UNIT 1 BUSINESS-NETWORK OF COMMUNICATION

Structure

Introduction- Dependence of business on communication

The concept of Business network
Variety of Media in Communication
Variety of Communication Tools
Objectives of Communication
‘Knowledge’ in Communication
Skills needed in Communication Listening
Values’ supporting communication
Being Passionate
Features of Business Communication
Summary
Keywords

INTRODUCTION- DEPENDENCE OF BUSINESS ON COMMUNICATION

Business involves in society as the main agency providing goods and services. Thus community
has to be aware of businesses that exist around it. The community must know what goods and
services are available and business must know who can be their customers. Thus this need is
mutual. It is in the interest of business that it communicates and it is in the interest of the
people that they should be aware who can give them goods and services. In a way there is
interdependence of each other and such an exchange must be supported by communication.
Without communication business is not possible. The success of business in a way depends on
how it conducts an activity called communication.

THE CONCEPT OF BUSINESS NETWORK

There must be a link between business and society if both are to exist. The principal link
between business and society is established through communication. Lot of individuals and
business units, need to come together to form viable and working link. It is not guided by
hierarchy but parallel, complementary, supplementary, crisscross and one-to-many
relations which can be fittingly described as a network with multiple relations. In a
network everyone is connected directly or indirectly and thus forms a huge network
organization. The only thread available to it to keep in form and shape is
communication. Thus communication is heart of business network. If there is no
communication this network will fail. Business communication is network based.

VARIETY OF MEDIA IN COMMUNICATION

If one has to make any organized activity possible, it cannot be done without
resorting to communication. This communication can take shape of signs, even
silence, words-spoken or written, pictures, sounds, even fragrance and by arranging
supporting environment. ‘Signs’ is an unspoken language, while silence also
amounts to communication if receiver of communication can understand the
communicator. Long silence, for example, expresses displeasure on part of the
communicator. Others such as spoken or written words, pictures are self-
expressive. Sounds not representing words, fragrance and supporting environment
all express a mood of communication. All these are media used to communicate
and thus we have range of media to communicate. Thus making right choice of
media is important to communicate.

VARIETY OF COMMUNICATION TOOLS

Ability to speak and ability to hear are enough if people are opposite to each other,
Seeing eye to eye. This is simple and direct communication.. But if there is a
distance between the communicator and the listener one has to use long distance
tools such as mail, telephone call, E- Mail message, fax, etc. and create technical
capabilities to reach words or sounds to the receiver. This makes the need for
establishing a process between sender and receiver. Thus one has to code the
message, process it and see that receiver is capable of decoding and understanding
it. Apart from setting a correct message there could be number of disturbances on
way to sender such as traffic jam, technical disturbances etc. and the message may
reach in a form incapable of decoding. On mobile how many times one has to say
“sorry, I cannot hear you “and we try to move in less congested place. While
speaking through a mobile phone it becomes very natural that you expect some
disturbances. Through voice mail you can send voice message. One can add
pictures, animation, symbols, graphics, slides, movies etc. and make
communication interesting as well as attractive. This capability of computers to act
as Multimedia communication tool increased utility of computer. The choice of
media tool has now become essential before we start communicating. Due to these
tools the communication also requires a technical knowhow and maintenance of
technical systems. This has increased the ease communicating over distances but
has also added cost considerations. Each of these tools adds to our costs.

OBJECTIVES OF COMMUNICATION
You are in a hurry and you find telephone at hand and pick up and phone someone
and then find you have forgotten as to why you are phoning and then say
“sorry” and you keep your

handset down. What has happened is you have forgotten the purpose of message
and have to take back your decision to communicate. If we decide the objectives
for communication, then we will develop standards for communications. Thus the
objectives also give us standards to evaluate our communication. In the following
pages we will elaborate but you must all the time keep the objectives of
communication in mind which we may summarize as follows:
1) Purposeful-All communication must be purposeful. Especially business
communication is always purposeful. What and why you want to
communicate? If you are not clear as to why you are communicating, your
communication will never be effective. If you are doing communication
purposelessly you are wasting time and money. Any wastage of time and
money is reducing profitability of business.
2) Within time-frame -Then you must decide the time frame within which the
communication should reach the receiver so that he can act on communication
and give you a feed back of his action. Many people expect immediate action
without thinking how much time it will take for receiver to decide, act and then
give a feedback. When the receiver is reacting to your communication he must
be having a peace of mind to act and circumstance as far as possible favorable
for taking action. It is the time frame that you are willing to allow that will also
decide how you should communicate. If there is a time you may choose a
cheaper or slower method. If Sunday is holiday one can arrange communication
in such a way that it reaches the receiver the first day of the week. Why hurry
and disturb others?
3) Cost-Benefit view- The side consideration of time is a cost. At what cost you
 want to communicate? What are the advantages you expect against these
costs? In fact you must think in terms of cost benefit analysis as you decide to
communicate. Once you form this habit of thinking in terms of cost/benefit, it
becomes a part of your behavior and communication costs are reduced and yet
maintain its effectiveness.
4) Clear and Brief- Another care you have to take in designing message. The
message should be clear and brief. It saves on communication costs without
damaging intentions in communication. Thus designing message is an art.
Especially when you are conversing one cannot take care of being clear and
brief without forming a habit. When you are in a group your communication
tends to be loose and unchecked. Many business occasions are of group nature
and one requires a lot of behavioral control. Your message must be clear from
receiver’s point view because he has to understand it. Most of the senders are
self-centric while communicating and do not try to see that others understand
it, totally forgetting the interest of the receiver. Ask the question how I will
make understand the receiver my message?
5) Action and feedback orientation - The communication must result in
anticipated action. The communication must prompt in the receiver of the
message an action and we must know it has been taken. Action and its
feedback are essential concomitants of communication. It means we must
ensure that the communication is received, acted upon and the receiver sends
a feedback pertaining to it. The communication cycle ends with action
feedback.

‘KNOWLEDGE’ IN COMMUNICATION
Language:
The most powerful media of communication is words. From the very beginning
of life we try to learn words as symbols of expressing all that we see, hear,
sense, and then convert it into words. These words make a language and then
we use language as a media most of the time. If we are weak in language our
expressions are incomplete in terms of persuasion and understanding of the
receiver. One of the important area of knowledge for communication is
language. Cultivating language is important for communication. in order to
overcome differences in languages and variety of expressions in public places
 we are resorting to Pictures, emblems for common usage. The best example of
this you would find in road signs which you learn while getting a driver’s
license. Similarly if one goes to international airports you will find everything is
indicated by pictures so that nationals of different countries should understand
it effortlessly. The red-cross indicates availability of health care. These are all
picture symbols.
Technical know-how:
Technical knowledge involves selection of media tool, its use and maintenance.
One must also understand its cost of purchase and maintenance cost. The type
of maintenance it requires and how often. Further we must have its part list,
service manual and other descriptive help material. We must know what care
one has to take in its use while operating as well as while maintaining. Operator
must have a minimum operational knowledge. Merely knowing how to make
the best communication possible is not enough,
we must be able to choose right media tool and operate. We must know
limitations of tool to use it properly. For presentation slides we must know the
minimum size of letters and distance up to which the projection can be legible
for the audience. What type of projector you should use and how to operate
while presenting. All these are technical requirements.
Human relations:
The sender and the receiver are both human and it is quality of human
relations between the two that counts in communication. In any selling you
first sell yourself and then your product. In communication, you are selling an
idea, a thought, an emotion and as such one must feel like listening to you
before they start listening. Thus cultivating as broad, open, transparent,
empathetic personality adds to effectiveness of communication. The process of
communication involves manners of expression which should create confidence
in dealing with you. Communication becomes highly personal when the sender
and the receiver both are human. When someone is expecting your
communication and when you delay it, your quality of message get affected by
the impressions created. Thus mere thoughts are not communicated but the
emotions displayed with it. Technically people may learn to write well but may
not support it with appropriate emotions. Thus the tone with which you convey
a message also creates favorable or unfavorable impression. All this involves
 understanding humans and establishing relations which will create a favorable
mood at the receiver’s end. One should never undermine the importance of
being human in communication. Your personality is expressed through your
communication.

SKILLS NEEDS IN COMMUNCIATION

Listening :
If one wants to be a good communicator one must be a good listener. You cannot
understand unappreciated a person or situation without being patient in listening.
Listening involves concentrated attention on a message given by being in sender’s
shoes. In business we are so engrossed that we can misunderstand or misinterpret
the message received and therefore, require to give undisturbed attention. The
advantage of written communication is that you can read and re-read the same
communication but in case of conversation there is no chance of giving second
attention. You must listen carefully. Listening involves undivided attention keeping
aside all disturbances. We will discuss more about this when we discuss about
conversation and meetings.

Reading skills:
Even though it is possible to read and re-read, the business does not allow so
much time so that we can refer the same thing quite often. The shortage of
time also demands reading speed to do reading in as less time as possible. This
increases need of grasping what is being read. This habit can come only by
practicing. As listening is the next stage of hearing so understanding is the next
stage of reading. In rapid reading courses effort is made to increase your eye
span to more number of words at a time. One must also increase the time span
of listening so as to form habit of listening for a long time.
Presentation and formatting skills:
Whatever you speak, write, show can become effective if its presentation is
planned and formatted. This presentation will have to be crisped, short and
effective. Though communication is natural one can make it presentable by
forming habit of pre-thinking about what and how it is to be communicated.
Thus it is necessary that presentation should become a habit. It means you
have to practice the best you can give of whatever you have. When we design
presentation we try to format it. One of the examples would be when we write
 letters we format it with salutation, address and end with using words showing
respect for relationship. There can be number of ways we format even
telephone conversation. These are given in detail at appropriate places in this
book but one must remember that formatting enables us to standardize
communication and their by speed it up. If one knows package Microsoft Word
one will come across a term “Wizard’ which shows preformatted methods that
wise people (termed as Wizards) have developed for your use.
Speaking and Conversational skills:
Especially with foreign language medium opportunities for speaking come
rarely and one has to collect people and see one practices speaking. Speaking
speed can be transformed to writing speed to an extent and therefore,
speaking is very important aspect of learning language. Remember the old
saying reading makes man full, writing an exact and speaking a ready man.

VALUES’ SUPPORTING COMMUNICATION

When we use words, pictures, symbols we are not only conveying the meaning of
these but also give these a tone which is supported by your personal values. If you
are transparent your communicated will be drafted differently and if you are
cunning it will be drafted differently. Thus your words are interpreted also as values
and this may be because of your past impression the receiver carried for you.
Though words have the same meaning the tone for it will be guided by values
implicit in such words. If you see any word dictionary it will show you the various
ways it is interpreted since different people used in different connotations. In
business you do not sell your products or service but also your values. Thus person
is read along with its communication. Similarly organizations are also read along
with their communication. The principal values we look for are:

Trust:
Any organization and particularly business organization and individuals work on
the basis of trust. Your communication will not be believed if there is no mutual
trust that exists between communicating parties. The trust has to be cultivated
over time and without values it cannot be established. The building blocks of
trust are transparency and in time response. The communication alone does
not create trust it is the actions that follow such communication that builds it
up. A good communicator need not necessarily be a reliable communicator.
Empathy:
Self-interest is guiding factor in human motivation and human acts in his self-
interest. The starting point of empathy knows what is in the interest of receiver
of the communication. We must identify this interest and see that our
communication satisfies his self-interest. We must also imagine the
environment within which he is likely to receive message. We must anticipate
the likely repercussions of our communication and be ready to face it now and
subsequently. Though communication looks to be independent each time we
undertake it has a long term effect and ability to create sustainable
relationships. Empathy is putting ourselves in the position of receiver of
communication and then thinks of his reaction and decides the presentation of
our communication. In order to empathize we must send communication with
attitude of service.

BEING PASSIONATE
One of the less talked aspects of communication is need of presenting it more
passionately. Passions show expressions of emotions to support one’s thoughts.
The passion heightens the
emphasis since the communication is done more forcefully. All communication
requires a human touch of feelings, even when business communication is said to
be rational than emotional. When you say “I am enclosing a message in duplicate
and you can just put your remarks and send me back.” you are trying to make your
communication easy and treating the other side as busy and thus showing feelings
of respect to the sender. You not only convey thoughts but also emotions. Lot of
communication needs to be persuasive. Finding emotional balance with the
receiver is a good communication. A manager in the company was for a long away
from his place for undertaking a long term course. When he resumed his work, he
sent a cable reply to a client against his communication. The action and its
communication tone was so different that the receiver immediately sensed that
concern manager is back and replied “Welcome to the seat, hope you have done
well”. There was no name in the cable yet the receiver perceived by the very tone
that the sender is back from a long absence. This message has nothing to do with
business but this was expression of business relations. You not only think of
business but the relations behind as well.
FEATURES OF BUSINESS COMMUNICATION
So far we have talked about general communication but since now we are going to
concentrate on business communication, we must identify its features so that we
can tone our approach to communication for business. Some of the factors we have
to note are:
1) Purposeful- Business communication is purposefully done and if one does not
appreciate the purpose the communication will not be fruitful. One must
understand the particular business and occasion to communicate.
2) Direct and result oriented -Most of the relations are business relations with
whom we communicate and their interest is obvious. The communication is
more direct and result oriented.
3) Time and cost oriented - Since business world is conscious of costs and
therefore, time – both these factors need consideration in communication.
4) Emotional flavor -The emotional part is tempered by serving the business purpose.
5) Decline in Presentation Orientation-The initial communication weighs more in
terms of mutual impression but soon it assumes a sense of routine and is more
action oriented and result oriented than presentation oriented.
6) Series of Communication- Since business involves persuasion and negotiation,
it does not end with one communication, it is series of communications.
7) Interactive -Since it is continuous it is interactive. A single communication is not
enough to produce results.
8) Human touch - Business communication being formal, you must seek
opportunities for emotional expression to develop relationship.
9) Contractual and legal - It is tempered by contractual relationship and legal
environment and one must exercise caution in allowing its interpretation.
Friends, we have now started our journey towards learning business
communication and we have reached the first mile stone. We just gave you an
overview of business communication process. This should create many doubts in
your mind. This will be cleared when we start thinking them in more elaborate
terms evaluating each media and its use.

SUMMARY
Business serves its purpose through establishing a network of communication. Such
a communication can take place through variety of media. Making a right choice of
media is important to communication. The use of tools for communication has
made communicating technical knowledge oriented. One can increase effectiveness
of communication by adding text, voice, pictures etc tool used will add to the cost.
One must have clear objectives if one has to communicate. These objectives may
include to be purposeful, to decide time frame, thinking of cost versus benefits and
having clear and brief message designed for understanding of the receiver.
Communication needs language, technical know-how and human relations
knowledge as a base. At the same time it demands skills in listening, reading
presentation and speaking. Business communication is always purposeful and
aiming for results. It is continuous and done in series and therefore, interactive.
The time and cost frame of business is more rigid.

KEYWORDS
 Business – Exchange of goods and services for value
 Contractual – Communication by agreement between the parties and affected by law.
 Empathy – Showing concern of how addressee of communication will
understand by trying to be in his position.
 Media – Used as a medium such as words, voice, pictures etc.
 Network – direct and indirect weaving of relationships such as fishermen’s net
 Presentation – Design to increase understanding of receiver for delivery at
the final stage
 Time frame – As if time has been framed with beginning and end.
 Wizard – A term used by Microsoft to indicate a readymade format
developed by wise men.
UNIT 2 PREPARING FOR COMMUNICATION
Structure
Introduction: Towards business network
Developing language
Developing human relations
Humans as individuals
Technical know-how
Presentation Skills
Designing Message Format
‘Values’ in Communication
Summary
Keywords

INTRODUCTION: TOWARDS BUSINESS NETWORK

We have so far understood the broad nature of communication. From what one has
read it, is obvious that we have to prepare for it on many fronts. Communication is
heart of your becoming a part of social influence and leadership. You are more
understood by your communication than by other’s observation. The occasions for
communication are more than personal observation. The distance is a factor that
prohibits observation and person to person meet. One has to take good care of
how we communicate so that we can form favorable impression and establish a
goodwill which is the basis of success in living in social milieu. Let us start in right
earnest to prepare ourselves for communication. Business depends on
communication network and you must be able to play your role in this network.

DEVELOPING LANGUAGE
The most sought after, that we use in the language, are ‘words’. We cannot
communicate without words. Any expression of thought or idea requires assistance
of words. Thus it is obvious that if we cannot use right word to convey right
thought, we will fail in communication. The words, if one has to convey a meaning,
must be converted to sentences and it is several sentences that give shape to
total expression. This is what we describe as a language. The

association of words with objects and meaning starts as a media of communication

from the very birth. The language which the family members speak becomes our
first acquaintance and this is what we loosely term as ‘Mother tongue’.
Unfortunately, since business is social endeavor we have to adopt a common
language so that we can communicate with people of different mother tongue.
Historically this role is played by some language. Thus the mother tongue and
language of business need not be the same. It will depend on areas adopting one of
the languages as language of business. Due to historical coincidence it has now
happened that we have accepted English as a language of business. It may not be
mother tongue of many of us and yet we try to adopt it in the social interest of
business. We will see what we can do to develop our language:
a) Socialize in language group -Since chances are communication language will be
foreign to you, you must make special efforts to create an environment around
you in that language. This is one of the best ways to increase familiarity with
the language. One of the ways is to formulate or join a circle speaking that
language and try to speak in that language to all of them. This should not cost
you much. The other way of increasing your social coming together is becoming
part of various associations and clubs operating in your area. This not only
makes you to speak, but also makes you confident of speaking and gives
opportunity to use communication.
b) Take coaching -If one can get a coaching facility it would help you to be
regularly devoting time for a particular language and get guidance about your
problems in a particular language. One can get graded courses through media
of audio-video disks, on TV and on internet. In later cases one can do such
courses seating at home.
c) Increase reading -One of the ways to increase your reading. Reading has two
fold advantages; it teaches you language, construction of sentences and gives
you knowledge imbibed in the reading. The reading can increase both your
language and subject knowledge. If you are learning business communication
and start reading material pertaining to business such as business reports in
particular language you will develop both sense of business and business
language. There are many journals devoted to business news and writings
d) Go on writing - Writing skills in language can only be developed through
practicing writing. Some practical exercises will be given at the end of each
chapter and you try to prepare your replies for this exercise.
e) Active speaking -The speaking skills can be increased by deliberately making
 efforts to speak in a particular language as has been said in ‘a’ above.
f) Increase knowledge of business language -Even when it is a mother tongue, it
is experienced that one lacks capacity to use it for purpose communication such
as business. The language used in dedicated language to a purpose differs than
what we normally speak. Thus your own mother tongue does need purposeful
efforts to convert it to dedicated use such as business.
DEVELOPING HUMAN RELATIONS
If one does not develop human relations despite learning language one will find it
difficult to use it in day-to-day transactions. Since both the sender and receiver are
human beings, understanding human being as such is essential to develop rapport
for communication. In order to understand human being we have to understand
him as an individual as well as in context of group behavior. The following
considerations may guide our relations on an individual basis.

HUMANS AS INDIVIDUALS
a) Treat as individuals -Two persons are not alike, even though both of them can
qualify to be human. Their degree of spontaneity, value system, perception and
interpretation about situation and humans will vary so much that we have to
perceive them as individuals and establish interactive relations. Recently one
company offered a Sim Card which is used for mobile free to some customers.
This was reacted differently viz. some commented now a days we get Sim card
free with mobile, some said the cost of sim card is very less compared to
mobile, they should have given free mobile instead, others said this is just a
gimmick to sale mobile, some said keep it may be useful someday. Thus it is
presumed that human likes anything free but in practice you find it does not
give satisfaction. Whatever you communicate can be interpreted differently.
The first lesson in human relations is humans are to be treated as individuals
and different from each other.
b) Respect all- In order to know a person one has to remain very submissive
whatever may be his position. The best way to start human relations is to
accept ‘slavery’ of others till such one is well acquainted one will be submissive.
The chances of misjudging a person will reduce to that extent. Respect
individual as humans irrespective of their power and
position. Everyone plays a role and we should respect role whether he be a
 sentry at the gate or the boss in the cabin.
c) Keep watching distances -Keep a respectable distance with any individual to
get a chance to objectively observe him. When you go very near you loose
objectivity. The person becomes more important than a purpose. More than
friendship business values alliances. Keeping equidistance and respect for a
human is what one needs.
d) Create trust -Any communication must produce a trust. Trust has to be
cultivated. Being honest, sincere, and quick in response and keeping your
words are some of the approaches to win trust. If you walk what you talk
people know what you are. Unless one creates favorable personal impression
the communication made by the person will not be taken seriously.
e) Serve self-interest of others - In communication identify the self interest of all
those who are participating and then see how yours and theirs self-interest can
be fruitfully utilized. Humans act in their self-interest. And your communication
should serve it the best.
f) Have self-control- One can only control oneself and not the others so easily. If
you control your thoughts and emotions, you can approach to any
communication with quiet mind and make a judgment of situation in unbiased
manner. More you express yourselves selectively more you will get response
from others.
g) Develop empathy -One of the qualities you develop is feeling empathy about
others. Communication is not made for you it is made for those to whom you
communicate. Starting point of empathy is to give importance to others and
think about them. Once you start thinking about them. Think of their self-
interest and then of the situation in which they will receive the communication.
Once you start analyzing in this perspective you will start appreciating other’s
position and will become empathetic about others.

Human in a Group
a) Human is different in a group -One must understand human in a group and as
an individual behaves differently. He is as well working as a team member and
then to that extent, the group dominates his individual interest. He may not
be as transparent as he is as an individual. He are obsesses by feelings what
team mates think of him and chances his stance accordingly. He may agree
with the majority even though he may not consider it wise as an individual. He
 is under pressure of a team and in most of cases he is either a follower or
leader –but hardly equal. The same people whom you thought to be good
perhaps look very much different in a group. There his role as a follower
or a leader is
important than as an individual. When you communicate with an individual,
you can safely assume that he will be different in a group.
b) Communication with individual or group -If you want to communicate with a
group you must decide about group average and then start communicating. As
an individual they might be strong advocates of a particular view point but
generally they mellow down in a group and take a line of least resistance.
When you are talking to an individual belonging to an organization, you must
keep all the time in mind that your communication is for a group. You be
certain, whether you are speaking to an individual or a group; and expect it to
be followed by individual or group.
c) Think of grape vine- One must see what weight an individual carries in a
group. It is his level of acceptance in the group that will decide his role in a
group. In all probabilities your communication to an individual in a group is
really a password to make group aware. The grape vine works very strongly in
a group situation. Most of the people are in reactionary mode and hardly think
of long term future and that which interests them in short term is more
acceptable. Most of the wise communicator keep away group members from
long term thinking and go on disclosing it from time to time.
d) Steps towards leadership -It is said if you want to establish leadership in
communication, one has to go through states of slavery, paternalism (fatherly
relations) –trust and diplomacy. Diplomacy is respecting others and winning
them. First people are suspicious about you and therefore, you must be slave
and do something for them, then they start looking at you as a child and do
not mind giving some work keeping supervision with them (Paternalistic
attitude), then they trust in you but then there can be number of trusted
people and one has to find a way to establish you as a leader amongst them
through respecting others right to become leaders. This is type of diplomacy
which one needs to be a leader.
e) Negotiate -In a group communication one has to compromise on the results
and expect a reasonable level of achievement and not everything as per your
 plan. You require negotiating attitude in a group and negotiations are always
give and take.
f) Avoid divide and rule policy -Try not to divide group and rule. Administratively
it may pay for some time but the chances are you will be ruining the cause of
business itself. Business cannot be divided according to followers’ interest.
g) Communicate with all group members at a time - If you want to communicate
with a group take the earliest opportunity to communicate with the group
than individuals comprising it. Establish a direct contact since indirect contact
does not spread the words in
the spirit with which they are spoken. It is then better to use print media and
circulate your thoughts.

TECHNICAL KNOW-HOW
I am using word technical-how since the communication has become technique for
various reasons and one must understand this to communicate better and
effectively. The numbers of consideration are to be thought over in
communication.
a) Tools - The tools which we use for communication are technical though these
seem to be user friendly. Their feature viz. user friendly make us to think that
they are easy to handle and do not require any technical knowhow. This is
partially true. Operating computers is friendly but let there be a virus or some
failure you will find your job stuck up for some time. Some basic knowledge
about technical tools in terms of Manuals, Users handbook, do it yourself tips,
service contract, guarantee or warrantee period, possible repairers, part list
etc. is minimum you must have ready. Especially one must be able to do a
minimum maintenance needed. In a dusty environment covering of computers
in any office, when not in use, is more important than air-conditioning. How
many computers you find covered in offices? How often we do disk scanning?
Or disk fragmentation? Do the operators even know these terms? Thus basic
technical knowledge is required to keep communication free from failures.
b) Time/Cost considerations -Use of each technical tool involves cost and time –
two important points of consideration. The cost involved is capital as well as
maintenance cost. One must at the least know whether copying will pay or
printing will pay? The cost and time as applied to work must be known to a
communicator.
 c) Do it yourself -We must have minimum operational knowledge of tools so that
one can do use it oneself. I still remember a case in a Consulting firm, where
reports is the important production activity, except the office boy no one was
knowing how to use copying machine and adjust copy size. Your
communication is waiting for an office boy? Is it worth?

d) Obtaining best results -One at least must know what a particular tool is
capable of and how best we can take advantage of it. When we should do E-
Mail or alternatively phone? What is the best way in a particular situation?
The communicator has to decide it and not an operator.
e) Enable obtaining users’ advice -The real user should be able to advice if new
version is to be purchased or any tool is to be updated. Office type users are
not found giving such an advice. The main reason being they do not consider
them technically qualified tool users. I have been called by a much known
Institution to personally visit and then I found that they could have told me on
phone and both of use would have saves on time and cost.
f) Promote self-use -If tools to be used for communication are user friendly, it is
better that user operate it and then a specialist operator.
g) Understand technical limits - We must know the limit of handling of any tool
in terms of work load and time so that equipment can last for a longer period.
h) Use of standardization -For each communication we must design a format
that can be regularly used so that some standardization can be brought to
work system and which will also reduce specialized knowledge. E.g. if we want
to write letters then we must have some format of writing it.
We have referred to many of these in this book while using a particular type of
communication tool.

PRESENTATION SKILLS.
These skills will differ according to the tools being used and demands of situation.
However, we will discuss them against type of equipment and situation later on but
we will attempt here to make some broad conclusions on presentation which will
be useful almost across tools and situations.

DESIGNING MESSAGE FORMAT

The best way would be to ask the following questions and then decide whether a
particular communication requires a distinct formatting.
a) Minimum facts needed -What are the minimum facts each of your
 communication should comprise such as Name, address, location, telephone
numbers, E-Mail , Web page, Logo etc. and can we put in design format and
use it for repetitive purposes such as letterheads, envelops, any presentation
material etc.
b) Use of colors -Can you enhance its distinct identity by using particular color or tone?
c) Design fill in/tick forms -Do you think particular type of application of
communication is quite frequent then can you prepare fill in, tick mark type
of letter needing less time and effort to communicate?
d) Make Multi copies -Can you make multi copies and distribute so as to cut
short processing time?
e) Be to the point - Is message brief and to the point?
f) Provide for feedback -Can you provide for a reply so that the feedback would be easy?
e.g. E-mail provides for a reply.
g) Ease at receiving end -How it will be easy to handle at receiving end?
h) Suitability of media tool -Is this suitable with what tools and communication methods?
i) Denote desired actions - Can it clearly draw attention to actions desired?
j) Understanding of receiver – Has it be written from receiver’s angle?
These questions are indicative of format needed. We will discuss against each
type of communication afterwards.

Designing contents of Message

Some of the general rules to be observed would be –
a) Address - See addressee is reachable on the address given.
b) Language -Use simple language and short sentences
c) Respect position -Respect the position and role relations while addressing
d) Avoid personal approach -Use personal only when it is essential
otherwise make impersonal approach.
e) Subject - Give clear reference and subject about which you are
communicating. Go on direct to the subject
f) Support - Say what you want to say in support of the subject.
g) End - End with what you expect in terms of action at the other end.
Suggest time frame for action on both the sides

h) Keep response information ready - Keep possible information for

reactions you are expecting and decide the time limit of contacting
again the addressee. Though each communication is thought as
 independent one should be prepared for a series of communications
since it generally takes more than one communication to arrive at some
useful conclusion.

‘VALUES’ IN COMMUNICATION
Both sender and receiver perceive your behavioral values through communication.
The values are perceived in terms of character and culture. The culture refers to the
values that have been stabilized in you and which becomes your general guide for
behavior. The character is outwardly expression of these values. Values is what you
think good or bad, correct or incorrect and virtue and vice. These become part of
culture when you behave according to your values. Individuals have culture so also
group of people have group culture or if it is organized, organization culture. Most
of your communication comes out of values which are molded by your learning and
experiences. Thus contribution of your parents, teachers, mentors, leaders is more
since one gets opportunity to hear from them and then react to it. Culture will
decide your expression in communication. The more important is it makes decision
making easier since your reactions would always come out of your culture. It is
popularly said water seeks its own level. It means you collect people of your
tendency. This happens because people generally find people of their level and
liking. Thus your success in social life, which depends on communication, makes
number of differences in your influence over others. Some of the values which we
try to cultivate are:
a) Be empathetic - Receiver is the most important person in communication and
we must frame our approach so that he understands and interpret the same
way our communication as intended by us. Empathy is heart of communication.
b) Be open -We must be open in approach and in the spirit of truth. The biggest
single advantage is receiver trusts you and likes to communicate with you.
c) Meet deadlines - Act in time. This is one thing people can easily notice. Give at
least indication why you are getting delayed and when you promise to
complete.
d) Be regular and punctual -Other value which is easily noticed is regularity and
punctuality. Your absence in the first instance is taken as wrongful act and
interpreted as less interest in the job which you have undertaken. Many times
people feel communication is art of deceiving and putting a bloated picture
about you and your intentions. You cannot sustain this impression for long until
 you are really so.
e) Love task and people -Love task and people and you will appear to be sincere
and honest without making special efforts.

SUMMARY

Through communication we have to form favorable impression and therefore need

preparing for it. The first priority is to develop language. Some of the ways of
developing language are socialize with language speaking group, take coaching,
reading, go on writing etc. Merely knowing language does not take you to
communication but one must use it for building human network for which you
must understand human behavior as individual and in groups. In groups the is
guided by group interest and shows different behavior. It is now also necessary to
understand technical knowledge involved in media tools, its limitations and
capacity to give results. Your designing of message is also important. It is must be
borne in mind that messages are meant for presentation. Your communication not
only communicates your message but your values and culture. Be empathetic, be
open, time conscious, regular and punctual. The preparation does not start with a
message but building yourself as value communicator.

KEYWORDS
 Grapevine – The grapevine spreads on its own, not knowing where is the
beginning so also human informal communication grows and one does not
know where it begins. The grape vine denotes informal communication.
UNIT 3 TOWARDS EFFECTIVE COMMUNICATION CYCLE
Structure
Introduction- Towards effective communication cycle
The components of Communication Cycle
The Sender
The Message
Choosing Media
Encoding Message
Transmission
Disturbances and barriers
Decoding at Receiver’s end
Receiver
Evaluation and Feedback Message
Again with the Sender
Communication Cycles
Summary
Keywords

INTRODUCTION- TOWARDS EFFECTIVE COMMUNICATION CYCLE

We have seen communication is essential for any social activity. No social activity is possible
without communication. Man can rarely stay away from society and therefore, from
communication. For organized activity communication also needs organized efforts so that it is
effective in producing results. We have also seen some preparation in communication starts
from the very person who is communicating. It is his personality that is reflected in
communication and people can understand his personality by the way he communicates. The
real need for communication begins with having thoughts, emotions to express which depends
upon the knowledge and the concern created by that knowledge. If there is no intention to
communicate, one can hardly do it effectively. Thus knowledge, skills and values need to be
cultivated. Thus human qualities reflect in communication. In addition, having ready mind to
communicate, one must understand the media of communication so as to transform the
intention into communication. We have dealt with the preparation to be done for
communication. Now we will spend some time in understanding how we can make
Communication Cycle more effective.

THE COMPONENTS OF COMMUNICATION CYCLE

The communication cycle begins with the sender and ends with the sender. The sender has to
send some sort of message to the receiver. He has to first choose the media to communicate
and send his message. It is only then he can decide what sort of message to be sent to the
receiver. Once he has prepared a message it is transmitted to the receiver. When he has made
a choice of media, then he has to encode it for the form of media he uses and then has to
choose a method of transmission for a message. We may decide to mail through Post. Then
transmission agency is Post. It is through transmission that message reaches the receiver. If the
message has reached without any loss in transmission then receiver has received the message
free of disturbance. If it does not, there is disturbance, barrier or noise in a system and then we
have to start a cycle again. If it is decoded by the receiver in the same way as it was sent the
transmission is successful. In return the sender expects a confirmation that the message is
received and action if any is taken –which is described as feedback which is transmitted to the
sender. We say communication cycle is complete at this stage. The cycles can be many in case it
is interactive or comprising series of messages. Thus in a communication cycle Sender –Message
–Media –Noise-Encoding –Transmission –Decoding by Receiver –Confirmation – Message -
Feedback –Encoding - Transmission –Noise- Decoding by original sender- all these steps makes
a cycle. In a telephone conversation we, with every interaction, are completing one cycle and
then the second etc. but we do not notice it because the tool is so facile that one cannot analyze
these steps without making purposeful efforts. But the cycle do exists with all its components.
The care that one has to take in each cycle and at each component stage of cycle will overall
improve our communicability and hence this analysis. We will highlight each component stage
and its features so that communicator can take precautions at each of these stages and make
successful communication.

THE SENDER
More the improvements in terms of knowledge, skills and values and its reflection in the
message; more will be the chance of communication being successful. After all message can be
improved but the change in sender’s knowledge, skills and values is a long drawn affair. At least
if the sender can understand importance of relation of his personality to communication in

competitive times, the Sender will try to improve on these counts. The sender makes a choice
of media, message, encoding and transmission and therefore, its tone, cost and speed. If he
exercises good caution on these aspects his communication would be produced and encoded
properly and sent with due response to situation in time and at optimal cost possible. The
sender has to see that it is forceful enough so that the receiver will understand its rationality
with fervor. In fact with every message the sender is taking emotional leadership of the
thoughts he is conveying. He should have the best possible relations with all those to whom he
communicates.

THE MESSAGE
Each message must have an objective as to why it is being sent. The non-objective messages
have no place in business communication. No one has either the inclination to waste his time
or efforts and therefore, businessman does not appreciate a message without an objective.
The message should have an objective to at least get confirmation of its receipt confirmed or
action feedback, that too, within a given time frame. The sender has to ensure this in his
message. Since some of the aspects of message are media dependent this is elaborated when
we are practicing communication in Part II of this book. However, the general qualities of
message hold good in all media. For example a message should be as brief as possible and
should be restricted to only action expected at that stage. For example if one feels accepting a
product technically is more necessary than the commercial terms, we should only speak of
technical features and try to convince on these. If one has been dealing with our products and
knows its technical specifications, it is preferable we start speaking about commercial terms.
Thus messages are to be compartmentalized or done in succession so that we establish
interactive communication. Moreover it must have indiscrete human touch so that it is
emotionally appealing. It should be crisp i.e. to the point and yet worth reading. It must be
drafted for a response for a predetermined time frame. The message should be empathetic
respecting the receiver’s frame of mind. It must be addressed in terms of what you think but in
terms of your receiver likely to think in terms of response to your communication. In short your
message should be planed in terms of reaction of receiving, be objective, be in time frame,
expecting a definite action, showing emotional concern for the receiver.

CHOOSING MEDIA
One must know media available while communicating. If you feel it should be transmitted in
real time then phone, fax or E-Mail can do this. By real time we mean when you are sending
the message it should be available almost at the same time so as to catch time. Thus we are
looking
for a time frame within which communication must be complete. This will also entail a cost of
using a media tool and therefore, cost also should be worked out. One has also to decide in
which form it should reach e.g. you want to communicate message in picture form (Such as in
case of legal document) it is better to fax it or do a scanning and send through E-Mail. It
depends upon how fare scanning is effective. One has to see whether the reaching time of
communication is convenient. But if no written message is involved then telephoning would be
convenient. Sometimes sending a communication by mail and confirming so on telephone is
wiser. Since number of message related problems would be involved we have shown later on
each media and the process to be followed and likely pros and cons. However, we have to
consider the likely disturbances and noises in the system and thus assume a degree of quality
of transmission of communication. Thus choosing media would depend upon availability, need
of the situation, time frame and cost you are looking for, the type of communication message
and possible barriers, interference that we may face in communicating.

ENCODING MESSAGE
Any message goes through a medium of words, sounds, pictures, signs etc., and thus is to be
expressed in such media. To put any message in desired media is act of encoding. Even the
language used is encoding. The most important consideration in encoding is to avoid loss
before it is due for decoding and at the time of decoding proper. The coding used must be
decoded in terms of sender’s inherent intentions. It must reach at the receivers end without
any disturbance and be capable of decoding at receiver’s end. That particular media tool must
be available at his end. The tool must be in working order. If you find there is no electricity at
the receiver’s end, you may try a telephone but not E-Mail. Encoding involves both knowledge
of encoding and decoding. Thus it becomes somewhat technical job when you encode a
message. You may find certain software is essential at the receiving end to decode your
message than that software must be available at the other end.

TRANSMISSION
The transmission is really an act of passing a message to receiver’s hands. Thus the action of
transmission can be automatic as in E-Mail, provided you have right equipment and procedure
or physical via courier, post, compact disk etc. Transmission may involve transportation, service
agency and dependence on human. Thus at the transmission stage one may experience barriers,
disturbances or noise which may spoil delivery of message. We have mentioned barriers at each
media description. Formerly it was called noise because most the communication was through

voice over telephones and this media has a problem of noise. But now it has to be
learned in terms of limitations or barriers of communication.

DISTURBANCES AND BARRIERS

Reducing disturbances and removing barriers is a job one has to do during transmission. When
the faults are beyond humans to repair they have to retry at different occasions perhaps
complain to media organizers or use some other media. Thus these factors involve actions and
hence we consider these aspects. In barriers most of the barriers are through human handling
and one has to try to change human handling. The poor listener would be a bigger barrier and
can be only changed with repetitive persuasions. Certain faults can be removed if these are in
your own system. Good technical know how can reduce technical faults and barriers arising out
of it. The problem with most of the communicators is that they show less inclination in having
some basic technical knowhow.

DECODING AT RECEIVER’S END

If transmission is successful and received undisturbed your communication is in the hands of
the receiver and now his need is first to decode the message and understand it. Decode needs
understanding a coded language used in a message. If these are in words understanding the
words of particular language is essential. In a written communication one will have to
understand script, words and its meaning. In a business world time weighs on the receiver and
he may not try to do it immediately and may sometimes fail to give undivided attention while
reading. He requires both reading and listening skills. More such skills quicker he will follow the
gist of what sender is saying. This is human barrier. There is no reason if this barrier does not
exist why he should not decode it properly. But if his technical knowledge is lacking he may
wait till a concerned person comes. He will not know that E-Mail has been received till he
opens computer for this purpose. One receives lot of messages and one has to decide priority
and finish its reading in time. One of the barriers is not developed capacity of reading and
deciding priorities. In the past codes like Bentleys were used to cut short the message and use
code for this but now it is rarely done. The idea was also to keep message secret. But now
coding means using appropriate language that receiver will be able to understand. Coding of
message is really put it in understandable language.

RECEIVER
First simple job is to acknowledge communication. But one does not like to acknowledge till he
is prepared to reply it. Moreover, it becomes another message and all considerations so far
described become applicable. So generally instead of merely acknowledging receiver tries to
respond in terms of some actions. This consume some time. He has to give some feedback and
therefore, starts working on feedback. Feedback is essential in business for both the parties to
the transaction.

EVALUATION AND FEEDBACK MESSAGE

Instead of just calling it a feedback I have called it a feedback message just to make you aware
of the fact that feedback itself becomes a message. Now receiver takes a role of sender and
goes through the stages of designing message, choosing media, encoding, transmission etc.
The same steps apply to feedback message as these apply to business message since this is also
part of business communication. More cycles more the possibility of results in terms of
business since it indicates sustained interest of both the parties.

AGAIN WITH THE SENDER

Now the feedback has come from the receivand the same process as decoder and then
understanding of it takes place and now sender may have to again communicate or stop
communicating since no action is involved. Thus from sender back to sender is a
communication cycle. The cycle involves two message original and feedback which till the
purpose of business is served will continue in cycles.

COMMUNICATION CYCLES
When we speak of communication cycles, we emphasize the following:
1) Completion of cycle is needed in communication. Otherwise there would not be
communication outcome.

2) Complete action orientation takes number of communication cycles.

3) In order to have number of communication cycles with the same party one has to
maintain relations which involve human and business relations.
4) Since communication is being done with number of persons or parties at a time one
5) Must be able to manage jungle of communication- which we have termed as
communication network.

6) Business cannot shun away from communication.

7) Communication has both sociological (in terms of relation) and psychological (in terms of
feelings) effects.

8) When one is doing communication Communicator may feel uneasy but when he
receives response he feels encouraged. Thus communication affects emotions and

moods.
9) Communication is not done only for information but also aiming at toning emotions and
moods.
10) Communication requires knowledge, skills and values.

SUMMARY
One must understand communication cycle to make communication effective. Each of the
cycle has the ingredients such as sender, objective, media, message, encoding, transmission,
decoding by receiver, understanding and then the feedback message in the same way. Each of
these stages are important and should work with integrity and no disturbance. Sender should
make message persuasive by adding fervor. The message be sent by keeping reader in view
and the likely mood in which he may receive it. The media for message should be chosen on
the basis of its availability, meet situational needs, time needed for achieving communication
objective, cost involved and likely disturbances in transmission.

KEYWORDS
 Cycle – A circular motion-meeting end to end.
 Coding – Preparing in form required by media
 Encoding – Act of converting to code
 Decoding – Putting back coding to understandable language
 Real time – at the same time (without loss of time)
 Transmission – process of passing a message from one party to another.
UNIT 4 TYPICAL BUSINESS COMMUNICATION AREAS
Structure

Introduction – Towards defining business communication areas

Marketing oriented communication
Supplier oriented communication:
Reception
Office communication
Meetings
Public Relations
Industrial Relations
Communication arising out of events
Communication with service providers
Communications need of Shareholders
Communication with Public Agencies
Need for understanding Business Communication
Summary
Keywords

INTRODUCTION – TOWARDS DEFINING BUSINESS COMMUNICATION

AREAS
When we learned business cycle we have taken a look at what business consists but did not speak about the
type of communication one encounters in terms of business needs and media that can be used for
communication. We will now see in which areas need for communication is felt and in the next chapter we
will study media used in such typical areas. The areas that give rise to communication occasions are very
typical in business. Large percent of business communication is done in typical areas of business. The
communication media may vary in these areas but the emphasis of communication and its objectives
remain more or less in the same area. The role each of these areas, if one can appreciate one will be ready
to take a total view of business communication of a standardized nature. This may cover more than 80
per cent of typical business areas. . The one which can be classified by objectives within overall objectives
of business have been used as a criteria and not necessarily functions.

MARKETING ORIENTED COMMUNICATION

This is one of the most important area in business communication. The life of business depends upon
Customers and most of the marketing activity is woven around the customer. The objective here is to
inform the customer about availability of product and services and then persuading customers to buy. Once
the goods and services have been purchased the complaints about product or service, its maintenance and
overall satisfaction and then new purchases becomes the objective. Thus all our communication efforts are
guided towards this. The communication at this stage is customer relations centric and we should be keen
to be all out for customer satisfaction. The whole communication should be carried with this objective and
we must adopt certain basic rules for maintaining this communication. The salient features of such
communication are :
a) Primarily product and service orientation - This means we must have good presentation of our
product or service capabilities. The supporting information mostly comes from technical personnel.

b) Competitive Information - It must be prepared keeping eye on competitive products and services
available in the market. Thus competitive information of strategic nature can support such
communication.
c) Commercial knowledge - There must be sufficient knowledge pertaining to prices and commercial
terms so that we can speak of actual sales.

d) Legal knowledge -Some legal knowledge about sale of goods act, customer protection laws etc. is
essential to keep us within the frame work of contractual and legal responsibilities.
e) Publicity orientation - It must have advertisement and publicity orientation to give communication
persuasive look.

f) Media knowledge - A good knowledge of media that can be used is also essential for effective
customer communication.

g) Know customer profile - It must be supported by some customer profile study to address
effectively any of our customer related efforts.
h) Know self interest of intermediaries -The marketing efforts are done through distribution agency
and sales force engaged. The understanding of this structure in terms of their self interest is
essential to communicate properly with the customers.

i) Know logistics and culture -It also study geography and history of market area and have a good
sense of logistics involved. One must understand cultural make up of the market area.
Thus it will be seen that this area calls for study before undertaking actual communication.

SUPPLIER ORIENTED COMMUNICATION

Supplier oriented communication is more technical and commercial oriented. More of this is in the nature
of follow up and complaints about delivery and price. Much of this communication can be standardized. The
communication is word based and routine follow up can be chosen and thus media selection is not a serious
problem. No persuasive communication is generally required.

RECEPTION
What happens at the reception is very important from communication point of view. It is the first contact
and the impression about the organization is dependent on this contact. The reception involves the
impressions about the total facilities to receive people and then its ability to communicate within
organization through telephone links, the information available and the response the reception gets to its
own queries from inside organization. If one can prepare for frequently asked questions it is still easier.
Basic knowledge about what business we are, whose who and ability to be attentive to walk in or phone in
customers goes a long way in communication. It also depends on how one presents in terms of human
communication. Lot of patience is called for in this communication since reception is generally at the
receiving end. Moreover, the ability to handle exception queries is limited and therefore, person seating at
reception must be experienced about organization, its systems and procedures. Good telephone manners
or handling E-Mail may be necessary.

OFFICE COMMUNICATION
Office communication is largely written communication. Popularly it is known as correspondence. Most of it
is written and can be standardized. We can also call this organization communication. It covers hierarchical
communication mostly flowing from top to bottom. Since communication participants know each other and
taken for granted it is more administrative and information oriented and many times on person to person
or person to group basis. Thus orders, memos, notices and circulars are found to be used in communication.
These are plain, simple and direct.. Since such communication is more based on rules and regulations it
requires more knowledge of systems and procedures. Thus any one handling this

communication must be aware of policy, decisions taken and procedures to be followed. The whole
administrative communication is guided by frame work of rules and regulations.

Most of the upward communication deals with reporting, feedback, suggestions and grievances.

MEETINGS
The reason for making a special mention of this aspect of communication is that there are number of official
groups operating in an organization which extensively use meeting technique for group activity. Even the
board of directors use meeting as a technique of communication. We will talk about this technique used
later on. Weekly meetings, quality circle meetings, departmental meetings, project meetings and topical
meetings are part of organizational life. Anywhere meetings are encouraged where group decisions are
involved or information is to be distributed. Apparently meeting as a good media is largely misused in actual
practice for various reasons. We will talk about communication through meetings especially in view of its
importance.

PUBLIC RELATIONS
One of the important aspects of business is to keep in constant touch with environment factors affecting
business and try to create favorable impression about the organization. This involves number of
communication needs. There can be number of publicity measures and with each type of measure
communication media will differ. However, community work, events sponsoring, events organizing,
newspaper publicity, exhibitions are some of the ways organizations try to maintain their public relations.
All these activities are communicative about organization and its achievements. Here the mention must be
made of World Wide Web, the network facility which an organization can use for public relations. In future
hoisting additions and chances to web page and its adequate publicity will be essential. It can be made
interactive and some functions can be transferred to web page such as booking orders. We shall speak of
this media separately.
INDUSTRIAL RELATIONS
This is one of the sensitive communication area which is concerned with its employees and their families.
Here there is a possibility of lot of informal relations. To keep employees abreast of company news and
achievements is essential on a regular basis. This communication must be at regular intervals and go on
keeping employees informed about its activities and intentions.

Many have house journals organized towards this end. These relations also are surrounded by legal and
union level formalities and have to be undertaken with care.

COMMUNICATION ARISING OUT OF EVENTS

Number of events take place in organization’s life such as foundation day, visits of celebrities, external
audit, industry association meetings etc. all of which requires lot of communication from inviting Chief
Guest to inviting participants, prepare their list, and note down addresses and arranging contractual
services. Generally, for such purpose ad hoc groups are created and given a communication responsibility.
Some of this may be outsourced.

COMMUNICATION WITH SERVICE PROVIDERS

These are bankers, consultants and advisors etc. who ultimately are related to increase the efficiency of an
organization. Once the initial services are contracted for rest of the communication becomes routine. One
can establish a sort of partnership in nature of alliances. Their communications directly affect the well being
of the business, since most of this communication is in form of reports and feedback compliance.

COMMUNICATIONS NEED OF SHAREHOLDERS

In companies having a shareholder base this is a class of stake-holders who need meticulous
communication. One part of their communication consists of various steps involved in registration and
transfer of shares. Quite a lot of this communication can be called procedural. But to keep the shareholders
updated on its current state in terms of performance is a job by itself. Holding audit, statutory meetings,
presenting statutory reports provide number of communication needs including that with the Stock
Exchanges. Lot of statistical data and information has to be fed.

COMMUNICATION WITH PUBLIC AGENCIES

Very few people think of the pressure of communicating with Public Agencies. The organization has to act in
a frame work of so many laws that communication in terms of return submitted to Government becomes a
sizeable part of communication. Just a reference to few laws as Company law, Customer Protection Act,
Factory Act and other labor related Acts , Income Tax Act, Turnover Tax, Excise is enough to show how
much relations with Government creates need for communication. Legal knowledge becomes an important
consideration in dealing with the Government.
NEED FOR UNDERSTANDING BUSINESS COMMUNICATION
The business communication thus covers wide areas of activities and the impression that it is unified may
prove to be wrong. The needs of business are as varied as individuals and we must take into account the
entire range of business communication needs. The observations about business can be summarized as

1. Variety- Though labeled broadly as business communication, it comprises variety of needs in terms
of message, media, knowledge and expressions.

2. Largely rational - The business communication is largely based on rational and rarely emotional.
3. Procedural – In practice much of business communication is procedural and therefore can be
standardized by using formats. This can bring ease and speed to business communication
4. Number of communicator – Generally business consists of group and therefore, there is more
communicator than one. To avoid inconsistencies between different communication policy
decisions and standardization is encouraged. It would be preferable the person who takes the
responsibility for action should be a communicator.
5. Competitive considerations – Even in communication business is guided by competitive
considerations. Adequate competitive information needs to be made available to communicator.
6. Levels and positions – Communication styles should change with levels and positions. The chances
are at the higher level more personal style is used in communication. Once you begin relations your
communication one should adequately mix relations.

SUMMARY
One must understand areas in business needing communication. The marketing area occupies a big portion
of such a communication. Rest of communication largely belongs to communication with suppliers,
reception, office, meetings, public relations, industrial relations, events based communication, service
providers and public agencies. We must appreciate in terms of variety, need for rationality, procedural,
number of communicators, competitive considerations and respecting levels and positions.

KEYWORDS
 Service providers – Business requires services like marketing agencies, advertising services, janitor
services, canteen services etc. Those who provide these services are service providers.
UNIT 5 THE MEDIA JUNGLE
Structure
Introduction – Media Mix
The Words and Text
The voice communication- Eye to Eye
Voice Communication – with Distance
Written communication- One-to-one
Written communication – One-to-many
Communicating through pictures – One to One and One-to-Many
Silent Communication
Multi Media Communications
Summary
Keywords
Typing Media Combinations

INTRODUCTION – MEDIA MIX

Why we are calling it a jungle? Its rational classification is difficult. In modern tools when media
are crossing boarders and can be usefully combined. I may call someone to discuss and show
during discussions some video film to make it more effective or I may talk on telephone and
then make a voice mail without the second party being present. The text, words, pictures,
voice everything is coming together and the real choice of media has become more dependent
on technical tools which can be used with ease in reasonable cost and time frame. So the
permutations and combinations will change to present a message. Thus speaking of media is
like moving in a jungle of your own making. What we intend to present here some major media
available for communication. We will have to mix these media to create effective
communication. The effective communication is the one which makes people to act towards
communication objective. The age is that of media mix.

THE WORDS AND TEXT

The language is the basic force behind communication. The words form the base unit of
language, the arrangement of which expresses a concept. Words are objective oriented and
good language expresses even concepts which are not in a hard form to see. Our first
acquaintance with the words is from mother and that is why we call it mother tongue. The
language which is not our mother tongue and which society near about does not speak
becomes a foreign language for us. The communication becomes difficult when we are doing it
in a language foreign to us. It is possible that some of you may be acquainted with
communication in English and some of you may be in the process of learning. The words can be
expressed in two ways in speaking (voice) and the other is written. These are two basic media
of communication.

THE VOICE COMMUNICATION- EYE TO EYE

The voice communication can be eye to eye and long distance.
Eye to eye communication (conversation)
One to one voice communication is called conversation. Here people facing each other
converse and exchange communication. It is, therefore, necessarily inter active
conversation where both the parties speak to each other. We can call this as direct
communication since it is done directly with the person opposite. Being interactive we can
impress what we want to say, we can arrive at a decision with conversation between the
two. The chances are people are happy to meet this way and communicate. Being natural
one has to make less effort. However, if one has to come a long way to hold conversation it
may be easy but expensive and time taking.

Eye to eye communication in a group (Discussions)

In meetings of all sorts one has an eye communication with many at the same time. With
an individual when one has eye to eye communication, one can read reactions in the eyes
and then change the conversation to be more effective. However, in a group eye to eye
contact you cannot concentrate on an individual and are more interested in hammering
out a solution, a rational approach than a relational approach. There is absence of
empathy.

Eye to Eye Communication – One to Many (Lectures)

Here the communicator is lecturing and communicating his idea and other are listening.
Most the class room or public lectures are of this type. Instead of looking in the eyes of an
individual, we look for group reaction and we are happy if we find group reaction overall

happy. It requires non-conversational type of communication because others are patient

listeners.

Eye to eye communication – Many to One ( Group representation)

This type of communication takes place when a group is trying to speak to an individual.
One popular example is talks with Worker Union or at the time of demonstrations, grief
etc. Here the individual is primarily a listener and all others are speakers.
Eye to eye talk –with a position (Official)
Some time you undertake conversation or discussion with a position of authority. This
communication differs from communication mentioned above. The reason is you take your
authority into consideration when you are communicating. The conversation with the boss,
subordinates and colleagues will vary, depending upon how much authority you mix with
it. Each of the above categories forces different scenarios on the communicator and needs
a change in communication.

VOICE COMMUNICATION – WITH DISTANCE

This category would not have become so popular if Telephone system would not have existed.
Most of the voice communication is now being done on Telephone lines. The distance is no
limitation. We can talk all over the earth and with wireless Telephony even to a man in the
space. The distance has shrunk. Moreover telephone talk has not remained as expensive as
transportation and therefore, to save on time and distance people have now resorted to
telephone communication. Thus intervention of telephone has created a new category.

The telephones have now increased their capabilities by entering into audio conference
making it possible to have multi person communication.

The coming of Mobile (Cell telephone) has made it possible not to have a fixed place for
telephoning and we can speak to a person direct because he carries a portable telephone in
the form of mobile. In the past it was necessary to be stable at one place while phoning but
now you can catch a mobile man while he is in motion. People are talking from cars and planes
while traveling. Business has tried to catch on with trend by having their own mobile. We do
not have to depend upon human assistance for this purpose like exchange operator. Automatic
exchange boxes are now in operation and one can talk with concerned person. What one
looses is eye to eye contact has gained in terms of time, place and speed.

The addition of recording facility we can record voice as answering system, voice mail and add
tunes, buzzers, music, stories etc. and make more useful. Communication is also becoming
entertaining.

WRITTEN COMMUNICATION- ONE TO ONE

With the existence of postal and courier system it is possible to spread a written word all over
the world. Worldwide postal system exists today and we can mail written communication to all
over the world. One to one correspondence is the most popular system needing at a very
primary stage pen, paper, pencil, envelop and postage. Many times we confirm voice
communication by written communication as a safety measure and for permanent record. The
commercial correspondence forms the major subject in written communication. One can take
out copies and distribute it or mail to different receivers. The written language poses more
problems of accuracy and presentation. The use of typewriter, then electronic type writer was
supposed to be media for written communication. But with digitalization of words it is now
possible to do writing in digital forms transferring the subject to the computers as word
processors. The capability of word processor as communicator has tremendously increased its
popularity as communication system. The E-Mail has become convenient to transfer words in
written forms along with a facility to send its copies to many users.

WRITTEN COMMUNICATION – ONE TO MANY

Circular letters were once very popular to communicate in written format to many. Originally
this was being done by making copies on cyclostyling machine, copying machines like Xerox
made it possible to take as many copies as one wants and circulate and afterwards high speed
color printing machines made it possible to take as many copies as possible. The newspaper is
the best example of this type of communication. Now we see business of copying all over,
within a walking distance or right with us. With the desk top publishing facilities on the
smallest possible computer printing has become a major media of circulation. Hand bills,
leaflets, books have made it possible to distribute in bulk and involve many people than one.
Now communication through printing media has become one of office tasks with almost in all
types of businesses.

Concepts like electronic notice board, World Wide Web and simultaneous display capacity of
computers have made it possible to do it in real time on wider scale. With the help of scanners
to digitize has opened further possibilities. Telex in bygone days and fax in these days is a tool
of transmission to one and many. Now, world-wide web communication has made inroads in
communication through chat, links and slowly becoming an interactive media and transaction
communicator. Since marketing involves lot of communication it has become advertising and
publicity tools – all using words as a carrier. In fact addition of audio-video and text capabilities
computer is going to be a bearer of communication in future.

COMMUNICATING THROUGH PICTURES – ONE TO ONE AND ONE TO

MANY
It is not unusual when someone comes to home we perhaps show our family album. The album
depicting pictures of our family tree and then we go on telling the impressions we have about
the family history. What it gives to onlooker a peep in the past of family. We then hardly realize
that we are communicating through media of picture. This can be done even in a business
discussion or business meet. Many times one will find on reception table album showing
important land marks in company’s history, and VIPs visited so that something can be said
about organization. You may also find photo frames hanged in lounges. All this is
communicating in pictures. Particularly showrooms are well made out with this purpose. This is
simplest form of communication through pictures. One may organize a slide show with picture
transparencies or have video-show. Thus we can change our picture media from still to movie.
With scanning and video cameras it is possible to communicate in variety of ways by selecting
picture as a media. One can also add voice and make it two dimensional presentations. Adding
animation is also possible.

Another category to communicate in pictures is using symbolic communication. Instead of

writing in words people use symbols. Anyone who drives a vehicle knows road signs which
direct you without speaking. You go and visit airports and you will come across many of them
since they expect a crowd with different language origins.

SILENT COMMUNICATION
When guests are visiting our home, we clean, dust and try to keep things in orderly fashion.
What we are aiming is to form a favorable impression about us without speaking. The
communicator, our surroundings are silent and yet these speak of our efficiency, discipline. We
do such a silence communication all the time by keeping our surroundings impressive and
speak through that media. You will thus find lot of interior decoration is really a
communication of your thoughts and feelings. We neither use pictures, nor voice and yet
communicate. This type of communication can be described in different ways.

Communication through personality appearance:

We try to dress properly especially when we want to communicate something special. We
know if we are not accepted as persons our communication will not impress them. When
some guest is coming we try to give one look a mirror and see if we are tidy enough to
impress. Mahatma Gandhi preferred to wear a short Dhoti without shirt because he felt if
he wants to convince the down trodden and simple people, he should be as simple as they
are. He succeeded in communicating his thoughts with that type of attire. Your outwardly
look contributes quite a lot to your image. Is this not a silent communication?

Receptive Working Environment:

Comfortable place to seat, availability of facilities like drinking water, toilet (and its
 cleanliness) and place to things one has to carry all these comforts add to your
communication. Informative and well decorated furniture and fittings along with pleasing
eye colors give one, a feeling that you are eager to communicate. It gives you a good head
start.

Creating Brand Image:

Brand is a representative one uses to carry an image for your business. Thus one sees Tata,
one thinks of people with fair business deal in products or services or in employment.
Instead of communicating in thousand words, one can communicate all these words in
symbol. It abridges the gap between past and present and gap of place from one to
another. It is an attempt to capsule name, time and space in the present. All advertising,
publicity, packaging is aimed at brand image.

Human silence:
There is saying in English that if speech is silver, silence is golden. When generally you
communicate but all of a sudden remain silent, you communicate your displeasure without
speaking about it. This can be practiced only if human relations are already established.
Thus communication can be used without speaking. This is what we have described as
human silence.
Body gestures

We communicate through body gestures using our eyes, facial expressions, movements of
hands etc. In a business we should use it to welcome and show respect. Silent man speaks
a lot through his appearance.

MULTI MEDIA COMMUNICATIONS

If one sees history of communication media first started with the development of language and
then with voice communication. The radio and telephone are good example of this
development. Then people started developing picture communication like silent movies and
then they combined voice and picture and came to area of TV and multimedia communication.
The tendency is now combining media due to development of video recording, digitization and
multimedia computers. Its miniaturization has made it facile to carry media tools on a person
and thus multimedia communication is bound to spread. One example we have already cited
above that while discussing as using voice media you can also demonstrate picture like in
Microsoft Power Point and make it more entertaining and useful. We shall speak of media and
its use in second part of this book.
SUMMARY
The use of single media which was quite conventional changed to mixed media creating a
jungle of media. We can use lot of media together by bringing together text, voice and pictures
together and use these in variety of communication with spectrum of media tools made
available through development in technology. Thus we have now entered into era of
multimedia. For communication we have to choose a language our own mother tongue or
foreign depending upon the language of community with which we want to establish
relations.
Voice communication can be with individuals in terms of conversation or with groups in terms
of discussions, in form of lectures or representations. Voice communication on a long distance
has been made easy with Telephones. The words also form part of written communication and
then we get correspondence, circular letters, print media etc. We can also communicate with
pictures in the form of print media, movies, web pages, slides shows etc. Use of picture
symbols is quite common. Some media can be called silent communicator such as personality
appearance, work environment, brand exhibition and body gestures. It has now become more
convenient to use them some of these media in clusters and arrival of multimedia tools have
created a jungle and one has to think quite a lot to find out media or media mix to come out of
this.

KEYWORDS
 Multi-media – combination of text, voice and pictures.
 Conversation – communication between two parties
 Direct communication – without any intermediary
 Digital language – electronic communication through 1 and 0 digits
 Scanners – a document that can be scanned and converted to digital language
 Animation – series of drawn pictures showing movements and thus putting lie in the
picture.

TYPING MEDIA COMBINATIONS

Type Media used

Press advertisement /Publicity Text/ Pictures

Sales literature Text/ Pictures
Slides Text/Pictures/Voice
Video Pictures with action/voice
Radio Voice and musical sound
Audio Voice and music
UNIT 6 UNDERSTANDING MEDIA TOOLS
Structure
Introduction – within cost, time and availability
Voice media tools
Reading and Writing Media Tools
Communication through pictures
Multi Media Tools
Silent Communication – Communication by impression
Summary
Keywords
Media tools and communication capabilities

INTRODUCTION – WITHIN COST, TIME AND AVAILABILITY

We can use such a wide mix up of media that it appears almost as a jungle in choosing the best possible
combination for our purpose. It is the time available, cost and tools available that decide the media tool to
be used. When we speak of tools it is hardware and it is presumed that we know how to use these tools and
understand these in terms of time, cost and availability. Thus in a way some basic technical knowledge is
preferred in terms of it use and limitations. Thus communication has to be understood along with technical
limitation of tools. Some very known and extinct variety of tools has been included along with the ones
which seem to have wider horizon in years to come. Really we can find many more details if one goes
through user literature pertaining to product and see what particular media product is offering. Here the
attempt is just to know these as tools for use in our communication. Most of these tools are now in use and
you will find these being used in many business offices.

VOICE MEDIA TOOLS

Telephone system
The telephone is the most used media for distance communication. The system comprises of exchange,
instruments and telephone cables. At user’s end there is very negligible
maintenance. The charges include rental and use charges and depend upon the distance involved. One
can have number of instruments plug in or in parallel operation. One can also install exchange either
manual or automatic with number of users. Now tendency to use automatic exchange is on increase
since it saves on operator’s cost. Numbers of facilities are available on instruments and exchange to
redial, answering machine, hold, direct, participating in audio group discussions, magnifying speaker
system to enable more number of people to hear the conversation, record keeping of incoming calls,
user identification service etc. Each of these facilities if properly used can give number of advantages to
communication. Video telephones which will soon make appearance in the market will also enable view
the receiver and his expressions at the other end. With memory provided one may be able to keep
telephone directory of our frequently dialed numbers. The initial installation cost involves cost of laying
down lines from nearest telephone pole. The recurring expenses for fixed period of a month in terms of
rental, service and use charges need to be paid. Since these charges vary from place to place one can
 ascertain these from telephone providing company. Since service is available for telephoning almost 24
hours a day and to any one who is connected the misuse of office telephone for conversational use of
private nature and prolonged conversations is a factor that may increase telephone cost on non needed
and non business communication. Moreover, there cannot be any control over quality of
communication since it is used in highly personalized way. Some control over its use along with
restricting too few users are some of the ways of reducing costs. The biggest advantage of telephone is
this is a direct communication without intermediaries, communication can be done in real time not
involving loss of time and be used for any language (not requiring coding and decoding of special
nature) by the user and can generate more clear understanding as if it is being done on person to
person basis. The voice communication on telephone is so common that we find even illiterate people
using it very easily. Formerly because of manual exchange a person of full time nature was needed but
with automatic exchange the need of operating exchange does not arise. The system is available in
most of the countries in the world.

Mobile or Cell Phone System:

The telephone system has become mobile with introduction of this system. The earlier system was lock
to a place and it could not be moved without wiring to any other place. To overcome this weakness now
satellite and tower based wireless system has come up setting aside the need of laying down cables and
making available telephone mobile facility by carrying on your person. The size of telephone system has
been made to accommodate within hand. One can catch a person when he is mobile in train, car, in
plane, ship or any transportation mode. The land line described above is giving way to mobile
communication thus replacing need to be near the telephone but have it with you all the time. With
galloping number of mobile users this system is becoming cheap in terms of purchase and operation. It
hardly requires any service and have very low maintenance cost except service charges. Since there is
no human intervention in the system within the two, one is more sure of contacting the right person
easily. In a way this has assured privacy over land line system. This system has communication facilities
as Caller identity, ring tones, short written message system, call hold, transfer etc. It has become both
written and voice communication. With radio facilities one can get news and now pictures of TV and is
slowly becoming multi media. Except charging and getting sim card exchanged it requires no servicing.
Again it operates within real time frame and the most user friendly system. Most of the business people
are moving and needing instant connection and mobile has become ideal for this. To day it is mainly
being classified as voice system but it will soon become also a writing system replacing talking by short
messages as people are doing on E-Mail.

Voice Mail:
Voice Message can now be recorded on mobile and it can be transferred on E-Mail so that the receiver
instead of receiving written message receives voice message. One can avoid keying words and can use
any language to do this. The mobiles are available with this facility. Soon this will become a standard
 provision on mobiles.

Sound recording equipment:

The arrangement to record sound is being used in communication world quite a lot. The Dicta phones,
used for dictating voice message is one good example which has replaced the age old shorthand.
Software to convert voice to written form directly has also been
introduced and when fully matured a voice communication and written communication will not be two
different medias to operate. Some leading pleaders are already using such transcription systems. The
recording systems have already become of a size of ‘hand held’. Sony walkman is being used as portable
voice recorder in entertainment communication. Mobile telephone is also now getting better sound
recording capacity. Such electronic based systems are expensive to begin with and then soon become
cheap. In a way most of the sound recording systems do not have transmission capability so that it can
be only used to support preparation of message and not its communication. One has to use tape
cassettes or compact audio disks for this purpose.

Audio conferencing facility:

The telephone exchanges can now offer a connectivity with many people at a time and we can hold a
meeting on telephone of more than two participants. The advantage is that people do not have to be
physically at one place and therefore, saves transportation costs. We can always think of this alternative
instead of meetings. The whole discussion can be recorded and can become documentation of a
meeting. It may prove economical than physical meeting. It would require some more knowledgeable
person to make such event possible. All must be available on telephone to make this possible.

Voice amplifying devices:

These are known as amplifiers assisting in amplification of voice sent through mike and then amplified
through speakers. For holding one way communication like in public meeting, business conference
these are used. They enable us to make communication with bigger crowd. These may be owned or
loaned. The cost structure will differ in both the cases. In some conference room this is installed fully
equipped along with noise absorption system. It is not possible to give general cost structure since
installation can be of varied nature. It can be multi micro phone system so that number of participants
can use to discuss in a big group. Generally its maintenance and use require a separate person. In
advertising Radio broadcasting becomes a communication tool.

READING AND WRITING MEDIA TOOLS

We are still using paper, ink, pen, pencil and compass box as primary writing tools in schools and for that
matter even in business at least to make rough work. But to ease writing work we have been developing
tools like type writer which are now being replaced by world processing system incorporated in computers.

Word Processing Devices: The mechanical devices that were popular were typewriter
There life time use and cheap maintenance were attractive but with decline in manufacturing units and
 availability and with electronic era its use is declining. The electronic typewriters came and gone and
now we are talking of digital word processor like computers. The computer word processor as MS Word
are full fledged writing systems having capacity to self correct, design, easy error correction, storing and
retrieval and surpassed all writing systems so far. With the introduction of Personal Computers this may
become reasonably cheap and highly versatile. Simple preventive steps like covering for protection
from dust while not in use, provision for spark arresters, keeping anti virus updated, disk scanning and
de fragmentation at regular intervals, will keep the computer trouble free for a long time. One can
easily take computers life along with its software upto five yeas even we consider the system
obsolescence as fast. With upgrading the system can easily look for ten years operation. The life of
servers can easily be taken as five years. This may help you to work out prevention cost and
maintenance cost. In big towns the service comes to Rs. 300 per month in which case maintenance and
servicing cost will be reduced.

Written word transmission devices:

Mainly we are talking here of Telex, Fax, E-Mail, Short Messaging services through mobile etc. These are
media through which you can transmit written words from one end to another end. The fax have taken
place of telexes which are more versatile and can transmit digitally pictures and words in the same way
they look while sending. Thus you receive document with the same face as while it was sent. Thus it is
called facsimile (with the same face). It is transmitted as a picture. If one wants to send the documents
as it appears we fax it. Fax goes through telephone lines. We can also send fax through computers with
a special software. With modem one can send E-Mail and it can be sent from one computer to another
computer much faster and cheaper. If one has to send a document which is in written form, then one
has to scan and convert it into digital language. It involves additional process of scanning. When we just
want to send digitized file it is the best thing to send it via E-Mail. In these systems one can transfer
pictures as well. One important thing is you are not using paper for writing, transmission and its
eventual reproduction at the end. Thus this is paperless transaction and that is why we have started
calling office as paperless office. Even messages can be stored and retrieved and thus takes care of
paper filing system. Here again paper is avoided. Once you invest in computer the cost of maintaining E-
Mail account per year will not exceed Rs. 2000 and plus cost of telephoning per minute. Most of this will
take the same time as telephone takes and thus it is real time. Telegrams are charged on
word basis by central telegraphic office while even 100 page file can be transferred in less than a
minute time cost. E-Mail is cheaper than any other mode of communication of word transmission.
Computer cost will not vary with the purpose of use since the initial investment has already been made.

Small messaging services are provided on mobile telephone. One has to use mobile phone key board
and transmit as a phone message. This transmission is easy for mobile users. The cost of mobile
telephone instrument is reasonable otherwise cost would be same as regular telephone. We can do this
type of messaging even while standing or when we have time and can hold in hand the instrument and
 key in the message. This messaging does not require any elaborate preparation. Short messages and
distances can be covered in this system on real time basis.

Communication through information boards:

For many years in the past we have been using black board for teaching as well as for notification. We
used to have chalk sticks of varied colors. It is even to-day medium of communication in schools. These
boards became white afterwards and we started using felt pens of different colors. It is communication
aimed at bigger number of people and can serve for number of persons. We started using perforated
boards with plastic alphabets to give the message. One will see such boards at entrance in hotel
declaring to-days events. Then we started using notice boards with a glass cupboard like arrangement
and started putting our notices there. Colleges are still using only boards with lot of notices pinned.
Now we find electronic boards are available, whereby we can key in message and can be displayed in
lighted form. Such display materials one can see in big stores. Then there are stickers, wall posters and
wall paintings etc. which are different versions of the same concept. Some of these are very cheap but
something like electronic boards are expensive. Closed circuit TV Monitors are being used to
communication constant functions like on railway stations –arrival and departure announcement. As we
use better technology the cost is likely to go up but becomes convenient for frequent changes. We are
not using for family communication but some such method will be useful as a training as well as to
discipline implementation.

Supporting devices –Reading and writing:

The notable supporting devices are copying machines of various types available in the market. Once
upon a time cyclostyling media was popular. The disadvantage of this machine was you have to cut
stencil each time you want to take copies. It was added typing work.
The Xerox introduced a copying machine, which can directly copies from already typed/printed paper.
Lot of copying work is involved in business world and this became a quick success. Desk top copies came
in the market. We now see such copying machines in most of office establishments. We can see in most
of town places shops doing business in copying and having some sort of copying machine. Due to this
facility written communication is possible with many. Laser copying machines have now made it
possible to take number of copies at a time and do almost printing job in the office. One has to think of
paper cost, ink cartridge cost and maintenance cost to use this equipment. The number of copies to be
taken becomes a clear consideration in using such copying devices.

Due to availability of colored printers’ in a desk size people are now using copying more in terms of desk
top printing. Since we can use colored design layout and pictures we can meet many simple
communication needs in printed format. It is possible to design our letterheads, visiting cards, envelops
etc. in the office itself. With offset printing on reasonable commercial scale the gap between copying
and printing is slowly coming to an end. Many times it would be cheaper to get this type of work done
from outside specialized business since the machinery generally require volume. One has to find out
 whether we have enough work for copying machine of a type we proposed to purchase versus getting it
out sourced.

COMMUNICATION THROUGH PICTURES

Man has been communicating with pictures from old times. In fact languages like Chinese are based on
pictures. We also see ancient pictures done on a rock. However, it is only when pictures could be mass
printed in colors that communication through pictures became very popular. We rarely see any printed
communication where pictures have not been used. Through calligraphy, styles, fonts, printing words has
also become an art. Thus picture communication is pervading. The arrival of camera with its technical
development and its printing has made pictures a much more easy communication. The digitization of
pictures have made it possible to transmit to a distance without transporting. Its dimensions have been
increased from still pictures to moving pictures and possibilities of projecting them in enlarged versions.

Hand Painting:
This is possible in interior decoration, wall murals, wall paintings and being used as a tool to design
work environment and we see its use in show rooms, exhibitions, trade shows etc. We also see some
classical paintings decorating premises of some big business houses. Many pictures are first hand
drawn and then are printed. The cost of an artiest along with

paints is more important. The comics which are popular with children are first hand drawn and then
printed. Sign boards which we see on shops are all hand painted since the job is not of repetitive
nature. In such cases hand painting becomes a cheaper option.

Photo Media:
The camera pictures are used to print and take out copies, make transparencies and slides. With digital
cameras one can directly transfer photographs taken to computer media and then for operation such as
enlargement, projection, printing etc. in colors. Besides there is no time lag since it has not to undergo
process of studio lab. Many workable projects can be done by employees who are not specialized in
photography and or its handling.

Along with photo media we are now having lot of projection equipment to project pictures for multi
people show. One has to understand the projectors power in terms of distance and picture size
projected to choose the requisite equipment. One can add by commenting on slides while
demonstrating or synchronize recording with display or having movies with recording track. This
equipment is again available on rental basis. By carrying lap top computers one can make it a day to day
use as picture projection tool. The Microsoft Power point presentations can be organized in this fashion.

The video technology has made it possible to make video conferencing where it is possible to see
participants and have long distance talk without physical meeting. This is already becoming popular.
One saves on time and transportation. The meetings can be called at short notice
MULTI MEDIA TOOLS
Media tools are now becoming multimedia and therefore word text, sound and pictures are coming
together in communication. In future when we communicate we will have to see in what way and we can
combine these media and present a more forceful communication presentation. In marketing of products
and services communication needs to be persuasive and one will have to understand the limitation of each
media. That is why communication is becoming technical. Video is the best example of multimedia. We
need not undermine importance of text as a media and it will still dominate in overall communication since
it is the most convenient and the cheapest.

Web page has become a multimedia tool for communication. We have not become web goers but even
public institutions are now using it as a tool for mass communication such as announcing tenders and
examination results etc. Thus the web goers are bound to increase.

Web page layout, its repetitive changes for updating and its publicity is a technical job. But people are
resorting to WWW as a media for active communication.

We also get continuous display tools for keeping in prominent places as eye catcher. It is the moment that
catches attraction of passersby.

For advertising Television operates as multimedia communication. This is supposed to expensive media
tool.

SILENT COMMUNICATION – COMMUNICATION BY IMPRESSION

Human communicate through body language and through body mannerisms. One has to use this silent
communication by personal presentation. Good looks, good behavioral manners and good use of body
language helps silently your communication. The organization tries this through presenting pleasing
environment. The good housekeeping contributes. Have tidy reception arrangement and you can begin with
favorable impression. Communicating is not only words, sound, pictures but impressions. Let environment
communicate a good impression. If good and clean toilet and drinking water is provided these become tools
in directly in communication.

SUMMARY
There is a wide mix up of tools available for communication application. It is time cost and availability of
tools and its limitations that one chooses media tools. The most used voice media is telephone system and
other voice media supported by voice mail, sound recording equipment, audio conferencing facilities and
voice amplifying devices. Reading and writing tools comprise of word processing tools, word message
transmission devices, information boards and copying devices. Communication through pictures has been
made possible by digitization in picture media and use of photo cameras and then projecting equipment.
The multimedia capacity using word text, sound and pictures have almost changed all communication with
pictures both still, movies and animation. Now it is being supported by web pages making it universal
window for communication.
KEYWORDS
 Audio and Video conferencing- arrangement to connect telephones and video equipment for
simultaneous meeting type of discussions making possible to talk without physical presence of
persons on one table

MEDIA TOOLS AND COMMUNICATION CAPABILITIES

Telephone Voice-distance mode Fixed to desk-real time

Mobile Voice and short messages Mobile and portable
Word Processor Words Desk top publishing
Computers Multi media Desk top, mobile and hand held
Radio Voice Broadcasting
Television Multi media Broadcasting

Supporting Equipment :-
Camera Pictures Digitized, color
Video camera Moving pictures-motion Digitized, color
Scanners Copying pictures Digitizing pictures
Printers Words and picture media Color and speed in reproduction
Copying (Xerox) Words and pictures media Multi copy –popular Black/White
Fax Words and pictures Distance mode –real time
WWW (Web) Multi media Universal viewer, colored
Audio cassettes Voice recording Portable and universal use
Video cassettes Pictures and voice Portable and universal use
E-Mail Words, pictures and files Worldwide viewing
Mail Primarily words Organized worldwide distribution

Notes: Only those are covered which are in use to-day -

UNIT 7 LEARNING LANGUAGE FOR COMMUNICATION
Structure
Introduction – Need for learning language
Why a foreign language
Developing reading habit
Developing speaking abilities
Art of Listening
Increasing writing skills
Bettering your language communication skills
Summary
Keywords

INTRODUCTION – NEED FOR LEARNING LANGUAGE

We have seen some technical knowledge of media tools is essential in order to effectively
communicate. Thus choice of tools would make your communication effective. But if the
language you use for communication is weak then your communication will not be effective.
Even if one is using mother tongue without a good vocabulary and its proper use the words will
not carry the underlying meaning. It therefore needs some efforts to express in communication
language. The words are associated with objects and child picks up or makes a pointer to the
object and he is told by people surrounding some sound for it, which he understands as a
word. He only hears and learns by listening to that word quite often without knowing how to
write. He can hear the sound and judge words by sound. Thus observing and then listening to
other what it is said is the beginning of spoken language and then for social convenience we
convert it to writing. The observation coupled with the sounds he hears, confirms the object
and then he has to be taught to write it. The child learns by direct method since both objects
and sounds are made available to him. But when it comes to inanimate objects he understands
most through expressions and body language and the words uttered at that stage. So he learns
to express inanimate objects. His vocabulary is limited by what he sees and feels and what
others call it. Thus you require objects, observations and a mentor who speaks words for these
objects. It’s a process that starts without learning how to write but only to speak. That is why
many tribal dialects remain as unwritten languages and therefore, change with the
surroundings with each tribe. One can learn language as a child starts but it will have
limitation. In bigger than his family world he will not understand whether people use the
same words for the same objective. As the breadth of your transacting community grows one
must devise a common language without having the other party before you and then you start
writing. Thus communication needs common understanding which we try to build through
language.

WHY A FOREIGN LANGUAGE

The one which we learn as a child in our family is mother tongue. The mother tongue may be
restricted to few family but not to a large community with which we are going to transact.
When we extend our community boundaries we try to find some known media with which
transacting community is familiar better than any other language. India with so many
languages has a link language of Hindi but it is more a spoken language for most of them. Due
to historical reasons certain languages are understood by a big global community these have
become international languages. Language is a media to transact and it is transacting
community that decides the choice of language. Amongst international languages which we
feel have strong transaction values we adopt as a business language. English is most used
transaction language in the world and due to British association we have gained some
familiarity with the language and have adopted it for global dealings. It is history that made
English as a transaction language in international communication and we have adopted it. Now
we have to learn to communicate in that language.

DEVELOPING READING HABIT

Step 1: It is presumed that you are familiar with alphabets and reading some sentences. If we
know some reading one can easily start with reading medium you can take any book
prescribed for your study and take it for reading. All punctuations signs are made for you to
take a very small gap in your reading. One can take it as a rule for time being. Take one
paragraph or convenient block to read. Mark in lots of approximately thirty words and
mark till the end so that you know how many words are in the block with divisions of 30
words per minute. If there are 150 words, then you should at least read in five minutes at
30 words per minute; if it is faster it is not bad. Till you attend minimum 30 words per
minute you read. Thus your first stage is to catch a minimum speed. Of reading, this can
only come by re-reading. If you are already above this speed then you try the second step.
Step 2-.Now take the block you have selected and mark the difficult words of which you have
not understood either its pronunciation or meaning. Learn from dictionary the meanings
and way to pronounce. Now see if you have understood the meaning of the whole block.
Once you know its meaning you can read faster and faster till you achieve about 60 words
per minute. More you read the same more the meaning will be clear. If you can read with
this speed and with understanding, you have got a key of language in your hand. The
reading should be loud and audible and at the rate understandable to yourself.
Step 3- Now make reading a habit. It may be a newspaper or any book. What reading makes
you is a thinking man. You need thoughts to express. You develop language along with your
reading if you try to understand it. Try to become a good reader. It opens a door for
language. Do not try to understand construction of sentences at this stage. Understanding
of language comes after you start knowing language.

DEVELOPING SPEAKING ABILITIES

You must have at least two persons to practice speaking. It is interactive learning process.
More the persons participating, more it will be fruitful. But just to gain preliminary confidence
you with your friend are enough. Adult has tendency to translate through his known language
into the language he is learning. Thus one takes help of what one knows to understand what
one does not know. Taking this as a cue you may try the following steps:

Step 1: Take some one with you to participate with you to talk. Try to speak in English
whatever you want to say to each other. Otherwise, choose subject or occasion to talk
about and write it down in your mother tongue. Then try to translate it by use of
dictionary. It is found even if we ask people to speak in their mother tongue they lack
thoughts to express. You must have thoughts to express and feel like expressing. Many
people lack speaking abilities because they lack purposeful thoughts to express. This must
be on a subject or an event. It Does not matter what the subject is why you liked a
particular hotel or movie –the thoughts must be consistent to occasion. It is conversing
with reference to a subject or an event. All those who aspire to use language for business
should take some business subject and talk.

Step 2- If you consider you to be at a better stage of speaking in English you need not use your
first language and translate it but you can make the points or even write it in English in a
full form of sentence to prepare for purposeful talk. We are not doing this to exchange
pleasantries but make purposeful talk. Whenever you meet try to speak in that language.

Forming discussions forums (or toast clubs) is encouraged to learn language. You can find
out English peaking forum available near to your residence. It is only talking by your self
and listening to others that you will develop skills in speaking. Once you are confident to
speak to someone else you will slowly develop abilities to speak in public.

Step 3 – Now recorded Compact Disks of learning English language are available in any Stores
of Book Shops. Listen to it just to get acquainted with the pronunciation. Listen each lesson
in it at least ten times. You can listen to English news on All India Radio or similar news
 broadcasting service at least once day. You can then listen news in your own mother
tongue. This will increase your knowledge as well as listening capacity. Since you are trying
for business communication, listen to business news. After about continuous six months
you will find interest in language growing. . .

ART OF LISTENING
Step 1 – Jotting points on a piece of paper is essential to increase listening skills. I find students
listen almost for an hour a lecture but without any paper or pen. You may feel you have
understood but you will be able to repeat nothing. Habits of writing points even if you do
not need them, is a good habit for many reasons. First you are attentive while listening on
the same job. Secondly, your remembrance capacity increases with good listening. Third,
you can reproduce. Fourth, you can form habit of summarizing. You can go later on
paraphrasing.

Step 2 – Do the same thing while reading. Go marking some important points while reading
you will find your mind listens you very carefully when you are reading. When you are
conversing you are engaged alternatively in speaking as well as listening. One must allow
the other party to speak till he likes to speak. You can just raise small questions to allow
the other to explain further. More than talking do the listening first and therefore, you
should volunteer to make others speak first. It is a good part of etiquettes.

Listening comes out of self control. More you will control greater will be your selectivity in
control. Only interfere when you have not understood what he is saying and not for
interrogation. .If you feel you can respond immediately do it but if you feel it needs more
thought tell the other person “I will come back on the subject in 24 hours.” And then do so.
It is important to make promises and meet promises. It makes you work.

INCREASING WRITING SKILLS

It is here where the language really requires some knowledge of grammar. Writing habit
increases by writing. If you see children they try to imitate what they hear. One of the method
of writing is imitating to begin with.

Step 1: Read a sentence. Try to imitate and write. More you do it more you will learn writing.
Since you want business communication and making a business correspondence, use this
book your reading text and take sentences which you like and write these by remembering.
You will increase your spelling accuracy along with this. Do it regularly as many times as
you can. Check for corrections with the original.

Step 2: Now you read the whole paragraph and then try to reproduce it in writing. If you can
 write, you are acquainted with writing. Check your writing with the original.
Step 3- You can now try sentences of your own by taking any subject say your bio-data, Now it
is difficult for you to check it unless someone takes that responsibility. You will have to find
one. If you take any tourist guide for visiting England you will get sentences given there of
ordinary daily use. These books are available in the book stores. Do all the sentences their
first so you are familiar with day to day expressions. You can also get books like ‘Teach
Yourself ‘English’.

Step 4;generally for those whom English is a foreign language will tend to construct in long
sentence in mind in their own language first and then translate into English. Since you take
liberty of constructing long sentences, your English will be composed of similar sentences
and there would be more mistakes. You try to construct with only one vert at a time so
that these will be simple sentences and would not require like of conjunctive words and
grammar following it. Business language can that way be simple. In fact businessman is
more interested in finding meaning and acting on it, does not as a rule bothers about
grammatical constructions. You can just use a language without worrying about its
grammar for some time. It will embolden you to use language.

Step 5: Now you should start constructing sentences in mind in English, slowly developing
thinking in English. This has to be simultaneously done by reading more and more so that
sentences take form in your own mind. This is continuous process and goes on throughout
your life.

Remember the proverb ‘Reading makes a full man (full of thoughts), writing an exact man
and reading a ready man (to converse and answer all). Language learning is more personal
effort.
Step 6: About grammar very few people can understand from grammar book by itself.
Guidance is required to check grammar of what you have written. You will have to find
someone who will do it for you. It does not mean you should not try to use grammar
books. In facts lot of examples are given and even if you understand some basics it will take
you further in learning.

BETTERING YOUR LANGUAGE COMMUNICATION SKILLS

In fact people do not appreciate the languages but the thoughts and behavioral aspects behind
it. Language is just a tool. As you can express your self through speaking and writing, the next
thing to you is not a language but preparing you for better thinking and its emotional
expression. You have to grow along with the job needs. Many English medium schools have a
good language preparedness but we do not see them succeeding more in higher echelons of
organization responsibility. You require higher risk taking capacity and good human relations.
The language is just a medium to express it.

SUMMARY
The language is backbone of communication and its learning is essential to make
communication more expressive. One must develop language skills such as reading, writing,
speaking and listening. The mother tongue is not enough to speak to broader community and
one has to develop a language which covers broader community and as such compel us to
foreign languages, which are foreign to us not being our mother tongue.

KEYWORDS
 Paraphrasing – expanding subject in understandable fashion
 Echelons – higher levels
UNIT 8 MAKING COMMUNICATION
SUCCESSFUL IN
MEETINGS
Structure
Introduction- Why successful meetings are rare
Perspectives in organizing Meeting
Pre-considerations in organizing meetings
Procedural Lacunae
Preparation by participants
Precautions in discussions
Alternatives to meeting technique
The success factors in meeting technique
Support- Specimens, Figures, Tables and Exhibits
The third meeting of Board of Directors held on Tuesday, August 9, 2007
Summary
Keywords

INTRODUCTION- WHY SUCCESSFUL MEETINGS ARE RARE

One of the most important areas in business communication is a group communication that
arises out of meetings of different types. Even at the top Board of Directors only function
through this method. It is thought to establish communication between different specialization
and specialist function and department meeting is the best way of achieving communication.
Thus it is rare to find organizations without meetings. Any problem any emergency is attended
to by calling meetings. Sometimes it is overdone and over stretched as a medium. It does not
mean because of meetings organization politics has reduced, people have become more
friendly and doing their job in coordination. Thus people doubt utility of such meetings. The
successful meetings are rare and why they are rare can be traced to number of factors. Even at
Board of Directors meetings succeed to the limit of Ownership interest and Executives are
strong. Since we are interested in business communication I think this is one of the technique
we must learn to make meeting more effective.

PERSPECTIVES IN ORGANIZING MEETING

The way the people look at organizing meetings have different perspectives.

Rubber Stamp:
 Some meetings are called just to show that everyone is consulted before taking decision.
They want the meeting to endorse their view point or decision. Thus such meetings act as
rubber stamp.

Risk shifting:
The responsibility of view point or decision is intended to be shared so that it becomes a
committee risk and not of individuals. It is risk shifting from an individual to a group.

Reactionary Meets:
When people feel situation demand urgent attention and thinking by all. It almost sounds
as emergency meet. Instead of solving problem people are coming together to know what
is happening.

Announce important achievement:

Allowing participants to know an important achievement and boost morale.

Collection of Expert views:

There are times when certain machinery is to be purchased, certain action is to be taken
which has technical, financial, commercial aspects and the idea is to make all of them
understand these before contributing to decision. Thus it is a learning device.

Participative decision making:

Where decisions require all participants to take a genuine collective decision

Education:
Any objective that make people more knowledgeable- Unless perspectives are clear of
those who intend to use meeting as a technique, the chances are the objectives will not be
clear. Many periodical meeting like weekly, monthly meetings are called and then after
some time become incapable of being useful.

PRE-CONSIDERATIONS IN ORGANIZING MEETINGS

The success of meetings does not only depend on perspective but how one carries out this
perspective in organizing meetings. Some of the factors you should think about are –

Serving purpose:
Will the meeting serve the purpose you have in mind?

Cheaper alternatives:
Can we attain the same purpose by having some alternate method? We have formed a
habit that meeting is the only technique for solving a group purpose. This does not allow us
to consider alternative means.

Number of participants:
 The number of participants should be manageable so that one can have clear eye contact
with every participant and one should be able to read expressions and read faces. Not
more than 7 and using of speaker system should be avoided. However, if participants are
more since subject involves lot of departments or specialization then it should be
regrouped in more number of meetings. One must remember that discussions give rise to
number of cross communication and it increases along with number of members.
Moreover, if the group is big, many have negative participation thus frustrating the very
purpose.

Time convenience:
Since most of the participants are on move it is difficult to find a day and time suitable for
all. Every member must have alternate and some one must represent him. If proxy is
allowed we find a tendency increases in sending the junior, senior thinking he is always
busy. The level of participation goes down in terms of authority. Thus meeting and dates
must be fixed as a time table so that people cannot show negligence in attendance. It is
possible to announce that if some one is consistently absence for certain period should be
taken out of meeting and replaced by someone so that it will be taken as a threat.

Time duration:
It is also necessary to fix time duration of meetings. You go on committing your time to
others and meeting becomes a big hindrance. I had occasion to take appointments with
number of top executives in India for one organization and even though everyone was
knowing that I have an appointment specially to meet them and then gave me permission
to do so delayed at least by half to one hour their appointments. First of all you find out a
way to keep information ready for the meeting, tell all concerned your time is blocked and
you cannot afford to seat for more time. Thus the subject should be clearly decided in time
available and take care of in this light. Most of these top CEOs gave reason that they were
attending urgent meeting. You feel if this is not possible then divide subjects of meeting.
Venue:

Must be at a walking or short distance, otherwise one can arrange audio or video
conferences.

Coordinating Executive Secretary:

Meeting is a coordinating function of thoughts on the subject and requires a powerful
Secretary. Just a stenographer or good looking receptionist is not alternative to Executive
Secretary. Executive secretary is a person who has authority to demand attendance for
meeting or thoughts on the subject and present it on paper for discussions. The one who is
 nominated will not stay in that capacity for a long and cannot take place of members’ job
on full time basis as a rotation. They must feel he is equal to them. One of the important
reasons of failure of meetings is powerless secretaries. Such Secretaries should be assigned
an Executive level job for arranging all meetings may be on fixed rotation basis.
Chairman:
Really it is good that it is headed by coordinating executive for the subjects being
discussed. What in practice are required, are respect, equity and understanding of subject
and people concerned to keep discussion on track and facilitate the business of the
meeting in the spirit which is planned in advance.

If these are organized properly meetings can be conducted in right environment. If any of
these fail, there is bound to be failure of meeting technique.

Cost and Time Consideration:

The participants earnings should be calculated on per hour basis and time planned so that
we can get total participation costs in terms of meeting man hour. It is only then we can
realize how costly the Meeting technique is and how one should think in more alternatives
and also take maximum benefit of such a media.
Life of Meeting organization:
Should be like a project- we must decide the ending day of present committee organization
so as to review and reform from time to time. Thus meetings should be treated as Projects.
Meeting culture should be work minded.
Break during the Meeting:
This should be avoided as far as possible and we can either call a meeting half an hour
early and exchange Tea and then start or have at the end. Any break during meeting is time
wasting and affect the attentiveness of the participants.

PROCEDURAL LACUNAE
Even when we organize meeting properly what we find the procedural fault remains in the
system of meetings. Most of these are to be managed by Executive Secretary –

Agenda for the meeting:

As a major meeting document Agenda must be clear and circulated in time. As suggested
there should be a part planned time table with clarity, about time, venue and subject to be
discussed and the participants expected. This is the most important and yet formal
communication document.

Background information papers:

 Documents along with participant in meeting should be prepared for their views and this
information be presented in advance so that participants can read and come prepared. If
each participant can say what he supports then discussions will be more action oriented
than merely thought oriented. Actions always are at the background of thoughts.
Minutes:
As soon as subject is discussed the Chairman should write the decision taken and action
proposed so that it can be a part of Minutes. These must be in summary ending with
actions form on each subject. These should be signed by the Chairman and circulated with
note on any action to be taken against person concerned. This is, in short, to assign
responsibility and see that the meeting is successful. Proceedings are written in more
narrative and story format just to note the views of all and nature of discussions. All
meeting need not have proceedings written but can be in Minutes form. Minutes must be
a feed back communication for its participants.

It is the Chairman and the Secretary who can make meeting a success by conducting
meetings in business like manner and planning them adequately respectively.

PREPARATION BY PARTICIPANTS
One of the common observations is meeting participants do not come with any preparation
and almost take there job is to attend and not participate. It is also found that to protect
their future they do not display any courage to give opposite view. This is the most
agonizing problem in the meeting. When someone is seeking real views on a crucial
problem, the best way is to have one to one talk with all those who are material for
decision. For purposes of giving information, routine administrative review and sorting
procedural problems the meeting is good venue but not for discussing issues needing
personal opinion and then arriving at a decision. In order that participants should come
prepared for the meeting it should be obligatory for them as soon as they receive agenda
and come prepared with the points they would like to bring. Those who do not do this,
should be given a notice of discontinuity of membership of the meeting. This is to make
participants serious about business of meeting. One of the problem in meeting is thought
to be joint decision and individuals escape their responsibility towards decision.

PRECAUTIONS IN DISCUSSIONS
The time available for discussions is a great constraint and therefore, discussions have to be
disciplined by the Chair. Some procedurals should be laid out in a manual format. Generally in
a meeting the points which are raised later also need discussions and those who have finished
their talk feel like saying something thus there is to and fro, give and take in discussions which
prolongs discussions. The points arising out of first round should be again tabled and then
second round of discussions should be sought only from those who object these points. It is
not necessary that discussions should be decisive in the same meeting, one can circulate
discussions and call for opinions in writing and then Chief Executive can take decision without
referring to a meeting. The most important factor is having all points of view and brains
storming so that the subsequent decision is take with wide knowledge. Every participant in the
first round should aim at contributing a wide view formation and not discussions. It will be
found that radical differences do not exists in most of the cases.

ALTERNATIVES TO MEETING TECHNIQUE

Chairman’s Participation:
Seeing that meeting is a time consuming and costly technique, one has to see what can be
alternative to this technique. Generally, Chairman is said to be a conductor of meeting and
its procedures, but in business world Chairman should be collector and presenter of views
to the Executive to take decision. Thus Chairman’s role is active and not traditionally
thought over as almost a figure head. His role is disseminator of information to
participants, collecting their views and representing these to those who are responsible for
implementation. Thus his role is two-fold one to conduct smooth proceedings of the
meeting and act as coordinator for implementers. In business every step is towards action
and hence, Chairman cannot be just neutral but active participant in the proceedings.
Discussions must lead to decisions and then to actions.

Strong Executive Secretary:

One must have a strong Executive level Secretary who collects views and present it to the
executive authorities. If his reporting can do away with the need of Meetings, then one
need not call a meeting for this purpose.

Working through Sub-Committees:

Discuss the points in a small forum or subcommittee informally and then place their
recommendation to full meeting. This will save time on discussions. This work should be
done by a Secretary.

Management by wandering around:

One should take regular rounds to work places and meet people on way and collect their
thoughts. In this case it will have advantage of first hand knowledge and perhaps will avoid
a meeting altogether. Regular tea times can also be used for one to one discussions
 session. The problem with business executives is that they are so much tied up with their
cabins that they do not come out and do the survey work which they can do without
elaborate preparation.

THE SUCCESS FACTORS IN MEETING TECHNIQUE

Foregoing will make students understand, which are the success and failure factors in meeting
as a method of promoting group discussions? The positive aspects given below if not adhered
to will become points for failure of meting technique:

a. Undefined purpose and therefore, non-objective

b. Lack of proper organizing in terms of time, place, venue, committee composition etc.
c. Not thinking committees in terms of projects – having a defined life of existence.
d. Lack of senior Executive Secretary who has adequate capacity to understand the
subject.
e. Chairman being considered only as conductor of meeting not coordinator and
presenter of committee views.

f. Lack of consideration of other ways of working in a group.

g. Too much use of technique without considering time and cost.
h. Lack of individual responsibility in group discussions.

THE THIRD MEETING OF BOARD OF DIRECTORS HELD ON TUESDAY,

AUGUST 9, 2007

Venue: Office Board Room

Day and date – Tuesday, August 9,2007 Timings – at 9.pm

Present - Dr. S.K. Basu – in Chair

Mr. Deepak Chordia
Mr. Praveen Ponkshe
Mr. Gautam Suryawanshi

1. The meeting noted the absence of Mr.Kartik Gaitonde in view of him being abroad.
2. The meeting was called to discuss the demand of Union for increase in wages of the
employees of Company dated 2nd August,2007 which was read out by the Chairman
and he threw open this issue for discussions.
3. After discussions the meeting decided that Mr. Ponkshe should prepare a note as to
how our position will be affected if we agree to this suggestion over few years and
submit it within a fortnight.
 4. Meeting ended with thanks to the Chairman.

(S.K.Basu)
Chairman 10th August, 2007

SUMMARY

For group discussions meeting is thought to be a good approach. However, the experience is
meetings have rarely succeeded in either creating team spirit or team decision making. There
exists different perspectives in holding meetings such as making a show of participation,
shifting risk to a group, genuine desire for participation and may be educating staff. Successful
meetings call for certain organizing discipline. Even when meetings are organized properly
these fail short on procedures and disciplined handling by Chairman and Executive Secretary.
The participants also lack adequate preparation for participation. One must consider
alternatives to meeting technique since meeting is time consuming and expensive technique.
Management by wandering around is worth practicing by managers.

KEYWORDS
 Board of Directors- Top governing body of Directors responsible to organization
functioning through meetings.

 Organization politics – Finding way through humans in organization

 Rubber stamp – just for the sake of approval

UNIT 9 INTERACTIVE COMMUNICATING IN INTERVIEWS
Structure

Introduction - Interactive communication in interview

Types of Interviews
Preprocess at Employer’s end
Process at would be employees end
Acceptance or Non-acceptance of job
Joining a job
Leaving a job
Summary
Keywords

INTRODUCTION - INTERACTIVE COMMUNICATION IN INTERVIEW

When one is going for an interview for the first time, one is facing opportunity to undertake first purposeful
inter active communication. It is an erroneous impression that only the candidate has to talk and the other
party is silent spectator. In fact it is the golden opportunity for the employers to inform about their
objectives, philosophy and process of staffing. After all candidates is a member of the society and employer
should always see that he forms favorable impression as a part of public relations. It is good business
opportunity to communicate what you are. Both the parties to interview should prepare for interactive
communication. In order to understand we will have to understand process of employment so that we can
identify communication needs.

TYPES OF INTERVIEWS

Oral interview - Concept of walk in interview:

Now we find this concept of interview is becoming popular. If one needs man power it is better than we
do away with long procedure and do it whenever candidate visits. If one finds him good for the
purposes we have in mind, then we should try to get as early as possible. The employers have to go
in employment market with a concept that a real fitting man is rarity and we should jump at it at once.
This also avoids a long procedure of inviting applications and then its scrutiny coupled with call letters,
then almost spending a lot of time in one particular day. So far the concept was that the need is for
would be employee than the employer. This used to be expressed throughout inter communication.
Now the concept for respect for individual and the possibility he can also be choosy has taken root and
therefore, employers look to candidates more as participants in business than the employees. Walking
interview is a quick way of dealing with man power requirement. Thus inevitable delay for interview,
waste of time of candidate and respect for individual is coming to surface. Since one knows very few
can be fit for the job one sees only how far one is fit for the job and if found suitable can go in for
further steps. Here the process starts with oral interview.
Through written application:
In walk in interview the written procedure is done after seeing the candidate and his selection so that
few applications are to be studied and short listing made. However, major interviews even to-day start
with written application and then followed by interviews. Then applications are sorted and selection for
interviews are made.

Through skill oriented testing:

If skill is the essence of job then fist trade tests of particular skill is taken and only those who show skills
are selected for interview. Like this in some organization some writing test is taken for clerical jobs. It is
also possible that first health test will be taken before calling for interview like in case of Police or Army
recruitment. Thus one has to decide selection criteria for first selection and one may arrange it first so
as to minimize interview candidates. It is necessary for employers to first of all decide selection criteria
and then work out a procedure.

Mixed Testing interviews:

Here interviewing through oral, written and various tests are simultaneously arranged. All candidates go
through this process before these are short listed for final interview. This is expensive and time
consuming. If candidates are not from a local place, in order to avoid, the need for overstaying all
formalities for interview are done in one block time.

PREPROCESS AT EMPLOYER’S END

Job description:
Once the manpower planning is done and one starts feeling the need for employing a right person there
are two possibilities one may consider namely selecting from internal staff or from outside. Whatever
one decides one has to prepare a job description before giving advertisement or start interviewing. The
job description calls for the following factors –
 Likely tenure of job- short term or long term need.
 Age group preferred
 Minimum education required and preferred
 Knowledge needed
 Level of skills desired
 Minimum values expected
 Experience and its quality expected
 Family role and cultural background
 Emolument and perquisites to be offered
 Level and position
 Career prospects for next five years and long term if any
 Availability conditions
  Specificity about sex, race, religion, caste etc.
Job description decides basis for advertisement, recruitment, selection, interview method and
evaluation later on. These are standards and become control points. More care we take at this stage
more staffing will become a better function.

Communicating needs:
Generally this is done through advertisement for outside public and through man-power agencies. For
within organization announcing through notice board or through meetings or circular letter is preferred.
Along with intention to satisfy personnel need it can also aim at creating brand image as worthy
employers. Such advertisement require a name of employer, worth of an employer in brief to attract
would be candidates and then salient features of job description and on which address one should
communicate and method by which he should communicate. Thus in a nutshell designing of
advertisement should be presentable and work as advertisement of the employer and attract
candidates to job description. What is a must, should be first stated so that all those not fitting
into that description should not apply. Mention documents needed with application or at the time of
interview.

Interview – an event management:

Interview is a unique event in the life of a candidate, even though it may be a regular happening at the
Employer’s end. We must take the same care as we take in management of meaningful event. The
candidate must feel at ease to give his best and must also take a good impression back home when he
leaves. Thus we have to respect not only the candidate but the efficiency with which it is conducted.
Generally, owners carry an highhanded attitude towards prospective employees, thinking that their
status is higher than the person being interviewed. This attitude itself mars the environment in which
event is carried. We must convey this impression that we are owners as well as humans. Keeping neat
candidates application, checking documents, which candidate brings with him, punctuality and
arrangement to seat, drinking water, toilet facility etc. reduces his nervousness and may be if you can
add a complementary token souvenir will look ideal. You must sound good as humans and will add to
the employer’s good impression.. How you would conduct an interview will decide what you want to
check in this personal presence and give tests accordingly. If any of these tests are crucial for selection,
these must be first done before interviewing. If you want to know writing ability you can test it by
making him write. If someone is selected and you want to get more information about him use long
distance methods such as E-Mail or Phone to get it as far as possible. We must make it a point that
interviews cost as less as possible for the candidate in general.

Interview Proper:
The questions should be so posed that we confirm that
1) Applications details given seem to be true.
2) His experience, if any, is worth its description.
 3) The values he holds in terms of honesty, sincerity, punctuality and state of previous
4) Employers’ satisfaction.
5) The abilities he holds in terms of skills.
6) The inclination to learn further
7) Ability to meet family commitments in terms of income for the post.
8) If can accommodate some short comings if need be and then in what way one can
overcome these shortcomings.

Concept of Probation:
The concept of probation period can be seen from different angles:
1) One does not come to know practicing values of any employee till he is watched for some time.
In this case probation becomes observation period.
2) The candidate’s ability to go with the others also has to be watched.
3) The candidate is to be given adjustment period to get settled in the job.
4) Based on observations made his continuation or training can be decided.
5) Candidate be given an option to know how far he likes the employer and job conditions as a
way of future life .e.g. One may find distance to work place is too much and cannot give family
enough time.
6) Give temporary period of trial before accepting or rejecting candidate finally.
It will be seen the probation period is essential for both the parties to employment agreement. Use of
this probationary period ideally should be done for adjustment by a fresh employee to new
environment and make him fit for the job. (See 9.10)

Concept of periodic annual evaluation:

The method of evaluation is to be decided by the Organization like one should have 360 degrees
evaluation, or only by the boss or by customers, the important need is to decide the points on which
employee should be valued which will also decide how evaluation communication should take place.
The following points seem important for evaluation:
1) Behavioral evaluation – Regularity, punctuality, human relations, team work and general
enthusiasm in work.
2) Performance evaluation – Types of mistakes made, creativity shown, strengths and Weaknesses
and results obtained.
3) Prospects evaluation – judge capabilities from future role.
Most important is this should be discussed with the employee and employee should be aware of the
evaluation.

Exit interview:
This is proposed when employee is leaving for good. This is done with the following angles –
1) Build a goodwill bridge with the resigning employee. If one feels he was a good employee and
 opportunity exists he may be welcome again.
2) Get from him the feedback of what he thought good or bad of organization and what he would
have suggested to improve it.
3) Issue employment certificate though you could not retain him. If one feels, he was good even
special certificate can be given. Your attitude should be increasing the employability of the
person.

PROCESS AT WOULD BE EMPLOYEES END

Finding employment opportunities:

a) Through contacts - The informal process of finding an employment consists of number of ways.
However, this process depends on how many people you know and what they think about you. In
short it depends upon your network of human contacts and the goodwill you carry with them.
Many of informal job opportunities come through personal contacts. Your family contacts, relatives
etc. do play important role. What others must know that you are in need of a job, your background
for employment and what impression they carry about you. For satisfying the first condition you
must go on talking with people your need for a job and what job you are looking for and what
minimum you are looking for in terms of hours, remuneration and type of work you are willing to
undertake. This means you must tell whether a part time, training, apprenticeship or full time job
and whether as a beginner, as a manager etc. you are looking for. You must be very transparent
about your knowledge, skills, values and experience with everyone you talk. If you were employed
one you may talk about your past and present jobs. Out of hundred contacts hardly one will show
some positive signs. Thus it calls for lot of propagation and patience.

When you have got lot of experience, you are confident of yourself in the market and you may
depict yourself accordingly. When you lose yourself needy, your market value will be less but you
may get the entry more easily and then you will repent for posting ‘needy’ before the others. You
may for a while think that if you would have shown a different picture your value in the market
would have been more. These ‘ifs’ have no meaning in life; the bird in hand is worth two in bush.
Your capacity depends on how much secured and settled you feel to-day. Instead of repenting on
past try to build future from whatever foundation you are on to-day. Many employment problems
come out of ideas about life as to what it could be than what is a reality.

b) Registering with employment exchange may be useful to a limit that some employers may ask for
such registration and it is good to be on the safer side. About registering with other employment
agencies on the basis of your present qualifications, it is no
 harm to do so. But people who are asking money for getting job may give you one but
it will not be for what you are worth and the future would be uncertain. If they ask for
service charge it should be tied up with the salary you may earn in future. It is better to
go to reputed agencies in the market than lose money on unscrupulous individuals.
This is a tricky problem but if sufficient care is taken this may not prove very un-
surmountable. The employment agency is one avenue that you may try.

c) Advertisement - The most formal way is to look for advertising in special papers
devoted to employment and newspapers. Since advertisement is expensive all
organizations needing hands do not advertise and thus all avenues do not resort to
advertising.

d) Placement Service -Another way is through placement service organized by the

educational institutions which arrange campus interviews for the industries. Only
prominent big industries participate and only those who can really fair well gets an
opportunity in this way.

e) Pursue leads -Some people anticipating opportunities apply to as many organizations

as possible and hope for the best. No efforts should be left unturned for those who do
not have strong background for a particular job. In view of employment problems in
countries like India there seems to be no sure way to land in a job. It is fair to try all
avenues. Every effort be made to announce your candidature. The only other
alternative worth thinking is ‘self-employment’ which is beyond subject of this book.

f) Part time jobs: We must note some of the advantages of part time jobs. namely of
earning experience, partial support to life, willingness of people to be benevolent on
work standards, possibility of combining more part time jobs, less stressful job
environment and partial fulfillment of dream of work independence. The units which
offer such services are generally small and up-coming and it is worth to be a part of
growing organization. Accept any job first and then think of career. You learn number
of skills while working. Your confidence to work increases and your bio-data gets
improved for better jobs. Now business has become more uncertain and therefore,
employers would like to experiment with part time and temporary jobs enabling them
to reduce their overheads. We as employment seekers must adjust to this job
situation. Something is better than nothing provided you go on learning new skills.
Preparation for bio-data, resume and CV:
Whenever you are leaving your home for outside work, you peep into a mirror and see
how you are prepared for going out. Mirror has a quality to reflect your physical
personality. You are going to show bio-data to someone else and he is going to form
opinion about you. What mirror does is to confirm that it is your authentic picture. The
problem with humans is they do not look so deep into themselves, if they do not know
how they look within, how can they know what their bio-data shows reflect them in
truthful manner? Many small and big things that happened in the past are relevant to your
bio data and you must give a hard look to yourself from your very birth and think what you
did and how you faired. Only when you are standing before mirror you can see your
reflection, it is your private image. Others can see you but not your mirror. You must
prepare your own mirror which totally is your private and you should not show it to others.
We call it your bio data mirror. As the first step you prepare your bio-data mirror. Start
from the very year you were born and write in chronological order, each year what you
remember. If you have some data look into it. Detailed instructions are given in the
following pages.

(a) Bio-data mirror:

Objectives: To create mirror image of life activities starting right from the year of birth
and put events and read and reread till everything is covered.
1) To form a data base for your bio-data by taking hard look at your life
2) Anything to memory.
3) To form one’s own image as a product in job market
4) To review how we have to bring on record all activities small or big, bad or
good so as to not to. leave utilized life time as a resource
b) Contents of your Interview File –Keep all supporting certificates, testimonials ready at
the time of interview – Keep originals at home and use only copies (true and certified if
required so that if need be you can pass them on to interviewer )
c) Preparing Resume – Suggested form enclosed.
d) Preparing CV (Curriculum Vitae)
CVs are generally desired when your practical experience is of importance for a job. It
generally has all the contents of RESUME but in addition requires a supporting write up
on experience on the basis of job performed. A specimen of information to be added
may look as illustrated below. (Note chronology should be from present to past)
2001 Onwards – As Finance Controller with Green Forest Limited I did important
 assignments such as negotiating collaboration and merger arrangement with a
leading US company and had an opportunity to negotiate these arrangements
in USA. Besides as a Controller I was responsible for finalization of annul
accounts, dividends and bonus working, audit and stock exchange formalities.

1991 –As Accountant at Green Forest Limited I looked after local and foreign
branch accounting along with its costing system.

1996 – Manager Ceylon Branch which was autonomous unit I almost worked as
General Manager with full charge of all activities which gave me an experience
of running independently a full-fledged branch as a business unit.

e) Prepare Covering Letter to Resume:

A resume gives more or less standardized information about your candidature but
when you are applying certain points are to be highlighted in terms of job
requirements and your resume should have a covering letter addressed to the would
be employers highlighting how you are suitable for the job. Example given may be
useful

f) Preparing for Interview;

1. Pre interview preparation:
If your bio data or resume is ready please go through and think what questions will
be asked based on your bio data. First questions are generally based on bio-data.
What you write in your bio data is, therefore, important. The questions generally
are to test your knowledge, skills and values- the essential trio in life. The next
questions are based on profession you have applied for and lastly on your views on
employment as a career.
2. Pre interview question answer preparation:
The most important is your confidence of being useful to employer and how you
display it. One of the ways to increase your confidence in conversation is to
prepare few questions based on your bio data and try to prepare its replies. Simple
questions like what is your age are replied ‘I was born 1972’ ‘Do you want
completed years?’I have completed 32 years’ and that too depends on your
momentary reaction. You must reply something firm. If you practice these
questions along with answers you will develop positive attitude. We have given
below few practice questions, these are not exhaustive but will give you an
 idea as to how questions are asked and how we should prepare to reply them.
Write the replies and read and reread it so that it increases confidence or reduces
negatively your nervousness.

g) On an interview day:
Reach 15 minutes before interview time. Howsoever, confident you may be it is
observed that one is nervous at such occasions and giving a peace of mind is desirable
when you are also searching for new place and address. This also gives you time to
observe the situation. Being late is not liked by anyone and you should not give
indication that in your first value test you have failed. In order to give this peace of
mind it is better you have some brunch before you start so that you are ready for later
interviews and are not hungry.

Your dress should be formal (and definitely not informal) but not showy or for which
you are not very comfortable. One should give impression of clean and tidy
presentation but not gaudy so as to give more attention to your dress than your
personality. Moderation is good when you meet first time. Do not put heavy makeup
and use number of ornaments. Make up your nails properly and shave also properly.
Unless you are going for interview as a Model, you are expected to make up your nails.

Shoes be polished. Using sandals or chapels’ for male does not look good.

Executive length socks are better so that your legs do not show up in any seating
posture.

One important rule about dress code is that it must suit your job and likely position.
Even girls are advised to use some outer wear like jacket or house coat.

Keep with you the following – two pens (one as substitute), calculator, blank writing
pad, few envelopes, few postage stamps, gum tapes, punch, stapler and pins.

h) Waiting posture –Before and after your interview takes place you have to wait and
your waiting posture is also important. You should seat erect, attentive, hands and legs
crossed. Do not bring books for reading during intervals. Instead observe carefully
around you whereby one get lot of cues about would be employer. If any product or
company organization’s leaflets or other material is kept give a cursory look to these
and get acquainted. Ask where personal belongings are to be kept. Do ask for water or
direction for toilet.
 I) Facing Interview:
Conversational mannerisms show the ease, humility and your behavioral manners.
You must practice this; nay imbibe in your ordinary behavior. It is important how you
greet, how you make queries and respond to such queries. Some guidelines for this can
be
 Use appropriate greetings like good morning, good afternoon, namaste etc.
 As a token of respect use ‘Sir’ sometimes during conversation
 Use end session greetings like good day, good night etc. give grateful thanks.
 Use expressions like excuse me, beg your pardon, will you please repeat the
question?
 May I know what next step ? When I expect your response?
 Where is the Men’s? Women’s etc.?
 Can you direct me to toilet?
 Where can I have water?
These questions must show your humility on face. Facial expressions add to strengthen
your feeling of words.

ACCEPTANCE OR NON-ACCEPTANCE OF JOB

If you do not wish to accept a job offered to you, the best way for you is to inform
in writing your decision as soon as possible. You must profusely thank them and
keep yourself open to join if need be. One of the important principles in all such
relations is that none of the decision should be taken by both sides as permanently
closed. Number of times we meet on some other ground and our relations should
enable us to pursue such contacts on their own merit and in business interest. If
you are going to accept an offer you must inform when you are joining in writing
and in fact give a telephone and explain the joining time so that no
misunderstanding arises from the very beginning.

JOINING A JOB
Treat this as an opportunity in life- a new mile stone on your way to career. What is important
for you is to give good look at your deficiencies in the past and treat this occasion as molding
your behavior with a new vigor. You must go on improving yourself if you want to build up a
career. You will also decide at this stage what you will learn besides your job to prepare you for
the future.

When you are making a new career show a great deal of patience to understand organization
and its products and deep study of your own operational area. Get your subordinates
understood, discuss with them their problems and expectations. It should not take you more
than one or two months to overcome lack of experience in the same job. If you miss this
period, you will start facing more problems from people working around you. Remember
people are not very kind when you are taking over and wait with some awe for some time and
then will start attacking you. Remember you are worker for them but also as competitor and
they will not look to you very kindly.

If you have advantage of position use the time to establish your power, personal influence than
using your position. Though authority is given according to position, it does not stay the same
way throughout your career. The time depreciates your authority unless you build it. Take at
the beginning everything lying low and as your knowledge goes on increasing your confidence
will tell you when to act as a leader.

Your way through any new opportunity is from observer to leader. You must try to become a
team member and then team leader. You start to know the organization slowly and your initial
expectations may or may not prove close to with whom you work and you may start building
some prejudices and that brings a sort of nervousness. It is at this time you must take a hard
look and continue serving and do not lose your radar. The best way for you is to improve
yourself and be ready for next chance either within the organization or outside. You must make
your career all the time.

LEAVING A JOB

One must leave with goodwill and to do so the following points may be noted –
a) Forget the past with all its unpleasant memories.
b) Complete the job – if you cannot do it leave a detailed note behind for new
employee to take over.
c) If organization can give you assistant to take charge, give your experience
and knowledge to him.
d) Thank everyone including your enemies.
e) Make exit interview meaningful for organization.
f) Leave your address to contact.
g) Obtain employment certificate
h) If you feel your relations are good with some –do obtain your work
impression references for them.
SUMMARY
Even employer should have a stake in interview as an opportunity in public relations activity.
Criteria for selection should be based on the basis of job description. Interview must be treated
as an event management by the employers. Probation period, exist interview, periodic
evaluation are important steps for employers which give them feedback about strengths and
weaknesses of organization. Employees for searching job opportunities must try several
methods like speaking to all possible contacts, registration with employment exchange and
placement agencies, advertising and pursuing all possible leads that one may come across.
Preparing for interview calls for practicing questions and answers, prepare interview document
file, preparation on interview day and facing interview proper. Leaving job is also important
and one should take care that he leaves behind goodwill for himself.

KEYWORDS
 Public relations – Efforts to earn favorable impression of public
 Leads – Possible useful contact addresses to create relations’ network
 360 degree evaluation – Employee evaluation from bosses, subordinates and
colleagues so as to cover 360 degrees.
 Chronological order – arranged according to time
UNIT 10 COMMUNICATING THROUGH EVENTS
Structure
Introduction
Variety of Events
Objectives in planning events
Knowledge forming the basis of events
Some popular communicating media in Events organization:
Building communicative product
Summary
Keywords

INTRODUCTION
Events are anything that is arranged besides routine business activities and administration.
Thus in a way events are projects, which have a beginning and end and not part of routine
business activity. It necessarily means events are to be organized with special purpose and
forming a team. In schools annual social gathering is an event which is not part of daily routine
of school administration. When you arrange at home birth day parties, weddings and even
funeral are all events. We do something special to observe such occasions. If this is what
happens in human life then Organizations which are run by group of people must have some
occasions like this such as commercially important guest visits, foundation day, award winning,
stake holders get together and even strikes are some of the examples of events. Sometimes
events routinely come like business anniversary and sometimes they are created for some
project having different objectives. Thus events are managed whether they come through
routine or through special occasion all are having objectives. Event which is not arranged with
objective will be a missed communication opportunity against additional cost and time
consumed. If event is not properly executed, it can turn out as a bad communication on our
part and instead of gaining may be losing our goodwill. As people are observed by others so
events are also observed by others and commented upon. It is not that we are going to write
about event management but will try to restrict ourselves to its communication value.

VARIETY OF EVENTS
Under the title events number of types of events can be included and we must appreciate that
creating events for communication is a very creative activity and many new approaches will
always be forthcoming and therefore, items listed below are indicative only.
 Exhibition, showroom etc. where product displays are undertaken.
  Sponsoring social events which are organized by outside bodies sponsoring music
shows, cricket matches, competitions etc.
 Undertaking promotion of some social cause and trying to build association with such
name- e.g sponsoring sports bodies and actively managing such activities.
 Awarding trophies, scholarships etc. by recognizing social excellence in any field. The
work does not involve any management
 Goodwill promotional activities within stake holders such as arranging get-together,
award scholarship etc. to harness team spirit. Some time factories are opened on a
particular day for family members to visit.
This variety of events is born out of different objectives that organization may set.

OBJECTIVES IN PLANNING EVENTS

There can be several objectives in planning events and one can use these independently or
jointly as thought of by organizers.

Strengthening business net work

It is the audience of the event that contributes to business network.

Activity undertaken as public relations

Social support in general is essential for business and it is only create favorable impression
that some events are undertaken.

Establishing association with some social cause

Like sponsoring some specific events and activities to associate name with a particular field
of activity like sponsoring and maintaining school for the blind

Establishing goodwill within organization

Awarding scholarships, achievement awards to strengthen human base of organization like
meritorious performance by children of employees.

Discharging functions as corporate citizen

Undertaking community work to socially help community like undertaking bridge
construction in locale to help people to cross easily

KNOWLEDGE FORMING THE BASIS OF EVENTS

For achieving some of these objectives, one must undertake the following

List of invitees
 Make a list of would be contacts along with their contact addresses. It is the most
important step. In fact our contact network list should be up-to-date all the time. If one
forgets to communicate a contact it creates an adverse reaction. One must keep a list of
contacts ready as it is our daily work. The essence of future communication depends on
whom you include. If you somehow miss someone, he will remain permanently non-
communicated as he would never be a part of the list.

Individual follow up
See that these people who are listed are adequately informed about the function through
personal letter or publicity in general. The individual contact will work better. ’Letter as
work better’ is best than ‘invitation card’. Give background for extending invitation and
then the invitation. Though asking for confirmation may not work in big proportion, it is
better to establish some judgment about possible response. If telephone list is available
one can use it for follow up of invitation. (See 10.7.1)

Organize some sort of Snacks/ Tea

Try to organize some sort of snacks/tea since e any function in the nature of event is taken
by participants as an escape from routine and they would like to enjoy relaxed mood. If it is
accompanied by souvenir it may add to remembrance for some time.

Tidiness in terms of time

The tidiness of event itself communicates an image of efficiency. But if this is sloppy all
impression created due to organizing such an event will evaporate. Tidiness involves time
and it is how you have accommodated the components of events into one whole will be
important.

Building eye to eye contact at some stage

If persons who are invited as participants if inviter can recognize and smile –it adds to
family environment. This gives human touch to the whole function like stand at entrance
and welcome by highest possible level.

Managing sub-events
Each sub-event should have objective of its own and should be presented in a compact way
in terms of time and theme. Even though you may have in mind a long story to tell choose
only one or two important points and then weave around it the whole presentation. The
attention of the listener is not more than 5 to 10 minutes and the whole program of event
 may be 45 to 60 minutes. Audience has come to celebrate event and respect your relations
and not so much to study and have a deep thinking on the subject. We communicate more
through an event than the event program in general. .

Cost –benefit analysis

The purpose of knowing cost benefit of any event is self-learning for future. You can
organize in a better way next time if you do this. Very few people show interest in
evaluating event and do not plan for its evaluation. Everything in business is cost and one
must evaluate in terms of cost. Instead of planning an event, you may resort to publication
only. For example opening of new Research and Development Laboratory you can just
open it with some one without making any function, and then mail photograph of new
laboratory to all desirable contacts. Or you may plan Press publicity or call for Press
conference.

Permutations and combinations of media

For the sake of convenience we are analyzing media into different segment. But in practice
these are combined to make presentation of event more effective. For example we may
show during event some movie showing the factory and production flow. Or one may try
to keep a model of building which is being constructed and for which event is organized.
Thus we have to think of such combinations to make event more successful. This would
need knowledge of such media as well.

SOME POPULAR COMMUNICATING MEDIA IN

EVENTS ORGANIZATION
Managing Press meets
Popularly these are known at Press conferences. The concept is to take press support in
propagation of our business activity. Since it is supposed to be done freely it is called press
publicity as against press advertising for which we pay the cost. Such meets are only
organized on special occasions such as launching new product, new project, give exposure
to collaborators etc. so that Press through their publications give publicity of such an event
and let the society know this. The steps in organizing this may be described as follows:
1. Defining Press:
Press no longer means only newspapers but can accommodate news broadcasting
services, TV news services, industrial association’s Bulletin, specialized industrial
publications etc. Thus the invitations should go to all these. These must be followed by
telephone calls, e- Mails, Fax etc. so as to see that representatives of as large group of
 Press attend. This must be done at least a fortnight in advance.
2. Issuing invitation:
One should get confirmation whom to address and if possible ascertain the person
who can come. It is good to send personal invitations along with supporting literature
for an event. The Press is very busy and has no time to go through the material,
however, on the part of the host it is courtesy to provide as much material as possible.
One must note here that Press does not invite so easily because lack of time, the
nature of day to day job and lack of space in the newspaper. Thus long term relations
with the Press in terms of goodwill and advertising support may build good press
relations. There must be some star attraction to the event may be of good politician,
cinema start, a good sportsman etc. More than the event it is these aspects that count
in Press related communication. It is presumed that such meets are generally
organized with snacks and tea.
3. Treating as commercially important persons (CIP):
More than the person who visits, the organization behind is important and therefore,
we have to treat him as representing that particular organization. One must treat them
as commercially important persons and take their note as individuals in a meet.
4. Preparing handout:
It may be the Press representatives may not have time to go through papers provided,
it may sound too much for space they can devote, they may not understand some
technical expressions which they are not familiar with and the fact that they have to
put in the paper in the next day all show than we must prepare a handout of an event
in short so that they can use it for their own interpretation. Such hand out should not
be double than what Press gives for such occasions generally. Without using many
words they may only publish a photograph. We can ask them if they would like to have
photograph of an event and then we should arrange to reach it to their office either
through tax, e-mail, courier etc. Time is very important. You can include in hand out
one or two photographs on some aspects of event – such as photograph of building,
product etc. They may not say give a handout but one should do it without fail. The
Press life world is too fast and people welcome as ready assistance as possible.
5. Building story around event:
By and large newspaper readers are more prone to hearing stories (in fact most of us)
and therefore, one must build story around an event.
 6. Short and Quick:
The Press meet itself should be short and quick and if possible along with snacks so
that no separate time is wasted for this purpose. Distribute hand outs before meet
begins so that they can add their jottings instead of note pads. Do not forget to add a
souvenir. Thank at the end individually either by shaking hand or speaking a word of
gratitude.

Press News:
a) Local announcement :
Most of the dailies and TV and Radio Broadcasting announce daily program with day,
date, time, place and event subject free of cost. It is presumed that these programs are
meant for public as well and thus only those can be included in such media. The
attendance may not increase but can be a good publicity. You can enquire and find out
when these must reach the media agencies to include for publication. One can assume
48 hours in advance of program day. See similar announcement for other days and you
will know how to write it. (
b) Publicity material:
One can also give for publishing short write up for Press release. It depends on the
news value of material. Whatever one is writing is on organization’s behalf and must at
least be in the interested of various stake holders in the organization. The idea of
accepting press release in so subjective that one has to have relations with the
newspaper concerned.
c) News Using web page:
Having one’s own web page has become the need of modern times. First one must
decide how we are going to use our web site. We can use it for the same purposes as
printing media is being used these days like information on organization, on product,
on services rendered. This is the primary purpose of site. One can further use it for
interactive communication and allow people to raise problems on the site and then
give reply thereto. One can also give links to some useful site. One can also use it as
Chat forum for customers. The total order and its follow up including payment can be
organized on a web page. Its main advantage is real time display and communication
without having any distance problem. One can also use it for E-Mail arrangement. The
beauty being both pictures and words can be communicated along with colors while on
some sites one can also add voice. There are search agencies which can classify your
site into useful classification and persons interested in your product and service can
 find you out. For the convenience of search engine we can name the site in such a way
that its site name can indicate the subject viewable on the site. It becomes easier to
classify. The site can also be used for advertisement. There are service providers who
can help one to design site. On business communication you may see some sites to
know what one can get out of web. It is now acting as a knowledge reservoir and it
may be additionally thought as contributing to knowledge of the viewers of the site.
You can add counter to find how much site is being used and plan for its wider use. The
more important advantage is that you can release your news and activities as you are
owner of the site and you are free to design your outcome without interference of any.
Since software is available to convert ordinary word communication to web based
documentation one does not require any technical knowledge either to encode it or
decode it and can be read as any printed matter.
Technical knowledge one may need is initial design and registration of site and then ability
to frequently load up-dates. There are service providers which can do this for you.
Compared to the fact that site is available for 24 hours a day its overall cost can be said to
be commercially bearable. The viewers who do not have their own computers can also
view this by going to Cyber Café’s on very normal hourly rent. The public institutions are
widely utilizing this approach like Secondary School Board is using for announcing their
results.

Exhibitions and Shows:

This is another method of showing community your product, services and creating
favorable impression about you. One has to think of following aspects while organizing
such shows:
1. Variety:

All categories using display of goods can be combined under this head. The importance
is given to physical look and touch to the products exhibited. Instead of using concept
it is more realistic to exhibit a product. Things which are heavier to handle can only be
shown in model form. We find big cars being displayed to give the feeling of reality.
Mere exhibitions do not work unless these events are supported by advertisement in
other media.. Some of the exhibitions are stationery, some are arranged as mobile.
Some are seasonal and some are permanent. Some are general purpose exhibitions
while some may be specialized and devoted to certain theme and thus specialized. The
trade shows are really meant for people in the trade where one can negotiate
 business. Some trade shows can draw even international crowd and arrange
specifically as international trade exhibitions. Even normal show rooms are stationery
single party exhibitions. However, generally exhibitions are multi products and multi
organizations and are themselves arranged as business venture they will provide open
or closed place on rental for period occupied. Since most of the exhibitions are for
limited time, they can be treated as projects by those participating in such exhibitions.

2. Cost aspect:
Exhibition participation is bound to be costly for various reasons. Since being of
temporary nature the transportation of goods and materials that is required to be
incurred is quite costly. Very few items in stalls made for exhibition can be reused as it
is. If one wants to display it again one has to refurbish in terms of looks. Thus here is a
tendency to use as temporary material as possible so that it can be written off after
use. Moreover, lot of material in terms of printing is used particularly for this purpose.
This adds to the cost. More picture media is preferred for communication since people
are visiting as a crowd and more attracted by moving and colored pictures. Moreover,
it calls for special attending people and helps in getting leads for possible buyers but a
very little business as such is done. Some exhibitions are arranged regularly every year
and world class manufacturers use the presence of Trade to show or announce new
technical development. The exhibition which is open to public generally draws a local
crowd and is taken as festive occasion drawing large crowd looking for an opportunity
for a change.

3. Preparing for Exhibitions- Our:

Participation objectives must be decided in type of exhibitions we are participating. If it
is trade show we must think in terms of competitors and how we can excel in
exhibiting as well as in terms of trade. It is consumer oriented exhibition and if your
products are locally available one must plan for other attractions one which will be
liked by visitors. The type of exhibition will decide the type of objectives that can be
met by participation. One must know type of past record of such type of exhibitions. It
is then one can decide the other measures that should accompany the participations
such as
A) Invitations and appeals to be issued to make interested public to come for the
event. This will involve mailing.
a) Readying material for display. In engineering goods this is quite time
 consuming.
b) Deciding material to display and then arrange to book space accordingly.
c) Deciding the type of display material used like projection, sign boards etc.
d) Training attending staff specifically for the occasion.
e) Maintaining visitors’ or follow up register.
f) Establish telecommunication facilities.
g) Arrange for relievers.
h) Facilities for drinking water and other essentials.
i) Arranging for daily housekeeping.
j) Studying amenities provided like car parking, toilets, eating booths etc. for
male and females, security services, fire and lighting services, safety services
etc. .
k) Getting prepared the hand out material including visiting cards.
l) Arranging for daily cash expenses.
m) Studying location plan and choosing stall premises.
n) Finalizing contract with exhibition agency and contractors
The above is enough to indicate how much preparation goes in arrangement even like
exhibition as well as the cost involved.

The house keeping, interior arrangements and enthusiasm and knowledge of staff attending
will be big communicators. Rest of the things will depend upon the sale ability of the products
or services.

SUMMARY
Events are not part of routine but an activity which is under taken especially out of routine.
Events have communication value for all those who attend or get invitation for such events.
Events involve variety like exhibitions, sponsorship events, recognition of public cause or
services, anniversaries etc. In organizing events there can be number of objectives such as
strengthening business network, associating with some social objectives, promoting corporate
citizenship etc. Some of the popular communication media are press meet, publicity, web page
use etc. One of the ignored aspects is perhaps offering self communicative product or service.

KEYWORDS
 Event Management – standard consideration involved in managing events.
UNIT 11 COMMUNICATION THROUGH PRINT MEDIA
Structure
Introduction - Use of written words
Correspondence
Towards modern communication concepts
Multimedia or Mass Media Communication
Specialized use of print media
Summary
Keywords

INTRODUCTION - USE OF WRITTEN WORDS

The most important communication media is words. In the olden days hand writing was the
only alternative but slowly we started using machines to put in the words definite shape and
size and started using typewriter, then electronic typewriter, word processor and now
computers which have made possible to process word and give it style and font touch. Thus we
are now using some sort of print media for writing words which enables us to reproduce in
number of copies and transmit as well as print on a paper. Thus when we say print media is
covering all types of forms which we use to convert hand writing to machine writing. Print is
the most popular media that is being used in business. It seems to last for foreseeable future.
What we term as correspondence today is all with the help of some sort of writing instrument.
The most important feature of the print media is that it can in most of the cases add symbols,
pictures within it especially by using computer capabilities as multi media. Even though we are
largely speaking of words, we know it can accompany sign, trade mark, picture and symbols.
Most of the business carries a brand which is in picture form and we use letter heads for
printing letter. These print media are more used in Marketing and purchase since lot of
business is concerned with selling and then buying.

CORRESPONDENCE
The correspondence is to and fro communication established in writing to conduct business
transaction. Business correspondence is one which is used for written business transaction
between parties. We call this letter writing and have now converted to number of forms. The
letter writing involves the physical process of transmission either through post, courier etc.
Thus the action of letter is complete only when it reaches in the hands of the party to whom it
is addressed. Let us first start with one to one letter writing which occupies major need of
correspondence.
Letter Writing and its essentials:
1. Address and Logo-
In order to confirm who is sender there must be clear reference to the name of the
party as senders and its reply address. This is generally incorporated in pre prepared
letter heads and the communication must give explicit information about the sender
like his name, mailing address, telephone number, fax number, E-Mail, web page and
brand symbol if any so that receiver can recognize the sender and as well note down
the address to which the reply communication is to be sent.
2. Office timings and location-
It works better if office timings, weekly holidays as well as location plan are given so
that communicator can address his communication to suit convenience of the sender.
3. Day date-
Must bear the day and date of communication – day gives more meaning to the date.
4. Subject –
Subject is included to attract attention of the receiver and fix its priority in the mind of
receiver.
5. Reference -
Reference is given to give reference to previous communication or for use in future
communication which is necessary for accessibility and retrieval – It contents number,
file number where it can be located, place of location, name of handler etc. In short it
forms identification of communication for all concerned.
6. Salutation –
Generally one should not address to a person if you want to leave a choice of receiver
at receiving end. That is why we address to as ‘Dear Sirs’ or ‘Gentlemen’. When we
would like to draw attention of particular person then we can address it as Dear Mr. or
Dear Mrs. as the case may be. If we just want to draw attention of particular person we
can write ‘Attention ………’ before we start salutation.
7. Introduction in letter –
Purpose of writing may be explained.
8. Middle portion of letter –
Explaining the purpose if needed .or supported by other information
9. End-
Action expected and time limit, if any, so that the clarity is built in the letter.
10. Thanks-
Thanks and ending with signature.
 11. Post Script –
Anything that does not go with the subject of letter – not more than a line or two
12. Enclosures–
Description and number of pages so that one can assure himself that he has received
enclosures in tact

Paragraphs need not begin with blank space. The idea is eye should not take more travel
time to go through and therefore; all written script should be adjusted to beginning from
the very left. Distance between paragraphs should be double space so as to show its
separation from the previous paragraph. Balancing typed space and blank space is essential
for better presentation.

E-Mail communication:
We can maintain the same structure for E-Mail since we can send the same letter in digital
form. One can also design our own E-Mail form to suit his stationery standards and can use
it permanently. The added advantage of the E-Mail is that we can attach a long
document/file along with it. The purpose is not easy reading but bulk transmission.
However, one should be aware that everyone may not have enough space to
accommodate on their hard disk. Many times pictures are sent which require more disk
space than ordinary letter. We should always see that we do not use lavishly someone’s
disk space for our fancy. Therefore, messages should be brief without attachment as far as
possible. Some people are in habit of requesting acknowledgement for every message. It is
not necessary except when you find there is undue delay. One can prepare wizard format
to reduce the repetitive typing work by standardizing. The speed is essence of
communication. Since E- Mails are converted to digital files one should plan folders as well
as reference system.

Supporting communication:
One can support correspondence with graphs, charts, pictures etc. to make it better
presented. However, one should use it only when it is felt that it will add to knowledge and
effectiveness of writing. In cases story telling style may become effective which is more in
time sequence than purely logical sequence.

TOWARDS MODERN COMMUNICATION CONCEPTS

Test of modern communication is how quick one responds instead of how we can write. In the
past letter was the only way to communicate and therefore, it was tuned to better look and
expression. Ninety per cent of the correspondence is like ‘noting’ now and we need not spend
elaborate time on routing correspondence. Some of the quick ways suggested are –
Putting remarks on original letter :
One of the ways is to put reply remarks on the letter received and take a photocopy and
send the original to a sender. This saves quite a lot time. All routine correspondence is
done this way..
Preparing speed letters:
This can be done in three ways.
1. Making fill in formats or tick mark formats: Here we prepare readymade formats and
leave blanks to be filled in from time to time. This can be done by hand or on a
computer. One can use lot of standardized forms so as to reduce work of typing each
time as well as to attain speed in responding. The tick mark forms show number of
possible reply alternative and the one which is applicable is tick marked. The
Government uses this quite a lot.
2. Use of ‘Post it’ note – Here we have pre gummed blank note pads available to put
remarks and paste it to letter, one can also do the same thing in MS Words. The
original letter is not spoiled.
3. Standardizing paragraphs- The business correspondence has to write something about
its organization, products, policies etc and if one can standardize paragraphs which are
generally required lot of mistakes and writing can be avoided at the spur of moment.
This is possible if we give numbers to paragraphs and then pick up for letters. Some
examples have been given. This avoids drafting each time communication in full.

MULTIMEDIA OR MASS MEDIA COMMUNICATION

Two important technical developments have taken place, one being use of copying machine
(Xerox) enabling to take out copies in large numbers and mail-merge facility making it possible
to put some individual names/addresses by merging selective data. Thus you can now make
letters which seem specially addressed to individual and yet produced in mass method. The
printing machines did not have this facility. In case even E mail we can send the same message
to multiple parties. With adhesive mailing labels it is possible to print addresses and then mail
it by using these labels. Thus mass printed communication has become facile with all these
developments.

Now print media is being used for many purposes some of which requires a mention.
a. Varieties of colors pictures can be made out on desk top or get it done from printers.
The emphasis is here to show utility, uniqueness, features and look of product.
 Moreover, with variety of equipment available you can print like copies from a small
lot to a big lot. Thus number of copies is no longer a restrictive.
b. Organization literature – One has to introduce organization to customers, new
employees etc. and such a literature comes very handy to distribute. The emphasis is
on history, range of production facilities and important statistical details as turnover,
capital invested and stock market behavior. Again the information depends on the
objective of literature and to whom it is to be distributed.
c. Hand Bills – Explaining product and organization hand bills are prepared with an eye
on mass distribution generally by hand. These are produced as cheap as possible since
the concept is just to give information than selling a concept. We find these are
distributed in local area without addressing it to any one customer and kept for
distribution on exhibition or show room counters.
d. Other print media – Greetings, calendars, diaries etc. form a part of these media. The
idea is to make people remember you on routine occasions and on an yearly basis.
These are goodwill creating gestures and really are not sales oriented media. One can
also cover gift articles in this category.
e. Commercially used media – These include posters, bill boards, wall writing, slide
projection etc. Each of these media is a business communication media with emphasis
on different factors. Wall posters are supposed to be used for a small period of time
and generally are topical in content, while wall writing or bill boards are created for
long period and meant for time to time reminder of a business product.

SPECIALIZED USE OF PRINT MEDIA

a) House Magazines –
It is to keep within touch organization members and their families. Since it is circulated for
taking it to homes it is expected that family members will use it for reading. It is really to
strengthen relations and assure families what efforts are being made to keep their jobs
secure and growing. It should cover not only company news but also appreciate the
performing family members in different spheres and bring it to the attention of others.
Some house magazines accept contribution by its employees on different topics. This is
editorial job and requires someone adept in collecting news and articles and then presents
it in a cohesive manner.
b) Special purpose publications -
Annual balance sheet, Calendars, Reprints of Speeches made by Chairmen, Annual report
etc. are some of the examples of special purpose publications. Similarly manuals, service
 instructions books, organization history, biographies of founders are published in book
form. The book form communication is a special form and requires professional skills of
writing and editing. These jobs are not generally handled by non specialists.
c) Report Writing –
Lot of occasions come for report writing such as market survey of some areas, industrial
news reporting, annual report etc. which requires study before reporting. These have been
dealt with separately in Unit 14.

SUMMARY
Use of communication is very common in communication. Most of the print media use words.
Major portion goes in the name of correspondence – a written word communication between
two parties. Letter writing is standardized by practice but modern communication has made it
quick and easy by using format, speed letters, tick marks and fills in blanks, post it and similar
systems.

KEYWORDS
 Style – presenting specialty
 Salutations – introductory addressing system
 Post Script – Written afterwards now being used for out of context remarks not more
than one or two lines.
 Reference system – How reference is composed for easy retrieval like serial number,
party to whom written, filed in, place of file, handled by etc.
 Font – type style and size incorporated in particular font.
 Folders – A place where files are stored for easy access.
 Wizard – A word used by Micro Soft for standard format developed
UNIT 12 USING VOICE COMMUNICATION
Structure

Introduction: Words and Tone

One to One conversations
Distance Voice Communication- one to one
Summary
Keywords

INTRODUCTION: WORDS AND TONE

The words which can either be used in written form or in voice form. We have already talked about words
in written form but we are now going to study its effect in voice form.

The words when we convey in voice form they acquire a dimension which we may describe as ‘Tone’. The
tone adds to the emotional expression of words. While the words alone express meaning it is given a
emotional backing with a sound that adds tone to the word. We can also add to the tone by forming
sentence and giving auxiliary assistance of other words – such as ‘Shut up’ and then ‘Will you please shut
up?’ and can make a further improvement by saying ‘ Will you please shut up, I am talking on telephone ‘.
These sentences convey tones which can be understood in different way. Thus voice communication can be
tempered by tone or adjusted for different results. You can also add to the meaning of the word by adding
gestures through hand movement and expressions on face. Eye reflections add to word communication.
Thus even though we are using words we need not forget these many things that go along with the words.

ONE TO ONE CONVERSATIONS

Conversation generally takes place in a chance meet while discussions are pre-determined conversations. In
business we use both these forms quite a lot. The upper most think in the mind of businessman is business
and he does not allow a single opportunity presented to talk about business. Thus chance encounters are
used to find what mutually beneficial business role one can play. While in discussions we decide in
advance the subject which one would like to discuss. In short in conversation we find a purpose, while in
discussions we have a purpose. Steps involved in conversation or discussions are as follows.

Conversation:
Opening in conversation is begun with emotions showing something unexpected. Expressions such as
“Glad to meet you” “I never thought I will meet you here” “How are you doing etc.” We show our
interest in other person. Then you can add salutation like “Good morning” “let me say you good
morning”. Salutations are really for breaking the silence and expressing a wish to talk. In Britain the
climate was so fickle that one never knew what climate we will have during any time and thus wishing
good climate was one accepted feature. Thus salutation started by wishing ‘good morning’ ‘good day’
 ‘good evening’ ‘good night etc.’ In India where climate is generally steady we talk less of time and more
in terms of greetings like ‘Namaste”. These are more relational expressions. The fact we must have
salutation to indicate to others that one is available for discussions. These must accompany relational
expressions Thus one start conversation with emotions and then salutations.

Then one begins with some business need that occurs to your mind. “ By the way how are you getting
along with business” “ Any news from business” “ How about your Sales Manager? I forgot his name”
depending on the reply you start conversing. One can also say “Do you mind if I ask you something of
business?” Do not show some other interest and then bring him on the subject. Most of the people
know you have interest in asking some information and one must be open and frank and with the
subject proper.

Try to make the listener physically comfortable so that he listens. Listening is big conversational art and
the most important is patience to learn what others are saying. Interrupt by way of responding in order
to understand more. Look at the following conversation piece:

“Do you remember Mr. Ghodke who was working with me? “ “Oh, yes. Why not?”
“He has gone to States? He is doing well.” “Why for?”

“He has started a good business of garments and importing from me?” “Remember me to him”

“Who works in his place?”

“No. I am still searching for someone”

“I know someone I would like you to have a look at him?” “Your contact details remain same? What is
convenient time?” “Let me phone him I will give him time.”

The purpose has been served but sees discussion is leading to a purpose and how brief the conversation
is. Your behavior is reflecting in discussions. The other person readily agreed to meet not for courtesy
but knowing fairly well you will not recommend someone who is useless. This is how your relations and
character reflects in discussions. Remember when you discuss your words give them a value of your
character and long experience. Keep your intervention to seek more information, be short and build
your character so that your words get force. As a learner one has to learn patience which is essential for
listening and bring the discussions to the course you want.

Discussions:
In discussions you meet with a purpose and make yourself ready for discussions. It is in the interest of
both the parties to have predetermined preparation for meeting with necessary exhibits as documents
or samples to bring in more knowledge in discussions. The opening would be something like this –

“Welcome. Make yourself comfortable. Would you like to have something? I can order it so we are not
disturbed in our discussions. How you will feel if my Secretary joins so that she can make take down
notes.”

“Sir, please go ahead. I do not mind a cup of tea.”

“Let me restate purpose of our meeting so it will be clear for both of us. Do you agree?” “Go ahead “

“I am planning a new business and I would like you to be my partner. Do you have any objection in
principle –we can discuss this. If you have any doubt I think we should clear them first “, and so the
discussions go on.
If you observe in this discussion the aim is to move rationally from one to another instead of discussing
the whole matter in one stroke. It is presumed the outline business concept has already been sent and
both the parties know what they are discussing. It is thus the background which must be created for any
discussions by adequate information. Or give a concept on telephone beforehand so that you do not
keep anyone in doubt about the business of the meeting. In business life one is so busy one starts
thinking about the subject of the meeting when he is at the door. One has to give a feeling of studied
approach to gain confidence and therefore, some time must be kept for preparing for all such
occasions. If it comes from the blue ask for some time so that you compose yourself for the subject.
One could not add salutations here but should do at the time leaving by saying ‘Good day” ‘See you
again” and perhaps assuring you within what time you will come back on the subject. One must make
commitment and take a risk and then worry about meeting the risk. That is business life. Generally
people are afraid of committing time for decision making and therefore, remain hesitant in
conversation. A good manager’s life is full of commitment and risks.

Discussions have to be carried out with certain discipline. There is no Chairman to control and only
controller is your conscience. The first rule is let the guest explain his case and you listen to it with
positive interruptions to understand more. Once he finishes sum up the points needing attention then
try to respond it one by one. Once host has completed, both the parties to the discussions start
discussing thread bare. Prefix time duration and then close the subject to continue at later date. Your
listening span along with your business activities does not give you enough freedom. Some intervening
time so given might suggest some better and mature concept.. If you feel it requires some immediate
solution, agree to one step for the time being which will move forward the discussions. One can carry
the discussions afterwards on telephone once two persons know each other

Discussions notes must be made to record the incident and what was discussed .
Three important areas of discussions need reference namely
1. Negotiations:
Negotiations is said to be an art. Both the parties come to a negotiation with preconceived stand
and are really firm about their views. The stands taken by both apparently on the face of it has no
meeting ground yet both the parties should believe they cannot afford separation and must
negotiate.

a. Both of them exchange their view point in writing.

b. Both should agree to respect each others stand which generally comes out of their self
interest. In fact one must agree with each others self interest. Both the parties are
 interested in asserting their self interest.
c. Someone should prepare note on areas of conflicts and why for and thus pin point areas of
negotiations.

d. Generally these discussions are clouded by past history and every now and then past
experiences are quoted. They try to go back and back all the time. The parties would agree
to think afresh on the whole issue forgetting the past.
e. The emphasis should be on meeting of each other’s self interests. .

f. The negotiations be divided into number of sessions if need be. This is to allow some fresh
thinking in the intervening period.
2. Conflict Resolution:
Similar approach is required when some occasions give rise to conflicts and problems are created
for conflict resolution. Even though such conflicts are between groups it is better that they are
discussed with leaders individually or individuals involved individually. The reason is many times
group representation do not show up the real causes of dissatisfaction or these may vary with
individual. The patient listening to the conflicting parties can reach to half the satisfaction. Then one
can think of alternative solutions and offer them for accepting by parties to conflict. Failing of all
alternative solutions the best way is to ask them to offer solution which they can agree or be willing
to submit to boss’s arbitration. Some of the areas of solution would be organization changes,
process and system changes and submitting to arbitration. Most of the conflict arise because of
long term neglect to organizational problems and with patient hearing can be solved.
3. Arbitration –
It is the duty of manager to arbitrate on problems arising out in his jurisdiction pertaining to
problems arising out of organization working and may extent to personal problems of employees.
Arbitration requires consent of parties in conflict to accept in spirit or words to accept arbitration.
Sometime these come with a background of genuine organization interest and are difference of
opinion than a conflict. For disputes arising out of labor and management the parties concern may
accept outside arbitration. Most of the legal agreements provide for arbitration. When matters are
given for arbitration it is presumed that the decision may go either way and in most of cases
arbitrator is agreed to by mutual consent. Preparing papers for arbitration are important for both
the parties.

DISTANCE VOICE COMMUNICATION- ONE TO ONE

Telephonic Talk:
This has now become widely used distance media communication. The advance of mobile has also
removed the fixed line telephones an easy instrument to carry and talk.
The salient features are –
Features of telephonic discussions
 This discussion is based on trust since there are no written documents supporting
this discussion. (In few cases telephone discussions are confirmed in writing
afterwards).

 Though it may not be apparently costly, one is so accustomed to use telephone

that many people lose their balance and talk for a very long time. Since call charges
are based on time basis it must be seen that we talk what we need and keep
ourselves restrained. The introduction of mobile has eased contacting a particular
person but has encroached upon our activities and movements.

 It’s being a real time communication you do not loose time and can get a response
even immediately.

 Speaking literacy is enough for this purpose and that is why we find the system is
popular even educationally backward people.

 In business where users of telephones are more one has to make arrangement for
exchange box and also an operator. Automated exchanges can do away with the
need of operator to an extent.

 Recorded telephonic discussions can be transmitted via compact disk or magnetic

tape cassettes or voice mail. These can also act as evidence of confirming
communication transactions.
Knowledge and skills needed
Though telephones in operations are simple people do not use facilities provided
along with it such as hold, transfer, speaker telephones, caller identification, alarm
service etc. Now with the mobile one has capabilities to store, record, relay news,
music, radio, TV, inter net, movie, charging facilities, messaging etc.

Good use of instrument’s capacity requires a specialized training. Some basic

knowledge as to how telephonic system works is essential. Video phones have also
appeared on horizon and that will help to see the other man and his expressions
on telephone itself. Most of the instruments are merging into a system and one
can have a telephone directory on line. The operators must know how to use
directories, especially yellow pages which can provide lots of assistance in locating
a particular type of business.

Points in telephonic conversation

a) Avoid beginning with Hallow instead tell your name and give your identity
 immediately. One should not live people guessing as to who is on the other end
b) The receiver in response should give his identity. This will avoid wrong calls.
c) First tell why you are phoning.
d) Await views of the receiver.
e) Listen f) Intervene just to get more clarification
f) Propose action
g) Expect action
h) Conclude saying departing words
i) Use some time to exchange pleasantries.
Please see the specimen of sample telephonic talk. While using mobile first ask a person if
it is alright to talk on telephone and it he is free to receive. This is important because it is
bad manners if one makes other to talk at inconvenient place.

One- to- many –Lectures/ Speeches Lectures-

This head also includes talks we require to give to staff on occasions. Here audience is
collected to hear and raise some queries at the end but not for participation. Thus it
should not convert itself into discussion. The purpose is to give knowledge and see if it
is understood. Depending upon the crowd to make speech audible we use system such
as mike and speakers in this method.

Knowledge and skills required -

One must understand to adjust mike so that it is clearly audible to all. In fact one can get it
confirmed from the audience before one starts his real address.

Points to be observed
Get profile of audience confirmed or imagine audience.
1) Confirm time for talk and preceding and succeeding procedure
2) Confirm your role in the total event
3) Be at least 5 to 10 minutes earlier and volunteer to organize functions. Act as
participant and not as an invitee. Give chance to observe you as participant. Provide
for bio data if needed so that wrong impressions are not carried.
4) Start thanking the organizers and people on the dais.
5) Refer to the occasion, tell purpose of speech, describe preferably in story form what
you have to say and conclude thanking the listeners. Even though rational try to be
narrative.
6) Support your speech with slide presentation or a black board and chalk if need be and
copies of points to be discussed or the full lecture as the need may be given to
audience to understand the lecture and leave them thinking on the subject.
7) In order to remind you of the points in speech you want to make you can prepare cards
 for each subject and handle them in sequence or prepare slides and put it on to serve a
good for you to remember and for the audience to participate or prepare a note and
keep it before you.

8) You can see the impact made or the degree of level of understanding by looking to the
eye expressions which seasoned lecturer is accustomed with. At the end one can also
invite any questions the audience participants may have. Generally, it takes some
initiative for asking questions and then the speaker himself ask a question or plant one
or two questions in audience. Since listening to speech is one way communication it
has to be converted in two ways to increase understanding and retaining of message in
the minds of audience.

9) Mass speeches – Involving crowd of masses it is difficult to get feedback. The oratory
style should be emphatic. In mass speeches your personality may be introduced so that
one gets reverence. You must have point to impress and must weave around it your
presentation. It should prompt people to take action. This requires a lot of experience.

10) Role of a spokesman- As you acquire prominence in organization structure one starts
acting as a spokesman. One can be asked any time about you, your organization and its
business plus the problem looming in the minds of people and one has to reply it.
Where you feel you do not have knowledge ask for time and give clarification later on.
One which you feel need not speak about you show inability to reply and one which
you feel is out of your knowledge say so and express your ignorance. Leave the
impression you are strait forward and honest.

11) Organized multi participants’ events – We have already spoken about these in
communication through events. These are meetings, conferences and seminars. In
multi party participants one has to regulate through Chairman and has to give in
rotation by chance to express initially and then discuss seeing that the group succeeds
in discussing full agenda and present enough ground for action and not necessarily a
joint action. Any joint action is someone’s jurisdiction and he must take a decision.
Thus meetings lead you to a decision but do not take decisions. There will always be
opinions of dissent and these should be noted. Business cannot stop for consensus

12) Group Discussions: The group discussions as a method is being singled out in view of
its importance to students’ community. Now-a-days, lot of group discussion tests is
being taken. The reason is to judge, to some extent, ability of individuals to get along
with a group and play a role of follower as well as the leader as situation demands.
Generally the procedure followed is students are given few subjects to discuss and
 then ask as a team pick one out of it for discussions. Here it is seen how they arrive at
selection of subject and how they tackle self interest of everyone. Then everyone is
asked to give his view points on the subject turn by turn. They have to appoint their
own leader as Chairman and they decide the time allotted to each participants. It is
presumed in this round everyone will get an opportunity to express his views. Here he
endorses the points of earlier speakers if he agrees or tells his view point if he does not
agree, and put forth some new points if he has any. In short he should avoid repeating
the same point. The chairman summarizes pros and cons that have been referred to by
all concerned and then present it for discussions. Here he can ask those who want to
contribute raise hands and then ask them in few sentence what they feel after listening
to discussions. After this round Chairman announces the decision and ask for those
saying yes and then saying no and accordingly agrees to inform the Authorities the
opinion of the meeting. The Chairman will frame the report and read it aloud. The
meeting will come with thanks to Chair.
In this procedure the following things are observed –
i. Ability to be follower and leader
ii. Ability to put forth convincingly once thoughts on the subject.
iii. Ability to give and take keeping team as performing unit.
iv. Ability to respect and maintain human relations all the time. Follow group
discipline and take people along.

Thus observing group norms and discipline, putting forth thoughts forcefully and then
coming to understanding are some of the things which students should observe.

13) Audio Conferencing – Most of the things discussed above are also applicable to audio
conferencing. We follow the same discipline as we follow in ordinary meetings. Some
technical knowledge of operating the telephone system as a conference may be
required.

SUMMARY
Words communicated through voice gives tone to the words. Tone adds to emotional
expression of words. One can add facial expressions and body gestures to tone it further.
Conversations generally take place in chance meet but discussions arise out of planned meet.
In distance voice communication telephonic talk occupies important place.

KEYWORDS
 From the blue- unexpectedly as if fallen from sky.
UNIT 13 USING PICTURE COMMUNICATION
Structure
Introduction – Do pictures communicate?
Era of multimedia mix
Sales Literature
Branding
Sales advertising
Photography
Power Point Presentation
WWW- World Wide Web
Video display
Communicating through gifts
Summary
Keywords

INTRODUCTION – DO PICTURES COMMUNICATE?

In the last Unit we thought voice as communication, which are in fact words used in sound form. We have
also seen words can be used in written form. However, multimedia has enable us to combine text, voice
and pictures together to better present the communication message. Moreover, these pictures can be
colored has added to the advantage and era of multi-media communication has already arrived. It is not too
long when books will express sound along with words and may be when we read we will also hear. Not only
that but we can add background music and something which we are seeing can be converted to hearing.
Except in advertising communication these forms have not taken a big root but as the technology becomes
affordable, it will jump into common communication fray. We need not forget the sign boards, posters, wall
paintings, slide shows in movie theaters; short films etc. and appreciate how picture communication is
becoming a part of our communication tools. Most of the written media have become picture media by
showing some symbols, brand logos etc. Even the books are using charts, graphs, exhibits etc and making
knowledge easier to understand. See the

children books, pictorial dictionaries, and encyclopedia which makes you imagine what is written can be
seen in objective form. Do pictures communicate? We need not ask this question TV is proving this from its
news, sports, stories etc. Though we have called all these picture media in fact they are multimedia since in
practice few media are left purely pictures.

ERA OF MULTIMEDIA MIX

Pictures are accompanied by words – at least title in words or description in words. The words themselves
use calligraphy – a picture form using styles and colors. Then still pictures have been converted to moving
pictures adding movements in the picture. This had made possible to build stories in a sequence. ‘Comics’ is
an effort towards this. Then we started moving pictures drawn in terms of animation. The example of this is
Walt Disney’s pictures. Most of this accompanies by sound. The three dimensional pictures in both still and
movie form have added sense of depth. Like paintings by hand which are unique pieces, these forms are
capable of producing number of copies and can be used as mass communication media. Books can be
written on the subject but for us it understands importance of multimedia is to be noted. We use picture
formats in the following cases in business prominently:

1. Sales literature comprising leaflets, brochures, manuals, packaging and advertisement.

2. Administrative uses such as letterheads, printed forms, visiting cards and all types of publishing
material.

3. Directive signs and symbols – communicating by replacing words

4. Demonstrating sense of reality by photographic methods.
5. Increasing understanding through process and product features such as in part list, service manual
etc.

6. Add aesthetic look by ornamenting paper work

7. Adding movement and using animation, films, music and methods mostly as stand alone
entertainment and in sales aids.
8. Make communication facile by good combination of words, voice and pictures like in power point
slide presentation.

Now we can say business communication has become more picturesque. Let us see what tools becomes
handy in communication along with the picture use.

SALES LITERATURE
This is where lot of communication in words is used along with pictures and colors. Generally product and
process oriented picture are used. This publicity is generally comprises of product and organization
brochures and is by nature techno commercial publication. The number of

colors used increase the cost. Even though pictures can be drawn on computers, most of the people
preferred to use photographs and drawing made and then through scanning make a digital picture and print
it. The powerful printers are now available to do even printing job on the computer’s desk top. If designing
can be got done printing even on smaller quantities is possible. The sales literature is meant for distribution
and as such has to be in quantities. Therefore, generally there is product and organization introductory
leaflet and then a detailed leaflet which one can give if someone shows keen interest in the product. Then
there is user literature like manuals, operator handbook, part lists etc. which costs can be included along
with the product price. Sales literature is designed for different phases of sales.

Need for Standardization:

Sales literature requires basic technical knowledge and generally is contributed by technical department
and then contributed by design department or design experts to make it user oriented. The basic
orientation of all sales material is users’ orientation. It has therefore, to be printed in different languages if
customers can understand different languages. It is what customer wants that decides the contents and lay
out of sales literature. We have also to standardize sales literature in terms of production and printing ease,
reuse of material prepared on different occasions as well as on color scheme – brand symbols and other
details. The presentation should be so uniform that anyone seeing it from distance should recognize by
whom it is made. This is what we mean by standardizing in terms of production cost and process as well as
utility and for easy recognition at customer end. It is true that Envelops also need to be developed, for
matching the size of sales literature, for easy handing and mailing.

One can use this standardized design for slides, advertisements, posters, wall painting etc. A well thought
out standardization can reduce cost and create uniform image.

BRANDING
Communicating through designed symbol has become very popular and one will see many organizations
adopting such a brand symbol. Creation of brand in practice demands uniform color choice, its use in such a
way that by seeing such sign one can make it existence of some activity of that particular business. The
business is expressed through this brand in every conceivable manner on visiting cards, letter head,
literature and sign boards. Branding through symbolic representation has become a communication media.

SALES ADVERTISING
These days advertising of all types has become a big picture cum word media. Advertisement in any media
is full of pictures. How Lux toilet soap created history in India by associating itself with film stars and
showing that this is used by stars is known. Thus photographs are used of prominent personalities by
making them brand ambassador. It is the association with the successful that people patronage in such
publicity. It is rare to find advertisement without pictures. This subject is big enough and wide enough,
embracing media, it is enough at this stage to say picture communication is very well accepted by
advertising industry.

PHOTOGRAPHY
The ease with which now pictures can be taken has made it a convenient media to communicate. With the
digital camera the whole chemical process is avoided and one can instantly see picture and use it on
computer. Now we can make albums of such photograph and show it with ease like a slide projector. Not
only any of these photographs can be printed and can be used for print media. The whole process has
become so seamless that from taking photograph to its reproduction has become an easy and quick
process. I know of a company which uses its mobile cum camera as a convenient tool to photograph every
customer and send the photograph to him. Thus they are now maintaining pictorial directory of their
contacts. The photography has become a hobby and the ease has made use of photography very common.
Salesmen are carrying on tour such cameras and are showing their reproduction in their report so that one
can see his shop, lay out etc. Photography has made pictorial communication very easy. By editing
photography and adding and mixing with other pictures one can create advertising gimmicks.
POWER POINT PRESENTATION
Microsoft office has introduced software for presentation in the name of Power Point and it has become so
popular that it is used as a common name for presentation material combining words, colors, pictures to
make effective presentation through use of projector. These are generally used as supporting presentation
for a talk and as such even lecturers are using this. The projection is bright and bigger than original so that
number of people can view it at the same time. The points and examples which you are talking about
can be shown on projector

along with picture illustration to impress the audience. One can draw a colored presentation of slides
created on computer so that it can be shown and discussed. Pure word slides can also be made. In stead of
carrying notes one can explain points by showing slides. The most important is one can make hard printed
copies of such a presentation and circulate it in audience to concentrate on slide presentation. In the most
of seminars and conferences this method is widely used. One can see big projections of sports in similar
fashion on big screen. The projectors have enables one to show pictures in big scale along with the use of
voice. Picture media which was originally made one for one, now can be used one for many, through
projection.

WWW- WORLD WIDE WEB

One can make a permanent display of our organization and product, related news in words and pictures on
site reserved on World Wide Web through internet. This is a site one can view from anywhere in the world.
You can reach a big audience across the distances within real time. The advantage you can speak in pictures,
words and movies at the same time. Once you reserve a space one can go on updating it in all respects.
Even Government is publishing examination results on a web so that large number of students who are
having their own computers or go to visit cyber café and see it. It has avoided long queues redundant and
have made you available at door steps. Now one can sale and purchase on web site. Not only this but one
can even arrange payment through web site. One can know how many people have visited site. One can
also give links to other important sites which will enable viewer to visit competitors and compare or
supporting information one requires for purchase. One can also give an offer. It can also attract
advertisement or one can give our partners’ advertisement. Thus World Wide Web offers you wide
opportunity to communicate through words and pictures. So far one is using more still pictures but soon lot
of movie clips will appear on web so that one can even show a process. Internet joins computers and
creates a network which one can use all the time.

VIDEO DISPLAY
Video compact disk has made it possible to record audio video shows or movies in portable form and which
can be viewed on your home computers. Many book publishers are giving compact video disk as supporting
material for books and in future most of technical manuals will be served in this form. It requires less space
and can be used when one requires that too on computer. In future the printed media may be distributed in
video disk media. Libraries have already started giving recorded disk on rent. The books are being produced
in reading form so that we can just hear without reading. Thus technologies are making it possible to see
movies at
home. Since text, voice and pictures are combined we can create motions which can bring life
to our stories. We can also add animation and make it livelier by adding designed effects. Even
whole of this book I can convert into compact disk and give live specimen. The beginners will
require technical knowledge to fiddle with this but soon the tools will come with user friendly
methods to operate.

COMMUNICATING THROUGH GIFTS

I mentioned communicating through events separately and here I am using the extra
satisfaction we try to give through gifts which is quite a common practice in the world. You will
find every year exhibition of gift articles which is directed towards use by business to
communicate its gesture of goodwill towards network it has created. Thus from simple things
like diaries, calendars, greetings, flowers, bouquets etc we are now giving some useful articles
to our contacts. Even things like nail cutter, boot polish kit, purses, to hard goods are
exchanged as gratitude and courtesy in honor of business relations. On the most of these
things one will find a logo of business. Thus we remind our brand as well this time. Since there
can be as many practices as people it is not possible, to generalize the list of articles
exchanged. Thus business communication is also carried through such complimentary gestures
that can be exchanged. Even Diwali earthen lamps have been given as complementary.
Something free creates a delight this is what business does when it communicates this way.

SUMMARY
Pictures are being added to word communication since multi media has become easy. Some of
the prominent uses are sales literature, stationery items, directive signs, photographs, part
lists, manuals, animation, films all using picture communication. There is increasing trend to
wards standardizing business image in terms of logo, color scheme etc. The sales advertising
has increased use of pictures. Arrival of digital photography has made direct transfer to
computers very easy and its eventual use. Power Point presentation has acquired pride in
presentation. Video disks have increased portability of pictures. Number of type of
complimentary gifts are being exchanged to create better customer relations.

KEYWORDS
 Power Point presentation – Name of software developed for slide like presentation by
Microsoft

 Cyber Café – Is a café that provides Internet access to the public. The fee for using a
computer is generally charged as a time-based rate.
 UNIT 14 REPORT WRITING
STRUCTURE
 Introduction- Actions – a heart of business communication

 Business communication is becoming formalized

 Analyzing typical specimens in business English

 Direct conversation (Eye to eye meet)

 Indirect conversation (Mostly through telephone)

 Written Communication (Correspondence)

 Special occasion letters(Mostly customer relations oriented)

 Letter writing in human management

 Communication with suppliers

INTRODUCTION - ACTION A HEART OF BUSINESS

COMMUNICATION

Let us not think that the language changes according to its application. Language is a

medium of communication and as such does not change according to application but depending on

how technical the subject is, type of emotional complexity involved and how much it has to work

within a particular frame work, it may change a little bit but will continue to be the same language. A

business consists of transactions and more important is transaction than the language used for

transacting. If you will not complete the transaction you fail despite of using beautiful language.

Thus business communication depends more on action orientation than mere

communication orientation. In fact action orientation is more important in business and people

watch your actions more than your communication. For example you have received a delivery note

against your order you are interested in knowing only when it was sent and when the payment is

due on it. If these two aspects have been stated you are happy about the communication. Thus to

make effective communication in business one cannot use only a language but action oriented
behavior. Thus success of business communication is not in words but in deeds. Thus we must

accept this overall limitation of business communication before one practices it.

Thus the following pages do not only speak of words but the deeds that should

accompany it. The words will only carry weight if it speaks of decisions and actions. Thus all

business communication must be result oriented. If communication acts as a gateway to results

then only it is appreciated. Business communication is more behavioral than emotional. Let us,

therefore, make action as a pedestal of business communication.

BUSINESS COMMUNICATION IS BECOMING FORMALIZED

If business communication is action oriented then it necessarily means that many

standardized forms and procedures will be used leaving little scope for individuality as well as for

saying it ‘differently’. Thus transactions oriented business does not call for a great language skill. If

one is making the template of any form (means you are creator of the form) then you may require

some language skills, but for those who are only users will not require that skill.

Even in format making there are more logical analytical and conceptual skills than

language skills. ‘Home Depot’ a leading US office equipment chain has many forms for sell almost

ready for all occasions. There are businesses that have come up even in India which are in the

business of ‘business forms’. So long as business spreads faster than language, this tendency will

be on increase. Thus the real knowledge would veer round how to select correct readymade form.

Thus you will not go to learn better expressions but buy better forms.

This pertains more to common users in business while the real language skill will be

reserved for specialized and high level managers. Not very long time back the greeting card people

Hallmark in USA gave us, in visit to them, presentation on ‘Business of Social Expressions.’ At that

time Hallmark cards were not available in India. They followed behavior of people, studied their

language and communication needs and developed greeting card business.

 Today they have greeting cards for every conceivable occasion and mood. Thousands

of youngsters and old alike gather at greeting cards shop and are busy in finding out a card suitable

for the occasion and their mood. Both love and death are greeting card subjects. If you want to

express love you have plenty of cards and if you want to convey condolences on death there are

equal number of cards. It is not only communication of words but also pictures. In fact words are

very few. This social tendency has affected business communication and one requires more

understanding of business than of its communication language.

ANALYZING TYPICAL SPECIMENS IN BUSINESS ENGLISH

The important question that arises out of above analysis is how much knowledge one

requires to undertake business as an ordinary staff member in any organization and even as an

entrant operational manager. Understanding of a language is a first priority. If you read in English

any matter how much do you understand it? Greeting cards also you can select provided you

Understand what is written there.

This also is taken care of by so called business of ‘social expression’ and they have

started conveying more in pictures than in words. But in pure business communication knowledge

of words and their meaning would be essential. Understanding reading involves lot of reading first.

It is only through reading you can develop capability of writing. The information of action and

expressions of most typical emotions can be in a standardized fashion for a beginner. Many of your

social acquaintances may not be using English as a medium and as such you will always display a

nervous temperament while using a language foreign to you.

DIRECT CONVERSATION (EYE TO EYE MEET)

What one can communicate through direct meet, eye to eye contact, is much more than

any other communication form. The eyes, body communicates something more than what you are

just expressing. Moreover, one feels the intensity of conversation and feel emotions in direct meet.
Specimen:

“Sir, accept my apologies for coming without any appointment. I happened to be in this part of the city and thought let me try my luck

and see if I can meet you.’’

“Welcome. I am Roy. And you? ”

“Jadhav from Dairy Farm Limited. Here’s my card”

“Mr. Jadhav I am glad to meet you. Here is my card. By the way Mr. Jadhav what can I do for you? ”

Action involved: Introduction through exchange of visiting cards

Analysis

1. Mr. Jadhav has entered without previous appointment. He is at fault. He must begin.

2. He starts with ‘Sir’. When you meet a stranger always give him respect irrespective of his level in the organization.

3. Give expression to your emotion such as ‘accept my apologies’

4. Respond emotion by emotion e.g. ‘welcome’

5. Introduce yourself so as to not remain strangers any more. “I am Roy”

6. See both have exchanged cards and have got primary information before negotiating further. They will be never strangers

any more.

7. Business people do not waste time in pleasantries. They like to come to the subject as early as possible. .The conversation

is not even 45 seconds.

8. Mr. Roy does not say I am Mr.Roy but only says I am Roy. You do not add normally qualifications to your own name. But

when you address others qualify a person such as Mr.Jadhav.

9. Learn expressions such as ‘Welcome’ ‘What can I do for you?’

Comments:

Do you find any difficult word in English? Conversation is simpler than writing. Note both of them express concern

for others in short ‘empathy’. Conversation is more emotional compared to writing. You require openness of mind to understand

others. The behavioral values that accompany words are more important. Mr. Roy should stand up and greet. That is sign of

giving honor to one’s guest. Through values and manners communication becomes healthier.
Specimen– Informed visit

“Mr. Jadhav, thanks for confirming meeting. I am all ready to receive you. I appreciate your concern for keeping time”

“I think I am five minutes late. It took me some time to find this place. Sorry, for the inconvenience. Let me at the outset express my

thanks for giving me appointment in almost no time. Hope I will get an opportunity to reciprocate.”

“I am here to sell. Why should I not jump for an appointment? You are my guest, why don’t you start?’

“Thanks. I am keen to get your dealership. I have come to investigate these possibilities.”

“Let’s admit this issue requires more information and discussions. In principle I can only say I am not averse to such an opportunity.”

Action involved – Getting dealership

Analysis

1. One must look good points in others or in situations and use it as a starting point. Here Mr. Roy is appreciating Mr. Jadhav’s

punctuality. The negotiating parties must feel at comfort with each other. Note Mr. Roy’s behavior. He is keeping himself

ready. Thus he expresses his eagerness to meet.

2. Mr. Jadhav in turn expresses his appreciation for giving him appointment so soon. Mutual appreciation builds relations

between the two on equal footing. One must establish a common footing and forget one’s power and level and come to

human level.

3. Looking for reciprocating occasion expresses a firm belief that Mr. Jadhav would also like to see Mr. Roy at his place and

extend the same courtesy. Reciprocation creates warmth in relationship.

4. See how openly Mr. Roy admits that it is for his self interest (selling) and almost says I am acting in interest of business (not

doing any favor) In short he almost says that so long it is in the interest of business he will be willing to discuss. There seems

to be openness in approach.

5. Mr. Roy gives him first opportunity to start- a gesture extended to a guest expressing good manners and consideration for

others.

6. Mr. Jadhav turns strait a way to his interest in dealership. No games played. Again this is an example of openness.

7. Mr. Roy did not agree strait a way. He knows giving dealership involves long term decisions and is not willing to commit

immediately. However, he shows willingness to discuss this issue. Again a very positive approach which will assure Mr.

Jadhav to put more information before Mr. Roy.

8. See discussions are moving towards purpose all the time.

9. What do you think is important language or the way you use language? How many expressions you find difficult?

Consideration for others is value behind language. Thus your personality counts much in your communication. .

10. Any relationship to begin with is cold. The time to make it warm and active should be minimum possible.

11. You must break the ice at the earliest and come to know each others requirements.
Specimen– Return Visit

“Glad to see you here. I still remember the say you received me. Hope I will be able to reciprocate. By the way

are you comfortable?”

“Don’t worry. I am alright. Hope you are doing well. .Let I tell you, a bad news first.

My partners have objected expanding more at this stage. There are so many constraints on production and we

will not be able to meet expanding demand for next couple of years. This means I will not be able to respond

positively to your request for dealership. However, I felt if I can help you in some other way I would be pleased to

do so. I liked you and your establishment. I can recommend you to our competitors Deccan who may be

interested. Do you think I should talk to them?”

“Thanks. I will have to consider this. They are no substitute for you. Does not matter, we will wait. By the way is it

possible to have sub dealership?”

Action involved: Refusal for dealership

Analysis:

1. Even after deciding not to give dealership see interest Mr. Roy took to visit Mr. Judah’s place and care

taken to fulfill Mr. Jadhav’s desire of reciprocating Promises are not forgotten in business. Relations are

always useful in business.

2. To reduce the impact of refusal he planned visit.

3. See the concern for each other expressed by respecting each other’s interests.

4. See determination of Mr. Jadhav in keeping the issue open.

5. In business one tries to keep the relations open for future.

6. Refusal is business problem but their acquaintance is relational problem. Businessman keeps these two

interests separate.

7. If both of them did not know English they would have to find some other media of exchange. But merely

knowing language is not enough, one must have interest in handling people. Without human interest

communication does not work

INDIRECT COMMUNICATION (MSTLY THROUGH TELEPHONE)
Specimen - Building advantage from relations

“I have a purpose in visiting you though I happen to be in city for some other work. I just wanted to inform you about sudden

death of Mr. Dixit who was almost my left hand during all these year. “

“Ah, you must be finding it difficult without him. Did you get a replacement? “

“I did not get much time to think it very seriously. The fact remains I will have to do something about it.”

“I can suggest you someone without any obligation. I think Mr. Data would be useful to you. If you permit I can speak to him

and then advice him to get in touch with you.”

“I do not mind having a look at him or even invite him for discussions. Give me his telephone number and I will talk to him. By

the way, I now think it is possible to revive your proposal for dealership. Are you still interested? “

“Why not? I will send my assistant Mr. Shevade for preliminary knowledge and I think then we should discuss. Is it OK? “

“Yes. Here is my visiting card, there are few changes. OK. Good bye”
Action involved: Revival of old interest.
Analysis:

1. Note Mr.Jadhav’s interest in keeping contacts. Business is done on the basis of social network.

2. Think of occasion and then how it was used as an opportunity.

3. It is through human relations business interests are kept alive.

4. Once a turned down proposal becomes active. Faith keeps a business proposal alive.

5. Has it happened just because of knowledge of English language? No, it is because both the parties have shown

sustained business interest. Thus communication has at its background dedicated humans. If you are not you will not

be a good communicator despite knowing language.

Overall Analysis:

1. Most of these conversations are of few seconds and yet lot is conveyed.

2. Each situation is different but all lead to fulfillment of business interest.

3. The language is not flowery yet results have been obtained.

4. The human interest behind is more important than communication itself.

5. Molding personality is more important for good communication.

8. Purpose of communication must be clear, and then communication can become effective.

9. Students are advised to read and read these conversations and get absorbed the conversational style which is

simple and brief but can be much result oriented.

Specimen - Complaint attendance

“Here is Suresh Jain from Baroda. I want to talk about serious complaint .Whom can I talk?”

“Sir, be assured I will connect you to a right person. Please let me know if it is pertaining to order or anything else?”

“Order”

“Can you tell me your order number or the product it is concerned with?” “332. Washing machine spare parts”

“It seems it has already been shipped. May I know your problem?” “I have received it but the wrong one.”

“You have ordered part No.2224 while you have received part number 3224. Just remove the top coupling and it will fit.

Have you got it just now?”

“Yes. “

“Then just take out coupling at the top and try to fit to your existing machine. I think it will work. Please try… has it?”

“Yes. It’s fit well. Thanks making it so easy.”

“I am just inquisitive. Are you technical person?”

“I am receptionist but we have been trained in common occurring problems. This is one of it. That is all. Thanks for

appreciation”

Action involved: Complaint solving

Analysis:

1. Person sitting at indirect front office seems to have been trained well. By giving prompt suggestions she has

won the customer satisfaction even though customer started with a complaint. Preparation of frequently asked

questions and its training has made all the difference. Good communication depends on action.

2. The receiver of complaint does not seem to be perturbed.

3. Despite of not being an engineer one can reply routine problems.

4. Again you will see the simplicity of language, urge to solve problem and empathy for others is at the root of

good communication. .

5. Taking appreciation in its stride is common in good communication.

Specimen - Appreciation

“Sir, Jadhav from Dairy Farms here” “How are you? Any service?”

“I phoned to congratulate you.” “For what?”

“I read in Bulletin that you have been awarded a prize for top sales of the Year. It’s an achievement”

“Sometimes you do succeed in life”

“But not without reason. You deserve it for all your efforts. Once again congratulations. I do not want

to take your time. More when we meet. Regards”

Action: Congratulating on achievement.

Analysis:

1. Mr. Jadhav has shown initiative and taken cue from reading some news.

2. Being the initiator one is more appreciated than being a follower.

3. Expressions like “any service” “for what?” Computer is showing these as incorrect English

expressions and yet I am continuing with them. Grammatically these are incomplete

sentences yet these make sense in spoken language.

4. See how businesslike the discussions are. Mr. Jadhav does not use this occasion to talk other

things and is fully aware if he continues the other party will lose interest. One must know

where to end conversation.

5. Success in communication you will find is again in controlling expressions, honoring time and

having concern for others.

WRITTEN COMMUNICATION (CORRESPONDENCE)

It has already been stated that slowly correspondence is being restricted to few
occasions and its place is taken by short messages system through telephone, E-Mail etc. and by

devising dedicated format for particular process (wizards) which reduces the importance of

language as a spontaneous communication process. The amount of free expression

correspondence is now more concentrated in the sales or marketing area where initiation is

important. Even here individually addressed circular letters are becoming important. The sales

letters are generally supported by literature depicting organization, products etc. However, sales do

require a communicating capability and therefore, attempt is made here to present here some

specimens.

Once, the introductory formalities are over these results into transactions stage and then

transaction follow up letters become dominant. All transaction process or action process letters are

nominal expediting, correcting the process and really can be converted to format letters. People

can be happy or unhappy about action and not communication per say. It is better if the whole area

is standardized to expedite and reduce efforts.

 Specimen - Follow-up letter:

Business letter writing is process of persuasion and therefore, needs lot of follow up actions. Therefore a well conceived follow-

up system would be an advantage within a defined time frame. This can also be considered as reminder system which

occupies importance in business communication.

The Industrial Stationary Mart,

303, Sassoon Road,

PUNE -411001

30th September, 2007 Dear Sir,

This is in continuation of our letter (Copy enclosed for ready reference) dated 16 th September, 2007 on the subject of

Ready Made Forms available for number of purposes and occasions.

We have already sent with the above mentioned letter brochures on our organization and product and expressed our

interest in offering you a whole range of ready to act forms on variety of business requirements.

We had in this letter requested you to permit our representative to visit you and explain you how useful our service would

be to your establishment.

We would hardly take half an hour to give this presentation and we hope, in view of its importance and likely savings for

business, will prove to be in the interest of your organization.

Looking forward to meet you,

Yours faithfully, (P.T.Alva)

Customer Service Manager Encl. A copy of previous letter

Action involved: Fixing visit of a representative.

Analysis:

1. Here reference is mentioned because it has connection with the previous letter.

2. The reminder is planned when the original letter was drafted.

3. The next step to reminder may be a telephone call.

4. The previous letter copy is enclosed to avoid its retrieval (possibly it may have gone astray) and if not very expensive

along with brochures enclosed. It is as good as sending again an introductory letter.

5. In the first letter ‘yours sincerely’ is used while in this letter ‘yours faithfully’ has been used. Generally, your sincerely

is used if you are addressing a letter to

Particular individual and yours faithfully when we are addressing to business or group of people.

6. In the US most if the time ‘yours truly’ is used.

Specimen -Action Follow up letters.

MEMO FORMAT
From To
The Customer Service Manager the Industrial Stationary Mart,
Home Depot Office Products Ltd. 303, Sassoon Road,
MUMBAI, 400 001 PUNE -411001

Order process information for order No. 00014122 dated 30.9.2007 Pleased to inform that your order is at the following

stage

1.

1. Under production

2. Finished and waiting for painting.

6. Ready for delivery

7. Likely delivery data

8. Delivered through truck and delivery note No…………. dated ……….

Packages................... ;

9. Payment due

10. Payment received ………………………………………..

Signed 9/16/2007.

Action involved: Keeping customer aware of his order position

Analysis:

1. For each of actions mentioned we could have written separate letter to customers instead we are just filling requisite

data even by hand and tick mark which is applicable. This saves time and drafting of communication. This is what we

describe

As form which allows us to fill relevant data. It covers the whole process from acknowledgement of order to

acknowledgement of payment. One can use the same form for all activities.

2. This is being described as Memo since it is generally addressed to known party and just to note the progress. Memo

is short form of Memorandum, anything written for noting.

3. In actual practice there are varieties of ways forms can be drafted. The important objectives are standardized

information and action.

4. Since filled document becomes communication document only understanding of language used is required. In fact

we can make such forms bilingual and multilingual.

Thus use of English for user of the form will be minimal. It can be used by users of other languages. Thus multi

lingual forms should be encouraged.

Any authorized person can put initials since all communic

SPECIAL OCCASION LETTERS (MOSTLY CUSTOMER RELATIONS
ORIENTED)

These letters are not standardized to sound personal and occasional though there may

be a lot of scope to formalize. These may include acknowledging invitations of special celebrations,

occasions of condolences, appreciating achievement which we would like others to treasure as

special occasions. Here the letters may be somewhat on lines given in the specimens below.
Specimen - Responding to invitation

To

Shri B.S.Jadhav,

TheIndustrial Stationary Mart, 303, Sassoon Road,

Pune- 411001

2nd September, 2007 Dear Mr.Jadhav,

I have before me your invitation to the Foundation ceremony of your new administration

building, to be held on 9th September, 2007. It is needless to state how happy one is to see

their customers business is prospering.

Next time when I visit I hope to see your new administration building. Wishing you all

prosperity,

Yours sincerely, (P.K.Roy)

Action involved: Sharing feelings and continue network relations

Analysis:

1. These should be generally addressed to person inviting.

2. Even one is going to attend, it is better to acknowledge in writing. It goes on records.

3. If one attends the function, it is better one writes something about occasion. See next

specimen.
Specimen - Remembering event

Dear Mr. Jadhav,

I was very much impressed by the news paper reports on the function you organized for

laying foundation stone of your administration building. I know organizing such events is a

task by itself.

I wish to contribute to put up a mural painting in the reception if it fits to your general

reception layout. Do write to me at a proper stage.

Thanking you once again for invitation, yours sincerely,

(P.K.Roy)

Action involved: Sharing future in personal relations.

1. Remembering invitation and occasion is itself a step further in relationship.

2. Participating in future is assuring sustained relationship for future.

3. One must follow important invitations.

Specimen- Expressing condolences

Dear Mr. Jadhav,

Our Sales Manager Mr. Udit Shah reported to me that you lost your elder brother Mr. R. B.

Jadhav recently.

I had occasion to meet him twice when I had visited you and he was present both the time at

the dinner. His age was obvious but his thoughts about how to conduct business were very

young. I still cherish these discussions with him. I always felt there was something to learn

from him.

Business based on family ties suffers quite a lot when such things occur. Let me share your

loss.

Yours sincerely, (P.K.Roy)

Action involved: Sharing relations

Analysis:

1. In the past any letters acknowledging loss of human used to be bordered by black to

indicate loss and making it distinct from other letters. We now avoid since in print

process it becomes conspicuous.

2. When we want to give prominence to emotions it is better to use personal letter

LETTER WRITING IN HUMAN MANAGEMENT

 In business world, number of occasions arises to address communication in the field of

personnel management. This may be in nature of appreciation, in nature of appraisal, discipline,

increments etc. Many of these are formalized in the nature of interview calls, appointments, job

descriptions, internal memos etc. Since the labor laws are involved many times these are drawn in

terms of legal provisions and rob off essential human nature of such actions. Respecting the

Legal provisions there are many occasions when one can celebrate situations in terms of human

relations. Some letters of this type are given below.

Specimen -Achievement appreciation

Dear Jyoti Pradhan,

Your Company has been honored by your securing a Gold Medal in a marathon held under

Asian Marathon Championship. It requires great deal of stamina, patience and physical

fitness to participate in such competitions. More particularly we appreciate that you have

been able to achieve keeping your work up-to-date.

If you feel your present health permits you to reach higher echelons in this sector let me

know what concessions you expect from us to be contributory to your future success. We

shall see what best we can do within our organizational limitations.

Congratulations.

Yours with pride, (J.S.Alwa)

12th August, 2007

Action involved – Active appreciation

Analysis

1. This is addressed by Personnel Manager to one of the employees of the company.

This is something out of typical formal personnel letters.

2. Note the use of ‘Yours with pride’ which is specially coined for this letter. There are

few occasions we express some non-routine emotions when such exceptions may be

tried at your own risk. There are times when we escape routines for good.

3. Communication is not all in routine. It must be modified in the light of situations.

Specimen - Bereavement Mrs. Krishna Chandar, Reliance Road, RAIPUR (515 006)

13 August, 2007 Dear Mrs. Chandar,

Mr. B. S. Chandar had served this Organization almost 13 years with dedication and

devotion. We never thought we would lose him so early. This is a great family loss for you.

I have checked that all dues have been settled by the organization and these have reached

you. If there are any shortcomings do write to me personally so that I can look into it.

With respects,

Yours in compassion, (P. K. Roy)

Action involved: Keeping human relations.

Analysis:

1. Sympathies not acted on cause a real ill feeling. If someone dies nobody bothers to

settle his dues and family members have to make number of trips to settle these.

2. When one is apprehensive that actions will not be followed so smoothly it is the top

man who has to take interest personally. Such letter though on behalf of organization

should be treated at personal level.

3. See the expressions used ‘with respects’. Here we want to establish relations of

respects than of friendship and that too on behalf of organization.

4. It is your own disposition towards others that will determine tone of any letter. Any

emotional expressions require knowledge of expressions in a particular language.

5. To formalize expression many people use Greeting cards even to show condolences

but these are not as effective as writing on your own. Greeting cards do standardized

expressions of this type also.

Specimen- Disciplinary action

To

Mr. P. K. Sawant No. 202303

Dear Mr. Sawant,

It has been brought to my notice that you are remaining absent number of days without taking permission from the Company. In

this month we have deducted your salary for eight days for absence without permission.

It does not seem any efforts have been made by you to improve your attendance and we have decided to hold personal enquiry

in presence of our Labor Consultant. If you are found negligent you will face consequences such as termination of employment.

If you have to say anything in defense please let us know in writing how you can justify such illegal absence. We will place your

statement before the legal consultant along with our record and our say in the matter.

We give you time till 30th September, 2007 to receive your written statement. If we do not receive any we will take action on our

own.

(P. K. Roay) Personnel Manager 12th September, 2007

Duplicate of this being signed as acknowledgement by me.

Received Signed by Mr.P.K.Sawant No.202 303

This day …... September 2007 at am/pm in presence of ……………

……………No……………….

Action involved: Disciplinary action

Analysis:

1. Irrespective of status human must be addressed as per respected norms viz. ‘Mr.’ here.

2. Certain process is involved in all disciplinary cases and even then such process must be adhered despite being

lengthy. Manager is involved here in function of justice.

3. Time, witness to signature are all important since such documents can become evidence if the case goes to Court of

Law subsequently.

4. One of the important requirements of the Manager is to understand respective laws and their provisions in such

communications.

5. It is advisable to get such document specimen approved by a legal consultant before being used.
Specimen - Encouragement

Dear Mr. Sawant,

1. We were reviewing your performance and found that you have a contribution which requires an encouragement by us.

2. We thought of many ways of doing so and ultimately realized that you should in foreseeable future take a charge

independently of some branch and get yourself trained to ensure independent responsibility. Such an opportunity involves

many more changes in daily routine and the way you take decisions.

3. In order to prepare you for such an eventuality we thought the first things to be done is to acquaint you with all round

commercial training. We would like you to undergo a course in Independent branch operation conducted by Indian School

of Management. This is three months evening program and we would bear all the cost of this course including for material

and transport. Since you will have to remain more hours out of home we would like you to consult your family before you

commit to us. We feel any efforts of this type require some family backing to its successful completion...

4. We, therefore, request you to get from our Library sufficient details contact the program authorities and then come back to

us in case you are favorably disposed to such an idea. .

We can discuss this in further details as soon as the preliminaries are done. Yours truly,

(P.K.Roy)

Human Resource Manager 12th September, 2007

To

Mr. P. K. Sawant

Assistant Commercial Manager (No.202303)

Action involved: Career progression

Analysis

1. This could have been in Memo form but letters in such cases are more appropriate. The receiver can keep it as a

record of his capabilities. One should not deny any legitimate expression of appreciating capability or achievement.

2. These are personal letters in official capacity. Many times these are described as demi official (D.O. letters). There

are some occasions when you treat employee as a person and when not being addressed as an authority.

3. Such letters will become common in future since management will increasingly treat human resource with

consideration.

4. Mentoring and teaching are part of managerial life and one will have to develop communication abilities of guiding

others.

5. If you are going to wait for authority to sign, it is better date is put at the end at the time of signature so as to

represent true date of dispatch of communication.

COMMUNICATION WITH SUPPLIERS

Another important area of business communication is communication with suppliers of services and

goods of varied nature required to run business. The suppliers were not thought of very seriously in

the past. However, with thinking developed on the basis of supply chain management the suppliers

are now being treated more as partners than just contractors. Thus we worry about whether

suppliers are making money in order to see that he survives business competition. The days were

when people would be thinking to get every ounce of suppliers’ flesh is no more considered as

heroic deed. Instead now we worry that he also makes a respectable business. This change of

outlook is now being reflected in communication with suppliers. Most of the process from purchase

order to payment is routine and can be formalized. Two important areas of non standard

communication with suppliers are their locating and then selecting.

 Specimen - Locating suppliers

To

M/s India Auto Parts Ltd., 99, M.G.Road,

Bangalore – 460313

29th August, 2007 Dear Sirs,

We are one of the major suppliers of auto engine sub assemblies to producers of auto cars and

equipment like Tata Motors, Suzuki, and Bharat Earth Movers etc. Our products are known for their

international quality standards and are considered competitive in international market. We have been

accepted as authorized part suppliers of these companies and are also undertaking their exports.

We are particularly interested in getting brake drums at the moment and know you are one of the

suppliers in the market. Our expert team will visit you to have detailed technical discussions once

indicate the possibility of supplying us in quantities of minimum 1000 pieces per month.

We are enclosing our product brochure just to give an idea of our present range of products and the

list of prominent customers.

Thanking you in anticipation and awaiting your favorable response, we remain yours faithfully,

(D. K. Dutt)

Manager OEM

Encl. 1 Product brochure

Action involved: Vendor search

Analysis:

1. The company must have a lead on this party and are just looking for an initial contact. . Thus

it amounts to expression of interest in finding supplier.

2. Personal meetings are essential to take real stock of vendor’s capabilities. Many companies

have vendor analysis form which is sent along with the enquiry.

3. This is more formal letter and one can add ‘thanking you’ or ‘thanking you in anticipation.

Thanks, is an expression of gratefulness for anything done or likely to be done.

Specimen - Seeking credit rating

Specimen -Responding
Specimen – Complaint complaint
To

The Bank of Maharashtra, Mangal Deep, Shivaji Nagar, PUNE -411 005
M/s India Auto Parts Ltd., 99, M.G.Road,
Dear Mr.Abrham,

Bangalore – 460313 Dear Sir,

16th September,2007 Dear Sirs,
I am happy to note your interest in the Company.

I am shareholder of your company and has noted with concern that you are negotiating for sale of

We are not
business to new to our American
an American counterparts because they were our technical collaborators all these
counterpart.

Request
years andforwe
Credit
haveRating
developed a close understanding about each other. They know the Indian psyche

The Americans would not mind selling out business or even close it if they do not get substantial
and found it more reassuring to propose investing us. Now most of the new companies being
We shall
return onbe pleased
their to havewhile
investment creditwe
rating
seefor the following
more since we
to the interest are likelyoftobusiness
of survival enter intoas
supply
continued
established in India are their clients in the international market and that will give us more business.
agreement.
employment.The risk involved
Though willisnotnow
industry be more than Rs.1
at growth lakhthere
stage for the time
are being.
also chances that increasing
This is more assuring than the concern you expressed. The agreement with them is in Company’s

international oil prices will force a decline in this business.

interest.
M/s India Auto Parts Ltd., 99, M.G.Road,

Bangalore – 460313
Now with such a big difference in outlook, how can collaboration which you are proposing will prove
Let us hope for better. Yours sincerely,

useful to the Company? I have grave doubts. I hope the Company will give second thought to this
Their bankers are Bank of Baroda, Malleswar
(R. K. Sinha)
proposition.
Company Secretary.
Our current bank account with you bears No12345 and we have been your clients for last 40 years.
Urging reconsideration of decision, Yours faithfully,
Action involved: Assuaging shareholder’s fear
Thanking you in anticipation, we remain Yours faithfully,
Analysis
(N.K.Abraham)

No.333345 Folio L-20

Auto Ancillaries Limited
1. The reply
(D.K.Madhok) is in personal
Financial Controllerletter style. If complaints are made it is better that they are replied

personally since it is more assuring to the receiver.

Action involved: Verification of credit standing of supplier

2. You will find letters are replied by the Department which is supposed to handle respective
Analysis

1. subject. Thus
This is how verythere
formalcan be differences
communication of approach but generally there are not. The
appears.

2. Generally such
coordination information
is achieved byislaying
available
downfrom our own
common bankers
policy. Thuswho in turnmatters
in such make enquiries with
knowledge of

bankers of vendors.
Company’s This important..
policy is also can also be obtained from special agencies such as CRISIL, Dunn

&Bradstreet etc.
3. Since most of the communication of this style is backed by powerful argument it forms a basis

for communication. But all forceful argument involves better language understanding and

therefore, general letters not involving physical action tend to be of this style.
 SUMMARY

The business communication is transaction based and action oriented.

People are more interested in action status than flowery words. Business

communication is becoming more of choosing a right form than choosing a right

language. One can learn more by analyzing communication that one gets into his

hands. Communicating becomes healthier by adding behavioral values and manners.

Consideration for others is basic value for communication. Except in marketing area

communication through standard forms and process is in vogue.

KEYWORDS

 Conversation – interactive discussions

 Demi-Official – Semi official,

 In anticipation – expecting action

 In vogue – in current practice

 Intermediary – through whom contact is established

 Memorandum (Memo) – notes written for remembering

 Ornamenting – Designing extra emphasis

 Pleasantries – initial time used for non-business communication for getting

acquainted

 Sky rocket – as if reaching to sky

 Take in stride – taking as a part of job

 Template – fixed format which can be reutilized

 Transaction – an act of exchange involving give and take

 Vendor – Supplier –one who sells

 Without obligation–without expecting anything in return
UNIT 15 ORGANIZATION’S INTERNAL COMMUNICATION

STRUCTURE
o Introduction – Meeting socialization distance

o Communicating through Positions and contingent situations

o Vertical communication – Communication with higher levels

o Vertical Communication- downward direction

o Horizontal communication- communication with colleagues

o Diagonal relations

o Contribute to Team Spirit

o Towards standardizing organizational communication

o Home Bulletin or House Journal

o Organizing events

o Case Study

o Summary

o Keywords

INTRODUCTION – MEETING SOCIALIZATION DISTANCE

We spend, as employee, more time in communicating with insiders. This covers number

of departments, sections and number of employees. We also communicate with bosses,

subordinates and colleagues spread over all the organization. Besides we talk to various

geographical units of the organization spread nationally or internationally. We may have internal

phone system, errand boy system, E-Mail system which we can use for internal contact purposes.

The use of computer to communicate internally and see for such messages on computer is a

familiar site.

The computer information can be seen, if so arranged, by many people at a time. Two

ways, multiple way and mass contacts are possible through computer system. The increasing role

of home offices and business outsourcing has in fact changed the concept of internal organization.
It need not be under one roof. The work be down loaded at home and we can work from home,

what we termed as home office. Thus the distance between internal staff is increasing and the

whole concept of communication within is changing.

The audio-video conferences and in near future video phones which are going to take

over face to face relations even with distance staff. The pressure of work against time is increasing

and we have no time to get out of our seat and have face to face contact. Thus the process of

socialization is becoming distance oriented. Then the most important is how do we communicate

within modern organizations?

COMMUNICATING THROUGH POSITIONS AND CONTINGENT

SITUATIONS
Communicating within organization is more difficult since people are conscious of their

organizational authority and level. Both the communicating parties have to understand their

respective positions before communicating. Only one tone or one type of addressing is not

sufficient. Even people remaining the same, we may have to change the tone according to

circumstances. In order to impress the urgency I have seen the bosses shouting even though in the

heart of heart they would ordinarily dislike such communication.

Since most of the positions we pre-recognized, being part of such organizations it is our

natural inclination to change tone according to position and need. The expression which you will

use within your face to face colleagues would be different when you speak to colleagues in

distance department with whom you are not very familiar. Certain profession also impact

communications. One will not see people in accounts department as friendly as perhaps in

marketing department. To speak on the factory floor do require more loud talking since there is

noise disturbance all the time.

Thus communications within organization have lot of considerations in terms of position

and situation under which it is done.

VERTICAL COMMUNICATION – C O M M U N I C A T I O N W I T H HIGHER
LEVELS
In organization parlance it is upward communication that dominates. Bosses also

seeking information, actions, compliance etc. from the subordinates and this feedback becomes an

upward vertical communication. Generally it is not addressed to a person but for the attention of

some one. It is preferred to put his designation as well. If you are addressing a communication

which is purely because you are employee on personal ground like asking for leave, you are

addressing to a boss, it should be better addressed as Sir but in no case Dear Sir. We can express

gratitude but not other emotions.

Since there are possibilities of such communication being heard or seen by others some

fixed decorum must be observed. The informal organization relations should not be used for formal

organization communication one should write or speak about the action taken and hope that it will

be considered ‘in order’.

If you are communicating with do not pose questions instead suggest alternatives and

let him make a choice. When anyone confronts a problem the boss generally looks to it as nuisance

since the responsibility of finding solutions passes on to him. It is assistant’s job to comfort bosses

but not to confront them. It also makes a habit to think in terms of solutions. The contents should be

as brief as possible. Language should be submissive.

If one has complaint about someone else working in organization the best way is to talk

with the boss and ask his opinion whether you should put this in writing. If you are not happy with

what boss suggests, you can take a risk of over-ruling his wishes. Remember risk taking in human

relations is a part of managerial life. You always see that all this is in organization’s interest and not

in your self-interest. Endure so long as you can. Circumstances do change and your turn may

come.
VERTICAL COMMUNICATION- DOWNWARD DIRECTION
This is done with subordinates at different positions and in different situations. Mostly

one directs through such communication. The bosses who are magnanimous in attitude and

supportive are generally liked and obeyed by people. If one does not keep communication line

open with subordinates, the bosses are likely to miss important feedback on which they depend for

execution. No one minds if boss is unduly autocratic some time when need be. It is understood by

the subordinates.

It is demonstrative capacity of bosses to show that what they talk they implement is

generally appreciated. The principled leadership is appreciated. What really goes wrong with such

styles are these are adopted as success models and used without selective approach. We always

appreciate our task master teachers even after schooling days are over. Task oriented bosses are

also liked especially in the long run. If one wants to inform in general interest of subordinates do it

through circulars, meetings and direct as far as possible. One should not show that one favors a

particular individual.

Thus one should be careful in giving out information. Give subordinates opportunity to

think, seek your guidance and if possible mentor his way to career. Bosses should act as

depositories of trust of subordinates. Again be open and transparent. Do not speak behind anyone.

Walls have eyes and ears. Respecting individuals as humans irrespective of positions is important

to give a feeling of equity and security.

HORIZONTAL COMMUNICATION- COMMUNICATION WITH

COLLEAGUES
Much of the communication is with colleagues not who are in face to face relation with

you but also spread over other departments, section, branches etc. One should treat these

relations as customers for exchange of knowledge and information. The spirit of behavior should be

directed as Customer service. Your willingness to serve is very important to have goodwill and get

the work done from others. These relations many times are taken for granted and promises made
to them are forgotten. Whatever information you have promised must be delivered in time. Thus

more than your intelligence timely helps count quite a lot on horizontal level.

Again it must be noted here, avoid being too close, always carry respectable distance so

that one can say ‘no’ when one needs it to be said. Do not encourage a system which encourages

giving information not in tune with work discipline. For some time you may collect friends but slowly

you will start losing trust. In any team work ‘trust’ is the most important quality one should nurture

through communication.

DIAGONAL RELATIONS
These relations are with all those who do not really in vertical line or horizontal line and

cross the levels in organization. Some other department’s boss may ask you something as

information when he is not your boss. There is no reason why such contacts should be avoided. All

that one should report to his line above that such and such information was given. Business likes

speed more than organizational hierarchy.

CONTRIBUTE TO TEAM SPIRIT

The organization communication should be such that it contributes to team spirit. The

essence of team spirit is going out of normal communication lines and supporting a broader cause

of organization. The organization must be on talking terms. In times of difficulties you assume

someone else’s responsibility for the same of organization that you are showing team spirit. Over

all your relations in organization should be guided by customers’ relations approach and team

spirit. Team spirit suggests giving importance to organization’s interest than self-interest, to show

willingness to play role, sometime accepting leadership and at some other times ‘follower-ship’.
TOWARDS STANDARDIZING ORGANIZATIONAL
COMMUNICATION
Very large portion of office communication arises out of ignorance of

policies, procedures, rules, precedents etc. and enquiries related to that. Internal

communication at least should be standardized so that no personal presentation is

involved. One important tool to do this is prepare work manual so that it contains

updated information on all aspects of working including replies to frequently asked

questions. This will avoid lot of internal communication. It can also standardize all

reporting formats so that it would require ‘fill in’ or tick mark approach. Individual

personality need not reflect in routine internal communication. With the intra net and

availability of computes one can post the information on a screen so as to reduce

enquiries and communication because of lack of information. Message slips can be

standardized, ‘post it’ type of notes can be attached to documents and standardized

circular formats can be developed.

This also goes true to standardized procedures like suggestions scheme,

grievance procedure, and communication procedures etc. so that almost all exceptional

occasions can be brought to a level of standardization. The effort here is to avoid

perplexing questions about style to be adopted in communication. For example we may

draft special documents for upward communication to avoid protocols involved.

HOME BULLETIN OR HOUSE JOURNAL

This is specialized communication on fixed term basis developed for hi-

lighting achievements of employees and organization. This can be made something like

a Gazette so that it can act as a common reference to notifications issued during the
period till manuals are updated. One can also issue page insertion service to a manual

for keeping it updated. The circular format has to be developed accordingly.

House journals are styled for communicating with employees and employees

families and encouraging their talents in terms of performing arts. It is good

communication to promote participation and raise morale of organization.

One can also establish site for organization employees on internet and do

the same activity so as to avoid its printing provided workers are encouraged to have

their own computers.

ORGANIZING EVENTS
One of the principal reason for organizing social occasion is to enable

people to mix socially establishing informal links in communication There is every fear

that organization will follow communication lines as per positions but must not overlook

the fact that it is social organization which needs informal communication to work as a

team. Promoting such events can be done through arranging sports, entertainment,

exhibitions etc. In fact organization requires new clusters to take people out of defined

organization departments. In short we encourage informal social organization to

support formal organization. There are many hidden talents which organization does

not know of its members due to defined work scope. One may find someone as a good

drawing artist and can switch him to advertisement department to take advantage of his

knowledge and encourage creativity.

They can also be used to do socially useful activities like participate in social

campaign like literacy movement and devote some time to social work. This imbibes a
spirit of social work and makes them socially useful citizens. We have instances that

such workers have become municipal members. This gives .eyes and ears to

organization for communication.

Home visits of socio-medical workers and others can be organized to take note of

problems of individual employees and ascertaining their problems in time by taking

preventive measures. This involves communication with the home and organization on

social footing. One should not forget that people work to earn money and thus family is

very much dependent on organization.

SUMMARY
Employees spend more time in internal communication. This communication

is with variety of sections, departments, branches and at different levels like bosses

subordinates and colleagues. Distance between employees is increasing because of

concepts like outsourcing and home offices. .Meeting personally has almost become a

rarity. Position consciousness creates problem in internal communication giving need to

variety of tones to be used within same organization in communication. This also

changes with situations. Communication with bosses should be submissive more in the

nature of offering alternatives than showing helplessness. Open line attitude should be

used with subordinates. The communication in organization should support team spirit.

Standardization of all routine communication is aimed at to eliminate individual

preferences.

KEYWORDS

 Formal organization – expressly build for the purpose

 Informal organization – informal relational organization coming out of

formal organization.