UNIT-3

1.Cross Cultural Communication

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

Cross-cultural communication is the process of recognizing both differences and

similarities among cultural groups in order to effectively engage within a given
context.

Lustig and Koester defined it as ―the presence of at least two individuals who are
culturally different from each other on such important attributes as their value
orientations, preferred communication codes, role expectations, and perceived
rules of social relationship.”

Importance

(1) To know the global market: Now, there are no borders for business, and it is
expanding globally. To understand the global customer, a business unit should be
familiar with the demographics, attitudes, values, and beliefs of various cultures. This
understanding aids in the acquisition of the global business.

(2) Avoiding miscommunication: When people from different cultures interact, there is
a risk of miscommunication due to language and attitude differences. Effective
communication can result from a proper understanding of different cultures in which the
business has an interest.

(3) Creating a work environment of equal opportunity: The success of a business in

a multinational organization is dependent on the combined efforts of people from
various cultures. Each employee must be treated equally here, so understanding of
different cultures is a must for the employer.

(4) Enriching human resources: When cultural barriers are removed, a business can
hire skilled workers from all over the world. This will benefit the company‘s human
resources. The company will expand and develop rapidly in this location.

(5) Management: Cross-Cultural Communication can be extremely beneficial in

situations where the business is spread across multiple continents. Surely, all of the
employees who work there will come from various cultures and religions. The company
executives will set some goals for the entire team. Each member would have to act in
the same manner and treat everyone equally. Any form of cultural discrimination should
be prohibited.

❖ Factors affecting Cross-Cultural Communication

Different factors that might affect such a form of communication are-

1. Interpretation of Time

Different cultures for example Chain and Japan consider punctuality very important, and
if someone is not on time, they might find it annoying or humiliating, while on the other,
in the cultures of the Middle East and South America, time would not be of that much
importance.

2. Interpretation of Space

The personal space of one culture might also differ drastically from another culture.
Some of the countries consider it respectful maintaining space while greeting or
meeting, while some other countries may not find it that crucial.

3. Non-verbal Communication

One culture might value content more than context and they are low-context cultures.
In such a culture, written words are valuable than oral words. On the other hand,
nations or groups with high-context cultures value context more than the written
content. Such cultures pay more heed to the non-verbal signs more than the
language.

How to improve Cross-Cultural Communication

We bring some of the finest methods that will help you to improve your overall Cross-
Cultural Communication skills.
1. Prefer Meaningful Conversation

is a known fact that all the conversations made during office hours are quite important.
The company looks forward to promoting more meaningful conversations between the
employees. The same situation holds valid even during Cross-Cultural
Communication.

People with different backgrounds are not comfortable enough to share a word between
them. This is not an ideal way to move further or even initiate a conversation. You have
to talk to the employees who belong to another culture and get to know them. Of course,
this practice can‘t be implemented overnight and will take some time. But the result
would be favorable for both the employees, as well as for the business.

2. Avoid Signaling

This point might not be a big issue, but still, several people don‘t like someone signaling
them, especially the ones from a different culture. The regular use of any non-verbal
communication channels can offend people.

Instead, open a direct communication account with them. For instance, people from
America find it normal to point at something for a reference or direction. At the same
time, other countries like Japan are not comfortable in making the same gesture. They
find it to be disrespecting their culture and use the hand instead of the finger.

3. Awareness

In case you are someone who has to deal with people under the Cross-Cultural
Communication system, it is better to know them first. There is nothing bad in asking
about their culture rather than to create trouble in the later stages.

How to improve cross-cultural communication in the workplace

Follow these steps to enhance cross-cultural communication in the workplace:

1. Use formal language

Formal language is desirable in business communication since it can help avoid
misunderstandings and ensure clarity whether speaking or writing. Formal
communication styles enable everyone in the organisation to understand your meaning
clearly and act accordingly.
Even if they understand your language, they may not know your culture's contemporary
dialect. Companies may have grounded, basic principles to observe in professional
communication while at work.

2. Maintain politeness

When preparing for a meeting with colleagues, you could learn a little about their culture
before meeting them. For example, you could take the time to find out about the
organisational etiquette their culture follows to prevent miscommunication and
awkwardness. You could also conduct extensive research into the degrees of formality
required in corporate communications in their country or countries and act appropriately.
For instance, some people from certain backgrounds consider it inappropriate to
respond unenthusiastically and may always interact positively.

3. Speak slowly and clearly

Even if your overseas colleagues are native speakers of the language you're using in
corporate communications, speaking a little slower than usual and attempting to
articulate your phrases properly helps colleagues understand you clearly. Use short,
simple words and pauses to allow your colleagues to process what you have said. If
colleagues speak too quickly or incoherently, you might ask them to slow down or
repeat what they have said.

4. Consider any particular requirements of team members

Some of your colleagues may be based in different parts of the world with different time
zones, making it necessary to choose an appropriate mode of communication.
Asynchronous

communication might be the best solution in this situation. Additionally, remember that
your colleagues may observe various holidays in their locations. As a result, be
conscious of diverse religions and beliefs among your colleagues, keeping in mind that
 religion is a potentially sensitive topic.

5. Conduct deeper conversations

It is essential to conduct all business conversations in a professional and mutually

beneficial manner. Organisations have every intention to inspire their employees to
engage in critical discussions, including cross-cultural dialogues. Therefore, encourage
communication between staff from diverse backgrounds and learn about them. The
outcome would be beneficial for both individual employees and the organisation as a
whole.

6. Use open-ended questions

Ask open-ended questions to keep a conversation flowing. Open-ended questions

encourage your colleagues to be more imaginative and respond with answers they're
comfortable giving. These responses can help managers make sound decisions for the
growth of their teams and, eventually, the organisation as a whole.

2.Business Etiquettes

Etiquette refers to conventional rules of social behaviour or professional conduct.

It is a set of general guidelines for manners and behavior in a professional setting that allows
professionals to feel comfortable and safe at work or in other professional settings.

Business etiquette refers to the requirements and expectations of social and

business behavior, practices and conduct that are prescribed by social convention,
and a code of ethical behavior among professionals. It basically boils down to
demonstrating good manners.

Importance of Business Etiquette

1. Building Strong Relationships

Professional behavior helps build strong relationships among management, staff and
clients because proper etiquette entails honest and fair dealings with everyone. People
appreciate honesty in their business dealings. If a manager is honest with a client
about a mistake he made instead of trying to cover it up, the client is likely to feel
respected and will trust the manager and the business in the future.
According to EE Compendium, people like others who have good manners and are
more likely to buy from those they like than those they do not. Loyalty to a business is
generated through the solid relations developed by consistent professionalism and
integrity shown by all company employees. Business owners should demand good
etiquette from their employees and should model this themselves.

2. Promoting Positive Atmosphere

A good working environment is fostered by good business etiquette. When
management and workers treat one another with the respect and sensitivity dictated by
good business manners, it creates a positive working atmosphere. For instance, when
the staff takes the time to express gratitude to fellow workers for their work efforts, it
makes for a more congenial workplace.

When employees feel comfortable, they are likely to be more productive, work better
as teammates and maintain upbeat attitudes that help sell their products or services.
Good etiquette should be stressed throughout the entire company as, according to
CBM Training, a single person on staff displaying a lack of etiquette can ruin the
working environment for everyone.

3. Reflecting Confidence
Fine business etiquette reflects confidence because the individual is seen as
someone who is together and knows what to say and how to say it. A worker dealing
with an upset customer, for example, can take the customer to a private office or
space to listen attentively to the concerns. They should speak calmly and respectfully
to the client so the client relaxes and responds well to the confident worker who used
business etiquette to successfully handle the situation.

A confident approach helps the company's marketability. Customers feel more secure
dealing with a manager or other staff member who displays exceptional business
manners. Confidence also boosts the morale of workers who feel they can accomplish
more and react positively to change.

4. Preventing Misunderstandings
Taking business etiquette seriously in your company will help prevent
misunderstandings because proper etiquette requires everyone to interact
professionally with one another and to communicate clearly and honestly. For
example, managers who always speak on a professional level with employees need
not fear making inappropriate remarks as they guard against casual types of
interactions. Those in management who allow non-business-like joking or teasing can
find themselves in hot water should employees feel they are being harassed.

❖ Types of Business Etiquette

• Email etiquette
• Social media etiquette
• Customer service etiquette
• Business associate etiquette
• Workplace etiquette
• Telephone etiquette
• Visitor etiquette
• Business party etiquette

Email business etiquette- Nowadays, emails constitute bulk of every business

communications. Hence, it is imperative to inculcate excellent business etiquette while
sending or responding to emails. Good business etiquette for email includes

• Avoid mass mailing. Such emails usually end up in spam. Further, they indicate
you are only interested in making money, with scant respect for individuals.
• Explicitly mention subject of your email. This leaves no space for ambiguity and
clearly informs the recipient, what the email is about.
• Mention the recipient‘s full name with appropriate suffix. This personalizes the
email. Add Mr., Ms, Mrs., before the name. It is polite. Follow this with ‗Sir‘ or
‗Madam‘ according to the receiver.
• Do not write long paragraphs. Remember to limit your paragraphs to two
or three sentences only.
• Be concise yet precise in your message. Meaning, do not beat round the
bush. Come directly to the point and mention what you wish to say.
• Express gratitude. You could be dealing with a petulant customer or business
 associate. Do not take umbrage. Instead, thank the sender and acknowledge
the email. End by thanking the sender for cooperation and time spent on reading
your email. This dents the sender‘s fury. Follow this practice for your regular
business emails too.
• Never add CC and Bcc unless extremely essential. Every recipient prefers to
deal with a single point of contact. Adding more people to an email tends to
widen the scope of respondents and can inadvertently confuse the recipient.
• Above all, immediately acknowledge every email you receive. This
implies your company is proactive. Further, it builds a great confidence
level with the sender.
• Add your digital signature if possible. Also, mention your name, designation and
contact details clearly while concluding the email. While mentioning phone
numbers, also state timings when you can be called.
• Provide a link to your website, tacitly directing the recipient to explore your
company‘s offerings.

Social media etiquette

Thanks to proliferation of Facebook and Twitter, an increasing number of companies

are now taking to social media. Firstly, Facebook allows you to post fun stuff on your
corporate page while Twitter helps reach out to clients and business associates
speedily. It also helps companies listen to their customers- both satisfied and unhappy.

• Judicious use of smiley. Meaning, use a smiley that suits the comment. Try to
avoid use of ‗Laugh‘ or ‗Angry‘ smiley since it can offend the person posting the
comment. Worse, you may draw ire from the entire community for using
inappropriate smiley.
• Respond politely to every adverse comment. Never get into the proverbial
‗tit-for-tat‘ mode while handling clients or business associates on Facebook.
Similarly, never go all out to appease someone who has made an adverse or
negative comment about your offerings. Remember, your comments can go viral
within minutes and severely sully your brand.
• Respond at the earliest. This is the secret of staying ahead of competition. Every
person who comments wants a response at the earliest. Doing so increases the
chances of getting more ‗likes‘ for your Facebook page.
 • Get genderless. Obviously, you lack the means to known whether a person
making comments is female or male. Therefore, respond in a manner that
appeals to all genders.
• Never tarnish competitors and rivals. Nor should you allow your ‗friends‘
to post negative remarks about them. Delete such comments or posts, as
soon as you notice them. You could unwitting fall prey to a tactic by rivals or
land in a war of words.

Customer service etiquette

Another integral part of business etiquette is how you deal or interact with customers.
Here, it is essential to bear in mind that customer is the core of your business. Admittedly,
some customers are cantankerous and hard to please. Yet, that is no reason for showing
disrespect.

• Greet all customers with a smile. Guide them to a seat if possible. Offer a
drink of water. Such etiquette calms down even the most rancorous visitor.
• Be very patient. Not all customers are there with grievances. Some may have
excellent suggestion that can help your business flourish.
• Speak amicably. Meaning, never get into an argument with a customer either on
or away from your premises.
• Avoid raising your voice at all costs. The person can feel humiliated and
will bay for revenge. You could end up with a lawsuit on your hands. It also
sends ugly signals to others, including your staff. Should you encounter a
boisterous visitor, lead away to privacy of a room and chat amicably.
• Offer a beverage such as coffee, tea or a soft drink. Invariably, this tact
cools down even the most incensed customer.
Business associate etiquette

Generally, this means the entire system of how you deal with your business
associates. Of course, no businessman or executive will treat a business associate
shabbily. However, modern businesses require a chic, proactive approach. Here is
some vital business etiquette essential nowadays
 • Fix meetings at mutually convenient venues, date and time.
• Be present at the venue well in advance.
• If you are playing host, ensure that stationery, water bottles and cups as well
as other essentials are in place.
• Ensure that all files and documents relevant for the meeting are available at the venue.
• Have someone meet, greet and escort your business associates to the
meeting room. If possible, do so yourself. Greet your associates with a
bouquet.
• Never keep your business associates waiting.
• Ensure you are not disturbed by phone calls.
• If a business associate drops by uninformed, ensure you meet them without much delay.

Workplace etiquette

Charity, education and all the good stuff starts at home. So does workplace etiquette.
Unless your staff and you have excellent workplace etiquette, you cannot enforce them
effectively for business. Workplace etiquette stems from office decorum. Here are few
things you can do for improving workplace etiquette:

• Inform all staff about ‗do‘s‘ and ‗don‘ts‘ at the office. This means, strict ban on
cuss and swear words.
• Encourage a system of greeting one-another, especially when one arrives for
work or leaves for the day.
• Create an atmosphere of confidence, where employees at all echelons can
share views openly, without fears of retribution.
• Nip unhealthy gossip.
• Maintain a proper dress code. Smart attire is fine but also ensure your staff do
not arrive in sagging clothes that stink of stale sweat.
• Promote avenues for healthy interaction. Never allow personal disputes to
erupt into verbal duels at workplace
Telephone etiquette

A telephone is important extension of your business. It allows people from afar to

connect immediately. The advent and booming popularity of mobile phones has not
diminished the significance of a landline phone. Every major company has landline
phones where business associates and customers can contact.

Usually, your telephone operator will come well versed in etiquette. However, the
problem begins once the call gets passed.

• Ensure the call is handled promptly, even if the called person is not on desk.
• Apologize for the called person‘s absence but ask if the caller requires any assistance.
• Wherever possible, ask the caller‘s name and contact number and assure the
called person will respond back at the earliest.
• Find if you can be of any assistance or whether the call can be diverted to
another staff who could help.
• Always answer with a polite ‗hello‘ instead of a curt ‗hi‘ or other word.
• Be very selective in use of your words. Sometimes, it could be your boss calling
for some work.
Visitor etiquette

Visitors to your office need not necessarily be your business associates or customers.
Mailman, delivery staff, maintenance crew and motley other people also visit your office
almost daily.

These visitors are equally vital for your business as the millionaire banker. Often,
some such visitors may lack proper etiquette or manners while dealing with some
senior executive. This is no reason to fly off your rocker. Instead, here are things you
can do:

• Have the visitor led to a person concerned with these works.

• Make the visitor feel welcome to your office by offering a seat and a drink of
water, if possible.
• Engage such visitor in small talk for a minute or so. Remember, such talk
greatly serves to relieve the stress of a mailman or electrician.
• Never dismiss such visitors as menial. Instead, accord them the same
welcome as you would a business associate.
• Never admonish a worker for some work left incomplete or wrong repairs.
Hurting their ego will not serve your purpose. Au contraire, it can prove
 counterproductive.

Business party etiquette

Once again, this includes a list of do‘s and don‘ts, whether you are playing host or
attending a business party. Interestingly, lots more work gets done informally during
business parties rather than routine meetings.

To make your attendance or hosting a success, here is some good etiquette:

• Always send an RSVP if invited for a business party, regardless of whether you attend.
• Ask for RSVP when sending business party invitations.
• Business party invitations usually stipulate a dress code. Ensure that you
adhere to this dress code if invited. Specifically mention the dress code if you
are playing host.
• Ensure you mention whether the invitation is for your business associate only or
includes the spouse. This will save embarrassment to both, host and guests.
• Invite people who share common interests and can provide life to your party.
Calling people with diverse interests causes formation of small groups. This
leaves some guests feeling lonely or in wrong company.
• Have a very affable staff watch over your bar and buffet. This is not to watch over
your guests but ensure that drinks and food flow is well maintained and smooth.
A staff with condescending looks, however effusive, can be a deterrent to
enjoyment.
• Never segregate staff based on their positions, during a party. This is a clear
signal that your firm discriminates between high and low rung employees.
Such feelings can adversely impact your organization‘s image. It is party time
and everyone has right to enjoy.

Business etiquette by culture

Meanwhile, the etiquette we have outlined is general and useful across the world.
However, in recent years, a lot of emphasis is being laid upon etiquette of various
ethnicities and cultures. Understandably, this is positive fallout of globalization of the
world‘s economy.

3.Video Conferencing

Video conferencing is an online technology that allows users in different locations to hold
face- to-face meetings without having to move to a single location together. This
technology is particularly convenient for business users in different cities or even different
countries because it saves time, expenses, and hassles associated with business travel.
Uses for video conferencing include holding routine meetings, negotiating business deals,
and interviewing job candidates.

❖ Advantages/Benefits Of Video Conferencing

Here are the top five advantages to video conferencing and the ways modern
businesses are using new communication tools to transform the way they
communicate.

1. Face to face communication

2. Building relationship

3. Time & cost saving

4. Global office

5. Improve appeal & retention

❖ Disadvantages Of Video Conferencing

1. High cost of equipments

2. Impossible is case of negotiation

3. Uncomfortable

4. Complex technology
4. Mass Communication

Mass communication (or communications) can be defined as the process of creating,

sending, receiving, and analyzing messages to large audiences via verbal and
written media. It is an expansive field that considers not only how and why a message
is created, but also the medium through which it is sent.

Mass communication is concerned with transmitting information, thoughts, opinions,

entertainment, etc. at a time to a large number of heterogeneous audiences.Metha

❖ Characteristics of Mass Communication

The main features or characteristics of mass communication are as follows:

1. Specific Objectives
2. Common Messages
3. Source of Message
4. Messages are Sophisticated and Complex
5. Limited Information
6. Mass Medium
7. Impersonality
8. Portability and Mobility
9. Universality
10. Permanency
11. A large Number of Audiences
12. Delayed Feedback

Importance of Mass Communication

The importance of mass communication is as follows:

1. Contact With Families and Friends

 2. Universality
3. Permanency
4. Launching a Business and Introducing New Products
5. Wide Cover
6. Advertising Product and Services
7. Interdepartmental Coordination
8. Inform Market Price, Demand and Supply

1. Contact With Families and Friends

With the help of mass communication, many people can communicate with their families
or with their friends. Actually, people travel around the world and for this reason, they
need a good way in order to not lose contact with their families in their native country.

2. Universality

This refers to the extensiveness or commonness of a medium and the acceptability of

messages. A person does not need to be literate or educated in a particular language
before listening to a radio program or a watch television program in that native
language.

3. Permanency

This refers to the period for which a medium can hold its message thereby making the
message reviewable. A reader of a book, newspapers, and magazines can read and
re-read and store it for a long term.

4. Launching a Business and Introducing New Products

Mass communications are used to make the wide circulation of senses regarding
forming and launching a business and introducing new products to the organization.
5. Wide Cover

The audiences of mass communication are spread over a vast or a wide geographic
area in a given time. It can spread the product and business news of the organization
over a large part of the country and the world.

Advertising Product and Services

Mass communication plays an important role in advertising products and services. Mass
media like radio, television, newspaper, and the internet are the main vehicles of
advertisement.

Interdepartmental Coordination

Generally, large organizations have various departments like procurement, production,

marketing, administration, human resource; accounts, etc. Through the help of mass
communication, managers of this department cooperate and coordinate with each
other.

Inform Market Price, Demand and Supply

Mass communication helps to inform market price, demand, and supply of products and
services for home and abroad.

Process of Mass Communication

These are the following points of how the process of mass communication follows:

1. Source
2. Message
3. Channel
4. Global Village
 5. Receiver
6. Feedback
7. Gate Keeping
8. Noise

Source

Source mostly represents the institution or organization where the idea has been
started. In the case of the source and the sender being different, the sender belongs to a
media institution or is a professional in media communication. Thus, a scientist or a
technologist may use the mass communication media himself for propagating his idea.
Or else, they can send the script of the message to the media for delivering a message
by an announcer or a reporter.

Message

A message needs reproduction for making it communicable through the media. the
message is processed and put into various forms like talk, discussion interviews,
documentaries, plays, etc., in the case of radio and TV. In the case of newspapers, the
message is processed by means of articles, feature news stories, etc.

Channel

The terms channel and media are used interchangeably in mass communication.
Modern mass media like radio, television, and newspapers spread the message with an
enormous speed far and wide. The ability of mass communication to encompass by Mc
Luhan‘s term.

Global Village

The term expresses that the world is smaller than before due to advances in mass
communication. More information is coming faster, at cheaper rates per unit, from
farther away and from more sources through more channels including multimedia
channels with a more varied subject matter. Channels of mass communication can be
classified into two broad categories:

• Print Media: Newspapers, Magazines, Books, Pamphlets, etc.

• Electronic Media: Radio, Cinema, Television, Internet (New
Media) Receiver

Mass communication means communication to the mass, so there remains a mass of

individuals at the receiver end of the communication. This mass of receivers is often
called a mass audience.

The mass audience can be defined as ‗individuals united by a common focus of interest
(to be informed, educated or entertained) engaging in identical behavior towards
common ends (listening, viewing or reading)‘. Mass communication has an enormous
ability to multiply a message and make it available in many places.

Feedback

Mass communication will have indirect feedback. A source having communicated a

message regarding family planning through radio, television or print either has to
depend on indirect means like a survey of audience reaction, letters and telephone calls
from audience members, review of the program by columnists to know the response of
the audience to the message. Direct feedback which is possible in interpersonal and to
a limited extent in group communication, is almost absent in mass communication.

Gate Keeping

This is again a characteristic unique to mass communication. The enormous scope of

mass communication demands some control over the selection and editing of the
messages that are constantly transmitted to the mass audience. Both individuals and
organizations do gatekeep. Whether done by individuals or organizations, gatekeeping
involves setting certain standards and limitations that serve as guidelines for both
content development and delivery of a mass communication message.

Noise

It is in mass communication is of two types- channel noises and semantic noise.

Channel Noise is any disturbance within transmission aspects of media. In print
media, it may be misspellings, scrambled words, or misprints. Any type of mechanical
failure stops the message from reaching the audience in its original form.

Semantic Noise will include language barriers, differences in education level, socio-
economic status, occupation, age, experience, and interests between the source and the
audience members.

Functions of Mass Communication

The different types of mass media play varied roles whether as mediums of
communication, a watchdog of democracy, impact on the popular culture and so on.
Here are the key functions of Mass Communication:

• Information: The first and foremost role of mass communication is disperse and
disseminate information which is correct, unbiased and from around the world.
As social media and online forms of mass communication have emerged, it has
become difficult to identify which information is correct or not thus, the digital era
is filled with information but its authenticity is something that is continuously
being questioned.
• Rapid and Fast Communication: Mass communication also plays a pivotal
role in ensuring a rapid and faster communication amongst the masses. From
digital media to broadcast media, every communication medium has its own
form of communication and messages to convey.
• Entertainment: The types of communication also provide entertainment
and infotainment to the masses in the form of music, videos, TV, radio,
 amongst others.
• Surveillance: Since it is referred to as the watchdog of a democracy,
Mass Communication also ensures surveillance in a society as it
informs us about the happenings from around the world and keeps us
aware of the local, national and international events.

1.Advertisements

Advertisement can be defined as the “paid form of non personal presentation and
promotion of idea, goods or services by an identified sponser”

❖ Characteristics Of Advertising

• Paid Form: Advertising requires the advertiser (also called sponsor) to pay to
create an advertising message, buy advertising media slot, and monitor
advertising efforts.
• Tool For Promotion: Advertising is an element of the promotion mix of an organisation.
• One Way Communication: Advertising is a one-way communication where
brands communicate to the customers through different mediums.
• Personal Or Non-Personal: Advertising can be non-personal as in the case of
TV, radio, or newspaper advertisements, or highly personal as in the case of
social media and other cookie-based advertisements.

❖ Types Of Advertising

Advertising activities can be categorised into above-the-line, below-the-line, and

through-the- line advertising according to their penetration level.

• Above-the-line advertising includes activities that are largely non-targeted

and have a wide reach. Examples of above-the-line advertising are TV, radio,
& newspaper advertisements.
• Below-the-line advertising includes conversion-focused activities which are
directed toward a specific target group. Examples of below-the-line advertising
 are billboards, sponsorships, in-store advertising, etc.
• Through-the-line advertising includes activities which involve the use of both
ATL & BTL strategies simultaneously. These are directed towards brand
building and conversions and make use of targeted (personalised)
advertisement strategies. Examples of through-the-line advertising are cookie-
based advertising, digital marketing strategies, etc.

Advertising activities can also be categorised into 5 types based on the advertising
medium used. These types of advertisements are:

• Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

• Broadcast Advertising: Television and radio advertisements.
• Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
• Digital Advertising: Advertisements displayed over the internet and digital devices.
• Product/Brand Integration: Product placements in entertainment media like TV
shows, YouTube videos, etc.

❖ Objectives Of Advertising

There are 3 main objectives of advertising – to inform about the brand or offering, to
persuade to buy or perform a task and to remind and reinforce the brand message.

To Inform

Advertisements are used to increase brand awareness and brand exposure in the target
market. Informing potential customers about the brand and its products is the first step
toward attaining business goals.

To Persuade

Persuading customers to perform a particular task is a prominent objective of

advertising. The tasks may involve buying or trying the products and services offered,
 forming a brand image, developing a favourable attitude towards the brand etc.

To Remind

Another objective of advertising is to reinforce the brand message and to reassure the
existing and potential customers about the brand vision. Advertising helps the brand to
maintain top-of- mind awareness and to avoid competitors stealing the customers. This
also helps in the word of mouth marketing.

Other objectives of advertising are subsets of these three objectives. These subsets are:

• Brand building
• Increasing sales
• Creating demand
• Engagement
• Expanding customer base
• Changing customers‘ attitudes, etc.

❖ Importance Of Advertising

To The Customers

• Convenience: Targeted informative advertisements make the customer‘s

decision- making process easier as they get to know what suits their
requirements and budget.
• Awareness: Advertising educates the customers about different products
available in the market and their features. This knowledge helps customers
compare different products and choose the best product for them.
• Better Quality: Only brands advertise themselves and their products. There
are no advertisements for unbranded products. This ensures better
customer quality and a good business model as no brand wants to waste
money on false advertising.

To The Business
 • Awareness: Advertising increases brand and product awareness among
the people belonging to the target market.
• Brand Image: Clever advertising helps the business to form the desired brand
image and brand personality in the minds of the customers.
• Product Differentiation: Advertising helps the business differentiate its
product from competitors‘ and communicate its features and advantages to
the target audience.
• Increases Goodwill: Advertising reiterates brand vision and increases the
brand‘s goodwill among its customers.
• Value For Money: Advertising delivers the message to a wide audience and
tends to be value for money when compared to other elements of the promotion
mix.

❖ Advantages Of Advertising

• Reduces Per-Unit Cost: The wide appeal of advertisements increases the

demand for the product which benefits the organisation as it capitalises on the
economies of scale.
• Helps In Brand Building: Advertisements work effectively in brand building.
Brands that advertise are preferred over those which doesn‘t.
• Helps In Launching New Product: Launching a new product is easy when it is
backed by an advertisement.
• Boosts Up Existing Customers‘ Confidence In The Brand: Advertisements boost
existing customers‘ confidence in the brand as they feel pride when they see an
advertisement of the product or the brand they use.
• Helps In Reducing Customer Turnover: Strategic advertisements for new
offers and better service help reduce customer turnover.
• Attracts New Customers: Attractive advertisements help the brand in
gaining new customers and expanding the business.
• Educates The Customers: Advertisements inform the customers about different
 products existing in the market and also educate them on what they should look
for in an apt product.

❖ Disadvantages Of Advertising

• Increases The Costs: Advertising is an expense to the business and is added

to the cost of the product. This cost is eventually borne by the end consumer.
• Confuses The Buyer: Too many advertisements with similar claims often
confuse the buyer about what to buy and whether they should buy the product
or not.
• Is Sometimes Misleading: Some advertisements use smart strategies to
mislead the customers.
• Only For Big Businesses: Advertising is costly, and only big businesses can
afford it. This puts small businesses out of competition with big businesses
that get to enjoy a monopoly in the market.
• Encourages The Sale Of Inferior Products: Effective advertisements even
lead to the sale of inferior products which aren‘t good for the consumers.

❖ Advertising Examples

We are surrounded by advertisements. From TV to our mobile phones, we encounter

advertisements everywhere. Following are a few examples of advertising.

TV Advertisements Example

Coca-Cola‘s ‗I‘d like to buy the world a Coke‘, aired in 1971, is the world‘s most famous
TV advertisement.

Print Advertisements Example

Jeep‘s ‗See whatever you want to see‘ is a perfect example of a great print advertisement.
Radio Advertisements Example

Radio advertisements get more attention among the target customers and are also
 played more often. Here‘s an example of a radio ad by Dove.

Digital Advertisements Example

Digital advertisements are advertisements made especially for the internet and digital
devices users. The primary objective of digital ads is to drive traffic to business‘s URLs.
These ads can be video, image, or text ads.

Digital video ads aren‘t restricted to a 30-second or 50-second slot. An example of a

digital video ad is this advertisement by Airbnb.

One might see digital image ads while visiting websites like Feedough, Facebook, and
Twitter. Here is an example:

Outdoor Advertising Example

These include hoardings, banners, flags, wraps, etc. An example of an outdoor

advertisement is this hoarding by Audi.

❖ Advertising vs Public Relations

While both advertising and public relations are an essential part of the promotional mix,
there are some key differences between them.

Advertising is a paid
Public relations is a strategic communication process
form of promotion that
that builds mutually beneficial relationships between an
uses persuasive
Definition organisation and its public.
techniques to
influence consumers‘
buying behaviour.
 The objectives of The objectives of public relations are to build goodwill
advertising are to raise and understanding between an organisation and its
awareness about a public, to promote the organisation‘s products or
Objectives product or service, to services, and to influence behaviour.
persuade customers
to buy it, and build
brand loyalty.

Advertising is
Public relations is important because it helps businesses
important because it
build positive relationships with their customers and
Importance helps businesses
other stakeholders.
promote their products
or services to a wide
audience.

Public relations is earned media, meaning businesses

Paid Advertising is usually try to earn positive coverage from journalists and other
or paid for by businesses. influencers. This can be done through PR campaigns,
earne
d
 events, and good old-fashioned media
relations.

2.Publicity

Publicity is putting your business in front of the public and media outlets so you can
showcase your products, services and company news. The goal is to attract your target
audience members and make them aware of your company so they will want to engage
in business with you.

Or

Publicity is the communication about a brand, offering, or a business by placing

commercially significant news about it in the media without paying for time and space
directly.

Characteristics Of Publicity

Publicity has the following five characteristics:

• Non-Paid Form: Publicity is a non-paid form of promotion. All of the media

coverage is organic.
• Driven By Media: Publicity depends on media outlets that give a viral blow
to the shared information by publicising it.
• No Control: The brand has no control over message, time, frequency,
information, and medium.
• Focuses On A Broader Audience: Publicity isn‘t targeted marketing. It
focuses on the shotgun approach, where the information is publicised to a
broader audience.

• Credible: The target audience considers publicity to be a more credible

form of communication as it uses trustworthy channels like news outlets.
 • Short-Term Focus: Publicity is a promotional strategy focused on fulfilling
short-term goals like a product launch, event promotion, etc.

❖ Importance of publicity in business

Publicity is important because it helps increase awareness and visibility of your company
while establishing it as a worthwhile business to purchase products or services from.
There are many advantages to publicity, including:

• Publicity is less expensive than marketing efforts. Publicity and marketing

vary in that publicity is more about awareness and marketing is usually
advertising to your target audience on well-placed networks and platforms
intending to get them to buy your offer.
• It’s a way to gain credibility. Consumers frequently distrust the advertisements
they see, but publicity is a more organic way of showcasing your business to the
public.
• Publicity introduces you to opportunities for collaboration. Through your
publicity efforts, other companies may be interested in partnering and working
with you on a project.
• Your brand will strengthen. The more you expose your brand to people, the
stronger and more recognizable it will get.

❖ Types of publicity

There are a variety of avenues to engage in publicity to bring awareness to your

business, including:

• News outlets: Pitch your company to news outlets and request that they feature
you for a segment. Explain more about the products and services you offer and
how they fill a need in the market or share information on what your company is
doing to contribute to a worthwhile cause.
• Press releases: A press release is a statement you share with members of the
media. When you‘re developing one for your company, share information about
your company and any news you want to make sure the general public knows.

• Events: Get your company involved in events that mean something to you and
your organization. This can be events for a charity or something fun on the local
 level. When media outlets cover the event, it‘ll be your hope that they mention
your company as a participant or sponsor.
• Social media: Companies can also get publicity on social media. Start by
creating profiles for your business and slowly grow your audience with your
engaging, informative and thoughtful content. The key to social media is
getting your audience engaged so try to pose questions and encourage users
to share your information within their networks.
• Expert presenter: Sign up for opportunities to speak as an expert in your
field at conferences and on podcasts or see if you can offer your expert
opinion as a quote in a news article.

❖ Ways to get publicity

These are some ways to get publicity for your company:

• Connect with members of the media. Form relationships with media

members who cover your industry so you know you can approach them with
important updates.
• Offer free products to influencers. Influencer publicity is strong
because an influencer‘s audience trusts their opinion on products and
services.
• Share your story on the news. Visit news outlets to share something exciting
about your company first-hand.
• Announce promotions. Share promotions announcements with your email list or
on your social media accounts to get people excited about what you‘re offering.
• Collaborate with other companies. Seek out other companies with
complementary products, and ask if they‘d be open to collaborating on a new
product or an enhancement to an existing item.

❖ Objective Of Publicity

• Build Brand Image: Publicity aims at communicating brand values, mission,

and vision through trustable channels like news outlets, blogs, and opinion
leaders. This helps the company build its brand image organically.
• Remove Misunderstanding: Often, a company may be a victim of
 misunderstanding or misinformation among the target audience. Publicity aims
at removing such misunderstanding and maintaining the goodwill of the
company.
• Stimulate Interest and Demand: When the product information reaches the
target audience organically, it automatically stimulates their interest and
increases the product‘s demand.
• Communicate Reliable Information: There are certain information that
can‘t be communicated through advertisements. Such information is often
propagated through publicity.

❖ Advantages

• Economical: Publicity brings in free attention from the media and the public.
Hence, the only cost a business incurs is to strategise and execute the activity
or stunt, which will result in public exposure, awareness, or attention.
• Credible: Since publicity uses trustable channels like news outlets, influencers,
and opinion leaders, it is considered to be a more credible form of
communication compared to advertising and other paid forms.
• Innovation: An activity, conference, or stunt needs to be innovative in order
to gain publicity. Hence, publicity always come with innovation.
• Viral: Virality is a characteristic feature of publicity. A publicity stunt, event, or
activity always spread like wildfire without the brand paying for the same.

❖ Disadvantages

Publicity also comes with its own set of disadvantages. These are:

• No Control: When it comes to publicity, the brand has no control over the
message, medium, or the narrative of the publicised information. It could even
backfire on the brand.
• No Guaranteed Results: It‘s not guaranteed that an event will be publicised.
Hence, there‘s always a chance that the cost of the preparations may go in
vain.
• Requires Specialised Skills And Efforts: Not everything receives positive
publicity. It requires specialised skills and efforts to get the needed attention and
 make something go viral.

3.Press Releases

A press release is a formal announcement made by a business sharing newsworthy

information relating to its latest business development with the media and other
interested parties with the aim to generate press coverage.

Simplifying this definition of press release gives four key phrases

• A formal announcement made by a business: A press release involves a

formal and professional communication of business news. This is done by
using a specified format that includes key details such as the dateline, header,
and boilerplate.
• Sharing newsworthy information relating to business development: The
news shared in a press release is newsworthy and interesting enough to catch
media attention.
• Sending it to media and other interested parties: The press release is
distributed to media and other interested parties who the business deems to
be relevant to their announcement.
• Aiming to generate press coverage: The whole point of a press release is to
generate media coverage that will help promote the business and its latest
developments.

❖ Characteristics Of A Press Release

A press release is characterised by certain elements that make it newsworthy and attract
media attention. Here are some of the key characteristics of a press release:

• Newsworthy: A press release is newsworthy, i.e., it is of interest to the

media and its audience.
• Timeliness: A press release is timely, i.e., it is released at a time when it is
relevant and is of interest to the media and its audience.
• Relevance: Relevancy means the press release is about something relevant to
 the media outlet‘s audience. For example, sports content for a sports
publication.
• Well-written: The press release is well-written and free of errors. It is clear,
concise, and to the point, including relevant information.
• Right format: The press release follows the standard press release format and
includes all the essential elements of a press release.

• Factually true: The press release is factually true and accurate. It is not
misleading or contains false information.

❖ Reasons For A Press Release

Companies release press releases for a variety of reasons. The most common reasons are

• Product announcement: Whenever a company launches a new product, it

will often release a press release to generate media coverage and help build
buzz around the product.
• Company announcement: Details relating to restructuring, relocation,
partnerships, financial news, and other company updates are shared
through a press release.
• Event announcement: If a company is hosting, sponsoring, or attending an
event, it may release a press release to generate interest and drive attendance.
• Initiative announcement: A company may release a press release to promote
a new initiative or campaign. For example, a clothing brand may release a
press release to promote its latest sustainable fashion collection. CSR initiatives
are also often promoted through press releases.

• Award announcement: Winning an award is a great way to build credibility

and generate positive media coverage. As such, companies will often release
press releases when they win awards.
• Employee announcement: Hiring a new executive or announcing employee
promotions are examples of news that may be shared through a press release.
• Research announcement: Often, companies will release press releases to
share their latest research or study findings.
 ❖ Importance Of A Press Release

This is because it is one of the easiest and most cost-effective ways to generate media coverage.

• Engages Media: A press release is a great way to reach out to journalists and
other media professionals. It helps a business get its story in front of the people
who are most likely to write about it. Without a press release, a company would
have to rely on its own network of contacts to get its story into the media.
• Builds relationships: A press release can also help businesses build and
nurture relationships with journalists, bloggers, and other influencers. These
relationships are important because they can help a business generate
future media coverage.
• Gets the word out: A press release is an effective way to get the word out
about a company‘s products, services, or events. It can help a business
generate interest and awareness among its target customers.
• Helps manage crisis effectively: In the event of a crisis, a press release
can help a company control the story. A company can prevent negative
media coverage from spinning out of control by getting its side of the story
out there first.

❖ Types Of Press Releases

• Event press release: An event press release is used to promote a

newsworthy event a company is hosting, attending, or sponsoring. Such a
press release aims to increase the awareness and footfall of the event and
generate media coverage.

• Product launch press release: A product press release is used to promote a new
product or service a company is launching. These are a good way to generate
media coverage and build buzz around a new product.
• Business launch press release: A business launch press release promotes
a new company or business venture. The aim of such a press release is to
generate media coverage and interest among potential customers and
investors by showcasing the team behind the project and what they offer to the
 public.
• Merger & acquisition press release: A company releases a merger &
acquisition press release to announce a merger or acquisition. It‘s an important
release as it can significantly impact the company‘s share price and image.
• Rebranding: A company releases a rebranding press release to announce a
change in its name, logo, or brand identity. Such a press release aims to inform
the public about the change and generate media coverage around the step it
took.
• Financial results press release: A company releases a financial results press
release to announce its quarterly or yearly financial results. It‘s often required
by the law, depending on the country the company is based in. The financial
results press release aims to generate media coverage and interest among
potential investors.

• New hire or expert hire press release: A company releases a new hire or
expert hire press release to announce hiring a new employee or an expert in a
particular field. This often results in the company being the talk of the town in
the industry, and it might help them generate some good media coverage.
• Partnership release: A company releases a partnership press release to
announce a new partnership or joint venture. Such a press release aims to
inform the public about new interests and generate media coverage and interest
among potential customers and employees.
• Awards press release: Awards releases are the company‘s way of bragging
about the awards and recognition they have received. The awards press release
aims to establish the business as an authority in its industry and build brand
equity.

❖ Purpose

The objective of a press release is to generate media coverage and build buzz around a
company, product, or event.

It‘s an earned media tool that businesses use to create awareness, generate leads, or
even drive sales without paying for it.

A press release is one of the most efficient and cost-effective ways to get a story
published in numerable media outlets that sounds natural and more appealing to the
target audience.

A press release can help the business achieve its marketing goals and earned media
objectives when done right.

A press release traditionally contains the following seven elements:

1. Logo: The logo of the company issuing the press release. It signifies that the
company is the source of information in the release. Usually, a business
includes a 200×200 pixel version of its logo so that the journalists can easily
insert it in their reports.
2. Contact information: The name, email address, and phone number of the
person who wrote the press release. This is so that media representatives can
get in touch with them for more information.
3. Release date and Dateline: The dateline contains the date when the press
release should be published. It is typically placed at the top of the document,
before the headline with an aim to indicate whether the business wants its press
release to be published immediately or at a later date.
4. Headline: A catchy headline that accurately reflects the content of the press
release. It aims to grab the attention of media outlets and journalists in less than
six words (65-to-80

characters). It‘s a practice to use a 14 point size, bold font for the headline and
keep it centred.
5. Subheadline: A secondary headline that provides more information about the
press release. It aims to elaborate on the headline without giving too much
away. It is usually limited to 120 characters and is placed immediately below
the headline.
6. Place stamp and date: A press release‘s body traditionally starts with a place
stamp and date. The place stamp indicates the city where the press release
originated from and the date indicates when the press release was issued.
These are often highlighted by being bold or in all caps before the main body.
7. Introduction: The introduction contains the most important information in the
press release. It answers the who, what, where, when, and why of the story.
This paragraph often sticks to the facts, is single-spaced, and uses a regular 12-
 point Arial or Times New Roman Font.
8. Body: Body paragraphs provide additional details about the story. They typically
contain quotes from company representatives, data, and statistics within 300 to
400 words long, and follow the AP style guidelines.
9. Boilerplate: The boilerplate is a short paragraph that contains information about
the company, such as its history, mission statement, and contact details. It is
placed at the end of the press release so that media outlets can easily find it.
10. Media Contact: The media contact, also called the end notation, is a person
at the company who is responsible for fielding media inquiries. This
information is typically included at the end of the press release after the
boilerplate.
A press release often also includes a call to action, such as inviting media outlets and
journalists to attend an event or visit a website.

5.Public Relations (PR)

Public relations (PR) is the set of techniques and strategies related to managing how
information about an individual or company is disseminated to the public, and
especially the media.

Types of Public Relations

Public relations is often divided into different agencies or departments. Each department
is specifically suited to handle a specific aspect below:

• Media relations is the emphasis of forging a strong relationship with public

media organizations. A media relations team often works directly with external
media by directly delivering them company news, providing validated content
sources, and being accessible for public comment on other news stories.
• Production relations is closely related to the direct operations of a company.
This department supports broad marketing plans and is often related to specific,
one-time endeavors such as the launch of a new product, a special campaign,
or management of a major product change.
• Investor relations is the oversight of the relationship between the
company and its investors. This aspect of public relations handles
 investor events, oversees the communication of the release of financial
reports, and handles the complaints of investors.
• Internal relations is the public relations branch between a company and its
employees. Internal relations pertain to counseling employees, ensuring all
workers are satisfied with their working conditions, and mediating issues
internally to avoid public disclosure of dissatisfaction.
• Government relations is the connection between a company and related
governing bodies. Some public relations departments want to forge a strong
relationship to provide feedback to politicians, sway decision-makers to act in
specific ways, and ensure fair treatment of the company's clients.
• Community relations is public relations focused on brand and reputation
within a specific community. The community could be physical (i.e. a specific
city) or non- physical (i.e. the dog-owner community). This branch of public
relations keys in on the social niche of the community to align itself with its
members.

• Customer relations is the bridge that connects the company and its
customers. Public relations often involves handling key relationships,
conducting market research, understanding the priorities of its customers, and
addressing major concerns.

❖ Advantages

I Credibility – If the public are made aware of the benefits to be gained from a
company‘s products from an independent source, and that source is not being paid by
the company in question, then the credibility factor is that much greater.

ii. Greater readership – When glancing through a newspaper it is seldom that a

great deal of attention is primarily paid to advertisements. Much more attention is
given to editorial or news sections. Similarly, people are more likely to divert attention
from the television to do other things while the advertisements are being shown.

iii. Contain more information – Public relation is able to impart more information to the
public than advertisements can. A glance is all that is usually given to an advertisement,
whereas public relation, when presented as news, is given more attention and is
 therefore able to contain much more detailed information.

iv. Cost benefits – No direct payments are made to the media for public relation. There
are obvi- ously costs involved, but PR budgets are far less than those for advertising.

v. Speed – Public relation has an advantage of speed. Information on a major

development can often be issued and reported in a short space of time. Public
relation can also be flexible and reactive.
Disadvantages:

Public Relation is generally looked upon as being of benefit, but sometimes both
companies, and famous personalities, wish that they could avoid public relation. If there
is a major accident on the premises of a company, or an oil leak from one of the oil
companies‘ installations offshore, that company will be on the receiving end of some
very bad public relation.
They can try to minimise this by breaking the news to the media themselves, and being
as helpful as possible, but damage to their reputation will still be incurred.

i. Message distortion – A company has no control over what the media report about
them. A press release, which a company hopes is reported in full, may in fact not be
used at all, or may have only a small portion of it reported.

ii. Repetition – With advertisements a company can ensure that there is frequency of
the message. Public Relation does not have this advantage and the message may only
be given once, if at all.

6.Newsletter
A newsletter is an email you can send to customers to update them about your brand‘s
latest products and services.

There are two main purposes of a newsletter:

1. Share information: Use a newsletter to give customers updates about your company
and how your product is progressing to help make your customer's lives better. This is
a great way to stay in touch with your audience and not be forgotten.

2. Brand marketing: Provide valuable content to your audience so they look forward
to your emails and also build a brand recall.

3. Building trust: When you deliver content that is relevant to your customers and can
help them do their job better or live their life to the fullest, they will get in the habit of
opening your emails. So when you send them a promotional email, they are less likely
to ignore you.

Importance
Newsletters are important because they help you:

1) Build brand authority: When you send a newsletter on a topic that is relevant to
your audience, they see you as an expert in that field. That builds your authority and
increases the chances of you getting the customer's business vs someone who
doesn't send a newsletter.

2) Keep your customers engaged: If someone has bought a product from you & will
likely not buy anything else for the coming few weeks (e.g. an online course of a basket
of snacks), how do you keep them interested in your brand? The answer is through the
newsletter. Send some

3) helpful information, how-to-guides, or tips to deliver beyond what is expected and

engaged with your brand.

Types

You can know how to structure newsletter content when you define your topic and your readers.

1. The Company Newsletter

Use this internal communication to keep employees and staff informed and build morale.

What’s Your Content?

Updates about products, services, changes, achievements, policies, and opportunities –

anything affecting those who work for your company – as well as profiles and human
interest stories to cultivate team work.

Who Are Your Readers?

Employees, retirees, insiders. For example, a couple of times a year I receive Sempre
Fi, a newsletter for retired U.S. Marines, which provides updates about retiree benefits
and services. I didn‘t subscribe. Rather, the USMC automatically adds each Marine to
Sempre Fi‘s mailing list upon retirement.

2. The Consumer Newsletter

Use this publication externally – to stay in touch with your customers, readers, users,
and subscribers and keep them in your ―family.‖ Most businesses, entrepreneurs, and
sole proprietors choose this newsletter format.

What’s Your Content?

Information that is useful to your customers or prospects, such as a new product

launch, industry news, or tips for using the services they‘ve already purchased. Your
newsletter serves these folks. The idea is to provide helpful information so they can
continue to use your products and services (and even purchase more in the future.)

Who Are Your Readers?

Past or current clients, customers, or consumers or those with an interest in the products
and services you offer. A travel agency, for instance, may send a newsletter offering
travel tips, upcoming offers, and feature stories from travelers using the agency‘s
services.

3. The Organization Newsletter

Use this publication both internally and externally. Of the three types of newsletters, the
organization newsletter is a unique blend that speaks to those in your inner operating
circle (members, staff, employees, and board) as well as your consumers (donors,
partners, readers, interested parties, and prospects.) Most nonprofits and ministries
choose this newsletter format.
What’s Your Content?

Updates, information, features, tips, announcements, industry news -- anything that

communicates your work and your cause and helps your readers.

Who Are Your Readers?

Current and past partners, donors, beneficiaries, insiders as well as those who may
have an interest in your cause or be connected to your work in some way. A nonprofit
organization

newsletter offers feature stories and updates about those who are benefiting from your
work, new initiatives, and upcoming events. A school newsletter keeps parents,
teachers, and administrators informed about projects and activities. A church newsletter
keeps members past and present informed about upcoming events and cultivates
readers with helpful content.
 UNIT-4

1.Negotiation

Negotiation is a strategic process of arriving at an agreement by two or more

individuals, teams, or groups. It is defined as ‗an interpersonal decision-making
process necessary whenever we cannot achieve our objectives single-handedly.‘

During a negotiation process, an issue is addressed, a problem is resolved, and a

conclusion is derived. Actions are based on what is agreed upon in the negotiation.
Having great negotiation skills is an asset.

Key Factors in Negotiations

When it comes to negotiation, there are some key elements or factors that come into
play if you're going to be successful:

• The Parties Involved: Who are the parties in the negotiation, and what are their
interests? What is the background of all involved, and how does that affect their
position in the discussion?
• Relationships: What is the relationship between the parties and their
intermediaries in the negotiation? How are the parties connected and what role
does that play in the terms of the negotiation process?
• Communication: How will the needs of the parties involved be best
communicated in order to secure their agreements through negotiation? What is
the most effective way to convey the desired outcomes and needs? How can
the parties be certain they are being heard?
• Alternatives: Are there any alternatives to what either party initially wants? If a
direct agreement is not possible, will the parties need to seek substitute
outcomes?
• Realistic Options: What options may be possible to achieve an outcome?
Have the parties expressed where there may be flexibility in their demands?
• Legitimate Claims: Are what each party requests and promises legitimate?
What evidence do the parties offer to substantiate their claims and show
their demands are
 valid? How will they guarantee they will follow through on the results of the
negotiation?
• Level of Commitment: What is the amount of commitment required to
deliver the outcome of the negotiations? What is at stake for each party, and
do the negotiations consider the effort that will need to be made to achieve
the negotiated results?

❖ The Stages of the Negotiation Process

Negotiation is a very important part of our everyday lives. We're often negotiating even
when we don't think about it. You may be negotiating your salary or it can be as simple
as negotiating a curfew with your teenager. Regardless of what you're negotiating and
with whom, there are usually several steps that are involved. We've highlighted the key
steps that most negotiations need from beginning to end.

❖ Prepare
The first stage involves a lot of preparation work. Going in unprepared won't help you
at all. This often starts by establishing and laying down the foundation. Make sure you
answer some key questions, including:

• What are your expectations?

• What do you hope to gain?
• What compromise are you willing to make?
• What happens if you don't get reach your end goal?

Determine what your negotiating strategy is and how you intend to do it. Are you
competing, accommodating, or will you be collaborative? You'll have to adjust this
strategy according to your end goal(s) and what you hope to accomplish. This is
followed by research. Find out as much as you can about the other party.

For instance, come prepared with information about why you deserve a raise if you're
meeting your manager. Concrete examples of where you succeeded with hard numbers
and results, along with testimonials from clients and/or coworkers, and any plans you
may have to further your career can help firm your stance.
 ❖ Exchange Information
Now that you've laid down the groundwork for your negotiations, it's time to sit down
with the other party, who has probably also done their homework before meeting at the
table. This is the point where both sides are able to lay down what their arguments are
that can help them reach their end goals.

Communication is key here. Being able to articulate effectively and thoroughly is

critical to the negotiation process. This means you shouldn't skimp on the details. As
long as you lay your cards out, there will be fewer details to iron out later.

So if you're negotiating a contract, offer any details you have as to what you intend to
bring, what your conditions are, and why you're hoping to gain. You can do this
verbally, in writing, or in a presentation.

❖ Clarify
By this point, you've both explained your positions and where you stand. You should
have a firm grasp as to what the other party is looking for and they should know what
you want. This step is very important because you want to be sure that you and the
other party are on the same page.

If there are any wrinkles that need to be ironed out, any additional information that you
need, or any questions that are left unanswered, now is the time to ask. And be sure
that the other party is satisfied with your position, too.

❖ Bargain
Now that all the information is exchanged and you both have clarity, it's time to start
bargaining. This is where the true negotiation begins. And it can take time, so be sure
you don't rush the process.

Be sure you pick up on any cues given by the other party (verbal and nonverbal) that
may help you get to your end goal. Listening, reading body language and understanding
the other party's tactics, and responding in a manner that will be accepted are critical
when you're bargaining.
The key to this step is to refrain from being argumentative. This can actually take you
away from the point. Be sure you're ready to compromise if the need arises. After all,
negotiating involves a little give and take on both sides.

❖ Closure
Once both parties are happy and satisfied with the results, it's time to end the
negotiations. The conclusion involves coming to an agreement and solidifying it. This
can come in the form of a verbal or written contract. The latter is usually a better idea
as it clearly outlines the position of each party involved. Make sure there are clear
details and expectations for each party. And include any concessions/consequences if
one or more of you fail to live up to your end of the deal.

❖ Tips in Negotiating

Not everyone has the skills needed to negotiate successfully. But there are a few things
you can do to better help you make your position known:

• Justify Your Position: Don't just walk into negotiations without being able to
back up your position. Come armed with information to show that you've done
your research and you're committed to the deal.
• Put Yourself in Their Shoes: There's nothing wrong with sticking to your
ground. But while you shouldn't go over your limitations—such as spending
more money if you're buying a home or car—remember that the other party has
its own restrictions as well. There's nothing wrong with trying to see things from
the other person's perspective and why they may not accept your offer.
• Remove the Emotion: It's easy to get caught up and be swayed by your
personal feelings, especially if you're really vested in the outcome. The best
thing to do is to keep your emotions in check before you start.
• Know When to Stop: Before you begin the negotiating process, it's a good idea
to know when you'll walk away. There is no use trying to get the other party to
see where you stand if the talks aren't moving forward.
 ❖ Skills Needed to Be a Good Negotiator

Negotiating doesn't always come easy for everyone. That's why it's often called an art.
Some people are naturals while others have to chisel their skills. Regardless of which
end of the spectrum you lie on, there are several skills you need to make you a good
negotiator. Among them are:

• Listening
• Thinking clearly, concisely, and on your feet
• The ability to work well under pressure
• Articulating your thoughts
• Being able to persuade
• Flexibility
• Knowledgable and being

prepared Using visual aids during a

presentation

❖ Meaning Of Visual Aids

Visual aids are items of a visual manner, such as graphs, photographs, video clips etc used
in addition to spoken information. Visual aids are chosen depending on their purpose, for
example, you may want to:

• Summarise information.
• Reduce the amount of spoken words, for example, you may show a graph of
your results rather than reading them out.
• Clarify and show examples.
• Create more of an impact, for example, if your presentation is on the health risks of
smoking, you may show images of the effects of smoking on the body rather than
describing this. You must consider what type of impact you want to make beforehand
- do you want the audience to be sad, happy, angry etc?
• Emphasise what you're saying.
 • Make a point memorable.
• Enhance your credibility.
• Engage the audience and maintain their interest.
• Make something easier for the audience to understand.

2.Preparation and use of visual aids

Once you have decided that you want to use a visual aid, you must ensure that the audience
is able to quickly understand the image - it must be clear. They can be used throughout
your speech but try to only use visual aids for essential points as it can be tiring for the
audience to skip from one visual to another.

Preparation

• Think about how can a visual aid can support your message. What do you want the
audience to do?
• Ensure that your visual aid follows what you're saying or this will confuse the audience.
• Avoid cluttering the image as it may look messy and unclear.
• Visual aids must be clear, concise and of a high quality.
• Keep the style consistent, such as, the same font, colours, positions etc
• Use graphs and charts to present data.
• The audience should not be trying to read and listen at the same time - use
visual aids to highlight your points.
• One message per visual aid, for example, on a slide there should only be one key point.
• Use visual aids in moderation - they are additions meant to emphasise and
support main points.
• Ensure that your presentation still works without your visual aids in case of
technical problems.
• Practice using the visual aids in advance and ask friends and colleagues for
feedback. Ask them whether they can clearly see the visual aid and how they
interpret it.
 ❖ During the presentation

• Ensure that the visual aids can be seen by everyone in the audience.
• Face the audience most of the time rather than the image.
• Avoid reading from the visual aid.
• As soon as you show the visual aid the audience's attention will be drawn to it so
you must immediately explain it. You will be ignored if you talk about something
else.
• Make it clear to the audience why you are using it.
• When you no longer need the visual aid ensure that the audience can't see it.

❖ Tailor to your audience

Choose your visual aids tactically so you appeal to your audience. This means finding
images your audience can relate to, images they will find familiar and images they will like.
Also think about what style of visual aid is suitable for the audience; is it quite a serious
presentation? Can you be humorous? Is it more formal or informal?

❖ Types of visual aids

There are a variety of different types of visual aids, you must decide which will suit your
presentation and your audience.

❖ PowerPoint

Microsoft PowerPoint is widely used for presentations because it's easy to create attractive
and professional presentations and it's simple to modify and reorganise content compared to
other visual aids. You can insert a range of visual items into the slides which will improve the
audience's focus. Also, the audience can generally see slideshows better than other visual
aids and you don't have to face away from them. However, your presentation can look
unprofessional if this software is used poorly.
Tips:

1. Have a clear and simple background.

2. Avoid using too many different types of fonts or font sizes.
3. Only use animations for a purpose, such as, to reveal the stages of a process,
otherwise this can be distracting and look amateurish.
4. Use a large font size - a minimum of 24pt.
5. Use bullet points to summarise key points.
6. Consider providing handouts of diagrams because the audience will find the
diagrams easier to read.
7. Avoid putting too much text on a slide.
8. Avoid using red or green text as it's difficult to read.
9. There should only be one key point for each slide.
10. Always have a back-up plan in case there is a technical issue and you cannot show
the visuals on the day, for example, bring handouts or a poster.

❖ Whiteboards

Whiteboards are great for providing further explanations, such as, showing the order of a
process, creating diagrams or explaining complex words or phrases. They're often used to
display headings and write down audience suggestions. Whiteboards are also ideal for
displaying important information for the entire duration of the presentation, such as, key
definitions, because the audience can just glance at the whiteboard for a reminder.

Tips:

• Ensure that enough time has passed for the audience to take notes before rubbing
something off of the whiteboard.
• Write concisely to avoid facing away from the audience for too long.
• Handwriting must be large and legible.
• Practice beforehand as you may feel nervous about writing in front of an audience at the time.
 ❖ Handouts

Handouts are papers that contain key information from your presentation or they may
provide further information. They prevent you from overwhelming the audience as there
will be less information on the slides and therefore less information they need to write
down.

Tips:

You must consider when you want to give the audience the handouts:

• If given at the beginning and middle of your presentation the audience may be
reading rather than listening to you or they might not pay attention to what you're
saying as they already have the information.
• If given at the end of your presentation the audience may be trying to take lots of
notes which may reduce the amount of information they are actually
understanding.

To manage this, provide the audience with partially completed handouts so they will have to
listen to what you're saying to be able to fill in the gaps. Providing the audience with graphs
and charts beforehand is also beneficial because the audience will find them easier to read
than, for example, from a slide.

• Tips on creating handouts for your presentation

❖ Video clips

Using videos are a great wait to engage the audience and increase their interest. Use video
to bring motion, images and audio into your presentation.

Tips:

• Ensure that any videos used are relevant to the presentation's content.
• Only show as much of the video as necessary.
• Never show a really long clip.
• Videos can be difficult to fit into the structure of a presentation so ensure that you
tell that audience why you're showing them a clip and tell them what to look for.
 • Inform the audience how long the video will last.

❖ Flip chart

Flip charts offer a low cost and low tech solution to record and convey information as you
speak. They're more beneficial for smaller audiences and they are favoured for brainstorming
sessions as you can gather ideas easily. Flip charts are also widely used for summarising
information and, like with a whiteboard, you can use them to show permanent background
information.

Tips:

• Before your presentation, place the flip chart in a location that you can easily access.
• Prepare any sheets you can in advance, even if you can only write down the headings.
• Flip charts can be moved so you can avoid facing away from the audience - stand
next to it and continue to face the audience.
• Have only one main idea per sheet.
• Write legibly, largely and in block capitals so it's more visible.
• Check with the audience that they can read the text - do not use a flipchart if there
is a large audience.
• Only write in black and blue ink. Red ink is good for circling or underlining.
• Using a pencil write notes to yourself beforehand so you remember what to
include - the audience will not see this writing. Also drawing lines in pencil
beforehand can keep your handwriting straight.
• Flip back through the sheets to consolidate points.
• Practice writing on the flip chart advance as you may feel nervous at the time of presenting.

Posters

Poster boards can be created using a variety of visual devices, such as graphs and images.
They're generally quite portable and you can make them as elaborate as you want.
However, they can be expensive to produce if the poster is quite complex.
Tips:

• One poster per message or theme

• Use colour
• Use block capitals
• Avoid using posters when presenting to large audiences as they will not be able
to see the content

Key points for using visual aids

Practice

Before your presentation, ensure that you practice with your visual aids so you know how to
operate the equipment. If something goes wrong you'll have a better chance of solving the
problem.

Use colour

Research suggests that using colour increases people's motivation to read and their
enthusiasm for a presentation. Software like PowerPoint is great for producing colour
visuals.

Using the colour wheel can help when choosing your presentation's colours:

• Colours opposite each other in the wheel are complementary and they create
contrast. Using complementary colours makes your text more readable.
• Colours next to each other are analogous and they are harmonious. Using
analogous colours makes your presentation more unified.
• Avoid using too many colours in your presentation as this can look cluttered and
unprofessional and keep your colour themes continuous, for example, if you
highlight all the key words on one slide in blue, continue to do this throughout the
presentation. Also be careful with colour associations, for example, in many cultures
red is linked to danger. Try to represent your words and topics with colours that
make sense and are appropriate.
 • Many people are blue-green or red-green colour-blind so avoid putting these colours
next to each other‘s in, for example, a graph. If you cannot avoid placing these
colours next to each other then use text to clearly label items.

• Evidence

• Research suggests that information displayed visually is well remembered:

"retention of information three days after a meeting or other event is six times
greater when information is presented by visual and oral means than when the
information is presented by the spoken word alone." (U.S. Department of Labor
OSHA Office of Training and Education, 1996)

• There is also significant evidence suggesting that most learning occurs visually -
some researchers suggest that 83% of human learning happens visually. The
psychologist Bruner conducted multiple studies which suggest that people
remember 80% of what they see and do, 20% of what they read and only 10% of
what they hear.

3.Visual Aids

Audio-visual aids are the instructional which can be heard as well as seen.Theses devices
helps to make teaching and learning more interesting ,more stimulating,more reinforcing
and more effective. In short we can say that teaching aidswhich affect our organs of
audibility and sight are called audio-visual aids.

According to Carter V.Good,”Audio-Visual aids are those aids which help in completing
the triangular process of learning i.e Motivation,Clarification and Stimulation”

Classification Of Audio-Visual Aids

AUDIO AIDS

➢ RADIO
➢ TAPE RECORDER
➢ GRAMAPHONE etc.
VISUAL AIDS

BLACK BOARD

CHARTS

MODELS

SLIDES & FIELD STRIPS

CARTOONS

PICTURES

MAPS

GLOBE

MUSEUM etc .

Importance of Audio – visual Aids

❖ Help the pupil in understanding

Introducing variety

❖ Making teaching effective

Reduces Teacher's talking

❖ An effective aid for slow learner

Provision of sensory experiences

Creating language atmosphere

Providing interest and inspiration

 4.Creating And Delivering Online Presentations

Delivering the main message to the audience with the right content and visuals in single form.

How to Deliver the Perfect Online Presentation

In this digital era, online presentations have become more and more common every day. And there are
many things that distinguish them from traditional live presentations! To make the most out of them and
to learn how to make effective online presentations, it’s important to learn the best practices that apply to
this type of media. Here you’ll learn some tricks on how to deliver the perfect online presentation

9 tips for making effective online presentations

There are many things on online presentations that work similarly to live ones. However, there are also
extra aspects to take into account to make sure you deliver the best possible online presentation.

1. Use presentation slides!

Whether it’s PowerPoint, Google Slides, Keynote, o Prezi, presentation slides can truly take your
presentation to the next level. Especially for online presentations!
Online presentations are always a challenge. In an online presentation, it’s impossible to control the
distractions around your audience. A good slide design can help you channel your audience’s attention
into your presentation with its visual aspect.

Presentation slides are a great way to illustrate your information and make it more digestible for the
audience. Even better, a good slide design can also help your presentation be more memorable!

Make sure your presentation slides are there to complement your speaker, not compete with them. Avoid
text as much as possible, and instead work with visual elements: icons, pictures, illustrations, and
graphs.

To make the most effective online presentation possible, use your visual complements strategically. Ask
yourself: What is the purpose of this visual? Avoid “filler” pictures, and instead, use visuals that will make
an impact on your audience.

2. Take your time for the technical aspects

One of the main aspects people have problems with is the technical aspect of an online presentation.
While a computer or projector can always fail on a live presentation is way less likely.

To deliver the perfect online presentation it is vital for you to make sure as much as you can that you’re
not going to have any technical difficulties. There’s nothing worse than being in the middle of a video
conference and losing the internet connection, or finding out your microphone doesn’t work.

Take some extra time to review that your internet connection, your camera, microphone, and any extra
equipment you might need are working just fine. It’s important to check these points in advance, so you
can have a backup plan in case you need it.

For example, an ethernet cable is a great way to reassure that you’ll have a stable internet connection
instead of relying on wifi.
You should also try the video conference platform you’re going to use! While all of them have similar
features, it’s important that you are fully confident about how to work with them. This way, you’ll be able
to focus on delivering your presentation and not on where is the ‘share screen’ button!

3. Set the scene

And since you’re already taken some extra time to try out the place where you’ll be giving your
presentation. Make things easier for your audience by removing potential distractions from your
background.

If you don’t have a good option for a neutral background, many video conferencing platforms offer digital
backgrounds! You should try them beforehand to make sure they work well for you, but they can be a
great option.
Lighting is also an important aspect to take into consideration. Avoid as much as possible sitting in front
of a window or a strong light source, as this will make your face too dark.

4. Avoid potential distractors

And talking about distractions, it’s also important to avoid distractions of your own! There’s nothing worse
than being in the middle of a presentation and get a loud text message for all your audience to hear.

Try to deliver your presentation in a place that’s calm and quiet so there are no outside interruptions from
your side of the screen. If you’re now able to find one, a headset with a microphone might be a good
investment! This will help you isolate outside noises, and will make your own voice clearer for your
audience.

You can also improve your online presentation delivery by making sure your desktop notifications are
turned off! This way, you’ll reduce potential distractors when you’re going through your presentation.
5. Body language is key

Just like in a live presentation, body language can help you make a more effective online presentation!
Body language helps you convey confidence, make yourself more approachable or likable to the
audience, and overall improve your presentation.

Just like the previous points, however, online presentations require special considerations. Avoid setting
yourself too far away from the camera (as this will be too impersonal) but also too close (intimidating!).

The best way to place yourself is so your camera gets all the way down to your shoulders. This way,
you’ll look friendly while still being able to use your hands’ movements to emphasize key points.

You can also give your conference standing up! Giving your presentation standing up can actually
improve your delivery and diction, as this will force you to stand up straight. Put your laptop on a counter
or stack up books to make sure your camera is at the optimal height for you.

Another trick is to train yourself to look at the camera! Many people make the mistake of looking at the
screen, as there’s where your audience is. However, they won’t get the connection made by eye contact,
unless you talk to the camera!

6. Inject energy into your presentation!

Delivering a good online presentation can be especially difficult because of the gap between yourself and
your audience.

By default, online presentations are less engaging than live ones, as the speaker feels more distant.
That’s why it’s extra important to make sure your presentation is engaging enough to keep your audience
hooked.

Humor is a great way to make your presentation more engaging and to make sure your audience is
paying you 100% of their attention.
7. Engage with your audience

Making an effective online presentation is all about keeping your audience’s attention. And what better
way to do this than to make them a part of it?
Asking questions, and having moments for your audience to participate is a great way to keep your
audience invested in your presentation. You can even add a quiz to make your audience stay on their
toes!
There are also a wide array of online tools you can use to make your online presentation more engaging.
Tools like Slido and Metimetric allow you to get live polls you can easily integrate into your online
presentations.

8. Practice makes perfect

Just like in a live presentation, the key to an effective online presentation is practice, practice, and more
practice!

Make the most of your digital resources to make sure your presentations end up just like you want them
to be. While you’re practicing, record yourself so you can mark what you should improve or change.
You might also like: What is a Pecha Kucha Presentation?

9. Share it with your audience!

One of the best things about an online presentation is that you have all the power of technology from the
get-go! You don’t need any extra equipment to record it and share it.

Whether it’s a complete recording, a highlights video, a summary, or PowerPoint slides, you can easily
share it with your audience through the video conferencing platforms.
5.Internship Report

An internship report is a document that summarises your internship experience with a

company and any ongoing considerations you might wish to recommend. After you have
completed an internship project or an internship program, the company is likely to ask
you to submit an internship training report detailing your work experience. The report will
help them understand the benefits you received by interning with them and how they
can improve their program for future interns.

.How to prepare an internship report

You can write an internship report using these steps:

1. Prepare a title page

2. Write a table of contents
3. Include an acknowledgement section
4. Provide company background information
5. Give details of your work responsibilities during the internship
6. Discuss the skills you learned and the experiences you had
7. Write a conclusion, mentioning various ongoing considerations

Prepare a title page

The first page will be the internship report introduction, and it should include the
report's title and the name of the company. It should also have your name, class and
college and internship dates. This information will make it easier for the company staff
to identify different reports.

2. Write a table of contents

The next page of your internship project report should be a table of contents. This page
will give readers a quick overview of everything you have included. It will also make the
sections easy for readers to find.

3. Include an acknowledgment section

Begin the internship project report by thanking your advisors and the people at the
company who helped you during the training period. You can also mention how they
helped you and what you learned in particular from each person.

4. Provide company background information

Give a brief overview of the company's history, including who founded it, for what
purpose and when. This is also the place to mention the company's mission statement
and its regular business

activities. You should inform your readers about the company and your role in their
overall work scheme.

5. Give details of your work responsibilities during the internship

Mention your internship position within the company and explain the specific tasks that
the company staff assigned to you daily. You can discuss the skills you learned as a
result and the experiences that helped you to develop professionally. You should also
mention any projects you completed on your own or as part of a team.

6. Discuss the skills you learned and the experiences you had

It is important to include specific skills you developed during the course of your
internship. Explain how they relate to your educational experiences and your career
goals. Detail experiences you received during your internship that helped you to
develop professionally and how they will contribute to your future work.

7. Write a conclusion, mentioning various ongoing considerations

Finally, discuss skills that you would like to continue developing or experiences you
would like to have as part of your internship. This can help you gain insight into what you
would like to find in future internships while also helping the organisation understand
 how they can better meet the
needs and interests of interns in the future. It may help to refer internship
to the cover letter
wrote to apply for the position to remember what you were looking for when you started.

Template for an internship report

You can review this internship report example and alter it as per your requirement:
you

Title page

• Name
• Education program
• Class
• Internship dates
• Internship organisation

Table of contents

• Acknowledgement
• Information about the company
• Information about the internship position
• Description of internship experience
• Conclusion

Acknowledgement

I want to thank my advisers and everyone at the company for their patience and
assistance during my on-site training. Thanks to their guidance, I was able to develop
[mention specific skills] and learn about [mention what you learned]. These skills will
help me to expand my resume and advance my career.

Information about the company

Established in [year], [the company] is in the business of doing [mention what they do].
They are well-known in the field for their [activities]. Their mission is to [mention
business goals and/or social work commitments]. The company plays a role in
promoting [mention social activities] for the welfare of the local community and the
nation at large. I felt that their mission was compatible with my world view and my future
career goals, which is the reason I applied for an internship position with them.

Information about the internship position

As an intern with [the company], I worked in a [mention role] position and was
responsible for [mention undertaken tasks]. I was part of the [mention department]
team. Together we worked on [name them] projects to accomplish [mention end
goal].

Description of internship experience

During my internship with the company, I learned [specific skills]. I was able to put
these skills in practise in [mention work completed] projects. The work was
challenging, and I
learned [mention what you learned] about the work and gained more confidence in
myself. It was a valuable experience.

Conclusion

The work experiences I encountered during the internship allowed me to develop

[specific skills]. I think I still need to work on my [mention other skills]. However, the
overall experience was positive, and everything I learned will be useful in my future
career in this field.

6.CV (Curriculam Vitae)

A CV, which stands for curriculum vitae, is a document used when applying for jobs. It
allows you to summarise your education, skills and experience enabling you to
successfully sell your abilities to potential employers. Alongside your CV employers also
usually ask for a cover letter.

What to include in a CV
• Contact details - Include your full name, home address, mobile number and
email address. Your date of birth is irrelevant and unless you're applying for
an acting or modelling job you don't need to include a photograph.
• Profile - A CV profile is a concise statement that highlights your key attributes
and helps you stand out from the crowd. Usually placed at the beginning of a CV
it picks out a few relevant achievements and skills, while expressing your career
aims. A good CV profile focuses on the sector you're applying to, as your cover
letter will be job-specific. Keep CV personal statements short and snappy - 100
words is the perfect length. Discover how to write a personal statement for your
CV.
• Education - List and date all previous education, including professional
qualifications. Place the most recent first. Include qualification type/grades,
and the dates. Mention specific modules only where relevant.

• Work experience - List your work experience in reverse date order, making
sure that anything you mention is relevant to the job you're applying for. Include
your job title, the name of the company, how long you were with the organisation
and key responsibilities. If you have plenty of relevant work experience, this
section should come before education.
• Skills and achievements - This is where you talk about the foreign languages
you speak and the IT packages you can competently use. The key skills that
you list should be relevant to the job. Don't exaggerate your abilities, as you'll
need to back up your claims at interview. If you've got lots of job-specific skills
you should do a skills-based CV.
• Interests - 'Socialising', 'going to the cinema' and 'reading' aren't going to catch
a recruiters attention. However, relevant interests can provide a more complete
picture of who you are, as well as giving you something to talk about at interview.
Examples include writing your own blog or community newsletters if you want to
be a journalist, being part of a drama group if you're looking to get into sales and
your involvement in climate change activism if you'd like an environmental job. If
you don't have any relevant hobbies or interests leave this section out.
• References - You don't need to provide the names of referees at this stage. You
can say 'references available upon request' but most employers would assume
this to be the case so if you're stuck for space you can leave this out.
❖ CV format

• Avoid titling the document 'curriculum vitae' or 'CV'. It's a waste of space.
Instead let your name serve as the title.
• Section headings are a good way to break up your CV. Ensure they
stand out by making them larger (font size 14 or 16) and bold.
• Avoid fonts such as Comic Sans. Choose something professional, clear and
easy to read such Arial, Calibri or Times New Roman. Use a font size between
10 and 12 to make sure that potential employers can read your CV. Ensure all
fonts and font sizes are consistent throughout.
• List everything in reverse chronological order. Then the recruiter sees
your work history and most recent achievements first.

• Keep it concise by using clear spacing and bullet points. This type of CV
layout allows potential employers to skim your CV and quickly pick out important
information first.
• Name the document when saving - Don't just save as 'Document 1'. Make
sure the title of the document is professional and identifies you, such as 'Joe-
Smith-CV'.
• Unless the job advert states differently (for example, it may ask you to
provide your CV and cover letter as a Word document) save with a .PDF
file extension to make sure it can be opened and read on any machine.
• If you're posting your CV, print it on white A4 paper - Only print on one
side and don't fold your CV - you don't want it to arrive creased.

❖ How to write a good CV/Tips to write a good cv

• Use active verbs when possible. For example, include words like 'created',
'analysed' and 'devised' to present yourself as a person who shows initiative.
• A good CV doesn't have any spelling or grammar mistakes. Use a spell
checker and enlist a second pair of eyes to check over the document.
• Avoid generic, over-used phrases such as 'team player', 'hardworking' and
'multitasker'. Instead, provide real-life examples that demonstrate all of these
skills.
 • Tailor your CV. Look at the company's website and social media accounts, look
to see if they've recently been mentioned in the local press and use the job
advert to make sure your CV is targeted to the role and employer.
• Create the right type of CV for your circumstances. Decide
whether the chronological, skills-based or academic CV is right for
you.
• Make sure your email address sounds professional. If your personal
address is inappropriate create a new account for professional use.
• Don't lie or exaggerate on your CV or job application. Not only will you
demonstrate your dishonesty to a potential employer, but there can be serious
consequences too. For example, altering your degree grade from a 2:2 to a 2:1 is
classed as degree fraud and can result in a prison sentence. Take a look at this
advice and guidance on degree fraud for students.

• If posting your CV online don't include your home address, as you could be
targeted by fraudsters.
• Always include a cover letter unless the employer states otherwise. It will
enable you to personalise your application. You can draw attention to a
particular part of your CV, disclose a disability or clarify gaps in your work
history.

7.Application Letter

An application letter, also known as a cover letter, is a document that accompanies your
resume when you're applying for a job. This letter expands upon the information you have
noted in your resume. It gives you a powerful opportunity to emphasize your most relevant
qualifications and explain why you believe you're the best candidate for the job.

How to write an application letter

Follow these steps to compose a compelling application letter:

1. Research the company and job opening

Thoroughly research the company you're applying to and the specifications of the open
position. The more you know about the job, the better you can customize your application
letter. Look for details like:

• Recent awards the company has received

• Major accomplishments or distinguishers that set this business apart from competitors
• Specialized certifications, skills or knowledge that are necessary or helpful for the job
• The size of the company
• The company culture
• Charitable projects the company is involved with
• The name and title for the hiring manager

2. Use a professional format

This letter should follow a professional format and include your name, your contact
information, the date and the company's information. Begin with a professional"Dear
salutation, such as
X," and address the hiring manager by name whenever possible. If thorough research
doesn't yield the hiring manager's name, you may use "Dear [Department] Hiring
Manager," to address your recipient.

3. State the position you're applying for

Open the letter with a clear statement about the position you are applying for. Mention
the company by name. You may want to specify where you saw the job posting. If you
were referred by someone at the company, be sure to include their name and position.

4. Explain why you're the best fit for the job

In one or two impactful sentences, explain why you're the best fit for this job opening.
Provide clear details regarding your experience, skills, education or certifications.

5. Summarize your qualifications

Mention the top qualifications that make you a good fit for the job. Provide a brief
summary of your background that highlights the most important points from your
resume. Consider what you want the hiring manager to know first. The reader will likely
read your cover letter before reviewing your application, so this is your opportunity to
make a compelling argument for why the reader should review your resume.

6. Mention why you want the job

Include a personal statement about why you want this position. You've already
explained why the company should want you. This section details why you have chosen
this company and what excites you most about this job opportunity.

7. Include a professional closing

Thank the reader for reviewing your letter, reference your resume and any other
attached documents and offer to provide additional information as needed. Mention that
you look forward
to the next steps in the hiring process and conclude"Sincerely,"
with as a closing.

Application letter template

[Your name]
[Your
address]
[Your city, state and zip code]

[Date]

[Hiring manager's name]

[Hiring manager's title]
[Company name]
[Company address]
[Company city, state and zip

code] Dear [Hiring manager's

name],

I'm writing to express my interest in the position of [job title] at [company]. [Explain how
you heard about the job and name your contact if you were referred by someone
within the company.] I believe my [skills and qualifications] make me an ideal fit for this
job.*

[Use the second paragraph to elaborate on how you would help the company.
Reference specific campaigns or projects when possible.]

[Use the third paragraph to summarize your key qualifications. Elaborate on your most
important accomplishments and include details that you were unable to provide in the
more concise format of your resume.]

[Use the fourth paragraph to briefly explain why you want to work for this company.
Mention the additional documents included with your cover letter, and express your
excitement about moving forward in the hiring process.]

Sincerely,
[Your name]

Application letter example

Janiqua
Williams 304
Town Ave.
Nashville, TN 37201

Jan. 8, 2020

Richard Sandler
Marketing Hiring
Manager Carter Snack
Company 3049 Arthur
St.
Nashville, TN 37201
Dear Mr. Sandler,

I'm writing to express my interest in the position of marketing associate for Carter
Snack Company. Your sales associate Nick Caudwell referred me to this opportunity. I
believe that my five years of experience in food and drink marketing make me an
excellent fit for this job opening.

In my current position at Fizz Soda Company, I spearheaded several successful

campaigns for new drink products. My aptitude for market analysis helped me identify
key demographics to target these marketing efforts. My most successful campaign of
2019:

• Doubled product sales over three months.

• Included a commercial video that went viral, getting more than 10 million views within a week.
• Resulted in more than 5,000 new Facebook likes within a month.

I believe that I could bring this level of success to Carter Snack Company and help your
upcoming summer snack food campaigns reach a fresh audience. I see great potential
in marketing to a younger demographic with your snack cakes and would love to discuss
the possibilities with you.

I have PCM Digital Marketing Certification, Hootsuite Social Marketing Certification and
Google Analytics Individual certification. I am also a Facebook Certified Planning
Professional. I have the experience and skills necessary to help your company create a
strong digital presence and greatly increase your social following.

Though I have greatly enjoyed working on the marketing campaigns with Fizz Soda, I
feel that I'm ready for a new challenge and am intrigued by the opportunity to help grow
your smaller snack food company into a behemoth within the food and beverage
industry. I've been a fan of your snack line since Nick introduced me to your distinctive
chip and pretzel flavors, and I would love the opportunity to share some of your new
flavors, like the Sweet Dill pretzels, with a national audience.

Please find my resume attached. References are available upon request. I look
forward to meeting with you soon.

Sincerely,
Janiqua
Williams

8.Group Discussions

Group Discussion is a combination of two words 'Group' and 'Discussion.' Let's discuss
it in detail.

Group-A group means many people are working together to achieve some targets. The
performance of a group depends on the collaborative work of the individuals. The team
of three or more than three people is considered as a group.

Discussion-Discussion means exchanging ideas between two or more than two people,
which is generally a face-to-face interaction. It is a process of talking between people to
reach a specific decision. It is also defined as a conversation about a specific topic.

The result or end product of group discussion can be a particular decision, enhanced
knowledge, actions, an argument, doubt-clearing, disagreement, etc.

Group Discussion or GD is a type of discussion that involves people sharing ideas or

activities. People in the group discussion are connected with one basic idea. Based on
that idea, everyone in the group represents his/her perspective.
GD is a discussion that tests the candidate's skills, such as leadership skills,
communication skills, social skills and behavior, politeness, teamwork, listening
ability, General awareness, confidence, problem-solving skills, etc.

Over the last years, GD is used to test the soft skills of the candidates. It is used as a
quick method to shortlist a few candidates from the massive strength. The written exam
tests the knowledge and aptitude. Organizations check the social skills, technical, and
communication skills so that a candidate can work effectively without any obstacle in
between his/her skills.

The GD or Group Discussion is used as an exam for many organizations and schools. It
tests the personality skills, communication skills, teamwork, confidence, problem-solving
skills, social skills, behavior, and leadership abilities of a candidate.

❖ GD Process

Let's discuss how GD or Group discussion is conducted.

Participants

The participants can range from 7 to 12 in a group. The number of candidates in a Group
Discussion depends on the available strength. If the strength is low, the number of
participants can range from 5 to 7.

Duration of a GD

The average duration of a Group Discussion is 15 minutes. But, it may vary depending
on the number of candidates in a group. Sometimes, the panelist or judges can extend
the discussion for more than 15 minutes. They can also end the discussion in between.
The participants should not consider any assumption that the GD will be conducted only
for 15 minutes.

In some cases (IIFT), the duration of a Group Discussion can extend upto 45 minutes.

Process
1. The process of a Group Discussion starts with the announcement of the topic.
The given topic could be technical, factual, or case study.

2. Before beginning with the discussion, the preparation time of 3 minutes is

given. The time can also extend in case of a long case statement.
3. Any participant in the group can initiate the discussion. After the lead
participant, anyone in the group can continue the discussion. Similarly, everyone
gets the chance to

speak. One after another, participants in the group expresses their views on the
given topic.
4. It ends when the panelist stops the discussion or may ask one or more than one
participant to summarize the GD. Whenever you are asked for the summary,
remember to cover the discussed points. The summary cannot include the words
that were not part of the discussion. The participants that were quite among the
discussion are generally asked to summarize it, which is a good opportunity to
 present their views. But, it does not mean that everyone should be quite. The
summary should include the essential discussed points and the conclusion of the
discussion.
5. The final scores are calculated. Based on the performance of each participant, the
panelist gives the scores. The panelists are usually four to five to judge the
performance of candidates in the Group Discussion.

❖ Importance of Group Discussion

Group Discussions are an essential part of testing candidates in the organizations,

recruitment process, etc. It also plays an important role in improving the skills of a
candidate.

So, let's discuss the importance of Group Discussion.

o Increasesconfidence
The GD allows the participants to speak in public, which increases their confidence
to speak without any hesitation.
o Focuses on Deep thinking It tests the knowledge of a candidate. The participants
get only a few minutes (3 to 5) for the preparation. In such a small duration, they
have to make a list of points to speak. The participants in a group listen and
understand other participants points of view, making them think deeply about the
topic.
o Improves Communication Skills GD helps the students to represent their views
and ask the questions. It not only increases the confidence of a candidate but also
enhances their communication skills.
o Removes hesitation of speaking Some candidates usually have hesitation in
speaking in public. At starting, such candidates might face difficulty while speaking.
But, after two or three Group Discussion, it improves. Group Discussion helps
such candidates to speak loudly and express their views on the topic. It further
removes their hesitation in speaking.
o TeamWork
 Group Discussion is also based on teamwork. In a company, it is very important to
work as a team for the assigned project. Due to this, the quality of working together
with team members is checked in the Group Discussion. The panelist also judges
the cooperation of participants in the group. It allows participants to share their
views with other participants in the group.
o Behavior
It helps to understand the attitude and behavior of the candidates towards other
participants in a group.
o Listening Skills
GD improves the listening skills of the candidates. For example, the panelist may
ask any candidate in a group to summarize the discussion. A candidate can
only summarize if

he/she has good listening skills. Due to this, every candidate presents in the
discussion listens carefully. It further improves the listening skills of the candidates.
o Diversity in the Ideas The Group Discussion involves sharing ideas with other
participants in the group. Every participant shares his/her thoughts in the group,
which makes the diversities in the ideas.

o Recruitments
Group Discussion is widely used for the recruitment process. It helps panelist to
select a few candidates from the group. It also helps them to judge that the
candidate is suitable for the organization or not.

Types of Group Discussion

There are two types of Group Discussion, which are listed below:

o Topic-Based Group Discussion

o Case Study Based Group Discussion

Topic-Based Group Discussion

There are few candidates in a group, where each group is given any topic. The group
members discuss the topic, which is called a Group Discussion.
The topic-based Group Discussion can be further classified as:

1. Controversial Topics
2. Knowledge-Based topics
3. Abstract Topics
4. Conceptual topics

Let's discuss the above topics in detail.

Controversial Topics
The discussion on controversial topics becomes a debate. Such topics are given to judge
the participants' temper and how they can handle the discussion without losing their calm.
It shows that how a candidate can represent his/her views without arguing with other
participants.

The example of the controversial topics can be Reservation System, Religion equality, etc.

Knowledge-Based topics

The participants should have a proper understanding of the topic before proceeding for a
discussion. The information should be enough to convince the panelists. The essential
thing is to be confident. Do not initiate the discussion if you are not aware of the topic.

The examples of Knowledge-Based topics can be 'CAT vs. GATE' and 'Government jobs
vs. Private jobs'.

Abstract Topics

The abstract topics test the creativity and thinking of a candidate. It also tests the
communication skills.

The example of Abstracts topics can be 'A walk to remember'.

Conceptual topics

The conceptual topics are widely used today by companies. It tests the knowledge,
logical, and aptitude skills of a candidate. The topic for the discussion is randomly
selected, giving panelists a space to judge the participants' creative thinking and ability
to handle the situation.

The example of Conceptual topics can be 'Life is a Puzzle.'

Case Study Based Group Discussion

The Case study based Group Discussion is generally followed by the MBA Institutes,
such as IIM, etc. In such a discussion, a problem is given, and the participants are asked
to resolve them.

The preparation time is also higher as compared to other discussions. The

panelists test the teamwork and decision-making skills of the participants.

The participants need to active and updated with the things around them. It also
tests the observation capability of the participants.

The example of Case study based topics can be 'Discussion between boss and manager'.

❖ Rules of Group Discussion

There are some rules of a Group Discussion. The rules of Group Discussion are listed below:

o Preparewell for the topic. The quick trick is to note all the important points during
the preparation time. Do not write brief paragraphs. Try to write short points and
explain them briefly in the discussion.

o Be confident about your content It would help if you always were confident about
your content. If you are not confident, you may hesitate while speaking, which will
create a negative impression.

o Participants Introduction
Most participants only focus on their content. You should be aware during the
introduction of all the participants in your group. To get attention, you can call out
the person's name when the discussion gets diverted.
o Body Language
Always take care of your body language. Do not focus only on the content.
o Leadership
 Try to take the lead in the group if you are confident about the topic and the knowledge.
o Avoid false starts or commitments Do not initiate the discussion if you are not
sure about your content. Do not present any wrong information.
o Follow your Domain
Every company has its own culture. Prepare your content according to the company
requirements. For example, industrial companies will focus more on technical
talks, while marketing companies seek the combination of creative and oriented
content.
o Do not fight In the Group Discussion, some candidates often get aggressive. Do
not fight during the discussion. Most of the companies require sensitive and polite
candidates rather than aggressive ones.

❖ Estimated criteria for a Group Discussion

The performance of an effective Group discussion depends on individual skills and

group coordination.

Let's discuss it in detail.

Individual Skills
The individual skills are listed below:
o Communication Skills

All the participants in the Group Discussion present their views on the given topic.
The language used should be simple so that everyone present in the discussion
can easily understand.
o Content
The content is an essential part of the discussion. The content is the words spoken
by every candidate. The content should not be copied, repetitive, and wrong. It
creates a negative impression. The candidate should not get diverted from the
topic. If the content is correct and relevant to the topic, the panelists examine the
content and give scores based on your content. They also check that the content
is in-depth or superficial.

o Analytical Skills
The analytical skills include the exploration of the asked question. Such skills are
more focused on a case study Group Discussion. It primarily includes exploring
'how' and 'why' of the subject content.
o Creativity
It includes how you can think differently from other participants or present your
views in different ways. You can also abstract the topic differently. All these points
will make you unique.
It will also gain more focus from the panelists on you.
o Decision Making
GD helps in evaluation of the topic and reaching towards the specific decision. It
is based on the suggestions given by the members of the group. The task of
selecting suitable candidates from the group also becomes easy for the panelist
or boss.

o Covering Mistakes
The panelists give the topic at the time of the Group Discussion. You usually get a
few minutes to prepare. Sometimes while speaking, mistakes often happen. But,
it does not mean that we should stop the discussion in between and get nervous.
In such cases, never lose confidence. Always correct the mistakes and come back
with confidence.
 o Reasoning Skills
The panelist checks how much a participant is right in his/her logical skills. They also
check how good you are in supporting standpoints, how you respond to the other
participants, and weaken or strengthen other arguments in the discussion.
o Voice
Voice can range from high-pitch to low-pitch. A high-pitch sometimes seems
irritating, while low-pitch may not be understood by everyone present in the
discussion. So, voice plays a very important role. High-pitch is useful when the
Group discussion becomes a market where everyone is speaking, and no one is
audible. At that time, your high-pitch can calm the participants. So, you should
adjust your voice and pitch as per the circumstances.
o Fluency
A participant of a Group Discussion should have fluency in his/her spoken English.
Everyone in the discussion listens to you carefully. Improper fluency will distract
the listeners. So, it is essential to be fluent while speaking.
o Enthusiasm
Group Discussions are generally unpredictable. Various candidates are keen to
share their views with others. The more enjoyment you feel while sharing views,
the better will be your performance in the discussion. If you are not interested in
the Group Discussion, you may not be able to express your views clearly.
o Initiative
Initiative means to take the lead in the discussion. If you are confident and have
good knowledge about the topic, take action. Do not hesitate and be the first one
to start the discussion. It will get you the bonus points. You can also take the
initiative between when the discussion is diverted or going out of the topic.

Group Coordination
The group coordination includes the qualities that are evaluated based on group
situations, which are listed below:

o Body Language
The panelists mainly focus on eye contact and hand movements. Your way of
sitting is also essential. Hand movements are the sign of your keen interest in the
discussion. You cannot sit randomly as you are in your home. You have to be very
careful about the ways you sit, speak, etc. The speaker should maintain eye
contact with every participant in the discussion. But, it does not mean that you
should not maintain eye contact when you are not speaking. You are required
to be aware of the whole discussion period. The improper body language is
considered as a lack of interest or a lack of confidence. It will also distract the
attention of panelists from your words. Do not participate in the unusual activities,
such as playing with pens and hairs, tapping on the desks, and laughing. You
 should grab your focus only on the topic.

o Behavior
The behavior of the candidate in the Group Discussion should not be aggressive.
It should be polite. Remember that the B-schools or organizations are looking for
sensitive and polite candidates, not violent bouncers.
o Listening Skills
The panelist observes that every candidate is listening to the discussion or not.
They can also ask any candidate to summarize the discussion at the end. The
panelist may infer the poor listener in many ways, such as lack of confidence, poor
eye contact, or poor summary at the end. Hence, it is a rarest and essential skill to
be a good participant in a Group Discussion.

o Leadership Quality
In a group, one or two participants play the role of a lead. They define the essential
points of a topic and try to hold the grip of the group to achieve a common goal.
Such candidates often score bonus points. But it does not mean that the candidate
who spokes first will get bonus points while others not. It mainly depends on the
content. If the first person's content is not impressive compared to the other
candidates, he/she will get fewer scores.
o Team Work
In any company, we need to work as a team for the projects. Due to this reason,
penalists also check the coordination of the participants in a team. You should not
infer any participant while speaking. Do not try to prove that other participants are
not speaking correctly.

Seven Mistakes to avoid in a Group Discussion

Most of the candidates in a Group Discussion are not aware of some mistakes. Little
mistakes can have an adverse impact on our impression towards the judges, which are
listed below:

o Stop taking leads if you do not know much We should not take the lead
 in a Group Discussion if we are not much aware of the topic. If we are confident
and have much knowledge about the topic, we can initiate the discussion of that
group. Otherwise, wait for others to start.

Being second, third, or fourth in the group helps you better understand the topic
by listening to other candidates.
o Do not hesitate to initiate the discussion
If you have much knowledge and are confident about the topic, try to take the lead.
o Do not copy anyone else ideas or comments You should not copy the ideas and
comments of other participants in the group. It creates a negative impression. In
case you do not have any idea about the topic, it's better to act smart. Analyze and
listen to other participants, add some points, and convert it in your own words.
o Do not avoid eye contact with other participants while speaking When
you start a discussion, you should not forget that it is a discussion with multiple
candidates. It means that you are not only speaking but having conversations or
debates with them. Avoiding eye contact is considered a sign of disrespect and a
lack of confidence.
o Do not lose confidence in the whole discussion The group discussion is
not carried for a long duration. It is just for a short span of time. Try always being
confident. Do not get nervous if some point goes wrong. Mistakes often happen,
but how to recover is more important. Take a challenge to correct your mistakes
and come back again with confidence.
o Do not speak slowly You should always speak loudly in a Group discussion so
that everyone can hear and understand your words. Sometimes, the scene of a
GD becomes like a market where everyone speaks, but no one is clearly audible.
If you have a low voice, there is no chance for you to stand. You can increase your
volume and try to settle down the commotion. It will also leave a good impression.
o Try to contribute in a discussion rather than just speaking Some
candidates often speak continuously in a single go. The reason may be the fear of
not getting another chance. You should try to cover one keyword at a time by
breaking the points into two or three different parts. The words we speak should
be valuable without any repetition.
Simple hacks to crack a group discussion for beginners

It might be complicated for a beginner to crack a Group Discussion. Let's discuss some
simple hacks to crack a Group Discussion for beginners, which are listed below:

o Create a structure before beginning During the preparation time, prepare a

structure of your discussion. As soon as your discussion starts, look at your
structure, and start speaking serially. You can also discuss the agenda with your
group and work together on it. It gives a logical flow to your discussion. In this way,
you and your group mates can together plan the discussion. To avoid the off-track
discussion, keep summarizing in between so that everyone remains on track.
The structure can be in the form of:
o A flowchart
o A block diagram
o Simple steps
o Notes
 o Speak point to point
The organizations are interested in hiring candidates who speak point to point and have
 effective communication. They do not want to hire those who just beat the rush
only to leave a good impression. You should be confident about your words,
prepare the discussion according to the topic, and do not hesitate. Your
points should be clear and precise. Do not include large paragraphs in your
discussion.
o Be yourself
Do not compare yourself with others. When you apply for an organization or a
company, you know that the work culture will fit your needs. Do not speak to create
an impression. Speak that you feel correct.
o Attitude
During the discussion, if you found any incorrect statements, inequality to
someone, disrespects, comments, ethnicity, etc. that you are not satisfied with,
start and present your views. Do not focus on what others will think or say. Raise
your voice and hold the chance to speak. But be polite while objecting to
someone's point of view. Always be friendly and kind to your group mates.
o Clarity
You should be clear with your words. Your voice should be audible to everyone
present in the discussion. Do not speak fast to cover all the points. You should
always be confident even if you make mistakes.
o Maintain eye contact A beginner often feels nervous in a Group Discussion, due
to which he/she is unable to keep eye contact with other group members. It makes
a negative impression that the candidate is not confident. So, always maintain eye
contact with other group members in the whole discussion.
o Be formal
You may be confident while speaking in a Group Discussion. But, always take care
of your body language, dressing style, and gestures. Remember, it is a formal
discussion, not a casual discussion.
9.Interview

The interview is a formal meeting between two people (Interviewer and interviewee).
The interview is conducted to ask questions and obtain information from the interviewee.
An Interviewer is the one who asks questions and an interviewee is who answers the
questions.

Objectives of Interview

So what is the purpose of an interview? How does it help an interviewer to assess the
knowledge and skills of the interviewee?
Let's look at some objectives of the interview.

• It helps to verify the precision of the provided facts and data by the candidate.
• The interview helps to obtain additional information about the skills and
knowledge of the interviewee.
• The interview not only assesses a candidate's skills but also checks their
suitability for the job.
• The interview provides the candidate with general facts and necessary
descriptions about the job and the company.
• An interview gives an intuition into the candidate's rational knowledge and
creativity they possess.
• Job descriptions are given at the time of the interview. The interviewer
informs the company's expectations from them.

• Through the interview process, the recruiter gets to know about the
candidate's skills and lacks the potential abilities to be trained according to
their job role.
• Information flows from both directions, and the interviewee gets to know
about the company and the employer.
Formal and Informal interviews:

Formal interviews are well-planned interviews, the questions are prepared in advance,
and the time, date, venue, dress code, everything is decided prior to the interview.
Whereas, Informal interviews are not well-planned and the questions are random and
generic. The communication between both is also casual as compared to formal
interviews.
Sequential and Panel Interview:

Sequential interviews consist of several interviews. Here in this kind of interview, the same
set of questions are asked repeatedly by several interviewers to check if the interviewee
answers in the same manner or not. And in Panel Interview, several interviewers are sitting
to ask questions to the interviewee. This type of interview mainly consists in Public Sector.
Group Interview:

Group Interviews are where many interviewees participate in the interview. Usually, it is
termed as applicant pool and it happens during college or university placements. In
group interviews, many interviewees are evaluated and few are selected amongst all.

Situational Interview:

In this kind of interview, a situation or a problem is kept front of the interviewee and
interviewers ask them how they will deal with it and what will be the solution for it. Through
this interview, they evaluated how well they will manage problems in an organization and
how proactive they are in taking decisions in such situations.

Phone or Video Call interview:

This interview will be performed on the Phone call (Telephonic round) or Video Call. In
the current pandemic, we have witnessed how interviewers were taking place on video
calls. And this type of interview was majorly focused on during the covid-19 situation.

These were a few and the most common type of interviews which occurs in
organizations and companies to test and evaluate the interviewees and fulfill the
organizational needs and requirements.