Course:

Business Communication

Unit 3

Message Structure
 Table of Contents

3.0 LEARNING OBJECTIVES....................................................................................... 3

3.1 INTRODUCTION....................................................................................................... 3
3.2 PLANNING ................................................................................................................. 3
3.3 DRAFTING ................................................................................................................. 7
3.4 FINALIZING OR COMPLETING .......................................................................... 9
3.5 FORMATTING BUSINESS LETTERS .. ERROR! BOOKMARK NOT DEFINED.
3.5.1 Additional Parts of a Letter .............................................................................. 11
3.5.2 Punctuation Styles .............................................................................................. 12
3.5.3 Letter Formats ................................................................................................... 12
3.6 REPORTS .................................................................................................................. 12
3.7 BUSINESS PROPOSALS ........................................................................................ 13
3.8 MEMOS AND E-MAIL ........................................................................................... 13
3.8.1 Memo Format ..................................................................................................... 14
3.8.2 Email Format ..................................................................................................... 14
3.9 CHAPTER SUMMARY ........................................................................................... 15
3.10 REFERENCES/ADDITIONAL RESOURCES ................................................... 16

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3.0 LEARNING OBJECTIVES

 Structuring message for ensuring clarity of the message

 Understanding how to format systematic message for presenting business ideas
logically
 Analyzing format and layout of business documents
 Understanding how to shape arguments to write –reports-mails and project
proposals for the needs of targeted audience

3.1 INTRODUCTION
In the last unit, we studied sentence construction and appropriate usage of words for
effective communication. Now let us understand how to structure the messages in
business writing.

Written business communication involves three steps:

 Planning
 Drafting
 Completing or finalizing

Let us discuss these three steps in detail.

3.2 PLANNING

The first step in business writing involves understanding the situation that
prompts communication. The writer must find the answers of the following
questions:
 Who is my audience? Who will read this message?
 What does the receiver need to know?
 What action do I want the receiver to take?
 Am I introducing the new idea or the communication is part of
the ongoing dialogue?
 Has the receiver asked for specific information?
 Am I allowed to provide that information?

Once you know the answers to these questions it is easy to understand the purpose of the
message. The purpose could be to inform the receiver, to persuade or to collaborate with
the receiver. The purpose will decide the receivers‟ participation and your control over
the message. This is called the primary or general purpose. For instance, informing does

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not require much of participation from the audience. The audience after reading the
message will accept it or reject it. However, in persuasion the sender needs to give the
audience a chance to think and ask questions. The audience in this case has moderate
participation. In collaboration, the sender needs maximum audience participation.

The main idea in any message is the primary idea and the supporting ideas are the
secondary purpose. For example, the primary purpose of the internal communication
could be to document departmental growth for the year. The secondary purpose of this
communication could be to make the department staff aware of the contribution made by
them or to instill a pride of accomplishment among the staff.

After establishing the purpose of the message the next step is to analyze the receiver or
audience profile. While analyzing the audience the sender must find the needs of the
receiver, the knowledge level or understanding of the subject, his/her interests, attitude
and possible reaction. If you have more than one receiver, it is advisable to have this
information about all the receivers. An analysis of the receiver(s) will help you to
understand receiver‟s biases, emotional reactions, vocabulary and interests.

Once you understand the audience profile you can decide on the type of message to use.
The message can be sent as an e- mail, letter, memo or a report. The style and the format
is usually company specific. We will review a few standard formats later in this unit.

The effectiveness of a message also depends on the selection of the right medium. The
mediums can be:

Media Advantages Disadvantages Examples

 Meetings
 Only few can
 Interaction between  Presentations
participate
the sender and the  Telephonic
Oral  Cannot be verified
receiver conversations
later
 Immediate feedback.  Teleconferencing,
 It cannot be revised.
etc.

 Letters
 Can be planned  Cannot get
 Reports
 Can reach out to immediate reaction
Written  Memos,
people who are and feedback
 Proposals
geographically  Time consuming
dispersed;  Emails

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  Record can be
verified;
 Minimum distortion.

 Cannot be used as a
standalone medium.
 Can express Need to combine
complex information with oral or written
 Presentation
Visual effectively. medium.
 Reports
 Use requires
technical skills
 Difficult to transmit
and store
 Email,
 Quick delivery
 Privacy and security  Text messaging
 Can reach out to the
Electronic risks  Blogs
audience in various
 Can be overused.  Voicemails
parts of the world
 Video blogs
Table 3.1

The next stage of planning is to gather information, on the issue, that should help you to
assemble the message. The information can be gathered by discussing with others. By
reading reports and company documents, by talking to individuals from different fields
and/or company to get different viewpoints. Once you do that be sure that the information
you pass on is accurate, authentic and ethical.

The next stage is to select the plan the organization of the business message. The
business message can be deductive or inductive in nature.

Inductive Plan Directive Plan

To: To:
From: From:
Date: Date:
____________ Main Idea
____________ _______________
_______________
Main Idea ________________
____________
____________
Figure 3.1

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In an inductive plan supporting explanations are given before writing the main idea. This
usually opens on a point of agreement before going to the main idea. This kind of plan is
usually effective for negative information or for persuasive messages.

The directive plan places the main idea in the opening. The primary purpose is stated
right at the beginning with supporting information. It has been observed that the directive
plan is more effective than the inductive plan.

After deciding the plan, the ideas /content of the message should be properly organized.
Poor organization can lead to reader disinterest resulting in the message being ignored.

Read the letters given below:

Stanley Advertising Ltd

#302, Cox town
Bangalore
August 1, 2009

Jalpesh Ahuja, President

Synergy consultant
Mumbai 40001

Dear Sir,

As someone who has worked with your company for over 3 years, we
were very disappointed to see the documents you produced for our
latest publicity campaign. The terms in the written agreement are not
followed and will agree that there is a communication problem.

We would like you to send out the material as agreed or provide us with
a refund.

Yours truly,

(Signature here)

Neha Bhatia,
Director

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 Stanley Advertising Ltd
#302, Cox town
Bangalore
August 1, 2009

Jalpesh Ahuja, President

Synergy consultant
Mumbai 40001

Dear Mr. Ahuja,

As someone who has worked with your company for over 3 years, we
were very disappointed to see the documents you produced for our
latest publicity campaign.

As per the written agreement with you, we expected light blue leaflets
with fancy explanatory texts, but instead, we found that black and
white colors are used to create the leaflets. I think you will agree that
there is a communication problem here.

We would like you to send the leaflets as agreed by you, or provide us

with a refund.

Yours truly,

(Signature here)

Neha Bhatia,
Director

When you compare the two claim letters, you find that the first letter fails to give specific
details where as the second letter is more specific in pointing out the problem. The
second letter also states very clearly what action the receiver is expected to take. The
organization of thoughts is very good in the second letter. When the ideas are presented
in a sequence the receiver finds it easy to understand the expectations from the sender
and can take the appropriate actions.

3.3 DRAFTING
Once you have done the audience analysis, decided on primary and secondary purpose
and have organized your thoughts then you are ready for the next stage, which is drafting.
While drafting the message adapt to your audience. Using the “You” attitude helps the
audience to feel good.

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 1. To help us process the bill faster, bring the original copy.

2. Your bill can be processed faster if you bring the original copy.

Read the above sentences. The second sentence gives the reader a feeling that the
customer service executive is trying to help him, whereas, in the first sentence, the main
focus is on the organization and the process. When the business messages have words
like “I”, “We”, and “Us” the message sounds selfish.

Word of caution: Avoid using you or yours if it sounds too direct and dictatorial.

1. You failed to complete this on time

2. Let us figure out a system that will complete our tasks on time.

The other technique to show your interest in your audience is to follow standards of
etiquette in the message. When the written communication is courteous the sender is
opening new channels of communication with the reader. Sometimes your frustration
shows in the written messages but as you know it does not help you in any way.

1. You have delayed our order by a week, we need it immediately.

2. Our production schedule depends on the parts that we are

supposed to receive from you. As we have not received the delivery
from you there is a delay in the process. Please respond immediately
giving confirmed date of delivery.

The first message is too direct and might offend the receiver. The second message is firm
and assertive and demanding an action from the receiver.

While writing a business message one must evaluate the situation and alter the style of
writing, according to the situation‟s needs. In the business world, many times you have to
communicate bad news to the receiver. While writing such messages one must
understand the difference between being negative and delivering negative news.

1. Your handset cannot be repaired today.

Your handset will be ready by Friday

2. Renovation is going on, inconvenience regretted.

Change is inevitable. Change is good.

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In the first sentence in both the examples state what cannot be done. The focus is on
negative. Whereas the second sentence in both cases pitches a positive note, making a
positive impact on the receivers.

3.4 FINALIZING OR COMPLETING

This stage includes formatting, editing and revising the document. At
this stage the writer makes necessary final changes in the document. To
make these changes the writer may read the document aloud from the
receiver‟s point of view. Check whether the primary and secondary
purposes have been mentioned accurately. Also check if the
organization of ideas is effective or it needs some modification. At this
stage careful proof reading of the document is required. Checking of
spellings and grammatical errors should be done at this stage.
Formatting of the business documents should be done at this stage.

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3.5 FORMATTING BUSINESS LETTERS

1. Heading Company name,

Logo and address
Date
2. Inside Address

3. Salutation

4. Body

5. Complimentry close

6. Signature block

Figure 3.2

Standard parts of a letter: There are six standard parts in a letter – the heading, inside
address, salutation, body, complimentary close, signature block. Business letters are
usually written on the company letterhead.

The letterhead usually contains the name of the company, logo and the complete address
with phone numbers and fax numbers-mail address.

The date can be written as July 19, 2009 or 19 July 2009. The date is usually printed two
lines below the printed address.

The inside address includes all or some of these details: The receiver‟s courtesy title
(Ms./Mrs./Mr.), receiver‟s name, receiver‟s professional title, department name, company
name and receiver‟s complete mailing address with the pin code.

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 Mr. A.J.Rao
Director
Human Resource Department
Midas Touch Pvt.Ltd.
341/2, 3rd cross, 4th main,
J.P.Nagar, Phase III
Bangalore 560071

The salutation is the greeting at the beginning of the message. The salutation depends on
the relationship between the sender and the receiver. Generally you use the same name as
you will use in a face to face conversation. Use Ms. for a female receiver unless you
know the specific title. If you do not know the gender of the receiver, write the full name
without courtesy title, like - Dear P.D.Joshi.

Correct Incorrect
Dear Mr.Raghavan Dear Mr. Vellu Raghavan
Dear Sanjay & Sudha Dear Sharmas
Dear Customers Dear Gentlemen

Table 3.2

The body of the letter contains the main message. It begins after a double space below the
salutation. The complementary close ends the message.

In formal business letters a complimentary close like „sincerely yours‟ or „respectfully‟ is

used. In general business letters „sincerely‟ or „sincerely yours‟ is used.

In informal business letters, „sincerely‟ or „sincerely yours‟ is used as a complementary

close. There is a double space gap between the last line of the body and the
complementary close.

Signature block has the writers signed name and title. There is a four spaces gap between
the complementary close and the signature block. The sender signs in this space.

3.5.1 Additional Parts of a Letter

Apart from the six main parts, a business letter can have additional parts such as subject
line, attention line, enclosure notation and post script.

 Attention line is used to direct the letter to a specific person or department.

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  Subject line specifies the topic of the letter. The subject line appears above the
salutation.
 Enclosure (Encl): When any invoice or check is sent along with the letter that is
considered as an enclosure. The enclosure notation is usually mentioned below
the signature block.
 Carbon copy: The copy notation is used to indicate that the copy has been sent to
another person along with the receiver. The copy notation usually appears as CC
below the signature block.
 Postscript (P.S): A postscript is used to add a personal comment or an important
point.

3.5.2 Punctuation Styles

Two different styles of punctuation are used in business communication – mixed

punctuation and open punctuation. In mixed punctuation a colon is used after the
salutation and a comma after the complementary close. In the open punctuation format,
both these punctuation marks are omitted.

3.5.3 Letter Formats

The three main letter formats are:

 Full block Format: All parts of the letter are left justified.
 Modified block format: The date, return address, complimentary close and
signature block appear at the horizontal center of the page.
 Simplified format: The salutation and complimentary close are eliminated. The
subject line replaces the salutation. This format is generally used when the letter is
addressed to a company or the gender of the receiver is unknown.

3.6 REPORTS
There are two types of business reports - formal and informal.

Informal Reports

These reports are generally brief and often presented in the form of a memo or a letter.
Memo is used for sending information within the organization. Letter is used to give
recommendation and information to the individuals outside the organization. Progress
reports, periodic reports, and technical reports are all informal reports.

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Formal Reports: As the name suggests, formal reports are used for formal
communication.

Reports have the following parts:

 Primary parts: Cover page, title page, letter of authorization, letter of acceptance,
transmittal message, table of contents, list of illustrations, synopsis or executive
summary.
 Body: Introduction, main text, summary, conclusion, recommendations, notes.
The body of the report is the main document. The findings from primary and
secondary research are reported in the body. Visuals are also used to make the
report more reader friendly.
 Supplementary Parts: Appendixes, Bibliography, Index.

3.7 BUSINESS PROPOSALS

Proposals can be internal or external, formal or informal, solicited or
unsolicited.

 Informal proposals are usually in letter form for external purposes and in a memo
form when used internally.
 Formal proposals are very structured documents and have many features of the
formal report.
 Internal proposals are sent within the organizations to solve some issues or to
improve some facilities or change the procedures.
 External proposals are sent outside the organization to the government agencies
or to the customers or private agencies.
 Unsolicited proposal is prepared by the writer without being asked for. These
proposals are the analysis of another‟s problems and the design of possible
solution.
 Solicited proposal is created in response to a request. Solicited proposals can be
internal or external, formal or informal.

3.8 MEMOS AND E-MAIL

A memo is used for internal business communication. It is less formal
and short. Email is the electronic version of a memo mail. They are
generally used for inter departmental communication. The advantage
of using this medium is that many individuals can be informed at
once.

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3.8.1 Memo Format

The memo format is usually organization specific. The same format is used through out
the organization. The most important rule for memo writing is “keep it short and simple".
When writing a memo use simple words, short sentences and one idea paragraphs.

Company Name

Heading:
To:
From
Date Subject

Body

Figure 3.3

A memo does not have a complimentary close or signature block.

3.8.2 Email Format

To:

Cc:

Bcc
:
Subject:

All line of the e-mail begins from the left margin. In the” To” field the e mail address of the
individuals who are expected to take action are inserted, in the CC field the address of individuals
who should be informed about the action are inserted.

Figure 3.4

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3.9 CHAPTER SUMMARY
In the present day business world written communication is of utmost importance.
Written communication has its own advantages but it is a skill to be mastered to create
the right impact on the receiver. Most official written communication is formal and
therefore one must know the protocols to be followed. Business letters, memos, reports
and proposals are all documents which are used everyday in the business world.
Therefore it is essential for every employee to be aware of the formatting of these
documents. One can master the art of writing formal and informal documents only
through consistent efforts.

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3.10 REFERENCES/ADDITIONAL RESOURCES

1. Business Communication – Process & Product, Third Edition, by Mary Ellen

Guffey.
2. Business Communication Today, 9th edition, by Courtland l. Bovee, John V Thill,
Mukesh Chaturvedi.
3. Effective Business Communication, by A.C.” Buddy” Krizan, Patricia Merrier,
Joyce Logan, Karen Williams.

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