Module 3 - Business English in Communication

9/13/23, 11:25 PM Module 3 - Business English in Communication
Module 3 - Business English in Communication
Site: New Era University Virtual Learning Environment Printed by: Reanne Kaye Serrano
Course: COMM01-18 - Business English/Business Communication Date: Wednesday, 13 September 2023, 11:25 PM
Book: Module 3 - Business English in Communication
https://college.neu.edu.ph/mod/book/tool/print/index.php?id=40095 1/25
Description
Topics
Communication and Forms of Communication

Forms, Elements, and Process of Communication
Advantages and Disadvantages of Oral and Written Communication
Models of Oral and Written Communication
Table of contents
1. Introduction/Overview
2. Learning Outcomes
3. Business English and Communication

3.1. Elements and Process of Communication
3.2. Written Communication
3.3. Models of Communication
3.4. Oral Communication
3.5. Models of Oral Communication
4. Activity
5. Video References
5.1. What is Business English?
5.2. The Communication Process
6. References
6.1. Forms & Types of Communication
6.2. Written and Oral Communication
1. Introduction/Overview
It is already known that Business English is a language used in the corporate world. To successfully function in the business setting and
environment, one must build a strong competence in written and oral communication. In the business world and professional context, one must
effectively interact in English. Module 2 has lessons in English vocabulary, sentence and paragraph structures, and punctuations that will help
you improve your ability to write and speak in English. It also has skill building video lessons with business terminologies that you may apply and
utilize to written communication (letters, proposals, written reports, emails, etc.) and oral communication (face to face business
negotiations, telephone conversations, professional presentations, etc.). Further, you need to understand the process of communication and
develop effective business communication abilities.
Imagine yourself speaking and writing in English in the business world!
2. Learning Outcomes
At the end of this lesson, the learner is expected to:
1. Give and describe communication and its types, components, and elements.
2. Discuss the advantages and disadvantages of written communication.
3. Identify the models of written communication.
...
3. Business English and Communication
Communication is a continuous process of exchanging verbal and non verbal messages. One communicates because of a message that
must be conveyed through some media (usually written or oral media) to the recipient. It is essential that this message be understood by the
recipient in same terms as intended by the sender. The tool that makes the message comprehensible is the language used.
Business English is the major language used in workplace communication. As future business people, gaining knowledge of Business English
and mastering the usage of it are a must. Fluency in Business English gives you an edge in business communication whether it's inquiry, job
applications, meetings, presentations, etc.
Different Forms of Communication
a. Verbal Communication
Verbal communication is the use of words to share information with other people through written and spoken forms. Verbal communication
is an integral part of the business world and the verbal element are the words. Good verbal communication is a crucial part of business
communication. Fluent verbal communication is essential to deal with people in face-to-face business meetings, telephone conversations,
video conferences, personal discussions, informal/formal conversations, presentations, writing communications, and other business related
activities.
Verbal communication is classified into two types, viz: oral and written.
1. Written communication is writing the words which you want to communicate. Good written communication is essential for business
purposes. E-mails, reports, articles, and memos are some of the ways of using written communication in business. The written
communication can be edited and amended many times before it is communicated to the second party to whom the communication is
intended. This is one of the main advantages of using writing as the major means of communication in business activity. Messenger chats
and mobile SMS are some examples of informal written communication. With written communications, the writer must provide enough
context that the words can be interpreted easily.
2. Oral medium is more popular than written communication and includes face-to-face, in-person presentations, conferences, group
presentations, lectures, virtual or video meetings, and public addresses. These media are accompanied by non-verbal message like facial
expressions, hand gestures, body language, and other features of the language (pitch, intonation, pause, rate, volume) that add meaning to the
oral cues. Oral channel also allows immediate feedback of the communication to the sender.
b. Non-Verbal Communication
Non-verbal communication involves physical ways of communication, like, tone of the voice, touch, smell, and body motion. Symbols and
sign language are also included in non-verbal communication. Body language is a non-verbal way of communication. Body posture and physical
contact convey a lot of information. Body posture matters a lot when you are communicating verbally to someone. Folded arms and crossed
legs are some of the signals conveyed by a body posture. Physical contact, like, shaking hands, pushing, patting and touching expresses the
feeling of intimacy. Facial expressions, gestures and eye contact are all different ways of communication.
There is decorum related in non-verbal communication that must be observed properly in the workplace.
Importance of Verbal Communication
The key to maintaining successful business partnerships and relations is excellent verbal communication. The following are the importance
of verbal communication:
Good verbal communication among the grassroots results to happier workplace which in turn leads to increase in productivity.
Employees who have good verbal communication skills can help build a company's good image.
Good verbal communication skills of the employees foster excellent business relationships with other organizations, business partners,
clients, customers, suppliers, etc.
Good verbal communication can lessen workplace conflict.
Effective verbal communication between employer and employee also increases job satisfaction level.
Employees with good verbal communication skills can share ideas, thoughts, problems, and wants without creating dispute.
The company officials can communicate inter office messages accurately.
Other Forms of Communication
Other forms of communication that may aid the verbal and non-verbal communications are:
a. Visual Communication
Visual communication is visual display of information like infographics, flyers, pictures, signs, symbols, and designs.
b. Electronic (Multimedia) Communication
With the advent of technology, methods of communication have evolved. The internet and intranet have offered modalities of
communication like web-based communications, blogs, vlogs, television and radio broadcast, etc. Electronic mode makes communication in an
instant. It has made people from different places meet. Marketing and advertising have now become electronically done. Electronic
communication also made education to happen - like what we do right now, you learn and meet with your professors using this modality.
You, as a student and future business professional, you must bear in mind that effective and proper communication can be achieved if you
devote yourself in acquiring the skills. Do your best to be an excellent communicator today and in your future workplace.
3.1. Elements and Process of Communication
Communication is a process of exchanging verbal and non verbal messages. It is a continuous process. Although it most cases it is two-
way process (cyclical), communication in the business world can also be linear (one-way) or transactional (one to many) communication
Communication Process Elements
Here are the elements of the communication process:

• A message is what needs to be communicated.
• A messenger is the person who has something to communicate.
• A receiver is the person who will receive the message.
• Encoding is the verbal and non-verbal convention of communication.
• Decoding is the reading of the receiver of the encoding done by the messenger.
• Channel is the means of communication.
A sample workplace scenario shows how this process works: The messenger has something to communicate, a message. This message
has intent. The messenger will encode his message with words, behavior and body language that he/she senses will help him/her to best
communicate this message according to the intent. The message will go through a channel, a means of communication such as e-mail, face to
face or phone conversation, letter, presentation. The receiver will then decode the message using conventions, cultural or contextual
background, and language skills. The message should be received as intended by the messenger.
Components of Communication Process
The main components of communication process are as follows:
1. Context. Communication is affected by the context in which it takes place. This context may be physical, social, chronological or cultural.
Every communication proceeds with context. The sender chooses the message to communicate within a context.
2. Sender/Encoder. The sender/encoder is a person who sends the message. A sender makes use of symbols (words or graphic or visual aids)
to convey the message and produce the required response. Sender may be an individual or a group or an organization. The views, background,
approach, skills, competencies, and knowledge of the sender have a great impact on the message. The verbal and non verbal symbols chosen
are essential in ascertaining interpretation of the message by the recipient in the same terms as intended by the sender.
3. Message. The message is a key idea that the sender wants to communicate. It is a sign that elicits the response of the recipient.
Communication process begins with deciding about the message to be conveyed. It must be ensured that the main objective of the message is
clear.
4. Medium. The medium is a means used to exchange / transmit the message. The sender must choose an appropriate medium for transmitting
the message else the message might not be conveyed to the desired recipients. The choice of appropriate medium of communication is
essential for making the message effective and correctly interpreted by the recipient. This choice of communication medium varies depending
upon the features of communication. For instance - Written medium is chosen when a message has to be conveyed to a small group of people,
while an oral medium is chosen when spontaneous feedback is required from the recipient as misunderstandings are cleared then and there.
5. Recipient/Decoder. The recipient/decoder is a person for whom the message is intended/aimed/targeted. The degree to which the decoder
understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the
reliance of encoder on decoder.
6. Feedback. The feedback is the main component of communication process as it permits the sender to analyze the efficacy of the message. It
helps the sender in confirming the correct interpretation of message by the decoder. Feedback may be verbal (through words) or non-verbal (in
form of smiles, sighs, etc.). It may take written form also in form of memos, reports, etc.
3.2. Written Communication
Written Communication
Written communication has great significance in today’s business world. It is an innovative activity of the mind. Effective written
communication is essential for preparing worthy promotional materials for business development. Speech came before writing. But writing is
more unique and formal than speech. Effective writing involves careful choice of words, their organization in correct order in sentences
formation as well as cohesive composition of sentences. Also, writing is more valid and reliable than speech. But while speech is spontaneous,
writing causes delay and takes time as feedback is not immediate.
Advantages of Written Communication

1. Written communication helps in laying down apparent principles, policies and rules for running of an organization.
2. It is a permanent means of communication. Thus, it is useful where record maintenance is required.
3. It assists in proper delegation of responsibilities. While in case of oral communication, it is impossible to fix and delegate responsibilities on
the grounds of speech as it can be taken back by the speaker or he may refuse to acknowledge.
4. Written communication is more precise and explicit.
5. Effective written communication develops and enhances an organization’s image.
6. It provides ready records and references.
7. Legal defenses can depend upon written communication as it provides valid records.
Disadvantages of Written Communication

1. Written communication does not save upon the costs. It costs huge in terms of stationery and the manpower employed in writing/typing and
delivering letters.
2. If the receivers of the written message are separated by distance and if they need to clear their doubts, the response is not spontaneous.
3. Written communication is time-consuming as the feedback is not immediate. The encoding and sending of message takes time.
4. Effective written communication requires great skills and competencies in language and vocabulary use. Poor writing skills and quality have a
negative impact on organization’s reputation.
5. Too much paper work and e-mails burden is involved.
3.3. Models of Communication
A model is a metaphor that helps us understand a process. By mere looking at a model, it informs the reader what is represents. Models of
communication are visual representation of communicating process; Conceptual models are used to explain the human communication
process. Models of communication provide inputs for setting a standard communication system and ensuring effective communication in a
business organization. They are examined from organizational perspectives. Authors like Aristotle and Berlo devised communication models
for communicative situations.
Module 3 gives written and oral communication models than can guide you to become an effective workplace communicator; understanding
them can help you be at your best in interpersonal communication, too.
Models of Written Communication
These models allow one to conceptualize the process of written communication. Models are metaphors and representation of a situation.
a. Shannon and Weaver Inter-office Communication Model
Claude Shannon and Warren Weaver's (1948) concept of a communication system is formulated in a commonly found diagram. The
information is transmitted from an information source through a channel to a receiver. Shannon and Weaver's diagram emphasizes the
encoding of information to be transmitted and the decoding of received information. It also indicates the effect of noise on the channel
through which the information is transmitted.
The value of Shannon and Weaver's model for the theory of writing is its emphasis on encoding/decoding and on the effect of noise. The
model is limited for the theory of writing in that it overlooks the motives of both the sender (writer) and receiver (reader). People have reasons
for writing and reading; Shannon's model does not take the reasons into account.
b. Roman Jacobson Model
Roman Jakobson was a Russian linguist. His model of the communication process represents spoken rather than written communication,
and there are some who argue that it doesn't apply to writing. Nevertheless, it is often applied to writing.
Jakobson's model is often represented in a diagram. The elements of the diagram (changed to apply to writing) are: the writer, the reader,
the context, the message, the contact, and the code. By naming the writer and reader as parts of his model, Jakobson does make an opening for
motives and other "subjective" factors.
The contact is the medium through which the message is transmitted. In the case of a web page, for instance, the contact is complex: It
includes the server which houses the file which you're reading, the computer and software with which you're reading it, and the means by which
they are connected. This same information could be transmitted through a different channel, a printed book, a chalk board, or a speech.
The code is the language which, presumably, writer and reader share. The code includes the type of writing as well as other conventions of
written language.
Jakobson's model helps to chart the purposes of a piece of writing, according to which part of the model a purpose relates to. Jakobson's
model incorporates some features of Shannon's (the transmission of information via a channel). Jakobson's model is limited in that it doesn't
represent the discovery processes that writers engage in nor does it indicate the recursiveness of both writing and reading.
c. Ulric Neisser Model
Ulric Neisser does not supply the kind of diagram of the communication process that Shannon and Jakobson do. Neisser's model applies
the psychology of cognition and perception to the writing process. Neisser emphasizes the exploratory and recursive nature of perception.
Guided by our desires, needs, ideas, images of the world, etc., we explore it. Our exploration produces new information. This new information
affects the needs, desires, images, etc. with which we began. Our changed needs and desires guide a new round of exploratory activity which in
turn produces new information.
This model fits the writing process well. We begin writing motivated by our current ideas, beliefs, motives, etc. As we write, we explore and
discover information. This new information feeds back into our starting ideas and motives, changing or reinforcing them. From this point, we
can engage in another round of exploratory writing.
3.4. Oral Communication
Communication is a skill that you can learn. It’s like riding a bicycle or typing. If you’re willing to work at it, you can rapidly improve the quality of
every part of your life.
- Brian Tracy
How vital is communication to your life? Can you avoid communication?
Communication is essential to your life. It is important in building, maintaining, and strengthening your relationships with other human beings.
Communication may improve or ruin your relationships. Your inability to communicate effectively your thoughts could create problems in your
personal as well as professional relationships. Whether you like it or not, you need to communicate. You cannot really avoid it. If you try to, for
example, by refusing to respond to a message, the act of avoidance actually convey a certain message.
Most communication is oral. You spend more time speaking and listening than reading and writing. This being the case, it is important that
you exert effort in improving your oral communication skills.
The nature and levels of oral communication
The word communication originated from the Latin word communicare which means “to impart,” “to share,” or “to make common.”
Oral communication, a type of communication distinct from written, refers to the exchange of thoughts between two or more persons
through the use of spoken words. The interaction may either be face-to-face or through a mechanical or electrical device such as the
telephone or the cyberspace. Meetings, conferences, lectures, interviews, conversations, and public speaking are some examples of oral
communication.
Oral communication involves certain levels. These are intrapersonal and interpersonal.
1. Intrapersonal. This level of communication involves only the individual. It includes his/her inner thoughts, beliefs, and feelings. An individual
engages in this level of communication to analyze situations, to clarify ideas, or to reflect upon something. Intrapersonal communication may
involve different levels of communication activity:
internal discourse which calls for thinking, analysis, contemplation, and meditation; and
solo vocal communication which includes speaking aloud to oneself to clarify a message, to rehearse a message for others, or simply to
let off emotions.
2. Interpersonal. This level of communication involves an exchange between a sender and a receiver of a message. Communication may be
direct (face-to-face) or indirect (via telephone, e-mail, teleconference, online chat). This level may be categorized according to the number of
participants.
Dyadic communication involves two people talking.
Group communication may include three or more persons. Often, this level of communication is utilized for the purpose of problem-
solving or decision-makin
Public communication calls for a large group of people with primarily one speaker addressing the group, generating only minimal
feedback, such as in university lectures or in political campaigns.
Purposes of Communication
Communication is purposive. A sender may not always recognize it but every message has a purpose or objective. Consciously or
unconsciously, the sender does something by communicating. In the business world, the very purpose of effective communication is for
business stability, secondary are the goodwill among employees. The purposes of communication may be to share information about the
organization or company profile, for marketing, for promotion, to satisfy employees' needs, to persuade, to amuse, or to simply enjoy a
conversation. When the purpose is achieved, communication is said to be successful.
In the present time when communication is global, one primary reason why interlocutors fail to achieve the purpose of their
communication is their lack of understanding of each other’s culture. Some examples of cultural differences are given below.
· Apologizing. This speech purpose may be an apology in one culture but an expression of thanks in another. In the context of using the
telephone, for example, Godard’s study (1977 in Odlin, 1994) reveals that telephone calls in France are seen as impositions and so in making
calls, the French make an apologetic statement at the beginning of the call. Evidence also suggests that English speakers use apologetic
formulas more than Russian and Hebrew speakers.
Requesting. This speech act also varies across cultures. Evidences show that German speakers show more directness in making requests
than do British. German speakers prefer declarative statements in making requests while English speakers prefer interrogative statements.
You will be a global employee; thus need to blend.·
Barriers to Communication
Communication is not always successful. As interlocutors engage in oral interactions, some factors make it difficult for them to achieve
their purpose. These things that make communication difficult are the barriers to communication. Some common barriers are:
lack of knowledge
lack of interest
distractions
emotions
poor listening
differences in perception
differences in background (age, education, gender, culture)
personality
competition for attention
language
message complexity
Remember that no one can be spared from the barriers to communication. However, an effective communicator knows how to overcome
the barriers so as to achieve the end for which he/she communicates.
3.5. Models of Oral Communication
While written form of communication is a linear type of a model (one-way), oral communication, as applied in the business set up, follow
cyclical/interactive (two-way) or transactional (one-many).
1. One-way Communication Model

It occurs in a straight line from sender to receiver and serves to inform, persuade, or command. In this type of communication,
information is only transmitted from one point to another or to many points at a single point of time. There is no transmission of information
from the receiving point. Here, the recipient is a listener.
In business, one-way oral communication is mostly used at press conferences, speeches, and seminars, or presentation.
The Aristotle Model of Communication can be said to be a one-way model of communication in which the sender sends the
information or a message to the receiver to influence them and make them respond accordingly. This model is considered to be the golden
rule to excel in public speaking, seminars, lectures where the sender makes his point clear by designing an impressive content, passing on
the message to the second part and they simply respond accordingly. In business environment this model is represented in product
proposal (Marketing and Entrepreneurship), organization proposal (HRD), financial analysis (FM). In this type of model, the sender is the
active member and the receiver, although sometimes passive, will make a decision whether they will accept the idea presented or not.
2. Interactive Model of Communication
In interactive model of communication, exchange of ideas and messages takes place both ways from the sender to the receiver and
vice versa. The sender sends the message to the listener who in turn becomes the second speaker. Both communicator share
information and emphasize feedbacking.
Wilbur Schramm, a scholar and an authority on communication, also proposed that both the sender and receiver interpret the message,
rather than accurately assessing the message’s meaning.
3. Transactional Model
The transactional’ simply means the exchange or interaction between people. It is based on the basic premises of ‘exchange’ or ‘give
and take’.
Hence, the transactional model of communication refers to the exchange of messages or information between the sender and the receiver
where each take turns to send or receive messages.
This model is the most general model of communication as even our daily interactions are instances of transactional model
communication.
Transactional model becomes more efficient and effective when the participants are of similar environment, know each other and share
same social system. Each person in the process reacts depending upon factors such as their background, experience, attitudes, cultural
beliefs and self-esteem.
Communication models are authentic outcomes of systematic study of various aspects of communication. A model of
communication gives a wholesome understanding of a system or structure by which people can understand similar systems or
structure. Consider the following important points related to the importance of communication models:
Communication models help identify and understand the components and relationship of the communication process being
studied.
Models represent new ideas and thought on various aspects of communication which helps us to plan for effective communication
system. They act as stimulant for the researchers and students of communication.
Models are pictorial representation of communication process.
Models help explain a phenomena by providing information in a simplified way which otherwise be complicated or ambiguous.
We can use the models of communication to analyze real problems and prevent the occurrence of future problems.
Models of communication provide inputs for setting a standard communication system and ensuring effective communication in
a business organization.
The relevance of communication models cannot be over-emphasized. They add towards realizing effective communication system
- may it be in every day living, at school, at work and everywhere.
4. Activity
Do this:
1. Imagine yourself working in a company. Choose a workplace communicative situation and formulate your own model of communication.
Give a name to your module, include a short explanation to your model, save it to pdf, then submit. You may be guided by sample
communication models found in this Module.
5. Video References
The following are videos that may help you understand communication.
5.1. What is Business English?
1. What is Business English?
2. Words in Business English
5.2. The Communication Process
6. References
Communicate. (2013).Kathleen S. Verderber, Rudolph F. Verderber, Deanna D. Sellnow, Cengage Learning
YouTube Channels
6.1. Forms & Types of Communication
1. Forms of Communication
2. Types of Communication
6.2. Written and Oral Communication
1. Written Communication
2. Oral Communication
3. Models of Communication

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9/13/23, 11:25 PM Module 3 - Business English in Communication

Module 3 - Business English in Communication

Communication and Forms of Communication

3. Business English and Communication

Imagine yourself speaking and writing in English in the business world!

At the end of this lesson, the learner is expected to:

2. Discuss the advantages and disadvantages of written communication.

3. Identify the models of written communication.

3. Business English and Communication

Different Forms of Communication

Importance of Verbal Communication

Other Forms of Communication

b. Electronic (Multimedia) Communication

3.1. Elements and Process of Communication

Communication Process Elements

Here are the elements of the communication process:

Components of Communication Process

The main components of communication process are as follows:

3.2. Written Communication

Advantages of Written Communication

Disadvantages of Written Communication

3.3. Models of Communication

Models of Written Communication

a. Shannon and Weaver Inter-office Communication Model

b. Roman Jacobson Model

c. Ulric Neisser Model

3.4. Oral Communication

How vital is communication to your life? Can you avoid communication?

The nature and levels of oral communication

You will be a global employee; thus need to blend.·

3.5. Models of Oral Communication

1. One-way Communication Model

2. Interactive Model of Communication

Models are pictorial representation of communication process.

5.1. What is Business English?

1. What is Business English?

2. Words in Business English

5.2. The Communication Process

Communicate. (2013).Kathleen S. Verderber, Rudolph F. Verderber, Deanna D. Sellnow, Cengage Learning

6.1. Forms & Types of Communication

6.2. Written and Oral Communication

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