Business Communication Text Book

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PREFACE
C ommunication is one of the basic functions of management in any organization and its
importance can hardly be overemphasized. It is a process of transmitting information, ideas,

thoughts, opinions and plans between various parts of an organization. Good and effective
communication is required not only for good human relation but also for good and successful
business. Effective communication of information and decision is an essential component for
management-employee relations.
Communication is also a basic tool for motivation, which can improve morale of the
employees in an organization. Inappropriate or faulty communication among employees or
between manager and his subordinates is the major cause of conflict and low morale at work.
With effective communication, you can maintain a good human relation in the organization and by
encouraging ideas or suggestions from employees or workers and implementing them whenever
possible, you can also increase production at low cost.
Communication may be made through oral or written. In oral communication, listeners can
make out what speakers is trying to say, but in written communication, text matter in the message
is a reflection of your thinking. So, written communication or message should be clear, purposeful
and concise with correct words, to avoid any misinterpretation of your message. Written
communication provides a permanent record for future use and it also gives an opportunity to
employees to suggest their comments in writing. So, effective communication is very important for
successful working of an organization.
We, sincerely, hope that this book will be helpful to all management students in developing
effective communication skills.
Authors
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CONTENTS
Preface v
CHAPTER-1
BUSINESS COMMUNICATION: AN INTRODUCTION 1-6
1.1 INTRODUCTION 1 1.2 ROLE OF COMMUNICATION IN BUSINESS 1 1.3 DEFINITIONS OF
COMMUNICATION 2 1.4 PURPOSE OF COMMUNICATION 3 1.5 THE COMMUNICATION
SITUATION 4 1.6 THE COMMUNICATION PROCESS/CYCLE 5 Exercise 6
CHAPTER-2
COMMUNICATION AND ORGANIZATION STRUCTURE 7-22
2.1 FORMS OF COMMUNICATION 7 2.1.1 Formal Communication 7 2.1.2 Grapevine/Informal
Communication 11
2.2 BARRIERS OF COMMUNICATION 14 2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION
16 2.4 GATEWAYS TO EFFECTIVE COMMUNICATION 17 2.5 SEVEN Cs OF
COMMUNICATION 18
2.5.1 Seven Cs of Written Communication 18 2.5.2 Seven Cs of Oral Communication 20
Exercise 21
CHAPTER-3
EMPLOYMENT COMMUNICATION 23-38
3.1 APPLICATION LETTER 23 3.2 RESUME 25
Contents ■ ■ ■
3.2.1 Contents of a CV/Resume 25 3.2.2 Some Tips for Preparing an Impressive CV 26 3.3
REFERENCES 30 3.4 DISCUSSIONS IN GROUPS 30 3.4.1 Considerations in Group Discussion
31 3.4.2 Discussion Skills 31 3.5 INTERVIEW 32 3.5.1 Types of Interview 33 3.5.2 Candidate’s
Preparation 34 3.5.3 Interviewer Preparation 35 3.5.4 Interview Do’s and Don’ts 36 Exercise 37
CHAPTER-4
COMMUNICATION AND TECHNOLOGY 39-44
4.1 THE ROLE OF TECHNOLOGICAL ADVANCEMENT 39 4.2 COMMUNICATION NETWORK
39 4.2.1 Intranet 41 4.2.2 Internet 41 4.3 E-mails 42 4.4 SHORT MESSAGE SERVICE (SMS) 43
4.5 TELECONFERENCING 43 4.6 VIDEOCONFERENCING 44 Exercise 44
CHAPTER-5
ORAL COMMUNICATION 45-54
5.1 ORAL COMMUNICATION 45 5.1.1 Advantages of Oral Communication 45 5.1.2 Limitations
of Oral Communication 46
5.2 TWO SIDES OF ORAL COMMUNICATION 46 5.3 PRINCIPLES OF EFFECTIVE
COMMUNICATION 47 5.4 EFFECTIVE LISTENING 47 5.5 NON-VERBAL COMMUNICATION
49
5.5.1 Body Language 49 5.5.2 Paragraph Language 52 Exercise 54
■ ■ ■ Contents
CHAPTER-6
WRITTEN COMMUNICATION 55-64
6.1 WRITTEN COMMUNICATION 55 6.2 PURPOSE OF WRITING 55 6.3 PRINCIPLES OF
EFFECTIVE WRITING 56 6.4 WRITING TECHNIQUES 57
6.4.1 Adaptation and Selection of Words 57 6.4.2 Masculine Words 57 6.4.3 Choosing
Words with Right Strength and Vigour 59 6.4.4 Thesaurus 59 6.4.5 Writing Effective
Sentences 59 6.4.6 Foreign Words & Phrases Sometimes Used in Correspondence 60 6.4.7
Developing Logical Paragraph 60 6.4.8 Overall Tone 61
6.5 ELECTRONIC WRITING PROCESS 62 Exercise 63
CHAPTER-7
BUSINESS LETTERS AND REPORT WRITING 65-90
7.1 BUSINESS LETTERS 65 7.1.1 Types of Letter 66 7.1.2 Structure of Business Letter 70 7.1.3
Form of Layout 75 7.1.4 Style of Presentation/Form of Letters 75
7.2 MEMORANDUMS 78 7.2.1 Purpose of Writing Memorandums 78 7.2.2 The Memorandum
Format 79
7.3 REPORT WRITING 80 7.3.1 Types of Business Reports 81 7.3.2 Characteristics and
Purpose of a Good Report 82 7.3.3 Guiding Principles of Writing a Report 82 7.3.4 Preparing a
Report 82 7.3.5 Structure of a Report 83 Exercise 87
CHAPTER-8
APPLYING THE CASE STUDY METHOD 91-98
8.1 DEFINE CASE STUDY 91 8.2 THE CASE METHOD AS A LEARNING TOOL 91
Contents ■ ■ ■
8.3 TYPES OF CASE STUDY 92 8.4 HOW TO DO A CASE STUDY 93 8.5 PREPARING A
CASE STUDY 93 8.6 APPROACHES TO CASE STUDY 96 8.7 DO’S AND DON’TS FOR CASE
PREPARATION 97 Exercise 97
CHAPTER-9
PRESENTATION SKILL 99-106
9.1 PRESENTATION 99 9.2 ELEMENTS OF PRESENTATION 99 9.3 DESIGNING A
PRESENTATION 100 9.4 USING VISUAL AIDS 100 9.5 APPEARANCE AND POSTURE 101 9.6
REHEARSAL FOR PRESENTATION 101 9.7 TIPS FOR AN EFFECTIVE PRESENTATION 102
Exercise 106
CHAPTER-10
GROUP COMMUNICATION 107-120
10.1 MEETINGS 107 10.1.1 Meaning, Objectives and Types of Meeting 108 10.1.2 Procedure of
Convening a Meeting 109
10.2 MEDIA MANAGEMENT 112 10.3 PRESS RELEASES 112 10.3.1 Characteristics of a Good
Press Release 113 10.4 PRESS CONFERENCE 114 10.5 MEDIA INTERVIEW 116 10.6
SEMINARS 117 10.7 WORKSHOP 117 10.8 CONFERENCE 118 10.9 BUSINESS ETIQUETTE
118
Exercise 120 APPENDIX 121
BUSINESS COMMUNICATION:
AN INTRODUCTION
1.1 INTRODUCTION
1.2 ROLE OF COMMUNICATION IN BUSINESS
1.3 DEFINITIONS OF COMMUNICATION
1.4 PURPOSE OF COMMUNICATION
1.5 THE COMMUNICATION SITUATION
1.6 THE COMMUNICATION PROCESS/CYCLE
1.1 INTRODUCTION
The word “communication” derived from the Latin word ‘communicare’ that means to impart, to
participate, to share or to make common. It is a process of exchange of facts, ideas, opinions and
as a means that individual or organization share meaning and understanding with one another. In
other words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes.
It is the ability of mankind to communicate across barriers and beyond boundaries that has
ushered the progress of mankind. It is the ability of fostering speedy and effective communication
around the world that has shrunk the world and made ‘globalization’ a reality. Communication had
a vital role to play in ensuring that people belonging to a particular country or a culture or linguistic
group interact with and relate to people belonging to other countries or culture or linguistic group.
Communication adds meaning to human life. It helps to build relationship and fosters love and
understanding. It enriches our knowledge of the universe and makes living worthwhile.
1.2 ROLE OF COMMUNICATION IN BUSINESS

The term business communication is used for all messages that we send and receive for official
purpose like running a business, managing an organization, conducting the formal affairs of a
voluntary organization and so on. Business communication is marked by formality as against
personal and social communication.
The success of any business to a large extent depends on efficient and effective
communication. It takes place among business entities, in market and market places, within
organizations and between various group of employees, owners and employees, buyers and
sellers, service providers and customers, sales persons and prospects and also between people
within the organization and the press
2 / Business Communication ■ ■ ■
persons. All such communication impacts business. Done with care, such communication can
promote business interests. Otherwise, it will portray the organization in poor light and may
adversely affect the business interest.
Communication is the life blood of any organization and its main purpose is to effect change
to influence action. In any organization the main problem is of maintaining effective
communication process. The management problem generally results in poor communication.
Serious mistakes are made because orders are misunderstood. The basic problem in
communication is that the meaning which is actually understood may not be what the other
intended to send. It must be realised that the speaker and the listener are two separate
individuals having their own limitations and number of things may happen to distort the message
that pass between them.
When people within the organization communicate with each other, it is internal
communication. They do so to work as a team and realise the common goals. It could be official
or unofficial. Modes of internal communication include face-to-face and written communication.
Memos, reports, office order, circular, fax, video conferencing, meeting etc. are the examples of
internal communication.
When people in the organization communicate with anyone outside the organization it is
called external communication. These people may be clients or customers, dealers or
distributors, media, government, general public etc. are the examples of external communication.
• Communication is the life blood of the business. No business can develop in the absence of
effective communication system.
• Communication is the mortar that holds an organization together, whatever its business or
its size.
• When people within the organization communicate with each other, it is internal communi
cation and when people in the organization communicate with anyone outside the
organization it is called external communication.
• Ability to work well in teams, to manage your subordinates and your relationship with
seniors, customers and colleagues depends on your communication skill.
Exhibit: 1
1.3 DEFINITIONS OF COMMUNICATION

Communication may be defined as interchange of thought or information between two or more
persons to bring about mutual understanding and desired action. It is the information exchange by
words or symbols. It is the exchange of facts, ideas and viewpoints which bring about
commonness of interest, purpose and efforts.
American Management Association defines, ‘Communication is any behaviour that results in
an exchange of meaning’.
Peter Little defines communication as, ‘Communication is the process by which information is
transmitted between individuals and/or organizations so that an understanding response result’.
Newman and Summer Jr. state that, ‘Communication is an exchange of facts, ideas, opinions or
emotions by two or more persons’.
According to Keith Davis, ‘The process of passing the information and understanding from
one person to another. It is essentially a bridge of meaning between the people. By using the
bridge a person can safely across the river of misunderstanding’.
■ ■ ■ Business Communication : An Introduction / 3
Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does,
when he wants to create an understanding in the mind of another. It involves a systematic and
continuous process of telling, listening and understanding’.
Therefore, the main purpose of communication is to inform, or to bring around to a certain
point of view or to elicit action.
1.4 PURPOSE OF COMMUNICATION

1. For instruction: The instructive function unvarying and importantly deals with the
commanding nature. It is more or less of directive nature. Under this, the communicator
transmits with necessary directives and guidance to the next level, so as to enable them
to accomplish his particular tasks. In this, instructions basically flow from top to the
lower level.
2. For integration: It is consolidated function under which integration of activities is
endeavoured. The integration function of communication mainly involves to bring about
inter-relationship among the various functions of the business organization. It helps in
the unification of different management functions.
3. For information: The purposes or function of communication in an organization is to
inform the individual or group about the particular task or company policies and
procedures etc. Top management informs policies to the lower level through the middle
level. In turn, the lower level informs the top level the reaction through the middle level.
Information can flow vertically, horizontally and diagonally across the organization.
Becoming informed or inform others is the main purpose of communication.
4. For evaluation: Examination of activities to form an idea or judgement of the worth of task
is achieved through communication. Communication is a tool to appraise the individual
or team, their contribution to the organization. Evaluating one’s own inputs or other’s
outputs or some ideological scheme demands an adequate and effective
communication process.
5. For direction: Communication is necessary to issue directions by the top management or
manager to the lower level. Employee can perform better when he is directed by his
senior. Directing others may be communicated either orally or in writing. An order may
be common order, request order or implied order.
6. For teaching: The importance of personal safety on the job has been greatly recognized.
A complete communication process is required to teach and educate workers about
personal safety on the jobs. This communication helps the workers to avert accidents,
risk etc. and avoid cost, procedures etc.
7. For influencing: A complete communication process is necessary in influencing others or
being influenced. The individual having potential to influence others can easily persuade
others. It implies the provision of feedback which tells the effect of communication.
8. For image building: A business enterprise cannot isolate from the rest of the society.
There is interrelationship and interdependence between the society and an enterprise
operating in the society. Goodwill and confidence are necessarily created among the
public. It can be done by the communication with the different media, which has to
project the image of the
firm in the society. Through an effective external communication system, an enterprise

has to inform the society about its goals, activities, progress and social responsibility. 9. For
employees orientation: When a new employee enter into the organization at that time he or
she will be unknown to the organization programs, policies, culture etc. Communication
helps to make people acquainted with the co-employees, superior and with the policies,
objectives, rules and regulations of the organization.
Fig. 1.1: Purpose of Communication
10. Other: Effective decision-making is possible when required and adequate information is
supplied to the decision-maker. Effective communication helps the process of decision
making. In general, everyone in the organization has to provide with necessary
information so as to enable to discharge tasks effectively and efficiently.
1.5 THE COMMUNICATION SITUATION

The communication situation is said to exist when
• There is a person (sender/transmitter) who wants to pass some information; •

There is another person (receiver) to whom the information is to be passed on;
■ ■ ■ Business Communication : An Introduction / 5
• The receiver partly or wholly understands the message or information passed on to him; •
The receiver responds to the message or gives feedback.
These four components are essential for communication.
1.6 THE COMMUNICATION PROCESS/CYCLE

The transmission of sender’s ideas to the receiver and the receiver’s feedback or reaction to the
sender constitute the communication cycle. The process of communication begins when one
person (the sender) wants to transmit a fact, idea, opinion or other information to someone else
(the receiver). This facts, idea or opinion has meaning to the sender. The next step is translating
or converting the message into a language which reflects the idea. That is the message must be
encoded. The encoding process is influenced by content of the message, the familiarity of sender
and receiver and other situation of factors.
After the message has been encoded, it is transmitted through the appropriate channel or
medium. Common channel in organization includes meetings, reports, memorandums, letters, e-
mail, fax and telephone calls. When the message is received, it is decoded, by the receiver and
gives feedback to the sender as the conformation about the particular message has been
carefully understand or not.
ELEMENTS OF COMMUNICATION
The process of communication involves the following elements:
1. Sender or transmitter: The person who desires to convey the message is known as
sender. Sender initiates the message and changes the behaviour of the receiver.
2. Message: It is a subject matter of any communication. It may involve any fact, idea,
opinion or information. It must exist in the mind of the sender if communication is to take
place. 3. Encoding: The communicator of the information organises his idea into series of
symbols (words, signs, etc.) which, he feels will communicate to the intended receiver or
receivers. 4. Communication channel: The sender has to select the channel for sending
the information. Communication channel is the media through which the message passes. It
is the link that connects the sender and the receiver.
5. Receiver: The person who receives the message is called receiver or receiver is the
person to whom the particular message is sent by the transmitter. The communication
process is incomplete without the existence of receiver of the message. It is a receiver
who receives and tries to understand the message.
Sender Message Receiver

Encoding Channel
Decoding
Feedback
Brain drain
Fig. 1.2: The Communication Process

6. Decoding: Decoding is the process of interpretation of an encoded message into the

understandable meaning. Decoding helps the receiver to drive meaning from the message.
7. Feedback: Communication is an exchange process. For the exchange to be complete the
information must go back to whom from where it started (or sender), so that he can know the
reaction of the receiver. The reaction or response of the receiver is known as feedback. 8.
Brain drain: On whole process there is a possibility of misunderstandings at any level and is
called brain drain. It may arise on sender side if they do not choose the adequate medium for
delivery of message, by using default channel and it may also arise when receiver does not
properly decode the message. In other words, we can say that it is breakdown of cycle at
any level.
Exercise–1
1. How do you define communication?

2. What is the role of communication in management of business?
3. What are the different purposes of communication? Briefly explain any five of them.
4. Discuss the different situations when the communication exists.
5. “Communication is an exchange of facts, ideas, opinions and emotions by two or more
persons.” Explain the statement and discuss the role of feedback in communication. 6.
“Communication is the two way process.” Explain.
7. Discuss the elements of communication process.
8. Give three examples of brain drain in communication process.
■■
COMMUNICATION AND
ORGANIZATION STRUCTURE
2.1 FORMS OF COMMUNICATION
2.1.1 FORMAL COMMUNICATION
2.1.2 GRAPEVINE/INFORMAL COMMUNICATION
2.2 BARRIERS OF COMMUNICATION
2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION
2.4 GATEWAYS TO EFFECTIVE COMMUNICATION
2.5 SEVEN CS OF COMMUNICATION
2.5.1 SEVEN CS OF WRITTEN COMMUNICATION
2.5.2 SEVEN CS OF ORAL COMMUNICATION
2.1 FORMS OF COMMUNICATION

Communication is divided into external and internal communication. External communications are
those communications which are occurring outside the organization like communication with other
companies, with government, general public etc. Internal communications are those which are
inside the organization. Internal communications are further divided into two parts, formal or
official and informal.
• Formal: Formal communication flows along prescribed channels which all members
desirous of communicating with one another are obliged to follow.
• Informal: Along with the formal channel of communication every organization has an
equally effective channel of communication that is the informal channel often called
grapevine, because it runs in all directions—Horizontal, Vertical, Diagonal. It flows
around water cooler, down hallways, through lunch rooms and wherever people get
together in groups.
2.1.1 Formal Communication
ADVANTAGES
1. It passes through line and authority and consequently ensures the maintenance of
authority as well as accountability of the executives’ in-charge.
2. It helps to develop intimate relations between immediate boss and his subordinates.
3. It keeps uniformity in the dissemination of information.
4. It flows systematically and the information is trustworthy.

5. Source of information is known which creates harmony amongst the employees.
COMMUNICATION
ON THE BASIS OF REGULATION ON THE BASIS OF EXPRESSION
FORMAL INFORMAL VERBAL NON VERBAL
VERTICAL SINGLE CHAIN STAR CHAIN ORAL BODY LANGUAGE PARALANGUAGE
DOWNWARD UPWARD HORIZONTAL WRITTEN

CLUSTER SIGNS & SYMBOLS
CONSENSUS PROBABILITY
Fig. 2.1: Forms of Communications
DISADVANTAGES
1. Increases the workload of various managers as communication is to be transmitted
through them.
2. Widens the communication gap between the executives and employees at the lower level.
3. It is time consuming because it follows the scalar chain of authority. The communication
flows from one authority level to another and it takes too much time.
2.1.1.1 Downward communication
When the communication flows from higher level to lower level, it is called downward communi
cation. Order, individual instructions, policy statements, circulars etc. fall under downward
communi cation.
BENEFITS
1. Helps to explain to subordinates the organizational plans, policies program and
procedures, work methodology etc. necessary information for performing the job.
2. Helps to convey to the subordinates the expectations of management from
them. 3. Acts as a mean to control the activities of the subordinates with active
feedback. 4. Provides motivation to the subordinates.
PROBLEMS
1. Sometimes the message may be distorted in the transmission from one level to another
level. 2. If a particular authority is not present on the time of passing information it may leads
to delay in transmission of the message.
3. Sometimes when the workload is unevenly distributed among the employees it creates
over load or unload of work which causes dissatisfaction among the employees.
■ ■ ■ Communication and Organization Structure / 9
How to make effective

1. Managers should be adequately informed.
2. Managers should be clear about how much to communicate.
3. Some authority should delegate to lower levels to shorten the line of communication.
4. Information should be passed on to the correct person.
2.1.1.2 Upward communication
This communication flows the message from subordinates to superiors. It is reverse of the
downward communication or communication flows from lower level to upper level.
BENEFITS
1. Provides feedback to the superiors.
2. Introduction of new schemes without unduly opposition from the employees.
3. Helps in to promote harmony between the management and the employees.
4. Problems and grievances are redressed.
PROBLEMS
1. Employees fear that their criticism may be interpreted as a sign of their personal
weakness. 2. Bypassed superiors feel insulted which leads differences between the relationship
of the superiors and employees.
3. Great possibility of message distortion.
Methods/Channels of upward communication
1. Subordinates tell their problem and through discussion find out the solution for a particular
problem with the help of superiors.
2. If employees having any complaint and suggestion about working environment, policy and
procedure, peer group etc., then they write to management without giving identification
of themselves and drop into the box. And the management frequently checks these grip
boxes and find out the solution of problem.
3. It is very effective method of upward communication. Organization celebrates their
anniversary, arrange sports meets for their employees, doing some kind of social
welfare activities like plantation, providing food for flood affected areas etc. are the
mode of social gathering where superiors and subordinates are at the same platform
and share their emotions, feeling and thought more comfortably.
4. It is just opposite to grip box system. Here, identification of employee is not hidden. Any
employee can write directly to the higher level about the problem which he/she had. 5. It
emphasizes in the psychological aspect of human being. A superior act as counselor and he
counsels the problem facing employees. Counseling does not mean that treating only
problem facing employees but also for the better prospect or how employees do better in
their workplace.
1. Superior should take initiative to get close to the subordinate staff.
2. Keeping the line of communication short as much as possible.
3. Timely redress the grievances of the employees.
2.1.1.3 Horizontal/Lateral communication

This communication flows between persons at the same hierarchy level either of the same or
other department or division of the organization.
Fig. 2.2: Horizontal/Lateral Communication
BENEFITS
1. It develops mutual trust and confidence amongst employees of same level which help in
maintaining or promote understanding between similar position holders of different
depart ments.
2. If employees at similar position communicate to each other for a given task it will create or
develop the feeling of co-ordination among various departments.
PROBLEMS
1. Sometimes it creates rivalry among employees of various departments.
2. Proximity shows the liking and disliking of an employee who is near by another in respect
of space. Like in any organization HR department and Marketing department are near
to each other then Manufacturing department. So proximity exists between HR and
Marketing department and they favour each other as compared to Manufacturing
department.
3. Biasing shows the liking and disliking of an employee due to religion, caste, family back
ground, personality etc.
Methods of horizontal communication
1. Face-to-face discussion: When individual communicate directly to another. Face-to-face
communication minimises the problem of misinterpretation and quick feedback makes
the communication more effectively.
2. Telephonic conversation: When the employees are busy with their work or they are sited
far from each other then telephonic conversation become more relevant against face to
face conversation. It saves time but sometimes congestion or disturbance and any other
obstacles create delay and distort the message.
3. Periodical meeting: Periodical meeting means meeting between employees on weekly,

monthly, quarterly, annually basis where all the members are assembled and discuss
on pre determined issues.
4. Memorandum: Memorandum is a written form of communication which transmits between
different departments in the same organisation. It is also called inter office letter.
2.1.1.4 Consensus
When a number of people irrespective of their status, sit down and confer with one another to
arrive at a decision acceptable to all, it is called consensus. The format of these communications
is predeter mined and can not be altered.
Consensus involves consultation
1. Chief executive takes up the problem and analysis it to understand.
2. Collect additional facts and information.
3. Try to find out various means to solve it.
4. Find alternatives.
5. He contacts the members individually or invites them to a meeting.
6. Problem is spelled out to the members.
7. To carefully listen all members view.
8. Arrived at solution.
ADVANTAGES
1. Decisions are taken after consultation among various members; they find it easy to accept
them.
2. It promotes harmony among the members of the group. If any conflict and split exits
between members it will be carefully find out and try to solve it.
DISADVANTAGES
1. Member is forced to subscribe to a view he doesn’t hold.
2. Sometimes it may project the false image of management because members think that
management may not be able to handle their problem efficiently.
2.1.2 Grapevine/Informal Communication
Factor responsible for the grapevine phenomenon
1. Feeling of certainty or lack of direction when the organization is passing through a difficult
period.
2. Feeling of inadequacy or lack of self confidence on the part of employee, leading to the
formation of gaps.
3. Formation of a clique or favoured group by the managers, giving other employees a
feeling of insecurity or isolation.
2.1.2.1 Forms of grapevine communication
1. Single chain: In this type of chain ‘A’ tells something to ‘B’ who tells it to ‘C’ and so on it
goes down the line. This type of communication flows from one person to another
person through single chain or communication flows one by one. When ‘A’ tells
something to ‘B’ who tells it to ‘C’ and so on. One interesting fact comes out from this
type of communication that when one person passes certain information to other and
they treat the message as
confidential or secret which further communicated by another with same feeling of confi
dentiality and secrecy.
Fig. 2.3a: Single Chain

2. Star chain: In this type of chain person speaks out and tells everyone the information he/
she has obtained. This chain is often used when information or a message regarding an
in teresting but non job related nature is being conveyed. Sometimes it also called
gossip chain.
Fig. 2.3b: Star Chain
3. Cluster chain: In this type of chain ‘A’ tells something to a few selected individuals who
again inform a few selected individuals. And the information flows in similar manner to
other individual.
Fig. 2.3c: Cluster Chain
4. Probability chain: The probability chain is a random process in which a transmission of

the information to other in accordance with the laws of probability and then these tell still
others in a similar manner. The chain may also be called random.
Fig. 2.3d: Probability Chain

MERITS
1. Under grapevine message travel or transmitted faster than any other form of communica
tion because group formation is based on individual’s own liking and disliking. 2. It supports
other channels of communication.
3. Feedbacks are quickly comes out from this type of communication.
4. When an individual communicates with other individual through grapevine it will develop
the cohesiveness and maintain or promote harmony between members of group. 5. By using
grapevine communication, employees feel emotional relief. Because they can communicate
with other without the feeling of inadequacy and without threat of higher authority.
DEMERITS
1. There is a great possibility of distortion of message between members of group. 2.
Transmission of message depends upon willingness of sender and what method they used
in grapevine which causes sometimes transmission of incomplete information.
1. The managers should try to spot the leaders. So the harmful rumours do not reach the
employees.
2. Involve the workers in the decision making process.
3. The management should immediately use the official channels to contradict the rumours.
2.1.2.2 Verbal communication
Verbal communication is when we communicate our message verbally to whoever is receiving
the message. It is of two types oral and written which had their own advantages and
disadvantages. Oral communication: Oral communication is the communication where the
message or information exchanges by spoken words. It can be done by both face to face and
also through mechanical devices. For more details please refer to chapter 5.
Written communication: Written communication is the communication where the message

or information exchanges by written words. Letter, telegraph, fax, e-mail are examples of written
communication. Written communication guarantees that everyone concerned has the same
information. It provides a longlasting record of communication for future. Written instructions are
essential when the action called for is crucial and complex. To be effectual, written
communication should be understandable, brief, truthful and comprehensive. For more detail
please refer to chapter no. 6.
2.1.2.3 Non-verbal communication
Non-verbal communication is usually understood as the process of communication through
sending and receiving wordless messages. Such messages can be communicated through
gesture; body language or posture; facial expression and eye contact; object communication such
as clothing, hair styles or even architecture; symbols and infographics. Speech may also contain
non-verbal elements known as paralanguage, including voice quality, emotion and speaking style,
as well as prosodic features such as rhythm, intonation and stress. Likewise, written texts have
non-verbal elements such as handwriting style, spatial arrangement of words, or the use of
emotions. For more details please refer chapter no. 6.
2.2 BARRIERS OF COMMUNICATION

1. Wrong Choice of Medium
Each communication must be transmitted through an appropriate medium. An unsuitable
medium is one of the biggest barriers to communication.
Examples: When communication takes place in big organisation and departments or division
are far from each other. If any manager wants to communicate with others for confidential matter
than they opt written communication as compared to other medium of communication. So, it is
required that medium should be accurate and if wrong or unsuitable medium is selected than it
leads to the biggest barrier to communication.
2. Physical Barriers
• Noise—In factory, oral communication is rendered difficult by the loud noise of machines. •
Electronic noise interferes in communication by telephone or loud speaker system. • The

word noise is also used to refer to all kind of physical interference like illegible hand writing,
bad photo-copies etc.
• Time and distance.

— Congestion in telephone and network facilities.
— People working in different shifts.
— Faulty seating arrangement in a hall.
3. Semantic Barriers
• Interpretation of words
A person interprets same word in a different meaning and this will cause barrier
between the communications. Murphy and Peck in their book ‘Effective Business
Communication’ mentioned, the little word ‘run’ has
71 meanings as a verb
35 as noun
4 more as an adjective.
• Bypassed instructions
Bypassing is said to have occurred if the sender and the receiver of the message
attribute different meanings to the same word or use different words for the same
meaning. “Take it to be our stockroom and burn it”
In official language burn it means to make more copies of the same
document. • Denotation & Connotations
Words have two types of meanings denotative and connotative.

Denotative—The literal meaning of a word is called its denotative meaning.
It must inform and names objects without indicating any positive or
negative. Connotative—It allows qualitative judgments and personal
reactions.
Like—Honest, cheap, sincere etc.
Ex:—“He gave us cheap material”.
“At this shop, they sell things cheap”.
First one is favourable connotation and second is unfavourable.
To avoid this problem (By passed instruction and connotative meaning of words) the
followings can be used:
❖ Prefer words which are familiar to the receiver.
❖ If words are unfamiliar to the receiver, we should make meanings clear the very first time
we use it.
❖ We should choose words with positive rather than negative connotation.
4. Socio-Psychological Barriers
• Attitude and opinions

The information which agrees with opinion and attribute of the individual is favourable for
that particular individual.
• Emotions
It plays an important role in the act of communication.
If the sender is perplexed, worried, excited, afraid, nervous then he will not be able to
organize his message properly.
• Closed Mind
A person with a closed mind is very difficult to communicate with. We hold our opinion
so rigidly that we just refuse to listen.
• Status-consciousness
We are over-conscious of our lower or higher rank and do not express ourselves
candidly. • The source of information.
We react according to the trust we repose in the source from which the communication
originates.
• Faulty transmission
Most of part in the message is lost in transmission.
(In oral communication, something in the order of 30% of the information is lost in each
transmission.)
• Poor retention
Oral message in particular are lost due to poor human retention ability.
(Employees retain only about 50%)
Barriers of Communication
Fig. 2.4: Barriers of Communication

It is very difficult to suggest a comprehensive list of vital features of system of communication. It
will depend on the specific needs of the situation. The following guidelines or principles may be
followed to achieve effective communication:
1. Clarity of message: The basic principle in communication is clarity. The message must
be as clear as possible. No vagueness should creep into it. The message can be
conveyed properly only if it is clearly formulated in the mind of the both sender and
receiver.
2. Speed: A good system of communication must ensure a speedy transmission of message.
The time taken to transmit a message to its destination and speed of the communication
system should be considered on the basis of the urgency of communicating the
message. If message not delivered at time it create problem for organization.
3. Two-way process: Communication is the two-way process that provides feedback to the
sender from the receiver. Feedback refers to transmission of information concerning the
effect of any act of communication.
4. Reliability: Communication starts on the basis of belief. This atmosphere is built by
performance on the part of the expert. The receiver must have confidence in the
sender. He must have a high regard for the source’s competence on the subject.
5. Completeness: Every Communication must be complete as adequate. Incomplete

messages create misunderstanding, keep the receiver guessing and delay action.
6. Content: The message must be meaningful for the receiver, and it must be compatible
with his value system. It must have significance for him. In general, people select those
items or information which promises them the greatest rewards. The content determines
the response of the audience.
7. Accuracy: The communication medium should ensure accuracy in the transmission of
messages. Whatever medium chooses by the sender should be accurate for that
particular kind of information which they want to send.
8. Capability: Communication must take into account the capability of the audience.
Communications are most effective when they required the least effort on the part of the
recipients. This includes factors like reading ability and receiver knowledge.
9. Economy: The communication system should be as much economical as possible. But
efficiency of the system should not be sacrificed to achieve economy.
10. Secrecy: The communication system should ensure secrecy and there should be no
leakage of information. It becomes more essential when messages are of confidential
nature.
2.4 GATEWAYS TO EFFECTIVE COMMUNICATION

Developing and maintaining a system of communication is the key job of any manager. The
characteristics of a good communication system are discussed below:
1. Two-way channel: In communication, two parties are involved, namely, the sender or
transmitter, and the receiver of the message. An effective communication demands two-
way communication. It should be vertical, downward and upward. Therefore, a manager
should thus not only to inform, instruct and order but should also be prepared to listen,
understand and interprets.
2. Clarity of message: Clarity of facts, ideas, opinion in the mind of communicator should be
clear before communicating. According to Koontz and Donnell, “A communication
possesses clarity when it is expressed in a language and transmitted in a way that can
be comprehended by the receiver.”
3. Mutual trust: A communication system may be considered excellent when mutual trust or
understanding exists between sender and the receiver of the message. Existence of
healthy interpersonal relation between the seniors and their subordinates is also an
indicator of an adequate system of communication in any department or organization.
4. Timely message: Considerable attention should be given to the timeliness of
communication. Old information is worse than none at all.
5. Consistency of message: Consistency can be achieved if the communicator keeps in his
mind the objective, policies and program of the enterprise. It should not be conflicting
with the previous communications, otherwise, it would create confusion and anarchy in
the organization.
6. Good relations: The mode of communication should be chosen in such a manner that it
does not hurt the feelings of the receiver. It should create proper understanding in their
minds of the receiver which leads to develop and maintain the good relationship among
the receiver and the sender.
7. Feedback: Feedback provides proper understanding of the message to the receiver. It

helpful in making a two-way communication process. The sender must try to ascertain
whether or not receiver properly understood the message.
8. Flexibility: The communication system should be flexible enough to adjust to the
changing requirements. It should absorb new techniques of communication with little
resistance.
2.5 SEVEN Cs OF COMMUNICATION

2.5.1 Seven Cs of Written Communication
1. Clarity
Clarity of thought: It comes from a careful consideration of the objective, content and
medium of communication.
Clarity of Expression:
1. Use simple word, easy to understand words:
Avoid them Use them
Compensate Pay
Facilitate Help
Utilise Use
2. Use Single words for long phrases:
Long Phrases Single Words
At all times Always
For the purpose of For
Previous to Before
On account of Because
3. Use verbs for nouns (its brings about simplicity and clarity):
Using Nouns Using Verbs
(Difficult) (Simple)
Come to a conclusion Conclude
Make a decision Decide
Submit a proposal Propose
Take into consideration Consider
4. Avoid double entry
Double entry Simple
Actual fact Fact
End result Result
Period of one week One week
Previous experience Experience
5. Avoid ambiguity: If your message can mean more than one ambiguous. Faulty
punctuation causes the ambiguity.
Go. slow work in progress
Go slow. work in progress
6. Use short sentences: Use one sentence to express only one idea. If a sentence
runs beyond 30 words, it is better to break it up into two sentences.
2. Completeness
While answering a letter or in communication with other make it sure that you have
answered the all question.
Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
3. Conciseness
• Include only relevant facts
• Avoid repetition
• Organise your message well.
4. Consideration
• Adopt the you-attitude
We-attitude You-attitude
I want to express my Thank you for
Sincere thanks for your kind words.
The good words…..
• Avoid gender bias
Avoid Use
Chairman Chair person
Policeman Police Sir/Madam
5. Courtesy
In business we must create friendliness with all those to whom we write. Friendliness is
inseparable from courtesy.
• Answer the letters promptly.
• Omit irritating expressions.

(You neglected, you irresponsible, you are unaware).
• Apologise sincerely for an omission/thank enormously for a favour.
6. Correctness
• Give correct facts.
• Send your message at the correct time.
• Send your message in the correct style.

7. Concreteness
• Always use specific fact and figures.
• Message should be definite and vivid.
• Avoid exaggeration.
Fig. 2.5: 7 Cs of Written Communication
2.5.2 Seven Cs of Oral Communication

According to Francis J. Bergin, a person engaged in oral communication must remember seven
Cs. And these are as follows:
1. Clear: An oral communication become effective when the message is clear for the
audience or receiver as the sender wants to convey. Oral messages are often
misunderstood because the speaker does not talk distinctly. So, for this purpose clear
pronunciation is very much required. To minimize this kind of problem a speaker tries to
workout on different, lengthy and unusual words for clear pronunciation.
2. Concise: Many people enjoy while talking and sometimes oral communication suffers
from the problem of over communication. But when the speaker keeps on talking for
long, his/her message will be distracted. So it will be advisable to speakers to try to
keep the message as brief as possible without changing the real message.
3. Complete: Like written communication in oral communication also, completeness
required. While communicating with other makes it sure that you have paid attention on
below questions. Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
4. Correct: In oral communication correctness means the source of information or from
where you get information is right or trustworthy source. Because if your source of
information is correct than the others generate faith on the speakers and listen them
carefully.
5. Concrete: For making oral communication effectively speakers should use specific fact
and ideas and also avoid exaggerating of any information. They try to choose
appropriate words which are not affecting a particular individual, society, culture or
nation.
6. Courtesy: Courtesy involves you-attitude. Use polite words for oral communication. Tries
to avoid irritating expression, sincerely apologies for any mistake, do not use any
discriminatory expressions which are related to individual people, race, ethics, origin,
physical appearance etc.
7. Candid: When the speaker chooses the candid approaches, its mean that their message
should be straight, open, frank, outspoken. But not hurting particular individual.
Exercise –2
1. What are the different forms of communication? Write detailed notes on the importance,
advantage and limitation of any two of them.
2. Define formal communication. Discuss its merits and demerits also.
3. What are the different types of formal communication? Briefly explain any two of them.
4. What are the merits and demerits of consensus?
5. Write a short note on informal communication.
6. What are the different forms of grapevine? Explain with examples.
7. Write notes on:
(i) Downward communication
(ii) Upward communication
(iii) Horizontal communication
(iv) Consensus
(v) Grapevine
8. Discuss the importance of informal communication in business organization. 9. Write
explanatory notes on formal communication channel in business organization. 10.
Distinguish between the upward and downward communication with examples. 11.
What are the barriers to effective communication in an organization?
12. Discuss the semantic barriers to effective communication and how it will be overcome.
13. What are the different socio-psychological barriers to communication? 14. Explain how
the wrong choice of a medium acts as a barrier to effective communication. 15. What
physical factors cause barrier to communication?
16. Write brief notes on:
(i) Status consciousness
(ii) Attitude and opinions
(iii) Emotions
(iv) Close mind
(v) Poor retention
(vi) Faulty transmission
(vii) Source of information
17. Explain the general principles of effective communication.
18. Discuss the gateway of effective communication.
19. Explain the seven Cs of written communication.
20. Explain the seven Cs of oral communication.

21. Discuss the importance of clarity on message in written communication.
22. Write notes on:
(i) Clarity of message
(ii) Completeness of message
(iii) Courtesy of message
(iv) Correctness of message
■■
EMPLOYMENT
COMMUNICATION
3.1 APPLICATION LETTER
3.2 RESUME
3.2.1 CONTENTS OF A CV/Resume
3.2.2 SOME TIPS FOR PREPARING AN IMPRESSIVE CV
3.3 REFERENCES
3.4 DISCUSSIONS IN GROUPS
3.4.1 CONSIDERATIONS IN GROUP DISCUSSION
3.4.2 DISCUSSION SKILLS
3.5 INTERVIEW
3.5.1 TYPES OF INTERVIEW
3.5.2 CANDIDATE’S PREPARATION
3.5.3 INTERVIEWER PREPARATION
3.5.4 INTERVIEW DO’S AND DON’TS
3.1 APPLICATION LETTER

Applications are commonly invited for posts that are vacant in business or government offices.
Letters of application either in response to an advertisement or in the form of a self initiated
proposal are called as solicited and unsolicited letters respectively.
.
Exhibit: 3.1
STRUCTURE OF THE APPLICATION FOR A POST

❖ Address of the applicant and date.
❖ The name and full address of the employer or the concern.
❖ Salutation.
❖ Body of the application.
• Introductory paragraph.
• Details of the applicant in paragraph or paragraphs.

• Concluding paragraph.
❖ Complimentary close of application.
❖ Signature of the applicant.
BODY OF THE APPLICATION FOR A POST
The opening paragraph should attract the attention of the reader and stimulate his interest to read
the letter further. In an introductory paragraph the applicant should state whether he has send the
application in response to an advertisement or at the suggestion of someone or on his own
initiative.
Form the second paragraph onwards, should now give the details of the important points
mentioned in the introductory paragraph. It contains the bio-data of the applicant, such as,
educational qualifications, practical experiences, age, marital status, language known etc. In
another paragraph, references, if asked for, can be given with full address.
In applications, unwanted matter should not be written like family troubles, family expenses
etc. If you apply for better prospects, never write adverse remarks about the present employer. In
the concluding paragraph, an applicant should mention that he will serve the employer to the best
of his ability and also assure that he will discharge his duties to the thorough satisfaction of his
employer.
GENERAL HINTS FOR LETTERS
• The applicant’s address and telephone number are at the top right corner of the letter. •
Neat layout is necessary, modified block or semi-block form is the best. • If the
advertisement asks that the application must be written in the candidate’s own
handwriting, the covering letter should be neatly written in dark blue ink or ball pen. •
The letter should be addressed as indicated in the advertisement. If the letter is to be
addressed to a company, the salutation is ‘Sirs’. If it is to be addressed to an individual the
salutation is ‘Sir’. The complimentary close for an application letter is “yours faithfully”. •
Original documents like certificates are never enclosed with the application. Only certified
copies are enclosed. The original documents are produced at the interview.
Application may begin with one or other of the following forms like:
• I would like to apply for the post of a System Administrator in your firm advertised in the
“Indian Express” of March 22.
• I wish to be considered as a candidate for the post of Account Manager which, I

understand, has fallen vacant in your office.
• With reference to your advertisement in the “Times of India” of 25th September 07. I offer
my candidature for the post of computer operator in your office.
One of the following sentences may be added to the concluding paragraph if applicant feels
so. • I write this in the belief that my qualification and experience will merit your
consideration. • Salary is a secondary consideration to the opportunity of good career.
• I look forward to an opportunity to be with you for an interview.

■ ■ ■ Employment Communication / 25
14, Secundrabad Road

Lucknow–234567
16 April, 2009
The Managing Director
G.E. Communication
Deen Dayal Marg
Lucknow–5465577
Dear Sir/Madam
Your advertisement for the post of _____________________________ in Times of India of
dated __________________ interests me because I think I have the kind of training and
experience which you expect in the person you are looking for.
I have indicated details of my qualifications, experiences etc. in the enclosed resume for
your kind perusal but should you require any information, please let me know. I shall be glad to
give it either in person or by post, as you wish.
Yours truly,
Saurabh Srivastava
Encl: Resume
Exhibit: 3.2
3.2 RESUME
A resume is a summary presentation of person’s backgrounds, employments, qualifications and
intended career plan.
PURPOSE OF RESUME
1. To pass the employer’s screening process (requisite educational level, year’s experience
etc.) 2. To provide contact information, an up-to-date address and a telephone number (A
telephone number that will always be answered during business hours).
3.2.1 Contents of a CV/Resume
Since the purpose of the resume is to present the information one wants to give, therefore, there
is no fixed rules for a resume format. Whatever the format may be, a resume should consist of
the following details:-
1. Name, address and phone number: Your name, complete address and phone number,
e-mail address and fax number.
2. Career objectives: Mention career goals and specific job objectives.
3. Education: Mention the name of each institution attended, city and state, name of the
degree/diploma or certificate you have received, the year of graduation and post
graduation, if any, etc. If you are a fresh graduate in a field relevant to the job and your
percentage are good, listing your aggregates is a good idea.
4. Experience: Describe your major job responsibilities, skills and knowledge acquired on
the previous job. List your experiences in reverse order and with the latest and most
interesting coming first. You may highlight internships, training, voluntary work, extra
curricular activities, responsibilities handled etc. if you have no professional experience.
5. Interests: Your interests are best listed, if they are either unique or relevant to the
particular job. Professional membership, licenses/certificates are to be listed depending
upon their relevance and contribution to your value as an employee on a particular
organization.
6. Personal details: It includes father’s name and mother’s name, date of birth, nationality,
marital status and address of the candidate. In case of two addresses i.e.
correspondence and permanent address, correspondence address should be
mentioned on the top of the resume and permanent address in the personal details.
7. Declaration: Declaration by the candidate that all the information written in the resume is
true and he/she will be responsible for any mistake. And it is undersigned by candidate
itself and also mention date and place.
8. Referees: The names and address of referees can be provided, if
necessary. 3.2.2 Some Tips for Preparing an Impressive CV
1. Always put the essential things—first arrange the information within each item with your
career objective in mind.
2. Emphasize your skills, accomplishments and levels of responsibility attained. 3. Use
reverse sequential order, meaning that when items are listed by date, the most recent should
come first.
4. The contents of the CV should be completely accurate and honest.
5. Mention anything special that can add weightage to your candidature.
6. Use a clear font and a font size that is easy to read. The font size should not be too small
or too large. The ideal font size would be 12.
7. Ideally, a CV should not be more than two or three pages. It should be shorter for fresh
graduates.
8. Abbreviation should be avoided.
9. References should be provided, if required.
RESUME
My Name
My Street
E-mail: [email protected]
64 My street, My City 7X00074
Ph.: - 94330XXXXX(M) 2551XXXX (Resi)
Objective
Being a committed team player, want to be a part of a renowned organization, to contribute
towards the growth of the Organization, based on my expertise and to further my personal
capabilities by learning from the new exposure within the structured framework of the
organization.
Expertise Summary
• To be an asset to the organization I serve.
• Expertise in HRD/Administration.
• A quick learner with ‘Can do’ attitude
Contd...
Key Skills and Management

Professional management skills
– Meeting objectives
– Identifying problems
– Promoting solutions
– Managing change
– Motivating and developing staff
• Well-developed and effective communication skills.
• Thrive in deadline-driven environments.
• Excellent team-building skills.
Professional Qualification
• MBA from XYZ University, specialization in Human resource [75%, May 2005 pass-out] •
Presently pursuing SAP training from Technology Foundation XYZ Centre.
PROJECTS
• Training Assessment Needs for clinical and non-clinical staff in Medical College, My City
(A project for My City Healthcare Ltd.)
• Manpower Planning in MY City Medical College, My City (Individual project under My
City Healthcare Ltd.)
• Motivational Factors (Extrinsic vs. intrinsic) on MIT Staff (Local project to be submitted to
college)
• Trade Union Activities (HR Project-Third Semester)-XYZ Paints Ltd. My City. •
Market Analysis of viability of Café XYZ Coffee Day in My City.
• Financial Analysis in XYZ Industry, My City
Training Attended
Organization : XYZXYZ CORPORATION LIMITED
Position : Trainee
Tenure : May 2006 – July 2006
Reporting to : Vice President HRD
Project Title : Project on “Critical Evaluation of Performance Appraisal in
XYZXYZ Corporation”
General Education
• Graduation (English Honours), My University, My College, 52%
• Intermediate (Humanities) I.S.C, My Convent School, 85%
• Matriculation, I.C.S.E., My Convent School, 70%
Computer Proficiency
• MS Office – Word, Excel, Power Point, Internet & E-mail operations.
Achievements
• 50% scholarship in MBA program.
• Certificate in Test of Proficiency in English Language.
Contd...
Personal Details
Date of birth : 12th April, 1984
Sex : Female/Male
Nationality : Indian
Marital status : Single
Language known : English, Hindi, and Bengali
Hobbies : Listening music, reading & playing sitar
Date:
Place: (MY Name) Exhibit: 3.3
AMIT
OBJECTIVE
Relentless assimilation of my academic and managerial skills & orientation for positive
development.
PRESENT STATUS
• Working as a lecturer in Jonshon Academy where I teach Marketing and Strategic

Management related subjects in Bachelor’s and Master’s degree courses of Business
Administration.
Work experience: Total 5 years
Teaching experience:
• Working as Lecturer in ABC College of Engineering and Management, Jabalpur (July
2004 to August 2007).
EXPERIENCE
Industry Experience
• Worked as Placement Coordinator in ABC College of Engineering and Management,
Jabalpur. My job profile was arranging training and placement for the students (Oct.
2003 to June 2004).
• Worked as Field Development Executive in Sharada Agrico Private Ltd. New Delhi. My
job profile was related to Market Development and Customer Support especially in the
rural areas of the State of Madhya Pradesh, Satna region (June 2003 to Sept. 2003).
• Worked as Field Development Executive in Rajkamal Industries Ltd. (Chemicals for
Industry & Agriculture) Rajasthan. My job profile was related to Market Development
and Customer Support especially in the rural areas of the State of Rajasthan, Jaipur
region (Aug. 2002 to May 2003).
• M.B.A. in Marketing in 2000 from the Institute of Engineering & Technology,
Bhopal, affiliated to Technical University.
• Post Graduate Diploma in Computer Application from Bhopal University in 1998. •
B.Com. from XYZ College affiliated to Bhopal University in 1999.
Contd...
Papers Published
• “Capability Approach vs Utilitarian Approach” (2006), DOGMAS A Caravan, ISSUE

IV.
• “Cultural Ethos and Blue Ocean Strategy for and as Innovations in Management
Practices” published in conference proceeding in 7th National Conference on
“Innovations in Management Practices” on 31-32 September, 2006 at IJKL
University, Timbuktoo (Nagaland).
Papers Presented
• “xxxxxxyyyyyyzzzzzz” 7th National
• , 2007 at iiiiiiiiiii University, Timbuktoo (Nagaland).
• “xxxxxxxxxxxyyyyyyyyyyyyyzzzzzzzzz” presented in the First Biennial International

Conference ‘New Age Entrepreneurship: Vision and Vistas’ at CESBM (Center for
Entrepreneurship and Small Business Management) on 9th-11th, 2005.
• “xxxxxxxxxxxxxyyyyyyyyyzzzzzzz”, presented at National Seminar, ‘Manthan’, at
Lakshy Business School, Lucknow, April 21-22, 2006.
Seminars, Conference and Faulty Development Programmes Attended • Participated in

National Conference on “Building Management Competencies in India Business: Then,
Now and Beyond” at xxxxxx University, Timbuktoo (Nagaland), 20- 21 January 2006.
• Participated in Seminar on “xxxxxxxxxxxxx” at LLL Institute for Special Education,
Nagaland, 4th March 2006.
• Attended Faulty Development Programme organized by IDBI, Tripura, December 2004.
EDUCATION
Extra Curricular Activities
• Coordinator circulation of college International Journal DOGMAS AND CIRCULATING
IT INTERNATIONALLY ACHIEVING THE SUBSCRIPTIONS AND GREATER
READERSHIP.
• Regularly attending Seminars and Symposiums organized by Bhopal Management
Association.
PERSONAL DETAILS
Name : Amit
Father’s name : Mr. Ram Sagar
Date of birth : 8th July 1979
Marital status : Single
Nationality : Indian
Address : 234, Lalit Nagar, Bhopal
Contact number: 956845125445
Date:
Place: (Signature) Exhibit: 3.4
30 / Business Communication ■ ■ ■ 3.3 REFERENCES
A referee is a person who is ready to give an undertaking for another. The test and the interview
con ducted by the employer enable him to select the candidates suitable for the work. But before
the ap pointment order is sent, it may be necessary for him to obtain information about the
selected candi dates reliability, honesty, talent for the post and any other facts which may be
useful for the purpose.
Hence, the applicants are generally requested to name, in their application, a person/s who
is/are willing to be a reliable sense of information about them. While writing to a referee the
following points should be kept in mind:
1. Use polite language.
2. The letter must seek specific information about the applicant.
3. For maintaining the secrecy, the letter should be marked ‘confidential’. 4. For the
convenience of the referee, it is advisable to enclose a prepaid self-addressed envelope.
5. The referee must assure that the information supplied by him will be treated as confidential.
3.4 DISCUSSIONS IN GROUPS
Discussion is a method to develop one’s creative approaches to knowledge. In a discussion we
learn to listen to others because we deduce and believe to contribute positively. We learn to
speak our own points to others with more clarity. We also learn to create the points before
concluding the views.
Discussion is a process of reflective thinking, thought and opinion. In a discussion we may
continue for some time with predetermined issues but we cannot sell our preconceived idea. It is
reflective because our thinking and opinion depends upon what others think and what others
express. A healthy and successful discussion eliminates conflicts and achieves a harmony. In a
discussion each participant presents his or her imaginative thinking by offering suggestions,
adding ideas but different the solutions until all ideas have been appropriately enumerated.
The salient features of group discussion are noted below:
1. Interaction: A basic feature of group discussion is interaction among the various
members of the group. They observe and communicate with each other orally by
playing attention to each other.
2. Group members: Group discussion is effective only when there is a group of members
which constitute leader and followers. The leader has to summarize facts and
information, integrates, simulate thinking, and agree to a solution of the problem. The
members of group become actively related to each other in their respective roles.
3. Involvement: The effectiveness and efficiency of a group discussion depends to a great
extent upon the active participation of the members.
4. Interpersonal desirability: Another characteristic feature of a group discussion is
interpersonal attraction. As long as interaction continues, likes, dislikes, behaviour,
temperament of members are known to each other. Among them empathy develops
and as such they share each other’s problems.
5. Pressure to obey the rules: In a group discussion, there is always an element of
pressure to obey the rules and norms. The pre-defined and established standards are
always enforced and followed.
6. Discrepancy: A discrepancy is a conflict, difference, disagreement, among the members

of the group, which often arise during deliberations and discussion. It can simulate the
members to find new solutions to the problem.
3.4.1 Considerations in Group Discussion
1. Aims of discussion: The main aim of group discussion is to evaluate how we behave in
a group. Group discussion gives a platform to us to display our personality traits like our
intellectual ability, creativity, imagination and approach to solve the problems,
leadership qualities, conflicts and group behaviour. In the purpose of our participation
we judge the clarity of our thought and the facility of our expression. In the process we
also learn how to communicate our ideas and thoughts effectively. They teach as how
to get rid of our biased judgements and avoid undertaking prejudiced actions.
2. Purpose of discussion: The main purpose of a group discussion is to present a platform
for group learning. It aims at creating an prospect to discuss a problem. The participants
in a group discussion attempt at solving it. They share findings of each other, analyze
and classify the established findings. Discussion as a process makes a group members
think together. The group does this thinking in a cooperative style for problem-solving
and decision-making. Group discussion plot intends to make responsible professionals
out of us. As a group there is a smooth flow of interaction and we learn the process of
group dynamics.
3. Participants in group discussion: For successful group discussion there should be an
adequate number of participants. It is, however, difficult to spellout the number of
participants that makes the discussion functional. It is true that the nature and
effectiveness of discussion depends upon the number of participants in a one group.
The ideal number of participants for an effective and successful discussion is between
five to nine participants in a group. A faithful discussion, however, can take place when
all members share views and exchange information with each other.
4. Venue of discussion: A group discussion should take place in a carefully chosen room. It
should be well-ventilated and illuminated. It should have pleasant atmosphere having
an oval arrangement of chairs for participants in which all participants should get an
opportunity to see each other easily and equally.
It should start with the announcement of the problem to the participants after they
congregate. The participants are given five to ten minutes of time for assessment of
problem thoughts. The another way of holding it is by announcing the problem
beforehand and the discussion starts when all the participants come prepared to the
discussion table.
5. Role of observer: A group discussion takes place in the presence of an observer. The
role of the observer is to learn and scrutinize the process of discussion. He or she
keeps a watch on the participants and their participation on the discussion.
3.4.2 Discussion Skills
For an effective participation in a group discussion, we require to improve our skills in speaking
and listening both.
SKILLS FOR SPEAKER
1. Command over the subject-matter: For effective discussion we should know how to
state our points that require specific attention and consideration. We should know how
to
explain, elaborate, compare, describe, illustrate, relate summarize and review matters.
We should be well prepared for discussion having knowledge and information about the
subject matter.
2. Remarkable or impressive voice: A participant should have a pleasant and amusing
voice quality. He or she pronounces words with proper stress and accent. An
impressive voice attracts other participants to hear what we speak.
3. Pronunciation: The participants should know how to modulate his or her voice with
effective pronunciation combining stress on syllables pronunciation.
4. Poise: A general poise and bearing makes us to maintain our cool. A poise doesn’t allow
us to pronounce someone or on some point of view. The poise includes our
attentiveness, calmness, a brevity attitude and confidence. All these help us participate
efficiently in a discussion.
5. Effective body language: For effective participation in a discussion we should avoid too
many gestures or body movements while speaking. Our body language should not
display any antagonism, irritation, fatigue, panic, hurry or hesitation.
SKILLS FOR LISTENER
1. Positive approach: As listener also we should follow a positive approach for a useful
discussion. We sincerely listen to others.
2. Focused attitude: Our mind should be on the subject matter or on the problem of the
discussion. It helps to understand the speaker intention and also it makes easier to
understand the particular topic.
3. Systematic perception: For effective participation in a discussion we should perceive the
viewpoints expressed in the discussion. We should interpret the viewpoint and opinions
of others rationally and objectively. We must listen to what others say and accordingly
we should transform our views.
4. Detailed analysis: As a participant we should know how to listen, what to listen and get
the right meaning. We should know how to generalize or interprets the information
gathered. This should be done by a proper comparison between the old knowledge and
the new facts listen in the discussion.
5. Body language: As a responsible listener in a discussion we should be frank, friendly in
receiving the views and opinions of others. Our gestures, therefore, should not be of
hostile kind. We should be frank and accommodating but indeed not defensive too.
Healthy discussions gave us newer and newer ideas. We learn how to transmit our views,
examining their validity appeal. Through discussions we share our views and opinions.
Discussion plays a very important role in our learning process. By the group discussion process
we learn the kind of role a team-effort has in the modern world. We also learn how to respect the
views of others, think together and work together helpfully resolving conflicts and confusions at all
steps.
3.5 INTERVIEW
The word ‘interview’ means ‘view between’ or ‘sight between’. It suggests a meeting between two
persons for the purpose of getting a view of each other, or for knowing each other or we can say
that it is the interaction between interviewer and interviewee. An interview is a means of two-way
communication.
Fig. 3.1
3.5.1 Types of Interview

1. Promotion interview: Persons due for promotion are interviewed even if there is no
competition. This type of interview is more informal and serves as induction for new
responsibilities and duties. And if there, is competition for promotion, the interview helps
in the selection process and may also serve as an opportunity for a discussion of career
opportunities for candidate.
2. Appraisal or Assessment interview: An appraisal interview is one of the methods of
periodical assessment of employees. Annual appraisal interview is the best method for
judging employees performance. A face-to-face confidential talk is an opportunity for
both they discuss on several issues which are related to job.
This interview is more a discussion rather than question-answer. The focus is on the
career development, shortcomings, areas which need improvement, training,
opportunities for promotion etc.
3. Exit interview: An exit interview is given to an employee who has resigned or leaving the
organisation. The organization can—
• Find out the precise reason for the employee decision to leave.
• Give information about PF, group insurance and how and when’s the dues will be
paid. • Get feedback on employee’s opinion about the organization’s policies.
• Give the final pay cheque or information about when it will be ready and how it will be
handed over.
• Check that all books, manuals, tools, equipments which were issued to the employee
have been returned as same.
4. Problem interview: Problem interview basically meant for those employees who create
problem. An employee whose performance or behaviour is unsatisfactory in spite of
warning represents a problem. An interview is more likely to suggest a solution than
warnings and notices.
The reason for the employee’s poor performance can be found out in a face-to-face
talk, it may be domestic problems, health problem, lack of training or dissatisfaction with
job, environment problem, hierarchy problem etc. Many organizations have facilities for
counseling staff, the employee may be offered a session with the counselor.
5. Stress interview: A stress interview puts the candidates into difficult situations in order to
test her/his reaction to stress. This method is used for selection for positions in which
the person must be able to face difficult situations without getting upset. A stress
interview tests
such qualities as courage, tact, cool temper, and self-command, on candidates which is
needed when confronted by other individual or groups.
6. Selection interview: The most important objective of the selection interviews is to
measure the suitability of the candidates for specific jobs.
Employment interviews are usually taken by a panel of interviewer. An interview may
take time from 10 minutes to 45 minutes or even longer. Interviewers spend more time
on good candidates. They have to gather enough information about the candidates to
be able to assess their suitability to join the organization.
The candidates too must find out about the organization, its employee policies and
culture, what it expects the recruits to do and what opportunities for career development
it offers.
3.5.2 Candidate’s Preparation
In interview not only information and knowledge of the candidate assessed but the whole
personality is assessed. The candidate must be physically, mentally and psychologically prepared
for the interview. PHYSICAL PREPARATION
1. The candidate is likely to be properly groomed and formally dressed. Clean and well-cut
nails, properly combed hair, well-fitting clothes, neat footwear and a suitable handbag or
brief case are the normal requirements of formal appearance.
2. Posture. The way a candidate carries him while standing, walking, sitting reveals a good
deal about him. Self-confidence, nervousness or over-confidence, are all reflected in the
posture and bearing of the candidate. Note your body movements, and take care to
stop any bad habitual movements.
3. Good etiquette is necessary for interview. The candidate must know what the suitable
greetings are for the day on a particular time.
• Do not offer to shake hands unless it is offered by an interviewer.
• Do not sit until you are asked to sit down. If you are not asked to sit then take
permission from interviewer to sit.
• Take care, while handling the chair. It should not be dragged noisily. Sit comfortably
and with good posture.
• If you have large briefcase, put it down on the floor near the chair. If you have small
one then keep it on your lap. Be comfortable and well practiced in handling your bag. •
Do not put elbows or hand on the table. Practice keeping hands comfortably when you
are not using them.
• Maintain comfortable posture throughout the interview.
• At the end of the interview, remember to thank the interviewers and wish them Good
day.
MENTAL PREPARATION
1. It is advisable to new job-seekers, that they revise concern subjects. Knowledge in the
field of specialization must be up-to-date, take a look at your bio-data and be prepared
to give more information about your interest.
2. Important current issues in the country and in the world will be asked at the time of
interview. Regular reading of newspapers, listening to TV news and discussion on

current issues are suggested.
3. Information about the company where you go for interview, its owners/boards of directors,
its product or services, its turnover, share capitals, market value etc. are available in the
company’s annual report or it is also available at the internet. The candidate must find
out such information as possible about the company whose employment he seeks.
PSYCHOLOGICAL PREPARATION
1. Honesty and openness in answering questions is the best policy. Dishonesty generally
makes a bad impression in the mind of the interviewers. It is better to admit inability to
answer a question than to pretend and guess answer.
2. Inability to discuss a topic makes a bad impression. If there is any topic that seems too
embarrassing to talk about, it is useful to read up information on it and talk about it
objectively to a few friends for practice.
3. Salary is a topic that must be discussed at the time of interview. It is important to talk
about the compensation package without appearing to be bargaining, or being driven or
defeated. 4. A candidate must have the clarity of purpose and determination to want to know
her/his prospects in the organization. Information about the nature of duties, working time,
deduction, future prospects, other benefits and any of the desired information must be
received before leaving.
SELF EVALUATION
1. Anyone who wants to be successful in life must make a good self-evaluation. Knowledge
of one’s strengths and weaknesses is very useful in gaining self confidence.
2. It takes time and should be done carefully and patiently by candidates. 3. Parents and
close friends can help in pointing out faults or limitation and in correcting them and also in
finding out strong points and strengthening them.
4. Coming to terms with oneself, knowing how to deal with one’s faults, and how to make
good use of one’s talents and skills is excellent preparation for an interview. It adds a
great deal of self confidence and poise to the personality.
3.5.3 Interviewer Preparation
1. Preparation for the interview has to be made well in advance. The received application are
sorted and scrutinized and qualified candidates are selected for interviewing. 2. A panel of
interviewers is selected on the basis of requirements of the job and the assessment which
has to be made at interview.
3. A date for the interview is fixed, and the interviewers as well as his selected candidates
are sent letters informing them of the date, time and place of the interview.
4. On the day of the interview, the room in which the interview is to be conducted is suitably
arranged. Another room near the interview room is also arranged for the candidates to
be seating while waiting to be interviewed.
5. A senior office staff and a peon attend to the needs of the waiting candidates. Each panel
member has to examine the bio-data of candidates and prepare questions based on the
bio-data for each candidate.
6. Develop rapport to encourage the candidate to be involved. A candidate is more willing to
speak openly if the interview show respect and understanding of his/her needs.
At the time of interview the interviewer must consider the following points: 1. A relaxed
atmosphere can be created by interviewer having a brief conversation unrelated to the
interview and by using the candidate’s name.
2. Friendly responses to what the candidate says make the candidate comfortable and
encourage him to speak.
3. A candidate must never be humiliated even if it is obvious that he is unsuitable. 4. If the
interviewer conducted a stress interview than after the interview candidate should be told that it
was stress interviewing and that he need not feel anxious about it. 5. Leave taking must be
pleasant and sociable, with response to the candidate’s wishing. 3.5.4 Interview Do’s and
Don’ts
With the requirements of the position in mind, the interviewer will search for your strong and weak
points and evaluate your intellect and the abilities that you have developed as a result of your
education and past experience. They will also be interested in personal characteristics such as
your motivation and the way you present yourself.
THE “DO’S”
• DO follow the interviewer’s leads and prompts, reading whether your answer is going to be
too long or if further information is required to explain on a point made.
• DO make sure that you highlight your strengths to the interviewer in a factual, sincere
manner. Provide specific examples of your abilities that demonstrate positive outcomes
or achievements.
• DO realise that the interviewer will ask you questions about your skills that relate to the
selection criteria or the requirements of the position. If the position requires technical or
special knowledge, you can expect to be asked a question that involves applying theory
to solve a problem.
• DO make sure you leave the impression that you are more interested in the activities
involved in the job than the promotional opportunities or benefits that the organization
may offer.
• DO always indicate your interest in the job for which you’re being interviewed. Never close
the door on an opportunity. It is better to be offered the position so you can consider it in
relation to other jobs for which you are applying than to not have a choice.
• DO ask questions when given the opportunity.
• DO take advantage of the opportunity to add anything else in your favour if asked.
THE “DON’TS”
• DON’T answer questions with a simple “yes” or “no”. Give good responses and explain
yourse lf whenever possible by referring to relevant examples from your experiences. •

DON’T respond in a general, vague, or hesitant manner. Keep in mind that you alone can
sell yourself to an interviewer. Project a sense of purpose and direction.
• DON’T ‘over answer’ questions. The interviewer may steer the conversation into politics or
economics. It is best to answer the questions honestly, and say no more than is necessary. •
DON’T ever make derogatory remarks about your present or former employers. • DON’T
enquire about salary, holidays, bonuses or retirement at the initial interview.
However, you should know your market value and be prepared to specify your required
salary range if asked.
• DON’T lie. Answer questions truthfully, frankly and as close ‘to the point’ as possible. •
DON’T focus on negatives: emphasis positive outcomes and learning experiences. Negative
factors frequently assessed during an interview that most often lead to rejection include: •
lack of responsibility taken for actions.
• lack of interest and enthusiasm.
• lack of preparation, failure to obtain information about the job and organization. •
inability to express thoughts clearly, poor diction or grammar, and lack of poise. •
lack of career planning, purpose or goals.
• lack of tact, maturity, courtesy or professionalism.
• evasive – making excuses for poor academic record or other unfavourable factors.
• overbearing, aggressive, arrogant or conceited.
• over-emphasis on money – interested only in remuneration.
• persistent attitude of “What can you do for me?”
• failure to ask pertinent questions about the job or the organization.

Make sure these negative factors do not apply to you on your interview. And try to overcome
these factors so you should better present yourself in the interview.
Exercise–3
1. How do you define application letter?

2. Distinguish between the solicited and unsolicited application letters.
3. Define structure of application letter.
4. What are the general hints for writing application letter?
5. Draft an application letter for the post of the Sales Manager of a private firm. 6. Write an
application letter for the post of Deputy Welfare Officer addressed to the Personnel
Manager of Laxmi Enterprises, Orissa, in response to an advertisement in a newspaper
dated 12th August, 2004.
7. Answer the following advertisement: “Wanted a lady receptionist with at least three years
experiences for the office of the Galaxy InfoTech, Chandigarh. Apply to the Manager
stating age, qualification, experience and minimum salary acceptable.”
8. Draft a letter to the Registrar, Rampur Technical University, applying for the post of Asst.
Registrar giving your qualifications, age and experiences.
9. Discuss the purpose of resume.
10. What are the different contents of resume?
11. What is the need or importance of listed references in a resume?
12. An International Bank has recently advertised some vacancies of teller. Write an
application for one such post giving full details to the Personnel Manager.
13. Write out an application to the following advertisement appearing in Indian Express of 4th
July, 2006.
“Wanted Accountant on Rs. 20,000 p.m.: Apply stating age, qualification and
experiences, to Box No. 46. The Leader.”
14. What are the tips for writing an impressive C.V/ Resume?
15. “A group discussion is the creative approach to knowledge.” Explain.
16. What are the features of group discussion?
17. What are the different factors taken into consideration while group discussion? 18. “For
participation in group discussion one should require the balance of speaking and listening
skills.” Explain.
19. Explain the skills required at the level of listening in group discussion.
20. What do you mean by interview?
21. Describe any two types of interview.
22. Write notes on:
(i) Promotion Interview
(ii) Appraisal Interview
(iii) Exit Interview
(iv) Problem Interview
(v) Stress Interview
(vi) Selection Interview
23. For interview what preparation have to be done by candidates. Explain. 24. “First
impression is the last impression.” Explain with the concern of physical preparation. 25.
Differentiate between mental and psychological preparation.
26. “Self assessment is required before interview.” How much you agree with this statement
and why?
27. What preparation does the interviewer has to make for an interview?
28. List some do’s and don’ts of interview.
29. Write down five questions that you would like to ask the interviewers at your interview for
a job.
30. Suggest some ways and means of making exit interview successful.
■■
COMMUNICATION AND
TECHNOLOGY
4.1 THE ROLE OF TECHNOLOGICAL ADVANCEMENT
4.2 COMMUNICATION NETWORK
4.2.1 INTRANET
4.2.2 INTERNET
4.3 E-MAILS
4.4 SHORT MESSAGE SERVICE (SMS)
4.5 TELECONFERENCING
4.6 VIDEO CONFERENCING
4.1 THE ROLE OF TECHNOLOGICAL ADVANCEMENT

In this age of communication, information and wide access to it is considered as wealth. One of
the keys to such a source lies in the application of information retrieval techniques which have
contributed a lot for the emergence of new communication technology.
The use of new communication technology can tackle some of the basic problem, namely,
accuracy, cost, speed, quality, quantity in the light of wide corporate business operations. So, the
search for alternative methods has become imperative in the modern complex business
organization, where communication has to go to vast geographical territory, both inside and
outside the country. Over the traditional media like radio, television, computer, audio and video
cassettes, video disk, telephones and many mechanical devices have been successfully used as
a means of communication in many organizations. They are also helpful in managerial functions
like planning, control, direction, motivation etc.
Business world must adopt new technologies for the cause of communication to serve the
community as social responsibility or, it will be difficult to survive in the competitive scenario.
4.2 COMMUNICATION NETWORK

The word ‘Network’ means anything in the form of the Net which may have many lines crossing
each other. A network in connection with the computer environment means ‘link’ between a
number of computers within the organization and outside. Computer network is a series of
interconnected points or channels communicating with each other. Interconnections of a number
of computer and/or
peripheral devices at distributed locations that transmit information necessarily to perform the
functions of the network are potential business standards.
The interconnection are the sum total of various channels and is known as the computer
communication network. Thus, a well knitted computer network envisages multi-channels. So, it
represents an integrated operating system. A modern complex organization may have many
disseminating centers interconnected by various centers and reflects a potential network.
Fig. 4.1: Communication Network
FEATURES OF NETWORKING
1. It helps to establish and maintain external communication with outside organization.
2. Redefines the role of management and transforms the manager’s role altogether. 3.
Employees can interact with the other co-workers of any department.
4. The ultimate objective of developing networking in organization is achieved by making
employees more productive.
5. The business information is always online, it is real time and constantly improving the
quality of data.
6. It connects more computers or terminals and makes communication possible between the
group of networks and individual networks.
7. The networking system permits the distribution of information timely, quickly, efficiently
and particularly in the case of multi-national corporations where global work-force
operated in several countries.
ADVANTAGES OF NETWORKING
1. Data transfer between computers is easy and convenient.
2. Easy and quick access, immediate availability of information which helps in increased
production.
3. It minimizes the labour cost of doing paperwork.
4. It saves lot of time and efforts of the employees as the technology permits face to face
interaction.
5. Easy to inform any changes in organization policies or practice across the employees who
scattered at different location.
■ ■ ■ Communication and Technology / 41
4.2.1 Intranet
An internet connection within the organization is known as intranet. It is also referred to a system
with restricted audience. Through the intranet system, a well managed and structured information
is transferred to selective individuals within the organization. The intranet has access to internet
but the internet has no access to the intranet. The intranet has limited or private accessibility.
Intra means within and with reference to the computer network, it refers to private networking
within an organization.
Fig. 4.2
The intranet is an internal website used in an organization to disseminate business related

information and data to employees. In recent years, many business organizations have been
searching for different ways and means to improve employee communication. The application
and usage of intranet is a practical solution for distribution of materials more efficiently and thus
reduce overhead costs.
ADVANTAGES OF INTRANET
1. Cuts corporate communication cost up to 60 per cent.
2. Increases productivity and efficiency level of employees.
3. It provides a way for people to easily retrieve the information they need and at any time. 4.
Any member of an organization has an opportunity to access the technology of intranet and
to have access to information within the organization irrespective of their hardware
technology.
5. Intranet converts the conventional paper office into an electronic office by creating
electronic documents for potential business communication.
6. Intranet removes barriers to free flow of communication within the organization and
allowing individuals and groups to communicate and share knowledge.
4.2.2 Internet
Net is the short form of internet, a new name given to the world wide network. The internet is a
conglomeration of a number of smallest networks and other smaller inter-connected machines
distributed over the entire globe. Internet is a window to the global superhighway and to the
cyberspace. So, it is a global system of connected independent group of computers. The internet
is a two way communication method. Exploring internet potential brings the world on the screen
of the users’ computers. The basic principle of the Net is that the sender and the receiver are on
the same line of the system.
To explain simply the internet is like the telephone system which is an instrument of global
contact. There are many variant ways to connect to the Net. Similarly, there are different types of
programs to run. Internet really is a way or path for various computers to communicate. The
success of a product in the market depends upon its quality and capacity to compete and sell in
the world market. In a global marketing set up, there is a need to inform the potential global
customer about the availability of a particular product with certain specifications, price, utility and
other features.
ADVANTAGES OF INTERNET
1. Sending and receiving the messages through internet across the globe.
2. Getting information stored on the computers for future reference.
3. Reading newspaper, magazines and newsletters.
4. Downloading articles and other materials of our interest.
5. Participating in e-banking, i.e., operating one’s bank account through e-mail facility.
6. Shopping through internet save the time of customers.
7. Updates your company with latest technology across the globe.
4.3 E-MAILS
Electronic Mail or e-mail is a system of electronic correspondence by which users send and
receive message over a network of computer and telecommunication links. The message may
consist of short notes and greetings, or extensive text files plus graphics and photographic
images, video clips or sound. Thus, e-mail is an ‘electronic past office’. It lets people
communicate even in the absence of the receiver at the other end. It means that you can send e-
mail message at any time or whenever you want. The person, to whom you have sent the
message, can read the same whenever he wants. Thus, the sender and the receiver don’t have
to connect themselves at the same time to communicate for that particular message.
ADVANTAGES OF E-MAIL
1. It permits sending to and receiving messages from others having e-mail address. 2. It
transmits the message almost immediately. Thus, its speed is very fast. 3. It does not require
the presence of the receiver of the message at the other end. The message
is delivered into his mailbox and it can be checked by the receiver by opening his
mailbox at any time.
4. It directly reaches the concerned individual’s electronic mailbox.
5. It ensures a higher degree of secrecy of the message.
6. It is a very cheap medium of communication. Hard copy letters and memorandums can
often be replaced by electronic mail.
7. Message can be sent at any time, day or night, decreasing problems brought about by
differences in time zone.
8. Identical message can be sent to many people simultaneously.
E-MAIL ETIQUETTES
1. Timely respond to e-mail message.
2. For convenience of receiver provide clearly worded subject lines for all messages.
3. Use short paragraph for gaining reader’s attention.
■ ■ ■ Communication and Technology / 43
4. Be complete and concise and avoid rambling.

5. Use upper and lower-case letters. It is easier to read. All capital letter is considered
‘Shouting’, which should be avoided.
6. Avoid inappropriate and unpleasant language.
7. Avoid adding too many attachments to your message.
8. Always write personal name if your mail system allows it. Personal names attached to
your address signify you better than your e-mail address.
9. Reread and proofread the message before sending.
10. Use spell check for correct spelling and ensure that the message is free from grammatical
error.
4.4 SHORT MESSAGE SERVICE (SMS)

Short Message Service (SMS) is the facility to send and receive the text messages to and from
mobile telephone. SMS is a communication protocal allowing the interchange of short text
messages between moblie telephone devices. SMS text messaging is the most widely used data
application on the planet, with 2.4 billion active users, or 74% of all mobile phone subscribers
sending and receiving text messages on their phones. The text may be in the form of words or
numbers or an alphanumeric combination. With SMS, an active mobile handset is able to receive
or submit a sort message at any time, independent of whether a voice or data call is in progress.
MERITS
• Message can be sent at any time.
• It is helpful in urgency.
• It saves cost and time both.

DEMERITS
• Delay in delivery of message due to network conjunction.
• Very short words or sentences sometimes misinterpreted by receiver.
4.5 TELECONFERENCING
Teleconferencing is electronic communication between two or more people at two or more
locations. In its simplest form, it is the telephone conference call that has been available for many
years. With speakerphones in each office, the number of participants can be greatly increased.
When using two way calls, all participants can speak with all other participants. In one way
communication calls, oral messages (for example, statements from a company president) are
delivered simultaneously to many locations.
ADVANTAGES
1. Easy to use.
2. Easily available.
3. Easy to participate from any telephone line in the world.
4. Take only few minutes to set up a conference hall.
5. Costs, energy and time are saved.
DISADVANTAGE
A major limitation of teleconferencing is that it can’t replace the face-to-face interaction
between people. Where people prefer face-to-face interaction, teleconferencing will not serve the
real purpose.
44 / Business Communication ■ ■ ■ 4.6 VIDEOCONFERENCING
A real time video session between two or more users or between two or more locations. Video
conferencing allows people at different locations to see and hear each other at the same time. It
is fully interactive and almost like face-to-face meetings. Depending of the level of technology
used, it may connect two locations interactively or it may be broadcast video with the
broadcasting site transmitting its image to many sites that may be able to communicate back
through standard telephone line. With more complex system and equipments it is possible to
have more the two locations connected together so that they can all see and hear one another,
very much like an actual meeting.
ADVANTAGES
1. It serves as a substitute for face-to-face communication.
2. Communication is real time.
3. It overcomes transcending barriers of distance.
4. It leads to saving in travelling costs of executives.
5. It leads to saving in time of holding meetings.
6. It facilitates rapid expansion of knowledge of people sitting at different places.
DISADVANTAGES
1. The person that you want to talk to should have a computer as well as the hardware and
software required for conferencing.
2. Computer is not portable like cellular phone. Hence, it affects the portability of your
conferencing.
3. The privacy of a videoconference is not always guaranteed.
Exercise–4
1. Discuss the importance of technology advancement in business

communication. 2. What do you understand by communication network? Describe
its features also. 3. What are the different advantages of communication network?
4. Distinguish between intranet and internet.
5. Explain the merits of intranet.
6. Discuss the advantages of using internet.
7. “E-mail is an electronic post-office.” Explain this statement.
8. List e-mail etiquettes while sending or receiving mail.
9. What are the advantages of e-mail?
10. Write brief notes on:
(i) SMS
(ii) Videoconferencing
(iii) Teleconferencing
11. Distinguish between video and teleconferencing with examples.
■■
ORAL COMMUNICATION
5.1 ORAL COMMUNICATION
5.1.1 ADVANTAGES OF ORAL COMMUNICATION
5.1.2 LIMITATIONS OF ORAL COMMUNICATION
5.2 TWO SIDES OF ORAL COMMUNICATION
5.4 EFFECTIVE LISTENING
5.5 NON-VERBAL COMMUNICATION
5.5.1 BODY LANGUAGE
5.5.2 PARAGRAPH LANGUAGE
5.1 ORAL COMMUNICATION

Oral communication is the communication where the message or information exchanges by
spoken words. It can be done by both face to face and also through mechanical devices. And
definitely both will take place an important position in the organization. In an organization face to
face communication can be done through conference, seminar, group discussion, personal
interview, etc.
Mechanical devices play an important role in modern business communication process which
include signals, telephone, mobile, e-mail, fax etc.
5.1.1 Advantages of Oral Communication
1. Speed: Once you make contact with your audience, there is no time lag between the
transmission and reception of massage.
2. Speaker is able to get personal attention of the listener: You might spend hours
drafting a memorandum, letter or report only to have recipient scan if superficially or not
read it at all. In a personal contact, however, you have much more command over the
receiver’s attention.
3. It saves time: Where action is required to be taken immediately, it is advisable to
communicate orally.
4. It saves money: At one time you can communicate with more then one person and it
saves money as compared to the written communication when it is within the
organization.
5. It allows instantaneous feedback: When you speak directly to one or more listeners,
you can respond to questions as soon as they arise. You can revise quickly if you have
used the wrong word and offended or confused your audience.
6. Supplemented by non-verbal clues: The person receiving oral communication can
combine it with the expressions and other non-verbal clues around the speaker, the
message can be better understood.
7. It is extremely useful while communicating with groups at meetings, assemblies,
etc. 5.1.2 Limitations of Oral Communication
Although it has many advantages, oral communication is not always the best approach. It suffers
from the following disadvantages:
1. No evidence: There is no documentary proof of oral communication and as such the
impact of oral communication is purely temporary.
2. The lengthy messages are not suitable for such type of communication, because of poor
retention power of human being.
3. Expensive and time consuming when the communicator and receiver are far removed
from each other or when the people who need to communicate are separated by longer
distance, personal contact is expensive and time consuming. Even a cross-town trip for
a half-hour meeting can take most of the morning or afternoon, depending upon traffic
or weather.
4. Not appropriate when the matter is controversial.
5. Serious deliberation is not possible: A serious thought is not possible on the subject
because the receiver has to take an immediate decision in response to the
communication received.
6. More prone to physical noise: An oral message has more probability of getting distorted
because of physical noise of speech, somebody interfering in between, and likewise. 7. Oral
massages do not have any legal validity unless they are taped and made a part of
permanent record.
5.2 TWO SIDES OF ORAL COMMUNICATION

The sender and the receiver are the two sides of oral communication. As sender, what are the
different methods for making oral communication effectively are described in other section of
chapter but as the receiver oral evaluation may include both positive comments and areas for
improvement. Like feedback on any assignment, it is helpful to offer constructive criticism without
personally attacking the character of the speaker. Let us suggest the following to receivers for
providing oral or written feedback to oral presentations:
• Be descriptive. Describe what you observed the speaker doing rather than passing
judgment, e.g. say “I did not hear a concluding statement” rather than “That was a
stupid way to end your presentation.”
• Be specific. Give the speaker enough information so that she/he can improve for the next
presentation, e.g. say “I would increase the font size on your PowerPoint slides
because I had trouble reading the slides” rather than “Your visual aids were ineffective.”
• Be positive. “Sandwich” comments such that you begin with a positive comment, then
offer suggestions for improvement, and end with a positive comment.
■ ■ ■ Oral Communication / 47
• Be constructive. Give specific suggestions for improvement rather than simply telling the
speaker what they did wrong.
• Be sensitive. Use tactful language in giving feedback rather than offering blunt
suggestions or comments, e.g. say “Speak a bit louder so those in the back of the room
can hear you” rather than “I couldn’t hear a word you said—speak up!”
• Be realistic. Give the speaker feedback about things that he/she can actually change.
Telling a speaker that she/he is too short is not helpful.

For making oral communication effective a speaker should take care of their body language,
paralanguage, presentation style, time, place, etc. for details please refer chapter 2, section
Seven Cs of oral communication and also refer chapter 9, for Effective presentation.
5.4 EFFECTIVE LISTENING

Listening is the receiver’s activity in oral communication. As the speaker has the responsibility to
make effort to be understood, so the listener has the responsibility to be attentive and to make
effort to understand the meaning of the speaker. Of all skills of communication, listening is the
most important of all. The higher your position in an organization, the greater is your listening
responsibility.
Johnson: The ability to understand and respond effectively to oral communication. M.V.
Rodriques: Listening is a process of receiving, interpreting and reacting to the message
received from the sender.
Leland Brown: Listening is an activity that can be turned on and off consciously and
unconsciously. It starts with the receiver’s becoming aware that they should listen and
become attentive to what is being said.
LISTENING PROCESS
Stage I: At this stage, the listener simply paid attention to the speaker to hear the message.
If you can repeat the speaker’s words, you have heard the message.
Stage II: This depends on the listener’s vocabulary, knowledge, experience and so on. If the
listener fails to interpret the words correctly the message is misunderstood.
Fig. 5.1: Listening Process

Stage III. At this stage the listener decides what to do with the received information. When
you are listening to a marketing talk, you may choose to believe or not to believe what you
hear. The judgement you make at this stage of evaluation are crucial to the listening process.
Stage IV. The listener’s response to the message may be in words or in body language. The
response lets the speaker know whether the listener has got the message and what his/her
reaction is.
ADVANTAGES
1. Listening helps to know the organization.
2. Listening helps to make better policies.
3. Listening mollify the complaining employees.
4. Listening is important for the success of the open-door policy.
5. Listening helps to spot sensitive areas before they become explosive.
Guidelines for Effective Listening
1. Eye contact: When one of the audience does not look at the speaker, it means, he is not
interested in listening. A listener must exhibit a behaviour of making eye contact. It
encourages the speaker.
2. Bodily exhibitions: A listener must show himself that he is interested in listening. Non
verbal signs can be used to exhibit affirmative head nods and appropriate facial
expressions, eye contact etc., convey certain things to the speaker.
3. Avoid distracting actions or gestures: Looking at one’s own watch, shuffle papers,
playing with pencil, reading newspaper or letters and other distracting activities should
not be practised.
4. Ask question: An effective listener always asks questions, clarifies doubts, seeks
explanation and ensure clear understanding. This makes the speaker realise that he is
really listening.
5. Put the speaker at ease: By your attitude, help the speaker become relaxed and aware
of willing listener. Be not only seen to listen, but felt to listen.
6. Avoid premature arguments: Don’t interrupt to question or argue about facts, ‘That is
not so…….’, ‘prove it…..’ Good listener interpret the speaker after completing his speech. 7.
Listen patiently: The speaker is entitled to be heard, even if you feel his approach is
wrong.
8. No personal bias: It is always desirable to drop personal biases and attitudes about a
speaker and his views. This one is the wrong habit and sometime for this reason
speaker feel uneasy.
9. Observe non-verbal cues: Search out the main points. Observe the non-verbal cues like
tone pitch, physical gesture etc., which too convey meaning to the message. A listener
may note them down as these will help in revealing if the speaker appears to be sincere
in his views.
10. Avoid fake attention: Many listeners develop the habit of faking attention. They
steadfastly fix their eyes on the speaker and try to project themselves as good listeners.
They usually miss out many important points made by the speaker.
■ ■ ■ Oral Communication / 49 5.5 NON-VERBAL COMMUNICATION
Verbal communication refers to the communication which occurs with the help of words. A verbal
contact, therefore, suggests an oral contact and a verbal evidence denotes oral evidence. Non-
verbal communication refers to the type of communication that does not use words.
Non-verbal communication is closely associated with the power of observation. The receiver
of the communication should be in a position to see, hear and even feel the communicator. The
receiver of the communication should be in a position to clearly see the face, the gesture, the
tone, the dress, the appearance and also hear the voice of the communicator. Since it is through
observation, non-verbal communication may be both intended and unintended. It is intended
when the communicator tries to convey certain messages to the target group through conscious
gesture, postures and other forms of body language. Non-verbal communication is unintended
when the body language, posture or appearance of the communicator is interpreted by the
receiver, even though it is not done consciously. A sloppy posture or a causal attire (cloths) may
be interpreted as lack of seriousness, although the speaker may be quite intent.
Importance of Non-verbal Communication
1. For conveying ideas related to geography, maps, charts, graphs etc. At a glance, the
receiver can understand the matter, because non-verbal methods can present a large
amount of data in a compact form.
2. For traffic signs and signals, non-verbal communication is absolutely essential because
there must be instant response from the drivers or pedestrians.
3. Every human being normally respond quickly to colours, pictures or sounds than to any
language.
4. The only method to convey illiterate people through non-verbal symbols.
5.5.1 Body Language
Body language means the changes that occur in the body position and movements that shows
what the person is feeling or thinking. Much of it is involuntary and unconscious most persons are
not aware of their body language. But it makes powerful impact on others.
Body language can be divided into conscious and unconscious:
1. Unconscious movements are of biological origin, acquired habit and cultural customs are
as follows:
Biological: Certain body shapes, skin colour and features cause persons to have some
kinds of gestures, expressions and postures. Besides, we constantly try to adjust and
adapt our body to our environment which we may or may not find comfortable.
Habitual: Some movements and expressions are learnt as habit in the process of
adapting oneself to the environment. They also arise from one’s occupation which
requires constant posture or movement of certain kinds. Certain speaking styles and
phrases are also occupational habits.
Cultural: Customs like not sitting cross-legged before elders, not looking straight in the
eye of elder or senior, are culture specific. Customs of receiving guests, introduction,
social conduct also include some gestures.
2. Conscious movements, postures and voice modulations are deliberately used. Actors are
specially trained for this, skilled communicators, especially good presenters also make
conscious use of body language.
No one can gain full control of one’s body language, but it is possible to enlarge one’s
awareness of one’s body and gain a good deal of control on one’s posture, movements and voice
modulation. If we develop increased sensitivity to our own body language, our ability to read
other’ body language is increased.
APPEARANCE
A person’s general appearance depends on several things. Two of the important factors that
contribute to appearance are grooming and personal hygiene. Care of skin, nails, feet and hair
are expected standards. A person who neglects these aspects makes an unpleasant impression.
Appearance makes the first impression, lack of neatness or cleanliness, carelessness in
grooming, clumsy clothes make a negative impression. Poor health is easily reflected in the
appearance.
FACIAL EXPRESSIONS
It is said that the face is the index of the mind. The thoughts of the mind and the feeling of the
heart often find expression on the face. A cheerful or appreciative smile, displeased frown, a look
of surprise and several other expressions of the face can convey, with or without words, the
attitude, feelings and reaction of the communicators. There are people who are good at reading
facial expressions. Good communicators, be they speaker or listener, learn to read and interpret
facial expressions.
EYE CONTACT
Eye movements is a key part of facial behaviour, directing other’s attention or showing surprise or
happiness and other emotional displays. Eye contact between speaker and listener is necessary
for indicating that both are interested in the communication. While making an oral presentation it
is important to create rapport with the audience with eye contact.
Presenters make it a point to take in the whole audience with a sweep of the eye, making
brief eye contact with as many as possible. The comfort level for eye contact is three to five
seconds, if eye contact is held more than 3 to 5 seconds it can cause discomfort to the other
person. It is commonly believed that avoiding eye contact indicates that the speaker is lying, yet
some liars may hold unblinking eye contact and watch to see your reaction. Persons who lack
self-confidence also generally avoid eye contact. However, the rules and customs of culture
influence how people use their face and eyes.
SMILE
A smile is a very potent form of facial expression. It opens the door to communication. A natural,
pleasant smile carries great significance in establishing and sustaining human relationships. The
significance of smile is beautifully brought out in the saying, “You are never fully dressed unless
you wear a smile.”
POSTURE (BODY POSITION)
Posture refers to the way one stands, sits and walks. The position of hands and legs and other
parts of the body reveals not only an individual’s state of mind—whether he is vibrant, alive and
dynamic, nervous and jittery, confident and self assured etc. but also his grip on the subject
matter of communication. An efficient speaker stands tall, feet together with the weight directly
over the instep keeping his chin on a line parallel to the floor or at right angles to the backbone.
Standing in this posture before a group is essential for successful speaking. A speaker with a
drooping shoulder and a postruding stomach seems to be tired and worn out.
The sitting posture also show your personality. In a group discussion a participant when takes
a turn to speak changes his posture. However, different situations demand different postures.
One may
keep one’s back straight from the waist up, both the feet may be on the floor, one slightly in front
of the other.
The walking posture may convey how confident or diffident, energetic or withdrawn a speaker
is. For gracefully a speaker should remember to move his or her legs freely from the hips, lift to
move his or her feet from the floor, walk in straight line, avoid stride or taking tiny steps.
For effective speaking, naturally one should cultivate how to shift his or her posture, how to
shift the weight of the body on the legs while speaking and to learn where to place his or her
hands. GESTURES
Gestures play a significant role in making the intent of the communication effective and content
productive. The gestures like playing with the ring, twisting a key chain or clasping one’s hand
tightly may indicate the state of mind of the speaker affecting both the encoding and decoding of
his/her message in communication.
An efficient speaker learns to inculcate appropriate gestures by practising the same in front of
mirror. He/she also seeks the guidance , in this regard, from his/her friends and colleagues.
However, in the use of gestures one should be constantly self-evaluating judging and using the
right gesture for the right impact. It is also true that on making gestures one should be careful and
cautious about the cultural limitations, sexual implications, moral bindings. Gestures do add
meaning to the message but they may turn awkward if not used keeping time, place and person
in the communication. Some example are handshake, sitting position, thumbs up, hand to face,
head nod, collar pull, thumb and finger rub, eye signals, wink of the eye etc.
CLOTHING AND ACCESSORIES
Clothing is very important aspect of body language. It requires judgement to make a subtle
impression by what you wear. The colour, design, cut and fitting, combine to make up the dress.
In India we have several choices as it is acceptable to wear clothing of national style or of western
style. Appropriateness for the occasion is essential, the formality of the occasion, the time of the
day, the season, the cultural background of the people who will be present and the conventions of
your own organization should provide good guidance.
Accessories like tie, footwear, jewellery need careful selection and should be comfortable to
wear. Handbag or briefcase is included in accessories. Whatever you carry on your hands ought
to look comfortable and gracefully carried, otherwise, it will convey a poor image.
ENERGY
Energy and enthusiasm as an aspect of body language is hard to describe, but most people have
experienced the impact of a person with a high level of energy. State of physical and mental
health play a large part in body language, a healthy person is energetic and maintains a certain
level of enthusiasm in work. A person’s enthusiasm is reflected in the style, it is usually infectious
and make listeners also feel enthusiastic.
TIME (CHRONEMICS)
Time given to listen or to speak to people creates a sense of self-esteem in them. It is equated
with care and concern.
On the other hand, a person who uses one’s own time and other people’s time wastefully,
creates an impression of being inefficient and disorganised. A sense of timing in conducting
meetings, in conveying good or bad news, in making a presentation, generates respect and
goodwill.
SPACE DISTANCE (PROXEMICS)

Each communicator has a personal zone and territory built or constructed around himself or
herself which he or she does not allow to invade during communication unless the relationship
between the speaker and the listener is intimate. Edward T. Hall has described human
relationship in terms of four kinds of distance as:
1. Intimate–Physical contact to 18 inches.
2. Personal–18 inches to 4 feet.
3. Social–4 feet to 12 feet.
4. Public–12 feet to range of eyesight and hearing.
Intimate
Personal
Social
Public
Fig. 5.2: Proxemics
Without question, the type and quality of our communication activities differ in each of these
four zones. But remember that we determine these areas individually and can change them by
changing our physical location. Thus, they are specific to us personally.
Space distance differ from one culture to another. Space distance may be sometimes
misconducted and affect the communication and the message content. However, in a heightened
emotional state of mind the normal distance might be ignored.
5.5.2 Paragraph Language
The non-verbal aspects of the spoken words are known as paragraph language. It includes the
qualities of the voice, the way we use our voice, as well as the sounds we make without uttering
of the words. It is possible to control and use paragraph language effectively, becoming aware of
it and playing attention to one’s voice and speech.
VOICE
Voice has characteristics like
• Tone is the quality of the voice.
• Volume is the loudness or softness, which can be consciously adjusted to the number of
the persons in the audience and the distance between the speaker and the listener.
Speaking too loud shows lack of self-command or abrasive nature.
• Pitch is the high or low note on the scale. A high pitched voice is often unpleasant, and
suggests immaturity or emotional disturbance, a frightened person speaks in a high pitched
voice. It is better to begin softly, in a low pitch and raise the volume pitch as required. SPEED
Speed is factor of speech. Rapid speech indicates excitement. We increase speed of speaking to
tell an interesting story and reduce speed to explain a difficult idea.
PRONUNCIATION
Pronunciation means the accepted standard of the way in which a word is said. Correct and clear
pronunciation is important and indicates that the speaker is careful and has consideration for the
audience.
ACCENT
Accent is the way a person pronounces the sound of the language. Every language has its own
accent or way of forming the sounds, we carry out mother tongue accent to other language. Good
accent in a new language is learnt by listening to native speakers of the language.
STRESS
Stress on a particular word in a sentence can change the meaning and implication. Try reading
the sentence, ‘what you did in last meeting?’ by stressing a different word each time and note the
difference in the implies meaning. Sometimes when the speaker hesitates to speak certain word
then they stress the word like Mmmmmm! Ouch! Huh! etc.
SILENCE
Silence can be very effective way of communication. Silence is a difficult method of
communication to use as it takes a good deal of self-control and self-confidence to be able to hold
one’s tongue. Short silences or pauses are very effective in giving emphasis to words. A pause
before or after certain words makes the words stand out from the rest. A skilfully placed pause
has the power to make the listener more alert. But some of it creates barrier for communication
like when conversation through telephone the silence may not be effective because the other
person cannot see the facial expression of the other person.
Non-verbal Aspect of Written Communication
• Colour
• Pictures
• Diagrams
• Graphs and Charts
• Maps
• Flow Charts
• Signs and Signals
Exhibit: 5.1
54 / Business Communication ■ ■ ■ Exercise–5
1. How do you define oral communication? Explain with the help of examples.
2. What are the advantages of oral communication?
3. What are the limitations of oral communication?
4. How do you make your oral communication more effective?
5. What is effective listening?
6. Briefly discuss the significance of listening in communication.
7. Discuss the process of listening.
8. Mention advantages of listening.
9. How can you improve your listening ability?
10. “Listening patiently is an important listening skill.” Do you agree with this statement?
Explain with the help of example.
11. How do you define non-verbal communication?
12. Explain the importance of non-verbal communication in business communication. 13.
Define non-verbal communication. How is it differentiated by verbal communication? 14.
“Body languages play an important role in oral communication.” Explain. 15. Write brief
notes on:
(i) Unconscious body language
(ii) Conscious body language
16. Explain the significance of facial expression in body language.
17. Differentiate between chronemics and proxemics.
18. How does space distance influence the particular message and individual
perception? 19. Write notes on:
(i) Clothing and accessories
(ii) Energy
(iii) Time
(iv) Space distance
20. Explain the following terms:
(i) Appearance
(ii) Facial expressions
(iii) Eye contact
(iv) Smile
21. Write explanatory notes on body posture and gestures.
22. What is Paralanguage? How does silence affect the quality of non-verbal
communication? 23. Write brief notes on Paralanguage and Body Language.
24. What is the different content of Paralanguage?
25. Write notes on:
(i) Silence
(ii) Voice
(iii) Pronunciation
■■
WRITTEN COMMUNICATION
6.1 WRITTEN COMMUNICATION
6.2 PURPOSE OF WRITING
6.3 PRINCIPLES OF EFFECTIVE WRITING
6.4 WRITING TECHNIQUES
6.4.1 ADAPTATION AND SELECTION OF WORDS
6.4.2 MASCULINE WORDS
6.4.3 CHOOSING WORDS WITH RIGHT STRENGTH AND VIGOUR
6.4.4 THESAURUS
6.4.5 WRITING EFFECTIVE SENTENCES
6.4.6 FOREIGN WORDS & PHRASES SOMETIMES USED IN CORRESPONDENCE
6.4.7 DEVELOPING LOGICAL PARAGRAPH
6.4.8 OVERALL TONE
6.5 ELECTRONIC WRITING
6.1 WRITTEN COMMUNICATION

Written communication is best suited when the communicator and the receiver are beyond oral
communication medium. The executives in all organizations can maintain effective inter
departmental and intra departmental connection through messages by written words. The
process of communication involves sending message by written words. Written communication
covers all kinds of subject matter like notices, memorandums, reports, financial statements,
business letters etc. This type of communication simply means a process of reducing message
into writing which is extensively used in organizations. Formal communication, must always be in
writing such as rules, orders, manuals, policy matter etc.
6.2 PURPOSE OF WRITING

The systematic filing of written communication is one of the important aspects of communication.
Filing along with indexing is necessary because of the poor retention power of human being. The
purpose of preserving written messages is to provide necessary information readily and without
any delay and when it is needed. However, the following gives the main purpose of writing the
messages.
1. Future references: The limitation of human mind and poor retention power cannot be
overlooked. Written messages can be preserved as records and reference sources.
Various media of communication can be filed for future reference. Thus, keeping
records are essential for continuous operation of the business.
2. Avoiding mistakes: In transmitting messages, earlier records help in reducing mistakes
and errors and also prevent the occurrence of fraud.
3. Legal requirements: Written communication is acceptable as a legal document. That is
why some executives think that even if some messages have been transmitted orally,
they should later be confirmed in writing.
4. Wide access: Communication media having become very fast, written communication
enjoy a wide access. If the communicator and the receiver are far from each other,
written communication sent through post or e-mail is the cheapest and may be the only
available means of communication between them.
5. Effective decision-making: Old documents help effective decision-making in a great
way. Decision-making process becomes easier if old records are available. Because
the messages provide the necessary information for decision-making purpose.
6.3 PRINCIPLES OF EFFECTIVE WRITING

1. Unity: Unity of writing implies a condition of being one. The principle of unity applies on
three levels. First, the individual sentences must be unified. Second, the individual
paragraph must be unified. Third, the totality of the message must be unified.
2. Coherence: To achieve clarity in a written communication the principle of coherence
should be there. Relation and clarity are two important aspects of coherence. The
principle of coherence applies to sentences, paragraphs and to the message as a
whole.
3. Avoid jargon: As far as possible, the writer should avoid jargon. Jargon is a language
which is special to science, commerce, technology, trade or profession. In private
language with persons in the field, jargon may be incorporated. In other cases, jargon
can be used, but the only thing is that the words used must be clear to others as well.
4. Accuracy: The subject matter must be correct and accurate. The manner in which the
message is transmitted must be correct. Accuracy in writing can be achieved by careful
checking and editing.
5. Brevity: A writing should be shorter by using few words for many. Brevity not only saves
the time but also gives grace to the writing. Business communication must be brief and
direct. 6. 7 Cs of communication: Please refer to Chapter 2.
Written Communication
Merits
• Accurate
• Precise
• Permanent record
• Legal document
• Can reach a large number of people simultaneously
• Helps to fix responsibility.

Contd....
■ ■ ■ Written Communication / 57
Limitations
• Time consuming
• Expensive not in terms of postage but of the time of so many people • Quick
clarification not possible.
Exhibit: 6.1
6.4 WRITING TECHNIQUES

6.4.1 Adaptation and Selection of Words
Effective writing techniques gives stress on simplicity while using words, short sentences and
brief paragraphs and simplicity in terms of adaptation. Adaptation of words according to the
message addressing to the specific reader. All the readers do not have the same ability to
understand a message, they do not all have the same vocabulary, the same knowledge about the
subject. Thus, to communicate clearly we should know the person with whom we wish to
communicate. The message should fit the person’s mind. For this reasons it is advisable to adopt
following techniques during written communication.
• Use familiar words

Unfortunately, many business writers do not use familiar language enough instead, they
tend to change character when they begin to put their thoughts on paper.
Endeavour – Try
Ascertain – Find out
Terminate – End
Demonstrate – Show
Utilise – Use
• Choose the short over the long word.

Generally, short words communicate better as a heavy proportion of long words
confuse the reader.
There are some long words such as hypnotize, hippopotamus and automobile are so well
known that they communicate easily. And some short words, such as vibes, vie (to complete),
vex (annoyed or upset), scab (worker) are understood by only a few.
Thus you will be wise to use long words with some caution. Further, you need to ensure that
those you do use will be familiar to your reader.
• Use technical words with caution.

All fields have technical words i.e., ‘jargon’, which becomes a part of our everyday
working vocabulary. In fact, so common will it appear in your mind that you may assume
that people outside the fields also know it. And in writing to those who is outside from
your field you may use these words, which leads to miscommunication.
6.4.2 Masculine Words
Sometimes the use of particular words can support unfair or untrue attitudes towards as particular
sex, usually women. For example using the pronoun ‘he’ to refer to a doctor, when you do not
know if they are male or female, might support the belief that it is not normal for women to be a
doctor.
Many people while speaking or writing English, prefer to avoid using language that is sexist.
The modern non-sexist use of language is sometimes called inclusive language.
Sexist language Non-sexist
Male pronoun he, his, him are used They, them or by the combination
even though the sex of the person is she/he, him or her.
not known. • A gardner is usually proud • A gardner is usually proud of

his/her garden.
of his garden. • A child needs to feel
that he is liked by his friends. • A child needs to feel liked by friends.
Words formed from ‘man’ are used Use other words when referring to
when referring to people generally. both men and women.
• Man is polluting the earth. • People are polluting the earth.
• This is the largest man-made lake • This is the largest artificial lake
in Europe in Europe.
• Man is not the only animal that • Human beings/Humans are not the
uses tools. only animal that uses tools.
Many jobs/activities are strongly Use expressions/pronouns that do no

connected with a particular sex. support sexiest assumptions.
• The teacher must not be late for • Teachers must not be late for
his class. their classes.
• A manager has a duty towards • A manager has a duty towards

his workers. his/her workers.
• The fall in price is great news • The fall in price is a great news
for housewives. for consumers/ shoppers.
Job names are used which refer Use job names that apply
unnecessarily to the sex of the person. equally to women and men.
• The chairman can not vote. • The chairperson can not vote.
• Jane is a camera woman. • Jane is a camera operator.
• We’re meeting a group of business • We’re meeting a group of

men. business people/ executives.
• Workman/salesman • Worker/sales representative or agents.
Male words are frequently put before Try to balance the ordering of male
female words in common and female pairs.
combinations.
• Men & women; girls & boys;
• Men and women; boys & girls; husbands & wife; mother & father;
husband & wife; brother & sister; sister &
mother & father. brother.
Note: The written forms he/she, her/him etc. are also possible.
Exhibit: 6.2
6.4.3 Choosing Words with Right Strength and Vigour

Words have personalities, in same way words are like people. Some words are strong and
vigorous. Some are weak and dull and some fall between these extremes.
1. Good writers should understand these differences and consider them carefully. 2.
They should use the words that do the best job of carrying the intended meaning. 3. To
select words wisely, one should consider shades of difference in meaning of words.
Tycoon Successful business person

Mother Female
Boom Period of business prosperity.
Note: In selecting strong words, you should be aware that verbs are the strongest words. Noun is second.
Adjectives and adverbs are weak words.
6.4.4 Thesaurus
1. A thesaurus is the opposite of a dictionary.
2. We turn to it when you have the meaning already but don’t yet have the word. It may be
on the tip of our tongue, but what it is we don’t yet know.
3. It is like the missing piece of a puzzle.
4. A thesaurus, says the dictionary, is ‘a treasury or storehouse, hence a repository,
especially for words, as a dictionary.’
"To p rotect from sunligh t"
Shield Defend
6.4.5 Writing Effective Sentences

Clear writing is not limited to the words alone. It also means using clear sentences. Writing
simpler sentences largely means writing shorter sentences. The sentence can be a statement, a
question, a command or in the form of an exclamation.
In writing, there is no hard and fast rule for deciding upon the length of sentences but short
sentences are simple because they are easy to understand. They do not create problem by
presenting complicated structure. Short sentences should be framed as longer sentences have
greater changes of having grammatical errors.
Efficient authors manipulate and experiment with the combinations and number of short and
long sentences for various purpose in mind as per the requirement of the text.
Characteristics of Effective Sentences
1. Unity: A sentence containing one idea at a time with all its parts contributing to strengthen
the main idea is called the unity of a sentence.
2. Coherence: How the various parts of a sentence are sticking together with no words
inappropriate. The sentences should also be in logical order.
3. Variety: The idea can be creatively expressed in a variety of sentences as the same kind
of thought or idea creates monotony.
4. Economy: The effectiveness of a sentence is judged by the number of words used to

make a sentence take its shape. Concise expressions increase the effectiveness of a
sentence. 5. Proper selection: Precise selection and appropriate choice of words not only
makes
sentences more connotative but also generates an impact on the reader of the text. 6.
Simplicity: The choice of words, their consistency and the simplicity in choice of pattern give
a sentence an overall simple look.
6.4.6 Foreign Words & Phrases Sometimes Used in Correspondence Mostly
words are originated from Latin/French language.
• ad hoc – for this special purpose
• de facto – actual, real
• bonafide – genuine, only bonafide members will be allowed to attend the meeting. •
errata – list of errors
• in camera – in secret
• in toto – wholly/entirely
• laissez faire – free
• per capita – per head
• status quo – the existing condition
• sine die – indefinitely.
6.4.7 Developing Logical Paragraph

Clearness in writing does not depend only on careful choice of words and writing clear sentences.
It also invokes carefully designed paragraph. Just as words are combined into sentences, so are
sentences put in logical order in paragraph.
The paragraph is thus one’s thought process as it proceeds from one sentence to another
and develop step by step. Designed paragraph requires the ability to organize and relate
information. It involves the use of logic and imagination.
Characteristics of a Good Paragraph:
1. Unity: Like sentences, paragraph should have unity. The contents of the paragraph
should concern one topic or idea. When the paragraph ends it should give a sense of
completion. 2. Coherence: There is flow from one sentence to another in a good paragraph.
Each sentence should be logically connected with the preceding and the following sentence.
There should be a movement of thoughts from sentence to sentence.
3. Length: Length of the paragraph should neither be too short nor too long. How long a
paragraph should be depends on its content. Shorter paragraphs are appropriate for
messages. Short paragraph helps the reader to follow the papers organizational plan. In
addition, short paragraphs are more inviting to the eyes. People simply prefer to read
materials that give them frequent break.
However, the break should not be too frequently. A series of very short paragraph gives an
unpleasantly choppy effect.
Fig. 6.1: Logical Paragraph
4. The topic sentence: The most efficient way of organizing a paragraph is to use topic
sentences, as the topic sentence expresses the main idea of a paragraph. And the
remaining sentences build around and support it. In sense, the topic sentences serve
as a headline for the paragraph and all the other sentences supply the story.
But not every paragraph must have topic sentences. The topic sentences can come first, can
come last or in the middle depends upon the writer’s plan.
5. Omitting unnecessary detail: Induce in paragraph only the information needed. What
you need, of course, is a matter of judgement. You can best judge by putting yourself in
your reader’s mindset.
(a) How will be used?
(b) What will be used?
(c) What will not be used?
Then make decisions. If you follow this procedure, you probably will leave out much that you
originally intended to use.
6.4.8 Overall Tone
1. Conversational style
Write the words that have the effect of good conversation. The words to be used should come
from your speaking vocabulary and the tone of writing should stimulate friendly conversation.
Such writing produces warmth that appears to us all. It recalls to our minds pleasant experiences
with friendly people. In addition, since it uses the familiar words of our language, it is the kind of
language that communicates best.
RUBBER STAMPS
Rubber stamps are expressions used from habit every time a certain situation occurs. They are
expressions we use without thought. They give routine rather than customized treatment. And
routine treatment is far less than special attention in creating good public relations.
You can avoid rubber stamps by writing in your conversational vocabulary.
Dull & striff Friendly & conversation

Thanking you in advance I’ll sincerely appreciate I deem it advisable Is
suggest
2. The you-view point

Human beings are self-centered creature. Hence, messages that relate our self interest produce
positive response. This technique is called you-view point.
You-view point writing emphasizes the reader’s interests. It is an attitude that focuses on the
reader’s point of view.
We-view point You-view point

We have received your report of May 1. Thank you for your report of May 1. I have 7 years
experience as a direct-mail 7 years of practical experience as a direct mail copywriter.
copywriter will equip me to cultivate your mail solicitation.
3. Overall tone of courtesy
Courtesy is a major contributor to goodwill in letters. Certainly, writing in conversational tone,
strategically emphasizing the reader’s viewpoint and carefully selecting positive wordings will
generate courtesy. All will do much towards putting the reader in a favourable frame of mind.
Avoid preaching (lecturing) and avoid anger.
4. Showing sincerity
Efforts to be courteous must be sincere. Sincerity results from believing in the letter writing
techniques you use. Your sincerity will show in your writing.
There are two major checkpoints for writing sincerely are:
(i) Overdoing goodwill: One can overdo the goodwill effort. Too much you-view point
sounds insincere.
(ii) Avoiding exaggeration: Exaggeration is overstatements of facts. Although a form of
exaggeration is conventional in sales writing, even here there are bounds of propriety. Like
extraordinary, delicious, sensational, revolutionary, perfection, etc. such words cause as to
question rarely do we really believe them.
6.5 ELECTRONIC WRITING PROCESS

Electronic communication (or e-communication) places new demands on language that leads to
interesting variations in written language use. Hailed as a powerful educational resource, the e-
medium has not only revolutionized the composing process but has also been found to
encourage participation in writing activity. One reason for this is that e-mail and online chats
provide a non-threatening atmosphere in which writers feel less inhibited about expressing
themselves, encouraging even timid students who usually refuse to speak in face-to-face
discussions to actively participate in online chats. Another reason is that the Web provides an
arena for writers to present their work to a real and larger audience that extends beyond
classroom and school boundaries. When students realise that they are going to put their work on
the Web for readers in the real world, they are motivated to write.
The e-medium has been found to increase collaborative writing activities. There are mixed
views on whether it has a similar effect on the quantity and quality of writing done by individual
students. Because the e-medium reduces the intimidation factor and offers attractive features, it
improves students' attitudes towards writing and practicing the target language and encourages
students to produce more text.
Pre-writing: Pre-writing activities include thinking of a topic and researching of the topic.
Idea generation via group brainstorming, questioning via electronic mail, participating to large
groups, observing pictorial representation on the Internet, reading data collected
electronically, exploring CD ROMs and accessing electronic libraries are examples of
multimedia activities that may take place in this stage of the writing process.
Writing: Writing activities include composing and inscribing. In this stage, a multimedia
environment can facilitate the process. Planning and outlining an essay with special
software, making a rough draft with speech-recognition software, scanning text and images,
entering data directly on screen, as opposed to writing longhand and then transcribing to the
screen, are illustrations of multimedia potential for this stage of the writing process.
Rewriting: Rewriting activities involve revising and correcting. Multimedia can affect this
stage of the process by allowing add, cut, and paste sequences using voice recognition as
opposed to keyboarding activities, using a spell checker, using written language recognition
software to listen to an essay or an article, and correcting orthography, grammar and syntax
with interactive voice activated software.
Post-writing: Post-writing activities are consequent dimensions of the writing process that
multimedia has facilitated. Editing and distributing with electronic facilities adds new meaning
to this portion of the writing process. An essay need not be two-dimensional and linear as it
has been in the past. Adding colour, animation, images, audio, and video to a text can
change the way information or investigation results are transmitted and illustrated in a school
setting. Already, students are presenting the result of their work in multidimensional fashion
in addition to the traditional written presentation. Teachers will need to have access to a
multimedia environment to properly evaluate student works. Even the intended mode of
distribution will play a role in the selection of the final set of activities. Distribution via the
World Wide Web of student work will induce and entice more than the written essay.
Multimedia class projects will be open to constant review and reorganization of student’s
intellectual production, a true picture of real life writing process.
Consequences for the writing process: This multimedia-based model implies that writing
is more than a sequence of events. Writing is the occasion for many skills and attitudes to
come together for a specific purpose. Multimedia allows for loops and branching in any of the
four stages described here. We recommend that writing should be regarded as an interactive
and iterative series of processes that come together not just for the production of written text,
but also for real multimedia presentation of intellectual excitement in an increasingly rich
environment.
Exercise–6
1. Explain the purpose of written communication.

2. Discuss the principles of effective writing.
3. Write brief note on merits and demerits of written communication.
4. How do you make your written communication more effective?
5. Discuss the different techniques of writing in brief.
6. What precautions will you take in the process of adaptation and selection of
words? 7. How do you define masculine words? Explain with the help of example.
8. “Choose words with right strength and vigour to make written communication more
effective.” Explain.
9. Write brief note on Thesaurus.
10. How do you write effective sentences? What are the characteristics of effective
sentences? 11. How do you make your paragraphs more attractive and effective? Explain
characteristics of good paragraphs.
12. Write notes on:
(i) The you-view points
(ii) Conversational style
(iii) Overall tone of courtesy
(iv) Showing sincerity.
■■
BUSINESS LETTERS AND

REPORT WRITING
7.1 BUSINESS LETTERS
7.1.1 TYPES OF LETTER
7.1.2 STRUCTURE OF BUSINESS LETTER
7.1.3 FORM OF LAYOUT
7.1.4 STYLE OF PRESENTATION/FORM OF LETTERS
7.2 MEMORANDUMS
7.2.1 PURPOSE OF WRITING MEMORANDUM
7.2.2 THE MEMORANDUM FORMAT
7.3 REPORT WRITING
7.3.1 TYPES OF BUSINESS REPORTS
7.3.2 CHARACTERISTICS AND PURPOSE OF A GOOD REPORT
7.3.3 GUIDING PRINCIPLES OF WRITING A REPORT
7.3.4 PREPARING A REPORT
7.3.5 STRUCTURE OF A REPORT
7.1 BUSINESS LETTERS

NEED OF A BUSINESS LETTER
We need to write a business letter to maintain contacts with the external world including other
businessmen, customers and government departments. And also for the internal purpose like
office orders, circulars, memorandums etc. A letter writing may be less important for a small
business establishment, but it is has its own importance.
There is also some other means of communication, like telephone, telegraph etc. but they can
make only a temporary impression on the receiver’s mind. The message communicated through
these media is less likely to be kept in memory for a long time.
FUNCTIONS OF A BUSINESS LETTER
• A business letter serves as a record for future reference.

Back references are quite frequent in business communication. 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.
• It leaves a more durable impression on the receiver’s mind than an oral message.
• Since it can reach anywhere, it is used to widen the area of operations. • It is used
as a legal document.
• It is used to build goodwill.
7.1.1 Types of Letter

Personal letters are informal and are written to exchange news or to seek favour, letters to
relatives and friends are personal letters. Personal letters are written in a friendly, informal style.
And the non personal letters are used for the business purpose, it should be written in the formal
style. The particu lar style depends upon the concerned company. There are some classifications
of non-personal or business letters:
Letter
Personal Non-personal
Non-personal/Business Letter
Enquiries & status Bank Agency letters Appointm ent letter

& replies enquiries correspondence correspondence
The
correspondence of a company Interview letter
Confirm ation & promotion letter
Order & Insurance secretary
Complaint & adjustment
their Circular letters correspondence
execution Retrenchment & resignation
Correspondence with State & References
letter
Import-export Central Govt.
Sales Letters to the press
correspondence Application
Credit letters
Fig 7.1: Types of Business Letter

■ ■ ■ Business Letters and Report Writing / 67 Business Letter
Official letters Demi-official letters Internal or memos generally used in the organization as on broad aspect:
Fig. 7.2: Types of Business Letter Form letter
Note: All the classification is purely a matter of convenience. Following are
1. Official letters are written to government or semi-government bodies.

2. Demi-official letters (D.O.) are official in purpose but are addressed to a person by name.
D.O. letters may be written if the matter requires personal attention of the addresses,
the matter is of confidential nature, or the matter is urgent and requires immediate
disposal.
3. Internal letters or memos are used both in government offices and business houses for
internal communication.
4. Form letters are used for correspondence of recurring or routine nature. They are used in
case of acknowledgements, reminders, interviews, notice, appointment, etc. relevant
details filled in this letter.
Dear Sir,
With summer approaching, you must be thinking of how to keep your office cool, so that you
and your colleagues can continue to work efficiently. To meet your needs, we have produced
AC of different capacities. The detailed specifications are given in the enclosed pamphlet. We
shall give a guarantee for one year against all manufacturing defects and repair, or replace any
part.
At the end of the pamphlet you will find a card. Please fill it and mail it and we shall send our
technician to survey your office, assess your requirement.
If you place the order before 30th March, we shall give you a special discount of 5 per cent. Our
company will transport the AC and install them whenever you want. We trust, you would like to
avail yourself of this special offer.
Yours faithfully,
M.D. Yadav
Sales Manager
Exhibit: 7.1 Sales Letter

The Rohini Software Company

72, University Road, Allahabad.
Gentlemen
This is to inform you that The Rohini Software Company is now open and is located at 72,
University Road, Allahabad.
Our store offers a complete and diverse line of computer software packages for both personal;
and business applications. Our team includes finance and engineering professionals along with
the software experts. Our package are therefore, developed with the thorough understanding of
the relevant work process. Enclosed, for your review, is a partial list of the items we currently
have available.
We hope that you will come and visit us soon.
Cordially yours
xyz
Exhibit: 7.2 Circular Letter
Vashudha Radio Corporation

Lajpat Nagar, New Delhi
25th August 2007
Messrs. M.P. Khera & Bros.(P) Ltd.
25, Lodhi Road
New Delhi
Confidential
Dear Sirs,
The firm named below wishes to open an account with us for Rs.50,000, 3 months and has
given your name as a credit reference.
Any information you may furnish us will be treated as strictly confidential. We shall appreciate
an early reply and assure you of our willingness to reciprocate at any time. A stamped,
addresses envelope is enclosed for your convenience.
Yours faithfully
Ms. M. Suman
Credit Manager
Exhibit: 7.3 Status & Enquiry Letter

■ ■ ■ Business Letters and Report Writing / 69
Gomti Nagar,
Lucknow.
29th April, 2008
The Managing Director
Quest Consultancy
Lekhraj Marg
Lucknow
Sir
I hereby resign from the post of Assistant Marketing Manager and request you to relieve me
after the expiry of one month notice period, that is, from 29th July, 2008.
As you know, I joined this company seven years ago as Junior Marketing Executive and was
promoted only three year back. My career growth is slow and I feel I am stagnating in this job.
With my experience and qualifications, I believe, I would be able to get elsewhere a better
position and a more congenial atmosphere according to my profession.
I, must, however, assure you that I have enjoyed working in the organization. The experience
gained here would help me make a more valuable and satisfying contribution to this profession.
In the end I would like to thank you and colleagues for the courtesy and consideration shown to
me during my stay here.
Yours faithfully
Anshuman Singh
Exhibit: 7.4 Resignation Letter
July 22, 2008
Dear Sir
Re: Ch. Number 714526 of 15th July, 2008 for Rs.5000.
Please suspend payment of the cheque referred to above drawn by me favour of ‘self’, as it
appears to have been lost.
Since it happens to be bearer cheque, I have to request you to take immediate steps to
ensure that, if presented for payment, it is duly dishonoured.
Kindly confirm.
Yours truly
Exhibit: 7.5 Bank Correspondence

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ISBN (13) : 978-81-224-2878-0

importance can hardly be overemphasized. It is a process of transmitting information, ideas,

1.2 ROLE OF COMMUNICATION IN BUSINESS

1.3 DEFINITIONS OF COMMUNICATION

1.4 PURPOSE OF COMMUNICATION

firm in the society. Through an effective external communication system, an enterprise

1.5 THE COMMUNICATION SITUATION

• There is a person (sender/transmitter) who wants to pass some information; •

1.6 THE COMMUNICATION PROCESS/CYCLE

Sender Message Receiver

Fig. 1.2: The Communication Process

6. Decoding: Decoding is the process of interpretation of an encoded message into the

1. How do you define communication?

2.1 FORMS OF COMMUNICATION

4. It flows systematically and the information is trustworthy.

ON THE BASIS OF REGULATION ON THE BASIS OF EXPRESSION

FORMAL INFORMAL VERBAL NON VERBAL

VERTICAL SINGLE CHAIN STAR CHAIN ORAL BODY LANGUAGE PARALANGUAGE

DOWNWARD UPWARD HORIZONTAL WRITTEN

Fig. 2.1: Forms of Communications

How to make effective

2.1.1.3 Horizontal/Lateral communication

3. Periodical meeting: Periodical meeting means meeting between employees on weekly,

Fig. 2.3a: Single Chain

Fig. 2.3b: Star Chain

4. Probability chain: The probability chain is a random process in which a transmission of

Fig. 2.3d: Probability Chain

Written communication: Written communication is the communication where the message

2.2 BARRIERS OF COMMUNICATION

Electronic noise interferes in communication by telephone or loud speaker system. • The

• Time and distance.

document. • Denotation & Connotations

Words have two types of meanings denotative and connotative.

• Attitude and opinions

Fig. 2.4: Barriers of Communication

2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION

5. Completeness: Every Communication must be complete as adequate. Incomplete

2.4 GATEWAYS TO EFFECTIVE COMMUNICATION

7. Feedback: Feedback provides proper understanding of the message to the receiver. It

2.5 SEVEN Cs OF COMMUNICATION

• Omit irritating expressions.

• Give correct facts.

• Send your message at the correct time.

• Send your message in the correct style.

• Always use specific fact and figures.

• Message should be definite and vivid.

Fig. 2.5: 7 Cs of Written Communication

2.5.2 Seven Cs of Oral Communication

20. Explain the seven Cs of oral communication.

3.1 APPLICATION LETTER

STRUCTURE OF THE APPLICATION FOR A POST

• Details of the applicant in paragraph or paragraphs.

• I wish to be considered as a candidate for the post of Account Manager which, I

consideration. • Salary is a secondary consideration to the opportunity of good career.

• I look forward to an opportunity to be with you for an interview.

14, Secundrabad Road