of publicity and advertisement campaign. They
perform salesman`s function of educating and persuading customers. First and foremost
requirement before writing sales letter is to identify the reader`s interest and needs, and
the thorough knowledge of the product or service offered. As customer is not buying the
product or service but the benefits of them. The purpose of every sales letter is to convert
the reader into a customer.
Few guidelines for a good sales letter:
 Catching the reader`s attention through an attractive opening.
 Arouse interest in your product.
 Present reader benefit information.
 Induce him to take action.
 Close with a clincher sentence.
2. Agency letter: Doing business on behalf of principal by the agent is termed as Agency
business. The principal(manufacturer) appoints agents to sell their products on
 commission basis. Along with payment of commission, expenses incurred by agent are
reimbursed by the principal. The principal appoints agent by giving an advertisement and
then prospective candidates apply by writing letters to the principal, all terms and
conditions are expressed through written communication.
In case applying for agency consider the following points:
 Make reference of the advertisement or other source about the manufacturer`s
desire to have agency.
 Explain the financial standing of your business.
 Explain that your taking up of the agency in the region will be beneficial for the
principal as well as for you.
 Mention your business contacts, storage,and distribution facilities,
showrooms,etc.
 Explain your terms and conditions regarding commission, bearing expenses, etc.
 Conclude the letter with hope to get favourable reply from the manufacturer.

In case of offering agency as principal;

 Explain the merits and market of the product.

 Explain the potential growth of the product in the region.
 Mention the terms of agency that will benefit the agent viz; commission, bearing
of expenses, etc.
 Persuade the agent to handle the product and the market.
 Mention other terms of trade like payment of advance, area to cover, period of
agreement, etc.
3. Enquiry letter:It refers to the buyers` enquiries about goods and services. A letter of
enquiry is written to seek information from other organisations. It is customary that for
the purpose of finding cheapest and best source of supply of required goods, the potential
customers inquire and invite quotations from possible sellers. For such inquiry, letters are
written for asking information about product price, terms and conditions of sales,
availability of particular good, etc. It may be routine, in response to advertisement or at
one`s own initiative. Its form varies with the type of product or service. Each enquiry
letter should be drafted keeping the following points in view:
  Indicate the nature of the enquiry in the beginning.
 State reasons/purpose of enquiry.
 Use direct and straightforward approach with confident and positive tone.
 Clearly state what information you are seeking.
 Request for catalogue, price list or sample of desired goods.
 Ask terms and conditions regarding discounts, credit, packaging etc
 Express your gratitude for the time reader has spent in reading it.
 Close with a statement which would elicit quick response.

Reply to enquiry letter:It refers to the sellers` replies giving information and quotations.
Always give prompt attention to an enquiry and make every effort to work it up to an order.
Reply to enquiry must do a sales job. Tell the potential customer what else he wants to know,
and for this one needs strong persuading skills. When you send a brochure, catalogue or
samples,send this reply letter with it. You must be very honest and straightfroward in discussing
the advantages of the product.

4. Orders and executions:After making inquiries from various sources and receiving their
quotations, the purchase committee selects the supplier and places orders with him.
Orders can be placed through telephones or telegrams etc. but they should be followed by
the letters as well. Orders placed by letters by the buyer should:
 Give full details and quote catalogue numbers, if any.
 Give full description of the date of delivery, mode of transportation, etc.
 Confirm the settled terms of prices and payment.
 Thank the supplier for his quotation.
 Ask for after-sale services, if needed.

Sometimes a standardized printed form is used for placing regular and routine order.
Such consists of all necessary information and instructions for the seller.

The receipt of order should be acknowledged in cheerful and pleasant way. As this
acknowledgement is the legal acceptance of the contract. While writing letter of
acknowledgement/reply to order/execution of order, following points should be taken into view
by the supplier:
  Thank the party for his order.
 Mention the time when goods will be dispatched.
 State the total amount of invoice and attach its copy with letter.
 Specify the mode of dispatch or transportation.
 Maintain a pleasant and personal tone throughout the letter.
 Express the hope that the quality of goods will satisfy the customers` needs and
requirements.
5. Complaint letter/claim letter: In business life, despite being very careful and conscious,
persons usually make mistakes. A letter written to bring these mistakes to the notice of
the responsible people is called as complaint letter. The purpose of writing complaint
letter is : (a) to inform the supplier about defects, deficiencies or delays and (b) to get the
fault corrected or to get compensation. It requires great care to write a complaint letter
that not only could settle the claim but also can preserve the cordial relationship between
the parties. So while writing complaint letters:
 Make accurate and clear description of the mistake or deficiency.
 Be factual, concise and exact in desription.
 Explain the implications of the problem, loss of business, interruption in
operations and inconvenience faced by the company.
 State the desired steps to rectify the problem.
 State the reference number to the order, if any, its date and time.
 Don`t attribute faults to anyone unless you are absolutely sure.
 Don`t lose temper, resist the temptation of accusing others for their carelessness,
negligence and inefficiency.
 Don`t use offensive words like; dishonest,false, disgusting, cheap etc
 Avoid threats, and veiled hints about the legal or other action, if the claim is not
settled promptly.
 Close the letter with formal request that the supplier will respond positively.

Adjustment letter: A reply letter written to take action on complaint letter is called adjustment
letter. The complaint letter should be replied in the form of suitable adjustment letters so that
clientage is not lost and the goodwill of the company is not damaged. The main purpose of this
letter is to handle the customer`s complaints while being fair and friendly, restore his confidence
in the organisation and the product, and to make him sure that the problem will be resolved
promptly. Following points to be considered while writing an adjustment letter:

 Convey the good news first, the adjustment you are offering or the action you are
taking.
 Admit the fault frankly without any excuse, otherwise it may harm the image of
the company and can affect its profits and sales.
 Explain why things went wrong, if the situation warrants.
 Grant them adjustments in clear terms and if refusal is to be made, offer an
alternate solution.
 Regret the negligence in sincere words and assure that it will not occur in future.
 Give additional information for the same product or send new sales material about
any other product in which the customer might feel interested.
 Close the letter with positive statement expressing hope that the customer will
enjoy the good services in future.
 Address your letter to the claimant by name.
 Get the letter signed by some senior officer of the company.

6. Status enquiries and credit letter: buying and selling on credit are most common in
modern businesses. The sellers offer credit with the objective of accelerating their sales
but at the same time they want to get buyer`s assurance of making payments within
specified time. For this purpose,he writes lettrs to other businessmen,dealing with him, to
enquire about buyer`s character, capacity, capital,reputation etc. These letters are called
status enquiry letters.

Credit letters are written for requesting grant of credit by buyer, granting or refusing credit by
seller. A letter granting credit can be written in polite and straightforward manner. But the letter
refusing credit demands utmost tact and diplomacy to retain relationship and goodwill.

Points to be considered for making enquiries about credit(status enquiry letter) include:

 Name and address of credit applicant stating that their name has been given as reference.
  Amount and period of credit requested.
 Request for information on specific points like; amount and period of credit allowed by
the reference, details of delay in payment by customer and also opinion on the
advisability of the proposed transaction.
 Offer to help in return in similar situations and promise to keep the given information
confidential.

Tips while giving status information about customers:

 Reference to inquiry indicating name (or enclosed slip with name) and length of business
relation with the customer.
 Information about personal experience; general market opinion.
 Reminder that information is given in confidence and should be treated with the utmost
discretion.

A letter containing a request for credit should:

 Explain about the product or goods to be purchased.

 Place the order with indication of arrangement of credit.
 Supply references for enquiring about the reliability and promptness of payment.
 Promise to supply further information to establish a financial credibility.

The letter granting credit should:

 Statement that credit is approved.

 Information about regular terms and conditions of credit.
 Promise that order will be executed immediately.
 Mention that the credit references have been obtained.
 Express hope of better continual relations.

The letter refusing credit should:

 Statement that enquiries related to credit are complete.

 Explanation of what seems to be strengths and what are the weaknesses of cusomer`s
position.
  State your decision of refusal,with apology, after explaining the situation with objective
reasoning and facts.
 Offer an alternative solution or a time when the customer can apply for credit privileges
again.
 Express your readiness to discuss the matter further in person or over phone.
 Expression of confidence that the customer will understand the situation.
 Close the letter with positive note suggesting the customer to buy on cash basis until
another application for credit is considered.

Unit 04 Writing skills and strategies for effective communication

Types of non-verbal communication:

Kinesics: Also termed as body language. All our bodily movements, gestures,eye movements,
postures, facial expressions, etc. are guided by our feelings and thought processes. All these
movements are signals that our body sends out to communicate. This area of study has been
termed as kinesics. Kinesics also includes general appearance, clothing, accessories worn or
carried in the hands, voice, and so on. It is indispensible factor in oral communication in face-to-
face situations.

Para-language: The non-verbal aspect of the spoken word are known as paralanguage. It
includes the qualities of the voice, the way we use our voice, as well as the sounds we make
without uttering words. The term is also used to describe a wide range of vocal characteristics
like voice-tone, pitch, pauses, volume, speed and other vocal cues which help to express and
reflect the speaker`s attitude. Sounds like Mmmm, Er-er are used to convey that the speaker is
hesitating to say next word. Sounds like ahem!, oh-oh! Etc. are used to convey various ideas and
emotions. Such language is called paralanguage.

Time-language: time language is the study of how we use time to communicate messages. Time
language is also termed as Chronemics.

The meaning of time differs around the whole world. Some people are pre-occupied with time
and others waste it regularly. People who waste their own time and other`s time indicate that the
person is inefficient and disorganised. Punctuality is an important factor in time communication.
To communicate right message at right time creates positive impression and a sense of
responsibility for the communicator. Moreover, it generates respect and goodwill in the society.

Colour: colour is an important and powerful means of communication. Matters of life and death,
as in traffic signals, are conveyed by colours. It is also used for classification and identification
of different products and materials in industries. Different coloured carbon copies are used to
make a distinction in copies meant for different departments, teams have different colour of their
uniforms for their unique identification, different countries have their colours on their flags, etc.

Colour also has a psychological effect. The state of mind of employees is influenced by the
colour of their surroundings. Pleasant and cool colours have positive impact while as dark and
gloomy colours are known to reduce productivity.

Notes making: it is a systematic process of writing down the information in concise and
condensed manner while reading the text in newpapers, magazines, and internet or listening to
other persons in meetings, conferences, TV programmes, etc. Notes are the precise written
record that act as an aid to memory.

Purposes of notes making:

 To have the concise but complete records of the written text or listened lecture or
message.
 To force oneself or others to listen carefully and critically what is being said.
 To have concise outline of the most important points and ideas and opinions.
 To have an excellent source of review.
 To have a readymade aid for comprehension and retention.
 To gather bits of information from many sources and pool them towards a common
objective.

Notes taking is an important part of the whole process of notes making. There are various
methods of notes taking which are commonly used:

1. The Cornell method

2. The Outline method
 3. The Mapping method
4. The Charting method
5. The Sentence method

Tips for notes making:

 Do not write down everything that you read and listen.

 Keep notes in order and at one place.
 Be alert and attentive to the main point of the lecture or text. Concentrate the attention
upon that main point and forget the other irrelevant details.
 Use key words or very short sentences to write the notes as it will help to save time.
 Take accurate notes. Use your own words to express the thought of the speaker or author.
 Apply uniform system of abbreviations and punctuation marks that will make sense for
you.
 Omit descriptions and full explanations.
 Keep your notes short and to the point.
 Don`t worry about missing a point, focus your attention on the continuing lecture.
 Review and revise the notes and add extra points and spell out unclear terms to ensure
that notes make complete sense.

Report writing: A report by definition, is a “ statement describing what has happened” or

“describing a state of affairs”. It also means an account given or opinion formally expresses for
specific purpose after proper inquiry, investigation and consideration of facts affecting the
situation. In business world, report is “an objective and planned presentation of facts to one or
more persons for specific business purpose.”

Features of business report:

1. Objective: It means report is free from prejudices, personal biases and oreconceived
ideas. It is impartial and factual.
2. Communication: it is one of the ways of communication that involves transmission of
meaning and understanding within the organisation.
3. Factual : it is based on facts collected with open sensory receptors and analyzed with high
ethical standards of thinking.
 4. Business purpose: report always serves some specific purpose. They are not designed for
the sake of writing.
5. Orderly: it is not a casual exchange of information, rather it is carefully planned, prepared
and presented message.
6. Comprehensive, concise and complete.
7. Logical : it is always in a systematic order.
8. Coherent: reporting is devoid of all cliches.

Types of business reports:

On the basis of legal requirement:

a) Statutory reports
b) Non-statutory reports

On the basis of frequency:

a) Routine reports
b) Special reports

On the basis of formality:

a) Formal reports
b) Informal reports

On the basis of functions:

a) Informational reports
b) Analytical reports

On the basis of subject matter:

a) Marketing report
b) Accounting report
c) Production reports
d) Sales report, etc
On the basis of writers:

a) Individual reports
b) Committee reports

On the basis of length:

a) Short report
b) Long report

Short reports:

 Short reports are written in lesser formal coherence plans.

 Addressed more with personal touch.
 Presented with lesser introductory material

Long reports:

 Long reports are written in more formal style of writing.

Techniques of report writing: Leo Jones and Richard Alexander have put it very succintly that
a report can be best written by following the below technique.

A. Assemble the material

1. Collect all relevant material notes, documents, etc.
B. Plan the report
2. Consider the purpose of your report; who is it for, why does he/she want it, how will
he/she use it?
3. State the aim and emphasis of the report briefly.
4. Decide what information is important and what is irrelevant.
5. Arrange the points of information in a logical sequence and in order of importance.
Make rough notes.
6. Draft a working plan on a separate sheet of paper.
7. Decide where you might need illustrations or diagrams.
C. Draft the report
8. Write the introduction; state the subject, state the purpose, summarize your findings.
 9. Write the body of the report.
10. Write the conclusion and recommendations.
11. Summarize the report in a sentence.
D. Edit the report
12. Examine the draft. Does it do what the report is expected to do?
13. Check your grammer, spelling, punctuation and style.
14. Read the text aloud to yourself or better to someone else.
15. Check your illustrations.
16. Finally, if possible, let someone qualified to give constructive criticism look at your
draft.

The letter style report:

The letter-style report is usually written on the company headed paper which is used for internal
communications. Though written in paragraphs like an ordinary letter, it carries no salutation and
only a signature without any subscription. Thus a report is used for more lengthy and detailed
communications than a memorandum would cover.

Documenting report writing:

Reports as a means of gaining and giving information may assume numerous structural forms
depending upon the customs and convenience. There is no standardized format, but countless
variations in its physical arrangements. These variations are according to purpose, scope, and
contents of a report. Thus the structure of the short reports usually contains:

a) Terms of reference
b) Methodology of collection of information
c) Findings and interpretations
d) Recommendations

But long formal reports need much attention in designing the structure, hence contains:

A. Prefactory part
i. Cover
ii. Title page
 iii. Authorisation letter
iv. Forwarding letter
v. Preface
vi. Forward
vii. Acknowledgement
viii. Table of contents
ix. List of illustrations
x. Executive summary
B. Main body
i. Introduction
ii. Analysis and description
iii. Conclusions
iv. Recommendations
C. Back matter
i. Appendices
ii. References
iii. Bibliography
iv. Glossary
v. Index

Applications for employment:

Drafting an application for employment and preparing a resume to be sent along with it or
independently are among the most important writing skills. In a way an application letter is like
a sales letter. Only a difference is that sales letter aims at selling a product or service and
application letter aims at selling a person or his ability to work. Both letters are persuasive in
nature and induce an action on the part of the recipient.

On the basis of formats/ways of presentation, applications for employments can be divided into
the following categories:

a) Application letters/letter-style applications

b) Applications enumerating the particulars of the applicant`s qualifications,etc.
 c) Applications in the form of covering letters accompanying resume
d) Applications on prescribed form.

Here we are supposed to discuss only one category i.e, applications in the form of covering
letters accompanying resume.

The covering letter:

The covering letter accompanying resume is as important as the application letter. Infact, it is
itself an application, short and sweet, telling the recipient that all the details are attached to it.

The covering letter,simply because it is supposed to tell or inform the employer about the
details/particulars enclosed is not supposed to be a dull or lifeless note. On the other hand, a
well-drafted covering letter reflects the personality of the writer, attention to detail,
communication skills and enthusiasm. Coupled with resume it helps the prospective employer to
decide whether to invite the applicant for an interview or not. The applicant, therefore, must take
care of the following points while drafting it for his resume:

a) Use of a standard quality paper.

b) The letter must be typed or word-processed unless the employer specifically asks for a
handwritten application.
c) The name and address of the employer must be carefully written.
d) The source of the information regarding the vacancy must be mentioned.
e) The applicant must express desire to be considered for the position.
f) He must express enthusiasm and optimism towards receiving a favourable reply from the
employer to discuss more details in an interview.
g) He must use an active and positive tone.
h) He must mention that the resume and other papers,if any, are enclosed.
i) If the employer has given only a box number, the covering letter must be addressed to
“The Advertiser, Box No………”
j) The style of the covering letter should be formal.

Resume/curriculum vitae:
C.V./ Curriculum Vitae/Resume as it is called in American English. Almost all job
advertisements ask for resume or C.V. or bio-data of the applicants. Particulars/personal
details,Data-Sheet, Vitae sheet are some other terms used for this important enclosure going
along with the covering letter.

Different advertisers ask for the applicants` details in a particularly specified way. There are
generally two kinds of resume –the general purpose resume that fits a number of companies and
jobs, and the personalized or specific purpose resume that fits one company and one job.
Whatever the type of resume is, the following details are common to all:

a) Personal particulars
b) Career objectives
c) Academic qualifications
d) Additional qualifications
e) Experience,if any,stated in the following order
 Functional resume: emphasizing the skills and talents of the applicant.
 Chronological/traditional resume: emphasizing work experience listing job
descriptions.
f) Additional information that may include anything worth mentioning, languages known,
professional membership, etc.
g) References.

The physical layout of the resume is very important because there are so many things to be
presented on paper. Whether the applicant can and should be considered for appointment
depends entirely on the resume. And the recipient`s patience level is not very high as he has to
look through enormously large number of applications and resumes. A resume must,therefore, be
attractive, comprehensive, and compact. A lengthy resume can, however, be justified if the
applicant has important, clearly specified, and easily verifiable facts to put before the employer.