BUSINESS COMMUNICATION

UNIT I

Introduction: -
• Communication is as old as human civilization. The common need for protection led to
group life. As group life developed, forms of communication also developed.
Communication was in the forms of codes, indications, signals, and expressions.
• Gradually with the increase in population, division of labor, exchange economy, etc.,
necessitated the development of language. In the present-day world, communication is a
vital need of every Step in any industrial or commercial activity.
• The term communication has been derived from the Latin word, ‘communis’, which
means common. Communication means, to tell, show, spread information, and inform. The
term communication is used to signify the process of transferring ideas or receiving them
by any means such as word of mouth, telephone, telegram, letter, message, etc. Thus,
communication stands for sharing of information, imparting or conveying ideas and
knowledge

Meaning: -

The English word ‘communication’ is derived from the Latin word communis, which
means common. The term communication refers to the sharing of ideas in common.
In other words, it is the transmission and interaction of facts, ideas, opinions, feelings,
or attitudes. Communication is the essence of management. The basic function of
management (planning, organizing, staffing, directing, and controlling) cannot be
performed well without effective communication. In short, Communication is the
process of passing ideas, views, facts, information, and understanding from one
person to another. This process is necessary for making the subordinates understand
what the management expects from them.
Communication cannot take place without two parties – the receiver and the sender.
The information which is sent by the sender must be understandable to the receiver.

Definition:

➢ According to W. H. Newman and C. F. Summer, “Communication is an

exchange of facts, ideas, opinions or emotions by two or more persons.”

➢ “Communication in its simplest form is conveying of information from one person

to another.” Hudson

➢ “Communication is the process of passing information and understanding from one

person to another.” Keith Davis

➢ Communication is the sum of all things a person does when he wants to create an
understanding in the mind of another. – Louis A. Allen

➢ According to Koontz and O’Donnel, Communication may be understood “as the

exchange of information at least between two persons to create an understanding
in the mind of the other, whether or not it gives rise to conflict.”

➢ Communication is the process of transmitting information and understanding from

one person to another or from one unit to other unit with a view to getting the
desired response from the receiver. Through this process two or more persons
exchange ideas and understanding among themselves to achieve the desired effect
in the behaviors of another person.

➢ It is a two-way channel for transmitting ideas, feelings, plans, commands,

instructions, reports and suggestions that influence the attitude towards an
organization’s objectives. The communicator’s goal is to convey the meanings or
ideas without distortion. Success of the leader and the enterprise depends upon
adequacy of communication.

➢ It is essential for success and growth of an organization. Communication gaps

should not occur in any organization.
According to Harold D. Lass well, a convenient way to describe an act of
communication is to answer the following questions:
➢ Who
➢ Says What
➢ In Which Channel
➢ To Whom
➢ With What Effect?

ELEMENTS OF BUSINESS COMMUNICATION:

Two or more parties

Message

Sender

Receiver

Channels

Feedback

1. Two or more parties: Business communication must involve at least two parties.
One party acts as the sender of message and another is the receiver of that message.
2. Meaningful message: The second important elements of communication are
message or information that the sender wants to communicate. Messages may take the
form of feelings, wishes, attitudes, ideas, facts, information or any other perceivable
matter. The messages that a sender wants to send, should be meaningful to the receiver.
3. Business related information/sender: Information that the sender transmits
should be related to business. Similarly the feedback from the receiver should also be
business based.
4. Media or channel: Channel of medium is a pre-requisite of communication. It is
the means of transmitting messages from sender to receiver. Communication media can
be verbal and nonverbal. The verbal media may be of oral and written. Verbal media of
communication include telephonic conversation, fax, newspaper, books, journals etc. On
the other hand, gestures, and body language, facial expression etc. Are the media of non-
verbal communication. The sender must select appropriate media for successful
communication.
5. Feedback: The final element of communication is feedback. It is the response or
reaction of the receiver regarding the sender’s message. Feedback describes how the
message is being interpreted by the receiver. It is regarded as the instrument for evaluating
the success of communication process.

FUNCTIONS OF BUSINESS COMMUNICATION

Sharing of Information:

Information is the key to progress in any organization. Business Communication is

communication that promotes a product, service, marketing, or organization; relays
information within a business, or functions as an official statement from a company. The
primary objective of communication in management is to convey

• information—

• instructions,

• policies,

• procedures,

• decisions, etc.,

so the listener will hear, read, understand what is said, agree and accept the message, and
react as intended by the manager or sender of the communication.

The functions of communication in an organization are to inform, persuade, and motivate.

Employees need to have effective organizational communication in order to achieve
excellent job performance.
Decision-Making Process:

Communication results in the sharing of information, which in turn makes employees

knowledgeable and thus productive. Communication provides the information
individuals and groups need to make decisions by transmitting the data needed to identify
and evaluate choices. Decision-making is the core of the management process. The
relationship between communication and decision-making is inseparable since decision
making must rely on the information. The decision is the triggering mechanism of
communication.

Training and Upskilling of Employees

Training of personnel is an ongoing process and communication plays an important role

in the orientation and training of employees. The degree of learning depends to a great
extent not only on the contents of training but also on how effectively the information and
skills are shared. As we know, knowledge can be constructed through interaction between
learners and peers and also other sources of information. Hence, effective communication
results in effective teaching and training.

Networking & Socialization:

For the wellbeing of the organization society, nation, and culture it is crucial that we are
exposed to different viewpoints so that we understand and appreciate the need for a
plurality of ideas and diversity of views. Communication fosters the feeling of oneness in
society by exposing the various social groups to different views. It develops the need to
share and understand the feelings, emotions, hopes, aspirations, and expectations of
varied groups in a social system.

Motivation:

A motivated individual plays a useful and active role in an organization. Communication

fosters motivation by clarifying to employees what they must do, how well they are doing
it, and how they can improve if performance is subpar. Communication motivates and
persuades individuals to meet the mutually agreed-upon goals. Sharing success stories of
those who have overcome the odds and have been able to achieve their goals can do this.
The formation of specific goals, feedback on progress toward the goals, and reward for
desired behavior all stimulate motivation and require communication.

Persuasion:

Yet another important function of communication is to persuade. This may be to influence

us towards a new idea, technique, or a product and also to persuade us to buy these
products. The manager will probably desire to influence or persuade the employee in a
way that will help maintain favorable relationships. Other motivating goals or objectives
of managerial communication may be social interchange, personal advancement, and self-
expression. Conversely, the employee also has similar goals of communication in an
organization. The industrial and corporate houses and advertising agencies, while taking
messages of new products to potential consumers far and wide have amply exploited this
function. Different mass communication media are used for this purpose.

Preservation of Organization Culture:

Culture is a set of norms, values, and principles shared among people in an organization.
Communication helps to preserve the culture and heritage of the organization and the
company. Through communication, senior leadership and management share the culture
and values of the organization with the employees. The transmission of values from top
to bottom has been taking place through internal communications, newsletters, and town
halls as well as through written emails. In the modem world, different mass
communication media have taken up this function. Effective communication is essential
for a positive culture in the workplace. Transparency in communication is mandatory at
all levels for a better understanding of work and better bonding among individuals.
 1. Control
2. Motivation
3. Emotional expression functions of communication
4. Information

Control

When employees communicate any job-related grievance to their immediate boss, follow their job
description, or comply with company policies, communication is performing a control function.

Motivation

Communication fosters motivation by clarifying to employees what they must do, how well they are
doing it, and how they can improve if performance is subpar. The formation of specific goals, feedback
on progress toward the goals, and reward for desired behavior all stimulate motivation and require
communication.

Emotional Expression

Communication is a fundamental mechanism by which members of group shows their satisfaction and
frustrations. Communication, therefore, provides for the emotional expression of feelings and
fulfillment of social needs.

Information

Communication provides the information individuals and groups need to make decisions by
transmitting the data
IMPORTANCE OFneeded to identify
BUSINESS and evaluate choices. Thus communication helps to facilitate
COMMUNICATION:
decision making.

1. The Basis of Co-ordination

The manager explains to the employees the organizational goals, modes of their
achievement and also the interpersonal relationships amongst them. This provides
coordination between various employees and also departments. Thus, communications act
as a basis for coordination in the organization.

2. Fluent Working

A manager coordinates the human and physical elements of an organization to run it

smoothly and efficiently. This coordination is not possible without proper communication.

3. The Basis of Decision Making

Proper communication provides information to the manager that is useful for decision
making. No decisions could be taken in the absence of information. Thus, communication
is the basis for taking the right decisions.
4. Increases Managerial Efficiency

The manager conveys the targets and issues instructions and allocates jobs to
the subordinates. All of these aspects involve communication. Thus, communication is
essential for the quick and effective performance of the managers and the entire
organization.

5. Increases Cooperation and Organizational Peace

The two-way communication process promotes co-operation and mutual understanding

amongst the workers and also between them and the management. This leads to less friction
and thus leads to industrial peace in the factory and efficient operations.

6. Boosts Morale of the Employees

Good communication helps the workers to adjust to the physical and social aspect of work.
It also improves good human relations in the industry. An efficient system of
communication enables the management to motivate, influence and satisfy the subordinates
which in turn boosts their morale and keeps them motivated.

PROCESS OF BUSINESS COMMUNICATION:

The process or steps of communication involves a series of actions and operations
undertaken for the fulfillment of a certain end or objective.

According to Lawrence A. Appley, the basic communication process involves the

following steps:
(i) Clarifying the idea or problem,

(ii) Getting participation in developing a solution to the problem,

(iii) Transmitting the idea or decision,

(iv) Motivating others to take action agreed upon, and

(v) Measuring the effectiveness of communication.

Steps of business communication can be described as follows:

Idea Sender Message Encoding message

Noise

Understanding Ideas Decoding messages Receiver Medium Channel

Fig: Process of Business Communication

1. Idea- idea is the simplification and abstraction of reality filtered through the
individual’s mind. Every message weather oral or written begins with an idea. Every
business has its own convention for processing and communicating information.

2. Sender- Person sending the information is called sender. He is also known as

encoder. The process of communication begins when an idea occurs in his mind. The
sender wants to send that idea to another person/organization to achieve some objective.
The sender must have a clear picture in his mind about what he wants to communicate.

3. Message- The idea, emotion or opinion transmitted by the sender is called message.
Message is an idea transformed into words. The message can be expressed in different
ways depending on the subjects, purpose, audience, personal style and cultural
background of the sender.
4. Encoding- The method by which a message is expressed is called encoding.
Message arises in the mind in the form of an idea. That idea is transmitted by the sender
to the receiver in the form of words, symbols, picture etc. if not encoded, it may not be
possible for the receiver to understand it.
 5. Medium and Channel- The method and means by which a message is transmitted
by a sender to the receiver. For instance, letters are a medium and postal or courier
service a channel. If message is communicated by telephone, then oral message is a
medium and telephone a channel.

6. Receiver- The receiver is a person/ organization that receives the message. He is

the destination of the message. In the absence, the process of communication is
incomplete. He not only receives the message but also understands what is implied in it.
He may be a listener, reader or viewer of the message.

7. Decoding- Decoding is the mental process by which the receiver draws meaning
from the word, symbols or picture of the message. Receiver decodes the message send
by sender that’s why he is also known as decoder.

8. Feedbacks- Feedback is the receiver’s response to the message. Feedback is the

final mink in the communication process. Feedback tells the source/sender, how the
receiver has interpreted the message. The effective communication is always sensitive
to feedback.

9. Noise- It is not a separate step in the process. It may be present at every step and make
the communication less effective or ineffective. Noise distorts the message and conveys
ideas not intended by the sender resulting in chaos, confusion and complexity.

Features of Business Communication

To communicate effectively in the business world is not an easy job. A good

communicator should

(i) Interchange of information:

The basic characteristic of human communication is that it aims at exchanging
information. It is a two-way process. The exchange can be between two or more persons.
It may be at the individual or the organizational level.
(ii) Continuous process:
Communication is a continuous process. It is not static. It is constantly subject to change
and is dynamic. The people with whom communication is held, its content and nature,
and the situation in which communication is held – all keep changing.

(iii) Mutual understanding:

The main purpose of communication is to bring about mutual understanding. The receiver
should receive and understand the message in the manner that the sender intended him to.

(iv) Response or reaction:

Communication always leads to some response or reaction. A message becomes
communication only when the receiving party understands and acknowledges it, and also
reacts and responds to it.

(v) Universal function:

Communication is a universal function, which covers all levels of authority.
(vi) Social activity:
Communication is a social activity, too. The components of a society are into a
relationship of sharing, be it information, feelings or emotions.

The same holds true for business communication. It involves the effort of people to get
in touch with one another and to make them understood.
Importance or role of business communication

• Exchanging information
• Preparing plans and policies
• Execution of plans and policies
• Increasing employee’s efficiency
• Achieving goals
• Solving problems:
• Making decisions
• Improving industrial relation
• Enhancing employee satisfaction
• Enhancing loyalty

Importance of Communication for Managers

• To achieve the objectives.

• To organize
• To encourage and communicate.
• To measure the work.
• To develop personality.
 BARRIERS TO BUSINESS COMMUNICATION

‘Any obstacle or problem in the process of Communication which hinders/obstructs the

process of Communication is called Barrier.’ Barriers are part of process of Communication.
Whenever we are communicating, we encode and decode. We use various channels for
passing messages. At any level or at any moment or stage there can be problems in
communication process. Sometimes the sender may not use proper language that the receiver
will understand. Receiver may not be able to Decode properly. There can be lot of noise in
the surrounding which can disturb us. It rarely happens that barriers do not arise in the
communication process. Many times, barriers arise in the minds of the sender and receiver.
The intended messages are not sent to the receivers.

Barriers to communication arise from a variety of sources such as complex organizational

structure, use of ambiguous words, perceptual differences of sender and receiver, status
difference etc.

Theo Haimann has classified the main barriers to communication into four major
groups. These are:

• Barriers caused by organizational structure.

• Barriers caused by status or positions.
• Barriers caused by language.
• Barriers resulting from the general inclination to resist change.

McFarland has classified communication barriers into the following four groups:

• Unsound objectives
• Organizational blocks
• Semantic blocks
• Human relations problems

Ricky W. Griffin has classified the communication barriers into two broad groups
such as

• Individual barriers and

• Organizational barriers.
[A] External Barriers:
1. Semantic Barriers/ Jargon barriers/ language barriers:
The words and symbols used to communicate the facts and feelings may have variety of
meanings. Different people interpret the same message in different ways depending
upon their education, experience, social and cultural backgrounds etc. The language of
the sender may be incomprehensible to the receiver. Thus, words and symbols
sometimes fail to convey the true meanings.

2. Emotional or Psychological Barriers:

i. Inattention:
It is one of the major chronic psychological barriers. When the receiver does not pay
complete attention to the message, communication becomes ineffective. A person may
be pre-occupied with other important matters, or the message may be uninteresting or
contrary to his/her expectations.

These may cause lack of attention. It is a common phenomenon that people simply fail
to react to bulletins, notices, minutes and reports.
ii. Perceptual Barrier:
Every individual has specific areas of interest. So, he/she may hear, read or see that part
of the message which is valuable to him/her. People see what they want to see and
consider it a reality. Some persons interpret the message in terms of their own viewpoint
which may be misleading, thus perception leads to filtering of the message
unconsciously.

iii. Loss by Transmission and Poor Retention:

When communication passes through various channels in the organization, successive
transmissions of the same message are decreasingly accurate. It is said that in the case
of oral communications about 30% of the information is lost in each transmission.

Poor retention of the information is again a malady. It has been shown by the
researchers that the employees retain about 50% information only, whereas the
supervisors retain about 60% of it.

iv. Premature Evaluation:

Communication is hampered when the receiver evaluates the message before getting the
complete information. On several occasions, the managers start evaluating the
information before reaching proper understanding. Decision is taken before knowing the
full facts. Such a premature evaluation tends to inhibit the free flow of information and
understanding and distorts the communication.

v. Undue Reliance on the Written Words:

Written words are no substitute for sound face-to-face relationships. A written
communication might fail to explain the purpose of order, procedure or directive.
Written communication often tells what is to be done, but not why it should be done,
and lacks the persuasive quality.

Moreover, a written communication may be above the comprehension level of the

reader and failure to ascertain the response to communication is also there. Hence,
written media must be considered as supplementary to productive face-to-face
relationships.

vi. Distrust of Communicator:

It arises out of all ill-considered judgments or illogical decisions by the communicator.
Repeated experience of this kind gradually conditions the receiver to delay action or act
unenthusiastically, thus, making the communication unsuccessful, though apparently it
is complete.

vii. Failure to Communicate:

It is quite an accepted fact that the managers often fail to transmit the needed messages.
This might be because of laziness on the part of the communicator or his/her false
assumption that everybody knows it.

[B] Organizational Barriers:

i. Organizational Policy:
The general organizational policy regarding communication acts as an overall guideline
to everyone in the organization regarding how he is normally expected to behave in this
matter.

The policy might be in the form of explicit declaration in writing, or it has to be interpreted
from the behavior of organization members, particularly people at the top. If this policy
is not supportive to the flow of communication in different directions, communication
flow would not be smooth and adequate.

ii. Status Relationship:

In the formal organization structure, superior-subordinate relationship may cause obstacle
to free and frequent communications, more particularly in upward direction. A manager
may not communicate to subordinates his/her weaknesses. The subordinates do not feel
free to talk to the superiors.

They pass on only what the superiors would like to hear and hold back unpleasant facts.
They may communicate to their superiors only those things which they expect would be
appreciated by the latter. When a subordinate does not have trust in his superior,
communication becomes less effective.

iii. Organizational Rules and Regulations:

Organizational rules and regulations affect the flow of communication by prescribing
the subject-matter to be communicated and also the channel for such communication.
The rules may restrict the flow of certain messages and may leave many important ones.

On the other hand, communication through proper channel in a specified way prescribed
by these rules delays it and works against the willingness of the persons to convey the
message. This barrier is strongly operative in Indian public sector enterprises where
observance of rules and regulations is rigid.

iv. Complexity in Organization Structure:

In an organization, where there are a number of managerial levels, the number of
filtering points is many. As a result, the process of communication gets delayed and the
chances of communication getting distorted increase. This is more true in the case of
upward communication, because the subordinate employees generally do not like to
pass up the adverse criticism either of themselves or of their superiors.

The more complex the organization structure is, the more difficult it becomes to ensure
that correct information is passed on to the right person at the right time through the
right medium.

v. Organizational Facilities:
Organizational facilities provided for smooth, adequate, clear and timely flow of
communication may take a number of forms such as meetings, conferences, complaint
box, suggestion box, social and cultural gathering, etc. If these are not properly
emphasized, generally people fail to make effective communication.

vi. Information Overload:

The managers are overloaded with information from various sources. They may not
always be able to regulate the flow of information. As a result, the effectiveness of
communication is reduced. They may ignore or misinterpret some of the messages.
Time pressures may also create communication problem.

[C] Personal Barriers:

As communication is basically an inter-personal process, there are also some personal
factors which are responsible for blocking communication.

Personal barriers may be listed as follows:

1. Barriers in Superiors:
The role of the superiors in communication is very vital. Because of their hierarchical
relationships with the subordinates, they act as barriers in a number of ways discussed
below:

i. Attitude of Superiors:
The attitudes of the superiors towards communication in general, or in any particular
direction, affect the flow of messages in different directions. If this attitude is
unfavorable, there is a greater possibility that messages would not flow adequately from
and/or to the superiors.

ii. Fear of Challenge to Authority:

A person in the organization always tries to get a higher position and prestige. As such,
the managers generally try to withhold the information coming down the line or going
up—as frequent passing of information may disclose their weakness.

iii. Lack of Confidence in Subordinates:

The superiors generally perceive (correct or otherwise) that their subordinates are less
competent and less capable, they are not able to advise their superiors or they may not
have some information to convey.

iv. Lack of Time:

The superiors feel—whether correct or otherwise—that they are over-burdened with the
work and they have little time to talk to their subordinates.
v. Lack of Awareness:
Sometimes the superiors may lack the awareness about the usefulness and significance
of communication in different directions in general or particular subject-matter. In such
a case, communication How is blocked.

vi. Ignoring Communication:

Sometimes the superiors —consciously and deliberately ignore the communication from
their subordinates to maintain their importance. This works against the willingness of
the subordinates to communicate.

2. Barriers in Subordinates:
Vertical communication in either direction can take place only when the subordinates
also actively participate in this process. There are various factors in the subordinates
that adversely affect such active participation on their part.

Some of these are mentioned below:

i. Unwillingness to Communicate:
Sometimes, the subordinates do not communicate upwards certain information because
they are not willing to do so. If a subordinate feels that he/she is likely to be adversely
affected by supplying a particular information to his superior, he/she would not be
willing to supply it.

Information going up is utilized for control purposes and the subordinates would not be
willing to give any information to their superiors about any unfavorable happening. If
there is any compulsion to communicate, they would do the same after modifying the
information in such a way so as to protect their own interest.

ii. Lack of Proper Incentive:

Lack of motivation to communicate also refrains the subordinates from communicating
upwards. If a novel suggestion by a subordinate does not evoke any attention from the
superiors, he/she would not convey it.
Methods of Overcoming Communication Barriers:
Considering the importance of effective communication in the successful functioning of
business organizations, it is essential on the part of the managers to overcome the different
barriers to communication. Though it may not be possible to eliminate the communication
barriers altogether, yet suitable managerial actions in this direction can minimize their
effect.

The following methods are suggested to avoid the communication barriers:

1. Full Information:
To make the communication effective, it is first of all necessary that the communicator
should know completely and clearly what he intends to communicate.

2. Mutual Trust:
Communication is intended for acceptance and desired action. Such acceptance is, to a
great extent, influenced by trust and confidence in the motives and sincerity of the
communicator. If trust is lacking, communication will fall short of its expected results.

So, it is necessary that an environment of trust and confidence is established within the
organization. This will encourage people to communicate honestly with one another.

3. Appropriate Language:
The language used for communication should be such that it can be easily comprehended
by the receiver. Most popular symbols, clear and precise language should be used for
proper communication.

4. Inter-Personal Relationship:
Proper inter-personal relationships must be developed between the superiors and the
subordinates so that the latter may feel free and frank to transmit complete and correct
information to the former. The superiors must appreciate useful criticisms and beneficial
suggestions of the subordinates.

5. Selection of Appropriate Channel:

The managers must be competent enough to select the most appropriate channel for
sending messages. A rich channel such as face-to- face discussion or telephone should be
used to send a complicated message. On the other hand, memos, letters or electronic mail
may be used to send routine messages, because there is hardly any chance of
misunderstanding.

6. Mutual Understanding:
It is of considerable importance for both the senders and receivers to make a special effort
to understand each other’s perspective. By understanding others’ perspectives, remarks
can be classified, perceptions understood, and objectivity maintained.

7. Empathy in Communication:
The way for effective communication is to be sensitive towards the receiver’s needs,
feelings and perceptions. The communicator should convey the message in such a way
that the emotions and sentiments of the receiver are not hurt. When the sender of the
message looks at the problems from the receiver’s point of view, many of the
misunderstandings can be avoided.

8. Two-Way Communication:
Communication is a two-way process. Two-way communication brings two minds
together—which is the basic core of any communication. It involves a continuous
dialogue between the sender and receiver of the message. Upward communication can
become a reality in the organization and effective if this fact is recognized.

9. Supporting Words with Actions:

The most persuasive kind of communication is not what you say but what you do. The
managers must make sure that their actions support the communication process. This will
ensure the seriousness in communication.

10. Examples and Visual Aids:

To fix the idea of communication in the receiver’s mind, appropriate stories and word
pictures may be used in appropriate situations to the understanding of the receiver.
Further, visual aids through charts and diagrams can be advantageously used to stress
particular points or ideas which may be difficult to describe properly by words.
11. Good Listening:
Careful listening is essential for effective communication. By this process, one is not only
giving chance to others to speak but gathers useful information for further
communications. By concentrating on the speaker’s explicit and implicit meanings, the
manager can obtain a much better understanding of what is being said.

12. Delaying Reaction:

It is a good practice for effective communication not to be influenced by immediate
reaction of the first impression. Hasty reaction often results in ignoring the real
implication of communication and experience shows that the delaying of action by the
recipient becomes helpful in understanding the intended meaning of the communication.

13. Strategic Use of Informal Communication (Grapevine):

A manager should use the informal channels of communication to supplement the formal
communication system. For this purpose, he must understand the informal
communication networks and should make their intelligent use to fill up the gaps in
formal channels of communication.

14. Evaluation:
There should be continuous programme of evaluating the flow of communication in
different directions. This would highlight the problems in this area, identify their causes
and thereby enable the adoption of suitable corrective action. The superiors should not be
quick to evaluate the information before understanding it properly.
 CHANNELS OF COMMUNICATION

• Channel refers to that path through

which information passes or flows from
one person to another.
• Channel refers to the means of
transmission of a message between the
sender and the receiver.
• Channel could be a letter, a report, a
CHANNEL book, a memorandum, a fax, an email,
the television, the telephone, etc.

• Refers to the factor that is used to

convey the information. A medium
serves as the means of
MEDIUM communication.
• A medium, which is an abstraction,
can be oral, written or nonverbal.

A sender conveys his/her message to the receiver by some medium (oral,

written or non verbal) over some channel (electronic means or printed
Media).
 CHANNELS OF COMMUNICATION

On the basis On the Basis of

of Flow

On the basis of
Formal
Organisational
Oral
relations

Written Informa
l
Gestur
es

Vertical Diagonal Lateral/Horizonta

l

Upward Downward

In today’s scientific age number of media is available for communicating

messages and information: but on the basis of language it may be classified in two
groups:
Dimension

Every business organization is concerned with two types of communication

External communication Internal

• Communication Communication
with other business
units, banks, • It Means
government offices, communication within
press, customers the organization.
&general public.

Upward Comm.

Internal
Horizontal Horizontal
communicatio
Comm.
n

Downward Comm.
 Government

Dealer Public

External
Communication
Companie
Shareholder

Intercorporat

Fig: External Communication

Internal Communication-
➢ It is the communication that relates directly to the foundation of an organisation-
the people, staff, management and volunteers- that give your organisation its ability
to function.
Dimension & Direction of Communication

FORMAL INFORMAL

Vertical Horizontal/lateral Diagonal Grapevine

Downward Upward Single Stand Gossip Probability

Cluster
I. Formal Communication
• It is an official network prepared by management.
• Formal communication refers to interchange of information officially.
• The flow of communication is controlled and is a deliberate effort. This
makes it possible for the information to reach the desired place without
any hindrance, at a little cost and in a proper way.

Board of Director Level A

Managing Director Level B

Departmental Manager Level C

Supervisors Level D

Clerks & Operatives Level E

Advantages of Formal Communication

1. Being official, formal communication is binding and effective;

2. Formal communication is generally written. So, there is less possibility of

any ambiguity or misunderstanding.

3. Being written, it can be preserved and used as reference in future;

4. The responsibility of the sender and the receiver is great as formal

communication is official;

5. Formal communication is less time-consuming as compared to informal

communication which consumes lots of time in discussion, side-talks and
even arguments;

6. It helps to maintain an overall control on the employees as it emerges from

authority-subordinate relationship.
Disadvantages of Formal Communication:

1. It increases the workload of various managers through whom the

message is transmitted.
2. In case the communication is made between high-official as his
subordinates then it has an adverse effect on their relations.
3. If transmitted message gets changed by the middle level officials or
workers then its authencity or reliability is reduced.
4. This communication leads to red-tapism.

A. Vertical Communication:
➢ It takes place between management and its subordinates.
➢ Its direction is from management to subordinates or vice a versa.

Vertical
communication

Downward
Upward Comm.
Comm.

Upward Downward
Communication Communication
 1. Downward Communication
➢ Its direction is from high to low.
➢ Such communication in general contains the directives and messages to
workers regarding their functioning.

Downward Communication

Written Oral

➢ Directive letters ➢ Instructions

➢ Pamphlets ➢ Orders
➢ Policy ➢ Speech
statements ➢ Meetings
➢ Manuals ➢ Telephone
➢ Circulars ➢ Loudspeakers.
➢ Notice ➢ Negotiation

Needed For:
1) To get the work done.
2) To prepare the workforce for challenges
3) To tackle misinformation & suspicion arising out of it
4) To create a feeling of pride & confidence in the workforce I order to motivate it and to
boost its morale.
5) To transmit work ethics & the organization ‘s culture.

[Link] Communication
This is quite the reverse of the downward communication. This flows from the
subordinates to the superiors. The subject-matter of this communication includes
suggestions, reactions, reports, complaints, etc. This sort of communication helps the
superiors in taking decisions.

METHODS OF UPWARD COMMUNICATION

➢ PERIODIC MEETINGS
➢ OPEN DOOR POLICY
➢ SUGGESTION BOX
➢ INFORMAL MEETS
➢ COUNSELLING

Needed for:

1) To forward employee-feedback
2) To report on official matters
3) To give voice on the difficulties, grievances, complaints, dissatisfaction, work related
demands of employees
4) To invite suggestion, creativity & participation in problem solving
5) To create a sense of belonging through participation.

B. Horizontal or Lateral communication

➢ It creates the feeling of cooperation and collective work.
➢ This communication takes place among officers or employees of equal level.
➢ It develops the feeling of mutual understanding

Need for:

1) To exchange official information

2) To create understanding and team spirit among members

3) To solve difficulties
4) To seek and extend co-operation
5) To save time when quick decisions have to be made
 OBJECTIVES: -

1. It creates cooperation among various departments and among

employees of an organization.
2. To resolve the problems with the help of experts or specialists.
3. To exchange information or messages among the employees of
different departments of an organization.
4. To develop social relations among employees of the organization.
5. To resolve the conflict among officers or employees.

Advantages of horizontal Drawbacks of Horizontal

communication Communication

➢ Informal relationship
➢ Co-ordination of ➢ Increased specialization
activities ➢ Lack of recognition and
➢ Departmental reward
communication ➢ Suppression of
➢ Hindering bureaucracy Differences
➢ Quick communication ➢ Ego clashes
and solution of ➢ Low productivity
problems. ➢ Ignoring vertical
➢ Linking with different communication
areas of expertise ➢ Overloaded by
➢ Guarding against information
distortion message
 Finance & Accounts

PRODUCTION
Marketing

PERSONNEL &
ADMINISTRATION

Fig: Horizontal or lateral communication between various departments of an organization.

C. Diagonal Communication/Crosswise Communication

➢ It includes communication between employees on the different levels who

have no direct communication relationship.
➢ The concept of diagonal communication was introduced to capture the new
communication challenges associated with new organizational forms, such
as matrix and project-based organizations.
➢ For eg: To design a training module a training manager interacts with
operation personnel to inquire about the way they perform their task.
Needs for:

1) Speeds up the flow of information

2) Creates healthy work relationships
3) Brings in proper co-ordination among different sections
4) Makes problem solving easy
5) Controls distortion & dilution of message because of direct, inter leave communication

Advantages
➢ Building of cross department teams
➢ Selecting the right person for transmitting the information
➢ Fast method of communication
➢ Encourages friendliness & informality
➢ Correct information is transmitted
➢ Effective in critical situations.
➢ Speeds up the flow of information It is likely to bypass the vertical chain of
commands.
➢ This may create doubts in the minds of bypassed superiors Creates healthy work
relationships It may be seen as interference Brings in proper co-ordination among
different sections
➢ It may create doubts the superior ‘s accountability & cooperation Makes problem
solving easy Decisions thus taken may be resisted by the bypassed authority and
could spoil the organization atmosphere Controls distortion & dilution of message
because of direct, inter level communication.
DISADVANTAGES OF DIAGONAL COMMUNICATION / CROSS WISE
COMMUNICATION

➢ Destroys lines of authority

➢ Creates ego issues
➢ Lead to conflicting orders & hence further confusion
➢ Verbal & hence no accountability

II. Informal Communication

• The Informal Communication is the casual and unofficial form of

communication wherein the information is exchanged spontaneously
between two or more persons without conforming the prescribed
official rules, processes, system, formalities and chain of command.
• The informal communications are based on the personal or informal
relations such as friends, peers, family, club members, etc. and thus is
free from the organizational conventional rules.
• The informal communication is characterized by an indefinite channel
of communication, which means there is no definite chain of command
through which the information flows.
• Informal communication is also called grapevine communication
because there is no definite channel of communication.
• There are four types of Informal Communication (Grapevine)
network that show how the communication is facilitated. These are:

1. Single Strand Chain

2. Gossip Chain
3. Probability Chain
4. Cluster Chain
 1. Single Strand Chain Information is passed on in chains.

2. Gossip Chain Information is conveyed to all persons

simultaneously without particular
person.

3. Probability Each person randomly conveys

Information to another person.

4. Cluster A person conveys information to few

persons, out of them again few
persons pass it on to next few.

Advantages of Informal
Communication Limitations

• Fast and Effective • Unsystematic

Communication Communication
• Free Environment • Unreliable Information
• Better Human Relations • Maintaining secrecy is
• Easy Solution of the impossible
Difficult Problems • Difficulty in controlling
• Satisfying the Social • Non-cooperation
Needs of the Workers
 Medium Of Communication

Verbal Non-verbal

Sign - Body
Language Language

Visual Sign Audio Sign

I. Verbal Communication: -
• It is through a language, which basically acts as a medium to convey the idea,
thought or feeling of a sender to the receiver or listener.
• The word verbal comes from the Latin word for word – verbum. Meanwhile, the
word communication comes from the Latin word for to share – communicare. So,
it follows from this that verbal communication means sharing things by means
of words.
 • Verbal communication can be taken to mean many different things. However, one
thing is always clear: words must always be involved in verbal communication.
Words have been used for centuries as carriers of meaning

• Verbal communication is of two types:

Oral Written
Communication
Communication

1. Oral Communication-

➢ Transmission of orders, messages, information or suggestions through spoken

words is called ‘Oral or Verbal Communication’.

➢ It is effective for communication in meetings, conferences, gatherings, group

discussions, interviews, face-to-face talks, telephonic talks, etc.

1. Candid
2. Clear
3. Complete
7-Cs for effective oral communication. 4. Concise
5. Concrete
6. Correct
7. Courteous
 Advantages of Oral Communication:

➢ Save time & money

➢ Better control on subordinates is possible.
➢ This medium is more effective than other media.
➢ In this communication gestures, signs, indications, variations in tone
pitch & intensity of voice can be seen and felt, which is not possible
in other media.
➢ It strengthens mutual relations.
➢ Feedback is received instantly in this communication.
➢ It helps in creating healthy atmosphere in an organization.
➢ There is high level of understanding and transparency in oral
communication as it is interpersonal.

Disadvantages of Oral Communication

➢ Oral communication is not possible when sender & receiver are far away
from each other or no mechanical devices are available to connect them
orally.
➢ It is suitable for small and simple messages.
➢ It lacks recorded evidence for future.
➢ It does not allow the listener much time to think, act and react.
➢ It can be easily distorted or changed.
➢ Misunderstanding and confusion is always possible in oral
communication, particularly when sender fails to send his message
tactfully and well organized or when the receiver does not listen it
carefully.
➢ It does not have legal validity unless there is some system of confirmation
of the message.
2. Written Communication

• A ‘Written Communication’ means the sending of messages, orders or instructions

in writing through letters, circulars, manuals, reports, telegrams, office memos,

bulletins, etc.

• It is a formal method of communication and is less flexible. A written document

preserved properly becomes a permanent record for future reference.

• This communication provides the facility of preparing well-thought draft of

message or information before communication

Advantages of Written Communication

1. It is suitable for long distance communication and repetitive standing orders.

2. It creates permanent record of evidence. It can be used for future reference.

3. It gives the receiver sufficient time to think, act and react.

4. It can be used as legal document.

5. It can be sent to many persons at a time.

6. It is suitable for sending statistical data, chart, diagram, pictures, etc.

7. Order, allocation of work, job distribution, etc. in written form reduce ambiguity and
help in fixation of responsibility.

8.A nicely drafted and effective written communication can build a good image and
bring fame to an organization.

9. Uniformity in work procedure can be maintained through written communication.

Disadvantages of Written Communication
1. It is time-consuming. Composing a message in writing takes much

time. Feedback process also is not instant.

2. It is expensive not so much due to postal charges but in terms of so

many people spending so much of their time.

3. Written communication has no scope for immediate clarification if not

understood properly.

4. Being written in nature it is less flexible and cannot be changed easily.

5. It is not effective in the case of emergency.

6. It takes much time in removing confusion or doubt.

6.
 NON-VERBAL COMMUNICATION

The word non- verbal means not involving words or speech. Thus, non- verbal
communications are the wordless message received through the medium of gestures,
signs, bodily movements, facial expressions, tone of voice, color, time, space, style of
writing and choice of words.
Non- verbal communication involves not only body language and paralanguage but also
space around us, time and our physical environment.
This is a form of non-verbal communication for which George Terry has given a term
‘Body Language’.

Types of Non-verbal communication

Body language/kinesic

Pralanguage/linguistics
Non- verbal
communication
Proxemics/space
language

Sign language
1. Kinesics/body language- is a type of nonverbal communication in which
physical behaviors, as opposed to words, are used to express or convey
information. Such as
➢ It includes twinkling of eyes.
➢ Biting and moving lips.
➢ Clapping and other movement of hands.
➢ Nodding of head.
It includes the entire non-verbal behaviour of the communicator. A non-verbal act
is usually unconscious. It transmits the unstated feelings, attitude and hidden
intentions of the speaker. The receiver’s ability to perceive the non-verbal signs
hold clues to the un-worded messages.

Various aspects of kinesics or body language:

a. Symbols of body language: - all bodily movements act as a symbol which
contribute to the meaning of the message received and interpreted by the
listener. The symbolic meaning associated with different body movements,
gestures and expression is only suggestive and not specific in its import.
b. Touch: - touch is one of the symbols systems that are heavily influenced by
culture. A culture determines who may touch whom, which part of the body,
when and for how long. Following the rules conveys certain meanings and
violating them deliberately or unwittingly also conveys some. The possibility
of a mismatch between the communicator intentions and the communicatee’s
interpretation is very high when they belong to different cultures.
c. Facial Expression: - It is an important part of body language. Face clearly
transmits the messages whether the person is engrossed in thinking or
otherwise. Facial expression conveys happiness, anger, fear, depressions or
dejection. Expressions of eyes and cheeks all convey number of messages
without speaking a word.
d. Eye Contact: -According to J. Fast, “Eyes are the strongest communicator.”
• In an oral communication context, the speaker and listener should not only
face each other but also maintain correct eye contact.
• Meeting of eyes shows honesty, but in some culture and some traditions
bowing down of eyes is a sign of showing respect to the other person.
• If someone avoids direct eye contact, he is suspected to be sly or cunning.
• In eastern countries, subordinates or younger people may avoid direct eye
contact out of respect or deference, but it will be misunderstood in an
international context.
e. Gestures
• Are related to the movements of hands, legs, arms, torso and head.
• Hands, arms, legs and head movements communicate important messages
without words.
• But gestures are culture specific. A clenched fist may mean emphasis for
an American but disrespect for an Indian. A thumbs up sign, a movement
of the index finger communicate messages effectively.

f. Body shape and posture: - Postures are the positions adopted by the body.
Standing erect as opposed to standing bent, kneeling down or prostrating while
interacting with another person. The way a person stands or sits is his posture.
It is good to adopt a flexible erect posture rather than a stiff or slouching posture.
An erect posture reveals confidence and poise. Drooping shoulders, sagging in
the seat, etc., reveal a feeling of depression and lack of interest.
g. Physical Appearance: - by appearance it means clothing, hair, and adornments
such as jewellery, cosmetics and the like. At the first glance, it may seem that
appearance is unrelated to body movements.

• It is the hair style, suitable facial makeup, dress, colour and design of
clothing, shoes etc.
• Dress must always be convenient and matching to the personality.
2. Paralanguage/linguistics: -by paralanguage, it means how a person says
something. Paralanguage involves the how of a speaker’s voice rather than the what
of the words. Para means “like”, thus paralanguage literally means like language.
It involves those hints and signals in a person’s voice that give us meaning.
In paralanguage, one examines the sound of someone’s speech. Is it fast or slow?
Is it high pitched or deep? Is it loud and forceful or barely audible?

Various aspects of paralanguage:

a. Voice: it talks about the speaker’s sex, background, education, training

and temperament. There all kinds of voices- clear, musicals, raucus,
cultivated, pleasant or unpleasant.
b. Proper Word Stress: by putting stress or emphasis on a word here or a
word there in the same sentence or utterance, can change the whole
meaning. For eg.
I practice good business communication
I practice good business communication

I practice good business communication.

c. Mixed Signals: As receivers, we should concentrate on how the

message is sent and the meaning of the words. All communication takes
place within a matrix of role – relationships, particular contexts at
particular times, in a particular language, at regional, national or
international levels and so on. All these factors influence the
paralinguistic character of the communication. If the signals get mixed
up, the intended message will not be conveyed or will be wrongly or
inadequately interpreted.

Main factors of paralanguage

a. Voice: voice is of many types like clear, gentle, harsh, melodious, sweet etc. if the
voice is clear then the meaning of the message can be communicated effectively.
Voice is important in certain professions like music, announcement etc. the
following characteristics of voice are important in effective communication:
i. Pitch
ii. Speaking speed
iii. Pause
iv. Voice volume.
b. Proper stress: stress is an important part of a language, because we can
communicate the meaning of a message successfully by giving proper stress. It
should be kept in mind that stress on particular words can change the meaning of a
sentence.
c. Mixed signals: in a message may change the meaning of the message or may create
distortion or confusion in the messages. The sender of the message should know
how the message should be delivered and what type of words should be used to
maintain consistency in a message.
d. Overall impression of oral message: speakers’ speech or statement convey
amount of information about him. Studies in para language tells us that the
communicator and the receiver both have their own expectations. When these
expectations are fulfilled then the message becomes effective age, occupation,
personality, status, perceptions etc. of the speaker and the listener affect the whole
communication process.
 Advantages of Paralanguage
• Gives us useful clues regarding the speaker’s mental state.
• Paralanguage is a sufficiently dependable indicator of the speaker’s place
in the organization.
• Paralanguage has important educational value. A careful listener can learn
from an effective speaker.
• Paralanguage speaks volumes about the speakers national /regional
background.
• Paralanguage is very closely allied to language. No oral message is
complete without it.
• Paralanguage tells us quite clearly about the speaker’s educational
background.

Disadvantage of Paralanguage

• The voice quality and the pitch of the speaker may unnecessarily
prejudice the receiver of the messages.
• As speakers belong to different speech communities it is difficult to
achieve uniformity in oral communication.
• Paralanguage is like language but not a language.
• Because of the reasons given above, paralanguage may sometimes
misguide or mislead.
•
3. Proxemics / Space language- Introduced by anthropologist Edward T. Hall in
the 1960s, the theory emerged from studies of animal behavior conducted in the
19th and early 20th centuries. the space around us, the various things around us and
the way they are arranged all have some specific meaning which communicate
itself. The extent of space so create indicates either the importance you have or the
degree of formality you want to maintain with those around you. Proxemics in
communication involves the distance between ourselves and others when
having a conversation, delivering a speech or a lecture, or sharing an intimate
moment. The amount of space we leave between the other person and ourselves
can signal our level of trust or relationship with that person.

Fig: Different level of proxemics

 Fig: types of proxemics language

Proxemics is also known as personal space language, time language or

surrounding language. Thus, there are three forms of proxemics:

i. Space language
ii. Time language
iii. Surroundings
A. Space language- a person’s distance from the other person reveals their
inter-relationship and the nature of communication between them. On the basis of
such distance, four types of languages have been suggested by Hall.
i. Intimate space language-The nearer we are to the person/persons with whom
we want to communicate, the more intimate the nature of communication will
be. Mostly only our family members, closest friends and selected people enter
this area. The distance between the communicator and the receiver is not more
than 18 inches.
 ii. Public Space language- in this, the distance between the communication and
the receiver is between 12 feet to the distance up to which the receiver can see
and hear the communicator. In this large area communication becomes even
more formal. The attachment of the intimate and personal space is substituted
by the detachment of perception, objectivity of approach and formality of
communication/speaking.

iii. Social Space language- This space is mostly for formal purposes and the
relationship within this circle are most official. We do most of our business
within this area. While feelings emotion, shared like and dislikes may come up
in the intimate and personal space more reason and planning are used in the
social space. Most of the business is done in this language with less emotion
 and more planning. In this the distance between the communicator and receiver
is between 4 feet to 12 feet.

iv. Personal Space language- In the personal space extends from 18 inches to 4
feet we have normal conversation with close friends, colleagues, associates and
visitors. Although communication in this circle is also mostly personal in
nature, it is relaxed and casual for most of the time. It permits spontaneous
unprogrammed talking or discussion.

B. Time language: - it involves the meaning we give to time or we attach with

the time. When you arrive early, on time or late for an engagement, it conveys
 certain meanings to others. The meaning varier from individual to individual and
from culture to culture.
C. Surroundings: - refers to physical atmosphere all around. It forms into own
language. Surrounding have many components. Like:
➢ Colour- different colours express different moods and behaviours and also
different cultural backgrounds. In the western society black colour is associated
with grief and sorrow, whereas the bride puts on white gown in her marriage
ceremony.
➢ Layout and designing- it is also an important part of non-verbal
communication. The place where the office is situated, layout of the office,
design of the furniture, etc. communicate some meaning. Layout and designing
convey the mood, personality, external architect, the status etc of the person,
group or an organisation.

4. Sign language: - In communication process the communicator and the

receiver mutually uses some signs, symbols or pictures to communicate message.
Every language itself is an orderly and systemic series of signs and symbols. These
signs are of two types:
a. Visual Sign: visual sign and symbols are the most effective tools of
communication.

b. Audio Signals- today alarm signals are used in various offices like fire
alarm, accident/causality alarms, machine breakdown alarm etc. its main
 objective is to warn or caution the listener and to appraise him of the
situation.

Advantages of Body language

1. It is helpful in receiving and decoding of a message.
2. It assists verbal communication, in fact, without body movements face to
face communication cannot be much effective.
3. Proper application of body language makes the atmosphere of a business
unit.
4. This type of communication use gestures, facial expressions, eye contact,
proximity, touching etc. and without using any spoken or written word. So,
it is very much helpful for illiterate people
5. Non-verbal communication is based on visual, picture, graph, sign etc. that
can be seen very much attractive.
6. Non-verbal cues of communication like sign and symbol can also
communicate some messages very quickly than written or oral messages.
7. Non-verbal cues of communication greatly help in handicapped people
especially to deaf people. Deaf people exchange message through the
movements of hands, fingers, eyeball etc.
8. Non-verbal message may substitute for the verbal message especially if it is
blocked by noise, interruption, long distance etc. for example; gestures-
finger to lips to indicate need for quiet, facial expressions- a nod instead of
a yes.

Disadvantages of Body language

1. Vague and imprecise: Non-verbal communication is quite vague and imprecise.

Since in this communication, there is no use of words or language which expresses
clear meaning to the receiver. No dictionary can accurately classify them. Their
meaning varies not only by culture and context but by the degree of intention.
2. Continuous: It is possible to stop talking in verbal communication, but it is
generally not possible to stop nonverbal cues. Also, spoken language has a structure
that makes it easier to tell when a subject has changed, for instance, or to analyze its
grammar. Nonverbal does not lend itself to this kind of analysis.
3. Multi-channel: while watching someone’s eyes, you may miss something
significant in a hand gesture. Everything is happening at once and therefore it may
be confusing to try to keep up with everything. Most of us simply do not do so, at
least not consciously.
4. Culture-bound: Non-verbal communication is learnt in childhood, passed on to you
by your parents and others with whom you associate. A few other gestures seem to
be universal. Evidence suggests that humans of all cultures smile when happy and
 frown when unhappy. However, most nonverbal symbols seem to be even further
disconnected from any “essential meaning” than verbal symbols. Gestures seen as
positive in one culture (Like the thumbs-up gesture in the USA) may be seen as
obscene in another culture.
5. Long conversations are not possible: In non-verbal communication, long
conversation and necessary explanations are not possible. No party can discuss the
particular issues of the messages.
6. Difficult to understand: Difficult to understand and requires a lot of repetitions
in non-verbal communication. Since it uses gestures, facial expressions eye
contact, touch etc. for communicating with others which may not be understandable
for the simple and foolish people.
7. Not everybody prefers: Everybody does not prefer to communicate through non-
verbal communication with others. Sometimes it cannot create an impression upon
people or listeners. It is less influential and cannot be used everywhere. It is cannot
be used as a public tool for communication.
8. Lack of formality: Non-verbal communication does not follow any rules, formality
or structure like other communication. Most of the cases people unconsciously and
habitually engaged in non-verbal communication by moving the various parts of the
body.
9. Costly: In some cases non-verbal communication involves huge cost. For example,
neon sign, power point presentation, cinema etc are very much costly compared to
others form of communication.
[Link] of information: Since it uses gestures, facial expressions, eye contact,
touch, sign, sound, paralanguage etc. for communicating with others, there is a great
possibility in distortion of information in non-verbal communication.

How to make body language effective

1. Every communicator must try to build a very pleasant personality, through change
in behaviour, thoughts and approaches.
2. Regulate body language by observing and controlling expression gestures and body
movement.
3. Pleasant smile, graceful movements and positive attitude help a person to win
others in interviews or at work place. But never put plastic smile which receiver
can detect immediately and under grade the communicator.
4. Totally avoid unnatural, rigid and uncomfortable postures and gestures.
Positive body gesturesNegative body gestures

Following negative gestures are a sign

Positive body gestures are a sign of of insecurity and restlessness. Such
confidence and security. They are a gestures show a lack of confidence.
sign of active participation and leave Such gestures should be avoided in
a good impression. Positive gestures interviews or meetings.
include: -
➢ Being up tied
➢ Walking upright ➢ Biting nails
➢ Shaking hands confidently ➢ Getting distracted
➢ Having a pleasant face. ➢ Faking a smile
➢ Nodding head is a positive ➢ Looking at something else while
gesture talking instead of the speaker
➢ A steady eye contacts ➢ Proper etiquettes should be
followed.
 UNIT II
CONVERSATION SKILL

A conversation is defined as a talk between two or more people, that’s usually informal. Conversation
skills, then, are skills that we need in order to communicate effectively with others. In contrast to written
communication skills, conversation skills focus on our ability to communicate verbally.
ESSENTIALS OF BUSINESS CONVERSATION

• Conversation must be about the issues that matter most- A conversation must
be focused on the most important issues facing the organization- the company
strengths and the obstacles to performance. Formal conversations will be
rewarding if focused on the issues that matter most of the business.
• Conversations must be collective and Public- The term collective connotes that several
levels of management across important functions and value -chain activities have to be engaged. Public
tells us that senior managers need to keep everyone three to four level below them informed about
what has been learned as well as what changes are planned.

• Conversations must be Structured- Structured conversations, which are guided

by protocols for listening and speaking are an essential part of peer observation
practice.
• Change in strategy Conversations- when the top management advocates a new
direction and begins to develop programmes for change without finding out what
influential people in other parts of the organisation think of the new focus, it
usually results in failures. Similarly taking the other extreme, when some top
managers do not advocate at all and instead in the name of the participation and
involvement, depend entirely on inquiry-assembling a large group of managers
and asking them to define a direction- the result is often widespread frustration.
• Conversations must allow Employees to be Honest without Risking their Jobs-
 Conversation management
1. Involves everyone- a good conversationalist is not one who holds his/her
listeners spell -bound by his/her speech: but one who involves everybody in the
conversation.
2. Arouse and sustain interest- conversation are successful only when all the
participants take an interest in the talk that is going on and also have respect for
and an interest in the others present or taking part in the conversation.
3. Engage in Active Listening- active listening refers to talking personal
responsibility to find out and be sure that what we consciously communicated
was received and what we received as what was intended to be sent and any
distortions were clarified before proceedings with the conversation. Listening to
others helps them listen to you, thereby transforming the conversation. There
are three core listening skills to practice:
• Inquiry
• Paraphrasing
• Acknowledgement.
4. Make effective requests- requests and promises are the lifeblood of business
communication. An effective request has four elements:
• Say what exactly what you want
• Say exactly who you want it from
• Say exactly when you want it
• Make sure you have the same assumptions about what is needed to
ensure the desired outcome
5. Use verbal cues appropriately- this is most difficult aspect of a conversation. We
use language in conversations to convey our ideas and feelings. Paraphrase the
presented thoughts, appreciate others, reflect upon implications and underlying
feelings and to invite further contributions. How to do this? Given below are
some practical hints to accomplish these purposes:-
 • Encourage
• Acknowledge ideas
• Question
• Inform
• Direct
• Criticize
6. Non-verbal cues-
• Immediacy
• Power
• Responsiveness
 Negotiation Skills

• Negotiation comes from the Latin neg (no) and otsia (leisure) referring to
businessmen who, unlike the patricians, had no leisure time in their
industriousness;
• Negotiation is the process of conferring to arrive at an Agreement Between
different parties, each with their own interest and Preference
• A give and take decision making process involving interdependent parties with
different Preferences.
• Negotiation is a process of bargaining in which two parties, each of which has
something that the other wants, try to reach an agreement on mutually accepted
terms.

The Oxford Dictionary of Business English defines negotiation as;

a. ‘a process of trying to reach an agreement through discussion.’
b. ‘a meeting where this discussion takes place’
Factors Affecting Negotiation
The factors usually affect the outcomes of negotiation-

Location

Timing

Persuasive
skills & use Subjective
of you- factors
attittude

Four principles of best practice Negotiation

• Preparation: - understanding the issues and the people and equipping the
team for the process.
• Relationship: - developing a strategy for maintaining the relationship before,
during and after negotiations
• Communication: - building trust by applying an open communication style
• Problem-solving: - exploring options and strategies for reaching agreement

Features Of Negotiation
• Two parties
• Pre-determined goals
• Expecting an outcome
• Parties willing to modify their position.
• Parties should understand the purpose of negotiation.
 Types of Negotiation

1. Distributive Negotiation–
• The most distributive feature is that it operates under a zero sum game.
• The gain may be made by one person is loss incurred by the other person.
• Each person involved in the negotiation defines ultimate point where the
settlement may be made.
• Win-lose situation.

2. Integrative Negotiation
• Parties cooperate to achieve maximize benefits by integrating their
interest.
• Both parties involved in negotiation process jointly look at the problem and
try to search for alternatives and try to evaluate them and reach mutually
acceptable decision.
• Win-win situation
 STAGES IN THE NEGOTIATION PROCESS

IMPLEMENTATION
PHASE

NEGOTIATION PHASE

PREPARATION PHASE

1. The preparation Phase- There is two aspects in which the negotiator has to be
prepared before the negotiation:

• Assessing the relative strength of the two parties.

• Setting negotiating objectives. At this stage, the negotiator should try to answer the
following questions:
i. what are the real issues?
ii. Which parties should be involved?
• That he/she is clear about the desired goal of the discussion.
Negotiators should be realistic about their objectives. If the deal is not achievable, they
should be prepared to lower their expectations.

2. The Negotiation Phase-

Most effective negotiations follow a set sequence:

• The parties begin by defining the issues at hand.

• After that comes a more open phase in which the initial positions are tested through
arguments.
• The parties then move to discussing a possible solution that could result in a
resolution.
 • Firm proposals in more specific terms are then discussed and modified before both
parties accept them.
• Finally, an agreement is spelled out and a conclusion is reached.

3. The Implementation Phase-

This constitutes two basic phases of the actual process of negotiation-

• One before initiating the negotiation process.

• After concluding discussions.

MEETINGS/ BUSINESS MEETINGS

Meeting is one of the major media of oral communication. In general sense a meeting is
a gathering of two or more persons with the view of making decisions through discussion.

It is an assembly of people does decide on some preset issues. Definition of business

meeting, Meaning of business meeting, importance of business meeting, Objectives of
business meeting discuses below-

What is Business Meeting

According to Oxford Dictionary, “A meeting is an occasion when people come together

to discuss or decide something.”

Murphy and Hildebrandt said, “A meeting is a gathering of two or more people where
purposive discourse occurs.”
Image Source: [Link]
So, a meeting is a gathering where two or more people assemble together with a view to
taking some decisions on some preset issues though mutual discussion. Every
organization, large or small, arranges good number of meetings on certain time interval
to discuss and decide on different issues.

Purposes of Business Meeting

Meeting is one of the major media of oral communication. It is essentially important for
every organization. The basic objective of meeting is to take decisions on some
predetermined issues.

It has also some other purposes. The objectives or purposes or importance of meeting are
discussed below-
• Making Decisions: The foremost objective of any meeting is to take
important decisions on some predetermined issue. Decisions are taken here
on consensus and it is very crucial to take decisions on routine and non-
routine business affairs.
• Exchanging Information: Meeting is arranged also to provide information
to the audience about various matters of the organization. Audience also
exchanges information in meetings.
• Conveying Organizational Vision, Mission and Operational Plans:
Meetings are also called to convey organizational mission, vision and
operational plans to the newly appointed employees. Managers or heads of
various departments call these types of meetings for the fresher so that they
can be better acquainted with organizational culture, mission, vision, plans
etc.
• Announcing Changes: Another purpose of arranging meeting is to
announce the upcoming changes brought in organizational policies, mission,
vision, logo etc. before the audience. The causes, benefits and ground of such
changes are explained in the meeting so that people understand and accept
the probable changes without much resistance.
• Negotiation: Meeting is also called for making negotiations between the
conflicting parties through fruitful discussion. Sometimes employers and
employees or trade union leaders sit in meeting together to reach on some
agreement so that organizational activities can be run smoothly.
• Resolving Conflict: In large organizations conflict among people is most
common. Healthy conflict helps to increase productivity but unhealthy or
undesirable conflict must be resolved immediately after found. Meeting
helps the conflicting parties to reach on common understanding and thus
resolving or minimizing conflict.
• Solving Problems: An important purpose of meeting is to provide solution
to organizational problems. Problems that are critical and require opinions
of most of the members of a board or council must be solved by calling
meeting. In meeting diverse thoughts are found that help to face problem
suitably.
• Reviewing and Informing Progress: Meeting is also called for reviewing
and informing the progress of any project, plan and activity and so on. Form
it the attendants of the meeting are able to know the present status of the
projects and can provide their opinions to improve if there is any loophole.
• Celebrating Success: Meetings are often called to celebrate the success of
the organization, completion of any project, achievement of any award etc.
it increases the organizational harmony and motivates employees to work
united to achieve more.
• Interaction with External Stakeholders: Every organization is to work
with different parties of the society and it must build a long term harmonious
relationship with them. Meetings are called to exchange information and to
share experience with different stakeholders of an organization so that their
interaction with the firm is increased.
 Role/Purpose of meetings
(i) To arrive at a consensus: deliberate and brainstorm on issues affecting an
organisation.
(ii) To collect ideas: involve all members or concerned members in management,
decision making and policy formulation in an organisation.
(iii) To solve a problem: pass decisions and policies on issues affecting an
organisation
(iv) To inform and explain: for the management to communicate decisions and
policies to members of an organisation such as in briefs.
(v) For team building and consultations towards achieving objectives of an
organisation.
(vi) To elect executive office holders in case AGM or select committees for special
assignments.
(vii) To get feedback: receive reports from department and committees on special
assignments.
(viii) To understand the situation and suggest solutions such as in conferences.
(ix) To learn and train such as in workshops and seminars.
(x) The alert participant finds that a meeting is an opportunity for continuing
education in business management; by gather much knowledge in your own
field from the other participants, who present different points of view.
(xi) The meeting also enables participants to learn about the total function of the
department or the organisation, and get an over-all company view.
(xii) The meeting forces the active participant to think carefully.
(xiii) Besides, it offers you the opportunity to develop your own skills of presenting
your point of view before a roomful of critics who will review your thinking.

There are several types of meetings;

1. Formal Meetings.
2. Annual General Meeting (AGM).
3. Statutory Meetings.
4. Board Meetings.
5. Informal Meetings.

Formal Meetings

The rules of conduct of formal meetings are laid dozen in a company’s Articles of
Association and/or Constitution or Standing Orders.

With such meetings, a quorum must be present, i.e., the minimum number of people who
should be present to validate the meeting. A formal record of these meetings must be kept,
usually by the company secretary.

Annual General Meeting(AGM)

AGM’s are held once a year to assess the trading of the organization over the year. All
shareholders are invited to intend the GM, but they must be given 21 days’ notice.

Statutory Meetings

Statutory meetings are called so that the directors and shareholders can communicate and
consider special reports. companies are required by law to hold these statutory meetings.

Board Meetings

Board meetings are held as often as individual organizations require. They are attended
by all directors and chaired by the Chairman of the board.

Informal Meetings

Informal meetings are not restricted by the same rules and regulations as formal meetings.

Such meetings may take the form of brainstorming or discussion sessions where strict
agendas may not be necessary, and minutes may not be kept.

However, it is usually considered good business practice for an agenda to be issued to all
members before the meetings so that they can be prepared adequately to make a valuable
contribution.

These meetings are attended by a group of managers who may need to discuss a specific
matter, report of progress reports.

For example, the marketing manager, sales manager, production manager, and research
and development manager may meet to discuss the launch of a new product being
launched soon.
 Speaking Skills

Speaking is the delivery of language through the mouth. To speak,

we create sounds using many parts of our body, including the lungs, vocal tract, vocal
cords, tongue, teeth and lips.

Speaking is the second of the four language skills, which are:

1. Listening
2. Speaking
3. Reading
4. Writing

Speaking can be formal or informal:

• Informal speaking is typically used with family and friends, or people you know
well.
• Formal speaking occurs in business or academic situations, or when meeting
people for the first time.

Speaking is probably the language skill that most language learners wish to perfect as
soon as possible. It used to be the only language skill that was difficult to practise online.
This is no longer the case. English learners can practise speaking online using voice or
video chat and services like Skype. They can also record and upload their voice for other
people to listen to.

Speaking style means the tone, pitch, accent, volume and pace of your voice.

The same sentence can be conveyed, and understood, in entirely different ways based
on the way in which it is said. People you speak to can be motivated by a positive
speaking style, just as they can be put off by a negative style.
Some speaking skills are:
1. Be prepared and practice. The more you know what you want to say, the better you'll
get at it. First, brainstorm the topic of your speech and research it, if you need to. Write
down all the points you want to make and then organize them into an outline. Then,
practice your speech out loud at least 3 to 5 times.

2. Know your audience. The better you know your audience or listeners, the easier it will
be to connect to them as you speak. When you are able to make that connection, you'll
hold their attention.

3. Pay attention to the old KISS principle, that is, Keep It Short and Simple. When you
are speaking don't beat around the bush or try to impress with complex metaphors. Stories,
however, can be a powerful public speaking tool, especially when they contain at least a
hint of humor. But again, keep them short and on point. Shorter messages leave more
impression. They're also easier for your audience to remember.

4. Interact with your audience. Lectures will rarely have the same impact on an audience
that an open discussion will. Look for opportunities to involve your audience in what you
are speaking about. Ask for validation of points you are making ("Am I right?" "Has that
ever happened to you?") Or allow time for questions. Also, make sure to establish eye
contact with your audience, and keep it throughout your speech.

5. Speak with sincerity and passion. When a person wants to leave a lasting impression
with the audience about one’s topic then be sure that you are true to yourself and your
topic as you speak. Don’t be afraid to inject enthusiasm and passion into the speech as
well.

6. Close your speech in a memorable way. Give your audience something to think about
as you finish up your speech. Certainly, it's a good idea to summarize your main points
one more time, but then finish up with an inspiring story or quote, or leave them with a
thought-provoking question.

SPEECHE’S
According to Oxford Dictionary, “A speech is a formal talk that a person gives
to an audience.”

Business Speech: Every individual is familiar with the idea of a business speech that
what is business speech, its purpose and its importance. When a person stands among a
great number of people and starts delivering any kind of information, which may be or
may not be useful for the audience, but mostly it is valuable, is called a speech.

A speech that is delivered in business for some specific purpose is known as business
speech. This is also one way of Business Communication and the audience has to sit on
a chair for a few hours while the speech is being delivered. The audience knows it very
well that the speech must contain anything that will beneficial for them.

The main purpose of business speech is to inform the audience about any specific topic.
It really possesses great value in the field of business. Generally, the entrepreneur has to
deal with public or private speeches on a regular basis. So for a passionate business
candidate, it is necessary to know the basic purpose and types of business speech.

The main purpose of business speech is to inform the audience about any specific topic.
It really possesses great value in the field of business. Generally, the entrepreneur has to
deal with public or private speeches on a regular basis. So for a passionate business
candidate, it is necessary to know the basic purpose and types of business speech.

Types of Business Speech

The following are three main types of business speech.

1. Informative Speech/Speaking
2. Persuasive Speech/Speaking
3. Special Occasion Speech/Speaking

1. Informative Business Speech

Informative business speech or speaking is such a speech that delivers any information to
the audience that they don’t know before. In short, such speech, which comprises the
purpose to deliver useful information to the audience is called informative speech. It can
either be called as informative speaking.
Suppose that there is a professor in a class whose topic for the current day is to discuss
the theory of relativity given by Albert Einstein. It seems confusing and hard to
understand for a few students, but the fact is that the professor is delivering something
informative.

• To clarify & promote understanding for

listeners.
• Audience should have learned and then
PURPOSE OF
INFORMATIVE be able to apply the material learned.
SPEAKING • The specific purpose of each speech is to
achieve a particular result.

Simply, conveying the information which is unknown to the audience is called

informative speaking or speech.

KINDS OF INFORMATIVE SPEACHES: -

The following are known kinds of informative speech.

a) Speeches about Objects

Speeches about the objects are those speeches that are about things that grab
the attention of the senses of the audience, such as touch, taste, smell, see, or
feel. Its main purpose is to speak about the sensory objects or the things that
have physical shape. It can be about how various wildlife animals look, what is
the smell of medicine or any favourite song.

b) Speeches about Events

Those speeches that inform the audience about historical incidents or current
occasions are called speeches about the event. For example, a new president of
any country is delivering a speech on the oath-taking ceremony about future
planning or events to be arranged, is a speech about the events.

c) Speeches about Processes

The main purpose of the speeches about processes is to inform the audience
about anything which is currently happening. The best example of the speech
about the process is a cooking class where the audience is informed about how
 to cook the specific dish by following a process.

d) Speeches about Concepts

Speeches that inform the audience about any concept such as the peace of the world,
freedom of rights, or love, are called speeches about the concept. Through this kind of
speech, the audience gets aware of the primary concept of any topic.

REPORTS COMMUNITY
GOODWILL
ON MANUFACTURING (PROTECTING OUR
PROBLEMS , ENVIRONMENT,
COMPETITIVE INSTRUCTIONS BRIEFING
HISTORY OF SOLAR
OPERATIONS, ENERGY, PREPARING
PROBLEMS WITH CAREER WITH PUBLIC
VENDORS UTILITY INDUSTRY)

INFORMATIVE SPEAKING

2. Persuasive Business Speech

The speech which is being delivered with the intention of convincing the audience to
accept the particular opinion, viewpoint or fact and create influence on the audience to do
anyhow, is called the persuasive business speech or persuasive speaking.

Suppose that the four friends are having a debate about global warming, each friend is
trying to persuade others for following the given point of view; this can be called as a
persuasive speech. Same as informative speech, it can be said as persuasive speaking.

In short, the speech which influences the listeners to follow a certain idea is called a
persuasive speech. The persuasive speech comprises three kinds, which are defined
briefly below.

1. Factual Persuasive Speech

The Factual Persuasive Speech is such a speech that is behind concrete proof about the
certainty of anything that had happened. The main purpose of this speech is to persuade
the listeners whether the certain thing happened or not, exists or doesn’t exist.
Suppose that a student is giving a speech about the first man, who landed on the surface
of the moon. Nobody knows whether it did happen or not, yet it possesses concrete proof.

2. Value Persuasive Speech

A Value Persuasive Speech is such a speech that tells the audience about anything,
whether it is wrong or right. Its basic purpose is to challenge the ethical or moral aspect
of a certain issue. For example, anyone is giving a speech about capital punishment,
whether it is moral or immoral, right or wrong, done or prevented; this speech is a value
persuasive speech.

3. Policy Persuasive Speech

The speech, which is given to persuade the audience for either following a policy or
rejecting it, is known as a Policy Persuasive Speech. Not just a policy, but speech about
accepting or rejecting a rule or a candidate is also a policy persuasive speech.

Suppose that the president of a country is not satisfied with the present foreign policy and
wants to change it. The president goes to give a speech to higher authorities for
convincing them to change the current foreign policy and support the new policy; this
speech is a policy persuasive speech.

Examples:

• Which procedure should the company follow in accepting outside bids on a new
warehouse?
• How should we react to the government’s request of collecting for savings bonds?
• What should company policy be for using company computers at home?

• To get listeners to accept your idea or point

of view willingly.
PURPOSE OF
• The specific purpose is the precise
PERSUASIVE SPEAKING
response you wish your audience to give.

3. Special Occasion Business Speech

Everyone intentionally or unintentionally, knowingly or unknowingly becomes part of at

least one special occasion business speech in the whole life span. When a person is asked
to say a few words on the best friend’s wedding, parent’s anniversary, boss’s promotion
or funeral of any relative, this is called the special occasion speaking or special occasion
speech.

Usually, this kind of speech is delivered to show respect and kindness for a person or a
special event. A range of entertaining speeches also comes under the category of special
occasion speech. The basic purpose of the speech is to point out the importance of a
specific person/event.

Most of the special occasion speeches are delivered on common occasions such as
gathering in bar, award ceremonies, political events, weddings and so on. Sometimes, the
special speech happens suddenly when the speaker is asked to say a few words about the
event/person.

There are hundreds of events that are a part of a person’s daily life. Every special occasion
requires at least one person to deliver the speech. To make it very convenient, special
occasion speech is divided into four parts.

1. Ceremonial Speech

Ceremonial Speeches are those speeches that are given during any ceremony or ritual.
These ceremonies possess special importance and require a specific person for delivering
an effective speech. Making it to the point and easy to understand for everyone,
ceremonial speech is divided into eight parts that include introductions, acceptances,
presentations, dedications, roasts, toasts, farewell and eulogies. Below, each part is
defined briefly.

• Speech of Introduction

Speech of Introduction is the most common and very first part of ceremonial speech. The
primary purpose of the speaker in these speeches is to introduce himself/herself or another
speaker in a ceremony. Generally, it is also termed as mini-speech, because it takes only
a few minutes to introduce anyone.

Suppose that a person stands up in a gathering and informs the audience that Mr. Smith
is going to deliver a speech about Global Warming. In such a case, there will not be any
impact of introduction on the audience, because the introduction only contains name and
topic, nothing else.

The proper introduction speech covers a few factors such as the introduction, body and
eventually the conclusion.

• Speech of Presentation

The speech of presentation is given to accompany any award or honor. This is the second
type of ceremonial speech. Presentation speeches can be as simple as giving a short
introduction of a person as “This is Mr. Smith, who has won the Effective Public Speaker
Award”. Before delivering a presentation speech, it is necessary to decide how long time
it should take.

• Speech of Acceptance

Actually, the speech of acceptance is a complement to the speech of presentation. It is

delivered by the person who has won a prize or honor. These speeches also require a few
sentences to define the primary purpose as “Mr. Smith is happy to receive the Effective
Public Speaker Award and would like to thank the company”.

While on the other hand, these speeches can also be delivered at the beginning of a
specific presentation or video as many singers give a speech at the beginning of a song.

• Speech of Dedication

Speech of dedication is delivered at the inauguration ceremony of anything such as the

opening of a new store, naming a building after someone, placing of a memorial on the
wall, completion of a new library and so on. The basic purpose of delivering the speech
of dedication is to highlight the importance of any project or dedicate it after any
important person.

Suppose that uncle of Mr. Smith has passed away and contributed a massive amount to a
school, so the school decides to dedicate one of the living or educational areas after the
name of Smith’s uncle and Mr. Smith is asked to give a dedication speech.

• Toasts

Everyone is asked to deliver a toast at least once in life. A toast is a speech that is delivered
with the purpose of appreciating or congratulating or remembering someone’s
achievements. Usually, for congratulating someone about getting a new job or giving
honor or celebrating a marriage, the toast is delivered.

While on the other hand, toasts can also be delivered for appreciating someone’s
achievements. Finally, a toast is delivered for remembering someone’s accomplishments.

• Roasts

The roast speeches are very exciting as well as peculiar because their primary purpose is
to either praise a person who is being honored or insult in a good-natured manner. Mostly,
a roast is given in the final moment of a dinner party arranged in the honor of someone’s
achievements.

• Eulogies

Before defining the purpose of delivering eulogy speeches, there should be a little of what
a eulogy is. The speech which is given in the honor of a person who has died is called the
eulogy. The eulogy does not mean elegy, which is a song of mourning.
No one is allowed to deliver eulogies in the entire life span unless he is a priest, minister,
imam, rabbi or other religious position of leadership.

• Speech of Farewell

A speech of farewell is delivered to simply say good-bye to one part of the life when
moving to the next part. Mostly, the speech of farewell is delivered at the farewell party
of a person. When leaving the current job and getting a new job or moving ahead from
graduate to the next level; this is the perfect time for a speech of farewell.

2. Inspirational Speech

Inspirational speeches are those speeches that provoke the emotions of the audience. At
some point, an inspirational speech can also be a ceremonial speech. There are two types
of inspirational speeches, i.e. goodwill speech and the speech of commencements.

3. Goodwill Speeches

Goodwill Speeches are delivered to change the perception of the audience in favor of an
organization or a person. In short, it is an attempt to create a view of the audience more
favorable for a person/company. Goodwill Speech can be both informative and persuasive
by nature.

It delivers information and makes the audience approve of one’s opinion. The fact is that
a goodwill speech is delivered on a specific event or gathering. The following are three
main kinds of Goodwill Speeches i.e. Public Relations Speech, Justification Speech, and
an Apology Speech.

• Public Relations Speech

The main purpose of delivering public relations speech is to enhance the reputation of an
organization or a person. The speaker tries to convince the audience to accept what is
being heard.

• Justification Speech

The speech of justification is given when someone tries to defend what made a person to
take such critical actions. Mostly, the speaker is already in worse behaviour when
delivering a justification speech and tells the audience the reason for obtaining such
behaviour.

• Apology Speech

Every individual is familiar with the idea of Apology Speech. When an actor, singer,
politician, musician, professional athlete, or celebrity gets caught doing something
inappropriate, then he/she decides to apologize for making such a mess. This is called an
Apology Speech.
 4. Speech of Commencements

Speech of Commencement happens when celebrating the unique achievement of any

person. Mostly, this type of business speech is delivered when a person gets graduation
from school. At some point in life, every individual has gone through a speech of
commencement.

The Basic Structure of a Speech

• An Introduction
• A Body
Speeches contain at least
• A conclusion
three parts:

In the Introduction, you state the topic of your speech. You tell the audience the main
points of your speech. In other words, you say what you are going to speak about.
In the Body, you speak about each point in detail. For each point you must give the
audience some evidence or information that will help explain and support each point. The
Body is the longest of the three parts.
In the Conclusion, you should summarise the main points of your speech, and emphasis
what you want the audience to remember.
Making a Simple Outline
An outline is a way to organise your ideas logically and clearly. Without making an
outline your speech will probably lack structure, and so be difficult to understand. By
using a presentation outline, you can “see” the structure of your speech. In addition, It
can also serve as your speaking script.
The following presentation outline is a very simple way to organise your material into a
speech format. If you have time, you should look at the detailed speech outline. When
making an outline you should not write full sentences, but just key words and phrases.
1. Introduction
What is the topic of your speech?
Why should the audience listen to your speech?
What will your main points be?
2. The body
What are your main points and ideas (sub-topics)?
What is your supporting evidence and information (sub-sub-topics)?
3. The conclusion
What were the main points of your speech, and what do you want the audience to
remember?
 UNIT III
Written Communication

According to Bovee and others, “Written communication is the expression of

ideas through words that are meant to be read.”

C.B. Mamoria also defined written communication as, “A written

communication process is always put into writing and generally used when
the audience is at a distance or when permanency of record is required.

So, in a nutshell, written communication is the process of communication in which

messages or information is exchanged or communicated between sender and
receiver in written form through communication channels.

Characteristics of Effective Written Communication

• Easy language: Easy language should be used in written

communication. The sentences of written communication must be
understandable to the reader. Utilizing easy-to-understand words and
languages is essential in the communication world.
• Structure: Definite structure must be followed in drafting any written
document. Every written form has its own structure.
• Accurate and precise: A well-written document must be accurate and
precise. Written communication insists on greater accuracy and
precision.
• Direct speech: Direct speech should be used in written
communication. It is always recommended for writers to write in the
active voice rather than passive voice. Indirect and passive sentences
must be avoided.
• Paragraph design: A good written communication bears a paragraph
design. Paragraphing is also important to clear communication.
• Error-less: A well-written document must be free from error in both
grammar and language for better understanding and clarity – effective
written communication.
• You-attitude: There must be your attitude in written communication.
The reader can be impressed for this. In such communication contexts,
you will be able to communicate better with readers by limiting
communication barriers.
• Personal and organizational images: A good written communication
bears the personal image of the writer. It also increases the
 organizational image as a whole. Whether written in diplomatic
language, casual language, or formal language, effective business
communications showcase top-notch communication and information
literacy.

Advantages of Written Communication

Written communication helps in laying down apparent principles, policies and rules
for running of an organization.

It is a permanent means of communication. Thus, it is useful where record

maintenance is required.

It assists in proper delegation of responsibilities. While in case of oral

communication, it is impossible to fix and delegate responsibilities on the grounds of
speech as it can be taken back by the speaker or he may refuse to acknowledge.

Written communication is more precise and explicit.

Effective written communication develops and enhances an organization’s image.

It provides ready records and references.

Legal defenses can depend upon written communication as it provides valid records.

Disadvantages of Written Communication

Written communication does not save upon the costs. It costs huge in terms of
stationery and the manpower employed in writing/typing and delivering letters.

Also, if the receivers of the written message are separated by distance and if they need
to clear their doubts, the response is not spontaneous.

Written communication is time-consuming as the feedback is not immediate. The

encoding and sending of message takes time.
 Effective written communication requires great skills and competencies in language
and vocabulary use. Poor writing skills and quality have a negative impact on
organization’s reputation.

Too much paper work and e-mails burden is involved.

Report Writing

The word report is derived from the Latin “reportare” which means to carry back. In
business there are many occasions when some form of report is required. It is supposed
to be a detailed examination of a situation or problem, of action taken, or of the findings
of an investigation.
A report is a formal communication written for a specific purpose: it includes a
description of procedures followed for collection and analysis of data, their significance,
the conclusions drawn from them and recommendations if required.
The report facts may pertain to events, conditions, qualities, progress, results, products,
problems or suggested solutions.

Form or Format of Report

For preparing a report the following details should be included in it-

1. Date and title- First of all we should put the date when we are writing and at the
same time the title of report, telling as to when and at the same time the title of
report, telling as to when and what we are going to report about.
2. Introduction- Then, given a brief introduction stating that you have been asked to
report about. The introduction should always be impressive and should contain in
brief the narration of preamble of what you are going to tell in your report.
3. Body of Report- After giving brief introduction you should divide the entire
information of report into suitable short paragraphs and each paragraph should
contain one type of information.
4. Conclusions/ recommendations- on the basis of information given in the body of
report you should give conclusion arrived at on the basis of facts.
5. Signatures- The report should invariably bear the signature of the person reporting.
Even all cuttings, alterations or additions made in the report should be initialed by
the person submitting the report.
6. Appendices- all the enclosures to the report are called its appendices. Those should
be separately typed or prepared and should be enclosed with the report as
 appendices or annexures. These appendices form a part of the report.

Elements of report
1. The front matter
a. Cover
b. Frontispiece
c. Title page
d. Copyright notice
e. Forwarding notice
f. Preface
g. Acknowledgements
h. Table of contents
i. List of illustrations
j. Abstract and summary
k. Executive summary
2. Main Body
a. Introduction
b. Text
c. Conclusions
d. Recommendations
3. Back matter
a. Appendices
b. End matter
c. Bibliography
d. Glossary
e. Index

PREPARATION BEFORE WRITING REPORTS

1. Define the problem and purpose- the first planning step is to analyses the
problem involved and know the purpose of your report. Ask questions like “What
is wanted?” How much? Why?. The answers will help you determine your
problem, purpose, scope, limitations and title of the report.
The central purpose of many businesses report often is to help the receiver solves
a problem and make a decision. For eg if your firm is experiencing too great a
turnover of employees that’s a problem. The purpose of the report may be to find
out the cause of the high turnover and how to keep the employees after they have
been hired.
2. Consider who will receive the report- Visualizing your reader or listener and his
or her needs is an extremely important step in business report preparation. Who
wants this report? Who will read it? How much detail they prefer? What er their
needs and interest?
3. Determine Ideas to include- in short reports this third step may involve merely
writing down the general ideas and main topics you’ll need to develop in order to
accomplish the report’s purpose. In long report a detailed working plan is desirable.
For some reports formulating hypothesis is desirable as a basis for determining
what information you’ll need and then you will jot down the tentative topic
headings in a preliminary and tentative outline.
For instance, if your purpose is to find out what causes the high turnover within the
company you might first jot ideas concerning these: working conditions,
supervision, salary structure, promotion policies, fringe benefits.
4. Collect Needed Material- the fourth step in report preparation is to gather needed
facts thoughtfully from reliable sources. For some reports, you may have all the
data in your head or nearby records. For others you may have to do extensive
secondary and primary research involving ‘legwork’ in addition to brain work.
A. Primary Research: to collect primary data (first hand from unpublished
information) you may use with permission:
• Records from your organisation files
• Original letters, diaries, minutes, reports
• Questionnaires
• Interview
• Personal observation
• experiments
B. Secondary research: research through published material is secondary
research. Publications already in print- books, magazines, newspapers,
pamphlets, government documents are known as secondary data. Some
researchers have saved their companies hundred of hours and dollars by
avoiding unnecessary duplication of research and reporting, because they first
consulted already printed available materials.
5. Sort, Analyses and Interpret Data- in this step the amount of brain work of
course, complexity research as determined by purpose and reader needs. In short,
informational report this step may take only a few minutes. In a long analytical
report-based masses of detailed data from many sources, this step may require
weeks of study. Your analysis and interpretations should of course, be objective
and free from your own personal bias.
6. Organize Data and prepare final outline- after careful analysis and interpretation
you will organize the findings and make the final outline. But before preparing this
important outline you need to know what constitutes the report body and consider
methods of organizing and outlining.
 Classification Of Business Reports
1. On the Basis of legal Formalities:
• Informal reports
• Formal reports
2. On the basis of Function:
• Informative reports
• Interpretative report
3. On the basis of Frequency of issue:
• Periodic or routine reports
• Special reports
4. On the basis of Size
• Short report
➢ Letter
➢ memo
• Long report
• Special report forms
➢ The Audit Repot
➢ The Staff Report
➢ The Technical report
On the Basis of legal Formalities:
[Link] Report: An informal report is usually in the form of a person-to-
person communication. It may range from a short almost fragmentary
statement of facts on a single page, to more developed presentation taking
several pages. An informal report is usually submitted in the form of a letter
or memorandum.
2. Formal report: A formal report is one which is prepared in a prescribed
form and is presented according to an established procedure to a prescribed
authority.

Structure of long formal report

➢ The title pages

• Heading
• Name and affiliation of the author
• The department and date of issue

➢ Acknowledgement
➢ Cover letter
➢ Letter of transmittal
➢ Table of content
➢ Abstract and executive summary
➢ Discussion and Analysis of findings
➢ Glossary
➢ Appendices
➢ Bibliography and references
➢ Index

On the basis of Function:

1. Informative report: an informational report contains only the data

collected or the facts observed in an organized form. It presents the

situation as it is should be. It does not contain any conclusion or

recommendations. It is useful because it presents relevant data put

together in a form in which it is required by the management to take

decisions.
2. Interpretive Reports: It contains facts but it also includes an evaluation

or interpretation or analysis of data and the reporter’s conclusion.

On the basis of Frequency of issue:

1. Periodic or routine reports- are prepared and presented at regular,
prescribed intervals in the usual routine of business. They may be
submitted annually, semi-annually, quarterly, monthly, fortnightly,
weekly or even daily. Generally, such reports contain a mere statement
of facts in detail or in summarized form, without an opinion or
recommendation.
2. Special report- are related to a single occasion or situation. A report on
the desirability of opening a new branch or on the unrest among staff in
a particular branch are special reports.
 Office Notes
Office notes are another form of internal communication popular within business
organizations. Office notes are put up by sections, departments or units to the higher
authorities, head of the unit, department or institution.

Office notes are put up for ‘consideration and orders’ or for ‘information’ where there are
specific delegated powers for various sanctions, incurring of financial expenditure,
changes in placements and assignments.

Office notes incorporating all relevant details and seeking such sanctions are put up to the
appropriate sanctioning authority. Such sanctions, through office notes, constitute a
record of due permissions obtained before duly communicating or acting on them.

Office notes are put up to the president, general manager, executive director, managing
director or chairman, as the case may be. Alternatively, they may be put up to the
Executive Committee, the General Managers’ Committee, the Management Committee,
Audit Committee and the Board of Directors as well.

Some organizations also have some specific functional committees like the Legal
Committee, Premises Committee, Credit Committee, Promotions Committee, Procedures
and Systems Committee to whom office notes seeking deliberation and orders or
reporting developments are put up.

Although there may or may not be any specific written instructions on the drafting of
office notes or the details to be furnished therein, in practice, one can observe a well-
established and widely followed method in putting up such notes.

Sometimes, the size and colour of the paper, the nature of typing (single space or double
space), the authority who should sign and time schedule for submission are clearly stated.
Office notes often refer to policy guidelines or important sanctions and generally pass
through various tiers and incorporate views or comments of different functionaries.

Whenever inputs are sought from different departments such as legal, personnel and
inspection, their views are incorporated in the office notes as well. Office notes are
prepared and filed in serial order and serve as authoritative documents confirming
sanctions or orders.

While in some cases copies of the office notes are dispatched to the implementing units,
in other cases the gist of the order or observations made by the authority concerned on
the note are conveyed to the implementation levels.
Preparation of office notes too calls for relevant skills, as all relevant facts and figures
will have to be furnished sequentially. Wherever necessary, other related matters and
previous decisions will have to be cited for reference.

The actual recommendation has to be clearly stated. In the end, the specific decision or
instruction sought, or development being reported, has to be clearly mentioned.

Unless the office note itself is clear, the observations or orders thereon may also become
vague and unimplementable.

This will create uncertainty at various levels and may necessitate the putting up of the
note once again with additions and modifications. It is necessary, therefore, that the office
notes prepared cover all relevant information and facilitate consequent decision making
and orders by the authority concerned.
 Meeting Minutes
Meeting minutes are notes that are recorded during a meeting. They highlight the key
issues that are discussed, motions proposed or voted on, and activities to be undertaken.
The minutes of a meeting are usually taken by a designated member of the group. Their
task is to provide an accurate record of what transpired during the meeting.
Steps Involved in Recording Meeting Minutes
There are five main steps involved in recording the minutes of a meeting. They are:
1. Pre-planning
2. Record-taking
3. Writing or transcribing the minutes
4. Sharing meeting minutes
5. Filing or storage of minutes for referencing in the future

Pre-Planning
If a meeting is well-planned in advance, taking minutes will be a lot easier. That said,
the chairperson and the secretary or minutes-recorder should work together to determine
the agenda of the meeting beforehand. For example, the person recording minutes could
work with the chair to draft a document that will serve as an agenda and provide the
format for the meeting.

Meeting Agenda
If it’s not possible for the chair and secretary to meet and come up with a draft, then it’s
up to the secretary to get a copy of the agenda before the meeting starts. The meeting
agenda will serve as a guide for how to take notes and prepare the minutes. In addition,
the agenda also includes other details, which need to be incorporated in the minutes. They
include:
Names of all the members present – includes guests and speakers
Documents that may be handed out as the meeting progresses, such as copies of a list of
proposals to be voted on

Expectations
When an individual is chosen as the minutes recorder, it’s important for them to know
what is expected of them. Therefore, the individual should approach the chair of the
committee and ask what their role in the meeting will be. For example, if the meeting will
involve proposing motions, the designated member should inquire as to whether he
should include the names of those proposing motions and those seconding.
What to Include in Meeting Minutes
Before recording any details, a designated minutes recorder should familiarize themselves
with the type of information that they should record. A group may be using a specific
format to record notes but, overall, the minutes of a meeting typically include the
following details:
• Date and time the meeting happened
• Names of attendees, as well as absent participants
• Acceptance of, or amendments made to, the previous meeting’s minutes
• Decisions made regarding each item on the agenda, such as:
• Activities undertaken or agreed upon
• Next steps
• Outcomes of elections
• Motions accepted or rejected
• New business
• Date and time of the next meeting

The Process of Writing Meeting Minutes

When the meeting ends, the individual tasked with writing minutes should get all the
resources he needs to write up the minutes in a clear, presentable way. Here are some tips
to consider:
Once the meeting ends, don’t take too long to write the minutes. This way, everything
that took place in the meeting is still fresh in your mind.
Review the outline that had been created earlier and make adjustments where necessary.
This might include adding extra information or clarifying some of the issues raised. Also,
check to see that all verdicts, activities, and motions were clearly recorded.
Revise the minutes and ensure they’re brief but clear.

Distributing the Meeting Minutes

Once the secretary completes writing the minutes, he’s supposed to share them with the
group members. They can be shared online or through the cloud. Considering that minutes
and other types of documents can entail a lot of paperwork, it may be preferable to use a
paperless sharing approach.
For example, if the minutes recorder was documenting the minutes using Microsoft Word,
which does not offer online sharing, then they might consider using Google docs, which
offers a way of sharing documents online with other users.
The recorder is also supposed to save a copy of the meeting minutes for future reference.
Most companies store their minutes online – either in Google Docs or OneDrive.
Agenda for a meeting
An agenda for a meeting is a document given to all attendees before the meeting that lists,
in order, the matters to be discussed. Also known as: order of business or meeting
timetable.
An agenda is more than just a list of things to do. An agenda is a meeting program
designed to allow all relevant topics to be dealt with in good order and in good time.

What is an agenda like?

An agenda is like a map that shows how to get from one place to another, and how long
each part of the journey will take. Without it, you may take longer to reach your
destination. You may even get lost.

What diagram best describes an agenda for a meeting?

Understanding the elements of an agenda for a meeting.

Purpose of an agenda for a meeting

An agenda is usually the first advice attendees get of a planned meeting. An agenda
communicates important information about the meeting and what attendees have to do.
Such advance notice is a basic courtesy.

An agenda also helps to ensure that a meeting is run efficiently and is a productive use of
time. An agenda provides a guide to deal with the order of business—so that discussion
stays on agreed topics—and to manage the time allocated for each topic.
Who prepares an agenda?

An agenda for a meeting is drawn up and distributed by the meeting facilitator, usually
the chairperson. The facilitator often has an administrative officer to help with this
task. Usually, the facilitator consults other attendees when preparing the agenda content.

The agenda may include a report on action items from a previous meeting. Actions items
are actions that attendees agreed to (or were asked to) undertake at the previous meeting.

Steps involved in preparing an agenda

Agendas are given to attendees before a meeting in enough time to allow them to prepare
for it. Preparation may include compiling notes, collecting documents, conducting
research and planning what will be said. Agendas can be distributed in printed or
electronic format.

All agendas should list:

1. Location and date

2. Start time of meeting
3. End time of meeting
4. Attendees (including chairperson and note taker)
5. Topics
6. The issues to be discussed and resolved
7. Time allocated to each topic
8. Names of attendee who will lead discussion on each topic.
9. Indication of how attendees in general or specific ones among them should
prepare themselves for the meeting.

Impact of agenda on a meeting?

An agenda helps to ensure that a meeting efficiently achieves its aims. An agenda does
this by:

• acting as a guide for discussion

• ensuring that attendees do not speak out of turn, or for too long
 • providing a checklist to ensure that all topics are discussed
• enabling the meeting note taker to more easily record minutes.

What would happen if there were no agenda?

Without an agenda, a meeting may be disorganized and time-wasting. If attendees are not
sure what they are meant to talk about—or for how long—discussions may lack control.
There may be personal attacks and hostility. These inefficiencies may mean that a meeting
achieves very little or nothing.

What terms are used in preparing and using an agenda?

• Action items – actions than an attendee agreed to undertake at a previous

meeting (or is directed to undertake)
• Attendee – a person who participates in a meeting (in person or via electronic
media)
• Chairperson – a person who controls a meeting and decides who can speak
and when
• Meeting – a discussion, often in a formal setting, between two or more people
about an agreed topic (or topics)
• Minutes – the official notes kept about what happened during a meeting,
especially of any decisions, agreements or action to be taken

Meeting agenda example

You can use the following sample meeting schedule when crafting your own agenda:

MEETING AGENDA

Date: Aug. 1, 2019

Time: 1 p.m.
Location: Conference Room A

AGENDA DETAILS
*Goals: Review the marketing campaigns from last year, identify seasonal slumps in
product demand, brainstorm ways to increase demand during these slumps and make
sure we’re prepared for the next marketing campaign. *

1. Review marketing campaigns from last year.

Time: 15 minutes
Purpose: Share information
Leader: Jamal Adams

a. Present the marketing campaigns from last year.

b. Review the sales numbers after each campaign.
c. Identify which campaigns seemed to have the biggest impact.

2. How do we best manage the fluctuating demand for our product?

Time: 30 minutes
Purpose: Decision
Leader: Blair Hanline

a. Review sales numbers from the last four quarters.

b. Identify any trends in sales numbers.
c. Brainstorm ideas on how to increase sales during those slumps.

3. Preparing for the next marketing campaign

Time: 15 minutes
Purpose: Decision
Leader: Blair Hanline

a. What do we need to prepare for the next marketing campaign?

i. Review the attached marketing campaign materials.
ii. Identify tasks for each team member.
b. How will we track the effectiveness of this campaign?
c. Review sales goals for this campaign.

4. End of meeting review

Time: 5 minutes
Purpose: Decision
Easy Steps to Writing an Agenda
• Write the title of the agenda.
• Followed by a who, when, and where information.
• Write an overview of the meeting.
• Outline the topics and/or activities and give a sufficient
allotted time.
• Add extra instructions.
• Check for errors.
 Unit IV
BUSINESS LETTER

All the letters or messages or their replies conveyed to another person through a written
note obviously known as business letter. Business letter are communications of one
businessman to another and are primarily concerned with business.
Business letters are formal paper communications between, to or from businesses and
usually sent through the Post Office or sometimes by courier.
A substantial portion of communication that occurs in the business place is accomplished
via letters. Letters are formal documents that convey information mostly to
communication partners outside the organization. For eg . customers, clients, invertors
and so on. In addition, some business letters are sent internally, most often to superiors.
Business letters contain message ranging from routine, informational matters to complex,
controversial matters. The goal is typically to share neutral, good or negative news or
persuade readers to take specific course of action.

Objectives of business letter

Primary goal Public relation goal

• to get certain information. • the sucess of a business
• definite need to organisation is largely
communicate. determined by what public
thinks of it.
Functions of Business letter

1. Widening the Approach: Letters can send the goods of a businessman to places
thousands of miles away, even across the country. A letter knows what is right time
to reach different persons and it enjoys the advantage of being able to wait till the
reader has leisure and inclination to turn to it.

2. Building Goodwill: an important purpose of a business letter is to sell the good

reputation and friendliness of a company. It aims at building goodwill in customer
company relationship, holding present customers and capturing new once, reviving
inactive accounts and inviting customers to buy after making them friends.

3. Record and References: they can be preserved for future reference. Knowledge
of the past transactions, agreements etc with customers, suppliers and the like can
be had easily, quickly and correctly only when they have been preserved in writing.

4. An Authoritative Proof: A letter, signed by a responsible person, is 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 in case of dispute. Actions can
be taken; responsibilities can be fixed and mistakes can be pointed out only if
communications are had in writing.

5. Making a Lasting Impression: oral communication, whether in person or over

the phone is rarely remembered in full because its impact is felt mainly during the
time it is being heard.

The Purposes of a Business Letter

Business people have to communicate with the suppliers, debtors, creditors, customers
and with other concerned parties to exchange information. Business letters are basically
used to communicate with the above parties.

According to Ricks and Gow, “The primary purposes of business letters are to inform,
instruct, request, inquire, remit, order, advice, correct and to question.”

The main purposes of Business Letter are;

• Convey Information: The basic purpose of any business letter is to convey

information regarding business activities. Information can be transmitted through
business letter to customers, suppliers, debtors, government authorities, financial
institutions, bank and insurance companies and to any other parties related with the
business.
 • Conclude Transaction: This is one of the specific purposes of business letter. To
conclude in completed transactions business letters are frequently used.
• Creation of Demand: Business letters especially circular letters used to create
demand for new products. Circular letters can communicate many people in the
same time.
• Creation of Goodwill: In this electronic era messages can be sent within few
seconds through electronic media but a well decorated business letter has its own
importance in creation positive image of the company.
• Expansion of Business: Through goodwill messages and through circular letters
existing market can be expanded.
• Establishment of Relationship: Another important purpose of business letter is,
it helps to establish mutual relationship with the customers, suppliers and with the
other interested parties.
• Evidence: Business letters are also used to maintain documentary evidence.
Letters can be preserved for future reference.
• To Inquire: A business concern not only sends messages but also receive
information from the outside. To run the business any firm need different types of
information from outside. Through business letters firms can inquire regarding
necessary matters.
• Placing Order: It is a very common purpose for using business letter. Both trading
and manufacturing concerns need to place orders for finished goods or raw-
materials to run the business.
• Problem Solving: In the course of business, disputes and misunderstanding may
arise. Business letters play vital role in solving such misunderstandings.

Essentials for a Good Business Letter

Business letters are an important part of any business or profession. They are written to
different persons with different motives. Letter writing is basically an art. The writer can
cultivate a good style of writing various business letters by a constant and regular practice.
Below are mentioned some of the important features which should be closely followed
by a letter writer:

• Clarity: A letter must have clarity. The purpose of communication should be made
clear. Whether it is to inform, invite, reiterate, emphasize, remind, announce, seek
participation or clarity and correct the earlier message, the purpose should clearly
be stated. Lack of clarity affects the intended purpose of the letter.
• Impact: The letter should create the necessary impact. Behind every letter there is
an objective and the letter should have a clear purpose. The purpose of writing a
letter is not just to reach out to the customer. Every letter has an intended impact
which must be felt.
• To create the desired impact: It is often necessary to lay emphasis. Emphasis can
be laid in many ways. It can be done by proper positioning—placing them in an
important position. It can be done by repetition.
• Relevant Information: The letter should provide the relevant details forming part
of the message. Facts, figures, illustrations and other such information, which are
accurate and reliable, as well as relevant to the context of the communication,
should be incorporated in the letter.
• Brevit/brief : Any good communication—oral or written—should necessarily
incorporate this essential feature. Brevity is a very important attribute for any
business letter. For everyone connected with business, time is of essence.
• Concise: The time that one can allot for reading business letters is certainly limited.
The receiver does not have unlimited time to spare towards reading and re-reading
the letter and drawing out the message in its entirety.
• Simplicity: Simplicity is the hallmark of any good communication. Simplicity
refers to the ease of understanding. Simple writing is the opposite of complex and
involved writing. The art of simple writing is mastered through conscious effort
and practice. A letter written in a simple, easy, informal style using easily
understood words catches the attention, and makes an impact.
• Timeliness: Business letters, to be effective, should have proper timing. Letters
should be written and dispatched on time. Some messages have a sense of urgency.
They call for action, which is ‘immediate’ or ‘urgent’, or within a given time frame.
Letters which carry such messages should reflect the associated urgency.
• Language: Language is an extremely important facet of business communication.
First and foremost, it is necessary to ensure that the language used is appropriate,
i.e., the language with which the reader is at ease. Apart from English and Hindi,
various regional languages are in common use in businesses in different parts of
the country. Public sector organizations such as banks follow the three-language
formula.
• Appeal: A good letter should appeal to the reader’s sensibilities. It should go
beyond the message it conveys and make a good impression. It should have
elegance, which means taste, beauty and decency.
• Style: Style refers to the manner of writing. It constitutes the collective
characteristics of the writing or impression or way of presenting things. Each
person has an individual style. The writing style, to create an impact, again needs
conscious effort, on an ongoing basis.
• Positive Approach: A good business letter, in the ultimate analysis, is that which
has a positive approach. It creates a friendly atmosphere. It avoids negative
feelings. One must be in a proper frame of mind to write a really good letter.
 Business letter Writing Skills

• Attractive outer shape or physical

appearance
• Effective letter writing

1. Attractive Outer Shape or physical Appearance :if a letter doesnot have an

attractive appearance, it is likely to be dumped in the dustbin as soon as it is
received. Therefore in order to suddeed in its objective the first necessary of any
letter is its outer setting which is described as follows:
a. Weight of the paper
b. Colour of the paper
c. Size of the paper – commerical letter is 8.5”X11” but more suitable is
7.5”x10.5”.
d. Quality of the paper
e. Use of suitable enevlopes
2. Effective letter writing: letter writing is most beautiful medium of expressing ones
thoughts . while writing a ,letter, imagine that the receiver of the letter is actually
standing in front of you.
 Parts of Business Letter

Post Script
Enclosure
Designation
Signature
Complementary close
Body of the letter
Subject Heading
Salutation
Name & address of the receiver
Date
Heading

1. Heading- The following points are included in “heading”:

• Name of the firm
• Nature of business
• Address
• Telephone number
• Mobile number
• E-Mail address
• Code.
2. Date
➢ Date must be given on each letter in full i.e date, month and year.
➢ It is generally given on the right side below the name of the city /town.
 Example-
• July 14,2019 (American Style)
• 14 July, 2019 (Oxford style).

3. Name & Address of the recipient or inside Address.

• Full and correct address is very necessary so that identity of the recipient can be
established.
• It includes the name, address, postal code, and job title of the recipient. It must be
mentioned after the reference. One must write inside address on the left-hand side
of the sheet.
Individual
Addressed to
Business Letter
Firm

Limited Co.

Society

Govt. Deptt.

4. Salutation

• The standard salutation for a business letter is the salutation Dear,

followed by the person’s name and sometimes a title, closing with
a colon.
• Dear Ms. Reader:
Dear Janet:
Dear Attorney Adams:
• The standard salutation for a more social business letter, or personal letter
is the salutation Dear, followed by the person’s name and sometimes a
title, closing with a comma.
• Dear Ms. Writer,
Dear Andrew,
Dear Pastor Amanci,
• Sir and Madam is very formal and therefore used when letters are written
to government departments.
All of these salutations begin with the word “dear.” While you can simply start a letter
with the person’s name, that can be misinterpreted as abrupt or even rude. It's always
safe to begin your salutation with the word “dear” in a business letter.

General Salutations for Business Letters

• Dear Hiring Manager

• To Whom It May Concern
• Dear Human Resources Manager
• Dear Sir or Madam

5. Subject Heading
• Some firms after salutation give the subject- heading also in the centre.
• It is a brief statement mentioning the reason for writing the letter. It should
be clear, eye catchy, short, simple, and easily understandable.

• For example:

Dear Sir,
Subject: Enquiry for Maruti Car

6. Body of the Letter

This is the main part of the letter. It contains the actual message of the sender. The main
body of the mail must be clear and simple to understand. A body of the letter is basically
divided into three main categories.

• Opening Part: The first paragraph of the mail writing must state the introduction of
the writer. It also contains the previous correspondence if any.

• Main Part:

➢ This paragraph states the main idea or the reason for writing.
 ➢ This contains the real message to be conveyed to the recipient of information.
➢ It must be clear, concise, complete, and to the point.
➢ Separate paragraph for each point is more effective.

• Concluding Part: It is the conclusion of the business letter. It shows the suggestions
or the need of the action. The closing of the letter shows the expectation of the sender
from the recipient. Always end your mail by courteous words like thanking you,
warm regards, look forward to hearing from your side etc.

7. Complementary Close
• To close the letter, insert a phrase such as “sincerely” or “Thank you” or
“Yours faithfully” or “Best regards”, “followed by a comma. The most
common closing is “Sincerely. “Insert four lines between the closing and
sender’s name. This space will be used for your signature once the letter
is printed. Sign the name in the space above your name.
• There are various complementary phrases but complementary phrase
befitting to salutation should be chosen.

[Link]. Salutation used Complementary close

1.
Dear Sir Yours faithfully
2.
Dear Mr. Yours truly

3. My Dear Mr. Yours very truly

Yours sincerely personal letters.

Yours obediently/ yours respectfully subordinate writing letters to

superior in Govt. Deppt

8. Signature

• Signature is put up just below the complementary phrases, a bit right

hand side in such a way that it ends near the margin.
• The letter is supposed to be complete and final after signature.
• Signature is very important as it carries with it all responsibility of the
 letter.
9. Designation
• Below signature, name & designation of the person signing & name
of the organization is written.

[Link]
• Enclosures show the documents attached to the letter. The documents
can be anything like cheque, draft, bills, receipts, invoices etc. It is listed
one by one.

11. PostScript

• The sender can mention it when he wants to add something other than
the message in the body of the letter. It is written as P.S.
Block Formatting

Ms. Tanya Smith, CEO

Acme Corp.
12345 Acme Ave.
Minneapolis, MN 55410
(612) 555-2368

June 1, 2018

Mr. Oscar Wilde, VP of Sales

NewTech
9876 NewTech Way
San Jose, CA 95113

Dear Mr. Wilde:

I would like a free consultation about NewTech’s cloud-based sales management software. Acme
Corp. is a fast-growing manufacturer (20% annual revenue growth over the past five years). We want
to continue to grow, and NewTech’s software seems like a product that might take our sales team to
the next level. I want to explore with you whether NewTech software is a good fit for Acme.

I look forward to speaking with you at your earliest convenience.

Sincerely,

Tanya Smith, CEO

Enclosures: Acme Corp. brochure

Semi-block Formatting

Ms. Tanya Smith, CEO

Acme Corp.
12345 Acme Ave.
Minneapolis, MN 55410
(612) 555-2368
June 1, 2018
Mr. Oscar Wilde, VP of Sales
NewTech
9876 NewTech Way
San Jose, CA 95113

Dear Mr. Wilde:

I would like a free consultation about NewTech’s cloud-based sales management software.
Acme Corp. is a fast-growing manufacturer (20% annual revenue growth over the past five years). We
want to continue to grow, and NewTech’s software seems like a product that might take our sales team
to the next level. I want to explore with you whether NewTech software is a good fit for Acme.

I look forward to speaking with you at your earliest convenience.

Sincerely,

Tanya Smith, CEO

Enclosures: Acme Corp. brochure

 Types of Business Letters

The term “business letters” refers to any written communication that begins with a
salutation, ends with a signature and whose contents are professional in nature.
Historically, business letters were sent via postal mail or courier, although the internet is
rapidly changing the way businesses communicate. There are many standard types of
business letters, and each of them has a specific focus.

• Letter of the Quotation

The quotation letter includes the price list, available of goods and the terms and
conditions of business. If possible, samples should also be dispatched. After
receiving the letter from a willing party, the seller writes a letter to the possible
purchaser replying to his query. This letter is called the reply to enquiry or the
quotation letter.

• Sales Letters

Typical sales letters start off with a very strong statement to capture the interest of
the reader. Since the purpose is to get the reader to do something, these letters
include strong calls to action, detail the benefit to the reader of taking the action
and include information to help the reader to act, such as including a telephone
number or website link.

• Order Letters

Order letters are sent by consumers or businesses to a manufacturer, retailer or

wholesaler to order goods or services. These letters must contain specific
information such as model number, name of the product, the quantity desired and
expected price. Payment is sometimes included with the letter.

• Complaint Letters

There are bound to be occasion in business when you have to make a complaint or
deal with one. On receiving the goods, the purchaser tallies them with the list of
goods described in his order letter. If the goods are not according to the order or if
there is any anomaly in respect of the quality, quantity or price, the purchaser writes
to the seller making a complaint in this regard. The seller considers these
complaints sympathetically.
 The words and tone you choose to use in a letter complaining to a business may be
the deciding factor on whether your complaint is satisfied. Be direct but tactful and
always use a professional tone if you want the company to listen to you.

• Adjustment Letters

In writing adjustment letters, make the claimant feel that telling you about the
problem was the right things to go. Convey an understanding attitude, even if the
customer is initially angry or hostile. The primary purpose of adjustment letters is
to handle customer complaints and problems while being fair to all parties
involved. Most companies tend toward generous settlement whenever possible,
giving the customer every benefit of the doubt.

• Enquiry Letters

Enquiry for information about goods or services are sent and received in business
all the time. The letters written for the purpose of knowing about the quality,
quantity and the price of the goods and the condition of the business are known as
Enquiry Letters. To get facts you need and cannot conveniently or economically
obtain yourself.
 Dimple Cloth Store
(Trade of Cotton, Woollen and Silk garments)
Dated 12 oct 2022
452, Ram Nagar
Dimple Cloth Store

• Big market
24/530
Rohtak Haryana

Sir,
Sub: Enquiry
We shall be greatly obliged to you if you could kindly send the samples of the new goods and the
price list available with you along with the terms and conditions of the business of return post. We
assure you that if the terms and conditions suit us we shall be able to start cordial or healthy business
relations with you by placing an order for the supply of a huge huge quantity.
Thanking you for the trouble
Yours,

Kitan cloth house

(Jai Dixit)

• Follow-Up Letters

Follow-up letters are usually sent after some type of initial communication. This
could be a sales department thanking a customer for an order, a businessman
reviewing the outcome of a meeting or a job seeker inquiring about the status of
his application. In many cases, these letters are a combination thank-you note and
sales letter.

• Letters of Recommendation

Prospective employers often ask job applicants for letters of recommendation

before they hire them. This type of letter is usually from a previous employer or
professor, and it describes the sender’s relationship with and opinion of the job
seeker.
• Acknowledgment Letters

Acknowledgment letters act as simple receipts. Businesses send them to let others
know that they have received a prior communication, but action may or may not
have taken place.

• Cover Letters

Cover letters usually accompany a package, report or other merchandise. They are
used to describe what is enclosed, why it is being sent and what the recipient should
do with it, if there is any action that needs to be taken. These types of letters are
generally very short and succinct.

• Letters of Resignation

When an employee plans to leave his job, a letter of resignation is usually sent to
his immediate manager giving him notice and letting him know when the last day
of employment will be. In many cases, the employee also will detail his reason for
leaving the company.
Unit V

Sales Letters
Although the primary aim of sales letters or offers is publicity yet it is the most important
written form of business communication. It reaches out to a large number of people
interested in a particular product or service and turn them into buyers. Even if people are
not interested in the product, them the aim of this letter is to make them interested in it.
Starting with the assumption that the receiver may resist the offer, the sales letter has to
be persuasive or powerful enough to make recipient act. They are unsolicited letters,
mostly written by professional writers. The effectiveness of such letters depends on the
writer’s ability to use language suited to his purpose that is above all to influence the
recipient – his thinking, taste and behavior. This is the aim of persuasion. Sales letters
are, therefore, persuasive or indirect approach letters.

Sales letters are the best way for approaching to the prospective buyers indirectly. These
letters are an easy and effective way of securing business. No other type of letter
influences so many people or brings as big a return in terms of money as this letter.

It is distinct from other direct mail techniques, such as the distribution of leaflets and
catalogues as the sales letter typically sells a single product or product line, and further
trends to be mainly textual as opposed to graphics- based. It is typically used for products
or services which due to their price are a considered purchase at medium or high value.

Importance (Objectives) of Sales Letters

Sales letters are part of the publicity – cum – advertisement campaign for a product or
service. When compared to TV, Cinema, newspaper, magazines, handbills, direct
marketing and window displays which are the other forms of publicity and
advertisements, sales letters have the following advantages:

• Personal touch: Sales letter can add a personal touch to advertising which is not
possible in other forms of publicity and advertising. It also keeps the customers
constantly in touch with the company and its products and services.
• Direct communication: It can be sent directly to prospective customers.
• No competition: The messages in the sales letters do not have to compete with
other advertisements unlike TV and newspaper advertisements where ads of
various competitors are shown.
• Goodwill: It creates and maintain goodwill among the customer by offering quality
products and services.
• Convenience: Unlike TV and Cinema advertisements sales letters can be set aside
and read later at leisure.
• Cheaper: It is less costly as compared to other forms of advertisement.
• Easy assessment of effect: As they are sent to a definite number of persons who
are classified into demographic groups based on age, income, profession etc. their
effect can be accurately measured.
• Quick: Unlike sales representatives, sales letters get quick, direct access to the
target person.
• Wider Area: Sales letters that are posted can reach remote areas which are not
possible in case of modern means of advertising and promotion. It widens the
market for existing products without much cost.
• Mail order business: It is the main source of securing orders for a mail order
business.
• Customer education: it educates the customer in selecting the right type of goods
and services.
• Reminder: Repeated appearance of a sales letter has the effect of a reminder. It
helps the customer to remember the product or the service of a firm whenever he
is in need of it.
• It functions as a Salesman: A sales letter educates persuade and convinced the
customer to buy a particular product or service wherever a salesman cannot visit
the customers.

A Sales Letter must possess the AIDA formula

1. Attention: it must catch the attention of the readers by using attractive opening
sentences to his interest. Attention can be created by using pictures or text.
2. Interest: Gaining the reader’s interest is a deeper process than grabbing their
attention. This is usually a clear statement of the readers problems, needs or
wants.
3. Desire: the letter should create a desire. The desire to eliminate or minimize the
potential for future loss or the desire to gain something (prestige, more time,
more profits etc.). Provide a compelling reason to buy from you instead of your
competition. This is called your “USP” or Unique Selling proposition.
4. Action: sales piece must have a call to action. One must ask your customer to
do action that you want, weather it is to buy or to click on a website. Explain
how and make it so easy for them to do so (payment method) that they feel left
out or disappointed if they don’t.
 Writing a Sales letter

1. Introductory
Main steps in writing sales Paragraph
2. Body
letter
3. Concluding paragraph.

1. Introductory Paragraph: the opening sentence plays a very important role in

deciding whether the reader will read the entire letter or not. So the opening
sentence should be appealing to his interest, feelings or social sense. There are
many ways of starting a sales letter:
• Making a striking statement
• Stating a significant fact (our device saves up to 50% on your fuel
consumption).
• Relating an Antedote, a joke or story.
• Making special offers
• Focusing on central selling point
• Making special Appeals to the pride of Possession, vanity etc.
2. The body: after arresting the reader’s attention and interest next step is to:
a. Explain the qualities of your product and its special features.
b. Convince him that your claims are true.
If the product is a consumer article, make appeal on an emotional or
psychological plane.
There are several effective ways to do so. like-
• Trial offers
• Guarantees
• Frees samples
• Testimonials by users
• Test results
• Statistics

[Link] paragraph: if first two parts of your letter are good they will not be able
to clinch the issue unless your closing paragraph is able to motivate the action. For
including immediate action some of the devices used are limited time or limited quantity
offer, special bargain offer, convenience in ordering etc.
 Qualities of sales letter

catching the
readers attention

arousing his
desire to buy
convincing him
that your product
or service is the
best
motivating him
to act quickly

Fig: Qualities of good Sales letter

Function of Good Sales Letter

1. Attracting Attention and Arousing interest: Being an uninvited guest, a sales letter
must attract the readers attention and arouse interest in its message through its physical
appearance and appealing opening sentence. The first sentence has one key function-
to attract enough favorable attention to get the reader continue. This requires a pertinent
thought to catch the interest of the reader; a thought that can be tied into the body of
the letter without too much explanation.
2. Educating and convincing: Then comes the body of the sales letter which must be
properly linked with opening. Once the reader’s interest is aroused, the sales letter
writer should go on to educate and convince him. This is done by referring to selling
points of the product, the service or the proposition offered. Education and conviction
are gained through guarantee, free samples, free trials, testimonials, reference to
reputed users, to the receiver’s experiences etc.
3. Stimulating Desire: having told about the goods or service or proposition, the
correspondent should now fill in the prospect the desire to buy. If education and
conviction have worked, the reader’s resistance will surely give way.
4. Securing Action: The attention gained, the interest aroused, the education and the
conviction achieved and the desire created will all be in vain if the conclusion does not
induce or motivate the reader to follow a definite course of action.
5. Organize and plan the Sales presentation:
a. Plan the sales presentation- before writing sales letter, plan the
enclosures. Will the envelope contain any descriptive pamphlet,
separate testimonials, pictures, samples, gimmicks should be used
only if they help to dramatize a point, not if they merely attract
attention?
b. Length of the sales letter- if the enclosures adequately take care of
all needed details the letter should be preferably be only one page.
This is especially true if its purpose is to get action other than a direct
purchase.
c. Appearance of Sales letter- to prospect, a company is what it appears
to be in its printed mailing. Decide on the quality and color of paper
to be used and also whether printing will be in one or more colors and
other things.
d. Timing of sale message- consider what is likely to be the best time of
the week, month, season and year on which certain sales message will
be given.

Types of Sales Letters in Business

A sales letter is marketing tool that businesses use to promote their products, highlight specials or
remind customers about expiration dates on warranties or special services. Sales letters can be highly
effective in achieving a company's objective. They are often used along with brochures in direct mail
campaigns or on the Internet as one of the introductory pages. There are several types of sales letters
that are used in business writing.

Introductory Sales Letter

An introductory sales letter is usually sent to introduce a consumer or business customer to your
company and products. In addition to apprising people of your existence, the introductory sales letter
explains how readers would benefit from purchasing your products over other brands. Companies
sometimes offer a trial period in an introductory sales letter. The introductory sales letter should be
limited to one page. It must grab people's attention, build their interest and prompt their desire to visit
the store to buy your products.
Product Update Sales Letter

Product update sales letters apprise your old and existing customers of new products or changes to
existing ones. Many companies use comparative details to describe the advantages of the new products
over older ones. Additionally, a special promotion may be included in the product update sales letter
that gives the customer a limited period to purchase newer products at a discount.

Selling Incentive Sales Letter

A selling incentive sales letter promotes existing products among current customers. You will need to
build a considerable degree of excitement when writing a selling incentive sales letter, perhaps offering
a discount, rebate or contest prize for a limited time.

Thank You Sales Letter

Every so often, it is important to thank your customers for their business. The thank you sales letter
should almost always mention how much you value your customers for their patronage. Keep the thank
you letter short, and briefly mention that your products are always available when the customer needs
them.

Holiday Celebration Sales Letter

The holiday celebration sales letter gives you a chance to offer your product as a potential gift for your
customers' family, friends or work associates. A holiday sales letter could begin with, "We'd like to
wish you a happy holiday season here at ABC Jewelry. We just received a limited supply of tie clamps
and bracelets with diamond studs that make wonderful gifts for that special someone. Visit our store
now while the supply lasts."

Invitation Sales Letter

If your company is celebrating an anniversary, write an invitation sales letter to your customers. This
letter should be designed to make your customers feel important and as if they are part of your family.
Briefly mention your products in the letter, and invite customers to enjoy the celebration. You may
want to decorate your business establishment or offer free refreshments for the occasion.

Lost Customer Sales Letter

The lost customer sales letter is designed for customers who have not purchased products or have
canceled their service. You should state that you miss these customers and apprise them of any new
products or specials.
Sales letter Format
 Sales letter for coffee

Dear Sir,
We have the pleasure of sending you a price list of various brands of coffee for use in
your hotels and restaurants. In the coming week you will also receive some selected
samples of coffee. The various brands of coffee included in the price list are of the same
standard as those which are for export. We think that you will agree with us after tasting
the samples. The prices quoted are also very competitive.
Since there is a likelihood of the prices going up in the near future, it will be therefore in
your own interest if you please send us in your order immediately.
We look forward to hear from you.

Yours faithfully,
For M/s Nescafe co.
 APPLICATION LETTER
The application letter is not meant to secure a job. Its main purpose is to catch the interest
of a prospective employer and help you secure an interview. Employers cull through
application letters to weed-out candidates who are obviously unsuitable and to select the
few they will pursue further. You will need to make your letter of application along with
your resume, stand out from all others. Like all effective business letter of applications or
letter style applications have to be carefully planned.

Types of Application

• send in response to job

Solicited advertisements.
application • indirect relevance to the job
advertised.
• are sent at the writers initiative.
• is based on the assumption that the
Unsolicited qualification and experience of the writer
application would be found suitable for a particular
job/position in the organisation applied
for.

The Elements of an Application Letter

The application letter should begin with a business-like paragraph that
attracts the readers attention. It should make clear that you are applying for a
job not inquiring about one:
a. The writer’s address and date- if you are answering a job advertisement
refer to and the name of the publication, along with what you can offer.
Generally, the writers address is written at the right hand top corner of the
letter. The date invariably forms a part of the writer’s address. However, this
address can also be written at the left- hand address.
b. The inside address- this depends upon whether the application is in
response to an advertisement or is an unsolicited application:
• If it is in response to an advertisement: the advertisement may contain
the name (position) of the officer to whom the letter is to be addressed.
In that case, the inside address will start with the status name of that
officer:

The chief manager

State bank of India
New Delhi-92
Or
The Employment Officer
Ambuja Steel ltd
Kanpur.

c. The Salutation – In almost all types of application letters “Dear

Sir/Madam” is the common salutations used.
d. The opening paragraph- as in a sales letter, the opening paragraph should
attract the attention of the reader and arouse his interest to read the letter
further. Since the letter is not about ‘product’, it is difficult to have an
objective point in the ‘opener’ of the letter. What is required is to give a
brief direct and summary like statement. A few examples of good opening
paragraphs are given below:
i. Request your favorable consideration of my qualification for the
position of ……...with your firm advertised in the Times of India,
dated…….
ii. Your advertisement in The Hindu, dated …. For the position of a
Senior Accountant suits my qualifications and experiences.
iii. With my five years’ experience as the Assistant Advertising manager
of BHEL ltd., I feel I am quite suitable for the managers post that you
advertised in the Indian Express Dated…..
iv. Three years of my study and a full years practical training at the BHEL
ltd. Workshop have prepared me for the post advertised by you in The
Hindu dated….. an Accounts officer with specialization in Cost
Accounting.
e. The middle paragraph: the middle paragraph or the body of the letter
should now give the details of the important points mentioned in the opening
paragraph. It has to give basic information about the applicant:
i. Education, with grades, classes, ranks and scholarships obtained.
ii. Physical or health details: DOB and age; height and weight; and
 general health condition.
iii. Marital status
iv. Experience
v. Language known
vi. Nationality
vii. Testimonials
viii. Reference
f. Work Experience: The job you have full or part time, related or unrelated
to the position you are applying for help strengthen your qualifications. Try
to tell concisely how you performed some functions and what you
accomplished.
g. The last paragraph: the last paragraph of letter usually asks for action just
as a sales letter does. Without begging or commanding, you ask for an
interview and say you will come to the employer’s office when he or she
suggests. The writer of an application letter seeks an interview with the
prospective employer. Having told how and why the prospective employer
would benefit by the writer’s qualifications and experience, the concluding
paragraph should not strongly suggest to the prospective employer to act ie
grant an interview eg.
i. Given an opportunity to serve in your esteemed concern, I assure you
of my best services to my superiors.
ii. I request you to be kind enough to give me an opportunity to serve in
your reputed firm.
The prospective employer will grant you an interview only if he finds
you suitable for the post and not out of sympathy. So just be simple
and direct in asking for an interview. The following closings are quite
effective:
h. Complimentary Close and signature: the most commonly used
complimentary close is ‘yours faithfully’. Avoid using such subscriptions as
‘I have the honor to remain, Sir, Your most obedient servant’etc.
i. Enclosure: It is always a good policy to mention the number or nature of
the documents and other papers enclosed with the application letter.
Rakesh Mittal
13/A Faridabad
New Delhi
02.03.2022
To,
The Advertiser
Box No. B-13
New Delhi.
Sir,
In response to your advertisement in the “Times of India” dated 02-03-2021 inviting applications for
the post of a lecturer in Psychology for your degree classes, I offer myself as a candidate.
My particulars are as below:
1. I passed MA in psychology securing I st division, from Delhi University in the year 20…
2. I have been teaching Psychology to undergraduate in Kisan inter college Meerut for the last
five years.
3. During my college days I took active interest in extra- curricular activities like debates, drama
etc.
4. I am much devoted to the teaching profession and my method of teaching has always been
appreciated by the students.
5. I have also written a few books on psychology which have been published by reputed
publishers.
6. I shall produce my certificates and testimonials in original at the time of interview. If given a
chance to teach in your institution.
I assure you sir, that I shall prove to be an asset to you.
Thanking you,

Yours faithfully
Rakesh Mittal
 Example

A Sales Letter Offering Shirts.

Super Textiles Ltd.

7, Nariman Point, Mumbai-400070

Date: Sept. 15, 2013

Dear Sir,

Why buy the inferior when you can get the best at the same price. Buy super shirts
made specially from imported cotton for only 180 per piece.

Sunartoutiles give you SUPER VALUE. Our shirts are stitched on the most modern
computerized machine at an exclusive price of 180. Anywhere you would pay 30 more
for a similar shirt.

SUPER SHIRT is a quality shirt and is offered at a popular price. It is the result of the
cooperative venture of super textiles and SPEARS of France. These shirts are available
in ten colors in plain, stripes and check.

SUPER SHIRTS are offered at the exclusive price only for a limited period. Act now and
save Rs 30.

Yours

S.K. Singh

Sales Manager
 Letter by Company Secretary
Company Secretary Every incorporated company must have a Company Secretary who
performs a variety of tasks which are crucial for smooth running of the company. In other
words, it is the duty of the Company Secretary to ensure that in the company, all
legal/statutory requirements are fulfilled. Such requirements include allotment of shares,
transfer of shares and appointments, filing of the annual returns and accounts etc. as per
the Companies Act. Briefly, a Company Secretary has to:
• Ensure that the company complies with all relevant statutory and regulatory
requirements.
• Carry out the responsibility that business of the company is conducted in accordance
with its objects as contained in its Memorandum of Association. Also, it is to be ensured
that affairs of the company are managed in accordance with Articles of Association and
the provisions of the Companies Law.
• Prepare agenda in consultation with the Chairman and the other documents for all the
meetings of the Board of Directors. 9
• Take care of all matters concerned with the allotment of shares, and issuance of share
certificates including maintenance of statutory share register and conducting the
appropriate activities connected with share transfers. Basically, a Company Secretary
ensures compliance of the provisions of company’s law and other statutes and bye-laws
of the company
On many occasions the secretary may be in position to write and sign the letters on behalf
of the company to make the deal and bring the matter to the attention of the addressee.
The Secreatry is one of the very important persons working in any Company. He holds
the key to success. The matters like dealing with the forigen delgates, clearing the doubts
of the share-holders, convening the share-holders, making arrangements for the meeting,
preparing the draft for the MOU, letters related to the Public Image of the company and
interpersonal relationship among the directors are the maters which can be directly delay
by the Secretary. Here few such letters have been given for your reference which wills
your glimpses of what those letters should / should not contain. You are welcome to use
these letters free of charge.

Letter Informing Special Offer :

ABC LIMITED
191 / N - Patricia Avenue
Liverpool – 600 020
Phone : 0011 - XXXXXXXX
Fax : 0011 - XXXXXXXX

May 5 - 2009

To :

XYZ LIMITED,
326 / H - Raman Nair Street,
Maalyvalley – 682 016.

Dear Sirs,

This letter is addressed to the one man in a lakh who can afford the best. There are
certain people whom we are very glad to welcome as our most valued customers.
And you are one of them.

We have first arrivals of the season and we have to write you to visit us early to
choose for yourself your requirements.

Please make a note that our special Sale Offer is open up to 1st June.

Assuring you of the best of our attention.

Yours Truly,

For ABC LIMITED

(V. RAJAN PETER)
Secretary

Letter Making A Business Offer:

ABC LIMITED
191 / N - Patricia Avenue
Liverpool – 600 020
Phone : 0011 - XXXXXXXX
Fax : 0011 - XXXXXXXX

3rd February 2000

To :

XYZ LIMITED,
326 / H - Raman Nair Street,
Maalyvalley – 682 016.

Dear Sirs,

We have the pleasure to inform you that we have just received fresh stocks of
woollens of excellent quality.

We are sure, you will love to see our fresh novelties of colour and design which we
can make available at most competitive rates.

We have received orders from local buyers to extent of 50% of our stocks, but we
greatly value our outstation dealers who do so much for promotion of our business.

We trust, you will take advantage of this wonderful offer.

Assuring you of the best of our attention.

Yours faithfully,

For ABC LIMITED

(V. RAJAN PETER)

Manager

Letter Soliciting Order from Old Customers:

ABC LIMITED
191 / N - Patricia Avenue
Liverpool – 600 020
Phone : 0011 - XXXXXXXX
Fax : 0011 - XXXXXXXX

3rd February 2000

To :

XYZ LIMITED,
326 / H - Raman Nair Street,
Maalyvalley – 682 016.

Dear Sirs,

We have recently been through our records and we are very sorry to find that for a
considerable long time we have not received any order from you.

Since we have had no complaint from you, we assume you must have been fully
satisfied with them. However, it is quire possible you might have felt some
dissatisfaction somewhere of which you have not deemed fit to apprise us of. If this
is so, we shall be very glad to have an opportunity of looking into the matter in our
keen desire to serve our customers wholeheartedly.

We have recently extended our business and taken several new lines. Thus, we feel
prompted to send you our list of articles which we offer to sell to you at 10%
discount.
We sincerely hope, we shall have the pleasure of executing your renewed orders
which, we assure you, will receive our fullest attention.

Yours faithfully,

For ABC LIMITED

(V. RAJAN PETER)

CEO
Letter Acknowledging Receipt of Goods :

ABC LIMITED
191 / N - Patricia Avenue
Liverpool – 600 020
Phone : 0011 - XXXXXXXX
Fax : 0011 - XXXXXXXX

3rd February 2000

To :

XYZ LIMITED,
326 / H - Raman Nair Street,
Maalyvalley – 682 016.

Dear Sirs,

We acknowledge with thanks receipt of goods sent by you vide your consignment
No. 890 / LOP / 887 dated 19th January.

We thank you for an early supply of the goods and express our satisfaction over the
quality of the goods with the hope that you will maintain it in your own business
interest.

Enclosed please find a cheque of Rs.800 in full settlement of the account.

Yours faithfully,

For ABC LIMITED

(V. RAJAN PETER)

Sales Manager