Adobe Conn

ect Session
(Lecture 2-4
)
By Sumbal
Butt
ENG 201
Lecture Outline
 Introduction
to Business and Technical
Communication
 Oral communication
 Resume Writing
 Audience Analysis
Business & Technical Communication
 Business Communication is the sharing of information between people
within and outside an organization that is performed for the commercial
benefit of the organization.

 Technical writing is used to enable the readers to understand a process or

concept.

 The Technical communication is carried out in an objective tone.

  The writing style is direct and utilitarian, emphasizing precision and

clarity.
Types of Business Communication

WrittenCommunication
Oral Communication
Contd.
 Written Communication
“Written communication involves any type of message that makes
use of the written word. Written communication is the most
important and the most effective of any mode of business
communication.”

 Oral Communication
“Oral communication takes place in face-to-face conversations,
group discussions, telephone calls and other circumstances in which
spoken word is used to express meaning.”
Types of Written Communication
In house
 E-mail
 Memo
 Textmessages
 Announcement boards
 Reports
 Proposals
Contd.
Out of House
 Letter
 E-mail
 Promotional posters
 Reports
 Oral communication
The most commonly used types of Oral communication at
workplace are:
 Oral Reports and oral presentations
 Formal
 Informal
 Formal oral reports
 Prepared in advance
 Presented in a hall or auditorium
 May follow an outline similar to the parts of any formal written report
 may be presented to an audience of one's peers or to a general or mixed
audience  
Oral communication

 Informal oral reports

 Conducted in small- group settings with a high
degree of audience interaction
 relaxed manner of delivery and dress
 Foster the free exchange of ideas
 Can produce action items
 Oral Presentations
 informative
 persuasive
a. Informative Speaking:
 An informative speech may explain a concept, instruct
an audience, demonstrate a process, or describe an
event. In a professional setting, the informative speech
may take many different forms:
• Individual or Group Report
• Oral Briefing (meeting for conveying information)
• Panel Discussion
• Oral Critique (a review of somebody’s work)
Oral Communication
b. Persuasive Speaking:
 Persuasive Speaking is used to influence what an
audience thinks or does. Some of the goals of
persuasive speaking include:
 to reinforce the attitudes and beliefs an audience
already holds
 to change attitudes
 to motivate an audience to act
Delivery Methods of Oral Presentation

There are four methods for making an oral presentation:

 Extempore
 Impromptu
 Memorization
 Reading
 Extempore
 The thought is pre-planned before starting to speak but the
exact wording is left to the moment of speaking.
 Impromptu
 Speaking unprepared or ‘off the cuff ’
Characterized by poor organization and incompleteness
 Memorization
 Risky method
 If you forget something, you may revert to impromptu
method.
 Reading
 A technical or complex presentation can be read.
Policy statements by government officials are
sometimes read.
 Practice long to maintain eye contact with the
audience.
  

Prepa ra tio n o f the Pres enta tio n

Irrespective of the method of delivery, the presenter must

consider the following parameters in preparing for the
presentation:

 Knowledge of the audience (age, gender, education level,

previous knowledge)
 Knowledge of the subject
 Do appropriate homework and fill in the gaps
 Use of time and rehearsal
 Rehearse well to finish the presentation in a short time
 Personal appearance and grooming
Delivering an Oral Presentation
A well planned and well-structured presentation can almost be
ineffective because of bad presentation delivery.
 Poise and Enthusiasm
 Be calm and alert, eager to communicate
 Eye Contact
 Maintain eye contact with every person.
 Use of Voice
 The audience should hear and understand what you
say.
 Use of Pace
 Set a reasonable pace by rehearsing.
Resume Writing

Important steps of resume writing:

 Defining your objectives
 Planning
 Drafting
 Evaluating
 Revising
Defining your Objectives

 Your objectives form the basis of your writing.

To take the reader centered approach, you need to look at three

things:

 The final result you desire.

 The people who will read your communication.
 The specific way you want your communication to affect your
reader.
Defining your Objectives

 Stages of Recruiting
 In the first stage, employers try to attract
applications from as many qualified people as
possible.
 People who work in personal office read the resumes
and don’t have time to read through all the
applications so they sort quickly those applications
which merit additional consideration.
Defining your Objectives

 In the second stage of recruiting, employers

carefully scrutinize the qualifications of the most
promising applicants.
 The readers include the managers/head of the
department you have to work for.
Defining your Objectives

 Altering your Audience’s Attitudes:

 Usually reader’s attitude is neutral before reading your resume.

 Try to plan a strategy for persuading the readers to change their
attitudes the way you specified. To begin, find out what will appeal
to your audience.
 For example, excellent English speaking skills for a telephone
operator dealing with foreigners
Sample Objective Statements
 Education - I am a dedicated person who wants to
use his skills and education to help students
achieve using both traditional and modern
approaches.
 Technical - I am looking for a position as a project
manager for a software or internet company.
Planning
 Find out the readers’ expectations.
 Your resume is a persuasive argument and its
elements are:
 A claim
 An evidence to support your claim
Planning
Organizing your material

 Some individuals choose to organize their resume around their

accomplishments and abilities. Such a resume is called a functional
resume.
 Whichever organizational pattern you choose, you must make your
name and professional achievements prominent.
 If you are writing a conventional resume, place the name and
professional objectives at the top.
 If you are designing a non-conventional resume, you may place
your name along the bottom or side.
 After stating your professional objective, put the most important
information first so that your hurried readers get it quickly.
Drafting
 Make your professional objectives general enough
so that you can send the same resume to several
companies or prospective employers.
Example of objective statement
 “I want to work in the process control department
of Adam Jee cloth manufacturing unit.”
Instead, you would make a more general statement
like
 “I want to work in the process control of a mid-
sized cloth manufacturing unit.”
Drafting
Ordering your job experience:
 Use the reverse chronological order.
Evaluating and Revising
 Revise means to ‘see again’ and evaluate means to
‘examine or consider’.
 Revision is a process of rethinking, improving the
text , and correcting grammar and punctuation.
 Revision is a chance for you to look critically at
what you have written.
 Audience Analysis
Target

Targetaudience
audienceisisaaparticular
particulargroup
groupof
ofpeople,
people,identified
identifiedas
as
the
theintended
intendedrecipient
recipientof
ofaamessage.
message.
Also

Alsocalled
calledtarget
targetpopulation
population

For

Forexample,
example,while
whilewriting
writingaaresume,
resume,office
officeassistants,
assistants,
managers
managersand
andheads
headswill
willbe
beyour
yourtarget
targetaudience.
audience.

A

Amixed
mixedgroup
groupof
ofaudience
audiencemay
maybe
bebased
basedon
onexperts,
experts,
technicians,
technicians,managers
managersand
andlaypersons.
laypersons.
Types of experts
 General experts
 Specific experts

General experts possess extensive knowledge about a field in general,

but they might be unfamiliar with particular technical terms, specific
equipment, or recent advances in your document's subject matter.
Specific experts, on the other hand, share or surpass your knowledge
about a field.
For example, a general expert in ELT (English language teaching) may
not know technical terms and recent advances in ESP(English for Specific
Purposes).
Audience’s Use of Document

Experts read technical documents for a variety of

Experts read technical documents for a variety of
purposes:
purposes:
 to maintain and expand their own general expertise
 to maintain and expand their own general expertise
 to obtain specific answers to their own research
 to obtain specific answers to their own research
and writing
and writing
 to evaluate a document's content
 to evaluate a document's content
Audience’s Use of Document
Managers

Managersread
readtechnical
technicaland
andscientific
scientific
documents
documentsfor foraavariety
varietyofofpurposes:
purposes:
to

toaid
aidin
inmaking
makingdecisions
decisions
to

toassess
assesscurrent
currentsituations
situations
to

tomaintain
maintaintheir
theirgeneral
generallevel
levelof
ofexpertise
expertise
to

toevaluate
evaluateprojects
projectsand
andemployees
employees
Audience’s
Audience’sGeneral
Generalpurpose
purpose
Readers of technical and scientific writing, whatever
Readers of technical and scientific writing, whatever
their level of expertise, read a document for three
their level of expertise, read a document for three
general purposes:
general purposes:
 to acquire information
 to acquire information
 to help make decisions
 to help make decisions
 to learn how to do something
 to learn how to do something
Activity
Identify these statements as True or False.
1. Memorization and reading are the most effective methods of
delivering an oral presentation.
2. Specific experts surpass your knowledge of the subject
matter of a document.
3. An objective statement should always be very specific.
4. Drafting is the process of checking your document for errors
and omissions.
5. A functional resume emphasizes the tasks an applicant is able
to perform.
Key
1. F
2. T
3. F
4. F
5. T
 Thank
You