Managerial Communication-3

Module-3
Written Communication
Communication in writing—written words, graphs, diagrams, pictures, etc. may
take the form of letters, circulars, notes, manuals, etc. Written communication
possesses the capacity of being stored for future reference. The communication
efforts may be minimized by simultaneous communication to various points such as
through circulars, etc. It also enables the communication to take place between
distantly placed parties without much cost. Written communication is more orderly
and binding on subordinates and superiors to take suitable actions in the
organization. Written communication, however, suffers from major drawbacks. It is
very time-consuming both in terms of preparing the message and in terms of
understanding the message. There is a greater chance of communication being
misunderstood. Sometimes it is more costly in comparison to oral communication.
What is Written Communication?
Written communication is the development and expression of ideas in writing.
Written communication involves learning to work in many genres and styles. It can
involve working with many different writing technologies, and mixing texts, data,
and images. Written communication abilities develop through iterative experiences
across the curriculum.
A written communication is a communication by means of written symbols either
printed or hand written. Also include questions related to communicating with
others through written word like emails, IM, letters, notes and memos and
proposals.
The Art of Writing
Written communication is a creative activity that requires a lot of imagination and
efforts to arrive at the finished product. Writing is a mode of communicating a
message for a purpose. Writing reveals one’s ability to think clearly and to use
language effectively. Written communication is transmitted by written words in the
form of letters, memos, circulars, bulletins, reports, instruction cards, manuals,
magazines, handbooks, etc.
Purpose of Writing
The first task for writing effectively is to identify the purpose of the communication.
There are mainly two purposes of communication in business situations. 1. To
inform and 2. Persuade
1) Writing to Inform: When the writer seeks to give information and offers to
explain it, the writing is called informative writing. It is also called expository
writing because it expounds or expresses ideas and facts. The focus of informative
writing is on the subject or the matter under discussion. Informative writing is found
in accounts of facts, scientific data, statistics, and technical and business reports.
2) Writing to Persuade: Persuasive writing aims at convincing the reader about a
matter, which is debatable, it express opinion rather than facts. This is why the
writing called argumentative, for it supports and argues a certain viewpoint or
position. Persuasive writing focuses on the reader. The writer attempts to change the
reader’s thinking, and bring it closer to his own way of thinking.
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Clarity in Writing
Putting the sender's thoughts in written format and the same being understood by
the receiver is the basic invention of written communication; this is possible only
when there is clarity in writing. Usage of technical terms and business jargons in
communication should be dependent on the receivers knowledge level. At
professional level they are appropriate but not with the individuals who are not
acquired with the terminology. Precise, concrete and clear words preferred. The
sentences and paragraphs must be framed properly; they should be simple and
short.
Principles of Effective Writing
Ten Principles for Effective Writing – There is a debate as to whether you can
actually teach someone to write. Some believe that you must be born with the ability.
Even if you were born with an innate talent for putting words in a pleasing order, it
may be possible to learn how to do it better.
An English professor of 40 years named F.L. Lucas; (1894-1967) wrote a book on the
subject entitled Style (Cassell, 1955) where he outlined 10 principles to improve one’s
writing skills. No matter the reason for your putting pen to paper, it would be wise
to read these points and keep them in your writing arsenal.
The first and maybe the most important principle Lucas describes is brevity. We will
say no more about that. He cites clarity as the second rule of good writing. It is no
good to expound on any topic if no one knows what you are talking about. State
your meaning clearly. Your job as a writer is to inform your readers without
unnecessary muddle. Communication comes in third on our list. Lucas illustrates
this principle with humor. Without communication we are all basically talking to
ourselves.
The fourth principle is emphasis.. You want your readers to remember the climax.
The after-words are meant to soften the landing and leave the climax etched in their
memories. Coming in fifth is honesty. This law of writing is most helpful for those
who want to impress. You cannot hide who you are by using big words. Writing
outside of one’s comfort zone will tell itself pretty early on. Passion and Control
show up at number six on this list of principles. Passion is a necessity of any writing.
Without passion the words lay flat on the paper, evoking nothing. Control comes in
to bridle passion for passion without control is chaos.
A writer needs to read. This is the seventh principle. Exposure to many different
types of books will help round out one’s writing style. Lucas likens it to learning
how to talk by hearing many different speakers. The eighth rule of writing is editing,
or revision. Read, re-read and read again, then erase and rewrite. The ninth principle
says that just because someone views themselves as sophisticated does not
automatically mean what they have to say is any more important than those who
may live simply. Lucas states that the opposite might be true.
Finally, at number ten, sound and rhythm round out our list. Although we mostly
write for our eyes, it is profitable to also use our ears when evaluating our written
word.
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Approaching the written process

Business messages are different from college essays, term papers, and messages to
friends. Conciseness and clarity is very important in case of written communication.
Business Writing Is
 Purposeful-It conveys information and solves problems.
 Persuasive-Its goal is to make the audience accept the message.
 Economical-It is concise and doesn’t waste the reader’s time.
 Reader-oriented-It focuses on the receiver, not the sender.
Guffey’s 3-x-3 Writing Process
The writing process is a crucial to write written message. In this regard, there are
three different steps that one needs to follow to write a successful essay. These are
pre-writing, writing, and revise.
The 3 × 3 writing process is divided into three different phases. On Phase 1 which
involves analyzing, anticipating and adapting. Phase 2 requires research,
organization and composition. Finally, Phase 3 includes revising, proofreading and
evaluating. In the case of short messages, writing can be done relatively quickly by
spending a small amount of time on each phase. However, for longer documents, it
is better to spend a good amount of time working through each phase of the writing
process. It is also possible to rearrange the steps in the process and even repeat some
steps if necessary. The writing process is recursive rather than linear so the writer is
free to revise the text at any point.

I Pre-writing
The first step of the writing process is called pre-writing. To complete the first step of
the writing process you must complete 3 phases which are analyze, anticipate, and
adapt. This step allows writers to plan out what their essay is going to relate to.
1) Analyse
The analyze stage is the first step while completing the pre-writing phase. This step
allows the writers to insure the purpose of the message. Once the purpose of the
message has been decided it is a lot easier to write the message.
a) Identifying the Purpose: It is important to identify the purpose for business
writing, as it is essential in developing an accurate and effective message. In
addition, it is important to provide recommendations concerning the development
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of effective business communication with clearly identified purposes. The detailed

information on purpose identification is crucial for business proposal.
b) Selecting the Best Channel of communication: Business communication is
crucial for effective business development. In this regard, the choice of the best
channel of communication is particularly significant and important for effective
communication. Writers can use different channels of communication, but it is also
possible to use different models of business communication. The choice of the
proper model and channel of communication should be based on the purpose of the
business communication.
2) Anticipate
The anticipate stage is the second step while completing the pre-writing phase. This
step allows the writers to profile their audiences by making a brief description of the
audience you are writing for. You must also respond to the profile by making
decision about shaping the message towards the audience.
a) Profiling the Audience: By profiling the audience, the writer may choose what
tone and language they must use while writing their essay. The writer must ask
several questions to complete their audience profile like: who is the primary reader,
what is my professional relationship with the reader, what position does the person
own in the organization, how much does that person know about the subject, and
what do I know about the person’s education, beliefs, culture, and attitudes.
b) Responding to the Profile: Responding to the profile is the most important thing
while writing. This helps you make decisions about shaping the message. The writer
will discover what kind of language is appropriate, and whether you’re free to use
specialized technical terms.
3) Adapt
The adapting stage is the third step while completing the pre-writing phase. This
step allows the writers to adapt their writing style towards a specific style.
a) Spotlighting the Receiver’s Benefits: By spotlighting the receiver’s benefits, we
are basically advertising what the receiver will be gaining, by reading the writer’s
information and by adopting the writer’s ideas and message. Good receiver benefits
are based on intrinsic advantages and are supported by logic and explained in detail.
b) Cultivating the you view: In order to emphasize on the reader, a professional
writer must look at things from the reader’s point of view. In order to do so, one
must talk about the reader and use the word “you” more than “I” or “we”. Usually
we would also avoid using “you” in negative situations.
c) Using Bias Free Language: Bias writing, generally occurs when the writer leans
towards one side of an issue that may inhibit being neutral when communicating
with others. In many cases, the writer does not intend to use bias language, and
therefore needs to be careful when selecting the words he or she uses and the context
in which they will be used. The main way to have bias-free communication is by
respecting everyone and disregarding age, gender, race, social status, ethnicity, etc.
d) Being Conversational yet Professional: A conversational style is what the
Internet and business communication is about. If your writing is like the way you
speak to people, than it is as if you’re having a conversation with your readers. This
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will allow the writer to identify with readers, to edit more easily and to write more
honestly.
e) Expressing positively: In both written and verbal communication, the way one
expresses him or herself, will have an impact on whether the reader perceives your
message positively or negatively. In the event of expressing bad news, the writer can
use positive language to soften the impact. A positive tone or language can make
your message more effective for receivers
f) Simplifying Language: By simplifying language, the writing can be easier for
readers to read and understand. One major suggestion for writers is to write down
an explanation for each word that readers may ask about, in order to clarify the
writing.
g) Using Precise and Vigorous words: In many cases, when a writer uses a
thesaurus to replace similar with unfamiliar or less common words, such as using
“visage” instead of “face” or “in the event of” instead of “if”. It is suggested to avoid
replacing these common words with synonyms to make the idea look better, because
using unfamiliar words may change one’s understanding of what the writer is trying
to say. The writer should also avoid jargon or words that are not known to all
readers.
h) Adapting legal Responsibility: In order to avoid facing any legal issues in the
future, the writer must ensure that he or she uses appropriate language when talking
about Investment information, Safety information, Marketing information and
Human Resource information.
i) Investing Information: In order to avoid legal issues or problems with the readers,
the writer should avoid misleading information or half-truths and should write
honestly and accurately.
II Writing
The second step of the writing process is called writing. To complete the second step
of the writing process you must complete 3 phases which are research, organize, and
compose. This step allows writers to complete all their research and to organize all
their ideas in a first draft and to write a final copy of the essay.
1) Research
The research stage is the first step while completing the writing phase. This step
allows the writers to collect all the data necessary for to be able to write their essay.
Once all the data is collected the writer must also analyze all the data collected and
make a final deduction from all the results, which will consist of the main body
paragraph.
a) Formal Research Methods: Formal research methods are more suited to long
reports or complex business problems. Common examples of this type of methods
include finding information electronically and searching manually in libraries.
Alternatively, you can get information directly from the main sources by doing
interviews and questionnaires or experiment scientifically.
b) Informal Research Methods: Informal research methods are more suited to
routine tasks. For example, you can search previous documents, speak to the
supervisor of the project, interview the audience or do an informal survey with the
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help of questionnaires or telephone surveys. In some projects, you can also use your
own ideas.
c) Generating Ideas by Brainstorming: To properly brainstorm, you must first
define the problem, set short time limits and have a quota favouring quantity over
quality. Also, everyone involved must contribute ideas and all ideas should be
accepted. Clustered diagrams can be used to take note of the proposed ideas. Finally,
we should organize, classify and retain the best of the ideas.
d) Collecting Information and Generating Ideas: Use formal and informal research
methods. For example, study sources available on your subject from the Internet or
library. Then, you can learn additional information from individuals supervising
your work and from the targeted audience. To finish, ask coworkers or team
members to assist with brainstorming ideas. Organize and keep the most relevant of
the ideas and you’ll have the foundation of the outline.
2) Organize
The organize stage is the second step while completing the writing phase. This step
allows the writer to organize all their ideas into different patterns which will allow
him to write his final draft easily. This step also allows the writer to write a first
draft.
a) Using lists and outlines to organize Ideas: If your text is simple, you can use a
scratch list of the topics that you plan to cover. If the topic is more complex, use
outlines. Two formats exist: alpha or decimal. They both help with focusing on your
main topic, identifying the major points and supporting them. Group ideas into 3-5
main categories, each main category divided into 2 sub-categories supported by
examples, statistics, etc.
b) Direct Patterns for Receptive Audience: This pattern puts the main idea before
the supporting evidence. It should be used when the audience is neutral or positive.
Advantages are that it shortens the time to read the message, renders the subject
clear right at the start and can prevent irritation.
c) Indirect Patterns for Unreceptive Audience: When you feel that your audience
will be skeptical or resistant to your main idea, this pattern puts the main idea after
the supporting evidence. The advantages are that it takes account of the audience’s
emotional state, augments the chances of being read or listened and reduces the
negative reaction to the message.
3) Compose
The compose stage is the third step while completing the writing phase. This step
allows the writer to write their essay. The writer may be writing their essay for the
first time or might even just be re-writing their first draft. By the end of this phase
the writer should have finished their whole essay.
a) Creating effective Sentences: The compose stage is the third step while
completing the writing phase. This step allows the writer to write their essay. The
writer may be writing their essay for the first time or might even just be re-writing
their first draft. By the end of this phase the writer should have finished their whole
essay.
b) Drafting Meaningful Paragraphs: Writing a sentence is the most important skill
to learn in life. You must understand that in each sentence you must always have a
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subject and a verb, which is the main part of a sentence. Once you have the main
part of a sentence you add the secondary part the clause.
c) Using the Direct Paragraph plan to Define, classify, Illustrate or Describe: While
writing an essay you must know how to write a meaningful paragraph. Writing
meaningful paragraphs focuses on one topic where you link ideas to build
coherence, and use transitional devices to enhance coherence. Paragraphs are
generally composed of a main sentence, supporting sentence, and a limiting
sentence.
d) Using the Pivoting Plan to compare and Contrast: While writing an essay you
must know how to write a meaningful paragraph. Writing pivoting paragraphs
pattern is appropriate when comparing and contrasting. Paragraphs are generally
composed of a main sentence, supporting sentence, and a limiting sentence.
e) Composing Short Paragraphs for Readability: While writing essays, the writer
always wants to write short paragraphs. These short paragraphs allow the readers to
actually read them. These paragraphs should be fewer than 8 lines to make it
inviting to readers.
III Revising
The third step of the writing process is called revise. To complete the third step of
the writing process you must complete 3 phases, which include revise, proofread,
and evaluate. This step allows writers to read their final draft and to correct any
mistakes found in the paper and to evaluate their paper.
1) Revising
The revise stage is the first step while completing the revising phase. This step
allows the writer to revise his final draft for clarity and for a conversational tone.
Each essay must be checked for its clarity because if you cannot understand your
own essay then no one else will.
a) Revising the Clarity: Revising for clarity is a tough part of the writing process, in
order to choose appropriate wording and sentence structuring and to avoid
repetition. This will also allow us to present ideas that will keep the reader following
the written work. The writer should cut out the words that don’t say very much, or
move words and phrases to sections where they make more sense. The words and
phrases, however, should be kept close together in paragraphs, in order to make the
text coherent. Ensure that the reference of a pronoun is clear, so that the reader
knows what is being talked about.
b) Revising for Conversational Tone: Conversational tone is basically the way
people communicate every day, including some types of slang. The revision process
of business writing emphasizes the importance of using this “everyday language” as
the words and message come more clearly and sounds more natural, however it is
necessary to use a professional and proper choice of wording.
c) Revising for Conciseness: In order for writing to be effective, it must be concise,
and have no unnecessary words. Wordiness refers to writing that consists of too
many unneeded words. Just because a sentence or paragraph is long, does not
necessarily mean that it is wordy. If the same message can be said using fewer
words, than the writing will become more concise.
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d) Reducing Compound Prepositions: Eliminating or reducing compound

prepositions can improve the quality and effectiveness of business writing.
Compound prepositions make business writing too complex, vague, unclear and,
therefore, ineffective. Reducing compound prepositions will lead to the
simplification of business writing and improve its effectiveness.
e) Revising for Readability: Revising for readability is an objective way to analyze
your business writing. An easy way to make business writing easier to read is
simply by using simple words as opposed to more complex ones. Whenever
possible, using simple words rather than long phrases can help improve readability
as well. In this regard, it is obvious that by writing shorter sentences (usually an
average of 20 or less words), the message is easier to understand and visualize,
which eases the reader of any complications and confusion.
2) Proofread
The proofread stage is the second step while completing the revising phase. This
step allows the writer to proofread his work and to check for any spelling or
grammar mistakes he might have written during the final draft.
a) What to watch for in Proofreading: One should never assume that their first draft
is the final version. All necessary corrections should be made before finalizing and
submitting any written work. While proofreading, one should be sure to verify that
words are properly spelled and that there are no grammatical or sentence structure
errors. Using a computer spell-checker may be fast and easy, but many times, it does
not detect or correct all errors in writing.
b) How to Proofread Routine Documents: The first thing to consider is the type of
document, and whether it is in print or electronic format. If the document is in
printed format, the writer can use the technique developed in the last section. Indeed
just read the whole text to seize the tone and watch the important characteristics.
However, if it is an electronic document, one advice is to read one sentence at a time
in order to focus your attention. Keep in mind that a printed or handwritten copy is
always better for proofreading.
c) How to Proofread Complex Documents: This kind of document asks the writer to
pay more attention than a routine document. Indeed you will need more time to
spend on it. The first advice is to use a computer for the basic mistakes and then
apply standard marks and watch for all characteristics. In addition, complex
documents need to be proofread twice for example, with a friend or simply reading
it aloud.
3) Evaluate
The evaluate stage is the third step while completing the revising phase. This step
allows the writer to evaluate his own work by asking does it say what you want it to
and if it will achieve your purpose.
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Coherence in Written Communication

What is Coherence?
Coherence is the unifying element in good writing. It refers to the unity created
between the ideas, sentences, paragraphs and sections of a piece of writing.
Coherence is what gives a piece of writing its flow. It also gives the reader a sense of
what to expect and, therefore, makes the reading easier to follow as the ideas appear
to be presented in a natural, almost automatic, way. When writing lacks coherence,
the reader is forced to stop and reread. Occasionally, the reader may just give up out
of frustration.
Definition:
Coherence in writing is a quality of sentences, paragraphs, and essays when all parts
are clearly connected.
How to create coherence in writing?
Coherence is created in a number of ways. The following are some important ways
that coherence can be created within your writing:
1. Organise information in a logical manner. Depending on the kind of
information you need to present, this could mean following organisational
patterns that emphasize a time sequence, a spatial arrangement, a cause and
effect relationship, or a hierarchy, etc. Think about what organisation pattern
will be most appealing to your reader.
2. Use appropriate transition words/phrases and conjunctions (co-ordinating
and subordinating) to connect ideas within sentences and between sentences
and paragraphs.
3. Use referents, words or phrases that stand for previously mentioned
words/ideas (e.g., pronouns, restatements) to create a natural flow of
information for the reader to follow.
4. Use consistent and appropriate verb tenses and time words.
5. Use parallel structures to create balance and progression within your writing.
Parallelism in writing refers to the repetition of structural elements in order to
create a balance in the writing. This balance contributes to coherence.
Parallel structures can also be used among a series of sentences or paragraphs to enhance the
coherence and balance of the writing. For example, when a writer begins each section of a
report by asking a question he/she is creating coherence between the different sections.
It is best to start writing with coherence in mind; however, sometimes when writing
a first draft one may forget to do so. They have Make sure they give them self plenty
of time to revise your drafts for coherence.
Business Letters
Business Letter-Meaning
A commercial business letter is a letter written in formal language, usually used
when writing from one business organization to another, or for correspondence
between such organizations and their customers, clients and other external parties.
The overall style of letter will depend on the relationship between the parties
concerned. There are many reasons to write a business letter. It could be to request
direct information or action from another party, to order supplies from a supplier, to
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identify a mistake that was committed, to reply directly to a request, to apologize for
a wrong or simply to convey goodwill.
Business Letters are also called Commercial Letters. Letters form the most important
form of business correspondence. There are various kinds of letters following in and
out of a business organization. The simple reason is that the organization has to keep
in touch with the world outside that comprises its suppliers, customers, government
departments, banks, insurance agencies, transporters, job-seekers and so on. Then
there are different occasions/contexts for which suitable letters have to be written.
The writers of the letters are in different departments of the organization. In a way
every letter is a unique piece of communication.
According to J. H. Hanson, “The letters which are exchanged among business in
connection with business affairs are called business letters.”
L. Rahman says, “Correspondence having commercial or business interest is known
as commercial correspondence.”
According to Prof. Taintor, “All letters written for business purpose are business
letters.”
Objectives/Purpose and functions of business letter
Every business organization has to maintain contact with its various partners like
suppliers, customers, government agencies and so on. Business letter serves as the
bridge to communicate with the various parties. The functions of business letters are
multidimensional. The importance of business letter is presented below through its
various functions or Objectives-
a) Building Goodwill: Another important purpose of a business letter is to sell the
good reputation and friendliness of a company. It acts as an ambassador of a country
for the company. It aims at building goodwill in customers-company relationship,
holding present customers, reviving inactive accounts and inviting customers to buy
more and varied products.
b) Records and References: Business letter are very useful as records and references
of previous transactions. In business, innumerable transactions or communications
occur with a large number of people that are not possible for a businessman to
remember. When memory fails, business letters act as previous records and can be
used for future reference.
c) Making a Lasting Impression: In case of oral communication, the impact of any
message is felt mainly during the time of hearing. And as soon as the next oral
communication takes place, the effect of the previous one is reduced. But a letter
makes a lasting impression on the readers’ mind as it stays with them and works
effectively every time it is read.
d) Building and Maintaining Business Relation: Business letters help to build and
maintain business relation among various parties like manufacturers, distributors,
intermediaries, support services and consumers.
e) To Exchange Business Information: The prime objective of a business letter is to
exchange business related information between the parties involved. Most of the
time business people send letters to their counter-parties containing various business
information.
f) Widening the Approach: It is very difficult to send business representatives to all
the places. But a letter can be sent any place at any distance. Sometimes executives,
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professionals, politicians, etc. are difficult to be approached personally. But a letter

can find easy access to anybody. Thus a business letter helps to widen the area of
business operations and also the access to a large number of people.
g) An Authoritative Proof: A business letter also serves the purpose of evidence. A
written commitment binds the concerned parties to obey to the text of writing. A
letter signed by a responsible person acts as an authoritative proof of what is said in
it. It can even be treated as a valid document that can be produced as evidence in a
court of law if any dispute arises.
h) Others: Business letter also has some other functions beside the above ones. It
provides legal facility, saves time, helps to increase products, demand, helps to settle
transaction easily and it is accepted by all as a reliable media of communication.
Qualities/essentials of a business letter
A business letter should have the following qualities:
 Clarity
 Concreteness
 Completeness
 Conviction
 Conciseness
 Courtesy.
(Please refer module-1)
Standard components of a business letter
Writing a professional business letter is a vital part of business communication.
Written communication to customers, vendors or other businesses is a developed
skill which requires practice. Understanding the proper business letter format, the
parts of a business letter and practicing writing is key to effective business
correspondence. Following are the important parts of business letter:
1) Letterhead: Often companies have paper stock that has the companies’ address
and branding information and logo that all correspondence is printed on. The
letterhead should contain the organization’s address, telephone number, fax
number, Web address, and e-mail address.
2) Heading: The heading is printed on the top of the letter and is also called
'letterhead'. It contains the name of the firm/company, its emblem, postal,
telegraphic and email address as well as telephone numbers. It is usually given at
the top centre or top right side of the paper.
3) Reference Number: Every business letter usually carries a reference number to
which the receiver may refer in all future correspondence. It serves the useful
purpose of quick reference and linking up the chain of letters going out of the
organization or identifying the memos issued by a department within the
organization.
4) Date line: The date is typed two lines below either the letterhead or the heading.
The date is put at the top of the page for any business communication. The date is a
critical piece of information documenting when the correspondence was sent. This is
important for correspondence that may be kept for future reference.
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5) Address: The address of the person receiving the correspondence includes formal
name, street address, city, state and zip code. It is critical to double check the
spelling of the person’s name. A misspelled name is careless, unprofessional and can
negatively impact the response to the letter.
6) Salutation: The salutation is the formal way of addressing the person. Common
salutations are Dear or To Whom It May Concern. This should include taking the
time to identify the person’s most commonly used name. If the letter is addressed to
a particular official mentioned only by designation,
e.g., "The Sales Manager" the salutation is singular: Sir or Dear Sir. If the official is a
lady, the salutation is Madam or Dear Madam. It is quite common, now, to address
business letters to an official by name and designation, e.g., Mr. A.P. Shah, Sales
Manager, or Ms Tina, Finance Manager.
7) Subject line: Subject line is used to bring the subject of the letter to the reader’s
attention. The subject line announces the main business of the letter.
8) Body of the Letter: The body of the letter is where the bulk of information is
shared. The body of the letter explains in detail all aspects of what is being
communicated. This would include detail of the information being shared. The
actual message of course is contained in the body of the letter, the paragraphs
between the salutation and the complimentary close.
9) Complimentary Close: The complimentary close is written two line spaces below
the last line of the text of the letter; it is placed on the left and is followed by a
comma. The first world begins with a capital letter. The most common form is: Yours
faithfully; other common forms are: Faithfully Yours, Yours truly, Truly Yours. If the
addresses name and is used in the salutation, the complimentary close is Yours
sincerely, or Sincerely yours. Respectfully is used only when writing to a high public
official.
10) Signature: The signature is placed just below the complimentary close. The name
of the signatory is typed in brackets three or four line spaces below (to leave space
for the actual signature), and the designation/title is typed below the name. The
complete signature includes the name of the company, either above or below the
name and designation of the person who signs; but many companies do not put the
company's name in the signature as it is already in the heading.
11) Reference section: The reference section includes: enclosures, names of "to
receive copies", the type of delivery service to be used and initials of the persons
who dictated and typed the letter. Most of the details are for the convenience of the
dispatch department. They are placed at the left margin after the signature.
Style of Letter Layout
Layout means the design in which the different parts of the letter are placed on the
letterhead. The parts are placed in the same order from top to bottom in all forms or
styles; the variation is in the indention and the paragraph styles. Many companies
choose their own lay-out. But the differences in lay-out are not as many as the
similarities. The differences occur due to the typing/printing conventions, indenting,
spacing etc.
a) Indented From: This is the oldest style and is now outdated. In this form, address
is in indented style and every paragraph begins three to five spaces away from the
left margin. The indention causes the letter to look uneven at the left margin.
 Managerial Communication-3

Besides, it takes more time to type because of the indenting. This style is not used
today.
b) Full Block Form: This is the most modern style. There is no indentation from the
left margin at all; every line, including the date and complimentary close, begins at
the left margin. The address has no punctuation at the end of the line. The salutation
and the complimentary close do not have a comma at the end. There is double line
space between the parts and between the paragraphs. Typists find this style as the
easiest as there is no confusion and no time needed for indentation. This style looks
heavy on the left and the right side looks blank. Moreover when this letter is filed, it
is difficult to see the signature and date unless the file is completely opened.
c) Modified Block Form: This style is a modification of the full block form. It
eliminates the shortcomings of the full block style by keeping the date and the
complimentary close on the right in their usual position. The inside address is in
block form. The salutation and the complimentary close are followed by a comma.
All the paragraphs begin at the left margin, and there is double space between the
paragraphs. This is the most popular form as it has many of the advantages of the
full block form without its disadvantages. Its appearance is streamlined and neat.
d) Semi -indented Form: This form is also called Semi -block form. It has the inside
address in block form but the beginning of every paragraph is indented. The date
and the complimentary close are on the right side. The salutation and the
complimentary close are followed by a comma as in the traditional style.
Types of Business Letters
As letter – writing is a vast area of communication and it is not so easy to classify
letters. Various Classification of the business letters are:
1) Information Letters
2) Sales Letters
3) Problem Letters
4) Good will Letters
1) Information Letters
Information letters are letters aimed primarily at seeking or giving information. They
include inquiries and replies; and letters relation, estimates, tenders and
acknowledgments; and relating to accounts. Many of these letters are routine in the
sense that they follow a familiar, and sometimes even an identical, pattern that
constantly recurs. Another type of information letter is that concerned with matters
requiring special investing special investigation, or involving policy or adjustments
to meet unusual circumstances. But whether routine or special information letter are
like in that they are free from any suggestion of the reader resistance associated with
sales letters or with letters concerning complaints and concessions, for in all letters of
this type there is an element of persuasion whereby one party tries to convert the
other to his way of thinking.
a) Routine Letters: Routine messages in business communication serve to document
the “who, what, where, why, and how” of daily operations. Companies also require
routine messages intended as legal or financial documentation for transactions or
resource requests. Managers must oversee the tone, content and delivery of routine
 Managerial Communication-3

messages in business communication. They include enquiries, persuasive

quotations, orders and payments.
Letter of Inquiry: Inquiry Letter is a letter written to request information and/or
ascertain its authenticity. A letter of inquiry deals with various matters like job
vacancies, funding, grants, scholarships, projects, sales, pre-proposals and others.
Inquiry Letter is document requesting information sent on behalf of an individual or
an organization for their own respective purposes, which can be mutually beneficial
to the recipient and the sender.
Persuasive Letter: Persuasive Letter is a letter written to persuade an organization/s
or individual/s towards accepting the writer's (sender’s) issue, interest or
perspective. It can be written to any type of organization i.e. school, bank, college,
NGO, municipality etc. The individuals can be a director, CEO, government official
etc. The motive of the persuasion letter is to ‘Get your work done’ in layman terms.
b) Special purpose letters: Companies also require routine messages intended as
legal or financial documentation for transactions or resource requests. Managers
must oversee the tone, content and delivery of routine messages in business
communication. They include circulars, personnel, agencies, travel etc.
2) Sales Letter
A sales letter is a piece of direct mail which is designed to persuade the reader to
purchase a particular product or service in the absence of a salesman. It has been
defined as "A form of direct mail in which an advertiser sends a letter to a potential
customer”. A sales letter is a letter written to publicize and ultimately sell a product
or a service to the consumers. It is a type of business letter; meant for generating
business. It also has the bearing of an Announcement Letter. A sales letter is also
referred as Letter of Sale, Marketing Sales Letter and Business Sales Letter.
3) Problem Letters
Problem letters are letters in situations where the reader’s interests are in some way
in conflict with the writers as where complaints are made, concessions sought or
payment of accounts is overdue. Problem letters must be written with restraint and
show a proper regard for the readers point of view. Problem letters should always be
answered promptly. Problem letters include complaints, concessions, overdue
accounts etc.
Claim/Complaint Letter: Complaint letter definition can be described in many ways.
A complaint letter is the part of written communication. In general word complaint
letter means a letter which is written to submit a complaint to the authority. A
Complaint letter is a request for an adjustment. In other words, it is a letter that
describes about the damage; errors or mistakes happened to the delivered goods and
therefore claims for compensation is known to be a complaint letter.
4) Good will letters
Most business letters have two objectives: to promote a particular transaction and to
build good will. Every business letter should be a good-will letter in the sense that is
aims to create or maintain good feeling based on a mutually beneficial business
relationship. But there are some letters written for the sole purpose of building good
will. They include letters of thanks or appreciation to new customers for first orders
to existing customers for especially large orders or regular promptness in settling
 Managerial Communication-3

accounts. Also included are letters to employees for difficult jobs well done. Good-
well letters take a variety of forms and each has its own characteristics depending on
the circumstances to which it applies. Beside letters expressing thanks or
appreciation, there are letters of congratulation, letters of welcome, letters of
condolence and of sympathy in times of illness or trouble. They are written to show
genuine interest in the reader. Sincerity is indeed by far their most important quality.
These include greetings, thanks, congratulations, sympathy, condolence, positive
news letters, and negative news letters.
Positive Message/Good News Letter: The good news letter generally conveys
information that will please the reader. The good news letter is usually the easiest to
write. It provides positive news, such as awarded contracts and grants, job offers,
information, and other requests.
Negative Message/Bad News Letter: In business writing, a letter, memo, or email
that conveys negative or unpleasant information--information that is likely to
disappoint, upset, or even anger a reader.

Preparing Proposals
Meaning
Like reports, proposals are based on research and can range widely in format,
length, and formality. They can also be directly or indirectly organized. But unlike
reports, proposals are overtly persuasive.
Proposals may be internal or external. Internal proposals will be a major means by
which you will get what you need in order to do or enhance your job (such as
more/better equipment, more personnel, and so forth).External proposals are
written mainly to acquire business for a company or money from a grant-awarding
organization.
They may be solicited or unsolicited: A solicited proposal is invited (usually
through an RFP—Request for Proposals). An unsolicited proposal is uninvited (it
therefore needs to resemble a sales message).
Typical Proposal Contents
The following proposal elements have become common because they answer
 Managerial Communication-3

proposal readers’ likely questions. Still, variations on and combinations of these

abound, so be sure to adapt this list of possible topics to your particular situation.
 Writer’s purpose (shows understanding of reader’s need)
 Background (contextualizes the problem and proposed solution)
 Need (elaborates on why the proposed solution is needed)
 Description of plan (presents what the writer intends to do)
 Benefits of the proposed plan (convinces readers of proposal’s worth)
 Particulars (covers any costs, delivery information, etc.)
 Evidence of ability to deliver (establishes writer’s ability to carry out what is
proposed)
 Concluding comments (stresses taking action on the proposal)
Process for Preparing Proposals
Following are aspects to be considered in the process of preparing business
proposals:
• Start with an easy-to-prepare section after determining parts to include
• Complete all sections and arrange in appropriate order
• Check transitions between sections
• Proofread, edit, and check figures thoroughly
Writing Memos
A memo is a document typically used for communication within a company. memos
can be as formal as a business letter and used to present a report. However, the
heading and overall tone make a memo different from a business letter. Memo (also
memorandum) is a brief written record or communication, commonly used in
business, government, and educational organizations.
The basic function of a memo is to make the reader aware of specific information as
efficiently as possible. A memo can be written to inform, to persuade, or to give
specific feedback on a particular topic. When written properly, memos can be very
effective in connecting the writer’s best interests with the best interests of the reader.
Purpose of Memos
Main purpose of the any memo is solve problems by
 informing
 persuading
 refuting
 arguing
 analyzing
Memo can be targeted towards one person, several persons, one or more groups, a
whole community
The Standard Parts of a Memo
There are usually three main parts to a memo:1. The heading 2. The subject and date
3. The message.
1. The Heading: The heading of a memorandum is usually printed. It contains the
name of the organization and ‘To’, CC, and ‘From’ sections. Make sure you address
the reader by this or her correct name and job title. Be specific and concise in your
subject line.
 Managerial Communication-3

In section ‘To’, a courtesy title – Miss, Mrs., Mr., Dr. is often included. But in section
‘From’ the write does not use a courtesy title.
2. The subject and Date: The subject is a brief statement telling what the memo is
about. The subject line is not a complete sentence but rather a concise phrase which
indicates some specific information. The date of writing memo is also important to
take action in time.
3. The message: Message is the main body of a memo. The message contains the
following matters:
 Introduction: The message represents the main idea in the first paragraph. it is
called the background of the information.
 (b) Details: In the second paragraph there should be details about information
to support the introduction. It should be logical and separate into paragraph.
 (c) Response: It is called the action statement. In this paragraph one should
state: action he/she wants to reader to take, Action he/she will take, Action
that he/she is requested to take, Dead line etc.
Media Management
While most of the communication skills of business executives are used within the
business community, social issues and crises often require executives to
communicate with the public through media. Learning to work quickly and
efficiently with the news media, whether the situation is positive or negative, is the
mark of an effective organizations communication management programme.
Press Release
Press release is an official statement issued to newspapers giving information on a
particular matter. Press release, news release, media release, press statement or
video release is a written or recorded communication directed at members of the
news media for the purpose of announcing something newsworthy.
A press release is a written statement to the media. It can announce a range of news
items, including scheduled events, personal promotions, awards, new products and
services, sales accomplishments, etc. It can also be used to generate a feature story.
Reporters are more likely to consider a story idea if they first receive a press release.
It is a fundamental tool of PR work, one that anyone who's willing to use the proper
format can use.
Rules to follow in Preparing Press Releases
The eight rules that follow will give an overview of what to include in a press release
1) Present Sufficient News: Companies need to add sufficient information in the
press release. Not adding all the information may lead to misunderstanding in the
minds of media and same information may be published in all media.
2) The News must be Real News: Generally news is something that is different or
unusual. This one reason why bad news always finds an open ear with the media.
Companies should concentrate on real news of the company which is to be
published in media.
3) The news must have a Local Interest: If there is no hometown news or local
discussion of a headquarters, plant, dealership or other inters, the release will not be
used. The media’s need for local information is critical because international,
national, and regional coverage is usually obtained by wire and syndicated services.
 Managerial Communication-3

4) Use the direct Message Approach: A Good press release answers those questions
as briefly as possible in the body of the copy. Other general rules are to use active,
energetic verbs while avoiding adjectives. Sentences should be short and define and
have no more than one thought contained in each. They should not be longer than
two or three sentences and similar to the sentences, should carry same idea or
thought process.
5) Avoid Buzz Words, Acronyms and Jargon: Bear in the mind that reporters write
about variety of topics, they are unusually generalists. Avoiding company or
industry jargon and technical talk will help journalist to understand news quickly.
6) Include all required mechanical Elements: Reporters look for several specific
mechanical elements in a press release. Press release should include following
elements:
 At the top of the page Name, phone and fax numbers of contact persons in
case more information is needed.
 The press release should also have the date of release and restrictions on
when the notice can be made public.
 Headlines and subheads are technically optional
 At the end of the press release typing ### to signify the end of the press
release.
 Press Release to be type in double spaced on standard A4 size paper.
 It is preferable to use company’s letterhead.
7) The appearance must be Flawless: The appearance of the press release is critical.
Editors and other readers rely on their first impression. If the appearance is not
exactly as the editor prescribes, the first line will not be read. The document must be
flawless.
8) Customize Press Release to different Media: Instead of sending a standard
release to each media representative, consider customizing it to meet each
representative’s specific needs and format. A News magazine looks for an entirely
different story than the any other trade publication.
Press Conference
An interview given to journalists by a prominent person in order to make an
announcement or answer questions. A news conference or press conference is a
Media Event in which newsmakers invite journalists to hear them speak and, most
often, ask questions. A joint press conference instead is held between two or more
talking sides.
A meeting organized for the purposes of distributing information to the media and
answering questions from reporters. Normally the press conference is led by the
company's executive management or their appointed press liaison. Given the
media's limited resources, it may be difficult to attract major media attention to a
press conference unless the company has a truly unique or newsworthy
announcement to share. Press conferences can also be issued in response to
addressing public relations issues.
Making best use of a Press Conference
a) Determine whether a press Conference is necessary: News conference are
required when a disaster or crisis has occurred. This is a time when the media will
 Managerial Communication-3

ask questions and seek answers that they can use in getting stories to their
audiences.
b) Pick the right Location: Press Conferences can be organized at company
premises, press clubs, in hotel rooms and any other other off site location.
c) Chose the Right Time: It is important that an organization communicate
immediately when crisis occurs. Often, a conference must be called just a short time
after the event happens. While the sooner the better is the norm, make sure that you
have ample time to get all the necessary information and also time to prepare for the
conference questions.
d) Be Prepared: Being interviewed by the media can be very intimidating, much
more so than merely giving a speech. There is a great amount of preparation that
must go into the typical press conference.
e) Some additional Requirements:
 Provide a conducive atmosphere for the media
 Prepare statements and handouts in advance
 Pay attention to who is invited
 Arranging supporting people
 Keep conference concise and short
Media Interviews
Attending Interviews organized by the media houses are called as media interviews.
Media includes every broadcasting and narrowcasting medium such as newspapers,
magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
A recorded conversation, usually conducted by a reporter in which a individual provides
information and expertise on a certain subject for use in the reporter’s article is called as
media interview. In includes:
1) Preview the Circumstances of Media Interview:
a) Determine the Reason for the Interview: Before attending any media interview
one should understand the reason of conducting media interview.
b) Anticipate Media Appearances: If person, who attends the interview, can
anticipate the media appearances he can easily respond to all questions raised by
media.
c) Recognize Your Rights: By recognizing your rights in relation to the media, you
can avoid the negative mind-set and develop a positive media initiative.
d) Develop media Initiative: Person who attends the interview should consult
corporate communications or PR Department to develop appropriate initiatives.
2) Preparing for Interview
a) Analyze Dual Audience: One of the first steps in preparing for a speech or
business presentation is to analyze audience. In media interviews, one should
analyze two important audiences such as reporter and public.
b) Organize Thoughts: Person who organizes his thoughts will create positive
impression in media interview.
c) Anticipate the topics and questions: Person who is attending media interview has
to think of possible topics of discussion and questions in relevant topics.
d) Develop Responses: Preparation of response to possible questions to be answered
in media interview.
 Managerial Communication-3

e) Develop a plan for handling the tough and tricky Questions: One should avoid
developing impression of journalist, recognize that their questions can sometimes be
tough or tricky.
f) Turn Negative Questions into a Positive Answer: If an interviewer makes a
statement in negative, don’t answer it in a negative way. One should have capacity
to turn negative impressions into positive.
3) Practicing for Interview
There is a big difference between knowing the material and being able to talk about
it. One should spend considerable time in practicing the different aspects of media
interview.
4) Performance Techniques to Use
Following are the performance techniques to be used:
 Dress for the Occasion
 Ready for spontaneous question
 Ignorance Cameras
 Display of confidence in voice