Business Communication and Report Writing (Study Text)

Business Communication and Report Writing (Study Text)

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First Edition 2014

Contents developed by a consortium lead by KAPLAN.
Second Edition 2020
Contents updated by the ICMA Pakistan.

Disclaimer
This document has been developed to serve as a comprehensive study and
reference guide to the faculty members, examiners and students. It is neither
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Business Communication and Report Writing (Study Text)

 CONTENTS
1 INTRODUCTION 01

COMMUNICATION IN AN ORGINIZATION
2 21

3 ORAL COMMUNICATION 39

4 INTERPERSONAL COMMUNICATION (IPC) 67

5 WRITTEN COMMUNICATION 81

6 BUSINESS COMMUNICATION 116

7 REPORT WRITING 189

8 CASE METHOD OF LEARNING 231

9 PRESENTATION SKILLS 244

10 EMPLOYMENT COMMUNICATION 261

11 GROUP COMMUNICATION 291

Business Communication and Report Writing (Study Text)

 HOW TO USE THE MATERIAL
The main body of the text is divided into a number of chapters, each of which is organized
on the following pattern:

 Detailed learning outcomes. You should assimilate these before beginning

detailed work on the chapter, so that you can analyse where your studies are
leading.

 Step-by-step topic coverage. This is the heart of each chapter, containing

detailed explanatory text supported where appropriate by worked examples and
exercises. You should work carefully through this section, ensuring that you
understand the material being explained and can tackle the examples and
exercises successfully. Remember that in many cases knowledge is cumulative; if
you fail to digest earlier material thoroughly; you may struggle to understand later
chapters.

 Examples. Most chapters are illustrated by more practical elements, such as

relevant practical examples together with comments and questions designed to
stimulate discussion.

 Self-Test question. The test of how well you have learned the material is your
ability to tackle standard questions. Make a serious attempt at producing your own
answers, but at this stage don’t be too concerned about attempting the questions in
exam conditions. In particular, it is more important to absorb the material thoroughly
by completing a full solution than to observe the time limits that would apply in the
actual exam.

 Solutions. Avoid the temptation merely to ‘audit’ the solutions provided. It is an

illusion to think that this provides the same benefits as you would gain from a
serious attempt of your own. However, if you are struggling to get started on a
question you should read the introductory guidance provided at the beginning of the
solution, and then make your own attempt before referring back to the full solution.

Business Communication and Report Writing (Study Text)

Business Communication and Report Writing (Study Text) 1|Page
Chapter Learning Objectives:

 Role of Communication

 Defining and Classifying Communication Formal and Informal

 Purpose of Communication

 Process of Communication

 Components of Communication

 Characteristics of Successful Communication

 Barriers to Communication

Business Communication and Report Writing (Study Text) 2|Page

 1. Role of communication

(i) An organization is a body comprising a group of persons. They organize

themselves to develop an association for a specific business,
professional, political, religious, recreational purpose. An organization
cannot work without proper communication.

(ii) Its members exchange information, ideas, plans and programs.

(iii) They make decisions, agreements, contracts, etc. through mutual

interaction. This is not possible without proper knowledge of business
communication. So communication is rightly called life-blood of every
organization. As human body cannot survive without blood, same is the
case with an organization which has to rely on communication for its
survival.

(iv) Communication plays a vital role in the survival, progress, promotion and
expansion of a business organization. It cannot survive without Effective
Communication.

(v) Communication enables a business firm to keep in close touch with its
customers. With the help of communication, a business is able to know its
Customers’ demands, likings and disliking, grievances, etc.

(vi) Then through different communicative devices, a business organization

introduces its products and promotes its sales. In the absence of
communication, it will remain unknown in the business world which will be
fatal for its existence.

(vii) Communication is indispensable for running an organization's internal

affairs. The Executive of a firm has to depend upon communication.
While giving instructions to his subordinates, he can enhance their
efficiency through effective communication.

(viii) Similarly, the workers of a firm communicate with their head by sending
suggestions, information, and expressing their grievances.

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 (ix) Without communication, the members of an organization cannot interact
with each other. As a result its affairs will come to a standstill and the firm
will be destined to failure. So we may say that communication is as
inevitable for the existence of an organization as blood is for the survival of
human body.

(x) An Essential for Promotion / A Valuable Job Requirement: The prime

requisite of a promotable Executive is “ability to communicate”. Notice
that it is at the top of the mountain in Figure below. Too often those who
cannot communicate effectively in either oral or written communications
remain “buried” in lower, dead-end jobs. Members of management spend
60 to 90 percent of their working days communicating - speaking, writing
and listening. Over the past 40 years, many surveys and articles have
confirmed the idea that effective communication is essential for success
and promotion in business. They have included responses from
thousands of top-level executives, middle managers and university business
graduates across the globe. When the respondents were asked to answer
the question “What has been the most valuable subject you studied in
college?”
Business Communication, Letter and Report Writing and Presentation Skills
were consistently among the top three responses. Respondents, including
top, middle and operations managers have repeatedly asserted that
business communication skills significantly influenced their advancement to
executive positions.

Ability to communicate

Ambition-
drive
College education
Sound decision-making skills
Self-confidence
Good appearance
Ability to get things done with and through people
Capacity for hard work

Business Communication and Report Writing (Study Text) 4|Page

 2. Defining and classifying communication formal and informal

a) Communication:
Communication is a two way process of exchanging information, feelings, ideas,
emotions etc.

b) Classifying Communication:

i. Formal Communication:
 Formal communication refers to the flow of official information through
proper, predefined channels and routes.
 The flow of information is controlled and needs deliberate effort to be
properly communicated.
 Formal communication follows a hierarchical structure and chain of
command.

ii. Informal Communication

 Informal communication moves freely within the organization and is
not bound by pre-defined channels and communication routes.
 It moves a lot faster and does not have a paper trail.
 Informal communication in the workplace is often called the
‘grapevine’ and generally begins with employees through social
relations.

c) Difference between Formal and Informal Communication:

Formal Communication Informal Communication

Formal communication is the more Informal communication which has
reliable form. comparatively less reliability
There is a paper trail Very unlikely to have a paper trail.
Slower Very quick
Time consuming Very little process time
Communication is through pre-defined Communication moves freely
channels
Secrecy is maintained Secrecy is usually not maintained due to
its reliance on people

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 3. Purpose of Communication

The main objective of communication is to transmit a message which should

motivate the receiver to react favourably. This objective may take any form
according to the situation: information, order, suggestion, negotiation, persuasion
etc. Whatever the form it takes, it must be ensured that communication is effective
i.e. it must prompt your receiver to act as you wish.

The major objectives of communication are as follows:

(i) Information
(ii) Advice
(iii) Counseling
(iv) Suggestion
(v) Order
(vi) Motivation
(vii) Persuasion
(viii) Warning
(ix) Negotiation
(x) Education/ Training

(i) Information: One of the objectives of communication is enquiring, supplying or

receiving information. Without information, you remain ignorant to what happens
around you. If you want to start a business, you will need information about the
products you are interested in. Similarly, you will supply information when you
receive an enquiry about your products. So information forms the basis of
communication.

(ii) Advice: Advice is a personal opinion about what to do, how to do, and where to do.
It points out a particular cause of action in a particular situation with a view to
changing the behaviour and opinion of the receiver. As it involves the personal
opinion of the adviser, it is usually subjective.

In the complex and complicated business world of today, a business executive has
to handle various business problems such as Finance and Taxation, Marketing,
Advertisement, Production and Engineering etc. No business head is expected to
have thorough knowledge of all the fields. He, therefore, needs advice of
professionally expert persons.

(iii) Counselling: Counselling seems like advice but counselling is with professional
touch by a man with greater knowledge and skill. A person facing domestic or
Business Communication and Report Writing (Study Text) 6|Page
 professional problems needs counselling. With counselling his worries and
emotions are shared; his tension is released. He feels relaxed and regains his
physical as well as mental health.

(iv) Suggestion: Suggestion is an important objective of communication. Suggestions

are the proposals by subordinates flowing upward to the management. Through
suggestions, the management comes to know the grievances and problems of
employees and can think over them before they protest or agitate. Sometimes, their
suggestions help in improving some business affairs.

(v) Order: An order is the directive issued by the higher authorities to subordinates
specifying to do or to restrain from doing some action. Order is always an internal
and downward communication as it flows from higher management to the
subordinates.

(vi) Motivation: Motivation inspires and urges a man to work and proceed to the
organizational goals. While motivating his subordinates, the business manager's
position is not the same as in case of order. In motivation he plays the role of a
sympathetic guide. He cultivates healthy and harmonious relations among people
at work. Motivation is possible in the atmosphere of trust and understanding not
under coercion or confrontation.

(vii) Persuasion: Persuasion is an act of influencing to change one's behaviour,

thinking, feeling or belief. Through effective persuasion people change themselves
unconsciously. In business, persuasion is an effective tool to influence the
customers. The seller persuades the buyers to buy the products by telling them the
remarkable benefits they can get.

(viii) Warning: Warning is informing about the unpleasant consequences if certain

course of action is not given up or changed. Such course of action may be long
absence from duty, mishandling material or machinery, negligence, misbehaving
others, disobeying orders etc. The purpose of warning is to ask the worker to mend
his ways and abide by the rules and regulation. Warning also aims at betterment of
the individual as well as the organization. The Executive Manager should avoid
using harsh and humiliating words.

(ix) Negotiating: Negotiating is a sort of compromise or agreement. In negotiation, two

or more parties discuss the proposals regarding specific problem to find an
acceptable agreement. While negotiating, all the parties concerned try to find a
solution to a problem maintaining healthy relations. Their efforts mainly aim at
gaining maximum benefit without causing loss to any party.

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(x) Education/Training: Education is one of the most important objectives of
communication. Education is not merely for students, rather the executives and
employees of the companies need education and training. These days all the
leading firms arrange training and education of both existing as well as newly
recruited staff to learn new techniques to increase their efficiency. Besides, through
mass media like television, radio, newspaper, business organizations educate the
people about the utility and benefits of their products.

4. Process of Communication
The process of communication requires the following six steps:

i. Formation of an idea
ii. Encoding Sender’s Activity
iii. Transmission

iv. Reception
v. Decoding Receiver’s Activity

vi. Response

(i) Formation of an Idea:

The first step in the process of communication is the formation of an idea. In this
step, the sender forms an idea which he wishes to communicate to the receiver.
This consists of the basic context of the message. For an effective expression of
thoughts, the sender should have pre-planned ideas in his mind.

By adopting this approach, the sender will be able to communicate effectively with
his receiver. This step is performed by the sender.

(ii) Encoding:
Encoding is conversion of message/ideas into symbols. In this step, messages are
composed of symbols understandable both for sender and receiver. Encoding,
therefore, includes the conversion of an idea into message by the sender which
may be verbal or non-verbal. There is a difference of words and style for different
kinds of communication. The language and style of formal and informal letters may
be different. The lights on a beacon house tower are also encoded message for
ships. Sirens are also encoded messages indicating danger etc. This step is the
duty of the sender.

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(iii) Transmission:
Transmission is sending out the message to some receiver by the sender. The
sender is responsible for the selection of the medium for transmission. In this step,
the sender may choose either verbal or non-verbal channel. The choice of channel
depends mainly upon the inter-relationship of the sender and the receiver.

The verbal channel may include internet, radio, television, cinema, magazine,
newspapers etc. The non-verbal channel may include different voices or sounds,
body and facial gestures etc. In the process of communication, this is the last
function performed by the sender of a message.

(iv) Reception:
In the process of communication, this is the first function of the receiver of the
message. Here, the receiver receives the message sent by the sender. This is a
very important step. Here, the receiver should receive the message attentively and
any sluggishness on the part of the receiver may spoil the process of
communication.

(v) Decoding:
Decoding is the conversion of encoded symbols into meaningful words. The
requirement of this step is that both the sender and the receiver enjoy the identical
qualification and mental filter. Otherwise, the receiver won't be able to comprehend
the encoded symbols into meaningful words. If a receiver fails to decode the
symbols, the communication will become miscommunication.

For example, the driver of the train decodes the whistling of the guard or the driver
of the ship decodes the lights of the beacon house tower into meaningful words.

(vi) Response (Feedback)

This is the most important step performed by the receiver. It indicates the
effectiveness of the communication. It is basically the reaction of the receiver.
With this step, the process of communication comes to an end.

5. Components of Communication

a) Context
Every message whether oral or written, begins with context. Context is a broad field
that includes country, culture, organization and external and internal stimuli. Every
country, every culture and every company or organization has its own conventions
for processing and communicating information.
Business Communication and Report Writing (Study Text) 9|Page
 The aspect of context is the playing field on which you must plan, design and
communicate your message successfully. Another aspect of context is the external
stimulus that promotes you to send a message. The source of this prompt may be a
letter, memo, note, electronic mail, fax, telex, telephone call, a meeting or even a
casual conversation. Your response to this prompt may be oral or written.

Another aspect of context is the external stimulus that prompts you to send a
message. The source of this prompt may be a letter, memo, note, electronic mail,
fax, telex, telephone call, a meeting, or even a casual conversation. Your response
to this prompt may be oral or written,

Next, internal stimuli have a complex influence on how you translate ideas into a
message. When you encode, your own view of the world affects the choices you
make in language. Your attitudes, opinions, emotions, past experiences, likes and
dislikes, education, job status, and confidence in your communication skills all
influence the way you communicate your ideas.

b) Sender-Encoder
When you send a message, you are the “encoder”, the writer or speaker,
depending on whether your message is written or oral. You try to choose symbols -
usually words (and sometimes also graphics or pictures) that express your
message so that the receiver(s) will understand it and react with the response you
desire. After considering all the factors mentioned above, you decide which
symbols best convey your message and which message channel will be most
effective among the oral and written media.

c) Message
The message is the core idea you wish to communicate; it consists of both verbal
(written or spoken) symbols and nonverbal (unspoken) symbols. Your first task is to
decide exactly what your message is and what content to include. You must
consider your context and especially the receiver of your message – how the
receiver will interpret it and how it may affect your relationship. Simple answer to a
request for information may be relatively easy. In contrast, a message explaining
why a company is moving some of its manufacturing to Karachi or a proposal to
build a new headquarters for a governmental agency will require more complex and
carefully planned communication strategies.

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d) Medium
Like message content, the choice of medium is influenced by the relationship
between the sender and the receiver. Some research suggests that the urgency of
a message is a primary factor in whether to use the written or spoken medium. You
may also consider factors such as importance, number of receivers, costs and
amount of information. If the message goes to an international audience, you must
also consider which medium is preferred in the receiver’s culture.

Based on research, the following describe some of the characteristics found in oral and
written media:

Oral Written
Immediate feedback Delayed feedback
Shorter sentences; shorter words Longer sentences; longer words
Conversational More formal
Focus on interpersonal relations Focus on content
Prompt action Delayed action
Less detailed technical information More detailed technical information
More personal pronouns Fewer personal pronouns
More colloquial language More complex constructions
Simpler constructions Useful for permanent record;
detailed documentation
More imperative, interrogative and Possibility of review
exclamatory sentences

The written channel is often preferred when the message is long, technical or
formal in nature and when the message must be documented. The oral channel is
effective when the message is urgent or personal or when immediate feedback is
important. These guidelines can change when your receiver is from another
country. For example, in many countries in Europe and Asia, complex message are
often dealt with orally, with written documents provided only later, if necessary.

o Inside Your Organization

For internal communication, written media may be memos, reports, bulletins, job
descriptions, posters, notes, employee manuals, electronic bulletin boards, even
internal faxes. Oral communication may take the form of staff meeting reports, face-
to-face discussions, presentations, audio tapes, telephone charts, conferences, or
videotapes. Another oral channel, usually unplanned by the sender is the
“grapevine.” Through which news and rumors travel quickly - often quite accurately.

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o . Outside Your Organization
External written communication media may be letters, reports, proposals,
telegrams, cablegrams, mailgrams, faxes, telexes, postcards, contracts, ads,
brochures, catalogs, news releases and a host of other things. You may also
communicate orally in face to face discussions, by telephone or by presentations in
solo or panel situations. You may speak to groups in live presentations or through
teleconferences, video conferences or television.

e) Receiver - Decoder
The message receiver is your reader or listener, also known as the decoder. Many
of your messages may have more than one decoder.

The receiver as well as the sender is influenced by the context and by the external
and internal stimuli. Both receive messages through the eyes and ears but are also
influenced by non-verbal factors such as touch, taste and smell. All factors of a
message are filtered through the receiver(s) view of and experiences in the world.

f) Feedback
Ultimately the receiver reacts with either the desired response based on a clear
understanding of the symbols or with an undesired response because of
miscommunication. Feedback can be oral or written. It can also be an action such
as receiving in the mail an item you needed. Senders need feedback in order to
determine the success or failure of the communication.

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 6. Characteristics of Successful Communication

The characteristics of successful communication are defined by 7 C’s of effective

communication. 7 C’s are applicable on both written as well as oral communication.

7 C’s of effective communication are as follows:

1. Completeness:

The communication must be complete. A complete communication has following

features:

 Complete communication develops and enhances reputation of an

organization.
 A complete communication always gives information wherever required.
 It leaves no questions in the mind of receiver.
 Complete communication helps in better decision making.

2. Conciseness:

Conciseness means communicating what you want to convey in least possible

words. It is a necessity for effective communication. Concise communication has
following features:

 It is time-saving.
 It is cost-saving.
 It underlines and highlights the main message as it avoids using excessive
and needless words.
 Concise message is non-repetitive in nature.

3. Consideration:

Effective communication must take the audience into consideration, i.e., the
audience’s viewpoints, background, mind-set, education level, etc. Features of
considerate communication are as follows:

 Emphasize on “you” approach.

 Empathize with the audience and exhibit interest in the audience.
 Emphasize on “what is possible” rather than “what is impossible”.
 Lay stress on positive words such as jovial, committed, thanks, warm,
healthy, help, etc.

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 4. Clarity:

Clarity implies emphasizing on one specific message, rather than trying to

communicate too much at once. Clarity in communication has following features:

 It makes understanding easier.

 It enhances the meaning of message.
 Clear message makes use of exact, appropriate and concrete words.

5. Concreteness:

Concrete communication implies being particular and specific rather than being
ambiguous or vague. Concrete message has following features:

 Supported with specific facts and figures.

 Leaves no room for misinterpretation.

6. Courtesy:

Courtesy in message means being respectful towards the receiver but

communicating the sender’s expression e.g. by communicating politely. Courteous
message has following features:

 Positive
 Focused at the audience
 Polite and unbiased

7. Correctness:

Correctness in communication implies accuracy. There shouldn’t be any inaccurate

and erroneous message. Correct communication has following features:

 Exact
 Well-timed
 Precise and accurate facts and figures

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 7. Barriers to Communication
Barriers to communication include the following:

1. Distortion: It refers to a problem in which the meaning of the communication is

lost in handling of the message which occurs at the stages of encoding and
decoding.

2. Overloading: It refers to the problem of giving the receiver more information

than he can digest. When the available information to work with is in excess of
the processing capacity of the recipient, the result is information overload. Since
the available information is more than the requirements, individuals tend to
select only that information that they consider to be relevant and ignore, pass or
forget the information that is not of interest to them.

3. Differences: Difference in social, racial or educational backgrounds of sender and

receiver.

4. Lack of Sender’s Credibility: Receivers are keen to receive information, the

source of which is credible. If they are unsure about the sources’ credibility, they
may lose focus in the message.

5. Unfamiliar Language: Linguistic problems arise when sender and receiver are
not familiar with the same language. Here language also includes dialects and
accents. It should be noted that words mean different thing to different people.

6. Improper Timing: Even proper information at an inappropriate timing affects the

process of its reception because a distracted target might be unable to absorb
such information.

7. Attitude Differences: Difference in attitude, beliefs, needs and wants of the

sender and the reviver may also act as a hurdle in process of communication.

8. Differences between People: Differences in social classes, ethnic backgrounds,

age, gender, education level and field of interest may also act as a potential
obstacle in process of communication.

9. Relationship between the sender and the Receiver: Communication process is

also affected by the relationship dimension between interlocutors. A sender has to
mold his message in accordance with the relationship with his target. Examples
include status, boss-employee, parent-child, etc.

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10. Filtering of Information: Manipulation of information by the sender so that it will
seem more favorable to the receiver. Filtering of information refers to the sender’s
deliberate suppression or manipulation of information so that it may be seen in a
more favourable perspective by the receiver. It includes concealment of information
by the sender which is not considered to be in accordance with the expectations or
viewpoints of the receiver.

11. Selective Perception: It is a problem in which receiver hears message based on

his/her interests, needs, motivations, experience, background and other personal
characteristics. It is the process by which the sub-conscious mind subjectively
‘decides’ which stimuli relating to an object, person or event are relevant and
accepts only such stimuli which is in accordance with the interests, experience,
background and attitude of the recipient to match or confirm the individual’s
viewpoints. All other stimuli which are considered irrelevant by the recipient are
ignored and rejected by the sub-conscious mind.

12. Defensiveness: It is a response when receiver interprets the message as

threatening and deliberately withdraws attention from its reception.

13. Noise: Noise is any disturbance which interferes with the transmission and
understanding of a message. Noise is a phenomenon which reduces the
effectiveness or causes confusion or affects the clarity of the message being
transmitted between the sender and the receiver.

Kinds of Noise:

o Physical Noise: It is caused by interference from the external environment during

the conveyance of the message. Disturbance caused by the surrounding
environment e.g. humming of an air-conditioner or loud playing of music by the
neighbours can cause physical noise.

o Technical Noise: This noise involves the failure of the medium of communication.
It includes crackle on the telephone line or illegible handwriting etc. This may
prevent the exchange of communication.

o Social Noise: It occurs when people communicate differently from one another
because they have been socialized into different cultures/groups. Thus our age,
gender, social class, race, gender, ethnic identification, or religious background can
affect how we communicate.

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 o Psychological Noise: It is caused by the differences in the manner in which
the receiver processes and interprets the message. The extent of mutual
trust, individual biases and pre-conceived prejudices and poor listening are
examples of psychological noises which are impediments towards the
delivery of messages.

o Semantic Noise: is the interference in delivery of message on

account of differences in language or social and educational backgrounds. It
prevents the receiver from accurately comprehending the message of the
sender. Excessive use of jargon and complex words which are not
understood by the receiver are also an obstacle to the delivery of accurate
message.

o Physiological Noise: Physiological noise is any physiological issue

that interferes with communication. For example, if you have a migraine, it
may be difficult to speak to others or listen to them when they speak to you.

o Overcoming Noise (Redundancy):

Noise can be reduced by using more than one channel of communication
so that if there is a problem in one channel the message may be completely
sent through the other channel e.g. phone, meeting, verbal instructions etc.

Overcoming Communication Barriers

(i) Audience Analysis:

Analyze the audience. A careful audience analysis is essential to ensure that the
communication is effective and understandable to the audience.

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(ii) Choice of an appropriate medium:
Choose an appropriate medium through which a message can be transmitted
conveniently and which is accessible to audience without too much effort.
(iii) Encourage feedback:
A sender should encourage feedback to ensure that the message has or has not
been correctly received, understood and interpreted according to senders’ intentions.
(iv) Regulate information flow and timing
(v) Listen actively
(vi) Stop talking. Do not interrupt.
(vii) Active Participation:
Communication demands the active participation of both the related parties, i.e.
sender and a reviver. A sender should transmit the message without any
suppression or manipulation, whereas, on the receivers’ end the responsibility is that
he/she should stop talking. Receiver should not interrupt and pay full attention
towards the source.
(viii) Listen Emphatically:
A target should try to understand the speaker’s perspective and should place himself
in shoes of the source. Additionally, he should try to assess the feelings or intentions
of the encoder.
(ix) Hear before evaluating:
Listen to what the person has to say before jumping to conclusions or judgment.
(x) Listen to the whole message:
Moreover the receiver should listen to the whole message instead of whatever is of
interest to him.
(xi) Send Feedback:
In order to make sure that the receiver has heard correctly, paraphrase what he
heard and should repeat it to the person he was listening to.

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Self-Test Questions:

1. JBS Bank has recently been privatised. Previously as a nationalised bank,

the organisation’s culture valued length of service and seniority of
employees. The new management consists of young and aggressive
managers, who now want to infuse a result-oriented culture where
performance is rewarded.

Today the new Head of Branch Operations, A. Salim, is meeting a senior

officer of the bank’s Main Branch, S. Akhtar, who is being made to report
to a new manager inducted recently from another bank. The new
manager is young and dynamic, but Akhtar feels his seniority is being
undermined and is very upset. The situation goes as
Salim has a busy schedule, and to save time he has agreed to meet
Akhtar over lunch in the busy officers’ cafeteria for 15 minutes, and
hear his grievances. His mind is preoccupied with the presentation he
has to make to the Directors in the afternoon. He has his views on
Akhtar’s professional capabilities and feels the meeting will be an
unproductive use of his time, but has agreed to the meeting as Akhtar
has been requesting it for many days. Akhtar on the other hand is
skeptical of the new management’s intentions. Salim delivers a jargon-
filled monologue on the new People Development philosophy, and tries
to convince Akhtar that he can still grow professionally without being
promoted. Akhtar hears him out but has difficulty grasping the new
organisational concepts especially since they are explained in high-flown
and accented English. During their luncheon meeting, several colleagues
briefly stop by to greet them.

Which types of Noise can you identify in the above situation? Explain in
each case.

How it can impact the quality of communication between Akhtar and Salim?
(06)

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MCQs:
1. Feedback moves:
a. from sender to receiver
b. from receiver to sender
c. none of the above

2. Selective perception occurs:

a. when sender withholds information
b. when receiver hears only that message which is based on his interests
c. none of the above

3. Filtering of information occurs when:

a. receiver hears only that message which is based on his interests
b. when sender withholds information
c. none of the above

4. Semantic Noise is the interference in the delivery of the message on account of:
a. ambiguity in words, sentences or symbols used
b. disturbance in the environment
c. excessive emotion or prejudice

MCQs Answers:

1.b 2.b 3.a 4.a

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Business Communication and Report Writing (Study Text) 21 | P a g e
Chapter Learning Objectives:

 Communication Structure

 Formal Communication Network

 Informal Communication Network

 Importance of Communication in Management

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 It is important to define and understand ‘Organisation as a system’ before developing
an understanding of “Communication in an Organisation’.

Organisation is defined as follows:

1. Organization

1.1 Formal Organization

A social arrangement for the controlled performance of collective goals with an
identifiable boundary.

Social Arrangement:
People in an organization follow certain hierarchy. Their relationships are structured in
a particular way. Hierarchy comes into being through the process of effective
delegation of work.

Controlled Performance:
Performance depends on the efficient use of scarce resources. It can be achieved by
controlling individual’s functions. This leads to:
(a) Division of labour i.e. equitable division of work.
(b) Division of function i.e. assigning work according to specialization.

Collective Goals:
Individuals in organizations have common goals Individuals cannot achieve goals in
solitary situations which can be easily achieved in organizational situations.

Identifiable Boundary:
Membership of an organization is restricted.

1.2 Informal Organization:

A social unit arising spontaneously as a result of shared interest and circumstances.

An informal organization co-exists with formal one. Hawthorne Studies conducted

during the 1920’s and 1930’s discovered the existence of the informal organization.

1.2.1 Kinds of Informal Organizations

(i) Trade Unions (Workers)
(ii) Networks (Managers)

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 1.2.2 Features of Informal Organization:
(i) Its membership is gained consciously or unconsciously.
(ii) It is loosely structured. It has no structure or official hierarchy.
(iii) It is flexible and is dissolved after achieving its objectives.
(iv) It is spontaneous type of organization.
(v) Grapevine is an important feature of this organization.
(vi) It involves informal behavioural norms.
(vii) It has informal leaders.

1.2.3 Advantages of Informal Organization:

(i) Informal organizations can usefully improve communication by means of “grapevine
system.”
(ii) Coordinate the activities of various individuals or departments without red-tape.
(iii) Establish unwritten but practical ways of doing things.
(iv) It increases employee commitment because informal organization is a tool for solution
of their problems.
(v) It is a source of knowledge sharing.
(vi) It is a tool to increase the responsiveness to environmental changes.
(vii) It enhances cooperation among the employees.
(viii) It provides satisfaction of members’ social needs, and a sense of personal identity
and belonging.
(ix) It provides for additional channels of communication; for example, through the
‘grapevine’ information of importance to particular members is communicated quickly.
(x) It provides a means of motivation, for example, through status, social interaction,
variety in routine or tedious jobs, and informal methods of work.
(xi) It provides a feeling of stability and security, and through informal ‘norms’ of
behaviour can exercise a form of control over members.
(xii) It provides a means of highlighting deficiencies of weaknesses in the formal
organisation, for example, areas of duties or responsibilities not converted in job
descriptions or out-dated systems and procedures. The informal organization may
also be used when formal methods would take too long, or not be appropriate, to deal
with an unusual or unforeseen situation.

1.2.4 Disadvantages of Informal Organization:

(i) It works against organization’s interests as its members remain busy in the meetings of
informal organization.
(ii) It ignores organization’s objectives.
(iii) Grapevine, which is an important part of informal organization, may be inaccurate.
(iv) It causes stress among employees when excluded from informal group.
(v) Informal work practices like mutual adjustments may cut corners.

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1.3 Formal vs. Informal Organization:
Formal Organization - the official, legitimate, and most visible part of the system
Informal Organization - the unofficial and less visible part of the system.

Points of Formal Informal

Comparison Organization Organization
1. Origin Created Arise spontaneously
deliberately
2. Nature Planned and Unplanned and
official unofficial
3. Size Large Small
4. Continuity Stable Unstable and
dynamic
5. Focus Built around jobs Built around people
and their roles
6. Structure Definite structure, Structure-less,
mechanical and impersonal and
rational emotional
7. Goals Profits and service Satisfaction of
to society members
8. Influence Legitimate Informal Power
processes authority
9. Control Rigid rules and Group norms and
process regulations values
10. Communication Official and well- Unspecified
defined paths. channels. Two-way
One way and slow and fast flow of
flow of information information,
grapevine.
11. Authority Positional, flows Personal, flows
top down bottom up
12. Charting Shown on Not shown on
organizational organizational chart
chart (Sociogram)

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 2. Communication Structure

Regardless of size, industry or structure, an organization must maintain a clear and

precise internal communication structure that allows managers to issue directions
to workers and allows workers to give feedback so managers can adjust their plans.

Upward Downward Lateral

Communication Occurs in Four Directions in Organizations

(i) Upward communication

(ii) Downward communication Vertical communication
(iii) Horizontal / Lateral communication
(iv) Diagonal communication

Communication Flows:

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 2.1 Downward Communication:
Communication from management to workers.

2.1.1 Advantages / Objectives / Purposes:

(i) When employees receive appropriate downward communication from management,
they can be better motivated and more efficient.
(ii) They need not only clear job directions and safety rules but also facts about
organizational strategy, products and viewpoints on important controversial issues.
(iii) They are concerned about employee benefits health care, insurance, promotions,
pensions, training, work environment and retirement.
(iv) In all, the many pressures from employees force employers to be accountable for
their decisions through effective downward communication. Employers who
communicate effectively have more productive employees.
(v) Conveying objectives.
(vi) Information on work procedures & practices.
(vii) Giving feedback to employees on performance.
(viii) Clarifying company’s culture.

2.1.2 Problems in Downward Communication:

(i) Failure to communicate.
(ii) Management assumes that employees will not be interested in the larger issues of the
management.
(iii) Management assumes that employees will not understand the larger issues of the
management.
(iv) Management do not themselves have the information or do not know the answers to
problems.
(v) Managers are not skilled, trained or confident in communication.
(vi) Managers fear that they are undermining their authority by sharing information with
subordinates.
(vii) Managers fear that they are making themselves redundant, by allowing subordinates
to know and understand more of their job.
(viii) Managers fear that they are undermining their role as manager because it leads to
more frankness between manager and his subordinates.
(ix) Managers fear that they are giving information that might fall into the wrong hands, or
be contrary to the organization’ s interests.

2.1.3 Improving Downward Communication:

(i) Establishing regular systems for conveying information to subordinates: Meetings,
briefings, circulars, manuals, notice boards.
(ii) Promoting a culture of trust and sharing information.

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(iii) Organizing training sessions for managers to communicate frequently with their
subordinates.
(iv) Rewarding managers who promote a culture of communication.
(v) Encouraging news swapping informally between managers and their subordinates.
(vi) Discourage excessive status consciousness among managers.

2.2 Upward Communication:

The process of encouraging employees to share their feelings and ideas with
management.

Upward communication flows from lower levels to higher levels in the organizational
hierarchy. Upward communication provides feedback to the managers and keep them
inform of the progress towards the achievement of the organizational goals and
problems faced by the subordinates in the performance of their duties. It also informs
the managers how the subordinates feel about their jobs, morale, co-workers and the
organization.

2.2.1 Advantages / Objectives / Purposes:

(i) Many executives sincerely seek frank comments from employees in addition to the
usual periodic reports.
(ii) Successful managers listen closely to opinions, complaints, problems and
suggestions especially when these are clearly and effectively stated.
(iii) As a response to increasing global competition, some companies are developing new
management styles which make input from employees an integral part of important
decisions affecting the company.
(iv) Information by employees on their work/performance/problems.
(v) Information about achieved targets/objectives.
(vi) Comments on procedures and policies.
(vii) Suggestions for improvement in the system.
(viii) Employees’ feelings about the organization.

2.2.2 Problems in Upward Communication:

The following problems may create impediments in the upward flow of communication
in a large organization:
(i) Subordinates may consider that the seniors would not be interested in the opinions or
information given by subordinates.
(ii) Subordinates may think that the seniors are busy and already facing information
overload and would not have time to consider the problems or suggestions provided
by subordinates.

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(iii) Subordinates may fear that reporting of a problem or communications of a grievance
may result in antagonizing or disappointing the seniors which may have adverse
consequences.
(iv) Subordinates may fear that the upwards communication may be considered by their
colleagues as a way of getting closer to seniors and seeking favours.

2.2.3 Improving Upward Communication:

(i) Organizing meetings between managers and subordinates frequently.
(ii) Organizing brainstorming sessions for employees and teams.
(iii) Setting up quality circles.
(iv) Encouraging input and suggestions from employees.
(v) Open door policy by managers. Managers encourage and welcome suggestions of
their subordinates. They are always ready to listen to their grievances.

2.3 Horizontal Communication:

Communication between associates at the same level.

2.3.1 Advantages / Objectives / Purposes:

(i) To coordinate activities between and among departments.
(ii) To provide support and assistance to other departments and staff members.
(iii) Effective horizontal communication between peers is also essential in
organizations.

2.3.2 Problems in Horizontal Communication:

(i) One manager or department may feel that another is encroaching on their area of
authority or expertise.
(ii) Line managers may resist the expert authority of functional managers such as
accountants or personal officers within their departments.
(iii) There may be conflict between individuals, groups or functions because of widely
different working habits and styles, coordination problems and distorted perceptions.

2.3.3 Improving Horizontal Communication:

(i) Regular meetings between managers to discuss issues related to their departments
and organization.
(ii) Inter-departmental meetings and teams.
(iii) Job rotation i.e. periodic shifting of employees from one department to another.
(iv) Sharing information with other departments through newsletters/circulars.
(v) Appointment of a liaison officer.

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 2.4 Diagonal Communication:
Communication that cuts across both work areas (Department/Section) and
organizational levels (Hierarchy) in the interest of efficiency and speed.

3 Formal Communication Network:

Communication that takes place through the formal channels of organizational

structure is known as Formal communication, also known as Impersonal or Business
communication. It pertains high level of formality, impersonality, brevity and
deliberation. It is generally in writing and better planned and controlled by the
management
Formal communications include contracts, business letters and reports

Types of Formal Communication Network:

o Chain network:
 Information is passed straight up or down the formal chain of command.
 One person passes information to others up/ down within the line of hierarchy, who
then pass it further up/down their own chain of authority.
 It allows only vertical movement and is strictly hierarchical.
 Chain networks have a leader who decides as to what messages are to be sent and
how these messages are to be communicated.
 Here each member communicates with the person above and below.
 It reflects upward and downward communication and exists in a vertical hierarchy.
 This type of network is suitable for tasks that have to be accomplished within a given
time and without any deviation.
 However this type of arrangement does face the risk of losing some part of
information at every successive level.
 Persons at the bottom may feel isolated and less motivated.
o Y Network:
 Y network is a variation of chain network
 Messages are communicated vertically, between the subordinates and supervisors in
the hierarchical arrangements.
 The information from the leader is shared simultaneously through two channels, who
in turn pass on the information outwards.
 This arrangement can disseminate the information faster than the chain network.
o Wheel Network:
 It is characterised by the central position of the leader, where the leader plays the key
role to disseminate information.
 The primary communication occurs between the members and the group leader and
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 then group leader shares the information with all.
 It is the feature of a typical work group.
 Decisions can be made fast.
 Group morale is low since others do not take an active part in decision making.
 The leader is very important and powerful.
o Circle Network:
 It is an example of horizontal and decentralized communication.
 The circle network assumes no leader;
 There is complete equality.
 The members can communicate with persons to their right and left.
 Members have same restrictions, but the circle is a less constrained condition than
the wheel, chain, or Y networks.
 Each member of the circle has the same authority or power to impact the group.
 The core issue is that information moves rather slowly, and might get distorted.
 Morale is high because everyone participates in the decision making process.
o All Channel network:
 The all channel also called as star pattern is an extension of the circle in that all
members are equal and wield exactly the same amount of power to influence others,
 This pattern permits all group members to communicate actively with each other.
 This pattern allows for maximum member contribution.
 A prominent example is a self-managed team in which individual group members are
free to contribute and no one assumes a leadership role.

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 4. Informal Communication Network (Grapevine)
Informal communication channels do not adhere to supervisor-subordinate
relationship and take place across the different official levels in the organization.
Informal communication occurs outside the formal communication channels. It co
exists with the formal communication system. It refers to:
(i) talks in the canteen
(ii) in the corridors
(iii) on the way home
(iv) on the phone line and messaging applications etc.

4.1 Characteristics of Grapevine Network:

The characteristics which are common in all grapevine networks are:
(i) Official communication channels are weak or management deliberately withholds
information. In this situation, informal communication becomes important.
(ii) Social and personal interaction of employees exists.
(iii) Grapevine is mostly oral communication.
(iv) Mostly among workers, but it is also prevalent among managers.
(v) Flow in all directions in the organizations, spatially and hierarchically.
(vi) People oriented rather than work oriented.
(vii) It is reflection of informal organization.

4.2 Advantages of Informal Communication:

(i) It acts very fast.
(ii) It is selective. It spreads among relevant employees belonging to all sections.
(iii) It operates within organization.
(iv) It co-exists with formal communication network.
(v) It is latest/ more current.
(vi) It is related to internal politics.
(vii) Informal channels of communication fill in the gap resulting from inadequacies of
formal channels.
(viii) It is a means of sharing information and experience across vertical boundaries.
(ix) It is an effective tool for problem identification. Specially, it serves to identify unethical
activities which are, at times, embarrassing for the employees to be routed through
formal channels.
(x) It provides emotional and social support to its members.

4.3 Disadvantages of Grapevine or Informal Communication:

(i) It might be malicious. Some individuals may move it with ill-will.
(ii) It may contain inaccurate rumours or half-truths or simply be wild speculations which
become further distorted in the retelling process.

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(iii) It is a type of communication which may be stressful to the people in an organization
due to inaccurate rumours.
(iv) It may make employees mistrust one another.
(v) If fallen into wrong hands, it can work against organizational interest.

4.4 Managerial Attitudes Towards the Grapevine:

(i) The grapevine is more prevalent at lower-levels of the managerial hierarchy.
(ii) The grapevine appears to be more influential in larger organizations.
(iii) Managers can keep abreast of grapevine communications by regularly conversing
with known gatekeepers.
(iv) The grapevine cannot be extinguished; attempts to stifle the grapevine are likely to
stimulate it instead.
(v) Monitoring and officially correcting grapevine information is perhaps the best strategy
for coping with the grapevine.

Difference between Formal and Informal Communication Networks (Features of

Formal & Informal Communication).

Formal Communication (Styles in Informal Communication

Business)
1 Definition
Communication that takes place Communication arising out of all
through the formal channels of channels of communication that
organization structure is known fall outside the formal channel is
as Formal communication. known as Informal
Communication.
2 Channels
Such communication are Such communications are usually
generally in writing and may take oral and may take the form of
the form of, manuals, procedures informal discussions in canteen,
and rule books, memoranda, at public house, on the way
official meetings, reports, etc. home, on the telephone, etc.
3 Purpose
To meet organizational To meet social and personal
objectives of regulating the flow needs of the members of an
line of authority established by organization.
the management.
4 Formality
Formal communication is Informal communication does not
carefully worded and follows line follow formal channels and line of
of authority established by the authority established by the
Business Communication and Report Writing (Study Text) 33 | P a g e
 management. management.
5 Impersonality
Formal communication is Informal communication may be
unbiased, impartial, and neutral partial and biased. Emotional
in organizations and evaluation feelings and prejudices may lead
of facts, therefore, promotes to discriminatory behaviour in
non-discriminatory behaviour in organization.
organization.
6 Brevity
Formal information is concise, Informal communication may
relevant and to the point. contain personal discussions
which may be irrelevant to the
main subject.
7 Controls
It is controlled by management. There are no established rules or
There are certain rules as to the mechanisms for the format and
format and layout of formal layout of informal messages. It is
messages. not controlled by management.
8 Level of Responsibility
Formal communication helps in At times, in informal
fixation of responsibility about communication, it is difficult to fix
the accuracy of information. responsibility about the accuracy
of information.
9 Deliberation
It refers to mature thinking It may be off hand
before sending the message. communication.

5. Importance of Communication in Management

Studies of how managers spend their time invariably show that the majority of it is
spent in communication –irrespective of their positions in the organisation.

Peter Drucker sees communication as central to management: "A manager motivates

and communicates. He makes a team out of the people who are responsible for
various jobs. He does that through the practices with which he manages. He does it in
his own relations to the men he manages. He does it through constant
communication, both from the manager to his subordinate, and from the subordinate
to the manager".

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Communication is all pervasive within organizations and management. Factual
information has to be sent to, received and interpreted by others above, below and at
the same level as the manager. Ideas need to be received, considered, and agreed or
rejected by those in the decision-making process. Policies, strategic plans, major
decisions and general directives have to be issued by senior management. Orders
are sent down the line of the organization's hierarchy of command, and reports come
back. Along horizontal lines, staff specialists, such as personnel managers, send
recommendations and explanations concerning technical matters, and receive reports
back as relevant. Throughout all this communication of information, notions of
management culture and style are being confirmed, and common understanding and
feelings about every aspect of operation are being sought.

The central importance of communication within organizations is perhaps more

tellingly shown by reflecting on the proportion of problems which arise from failures in
communication. This is especially acute in large multi-disciplinary organizations,
where it is all too easy for information flow to stop at the boundaries of professions,
departments and specialist groups. We can also see the way in which individuals or
groups can have their particular sensitivities provoked by exclusion from information
flows –for example, non-invitation to a meeting, omission from a list of those receiving
minutes of a meeting, absence of consultation over some matter –or by the way in
which information is presented (for example, by the formality of expression and
medium, or the use of offensive language including gender and racial stereotypes).
Give this some thought for a moment–what failures in communication have occurred
in your own organization in the last week or month? What were the consequences?

The early writers on organization and management theory completely ignored the
topic of communication –for them, information flow was simply a case of transmitting
orders to subordinates, and the assumption of rationality in organizational functioning
and decision-making meant that problems of information did not exist. Chester
Barnard was the first writer to give the subject due attention, projecting it as a means
by which people are linked together in an organization in order to achieve a central
purpose. The human relations school of thought also brought communication to the
fore. Group activity is impossible without information flow –without it leadership, co-
ordination and change are impossible –and information flows are subject to
interruption by various barriers –organizational, semantic and human relations.
Finally, the systems approach can be seen as drawing attention to the flows between
the parts of the system and the way in which each element of the system interacts
with others.

Business Communication and Report Writing (Study Text) 35 | P a g e

 Chapter Roundup

 Formal Organization is a social arrangement for the controlled performance of

collective goals with an identifiable boundary.
 Informal Organization is a social unit arising spontaneously as a result of shared
interest and circumstances.
 Communication occurs in four directions: Upward communication, Downward
communication, Horizontal / Lateral communication and Diagonal communication.
 Informal communication channels do not adhere to supervisor-subordinate
relationship and take place across the different official levels in the organization.
 Communication that takes place through the Formal channels of organizational
structure is known as formal communication. Also known as Impersonal or Business
communication, it pertains high level of formality, impersonality, brevity and
deliberation. It is generally in writing and better planned and controlled by the
management.
 Studies of how managers spend their time invariably show that the majority of it is
spent in communication –irrespective of their positions in the organisation.

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 Self-Test Questions
 What is an Informal Organization? State its features, advantages and disadvantages.
(see 1.2)
 Explain in detail various directions of communication. (see 2)
 Define Informal Communication. Give its advantages and disadvantages. (see 3)
 What is the importance of communication in management? (see 5)
 As an informal communication network, Grapevine exists in all big organizations and
transmits information through unofficial channels. Give five characteristics which are
commonly observed in all Grapevine networks. (see 4)

MCQs

1. Formal organization is created:

a. spontaneously
b. deliberately
c. to meet people’s interest

2. Informal organization has:

a. definite structure
b. stable structure
c. no structure

3. Vertical communication refers to:

a. downward communication
b. upward communication
c. both of the above

4. Informal communication spreads:

a. In upward direction
b. In downward & horizontal direction
c. In all directions

5. When dealing with informal communication, management should:

a. stifle it down
b. try to remove it
c. accept it and monitor it

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6. Formal communication channels are:
a. slow
b. fast
c. directionless

7. Diagonal communication cuts across:

a. organizational levels (Hierarchy)
b. work areas (Department)
c. both of the above

8. Communication within organisation can flow in:

a. Two directions
b. Four directions
c. Three directions

9. A learning organisation depends on:

a. Upward communication
b. Horizontal communication
c. Downward communication

10. Formal communication:

a. May also contain personal discussion
b. Is always concise
c. Has without any established mechanism

MCQS Answers:

1.b 2.c 3.c 4.c 5.c 6.a 7.c 8.b 9.a 10.b

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Business Communication and Report Writing (Study Text) 39 | P a g e
Chapter Learning Objectives:

 What is Oral Communication?

 Principles of Successful Oral Communication

 What is Conversation Control?

 Two Sides of Effective Oral Communication

 Effective Listening

 Non-verbal communication

Business Communication and Report Writing (Study Text) 40 | P a g e

1. Oral Communication
Oral communication describes any type of interaction between individuals which makes
use of words and involves speaking and listening. In oral communication, the sender
and receiver exchange their thoughts or ideas verbally.
It is also called Face to Face communication.

1.1 Advantages of Oral Communication:

(i) Swift medium of communication;
(ii) Direct medium of communication;
(iii) Interactive mode of sending message;
(iv) Flexibility in the message being sent;
(v) Instant feedback is received;
(vi) Nonverbal signals are available; and
(vii) Sensitive handling of personal messages.

1.2 Disadvantages of Oral Communication:

(i) Technical noise / physical noise may be a potential problem which may cause
miscommunication.
(ii) Memory which plays an important part in face to face communication is
untrustworthy.
(iii) Differences in perceptions may be a serious problem which may retard the
process of communication.
(iv) In this type of communication, less time is available for massive planning.
(v) Strong personality overrules the weak personality in this type of communications.
(vi) It is not appropriate for large audience.

1.3 When to use Oral Communication

Clearly, the times and places where you can use oral communications are large in
number and range. Some of the more suitable occasions are as follows:

(i) When it is essential to meet the person involved to evaluate his/her suitability for
a particular task. This is especially relevant to selection interviews, to ensure
that you appoint the right person for a job vacancy but it is also important in
other areas, such as choosing which member of a group to delegate a particular
task.
(ii) When it is important to pool the knowledge of several people to arrive at key
decisions. This is true of various aspects of a company's activities, from the
Board of Directors downwards.
(iii) Where you are discussing a delicate or personal matter with an individual
employee or client. You may wish to raise matters carefully, while being aware

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 of the person's reaction, in a manner which would be impossible in
correspondence.
(iv) Where you need to persuade listeners of a particular course of action, particularly
if it involves change. People need reassurance in these circumstances and find
discussion comforting even if they can't alter the outcome.
(v) For a process of negotiation, where a compromise has to be reached between
alternative or rival courses of action. This is particularly important in cases
where possible issues of conflict are involved, such as grievance or disciplinary
procedures, or discussion of conditions of work, rates of pay and other similar
matters.
(vi) For informing members of a company or department about new developments in
company policy where a full staff meeting will provide the opportunity to pass on
information and allow employees to ask questions and discuss the matter.
(vii) To convey information about training or other matters at training conferences,
which involve formal presentations as well as smaller discussion sessions to
exchange ideas and information.
(viii) To demonstrate and explain to a potential purchaser how a product works.

1.4 Effectiveness of Oral Communication

Oral Communication has the following advantages:

(i) Feedback Ensures Comprehension

Unlike many forms of written communication, oral communication always offers
immediate feedback. If something is said which you do not fully understand, you
can ask questions to encourage the other party to make the meaning clearer.

(ii) Use of Body Language

When you can see the other person, you will be watching their body language
for reactions which shows he's puzzled, or even hostile. If you see this kind of
reaction you will obviously try to clarify what you're saying. In this way, the
problem of barriers in communication at the stages of encoding and decoding
the message may be swiftly solved. Body language is a vital part of all personal
meetings.

(iii) Immediacy
Oral communication also has the advantage that it saves a lot of time. All the
people involved can express their views and avoid delay by exchanging
information immediately. In a business context, where decisions may have to
be reached quickly, this is an obvious advantage. It also means that those who
take the decisions will be able to take into account all the points which seem

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 relevant and discuss them, gathering the best ideas. This is particularly
important in meetings of committees and larger bodies.

(iv) Courtesy
Meeting someone in person is a way of showing respect, especially if you have
had to travel some distance for the meeting. A personal meeting shows that you
are genuinely interested in the person, or in the business matter involved. This
may make all the difference in obtaining an important contract or dealing with
some other business concern. Personal meetings also allow those involved to
develop a relationship of trust and understanding, which is most important when
working together. They give those in positions of authority within a company a
chance to show that they are concerned about the ideas and feelings of their
staff, if they are willing to meet

1.5 Difference in Oral and Written Communication

Oral communication Written communication

Less formal. Formal, planned and detailed.
It produces a prompt It causes a response after lapse of some time.
response of some kind.
Not valued much for legal It carries more authority and is proof of a
purposes. transaction.

1.6 Forms of oral communication

There are two categories:
1.6.1 Face to face conversation
1.6.1.1 Interviews
 A formal talk between two people/parties i.e. the interviewer and the
interviewee.
 The interviewer asks the interviewee to obtain needed information from
the interviewee. The required information might include abilities,
background, attitude, expertise etc. It is a process that helps the
interviewer to evaluate the interviewee.

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  Interview can be conducted for multiple purposes, some of them are:
o Job interview
o Induction interview - to communicate the organisation’s norms
and job requirements to the newly inducted employee,
o Promotion interview
o Appraisal Interview - the employee might be interviewed in order
to evaluate his/her job performance and discuss his/her
strengths and weaknesses.

1.6.1.2 Grapevine
1.6.1.3 Negotiations:
 Process in which there are at least two parties and each party needs the
involvement of the other to reach a desired outcome.
 The parties begin negotiations with a different set of objectives and each
party considers that the other party will be willing to modify its initial
position and compromise to reach a successful outcome of the
negotiation process.
 Negotiation is a skill that managers need to frequently adopt for example
when agreeing prices with suppliers or gaining buy-in from subordinates
to accept delegated work.
 Stages in the negotiation process
o Preparation and Planning
o Definition of Ground Rules.
o Clarification and Justification
o Bargaining and Problem Solving
o Closure and Agreement
1.6.1.4 Meetings
 A meeting is said to be a gathering of two or more people
where purposeful discussion takes place on certain matter.
 Types of Meetings:
o Informational meetings: These meetings are aimed at
providing or gathering information in order. In such meetings
participants learn, ask questions and try to understand the
information being provided. Participants attend these meetings
with the sole objective of being informed and assimilate the
information. E.g. details of new business plan.
o Problem-solving meetings: The purpose of these meetings is
to solve a particular problem by finding out some solution. The
problem is presented, then suggested solutions are collected,
these recommendations are evaluated and then final decision is
made for further action.
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 o Suggested solution meetings: Here the core purpose is to find
suggested solution to some core issue. Recommendations are
sought for and comments are made on the options
recommended. Often no decision is made, meeting tends to
remain explanatory and informational. A final suggested solution
is worked out and forwarded for approval either from higher
authorities or is kept for overall group’s consensus.

1.6.1.5 Presentations/Lectures/debates/speeches

1.6.2 Conversations using mechanical devices e.g. telephonic

conversation

1.6.2.1 Advantages
 Quick Feedback
 Long distance barrier removed
 No need for person to be physically present for communication to
happen
1.6.2.2 Disadvantages
 Long discussions are not possible.
 Costly especially long distance calls
 Technical problems
 Phone calls at odd times are very disturbing.

2- Principles of Successful Oral Communication

 Well-Planned

Before presenting something, there should be proper planning regarding the audience,
topics to be delivered, timing and other factors: So, a person must be well-prepared to
deliver his speech.

 Clear pronunciation

To make oral messages meaningful to receivers, words should be clearly and correctly
pronounced. There should not be any lack of clarity, otherwise, the communication
would be a confusing one.

 Brevity

Effective oral communication desires that a message should be brief. If the sender took
a long time for talking, his message may not get the attention of the receiver.
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 Precision

Precision is needed to make oral communication effective. There should not be any
confusing words rather message to be delivered should be specific so that there is no
misunderstanding.

 Natural voice

Any sort of unnatural voice may distort the message. Natural voice can do a lot to make
oral communication effective.

 Logical sequence

Ideas should be organized in a sequential way to make the message communicative

and attractive. Unorganized ideas do not provide clear sense while a logical sequence
of ideas gives clear sense.

3. What is Conversation Control

Conversation control refers to the skills of listening and talking in a positive and
meaningful way at an appropriate time. It helps participants conclude and conclude their
conversation effectively and satisfactorily with mutual understanding and agreement.

3.1. Applications of Conversation Control skills in Business

• Selling and buying

• Negotiating
• Interviewing
• Participating in meetings
• Disagreeing without being rude
• Protesting without offending
• Complimentary/ praising
• Responding to personal criticism

3.2. Situations where conversational skills are useful

• Interacting with people in meetings in a convincing way.

• Handling objections to a proposal.
• Being able to react to criticism in a confident manner.
• Developing skills in interviewing.
• Learning how to get correct information quickly.

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3.3. Direction of Conversation

• Rejection
• Disagreement
• Consideration
• Agreement
• Commitment

3.4. Managing negative responses

• Show that you do not doubt the positive intentions of the other person.
• Use expressions such as “You are right about that, but “Avoid completely
rejecting the other person’s arguments.
• Do not use negative expressions. Instead of saying “Perhaps you do not know”
try Perhaps you know.

3.5. Techniques of Conversation Control

• Recognising cues and clues

• Interpreting signs and signals
• Avoiding Parallel Conversation
• Practicing Sequential Conversation
• Using Reflection and Empathy
• Cultivate a sense of timing

4. Two Sides of Effective Oral Communication

 Reflections:
o Reflection is a process of examining and interpreting experience to gain
new understanding.
o It combines paraphrasing and asking questions in restating both the
feelings and words of the speaker.
o Reflecting allows the speaker to ‘hear’ back their own thoughts and focus
on what they feel and say.
o Reflecting also demonstrates to the speaker that the listener is trying to
perceive the topic as they see it and that the listener is doing their best to
understand their messages.
o Furthermore, reflecting encourages the speaker to continue talking.

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Two Main Techniques of Reflecting:

Mirroring

Mirroring is a simple form of reflecting and involves repeating almost exactly what the
speaker says.

Mirroring should be short and simple. It is usually enough to just repeat key words or the
last few words spoken.

Paraphrasing

Paraphrasing involves using other words to reflect what the speaker has said.
Paraphrasing shows not only that one is listening, but that he/she are attempting to
understand what the speaker is saying.

It is often the case that people ‘hear what they expect to hear’ due to assumptions,
stereotyping or prejudices. When paraphrasing, it is of utmost importance that one
does not introduce his/her own ideas or question the speakers thoughts, feelings or
actions. It is very difficult to resist the temptation to ask questions and when this
technique is first used, reflecting can seem very stilted and unnatural.

 Empathy:
o Empathy refers to being able to put one’s self in someone
else’s shoes and realize how they feel.
o It talks about viewing state of affairs from another person’s
perspective.
o This is not so difficult as it appears to be, as those who are
sensitive enough and are connected to their own emotions firmly, do
empathize well with others, whereas those who are far from their own
selves are far from others’ emotions as well.

5. Effective Listening

5.1 Definition:
Listening is the process of actively and effectively decoding and interpreting verbal
messages. Basically it is a process of recognition of sounds and voices with
attentiveness and willingness.
Good listening skills can be acquired by practice and discipline. Listening is one of the
four language skills i.e. listening 45%, speaking 32%, reading 12% and writing 11%. It is
important to note that listening is a receptive skill because when we listen, we receive
information that adds to our knowledge.

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5.2 Importance of Listening:
Listening is the most frequent activity of our life and important factor in communication
process. You can well imagine the prime importance of listening from the fact that 45%
of our communication time is spent on listening activity.

Listening plays a vital role in the process of communication. It is an irrefutable fact that
most of the information is gained through listening. It is a receptive skill because when
we listen, we receive information that adds to our knowledge.

5.3 Process of Listening

The process of listening is based upon five stages - Receiving, Focusing, Deciphering,
Accepting and Storing. Though these stages appear to be distinct but are closely
related with each other.
(i) Hearing / Receiving: The process of listening begins with hearing or receiving
the sounds.
(ii) Focusing: Focusing means to pay attention to the sounds we hear. At this stage
we take interest in them. We try to hear the sounds with attentiveness and
willingness.
(iii) Deciphering: It means assigning meanings or decoding the words we receive or
hear.
(iv) Accepting: At this stage we interpret the message as intended by the speaker or
sender.
(v) Storing: Storing what we hear is the final stage of the process of listening.
Storing means putting the message in our memory.

5.4 Difference between Listening and Hearing

Listening and hearing apparently appear as the same acts. As a matter of fact, there is
great difference between the two. Hearing is simply the recognition of sounds whether
they are meaningful or meaningless. We hear all sorts of noise around us without
conscious attention. But Listening involves our conscious attention to whatever is said.
The act of listening remains incomplete without proper comprehension of what is
spoken to you.

When you sit in the class-room listening to the lecture of your professor, you understand
it because you pay conscious attention to it. You engage in listening when you enjoy
music, watch movies, plays, and T.V programs. You have to listen to your customer
visiting your store because you want to win his favour. Good listening habits make your
communication effective. An Executive, who listens efficiently, can run his organization
effectively. Similarly, a subordinate, who listens to his officer, can carry out his
instructions efficiently.

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5.5 General Faults of Listening
Our listening efficiency is affected adversely by the following faults:

(i) Prejudice against the speaker: If you have good opinion about a person, you
will pay full attention to what he says. But when you have certain prejudices and
grudges against the speaker, you will not like to listen to him or you will listen to
him carelessly. Thus your listening efficiency is affected.
(ii) External Distractions: Often, different external distractions affect your listening
efficiency. For example, the gaudy dress, strong perfume are the negative factors
which disturb your listening efficiency.
(iii) Hasty Conclusion: We are in the habit of cutting into discussion and try to arrive
at conclusion hastily. As a result, our listening efficiency is affected.
(iv) Annoying Words: As certain kinds of people annoy us because we dislike them
so do their words. They cause your negative reaction to their message. Such
words shout so loudly in our mind that our listening comprehension is affected.
(v) Monotonous manner of speaking: A monotonous speech causes the people to
lose interest in the message. We are not interested in the speech of a person
who does not change the pitch or tone of his voice. We call him a bore. He is
criticized for monotonous speech. As a result, effective listening is affected badly.
(vi) Prejudgment: Prejudgment is one of the most common faults in listening. In life
people have certain assumptions which they consider absolute facts. They close
their mind to new ideas and jump to conclusions relying on their assumption. As
a matter of fact in new situation these assumptions can be incorrect.
(vii) Self-centeredness: Self-centered listeners turn a deaf ear to the speaker. They
try to control the conversations rather than to listen what is being said. For
example, if a manager mentions a problem faced by the whole team, a self-
centered member will eagerly relate his own problem. He will not pay attention
and listen to what the manager says.
(viii) Selective Listening: Another common fault in listening is selective listening.
When you listen selectively, you will listen only what is of interest. The result is
that you will not remember what the speaker has said, instead, you remember
only what is of interest.

Good listening is very important for successful communication but is difficult at the same
time. We listen a message properly when we are interested in it. Effective listening is
affected adversely when we are not interested in the message.

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5.6 Techniques / Steps for Effective Listening

Your ability to listen effectively plays a vital role in the success of your career. You must
have observed that most of the people are not very good listeners. Most of us face so
many distractions that we often give speaker less than our full attention.

Following techniques are suggested to make the listening effective:

(i) Stop talking: Develop your listening habit. Don’t talk unnecessarily. Talk only
when you need to talk. Stop talking if somebody speaks to you.
(ii) Put the speaker at ease: Put the speaker at ease and make him relaxed so that
he may do a better job of talking. A tense behavior will force him to hide his
feelings or facts from you.
(iii) Show the speaker that you want to listen: If you convince the speaker that you
are listening to understand what he says, you will create an atmosphere for
information exchange. You should look interested in what the speaker says. Doing
things like reading, looking at your watch, dialing telephone distract the speaker.
(iv) Remove distractions: The things you do during the talk can distract the speaker.
Do not make doodles on a paper, shuffle pages, tap the table with pencil or like.
(v) Put yourself in place of your speaker: If you put yourself in place of your
speaker and look at things from his point of view, you will create a climate of
understanding. This will result in exchange of information.
(vi) Be patient: Be patient and allow the speaker sufficient time to clarify his view-
point. Do not interrupt him. Interruptions are barrier to exchange of information.
(vii) Hold temper: The speaker may use irritating or improper words to give vent to his
personal feelings and emotions. If you lose temper and get angry, you will not be
able to understand his emotions. Anger hinders the process of communication.
(viii) Go easy on criticism and arguments: Criticism and argument compel your
speaker on the defensive. As a result, he would either be quiet or react
aggressively to your criticism. So avoid criticism and argument if you want to listen
to him effectively.
(ix) Ask questions: By frequently asking questions you show that you have an open
mind and are listening to him. In this way you encourage the speaker to develop
his message.
(x) Use gestures and facial expressions: Use gestures and facial expression to
show your interest in the talk. Also come closer to your speaker.

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 Good Listener Poor Listener
(i) Identifies areas of interest. (i) Avoids listening if subject is
not of interest.
(ii) Judges content and ignores (ii) Tends to be inattentive, if
delivery errors. delivery is poor.
(iii) Does not judge until (iii) Prone to enter into
comprehension is complete, arguments with the
interrupts only to clarify. speaker.
(iv) Listens for central themes. (iv) Shows false attention.
(v) Works hard and exhibits (v) Is distracted easily.
alertness.
(vi) Fights to avoid distractions; (vi) Resists listening to material
strives hard and which requires great
concentrates. concentration.
(vii) Remains open-minded. (vii) Reacts to emotional words.
(viii) Listens between the lines (viii) Tends to be distracted by
and weighs the evidence. slow speakers.

5.7 Listening with a purpose

Often a speaker tries his best to get his audience to listen. But the audience cannot
repeat what they have listened. A teacher takes pains to teach a lesson to the students
who fail to reproduce what they have been taught. Who is responsible for the inefficient
listening? Can you hold responsible either the speaker or the listener? Of course, the
fault is not entirely that of the speaker. The audience or the listeners do not listen to the
speaker with a serious purpose.

Before listening to a speaker, the audience must have a definite purpose of listening
otherwise the process of listening will fail. Here we discuss the purpose of listening:

(i) To Gain New Information

Throughout your life-time, you gain information that becomes the part of your
knowledge through listening. Lecture by a teacher adds to your knowledge and
elaborates text-books. Your customer is persuaded to buy goods because he
listens with a purpose i.e. to gain information regarding a product he is
interested in. You receive new ideas daily through oral medium.

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(ii) To Examine and Verify the Message
When a person presents a message, you do not accept it as a truth. As a good
listener you try to verify the facts of the message and question the speaker
because you want to arrive at what is true, practical and acceptable.

(iii) To be Urged and Inspired

Often you want to be urged and inspired to get something. Being an efficient
listener you focus on a well delivered and moving speech. Sometimes, you are
inspired to work efficiently by the speech of your boss. At times you attend
meetings with bands of singers and road side shows. These are held to inspire
and urge you to buy something.

(iv) To improve your own communication

A good communicator is the role model for learning effective communicative
skills. If your role model is effective communicator, he can impress you with his
communicative skills. You should listen to him carefully in order to improve your
communicative ability. Besides, you should attend meetings, listen speeches,
and observe famous experts’ address meetings. In this way you can improve
your own communication.

5.8 Benefits of Good Listening

Effective listening requires conscious effort and willing mind. Good listeners welcome
new information that adds to their knowledge. Effective listening strengthens business
relations, enhances sale of products. Companies which listen effectively keep
themselves informed, up-to-date and out of trouble. Good listening gives you an upper
hand, increases your impact when you speak. Furthermore, it enhances your
performance which leads to your success.

Effective, efficient and positive listening ensures the following benefits:

(i) Helpful and Positive Attitude: Good listening promotes helpful and positive
attitude that helps you in removing hindrances lying on the way of good listening.
(ii) Improvement of Communication: It makes the speaker and listener improve
communication because it enables them to understand each side’s view-point.
(iii) Feedback and Best Presentation: Good-listening indicates by feedback to the
speaker that the listener is interested in what he says. In turn, the speaker tries to
give his best presentation.
(iv) Useful information and Accurate Decision: It provides the listener with useful
information which enables him to make accurate decision.

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(v) Better Understanding: Good listening creates better understanding of people
and helps the listener work with others.
(vi) It is direct source of information.
(vii) It is quick source of information.
(viii) It facilitates the use of speaker’s tone of voice to interpret underlying meaning
of message.
(ix) It is interactive in nature. It involves immediate feedback and ensures two-way
communication.
(x) It is flexible. The listener can adapt it according to his needs.
(xi) It builds relationships between sender and receiver.
(xii) It is spontaneous and honest communication.

5.9 Types of Listening:

(i) Listening for Contents

When you trust the source of the message to be correct and objective or only
want to know the source’s view point.

(ii) Critical Listening

When you require an objective viewpoint or accurate information, and you do not
have absolute confidence in the source.

(iii) Empathetic Listening

Emphatic listening means to listen with the objective to understand the speaker’s
emotions, feelings, needs and wants so that the listener can appreciate more
fully the speaker’s point of view regardless of the fact whether or not one agrees
with what the speaker has to say.

5.10 Basic Principles of Effective Listening (4 A’s):

Look for key words, signals or ideas

Aim
Be active with questions, suggestions etc.
Activity
Focus on what is being said instead of what the
Alertness speaker has said earlier or is going to say

No premature evaluation
Accuracy

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6. Non-Verbal Communication

A. Definition:
By non-verbal communication we mean the process of communication without using
words.
There are three main aspects to this.
(i) Body language. This is by far the most important and complex. It refers to all the
signals that we give to others, often without realising, by our gestures, expression
and movements and by our dress and personal grooming.
(ii) Signs, symbols and logos.
(iii) Physical objects.
(iv) How appearance communicates.
(v) How silence, time & sound communicate.

1. Body Language
It has been said that people can make up to twenty judgments about other people in the
first ten seconds after meeting them. If this is even partly true, they are making many of
those judgments based on how other people appear, not what they say. This is why the
control of our body language is so important.

Body language is used as a support for face to face oral communication. When you
speak with someone whom you can see, it is impossible to avoid using body language.
Sometimes we are aware of the signals that we are sending but many signals are given
unconsciously. There are times when your body language will contradict your words; for
example, you might tell someone that you are interested but if you are fidgeting, it will
show that you are in fact uncomfortable. In this sort of situation it is your body language
people will believe, rather than your words. So, it is vital to understand the signals that
you, or others, are conveying.

Most of the signals that we send with our bodies have consistent messages and we
should be particularly careful to control those that have negative implications.

(i) Gestures and Facial Expressions

Some gestures, such as twitching, scratching, doodling and jingling change in your
pocket are negative gestures that could be the sign of nervousness or boredom.
Similarly, a shrug of your shoulders when someone asks you a question may not only
convey that you do not know the answer but also that you do not really care. Tapping
your fingers can indicate impatience and a clenched fist can indicate anger. You should
avoid gathering up your paperwork when someone is talking to you as it can be seen as
a rude gesture, although sometimes this can be a useful signal to people that the
conversation is over and that you must leave.

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Some gestures do not translate the same way in all cultures; for example, nodding your
head in most countries means “yes” but in some countries can mean "no."

Head and Face Signals

The face is the most expressive part of the body and the signals that are given through
facial expressions and movements are very important.

(a) Nodding and Shaking the Head

These are fairly obvious, intentional forms of communicating. However, as well as the
usual meaning, shaking the head with a frowning expression may suggest puzzlement
or, accompanied by closed eyes, it can suggest anger and frustration. Nodding and
shaking the head are also important techniques when listening to someone speak. They
show that you are listening carefully and responding to what is being said. If you nod, it
usually signals agreement with the speaker, whereas shaking the head suggests
disagreement.

(b) Facial Expression

This is another obvious sign of feeling and one which is very hard to control. The eyes
and the mouth are of particular importance.
 Smiles reveal pleasure, friendliness, agreement and warmth.
 Frowns may suggest disagreement but also concentration or deep thought.
 Eye contact suggests honesty, sincerity, confidence and focus on the message.
 An inability to make eye contact suggests boredom, lack of confidence or
insincerity.

Try to develop the habit of using positive signs in an unobtrusive way to indicate that
you are interested in and understand what is being said. It will give the speaker
confidence and help him/her to express ideas fully and freely. If you use eye contact, do
not stare, as that is rude and can be intimidating. When you are talking to a group of
people, make sure that your eyes travel across the room, so that you can look at each
person in turn. Arrange the room so that you can maintain eye contact with everyone
who is there. Without this, people quickly become bored, as they feel isolated and left
out.

(ii) Contact
The amount of bodily contact between people tells us a lot about their relationship. A
good, firm handshake can signal the beginning and end of a meeting and also signify
trust and good faith between the two people involved. The form and strength of such
contact can also be taken to indicate confidence or weakness. People are often judged
by their handshake, even before they speak.
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Approach other forms of contact with caution. While some people will respond to a pat
on the arm or slap on the back, others may find it intrusive or even offensive, even
though you intend it as a sign of friendship.

This is not the place to explore all the possible cultural differences that surround the
interpretation of contact but be aware of what is acceptable and what is not acceptable,
in the place where you in. Different cultures have different values and a hug, for
example, which might be used in some cultures to offer support, or to say a warm thank
you, may in another culture give offence. Be careful.

(iii) Proximity
Proxemics is the study of how people use space and movement. For example, by going
to the top of the table or the highest seat you can indicate to others that you feel
superior to them. Similarly, how people use your and their personal space, moving
closer to people they like and away from people they dislike, is also a strong body
language signal.

People need to have their own personal space. This is a zone in which they feel secure
and is known as the “comfort zone”. We all have comfort zones and we feel it disturbing
or even threatening if someone else intrudes into it by approaching too closely.
However, everyone has different limits and your comfort zone will vary depending on
the circumstances. You will allow family members closer than you will allow business
colleagues. Those whom you dislike, you will not allow to come close to you.

By breaching someone's personal space you can intimidate them and be perceived as
overbearing and insensitive. However, one acceptable move into someone's space is
getting up from your chair to shake someone's hand, which is seen as a sign of respect.
Again, be alert to other people’s feelings.

Proximity to others can have important consequences for the arrangement of seating
and the layout of rooms, where people are going to interact, such as in meetings.

(iv) Orientation
By this we mean the direction in which your body is facing. If you face the person who is
speaking to you, you give the impression that you are listening to him/her. On the other
hand, if you face away, then it looks as if you have no real interest in them.
Be aware of important signs like this when conducting oral exchanges. If someone gets
up and walks over to the window during a conversation, it may suggest that they are
bored, or perhaps upset. Look for such responses throughout oral exchanges and be
aware of your own orientation, too. Face your audience.

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(v) Posture
This is one of the clearest signs of a person's feelings or response. If you sit forward
and look at the speaker, you are showing involvement and active interest. By contrast, if
you sit back looking at the floor, you are indicating boredom. A person sitting with folded
arms is probably being defensive, resisting any new ideas; someone leaning back
comfortably, with hands on the back of the head, seems to be thinking in a free, relaxed
way, which shows trust in the other people present. A person who stands straight is
probably confident, whereas one who walks looking down is not.
But not every posture will mean the same thing in all circumstances. Sitting on the edge
of a seat, for example, can show either interest or nervousness. It is up to you to judge
and interpret the meaning by looking at other signs as well.

(vi) Movement during Speech

A more general kind of non-verbal communication concerns movement of any part of
the body. If someone is constantly fidgeting with their hands, crossing their legs, tapping
their feet, or drumming their fingers, it is a sure sign of nerves or agitation. Learn to
recognise such signs and deal with them sympathetically.

When you are talking yourself, try to remain still. Movement is distracting and other
people's mannerisms can be extremely annoying. Head-scratching, chin-stroking or
similar movements can be very disturbing when you are trying to listen to a complicated
argument. Generally, the more movements people make, the less confident they are
likely to be.

(vii) Punctuality
The time at which you arrive for an appointment will send signals about your attitude.
Lateness can show either disorganisation, or it may be deliberate, because you are
really communicating that you regard the other person as a fairly low priority in your
day's work. This is also true if someone else arrives for an appointment with you and
you keep that person waiting.

(viii) Dress and Personal Grooming

The way in which you dress says a lot about the way you regard the people you are
meeting. In most organisations there are "dress codes", usually just understood but
sometimes actually written down, which regulate the way that you are expected to dress
when at work. Breaking these codes can convey a strong message about your attitude
towards your work. Dress codes typically may range from “smart casual” to full
uniforms.

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In an office, if you wear smart, clean clothes and shoes and in general abide by the
dress code, you will make it clear that you value the company and the people you are
meeting, because you have done them the courtesy of taking trouble about your
appearance. Conversely, wearing dirty or untidy clothes will suggest that you do not
care much about either the other people or their values. It may also suggest that you
are not efficient, since an onlooker might think that, if you take so little care over your
personal appearance, you may be similarly careless about your work and your
customers.

Such advices are aimed at students who are likely to work in offices. However, do note
that there are important exceptions to the statements made in the previous paragraphs.
People who are engaged in dirty jobs, e.g. mechanics or plumbers or painters will wear
clothing that is appropriate to the job they are doing. Their clothes have to be practical
rather than smart.

People are always more willing to deal with a person who is smart, than a person who is
scruffy. But people will make judgments about you based on other aspects of your
appearance, too. For instance:
 Is your hair neat and tidy, or is it unwashed and uncombed?
 Are your fingernails clean or dirty, cared for or bitten?
 How much makeup are you wearing and how well have you applied it?
 How much jewelry are you wearing and of what type?

Since there are many different attitudes towards makeup and jewelry, you will have to
judge for yourself what is appropriate for each situation, e.g. for going to work, or
attending an interview, or meeting an important client for the first time. There are very
few absolute rights and wrongs but as a general rule, it is better to be understated than
overstated. After all, the most important aspect of communication is you, yourself. Other
people should not be distracted from you and your message because you are wearing
too much makeup or jewelry.

2. Signs, Symbols and Logos

Signs, symbols and logos are non-verbal methods of communication that are able to
pass a consistent message to anyone in the world, regardless of what language they
speak. They can also be used to pass a written message to illiterate people. Because
no words are used in this form of communication, there can be no language barriers.
They are a sort of universal language, because everyone will interpret these signs,
symbols and logos in the same way.

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There is a move towards the standardisation of signs and symbols internationally. Such
a standardisation helps international communication, trade and tourism.

Signs typically give directions or warnings.

For example, an arrow has the same meaning to everyone. It tells us, “proceed in this
direction.” Road signs all over the world rarely use words; they pass their message
through their shape (triangular signs commonly give warnings), their colour (red for
danger) and the symbols they use (e.g. a vertical line with a horizontal line coming from
one side tells you that there is a side road ahead.) So, for example, a triangular road
sign with a red border that shows a silhouette of an animal, warns you to take care
because these animals may wander on to the road. The great advantage of these road
signs is that when tourists, who don’t speak the main language of a country, visit that
country, they can drive around safer because they can understand the road signs.

Signs contain symbols to make their message clear and universal. Symbols are
shortcuts, that allow a message, which in words might be quite long, to be passed with
no words at all.
For example, a skull above crossed bones on the outside of a container indicates that
the contents are poisonous. Symbols themselves can be used anywhere, for example in
an email or a text message. This symbol (☺) shows happiness. On the taskbar of your
computer is a row of icons, which are of course symbols; they tell you more easily than
words can, what commands they control. International currencies are defined by
symbols, e.g. £GBP or $US or €, make the currency immediately identifiable.
It is a short step from a symbol to a logo. A logo is a special symbol which identifies a
company or a product. This is of great value to international brands, where the logo
transcends barriers of language. Major international brands, such as McDonald’s, Coca-
Cola and Nike all have instantly recognisable logos. Indeed, some may argue that a
good choice of logo is part of the reason for their success. But even small companies
are likely to use a logo to identify themselves. The power of a visual message is very
strong.

3. Physical Objects
Physical objects can send signals to other people about the wealth, status and power of
an individual or a company. They are a key part of business communication. Such
objects can range from the type of pen that a person uses, to the size, design and
location of a company’s head office. They can also include the clothes and accessories
that one wears, such as a bag or a wristwatch.

The manager who sits in a top quality chair behind a large desk in a spacious room is
sending signals about status and power without having to do anything else. Indeed,
even when the room is empty, its size and location send a message about the person
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who uses it. A top floor location with an open view suggests power, whereas a room on
the ground floor looking out at a wall suggests that the person who uses the room is low
in the organisational hierarchy.

A company with a large, modern office in the center of the capital city is regarded as
being more powerful than a company whose main office is in a small building in a back
street. Big companies use their location as a means of advertising their influence. Cars
and houses are often purchased because they are “status symbols”. The way a room is
furnished, for example the choice of ornaments and pictures, also sends messages.

Just as we make instant judgments about people from their appearance, so we make
judgments based on the physical objects that relate to people. Be alert to this and also
to how you can use physical objects to help create the impression on others that you
want to create.

The characteristics of the physical environment within which interpersonal

communications take place can also have a significant impact on the way in which the
encounter proceeds. In simple terms, the design and layout of the room and its contents
can either help the communication process or hinder it. If you set out a meeting room as
a series of separate tables and chairs, with a single desk at the front facing the others,
you will create the impression of a very formal setting in which one person i.e. the
person at the desk dominates the meeting, rather like a school classroom. If you
arrange the chairs around a single large table, you will suggest a coming together of
equals making the atmosphere more relaxed, so that the meeting will proceed in a far
more effective manner.

In offices, it is often the case that managers will sit in a large chair behind a desk.
People who enter this type of office have to sit on a lower chair opposite the desk, thus
creating a barrier and signaling the difference in status and authority. It is likely also to
suggest a level of formality that is expected from the visitor. In office situations people
sometimes place objects or furniture to create a barrier or to lay claim to their personal
space.

4. How Appearance Communicates?

Appearance communicates/conveys non-verbal impressions that affect receiver's/
recipients' attitudes towards the verbal message even before they read or hear them.
Appearance can affect various modes of communication.

a. Effect of the envelop On Written Message: The overall appearance which

includes its size, color, weight, postage etc. may impress the receiver as
important or a junk mail. For example: Telegram and letter have different envelop

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 that signal urgency and importance.
b. Effect of Appearance on Spoken Message: Whether you are speaking to one
person face to face or to a group in a meeting.
i. Personal Appearance
ii. Appearance of the Surroundings conveys non-verbal stimuli/ message
that affect attitude and even emotions toward the spoken words.

(i) Personal Appearance:

Clothing, jewelry, hair style and neatness are parts of personal appearance.
Usually they convey impressions regarding occupation, age, gender, nationality,
social and job status etc.
(j) Appearance of Surroundings:
These include room size, location, furnishing, architecture, wall decoration,
floors, lighting, window view and other related aspects wherever people
communicate orally. For example an executive or professional whose office is a
luxurious top floor suite with a pleasant view conveys a different non-verbal
message about status, success, size of bill than if that same person's office were
(had been) in a dingy, poorly lighted basement room.

5. How Silence, Time & Sound Communicate:

a. Silence:
Though at first silence may seem unimportant but it can cause serious hard
feelings, loss of business and profit. Example: Suppose you wrote an urgent
letter to the customer relations manager of a large company, stating, why you
need a reply by March 5. If you receive no reply by that date, what is your
reaction to the silence? Do you worry whether your letter was lost? Do you
angrily assume the manager is rude and just considers your request unworthy of
his time? Do you wonder if the manager is annoyed by something in your letter
etc.?

b. Time:
Waiting when an important appointment or request is ignored causes problems
and attitude changes.

c. Sounds:
In addition to a speaking person's voice, other human sounds like clearing the
throat, sighing, laughing, sneering, communicate non-verbally. Also nonhuman
sounds of bells, whistles, cars, trains, airplanes etc., all can be significant non-
verbal communicators. Sounds can also indicate leaky pipes or defective
machines that need immediate attention.

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B. Important Characteristics of Non-Verbal Communication:

Following are the characteristics of non-verbal communication:

(i) Non-verbal behaviour also has a communication value. Everything about an
individual’s appearance, such as body movement, facial expressions and every
variation of voice has potential to convey meaning to the recipient.
(ii) Quite often, non-verbal communication more powerfully communicates people
from impressions of others. In fact, non-verbal behaviour appears to contradict a
verbal message; the spoken words carry less weight than the non-verbal clues.
(iii) Non-verbal communication primarily expresses attitudes – non-verbal behaviour
implies how the other person feels about the state of things e.g. general
interests, preferences, disagreements and dislikes e.g. yawn and head tilted
forward indicate different preferences during the lecture.
(iv) Non-verbal behaviour has universal cultural dimensions – certain types of non-
verbal gestures and behaviour are universal – like expressions of happiness,
fear, surprise, anger or contempt while certain non-verbal behaviour are different
in different cultures.
(v) Non-verbal behaviour may be interpreted differently by different persons. For
example speaking fast may indicate hurry to some and confusion to others.

C. Advantages of Non Verbal Communication:

(i) Appropriate physical feedback (a yawn, applause)
(ii) Creates desired impression (smart dress, firm handshake)
(iii) Establishes a desired atmosphere (a friendly smile)
(iv) Reinforces our spoken messages (sparkling eyes)
(v) Sender may receive non-verbal feedback from receiver
(vi) Recognizes people real feelings (an excited look)
(vii) Recognizes existing or potential personal problems

Non-verbal Gesture Message Interpreted from the

Gesture
(i) Standing with hands on hips Readiness and aggressive attitude
(ii) Brisk, erect walk Confidence
(iii) Open palms Sincerity, openness / innocence
(iv) Arms crossed on chest Defensive attitude
(v) Head tilted forward Showing deep interest in the message
(vi) Shaking hand with face Degrading attitude
turned in a different direction

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Chapter Roundup:
 Communication skills are intelligent and practised ways of sending and receiving
messages.
 Listening is the process of actively and effectively decoding and interpreting
verbal messages.
 Oral communication describes any type of interaction between individuals which
makes use of words and involves speaking and listening.

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Self-test Questions:
 Define listening. State the faults which may adversely affect listening ability. How
can listening be improved?
 Define oral communication. When should oral communication be used? (see 3,
4)
 Define conversation or chance meetings. Give their advantages and
disadvantages.
 TV panel interviews conducted with prominent personalities in various fields show
that these individuals often lack good communication skills. Identify four of the
most common traits which are indicative of their unsatisfactory communication
skills.
 Assume that you are an office bearer of the Textile Mills Association and
attending a seminar in which a prominent tax expert would present tax proposals
in the presence of an FBR official and invite comments on these proposals. The
tax proposals would have considerable impact on the textile industry in the country.
Give four reasons why it would be important for you to engage in Critical Listening
of the various proposals presented in the seminar.

MCQs:

1. Communication skills are:

a. inborn skills
b. practiced skills
c. none of the above

2. A successful business manager should have the ability:

a. to communicate with people of diverse backgrounds and experiences
b. to communicate with people of same backgrounds and experiences
c. none of the above

3. The activity of listening is complete:

a. with storing of information which one listens
b. without storing of information which one listens
c. none of the above

4. Critical listening is:

a. when listener trusts his source and has absolute confidence in the source
b. when listener does not trust his source and has no confidence in the
source

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 c. when listener tries to understand the speaker’s emotions, feelings and
needs

5. Emphatic listening occurs when the listener:

a. listens in a casual manner
b. listens in a highly attentive manner
c. listens to ask questions

6. Good listener is one who:

a. avoids listening if subject is not of interest
b. prone to enter into arguments with the speaker
c. judges contents and ignore delivery error

7. To improve listening, one must:

a. try to arrive at conclusion hastily
b. practice the strategy of prejudgment
c. use gesture and facial expressions to understand and come closer to his
speaker

8. During an oral presentation, a presenter has to:

a. avoid excessive body movements
b. make excessive body movements
c. avoid any eye contact with the audience

MCQs Answers:

1.b 2.a 3.a 4.b 5.b 6.c 7.c 8.a

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Business Communication and Report Writing (Study Text) 67 | P a g e
Chapter learning objectives:

 Componential definition
 Developmental and Relational definitions
 Purposes of IPC
 Universals of IPC
 Axioms of IPC
 IPC Barriers

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1. Definition of IPC
IPC occurs at least between two persons at personal level. It may be verbal, nonverbal,
wordless (silent) and imitation. It must be two way communication process. It involves
the element of personal touch. IPC exists both in strengthened (friends) as well as in
deteriorating (enemies) relationships.

1.1 Various definitions of IPC

A. Componential definition of Interpersonal Communication

1. Lasswell Model of IPC

Harold Lasswell divided IPC into the following five components:
a) Who says [sender]
b) What [message]
c) In what channel [medium]
d) To whom [receiver]
e) With what effect [feedback]

2. Another Componential Definition was presented by George Gerbner who

divided IPC into the following Ten Components:
a) Someone
b) Perceive an event
c) Reacts
d) In a situation
e) Through some means
f) To make available materials
g) In some form
h) And context
i) Conveying contexts
j) Of some consequence

2. Developmental & Relational Definitions

 Developmental Definition of IPC

It is called developmental definition because it highlights the development of formal/

impersonal communication to interpersonal/ personal one. This definition of IPC
comprise of three factors:
i) Psychological data based response
ii) Explanatory knowledge based interaction

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iii) Interaction under the personally laid down rules

i) Psychological Data Based Response:

Communication communicated on behalf of the group of subordinates to which each
individual belongs is impersonal. Interaction of a group of subordinates with their new
manager may be impersonal. But with the passage of time, their response of the same
manager may develop from impersonal to interpersonal. It may be concluded that
impersonal communication is characterized by the roles imposed by society or
organization while personal/ interpersonal communication is characterized by the
emotional attachment or psychological role of the participants of IPC.

ii) Explanatory knowledge based response:

In some situations, the communication between two individuals would be impersonal if
they are not interested in explanations in their personal ties. As soon as they start taking
interest in explanatory knowledge in their relationships, their communication will develop
from impersonal to interpersonal.

iii) Interaction under the personally laid down rules:

When participants of IPC interact under the rules laid down by the society or
organization, their interaction will be impersonal. But as soon as they start knowing each
other and they establish their relationship on personal basis, organizational rules do not
remain supreme. In this situation, individual establish their relationship based on their
own mutually acceptable rules. So their interaction develops from impersonal to
interpersonal.

 Relational Definition of IPC

Interpersonal communication occurs between at least two individuals when they engage
with each other in relations of love as well as hatred. Both these relationships of love and
hatred depict their personal and emotional involvement. These relations are the result of
some common interest. They can be established directly or indirectly.

3. Purposes of Interpersonal Communication

i) It helps in understanding ourselves through feedback from others.

ii) It aids in understanding the external world.
iii) It creates meaningful relationship between sender and receiver. IPC between two
friends may be helpful in managing stress.
iv) It is useful in changing attitudes and behaviour.
v) It reinforces the efforts which are made for helping others. A psychologist may
help his patient by establishing interpersonal ties with him.

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vi) All activities that give pleasure by providing an escape from business activities are
called ‘Playing and Entertaining’. These can be achieved through IPC.

4. Universals of IPC

Definition:
Basic concepts which are integral to the process of IPC are considered as universals of
IPC.
They are as follows:
1. Source –Receiver
2. Encoding –Decoding
3. Competence (of sender) and Performance (of receiver)
4. Messaging and Channeling
5. Noise
6. Self-feedback and Feedback from others
7. Context
(i) Physical dimensions
(ii) Social/ psychological dimensions
(iii) Temporal dimensions
8. Field of Experience
9. Effects
10. Ethics

1) Source-Receiver
IPC involves the presence of a source and a receiver. The source encodes the
message and the receiver decodes it & sends feedback to the source.

2) Encoding and Decoding

The source / sender converts his thinking or ideas in the form of symbols which
may be verbal as well as non-verbal. The receiver, on his part, tries to interpret or
decodes the encoded message.

3) Compliance / Competence and Performance

Both the sender and receiver should comply with certain rules of IPC to increase
the level of performance for effective encoding and decoding. For effective IPC,
they should gain competence in a common language, use appropriate mode of
address, alter message in relation to context and be well versed in the rules of
nonverbal communication.

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4) Messages and their Channeling
Messages connect a sender with a receiver. These are encoded by the sender
and decoded by the receiver. The message can be verbal or non-verbal. They
basically elicit a response from the receiver.
Channel is the path through which messages can be communicated to the
receiver. Channels and media used by the sender may be face to face, written,
visual or electronic.

5) Noise
Noise is any disturbance which interferes with the transmission and understanding
of a message. Noise is a phenomenon which reduces the effectiveness or causes
confusion or affects the clarity of the message being transmitted between the
sender and the receiver.

Kinds of Noise:
(i) Physical Noise: It is caused by interference from the external environment during
the conveyance of the message. Disturbance caused by the surrounding
environment e.g. humming of an air-conditioner or loud playing of music by the
neighbours can cause physical noise.
(ii) Technical Noise: This noise involves the failure of the medium of communication.
It includes crackle on the telephone line or illegible handwriting etc. This may
prevent the exchange of communication.
(iii) Social Noise: It occurs when people communicate differently from one another
because they have been socialized into different cultures/groups. Thus our age,
gender, social class, race, gender, ethnic identification, or religious background
can affect how we communicate.
(iv) Psychological Noise: It is caused by the differences in the manner in which the
receiver processes and interprets the message. The extent of mutual trust,
individual biases and pre-conceived prejudices and poor listening are examples of
psychological noises which are impediments towards the delivery of messages.
(v) Semantic Noise: This is the interference in delivery of message on account of
differences in language or social and educational backgrounds. It prevents the
receiver from accurately comprehending the message of the sender. Excessive
use of jargon and complex words which are not understood by the receiver are
also an obstacle to the delivery of accurate message.
(vi) Physiological Noise: Physiological noise is any physiological issue that
interferes with communication. For example, if you have a migraine, it may be
difficult to speak to others or listen to them when they speak to you.

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6) Intrinsic and Extrinsic Feedback
Intrinsic (self) and extrinsic (outside) feedback are also very important universals
of IPC.

Intrinsic feedback helps to make our messages clear for improved

communication. Through extrinsic feedback, we can bring improvements in our
IPC and adjust it accordingly.

7) Context
It refers to the associated surroundings or settings in which communication takes
place. The context of communication affects it thoroughly. There are three most
commonly used contextual dimensions namely:
a) Physical dimension
b) Social / psychological dimension
c) Temporal dimension

a) Physical Dimension
It refers to the place where IPC takes place. In the case of students, class room
and cafeteria are two physical dimensions. So the IPC between two students in
class room may entirely be different from their communication in cafeteria.

b) Social / Psychological Dimension

It refers to the status relationship which exists between a sender and a receiver.
This contextual dimension also influences any IPC. The IPC of a student with his
teacher will entirely be different from the communication of that student with his
peer.

c) Temporal Dimension
It pertains to time. IPC can change due to temporal dimension although physical
and social dimension remain the same. You will be having different IPC with your
friend at his home on marriage ceremony and on some funeral situations.

8) Field of Experience
It is another integral universal of IPC. IPC will be better between two individuals
having the same field of experience. The process of IPC would be less effective if
the communicator and receiver belong to different fields of experience.
9) Effects
Though always not visible, every IPC has effects. It means every stimulus elicits a
response. As a message once communicated is incapable of being
uncommunicated, a skilled communicator should, therefore, always be very
mindful of the effects of IPC.

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10) Ethics
It refers to a system of morals or rules of good behaviour. Ethical communication
is choosing the right and rejecting the wrong. Effective IPC should be governed by
considerations of ethical rules.

5. Axioms of Interpersonal Communication

(By: Paul Watzlawick, Janet Helmick Beavin, Don. D. Jackson who are also called
transactional psychologists)

Axioms of IPC are universally recognized principles of IPC.

(i) Inevitability of Communication
It refers to the fact that individuals cannot remain isolated without communicating
or being in an uncommunicative state. An individual with an expressionless face
may not be communicating with others in a group, but may by no means be
uncommunicative. An individual with an expressionless face may not be
communicating with others in a group, but is communicating a great deal by
showing lack of interest or expressing his boredom or a concern for something
else.

(ii) Irreversibility of Communication

Irreversibility of Interpersonal Communication means that what has once been
said or communicated cannot be retrieved, withdrawn or called back. However,
the adverse impact of the message can subsequently be somewhat mitigated by
sending a qualified message or an apology. The Irreversibility of Communication
imposes obligation on the sender of the message to exercise care and abstain
from stating something which may later cause embarrassment or regret.

(iii) Contents and Relationship dimensions of Communication:

In certain situations, apart from the content of the message, an understanding of
the differences in the nature of relationship between the sender of the message
and the recipient would lead to better understanding of the message. Lack of
understanding of the relationship dimension of communication would give rise to
conflict and misunderstanding in spite of the fact that the content dimension of the
communication may essentially be the same in similar situations. The
communication has a relationship dimension which exists between the parties in
terms of family ties, status and nature of association which should be kept in
perspective for understanding of the implications of the message.

(iv) Communication involving a Process of Adjustment

Communication involves a process of adjustment, an understanding of other
person’s signals to acquire accurate meaning of communication according to the

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 system of signals behind the words encoded by the source. If two individuals
speak different languages, they may be able to share a few common signals but
may not be able to communicate effectively with each other. Furthermore, even if
two individuals may speak the same language, they may not be able to share
certain common signals due to differences in education, social background,
upbringing, age, personal and professional experience, etc.

(v) Defining relationship by Punctuation

IPC is not only linear but also circular. In situation of deteriorating and hostile
relationships, it would become very difficult to distinguish between the stimulus
and the response so it becomes necessary to bring the stimulus and response in
order. Transaction psychologists describe the effort to assign sequence to
stimulus and response as Punctuation or Order of Events. Since we all see things
differently, our punctuation is also likely to be different.

Nevertheless, punctuation is regarded as a handy technique for allowing some

order in analyzing communication transactions.

(vi) Symmetrical or Complementary view of transactions

Symmetrical relationship
Equality of relationship with minimizing of difference between two relationships is
defined as Symmetrical view of interaction. There is an equality of behaviours
between sender and receiver e.g. love for love, hatred for hatred, jealousy for
jealousy. It may also be termed as mirroring of behaviours.

Complementary Relationship
When the individuals engage in different behaviors, one complementing the other,
like the two related pieces of jigsaw puzzle, a complementary relationship comes
into being. In this IPC one depicts strength and other weakness e.g. manager and
subordinate, teacher.

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6. Interpersonal Communication Barriers:

(i) Filtering
(vi) National (ii) Emotions
Culture

(v) Interpersonal (iii) Information

Language Communication Overload

(iv) Defensiveness

(i) Filtering of information refers to sender’s deliberate suppression or

manipulation of information so that it may be seen in a more favourable
perspective by the receiver.
(ii) Emotions: A person’s feelings or emotions may be positive, negative or neutral
towards an object or situation. In certain situations, individuals may be asked to
show particular types of behaviour, which may be different from their innate
natural feelings, causing stress and thereby hampering the receptivity of
information.
(iii) Information Overload: When available information is more than the
requirements, individual tend to select only that information that they consider to
be relevant and ignore, pass or forget the information that is not of interest to
them.
(iv) Defensiveness is a response when receiver interprets the message as
threatening and deliberately withdraws attention from its reception.
(v) Language: Unless both the sender and receiver understand a common language,
the opportunities for successful communication are significantly limited.
(vi) National Culture: When communicating with people in a foreign country, overall
national culture and individual cultural differences within that culture affect the
intercultural communication.

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1.3 Overcoming the Barriers to Effective Interpersonal Communications:
(i) Use feedback effectively.
(ii) Simplify language because it will be handy to overcome barriers to IPC.
(iii) Listening actively will reduce the possibility of communication breakdown.
(iv) Constrain emotional reactions to communication.
(v) Watching nonverbal cues will help in improving the IPC.

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Chapter Roundup
 IPC occurs at least between two persons at personal level. It may be verbal,
nonverbal, wordless (silent) and imitation. It must be two way communication
process. It involves the element of personal touch. IPC exists both in strengthened
(friends) as well as in deteriorating (enemies) relationships.
 Various Definitions of IPC:
 Componential
 Developmental
 Relational
 Universals of IPC:
 Source –receiver
 Encoding –decoding
 Competence (of sender) and performance (of receiver)
 Messaging and channelling
 Noise
 Self-feedback and feedback from others
 Context
o Physical dimensions
o Social/ psychological dimensions
o Temporal dimensions
 Field of experience
 Effects
 Ethics
 IPC – A Transactional Process
 It is a changing process
 Its components are interdependent
 Action and reaction of participants as wholes
 Transactional Axioms
 Inevitability of Communication
 Irreversibility of Communication
 Contents and Relationship dimensions of Communication:
 Communication involving a Process of Adjustment
 Defining relationship by Punctuation
 Symmetrical or Complementary view of transactions

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Self-test Questions:
 Explain the term Universals of Interpersonal Communication. List eight
Universals of Interpersonal Communication (see 1.3)
 Explain in detail componential definitions of IPC. (see 1.1)
 List & explain various universals of IPC. (see 4)
 List & explain various axioms of IPC. (see 5)
 Interpersonal Communication takes place in an environment which is influenced, to a
considerable extent, by prevailing attitudes and behaviour of individuals. The
degree of feelings of friendliness or hostility determines the characteristics of the
communication environment. List three characteristics each which would be readily
apparent in:
o a Friendly Work Environment, and
o a Hostile Work Environment. (see 1)
 How does interpersonal communication help individuals realize opportunities for
personal growth and achieve professional excellence? (see 3)

MCQs:
1) Following is the barrier to interpersonal communication:
a) defensiveness
b) nonverbal Communication
c) verbal Communication

2) Interpersonal communication occurs when:

a) three or more people are communicating with each other at the same time.
b) an individual establishes communication with people he has no interest in
knowing.
c) an individual interacts with another person as a unique individual.
d) intimate conversation takes place.

3) What is context?
a) effective communication
b) an interference with message receptor
c) a physical and psychological environment for communication

4) A message is a signal that serves as:

a) noise reduction
b) stimulus for a mass audience
c) stimulus for a speaker
d) stimulus for a receiver

5) Noise does the following:

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 a) focuses wandering thoughts
b) causes listeners to listen to message more carefully
c) distorts or interferes with a message
d) enhance a message

6) In interpersonal communication, ethics:

a) are important
b) are not a consideration
c) stand in the way of honesty
d) increase barriers to understanding

7) If something is said in error, it must be understood that interpersonal communication

is:
a) forgivable
b) forgettable
c) irreversible
d) reversible

8) Interpersonal communication is:

a) static
b) transactional
c) one way only
d) without personal touch

9) According to transactional psychologists, interpersonal communication is:

a) inevitable
b) evitable
c) reversible
d) avoidable

10) Physical context refers to:

a) time
b) status
c) place
d) religion

MCQs Answers:

1.a 2.c 3.c 4.d 5.c 6.a 7.c 8.b 9.a 10.c

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Business Communication and Report Writing (Study Text) 81 | P a g e
Chapter learning objectives:

 Purpose of writing

 Clarity in writing

 Principles of effective writing: Seven C’s for effective communication

 Steps of writing process: The 3X3 writing process

 Business Communication: Specific writing – features – coherence – electronic

writing process

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Written Communication:
In written communication the sender’s mode of communication will be written words.
It is the development and expression of ideas in writing. It can involve working with many
different writing technologies, and mixing texts, data, and images. Effective writing
involves careful choice of words, their organization in correct order in sentences formation
as well as cohesive composition of sentences. Also, writing is more valid and reliable than
speech. But while speech is spontaneous, writing causes delay and takes time as
feedback is not immediate.

1. Circumstances / Situations in which the written media are most appropriate forms
of communication
Written Media is used when:
(i) The message is detailed and comprehensive and requires careful planning before
communication to the recipient.
(ii) The message has to be conveyed to a large number of recipients at widely
dispersed locations.
(iii) The message must be understood accurately by the recipient and risks of any
distortions in interpreting the implications of the message have to be avoided.
(iv) It is not important to receive immediate feedback from the recipient(s).
(v) It is important to retain a verifiable record of the message.
(vi) Immediate interaction with target audience is not important.

2. Advantages of Written Communication:

(i) It may be in the form of permanent record.
(ii) It can be a confirmation of oral messages.
(iii) It may be used as a tool for clarification of oral messages.
(iv) It may be easily duplicated.
(v) It is an effective medium for relaying complex ideas (involving facts and figures).
(vi) It can be stored.
(vii) Impersonal and formal communication can best be communicated through written
communication.

3. Disadvantages of Written Communication:

(i) It takes a lot of time to communicate a written message.
(ii) This communication is highly inflexible.
(iii) Impersonality can be a barrier in creating good relationship between sender and
receiver.
(iv) There is non-availability of non-verbal signals.
(v) There is non-availability of instant feedback.
(vi) There is lack of accessibility.

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Written Communication involves expressing yourself clearly, using language with
precision; constructing a logical argument; note taking, editing and summarising; and
writing reports.

4. Purpose of Written Communication

4.1 PURPOSE
Purpose or objective may be categorized into two basic categories:
a) General or Secondary purpose
b) Specific or primary purpose

4.1.1 General Purposes (Subsidiary or Secondary Purposes)

General purposes of communication may be
 to inform,
 to convince,
 to request,
 to state an action
 to persuade etc.
They are also called subsidiary or secondary purpose because they help to achieve
specific & primary purposes.

4.1.2 Specific Purposes (Primary Purposes)

They are the primary objectives of any communication.
Specific purposes may be
 to collect donations from philanthropists
 to increase sales
 to collect money
 to inquire about a person or product
 to request for credit
 to send a claim
 to place an order etc.

5. Clarity in Written Communication

(i) Use precise language. Vague words are just an opportunity for problems to creep
in. That’s true of jargon and abbreviations, too. Always use daily conversational
words which should be precise and easy to understand.
(ii) Keep your sentences short. Instead of using compound or complex sentences, a
good communicator should use simple sentences. These sentences are called
short sentences and are easy to comprehend.

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(iii) Reread what you’ve written. After you have completed your draft, read it twice in
order to trace out any errors which may retard the communication of intended
message. This strategy may enhance the clarity of the message.
(iv) Ask for feedback. If someone isn’t entirely clear on what message you’re trying to
send them, make sure that they can easily come back and ask questions. If you’re
working on a big document, write up clean versions that make use of feedback,
rather than relying on a string of comments, updates or responses that you can’t
guarantee anyone will read.
(v) Read messages out loud to yourself. Reading your message out loud to yourself
is a good way to check whether what you’ve written makes sense. If you notice
yourself gesturing or changing your tone of voice as you read, stop and think about
whether you need to add a few more words to convey whatever meaning you were
gesturing. If it’s a particularly important message, you might run it by someone else,
as well.

Final Thought
The ability to write clearly is becoming more and more important, especially in
organizations that work primarily online. Whether you’re using an IM client to plan projects,
a robust piece of project management software to keep up-to-date or email just to stay in
touch, clear writing will speed up the process and minimize problems.

6. Principles of Effective Writing: Seven C’s of effective communication

To help you compose effective message you need to apply certain specific communication
principles. These are important for both written and oral communication. They also provide
guidelines for choice of content (Formal & informal) & style of presentation. They help us
to adapt our material to the caliber of the receiver. Called the seven C’s they are:
(i) Completeness
(ii) Conciseness
(iii) Consideration
(iv) Concreteness
(v) Clarity
(vi) Courtesy
(vii) Correctness

1.1 Completeness
Your message is complete when it contains all the necessary information that the recipient
seeks and needs to know to react or respond to a message without seeking any additional
information.

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Completeness in messages helps to promote greater understanding and goodwill between
sender and recipient. Completeness in messages helps to avoid delays and expenses in
exchange of further information and also costly law suits arising due to incomplete and
misleading information.

For maintaining goodwill you need to know how much information is enough for each
person.

1.1.1 Advantages:
(i) Complete message brings desired results without additional messages.
(ii) They can build goodwill.
(iii) They can help to avoid law suits which may result if important information is
missing.
(iv) Papers that seem unimportant can be important if they contain complete
information.

1.1.2 Guidelines for completeness:

Keep the following three guidelines in mind:
(i) Answer all questions asked.
(ii) Give something extra, when desirable.
(iii) Check for the 5 W’s & any other essentials.

(i) Answer all questions asked:

When you reply to an enquiry containing one or more questions answer all
questions because a customer’s reaction to an incomplete reply is likely to be
unfavorable.
(ii) Give something extra when desirable:
Sometimes you must do more than answering the customer’s questions because
they may not know what they need or their questions may be inadequate.
(iii) Check for the five W’s:
Another way to complete your message is to answer the five W’s questions which
are who, what, where, when & why.
For example to order merchandise make clear:
What you want, when you need it, where it is to be sent, who will receive it & why
these things are being ordered.

1.1.3 Examples
(a) Send one copy of Strategic Financial Management at your earliest. (incomplete
message)
Send one copy of Strategic Financial Management at 41T, Gulberg II, Lahore;
through post. The payment will be made through cheque. (Complete message)

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(b) Thank you for your inquiry. Attached herewith please find our standard price list
which contains information about all the items that you require. (incomplete
message)
Thank you for your inquiry. Our pro forma invoice for the material needed by you is
attached. Post parcel shall cost you around Rs. 50 but courier service charges shall
be Rs. 80. (Complete message)

.1 Conciseness
Conciseness is saying what you have to say in the fewest possible words without
sacrificing the C qualities especially the principle of completeness.

A concise message provides only that information which is relevant for the essential
purpose of communication of the message. A concise message uses minimum possible
words which convey the precise and familiar meaning which is easy to understand.

Concise messages with a right type of emphasis are understood readily by the recipients.
They do not divert or distract the attention of the readers, save their time and create
goodwill.

1.2.1 Advantages:
(i) A concise message saves time.
(ii) It saves energy for both sender and receiver.
(iii) By eliminating unnecessary words, you can make important idea stand out.
(iv) Eliminates boredom in the message.

1.2.2 Rules of conciseness:

(a) Shorten wordy expressions. For example use single words substitutes instead of
phrases.
(b) Include only relevant statements because these stick to the purpose of message.
(c) Avoid unnecessary repetitions because these will make your message boring.

(a) Shorten wordy expressions:

We should use single words substitutes instead of phrases wherever possible
without changing meanings. For example instead of using the phrase “in
accordance with your request”, we may use “as you requested”.
(b) Include only relevant statements:
A concise message should omit irrelevant material. For this, stick to the purpose of
message, omit irrelevant words & information, avoid long introduction & get
important points concisely.

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(c) Avoid repetition:
The message should not have repetition of words & details. When the same thing is
said two or three times without reasons, the message becomes wordy, boring &
ambiguous.

1.2.3 Examples
(a) Unnecessary Repetition:
Will you please send us in the near future, during month of June would be fine, or
even July if you are pressed for orders in June (July would be equally fine, if not a
little better), 45 volumes of Introduction to Business Communication by parcel post
or since the parcel may be heavy, by carrier van.

Please send by carrier van 45 volumes of Introduction to Business Communication

so as to reach us before July 31.

(b) One-word substitution:

Use single-word substitutes instead of phrases whenever possible without change
in meanings. Instead of using “due to reasons that” simply use ‘because’.

(c) Avoid unnecessary phrases:

For “please be advised that your report of 10 th instant has not been received,” use
the sentence that “your report of 10th instant has not been received”.

(d) Avoid empty phrases:

Such as “It was in the knowledge of Mr. Ali that the inventory must be reduced.” A
more concise statement would be “Our Mr. Ali knew we must reduce inventory.”

(e) Omit wordy clauses:

She bought chairs that are executive type. (Wordy)
She bought executive type chairs. (Concise)

(f) Avoid using passive voice:

The total balance due will be found of page 2 of this report. (Wordy)
The total balance due is on page 2 of this report. (Concise)

1.2.4 Best Available Combination of Completeness and Conciseness:

A message can meet the criteria of both completeness and conciseness by providing all
necessary information , answering all pertinent questions and providing something extra, if
considered desirable but at the same time avoiding unfamiliar expressions, unnecessary
repetitions and focusing on the essential material.

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1.3 Consideration (You attitude):
Consideration means that you prepare every message with the receiver in mind. So try to
put yourself in the receiver’s place. Consideration is keeping in mind the desires,
problems, circumstances, emotions & reactions of the readers or listeners of your
messages.

1.3.1 Advantages of consideration:

(a) It helps in strengthening present business friendships as well as make new friends.
(b) Consideration is a goodwill builder.
(c) It is important both in oral & written communication.
(d) It is important in oral and written communication to ensure positive and constructive
response from receiver.

1.3.2 Ways of showing consideration:

(a) Focus on “You” instead of “I” & “we” when the message contains good news and
avoid “you” when the message contains bad news.
(b) Show receiver’s benefit or interest in receiver.
(c) Emphasize positive & pleasant facts
(d) Apply integrity (honesty) to your message

(a) Focus on “you” instead of “I” & “We”

Your receivers are usually more concerned about themselves than about you &
your company. They will read your message when they see their name in the
message.

(b) Show receiver’s benefit or interest in receiver

Whenever possible show how your reader will benefit from what the message asks
and announces. For example, save Rs.2 on the purchase of this soap.

(c) Emphasize positive & pleasant facts:

Show positive facts only. This can be achieved by:
(i) Stressing what can be done instead of what cannot be done. For example,
instead of saying that the defective mobile cannot be replaced, say that it
can be repaired free of cost.
(ii) Focusing on ideas your receiver view favorably.

(d) Apply integrity to your message:

To be truly considerate you need to apply principles of integrity which include high
moral standards, personal honor, truthfulness & sincerity to your written oral
messages.

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1.3.3 Examples:
(a) Use “You” instead of “I” & “We” when the news is good and omit “You” when
the news is bad:
As a simple illustration, it may not be desirable to say “I am delighted to announce
that we have extended our shopping hours to make shopping more convenient for
our customers. Instead, the message should be worded, as “you will be able to do
evening shopping with our extended working hours”. On the other hand, “you failed
to send the amount” would not be a positive approach than if you said, “the amount
was not received”. It is usually helpful to express a direct negative factor in the
passive voice.

(b) Stress on positive elements; Avoid what cannot be done only stress what can
be done:
To give an example when you travel on company’s account, you may not be
entitled to travel Economy Class, Air conditioned. Rather than telling your
employee, “you cannot travel Economy Class Air conditioned,” simply say, “when
traveling, you will be allowed Tourist Class”. Telling the employee what he can get
is naturally a positive approach rather than adopting the negative approach of
telling him what he cannot get.

1.4 Concreteness:
Communicating concretely means being specific, definite and vivid rather vague and
general.

1.4.1 Advantages of concreteness:

(a) Due to incorporation of facts and figures, concrete information is more likely to be
remembered and interpreted as sender wants.
(b) Image building words make the perception of information easier.
(c) The concreteness of information eliminates boredom.

1.4.2 Principles of Concreteness:

(a) Use specific facts & figures
(b) Put action in your verbs
(c) Choose vivid & image building words

(a) Use specific facts & figures:

In order to make your message more concrete you can substitute an exact fact or a
figure for a general word. For example, instead of saying:
“Pakistan steel produced huge amount of steel this year”, we must write:
“Pakistan steel produced 10 thousand tons of steel this year”.

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(b) Put action in your verb:
Strong verbs can activate other words & help to make your sentence definite.
Compose strong sentence.
To achieve this we can:
(a) Use active rather than passive verbs.
(b) Put action in your verbs instead of in nouns.
For example: instead of writing
“They held a meeting in the office”, we must write:
“They met in the office”.
OR
“We shall take a look at your record”.
“We shall look at your record”.

(c) Choose vivid & image building words:

We can make our message forceful and vivid by using comparisons, figurative
language and concrete nouns.
For example: The goodwill of the company is as solid as a rock.

1.4.3 Examples:
(a) Use specific Facts and Figures:
Merely to state that “In 20X2 Pakistan has made economic progress” is a vague
statement. But if it is asserted that “In 20X2, Pakistan’s GNP increased by 6.6%”
would carry more definitive meaning. However, when such facts and figures may
not be available, it is more positive to state that precise facts or figures are not
available.

(b) Put action in verbs:

Instead of “the function of this office is the collection of overdue amounts and the
compilation of statements” just say, “this office collects overdue amounts and
compiles statements”.
Rather than saying, “Professor Rashed will give consideration to the report.” Just
say “Professor Rashed will consider the report”.

(c) Use of image building words:

Instead of saying, “in hot summer season, it was very hot in the mosque” if you say
that “Sweat was trickling down the namazis,” you not only describe the situation in
words but also make an appeal to sense of sight. Sometimes even a comparison
can help: “You have sent a long report” is one way of describing the length of a
report. But to say that “Your report is thrice as long as it would be” can give a
graphical idea of the length of the report.

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(d) Use of Figurative Language:
Sometimes, use of even figurative language can have a more telling effect. Instead
of merely saying that “selects your words carefully”, if you say “fit words are better
than fine words” may invite better attention of the receiver.

1.5 Clarity:
Clarity means getting your message across so that the receiver will understand what you
are trying to convey.

You want the receiver to interpret your words with the same meaning you have in your
mind. Accomplishing that goal is difficult because individual experiences are never
identical & they have different meanings to different words & symbols.

1.5.1 Advantages of clarity

(a) Precise and familiar language aids correct perception of ideas.
(b) Coherence and unity in sentences express sender’s intention more clearly.
(c) Clarity of information improves two way interpretations.

1.5.2 Rules for Clarity:

(a) Use short, familiar & conversational words.
(b) Construct effective sentences and paragraphs & arrange your words in well-
constructed sentences.
(c) Aim for unity, coherence & emphasis.
(d) Achieve appropriate readability & listenability.
(e) Include examples illustrations & other visuals for your receiver’s general
educational level.

1.5.3 Examples:
(a) Unity:
It means unity in the sense of the sentence – simple, compound or complex.
“Shahid is my friend and the Shahi Masjid was built by Aurangzeb” carries no unity
of thought for a sentence.

(b) Coherence:
It is proper placement of thoughts and ideas, e.g. “After planting two thousand
plants, the cattle entered Nadeem’s fields and destroyed them all.” It is not exactly
clear who planted the plants. Instead the following revised sentence makes the
sense clear beyond all doubt. “After Nadeem had planted 2,000 plants, the animals
entered his fields and destroyed them all.”

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1.6 Courtesy:
Courtesy is showing good manner to your receiver.

1.6.1 Advantages of courtesy:

(a) Courteous messages help to strengthen present business friendships as well as
make new friends.
(b) Courtesy is a goodwill builder.
(c) It is important both in oral & written communication.

1.6.2 Guidelines for courtesy:

(a) Be sincere, tactful, thoughtful & appreciative
(b) Omit expressions that irritate
(c) Use expressions that show respect
(d) Grant and apologize good-naturedly
(e) Answer your mail promptly & politely

1.6.3 Examples:
(a) Don’t be Blunt:
Instead of saying, “I cannot agree with your proposal,” just say that “my
understanding is as follows…..” Again, “you have failed to understand my proposal”
should be changed to “I am sorry, the point was not clear. I try again,” etc.

(b) Avoid Irritating and Offensive Terms and Phrases:

In business writing always avoid terms and phrases which are considered to be
irritating, if not offensive. For example, a phrase “contrary to your reading” tells the
receiver that he could not understand the business letter. Belonging to the same
family of phrases may be “we must emphasize,” “you overlooked,” “we are
surprised,” etc. It would be difficult to include a comprehensive list of such phrases.

1.7 Correctness:
Correctness is proper use of grammar, punctuations & spellings. Also the concept of
correctness implies absolute accuracy in information provided in the message.

1.7.1 Principles of Correctness:

(a) Use the right level of language. There are three levels of language which are:
formal, informal & substandard. In business letter formal and in some specific
situations even informal writing is appreciated.
(b) Include only relevant fact, words and figures. Absolute accuracy is essential for
effective written messages. One erroneous digit can make a difference of millions
of dollars.

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(c) Maintain correct & acceptable writing mechanisms & techniques which include
correct punctuations, capitalization & spellings.

2. Practice Sentences for Application of 7Cs:

2.1 Completeness

FAX 1: Incomplete question.

“Please fax me in return the departures from Singapore to Hong Kong on the 8 th”.
In responding to the above you would have to “give something extra” as to times of day:
airlines flying that route. Costs and departure and arrival times

Complete message:
Thanks for your inquiry. On April 8, 20X2,a plane of Singapore Airline will take off at 12:00
Noon and arrive at Hong Kong at 2:00 pm local time. The air fare from Singapore to Hong
Kong is 200 US dollars.

FAX 2: Incomplete questions

“How come my request for an interview letter did not receive a response”?
When was letter sent? Who sent it? To whom was it sent? In other words to answer fax 2
would require a return letter of fax seeking answers to the above questions

Complete message:
My name is A B C and I am a Chartered Accountant. I sent a request for an interview to
the HRM of the company on 10th April, 2012 through fax. The reply of this fax is still being
awaited.

2.2 Conciseness
2.2.1 Eliminate Wordy Expressions
The following are some concrete suggestions you can use to reduce wordiness in your
communication.
(i) Use single word substitutes instead of phrases whenever possible without
changing meanings.
a) Wordy: At this time
Concise: Now
b) Wordy: Due to the fact that
Concise: Because
c) Wordy: Have need for
Concise: Need
d) Wordy: In due course
Concise: Soon

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(ii) Omit trite, unnecessary expressions.
a) Wordy: Please be advised that your admission statement
was received.
Concise: Your admission statement has been received
b) Wordy: Allow me to say how helpful your response was
Concise: Your last response was helpful.

(iii) Replace wordy conventional statements with concise versions.

a) Wordy: Please find attached the list you requested.
Concise: The list you requested is attached.
b) Wordy: Such refreshing comments are few and far between.
Concise: Such refreshing comments are scarce.

(iv) Avoid overusing empty phrases.

a) Wordy: It was known by Mr. Smith that we must reduce
inventory.
Concise: Mr. Smith knew we must reduce inventory.
b) Wordy: There are four rules that should be observed.
Concise: Four rules should be observed.

(v) Omit “which” and “that” clauses whenever possible.

a) Wordy: She bought desks that are of the executive type
Concise: She bought executive type desks.

(vi) Eliminate unnecessary prepositional phrases.

a) Wordy: The issue of most relevance is teamwork.
Concise: The most relevant issue is teamwork.
b) Wordy: In most cases the date of the policy is indicated in the upper
right corner.
Concise: The policy date is in the upper right corner.

(vii) Limit use of the passive voice.

a) Wordy: The total balance due will be found on page 2 of this report.
Concise: The balance due is on page 2 of this report.
b) Wordy: The reports are to be submitted by employees prior to 5:00
at which time they will be received by Mr. Jones.
Concise: Please submit your reports to Mr. Jones by 5:00

In all attempts to reduce wordiness, you must be careful not to distort meaning.
Conciseness reflects the thoughtful elimination of unnecessary words.

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2.2.2 Include Only Relevant Material
Wordy: We hereby wish to let you know that our company is pleased with the
confidence you have reposed in us.
Concise: We appreciate your confidence.
Wordy: At this time I am writing to you to enclose an interview card which
has been postpaid for the purpose of arranging a convenient time
when we might get to gather for a personal interview.
Concise: Please return the enclosed interview card to set up a convenient time
for an interview.

2.2.3 Avoid Unnecessary Repetition

The following letter from a business executive to a firm the company had dealt with for 5
years shows unnecessary repetition at its worst.
Wordy: Will you ship us sometime anytime during the month of October
would be fine or even November if you are rushed (November would
suit us just as well in fact a little bit better) 300 of the regular 3- by
15- inch blue felt armbands with white sewn letters in the center
thank you in advance for sending these along to us by parcel post
and not express as express is too expensive.
Concise: Please ship parcel post before the end of November 300 regular 3 by
15 inch blue felt armbands with white sewn letters in the center

2.3 Consideration
a. Focus on “You” instead of “l” or “We”
We-Attitude: I am delighted to announce that we will be extending our hours to
make shopping more convenient
You-Attitude: You will be able to shop evenings with the extended hours.

Showing consideration for the audience involves just using “you” instead of “I” or “we”
Messages that use “we” can be receiver oriented if “we” includes the recipient of the
message. Messages that use “you” can be insensitive in negative situations. In fact
sometimes avoiding “you” can reduce potential defensiveness or allow the recipient to
save face. An extreme example of a negative situation is the collection letter with “you” in
almost every sentence: if those sentences are insulting, sarcastic, tactless or untrue
accusations and threats against the debtor, the letter surely lacks a “you” attitude. The use
of “you” in negative situation can be avoided by employing the passive voice, making the
receiver part of a group or depersonalization of the situation.

Insensitive: You failed to enclose your cheque in the envelope

Considerate: The envelope we received did not have a cheque in it.
[Depersonalized]

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b. Show Audience Benefit or interest in the Receiver
Merely inserting the word “you” does not ensure you attitude as shown in this
sentence: “you will be glad to know it that we now have a walk up window open 7-
9am and 3-8pm every weekday”. Some readers wonder, so what? The following
revised sentence includes reader benefit: “you can now take care of your banking
needs at our new Walk up Window. It is open with a capable teller to serve you 7-
9amand 3-8pm Monday through Friday”.

c. Emphasize Positive Pleasant Facts

Third way to show consideration for your receivers is to accent the positive this
means stressing what can be done instead of what cannot be done and focusing on
words your recipient can consider favorably.

Negative-unpleasant Positive-pleasant
It is impossible to open an account As soon as your signature card
for you today reaches us, we will gladly open a ….
We don’t refund if the returned item is We refund when the refund item is
soiled and unsalable. clean and resalable.
When you travel on company When you travel on company
expense, you will not receive expense, your approved fare is for
approval for first class fare. tourists’ class.

2.4 Concreteness
a. Use specific facts and figures

Vague, general, indefinite/ Concrete, precise

figures or statements
Student GMAT scores are In 19X6 the GMAT scores averaged
higher. 600; by 1997 they had risen to 610.
She’s a brain Her grade point average in 19X6 was
3.9 on a four point scale.

b. Put Action in Verbs, Not in Nouns

Action Hiding in a "Quiet" Noun Action in the Verb

The function of this office is the This office collects payments and
collection of payments and the compiles statements.
compilation of statements.
Professor H will give consideration Professor H. will consider the
to the report. report.

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 The proposal has a requirement The proposal requires that students
that students held the meeting in met in the office.
the office.

c. Put Action in Verbs, Not in Infinitives

Action Hiding in Infinitive Action in the Verb

The duty of a secretary is to check A secretary checks and records all-

all incoming mails and to record incoming mails and keeps the
them in addition! it is his or her assignment book up to date.
responsibility to keep the
assignment.

d. Choose Vivid, Image-Building Words

Bland image More vivid image

Proposal submitted this quarter Too many simple sentences too
were uninteresting. many simplistic ideas gave the
impression of the writing of a first
year student.

2.5 Clarity
a. Choose Precise, Concrete and Familiar Words

Familiar Pretentious
About circa (Latin)
after subsequent
Home Domicile
for example e.g.(Latin)
Pay Remuneration.
Invoice statement for payment

Notice how the following statement with unfamiliar words is expressed clearly in the
revision using familiar words.

Unfamiliar: After our perusal of pertinent data the conclusion is that a lucrative market
exists for the subject property.

Familiar: The data we studied show that your property is profitable and in high demand.
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Classical example of the use of unfamiliar words:
A plumber wrote the National Bureau of Standards to tell them hydrochloric acid is good
for cleaning out clogged drains. (Before you go any further into the story, visualize the
plumber. Assume you don't know him and have never exchanged correspondence. It is a
pretty good guess he isn't a college graduate—maybe he didn't finish high school. But he
probably is a good plumber—at least conscientious—because he's writing to the bureau to
tell them something he thinks will help other people).
Replying to the plumber’s message, a technical specialist of the bureau wrote:
“The efficacy of hydrochloric acid is indisputable but the corrosive residue is incompatible
with metallic permanence (unfamiliar message for the plumber).”
The plumber then wrote to thank the bureau for agreeing with him—when, of course, the
bureau was actually disagreeing with him, Sensing, the plumber didn't understand,
another member tried to set the man straight by writing:
“We cannot assume responsibility for the production of toxic and noxious residue with
hydrochloric acid and suggest you use an alternative procedure (unfamiliar message).”
Again the plumber thanked the bureau. Then, in desperation, the department manager
wrote:
“Don’t use the hydrochloric acid. It eats hell out of the pipes (familiar message).”

b. Construct Effective Sentences and Paragraphs

Length
Generally, short sentences are preferred. The suggested average sentence length should
be about 1 to 20 words. Because variety in sentence length adds interest to writing, adopt
a range of from 3 to 30 or more words. But when a sentence exceeds 40 words, try to
rewrite it into more than one sentence. Also, if all sentences are short (under 10 words),
the result is primer like language—choppy and overly simple.
Unity
In a sentence—whether simple, compound, or complex—unity means that you have one
main idea, and any other ideas in the sentence must be closely related to it. "I like Jim,
and the Eiffel Tower is in Paris” obviously is not a unified sentence.

Coherence
The sentence and words are correctly arranged so that the ideas clearly express the
intended meaning. Place the correct modifier as close as possible the word it is supposed
to modify.

In the following examples notice why each "unclear" sentence conveys a wrong meaning,
and how it is corrected in the "clear" sentence.

Unclear: Being an excellent lawyer, I am sure you can help us.

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Clear: Being an excellent lawyer, you can surely help us.
Clear: As you are an excellent lawyer, I am sure you…
Unclear: His report was about manager broken down by age and gender.
Unclear: His report focused on age and gender of managers
Clear: His report about managers focused on…
Unclear: After planting 10,000 berry plants, the deer came into our botanist's farm and
crushed them.
Clear: After our botanist had planted 10,000 berry plants, the deer came into his
farm and crushed them.

2.6 Courtesy
a. Be Sincerely Tactful, Thoughtful, and Appreciative

Tactful More tactful

Stupid letter; I can’t understand any It’s my understanding.
of it.
Clearly, you did not read my latest Sometime my wording is not precise;
fax. let me try again.
I rewrote that letter three times; the I’m sorry the point was not clear; here
point was not clear. is another version.

b. Omit Irritating Expression

Following is a list of expressions many people find irritating. Avoid these expressions,
particularly used with "you" or "your":
Contrary to your inference
Delinquency (delinquent)
I do not agree with you
If you care
I’m sure you must realize
Inexcusable
Irresponsible
Obnoxious
Obviously you overlooked
Owing to your questionable credit we are unable to
Simply nonsense
Surely you don't expect
We are amazed you can't
We don't believe
We expect you to
We find it difficult, to believe that
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 We must insist
We take issue
Why have you ignored
You are delinquent
You are probably ignorant of

2.7 Illustrations for practical application of 7 Cs:

Inappropriate statements Appropriate statements

(i) The problem with the Spinning The performance of the Spinning
Department is its inability to Department can be improved by
control the high rate of energy implementing more efficient energy
wastage. utilization measures.
(ii) In the event of your failure to We would request you to please
make payment of your overdue make payment within 7 days in order
account within 7 days, we would to prevent us from referring the matter
have no other alternative but to to our legal advisors.
tell our legal advisors to initiate
legal proceedings against you.
(iii) It is not possible for us to repair We would be able to repair your
and replace the damaged parts of generator and also replace the
your generator in one day. We damaged parts in 2 days.
would require 2 days to complete
the job.
(iv) Your salesman told a lie and The dress which I had purchased
misled me to purchase from your from your shop is made of mixed silk
shop, a dress made of mixed silk and polyester fabric and not 100
and polyester fabric instead of percent silk cloth as stated by your
100 percent silk cloth as claimed salesman. I would not have
by him. purchased the dress if I had known
that it was not made of 100 percent
silk cloth.
(v) If you fail to return the completed Please send us the completed
Advertisement Contract Form Advertisement Contract Form along
along with a cheque for Rs with a cheque for Rs. 250,000 by
250,000 by September 30, 20X1, September 30, 20X1 to enable us to
your reserved space in the next retain the space booked by you in the
issue of our magazine ‘Fashion next issue of your magazine ‘Fashion
Trends’ will be cancelled and Trends’.
would be sold to another
customer.
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(vi) Our company has a strict policy Our company accepts orders of Rs.
not to accept orders for amounts 2.5 million or more.
of less than Rs. 2.5 million.
(vii) The employee’s lunch break The employees can avail the lunch
should not be longer than 45 break for 45 minutes.
minutes.
(viii) The inter-city Express Bus The inter-city bus service will wait for
Service will not wait for more than 15 minutes at all stops.
15 minutes at any stop.
(ix) We do not offer discount to We offer discount to all those
customers who want credit customers who make cash payments.
facilities.
(x) Do not apply for the position of You may apply for the position of
Security Office if your height is security officer if your height is 185
less than 185 centimeters. centimeters or more.
(xi) You should not use this type of Good type of paper is suitable for the
paper in the photocopying photocopying machine.
machine.
(xii) We have wasted an amount of The expenditure of Rs. 500,000 on
Rs. 500,000 by advertising in that advertisement in the new Health
new Health Magazine. Magazine contributed little in bringing
new customers for the company.
(xiii) We regret to inform you that we We sell furniture on cash basis.
must deny your request for sale of
furniture on credit.
(xiv) Decline in sales from Rs. 80 The new management will work
billion to Rs. 50 million is due to efficiently to increase the sales from
the very poor performance of the Rs. 50 million to Rs 80. billion as was
previous management and this the level of sales in the past.
new management certainly cannot
be held responsible for this
downslide.
(xv) You have been sitting on our We placed the order for the supply of
order for supply of cement for the cement two month ago. It is still being
past two months. We want the awaited.
delivery of the consignment now
as we cannot wait any longer.
(xvi) The Board rejected three of the The Board accepted Nine out of
twelve proposals submitted by the Twelve proposals submitted by the
management. management.

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(xvii) We shall not give discount on We shall offer discount on orders
orders worth less than Rs. 10,000. worth Rs. 10,000 and above.
(xviii) We would not be able to complete We would be able to complete the
the order before the end of the order before the start of the next
month. month.
(xix) Employees’ tea breaks should not Employee’s tea-breaks shall be of 15-
be longer than 15 minutes. minutes. or
Employee’s tea breaks should be up
to 15-minutes.
(xx) We cannot begin the printing work Printing work will begin after all the
until all the revisions are revisions are reviewed. or
reviewed. Printing work will begin after having
reviewed all the revisions
(xxi) We do not provide insurance We provide instance cover for a
cover for a period of less than six period of six-months and above.
months.
(xxii) I believe that Mr. Mahmood’s Mr. Mehmood’s employment record
employment record seems to shows that he can handle the position
show that he is capable of of senior financial analyst.
handling the position of senior
financial analyst.
(xxiii) If we do not receive the We request you to send our
consignment soon, we will be consignment soon to continue our
forced to cancel the order. business ties.
(xxiv) We insist that you always bring You are requested to bring your
your National Identity Card to National Identity Card to receive
receive prompt service. prompt service.
(xxv) We regret to inform you that we You are requested to pay very
have to recover the late payment nominal late payment charges.
charges from you because of your
to pay the bill on time.
(xxvi) Vital Information Systems has Vital Information Systems has
purchased six new computer purchased six new comfortable
chairs for the programmers with computer chairs for the programmers.
more comfortable seats.

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4. Steps of Writing Process
The following steps should be taken in the planning of written business messages to make
them effective:

(i) Identify the purpose of the message: It is important to determine what is

intended to be achieved from the message, whether it is to convey information,
issue direction and acknowledge an order or a letter to solicit sales.
(ii) Analyse the audience: A careful analysis of the audience is essential to predict
the reaction of the receiver to the message. The sender should consider the
educational level, cultural background, attitude and age of the recipient while
preparing the written message in order that the communication is received clearly
and is free from misinterpretation.
(iii) Select the ideas: The main points and central ideas to be conveyed depend on the
type of the message, the situation and cultural context of the receiver. For example,
in case of communication is in response to a message, the main points should be
identified and placed in the order of their importance from the receiver’s viewpoint.
(iv) Collect the data: The ideas selected should be supported by specific facts, figures
and other form of evidence to substantiate the main ideas. At times it may be
advisable to enclose brochures, tables and samples to give further credence to the
data in the message.
(v) Organize the message: The main ideas should be identified and listed before
preparing the first draft of the message. The ideas should be presented in a logical
and coherent order of their importance. Messages which are not properly organized
result in confusion and would not elicit the appropriate response from the receiver.

The 3X3 Writing Process

The 3X3 writing process helps drafting a negative message. The first step is the analysis
of the news and the impact it will have on the reader. The second step is writing. You
research information and think all reasons to describe the bad news. Picking up best
ones, you can organize and compose your writing. In the third step, you need to revise,
proofread and evaluate it. There are certain steps that need to be taken in preparation for
all business communication tasks that will ultimately make the writing process easier and
more effective. Mary Ellen Guffey, author of Business Communication: Process and
Product, combines these steps into what she calls, "The 3 X 3Writing Process." This
process is composed of three stages: pre-writing, writing, and revising. Each stage is then
broken into three subdivisions:

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 1. Pre-writing
 Analyse: Ask what the purpose of the message is and how the message is to be delivered (i.e.
via email, letter, memo, presentation, etc.).
 Anticipate: Determine what type of audience will be receiving the message and how they are
likely to react to it in order to determine the tone of the message. For example, if a message is
being sent to a supervisor of some sort, the tone one one's writing will necessarily be more formal
than a message being sent to a fellow worker.
 Adapt: This step combines the analysis and anticipation stages. Guffey explains that "adaptation
is the process of creating a message that suits your audience" (109). When adapting the
message to a specific audience, try to imagine how the receiver will most likely react to the
message. By keeping the needs and interests of the receiver in mind, business writers can help
cultivate an empathetic relationship with the reader and, in turn, are more likely
to achieve their purpose.

2. Writing
 Research: This stage allows the writer to gather any information, data and facts that are needed
to write the message. Research can involve search engines, books, personal surveys and
interviews, among other methods.
 Organize: Use diagrams and outlines to help group similar ideas together and narrow the focus
of the message. A good rule of thumb is to combine information into groups of three to five
categories which will ultimately become the main ideas or headings of the message.
 Compose: First drafts are often written quickly and are in no way perfect, but they serve as
a way to initially lay thoughts down on paper for future refinement.

3. Revising
 Revise: Guffey describes revision as the stage where writers can "edit the
message to be sure it is clear, conversational, concise, and readable. Look for
ways to highlight important information" (125). Here, you'll want to read and re-read
drafts to eliminate wordiness ad redundancies and find places where bulleted lists,
bold fonts, and other visual aids would be helpful and appropriate.
 Proofread: Always check for spelling or grammatical errors. The sense of credibility
and professionalism could be quickly lost with a single mechanical error.
 Evaluate: Ask if the final product ended up suiting both the purpose and the needs
of the audience. Writers will often have to go through the revision stage quite a few
times before feeling comfortable enough to actually send the message, so writers
are encouraged to do so.

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5. Business Communication
Business communication involves the exchange of messages in a commercial
environment. Reasons for exchanging messages include:
 to promote a product, service, or the organization itself;
 to inform and share information within a business;
 to request a decision; and
 to persuade the recipient of something.
Goals of business communication
 Instructions and guidelines are properly understood.
 Individuals know what they are expected to do.
 There is better co-ordination between people and groups in the organisation.
 Managers are able to plan and control operations more effectively.
 Individuals are more willing to work together in teams or groups because they
are being told what is happening and where their contribution fits in.
 Secrecy, misunderstanding and mistrust are eliminated. Open communication
increases trust.
 Arguments and conflicts in the work place are reduced.
Written Business Communication Mediums

Media Explanation
Reports Formal communication often used to convey complex and
substantial information.
Memos A brief letter used for internal purposes sent via email in
the modern business environment.
Note though that in many instances memos are used instead
of a telephone call when the telephone call would have been
quicker, cheaper and arguably more effective. A memo could
be used to simply confirm the telephone call once decisions
have been made.
Letters More formal than memos and therefore more frequently used
for external communication where an audit trail is required.
Letters might be sent via post or when more urgent via courier.
Staff This important document (required by law in many
handbook / jurisdictions) forms part of an employee’s contract of
organisation employment and is a very useful point of reference.
manual Organisations must take care to keep the document up to date.
In-house Typically only used within larger companies this is a useful tool
newsletter / used to inform employees about topics ranging from company
journal / results, customer feedback and staff retirements to sports,
magazine social and philanthropic activity.
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 Notice board Notice boards are used to communicate various types of
information to a large number of people quickly and cheaply.
Organisations are moving towards electronic notice boards
rather than physical notice-boards.
However, items can become rapidly out-dated thus reducing
the effectiveness of the media. Furthermore it relies on the
curiosity of employees to look at the notice board which may
require effort and time that many members of the organisation
simply do not have.
Standard forms Many organisation, even the smallest, will likely use
standardised forms. Examples would include invoices,
purchase orders, sickness forms, holiday application,
expense claims, timesheets and appraisal forms.
Some of the key benefits are the standardisation of and
subsequent familiarity with standard forms.

The Characteristics of Written Communication

The main characteristics are as follows:

(i) Permanent record

Written communication provides a permanent record of what has been
communicated for both parties. The recipient has the original document and the
sender will usually have a carbon copy, or a photocopy, or an electronic copy for
his/her records. This means that there can be no misunderstanding at a later date
about what has been communicated, as is often the case for oral exchanges.
However, this is not fool proof as it is still possible for the sender and recipient to
interpret the same message in different ways.

(ii) Expression can be controlled more carefully

When speaking, it is often difficult to think instantly of exactly the right words to use.
In writing it is always possible to cross out one version and replace it with a better
one. As a result, you can produce an item of communication which is more
carefully created, in terms of the way it expresses the information and how it
considers the vocabulary skills, background and attitude of the recipient. You can
be more certain with a document that you have written exactly the words you
wanted to use.

(iii) Personal feeling is removed from the exchange

Unless you are writing a letter which is a strongly worded complaint, a letter of
sympathy or one of thanks, emotion can generally be excluded from written forms
of communication more easily than from spoken ones.

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 One of the implications of this is that, if you have a difficult situation to deal with, it
may be easier to handle it in writing. Although this might suggest that you are
avoiding a confrontation, or "dodging the issue", by refusing to meet and discuss
points in difficult circumstances, this is not necessarily the case. When feelings are
strong, it is often easy to let emotion override fact. Written documents which
present the facts of a situation are more likely to be accurate and dispassionate
than oral explanations to a person whose strength of feeling may well cause him/
her to respond emotionally instead of remaining rational.

(iv) A meeting is not needed

Because of modern business pressures, the problems of organising a personal
meeting can be considerable. If you provide your message in writing, the recipient
is free to read it whenever he/she chooses which should ensure that it receives
his/her full attention. The receiver also has the chance to read the message as
often as necessary in order to understand it fully.

Electronic Writing Process

Electronic writing refers to messages developed and transmitted via e-mail, instant
messaging, text messaging, blogging, websites, social network sites (e.g., Facebook,
LinkedIn), and tweeting.

Common forms of electronic written communication include website, reports,, e-mail,

WhatsApp messages, text messages, blogs, and tweets. In addition, organizations
routinely post written information on company social networking sites such as LinkedIn
and Facebook.

Advantages and Disadvantages of Electronic Communication

Advantages Disadvantages
One can stay connected 24/7. It has given rise to social depression.
Very useful for business purposes. It is blamed to have created isolation.
It helps you share your interests It creates a computer-generated virtual
and ideas with your intended world and its undue use disconnects
audience. you from reality.
It needs only seconds to connect The volume of telecommunication
through electronic media as it information is growing at such a fast
transmits messages quickly. rate that business people are unable to
grip it within relevant time limit.

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World has become a global village Electronic communication requires
and communication has played a huge outlay for infrastructural
critical role in it. development. Frequent changes in
technology also calls for further
investment.
Electronic communication Data may not be recovered due to
sanctions prompt exchange of system error or fault with the
feedback. So communication technology. Hence required service
attempts at being perfect using might get delayed.
electronic media.

Social networking sites

It refers to communities of people who share interests and activities. Social
networks connect people at low cost. Since their inception, social network
sites such as Facebook and Twitter have brought together millions of users
from around the world, many of whom have made these sites a part of their
daily practices. Till today, there are hundreds of such sites that support a
wide range of interests and practices. Where, in spite of being their basic
technological features fairly consistent, the cultures that emerge around
these networks are varied. Most of these sites are meant for the upkeep of
already existing social networks, but there are also examples that help
strangers connect based on shared interests, beliefs, political views, or
experiences and activities. Sites also differ in the degree to which they
integrate modern information and communication tools, such as mobile
connectivity, blogging, and podcasting etc.
With the rise of internet marketing, social media is being utilised by
businesses more and more.
Companies are convinced that the best way to conduct themselves online
is to talk to their customers and hear them out directly using these social
networking sites, Twitter being especially useful for this. It raises the status
of the organisations, helps companies get constructive reviews and shows
that they actually care about the customers. It gives the organisation a
human face as well, existing and potential customers feel much more
comfortable coming back.

Blogs
The term blog has been derived from the words web log. Web logs or blogs
are web based journals. It is defined as the act of posting content on a blog (a
web log or online journal) or posting comments on someone else’s blog. Since
1999 blogging has become a phenomenon amongst web users for personal
and business activities. It is widely used by individuals or groups to maintain a
record of opinions, pictures and interests. It refers to a website usually
maintained by an individual with regular entries of observations, account of
events, or any other material may be graphics or videos for instance. Entries
are normally shown in reverse-chronological order.

Blogging is one of the most sought after activities on the web.

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SMS/Text messaging
The act of creating and sending short electronic messages between two
or more cell phones, or any other device over a phone network is referred
to as text messaging or texting. The term earlier used was Short Message
Service (SMS).
Text messaging can be used as an alternative to a phone call and can
be used to avoid long distance calling. SMS can be used to inform
someone quickly when you are unable to talk.

WhatsApp messaging
WhatsApp messaging is termed as real-time communication to other network
users around the world. Instant messaging permits people to use Internet chat
conversations to communicate information back and forth in real time. It is
commonly used as a social networking tool, but many corporations also use
instant messaging as part of their daily business routine.

Email
Email (also referred to as e-mail or electronic mail) involves the
transmission of messages (called emails, or email messages) over an
electronic network such as the Internet or an intranet. An intranet is similar
to the Internet except that it is internal to a company.
Email systems are therefore essentially electronic versions of a
traditional postal system. They operate as follows:
 Instead of using a pen and paper to write a letter the sender
uses an electronic device such as a computer, tablet or
smartphone to compose the message.
 The addressee is identified by an email address which is a
specific unique identifier. Typical forms might be
[email protected] or [email protected].
 Emails are ‘sent’ by clicking a ‘sent’ button on the email
software. Email servers transmit email messages from sender
to recipient across a network such as the Internet. This involves
copying the message from the sender’s device (e.g. computer)
to an email server that the recipient can access. Think of this as
letters having been delivered to your local post office to await
collection.
 The recipient’s device (e.g. a computer) can ‘fetch’ new email
from their mail server (like collecting mail from the post office).
The device communicates with the local email server and
makes a copy of the email onto the recipient’s device.

Alternatively, the recipient is able to access their email
directly on the email server by using a Web browser such as
Internet Explorer, Chrome or Safari. In this case the local
device does not take a copy of the email – the user views the
‘live’ copy on the email server.
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Sending an email typically involves:
 Click on the New button to open a new blank email
 Enter a valid email address
 Enter a subject
 Write your message in the main body of the email
 Spell-check for typing errors
 Click Send

Receiving, replying and forwarding emails

Emails are delivered to your inbox. Any unread emails are either highlighted or
appear in bold. To open and read an email click somewhere on the email, for
example the subject line.
Once an email is open you will see a number of further options such as:
 Close – this will save your email for future reference.
 Reply - to reply to the sender. The subject line is retained but prefixed
with the letters “Re:” to show this is a reply to a previous message.
 Reply all - to reply to everyone that received the email. Again the
subject line will be prefixed with the letters “Re:”
 Forward – very similar to reply except that the recipient address is
left blank for you to send the message on to a new recipient. The
subject line will be prefixed with the letters “Fwd.”.
 Delete.
Note that some systems also include ‘spam filters’ which quarantine what appear
to be unwanted spam emails. You should check the quarantine periodically as
spam filters can make mistakes and segregate legitimate emails.

Attachments
A basic email comprises a message made up of text. However, when sending
emails you can add attachments such as photos, documents (e.g. Word files,
Excel files, pdf documents), videos and photos.
To send an attachment with your email:
 Compose the basic email as described above.
 Click the attach button (or equivalent, such as attach file).
 This will typically open a Windows Explorer dialog box. Locate the file
you wish to attach then click attach/ok.
 Click send.

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Benefits of email
 An audit trail of messages is automatically retained (and can be for
long periods). This can be invaluable in disputes or simply to check the
details of an email conversation or client order.
 The sending and receiving of emails is virtually instantaneous
anywhere in the world. This enables managers to communicate with
colleagues and companies to communicate with clients or suppliers
incredibly quickly.
 Recipients can access emails anywhere and anytime at their convenience.
 Traditional and expensive mailshots to multiple recipients can be
replaced by significantly quicker and cheaper multi-recipient email
communications achieving much greater penetration. For example
when a large global organisation needs to communicate a corporate
message to 100,000 employees it can do so in a matter of minutes.
 Easy to use and organize daily correspondence.
 Low cost.
 Good for the environment – doesn’t use paper (unless the email is printed out).

Limitations of email
 Can be an inefficient way of reaching a decision where a telephone
call or meeting might better facilitate the immediate exchange of
views and reaching a consensus.
 Can be seen as an insensitive way of sharing bad-news and personal
messages when a ‘human touch’ would be more appropriate.
 Poorly constructed messages might be misinterpreted by the recipient.
 An absence of non-verbal communication such as body
language can also lead to misinterpretation of an email.
 Electronic signatures may not be legally binding in some jurisdictions.
 Email overload! Given how easy it is to include multiple recipients on emails
there can be a tendency to include non-relevant recipients in emails. This
generates work for each non- relevant recipient to open the message, digest
the contents, conclude that it is not relevant to them, then either delete or file
the message.
 Spam! A variation on the previous point – this is where companies typically
advertising their products repeatedly send unwanted advertisement emails that
flood a user’s inbox.
 Emails may carry viruses which spread rapidly.

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Chapter Roundup
 Effective writing involves careful choice of words, their organization in correct order in
sentences formation as well as cohesive composition of sentences.
 Clarity in written communication:
 Use precise language
 Keep your sentence short
 Reread what you’ve written
 Ask for feedback
 Read messages out loud to yourself
 Frameworks / Elements for Planning Written Communication:
 Identify the purpose of the message
 Analyse the audience
 Select the ideas
 Collect the data
 Organize the message
 Types of Computer:
 Desktop
 Laptop
 Palmtop
 Basic functions of a computer:
 Preparing and editing documents
 Making calculations using spreadsheets
 Storage and retrieval of information

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Self-test Questions:
 State various situations in which the written media are most appropriate forms of
communication. (see 1)
 What steps should be taken in the planning of written business messages to make
them effective? (see 6)
 List and explain various types of the writing process. (see 7)
 List five different situations in which it would be preferable to use the media of Written
Communication and not Oral Communication channels. (see 1)
 Give 5 reasons why a culture of excessive reliance on written communications in
organizational settings is not always considered to be most suitable mode of
communication. (see 3)

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MCQs:
1. Which of the following is not an appropriate situation for using written
communication:
a. the message is detailed and comprehensive
b. retention of verifiable record of the message
c. instant feedback is required
d. immediate interaction with target audience is not important

2. Which of the following is not an element for planning written communication:

a. identification of purpose
b. analysis of audience
c. organization of message
d. rehearsal of message

3. Which of the following statement is incorrect?

a. Written communication has permanent record
b. Written communication may be easily duplicated
c. There is availability of nonverbal signals
d. None of the above

4. The pre-writing step of 3x3 writing process includes:

a. Research
b. Proof read
c. Compose
d. Adapt

5. The revising step of 3x3 writing process involves:

a. Analyse
b. Anticipate
c. Evaluate
d. Organize

MCQs Answers:
1.c 2.d 3.c 4.d 5.c

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Business Communication and Report Writing (Study Text) 116 | P a g e
Chapter Learning Objectives:

 Introduction to Business Letters

 Writing Routine and Persuasive Letters

 Positive and Negative Messages

 Organizational Plans for letter writing

 Writing Memos

 Circulars

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1. Business Letters
A letter is a written mode of communication which is flexible and can be used in a wide
variety of situations. It is useful in providing a written record and confirmation of the
matters discussed.

2. Movements of Business Letters

(i) External
(ii) Internal
a) For confidential written record
b) For personal handling of the matter

3. Advantages / Benefits/ Functions/ Purpose of a Business Letter

Letter is a very flexible mode of communication. It can be used for multi-purposes.
Mentioned below are the few most important advantages of letters:
(a) Letters are very helpful for exchange of information which aims at creating
profitable opportunities.
(b) Through letters, sellers can promote their products and services and persuade
customers to buy their products. Thus letters are a potential source of opening new
markets and advertising campaigns.
(c) A business firm can bring back old customers and regain their confidence through a
well prepared courteous letter.
(d) Also, letters bring into notice of sellers different complaints and problems that may
arise from their products or services.
(e) Most business firms buy and sell. Letters help firms to receive credit and
conveniently trade their products. Thus letters help organizations to bring more
finance.
(f) Similarly, letters (collection letters) are very useful for collection of default amount
while retaining the customer and building goodwill simultaneously.
(g) Business letters give incentives to the dealers and encourage them to promote
business relations. Thus goodwill of a firm can be maintained through a well-drafted
letter.
(h) A well planned persuasive business letter is very handy mean of communication for
organization to introduce their newly launched products to existing & prospective
dealers, suppliers and customers.

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4. Kinds of Business Letters
A businessman has to write many kinds of letters. A brief introduction to some important
letters is given below:
(1) Inquiry Letters: These letters are also called information letters. They are written
for getting or giving information. They are the most important business letters
because they bring valuable information which aims at providing profitable
opportunity.
(2) Order Letters: If the information about certain goods given through the reply is
acceptable to the receiver, he places an order. Actually an order letter is a contract
of purchase and sale.
(3) Claim Letters: Claims letters are also termed as problem letters because the
primary purpose of writing such letters is to bring a complaint or problem to the
notice of the seller. For example, if the goods supplied by a seller are defective or
not in accordance with the order, the customer will have a claim against the seller
for their replacement or compensation.
(4) Adjustment Letters: The letter written in reply to claim letters are' called
adjustment letters. Such letters are written in different situation. An adjustment
letter accepting the claim is easy to write. But letter refusing adjustment is very
difficult to write because it may irritate the aggrieved customer if not properly
handled.
(5) Credit Letter: Most of the business firms sell or buy on credit. There are four types
of credit letters asking for credit information; requesting for credit; granting credit
and refusing credit. The last type of letters is very difficult to write because if the
credit is flatly refused, one may lose the customer. Such letters therefore, should be
written very carefully and tactfully.
(6) Collection Letters: These letters are written to a defaulting customer when he fails
to pay within specified period of time. Such letter should be written with the greatest
amount of care and tact. An effective and successful collection letter collects the
money, retains the customer and builds up good-will.
(7) Sales Letters: These letters aim at increasing the sales. Through such letters the
customers are persuaded and prompted to buy the products.
(8) Sales Promotion Letters: Very much allied with the sales letter is another type of
letter which is known as sales promotion letter. Unlike the sales letter this letter
does not sell goods directly. The main difference between sales and sales
promotion letter is that while writing the sales letter the writer urges the reader to
buy, in the sales promotion letter the writer merely induces the reader to buy.
(9) Letter of Application: Letters of applications or letters of employment deal with job
opportunity. Letter of application is, in fact, a sales letter through which an applicant
wants to sell his skill, experience, service, etc.
(10) Circular letters are designed to be read by a large number of different people. It
may be used to give information to a group of individuals. There will not be inside

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 address. For example: Informing clients or customers of price changes or new
products.

5. Parts of Letter
(i) Essential Parts
(ii) Non-essential Parts

5.1 Essential Parts of a Letter (Standard Parts)

A letter is generally made up of seven essential parts which are arranged in a proper
sequence that makes the letter meaningful and contributes to attaining the purpose of the
message. If their arrangement is ignored or any single part is missed, the letter would
become defective. The following are the seven essential parts of a business letter:
1. The Heading/or Encoder’s Address/The Letter Head
2. The Date
3. The Inside Address OR the Decoder’s Address/the Receiver’s Address
4. The Salutation
5. The Body / the Message
6. The Complimentary Close
7. The Signature

1. The Heading/or Encoder’s Address/The Letter Head

The heading consists of the address of the writer, the telephone number, fax, cable
code, e-mail address, mobile number, the reference number, etc. Generally, every
established firm uses high quality stationery with its necessary data printed on it.
However, if the stationery is not printed, the address should be given at the top of
the right corner for the convenience of the addressee to reply letter.

A letter-head is an expression of a firm’s personality. Many firms engage the

services of expert designer to design their letter head because its content and
design help to project the firm’s image.

2. The Date
Every business letter requires a date. It is so important that without it, the
information given in a business letter loses its importance. The date should be
placed about three or four line-spacing below the letter head in the middle of the
page. If a printed letter head is not used, it is written at the right upper corner below
the address of the writer. These are two ways in which date can be placed in a
business letter:
(i) Month, day and year as September 6, 19X5.
(ii) Day, month and year as 6 September, 19X5.

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 The style of writing date in figures in a business letter is not appreciable because it
shows haste and discourtesy. Besides, date in figure could easily be confusing. For
instance, in correspondence with the United States, there is the practice to write
dates in the order of month, day and year. English practice follows the order of day,
month and year. So it is not advisable to write date in figure.

3. The inside Address or The Decoder’s Address/the Receiver’s Address

It consists of the name and address of the person or group of persons to whom the
letter is addressed. It is written at left margin two spaces below the level of the date
and two spaces above the salutation. It should correspond with the address given
on envelope.

The necessary information which is essential for prompt delivery should be given in
the inside address. Abbreviations should not be used while writing the street-
address, city and country in the inside address of the business letter. When the
business letter is addressed to an individual, the proper tile of courtesy such as Mr,
Mrs, should precede the name. When a letter is addressed to an individual as a
representative of a firm, it is always good to use the business title such as
President, Manager, Director, etc.

4. The Salutation
The salutation is the complimentary greeting with which the writer opens his letter.
It shows courtesy on behalf of the writer towards the addressee. It is written at the
left margin two spaces below the inside address and comma or colon is always
used after it.

The proper forms of the salutations with description of their use are given below:

Singular Plural
Dear Use for informal business correspondence-
Masood, shows a personal friendship
Dear Jalil,
Dear Mr. Dear Messrs Ashraf Used in routine business correspondence
Ashraf, and Aslam addressed to one or several individuals –
Dear Mr. formal but cordial
Aslam,
Dear Sir, Dear Sir, Used only for very formal correspondence
Dear Madam, Dear Mesdames
Sir, Sirs,

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 Madam, Mesdames, Ladies Used for correspondence addressed to a
and Gentlemen, company or a group
Gentlemen, Ladies,

If a letter is addressed to a company which consists of men or of men and women,

the correct salutation is Gentlemen. Otherwise the conventional form of the
salutation for addressing a firm is Dear Sirs. In case we are addressing a company
composed entirely of women, we should use the salutation Mesdames or Ladies.

When a letter is addressed to a business title like the Manager, or the President or
the Director etc., the correct salutation is Dear Sir.

If you know the name of the person to whom you are addressing, use the name in
the salutation.

5. The Body / the Message

The body, of course, is the most important part of the letter. It contains the
message to be conveyed to the reader. It is here that the writer does his best to
convey his message to his reader effectively. The body should be paragraphed,
well-spaced and cantered with proper margin. It should begin two spaces below the
salutation.

If more than one topic is discussed in a letter, each paragraph of the body should
be confined to one topic. In case there have been previous correspondence, refer
to it in the opening paragraph. The paragraphs that follow will contain further
details, and the closing paragraph of the body a statement of the writer’s intentions.
The body of the letter should not be closed with a participle expression. It is better
to avoid the participle closure if you can and to say quite simply, for example, we
hope to hear from you soon.

6. The Complimentary Close

The complimentary close marks the end of the letter. It serves the same purpose as
we do by wishing “Good bye” in personal relationship. The tone of the
complimentary close should strictly match with that of the salutation. Examples of
suitable complimentary close according to salutation are:

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 Complementary Close Salutation:
For Greatest Formality
Yours respectfully,
Respectfully yours, Sir, or Madam,
Yours obediently,
Obediently yours,

For Ordinary Business Correspondence

Yours truly,
Truly yours, Dear Sir, or Dear Madam,
Very truly yours, Dear Sir, Dear Mesdames,
Yours faithfully Gentlemen,

For Least Formality

Yours sincerely, Dear Mr.
Yours very sincerely, My Dear Mr.
Yours cordially, Dear

The first word of complimentary close should usually begin nearly in the centre of
the page or slightly to its right, about two spaces below the body of the letter. Its
end should never extend beyond the right hand margin. The first word is always in
the capital and it is always followed by a comma (,).

7. The Signature
The signature is placed just below the complimentary close. It should always be in
hand or in ink and never be typed or stamped. As far as possible the signature
should be legible, otherwise the name of the writer should be typed below the
signature. The designation is also mentioned whenever required.

5.2 The Non-Essential Parts of a Business Letter

The following are the non-essential parts of a business letter:
1. Reference Line
2. Attention Line
3. Subject Line
4. Identification Line
5. Enclosure
6. Carbon Copies
7. Blind Carbon Copy
8 Postscript

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1. Reference Line
When a firm writes to another, each will give a reference and these are marked:
Our ref: and Your ref: to avoid confusion.

In the block style, to give a balanced effect, the references are placed at the left-
hand margin on the same line as the date. In the full block style they are usually
placed immediately above the date.

The reference number is used to identify either the department or branch of

department from which the letter was written, as:
Our ref: Dept. S
Your ref: Dept. P
Or the particular file in which the correspondence is to be found.

Each company adopts its own method of quoting references but whatsoever the
method; the purpose is the same – to enable the replies to be linked with the
previous correspondence. Failure to quote references causes inconvenience to the
recipient and is regarded as discourtesy.

2. Attention Line
This line is placed two spaces above the salutation. It directs the letter to particular
person or department or branch to speed up handling of the letter. It is used when
the writer does not know an individual’s name but wants the letter reach title –
Manager (Sales).

It is also useful for calling the attention of a department or person who is most likely
to act upon the letter. The following are various styles of attention line:
Attention Mr. Islam Sheikh Attention Mr.Manzoor
Attention Purchase Manager Attention General Manager

3. Subject Line
Subject line is placed below or above the salutation and centered but in a full block
style it begins like other parts with the left-hand margin. It enables the reader to
understand at a glance what the letter is about. In long letters, it is necessary to
write but in short letters it becomes unnecessary. When the subject is stated in the
opening sentence of the body, it is dispensed with. It should be as brief as possible,
such as:
Sub: Supply of Books
Subject: Decline in Sales

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4. Identification Line
This line is used to identify the name of the person who dictates the letter and the
one who transcribes and types the same. In fact, identification line consists of their
initials. They are at the left margin types on the same line as the last line of the
signature block or two spaces below:
Yours faithfully,
Tanveer Ahmed
(Manager)
TA: mh

The identification line TA: mh indicates that Tanveer Ahmed dictated and signed
the letter and Muhammad Hussain typed it.

5. Enclosure
If any document is included with the letter, it is indicated two spaces below the
identification line. It helps the writers and recipients to confirm that all the
enclosures are included when the letter is sent and received. The widely used
forms of writing enclosure are:

Enclosure Enclosure: Cheque Enclosure

Encl. 3 Enclosures 1. Cheque
Enclosure (3) 2 Encl. 2. Envelope
Encl. 3 2 Enc. 3. Site plan

6. Carbon Copy
When the writer wishes to send a copy of the letter to one or more persons, and
wishes the reader to know the fact, a carbon copy (cc) caption is indicated on the
original and all the copies of the letter. The cc caption is typed below the enclosure
and it may be followed by a colon. The following are the widely used carbon copy
caption styles:

cc Sales Department cc: Law Department

cc Regional Director cc: Mr. J. Siddiqui

7. Blind Carbon Copy

The blind carbon copy is never indicated on the original copy of the letter.
Sometimes, the writer wishes to send a copy to a person other than the addressee
without letting him know this. It is indicated in the upper left corner of the carbon
copies so that it may be quickly noticed when referring to any carbon copies. The
blind carbon copy (bcc) appears like this:
bcc: Mr. Hasnain Haider.

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8 Postscript (PS)
Sometimes, we forget unintentionally to mention something in the body which we
can add as PS below everything in the letter. Besides, some writers deliberately
add postscripts to draw the reader’s attention to a very important point. Though a
postscript is part of body yet it is always mentioned in the closing section of the
letter.

6. Letter styles

6.1 Punctuation Styles

Open and closed punctuation are the two styles used in business letters. In open
punctuation no line of any part except the salutation, complimentary close and body is
closed with punctuation unless an abbreviation requires a period. In closed punctuation
style a colon or comma follows the salutation, a comma follows the complimentary close
and each line of the heading and the inside address has a punctuation.

6.2 Letter Styles

A letter must be typed and its parts be arranged strictly according to the set pattern. Any
attempt to ignore it makes the impression of the letter dull.

There are two main styles of arranging a letter in current use – The Full Block, The Semi-
Block.

6.2.1 The Full Block Style

In this style all the parts of a letter begin at the left margin. This is the most common
style. It saves typing time since the typist does not have to use the tabulator in
setting up the letter.

In full-block letter open punctuation style is used and division between all the parts
is indicated by leaving double space.

6.2.2 The Semi- Block Style

In arranging a letter in semi-block style, the inside address, the salutation, the body
begin at the left margin whereas the heading, the date and the complimentary close
start at right hand side of the page. In this style closed punctuation is used.

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7. Formats of Various Business Letters
7.1 Semi Block Format with Closed Punctuation

The Professionals’ Academy of Commerce,

41-T, Gulberg II,
Lahore.

Reference: MM/tp 29th January, 20X2

The Manager Sales,
Philips Electric Company,
Karachi.
Attention Manager Sales
Supply of an Electric Generator
Dear Sir,
(Body of letter)
Yours sincerely,
Asad Ali,
Sales Manager
AA: ZA (Identification Line)
Enclosures are:
CC: Regional Manager
BCC: Mr. Hussain Haider (Law officer)
PS: Post script

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7.2 Full Block Format with Open Punctuation

The Professionals’ Academy of Commerce

41-T Gulberg II
Lahore

Reference: MM/tp

March 20, 20X2

The Manager Sales

Philips Electric Company
Karachi
Attention Manager Sales
Supply of an Electric Generator
Dear Sir,

(Body of letter)

Sincerely yours,
Asad Ali
Sales Manager

AA: ZA (Identification line)

Enclosures are:
CC: Regional Manager
BCC: Mr. Hussain Haider (Law Officer)
PS: Post script

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 Full Block Format with Open Punctuation
This arrangement should be followed in ICMA Pakistan’s exam.

IF INFORMATION GIVEN IF INFORMATION NOT GIVEN

Stylo Shoes Examination Hall Should be written on
161 Quaid-e-Azam Industrial Estate (1) City ABC left hand side replacing
Kot Lakhpat, Lahore the address

This indicates
Reference: MM/tp (2)

20th December 20X1 (3) Date can also be written on right side
The designation of receiver
The Manager Sales should be assumed in any case
Pak Electronics (4)
Karachi

Subject: Supply of Electric Generator (5)

Dear Sir, (6)

BODY (7)

Yours truly, (8)

Marketing Officer (9)

(1) Heading (Sender’s Address)

(2) Reference line MM/tp can be assumed)
(3) The Date
(4) Inside address (Receiver’s Address)
(5) Subject line (In case of bad news or persuasive message subject
line should be avoided or it should be neutralized)
(6) The Salutation (use comma after it)
(7) The body (150-200 words should be used with 3-6 paragraphs)
(8) The complimentary (use comma after it)
close
(9) The signature (it contains Sender’s name No one line space between
and designation if name is complementary
signature
close and the

not given then write “XYZ” or designation can be

assumed)

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8. Format of Letter to Editor
25th March 20X2

The Editor
The News
Karachi

Subject:

Dear Sir,

(Body of letter)
Yours Sincerely,
Sender’s Name and Address

Specimen Body (Letter to Editor)

As we know the recent price hike of fresh milk has created

Problem resentment among the public who blame the dairy farmers to
beguile the gullible masses in order to pocket the hefty profits.
Through your well read newspaper, being the chairman of the
Pakistan Dairy Farmers Association, I would like to highlight
unavoidable factors forcing dairy farmers to raise prices of milk.

Facing daunting challenges like poor infrastructure, financial

Reasons
constraints, quality assurance, price regulations and seasonality
– all are contributing to steep prices of milk. Apart from this,
monopoly of multinational, middle men and transportation are
adversely contributing towards the produce and accessibility of
milk.
To sooth such an alarming situation, it is mandatory to promote
smallholders based dairies, enhance access to credit, upgrade
milk marketing chain through adoption of modern technology,
Solution
ensuring veterinary services. Concerned authorities are
requested to take some pragmatic steps in order to give relief to
an average Pakistani.

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9. Circular Letter [Format]
Specimen of a circular letter directed to all employees by Superb Fans Limited.

Superb Fans Limited (SFL)

10 January 20X3

Dear Employees

(Body of Letter)

Yours Sincerely,
Zahid Awan
CEO

10. Organizational Plans for Letter Writing

Acceleration

Basic Organizational Plans

An effective and successful message is one that makes your reader react as you wish.
This is the main purpose of almost every business message. Your organizational plan

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depends on this purpose. The favourable reaction of your reader also depends on his
mental filter and the content of your message.

There are four basic organizational plans to design a message: the direct request; good
news; bad news; persuasive plans. The first two require the direct (deductive) approach
that starts with the main idea. The last two use the indirect (inductive) approach that
begins with the main idea later.

10.1 Direct (Deductive) Approach

When you think that your reader will react to your message favourably and consider its
contents suitable, you can use the direct approach. Open your letter with the main idea or
good news followed by all necessary details and end it with a friendly note.
There are three basic parts of direct request and good news plans.
(i) Main idea (ii) Explanation
(iii) Courteous and friendly close

(a) Direct Request Plan

While using the direct request plan, begin your message with the request or
question, then mention all necessary and desirable details and close your message
courteously with motivation to action.

(b) Good-News Plan

When you write a good news message, start with good news which is the main idea
of your letter. Then give all necessary and desirable details based upon the main
idea. In the last, give clear statement of action desired and show willingness to help
further. For example, if you write an adjustment letter accepting the claim of your
customer, tell him the good-news immediately in the opening paragraph, then
explain how you will make adjustment and close the letter assuring your customer
of similar cooperation in future.

10.2 Indirect (inductive) Approach

When you think that your reader will not react to your message favourably, you should not
start your letter with the main idea. You should avoid doing this and beginning with some
pleasant, neutral or reader benefit statement. Then give some reasonable explanation
before you state the bad-news. Similarly, when you make a persuasive request, you
should not mention it in the opening paragraph. Instead, you should first draw the attention
of your receiver, and then go ahead with your plan. It is important to note that these have
four parts instead of three.

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(a) Bad-News Plan
Begin your message with pleasant and neutral statement expressing your
consideration for the reader. This is first part of your letter. In the second part of
your letter, state necessary details tactfully explaining favourable and unfavourable
facts. In the third part, state reader-benefit reasons. In the last part of your letter,
express appreciation and give invitation to future action. Also show your willingness
to help him further. Then close your letter with positive and friendly note.

(b) Persuasive Request Plan

In the opening paragraph of your letter, draw the attention of your reader to his
benefit. In the second part, create interest of your reader by giving descriptive
details of your product and make psychological appeals to convince him. In the
third part, arouse desire of the reader by giving a vivid picture of your product and
telling him what it will do for him. In the last part of your letter, stimulate your reader
to act by inducement.

The bad news messages are the most difficult ones to design because they are
unfavourable to the reader. Similarly, in persuasive request you may face
resistance from your reader. It is very difficult to persuade your reader to act as you
wish unless he is convinced of his benefit.

11. Direct Request

Definition of Request
When the main purpose of your message is to ask the reader to do something, you are
writing a request letter.

Definition of Direct Request

Generally when you make a simple inquiry or a routine request, you will not have to
persuade your reader to do what you ask.

Organizational Plan: For a routine inquiry or request you assume that the reader will do
as you request, once he or she understands what you want and why you want it. Thus you
use the direct approach. The direct request plan has three basic parts:
(i) Main Idea
(a) Introduce your request.
(b) State reasons to justify the request.

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(ii) Explanation
(a) Include details necessary to help the reader respond to your request
correctly.
(iii) Courteous close with motivation to action.

12. Types / Kinds of Direct Requests

You can usually handle the following types of messages with the direct request plan.
(i) Inquiries
(ii) Claims, complaints and requests for adjustments
(iii) Invitation
(iv) orders
(v) Credit letter (Request for credit)
(vi) Early stage collection messages

12.1 Inquiries

Definition of Inquiry
To get facts that you need and you cannot obtain yourself, you write inquires requesting
information. The questions asked are important in all inquiries.

Kinds of Inquires
Usually inquiries include direct-request messages that seek information about (1) person,
(2) messages inquiring about products, services and (3) other matters requiring no
persuasion.

(a) Inquiries about persons

When you need information about a person, you usually direct your request to a
reference which is a responsible source of information. You ask the reference
(source) to give information about an applicant for a job, a loan, credit, membership
in an organization, an award or insurance protection. Inquiries to a reference may
be written by a person who seeks information about the applicant.

(b) Inquires about products or services

Both as a consumer and as a business or professional person, you will have many
occasions to seek information (i) from the seller of products and services or (ii) from
customers, employees and others.

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 (i) Direct request to the seller
When your inquiry goes to a seller, his self-interest should make him glad to
comply with your request. The request to the seller of products may include
a price list, or booklet about products, deliveries or payment plan.

(ii) Direct Request to Customers, Employees and others

As the seller of products or services, you can use direct request inquiries.
You can use direct-request inquires to win back “missed” customers who
have not bought from your firm for some time or to obtain information about
your firm’s product or services.

(c) Other Inquires about Your Firm’s Products or Services

Often you will need information from employees, colleagues or other persons about
your firm’s products or services. To obtain this information you can use direct-
request plan.

Specimen Body 1 (Inquiry Letter About A person – Direct Request)

Personalised request listing numbered questions in letter.

Name; why being Mr. Aslam, one of your former employees, has applied here
considered; a few as Assistant Manager of our Electrical Supplies
facts he has told Department. He states that he was in charge of your
electrical appliances section for about a year, and he has
given your name as a reference
Request We need a qualified person who can, in about two years,
become Department Manager. I will appreciate your frank
answers to the following questions and any other pertinent
facts you can include:
Questions 1. When was he in your employ and why did he leave?
2. How satisfactory were his services as a section head in
your store?
3. Do you know of any personal habits or characteristics
that might hinder or help his success in a position of
responsibility?
A promise Your statements will, of course, be kept confidential

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Specimen Body 2 (Inquiry about Product – Direct Request)

We have read your advertisement in a local newspaper about your publications. We

are sole agents of many publishers in Pakistan and from abroad. We are interested
in your publications and want to stock and sell your books.
We shall appreciate if you send us a price list. Please state your terms of business
and also tell us whether you can supply your books on credit if we give you some
reliable references.
We assure you of a long term business if your terms suit us. An early reply will be
appreciated.

12.2 Claims, Complaints and Requests for Adjustments

Whenever you are dissatisfied with a product, service or policy, it is better for you to
communicate with the right person promptly about the desired correction and write an
effective letter to the proper company official.

When you state your complaint, you usually make a claim or request for some kind of
adjustment. These are also called Claim Letters.

(a) Characteristic of A Well-Written Claim

(i) To be fair to the seller, product or service and yourself, write promptly.
(ii) Be sure, your letter has all the C qualities that is it should be courteous,
considerate, correct, clear, complete and concrete.
(iii) Show by your attitude and wording that you have confidence in the readers’
fairness and that they will make the adjustment after they get the fact (claim).
(iv) Omit any statement that sounds like appeals or threats.

How to write a Claim Letter

1. Begin the letter with main idea and regret the need to complain.
2. Make your claim immediately because delay will likely weaken your case.
3. Explain carefully and tactfully what wrong is.
4. Avoid negative accusations or threats, such as, “I demand”, “Unless you”,
“you will have to”, “why can’t you”, and so on. Such discourteous statements
lessen the likelihood of obtaining the best possible solution.
5. Include any necessary details for identifying your claim, date, order number,
catalogue number, style, invoice number. etc.
6. Indicate the loss or inconvenience you have suffered without exaggeration.
7. In the action paragraph state how the matter could be put right or let the
reader decide the action.

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Organization and context of the Simple Direct Claim
(i) Main Idea:
Begin your direct claim with the main idea namely, the need for an
adjustment or correction of an error.

(ii) Explanation:
In the explanatory paragraph include all facts the reader will need to
understand your claim clearly.

(iii) Action:
In your action paragraph, ask for what you want and leave the decision to
your reader.

Specimen Body 1 (Claim letter about a product – Direct Request)

A courteous claim to a sportswear department manager from an out-of-town cash

customer who needs an exchange or a refund.

Main idea; Enclosed is the sweater which Nelson’s delivery truck left
request yesterday and which I wish to exchange for the correct size or a
refund.
Explanatory When I selected and purchased this Oxford sweater in your
details department last week (for Rs. 30500 cash), I asked that a size “L”
be sent to my home. The size I received is only an “S”, and of
course, I can’t wear it. My sales check is #7902, dated June 4,
written by salesclerk #801.
Specific Will you please send me the correct size “L” in exactly this same
request style and color or, if this is not available now, a cash refund of
$30.50? As I am leaving on a one-month trip on June 17, it is
Dated action necessary that I receive the sweater or the cheque before that
date.

Specimen Body 2 (Request for adjustment/ Claim letter/ Complaint letter – Direct
Request)

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A considerate complaint from a gift store owner to a wholesaler, about faulty
merchandise

Main idea; Our shipment of Swedish tumblers was checked in yesterday and
request put on sale, then hurriedly withdrawn when the stockroom reported
it to be a completely defective shipment. We are asking you for an
adjustment of these tumblers.
Details The news about this shipment was especially disappointing to me
because we had already advertised that the sale was to begin
today. I personally washed and examined a dozen glasses of each
size, four each (not necessarily the worst) of which we are sending
by express for your examination and comment.

There is no regularity in the marks, scratches, and abrasions, or

whatever the defects should be termed to indicate faulty moulds. In
fact, I’ve never seen anything in domestic or imported glass to
equal the variety of imperfections apparently present to some
degree in every glass of this shipment.
You-attitude I realize fully that you had no opportunity to check this merchandise
and that it is only through your customers that you learn of its
condition and can seek an adjustment from the factory.
Action We are withholding sale of the glasses and payment of the bill until
we hear from you.

Specimen Body 3 (Claim letter about a product – Direct Request)

Main idea Thank you for the delivery of Philips Refrigerator which the truck of
Swift Transport Company left here yesterday. Though the
refrigerator is in perfect condition, yet I wish to exchange it for the
correct size and colour.
Explanation You may recall that while visiting your display section on May 13,
20X1, I selected a refrigerator of large size and white colour. And
also made payment in advance for the same.
Motivation to Please send the appropriate refrigerator in place of the one you
Action have delivered by the end of this week. I badly need it as it is hard
to do without a refrigerator in blazing summer.

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Specimen Body 4 (Claim letter about a product – Direct Request)

Main idea We received your consignment of March 30, 2012, containing 300
fountain pens. This consignment has been found to be defective.
We felt embarrassed when we received complaints from our
customers. This not only gave set-back to our goodwill but also
caused inconvenience to the customers. In some cases we had to
refund purchase price to the customers. We want the replacement
of these defective pens.
Explanation We placed order for these pens on the basis of a sample supplied
by your representative. But the pens were not true to the sample.
We ourselves also examined the pens. Some of them leak while
the others do not write fluently. We have stopped selling them.
Action Now we are returning the defective pens with the request to
replace them. We also hope that no such mistake will recur in
future.

Specimen Body 5 (Claim letter about replacement of a product – Direct Request)

Subject: Claim for Compensation due to Mishandling of Consignment in transit

Dear Sir,

Main idea We have received our Consignment of 1200 computers packed in

12 pallets shipped from Taiwan to Lahore via EFA Airway Bill No
674 dated 23-11-20X9 on 26-11-20X9 and found that 200
computers have been damaged due to mishandling by your loading
staff. Letter No 886 dated 26-11-20X9 issued by your Manager
Cargo, Lahore regarding the status of the damaged computers is
enclosed. The surveyors report certifies that the damaged
computers cannot be repaired and are a total loss. We request you
to refund for these damaged computers.
Explanation The computers were imported to fulfill an order of one of our most
important customer and our inability to supply the equipment within
the time limit would cause considerable loss to our customer. This
would be a major setback for our reputation and future business
relations with our valued customer and we are afraid that they
would lodge a claim for our failure to supply the goods within the
specified deadline.
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 Details of the financial loss caused by the negligence of your staff
are given below:
Rupees
1. Cost of 200 Computers at Rs. 40,000 8,000,000
per unit
2. Freight paid on 200 computers at Rs. 60,000
300 per unit
3. Miscellaneous Expenses of clearing, 50,000
transportation etc.
8,150,000
You would appreciate that we have been availing your services
since the past 5 years and have always been impressed by the
quality of your customer-caring attitude. This incident of gross
negligence by your loading staff is a matter of serious concern and
we would certainly consider our future business relationship in the
context of your response in meeting our legitimate claim.

Dated Action We would request you to please settle our claim and send us a
cheque for Rs. 8.15 million within 10 days. Your positive and
prompt response would be appreciated.

Sincerely,

Manager Imports

12.3 Invitations
Invitations that require no persuasion can be classified as both good-news
announcements and simple requests. They are organized according to the same three-
part plan:
(1) Main idea
(2) Explanation
(3) Action

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Specimen Body 1 (Invitation Letter- Direct Request)

Subject: Invitation as a Key Note Speaker

Honorable Sir,

Palm Tree College of business is an oldest institute and a high seat of learning. It
enjoys countrywide reputation of producing CEOs of the companies. Keeping in
view your presence in Karachi these days, we wish to invite you as a key note
speaker on the topic “Business Strategies of Leading Global Corporations.” Our
senior faculty, research scholars, alumni and leading industrialists of the country
are eager to attend this lecture as they believe that you are the declared authority
on the suggested topic. We wish you to enlighten our audience with your erudition
and experience.

The program of the lecture is as follows:

Date & Time Venue

25 July 20X2, 10:00 am College Auditorium

Timing and venue of the lecture is proposed one and may be changed as per your
convenience.

We do understand that you are very busy but please find some spare time out of
your hectic routine and oblige.

Sincerely

Director Student Relations

Enc.: Brochure & Prospectus

12.4 Orders
When you are ordering supplies or equipment and do not have to persuade the company
with which you are placing the order, you can accomplish your purpose by writing a letter
according to the direct-request plan.

Order letter include three kinds of facts:

(i) Details about what you are ordering or reserving
(ii) Directions for shipment
(iii) Manner of payment

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Specimen Body 1 (Order letter – Direct Request)

Thank you for your letter of March 13,20X2 along with list of books. We shall
appreciate if you send us the following books by train before the end of this month.
1. Commercial Grammar and Composition 12 copies
2. Economic Problem of Pakistan 3 copies
3. Applied Accounting 6 copies
Please send railway receipt along with two copies of bill through Allied Bank Ltd.
after deduction of 20% discount.

12.5 Credit Letter

A credit letter is a promise of future payment in kind or in money given in exchange for
present money, goods or services.

Importance of Credit
Credit plays an important role in business dealings. Millions of businessmen in the world
enjoy credit facilities. Not to speak of a common customer, even reputed and established
firms have to depend upon credit. The customer buys goods on credit from a retail store,
the retail store purchases its stock on credit from the wholesaler, the wholesaler from the
factory; the factory purchases its raw material from various suppliers ----also on credit.

No doubt, credit is a useful means of obtaining goods if somebody does not have ready
cash. It also involves the risk of bad debt. Sometimes, a customer does not pay in time or
delays in settling his accounts. So credit should be extended carefully and wisely. Before
granting it, the credit man should keep in view “3 C’s of credit”----Capital, Capacity, and
Credit.

The total value of assets of the person or firm should be judged before granting the
request for credit. Then the credit man should keep in mind the education, business
experiences, and competence of his customer. Similarly, the character of the credit
customer should be carefully estimated. Character involves the reputation or good-will of a
firm or a person.

Letters Requesting for Credit

These are the letters in which information for credit facility is requested. A credit customer
writes these letters when he needs credit facility. In such letters he tries to satisfy the
credit man by supplying information about himself or his firm’s financial worth, reputation
and ability to return the credit. To make the letter more effective, some reliable references
are also given in the letter. These letters should be written courteously and tactfully in
serious tone.

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Specimen Body 1 (request for Credit- Direct Request)

We have been enjoying good business relations with you for five years and are
thankful to you for handling our orders satisfactorily. Now we are expanding our
business and hope to place larger orders with you in future. We would be highly
obliged if you grant us credit account facilities with quarterly settlement.

For reference to our capacity to meet our financial obligation, we offer references of
two firms with whom we have business dealings.

If you require any other information in order to extend credit facility with you, please
write to us.

12.6 Early Stage Collection Letters (Reminder stage):

Messages in the reminder stage aim to jog the customer’s memory. They are direct
requests, ranging in number from one to six or seven. You first present the main
question or subject then explain and end the message by requesting action. You don’t
attempt to persuade or to use any appeals. Generally they are obvious processed forms to
avoid any suggestion that you are questioning the customer’s integrity or ability to pay.

The statements following the first one might include hand-written or rubber stamped
messages that say “Please” or “Perhaps you have forgotten” on computerized sticker
without mentioning the name of the customer.

For Example: 1.Your payment will be appreciated. 2. Past due. Please remit today.

Specimen Body 1 (reminder stage Collection letter – Direct Request)

Main idea While checking our accounts we found that we have not received
payment of our account No. 251, dated December 6, 20X2.
Perhaps you have overlooked this bill. So we are bringing it to your
notice.
Action Presuming that you have not received our statement of account,
we are enclosing another copy thereof. We shall be glad to receive
a cheque at an early date.

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13. Good News and Neutral Messages

13.1 Good News Message

A good news message conveys pleasant and favourable information to your reader. A
good-news message is usually easy to compose because it conveys favourable
information to the reader.

13.2 Neutral Message

A neutral message is easy to write because it communicates neither good nor bad news
to your reader. The most important kind of neutral message is transmittal letter which is
also called covering letter.

13.3 Organizational Plan

When you convey a good news message or neutral message - you can act upon the
following organizational plan:
1. Main idea or good news
2. Explanation-Necessary details about the favour you want to do.
3. Courteous and positive close-clear details of action desired, willingness to help in
future, motivation to action, etc.

14. Kinds of Good News Messages (Solicited)

1. Answering favourable inquiries regarding individuals
2. Granting adjustments on claims
3. Approving credit.
4. Acknowledging order
14.1 Answering Favourable Inquiries for Individuals (Recommendation Letters)
When you furnish (provide) favourable information about an applicant’s qualifications,
character and general conduct you are writing a recommendation.

You have a fourfold responsibility when you write recommendation.

1. You must be fair to the applicants.
2. Fair to the inquiries
3. Fair to your own conscience and reputation
4. You must abide by civil rights laws

Good-News Plan for Recommendation

(a) Main Idea: Write actual facts about the applicant. For example, state his name and
his relationship to you__ employee, client, customer, friend, tenant, club-member,
etc. If your employee, mention length of service with dates, type of job.

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(b) Explanation: Answer all the questions asked about the candidate. Mention specific
facts about his performance with your evaluation__ good, outstanding, excellent.
Also state the specific duties he has performed.
(c) Close: Close your letter with your personal opinion about the applicant’s fitness for
the job.

Specimen Body 1 (Recommendation letter – Good news)

Pleasure; I am glad to answer your inquiry about Mr. Jalil Because Jalil
purpose; name; has worked with me nearly two years as a correspondence
job; length of clerk, I know him well.
time
Answers to During this time, he has demonstrated outstanding abilities in
questions both general office and management work. In twenty years of
military service, I have only once before made such a high
Duties recommendation, and presently I have over 800 officers and
performed men in my command. With speed and efficiency Jalil has
attended to the administrative correspondence of more than 800
men attached to this command, and he has never once
complained of the work load or poor conditions under which he
has had to work.
Personality I recognize in this man a great potential because he is
And intelligent, industrious, and so well liked by all who come in
contact with him. Corporal Jalil does his work with no
supervision and can be relied upon to deliver a finished product
at all times. Also I get the very definite impression that he could,
if placed in a position to do so, generate ideas as well as
process those of others.
Character As to conduct, personal habits, and ability to handle himself
properly this man has no faults, to my knowledge. It seems to
come natural to him. His loyalty is unquestionable and by his
practices, he has influenced others to a great extent.
Qualified I have two regrets: first, I cannot take this man to my next
recommendation command and, secondly, I don’t possess the word power
necessary to describe this man. But I do say this; my information
is accurate and I am sincere. He will make a real contribution to
any organization which he may choose to join. I recommend him
very highly without any reservation.

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Specimen Body 2 (Recommendation letter – Good news)
A department manager comments on a former employee

Full name and Confidential Appraisal by Request on Ahmed.

brief summary
Mr. Ahmed worked hard for us as a salesperson in the
electrical appliances section for about a year. He was such a
dependable salesperson that when the section manager
resigned to go to the West, we placed Ahmed in charge and
found him well qualified for the job. He was with us 22
months—until June 30 for this year.
Experience As section manager, Ahmed had much responsibility. Besides
ordering all merchandise for the section, he was also in charge
of the five salespeople working under him. He was well liked by
subordinates and customers. He had a knack of being tactful
and thoughtful with every customer. Because of his personality
and his knowledge of the stock, he pleased a good many
steady patrons and helped increase total sales within his
section.
Experience Ahmed’s other personal habits are good. His personality,
honesty, and physical appearance are an asset to any
company. He takes an active part in outdoor sports and, is in
fine health. It is quite probable that his move to your town will
be a definite advantage to his family and himself.
Qualified Ahmed is intelligent and well educated (a marketing graduate
recommendations of Broadway College). Because he knows the electrical
appliance business well and has so many other fine qualities,
he can be a top-notch department or section manager
especially in the electrical field.

14.2 Adjustment Letter

An adjustment letter is written in reply to a claim or complaint letter for the satisfaction of a
customer. In business, mistakes are unavoidable. It is but natural that in case of a mistake
a customer feels aggrieved and has a claim against the company. He may be dissatisfied
with its merchandise, its services or its general efficiency. When a letter of complaint is
received, it must be properly attended to in order to see:
1. Whether the claim is justified
2. Whether the adjustment can be granted

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Importance of adjustment
A good company always welcomes the complaints of the customers because they create
opportunities to identify and remedy faulty products or poor service which bring bad name
to the company. They also win back the goodwill of the company.

Principles of writing Adjustment Letters

While writing an effective adjustment letter, the following principles should be carefully
observed:
1. Reply promptly: An adjustment letter should be written without delay. The longer
you delay in reply, the angrier the customer gets. A prompt reply will help you
appease his anger.
2. Show understanding: A dissatisfied customer wants you to appreciate his
inconvenience caused by your fault. Therefore, show the customer that you
understand the problem and feel for his discomfort.
3. Be exact: State clearly and exactly what adjustment you are going to make for the
customer. Even if you are not in a position to grant the claim, you should be exact
in telling the customer why.
4. Avoid Negatives: Avoid negative expressions like, “your claim or your complaint”,
“not entitled to”, “We are not responsible for___”, “We are sorry to refuse”, etc.
because they depict harsh tone and non-cooperative attitude. On the other hand,
polite and pleasant words help you soothe the claimant’s anger.

Specimen Body 1 (Adjustment letter – Good news)

A gift shop owner replaces a lamp damaged in shipment.

Best news: A new Brighton lamp should reach you in a few days. Replace
replacement the one you received in damaged condition.
Explanation As the Ace truckline gave us a receipt acknowledging that they
showing seller received the original lamp in perfect condition, the porcelain
not at fault base must have been cracked in the transit. We are sorry this
happened, for we know how much you want this beautiful gift
for your cousin’s wedding anniversary. Although our
responsibility ended when the truckline accepted the package,
we are glad to make this replacement for you.
Suggested Will you please give the original lamp to the truck driver when
action to help the second lamp is delivered? We will then enter a claim with
claim with the truckline.
carrier
Courtesy; Thank you for writing promptly. Our concern now is that you
resale receive the lamp in time for the anniversary, and in perfect
condition.
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Specimen Body 2 (Adjustment letter – Good news)

We are sorry to note that one of the two suit cases you purchased last week was
damaged. We offer our apology for this mistake. The company is ready to replace the
damaged suitcase with the new one.

Actually, we were awfully busy in Eid sale and the damaged suit case escaped our
attention due to an oversight. This has all along been our practice to check the goods
carefully before they are packed and delivered.

We once again tender our apology for inconvenience you suffered because of our
mistake. Meanwhile, we assure you that no such mistake will be repeated in future. We
also request you to get a new suit any time convenient to you.

Specimen Body 3 (Adjustment letter – Good news)

We are sorry to learn that the refrigerator you received is different from your order. On
enquiry we learnt that the delivery staff mistakenly exchanged the addresses as we have
received similar complaint of a customer of your city. We shall make arrangements for the
exchange of the refrigerators at our own expense.
Now we shall send the refrigerator of appropriate size and colour which will reach you by
tomorrow. In the end we once again express our deepest regret for the inconvenience you
suffered because of our fault. We also assure you that no such mistake will occur in future.

14.3 Approving Credit:

The message telling the customer of your granting credit often includes all parts of a basic
good-news plan - best news first then terms, resale, sales promotion and appreciation.
Mention briefly the basis on which credit was earned and clarify the terms. The credit-
granting message should include customer-benefit resale information on the firm’s
services.

Specimen Body 1 (Granting credit – Good news)

A retailer uses a processed form letter to grant credit to a consumer; the applicant’s
name and address are typed in the inside address and salutation.

Best news; We welcome you as a Hyperstar credit account customer. Your

welcome; new credit card is enclosed and we invite you to use it often. This
new card will identify you at all Hyperstar stores; so please sign it in
account ink before putting it into your wallet or purse.

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 Credit You will receive your statement soon after the first of each month,
terms showing purchases up to the 23rd of the preceding month. Bills
on this monthly account are payable by the 10th of each month.
(Unpaid bills are subject to a 1.5 percent finance charge.)
Resale on As one of our regular charge customers, you will receive
store announcements of all our sales before they are advertised for the
services public. If you should wish sometimes to shop in the comfort of
your own home without a trip to town, you can do so conveniently
by phone. Just ask for “personal shopping services,” tell your
needs to the shopping assistant, and then just say, “Charge it to
my account.”
Invitation The enclosed leaflet explains the numerous Hyperstar services
to future available for your convenience. Do use them often to save
use of yourself both time and money. We look forward to giving you
account friendly, courteous service in any of our colorful stores for many
years to come.

Specimen Body 2 (Granting credit – Good news)

Best News We welcome you as credit account customer of MCB Bank. We

hope that this will be the beginning of a long and mutually
pleasant association.
Explanation As a credit customer, you will receive your statement soon after
the first of each month, showing purchases up to the 25th of the
preceding month. Bills on this monthly account are payable by
the 10th of each month.
Courteous The enclosed booklet explains services available with us for your
Close convenience. Please make use of them. We look forward giving
you cordial and courteous service for many years to come.

Specimen Body 3 (Granting credit – Good news)

Best News We welcome you as Popular credit customer. You will be pleased
to find your new credit card enclosed with this letter. This card will
identify you at Popular General Stores. We invite you to use it
often.
Explanation You will receive your statement of account soon after the first
week of every month showing purchase upto the 25th of
preceding month. You will have to pay the bills on this monthly
account by the 15th of each month.
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 Courteous The enclosed booklet shows different services available with us
Close for your convenience. We hope you will use them to save both
time and money.

14.4 Acknowledging Order

An order acknowledgement performs several important functions. It lets the buyer know
that his order has been received and is given attention. It helps to build goodwill.

Specimen Body 1 (Acknowledging order – Good news)

A wholesaler’s personalized acknowledgement of a first cash order from a dealer.

Best news: You can expect to receive the two dozen Top skill lawn edges,
shipment #L592, and the five manual mowers, M 687, in time for your
garden sale Monday, May 15. They were shipped by prepaid
express this afternoon.
Appreciation: Thank you for your order and for your Rs 42,550 cheque,
check which exactly covered the items as priced in your new dealer
acknowledgement catalog. As you know, the suggested markup on these items is
30 percent.
Resale on Your customers will be pleased with these highly popular
services for Topskill tools. Currently they are advertised in special half
dealer: customer page, two-color ads in “House and Home” and “Western
benefit Garden” magazines, April through July. You can assure your
customers that every Topskill is factory guaranteed according
to the contract that accompanies each tool. A special feature of
the Topskill edger is its ability to trim neatly within one inch of
flower beds and rockeries. On the mower, a simple twist of the
dial knob adjusts both wheels and roller for precise cutting
height and ease of operation.
Services to dealer Illustrations of counter and window displays and other free
sales helps are sent with this letter. Just let us know your
needs on the enclosed checklist.
Suggestion for You may be interested in our regular credit terms of 2/10, net
credit, Courtesy 30 on future orders. If so, just fill in and return the enclosed
form; we will gladly consider your credit application. Also, if you
have any questions with which we might be able to help, just
write us. We’ll do our best to serve you promptly.

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15. Neutral Messages

15.1 Covering Letter

A letter of transmittal, also called a transmittal letter, introduces a second document, such
as a proposal, a draft or a report. Often less formal than the document being introduced, a
letter of transmittal contains information related to but not necessarily a part of the
accompaniment.

15.2 Functions
1. In a letter of transmittal, the writer provides the name of the accompanying
document(s) and explains its purpose.
2. It is used as an introduction and may summarize important information detailed in
the accompanying document.
3. The writer may also express his wish to maintain contact with the reader and to be
considered for future engagements.

15.3 Features
1. Though brief, a letter of transmittal can introduce the accompanying document in a
number of ways. The writer may show the reader how the accompanying document
meets the expectations or goals outlined earlier.
2. He may discuss how the information was gathered and who was involved, giving
credit to those who could not be or were not mentioned in the document itself.
3. The letter may also direct the reader to act by requesting, for example, suggested
edits to the accompanying draft or signatures on an enclosed contract.

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15.4 Specimen Letter
April 04, 20X2

Mr. Farooq H. Naik

Chairman
Senate
Islamabad

Dear Mr. Chairman,

In accordance with Section 9A(f) of the State Bank of Pakistan Act, 1956, I submit
herewith the Second Quarterly Report for the year 20X8-X9 of the Central Board of
Directors of the State Bank of Pakistan on the State of the Economy.
With best regards,

Yours sincerely,

Syed Salim Raza

Governor State Bank of Pakistan

16. Bad News Messages

16.1 Definition of Bad News Message

A bad news message conveys bad news to the reader. A bad news message is very
difficult to convey because you fear that it would annoy, irritate or disappoint your reader.
You are also afraid to lose his favour if it displeases him. Therefore, you should try to write
messages carefully and tactfully because your purpose is to maintain goodwill of your
customer towards your organization.

16.2 Organizational Plan for Bad-News Message

The purpose of every bad-news message is to state unfavourable and unpleasant facts to
the reader without losing good-will and harming cordial relationship between your
organization and customer. This purpose can be served only through tactful planning and
careful choice of the words. You can choose either of the two plans--- the Indirect Plan or
the Direct Plan.

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16.3 Indirect Plan to Write Bad-News Message (Right Attitude to Write Bad News
Letters)
When you expect a favourable reaction of your reader, you begin your letter with good-
news message. In case of an unfavourable reaction, you cannot start your letter with bad-
news, because you cannot afford the displeasure and annoyance of your reader. Here you
cannot follow direct approach plan.

Instead, you will have to act upon indirect approach plan which consists of the following
four steps:
1. Buffer paragraph
2. Explanation of circumstances
3. Decision with helpful suggestions
4. Courteous end

1. Buffer
The term buffer means cushion, pillow, guard, absorber etc. As a pillow or a
cushion protects you against a punch, buffer saves you from your reader’s
annoyance.

If possible, begin your message with reader-interest information. Your buffer should
be pleasant, relevant, honest, and neutral in tone. Avoid statements that might
mislead reader into thinking you are granting the request; they merely set the
reader up for a letdown. Apologies are unwarranted if your firm is not at fault.

The following are ways to begin a bad-news letter:

a) Agreement. Agree with your reader on something, if possible
(perhaps business conditions, costs, or any other pertinent item).
b) Appreciation. Thank the reader (for a check, information, application,
request, inquiry, co-operation, or whatever applies).
c) Assurance. Assure the reader of your careful consideration and
honest explanation of all available facts about the problem.
d) Compliment. Try to compliment the reader on something good about
his or her past record or request (sincerity, careful listing of facts, or
other).
e) Cooperation. Show a sincere desire to be as helpful as possible.
f) Good news. If you can grant any part of a request, and you think your
reader will be pleased, begin with that good news.
g) Neutral courtesy. Keep your opening paragraph noncommittal. For
instance, if you must announce a price increase or service decrease,
use a neutral word such as “change.”

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 h) Understanding. Show you understand or sympathize with the reader’s
problem.

2. Explanation of Circumstances
Explain the circumstances with convincing reasons in which the matter cannot be
set right the way the reader wants. Place the explanation after buffer statement and
keep the following suggestions in your mind.
(i) Convince your reader that you are acting according to law applicable
to all and he cannot be an exception to it. Also tell him that you are
acting in his best interest.
(ii) Explain sincerely and honestly all the relevant factors leading to your
decision.

3. Decision with helpful Suggestions

If you are sure that your reader will be convinced that you are justified in refusing
his request for adjustment, refund, payment, etc. make the bad news decision
carefully. Do not use negative expressions like “We regret” or “We cannot grant….”,
If possible offer a counter proposal, compromise or an alternative solution to retain
the goodwill of your reader.

4. Courteous End
Close your letter with a happy note appreciating the reader as a valued customer.
Also request him to continue his future patronage and express your continued
interest in his affairs. The courteous close may also include your offer to be helpful
in future.

16.3.1 Direct Plan to Write Bad News (various situations)

(i) While communicating negative messages to busy seniors executives who have to
take prompt decisions;
(ii) To illustrate the gravity of the bad news;
(iii) When communication of unfavourable message is not of much significance to the
recipient;
(iv) If the recipient is known to have tendency to skim the full text of the letter and there
are chances that the important message may be missed; and
(v) If the reader refuses to see reason and accept the bad news and there is likelihood
that the buffer may be interpreted as weakness.
(vi) An urgent message that is to be communicated, written by the organization
management to its subordinates.

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16.4 Kinds of Bad News Message
Many of the bad-news letter and memoranda can be grouped under the following
unfavourable replies and unfavourable unsolicited messages.

1. Unfavourable Replies(Solicited)
(i) Answering inquiries about individuals when information is
unfavourable.
(ii) Refusing adjustments on claims and complaints.
(iii) Refusing credit.
(iv) Declining invitations and requests for favours.

2. Unfavourable Unsolicited Message

(i) Announcing bad-news about prices or services.
(ii) Announcing other bad news.

(i) Answering inquiries about individuals when information is unfavourable

When you receive a request for a recommendation on a person about whom you
have only unfavourable information and when you honestly cannot recommend,
you have three alternatives.
(a) Call the inquires on the telephone and discuss the matter.
(b) Write a brief refusal.
(c) Omit the applicant’s name throughout the reply rather use: “The
person about whom you inquire in your letter.”

Specimen Body 1 (Non-recommendation letter – Bad news)

A frank confidential non-recommendation of an unsatisfactory former employee

Full name; work Mr. Aleem, about whom you inquire, was on our payroll five
months—from April 20X1---until two months ago. He was hired
as a messenger and a sign painter’s helper.
Facts Because his job was his first since he quit high school, we tried
to be more understanding about his personal problems that
affected his work. I must tell you confidentially that Aleem had
been victimized by unfortunate home experiences which caused
him to drift into careless habits from the standpoint of
responsibility and reliability.
Unfavorable His attendance record with us shows an average of one
work absence every six days. As both a messenger and helper he
abused rules and privileges. Because each time he promised to
do better, we gave him several extra opportunities to straighten
himself out. Unfortunately the pattern became worse instead of
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 better and we finally had to replace him. I am sorry I cannot
Decision recommend him for responsible work. I am glad to see that he
is now getting the help of your counseling service and sincerely
hope he will develop right attitudes.
Hope for the Perhaps in time, he will be able to establish himself with really
future worthwhile activities. You have my sincere good wishes.

(ii) Refusing Adjustments on Claims and Complaints

When you refuse a request for adjustment, realize that the customer is probably
disgruntled and even irritated. You should be tactful on the fairness of your refusal.

When the customer is at fault regarding a product because he violated instructions

for using it: In this case, the message includes a tactful explanation and a clear
refusal followed by a constructive suggestion and reader-benefit ending.

Specimen Body 1 (Refusing Adjustment on Claims – Bad news)

A retail clothing store adjustment manager refuses to accept a returned night gown.

Buffer: To please our customers is the foremost aim of Outfitters.

assurance; Thank you for writing us explaining your wishes about the night
thanks gown you purchased from here, a month ago.
Reader benefit We want you and all our other customers to enjoy the
facts about confidence of knowing that any purchase from us is for
exchange policy merchandise of outstanding quality and style and that it is
in general absolutely clean, fresh, and new. Wearing apparel may be
returned for full credit anytime within 30 days provided the
garment is in clean, resalable condition.
Findings in this To maintain the high standard on the goods we sell, we
case carefully check returned merchandise before it is again placed
for sale. This examination of the gown you mailed to us
disclosed facial makeup at the neckline and several brown
spots near the hemline. As cleaning would render the garment
Implied decision “used” to anyone wishing to repurchase it, the gown is
unacceptable for resale.
Helpful You can be sure that the skillful touch of our fitter will make the
suggestions sleeves of your night gown just the length you like best. For this
reason, we suggest that you stop in to see Mr. Aleem, who
served you when you purchased the gown. He will hold it for
you until you can come in for a fitting; or, if you want us to send
it to you without any changes, he will arrange its prompt return.
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 Easy action Please check and mail your preference on the enclosed card.
Resale You can depend upon us to do everything possible to help you
pleased with the gown. You can wear it for several years with
confidence that it is a highly fashionable night garment.

Specimen Body 2 (Refusing Adjustment on Claims – Bad news)

Letter from the Customer Service Manager of Quick Cut Lawn Mower Company
refusing to replace free a rusted, malfunctioning lawn mower.

Buffer: When you buy a Quick Cut lawn mower, you are right to expect
Agreement, high quality. We appreciate your returning the lawn mower for our
appreciation inspection so that we can meet our goal-satisfying your needs with
quality products.
Resale; Each of the thousands of Quick Cut lawn mowers we sell is
assurance of guaranteed to give you the service for which it was designed. We
guarantee provide an instruction book-let with each mower to simplify its use
and care.
Reasons for As stated in the instruction booklet, the breakdown lawn mower
breakdown you bought must be stored in a dry place while not in use. Our
Implied service department inspected the mower and discovered rust on
Refusal the motor, which would prevent the mower from running properly,
and rust on all the exterior parts. The rust is caused by exposure to
the weather over long periods of time. Storing your mower in a dry
place, such as a garage or tool shed, will prevent these problems
from occurring in the future.
Constructive Our repair shop will be happy to remove the rust from your mower
suggestion and put it in working order. This will cost you approximately Rs
9000. If you prefer, you may take the mower to any Quick Cut lawn
mower dealer for the repairs. A list of dealers in your area is
described in the new instruction booklet we have enclosed.
Easy action; After you have decided which alternative reader benefit best
reader benefit meets your needs fill out the enclosed card and check whether you
want our shop to repair your mower and return it or whether you
want us to return it to you for your own repairs. Either way, you can
have many years of dependable service from your Quick Cut lawn
mower.

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Specimen Body 3 (Refusing Adjustment on Claims – Bad news)

Letter from the manager of a Karachi Fabric Distributor refusing to accept a

returned bolt of silk

Buffer; To please our customers is the foremost aim of the Karachi Fabric
Assurance; Distributing Company, LTD. Thank you for writing us explaining
thanks your wishes about the bolt of silk fabric you purchased two years
ago.
Reader We want you and all our customers to enjoy the confidence of
benefit; facts knowing that any purchase from us is for fabric of outstanding
about return quality and that it is clean, fresh and new. Bolts of fabric may be
policy returned any time within six months of purchase provided it is in
clean, resalable condition.
Findings in To maintain the high standard on the case goods we sell, we
this case carefully check returned fabric before it is placed for sale. Our
examination of the silk you mailed to us revealed large discolored
spots on some sections and mold on others, indicating storage in a
damp place.
Implied Because cleaning would render the silk “used” to anyone wishing to
decision purchase it, the bolt of silk is unacceptable for resale.
Helpful Our staff can arrange to have your fabric cleaned for a charge, or if
suggestion you prefer, we will return it to you for your own cleaning
arrangements. Although there is no guarantee that spots of this
kind can be removed completely, we will do everything possible to
help you feel pleased with your fabric.
Easy action Please check and mail your preference on the enclosed card. Your
fabric is an especially beautiful design, and it should, once cleaned,
make a lovely garment or other item.

Specimen Body 4 (Refusing Adjustment on Claim – Bad news)

Thank you for your letter of January 29, 20X3 in which you have claimed repair and
service of your watch under six months’ guarantee period.

One of our watch experts has carefully examined the watch and found that the
defect of the watch has resulted from an accidental breakage. We regret to say that
as the guarantee does not cover such defect, you will be charged for repair and
service.

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 If you are willing to bear the charges of repair, kindly inform us by return of post.
You will always find us at your service.

Specimen Body 5 (Refusing Adjustment on Claim – Bad news)

Thank you for your letter dated February 3, 20X2 in which you have wished to
return six shirts purchased at clearance sale. You may recall that we had clearly
advertised through papers and banners displayed around the shop that no refund
would be made on articles bought during clearance sale.

We have great regard for you as our old customer but we cannot set a wrong
example because we shall have to adjust many other customers also. Besides,
there is common policy of all the companies that they neither replace the goods nor
accept back the articles purchased during clearance sale.

So it is against the policy of the company to accept these shirts. We also hope you
will appreciate our inability to grant you adjustment and continue our patronage as
a valued customer.

(iii) Refusing Credit

In this case it is very important to keep the receiver’s goodwill when you are
refusing a credit application. A person’s credit reputation is quite important. Thus, a
credit manager has responsibilities to make sound and informed decisions. If some
credit manager makes a wrong decision his company could be involved in a lawsuit
and unfavourable publicity. So a credit manager must be careful about what he
writes.

Specimen Body 1 (Refusing Credit – Bad news)

List of factors (general reasons) usually considered. A popular retail credit refusal
inviting reapplication and layaway

Buffer; thanks Thank you for your recent inquiry regarding the status of your
credit application.

Explanation: A number of factors are taken into consideration when reviewing

list of factors an application. Length of time at one residence and employment
considered are of vital importance—as well as income, assets, and the
paying record of current and past obligations.
Implied You are assured that all the above available information has
decision; been carefully analyzed in your case. Circumstances may
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 assurance; improve in the future, at which time we would be pleased to
invitation reconsider your new request for credit.
Reader benefit In the meantime, we invite you to save on your household and
invitation to clothing purchases at Rana’s regular everyday low prices and
purchase; no frequent sales. Also, of course, you’re welcome to use our easy
mention of saving plan for bigger purchases.
cash

Specimen Body 2 (Refusing Credit – Bad news)

Specific reason, inadequate income. Personal-type loan refusal

Buffer: You are to be complimented on your desire to provide the best

Compliment; possible housing for your family. Also both your loan application
favorable and your credit report indicate that you have maintained a
points steady employment record. This too is commendable.

Explanation: In mortgage lending, however, extensive studies have revealed

Reasoning that a certain relationship between a person’s income, fixed
from general to monthly expense, and loan amount should exist to make a loan
specific advisable. Our maximum loan is 2.35 times the annual income,
or payments may not exceed 20 per cent of the monthly income.
Since your income at present meets neither of these
requirements, you can understand why we feel that an additional
financial burden will not serve your best interests.
Suggestion If you would like to stop by my office. I will be happy to go over
with you the minimum requirements for a small loan. This
discussion might help you in setting and planning for your
desired goals for home ownership. As time goes on and your
income increases, you will be able to improve your financial
position to the point where we can help you buy a new and
larger home.
Future Help Feel welcome to come in any day between 9 and 5. We
sincerely want to help you reach your desired goal.

Specimen Body 3 (Refusing Credit – Bad news)

Thank you for your letter of June 6, 20X1 in which you have requested credit
customer account with us. We appreciate your interest in our products and wish to
extend business with you. Keeping in view your past dealings, we have considered
your application very carefully and sympathetically.
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 Despite our earnest desire, unfortunately, we are unable to accede to your request
as we have a number of commitments which we cannot put off.

So we sincerely regret our inability to give you credit account facility for the time
being.

You may be sure that we will welcome the opportunity of considering your
application as soon as the situation improves. In the mean time we hope that you
will continue business on cash basis as usual.

(iv) Declining Invitations & Requests for Favour:

Specimen Body 1 (Declining invitations and requests for favour)

Customers, noncustomers, and employees may extend invitations or request various
privileges or favors that you may have to refuse. Some of these requests are business
related; others are non-business and personal.

Buffer: The International Marketing Association has a great deal to offer

Appreciation business people, and have enjoyed the Annual Conference for
several years. I appreciate very much your invitation to be the
keynote speaker for this year’s conference in Helsinki on June 5.
Reason Implied The date of the conference is, unfortunately, during a two-week
refusal period when I will be in Frankfurt for meetings with my firm’s
distributors. I did make an effort to reschedule these meetings,
but I was unable to do so. I regret not being able to address this
important forum and having to miss the conference itself.
Suggestion May I suggest that you contact Eleanor Forman, our newly
elected Vice-President in charge of brand-name Marketing for
Europe? She is eager to become more involved in the IMA and
has interesting experiences related to this year’s conference
theme, ‘Selling the American Name Abroad” I am enclosing her
address and phone number in case you would like to contact
her.
Cordial Wishes You have my best wishes for getting the right person. The
conference plans look terrific.

Unfavourable Unsolicited Messages

Sometimes you have to send unpleasant messages which are not response to an inquiry
or request. These are called unfavourable unsolicited messages.

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Announcing Bad news About Prices or Services
When your firm finds it necessary to increase prices or curtail services to customers, a
buffer opening followed by reasons before unhappy decisions will help break the news
gently.

Specimen Body 1 (Announcing Bad News about Services – Unfavourable

Unsolicited message)

Sufi Builders is proud to inform you that the possessions of apartments are going to
be confirmed by January 05, 20X3. In this regard, company is hard up, as owing to
petrol hike, natural disaster and abnormal rise in material cost as well as inflated
utility bills, it has become impossible for the company to bear such over –
expenditures.
As per agreement, Sufi Builders, has rights reserved to revise prices. You are well
aware that we make no compromise at the stake of quality services and repute. So,
the prices of already booked apartments have been revised upwards by 20%. Also
it would be quite appreciable if we receive differential amount at the earliest so that
we may fulfill our promise timely.
We shall leave no stone unturned to provide you the living of international
standards. We are desirous of providing you the comfort of our architecture for
many years to come.

Hoping positive response from your side.

Specimen Body 2 (Announcing Bad News about Prices – Unfavourable Unsolicited

message)

Buffer: In reviewing the past year’s business and trying to plan for a future
Neutral in which Appalachiasocola Shrimp Brokers. Inc., can continue to
courtesy give you good service, it has become evident that some
modifications must be made.
Reasons Expenses in the Shrimp wholesale business have been constantly
increasing without corresponding increases in profit margin. Rather
than increase in prices, the following changes will become effective
on July 15 of this year:
1) Free delivery will be continued only on orders of at least Rs.
3,500. Orders for a lesser amount will be sent by United parcel
Service, and shipping costs will be added to the invoice.
2) Collect telephone calls will be accepted only in cases where we
have been in error.

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 Fairness to A decision on these changes was made after careful analysis of
customers” our costs in relation to service. We feel sure you will agree that
courteous these changes are fair. If you have any suggestions as to how we
invitation may improve our product and service, please let us know.

17. Collection Letter

Collecting over-due accounts is an important part of any business. After a customer buys
goods on credit, he should make payment within specified period. Some customers,
however, need to be reminded when their accounts are over-due. Collection letters are,
therefore, reminders written to the customers when they fail to clear their accounts within
specified period of time.

17.1 Purpose of Collection Letter

Collection letter have the following three-fold purposes:
1. Collecting of overdue Amount.
2. Retaining the Customer.
3. Building Goodwill.

1. Collecting the Overdue Amount

The collection letter must be courteous. It is much easier to collect money through
courteous and tactful letters than through disagreeable letters. But the writer must
not start begging. He has every right to demand payment of his overdue account.
But the wise collection manager always assumes that the customer is honest and
that he loves his good name. At first, therefore, there should be no hint of
suspicion. The defaulting customer must be given a fair chance to explain why he is
not making payment.

2. Retaining the Customer

A successful collection letter not only recovers the overdue amount but also retains
the customer. How can we retain the customer as well as recover the money? The
answer is tact and patience on the part of the collection manager. If he loses
patience and mishandles the situation, he may most likely lose the money as well
as the customer. This shows a poor collection policy. A good collection letter,
therefore, recovers the outstanding amount as well as retains the customers.

3. Building Good-will
A good collection letter recovers the outstanding amount as well as builds the
goodwill of a firm. Building goodwill means that a collection letter should be written
with courtesy and consideration. The credit man must consider the previous record

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 of the customer as well as his present circumstances. He must not use harsh and
impolite words because he may succeed in recovering the amount but he is sure to
lose his customer as well as his goodwill.

17.2 Right Attitude for Effective Collection Messages

A debtor may be touchy about how and when the creditor asks for payment even though it
is for a legitimate debt. The longer past-due the payment is, the more difficult the situation
becomes. The right collection attitude for a creditor requires:
(i) Understanding of Human Nature.
(ii) Choice of Collection Appeals.
(iii) Knowledge of Collection Policies and Laws.

(i) Understanding of Human Nature

When you send a collection message, remember you are communicating with a
person not with an account number. The assumption to make is that your
customers honestly want to pay as agreed. The majority of customers will pay when
reminded. Some debtors promptly write or telephone their reasons for lateness.
Some remain silent, and few are repeatedly uncooperative.

A tactful, courteous attitude coupled with firmness and patience always collect more
money in the long run than impolitely worded demands. As a collection manager,
you need to decide carefully how and when to contact customers about past-due
accounts. If you are too lenient, some individuals may pay other bills that seem
more pressing and you won’t get the money coming to you. On the other hand, if
you threaten or harass customers, they may not pay either. All the “C” qualities
which are consideration concreteness, courtesy, clarity, correctness, conciseness
and completeness are important for effective collection messages.

(ii) Choice of Collection Appeals

Those collection messages which must be persuasive should include well-chosen
appeals. There are two kinds of appeals:
(a) Positive appeal
(b) Negative appeal

The choice of appeal relates closely to the debtor’s payment record. The following
positive and negative appeals are effective in persuasive collection messages:
(i) Positive Appeal: Positive appeals focus on cooperation, fair play,
pride.
(ii) Negative Appeal: Negative appeals arouse debtor’s emotions of self-
interest and fear.
(i) Positive Appeals Focus on Cooperation, Fair play, Pride

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 (a) Cooperation the mildest appeal, shows consideration on the
part of the creditor. In this case, a debtor is considered to be
loyal to the creditor who has been courteous and friendly in
asking for what is rightly due.
(b) The fair-play appeal is usually developed by reviewing how
long a payment has been past-due. This emphasizes the fact
that since the creditor has carried out his or her part of an
agreement, the debtor should keep his or her promise and pay.
(c) The pride appeal can be developed in various ways by
referring to what you know the customer is proud of:
1. A good credit rating.
2. The respect and good reputation enjoyed in the
community.
3. Sometimes the item bought.
(ii) Negative Appeals arouse Debtor’s Emotions of self-interest and
Fear:
Individuals who care little about cooperation or fair play may be
motivated to pay when you show what they will gain by doing so and
will lose by further delay.

The Self-interest appeal usually has two objectives:

(a) To show the value of the present advantages the customers
have and
(b) To convince them that further delay may cause them to lose
the advantages.

Fear appeal stresses the loss of such benefits like good credit
standing or possessions. The past-due account will be reported to the
credit bureau and turned over to an attorney or collection agency to
be taken to convert as a law-suit.

You can use these appeals in persuasive messages. Your choice of

appeals is influenced by the debtor’s payment record, your knowledge
of collection policies and the message’s place in the collection stage.

(iii) Knowledge of Collection Policies and Laws.

You should be well-aware with your firm’s collection policies and
government regulations.

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Final Thought
An effective collection policy necessitates bringing the debt to the debtor’s attention
promptly and regularly with increasing firmness as the past-due period lengthens. Just
how soon after payment due-date the message should be sent and what you say in these
messages varies also according to the type of credit account, the particular debtor’s
situation, your firm’s collection policies and various legal aspects.

17.3 Collection Series

The first notification the customer receives after purchasing on credit or borrowing money
on a loan is a statement (bill) or invoice showing the amount owed. If the customer does
not pay by the due date, you begin to send a series of messages called a collection
series. The length, content and collection methods of a collection series may vary
according to circumstances.

Three Collection Stages

A well-planned series usually has three stages. The messages in each stage follow a
typical organizational plan and general assumption.

1. Reminder Stage
Plan : Direct Appeal
Assumption : Oversight
Number : Varies from 1 to 7
Appeals : None

2. Discussion Stage
Plan : Persuasive request
Assumption : Something unusual happened
Number : Varies from 2 to 5 more
Appeals : Positive

3. Urgency Stage
Plan : Persuasive request
Assumption : Debtor may need to be scared into paying
Number : Usually 1 to 2
Appeals : Negative

(i) Reminder Stage

Messages in the reminder stage aim to jog the customer’s memory. They are direct
requests, ranging in number from one to six or seven. You first present the main
question or subject then explain and end the message by requesting action.

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 You don’t attempt to persuade or to use any appeals. Generally they are obvious
processed forms to avoid any suggestion that you are questioning the customer’s
integrity or ability to pay.

The statements following the first one might include hand-written or rubber stamped
messages that say “Please” or “Perhaps you have forgotten” on computerized
sticker without mentioning the name of the customer.

For Example 1.Your payment will be appreciated. 2. Past due. Please remit today

Specimen Body 1 (Reminder stage letter – Direct request)

While checking our accounts we found that we have not received payment of our
account No. 251, dated December 6, 20X1.

Perhaps you have overlooked this bill. So we are bringing it to your notice.
Presuming that you have not received our statement of account, we are enclosing
another copy thereof. We shall be glad to receive a cheque at an early date.

Specimen Body 2 (Reminder stage letter – Direct request)

This is with reference to our letter of April 13, 20X2 along with our statement of
account due to us long ago. You have not settled your accounts so far. As you
have always been prompt and regular in payment, we wonder why you have failed
to pay the bill?

We shall appreciate sending a cheque to us within ten days from the date of this
letter.

(ii) Discussion Stage

If you receive no response after the routine-request reminders you sent to the
customer, you progress into discussion stage messages that are persuasive
request. In this stage you usually personalize your messages by using an inside
address and a salutation with the customer’s name. You assume that something
unusual has happened. For some reason unknown to you the customer cannot or
does not want to say. Your purpose now is to get the debtor to send the payment or
at least an explanation. Then you may be able to make mutually satisfactory
alternate payment arrangements.

Discussion messages range in number from two to five or more. To get the
customer to read your message you will follow the AIDA plan in which first try to

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 attract the attention of the reader with some catchy sentences then begin with a
reader interest theme – something beneficial, pleasant and interesting to the
reader.

Your desire paragraphs may include facts, figures and reasons why the debtors will
benefit by doing as requested. Well-chosen appeals will help convince the
customer to do what is right and this will be your action paragraph.

Usually your first message is an inquiry, asking if something is wrong and inviting
the customer to send either an explanation. The positive “cooperation” appeal may
be effective. Successive messages become progressively stronger, ending with a
hint of negative appeal in the last discussion message.

Specimen Body 1 (Discussion stage –persuasive request)

We have already written you two letters on April 13 and May 2, 2012 requesting
you to settle your accounts. But we regret to say that we have not heard anything in
this regard.

As the payment is long-over-due and this is seriously affecting our business

matters, we once again request you to look into the matter immediately and send a
cheque by return of post.

(iii) Urgency Stage During the reminder and discussion stage most messages may
have been signed by someone in the credit or collection department. In the urgency
stage messages may be signed by a higher executive, such as a vice president or
even the president for greater impact on the past-due customer.

These messages follow the persuasive-request plan and use the stronger
negative appeal for fear. In addition, it is often desirable to include at least one
positive appeal, giving the debtor a chance to avoid the drastic action and extra
costs, before the account is turned over to a collection agency or lawyer. The action
request is firm and definite about the amount the debtor must send and the office to
which it should be sent.

You can use one or two messages in the urgency stage. If two, the first one does
not set a date for the drastic action, but the final message always sets the dates for
legal action.

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Specimen Body 1 (urgency stage –persuasive request)

Subject: Settlement of Overdue Accounts

Attention We regret very much to say that despite three letters on the
subject mentioned above, you have not settled your accounts in
half or full settlement.
Interest It shocks us to note that you have not even felt courtesy to reply
our reminder. We shall feel constrained to send your case to our
legal adviser if you fail to settle your accounts latest by the end
of this week.
Desire We hope you will never like unpleasant legal action against you
and prefer to clear your overdue accounts.
Action If you are willing to settle your accounts by sending a cheque
immediately, please inform us so that we might withhold legal
action against you.

Conclusion
The collection series is a pre-planned but still flexible three-stage procedure to collect from
the past-due customer. For the persuasive messages, you may choose from five kinds of
appeals which are cooperation, fair-play, pride, self-interest and fear. As the series
progresses, each message makes greater pressure on the customer to pay. In all
collection procedures, a creditor must be careful about federal and their state laws.

18. Persuasive Request

It is that request in which senders need to persuade their receivers.

Kinds of Persuasive Request

1. Sales letters
2. Request for Donation
3. Applications to Authorities

18.1 Sales Letter (Persuasive Request)

Definition
Sales letter can be defined as a written selling message seeking to provide persuasive
business information that gives rise to a desire to buy.

A sales letter is a convenient and effective way of securing business. The purpose of the
sales letter is to persuade the reader that he needs what you are trying to sell.

Business Communication and Report Writing (Study Text) 169 | P a g e

Every year millions of dollars’ worth of goods and services are sold to consumers,
business and industries by means of sales letters, both solicited and unsolicited.

Kinds of Sales Letter

(1) Solicited Sales Letters.
(i) Good news replies to sales-related inquires.
(ii) Bad-news replies to sales-related inquires.

(2) Unsolicited Sales Letters.

(i) Making direct sales.
(ii) Serving as stimuli to future sales.
(iii) Bringing back lost customers.

Uses of a Sales Letter

1. Sales letters produce inquires: When you write a sales letter to a customer, he is
likely to write an inquiry letter about the offer made to him.
2. Sales letters arouse interest: Sales letters are used to arouse interest in
customers so that they might be induced to visit your store and make their
purchases.
3. Sales letters build goodwill: Sales letters are vital for building goodwill of the
customers by thanking their patronage, sending seasonal greetings and informing
them of the arrival of new stock, etc.
4. Sales letters attract attention: Sales letters are an effective means of attracting
attention of the customers.

Unsolicited Sales letters

Unsolicited sales letters are initiated by the seller for various reasons and are not direct
answers to inquiries. Direct mail successfully urges people to buy products and services.
In general, the term direct mail refers to any printed matter that attempts to sell or promote
sales by mail or letters. It includes post-cards, manuals, brochures, order blanks,
pamphlets, leaflets, gadgets and reply forms. It supplements the letter and helps create a
favourable seller-buyer relationship.

Although enormous potential income is possible using well-written sales letters, you need
to be aware of the strong resistance many people have toward such messages.

18.2 Techniques for Writing the Unsolicited Sales Letter

As sales letters are very important for your business, you need to do exceptionally careful
planning before starting to write it. You should take special care of the following five
planning steps while writing sales letters.

Business Communication and Report Writing (Study Text) 170 | P a g e

(i) Gathering facts about your product.
(ii) Considering your reader and mailing lists of the users of your product or service.
(iii) Deciding on Purpose: The purpose of an unsolicited sales letter may be to make (a)
a direct sale (b) to serve as stimulus for future sales or (c) to win back lost
customers.
(iv) Choosing ideas and the central selling point. Here you decide ideas to include in
your sales letter and select for emphasis a central selling point.
(v) Organizing and planning the sales presentation. It involves organizational plan and
letter contents. Our presentation must move the readers to take the desired action
and yield a satisfactory profit.

18.3 AIDA Plan to Write Sales Letter or

Steps to be followed in the Preparation of Persuasive Message:
The sequence of steps which should be followed in the preparation of a Persuasive
Business Message to attract, create and sustain the reader’s interest and persuade the
receiver to take action on the lines of the proposals / recommendations made in the
message are:
(i) Get the reader’s attention by mentioning benefits of the message to the reader.
(ii) Build the reader’s interest by emphasizing relevance of the message to the reader.
(iii) Increase the reader’s desire by supporting the viewpoints stated in the message
with relevant evidence. Attempt to convince the reader to make the change as
suggested in the messages.
(iv) Motivate the reader to take action and state the positive result of the action. The
action should have clarity and be easy to adopt.
(v) Present emotional and logical appeals in a balanced manner. Substantiate the
appeal by presenting facts and evidence for complex ideas and recommendations.
(vi) Reinforce the Proposal/Request by providing additional evidence of the benefits of
the message and establish the sender’s credibility in presenting the message.
(vii) Anticipate objections from the reader and be prepared to offer convincing replies
with the necessary pros and cons of the original message.

Business Communication and Report Writing (Study Text) 171 | P a g e

Specimen Sales Letter - 1

Being the Principal of Commercial Training Institute, you have

to face complaints by the students that type-writers used by
ATTENTION
them remain out of order. So their repair creates great
problems for you.
Now you need not worry because we have a solution to your
problem in the form of Royal type-writer. This type-writer has
especially been designed and manufactured for the students. It INTEREST

AIDA PLAN
has surpassed all the other type writers available in the market
because of its excellent features.
Royal type-writer is less costly than any other type-writer. It
has a soft touch system standard key board and its
impressions are exceedingly visible. Besides, with every type DESIRE
machine we provide a tool box and spare parts. We also offer
free after sale service.
Moreover, we allow a special discount of 20% to the
educational institutions. We hope you will take advantage of ACTION
this offer and place an order immediately.

Specimen Sales Letter - 2

Do you need a laundry soap which has a number of qualities?

We have good news for you that a team of experts has ATTENTION
developed a quality soap which comes up your expectations.
Though there is no dearth of laundry soap in market, yet we
can safely say that Pakiza soap excels them in quality. It
contains a powerful detergent which cleans the clothes in very
short time. It gives sparkle to them. Besides, after wash, the
AIDA PLAN

INTEREST
clothes give out pleasant fragrance. It is highly economical
because at least forty clothes can be washed with a single
cake. Despite so many qualities it is less costly than any other
washing soap available in market.
We hope you will introduce and recommend Pakiza soap to
your customers relying on its qualities. They will certainly give
DESIRE
you favourable response. We are sending you samples which
will convince your customers of its qualities.
We also hope you will make use of our offer and place an
ACTION
immediate order.

Business Communication and Report Writing (Study Text) 172 | P a g e

Specimen Sales Letter - 3

We would like to offer you an excellent watch which has made

giant strides in the field of electronics. As sole agent and
ATTENTION
distributor of Golden Watch Co. Japan, we have imported a
vast variety of watches for your valued customers.
Golden watches have gained renown all over the world for the
following qualities:
1. Accurate in time
2. Durable because shock-proof, water proof and scratch
proof

AIDA PLAN
3. Available for men and women’s wear in attractive and
INTEREST
beautiful designs
4. Equipped with musical alarm
5. A mini-computer because telephone numbers, dates
important figures etc. can be stored in it
6. Also works as a calculator
7. Much cheaper than other watches
When one looks at the aforesaid qualities, it appears to be
wonder of the latest technology. We are enclosing a blank DESIRE
order sheet along with the letter.
If your order exceeds Rs. 50,000/- we shall give you a discount
ACTION
of 5%.

Specimen Sales Letter - 4

In your own particular work, you are an expert. And as an

expert, you know the value of consulting other experts in order
ATTENTION
to get benefit from their knowledge and suggestion.

Suppose you had available, at any time, and at a very low cost,
AIDA PLAN

a group of experts in the field of cricket, hockey, football, and

INTEREST
other related fields, with whom you could consult.

Suppose, too, these experts, after continual study and analysis

send you, every week a clear, comprehensive report, full with
first-hand information, trends and reactions, for your personal
DESIRE
interest. You will get this in our weekly SPORT SURVEY, a
new magazine for sports lovers, on the bookstalls this week,
for its first appearance. You cannot afford to be without it.
Business Communication and Report Writing (Study Text) 173 | P a g e
 If you sign the enclosed card, you will be entitled to a 25%
discount on one-year subscription. You would gladly pay Rs.
ACTION
396.00 a year. This offer is good for this week only.
So send in your card today.

Specimen Sales Letter - 5

Clearwater Limited
Karachi
June 21, 20X2
Dear Sir,

All bottled waters are not the same. CWL’s consistently water
purification system removes substances which most other
ATTENTION
bottled water leaves in. So the only thing you taste in your
water is water. Purity guaranteed every time.
Being the regular user of mineral water, you would like to get
superior quality product. Now, CWL will solve your problem
with our fastest growing network in whole Karachi. We assure
you prompt & continuous supply of water.
INTEREST
CWL is US based multinational company and after getting
huge appreciation and recognition in most of European
countries, CWL has started its operation in Pakistan and now
has acquired the whole business of PWCL. AIDA PLAN
Now you will get following distinctive qualities in product
 Water obtained from deep underground sources
 Purified by latest purification plant “hydro 7”
 ISO certified product
 Conforming to Pakistan standards
 Over 200 branches in whole Karachi DESIRE

We regret for the inconvenience caused to you during last

month due to change of management and replacement of
empty bottles. Now all administrative issued have been
resolved, so in future you will enjoy our continuous services.
CWL also announced to give all its valuable customers, “free
supply of water, and equivalent to previous two week
ACTION
consumption”. We look forward to give our valuable services
for many years to come.
Business Communication and Report Writing (Study Text) 174 | P a g e
 Yours truly,
Director Marketing

19. Request for Donation

Specimen Letter – 1
Subject: Establishment of Schools for Displaced Children in the Northern Areas

To live with the awareness that disaster or tragedy could strike

at any time, and to still live with love and care for fellow human
beings is to live with compassion and grace. The tragedy
caused by the conflict in our Northern Areas has already struck
and has caused immense loss and misery to the inhabitants.
ATTENTION
The most vulnerable are the children who have lost their
parents and homes and are facing a life-long fear of
hopelessness and destitution. They need our help, and they
need it now!

Children Welfare Trust, a charitable institution, with an

impeccable and credible record of past performance in
numerous relief efforts intends to implement a project for

AIDA PLAN
establishment of 500 primary and secondary schools with
boarding and lodging facilities for the displaced children in the
northern areas. The total cost of the network of schools is
estimated at Rs 1.5 billion. We are pleased to mention that our INTEREST
appeal for help has not gone unheeded and are grateful to our
donors for their most generous donations of Rs. 250 million in
the past one month. In addition, pledges amounting to Rs 350
million have been received from philanthropists and our staff is
making vigorous efforts for their collection

Kindly help us to help the displaced children by your

contribution of Rs 5 million. It is a cause worthy of your most
generous support as it will bring life-changing benefits to a very DESIRE
large number of children in whose young hearts and minds
dwells the destiny of our beloved country.
Your organization can send a tax-exempted contribution using
ACTION
the enclosed form and envelop.

Business Communication and Report Writing (Study Text) 175 | P a g e

Specimen Letter – 2
Subject: Donation of Money or Other Valuables for Community Fund

Our recent newspaper articles leave little doubt about the

needs of our community. In fact, volunteer organizations, along
ATTENTION
with our philanthropist institutions, are already making their
own contributions of time and money.
Because we are one of the larger employers in this community,
more is expected of us. We did well last year: we made our

AIDA PLAN
INTEREST
goal of 100% of the employees contributing to the community
fund.
Each of us sets the figure our conscience dictates, but I
sincerely hope that you could increase your contribution this DESIRE
year. Our company goal is Rs. 1,340,000.
Please return the enclosed pledge card indicating the amount
of your contribution for this year. Your support is needed this
ACTION
year more than ever. I personally thank you in advance for
your gift and wish you well in your daily work in our company.

SPECIMEN LETTER – 3
Edhi Foundation
Karachi

5th March 20X3

The President
Famous Bank Limited
Karachi

Subject: Blood Collection Campaigns

Respected Sir,

Living with the awareness that disaster could strike at any time
AIDA PLAN

and living with love and care for fellow human beings is living
with compassion and grace. The tragedy caused by spread of
ATTENTION
dangerous diseases in Karachi, Lahore, Peshawar and Quetta
has created a dire need for blood to the poor inhabitants of
these four important cities. For proper treatment and recovery,
Business Communication and Report Writing (Study Text) 176 | P a g e
the sufferers need a large amount of blood for saving innocent
lives which involves huge amounts. The research data shows
that 80% patients in these four cities cannot afford costly
treatments involving the provision of blood.
Edhi Foundation a charitable institution, with an impeccable
and credible record, has planned to launch blood collection
campaigns in Karachi, Lahore, Peshawar, and Quetta. The
purpose of these campaigns is to collect blood donation from
volunteers. This collected blood, then, would be supplied to the
poor and deserving patients all over Pakistan.

It is an established fact that our foundation is non-profit

oriented institution. So all its activities and campaigns are
INTEREST
conducted purely through the help and donations provided by
philanthropist institutions. These blood collection campaigns
also involved high amounts as the Foundation has to purchase
transfusion bottles and other necessary supplies, payment of
daily allowances to doctors and medical technicians and
provide charges of tents, furniture etc. besides providing
bottled water, orange juice and shakes to the donors. The total
cost of these campaigns has been estimated at approximately
Rs. 10 million.
It is a well-known and established fact that Famous Bank
Limited is a leading philanthropist institution which is actively
participating in social welfare activities. Kindly help us through
your valuable donation to enable us to help poor patient in their DESIRE
struggle to live. It is a cause worthy of your most generous
support as it will bring life-changing benefits to a very large
number of poor patients.
Each of us sets the figure our conscience dictates but I
sincerely hope that your bank could contribute the whole
amount. Your support is needed this time more than ever.
Please return the enclosed pledge card indicating the amount
ACTION
of your contribution.

Your bank can send a tax-exempted contribution using the

enclosed form and envelop.

Yours truly,
Saqib Ahmed
Executive Director
Business Communication and Report Writing (Study Text) 177 | P a g e
20. Applications to Authorities

Specimen Letter – 1

All Pakistan Goods Transport Association

Badami Bagh, Lahore

9th May, 20X2

The Director General

Roads and Highway Authority
Islamabad

Subject: Condition of Inter-City Roads

Respected Sir,

Our country has recently gone through a natural disaster in the

form of floods. These floods have badly affected some cities of
our country. Especially inter-city roads have been badly hit due ATTENTION
to this severe flooding. This situation has caused various
problems and numerous hardships to goods transporters.
Roads are integral part of a country’s infrastructure and they
are used on regular basis by almost every individual. They are
a key to the progress of a country. They connect people of
different cities and provinces so they are a symbol of unity too.
But due to recent flooding, the roads have been deteriorated
AIDA PLAN

badly. This situation has led to many problems especially to

goods transporters in the form of increased commuting time,
higher fuel consumption and frequent breakdowns. Long traffic INTEREST
jams and serious accidents are common these days because
of collapse of bridges and creation of diversions.
The economy of any country depends on the internal
infrastructure of the country. This disaster has also hit the
economy of the country adversely. It has caused high inflation
because freights have been increased and goods
transportation has become very expensive.
This situation calls for adopting drastic steps for the
improvement of this disastrous condition. Any negligence in DESIRE
this regard may cause severe damage to internal condition of

Business Communication and Report Writing (Study Text) 178 | P a g e

 the cities and further delay will make it very difficult to
overcome this situation. It is the responsibility of higher
authorities to adopt all necessary measures to improve the
situation.
To prevent further loss and deterioration, I request you to take
urgent measures and make arrangements for the construction
of inter-city roads on war footings so that the current situation
might be improved. Moreover, it will ease the problems of ACTION
citizens and help them continue their business activities
conveniently. Immediate action in this regard will be highly
appreciated.

Yours truly,
Zahid Khan

The President

Specimen Letter – 2

Sterling Paper & Board Mill Limited

Lahore

June 21, 20X2

The Director
Environment Protection Board
City ABC

Dear Sir,
We appreciate your remarkable steps for the protection of
environment. Now in the 21st century, protection 0f
environment has become a global issue. It is a time of ATTENTION
machines, technologies and fastest economic growth.
Industries have become backbone of economy of any country.
AIDA PLAN

We know the fact that growing number of industries & mills are
serious threat for preservation of natural environment but
situation can be handled by adopting certain precautionary
measure.
INTEREST

We are pleased to inform you that Sterling Mill has taken

necessary measure to rectify the problem. We setup a
separate filtering plant which filters out poisonous & chemical
Business Communication and Report Writing (Study Text) 179 | P a g e
 material from water before discharging it into the river. We will
also conduct a laboratory test. A sample of water will be
collected to analyze the weight age of minerals in it. After
getting laboratory clearance slip, we will discharge the water.
We took the ownership of mill about 8 months ago; we
immediately started to take rectifying measures which are
complete now by setting up filtering plant. Although we are
responsible only for damage occurred during eight months but
by considering it welfare process we provide free fertilizers,
which will neutralize the effect of chemicals , to all owner s of
DESIRE
affected lands. We also appointed a team of experts by giving
them all financial & scientific resources to remove effluent from
river water to save marine life.
Our mill is one of the biggest paper & board mill of country
which produces 35% paper of country’s need. With its closure
there is danger of crises & increase in prices of paper & board.
We request you by considering our rectifying measure to
please allow us resume our manufacturing operations. We are
ACTION
hopeful that you will sincerely consider the whole matter and
decision in our favour.

Yours truly,
Khalid Ahmad
CEO

21. Memorandum
A memorandum is a written communication used by officials/staff within the organization
to communicate with other members in the organization. It is the most frequently used
form of written communication and serves to convey and exchange a wide range of
important information within an organization.

Purposes / Advantages of Memorandum:

Memorandum is used frequently to convey information because:
(i) Written communication in the form of a memorandum avoids ambiguity and
confusion in the message conveyed to the receiver(s).
(ii) It is a record of facts, instructions and decisions and is used to establish
accountability and responsibility.
(iii) The recipient of the memorandum has sufficient time to deliberate on the contents
of the message and make the most appropriate response.
(iv) Serves as a permanent & written verifiable record.

Business Communication and Report Writing (Study Text) 180 | P a g e

It performs internally the same functions as a letter does in external communication by an
organization.

Kinds / Movements of Memo:

1. Upward
2. Downward
3. Horizontal

Format of Memorandum:
Organization/ Department /Division’s Name
Memorandum
To: (Receiver's designation) Reference:
From: (Sender’s designation) Date:
Subject: (Main theme)
(Body: arranged in direct plan)
Copies to: (optional) Signed:
Enclosures: (optional)

Mod Garment Limited

Memorandum

To: Mr. Zaheer Khan Reference: A B C

Head Human Resources

From: Mr. Sohail Ahmed Date: 25 December 20X1

Head Stitching Department

Subject: Contingent Recruitment

Keeping in view the recent bus accident in which 20% of our work force has been
seriously injured and the export order for Men’s suits amounting to Rs. 25 million is in
process, it is imperative for company to assure contingent recruitment of 25 workers on
urgent basis.

This timely recruitment will not only help us out to execute our order timely in order to
retain our customer as well as goodwill rather it’ll provide a breathing space to our injured
workers to get relief and refresh properly for this job.
A formal requisition has also been communicated for accelerated recruitment of work
force.

Signed: Head stitching Dept.

Business Communication and Report Writing (Study Text) 181 | P a g e

Chapter Roundup:
 A letter is a written mode of communication which is flexible and can be used in a wide
variety of situations. It is useful in providing a written record and confirmation of the
matters discussed.
 Essential Parts of A Letter
1. The Heading/or Encoder’s Address/The Letter Head
2. The Date
3. The Inside Address or the Decoder’s Address/The Receiver’s Address
4. The Salutation
5. The Body / the Message
6. The Complimentary Close
7. The Signature
 TheNon-Essential Parts of a Business Letter
1. Reference Line
2. Attention Line
3. Subject Line
4. Identification Line
5. Enclosure
6. Carbon Copies
7. Blind Carbon Copy
8. Postscript
 When you think that your reader will react to your message favourably and consider its
contents suitable, you can use the direct approach.
 When you think that your reader will not react to your message favourably, you should
not start your letter with the main idea. You should avoid doing this and beginning with
some pleasant, neutral or reader benefit statement.
 A good news message conveys pleasant and favourable information to your reader. A
good-news message is usually easy to compose because it conveys favourable
information to the reader.
 A neutral message is easy to write because it communicates neither good nor bad
news to your reader. The most important kind of neutral message is transmittal letter
which is also called covering letter.
 An adjustment letter is written in reply to a claim or complaint letter for the satisfaction
of a customer.
 The purpose of every bad-news message is to state unfavourable and unpleasant
facts to the reader without losing good-will and harming cordial relationship between
your organization and customer. This purpose can be served only through tactful
planning and careful choice of the words. You can choose either of the two plans--- the
Indirect Plan or the Direct Plan.
 The term buffer means cushion, pillow, guard, absorber etc. As a pillow or a cushion
protects you against a punch, buffer saves you from your reader’s annoyance.
Business Communication and Report Writing (Study Text) 182 | P a g e
 A memorandum is a written communication used by officials/staff within the
organization to communicate with other members in the organization.

Self-test Questions:
 Explain in detail basic organizational plans to plan the body of a business letter. (see
10)
 Give various situations in which direct plan may be used to communicate a bad news.
(see 16.3.1)
 Explain in detail the essential and non-essential parts of a business letter. (see 5)
 Explain close and open punctuation. (see 6.1)
 What is the difference between claim letter and adjustment letter? (see 4(3,4))
 Describe AIDA plan to design persuasive requests. (see 18.3)
 Differentiate between carbon copy and blind carbon copy. (see 5.2(6, 7))
 Define memorandum. What may be various purposes of an inter-office memorandum?
(see 21)
 Human Resources Department of ABC and Company has written a letter to a former
employer of a job applicant. An extract from the letter is given below:
Dear Mr. Siddiqui,
Azam Khan has applied for the post of junior purchase officer in our company. He
has listed you as a reference and claims that he has worked for you as a Purchase
Clerk in the parts department of your company from May 20X4 to November 20X8. I
am impressed with Azam Khan’s personality and would like to have your evaluation of
his performance.

I am particularly interested in his honesty and trust worthiness and the

manner in which he gets along with his colleagues. I am eager to
know why he left your company. Also, please let me know whether you
would hire him back if there was an opening in your company. In
addition, I would like to know about his character, personal life and
attitude.
Thank you for your prompt response.
Yours truly,

 Identify four shortcomings in the extract of the above letter. Give reasons why you
consider these shortcomings as inappropriate.

The Selection Committee of Atlas University of Engineering reviewed 35

applications for the position of Head of Metallurgy Department. After two rounds
of eliminations, the top three candidates were invited for the final interviews in
which the Committee met with each candidate for one hour. The top three
candidates were then invited to the campus to meet and exchange views with
Business Communication and Report Writing (Study Text) 183 | P a g e
 the key faculty members and the students’ representatives.
The Committee finally recommended the selection of Dr. Jamil Ahmed who
has a doctorate in metallurgy from a prestigious university.
As Secretary of the Selection Committee you are required to write a letter of
approximately 150 words to the candidates who were eliminated in the first two
rounds, advising them that they will not be receiving offers of employment. This
letter should be addressed to:

Mr. XYZ
Plot No. F- 4000
North Nazimabad, Block 5
Karachi

Note:
(a) Identical letters will be sent to the applicants who were eliminated in the preliminary
rounds at their respective addresses.
(b) Assume your name is Khalid Khan.

 Zenith Fan Company Limited (ZFCL) are manufacturers of different types of ceiling,
pedestal and exhaust fans. ZFCL’s products are recognised as being of superior
quality and command premium prices in a highly competitive business environment. A
batch of Ceiling Fans of ‘Cool Air’ model was launched by ZFCL for the first time in the
market through a selected group of four main distributors. The distributors have
received numerous complaints from their customers stating that these fans have
defective copper coils and are therefore unable to perform satisfactorily in the
summer months.

You are the Director of Electronic Fans, who are the most important
distributors of ZFCL.

Write a letter to Director Marketing, ZFCL advising him of the problem and
requesting for free replacement of the defective fans returned by the customers.
(Imagine that you are Muhammad Ahsan)

 Superb Fans Limited (SFL) are manufacturers of a wide range of electrical

fans and have been acknowledged as a key player in the market due to the
elegant design, durability and reliable performance of its products. Since
the past two years, SFL has been affected by decline in domestic demand,
fall in exports due to global recession and rising prices of its essential raw
Business Communication and Report Writing (Study Text) 184 | P a g e
 material inputs. This has caused a drop in sales revenues and increase in
costs resulting in sharp erosion of the company’s profitability. The board of
directors has decided to strictly curtail all expenditures, including freezing of
salaries, reduction in fringe benefits and withdrawal of loan facilities to
employees.

In your capacity as Chief Executive Officer of SFL, you are required to write a
Circular Letter addressed to the staff explaining the circumstances which
have forced the company to adopt stringent austerity measures. Also inform
the staff that the SFL would avoid layoff of its employees as they have
made invaluable contributions towards the company’s achievements. The
Circular Letter should apprise the employees that the hardships would be
overcome and the situation would change with the improvement in the
economic conditions.

Assume that your name is Zahid Awan.

 Reliable Computers Limited has recently imported 1200 computers from

Taiwan. The consignment packed in 12 pallets was shipped through
Eastern Freight Airways. On examination of the packages, the
Consignee has found that 200 computers have been damaged due to
mishandling by the loading staff. The computers have been damaged
beyond repairs and have to be considered as a total loss.

As Manager Imports, you are required to draft a Claim Letter to Eastern

Freight Airways describing the problem and making a strong case for
compensation. The Claim Letter should contain all pertinent information
necessary to make a well-substantiated claim for compensation. Assume
that your name is Khalil Ahmed.

 Sitara Bank Limited has

recently launched a Consumer Finance Scheme
And introduced three new products covering car financing, home financing
and credit card.
Prepare a letter addressed to all the existing and potential clients informing
them about the new vision of the company related to consumer financing.
The letter is to be signed by Mr. Adnan Aslam, Business Unit Head,
Consumer Banking.

 You are working as a Sales Manager, the Director of the company has asked you to
write letters to your customers explaining them the reasons for the rise in the price of
your product and outlining the advantages that they will derive from the improved
Business Communication and Report Writing (Study Text) 185 | P a g e
 quality of the product. Write one such letter.

 You are a Program Coordinator in a professional Institute. During last one week, you
have received complaints about the teaching qualities of a faculty member and some
students have also complained about campus facilities.
On the basis of your investigation of two complaints, write a short formal report to the
Program Director about your findings.

MCQs:
1. A letter is a written mode of communication which can be used mostly to send
messages:
a. within the organization
b. to people of the same status
c. outside the organization
d. to suppliers
2. In a business letter, the letter head is:
a. address of the receiver
b. address of the sender
c. address of both sender and receiver
d. none of the above
3. The inside address is the address of:
a. the receiver of the letter
b. the sender of the letter
c. both sender and receiver of the letter
d. none of the above
4. The salutation in a letter is:
a. good bye to the receiver by the sender
b. using derogatory words by the sender
c. the main message of the letter
d. the complimentary greetings by the sender
5. The complimentary close in the letter is:
a. greetings by the sender
b. using derogatory words by the sender
c. the end of the letter
d. None of the above
6. In business letter, subject line refers to:
a. the sender’s address
b. the receiver’s address
c. the crux of the body of the letter
d. none of the above
7. A circular letter is addressed to:
Business Communication and Report Writing (Study Text) 186 | P a g e
 a. only one receiver
b. the CEO of the company
c. at least two or more receivers
d. none of the above
8. In business letters direct plan is used to communicate:
a. bad news
b. persuasive request
c. good news
d. none of the above
9. In business letters indirect plan is used to communicate:
a. good news
b. direct e request
c. bad news
d. none of the above
10. Claim letters are written by:
a. the company announcing the acceptance of the customer’s claim
b. the company for the collection of the overdue amount
c. the suppliers claiming the payments of raw material
d. the customers to some company requesting for some kind of adjustment
11. Collection letters are written by:
a. clients requesting to borrow money
b. lending institutions requesting to lend money
c. the company to its suppliers for the supply of raw material
d. lending institutions requesting to pay back the borrowed money
12. Collection letters usually have:
a. one stage
b. two stages
c. three stages
d. four stages
13. Adjustment letter is written by:
a. the company announcing the adjustment of customer’s claim
b. the customers requesting the adjustment of claim
c. the suppliers requesting for payment of supplied raw material
d. none of the above
14. Covering letter or Transmittal is a letter
a. which covers or outline the policies and rules of the organization
b. which gives the history of the organization
c. which provides a cover to organization against adverse decisions regarding
levy of taxes
d. Which introduces a second document such as proposal or report etc.
15. In bad news letter, buffer statements:

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 a. Convey bad news
b. reduce the effect of a bad news
c. increase the effect of a bad news
d. briefly describe the concept of the buffer state
16. In business, sales letters are written by:
a. customers
b. suppliers
c. government institutions
d. organizations
17. AIDA plan is very effective to prepare:
a. bad news
b. good news
c. direct request
d. persuasive request
18. Job letters are cover letters to:
a. resumes
b. proposals
c. business reports
d. none of the above
19. In a chronological format resume job by job work history is listed:
a. in a date wise order
b. by emphasizing on the candidate’s work skills, capabilities and
achievements
c. by combining the date wise work experience and emphasis on candidate’s
work skills
d. none of the above
20. In a functional resume job by job work history is listed:
a. by emphasizing on the candidate’s work skills and capabilities
b. in a date wise order
c. by combining the date wise work experience and emphasis on candidate’s
work skills
d. none of the above
MCQs Answers:
1.c 2.b 3.a 4.d 5.c 6.c 7.c 8.c 9.c 10.d 11.d 12.c
13.a 14.d 15.b 16.d 17.d 18.a 19.a 20.a

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Business Communication and Report Writing (Study Text) 189 | P a g e
Chapter Learning Objectives:

 Objectives of Reports

 Kinds of Business Reports

 Long Reports (Business plan and proposal)

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1. Business Report:
A business report is an impartial, objective, planned presentation of facts to one or
more persons inside or outside the organization for a specific, significant business
purpose.

Direction/Movement of Reports

Internal Reports External Reports

Upward Reports Downwards Reports Horizontal Reports

1.1 Objectives of Report

The primary objective of a report is to provide a basis for decision and action.
Therefore just as you have seen when applying the fundamentals of business
communication to letters, memos and minutes, the reader is the most important
component of the report.
The secondary objective of a report which must be achieved in order that the
primary objective is achieved is normally one of the following:
 To inform;
 To record; and
 To recommend.

2. Kinds Of Reports:
The business reports can be grouped under the following headings:
(i) Authorized Reports:
Authorized reports are requested or authorized by another person.
(ii) Voluntary Reports:
The voluntary report you write on your own initiative.
(iii) Private Report:
The private report originates in a private business firm.
(iv) Public Reports:
The public report originates in a government, school or other publicly financed
office.
(v) Information Report:
The information report merely presents the facts and a summary without analyzing,
interpreting, drawing conclusions or making recommendations. Among the
informational reports that have special names are “progress reports”.

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(vi) Analytical Report:
The analytical report presents facts, analyses and interprets them and makes
conclusions as well as recommendation. Analytical reports include:
(a) Recommendation Report
(b) Proposal Report
(c) Justification Report
They usually end with a recommendation.
(vii) Operating Report:
Monthly Production Report is an example of Operating Report.
(viii) Personnel Activity Report:
Monthly Absenteeism Report is an example of Personnel Activity Report.
(ix) Justification Report:
Proposal of Capital Expenditure is an example of Justification Report.
(x) Final Report:
Report of Results Achieved is an example of Final Report.
(xi) Departmental Reports:
Departmental reports are in keeping with that department from which the reports
originate. They include:
(i) Accounting Report (ii) Advertising Report
(iii) Collection Reports (iv) Credit Report
(v) Engineering Report (vi) Finance Report
(vii) Insurance Report (viii) Market Report
(ix) Operations Report (x) Personnel Report
(xi) Production Report (xii) Statistical Report
(xiii) Technical Report
(xii) Periodic Report:
The periodic report comes out at regular intervals such as daily, weekly, monthly or
yearly basis.
(xiii) Special Report:
The special report involves a single occasion or unique situation.
(xiv) Formal Report:
Formal reports are generally long and about complex problems. Formal reports
always include the following parts:
(i) Prefatory Parts which include (1) cover, (2) title page, (3) letters of
authorization, acceptance, approval, transmittal, (4) acknowledgements, (5)
table of contents, (6) synopsis / executive summary.
(ii) Body includes (1) introduction, (2) text/finding and (3) terminal
section/recommendations.

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 (iii) Supplementary Parts include (1) appendix, (2) bibliography and (3) index.
Formal reports are usually longer than short formal reports and include parts other
reports don’t have. Formal reports are used both inside and outside the
organization.
(xv) Short Formal Report: Short formal reports usually include only the body, the
following are two kinds of short formal reports:
(a) Memorandum Report
This uses memo format with To, From, Subject, Date heading. This is sent
within the organization.
(b) Letter Report
This uses letter format with letterhead, inside address, salutation,
complimentary close, signature area and reference section. This may go
outside or inside the organization.
(xvi) Project Progress Report:
Outlines the progress of the tasks in a project, including work completed, work
remaining, costs incurred, remaining cost to complete the project and schedule of
original and anticipated time for completion of the project.
(xvii) Performance Appraisal Report:
Documents the quality of an employee’s work performance for a particular period
with identification of the individual’s strengths and weaknesses, training needs and
recommendations of salary increments/promotions and career planning.
(xviii) Feasibility Report:
The report examines the viability of the proposed undertaking from its technical,
commercial and economic standpoints. It presents the benefits that proposal or
idea will yield with details of its initial capital costs, implementation schedule,
recurring operating costs and returns over the useful life of the undertaking.
(xix) Sales and Marketing Report:
Provides data of actual sales of various products according to their
quantities/volume, territories, sales teams and distributors for a specific period. The
report presents analysis of the actual achievement of sales in comparison with the
budget targets. The report makes recommendations for pursuing specific marketing
policies.
(xx) Annual Report of Chairman:
Presents report of financial performance of the organisation, its achievements and
problems experienced during the period under review. The Report provides
information about future expectations and plans to obtain the desired results. The
Report also informs the stakeholders, primarily existing and prospective investors,
creditors and analysts of the achievements and future expectations of the
organization.

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3. Purposes / Importance / Advantages of Reports:
1. Reports are important to understand a significant business situation.
2. They are essential to solve business related problems.
3. They are helpful in planning procedures to solve problems.
4. They help a lot in carrying out operational and technical assignments.
5. These are impartial/ objective treatment of assignment.
6. These are focused on specific business purposes.
7. They help to make executive decisions.
8. Reports provide information to management on specific issues in presentable and
readily packaged form.
9. These are useful in creating permanent record and a source of information on any
subject.
10. They provide basis for bringing major policy changes and reforms on the basis of
findings and recommendations of experts.
11. They offer suggestions and recommendations on issues of public interest by
knowledgeable professionals.
12. They provide a well formulated basis for undertaking/launching important schemes
and projects of far reaching consequences.

4. Qualities of Business Report:

1. Completeness
2. Clarity (ease of understanding)
3. Concreteness
4. Consideration
5. Courtesy
6. Correctness/ accuracy
7. Conciseness (precision)
8. Cohesion
9. Impartiality (Objectivity )

4.1 Completeness
A business report should be complete and detailed. It should cover all the aspects
of a problem. The writer of the report should study a problem thoroughly. He should
discuss the causes of a certain problem in detail as well as suggest solution to it. If
the report writer omits necessary details in his report; an executive of a firm will fail
to solve the problem. A detailed report enables him to know the situation and take
measures for maintaining an effective control over it.

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4.2 Clarity (Ease of Understanding)
A business report must be clear and free from ambiguity. An ambiguous report fails
to guide an executive of a firm in respect of a problem. If the situation is
investigated thoroughly, a clear and understandable report is prepared. Besides,
the language of report should be clear. The report writer should avoid vague
statements and confused phrases.

All the statements should be expressed so clearly that the reader may understand
them easily. To achieve clarity the writer should include definitions of any technical
terms or abbreviation in the introduction, text or appendix. Graphic aids like charts,
graphs, pictures add to clarity. In longer reports, summary or concluding paragraph
can enable the reader to understand the reports easily.

4.3 Concreteness
In order to make a report convincing, the writer should use specific words and exact
figures. For example, to state increase in sale, he should not write considerable
increase rather he should write 20% increase in sale. To add to concreteness, he
should base his conclusions on adequate facts and be sure that his written
presentation is logical.

4.4 Consideration and Courtesy

The report writer should be fair in his research, analysis, interpretation, organization
and presentation of all facts, figures, comments, etc. He should handle
disagreeable material tactfully and courteously. If his findings are contrary to the
expectations and opinions of the reader, he might place the favourable facts before
the unfavourable ones.

The writer should also make the report interesting and readable by using headings,
sub-headings, tables, graphic aids and examples related to the purpose of the
report. His recommendations should be based on logical conclusions resulting from
presentation of facts.

4.5 Correctness and Accuracy

The report writer should be careful about the correctness and accuracy of the
report. A report must be accurate in spelling, grammar and punctuation. Besides,
the facts and figures, dates, number given in the report must be correct. Before its
presentations, the writer should revise the draft and correct the errors.

4.6 Conciseness (Precision)

Conciseness is a desirable quality of a business report. A business report should
always be brief and complete. A manager or an executive does not have time to

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 read unnecessary and irrelevant details. A concise report can provide him with facts
and figures reading the problem, suggestions and recommendations.

4.7 Cohesion
A business report should be cohesive. In a report cohesion is maintained when it
follows a logical order. It should be based upon a proper format i.e. introduction,
discussion, findings, interpretations and recommendation.

4.8 Objectivity (Impartiality)

A good report is always objective. It means the report should not be influenced by
personal feelings and prejudices. It should be factual and unbiased. The writer
should base his report on facts instead of personal opinion.

5. Parts of Long Formal Reports:

The headings of important topics of the comprehensive report should include:
1. Prefatory Parts:
a. Cover
b. Title Page
c. Letter of Transmittal/ Authorization
(i) Executive Summary
(ii) Purpose of the Report
(iii) Scope of the Report and its Coverage of Important Issues
(iv) Sources from which Information was Obtained
(v) Methodology involved in the Preparation of the Report
d. Acknowledgements
e. Table of Contents
f. Synopsis
2. Body:
a. Introduction
b. Text
c. Terminal Section
3. Supplementary Parts:
Formal Long Business Reports usually include three supplementary parts
namely, appendices, bibliography and index. They have the following
purposes:
(a) Appendices:
The purpose of appendices is putting materials into it when you need
to include them somewhere in the report but they are not essential in
developing any part of the text. The appendices let you avoid
cluttering the body with materials that are unnecessary for

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 understanding the report but that may be useful for reference or as
supporting information.

(b) Bibliography
Its purpose is to produce a list of sources you cited as documentation
for relevant content in your report. There sources range from articles
to electronic databases.

(c) Index:
The main purpose of index is listing topics alphabetically and guides
the reader to various places that discuss certain subject matter in the
report.

6. Parts of Short Formal Report:

(a) Introduction (Terms of Reference)
(b) Text (Findings & Conclusions)
(c) Terminal Section (Recommendations)

(a) Introduction:
You can include in the introduction any of the following elements if they are helpful to the
reader and apply to your report.
1. Authorization 2. Problems
3. Purpose 4. Scope
5. Methodology 6. Sources
7. Back Ground 8. Definition of Term
9. Limitations 10. Plan for Presentation
11. Brief statement of the results.

1. Authorization:
It names the person who requests the reports. If it is a voluntary report then
the introductory element is omitted.
2. Problem:
Problem is usually defined early in the introduction. In fact many
introductions begin with the problems and then proceed to the purpose
which is often determined by the problems.
3. Purpose:
Purpose must appear in every introduction it is the most important element
because it should determine what the writer includes in the report.
4. Scope:
It relates to the boundary of the investigation and of the report.

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 5. Methodology:
It means the methods of collecting information. You might get data by
reading library materials, by interviews, by survey or by observation.

6. Sources:
(i) Primary (ii) Secondary
Sources are those that furnished the main information for your report. You
may include publications, company records, letters, minutes, documents,
interviews of employees and so on.
7. Back Ground:
Back ground of the situation being investigated is sometimes included, if the
reader needs the information to grasp the overall picture and clearly
understanding the present discussion.
8. Definitions of Terms:
It is necessary if you use any term that have several possible interpretation
you need to tell the reader the exact meaning you have in the mind.
9. Limitations:
Limitations refer to restrictions such as time, money, research, assistance or
available data.
10. Brief statement of the Results:
It tells the decision whether or not to buy, which machine is the best, who is
your choice of applicant.
11. Plan for Presentation:
It tells the reader in what broad areas the text is developed and in what order
the topics will be presented. This is usually at the end of the introduction.

(b) Text: (Discussion, Finding, Data)

The longer section of business report is the text. Infact sometimes the text may be the
whole report if introduction and internal sections are omitted. In this section, you discuss
and develop the necessary details that help you fulfill the purpose of the business report.

Anything you think your reader will want to see immediately while reading the text should
be in this section.

The text is never labeled text. Its title may be discussion, findings, data and other
meaningful words.

The content, organization, language style and visual aids of any business report should be
adapted to the reader’s needs. The longer and more complex the content, the greater the
need for careful organization. Include heading and other qualities that aid in readability.
Because these aspects are so important for the entire report as well as for the text section.

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(c) Terminal Section: (Summary, Conclusions, Recommendation)
Terminal section should add to the value of business report.

Its functions are to summarize clearly the highlights of the whole report. This terminal
section should be based on the text discussion and should include no new material in it.

7. PLAN TO ORGANIZE REPORT:

The two main ways to organize the introduction, text and terminal sections of a business
report are:
(i) Inductive Arrangement
(ii) Deductive Arrangement

(i) Inductive Arrangement (Indirect Arrangement):

The word indirect highlights the inductive organizational plan. It is basically the
same indirect plan you have used for bad-news and persuasive-request messages.
You present explanation before the main idea. For reports, the three sections are
arranged in this order:
1. Introduction
2. Text (discussion and explanation)
3. Terminal Section (main idea)
In general, you may use this plan if you estimate that you reader:
(i) Must have a detailed explanation first in order to understand the
conclusions and recommendations e.g. in scientific and technical
reports.
(ii) Is the type who will fight your decision unless he or she is first given
complete details and becomes convinced by logical facts.
(iii) Will consider your conclusions bad news because they are contrary
(opposite) to the expected outcome of the study or investigation.
(iv) Needs to be encouraged to read the entire report, not just the terminal
section.
(v) Prefers that this report be organized in this order.

(ii) Deductive Arrangement (Direct Arrangement):

The word direct briefly describes the deductive organizational plan. It is comparable
to the direct plan you used for direct requests and good-news messages. Here, you
state the main idea before presenting the explanation. For such reports, the three
sections may be arranged in one of the following two ways:
First Arrangement:
(i) Terminal Section
(ii) Introduction

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 (iii) Text (Discussion and explanation)
Second Arrangement:
(i) Introduction
(ii) Terminal section
(iii) Text (Discussion & Explanation)
In general, you may use this plan if your reader:
(i) Is a busy executive who wishes to know only what the conclusions
are
(ii) Prefers to determine quickly whether to scan the text for confirmation
of conclusions or recommendations.
(iii) Will consider your conclusions good news or neutral information.
(iv) Can better analyze data if conclusions or recommendations are given
first.
(v) Wants the writer’s point of view promptly.
(vi) Prefers that the report be organized in this order.

8. Format of the Short Formal Report

Memorandum Report

Organization’s Name
Memorandum

To: (Receiver's designation) Reference:

From: (Sender’s designation) Date:

Subject: (Main theme)

1. Introduction
2. Methodology
3. Findings
4. Conclusion
5. Recommendation
Copies to: Signed:
Enclosures:

Letter Report
Date
Receiver’s address
Subject:
Dear Sir,
1. Terms of Reference or Introduction

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 2. Procedure or method
3. Findings
4. Conclusion ( of the findings)
5. Recommendations
Complimentary close
Sender’s signature

Specimen Report No. 1

Report on certain grievances of the office staff of a firm

22nd May 20X3

The Managing Director
Philips Electric Company
City ABC
Subject: Report on Certain Grievances of Office Staff
Dear Sir,
1. Introduction
This report is submitted to you vide your letter No. 786 dated June 6, 20X2 in
which I was asked to report on certain grievances of office staff at Defence
Branch. The report also includes the findings and recommendations
regarding the present issue.
2. Methodology
I visited the office several times and talked to the staff members.
3. Findings
After thorough enquiry, I completed the report which is given below:
a. The present unpleasant situation is the outcome of termination of the
store-keeper who fell ill last month and remained absent for two
weeks without intimation. The branch manager terminated him without
giving him a chance of explanation. This created a sense of insecurity
among the office staff.
b. When the issue was raised by the president of the staff union, the
branch manager made his behaviour still harder and refused to talk to
him. As a result, the staff went on strike and demanded restoration of
the store keeper.
c. This situation also gave them a chance to press their other demands
for example, they demand Annual Bonus.
d. Their demands also included free medical which is available to the
officers and other senior staff.
4. Conclusion
The principal conclusions drawn from the investigations were that the
storekeeper was unjustly terminated by the branch manager. The branch

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 manager adopted a very strict behaviour as he terminated the store keeper
without giving him a chance of any explanation.
5. Recommendations
In view of the above finding, I am strongly of the view that:
(i) Termination order of the store keeper should be withdrawn
immediately because if there is no justification in terminating a person
without giving him a chance of explanation. This will ease tension
among the employees.
(ii) The branch manager should be asked to be polite and kind to the
office staff. He should deal with the employees’ affairs
sympathetically.
(iii) The employees of Defence Branch deserve Annual Bonus which may
be issued to them without further delay.
(iv) The employees of Defence Branch have been deprived of free
medical aid whereas the officers already enjoy this facility. I strongly
recommend that the office staff should also be offered free medical
facility with immediate effect.

I hope the above report is enough to brief you about the grievances of the
office staff. However, if any point requires clarification, I may be called at any
time convenient to you.
Yours truly,
Human Resource Manager

Specimen Report No. 2

Short report on decline in business / sale of a company

Subject: Report on Decline in Sale

Dear Sir,
1. Introduction
This report is submitted in response to your letter of September 3, 20X2 in
which I was required to find out causes of decline in sale of shampoos and
cosmetic products. The report also includes the findings and
recommendations regarding the present issue.
2. Methodology
(1) I accordingly, conducted thorough survey and toured different cities.
(2) I visited the shopkeepers
(3) Interviewed the customers.
3. Findings
I have prepared a brief report which is given below:

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 a. Till March 20X2, the sale of our products was quite satisfactory and
according to the target. In April, 20X2, new companies stepped in the
market this led to a severe competition.
b. They launched different gift schemes in order to allure the people.
c. The new companies introduced their products with tremendous
publicity campaign. They advertised their products through banners,
sign boards, T.V. commercials, print-media etc. Besides, their sales
representatives visited shops and went from door to door supplying
samples to the people.
d. They introduced their new products which were attractively packed.
As a result, new products won favour of the general public and started
replacing our shampoos and other products.
e. They introduced cheaper products.

4. Conclusion
The principal conclusions drawn from the investigations were that many new
companies stepped in the market. Through tremendous publicity campaigns
these companies introduced low priced products with attractive packing.
5. Recommendations
In view of the above findings I recommend that:
a. The quality of our products should be improved and shampoos for
every kind of hair be developed.
b. Gift and prize schemes play a vital role in boosting up the sale of
products. Such schemes may be launched with immediate effect to
attract the people.
c. In order to popularize our products, the services of a publicity expert
should be engaged who will suggest effective publicity devices.
d. The packing designs of our products should also be changed and
these should be attractively packed.
e. Our products should be priced at a relatively low and competitive level
to compete the new products.
If you want to have further discussion on any point, I may be called at any
time.

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Specimen Report No. 3
Report on introducing a new product in the market

July 7, 20X2
The Sales Manager
Pearl Dental Powder
Allama Iqbal Town
Lahore
Subject: Report on Introducing Pearl Dental Powder
Dear Sir,
1. Introduction
This is with reference to your letter No. 345 dated July 3, 20X3 in which I
was required to report on introducing pearl Dental Powder in the market. The
report also includes the findings and recommendations regarding the present
issue.
2. Methodology
(1) I, accordingly, visited different medical and general stores.
(2) I also discussed the new product with people of different ages. They
liked the idea of medicated tooth powder. They also appreciated its
curing effects.
3. Findings
Now I have completed the report which is discussed here:
a. There is no dearth of tooth powders and tooth pastes in the market.
But they are costly and have bad effects too.
b. Some tooth powders leave bad taste and unpleasant smell in mouth.
If the people are offered a less costly and pleasant smelling tooth
powder with curing effects, they will certainly prefer it to others
available in the market.
c. Most of the dental powders are not attractively packed.
d. Most dental powder companies are not conducting effective
advertisement campaign.
e. Most companies are not hiring and consulting any experienced
dentists. I am sure that because of its qualities, Pearl Dental Powder
will find a favourable market.
4. Conclusion
The principal conclusions drawn from the investigations were that most of
the companies are selling poorly packed and bad quality Dental Powders at
a very high price.
5 Recommendations
In view of these findings I recommend that:

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 a. The introductory price of Pearl Dental Powder should be fixed very low.
b. A reasonable discount should be offered to the retailers and wholesalers.
c. It should be attractively packed.
d. All publicity measures should be used to popularize it.
e. It should also be backed by expert opinion of some experienced dentists.
I hope this report covers all the aspects of sale of the product. However, if
any point requires clarification, I may be called at any time convenient to
you.
Truly yours,
ABC

Specimen Report No. 4

Writing your report

A complete illustration

Write your report to the Corporate Development Director on the potential acquisition of
Nicelife by Broadsword.

The following represents an answer to this case study exercise. It is not the only answer;
you may have reached different conclusions or have suggested alternative
recommendations that may be equally as valid. Remember the objective of your report is
to answer the ‘bottom-line’ questions, but more importantly, to do so in a way that
persuades your reader that your answers are correct. Given the total length of the report is
fairly short, we have decided not to provide an executive summary.

Report on the Potential Acquisition of Nicelife by Broadsword

To: The Corporate Development Director, Broadsword
From: A N Executive
Date: Today

Contents Page
1 Introduction 1
2 Terms of Reference 1
3 Comparison of Nicelife performance with 2
Broadsword to identify the cause of the losses
4 Reaction of Competition Commission to an acquisition 3
5 Conclusions 4
6 Recommendations 5
7 Appendices 6

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1. Introduction:
With nearly 60% of revenue generated from short-haul package holidays, Broadsword is
facing a very mature, highly price sensitive market that offers little opportunity to
differentiate. Organic growth post-recession seems unlikely, meaning that expansion via
acquisition may represent the best opportunity to deliver improved shareholder wealth.
Risk could also be reduced by further diversifying into other, more profitable, high growth
areas such as adventure and specialist holidays. A potential target has been identified.
Nicelife have operated in the travel industry for just over 40 years. Although they operate
across all sectors, over 50% of their revenue is earned in the group / charter and
adventure/ specialist sectors.

Over the past two years they have reported operating losses meaning this could be an
excellent time for Broadsword to make an approach. Before doing so, it is important that
Broadsword understand the nature of these losses, and consider the likely reaction of the
Competition Commission to a proposed acquisition.

2. Terms of reference
This report has been prepared by A. N. Executive for the Corporate Development Director
of Broadsword. Specifically it will determine:
 Why Nicelife has incurred losses in each of the past two years by comparing the
performance of the company with that of Broadsword over the period.
 What the likely reaction of the Competition Commission would be to any proposed
acquisition.

3. Comparison of Nicelife performance with Broadsword to identify the cause of the

losses
To determine why Nicelife has reported operating losses in each of the past two years,
their financial statements must be compared and contrasted with Broadsword’s to reveal
similarities and differences. The performance over this period must also be viewed in the
context of the global recession and the two ‘near miss’ incidents in 20X7.

3.1 Revenue growth

Nicelife’s revenue has fallen by 14.4% from £848.1m to £726.0m. This compares to the
reduction in Broadsword of 3.1% from £905.4m to £877.3m.

Undoubtedly this greater reduction will have resulted from the reputational damage
caused by the two ‘near misses’ as well as the greater exposure of Nicelife to long-haul
business (see below).

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3.2 Segmental analysis
Appendix 1 shows the geographical analysis of revenue for Nicelife compared to
Broadsword for 20X8. This shows that Nicelife operates a more diversified portfolio of
products with 35% of their revenue relating to long-haul destinations outside of Europe
(Broadsword: 28%). This is a significantly lower proportion than was seen in 20X7 when
just over half of Nicelife’s revenue related to long haul destinations.

This greater diversification is also seen when looking at the type of holiday, where
Nicelife’s largest sector is Group / charter accounting for just over 38% of total revenue.
By way of contrast, this sector only accounts for just over 8% of Broadsword revenue.

This exposure to the more expensive or niche holiday market has meant the company has
been more affected by the economic downturn. Revenue from the short-haul package
holiday market actually increased by 12% (from £120.7m to £135.7m) and given that this
sector accounts for nearly 60% of Broadsword’s turnover, it is easy to see why each
company has fared so differently.

3.3 Gross profit margins

Although Nicelife’s gross margin has declined between 20X7 and 20X8 (from 6.4% to
5.7%), the fall is not as significant as that seen in Broadsword (from 13.2% to 10.0°/0).
This suggests that the cost saving initiatives undertaken in 20X8 have been successful.

However, the level of Nicelife’s gross margin is still lower than Broadsword’s in every
sector (see appendix 2). The sectors where the difference is most pronounced are:

Sector: Broadsword Nicelife

Margin Margin
Total Package 6.9% 1.8%
Group/ Charter 16.7% 7.4%
Adventure/ 25.2% 13.1%
Specialist

3.4 Operating profit margins

That Nicelife’s admin expenses as a proportion of revenue are lower than Broadsword’s
(7.1% v 7.8% in 20X8) indicates that the business processes are fairly efficient. In fact,
Broadsword may be able to learn from some of the practices at Nicelife in order to
streamline their operations.

Business Communication and Report Writing (Study Text) 207 | P a g e

The damage to Nicelife’s reputation caused by the two ‘near miss’ incidents, together with
the economic climate in 20X8 have served to make matters worse. However a radical
programme of cost cutting has helped to prevent too much slippage at the operating profit
level.

3.5 Cash management

Although the absolute cash balance in Nicelife is higher than in Broadsword, the company
has suffered a net cash outflow in each of the last two years. Although part of this will
have resulted from the operating losses, this cannot be the sole reason since the outflow
is greater than the losses incurred.

Given the nature of the travel sector, much of the companies cash balance relates to
deposits paid by customers for holidays not yet taken. This decline in cash could therefore
be a reflection of lower (and / or later) bookings.

If bookings are still lower for 20X9 this does not bode well for their performance in the next
financial year. Action must be taken now to avoid over-committing on hotel and flight
bookings to prevent large scale discounting and further losses.

3.6 The cause of Nicelife’s losses

Although both the current economic climate and the recent ‘near-miss’ incidents have both
led to reductions in revenue in 20X8, they do not help to explain why Nicelife incurred
losses in 20X7. This indicates something more fundamental about the way the business is
run is leading to the losses. In order to reveal why Nicelife has made losses over the past
two years, the focus should not simply be on the movement between the two years, but
more on the underlying cause.

Given the comparison between the two companies, the lower gross margin in Nicelife
helps to reveal the range of potential causes.

Broadsword attribute their high profit levels to four main things:

 bulk purchasing
 good buying practices
 efficient business processes
 Its good name and reputation

By reviewing each of these we can identify areas of concern for Nicelife.

The lower margins earned in short-haul package holidays (see appendix 2) are most likely
caused by the absence of bulk purchase deals. If the acquisition was to proceed, these
margins would be expected to increase to the level currently seen in Broadsword.
Business Communication and Report Writing (Study Text) 208 | P a g e
However, this explanation cannot be the case in other areas where Nicelife earn more
revenue than Broadsword so an alternative explanation must be sought.

Given that Nicelife has only been operating in the niche sectors since the late 199O’s,
their brand is unlikely to command the premium prices that Broadsword can charge. This
will not have been helped by the recent ‘near miss’ incidents. Although Broadsword’s
brand is primarily associated with the short-haul package holiday market, the margins
earned in the niche sectors shows that customers are willing to pay a premium for the
comfort of a name they can trust.

Nicelife’s relationships with key suppliers (and in particular hoteliers) are not as strong.
This lack of good buying practices will mean they’re less likely to be able to flex their hotel
and flight commitments when required. Without this flexibility Nicelife may have been
forced to discount holidays, possibly to below cost, in an attempt to rescue something from
the situation. By utilizing Broadsword’s buying practices in Nicelife it may be possible to
improve these relationships over time.

The final attribute noted was efficient processes. That 20% of non-seasonal staff can be
made redundant with no apparent impact on operations suggests that there were some
historic inefficiency. However, the cost cutting programme will have eliminated many of
these.

4. Reaction of Competition Commission to an acquisition

The objective of the Competition Commission (CC) is to encourage healthy competition
between companies to ensure a fair price for consumers. Any investigation will focus on
the ability of a combined entity to abuse their power and act against consumers best
interests; something they refer to as a substantial lessening of competition.

4.1 The investigation

The CC will undertake investigations in situations where the value of the UK turnover of
the company being acquired exceeds £70m and where the combined market share of the
new merged entity exceeds 25%. Given that Nicelife’s revenue already exceeds £7Om,
investigation will take place if the combined market share in any sector breaches the 25%
limit.

The key aspect in assessing whether anti-competitive behaviour is possible is to define

the market. Previous rulings in the travel sector suggest that the market will most likely be
segmented by type of holiday, with some broad assessment of destination (short-haul v
long-haul). This is to say, the way in which Broadsword currently present their segmental
analysis. However, this is a subjective area, and it is possible the CC could decide to

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segment based purely on geographic destination, on package v unpackaged holidays or
perhaps on other non-financial bases.

A second consideration is which data will be used to assess market share. Any
investigation will take time and the revenue generated by each company could be very
different in 20X9 compared with 20X8.

4.2 The findings

Assuming that the market is segmented in the expected way, appendix 3 shows that a
combined Broadsword / Nicelife business, based on historic results, would have a greater
than 25% market share in the winter holiday sector and the Group / charter sector.

This will mean investigation is likely. The market share criteria will act as an initial guide
although a market share of greater than 25% does not mean the CC will automatically
conclude that anti-competitive behaviour is possible. They will have regard for the other
operators in the market, and will consider the way in which they are able to compete
against each other.

Given this, the CC may also have some concerns about the Adventure/ specialist sector
where the combined entity would have a market share of 21.8%, especially since
Broadsword’s market share for certain destinations exceeds 60%.

It must be noted that an investigation by the CC could take many months. The market
shares of both entities could change considerably in the meantime, particularly given the
significant decline in trade seen in Nicelife’s long-haul business between 20X7 and 20X8,
and the uncertainties regarding economic prospects over the next few years.

4.3 The Remedies

If indeed the CC did conclude that there would be a substantial lessening of competition in
these sectors, they will seek to find some remedies. Potential remedies include:

4.3.1 Divestment
Divesting of a division would have the advantage of releasing some cash, which could be
used to further grow the business.

However, by selling part of the business you are giving other competitors an opportunity to
grow. Depending on who bought the trade this could lead to a significant threat. However,
Nicelife already has a greater than 25% market share in the Group / Charter market
meaning any acquisition of this trade will lead to further CC investigations. This may help
to reduce the scale of this threat.

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The combined entity could divest of all or part of the trade in the Winter and/or Group /
Charter.

Option 1 - Divest all of the winter holiday and / or group/charter business

Disposal of the whole trade would seem unnecessary as the CC will not object to the
combined entity having some trade in these sectors.

However, this may be the most appropriate solution for the winter holidays sector.
Although the winter holiday trade does at least make a positive contribution to fixed costs
in both businesses, the margins are so low it is entirely feasible that they do not cover the
incremental fixed costs associated with operating these holidays. If this was the case it
may be difficult to find a buyer for this part of the business.

Option 2 - Divest of part of the trade

Assuming the CC will be satisfied if the market share is below 25%, one option is to divest
either the nice life division or the Broadsword division of the winter and/or Group / charter
sector. Since the Nice life divisions have the lower profit margins, this may be the
preferable option. It would also ensure that Broadsword was the dominant party in the
enlarged entity.

However, Nicelife does have the larger market share in both sectors so if Broadsword
could turn around Nicelife’s profit margins, divesting the original Broadsword business
may represent the best long-term opportunity.

It must also be considered what exactly is being sold. The only real value would be
attached to the brand yet the Broadsword brand is crucial to the success of the company;
disposing of that is not a viable alternative.

4.3.2 Behavioural undertaking - downsizing of operations in the affected parts of the

business.
If it is not possible to sell part of the business, the combined entity could look to downsize
in the affected sectors. This is unlikely to be the preferred option as far as the CC is
concerned as it can easily be reversed. They would therefore require greater undertakings
with more on-going monitoring and review. This may be the only option in the winter
holidays sector given the current low margins.

4.3.3 Monitoring
Given the main motivation for this acquisition is to gain a greater presence in the
Adventure / specialist sector, any CC concerns in this area must be fought. Neither of the
options presented above would be acceptable to Broadsword as they would result in a
significant devaluing of the acquisition. A remedy of monitoring could however lead to a

Business Communication and Report Writing (Study Text) 211 | P a g e

beneficial outcome for everyone. The key question is what sort of evidence the CC would
require to be satisfied that no anti-competitive behavior is occurring, and whether
providing this information could mean competitors are able to access valuable information
regarding Broadsword’s competitive strategy.

5. Conclusions
5.1 The losses incurred in Nicelife have been caused by the lower gross profit margins
which in turn arise from fewer economies of scale, less power over suppliers and the lack
of a strong brand. The impact of the economic climate and the two ‘near-miss' incidents
have served to make matters worse in 20X8 although the cost-cutting initiatives have
improved the efficiency of processes.

The key question is to what extent Broadsword management could improve the buying
practices and leverage their brand. Establishing better relations with suppliers will take
time, especially in the sectors where Broadsword currently has little presence.
Furthermore, whilst Broadsword does have a good name and reputation, it is more closely
associated with the package holiday market.

5.2 Since a relevant merger situation would exist, and the combined entity would have a
greater than 25% market share in some sectors, the acquisition will be investigated.
However, just because the share exceeds 25% does not mean the CC will conclude that
anti-competitive behaviour would be possible.

Key to this conclusion is how the market has been defined, although based on previous
rulings in the industry; the assumptions taken appear to be realistic.

If the CC did conclude that the acquisition could result in a substantial lessening of
competition, it would only be allowed to proceed if effective remedies were put in place.

6. Recommendations
It is recommended that, should the acquisition proceed, the Nicelife division of the winter
holiday market is downsized or even closed down altogether. Given the financial
performance of this division, it is unlikely that anyone would be interested in buying it. The
division operates at very low gross profit margins which are unlikely to cover the directly
attributable fixed costs, although this should be verified prior to action being taken. The
Finance Director of Broadsword should determine whether the Broadsword Winter
holidays division generates an operating profit. Assuming it does, this should be retained.

Regarding the Group / Charter sector, it is recommended that a buyer is sought for the
Nicelife division. With a 33% market share, this is the sector for which Nicelife has the
greatest reputation, and selling the brand as part of the deal will help to realise the

Business Communication and Report Writing (Study Text) 212 | P a g e

greatest value. The additional cash can then be used to invest in the Adventure /
Specialist Sector until the economic recovery firmly kicks in. As this remedy will most likely
be required by the CC, the search for potential buyers should begin as soon as the terms
of the acquisition are agreed.

Given the significant market share being sold, it is unlikely that the CC would approve any
acquisition by a key competitor. This minimises the threat of giving an advantage to a
close rival.

If the CC did express concern over the Adventure / Specialist sector, Broadsword should
pursue a remedy of behavioural undertakings and monitoring. Any insistence of
divestment must trigger a re-review of the benefits of the acquisition.

Appendix 1 - Segmental Analysis of Revenue

Broadsword Nicelife 20X8

20X8 (millions) Mix % (millions) Mix %
Short-haul
package (UK &
Europe) 518.5 59.1 135.7 18.7
Long-haul
package 67.7 7.7 88.4 12.2
Total package 586.2 66.8 224.1 30.9
Winter holidays 60.7 6.9 109.6 15.1
Group/ charter 75 8.5 277.8 38.3
Cruises 66.8 7.6
Adventure/
Specialist 78.5 9 112 15.4
Flight/Hotel
Booking 10.1 1.2 2.5 0.3
Total 877.3 100 726 100
Short haul 633.4 72.2 471.2 64.9
Long haul 243.9 27.8 254.8 35.1

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 Appendix 2 – Analysis of Gross Profit

Gross
Profit
Broadsword Gross Profit Nicelife 20X8 Margin
20X8 (m) Margin % (m) %
Short-haul
package (UK &
Europe) 32.7 6.3 1.4 1
Long-haul
package 7.6 11.2 2.6 2.9
Total package 40.3 6.9 4 1.8
Winter holidays 3.1 5.1 2.4 2.2
Group/ charter 12.5 16.7 20.5 7.4
Cruises 10.6 15.9 - -
Adventure/
Specialist 19.8 25.2 14.7 13.1
Flight/Hotel
Booking 1.1 10.9 0.1 4
Total 87.4 10 41.7 5.7
Short haul 47.5 7.5 27.6 5.9
Long haul 39.9 16.4 14.1 5.5

Appendix 3 – Estimated Market Share Post-acquisition

Broadswords Broads Estimate Nicelife's Estimate of Estimate of

estimated words of Total Revenue Combined Combined
market share revenue Market in 20X8 Entity entity
% in 20X8 A in 20X8 share (million) Revenue market
(million) size D (Million) share E+C
B C=B/A E=B+D
Package 2% 518.5 25,925 135.7 654.2 2.5%
Holidays
Short haul
(UK &
Europe)
Package 3% 67.7 2,257 88.4 156.1 6.9%
Holidays -
Long haul

Business Communication and Report Writing (Study Text) 214 | P a g e

Winter 10% 60.7 607 109.6 170.3 28.0%
Holidays
Group/ 9% 75 833 277.8 352.8 42.3%
Charter
Cruises 7% 66.8 954 - 66.8 7.0%
Adventure/ 9% 78.5 872 112 190.5 21.8%
Specialist
Flight/Hotel 5% 10.1 202 2.5 12.6 6.2%
Booking

7. Proposal /Tender / Bid / Quotation

 Proposals precede sales and they may, therefore, be called sales persuasive
messages. All proposals should be written in persuasive language.
 A proposal is an offer or bid to do a certain project for someone.
 The kinds of documents that get you or your organization approved or hired to do a
project.

8. Kinds of Proposal:
Proposals are sales presentations, easily classified into research proposals and business
proposals.
(i) Research Proposal:
A research proposal is usually academic in nature. Professors or the school for
which they work, desire to obtain a grant in response to request or an
announcement from the government or other agency. A proposal may even appear
in a foreign language.

Academic institutions submit most research proposals. Companies also want to

become involved. That way they make contact with and become involved in the
agency requesting the proposal. But most business employees will submit business
proposals, our focus in the following discussion.

(ii) Business Proposal

It is a written offer from a seller to a prospective buyer. Business proposals are
often a key step in the complex sales process--i.e., whenever a buyer considers
more than price in a purchase.

These proposals may be divided into the following types:

8.1 Internal Proposal: If you write a proposal to someone within your organization (a
business, a government agency, etc.), it is an internal proposal. With internal proposals,
Business Communication and Report Writing (Study Text) 215 | P a g e
you may not have to include certain sections (such as qualifications), or you may not have
to include as much information in them.

8.2 External Proposal: An external proposal is often written from one separate,
independent organization or individual to another such entity.

8.2.1 Kinds of External Proposal:

There are three distinct categories of external business proposals: formally solicited,
informally solicited, and unsolicited.
a) Formally solicited proposals are written in response to published advertisements,
contained in a Request for Proposal (RFP), Request for Quotation (RFQ), or an
Invitation for Bids (IFB).
b) Informally solicited proposals are typically the result of conversations held
between a vendor and a prospective customer.
c) Unsolicited proposals are marketing brochures. They are always generic, with no
direct connection between customer needs or specified requirements. Vendors use
them to introduce a product or service to a prospective customer.

9. Request for Proposal (RFP)

It is a formal document that describes a project, or need for service and invites prospective
bidders to propose solutions.
A request for Proposal should contain the following important information:
(i) Description of the work to be performed with adequate details.
(ii) Method of submission of the Proposal i.e. on prescribed form to be delivered by
hand or by registered post etc.
(iii) Mention of the last date and time for submission of the Proposals.
(iv) Terms relating to payments, such as advances or not, interim payments and any
other terms and conditions.

10. The Headings of Paragraphs contained in a typical Proposal are:

(i) Reference or Authorization for the Proposal
(ii) Table of Contents
(iii) Proposal Summary
(iv) Purpose or Objective
(v) Problem or Need
(vi) Background
(vii) Benefits of the Proposals
(viii) Description of the Solutions
(ix) Methodology of Handling the Proposal
(x) Qualifications of Personnel
(xi) Time Schedule

Business Communication and Report Writing (Study Text) 216 | P a g e

(xii) Cost
(xiii) Glossary
(xiv) Appendices
(xv) Reference List
(xvi) Name of Primary Contact Person

11. Essential Qualities of a Well-Prepared Proposal:

(i) The purpose of the proposal is stated clearly.
(ii) The problem or need for the proposal is understood and defined clearly.
(iii) The suggested solution offered in the proposal is workable and in the best interests
of the recipient.
(iv) The proposal is honest, factual and objective.
(v) The benefits to be derived from the proposal outweigh the costs.
(vi) Contains a time schedule including the milestones/checklists of the projects.
(vii) Contains a list of the cost and the resources involved in completion of the project.

12. Advantages of Proposal:

(a) To increase sales e.g. quotation to customers.
(b) To get competitive edge over its competitors in the market.
(c) To make organization dynamic in response to rapidly changing environment
(Research Proposals).
(d) To use it internally as well as externally, for business purpose.
(e) To use it to launch new product or service in the market e.g. marketing brochures
(Unsolicited proposals).
(f) Best selection of alternatives by soliciting company (through formally solicited
proposals).
(g) A well written proposal reflects the quality and standards of an organization’s
expertise and experience.
(h) Proposals provide an overview of how to manage and complete a project
successfully within due time.
(i) Proposals are also considered as verifiable record, which can be recalled in future
for evidence.

13. Difference between Report and Proposal:

Report Proposal
Report is an impartial objective and Proposal is a comprehensive
planned presentation of facts to one or document which gets a person
more persons for specific, significant approved or hired to do a certain
business purpose. project. Thus the element of self-
interest exists in proposal.

Business Communication and Report Writing (Study Text) 217 | P a g e

 A report mostly focuses on a critical A proposal is a document which
issue, its findings and conclusion and shows the intention to work or offer of
then on recommendations, so, it is a the sender.
problem solving instrument.
Report may benefit a receiver by A proposal helps the receiver by
bringing a significant business situation communicating a response to his
into his account. Furthermore, it helps request for proposal.
receiver to carry out technical and
professional activities.
In reports, arrangement of facts and A proposal must be encoded in
figures can either be done in inductive persuasive style as it is a sales
or in deductive method according to persuasive message.
the given scenario.
Writing a report for an organization is A proposal is just an offer to the
itself a provision of services. prospective buyer who may either
accept it or turn it down.

Components of Short Proposals (Body of the Proposal)

a) Introduction / Transmittal letter
b) The proposal itself

Format of the Short Proposal:

Date
Receiver’s address
Subject line
Salutation
Body of the offer /Covering/Transmittal letter
Complimentary close
Signature
(Proposal itself)
Proposal
Organization's Name:
Organization Address:
1) Job description and prices
2) Final price
3) Specifications
4) Completion period
5) Interest of the bidder
6) Past experience
7) Required facilities
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8) Payment terms
9) Balances
10) Personnel (Names)
Organization's Name
Sender’s Name
Designation

Specimen of External Proposal

You are working as technical advisor in Hasan Zaman Construction Company, Karachi.
The provincial govt. has planned to spread a network of carpeted roads in various areas of
Lyari Town. Through a tender offer in the national newspapers, the govt. has also
demanded a proposal from your company which deals in this field.
Required: Prepare an impressive but effective proposal which is to be submitted to the
Director, Construction and Works Department, Govt. of Sindh, Karachi

Answer:
25th May, 20XX
The Director
Construction & Works Department
Govt. of Sindh
Karachi

Business Communication and Report Writing (Study Text) 219 | P a g e

Proposal for Spreading Network of Carpeted Roads in Lyari Town

Dear Sir,
This refers to your tender offer dated 1st August 20X9 advertised in some newspapers
about the spreading of network of carpeted roads in various areas of Lyari Town in
Karachi.

Comprehensive requisite proposal with specification of project are attached as annexure

A.

I hope you will find our rates competitive and favor our organization with your kind
approval.

Yours faithfully,

Technical Advisor
Hasan Zaman Construction Company
Karachi
Enclosures:
i. Proposal No. S/07

Proposal
Hasan Zaman Construction Company Clifton, Karachi
1. Job description and rates:
Carpeting of roads in Lyari Town, Karachi (50Km)
Description of job Units Rates Total
(Km) (Per unit) (Rs. in million)
1. Bed formation 50 10,000 0.5
2. Sprinkling of roads 50 40,000 2.0
3. Leveling of roads 50 1, 50,000 7.5
4. Drainage system of roads 50 2, 50,000 12.5
5. Stone Completion 50 1, 00,000 5.0
6. Line marking 50 3, 00,000 15.0
Total Cost 42,500,000
Sales Tax 100,000
Grand Total 42,600,000

2. Final Price:
It may be adjustable according to actual measurement.
3. Specification (Detailed description of requirement):
All specification of the aforesaid description shall be according to your desire.

Business Communication and Report Writing (Study Text) 220 | P a g e

4. Completion Period:
One year from the placement of order.
5. Interest of the Bidder:
Our technical consultant has visited your office regarding the above cited subject
matter and discussed about the construction of carpeted roads in various areas of
Lyari Town in Karachi. During the above- mentioned meeting, he also discussed
the total length & width of the said project.
6. Past Experience:
As you know very well, our organization had already completed different projects of
such sort in different areas of Karachi as mentioned below:
1. Network of Carpeted roads in Orangi Town
2. Network of Carpeted roads in Gulshan-e-Iqbal
7 Required Facilities:
Co-operation of the district management and the traffic police.
8. Payment Terms:
Advance 15% of the offered price at the time of placement of order.
9. Balance:
Two months after the completion of the project.
10 Personnel:
(i) Mr. A
Director
Chartered Accountant
25 years’ experience
(ii) Mr. B
Technical Manager
Civil Engineer
8 years’ experience

Hasan Zaman Construction Company

Technical Advisor

Specimen of Internal Proposal

As an employee of the finance department at a leasing company, put up a proposal to the
senior management asking them to introduce a company funded qualification
enhancement program for employees who have served a minimum of two years with the
company and are grade 3 and above. This would not only be beneficial for the employees
but also help the company in achieving their training and development goals. You may
assume any necessary details.

Business Communication and Report Writing (Study Text) 221 | P a g e

Answer

26th May 20XX

Senior Management
Leasing Company
City ABC

Proposal for Company Funded Qualification Enhancement Program

Dear Sir,

The enclosed proposal is for company funded qualification enhancement program for our
employees who have served a minimum of two years with the organization and are grade
3 and above.

Enclosures:
Proposal No. A/124

I hope this proposal is as per your expectation and requirement and will receive your kind
consideration.

Yours truly,
Operational Manager

Proposal
Leasing Company
City ABC
1. Job Description and Cost:
For the purpose of enhancement program, the description of cost per employee is
aggregated as follows:
Description of Job Units Rate/unit Total
(no. of
employees)
Trainers 10 10,000 100,000
IT Facilities 10 12,000 120,000
Travelling Expense 10 10,000 100,000
Workshop Charges 10 15,000 150,000
Accommodation 10 10,000 100,000
Expense
Business Communication and Report Writing (Study Text) 222 | P a g e
 Training Expense 10 2,000 20,000
Other Equipment 10 4,000 40,000
Total Cost 630,000
Sales Tax 50,000
Grand Total 680,000

2. Final Expenditure:
Final expenditure may be adjustable after the completion of training program.

3. Specifications:
All specifications of the aforesaid description shall be according to your desire.

4. Completion Period:
The duration of the proposed qualification enhancement program is 4 months.

5. Past Experience:
Our organization has undertaken the following qualification enhancement programs in
the past which have been very fruitful:

(i) Training on Improving Team Working, 20X8

(ii) Training on MBO, 20X9

6. Requirements:
Cooperation on the part of senior management to allow workers to attend the
qualification program during their working hours.

7. Eligibility Criteria:
Only those employees will be able to attend the program who have served a minimum
of two years with the company and are grade 3 and above.

8. Advance Payment:
Advance payment of 20% of the offered price has to be paid to all the parties involved
in the program at the time of undertaking the qualification enhancement program for
hiring of institute, teachers and conveyance.

9. Balance:
Balance to be paid one month after the completion of the program.

Business Communication and Report Writing (Study Text) 223 | P a g e

10. Benefits of the Program:
This qualification program will polish the abilities and work practices of our employees.
And as a result the profitability of our organization will also be increased. Besides this,
it will also bring positive results on organizations’ environment and will help the
company in achieving its goals.

Mr. ABC
Operational Manager

8. Business Plan
8.1 Basic Structure of a business plan
A typical business plan will adopt the following layout:
 Title page
 Table of contents
 Introduction
 Executive summary
 Body of the report
o Business description
o Business environment analysis
 Industry background
 Competitor analysis
 Market analysis
o Operating plans
o Management summary
o Financial plan
 Conclusions and recommendations
 Appendices
o Detailed financial information
o CVs of key management
Title page
The title page is there to attract the reader to the report and assist
them in finding the report at a later date. You would typically include:
o Title (and any sub-titles) – this should distinguish
the report and ensure it is easily identifiable from
others
o Author (internal reports only)
o Your organisation’s name (external reports only)
o Any reference numbers
Business Communication and Report Writing (Study Text) 224 | P a g e
 o Degree of confidentiality
o Date
Table of contents
A table of contents is a list of all the sections that are included in the
report (in the same order in which they appear) plus relevant page
numbers.

Introduction
The introduction prepares the reader for the report itself by reminding
them of what they already know i.e. why the report has been written
and the question that the report answers.
The introduction should address the following:
o Make the subject of the report clear
o State the purpose of the report
o Briefly explain the methods used to get the information

Executive summary
The benefit of including an executive summary is that for senior
people with little time it is the one section they will read. Therefore a
succinct, clear and well written executive summary should always
reach the reader.
The executive summary should include:
o What the report is about
o What the problems are
o The conclusions you arrived at
o What you recommend
The skill in writing an executive summary is to give the overall picture
without including too much detail. One useful by-product of writing
the executive summary is that by going through the writing process
you will be able to check that the report itself is logical.

Body of the report

The body of the report should be split into sections with logical
headings and sub-headings. These will likely reflect the groupings
and sub-groupings you created during the planning and
structuring phase.
The headings are essentially ‘signposts’ that allow the reader to
navigate to the relevant detail in a logical fashion to further
investigate something they have read in the executive summary.
Typical components would include:
o Business description, which briefly explains:
 Overall mission and objectives
 History and ownership

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  Products and services
o Business environment analysis
 Industry background
 PEST analysis: A PEST analysis describes the
political (P), economic (E), social (S) and
technological (T) factors that impact the business.
For example:
o Political: A change in government policy
may lead to a reduction in grants available
o Economic: High interest rates make it
expensive to borrow money from a bank to fund
expansion
o Social: An ageing population increases
the demand for pharmaceuticals and old-
age-related healthcare
o Technological: The evolution from
traditional hand-held mobile phones with
buttons to smart-phones with touch-
sensitive screens
 SWOT analysis: A SWOT analysis describes a
business’s strengths (S), weaknesses (W),
opportunities (O) and threats (T). For example:
o Strength: the business employs a highly skilled and
dedicated workforce
o Weakness: the factory is full of old
machinery that frequently breaks down
o Opportunity: there is huge demand for
the businesses products overseas so they
could start exporting their products
o Threat: a large new competitor could open an
outlet in the same town where the business is
currently the only supplier
 Competitor analysis
 Who are the main competitors?
 Market analysis
 Size, segmentation, growth/decline
 Financial plans
 Marketing plan
 Operations plan
 Management summary
 Who the key management personnel are and their backgrounds
 Organisation chart (summary only – can include more detail as an
appendix)
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  Summary financial information – income statement,
balance sheet and cash flow statement

Conclusions and recommendations

The conclusions and recommendations must follow logically from the
rest of the report.
Appendices
The appendices should include detailed information that the reader can
essentially do without in order to make sense of the main body of the
report. For example: calculations, examples, questionnaires and CVs.
They are effectively the bottom level of the logical pyramids you
constructed during the structuring phase.
In summary, appendices should be:
o Included only if absolutely necessary.
o Non-essential for understanding the main arguments.
o Referred to somewhere in the body of the text i.e. there must be a
link.
o Mentioned as the final item in the table of contents.
An alternative approach is to exclude appendices but invite the
reader to contact the author should they wish to see a copy of the
detail. However, as a minimum most business plans would include
the following two appendices:
o Detailed financial information – more detail than in the financial
plan in the main body.
o CVs of key management – certainly board members but
also include for other key management personnel.

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Chapter Roundup:
 A business report is an impartial, objective, planned presentation of facts to one or
more persons inside or outside the organization for a specific, significant business
purpose.
 Parts of Long Formal Reports:
1. Prefatory Parts:
a. Cover
b. Title Page
c. Letter of Transmittal/ Authorisation
(i) Executive summary
(ii) Purpose of the Report
(iii) Scope of the Report and its Coverage of Important Issues
(iv) Sources from which Information was Obtained
(v) Methodology Involved in the Preparation of the Report
d. Acknowledgements
e. Table of Contents
f. Synopsis
2. Body:
a. Introduction
b. Text
c. Terminal Section
3. Supplementary Parts:
a. Appendices
b. Bibliography
c. Index
 Parts of Short Formal Report:
1. Introduction (Terms of reference)
2. Text (findings & conclusions)
3. Terminal section (recommendations)

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Self-test Questions:
 Differentiate between informational & analytical report. (see 2(v & vi))
 List the parts of a formal report. (see 5)
 State various purposes of business report. (see 3)
 How can clarity be ensured in a business report? (see 4.2)
 What is impartiality of a business report? (see 4.8)
 Formal Long Business Reports usually include supplementary parts namely,
Appendices, Bibliography and Index. State the purpose of inclusion of each of these
supplementary parts in formal long business reports.(see5)
 List the differences in presentation and structure of informal short business reports
and formal long business reports
 Newly appointed National Sales Manager of your company convinced the management
to adopt an aggressive approach to expand the company’s market share. Strategy
included increased level of production for several existing products, launching a number
of new products, entry into sub urban and rural markets and aggressive advertising
campaigns for the new products. During the first three months after the implementation
of new strategy, company started experiencing slowing down of sales as compared to
budgeted levels, piling of stocks of raw material and finished goods, high financing
costs, slow recovery from the market and other allied negative impacts apparently
created due to non-achievement of sales targets.
Management was now concerned about the gravity of situation and decided to review the
strategy. As a management consultant, the company’s management has requested
you to
investigate the situation, highlight areas where strategies went wrong and give
recommendations for the new move. You are required to prepare a short formal report
for presentation to the management.

MCQs:
1. Business report is _________ planned presentation of facts to one or more
persons for a specific , significant business purpose:
a. partial
b. biased
c. impartial
d. none of the above
2. Information report includes:
a. introduction(terms of reference)
b. introduction and findings
c. introduction , findings and recommendations
3. none of the above Analytical report includes:
a. introduction (terms of reference)
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 b. introduction and findings
c. introduction, findings and recommendations
d. none of the above
4. Special reports are written:
a. on regular basis
b. to handle routine issues
c. on single occasion or unique occasion
d. none of the above
5. Memorandum report are sent:
a. outside the organization
b. within the organization
c. to govt. institutions
d. none of the above
6. A formal report usually consists of:
a. one part
b. two parts
c. three parts
d. four parts
7. A business report is planned:
a. only in direct plan
b. only in indirect plan
c. in direct as well as indirect plan
d. none of the above
8. Project progress report outlines:
a. the quality of employee’s work
b. the viability of the proposed undertaking from its technical and economic
standpoints
c. the progress of the task in progress
d. the financial performance of the organization
9. Feasibility report examines:
a. the progress of the task in a project
b. the quality of an employee’s work performance
c. data of actual sales of various products
d. the viability of the proposed undertaking from its technical and economic
standpoints

MCQs Answers:
1.c 2.b 3.c 4.c 5.b 6.c 7.c 8.c 9.d

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Business Communication and Report Writing (Study Text) 231 | P a g e
Chapter Learning Objectives:

 Understanding the Case Method of Learning

 Different Types of Cases

 Overcoming the Difficulties of the Case Method

 Reading a Case Properly (Previewing, Skimming, Reading and Scanning)

 Case Analysis Approaches

 Analyzing the Case

 Do’s and Don’ts of Case method of Learning

 Case Preparation

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1. Understanding the Case Method of Learning
The case method is widely used in business courses. Generally case method
discussions produce good student involvement. Case methods, like simulations, role
plays and games are intended to develop student ability to solve problems using
knowledge, skills, and concepts relevant to a course. The students are also expected to
be motivated by the case to learn from lectures, readings, or other resources.

2. The Role of Teacher in the Case Method

The role of teachers in the case method is mainly to facilitate listening, discussion,
challenging, questioning, encouraging problem solving and analysis and proposing
theoretical situations to test the rationality of generalizations.

3. The Role of Students in the Case Method

The role of students in the case method is mainly to analyse the case, separating
relevant from irrelevant details, and arriving at practical conclusions.

4. Overcoming the Difficulties of the Case Method

As suggested by Hammond, J. S. (2002) of Harvard Business School, there are a
number of things you can do to overcome the difficulties of the case method:

4.1. Prepare. Not only is a thorough, individual preparation of each case a great
learning experience, it is the key to being an active participant in the case discussion.

4.2. Discuss the cases with others beforehand. As mentioned earlier, this will refine
your reasoning. It's not cheating; it's encouraged. However, you'll be cheating yourself if
you don't prepare thoroughly before such discussions.

4.3. Participate. In class, actively express your views and challenge others. Learning
by talking may seem contrary to how you learned in other settings. You may have been
urged to be silent and learn from others, especially the faculty. In case discussions,
when you express your views to others you commit which, in turn, gets you involved.
This is exactly the same as betting at the racetrack; your bet is a commitment which
gets you involved in the race. Talking forces you to decide; you can no longer hedge.

4.4. Share your related experience. During class if you are aware of a situation that
relates to the topic being discussed and it would enrich the discussion, tell about it. So-
called war stories heighten the relevance of the topic.

4.5. Constantly relate the topic and case at hand to your business. No matter how
remote the connection seems at first. Don’t tune out because of a possible disconnect.
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You can learn a lot about marketing insurance by studying a case on marketing razor
blades and vice versa. It’s not whether it relates, but how.

4.6. Actively apply what you are learning to your own, specific management
situations, past and future. That will greatly heighten relevance. Even better is to pick
a situation that you know you will face in the future where you could productively use
some good ideas. For example, how can I grow my business? Make note of each good
idea from the discussion that helps. Not only will these ideas improve the outcome of
the situation, they will stick in your mind forever, because they were learned in the
context of something important to you.

4.7. Note what clicks. Different people with different backgrounds, experiences, skills
and styles will take different things out of the discussions. Your notes will appropriately
be quite different from your neighbors’.

4.8. Mix it up. Use the discussion as an opportunity to discover intriguing people with
different points of view. Get to know them outside of class and continue your learning
there.

4.9. Try to better understand and enhance your own management style. By hearing
so many other approaches to a given situation you will be exposed to many styles and
thereby understand your own. This understanding will put you in a better position to
improve it. You will learn from rigorous discussion and controversy. Each member of the
class—and the instructor—assumes a responsibility for preparing the case and for
contributing ideas to the case discussion. The rewards for these responsibilities are a
series of highly exciting, practically oriented educational experiences that bring out a
wide range of topics and viewpoints.

5. Types of Cases

5.1 Finished cases based on facts—for analysis only, since the solution is indicated
or alternate solutions are suggested.

5.2 Unfinished open-ended cases—where the results are not yet clear (either
because the case has not come to a factual conclusion in real life, or because the
instructor has eliminated the final facts). Students must predict, make choices and offer
suggestions that will affect the outcome.

5.3 Fictional cases—entirely written by the instructor—can be open-ended or finished.

Cautionary note: the case must be both complexes enough to mimic reality, yet not
have so many “red herrings” as to obscure the goal of the exercise.
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5.4 Original documents—news articles, reports with data and statistics, summaries,
excerpts from historical writings, artifacts, literary passages, video and audio recordings,
ethnographies, etc. With the right questions, these can become problem-solving
opportunities. Comparison between two original documents related to the same topic or
theme is a strong strategy for encouraging both analysis and synthesis. This gives the
opportunity for presenting more than one side of an argument, making the conflicts
more complex.

6. Dimensions of a Case
Three possible dimensions encompass a large part of the case:
6.1 What is described. A case could merely describe an individual, an incident, an
organization, or a system. On the other hand, it could describe a decision making
situation faced by a manager, involving part or whole of the organization, with a focus
on one or more of the elements of the problem solving approach.

6.2 Purpose. The purpose of a case may be either research or learning. If the purpose
is learning, the emphasis could be on one or more of the forms of learning, namely
acquiring knowledge, gaining skills, and developing attitudes and values.

6.3 Mode of description. The nature of presentation could be written, audio visual or
oral.

7. Reading a Case Properly

Following are the reading strategies for a case:
1. Previewing
2. Scanning
3. Skimming
4. Reading

7.1 Previewing
Previewing is the reviewing of titles, section headings, and photo captions to get a
sense of the structure and content of a reading selection. Know what it is you are
looking for in a case.

7.2 Scanning
Get a rough idea of the content of all your material. Separate out the essential and the
irrelevant.

Scanning involves moving your eyes quickly down the page seeking specific words and
phrases. Scanning is also used when you first find a resource to determine whether it
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will answer your questions. Once you've scanned the document, you might go back and
skim it. In most cases, you know what you're looking for, so you're concentrating on
finding a particular answer.

When scanning, look for the author's use of organizers such as numbers, letters, steps,
or the words, first, second, or next. Look for words that are bold faced, italics, or in a
different font size, style, or color. Sometimes the author will put key ideas in the margin.

7.3 Skimming
Familiarize yourself with the structure and main points. It helps in spotting the essential.
It can be achieved by concentrating on content lists, heading, introductory and
concluding paragraphs. Look out for main point rapidly and focus on single topic
sentence which may be at the beginning or end of a paragraph. Be mindful about non-
verbal cues (viz underlining, boxes, italics, bolds, capital letter etc.).
Skimming is used to quickly identify the main ideas of a text. Skimming is done at a
speed three to four times faster than normal reading. People often skim when they have
lots of material to read in a limited amount of time.

Skimming allows you to read quickly to get a general sense of a text so that you can
decide whether it has useful information for you. You may also skim to get a key idea.
After skimming a piece, you might decide that you want or need to read it in greater
depth.

7.4 Reading
Following are the elements of reading.
a. Reading: Read with concentration.
b. Interpreting information: understanding the information properly.
c. Evaluating information: Checking for credibility of the message by evaluating the
accuracy, logic and balance in the message. Also assess the credibility of the
source.

Research shows that people have more difficulty reading off a computer screen than off
paper. Reading off a computer screen has become a growing concern. Although they
can read and comprehend at the same rate as paper, skimming on the computer is
much slower than on paper.

8. Case Analysis Approaches

Using an organized seven-stem approach in analyzing a case will make the entire
process easier and can increase your learning benefits.

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8.1 Read the case thoroughly. To understand fully what is happening in a case, it is
necessary to read the case carefully and thoroughly. You may want to read the case
rather quickly the first time to get an overview of the industry, the company, the people,
and the situation. Read the case again more slowly, making notes as you go.

8.2 Define the central issue. Many cases will involve several issues or problems.
Identify the most important problems and separate them from the more trivial issues.
After identifying what appears to be a major underlying issue, examine related problems
in the functional areas (for example, marketing, finance, personnel, and so on).
Functional area problems may help you identify deep-rooted problems that are the
responsibility of top management.

8.3 Define the firm's goals. Inconsistencies between a firm's goals and its
performance may further highlight the problems discovered in step 2. At the very least,
identifying the firm's goals will provide a guide for the remaining analysis.

8.4 Identify the constraints to the problem. The constraints may limit the solutions
available to the firm. Typical constraints include limited finances, lack of additional
production capacity, personnel limitations, strong competitors, relationships with
suppliers and customers, and so on. Constraints have to be considered when
suggesting a solution.

8.5 Identify all the relevant alternatives. The list should all the relevant alternatives
that could solve the problem(s) that were identified in step 2. Use your creativity in
coming up with alternative solutions. Even when solutions are suggested in the case,
you may be able to suggest better solutions.

8.6 Select the best alternative. Evaluate each alternative in light of the available
information. If you have carefully taken the proceeding five steps, a good solution to the
case should be apparent. Resist the temptation to jump to this step early in the case
analysis. You will probably miss important facts, misunderstand the problem, or skip
what may be the best alternative solution. You will also need to explain the logic you
used to choose one alternative and reject the others.

8.7 Develop an implementation plan. The final step in the analysis is to develop a
plan for effective implementation of your decision. Lack of an implementation plan even
for a very good decision can lead to disaster for a firm and for you. Don't overlook this
step. Your teacher will surely ask you or someone in the class to explain how to
implement the decision.

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9. Analysing the Case
If the process is to result in enhanced skills, modified attitudes and learning exchange,
then it should approximate what is done by thoughtful people in everyday life.

Comprehensive:
More thorough than the superficial way we are called upon to make decisions in
everyday life
Flexible:
Misleading by presenting checklists or questions that WILL unlock the secrets of the
case
Culminate in Reflection:
Apply to everyday events what has been learned?
Limitations:
Bias —our own, other group members or the developer
Expectations: Either empty exercise or long term benefits
Skill in language

10. Do’s for Case Analysis

1. Go through the case twice, once for a quick overview and once to gain full
command of the facts, then take care to explore the information in every one of
the case exhibits.
2. Make a complete list of the problems and issues that the company’s
management needs to address.
3. Be thorough in your analysis of the case situation.
4. Look for opportunities to apply the concepts and analytical tools in the text
chapters—all of the cases in the book have very definite ties to the material in
one or more of the text chapters.
5. Do enough number crunching to discover the story told by the data presented in
the case.
6. Support any and all off-the-cuff opinions with well-reasoned arguments and
numerical evidence.
7. Prioritize your recommendations and make sure they can be carried out in an
acceptable time frame with the available resources.
8. Support each recommendation with persuasive argument and reasons as to why
it makes sense and should result in improved company performance.
9. Review your recommended action plan to see if it addresses all of the problems
and issues you identified—any set of recommendations that do not address all of
the issues and problems you identified is incomplete and insufficient.

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11. Don’ts for Case Analysis
1. Don’t stop until you can purge “I think” and “I feel” from your assessment and,
instead, are able to rely completely on “My analysis shows.”
2. Do not recommend any course of action that could have disastrous
consequences if it doesn’t work out as planned.
3. Don’t show any biasness during case analysis.

12. Case Preparation

1. Identifying case development needs
2. Developing case leads
3. Initial clearance
4. Data collection
5. Preparing the case outline
6. Preparing a case draft
7. Clearance, registration and testing

Case preparation should be an on-going process. Its importance arises from the fact
that recent cases not only provide an element of interest among students, but also bring
to the class the latest situations being faced by decision-makers.

12.1 Identifying Case Preparation Needs

Case preparation needs arise in two different ways.
a. Some of the existing cases in current courses may need replacement by new ones
as the old ones are too old to generate much interest among students, or they do not
adequately depict the current decision making scenario in real life.
b. An opportunity may arise to write an additional case which would be useful.

12.2 Developing Case Leads

A case writer, having defined the case writing requirements and prioritized them, has to
look for real-life situations. Several ways are open in locating such situations.
Primary sources: Colleagues, alumni, participants in current executive development
programs could all be sources of case leads.
Secondary sources: Scanning relevant reports (including reports of government
commissions, departments, etc.), particular industry and trade papers and journals, and
other relevant publications - all these could generate possible case leads.
Pursuing possible case leads: The case writer needs to prepare a list of contacts and
associated files, with names and addresses of contact persons and organizations, and
prioritize them on the basis of a priori assessment of converting these into actual case
leads.

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12.3 Initial Clearance
Getting initial clearance, preferably from top executives of the organization, is necessary
for efficient time utilization in case writing. If this step is not followed, the time spent on
developing cases is wasted.

12.4 Data Collection

The real work of case writing starts by planning and implementing the data collection
phase through secondary sources, both published and in-company, and primary
sources (interviews with executives and other knowledgeable persons). In the first
phase of data collection, the case writer familiarizes him- or herself with the situation.
This could include scanning of published materials for understanding the industry and
the organization, records or personal knowledge of colleagues about previous attempts
at case writing on the organization, and other knowledgeable persons about the
industry, the company and the phenomenon under study.

The second phase would begin with preliminary interviews with key decision-makers in
the organization in order to understand the situation and acquire an understanding of
what went into decision making. Following this, detailed data from both primary and
secondary sources will have to be collected according to a work schedule.

12.5 Preparing the Case Outline

The case writer may have prepared a preliminary case outline even before boarding on
data collection, but, having collected the data, a firm outline of the case should be
elaborated. Some of the elements to be dealt with in this phase are listed below.
 Identify the major issues in the situation and those which need to be highlighted
in the case.
 A background of the organization, its situation and executives should be included
in the case as it is relevant and useful in providing a perspective for the case
analyst. Usually this description follows the opening paragraphs on the major
issues in the case.
 The nature of information from secondary and primary sources and their
sequencing in the text.
 Essential aspects to be included in the text, versus explanatory and supportive
information to be put in exhibits or appendixes.
 A sequencing of items to provide for easy reading and comprehension, unless
the purpose of the case suggests otherwise.

12.6 Preparing a Case Draft

The efforts put into preparing the case outline should help in writing the case draft.
Additional considerations and suggestions are given below.

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(i) The case writer must keep the focus on the decision-maker, and be faithful and
objective in describing the situation. Therefore personal comments, reactions,
etc., of the case writer must be avoided. The language and terminology used by
executives or generally used in the trade or profession must be retained. If such
terminology is not likely to be understood by participants, explanations should be
given in a glossary.
(ii) A case should be written using a structure which promotes an easy flow of
thought for better understanding and comprehension by the participant. For the
same reason, the language of the case should be understood by the participant.
Details could be increased or reduced according to participant's anticipated
knowledge and ability, interest and experience.
(iii) A catchy title and dramatic opening will attract reader attention immediately. The
length should be kept as short as possible so that no unnecessary time has to
spent on reading to attain comprehension. Generally, cases are written in the
past tense. The case writer must maintain complete confidentiality.
(iv) The final draft should be written with as much care as a professional journal
article.

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Chapter Roundup:
 Case methods, like simulations, role plays and games are intended to develop
student ability to solve problems using knowledge, skills, and concepts relevant to a
course.
 Finished cases based on facts are for analysis only, since the solution is indicated or
alternate solutions are suggested.
 Unfinished open-ended cases are where the results are not yet clear (either because
the case has not come to a factual conclusion in real life, or because the instructor
has eliminated the final facts.) Students must predict, make choices and offer
suggestions that will affect the outcome.
 Fictional cases are entirely written by the instructor—can be open-ended or finished.
Cautionary note: the case must be both complex enough to mimic reality, yet not
have so many “red herrings” as to obscure the goal of the exercise.
 Reading strategy for a case:
 Previewing
 Scanning
 Skimming
 Reading
 Case Preparation:
1. Identifying case development needs
2. Developing case leads
3. Initial clearance
4. Data collection
5. Preparing the case outline
6. Preparing a case draft
7. Clearance, registration and testing

Self-test Questions:
 What strategies should be followed to overcome the difficulties of the case method?
(see 4)
 List and explain various types of cases (see 5)
 What techniques should be adopted for reading a case properly? (see 7)
 How can an effective case be prepared? (see 12)

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MCQs:
1. Which of the following is not a type of case used in Case Method Learning
a. functional cases
b. finished cases based on facts
c. unfinished open ended cases
d. criminal cases 
2. Which of the following is not a strategy for reading a case properly
a. scanning
b. skimming
c. previewing
d. none of the above 
3. The role of student in the case method is
a. to analyze the case 
b. to facilitate listening
c. questioning
d. encouraging problem solving
4. one of the case reading strategies is:
a. organizing
b. revising
c. previewing
d. none of the above
5. the following is not a case analysis approach:
a. defining the central issue
b. defining the organizational goals
c. identifying the constraints to the problems
d. reading the case casually
6. the following is one of the don’ts for case analysis:
a. showing any biasness during case analysis
b. reviewing your recommended action plan
c. supporting each recommendation with persuasive argument
d. none of the above

MCQs Answers:
1.d 2.d 3.a 4.c 5.d 6.a

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Business Communication and Report Writing (Study Text) 244 | P a g e
Chapter Learning Objectives:

 What is a Presentation?

 Elements of a Presentation

 Designing a Presentation

 Advanced Visual Support for Business Presentation

 Types of Visual Aids

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1. Giving a Presentation or Speech to an Audience
Presentations may be five minutes or two hours long but the basic precepts will be the
same: the conveying of a specific message to an identified audience at a designated time
and place. The audience may be only a few people or it may be thousands, similarly, the
purpose and content of each presentation you make will vary tremendously but the skills
needed to ensure that it is effective will be the same.

(a) Key Presentational Elements

 Consider this checklist when you plan the delivery of any presentation.
 Understanding the difference between written and spoken communications
 Oral communication skills (style, delivery, rapport)
 Using non-verbal techniques, e.g. body language
 Understanding your audience's requirements
 The ability to interact with an audience
 Preparation and planning
 Knowing your subject
 Presenting enough but not too much information/data
 Careful selection of information/data
 Summarising salient points
 Using appropriate visual aids
 Pace (not too fast or slow, but varied)

(b) Types of Presentation

The size of the audience, the subject matter, time-scale or location will change from
presentation to presentation and the purpose will vary enormously. To understand this
context, you need to ask yourself:
 What is the purpose?
 Who are the audience?
 How will it be judged? By whom?
 Are there any specific requirements/criteria which have to be met?

Types of presentation can be categorized according to the audience and/or context. Thus
we could identify the following types:
i. to prospective employers at a job interview
ii. to senior managers
iii. to colleagues
iv. to actual and/or potential clients –product launches, etc.
v. at exhibition stands/trade fairs
vi. at in-house training/staff development events

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In each of these instances, the context will determine how you approach the planning,
design and execution of your presentation. So, it will not always be appropriate to use
audio-visual aids and sometimes you will be alone. At other times you may be part of a
team of presenters. Note, too, that your status will vary in the different situations and this
will affect how each audience perceives you. In every case where a presentation or
speech allows questions from your audience, you have to be very well prepared to answer
them.

2. Designing a Presentation (The 6 P’s of Presentations and Speeches)

In order to present ourselves and our information effectively, we need to follow the 6 P’s of
presentation:
a) Planning
b) Purpose
c) Political sensitivity
d) Personal commitment
e) Personal communication skills (ability to persuade)
f) Polish

(a) Planning
Being well prepared for a presentation affects how the audience perceives you and how
confident you feel about your presentation. Preparation that makes you confident will
always result in a more effective speech. You will use visual aids more effectively and be
able to react quickly to any questions posed by the audience. Presenters who apparently
"think on their feet" and engage in an almost social interaction with their audience, usually
do so as a result of very careful and detailed planning.
As part of your planning, do not forget to practice delivering your speech so that you
become familiar with it and you can see how long it lasts.
So, what are the elements of a presentation that require planning?

Background
You will need to know the location, the timing, the running order and the position from
which you will be presenting (e.g. on a stage, in a meeting room, etc.). What technical
equipment will be available to you? Who will be coordinating the presentation should you
require additional assistance? What is your status and what is expected of you in this
context?

Personal Preparation
 Is it necessary to adopt a particular dress code?
 Are you physically prepared with relevant data and visual aids?

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 Do you need to rehearse in the chosen location to maximise your impact and to feel
comfortable with your surroundings?
The Presentation Itself
 Does your argument follow a logical sequence?
 Is the language clear enough and appropriate for your audience?
 Have you researched all your data thoroughly? Are your "facts" verifiable?
 Have you timed the length of your presentation?
 Will your presentation be lively and varied or delivered in a dull monotone?
 Will you make reference to the audience? (Ask questions, allow questions.)
 Do you understand what you are presenting?
 Have you considered all the potential implications or perceptions of your material?
(This will ensure that you can respond to any criticism or query adequately rather
than defensively.)
 Are your visual aids easily visible, relevant and properly produced?
 Check who will be available to offer technical support if necessary.
 The planning should allow you to take control of your presentation. In fact, you can
even set the scene by preparing information about yourself and your presentation,
with which the coordinator can introduce you.

(b) Purpose
The first element of the planning stage is concerned with identifying the purpose of the
presentation and your role in fulfilling that purpose.
Clearly, the purpose varies from presentation to presentation but some presentations are
for internal audiences and others for external audiences.

In every case they are a medium for corporate strategy, objectives or ideas to be revealed,
discussed and communicated.

Type of Presentation Purpose

Product launch Communicate to external market;
generate sales.
Informative Teaching; Raising awareness of
issues (e.g.: health & safety;
social issues; planning &
development; etc.)
Exhibition stand Raise awareness; communicate
to external market; generate
sales.
To senior managers Generate support for an
idea/proposal; test market for an

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 idea; establish presenter as the
expert.
To colleagues Share ideas/proposals; establish
team hierarchy.
"Pitch" to potential clients Communicate corporate ethos
and attitudes to external market
with the objective of making future
sales.

(c) Political Sensitivity

Presenters need to be aware of the potential impact of the content of their speech. Some
issues are politically sensitive in the largest sense (e.g. AIDS, nuclear waste, closing
hospitals or schools). In other instances there could be internal politics to be considered
(e.g. reallocating workloads from one department to another).

Presentations on topics like these are often the hardest to do successfully. Sensitive
issues need sensitive handling, so that no-one is offended. That takes great skill.

(d) Personal Commitment

If you have no interest in the planning, none in the writing or presenting of the material, the
presentation will fail. However, if you have too much commitment to the subject matter you
may be unable to see potential pitfalls or problems and may also come across as biased,
overzealous or "preaching". Too much personal involvement can also result in an excess
of nerves and over-planning which destroys the impact of the presentation. Your
commitment should be to extensive and relevant preparation and professional delivery
that takes your audience with you.

(e) Personal Communication Skills

It is of the greatest importance to establish a rapport with your audience. Obviously, you
can't retain eye contact with a hundred people but you can make sure that your physical
appearance, body language and style of presentation contribute to, rather than detract
from, what you are trying to communicate.

The following tips may come in useful:

 Wear clothes which are smart (and clean) in which you feel comfortable. Avoid
being fussily dressed or too formal. Your speech, not your clothes, is what the
audience should focus on.
 Try to control your mannerisms and the general nervous "tics" which we all have –
fiddling with pens, scratching, etc.
 Use the space you have available to you; move around it, so the audience have to
follow you and stay attentive.
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 Look directly at your audience, not at your notes, the floor or the ceiling. This is
actually easier with a large audience. As before, if you are not comfortable looking
people in the eye, look at the space between their eyebrows. This gives the
appearance that you are looking directly at them.

(f) Polish
This is the most difficult element to achieve; it rarely comes naturally and is usually a
result of practice, rehearsal and experience. A truly polished presenter can be
professional yet sincere and friendly at the same time.

Even if you have to give the same information to a variety of audiences, vary your
presentation. Remember to present the identified benefits to each particular audience.
Involve them in your speech. Avoid clumsy phrasing, jargon or rambling. It's worth looking
at news bulletins to see how professional presenters use their material and respond to the
unexpected. Live shows are an even greater test of presenters and reflect polish to
varying degrees.

3. Factors Required for Effective Delivery of Presentation:

(i) Knowing Your Audience

As with all methods of communication, you need to consider your audience carefully
before you start speaking. You will find it helpful to ask yourself the following questions:
 Who will make up the audience? Are you addressing a group of senior managers, or
work colleagues, or strangers? What age are they?
 How big will the audience be?
 What is the level of their existing knowledge and awareness of the subject?
 At what level can you pitch the complexity of your presentation?
 What is the likely reaction to the presentation? Will it be anxiety or resistance to the
subject matter?
 What are the audience's own expectations for the session likely to be?

The organizers of the event should be able to give you answers to most of these
questions. Whilst the needs of the audience should not be allowed to prevent you
achieving your overall aims, they will almost certainly influence the specific objectives and
the way in which you will deliver the presentation.
Finally, it is useful to put yourself in the audience's shoes. Once you have some sort of
profile of the possible audience, think about it from their point of view. What will they be
looking for and what will grab their attention? Make sure that the tone, style, speed and
vocabulary of your speech all contribute to its effectiveness.

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(ii) Subject Knowledge
In oral communication generally, it is essential to "know your stuff ". You can't look it up as
you go along. This means that you have to thoroughly research the topic and gather as
much information as possible about it. Whilst you obviously need to focus on information
that is directly relevant to your objectives, it is good to get as wide a perspective about the
subject as possible. This will help you to deal with additional issues or questions, which
arise during your presentation. To a large extent, this is the same as any information
gathering exercise. However, there are certain aspects which are of particular relevance
to presentations, as opposed to other forms of communication.

(iii) Exemplification
It is always helpful to illustrate the points you make by providing examples but during
presentations, examples provide a welcome opportunity to add life and colour to what may
be a dull subject. Any exemplification needs to be accurate, relevant and memorable.

You can use slides, PowerPoint, drawings or other visual aids to create impact.
Anecdotes, short stories about real incidents, are helpful in illustrating a practical
application of a theory. Putting a humorous slant on them can be very effective in adding
life and colour to the presentation.

Depending on the type of presentation, it may also be appropriate to involve the audience
in some way, by getting them to contribute information or examples from their own
experience. You need to be very clear about the type of information you want them to
contribute and how you will use it. (We shall return to the issue of getting audience input
and participation below).

(iv) Exercises
If your presentation deals with skills development, it is likely that you will want to include
some practical work for the participants in the session. For example, when introducing a
new accounting system, it would be important to give the audience some practical
experience in trying out the procedures.

Any such exercises need to be carefully worked out in advance. They should be relatively
simple so that participants can understand what is involved straightaway and you, as the
presenter, can easily explain what is required. Participants who complete these tasks
successfully will feel motivated and positive about you.

(v) Structuring your material

If you have done your research thoroughly, you will undoubtedly have far too much
material to include in the presentation itself. You need, then, to organize that material:

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 determining what should be used, so that you are able to cover all the objectives in
the time available.
 structuring the session and the material so that the audience can be effectively led
through it in a way which enables them to meet the stated objectives.
One approach to organizing a mass of material is to consider it under three categories:
1. must include
2. should include
3. could include

This concentrates attention on those key elements which must be included; those that are
central to meeting the objectives and will, therefore, form the core of the presentation.
Anything else is supplementary to the main points and may be divided into those elements
which should or could be included:
 Material that should be included will support your main points; important material
but not essential and could be omitted without detracting from the exposition, if
there is not sufficient time.
 Material that could be included is that which extends your central material into
further areas, not central to the main theme of the presentation. If there were
unlimited time, it would be good to include and it would add to the amount of
relevant information. However, the objectives can be met without it.

The point of this exercise is to focus on the core. It is this core, not the supplementary
material, which needs to be organized to give the structure to the presentation and this is
far easier when you have stripped the content down to the essentials. It is important not
to let detail get in the way of the overall structure.
It is better to have a well-rounded argument, based around the core points of a
presentation, than to try to include too much of the supporting detail.
In doing this, you need to think carefully about the order in which you wish to present your
points. The aim is to develop the presentation in a logical fashion, starting from the basics
and developing complexity as you work through it. Make sure that your speech has a clear
introduction, a detailed body and a memorable conclusion. This helps to make your
arguments persuasive.

Structuring the presentation to work, step-by-step, through your subject also helps to
divide the session into a number of "chunks" and provides natural break points. These
allow both you and your audience, periodically, to take stock of progress through the
subject and make it easier for you to keep track of where you are.

(v) Making and Using Notes

Very few speakers are able to remember everything they need to say at the time. You will
need, therefore, to have some notes to help you remember all your points and to guide
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you through them in the correct order during the presentation. When we say "notes", we
mean notes, not a full script for the presentation. There may be a temptation to write it all
out but this will only encourage you to read the words out to your audience, rather than
speak to them.

It is best to use cue cards, rather than sheaves of paper. These are small cards which
simply state the key points to be covered, the main and sub headings. If you are well-
prepared you will not need any more detail on the cards. They have the advantage of
being small and easily handled, they do not rustle if you are nervous and can be easily
bound together to keep them in order.

The words on the cue cards need to written clearly and boldly so that they can be easily
read while you are standing up and speaking. They can be numbered, or written in
different colours to help identify, clearly, the different elements and stages of your
presentation.

(vii) Non-verbal Communication

Body language is very important in delivering presentations, as this conditions the rapport
you establish with the audience. You need to adopt an open stance and a style which
engages with the audience, rather than distancing you from them. You also need to be as
If you are the sort of person who would naturally use your hands as you express yourself,
feel free to do so but avoid over expansive gestures, as this will detract from what you are
saying.

It is important to maintain eye contact with the audience as a whole. This helps to show
interest in and engagement with your audience. Let your eyes move over the audience
and avoid fixing your gaze on one particular individual. This is where you will see the
importance of using only cue cards rather than a full script. You will be able to glance at
your notes without losing the impact of eye contact.

Eye contact is also important because you should be watching for feedback from the
audience all the time and assessing people's level of concentration. Try to vary the
intensity of your delivery to take into account the need for individuals to refocus. In using
any visual aids, it is important to remember that you need to maintain contact with your
audience. Do not turn your back for too long and never speak without turning to face the
front.

(viii) Participation
The final point to consider in the delivery of a presentation is the way in which you interact
with the audience. Oral communication is essentially a two way process so, although you

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will be doing a lot of one way presenting of information, do not lose track of the need for
some participation.

At the least, you need to consider how you deal with questions. There are, basically, two
alternatives:
 Leave them until the end, when you can set some time aside for them. This provides
you with more control over the running of the session but can reduce the audience's
involvement.
 Take questions as you go along. This has the advantage of resolving any issues as
they arise, but may throw your timing out or disrupt the order in which you planned to
deal with topics. A minor point may be expanded into something major if you allow too
much time to be spent on it. This method allows for a higher degree of audience
involvement and works best with smaller, less formal groups. However, even in larger,
formal presentations, it is best to allow some degree of questioning on points as they
arise; do not be afraid, though, to cut the discussion short and defer consideration of
particular points to a later stage, or the end, of the presentation.

Whichever method you use, you need to keep control over it. When giving a presentation,
it will proceed according to the rules you set. That gives you every possible opportunity of
making it successful.

4. Methods/Ways of Delivering the Presentation

When you have to deliver a speech, you have four choices before you: extemporaneous,
manuscript reading, memorization and impromptu. You may choose one of them
according to the situation.

(i) Extemporaneous or Note and Outline Based Method

With this method you make a speech with the help of already prepared notes or
outline. Your outline may include comments, quotations and facts and figures to
reinforce your speech typed or written on a paper. Extemporaneous method of
speaking should be preferred to other ones because it permits more eyes contact
with the audience and helps you establish direct contact with them. Frequent
presentation will enable you to use fewer notes and feel more confident than a
beginner does.

(ii) Manuscript Reading Method

In case of long speeches, it may be necessary to read parts of your manuscript.
Sometimes, you have to present technical and complex data, quotations from
authorities, laws and rules. So you have no other way than reading them verbatim
or word for word. Be sure to maintain your eye contact with audience. Avoid
reading the entire speech word for word.

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(iii) Memorization Method
At the beginning some of the speakers feel stage fright. Memorization is the best
method for each speakers. The beginning speakers may memorize speech but the
presentation should be made spontaneous and natural. Some of the best speakers
memorize their speech not word for word but the main ideas.

(iv) Impromptu or On-the-Spot Method

Often you have to express your views before a gathering on the spur of moment or
on-the-spot. You are asked to address your audience without preparation,
rehearsal or thought in advance. After frequent practice and long presentations you
are able to speak impromptu. This method of speech calls for wide knowledge, vast
experience and constant practice. An ordinary speaker fails to perform effectively if
he is asked to make a speech on the spot. Only the well-experienced speakers
show good performance.

5. Ways to Improve Voice Quality during Oral Presentation:

Having completing the seven steps for preparing oral presentation and choosing the
method to deliver it, you should focus on your voice quality. Your voice quality plays an
important role in impressing or annoying your listeners. For example, your voice can
soothe or make them angry.

The following ways are suggested to improve your voice quality for effective oral
presentation.
(i) Breath Control
If you want to improve your voice, you must be able to control your breathing.
Breath control depends both on deep breathing and correct posture. Deep
breathing not only improves your voice quality but also decreases your stage fright.
(ii) Pitch of Voice
Pitch refers to the degree of highness or lowness of your voice. While speaking,
your pitch should be varied. If your voice lacks variation, it will be called monotone.
(iii) Rate of Voice
Rate of voice indicates speed at which you talk. In other words it shows how many
words you use per minute when you speak. Most of the public speaker uses use 80
to 160 words per minute. As a matter of fact, you should speak at an appropriate
rate of speed. Use pauses to stress major points and express less important points
more rapidly.
(iv) Volume
Volume is the softness or loudness of your voice. This voice quality enables people
to listen you. You must adopt your volume level to the size of audience and room.
(v) Pronunciation

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 Pronunciation means saying words correctly. Be careful about your pronunciations.
Faulty pronunciation causes miscommunication as well as creates bad impression
about the speaker.

6. Strategies to be adopted while making Oral Presentation:

The important considerations which I should keep in perspective while making an Oral
Presentation to a knowledgeable audience are:
(i) The oral presentation should be organised in a sequence that leads the listeners’
thoughts in a logical manner towards the conclusion.
(ii) The presentation should be based on proper use of grammar and pronunciation.
(iii) Eye contact should be maintained with the audience and body language used to
emphasise any particular point(s).
(iv) Excessive body movements should be avoided as it would distract the audience.
(v) The oral presentation should be concluded with sufficient emphasis of the main
theme point(s) and offering of specific recommendations.
(vi) An alert attitude should be retained to reply to the questions from the audience and
a calm state of mind should be kept even when faced with provocative questions.

7. Role of Advanced Visual Support in Business Presentation:

It uses visual images to communicate messages which receiver receives by using his
sense of sight. It is well said:
“A visual image paints a thousand words”.

(i) Types of Visual aids

(i) Blackboard and white boards
(ii) Handouts
(iii) Flipcharts
(iv) Overhead Projectors
(v) Slides
(vi) Film and Video
(vii) Demonstrations

Visual aid Explanation

Blackboard Blackboards (also called chalkboards) are gradually
and being replaced by modern wipe-clean whiteboards. The
whiteboard principle remains the same in that the presenter writes on
them in real-time, then wipes them clean to re- use the
writing surface.
The process is both time-consuming and messy although
remains a useful alternative to overhead projectors for
annotating brainstorms and group problem-solving.

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 Handouts Handouts describe the printed notes and diagrams that
are distributed to delegates in a presentation. They may
be a copy of the presentation or other supporting
documentation to be reviewed at the convenience of the
reader.
Flipcharts Flipcharts are essentially a large pad of paper mounted
on an easel frame.
One benefit is that individual sheets can be removed
and used as posters in training rooms. Furthermore it is
a low-tech solution and can support multiple groups
preparing presentations in a live auditorium.
Overhead Overhead projectors are rapidly being superseded by
projectors slides although they are still used by many organisations.
Overhead projectors involve projecting pre-printed or
hand-written images from a clear film onto a large
screen.
The advantage of overhead projectors compared to
slides is the ease with which presenters can mark-up
and annotate the film with special purpose pens. For
this reason they remain popular in training rooms.
Slides Slides are essentially freeze-frame photographs including
text and diagrams projected onto a screen of some kind.
Modern software such as Microsoft PowerPoint allows
audio and video to be embedded into the slides too.
Film and video Film and video are powerful aids that similar to slides can
be projected onto a large screen or output to a screen such
as a computer monitor or television screen.
Props and Products (props) and demonstrations (of an operation or
demonstrations product) are an effective way of showing the audience how
something works.
This is useful at the design stage of product development
when looking at prototype products and scaled-models
for a production process as well as in the sales and
marketing phase when promoting products.

(ii) Factors Considered for Effective Use of Visual Aids:

The following considerations should be kept in perspective to achieve optimum benefits of
Visual Presentation Aids.
(i) Visual Aids should be used sparingly to highlight and give greater credibility
to key points. Excessive use of Visual Aids would lose their efficacy.
(ii) Visual Aids must be clearly visible to the entire audience. It is irritating for the
audience to listen to a presentation that has visual aids which can be seen
only by a portion of the audience in the room.
(iii) Visual Aids should be displayed only at the relevant points in the speech and
should be removed / switched off before moving on to the new information.
An irrelevant visual aid creates distractions among the audience.

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 (iv) A Visual Aid should contain only such information which can be easily
comprehended by the audience.
(v) A Visual Aid showing Clip Arts from well-known sources should be avoided
as it shows lack of original professional knowledge of the subject.
(vi) After offering the explanation of the contents of the Visual Aid, the speaker
should immediately turn face towards the audience and continue to speak.

(iii) Advantages of Visual Aids (circumstances / situations appropriate for using the
visual aids):
(i) Large volume of data can be easily presented through visual aids e.g.
budgetary details in tabular or graphic form.
(ii) Complex relationships can best be explained through this technique e.g.
supply and demand relationship in the form of graph.
(iii) It is used when general survey of data is required which would be lengthy or
repetitive if communicated through verbal form e.g. the photograph of tug-of-
war before the definition of team working.
(iv) It is used to emphasize certain parts of a message e.g. boxes, underlining,
emboldening.
(v) This may also be used to support oral announcements e.g. handouts or
slides.
(vi) It is used to make message more impactful.
(vii) It is a tool to generate moods and emotions in audience.
(viii) It is used to give a vivid description of a person, place or object.
(ix) It easily captures audience’s attention.
(x) It increases the clarity of the message.
(xi) Message may become more memorable if communicated through visual
aids.

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Chapter Roundup:
 The 6 P’s of Presentations and Speeches
a) Planning
b) Purpose
c) Political sensitivity
d) Personal commitment
e) Personal communication skills (ability to persuade)
f) Polish
 Factors Required for Effective Delivery of Presentation
 Knowing your Audience
 Subject Knowledge
 Exemplification
 Exercises
 Structuring your Material
 Making and Using Notes
 Non-verbal Communication
 Participation
 Visual Aids use visual images to communicate messages which receiver receives by
using his sense of sight.

Self-test Questions
 List various key presentation elements (see 1(a))
 Explain in detail the 6 P’s of presentation and speeches (see 2)
 Differentiate between extemporaneous and impromptu method of delivering
presentation (see 4(i & iv))
 What are the strategies which a good presenter should keep in perspective while
making an oral presentation? (see 6)
 You have to make an Oral Presentation to a knowledgeable audience which
would be followed by a question and answer session. List five important considerations
which you should keep in perspective while making your Presentation.
 The prime purpose of Visual Presentation Aids such as pictures, drawings, charts, etc.
is to communicate with greater clarity and to increase the level of understanding
among the audience. What considerations should be kept in perspective to achieve
optimum benefits of Visual Presentation Aids?

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MCQs:
1. Extemporaneous method of delivering oral presentation refers to:
a. making presentation with the help of already prepared notes or outlines
b. reading parts of manuscript
c. memorizing presentation
d. making presentation on the spur of moment
2. Which of the following is not a visual aid to be used during business presentation?
a. slides
b. multimedia
c. cartoons
d. flipcharts
3. Which of the following activity should be avoided during oral presentation?
a. Eye contact with audience
b. Conclusion of presentation
c. Excessive body movement
d. None of the above
4. Impromptu method of delivering an oral presentation refers to:
a. memorizing presentation
b. making presentation with the help of already prepared outlines or notes
c. making presentations on the spur of the moment
d. reading parts of manuscript
5. Memorization method of delivering an oral presentation refers to:
a. making presentation with the help of already prepared notes
b. memorizing presentation
c. reading part of manuscript
d. none of the above

MCQs Answers:
1.a 2.c 3.c 4.c 5.b

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Business Communication and Report Writing (Study Text) 261 | P a g e
Chapter Learning Objectives:

 Introduction

 Writing CV’s/ Resumes

 Group Discussions

 Interview Types

 Job Interview

 Interview Skills

 Impact of Technological Advancement on Business Communication

 Communication Networks – Intranet – Internet – Emails – SMS –

Teleconferencing – Video Conferencing – E-Commerce – Off-shore help desk

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1. Introduction
Having completed the education, almost every young man is anxious for seeking an
employment. He looks for a job opportunity suited to his education, training, interest and
ambition. Whenever an offer for a job is made or a vacant position comes to his
knowledge, he has to write an application for it. An application for employments is, in fact,
a sales letter written by a job seeker for selling his services.

2. Types of Application
There are two types of letter of application
(a) Solicited
(b) Un-solicited.

A solicited application is one written in response to an advertisement from the employer.

An un-solicited application is one written for job which is not advertised.

3. Lay-out of an Application
A letter of application is written or typed in form of a business letter. It consists of the
heading, the inside address, the salutation, the body, the complimentary close, the
signature. In the body, the applicant must give the resume of his personal background i.e.
academic qualification, experience, age, names of reference, etc. The personal resume
can also be given on a separate sheet as a supplement to the application. In that case it is
not mentioned in the body of the application. Sometimes, testimonials in support of
qualification and experience are also attached with it. In the last paragraph of the body a
request for interview is made which stimulates action on the part of the employer.

4. The Resume or Curriculum Vitae (C.V.)

As application for job is a kind of sales letter written by the applicant to sell his services, it
should be accompanied by a written summary of his qualification. This summary – called a
resume, a data sheet, or a personal record – is a description of applicant’s qualification. It
is also called Curriculum Vitae or C.V. It usually includes a statement of education,
employment record (experience), a list of references and other data that helps the
applicant to obtain the job he wishes.

“Curriculum vitae” (plural: curricula vitae) is Latin for “course of life” and is usually called a
“CV” in Britain or “résumé” in the USA. Whatever you call it, its purpose is always the
same: to provide details of one’s life, especially education, qualifications and relevant work
experience, which will lead to an interview or appointment for a job. It is, in effect, a
specialised type of advertisement, where the product you are marketing is yourself.

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Since the only purpose of a CV is to attract a potential employer to your application,
everything about your CV must contribute to that. You can use headings and bullet points
if you wish but whatever style you choose, you must maintain it consistently throughout.
The basic information that is required in a CV is:
 your name and contact details (address, telephone)
 education and qualifications
 work experience
 other relevant experience
 your other achievements and interests
 details of your referees

Date of birth is no longer compulsory; this is to prevent age discrimination, either because
candidates might be thought to be too old or too young.

When giving details of your education and work experience, it is usual to begin with the
most recent and therefore, most relevant and work backwards from the present day.

The section detailing your other interests and achievements will give the employer a
broader and more accurate picture of you as a person. It is a good opportunity for you to
let them see some of your attractive personal qualities.

The tone must be formal; after all, you want a prospective employer to take you seriously.
You may want to use a lighter tone in your application letter, which will accompany the CV.

5. Basic Principles:
A good CV will follow five basic principles:
(i) Keep to the essentials and avoid irrelevant details. You should not include every
detail about everything you have ever done; it is enough if you stimulate the
prospective employer’s interest in you. You can give the details at the interview.
(ii) Be clear, and logical in your approach. It is, for example, much easier for someone
to see how your skills have developed if your CV is presented chronologically.
(iii) Adapt your CV to suit the post for which you are applying. This means that you
should place greater emphasis on your achievements that are most relevant to a
particular post.
(iv) Do not be tempted to include information which is not true, since, at interview, a lie
will usually be uncovered.
(v) Ensure that it is presented as neatly and logically as possible. An untidy CV implies
an untidy person. Type it, leaving plenty of white space so that it does not look too
crowded on the page; you need to make a prospective employer want to read it.

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We again recommend looking over your CV before you send it. Try to be objective: would
you invite this person for interview? If you’re not sure, then you need to make your CV
more interesting.

The resume should look attractive. The applicant should present his resume in an
effective and impressive way so that the employer may be convinced of his usefulness. It
should be typed, written or composed perfectly balanced on the page and free from errors.
Furthermore, a resume should be prepared carefully to suit the employer’s needs for the
job.

6. The Attributes of a Well-Prepared Resume:

i) Should be absolutely business like and carry a professional style
ii) Should highlight the applicant’s special talents, qualifications and suitability for the
position
iii) Should have an easy to read style and contain verifiable and correct information
iv) Use of action verbs and quantifiable indicators of achievements should be
encouraged
v) Use of pronoun “I” should be avoided
vi) Superior quality paper and a good printer should be used.

7. Formats of Resume:

Chronological-format Resume: Job-by-job work history is listed in a date wise order in a

prominent position immediately after the name and address of the applicant. In a
Chronological CV the particulars of work experience, names of the organizations with
which the candidate was associated, the positions held by the candidate and a statement
of the responsibilities handled along with dates of joining and leaving the organization are
presented in the most dominant position. The employment history is presented beginning
with the most recent position held.

Functional-format Resume: The emphasis is on the candidates work skills, capabilities

and achievements which are placed immediately after the name and address of the
applicant. The previous work history and qualifications are relegated to a secondary
position.

Combination-format Resume: It combines the features of both chronological and

functional format resumes. It focuses on both work history, and skills and
accomplishments.

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Chronological-format Resume is suitable in situations when:
 the candidate has a strong track record of relevant experience with companies who
have a good reputation for providing sound training to their employees
 the candidate has demonstrable record of career growth and progression
 the candidate is being considered for a professional position where a proven track
record of competence, ability to work in a team environment and soft skills are
accorded considerable weight.

Functional-format Resume is more suitable when:

 the special technical skills of the applicants match closely with the specific
requirements of the position for which employment is sought and in situations;
 where the candidate has changed jobs frequently; or
 there are gaps in the employment record.

Combination-format Resume is more suitable when:

 Each position candidate worked at involved a different job description
 A shorter format of the resume would lack depth

7.1 Format of Job Letter

The Professionals’ Academy of Commerce
41-T Gulberg II
Lahore

20th March 2012

The Human Resource Manager

Haseeb Waqas Investment Company
Gulberg Lahore

Application for the Post of Finance Manager

Dear Sir,

(Body of letter)

Yours faithfully,
Ali Raza
Bio-data
 Name: Ali Raza
 Father’s Name: XYZ
 Address: ABC
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  Qualification: 1. Chartered Accountancy
2. B.Com
3. F.S.C
4. Matriculation
 Experience: 5 year experience as Chartered Accountant in a multinational
company.
 Achievements: Won the award for the best Chartered Accountant in the
Year 2008.
 Objective: I want to work and flourish in a vibrant and flexible organizational
environment.
 References: 1. The Chairman Multinational Company
2. The HR Manager Multinational Company

Specimen Body 1 (Solicited Job Letter)

In response to your advertisement in today’s Dawn, I submit my application for the
post of Finance Manager. I feel that I possess necessary qualification and
experience required for the post.
I have special aptitude for accounting and qualified Chartered Accountancy with
distinction in the subject. My present employers are fully satisfied with my work as
is evident from the testimonial enclosed with the application.

I hope enclosed bio-data will convince you of issuing me an interview call.

Bio-Data Sheet
Name: ABC
Father’s Name: XYZ
Date of Birth: 28-7-1970
Place of Domicile: Lahore
Postal Address: 35-H, Sector 4
Education: S.S.C. Examination, A Grade, 1986
D.Com, First Division, 1988, G.C.T.I.
B.Com, First Division, 1992
Chartered Accountancy 1994 with specialization and distinction
in Accounting and Auditing
Experience: Having qualified CA I have been working with ABC Company
as Chartered Accountant. Here, I am doing the job of Ledger
maintenance of business clients. Besides, I maintain the cash
book and prepare bank reconciliation statement.
Reference:

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Specimen Body 2 (Solicited Job Letter)

Subject: Application for the Post of Private Secretary

Dear Sir,
Reference your ad appearing in daily “The Pakistan Times”, dated March 15, 2012,
I offer my services for the captioned post. My brief bio-data is given below for your
kind perusal:
Name: Faisal Azeem
Father’s Name Muhammad Azeem
Date of Birth 24th April, 1970
Domicile Lahore
Postal Address 254-Mumdot Block, Mustafa Town, Lahore
Academic Qualification
Name of Examination Year of passing Marks obtained
S.S.C Examination 1985 615
D.Com. Examination 1987 487
B.A. 1989 425
Diploma in Computer 1990 A Grade
Experience: 4 years’ experience as P.A, good typing and short hand speed, well-
acquainted with business correspondence.
In view of the above, I hope you will give me a chance to work against the
captioned post. Meanwhile, I assure you of diligent work and honest discharge of
duty to the best satisfaction of my superiors. I shall remain ever grateful to you if I
am lucky enough to be selected for the said post.
Reference:

Specimen Body 3 (Un-solicited Job Letter)

I have been informed by one of my friends who are in your employ that you have
planned to recruit instructors in English for your Commercial Training Institutes. I,
therefore, take this opportunity to submit my application for the subject noted post. I
give below my brief bio-data for your kind consideration.

I passed my M.A (English) from the Punjab University in 1989. Having obtained
Master Degree, I joined a private college as Lecturer in English where I have been
teaching up to degree classes.
As I have an aptitude for teaching, I teach the students devotedly and diligently.
Although my employers are happy with my performance, but I do not find my

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 present job as ideal as I like it to be. Besides teaching, I take great interest in
students’ games and supervise their activities.
I am a young man of 26 and possess good physique. I hope my application will
receive your favourable consideration and you will give me a chance of interview.

Specimen Body 4 (Un-solicited Job Letter)

One of my friends who is employed in your sales department indicated that you are
looking for a sales officer. Would my 5 years of experience with ABC Biscuits as
sales representative be of interest to you?

As seen from the enclosed C.V. my training and experience has enabled me to fill
the position of sales officer in your firm. I have always been interested in marketing
the products and promoting the sales. I am especially eager to work for an
outstanding organization.

I need only a few minutes to tell you that I am the person you need to fill the
vacancy. Would you please be kind enough to call me for interview?

C.V.
Name ………………………..
Father’s name ……………………...
Date of birth ……………………...
Domicile ……………………...
Postal address ……………………...

Academic qualification
Matriculation in 1996 A grade
Diploma in commerce in 2002 1st Division
B.Com in 2004 1st Division
Experience Working with ABC Biscuits for five years.

Reference
(i) Prof. Sajid Haider Khan
Government College of Commerce, Abbottabad

(ii) Ahmed Hassan

M.D FARUQE Textile Mills

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Specimen Body 5 (Un-solicited Job Letter)

In September, will one of your grade schools need a physical education instructor
who can make learning realistic and interesting for students? If so, please consider
me for the position. My qualifications include a degree in physical education and a
minor in business subjects.

On June 10 this year I shall graduate from School. Where I did several things:
played on the varsity basketball team. Majored in physical education, and minored
in business subjects. Several students and I also headed a three-week workshop
on drug abuse; during that time we had outside speakers and two all-school
convocations. If you are thinking about adding a special program on drug abuse, I
will gladly give you my ideas about setting up such a program.

Three years of summer work have given me insights into the frowning need for the
kind of education needed by young people. My work with Opportunity Inc.
Freedom Toys and Mershon Investing added to my course work in physical
education. Each of the above companies-after my work with them during the
summer-contributed financially to the drug abuse seminar I mentioned above.
Furthermore, my respective different positions in the above companies- handicap
student assistant, product design assistant, and healthcare analysis assistant-
developed my qualities of concern for young people.

My student evaluations-summarized in the enclosed resume-suggest I have done

well in teaching, so well that I have decided that grade school teaching will be my
chosen career.

To discuss further your requirements and my qualifications, will you please grant
me an interview? You can reach me during the evening hours at or during the day
at .Because your school district is within one day’s driving distance, I could visit you
at your convenience.

8 The Role of Groups in Today’s Business Organization

Groups have played a major role in human society, be it the formation of legislation or
business management. In the past, the makeup of groups was exclusively managemental
within the organization. Business leaders considered such activities as finding facts
making decisions and developing of plans to be the province of management only.

Today the use of groups pervades all levels of organization. In the quest for greater
productivity and employee satisfaction the modern organizations involve people at all

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levels in decision making.
9. A Small Group
It may be defined as a collection of a few individuals who interact face to face, verbally
and nonverbally for a common purpose and with interdependency among the members.

9.1 Characteristics of a Small Group

(i) A common Purpose: Group members must share a common purpose.
(ii) A small Number of Participants: A group that is too small will be limited in the
quality of information it can generate. The individuals will have more opportunities
to participate leading to more satisfaction. With greater size, a group can generate
more ideas. There will be fewer opportunities for individual’s participation leading to
less satisfaction. However, the usual and most effective number ranges from 5-8
members.
(iii) Interdependency among Members: Members rely on each other for information
and support. A bond develops among them, which leads to the awareness of the
collective nature of the group.
(iv) Face to Face Interaction: Interaction among the members is traditionally face to
face. To an extent, this characteristic has been modified by the introduction of
computer conferencing and other types of electronic meeting.

9.2 Advantages of Group Discussions

i) Higher Quality of Decisions
A group decision is usually superior to the decision of an individual. Groups bring a
greater sum of knowledge and a greater number of approaches to a given problem.
ii) Acceptance
Subordinates who are included in the decision-making process will usually accept
the decision more readily than if it is simply handed down.
iii) Commitment
The elements of acceptance and commitment are closely related. Commitment,
however, goes beyond acceptance. When individuals are directly involved in
analyzing and solving a problem, they become more committed to the effective
implementation of the decision.

9.3 Disadvantages of Group Discussions

i) Time
A typical manager may spend 69% of his or her daily communication time in
meetings. In addition the leader and the participants need time to prepare for it. All
of this is time taken away from other duties.

ii) Cost
Meetings are expensive. As the manager’s time is also measured in terms of

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 money, it is considered to be an expensive activity.
9.4 Development of the Groups
You probably have had experience of being put into a group of people you do not
know. Many groups are set up this way and it takes some time for the team to become
effective.
Five stages in this development were identified by Tuckerman (1965).
i) Forming
The group is just coming together. Each member wishes to impress his/her
personality on the group. The individuals will be trying to find out about each other
and about the aims and norms of the group. The objectives being pursued may as
yet be unclear and a leader may not yet have emerged. At this stage, there will be
awareness about introducing new ideas.

ii) Storming
This involves open conflict between group members. There may be changes agreed
in the original objectives, procedures and norms. This is a fruitful phase as more
realistic targets are set and trust between the group members increases.

iii) Norming
A period of settling down. There will be agreements about work sharing, individual
requirements and expectation of output. Norms and procedures may evolve which
enable methodical working to be introduced and maintained.

iv) Performing
The group sets to work to execute its task. The difficulties of growth and
development no longer hinder the group’s objectives.

v) Adjourning (Dissolution)
The final stage in group development for temporary groups is characterized by
concern with wrapping up activities rather than performance. This stage announces
task completion and termination of roles. In this stage, temporary group disbands.

9.5 Tips for Participating in Small Groups

To be an effective group participant, you have to understand how to manage the
problem-solving process. But knowing the steps is not enough; you also need to
prepare for meetings, evaluate evidence, effectively summarize the group’s
progress, listen courteously, and be sensitive to conflict.

a. Come Prepared for Group Discussions

To make a contribution at group meetings, you need to be informed about the
issues. Prepare for group discussion by researching the issues. If the issue before

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 your group is the use of asbestos in school buildings, for example, research the
most recent scientific findings about the risks of this hazardous material. You must
know how to use the library and the resources of the internet to gather information
for your speech. Use research technique to prepare for group deliberations as well.
Bring your research notes to the group; don’t just rely on your memory or your
personal opinion to carry you through the discussion. Without research, you will not
be able to analyze the problem adequately.
b. Do not Suggest Solutions before Analyzing the Problem
Research suggests that you should analyze a problem thoroughly before trying to
zero in on a solution. Resist the temptation to settle quickly on one solution until
your group has systematically examined the causes, effect, history and symptoms
of a problem.

c. Evaluate Evidence
One study found that a key difference between groups that make successful
decision and those that don’t lies in the ability of the group members to examine
and evaluate evidence. Ineffective groups are more likely to reach decisions quickly
without considering the validity of evidence (or sometimes without any evidence at
all). Such groups usually reach flawed conclusions.
d. Helps Summarize the Group’s Progress
Because it is easy for groups to get off the subject, group members need to
summarize frequently what has been achieved and to point the group towards the
goal or task at hand. One research study suggests that periodic overviews of the
discussion’s progress can help the group stay on target. Ask questions like “Where
are we now?” Could someone summarize what we have accomplished? And
“Aren’t we getting off the subject?”
e. Listen and Respond Courteously to Others
Listening skills are useful when you work in groups, but understanding what others
say is not enough. You also need to respect their points of view. Even if you
disagree with someone’s ideas, keep your emotions in check and respond
courteously. Being closed-minded and defensive usually breeds group conflict.
f. Help Manage Disagreement
In the course of exchanging ideas and opinions about controversial issues,
disagreements are bound to occur. You can help prevent conflicts from derailing
the problem-solving process by doing the following:
(i) Keep the discussion focused on issues, not personalities.
(ii) Rely on facts rather than on personal opinions for evidence.
(iii) Seek ways to compromise; don’t assume that there must be a winner and a
loser.
(iv) Try to clarify misunderstanding in meaning.
(v) Be descriptive rather than evaluative and judgmental.

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 (vi) Keep emotions in check.
(vii) Don’t try to interrupt others, give them the chance to express their view point.
(viii) Try to maintain eye contact with the person who is speaking to the group.

If you can apply these basic principles, you can help make your group an effective
problem-solving group.

9.6 Duties of Group Leader

a. Arrive early and start on time.
b. Make your opening count. Be sure to define the purpose and state the timetable for
the meeting.
c. Keep to the planned agenda.
d. Remain impartial.
e. Restate the purpose/objective periodically.
f. Listen attentively to other group members.
g. Summarize the group’s decisions or progress at intervals during the meeting.
h. Diffuse hot controversies.
i. End with a summary of decisions made.
j. Highlight the action that should be taken, by whom, and when.

9.7 Practical Activities

(i) Is Pakistan really developing?
(ii) Technology creates more problems than it can solve
(iii) Mobile phones – a blessing or a curse
(iv) What is wrong with Pakistani firms?
(v) Is Pakistani media truly free?
(vi) Are Pakistani dramas true depiction of our culture?
(vii) Working mothers should be respected
(viii) Are boys more intelligent than girls?
(ix) Is education a neglected field?
(x) Joint Family - a blessing or a curse

10. Interviews
A planned interaction characterized by objectives.

The word "interview" refers to any meeting between two people. However, generally, we
use it to describe a planned, formal meeting between people of different status in an
organization, or in connection with selecting the best candidate for a job.
There are many other purposes for interviews, as we'll see in this section. Whatever their
purpose or aim, though, they all have certain elements in common, most particularly in
terms of their organization and conduct.

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Interview Principles
We can sum up the basic principles of conducting a successful interview in six key words:
preparation, activation, attention, structure, summary, action. Let's look at these in more
detail.

(a) Preparation
An interview is effective only if it is thoroughly prepared for by both parties involved.
If you are organizing an interview, you need to prepare for it in the following ways.

 Ensure you have the necessary information

(i) Make sure that you have all the necessary data; by going through your files
and reading carefully all the relevant matter.
(ii) Make notes about matters which are particularly important.
(iii) List the main areas you wish to discuss, or note down specific questions you
will ask.
(iv) Keep the information with you and make sure that you know it really
thoroughly.

If you do this, you will have a good factual basis for the exchange, which will give you
confidence as well as ensuring a secure foundation for any decisions or action which may
be taken as a result of the meeting.

 Take account of both setting and atmosphere

(i) Plan a time for the interview which suits both people.
(ii) Make sure that the room is suitable. It should be quiet, well-lit and arranged
properly for the task. If it is a formal interview, you may prefer to sit behind a
desk. If it is less formal, you may prefer to sit at a table with the other person
involved.
(iii) Make sure that there will be no interruptions from the telephone or other
visitors, by giving instructions that no calls should be put through and using
an "engaged" sign on the door.

Remember that the interview will only be effective if both people can concentrate and feel
at their ease. This is impossible with a constant stream of interruptions.

 Find out what you can about the person you are meeting
This is essential before conducting an interview. Knowing what kind of person you
are dealing with will make things much easier. It also shows that you have taken

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 the trouble to find out something about his or her background, which in itself is a
sign of courtesy.

(b) Activation
Your task in an interview is to activate the interviewee. This means making him/her
communicate openly, freely and honestly. You can do this in at least two ways.
 Always try to be encouraging to the interviewee, who may feel nervous. It is up to
you to put the interviewee at ease, to be able to relax and concentrate fully on the
meeting.
 Remember that questions may be asked in two distinctly different ways.

A closed question can only be answered in a very limited way, usually by "yes" or
"no". This limits the response which the interviewee can give and may suggest the
answer that is expected; neither of these will encourage a free and honest
response.
Open questions invite a range of responses. "Did you like my proposal to change
the accounts procedures?" is a closed question, which can really only be answered
by "yes" or "no". If you ask instead, "What did you think of my proposals?" you are
giving the interviewee the chance to express his/her opinions freely (if tactfully!).

You can practice turning closed questions into open ones yourself. You'll find that closed
questions always start with a verb, like the example above.

(c) Attention
It is, of course, most important to make the interviewee feel that he/she is enjoying your
attention.

As we noted above, the skill of effective listening is often overlooked. We are so eager to
think about what we are going to say next that we do not pay attention to what the other
person is saying and sometimes we may interrupt before the point is complete. You
should always make an effort to listen carefully, making sure that you understand what
has been said and asking further questions to make quite sure if there is anything you do
not understand.

Non-verbal communication can play a significant part here too. Our body language,
particularly gestures and expressions, can show whether we are really listening to what is
being said. You also need to ensure that your body language responses reinforce your
verbal ones, not cancel them out or contradict them.

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(d) Structure
Your preparation should include planning the content and order of the interview; the points
you wish to make and the order in which you want to make them. There is no reason why
you should not make clear to your interviewee, at the start of the meeting, what you want
to cover, where the best place to start is and also ask whether there is anything further
he/she would like to raise.

It is a good idea to decide how much time you can afford to spend on each of the points
you have listed. Arrange for a clock to be clearly visible and try to stick to your "time-table"
unless important matters are being raised which you feel should be allowed to run their
course.

(e) Summary
As you complete each point on your list, summarize briefly what you have decided. Make
clear what action is to be taken, if any and who is to do it. This is a very important
exercise which takes little time but greatly increases efficiency. It is very easy to think that
the other person is carrying out an important task, while all along they are thinking that
you are doing it.
Your final summary will bring together all the decisions you have made at the intermediate
stages described above and conclude so that you both know exactly what is to happen,
who will carry out what action and when you will meet again if necessary.

(f) Action
Before you start an interview, you should have a clear idea of what you want to achieve at
it. Sometimes this will be fairly obvious, as in the case of a job interview. At other times it
will be less clear. Decide what you think is reasonable to achieve in the time available and
state this as an aim at the outset of the interview, when you talk about the points you wish
to cover.

These are the key principles of good interviewing. Make sure that you learn the six key
words, what they stand for and that you apply their principles whenever you have to
conduct an interview.

Opinions vary on the practice of note taking during an interview. Many people feel that
taking a few quick notes helps them to remember what has been said, especially in a
selection interview. Others feel that writing of any kind is out of place, as an interview is a
spoken form of communication and writing things down interrupts the contact between the
two people and may also make the other person feel uneasy.

It is for you to decide what you feel is the better path here. If you feel that note taking
during an interview is inappropriate, you should make full notes at the close of the

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meeting, while it is still fresh in your mind. The knowledge that you are going to do this will
also help you to concentrate harder during the interview itself.

11. Types of Interview

Formal planned meetings between two or more people are a regular occurrence in
business as a means of discussion, planning and decision taking. Here we are concerned
with, essentially, one-to-one meetings, or meetings between one person and a small panel
of interviewers. There are many types of interview but we shall be concentrating on just
two here. These are situations which you are more than likely to encounter in most types
of work.

(a) Selection interviews

These interviews are concerned with selecting the right person for a job. The general
principles discussed above still hold true for this type of interview but there are a number
of specific characteristics, which we shall explore.

(i) Additional planning tasks

There are certain tasks which have to be completed before the interview takes place; a
long time before in some cases. These include the following.

 Preparation of a job description and person specification

The job description tells you exactly what the person appointed will have to do. It
will list the tasks, make clear to whom he /she will be responsible, and over whom
they will have authority. It will also describe salary, conditions of employment and
other necessary details, such as holidays, pension scheme etc.

The person specification describes the essential and desirable knowledge, skills
and other attributes required for performance of the job.

These two documents form the basis of the interview, allowing the interviewer to
attempt, by questioning, to determine whether or not the interviewee meets the
specified criteria.

 Obtaining suitable candidates

The vacant post needs to be advertised and interested candidates for the job will
need to complete an application form or send in a CV. There will then be an initial
selection process, known as shortlisting, to reduce the candidates to the number
who will be called for interview. As far as possible, the aim will be to select for
interview those candidates who appear, on the evidence of their application, to
have the potential to do the job.
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(ii) General arrangement and conduct of the interview
All the points made in the general section on conducting interviews are important in
selection interviews. However, two initial points should be made:

 The aim of the interview is to enable the candidates to make the best possible case
for themselves. They need to be relaxed and comfortable with the arrangements
and conduct of the interview. This should start from the moment they arrive; giving
them somewhere to wait and providing refreshments. This general aim should be
carried on into the interview by making the questioning as encouraging as possible.

 A selection interview also gives the candidates an opportunity to assess the

organization, to see if they want to work there. The arrangements and conduct of
the interview need, therefore, to make a good impression on the interviewees.
Opportunities should be provided to enable the candidates to ask their own
questions and find out about the exact nature of the job and the organization.
(iii) Questioning
 Ask open questions to obtain the fullest answers from your interviewee.
 Do all you can to put the candidate at ease. Begin by asking general,
straightforward questions to establish trust before going on to more complex ones.
 Listen carefully and show the candidate that you are involved in what is being said.
 Always encourage the candidate to expand or develop points made and give time
for him/her to ask about the job.
 Keep what you say to the minimum. Avoid lengthy, ill-defined questions.
Remember that it is the candidate who should be doing the talking, not you.
 If a group of people is conducting the interview, make sure beforehand that they all
have copies of the application forms and other relevant material. Divide the areas
of questioning: for example, one can cover the education and family background;
another, working experience; another, suitability for the present post.
 It is good practice to make notes which can be referred to later when making a
decision, and also used for reference should there be anything raised about the
conduct of the interview.

(iv) The decision

Once the interview is over, make sure that your thoughts and impressions are recorded in
some way as soon as possible. If several interviewers took part, arrange a meeting with
them to discuss the candidates. Finally, don't forget that the candidates will be anxious to
know your decision! Let them know the result as soon as possible.

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(b) Appraisal interviews
Appraisal interviews are held by many companies on a regular basis, typically every three
months, six months, or twelve months. They provide employees with an opportunity to
discuss, at frequent intervals, their progress within the company and their job
performance.

They are likely to cover the following topics.

(i) Personal Assessment
A good starting point for an appraisal is to ask the employee what he/she thinks of their
progress, achievements, strengths and expectations. It is better not to ask employees to
describe their weaknesses; the manager should do that, if applicable but in a positive way,
showing how the company will help the employee to improve.

(ii) Possible future steps

The place of the employee within the company and possible development is another
important area which must be discussed. Without this, employees will feel that no one
takes an interest in what they are doing; morale, and consequently efficiency, will fall.

(iii) Personal development

This area will generally cover training, in particular the introduction of new procedures
within departments. Appraisal interviews provide an opportunity for individual employees
to discuss their aspirations and for managers to arrange necessary training.

(iv) Suggestions
Appraisal interviews are not simply a one-way process and if you have to conduct any,
take care to let workers put forward their own suggestions about improvements in the way
tasks are carried out.
When you are conducting an appraisal interview, you should make sure that it is as
relaxed as possible. Do all you can to put the interviewee at ease and make clear that it is
not simply a case of being given an "end of term report" on performance. If praise is due,
give it, as this will be motivation. An appraisal interview is not the place for disciplinary
action, or complaints about the standard of work of the individual. Such matters should be
dealt with as and when they arise, so that any ineffectiveness can be quickly remedied,
before it has a chance to grow and possibly to spread to other employees.

In general, appraisal interviews should be seen as a chance to talk in an informal, friendly

way about the past year (or so) at work and how its achievements can be built on by the
individual and the manager to ensure a consistent development and growth in the future.
Make sure that your conduct of the interview reflects these aims, so that the employee
feels that management are genuinely interested in what he/she has done and how his/her
career can be developed for everyone’s benefit.

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12. Purposes of Interviews:
(i) Selection interviews: they are used for the selection of suitable candidates.
(ii) Information gathering interviews: they are used for gathering information from the
market to make important decisions.
(iii) Persuasive interviews: they are used to persuade any party during negotiation.
They are also used to convince the customers to increase sales of company.
(iv) Counseling interviews: they are used to provide professional advice which is aimed
at problem solving and employee welfare.
(v) Conflict resolution: they are conducted to resolve conflict between management
and trade union; organizational customers and organizational suppliers.
(vi) Disciplinary interviews: they are conducted to investigate the situation in the event
of misconduct by an employee.
(vii) Grievance interviews: these interviews are conducted to investigate the employee
grievances enabling the employer-employee relationship to be respected and
preserved despite problems.

13. Communication Skills during Interviews:

(i) The ability to use non-verbal signals.
(ii) The ability to identify the roles you and others are in.
(iii) The skill to listen actively.
(iv) The skill to listen attentively.
(v) The skill to read between the lines.
(vi) The skill to put others at ease.
(vii) Diplomacy is an important skill in any sort of interview.
(viii) The skill to identify false arguments.
(ix) The ability to provide right level of information.
(x) The ability to use appropriate questioning styles.
(xi) The ability to build relationships.

14. Disadvantages/ Limitations of Interviews:

(i) It is not effective because of its limited scope.
(ii) It is not useful due to limited duration.
(iii) Artificial situation in interview reduces its credibility.
(iv) Interviewee may feel pressure, nervousness and reluctance which may create
barrier to communication or may distort the real personality traits of an interviewee.

15. Shortcomings of interviewer

(i) Failure to plan
(ii) Inability to control the direction
(iii) Failing to ask question
(iv) Making the interviewee feel ill at ease

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(v) Errors of judgment
(vi) Failing to offer satisfaction

16. Office Automation / Electronic Office

The development of the electronic office has meant that office workers do their jobs by
using various electronic means of communication.

17. Various Tools of the Electronic Office:

(i) Videoconferencing
(ii) Teleconferencing
(iii) E-mail
(iv) Internet
(v) Intranet
(vi) Extranet
(vii) Mobile telephone (SMS)
(viii) E-commerce
(ix) Off-shore Help Desk

17.1 Video Conferences

A technology that allows users in different locations to hold face-to-face meetings without
having to move to a single location.

This technology is particularly convenient for business users in different cities or even
different countries because it saves the time, expense and hassle associated with
business travel. Uses for video conferencing include holding routine meetings, negotiating
business deals and interviewing job candidates.

Video conferencing tips:

1. Test the system and the seating setup beforehand.
2. Dress for the occasion.
3. Introduce everyone.
4. Speak loudly and clearly.
5. Keep background noises to a minimum.
6. Participants should wait for their time to speak.
7. Participants should avoid to interrupt the person who is speaking at that time.

The reasons of popularity of video conference (advantages of using Video-conferencing)

are:
(i) Substantial savings in travelling and related incidental costs are achieved.
(ii) Valuable time of the participants which would otherwise be spent in travelling is
saved.

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(iii) Video-conferencing meetings can be held more readily as the participants can be
assembled for such meetings with a minimum notice period.
(iv) In such meetings, social exchanges are minimal and therefore the duration of the
meeting is shorter and more focused towards the primary purpose of the meeting.
(v) The participants are able to avoid inclement weather conditions and travel related
problems.

17.2 Teleconferences:
Teleconference is a form of electronic conference in which there is a large central mailbox,
just like email, on the organizational system where all employees connected to the system
can submit messages for everybody to read and in turn read messages which other
employees have deposited in the system.

17.2.1 Advantages (Reasons for its popularity)

1. Teleconferencing is a rapidly developing technology that will eventually change the
way companies do business.
2. It is a low cost way of communication as it reduces the rising cost of travelling and
office space.
3. It is a fast means of communication which suits the organizations existing in a
rapidly dynamic environment.
4. It can serve as organization wide news (notice) electronic board on which
employees can leave and read messages of their interest.
5. It can also be a way of building relationships among employees serving in different
locations.
6. It can be a tool for generating new ideas as employees can share each other’s
ideas through teleconferencing.

17.3 E-mail
It describes various systems of sending data or messages electronically via computer &
internet network.

17.3.1 Advantages of E-mail:

(i) It can be transmitted speedily;
(ii) It is highly cost-effective;
(iii) It can be made secure and restricted by use of passwords;
(iv) It can be retained and retrieved readily from the word processing packages.
(v) It can be edited easily.
(vi) It can be sent to many receivers simultaneously who may be at different locations.

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17.3.2 Limitations of E-mail:
1. Sometimes the recipients do not check their mail regularly and an important
message may not be able to achieve its purpose.
2. A lot of junk mail is transmitted resulting in wastage of time of the recipients.
3. Security and confidentiality of the messages can be compromised by hackers.
4. Messages in excess of certain bytes are often programmed to be deleted; this may
result in deletion of important messages.

17.3.3 Getting a Handle/ Etiquette of E-mail:

1. Be sparing with graphics and attachments.
2. Save only e-mail that is likely to be needed again.
3. These should be sent only to the concerned recipients and replies to particular
messages should contain only the necessary extracts of the original message
rather than reproducing the entire message.
4. Use of capital letters should be done sparingly.
5. Watch your tone. Because of the conversational aspect of E-mail and the fact that
you are sitting in privacy, you may be tempted to be too casual. Your formality will
depend on your relationship with your receiver.
6. Be concise. Long, rambling messages are just as ineffective on E-mail as they are
in print.
7. Send a message only if you have something important to say. It can be daunting to
come back to your office from lunch and see 75 messages waiting for you on E-
mail.
8. Forward the mail to the appropriate address if you receive a message that was not
meant for you. You may want to alert the sender that the message was sent to the
wrong address.
9. Be polite. Even when you are communicating with a group of users you have never
met, you should not get involved in a “flame” war. “Flaming” is an E-mail term
meaning to insult, provoke, or comment too much about something that is irrelevant
or tasteless.

17.4 Internet
The vast growing global web of computer networks with no central management or
ownership. It is a large group of computer networks connecting individuals and groups to
services and information throughout the world.

17.5 Intranet
An internal network that uses Internet technology and is accessible only to employees.

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17.5.1 Advantages of Intranet:
(i) Workforce productivity:
Intranet can help users to locate and view information faster and use applications
relevant to their roles and responsibilities.
(ii) Times:
With intranet, organizations can make more information available to employees on
a ‘pull’ basis. (i.e. employees can link to relevant information at a time which suits
them)
(iii) Communication:
Intranets can serve as a powerful tool for communication within an organization,
vertically and horizontally.
(iv) Maintenance & Easy Access to Corporate Knowledge
Web publishing allows ‘cumbersome’ corporate knowledge to be maintained and
easily accessed throughout the company using web technologies.

(v) Business Operation and Management:

Intranets are also being used as a platform for developing and deploying
applications to support business operations and decisions.
(vi) Cost-effective:
Users can view information and data via web-browser rather than maintaining
physical documents.
(vii) Promote common corporate culture:
Every user is viewing the same information within intranet.
(viii) Enhance collaboration:
With information easily accessible by all authorized users, teamwork is enabled.
(ix) Formation of New Ideas:
Intranets are also being used as cultural change platforms. For example; large
number of employees discussing key issues in an online forum could lead to new
ideas.
(x) News Sharing:
Share news of common interest exclusively.

17.5.2 Differences between internet and intranet:

(1) Internet is much advance technology through which everybody can benefit himself
but intranet relies on the internet and only employees of the organization can
access it.
(2) Internet facility ensures exchange of ideas, information and knowledge to every one
without any restriction, but in case of intranet exchange of information is restricted
to the confines of the organization.

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(3) Internet encourages the comprehension of nature, traditions, culture and lifestyle,
etc. of people all over the world, thus creates an atmosphere of awareness, which
motivates relationships globally while intranet strengthens coordination and
relationships within organization.
(4) Intranet is designed for employees and is hence accessible to them only whereas
internet is beyond any such restrictions.
(5) Intranet is used for formal purposes whereas internet is used both for formal and
informal purposes but mostly informal.

17.6 The Mobile Telephone (SMS)

Twenty years ago only a few mobile telephones existed. They were large and limited to
voice calls. Modern mobiles, in contrast, are tiny, lightweight and packed with features.
Almost everybody owns one because they make our lives so much easier.

Mobile telephones use satellites to send and receive signals. Assuming that you are in a
location where a signal can be received, it is possible to communicate with people
anywhere in the world. A mobile phone is extremely convenient because you are always
contactable, as long as the battery has not died. Business people can, therefore, conduct
business theoretically 24-7. This has an advantage of greater efficiency but the
disadvantage that, if your phone is switched on, you can be asked to work at any time of
the day or night.

This ease of access can be a problem, too, during a meeting, for example. It is not
respectful to keep your mobile switched on during a meeting because the ringtone (which
is routinely personalised) will disturb other participants. In these circumstances, all mobiles
have a “vibrate” function, so that you can feel that someone is calling, even though you
cannot hear a ringtone. Many mobiles offer a “silent” mode, where the phone will flash but
not ring when a call is coming in.

The latest generation of mobile telephones acts like mini computers. Not only can you use
them to talk but you can do all of the following, if your mobile is sophisticated enough.
 Send and receive text messages (using SMS)
 Take photographs and video, and send them to another mobile (using MMS)
 Browse the internet (using WAP)
 Send and receive emails and attachments (although the size may be limited)

17.7 E-Commerce
This is the buying and selling of goods and services using the Internet. It is an increasingly
popular way of trading because it is fast, convenient and cost effective for both purchaser
and seller. It also offers sellers a huge potential market, since it is a very quick way to
reach a large number of people anywhere in the country, or elsewhere in the world.
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The process of e-commerce is fairly standard, although there are of course differences in
the way that websites are set up.
(i) First you log on to a company’s website and browse the website in search of a
suitable product.
(ii) You can look at the websites of several other companies to compare the choice,
price and delivery time of their products. When you have decided which product
you want to buy, you return to the relevant company’s website, click on the picture
or the name of the item, and click on the label “add to basket” or “add to cart”. This
“virtual shopping basket” keeps information about everything you are buying until
you are ready to “go to the checkout.”
(iii) At the checkout you will see everything that you have put in your basket and you
can still change your mind. Only when your shopping is complete, will you then click
on the “checkout” tab and on a new page you will be asked to input your name,
home address, email address and your credit or debit card number. There are only
a limited number of ways to pay over the Internet, and the other way that is often
used is PayPal©. Paying by card or PayPal is almost instantaneous and usually
safe. You type your card number into the box on the screen, the software will check
that your address matches the delivery address (to avoid fraud) and the sale will be
confirmed. It is as easy as that. The payment will be sent automatically from your
card to the seller’s bank account, and the seller will dispatch the item to your home.

E-commerce is efficient, speedy and convenient but as well as advantages you must be
aware that it also has some potential drawbacks.

17.8 Off-shore Help Desk

Off-shore help desk is the practice of hiring an external organization to perform some help
desk functions in a country other than where the products or services are actually
developed or manufactured (Off-shore).

18. How E-Commerce Affects Organization (Advantages):

(i) Removes the constraints of time and distance (telecommuting).
(ii) Allows widely dispersed employees to work together.
(iii) Provides opportunities for the sharing of information.
(iv) Increases effectiveness and efficiency of the organization.
(v) Integrates decision making and work.
(vi) Provides more complete information and participation for better decisions.
(vii) Ensures constant accessibility to employees.
(viii) Blurs the line between work and personal lives.
(ix) Processing of great volumes of data with speed and accuracy.
(x) Better management of information (increases accessibility to information).

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(xi) Better coordination among various employees and department in the organization.
(xii) Introduces a culture of change in response to environmental changes.
(xiii) Better customer service.
(xiv) Paperless office. Where less paper is used.

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Chapter Roundup:
 A solicited application is one written in response to an advertisement from the
employer.
 An un-solicited application is one written for job which is not advertised.
 As application for job is a kind of sales letter written by the applicant to sell his
services, it should be accompanied by a written summary of his qualification. This
summary – called a resume, a data sheet, or a personal record – is a description of
applicant’s qualification.
 In a chronological-format resume, job-by-job work history is listed in a date wise order
in a prominent position immediately after the name and address of the applicant.
 In the functional-format resume, the emphasis is on the candidates work skills,
capabilities and achievements which are placed immediately after the name and
address of the applicant.

Self-test Questions:
 What principles are needed to be followed in making a good CV? (see 5)
 What are different formats of resume? List various situations in which these should be
used. (see 7)
 The following advertisement appeared in a newspaper. Write a Job Application only in
response to the advertisement (resume is not required).

we are looking for you, if you:

o Are a team player
o Hold a bachelor’s degree in Commerce
o Feel comfortable with accounting softwares
o Can meet deadlines
o Are in the age bracket of 22-25 years
If you meet above criteria apply in confidence to Manager HR PO box 2021, Karachi,
latest by March 25, 2X13 (see 7.1)

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MCQs:
1. A solicited job application is written:
a. for job which is not advertised
b. in response to an advertisement from the employer
c. to offer a job to the deserved candidates
d. none of the above
2. Chronological format resume lists work history of a candidate:
a. during his educational career
b. in date wise order
c. by emphasizing candidate’s work skills
d. none of the above
3. Functional format resume lists work history of a candidate:
a. by emphasizing candidate’s work skills
b. during his educational career
c. in date wise order
d. none of the above
4. Which of the following is not an attribute of a well prepared resume:
a. it should be business like
b. it should highlights the applicant’s special talents
c. it should not use action verbs & quantifiable indicators
d. none of the above
5. A job application is a kind of:
a. inquiry letter
b. claim letter
c. sales letter
d. adjustment letter

MCQs Answers:
1.b 2.c 3.a 4.c 5.c

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Chapter Learning Objectives:

 Meetings:

o Planning

o Objectives

o Participants

o Timing

o Venue

o Lead

 Preparation of:

o Agenda

o Notice, and

o Minutes of meetings

 Media Management: press release, press conference, media interviews

 Seminars, Workshop & Conferences

 Business Etiquettes

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 1. Meeting
A business meeting is a gathering of two or more persons, who have common interests,
objectives or problems, for a purposeful exchange of views or transactions. Meetings are
governed by strict rules laid down in the organization’s formal constitution.

Planned meetings are an essential type of communication within a business and you must
know how to organise and conduct them effectively.

The Purpose of Meetings

Meetings are an important organisational tool as they can be used to:

A. Planning
B. Objectives
C. Participants
D. Timing
E. Venue
F. Lead

A. Planning and Preparation for a Meeting

Of prime importance for the success of any meeting is the attitude and leadership of
the chairperson. In a meeting, the chairperson is the leader and, as such, has to perform
the same function as the leader of any working group.
For a meeting to be effective, the chairperson has to:

 Plan, organise and control the discussion of subjects on the agenda.

 Maintain the group by encouraging and developing harmonious relationships.
 Motivate the individuals by encouraging all to contribute, rewarding their efforts and
supporting them in any difficulties.

How Should the Meeting be Planned?

This will very much depend on the type of meeting to be held. There should be some
rationale behind every meeting, no matter how low-level or informal, and this will largely
dictate the content and indicate how planning should proceed.

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 B. What is the Objective of the Meeting?

All meetings must have a purpose or aim and the chairperson must ask questions,
questions as:

 What is to be achieved by this meeting?

 Is advice required on a particular issue?
 Has a problem arisen that needs prompt discussion?
 Is this a regular meeting to keep members' in touch?

Is a Meeting Appropriate?

The chairperson should always consider whether a meeting is necessary or if some other
means of communication is more appropriate, for example memos or emails targeted to
individuals inviting comment. Unnecessary meetings may waste time, lead to frustration
and negativity and may lower motivation to participate in future meetings.

C. Who Will Attend the Meeting? (Participants)

This is often decided by the nature of the meeting itself. In a small organisation, a meeting
could well include all members of staff, whereas a working party or committee meeting will
already have its members pre-determined. In a large organisation or department, staff
attending might well be representing others. It is important that the full implications of such
representation are realised by the individuals concerned as they are not merely speaking
for themselves. Meetings outside the workplace may include members of the board of
directors or other interested parties.

What Preparations are Needed for the Meeting?

If maximum contribution is to be forthcoming from all participants, the purpose of the

meeting should be recognised by all. The most tangible expression of this is the agenda
which should be circulated beforehand to all those invited to the meeting. The agenda
should:

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 D. Timing & Venue

 Give the time and place of the meeting.

 List the topics to be covered, indicating who will introduce them.
 Have any relevant papers attached.
 Give the time the meeting will close.

E. (Lead)The Role of the Chairperson

In a more formal meeting, the chairperson will outline the purpose of the meeting
and remind members why they are there.

In such a meeting there is little need to refer to this procedure as this is implicit in
the established etiquette, namely:

 The chair controls the meeting.

 All remarks are addressed through the chair.
 Members do not interrupt each other.
 Members aim to reach a consensus.
 A vote is taken if consensus is not reached.
 The majority wins the vote.
 All members accept the majority decision.
This is one model but alternative models may be adopted.

When discussion is underway, it is the chairperson's responsibility to ensure that it

continues to flow smoothly by involving all members present and by not permitting one or
two people to dominate the meeting. Summarising by the chairperson during meetings
can:

 Indicate progress, or lack of.

 Refocus discussion that has wandered off the point.
 Conclude one point and lead into the next.
 Highlight important points.
 Assist the secretary if necessary.
 Clarify any misunderstanding.
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 The chairperson should pace the meeting, ensuring it runs to time. If the planning has
been properly executed, this should not prove to be a problem.

At the end of a meeting, the chairperson should remind members what they have
achieved and thank them for their contributions. Finally, the time and date of the next
meeting should be arranged. Again this is one common model for effective meetings,
successful outcomes can be achieved in different ways with different strategies for
different purposes, so adapt as appropriate to specific situations.

The Role of the Members

While it is the role of the chairperson to run the meeting, the participation of all
members is also fundamental to the success of the meeting.

To ensure an effective meeting, all participants should:

 Undertake any necessary preparation prior to the meeting.

 Arrive on time.
 Keep an open mind.
 Listen to the opinions of others.
 Participate.
 Avoid dominating the proceedings.
 Avoid conflict situations.
 Avoid side conversations which distract others.
 Ask questions to clarify understanding.
 Note down any action agreed upon.
 After the meeting, undertake any agreed action and brief others as appropriate.

2. The Main Functions of Meetings

The main functions of meetings may be summarised as:
 allowing the exchange of information, views and opinions between members.
 generating ideas or solutions to problems.
 monitoring and evaluating performance or progress.
 making policy and other decisions.
 allowing participants to get to know each other better.

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3. Stages of Meetings
Meetings don't just happen; they have to be organised. This can be considered in three
stages:
 before the meeting –the planning of what will happen.
 at the meeting –the conduct of business during the course of the meeting itself.
 after the meeting –wrapping up the proceedings by producing the record of the
meeting and following up on the issues discussed and decisions made.

(a) Preparation for Meetings

Meetings have to be planned. Efficient undertaking of the necessary work prior to any
meeting, whether it is for the AGM of a public company, or a work group, will invariably
smooth the conduct of business at the meeting itself.

The starting point is the preparation of an agenda. This is fundamental to any meeting as
it sets out, in order, the business to be transacted. It provides, not only the statement of
what the meeting will consider, it’s content but also defines its structure. However, prior to
that, perhaps the first step is to determine if the meeting is really necessary. Many of us
will have felt the frustration of spending two or three hours in a meeting where no progress
has been made, or there was nothing of substance to discuss, or even where it was
evident that decisions had already been taken elsewhere. Meetings are an expensive way
of using staff time and effort, so they need to be cost-effective. So, if it is not a required
meeting of a formal committee, its appropriateness or necessity should be questioned and
alternatives considered for achieving the desired outcomes.

When it has been decided that a meeting will take place, the secretary will notify all
participants of the date, time, location of the meeting and the reason for it. A draft agenda
may be sent at this stage and participants asked if they wish to suggest other appropriate
topics that can be included on the agenda before it is finalized.
The invitation should be sent by the secretary well in advance of the meeting, to give
people time to prepare for it. The invitation can be by letter, although it is more common,
now, to use email and to ask people to reply and confirm their attendance. Invited persons
who will not be able to attend the meeting should give their apologies in writing.

(b) The Conduct of Business

The proceedings of a meeting may be considered a structured discussion. At the meeting
itself, it is the chairperson who actually controls the meeting. This is the key role in any
meeting, setting the tone and style of the meeting and generally ensuring that the
business of the meeting is efficiently and effectively conducted. However, this role is not
simply one of a passive, neutral referee of proceedings. It is a powerful position, giving the
holder the ability to control what is discussed and how that discussion progresses.

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The other key role is that of the secretary. The secretary ensures the effective
administration of the meeting, including all work before and after the proceedings and
advising the meeting on the application of the rules of business. The secretary will have a
close working relationship with the chairperson to ensure that the proceedings go
smoothly and the desired outcomes are achieved. The secretary also informs participants
about the meeting, preparing the agenda and writing the minutes; that is, taking notes of
proceedings at the meeting itself. These minutes will become a matter of official record, so
it is essential that they are taken accurately.

(c) Work After Meetings

This breaks down into two areas: to prepare the record of the meeting and to ensure that
decisions taken at the meeting are subsequently implemented.

The secretary will type the formal minutes of proceedings and will pass them to the
chairperson for approval. These minutes will provide a record of all essential information,
particularly what decisions have been taken and a statement of who has to take what
action.

This official record of information can then be circulated to all participants and other
stakeholders. It is important to remember that the information must reach all those who
need to know about the meeting, either to make them aware or because action is
required, rather than just those who were present.

Finally, it is worth noting that the purpose of meetings is to help to get work done. It is
sometimes tempting to think of them as “talking shops” which have no relevance after the
event. However, if they are to have any meaning, the discussions and decisions must be
followed up and put into effect. Meetings then become a key element in the decision
making and operating processes of the organization, rather than just a distraction.

4. Three Principal Documents of a Meeting

(i) Notice of meeting: it announces and invites the members to the meeting.
(ii) Agenda of meeting: it contains the lists of items which members can discuss during
the meeting.
(iii) Minutes of meeting: they are the written record of the proceedings at a meeting.

5. Notice of Meeting
Notice of a meeting for convening the meeting will be prepared by the secretary and
circulated in advance to all the members according to any regulations laid down.

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Format of Meeting Notice
Organization’s Name

Organization’s Address

Notice of Meetings

To: List of the Receivers of the Notice of the Meetings

Place/location of the meeting; Date; Time; Date of communicating the agenda of

the meeting etc.
(Body of Notice)
Signed:
(Secretary)

Specimen of Notice

TEHSEEN & CO. (Chartered Accountants)

Gulberg, Lahore

NOTICE OF ANNUAL GENERAL MEETING

To all members of Tehseen & Co. (Chartered Accountants) Exhibition

Committee

The next meeting of the committee will be held at Company’s Chamber Hall on
Thursday 23 June 20X2 at 8.00 p.m.
I hope it will be convenient for you to attend. Items for inclusion on the agenda
should reach me by Thursday 16 June.

Signed:

Ms. Aruba (secretary)

6. The Agenda
The main purpose of the agenda is to set out, in order, the business to be transacted at
the meeting. It should normally include the following elements:
 the date, time and place of the meeting
 apologies for absence
 provision for the reading of the minutes of any previous meeting

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 matters arising from them (where the issues are not included as items elsewhere
on the agenda)
 provision for the reporting and consideration of any correspondence received
(where the issues are not covered by items elsewhere on the agenda)
 a subject heading for each item of business to be transacted, together with a brief
explanatory comment, if necessary (often by reference to attached reports,
correspondence, etc.)
 an item of "any other business" to allow, at the discretion of the chairperson,
discussion of any relevant issue which has arisen since the production of the
agenda
 a final item to determine the date of the next meeting
Agendas may appear in a variety of formats. The example below, in the form of a letter,
combines the notice of the meeting with the agenda and the agenda contains all the usual
necessary elements.

Agenda in Letter Format

HAMSHIRE ASSOCIATION OF PARISH COUNCILS
SALEM AREA COMMITTEE
Chairman: Mr. J. Tobey Hon Sec.: Mrs. J. Pride
Bragdale Farmhouse 16, High Street
Bragdale Road Lower Allwood
Feversham LX53 8XY Settingly LX95 7DY
Tel: 01878 555555 Tel: 01878 888888

7th February 20X3

Dear Sir/Madam,

The next meeting of the Salem Area Committee will be held on Monday, March 2nd 20X3,
at 7.30 pm in the Council Chamber, Salem House, Settingly.

The agenda and supporting papers are attached. If you have items for inclusion under
"any other business", they should be with the Secretary no later than 5.00 pm on Friday,
27th February.

Yours sincerely,

J. Pride
Secretary

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AGENDA
1. Apologies for absence.
2. Minutes of the last meeting.
3. Matters arising.
4. Correspondence.
5. Reports from representatives on:
(a) Police Consultative Committee
(b) Executive Committee
6. Rural Lanes Survey - see Report AB/123 attached
7. Any other business.
8. Date and topic for next meeting.

You should note the following points about this example:

 The headed paper clearly gives the contact number for the secretary, so that
apologies for absence can be sent and discussion about items of urgent business
can take place.
 The agenda has been circulated almost four weeks in advance of the meeting,
giving participants plenty of time to familiarize themselves with it and the attached
documentation.
 The date, time, and place of the meeting are clearly set out. Here, they are included
in the letter which gives notice of the meeting. If the agenda was sent on its own,
this would need to be included at the top of the agenda.
 Members are specifically reminded about considering "any other business" in
advance of the meeting.
 The first four items are usually fixed for all regular meetings and generally appear in
this order. Items 7 and 8 are also fixed.
 The items which form the variable subject matter of any meeting should include
sufficient detail to enable members to understand the nature of each item.

7. The Minutes
Minutes are the factual record of the proceedings and resolutions of a meeting. They
constitute a true and impartial record of the events.

7.1 The Format of Minutes

The way in which the events at a meeting are recorded in the minutes is likely to vary
between organizations. However, a number of general principles can be identified.
The primary purpose of the minutes is to provide authorization for actions to be taken. As
such, the key element which must be recorded is the decisions taken at the meeting.

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This may be done by simply stating the motions passed by the meeting, using the exact
words of the motions as voted on.

For example: Resolved: That the Treasurer's Report (ref. FD.045) be adopted, subject to
the assumed Government funding becoming available for development of the new site by
the end of the financial year.

There may have been lengthy, vigorous debate about the issue, which the minutes do not
reveal. However, at the simplest level, the only important point is the final decision at
which the meeting arrived.

Whilst this is the essential element of minutes, it is often the case that they need to go
further than this to accurately convey the events of a meeting. Indeed, this may be
necessary since, in the event of a dispute as to what transpired or was agreed, the
minutes may be cited as legal evidence.

So, it is quite possible that the minutes will record all motions and amendments put to the
meeting (with their proposers and seconders), together with brief details of the discussion
and subsequent vote. It is also sometimes necessary to record details about the voting on
particular motions, either as totals "for" and "against", with abstentions, or even the way
individual members voted.

Finally, in addition to decisions taken by the meeting, it is normal for the minutes to record
events in respect of each item on the agenda, including:
 names of those members present, together with absences for which apologies were
made at the time
 agreement about the minutes of the previous meeting(s), together with any
changes made to them
 brief notes about items or issues introduced to the meeting but not specifically
referred to on the agenda or in supporting papers, as in the case of reports or
discussion about matters arising from the previous minutes, correspondence and
any other business
 start and finish times

7.2 Minute writing

The production of clear and accurate minutes is an exercise requiring many of the
communication skills we have considered previously. It is important to listen effectively
and consistently, to take accurate notes and then to translate these into a coherent and
comprehensible written statement.

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There are a number of points of good practice in minute writing.
 The essence of minutes is that they are a brief note i.e. a condensed statement of
the proceedings of a meeting. As such, they are not the same as a report. They
are designed to record the decisions taken, and that is all. On the other hand, they
need to be sufficiently detailed and complete to convey what transpired at the
meeting and to provide clear instructions and authorizations for action.
 The minutes should be positive, free from bias and ambiguity and capable of
standing on their own. For example, resolutions should not merely say "resolved
accordingly" or "resolved as agreed" but state precisely what the decision was,
using the exact wording on which voting took place.
 Minute writing requires accurate, concise and objective language. They should be
written in the third person i.e. using "he/she", "they", "them", etc. and in the past
tense.
 It is important to emphasise the word "factual" in the definition above. Minutes must
not express personal opinions or offer interpretations of what has been said. They
should be a simple statement of fact. Thus, it would be wrong to write: "The
Treasurer displayed such excellent persuasive skill in putting forward her argument
that she took all the members with her. "This should be expressed as: "There was
unanimous agreement to accept the Treasurer's report."
 Minutes should be completed as soon as possible after the meeting. It is surprising
how quickly your understanding of your own notes can fade and your memory of a
certain discussion become cloudy.
 It is normal practice in many organizations for the accuracy of the minutes to be
checked with the chairperson before circulation.

The following example of an extract from the minutes of a meeting illustrates many of
these points.

SALEM PARISH COUNCIL

GENERAL PURPOSES COMMITTEE

Minutes of the meeting held on 9 January 20X3, between 7.00 pm and 9.00 pm in the
Assembly Room at Salem House.
1. Members present: Councilor Green (in the chair); Councilors Brown, Black,
Cyan, Grey, Maroon, Purple, Red, Tan and White.
2. Apologies were received from Councilor Jones.
3. The minutes of the meeting held on 12 December 20X2 were approved and
signed as a true record.

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4. Pay rise. After a full discussion, it was proposed by Cllr Red and seconded by
Cllr White that the opinions of all employees be sought by means of a
questionnaire. An amendment that the questionnaire should also ask if
employees would prefer a one-off or staged arrangement was proposed by Cllr
Cyan and seconded by Cllr Black. This was passed by six votes to three, and the
motion that the questionnaire be produced and circulated was then passed
unanimously.

7.3 Principles for Writing Effective Minutes of Meetings

(i) Brevity – Minutes are selective record of the proceedings and should state only the
important points discussed.
(ii) Clarity – Clarity is essential for the recording of the minutes. Even those persons
who were not present in the meeting should be able to understand the background
of the decisions adopted and important deliberations of the meeting by reading the
minutes.
(iii) Record of Decisions Adopted – Decisions and resolutions adopted in the meeting
should be precise and the actual language of the decisions should be reproduced
in the order that there are no ambiguities in their interpretation.
(iv) Immediate Recording – The minutes should be recorded as soon as possible after
the holding of the meeting.

7.4 Significance / Advantages of Minutes

1) They are precise, comprehensive and correct record of the meeting.
2) The decisions are made orally during the meeting. The minutes contain the record
of decision making and are an authentic source of reference.
3) They discourage the malicious addition in the decision during oral meetings.
4) They present the correct views of the members of a meeting.

7.5 Types of Minutes

1. Resolution minutes
2. Narrative minutes
3. Action minutes

Minutes of the meeting may be written in any of the following three formats according to
the rules and regulations of the organization:

1) Resolution Minutes (Resolution)

In these types of minutes, only the decision or resolution is recorded excluding any
discussion before the resolution e.g.

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 “It was resolved that all the papers of mod A should be computer based papers”

2) Narrative Minutes(Narration + Resolution)

These types of minutes include a brief summary of the debate (discussion) resulting
a specific decision e.g.
“The development of information technology (IT) has revolutionized each and every
sphere of modern life. IT has its positive effects on education too. All modern
successful educational systems have adopted changes of IT and inculcated these
changes to make the educational system vibrant and effective. These positive
changes in the field of IT can also be introduced in Chartered Accountancy. It was
resolved that all the papers of mod A should be computer based papers”

3) Action Minutes(Narration + Resolution + Action)

Action minutes include one additional element of action with the elements of
narration and resolution. In these minutes, the chairman of the meeting has the
authority to assign action (duty) to the members as the result of the any resolution.
The chair will allocate responsibilities to the members.

7.6 Format of Minutes (Resolution, Narrative, Action)

Organization’s Name (Name of Committee)

Minutes
Minutes of the meeting held at place; Date; Time
Present: (Participants’ Name)
1) Membership: Action
2) Apologies for absence:
3) Minutes of last meeting: action minutes, the name
4) Matters arising: of the participants of the
5) Proposals initiated by the participants: meetings will be mentioned
6) Finance position & treasurer’s report: against paragraph of every
7) Any other progress: responsibility
which will be
assigned
8) Any other business: any particular participants of
9) Date of next meeting: meetings in this column.
Signed (chairman’s signature) Chairman’s Name Date:

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 Specimen of Action Format Minutes
ABC private Company Executive Committee
Minutes

Minutes of the meeting held at chairman office on 2nd January 20X1

At 9:00 AM.
Present: Managing Director (Chairman), Secretary, Marketing Manager,
Production Manager, HR Manager, Finance Manager.
1: Membership: Action
The Chairman welcomed Director Sales of the company to
participate in the decision making of the Executive Committee
on various issues.

2: Apologies for absence:

Apology for absence was received from treasurer.

3: Minutes of last meeting:

Minutes of last meeting were circulated among members and
were treated as read and signed as a true record.

4: Matters arising: (From the minutes of the last meeting)

In the meeting, it was decided to make an investment of
RS.150m for modernization of plant to increase the productivity
as per sales forecast.

The production manager was also given a duty by the Production Manager
chairman to submit a report explaining how much increase in
production will take place as a result of this investment.

It was also decided to start an intensive advertising campaign Marketing Manager

with an expense of Rs.10m for the new product for the next
quarter. The chairman requested marketing manager to chalk
out the blue print of the campaign and assign the duties to the
concerned quarters

5: Proposal for opening new branch in Dubai:

The marketing manager gave a proposal for opening a new
branch in Dubai in order to enhance the market of the products
produced by the company.

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The chairman liked the proposal and assigned the marketing Marketing Manager
manager with a job of preparing feasibility report of market in
Dubai and also gave competitive analysis, which was to be
presented in the next meeting.

In this regard, the HR manager was also requested by the HR Manager

chairman to prepare a list of requisite staff for the Dubai branch
and present it in the next meeting.

6: Finance Position and Treasurer’s report:

The chairman also referred the meeting to the treasurer’s
report of balances as on 2nd January 20X1.

It was resolved to accept the report by general consent.

7: Any other progress (Fresh business) (Discussion of
Performance Improvement Plans):
The committee discussed the key performance indicators Marketing and
related to quality and customers complaints. It was discovered Production Manager
that there was good progress so far but marketing and
production managers were asked to submit detailed analysis
improvement plans in the next meeting.

8: Any other business (Appointment of New Legal Advisor

& Vote of Thanks):
It was also decided to appoint M/s Shumail and Company as Finance Manager
the new legal advisor in lieu of M/s Hanif and Company. The
chairman directed the finance manager to finalize the financial
terms and conditions with the new legal advisors.

With the consent of all the members of the meeting, a vote of Secretary
thanks was approved by the committee in favor of the editors
of national press who published and supported the welfare
campaigns of the company. The secretary was asked to
communicate this vote of thanks to the concerned editors.

9: Date of next meeting:

The next meeting was decided to be held at chairman’s office
on 9th February 20X1 at 9:00 AM. The meeting closed at 11:00
AM.

Date: 4th January 20X1

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Signed:
The Managing Director (Chairman)

7.7 Procedure in Meetings

As we have seen, there are a number of specific roles within all meetings. At the meeting
itself, it is the chairperson who actually controls the proceedings. This is the key role in
any meeting, setting its tone and style and generally ensuring that the business of the
meeting is efficiently and effectively conducted.

The role of Chairperson can be summarised as:

 To ensure that the meeting is properly constituted and that there is a quorum (a
minimum number of participants to allow the meeting to take place).
 To control the meeting in accordance with the standing orders and any other legal
requirements that apply.
 To take the business in the order that it appears on the agenda, by opening the
discussion and guiding the debate such that all those who wish to speak may do
so.
 To allow people to speak with their permission and to limit the time spent on one
speech or one topic, if required.
 To ascertain the sense of the meeting at the conclusion of the discussion on an
item (by reaching common agreement or by voting on a specific motion) and to
ensure that the decision reached is properly recorded.

In all these matters, the chairperson is assisted by the secretary to the meeting. In many
meetings, the secretary is not a formal member of the body itself and therefore, has no
voting rights or any formal role in discussions. However, his/her contribution is likely to be
sought (or provided) on the issues involved in the agenda items and the implications of
proposals and decisions.

All members have a general responsibility to participate actively in the proceedings of the
body. This requires commitment and careful preparation by all concerned so that each
member is knowledgeable about the topics under discussion. It also means that each
member has a responsibility to other members to allow contributions to be heard and to
enable discussion to flow freely and positively. Thus, all participants must show respect for
each other.

To ensure that a meeting proceeds in an orderly fashion, there are a number of

conventions or general rules of behaviour, which need to be followed, including:

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 Acknowledging that the chairperson is in charge.
 Speaking through the chair –waiting for the permission of chairperson to speak and
always addressing remarks to the chairperson, not directly to other members
(although this may not be so necessary in less formal, smaller meetings).
 Keeping to the point –avoiding digression or pursuing one's own particular agenda
to the detriment of the consideration of the items before the meeting.
 Not interrupting other speakers except for procedural reasons –for example, to
seek clarification through a "point of order" or to seek to give a "point of
information".

Obviously, the degree of regulation of formal committee or board meetings is far in excess
of that applying to most other types of meeting. However, the principles discussed here
apply to all meetings. There will always be some formal or informal rules about what the
meeting is competent either to discuss or to decide and how it should go about doing so.
There will always be a chairperson whose role is to ensure the proper conduct of the
meeting. There will also always be someone responsible for planning the meeting and
recording the proceedings.

8. Press Release
Brief news items or information imparted to journalists for dissemination to their audience.

8.1 Audience of Press Release

A press release may have two audiences:
1. The journalists of the newspapers will be the first audience.
2. The readers of the newspapers will be the second audience.

8.2 Advantages / Purposes of the Press Release

The press releases have benefits both for the organization as well as the journalists which
are summarized below:
1. All press releases are in written form so these can easily be read, understood and
edited by the journalists.
2. The journalists can conveniently retain the entire information contained in press
releases.
3. The press releases are very helpful for journalists as the details and most
importantly the source of the press release is readily accessible.
4. The press releases are better planned and controlled by the organization.
5. The communicator of press release has ample time and he can include all the
points which may help improve the clarity of the release.
6. The written record of the release may be maintained.

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8.3 Use of Embargo in Press Release
Embargo is a request to the journalists to delay the publication of a news until a particular
date and time.

Embargo: Not for release before (time) hours on (day), (date)

8.4 Salient Features of a Press Release

1. Avoid technical language;
2. Headline should be short & relevant;
3. Use one side of the single sheet with wide margin;
4. Avoid long words and hyphenated lines;
5. Paragraphs should be simple, short and direct;
6. Only give news (facts) not views;
7. If, in any case, opinions (views) are essential, put these in quote marks;
8. Keep the release short and simple.

8.5 Format of Press Release:

Organization’s Name
Organization’s Address

Press Release
For Immediate Release or Embargo:
Not For Release Before (time in hours) on
(day), (date)

Headline

(Body of press release: should be written in direct plan)

For further information, Contact: Date:

Name / Designation
Department
Address of Organization
Telephone
Fax
E-mail

8.6 Specimen of Press Release

You are a public relation officer of a multinational food outlet. During the recent acts
of violence, five employees of your outlet were burned alive inside the shop. Write
an announcement to be published in a leading English newspaper showing

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 organizational concern for employees as well as organizational commitment to
serve the society.

McDonald’s Private Ltd

The Mall Road

Lahore
Press Release

For Immediate Release

Burning of Our Five Employees during Recent Acts of Violence

On Thursday 30th January, 20X9, five of the employees of

Main Idea McDonald’s Private Ltd the Mall Road outlet were burnt alive by
some miscreants during the act of violence.
The death of the five valuable employees is a great shock for the
whole organization. There is an air of grief throughout the
organization because McDonald’s Ltd is a benevolent and
employee oriented organization. According to Mr. John Hopkins,
the Chief Manager Eastern Region:
“Employees are our greatest asset. We, at McDonald’s, train
them, care for them and nurture them.”

Explanation The company has announced huge compensatory packages for

the grieved families of the deceased employees.

These acts of sabotage will not deter the organization to achieve

its mission and ultimate vision of public service through the
provision of better and healthy food stuff.

We, at McDonald’s are striving to make the society a worth living

place.
For further information contact:
Public Relations Officer 31st January 20XX
McDonald’s Private Ltd
Helping Close The Mall, Lahore
Telephone……………
Fax …………...
Email …………...

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 9. Job Advertisement
Job advertisements are written media to announce the availability of the job vacancy for
interested and prospect candidates.

9.1 Media for Job Advertisement

1. Press
2. Business magazines
3. Poster sites
4. Hoardings
5. Notice boards in environments
6. Programs of conferences
7. At point of sale
8. Direct mail
9. Delivery packages

9.2 Characteristics of Job Advertisement

To attract the attention of suitable candidates, the job advertisement should have the
following characteristics:
1. It should be concise.
2. It should be comprehensive.
3. It should be presented in a format which can attract the attention of maximum
number of capable and suitable applicants.
4. It should communicate the favourable image of the organization.
5. Proper and relevant to the job and the candidates skills, qualifications etc.

9.3 Contents of an Effective Job Advertisement

An effective job advertisement should consist of the following contents:
1. The main responsibilities and job of the selected applicants.
2. The main activities and location of the organization.
3. Special conditions influencing the job.
4. Required knowledge and experience should be clearly mentioned.
5. Pay package, fringe benefits, opportunities for career development should be
mentioned.
6. Complete procedure for applying the job should be given clearly.

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9.4 Format of Job Advertisement:
(Body should be written in direct plan)

Marketing & Advertising Manager (subject or title)

Organization’s name; The Job; Qualification; Experience;

Qualities; Salary Packages; etc.

Apply in writing for further details

And an application form to:
(Name)
(Designation)
(Organization’s name)
(Address of organization)

9.5 Specimen of Job Advertisement

Main Idea Accounts Manager

An exciting opportunity for the right person
Explanation Jalil Brother is a leading supplier of Medical Goods. After 20 years
of growth and success, we’re still a family business. And we like it
that way.
ARE YOU:
 Qualified Chartered Accountant?
 Experienced in Accountancy (ideally in industry) at Managerial
level?
 A self-starter who can work on your own initiative?
 Happy in a relaxed, informal working environment?
 Keen to grow into more responsibility as you gain experience?
 Interested in earning Rs. 70,000 pm plus a competitive benefit
package?
If the answer is ‘yes’, we could be just what you are looking for.
And vice versa.
Helping Close Apply in writing for further details
And an application form to:

The Managing Director

JALIL BROTHERS
13 Mall Road,
Lahore

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 10. Press Conferences
Press conferences offer good opportunities for you and your company to communicate
your message. Unfortunately, most often in business, press conferences are the result of
some kind of crisis. Preparation is a key to running a good press conference, and you
should begin as much in advance as possible.

Formats for press conferences generally consist of the following rules:

(1) a few minutes for an opening statement,
(2) distribution of the spokesperson’s opening statement, and
(3) questions from persons present. You can end your conference yourself by
announcing that you will take one more question, or you may have someone else in
your organization end it for you. Remember that everything you say during the
conference and afterward in chats with reporters is considered “on the record.” So
be careful.

When you hold a press conference or host any kind of special news event for your
company, you are expected to give the news media a package of materials called a press
kit. What is included into a press kit can vary according to the type of news event;
however, certain basic information should always be included in you packet of materials.

11. Conference
A conference is generally understood as a meeting of several people to discuss a
particular topic. It is often confused with a convention, colloquia or symposium. While a
conference differs from the others in terms of size and purpose, the term can be used to
cover the general concept. A convention is larger than a conference; it is a gathering of
delegates representing several groups.

11.1 Purposes of Conference

At a conference, innovative ideas are thrown about and new information is exchanged
among experts. Its purpose could be one of the following:

 An academic conference is a gathering of scientists or academicians, where

research findings are presented or a workshop is conducted.
 A business conference is held for people working in the same company or
industry. They come together to discuss new trends and opportunities pertaining to
the business.
 A trade conference takes place on a larger scale. Besides businessmen, there are
members of the public who come to network with vendors and made new
connections. Such a conference consists of workshops and white paper
presentations.

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 An unconference differs from the traditional conference, since it avoids the high
costs, top-down organizational hierarchy and sponsored presentations. All
attendees are equally knowledgeable about the topic and the discussion follows an
open mode; usually without a single speaker addressing the gathering.

Most conferences have one or more keynote speakers who will deliver the keynote
speech. These are common at academic and business conferences. The speakers
chosen are eminent personalities in the related field and their presence is meant to attract
more people to attend the conference.

11.2 Types of Conferences

There are various types of conferences:
1. A symposium is a casual gathering and includes refreshments and entertainment.
2. A seminar is organized to discuss a particular topic. They are usually educational
in nature and attendees are expected to gain new knowledge or skills at the end of
the seminar.
3. A workshop is more of a hands-on experience for the participants with
demonstrations and activities; the amount of time one speaker addresses the group
is limited.
4. A round-table conference is a get-together of peers to exchange thoughts and
opinions on a certain topic, usually political or commercial. There are a limited
number of participants who sit at a round table, so that each one can face all the
others.

11.3 Planning a Conference

Points to consider as a checklist when planning a conference:
For the smooth running of a conference, meticulous planning must be carried out well in
advance. All important aspects of the conference must be covered, so it is better to
maintain a checklist. A back-up plan to handle emergencies is always mandatory. The
planning works better when individuals in the planning and administrative committee have
clear roles and responsibilities assigned.

Firstly, the purpose of the conference must be clearly understood. The budget needs to be
defined. While some companies have sufficiently large conference rooms to accommodate
the event, an external venue is most commonly needed. The advantage of using a
conference room in a hotel is that accommodation costs might be offered at a discounted
rate. One needs to negotiate for the lowest price at several venues that meet the
specifications of the conference. eVenues.com offers online search and booking facilities
for all types of events, especially conferences.

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Once the date, time and venue of the conference are fixed, the availability of all
presenters, vendors, attendees and special guests needs to be confirmed. Registration
forms have to be sent out and as the responses come in, they must be recorded to get the
confirmed number of attendees. This is needed to take care of the logistics for the
conference, such as flight bookings, accommodation and car pick-ups for important
attendees like the keynote speaker and special guests. Based on the theme of the
conference, the invites, agendas and brochures have to be designed. Sponsors' names
and logos must be included in these leaflets for advertising.

11.4 The rules of thumb when choosing a venue are as follows:

 Is there Wi-Fi connectivity and technical infrastructure to support the number of
attendees? This includes audio-visual facilities, projectors and communication
equipment like phones, speakers and microphones.
 Does the building have air-conditioning or heating, depending on the climate and
season?
 Is a separate meeting room required? What about infrastructure for speakers, for
e.g., a dais and stand?
 Does the venue have catering facilities? Snacks and meals will be needed, and a
private dining room is preferred.
 Is there ample provision for car parking? Is there security on the premises?

Before the actual event, a detailed program schedule has to be ready; this includes the
order of activities, list of speakers and breaks for refreshments and meals. Volunteers
must be assigned to help and guide attendees during the conference. The schedule and
other important details have to be shared with these volunteers and they must be trained
in advance to handle queries.

A lot of things are needed during the conference, such as basic stationery supplies, name
tags for confirmed attendees and seating arrangements. At the main entrance to the
venue, a registration table would need to be set up, with a receipt book for collecting
participation fees. Arrangements must be made to provide water, tea and coffee
throughout the duration of the conference.

As each of these points is being taken care of in preparation for the conference, the
budget has to be continuously tracked and expenses have to be managed accordingly.
Tracking of the master plan also needs to be done on an ongoing basis. In this way, the
conference will progress smoothly and will appear well-planned to all.

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12. Seminar
A seminar is a lecture or presentation delivered to an audience on a particular topic or set
of topics that are educational in nature. It is usually held for groups of 10-50 individuals. A
seminar is frequently held at a hotel, meeting space or within an office conference room.

It is, generally, a form of academic instruction, either at an academic institution or offered

by a commercial or professional organization. It has the function of bringing together small
groups for recurring meetings, focusing each time on some particular subject, in which
everyone present is requested to actively participate. This is often accomplished through
an ongoing Socratic dialogue with a seminar leader or instructor, or through a more formal
presentation of research. Normally, participants must not be beginners in the field under.
The idea behind the seminar system is to familiarize students more extensively with
the methodology of their chosen subject and also to allow them to interact with examples
of the practical problems that always occur during research work. It is essentially a place
where assigned readings are discussed, questions can be raised and debates can be
conducted. It is relatively informal, at least compared to the lecture system of academic
instruction. Seminars are conducted in various stages.

12.1 Types of Seminar

Based on the size and organizational aspects, the seminars can be classified in to four
types:
1. Mini seminar
2. Major seminar
3. National seminar
4. International seminar

1. Mini seminar:
Its coverage and scope are small and simple. A small population is enough to hold
this seminar. A discussion held over the topic taught or to be taught with the
students is known as Group discussion. Such group discussions held in an
organized way within a class room, it is called mini seminar. This mini seminar
gives the students training in questioning skills, organizing the information and
presentation skills of seminar. A mini seminar is felt necessary because it gives
good experience to conduct a major seminar at Institutional level.
2. Major seminar:
The seminar conducted at an institutional or departmental level for a specific topic
or subject is known as Major seminar. Usually students and teachers are
participating in this type of seminar. This major seminar can be organized at
department level for every month. A specific topic or subject is selected for the
theme of the seminar.

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3. National seminar:
An association of any kind particularly with academic or professional interest or an
organization (Government, Firm, etc.,) conducts the seminar at National level is
called National seminar. The subject experts are invited to the seminar for
discussion. The Secretary of the seminar prepares the schedule and functionaries
for seminar.
4. International seminar:
Usually the seminar conducted by an international organization or agency is known
as International seminar. Theme of this seminar has wider aspects. Globalization,
Renovation, Atomic energy agreements, Policies implementation and modification
etc., are examples for themes of International seminars. A Nation or its body can
conduct or organize the international seminar.

13. Media interview

A recorded conversation, usually conducted by a reporter, in which an individual provides
information and expertise on certain issues relating to his organization.

6.1 Tips of Media Interview:

Once you've accomplished that, here are six tips to help you master the art of getting out
your preferred message.

1. Set goals for every appearance.

"One of the tools I use with corporate leaders is 'OSTA': objective, strategy, tactics,
and audience," says CEO of a multinational company. "Everything communicated
should have an OSTA plan. For interviews, keep answers — especially for TV or
radio — to about 25 to 40 seconds each. When it's appropriate, use props or visual
materials to vary your pacing."
2. Nothing is 100% off the record.
"Once notes are made, editors, publishers, and lawyers can review them. Whatever
you say — anywhere — can follow you around endlessly and perhaps disastrously.
If you don't know the answer to a question, say so. Then later on, be certain to get
back to the reporter with an answer."
3. Watch your body language.
Even in positive interview situations, interviewees sometimes look tense or stiff,
which can have a big impact on credibility. If there is time, do some exercises or
walk around to relax your body.
4. Stay on track with your message.
Reporters usually can only use what you say against you. If the interview goes off
track, stop it. You can ask for a break, a glass of water, a visit to the restroom. It
doesn't matter if the excuse seems lame — they will use footage of you on-camera,
not off.

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5. Learn how to "bridge."
This technique allows you to deflect any attempts to derail your message.
"Bridging" creates a transition so that you can move from one subject to the
message you want to communicate. First answer the direct question, then transition
to your message. Always use such bridging phrases as:
 "Before we get off that topic, let me just add..."
 "Let me put that in perspective."
 "It's important to remember that..."
6. Prepare take-away.
Always plan the points or facts you want the reporter and, by extension, the
audience to walk away thinking about. You might identify these points as the
building blocks of your presentation. If someone else prepares your material,
discuss the take-away points first.

Finally, it's not over when it's over. Make sure to track the results and get reviews of your
performance. Ask pals and peers how well your message went over. Be smart and brave
enough to make the necessary improvements, so you do even better next time.

13.2 Dos & Don'ts of Media Interviewing

DO keep answers short. You may do a television interview for 30 minutes, but the
average sound bite is 10 to 20 seconds long, so be clear and concise.
DO communicate your messages. Answer questions, but don’t be distracted from
communicating your messages.
DO use firsthand examples and descriptive language. Communicating personal
experiences can be dramatic and powerful. Use them as often as possible. Describe an
experience with a patient or explain what influenced your position on an issue. Put
statistics in meaningful terms, such as "two thirds" instead of "more than 60 percent".
DO use plain English. Keep the audience in mind, and speak in terms familiar to them.
Avoid medical jargon, such as "prophylaxis," and "present to the emergency department".
Don’t use questionable humor (self-effacing humor is best), profanity, or any kind of
derogatory language.
DO pause before answering. Take a brief moment to consider your response. Even for
radio and television, this pause will seem thoughtful and natural.
DO answer the questions. It's best to answer even tough questions, or your credibility
with the audience may be damaged. But remember, you're not obligated to agree to the
interviewer’s statements, and your mission is to deliver your messages.
DO take the high ground. Always respond in a positive way, and turn negative questions
or comments into positive statements. Reporters often will ask a negative question or plant
a buzzword in a question to get you to repeat it, if only in denial. This makes for colorful

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quotes. Always respond by answering with positive statements and replacing
objectionable words with more acceptable terms.

For example:
Scenario: A reporter interviews you about the preparation/competency of your emergency
department.
Question: Isn’t it true that more than half of the nation’s emergency departments are
staffed by unqualified doctors.
Answer: Actually, emergency physicians today are better trained than ever before. Most
are career specialists with considerable training and experience, and more than half are
board-certified in emergency medicine.

DO question facts, if necessary. If confronted with findings or statistics you’re not

familiar with or you believe may be incorrect, say, "I'm not familiar with those statistics so I
really can't comment on that matter" or "based on [cite other statistics], the most important
thing to remember is [statement that communicates your message]". If asked, for
example, about a report you haven’t read, be sure and say so, but use the question as an
opportunity to communicate your messages.
DO use body language effectively. Studies show that voice inflection and body
language are even more important than the words themselves when it comes to how
messages are received.
To help people focus more on your messages, keep your arms loose, and gesture
naturally. This will help you appear calm and confident. Don't clasp your hands together,
cross your arms or legs, put your hands in your pockets, or adopt any posture that
prevents you from moving naturally. Strive for a relaxed, animated face. Avoid sympathetic
nodding, which could be interpreted as agreement. Smile, raise your eyebrows, and use
natural expressions. (See the chapter on Speeches for additional tips on delivery skills)

DON'T ramble. Reporters often wait before asking their next question to encourage you to
keep talking. Deliver your message concisely then stop talking and wait for the next
question. Become comfortable with silence.
DON'T discuss hypothetical situations or unfamiliar matters. If asked about a
situation or case of which you have incomplete information, or about a hypothetical
situation, respond by discussing the issue instead. Say, "I can't respond to hypothetical
situations, but if you’re asking about the issue of [state the issue], it’s clear that [state your
message]".
DON'T argue or interrupt. You don't have to agree, but don’t argue either. And don't
interrupt. Other guests are another matter. You may need to jump in when another guest
is talking to correct misinformation or to comment.

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DON’T lose your temper. You can tell a reporter you prefer not to comment (explain
why), but never get angry. In taped interviews especially, viewers may see only your angry
response and not hear the question that prompted it.
DON'T lie or bluff. If you don't know an answer, say so. You can damage your credibility
by speculating incorrectly. If you should know the answer but don't, offer to research the
answer, and then be sure to follow up.

14. Workshop
Workshops are an extremely flexible and effective method for training, learning,
development, change management, team building and problem solving, and virtually any
organizational challenge.

Participation and involvement of staff increases the sense of ownership and

empowerment, and facilitates the development of organizations and individuals. The
relationship between workshop facilitator or workshop presenter and delegates is
participative.

14.1 Benefits of Workshops

 Workshops combine training, development, team-building, communications,
motivation and planning.
 Workshops are effective in managing change and achieving improvement, and
particularly the creation of initiatives, plans, process and actions to achieve
particular business and organizational aims.
 Workshops are great for breaking down barriers, improving communications inside
and outside of departments, and integrating staff after acquisition or merger.
 Workshops are particularly effective for (CRM) Customer Relationship Management
development.
 The best and most constructive motivational team-building format is a workshop, or
better still series of workshops, focusing on the people's key priorities and personal
responsibilities/interest areas, which hopefully will strongly overlap with business
and departmental aims too.
 Workshops can be integrated within regular monthly team meetings - an amazing
amount of motivation progress and productivity can be accomplished with just a 90
minutes workshop per month. Workshop facilitation by a team leader or manager
develops leadership, and workshops achieve strong focus on business aims among
team members.
 Workshops are very effective for training too - workshops encourage buy-in and
involvement more than conventional training courses because they are necessarily
participative, and the content and output are created by the delegates.

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15. Business Etiquette
Business etiquette is basically the social guidelines and manners to be followed in
business situations when dealing with others. It is the way you handle yourself in a
business and social environment. It can range from meetings with the boss to
meetings with clients and customers and knowing the right things to do and
say. Expected behaviors and expectations for individual actions within society, group
or class. Within a place of business, it involves treating coworkers and employer with
respect and courtesy in a way that creates a pleasant work environment for everyone.

The basics of business etiquette will include knowing the proper manners for meeting and
greeting others, how close to stand and why, customs of clients of employees &
employers, basic office equipment etiquette, the professional presence for everyone (what
to wear and not to wear).

Types of Etiquette
1. Corporate Etiquette- Corporate Etiquette refers to how an individual should
behave while he is at work. Each one needs to maintain the decorum of the
organization. Don’t loiter around unnecessary or peep into other’s cubicles.
2. Business Etiquette- Business Etiquette includes ways to conduct a certain
business. Don’t ever cheat customers. It is simply unethical.
3. Meeting Etiquette- Meeting Etiquette refers to styles one need to adopt when he is
attending any meeting, seminar, presentation and so on. Listen to what the other
person has to say. Never enter meeting room without a notepad and pen. It is
important to jot down important points for future reference.
4. Telephone Etiquette- It is essential to learn how one should interact with the other
person over the phone. Telephone etiquette refers to the way an individual should
speak on the phone. Never put the other person on long holds. Make sure you
greet the other person. Take care of your pitch and tone.
5. Eating Etiquette- Individuals must follow certain decorum while eating in public.
Don’t make noise while eating. One should not leave the table unless and until
everyone has finished eating.
6. Social Etiquette- Social etiquette is important for an individual as it teaches him
how to behave in the society.
7. Rest room Etiquette- Rest room etiquette refers to the set of rules which an
individual needs to follow while using public restrooms or office rest rooms. Make
sure you leave the restroom clean and tidy for the other person.

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15.1 Need for Etiquette
 Etiquette makes you a cultured individual who leaves his mark wherever he goes.
 Etiquette teaches you the way to talk, walk and most importantly behave in the
society.
 Etiquette is essential for an everlasting first impression. The way you interact with
your superiors, parents, fellow workers, friends speak a lot about your personality
and up- bringing.
 Etiquette enables the individuals to earn respect and appreciation in the society. No
one would feel like talking to a person who does not know how to speak or behave
in the society.
 Etiquette inculcates a feeling of trust and loyalty in the individuals. One becomes
more responsible and mature.
 Etiquette helps individuals to value relationships.
 To conclude, etiquette transforms a man into a gentleman.

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Chapter Roundup
 A business meeting is a gathering of two or more persons, who have common
interests, objectives or problems, for a purposeful exchange of views or transactions.
 Meetings have to be planned. Efficient undertaking of the necessary work prior to any
meeting, whether it is for the AGM of a public company, or a work group, will invariably
smooth the conduct of business at the meeting itself.
 Principle documents of a meeting:
 Notice of meeting
 Agenda of meeting
 Minutes of meeting
 The main purpose of the agenda is to set out, in order, the business to be transacted
at the meeting.
 Minutes are the factual record of the proceedings and resolutions of a meeting. They
constitute a true and impartial record of the events.
 In resolution minutes, only the decision or resolution is recorded excluding any
discussion before the resolution.
 Narrative minutes include a brief summary of the debate (discussion) resulting a
specific decision.
 Action minutes include one additional element of action with the elements of narration
and resolution. In these minutes, the chairman of the meeting has the authority to
assign action (duty) to the members as the result of the any resolution.

Self-test Questions

 Explain what do you understand by a Business Meeting and give three reasons
for convening such meetings. List the essential steps that have to be kept in
focus for convening a successful business meeting? (see 2)
 The effective organization of meetings depends upon various stages. Explain these
steps in detail. (see 3)
 What are the minutes of a meeting? How can minutes be prepared effectively? State
the principles of minutes writing. (see 7, 7.2 & 7.3)
 List and explain various types of minutes. (see 7.5)
 Meetings at various levels are a common feature in any business organization. Yet
complaints are often heard that meetings are a waste of time and effort and prevent
people from attending to their normal work. Identify the important factors responsible
for the widespread complaints about the unsatisfactory outcomes from meetings.
 What role should the chairman perform to ensure that the proceedings of the meeting
are conducted in an effective manner and a positive outcome is achieved from the
meeting? (see 7.6)

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 You are the secretary of the Executive Committee (EC) of the company where you
work. Managing Director of the company is the Chairman and the functional heads of
Marketing, Production, HR and Finance are members of EC. In its monthly meeting
held on 2nd of January 20X7, the EC discussed various issues and decided the
following:

- Investment of Rs. 150m for modernization of plant to increase capacity as per sales
forecast.

- Advertising campaign with an expense of Rs. 10m for the new product for the next
quarter.
- Proposal for opening up new branch office in Dubai to be further refined
with detailed market feasibility and competitive analysis to be presented in
the next meeting.
- Key performance indicators related to quality and customer complaints
were reviewed. Marketing and Production departments were asked to
submit detailed analysis and improvement plans in the next meeting.
- Appointment of M/s Shumail and Company as the new legal advisors in place of M/s
Hanif and Company.
Prepare minutes of the meeting to be circulated to EC members using “Action Format”.
Assume necessary additional details and remember that the meeting also carried out
normal business of reviewing last meeting’s minutes, deciding date of next meeting, vote
of thanks etc.

 You are the secretary of ABC Limited. Write a notice (inclusive of agenda) for the
upcoming Annual General Meeting (see 6)

 explain the significance of taking minutes at a meeting (see 7.4)

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MCQs:
1. Which of the following is not a document related to the meeting?
a. notice
b. report
c. agenda
d. minutes
2. In organizations, meetings are held under:
a. formal rules
b. informal rules
c. personal rules
d. none of the above
3. The minutes are formal record of:
a. quality circle
b. brainstorming session
c. meeting
d. team briefing
4. The following is not a pre meeting document:
a. notice
b. minutes
c. agenda
d. proposal
5. Notice and agenda of a meeting cannot be sent through:
a. email
b. written communication
c. orally
d. none of the above

6. Action minutes include:

a. Narration and resolution
b. Only action
c. Only resolution
d. Narration, resolution and action

7. The following is not a role of chairperson of a meeting:

a. To allow participants to speak with his permission
b. To take the business in the order that it appears on the agenda
c. To leave the conclusion to the participants of the meeting
d. None of the above
MCQs Answers:
1.b 2.a 3.c 4.B 5.C 6.D 7.C

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