Class Lecture # 2: Business Communication

Developing Skill in Communication/ Following Principles of Effective Communication

Introduction

Knowledge of communication principles is essential to developing skills in communication. It will

help you to understand the people with whom you will work, and it will also help you to understand
and solve the problems you encounter in business. Moreover, you will be able to apply
communication theory to the more specific, practical tasks of communicating in business.

However, the area of communication principles is so broad that we need to be selective in our
analysis. Specifically, we cover the area of business writing, especially letters, reports, memoranda,
notice, agenda, minutes etc. If followed properly, these principles can help to make effective oral
communication as well.

Principles Elaborated

The principles of communication (especially in written communication) can be branded as "Six - Cs"-
clarity, consideration, courtesy, completeness, conciseness and correctness.

1.Clarity

This principle is related to another principle, known as the principle of adaptation-of filling the
symbols to specific receivers. The emphasis being given to the fact that effective communication
adapts to the receiver's filter.

Adapting is not an easy task. The communicator must clearly visualize the receiver. He should form a
mental picture of who the receivers are, how much they know about the subject, what their
educational levels are and how they think. Then keeping the receivers' image in mind, the
communicator should select the symbols that will communicate with them.

In many business situations, adapting to the receivers will mean communicating at a level lower than
that of the communicator. If the communicator must communicate with people who are below his
educational level or level of understanding, he will need to simplify his message, that is he will need
to communicate in the simple words and concepts the receivers will understand. If, for example, you
are to notify an urgent matter to a' group of illiterate workers, you will need to communicate in their
everyday words.

Adaptation becomes easy when you are communicating to a single receiver or a homogenous group.
But when the number of receivers are many with diverse qualification (ranging from university
graduates to people with almost no formal education) the task of adaptation becomes difficult. You
must aim at the lowest level of the group. If you write (or speak) at a higher level, you will likely
miscommunicate with those at the lower levels.

As a matter of fact, adaptation is basic to communication and that can be achieved to a great extent
by giving stress to simplicity-using simple words, short sentences, and brief paragraphs.

To be a good communicator, we need to follow certain rules of word selection.

(a) Use familiar words: This is the first rule of word selection. However, the definition of familiar
words varies among people. What is familiar to some people is likely to appear a high-level talk to
others. So, the suggestion to use familiar language is in a sense a specific suggestion to use simple
 Business Communication and Report Writing 21
words that will carry the thought without demeaning the receiver's understanding and intelligence.
Thus, it is wise to use the familiar words as under:
Unfamiliar words Familiar words
endeavor try
terminate end
demonstrate show
utilize use
metropolis city

Sentences with complex/unfamiliar words Sentences with familiar words

It appears from perusal of the pertinent data that lucrative The data studied indicate that the product has a good market.
market potential exists for the product.

This machine tends to develop excessive and unpleasant The machine tends to get noisy when it runs hot.
audial symptoms when operating at elevated temperatures

(b) Use short words for long phrases: Since short words tend to communicate better than long
phrases, you should favor them in your writing (and speaking as well).

Long phrases/words (to be discarded) Short words (to be used)

subsequent to after

prior to before

at the present time/at this point of time now

for the purpose of for

in the event that if

to the fullest possible extent. fully

a large member of many

at an early date/in the near father soon

as a result of consequently

without making any noise silently

not as good in quality inferior

Sentences with long phrases/words Sentences with short words

Rahim reached home subsequently for the departure of his wife. Rahim came home after his wife had left.

The supervisor is attentive at all times. The supervisor is always attentive.

(c) Use concrete words: Words that convey sharp, clear meanings in the receiver's/reader's mind may be
called 'concrete'. Concrete words are the opposite of abstract words with vague meaning.

Abstract words Concrete words

Soon within 10 minutes

majority 55 percent

handsome 25 percent profit

significant loss 30 percent loss

in the near future 24th May

substantial amount Tk.5 lac

good result -A

excellent performer second among 100 employees

Sentences using abstract words Sentences using concrete words

Majority. of the students are present. 69 percent of the students are present.

Mr. Hasan is coming soon. Mr. Hasan is coming on 30th september,06

The company wants to earn handsome profits from The company wants to earn a profit of 20% on investment in
investment. 2006.

(d) Use strong, vigorous words in place of weak ones : Verbs are the strongest words. Nouns are second.
Adjectives and adverbs are weak words. They are to be used sparingly. Using verbs instead of nouns will
make the expression clear and simple.

Nouns (to be avoided) Verbs (to be used)

make an announcement announce

take into consideration consider

come to a conclusion conclude

make a decision decide

Sentences using "Noun" Sentences using 'Verb"

Now make an announcement of the date of exam. Now announce the date of exam.

Make a decision whether you will marry now. Decide whether you will marry now.

(e) Avoid repetitions (double entry): We often use two words in one sentence having the same meaning.

Incorrect usage (repetition) Correct usage (no repetition)

10 a.m. in the morning 10 a.m.

actual fact fact

previous experience experience

end result result

mental state of mind state of mind

Sentences with repetition Sentences avoid repetition.

Mr. Jamal will come here at 4 p.m. in the evening. Mr. Jamal will come here at 4 p.m.

Please try to complete the task within a period of one month. Please try to complete the task within one month.

(f) Use technical words / Jargons with care: Each trade, profession or field of study has its own technical
words called 'Jargons' which gradually become a part of a person's everyday working vocabulary. While
talking with a patient a doctor should avoid medical 'jargons’, and an advocate should avoid legal 'jargons'
in communicating with clients or members of the general public.

Sentences with jargon Sentences avoiding jargon

Your letter of 10th ultimo was received on time. Your letter of 10th August was received on time.

We acknowledge with due regards the receipt of your letter Thanks for your letter of 20th August,2007.
dated 20th August 2007.

Mr. Hasan has suffered a mis-cardinal infraction. Mr. Hasan has suffered a heart attack.

He is keeping journal entries. He is keeping accounting records.

(g) Choose active over passive verb: The verbs are at their greatest strength when they are in the active
voice. So, for vigorous writing, one should make good use of active voice verbs. However, if the
communicator deliberately wants to create an impersonal approach, s/he may use passive construction.
But for effective communication one should use as many active voices as are logically possible.

Sentences using passive verb Sentences using active verb

This policy has been supported by the union. The union has supported this policy.

The decision was enforced by the management. The management enforced the decision.

The goods were sold by the salesmen on time. The salesmen sold the goods on time.

However, passive voice may better be used under the following circumstances:

• When the performer of the action is not important. Example: Advertising often is criticized for its
effect on price.

• When the communicator prefers not to name the performer. Example: A complaint has been
made about Nishat.

• When the performer is not known. Example: During 2006, this machinery was sabotaged three
times.
(h) Avoid ambiguity: If the message can mean more than one thing.it becomes ambiguous and
ineffective. The usual ways int which ambiguity takes place are:

• Faulty punctuation: The use of faulty punctuation may cause ambiguity and give a quite different
meaning than that was thought of by the sender.

Example i: "The production manager," said the Managing Director, “is a fool."

Now see how a different place of inverted commas may make a different meaning:

The production manager said, "The managing director is a fool."

Example ii: On a busy road which was under repair, the writing on a signboard reads as:

"Go. Slow Work in Progress"

But the writing should have been:

"Go Slow. Work in Progress"

• Careless use of personal pronouns: Ambiguity is very often created by a careless use of personal
pronouns like--I, you; he, she, we etc.

Example: Rehana told Rezina that she was not being considered for promotion.

In this sentence, it is not clear whether it was Rehana or Rezina who was not being considered for
promotion.

• Indecisive placing of adverbs: Adverbs like "only" may cause great trouble in communication.
Only the assignment has been checked by the professor. (Only the assignment and nothing else)

The assignment has been checked by the professor only. (By only the professor and no one else.)

The assignment has only been checked by the professor. (Has only been checked 'and no further action has been taken.)

(i) Avoid excessive use of the infinitive: The excessive use of infinitive "to" tends to make the style formal
and impersonal. So, it is better to avoid overuse of "to".

Sentences avoiding the use of "to" Sentences using "to"

I supervise production workers. It is my job to supervise production workers.

The security officer ensures security. It is the job of the security officer, to ensure security.

(j) Emphasize short sentences : The communicator has to remember that long sentences are hard to read
while short sentences are usually preferred for the best readability. Short sentences mean about 16to 18
words for middle readers. Writing in short may be ensured by limiting sentence content and economizing
on words.

Long sentence Short sentences

A student who devotes to his/her studies and attends classes A student who devotes himself to his/her studies and attends
regularly is considered an asset for the family as well as the classes regularly is an asset for his/her family. S/he is also an asset
society because such a student can be of many uses than most for society because s/he can be of many uses than most others.
others
2. Consideration

In communication the receiver/ reader/ listener is important. The message is meant for him/her. This can
be ensured in the following ways:

(a) Adopt 'you' attitude: Readers/ listeners respond to messages. Letters well only when we write from
their point of view. So, in order to make our message / letters more effective, we must avoid the use of
"I's"and "we's" and use as many "you's" as possible. In any case the communicator should not forget the
reader's point of view in the whole of the message/letter.

Sentences with "You" attitude Sentence with "We" attitude

Thank you for your kind response. I want to express my sincere thanks for the kind response.

You have a choice of four savings schemes in which you can We have four different savings schemes in which our
invest. Your savings customers can invest their savings.

You will appreciate the new offer. We are sure the new offer will attract you.

The new product will meet your needs. I am sure the new product is better.

(b) Avoid gender biased words: The world of business is no more exclusively dominated by men. There
are now many women entrepreneurs as well as senior woman executives of business. It is wise to use
gender-neutral words:

Gender-biased words Gender-neutral words

Chairman Chairperson

Policeman Police personnel

Manpower Personnel/workforce

Freshman Fresher

Man made manufactured

Salesman Salesperson

Fireman Firefighter

Cameraman Camera operator

While addressing someone

• Use a slash to include both the options. For example, Dear Sir/Madam, Gentlemen / Ladies etc.
should be used.
• Use 'the' for 'his/her'. For Example, "The manager talked to the customers" should be used
instead of "The manager talked to his customers."
• Use plural forms inclusive of both genders. For example, write "All members cast their votes"
instead of "Each member cast his vote."

(c) Use positive instead of negative approach: An approach with a negative beginning or a negative
approach irritates the reader and makes him/her feel that the communicator lacks business manners and
courtesy. A positive approach, on the other hand, helps retain the customers’ goodwill.
Sentence with positive approach Sentence with negative approach

Thank you for your order. The goods will be sent to you soon. We regret to inform you that we will not be able to execute
your order until...

Your offer will be gladly accepted when the time matures. It will be impossible for us to accept the offer until the time
matures.

Prayer for promotion can be considered when the performance Prayer for promotion cannot be considered until the
is satisfactory. performance is satisfactory.

3. Courtesy

Courtesy costs nothing but gains a lot. In the business world courtesy is indispensable. The observance of
the following principles will help promote curtesy.

• Apologize sincerely for an omission and thank generously for a favor. If you have ‘overlooked or
failed to do something, express your regrets promptly and make up for the omission at the
earliest. If someone does. a favor to you, acknowledge it promptly and thank the person
generously for his kindness.
• Answer the queries promptly. In business 'time' is money and for that matter giving prompt
response to any query is a matter of courtesy, which a successful business executive should not
forget.
• Avoid anger. Anger destroys goodwill. Words expressing anger make the receiver angry and
destroy business relationships.
• Refrain from preaching because people do not like to be teacher or bossed. As a matter of fact,
people would like to be treated as equals and thus the preaching tone is considered offensive.

4. Completeness

Completeness in business communication is of absolute necessity. Incomplete information may lead

to wrong decisions. If wrong actions follow an incomplete message, they may also prove expensive.
For example, we order sports goods by mail. Our communication must include all the relevant facts-
price, type, size, catalogue, number, quantity, mode of dispatch, mode of payment, date of delivery,
etc. The message should be so organized that the receiver has no doubts about anything contained
in it. In ensuring completeness the two basic points to remember are:
i. In answering a letter make sure that you have answered all the questions. If any customer, for
example, has five queries you have to answer all and devote a paragraph each to all his questions
and number the paragraphs.
ii. Checking for the "Five W" questions: who, what, where, when and why and any other essential
points like how also helps to make your message complete. While circulating a notice specify when
the meeting is to be held, where it is to be held, why it is to be held, what is to be discussed, who
is to attend the meeting, and maybe how members are expected to reach the venue of the meeting.

Example of a notice:

A meeting of the executive committee of Omega club is going to be held at 5 p.m. on 5th June 2011 in the
conference room of the club. All the respected members are requested to attend the meeting on time. The
annual budget of the clubs and membership fees of the members will be discussed.
5. Conciseness

In business, time is money. Busy executives have little time to listen to or read lengthy messages. So, the
communicator has to remember that while trying to make the message complete, attempts are also to be
made to keep it as concise as possible. He has to be careful in ensuring this twin feature of business
communication.

As a matter of fact, there is no hard and fast rule for the length of a message / letter. It should be as long
or as short as is necessary to tell the story effectively. A ten-line letter may seem too long while in some
cases a two-page letter may appear short.

The following principles will help the communicator achieve conciseness:

(a) Only relevant facts are to be included: Unnecessary details are to be avoided so that the
communicatee does not get irritated. For example, if a customer wants to know about a particular
product of the company, it is unwise to give details about all the products sold.

(b) Repetition to be avoided: Although the readers/ listeners may welcome repetition of some very
important facts, they will' dislike repetition of unimportant messages. They may also feel cheated when
they discover that the repetition has only killed his time.

(c) Surplus words to be discarded: The communicator. has to discard using words that add nothing to the
sentence meaning.

Sentences using surplus words Sentences avoiding surplus words

There are five rules that should be observed. Five rules should be observed.

They ordered chairs that are of the executive type. They ordered executive chairs.

In the period between June and August we detected the defect. Between June and August, we detected the defect.

(d) Logical construction to be emphasized: Illogical constructions destroy sentence unity. They result
primarily from illogical thinking. So, by using logical thinking, the communicator has to correct this
problem in the message. It needs to be remembered that logical construction requires clear writing and
that again requires you to follow established rules of grammar.

(e) Paragraphs (if there are more than one) to be designed carefully: Paragraphing involves logical
thinking. The contents of a paragraph should concern one idea or topic only and usually paragraphs
should be short. About 8 or 9 lines is a good average. In writing paragraphs, unnecessary details are to be
avoided, and the flow of thought should be orderly.

6.Correctness

Correctness has to be ensured in drafting a message. Incorrect message may bring in damaging results.

• Give correct message: No information should be given unless the communicator is absolutely
sure of its correctness.
• The message should not be outdated: Outdated information is useless. Transmitting outdated
information involves wastage of money. Time and effort. Adherence to appropriate time
stipulates that the communicator gives the message at a time when it is likely to prove most
effective.
• Make the message most adaptable: The communicator must adapt the message to the needs of
the receiver. He must keep before him the receiver's educational and social background,
psychological make-up, specialized knowledge.
 Home task

Broad questions:

• A communicator has to follow some principles in order to make his message effective-Do you
agree? Elaborate.
• What do you understand by 'clarity' in communication? How is clarity related to the task of
adaptation? Discuss.
• In ensuring clarity in communication, care should be taken in the choice of words-How can you
ensure the choice of proper word?
• What is meant by consideration in communication?
• In what possible ways may consideration be ensured? Elaborate.
• In communication courtesy is important-do you agree with this view? How can you ensure
courtesy in communicating with your customers?
• In communication completeness and conciseness are both important, but how can you ensure
them at a time? Discuss.
• There are some principles that can help improve the effectiveness of communication. Which
principle seems most important to you? Justify.

True / False:

• Principles of communication can help ‘improve effectiveness of written communication only.

• The principle of clarity and the principle of adaptation are similar.
• Communication becomes difficult if the receivers are homogeneous.
• Abstract expression communicates better than concrete expression.
• The use of "nouns" is referred to the use of "verbs".
• Faulty use of punctuation may convey a different meaning to the receiver.
• "You" attitude is essential in ensuring conciseness in communication.
• Ensuring courtesy is expensive.
• Conciseness can be avoided in order to ensure completeness.
• Giving messages on time ensures conciseness.

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