“Effective Verbal & Non- Verbal Communication and

Presentation Skills”
Spoken Business Communication
Indian Institute of Management Rohtak
Executive Post Graduate Programme in Management (2019-20)
(May 24- August 02, 2019)

Prof. (Dr.) Anita Tripathy Lal

FORE School of Management, New Delhi
[email protected]/[email protected]
9810169890
 What is Communication?
(Sessions- 1 & 2)
• “COMMUNICATION” is “interchange” of
thoughts, opinions or information by speech,
writing or signs. Robert Anderson in his book
“Personal Selling”

• “Effective Communication is purposive

interchange resulting in workable
understanding and agreement between the
sender and the receiver of a message”
(George Vardaman in his book, “Effective
Comminication of ideas)
 What is Listening?
• Listening is an extremely important and
surprisingly difficult communication skill.
• Congratulations! You all are qualified born
listeners!
Common Faults of Listening
• Prejudiced against the speaker
• External distractions
• Thinking speeds
• Premature evaluation
• Semantic Stereotypes
• Delivery
LISTENING WITH A PURPOSE
• To gain new information and ideas
• To question and test evidence and assumption
• To be inspired to improve your own communication

4
CHECK LIST FOR IMPROVED LISTENING
• Be prepared
• Assent the positive
• Listen to understand not refute
• Focus your attention
• Concentrate on context
• Take Notes
• Curb the impulse to interrupt
• Summarize and evaluate a problem

5
RESULTS OF GOOD LISTENING
• Leads to helpful and positive attitude
• Permits the speaker and listener to improve
communication
• You may give valuable feedback
• Helps to take accurate decisions
• Helps to work with others
• Assists the speaker in talking out a problem

6
 Types of Listening
• Ignorant
• Selective
• Passive
• Active
• Empathetic
 Elements of Communication
• Sender-Message-Medium-Receiver-Feedback
Channels of Communication (Formal Vs
Informal)
Formal Channels
• Downward
• Upward
• Horizontal
• Diagonal
Barriers of Communication
1. Psychological
•Emotional
•Perceptual
•Selectivity
2. Semantic
3. Physical

9
 ONCE
UPON A
A TIME IN
MUMBAI-1
ONCE
UPON A
A TIME IN
MUMBAI-2

ONCE
UPON A
A TIME IN
MUMBAI-3
 KINESICS
• Verbal Communication – 7%
• Body Movements and Gestures – 55%
• Voice tone, Inflection – 38%
• REFLECTION OF THOUGHT, FEELINGS AND
POSITION
• Facial Expression
• Gestures
• Head, Body Shape and posture
• Appearance
•
 Cont…
• Effective Use of Body talk

Mind the body-talk

Be careful with the hand shake

Establish Good eye Contact

Communicate at the level of the person

We must be ourselves
 PARALINGUISTICS
• Voice
• Pitch
• Rate
• Non fluencies
• Volume
• Proper word stress
• Overall impression of oral messages
 Example
• HE WRITES GOOD BUSINESS LETTERS
• HE WRITES GOOD BUSINESS LETTERS
• HE WRITES GOOD BUSINESS LETTERS
• HE WRITES GOOD BUSINESS LETTERS
• HE WRITES GOOD BUSINESS LETTERS
• HE WRITES GOOD BUSINESS LETTERS
 PROXEMICS
•Fixed and Semi fixed spaces
• Space use by groups of people
• Time Language
•Surroundings:

Colors

Layout and Design

INTIMATE –18”
PERSONAL 18”-4 Ft
SOCIAL 4 Ft- 12 FT

PUBLIC 12 FT onwards

15
“Cross Cultural Business Etiquette ”
(Sessions- 3 & 4)
Etiquette = “ conventional rules of
behavior in a polite society”

as defined in Oxford Dictionary

Two types of Culture (By Edward T. Hall, American
Anthropologist -1970’s Study)-
High context & Low Context

High Context Low Context

Orientation Group Individual
Sensory High Low
Involvement
Messages Implicit Explicit

Time Polychronic Monochronic

Sense/
orientation
Greeting/Shaking Hands

Introductions/Business Cards

Establishing Rapport
 Safe topics
 Try to interject the name of the
person
 Exercise Active Listening
 “ If you are interested.. you will be
interesting”
 Creating Powerful Impressions
• Greet people with a smile
• Look smart and well groomed
• Have a perfect Handshake
• Listen well
• Speak clearly
• Write Correctly
• Manage Eye contact
• Understand the value of visiting cards
• Telephone courtesies and Tele & Video Conference
• Be prepared for Business Meetings
• Take business out of office seriously
• Respect Women & others
• Appreciate Diversity
Be Gender Sensitive
 First impressions
Personal hygiene
 Manage body perspiration/odor
- use an anti- per spirant/
deodorant

 Use a mildly scented after-shave

or cologne

 Keep nails clipped and clean

 Keep breath clean.. With breath

fresheners/mints, if necessary
 Hygiene/behavior in public
Eeeks!
 Do not spit anywhere, except in a sink in a
bathroom !
A void while others nearby.
 Do not blow your nose outside on the ground HELP
either.
Use handkerchief or paper towel.
 Do not cough without covering your mouth
 Leave toilets/sinks clean and dry after use.
 Dress code
 Men’s Basic Business Wardrobe

- navy/grey suits
- white cotton/blue solid or pin-striped
shirts
- (a void short-sleeved shirts)
- solid/striped or patterned silk ties
- black/tan shoes
- matching belt
- leather briefcase
 Dress Code

 Men’s Business Casual Wardrobe

- solid colour shirts ( avoid patterned shirts)
- dress pants ( not jeans)
- sport coat/blazer (no loud patterns)

 T-shirts/Jeans OK if
- that is the prevailing culture
 Dress code
 Women’s Basic Business Wardrobe

- Plain Color Skirt Suits (Black/ Grey/

Navy)
- Solid Color Blouses
- One or Two piece Dresses (Jacket
Optional)
- Matching Accessories
- No Overpowering Jewelry
- Pant Suits generally FROWNED upon
Serena Williams
 Dining Table Manners

• Right Usage of Forks, Knives and Spoons

• Use of Napkins and Finger Bowls
• Be Polite while ordering food
• Enjoy every morsel of your meal
Golden Words of Etiquette
Benefits of Etiquette

 Polite behavior helps you make a

positive impression all round
 Makes people feel comfortable
 Enhances your credibility
 Makes you feel relaxed and confident about
addressing business issues.
 People like to do business with those who
make them feel comfortable
 What is a Presentation?
(Sessions- 5 & 6)
• A presentation is the process of presenting a
topic to an audience. It is typically a
demonstration, lecture, or speech meant to
inform, persuade, or build good will.
 METHODS OF DELIVERING THE
PRESENTATION

• Extemporaneous Method

• Impromptu

• Memorization

• Manuscript Reading
4 PARTS OF ORAL
PRESENTATION
• Preparing the Presentation

• Preparing yourself

• Delivering the Presentation

• Handling the Questions

33
 Types of Presentation/ Speeches
• Informative
• Persuasive
For Informative & Persuasive Speeches
review the following:
• Purpose
• Kinds
• Audience Analysis
• Organization
• Support
 Kinds of Informative Speaking
• Reports
• Goodwill
• Briefings
• Instruction
 Kinds of persuasive speaking
• Policy
• Procedure
• Value
• Fact
 Deciding whether to Inform or
Persuade
• Are you seeking to clarify an idea, a
process, a procedure?
• Do you wish to explain how something
works?
• Will the audience leave knowing both sides
of an issue?
• Are you going to support a point of view?
• Do you wish action as a result of your
speech?
• Will you be clear as to which side of an
issue you will support?
 Degrees of Interest & Attitude of
Audience for Informative speaking
• How much do my listeners know about the topic?
• What is their level of comprehension?
• What percentage of the group is well informed ?
What percentage of the group is uninformed?
 Degrees of Interest and Attitude of
Audience for Persuasive speaking
• Use a five point scale to where your audience falls on
the agree-disagree continuum.
• If they strongly agree with you, your task is easier, if
they strongly disagree, your task is more difficult.
 Organization of Informative
Presentation/ Speech
• Introduction (The Porch, The Aim, The Layout)

• The Body ( Topical, Chronological, Cause to effect)

• Conclusion ( Summaries reiterate what was covered;

conclusions are inferences drawn from the data)
Supports for Informative & persuasive
speaking :

1)Evidence, Data 4) Statistics

2)Examples 5) Quotations,
3)Illustrations 6) Comparisons,
8) Analogies 7) Testimony
 Introduction part of Informative &
Persuasive speaking
• Introduction (The Porch ; The Aim ; The Layout-PAL)
• The Porch:
1)Tell an anecdote, appropriate joke, a good story
2)Use a quotation that relates to your speech
3)Greet your audience sincerely
4)Make a startling statement
5)Ask questions that make audiences start to think
 Organization of a Persuasive
Presentation/ Speech
• Attention
• Interest
• Desire
• Action
 Organization of Persuasive
Presentation/ speech-AIDA

• ATTENTION-Attract your prospect’s attention

• INTEREST-Arouse the audience’s interest with
its features and benefits
• DESIRE-Create the desire and convince the
audience with supporting data
• ACTION-State clearly the action the audience
needs to take ;placing benefits at the end is
acceptable
 Conclusion

• To deliver captivating presentations, one has

to present different types of presentations
and speeches with Ethos , Pathos and Logos.

THANK YOU!
Public Speaking
&
Case Analysis
(Sessions- 5 & 6)
 GLOSSOPHOBIA
• GLOSSA + Phobia
(TONGUE) + (Fear)
 Fear of Public Speaking
• Fear of Doubt
• Fear of Nervousness
• Fear of Forgetting
• Fear of Technology
• Fear of Tough Audiences
• Fear of Losing Time
• Fear of the Unexpected
 So, next time you feel the butterflies in your
stomach, use the following 14 tips:
• Prepare, prepare, prepare’
• Practice in front of a group of people
• Practice with video
• Get as much stage time as possible
• Use the power pose
• Start with a story from your own Life
• Use breathing techniques to calm down
• Visualize
• Know the Venue where you will be speaking
• Be genuine
• Focus on your audience
• Embrace the fear
• Don’t worry about making mistakes
• Display confident body language
• Dress your Best
Sample Informative Speech
Sample Persuasive speech
Persuasive Speech
 REMEMBER
• Don’t let a small slip ruin the rest of your
presentation.
• You can recover from anything if you PREPARE
• And the most important thing to understand
about public speaking?
• It’s all -IN YOUR HEAD.
 BEHAVIORAL SKILL # 1: EYE
COMMUNICATION
“An eye can threaten like a loaded and leveled
gun or can insult like hissing and kicking: or in
its altered moods beams of kindness, make the
heart dance with joy.” By Ralph Waldo Emerson
 Checklist: Where and how do you look?
• Do you know where you look when you are talking to another
person?
• Are you are aware where you look when you are listening to another
person?
• Do you have a feel for how long to maintain eye communication in a
one-on-one conversation?
• Do you know how long to maintain eye communication with specific
individuals when presenting to a large group?
• Are you aware where you look when you look away from a person?
• Do you know what eye dart is and whether or not you have it?
• Do you know what “slow-blink” is and why it occurs?
• Do you realize that eye communication is the most important
behavioral skill in interpersonal communications?
BEHAVIORAL SKILL #2: POSTURE AND
MOVEMENT
“Stand tall”. The difference between
towering and cowering is totally a
matter of inner posture. It is got
nothing to do with height, it costs
nothing and it is more fun” By
Malcolm Forbes.
 Checklist: How do you hold yourself?
• Do you lean back on one leg when you are talking in a
small group?
• Do you cross your legs when you are standing and chatting
informally?
• Is your upper body posture erect? Are your shoulders in a
straight line or do they curve inwards towards your chest?
• When you speak formally, do you plant yourself behind a
lectern or table?
• Do you communicate impatience by tapping your feet or a
pencil when you are listening?
• Do you know if you have the “fig leaf” or other nervous or
inhibiting gesture habits when addressing a group?
• Do you move around when talking informally?
 BEHAVIORAL SKILL #3:
GESTURES/FACIAL EXPRESSIONS

“We do not know our presidents. We imagine

them. We watch them intermittently and from
afar, inferring from only a relatively few gestures
and reactions what kind of people they are and
whether they should be in charge. Much
depends on our intuition and their ability at a
handful of opportune moments to project
qualities we admire and respect.” By Mc
Greenfield.
Checklist: Are you aware how you look to others?
• Do you smile under pressure, or does your face become a
stone face?
• When you talk on the phone, do you find yourself smiling
or frowning?
• Do you have an inhibiting gesture-an awkward place where
your hands tend to go when speaking under pressure?
• Do you ever raise your hand or arm above waist level when
making a presentation to a group?
• Do you lean forward and gesture when you are seated, just
as you do when you are making a presentation?
• Do you communicate impatience by drumming your fingers
on the table when you are listening?
• Do your fingers twitch if you try to keep them at your sides
when you are speaking to a group?
 CASE ANALYSIS
(TERRACOG)
TerraCog is a successful private held company
specialized in high-quality Global Positioning
System (GPS) and fishing sonar equipment.
TerraCog was founded in 1977 and started
manufacturing high-end sonar equipment for
sport fishermen and boaters. In 1990, the
company had introduced its first GPS products,
marketed specially to hunters, hikers and
campers. The company had completed 31 years.
 Written Analysis and Communication (WAC)

• WAC, with its focus on report writing is based on

case analysis. The process that is followed is the
problem solving approach, which requires the
student to-
• Identify the problem- the gap between the ideal
and the real situation.
• Identify decision areas- short, medium and long
term.
• Define objectives- desired situation in the case.
• Develop criteria- yardsticks to ensure the writer is
on track. Criteria to meet the Objectives
 WAC Cont..
• Generate options-reduce, categorise and generate
creative options by relevance and probability of
meeting criteria. ( To Solve the Problem)
• Evaluate options- through critical, logical and
consistent thinking. ( With the Criteria and Rank them)
• Recommended decision- that is an adequate response
to the problem that can be implemented. ( Suggest the
Best Option)
• Action Plan- action steps and their consequences,
deciding who does that, when, where and how. ( Action
Plan of the Recommended Decision)
• Contingency Plan- advance planning in case of
something going wrong. (In Case Plan A fails what is
Plan B or write the 2nd Best Option)
Interpersonal & Assertive
Communication
And
Strategic Communication
(Sessions- 7 & 8)
Opening Clip of Collateral Beauty
 Case 1: The Report
• What was the main problem in this case?
• Do you think Karen can submit the report on
time?
• Can she get Mark and Anne to help her?
• What should Karen do to get the work done?
 Case 2: Good News
• What was the main problem in this case?
• Why did the factory manger act this way?
• Comment on his interpersonal relations with
his office people?
• What the factory manager should have done
to get the work done?
 Case 3: Angry Jack
• What was the main problem in this case?
• Do you think Jack is acting fine?
• Do you think Jack needs help?
• How should the Boss handle this situation?
 Interpersonal Communication
• What is Interpersonal Communication?
 1.POSITIVE RELATIONSHIP:
i )Communication Climate:
-Use descriptive “I” language
-Focus on solving problems
-Be honest
-Show concern for others
-Demonstrate an attitude of equality
-Listen with an open mind
 Positive Relationship
ii )Giving Praise:
-Make specific praise
-Praise progress
-Praise intermittently
-Relay praise
-Praise sincerely
 2. DEALING WITH CRITICISM
1)Offering constructive
criticism
-Consider the content
-Consider the sender
-Consider the relational
climate
-Consider the delivery
 Dealing
ii )Responding to criticism:
-Seek more information
-Agree with the criticism
 3.MANAGING CONFLICT:

i )Different Approaches to Resolve Conflict:

-Avoiding
-Accommodating
-Competing
-Collaborating
-Compromising
 Managing
ii )Handling Conflicts
Assertively:
-Identify the goal you are
seeking
-Choose the best time to speak
-Rehearse the statement
-Pinpoint the specific behavior
you want to discuss
-Make a request
 4.NEGOTIATING SKILLS:

i )Negotiation
Styles and
Outcomes:
-Win-Lose
Orientation
-Lose-Lose
Orientation
-Compromise
-Win-Win
Orientation
 Negotiating Skills
ii )Which Negotiating
Style to use:
- Competition versus
Cooperation
-Power versus Trust
-Distorted versus
Open Communication
-Self –centered versus
Mutual concern
• According to Lee Iacocca,
former chairman of
Chrysler:
‘I hate to see on any
executive’s evaluation, no
matter how talented he
may be, and that’s the line:
“He has trouble getting
along with other
people.”To me that is the
kiss of death’.
There are 4 different Behaviours

1. Passive
2. Aggressive
3. Manipulative
4. Assertive
 Based on 4 different Behaviours
emerge the following Communication
Styles

1. Passive
2. Aggressive
3. Manipulative
4. Assertive
 Case- COLD SOUP
After a business meeting, you take a client of yours to
a restaurant and order soup before lunch. The soup
served to you is cold.
You respond in the following manner/ style:
1. Say to the waiter, ‘Is this soup supposed to be
cold’?
2. Leave the soup.
3. Walk out.
4. Complain loudly in the hearing of the waiter and
several other diners, ‘It’s the last time I shall bring
anyone here.’
 Contd…
5. Tell the waiter, ‘I ‘d like to see the manager’.
6. Tell the waiter that you would like the price of the
soup deducted from the bill.
7. Say to the waiter, ‘This soup is disgusting. Take it
away and bring us some decently prepared food at
once.’
8. Ask the waiter, ‘Is there something wrong with your
electricity supply’.
 Contd..
9. Eat the soup anyway.
10. Say to the waiter, ‘This soup is cold. Would you
please replace it please’?
11. Ask the client if she or he wants to complain
about the soup.
12. When the waiter comes to collect the dishes
say, ‘I ‘m sorry but I am afraid we could not finish
the soup. The flavor was quite nice but it was not
very warm- quite cold in fact’.
Write down each of the above responses against
each of the Behavioral Communication Style
postcards posted on the following triangle:

MANIPULATIVE

PASSIVE ASSERTIVE AGGRESSIVE

Given any situation with which we are
unhappy we have the following 6
choices;
1. Be Submissive
2. Be Passive
3. Be Aggressive
4. Be Passive Aggressive
5. Be Manipulative
6. Be Assertive
 Submis
Passive sive

Aggressi Passive
ve Aggressive

Manipulat Assertive
ive
 Which one is you?!
• ”Only an idiot would think of a solution like
this! Don’t you even think before you talk?!”
• ”You know,we might want to think of another
alterative. What do you think?”
• ”If you value your job,think of better solutions
immediately.”
• ”I am not completely comfortable with your
solution. Would you please develop at least
one more option?”
 Reasons for not being assertive!
• Stressed at Work
• Stressed at Home
• Anger
• Tensed
• Upset
• Fear
• Introvert
• Emotional
• Lack of time
• And.........Many more
 Before being assertive assess your beliefs
Some Examples of unassertive beliefs:
• If someone refuses a request, it means they do not like me
• My needs are not important as other peoples
• I have no right to ask
• I ‘d rather give in and avoid the conflict
• If I ask ,they’ll think I am rude or bossy
Some examples of aggressive beliefs:
• People should always do what I ask
• A refusal is an attack on me personally
• My needs are more important than others
Some examples of positive beliefs:
• We may be at different levels in the organization, but as people we
both have rights & a right to our beliefs
• If we both express our views, we can then explore ways of both
getting what we want
• I’ll listen to what you have to say,& I will expect you to listen to
what I have to say
 Assertiveness
• What is assertiveness?
• Why do you have to be assertive?
• Who do you have to be assertive with?
• When & Where do you need to be assertive?
• How do you need to be assertive?
 Assertiveness...What??
• Assertiveness considers the rights and needs of
everybody because assertion rests on the principle that
we all have rights as human beings and that other
people have those rights too.....

-Expressing yourself in a clear affirmative manner

-Helping others around you grow by giving direct & honest
feedback
-Knowing about yourself & your career ambitions
-Getting your message across without stepping on other’s
toes
-Being Productive
 Assertiveness...Why??
• Treated with respect
• Being aware about your feelings
• Expressing yourself
• Challenging situations on an equal basis
• Getting your own way
 Assertiveness...with Whom??
• Co-Workers
• Subordinates
• Superordinates
• Clients
• Children
• Neighbors
• Yourself
 Assertiveness.... ...When & Where??
• At work place
– While delegating
– While negotiating
– While Teaching
– While Praising
– While reprimanding
– While Apologising
• At Home
• At Other Places
 Assertiveness....How?!
• Be Honest about your feelings
• Decide to be assertive not aggressive/Passive
• Remember to Respect others viewpoints
• Try to view the other person as a collaborator than an
opponent
• Think about a recent conflict and how you could have
handled it.
• Learn from past experiences and plan for the future
• Manage your Ego states
• Enhance your Emotional Quotient
• Listen Attentively to others
• Motivate yourself
• Go for feedback and disclosure
• Practice speaking assertively
• Renew your Attitude regularly to keep yourself positive
Practice Assertive Communication……….

To Enhance the Power of Assertiveness At

Workplace…………………………………………………!
 ASSERTIVE COMMUNICATION
• ASSERTIVE COMMUNICATION is a style in which
individuals clearly state their opinions and
feelings, and firmly advocate for their rights and
needs without violating the rights of others.
• Assertive communication is born of high self-
esteem.
• These individuals value themselves, their time,
and their emotional, spiritual, and physical needs
and are strong advocates for themselves while
being very respectful of the rights of others.
 Assertiveness...Oral & Non-Verbal
Communication??
• Have the right choice of words
• Do not keep on repeating
• Be specific and stick to the point
• Use language like I feel...; I think....; My opinion....
• Look the person in the eye
• Hold your body upright
• Conciously relax your shoulders
• Try to Breathe normally,do not hold your Breath
• Keep your face relaxed
• Speak at a normal conversational Volume
 Power of Assertiveness..!
• Your needs and feelings are understood
• You are less stressed
• Nobody’s feelings are hurt
• Both parties feel respected and heard
• The relationship is strengthened by the exchange
• Fewer conflicts and arguments
• Able to manage 4 difficult personalities in the
organization-Ultradrivers,Secret Agents, Eager Beavers &
Burnouts
• You are able to say- ‘NO’
• You feel in control of your Time and your Life
• Your confidence and self esteem are enhanced
• You have better chance of getting what you want
• People consider you to be trust worthy
 Now Let us Revisit the Caselets Once
Again
• Case 1 The Report
• Case 2 Good News
• Case 3 Angry Jack
 Strategic Communication
• Strategic communication can mean either communicating a
concept, a process, or data that satisfies a long term strategic
goal of an organization by allowing facilitation of advanced
planning,
• Or communicating over long distances usually using
international telecommunications or dedicated global
network assets to coordinate actions and activities of
operationally significant commercial, non-commercial and
military business or combat and logistic subunits.
• It can also mean the related function within an organization,
which handles internal and external communication
processes.
• Strategic communication can also be used for political
warfare.
• Strategic communication refers to policy-making
and guidance for consistent information activity
within an organization and between
organizations.
• Equivalent business management terms are:
integrated (marketing) communication,
organizational communication, corporate
communication, institutional communication,
etc.
• Communication is strategic when it is
completely consistent with the organization
mission, vision, values and when it is able to
enhance the strategic positioning and
competitiveness between their competitors.
• It is important to understand the concept of
communication strategy, it should be seen
from the organization’s perspective and no
one else beside them.
Therefore, the Strategic Communications Framework should be a lay
out to aim the objectives of communicating to the
audience/organization.
The deliberate application of the specific content will help achieve
the business goal clearly.
While communication is something that does happen in the
organization, businesses that take steps to implement sound
strategies impacting the effectiveness of their business
communications can achieve measurable results.
Applying Technological Advancement helps in keeping ahead of
challenging competitive environment in attempting to fulfil
customers wants and needs, while simultaneously seeking to
develop long-term relationships.
To start a business no matter how small it is, communication
strategy should be a goal to start with and it will indicate the future
of the business.
A business that communicate with their employees about benefit
options will have increased the level of trust between them.
 Steps and
Skills Needed for Strategic Communication Professionals
• Talk to key stakeholders
• Organization Communication Analysis
• Audience Analysis for Communications
• Develop actionable objectives by aligning it with the
vision
• Strategic planning
• Develop & prioritize potential strategies & tactics to
implement and Communicate
(With Apt Metrics, timelines and responsibilities)
(Use Modern Communication Styles)
(Effective International Communication for International
Audience)
•
Example
Each audience may have a different preference in content topics, language,
delivery, timing and frequency. A communications manager might use
audience profiles to determine what, when, where, and how the audience
may read, watch, and listen to messages, as well as the kinds of arguments
that are more likely to convey the message.
• Strategic Communication
Many organizations make the mistake of churning out content without a
master plan, That is why organizations need someone with the ability to build
a strategic communication plan from the ground up.
• Strategic communication starts with a combined understanding of:
• Goals the organizations want to achieve through content
• Who the stakeholders and target audience include
• Avenues through which content will be distributed
• How messaging efficacy will be evaluated
• This understanding allows communication professionals to select the
communication channels and content (articles, blog posts, social media
activity, press releases, and annual reports) that will appeal to the audience.
• Once the content is delivered, the next step in the plan involves the analysis
of the reach of the content, to determine if changes should be made to
better achieve the goals of the messaging strategy.
• (Followed by Discussion of Terracog Case with
reference to Strategic Communication)
Areas for Strategic Communication

• Brand management
• Impression management
• Marketing communications
• Media intelligence
• Media manipulation
• Reputation management
• Crises Management
• Public relations
Titan Ad
The final Race Milkha Singh
Susan Boyel (Watch the Communication Style
of Judges Before the Performance- During
the Performance and After the Performance)
The Pursuit of Happyness
 Evaluation Criteria for SBC Course
Criteria Weightage
• Presentations 10
• Case Analysis 10
• Class Participation 10
• QUIZ 10
• End Term 60
• Total Marks 100
 For End Term Examination
• The End Term Exam is going to be off 100 marks.
60% of the marks would be considered eventually.
• There will be 2 questions
• One small case with 4/5 direct questions
• One case for WAC.
Jokes Apart……
 How Can We Improve Upon Our Interpersonal communication
Skills at Workplace?

• Know thyself better

• Be a good listener
• Speak assertively
• Take feedback
• Go for disclosure
• Positive attitude
• Take interesting
Holidays…..!
‘Be diligent, a life filled with motivation, empowered by
positive thoughts & assertion will not fail you!’

THANK YOU & BEST WISHES!!!