Kenya Medical Training College

Communication Skills

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UNIT 1: INTRODUCTION TO COMMUNICATION SKILLS

Unit objectives
By the end of this unit, the learner should be able to:
1. Define terms and concepts used in communication
2. State the importance and purpose of communication
3. Describe essentials of effective communication
4. Understand the role of information and communication technology (ICT)
in communication

1.1Definition of terms and concepts used in communication

The word communication was derived from the Latin “communis”, that means
common. Thus “to communicate” means “to make common” or “to make known”,
“to share” and includes verbal, non-verbal and electronic means of human
communication. Therefore, Communication is the meaningful exchange of
information between two or a group of people.
In broad, communication can therefore be defined as:
It is act by which a person gives or receives from person information regarding
that person’s desires, perceptions, need, knowledge or affective states.
It is a process of creating the meaning of ideas or ideas presented.
It is the act of conveying information for the purpose of creating a shared
understanding. It's something that (we) humans do every day. In a simple
language, Communication is the activity of conveying information through the
exchange of thoughts, messages, or information, as by speech, visuals, signals,
writing, or behavior.
People may communicate intentional or unintentional, may involve conventional
[based on or in accordance with what is generally done or believed] or
unconventional signals, may take linguistic [Related to language] or non-
linguistic forms and sometimes may occur through spoken or other modes.
The act of making common and unknown occur through exchange of thoughts,
ideas or the likes. The exchange of ideas and thoughts can be heard by gestures,

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signs, signals speech or writing. Two or more people can get into communication
when they are discussing some matters or when they are talking on the
telephone or when they are exchanging information through letters. Basically,
communication is sharing of information whether in writing or orally.
Humans convey information through different methods: speaking, telephone,
email, blogs, TV. Hand gestures, facial expressions body languages and etc

Communicator [Sender/receiver]
Refers to the participants in communication in the communication process. In a
normal situation, the roles reverse regularly.
Message
Refers to the central theme or idea of the communication it can either verbal or
nonverbal
Code It refers to a system of rules to convert message [information] for example
words, sounds, letters, image or gesture into another form or representation
sometimes shortened or secret for communication via communication channel
or storage in a storage medium. For instance, the invention of language enabled
people, through speech to communicate what they saw, felt, heard or thought to
each other. But speech limits the range of communication to the distance a voice
can carry, and limits the audience to those present when the speech is uttered.
Invention of writing enabled the conversion of spoken language into visual
symbols which extended the range of communication across space and time.
Encoding: Refers to the process of converting information [message] from the
source into symbols for communication or storage.
Decoding refers to the process of translating a printed word into a sound. It is
the process of converting codes symbols back into a form that recipient
understands.
Coding is important in the sense that it enables communication in scenario
where ordinary plain language spoken or written is difficult or impossible

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Channels [verbal, nonverbal, etc.] They are the specific mechanism (“pipeline”)
used to transmit the message. One can also defined it as the medium through
which the message is sent
Medium [face-to-face, television, web, phone, etc.] Refers to the form or
technology of transmission; they determines kind of code used.
Noise - is the disruptions that are caused in the communication process in
channel or in understandability of the message.
Feedback –Refers to the responses of an audience to a message or activity.
Feedback can either be positive or negative

1.2 Importance of communication

1. Base for Action: Effective communication acts as a base for any action.
Starting of any activity begins with communication which brings information
necessary to begin with.
2. Planning Becomes Easy: Communication enhances planning. Information
about human resource requirement of all the department of organization in
terms of qualification, types of job to be done can be collected through
communication. Communication plays critical role in the policies, program
planning and implementation.
3. Means of Coordination: Communication is an essential tool for coordinating
the efforts of various people at work in the organization.
4. Aids in Decision-Making: The information collected through communication
aids in decision-making. Communication facilitates access to the vital
information required to take decisions.
5. Provides Effective Leadership: Effective communication skills break the gap
between the managers and their subordinates hence share ideas and submit
appropriate proposals, seek advices and make right decisions. Such make
managers to gain confidence from their subordinates through constant
communication with them and eliminate misunderstanding. Hence manager
accomplishes organizational goals.

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6. Boosts Morale and Motivation: Effective communication instills confidence
among subordinate and workers by ensuring changes in their attitudes and
behaviors. The primary cause of conflicts and dissatisfaction is
misunderstanding and it can be eliminated through communication skills.
Elimination of misunderstanding makes managers and their subordinates
understand each other and build good industrial relations. Such boost morale
of the people and motivates them to work harder.

1.3 Purpose of communication

a) It enables the flow of Information:
Relevant information within an organization, institution has to flow continuously
from top to bottom and vice versa. Through communication, employees at all
levels are informed about organizational objectives goals and plans taking place
in the organization. The message should be in a language everyone can
understand and right information reaches the right person at the right time
through the right person.
b) It enhances Coordination in the work place
Effective communication enables the efforts of staffs within an organization to
be coordinated for the accomplishment of the organizational goals.
c) It enables one to learn Management Skills:
The communication process facilitates the flow of ideas, beliefs, information,
perception, advices, opinions, orders as well as instructions. Therefore,
communication enables the manger another supervisory staffs to learn
managerial skills via the experience of others. It happens in situations whereby
the experience of the sender of the information gets reflected in the message
which the recipient receives at the end by analyzing and comprehending it.
d) Communication prepares People to Accept Change:
A proper and effective communication acts as an essential tool for managers in
every organization as it brings overall change in the organizational policies, work
styles, procedures and make staffs to accept and respond positively.

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e) Developing Good Human Relations:
In the workplace, managers, workers and other staffs share ideas, thoughts and
perception among each other through communication. Hence communication
helps them to understand each other better. They discover the challenges their
colleagues face in the workplace and this contribute to the promotion of good
human relations in the organization.
f) Ideas of Subordinates Encouraged:
Effective communication encourages invitation of ideas from the subordinates
on particular occasions on any task. This makes them to develop creative
thinking. Recognizing subordinates’ ideas will further motivate them for hard
work and a sense of belonging to the organization will be developed. It will provide
them with the encouragement to share information with their superiors without
hesitation. Managers must be careful with their ideas, thoughts, comments,
reactions and attitudes of their subordinates and subordinates should know the
same from the lowest level staff of their respective departments.

1.4 Essentials of effective communication

Effective communication is defined as verbal speech or other methods of relaying
information that get a point across.
For an effective communication, one has to observe the following essential
characteristics which include: Respect, Empathy, Audibility, Clarity, and
Humility.
Respect:
It is a positive feeling or respect for the listener. It is a desire of everyone to be
appreciated and respected and it has to be a need of every individual. Because
of such a need, during communication it’s fundamental to respect everyone.
Empathy:
Empathy is the ability to put yourself in situations or conditions faced by others.
Communication will be well established in accordance with good psychological
condition of our counterpart. To empathize means that the trainer has to put

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himself as a good listener, even before anyone else listens to him and he must
be able to feel what is perceived by the trainees.
Audibility:
Being audible implies that the message must be able to be heard and
understood.
Clarity:
The clarity of the messages we convey. On this principle the trainer has set clear
objectives before the training and uses a good tone of voice.
Humility:
Humility gives positive prestige for the communicator. In this case, it is done by
giving participants a chance to speak first and the trainer being a good listener.
This attitude builds respect and eventually develops respect for the participants.
Be complete:
Communication should contain all necessary details in the speech. One should
never assume that some details are known by the audience. It is essential to
provide detailed information to the listener.
Pay attention to non-verbal signs:
Body language gives additional information about what the other part is
expressing. Sometimes these cues may even reveal a more truthful view of the
situation.

Be Confident:
Being confident is important during communication. It can be achieved by
making eye contact, using a firm but friendly tone (never aggressive). It is
advisable always to listen to the other part and look out for non-verbal clues.
Give and Receive Feedback:
It is important to give and receive feedback during communication. Giving
constructive feedback and praise someone increases motivation and build
morale.
Listening:

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Effective communication requires active listening, so practice active listening
until it becomes second nature to you. Active listening involves hearing and
understanding what a person is saying to you. Unless you understand clearly
what a person is telling you, you can’t respond appropriately. Gain clarification
by asking questions or rephrase what you’re being told, so that you’re sure you
fully understand the message that’s being conveyed to you.

1.5 Role of information and communication technology (ICT) in

communication
i. Video conferencing
ii. Use of digital networking
The invention of ICT such as the use of satellite and broadband transmissions
enables people to communicate with one another in the workplace via their
mobile phones. They can also send files from any place and someone in the office
gets the print out

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UNIT 2: CHANNELS OF COMMUNICATION

Unit Objectives
By the end of this unit, the learner should be able to:
1. Explain the meaning of channels of communication
2. Describe factors to consider in choosing communication channel in an
organization
3. Understand the advantages and disadvantages of each channel of
communication
4. Describe the communication process
5. Understand the barriers to effective communication and ethical issues in
communication

2.1 Meaning of channels of communication

Channels of communication refer to the way information flows within an
organization. It can also be defined as the means through which people in an
organization communicate. Information can flow forward, backward, or
sideways.

2.2 Factors to consider in choosing communication channel in an

organization
Time:
The time the message takes to get to the recipient is critical. Such implies that
the message has to take the shortest time possible so as ensure appropriate
action can be taken.
Cost
It is advisable to choose communication channel that is not only reliable but also
pocket friendly as it ensures one maintain communication at all time without
straining financially.
Confidentiality

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Confidential is a key when choosing the means of communication to adopt. There
are some messages that are sensitive and are only meant for the eyes of the
recipient only. Because of sensitivity of the message, the sender has to select a
communication channel that ensures confidentiality so that the message is not
seen by a third part.
Complexity
The channel used should ensure that the recipient will be able to read and
understand the message clearly. This means that they should factor the
complexity of the message in selecting the appropriate channel.
Distance
The distance the message is supposed to travel and the conditions it should
arrive in should also be considered. This is why many people prefer using
electronic mail compared to postal mail.

2.3Advantages and disadvantages of each channel of communication

a) Formal communication channel
It transmits information such as policies, goals, and procedures of an
organization. The message sent via this communication channels follow a chain
of command. Such implies that information flows from the manager to the
subordinates and they in turn pass on the message to the next level of staff.

A good example of a formal communication channel is a company’s newsletters

which gives the employee as well as the client’s clear ideas of the organizations
goal and objects. A business plan, customer satisfaction survey, annual reports,
employer's manual, review meetings are all formal communication channels.
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b) Informal Communication Channels
Within a formal working environment, there always exists an informal
communication network. The strict hierarchical web of communication cannot
function efficiently on its own and hence there exists a communication channel

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outside of this web. While this type of communication channel may disrupt the
chain of command, a good manager needs to find the fine balance between the
formal and informal communication channel.

Example of informal communication channel include; lunchtime at the

organization's cafeteria/canteen. Here, in a relaxed atmosphere, discussions
among employees are encouraged. Also managers walking around, adopting a
hands-on approach to handling employee queries is an example of an informal
communication channel.
Quality circles, team work, different training programs are outside of the chain
of command and so, fall under the category of informal communication channels.

c) Unofficial Communication Channels

Good managers will recognize the fact that sometimes communication that takes
place within an organization is interpersonal. While minutes of a meeting may
be a topic of discussion among employees, sports, politics and TV shows also
share the floor.
The unofficial communication channel in an organization is the organization's
'grapevine.' It is through the grapevine that rumors circulate. Also those engaging
in 'grapevine' discussions often form groups, which translate into friendships
outside of the organization. While the grapevine may have positive implications,
more often than not information circulating in the grapevine is exaggerated and
may cause unnecessary alarm to employees. A good manager should be privy to
information circulating in this unofficial communication channel and should
take positive measures to prevent the flow of false information.

An example of an unofficial communication channel is social gatherings among

employees.
Face-to-Face
Face-to-face or personal communication is one of the richest channels of
communication that can be used within an organization. Physical presence, the
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tone of the speaker's voice and facial expressions help recipients of a message
interpret that message as the speaker intends. This is the best channel to use
for complex or emotionally charged messages, because it allows for interaction
between speaker and recipients to clarify ambiguity. A speaker can evaluate
whether an audience has received his message as intended and ask or answer
follow-up questions.

2.4 Process of communication

Sender
The sender initiates the communication. The sender also known as the encoder.
S/he decides on the message to be sent, the best/most effective way that it can
be sent. The sender has to think about the receiver. For an effective
communication, the sender must use effective verbal and non-verbal techniques.
S/he must speak or write clearly, organize points to make them easy to follow
and understand, maintain eye contact, using proper grammar.
Receiver

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The receiver refers to the party to whom the sender transmits the message. A
receiver can be one person or an entire audience of people. In a communication
process, the receiver is directly across from the speaker. The receiver can also
communicate verbally or non-verbally. A receiver can adequately receive message
by listening carefully, sitting up straight and making eye contact. Nodding and
smiling during listening from the speaker indicates that the receiver understands
the message.
The message
The ideas/ purpose are expressed as message. The message is therefore a
physical product such as spoken words, printed words in e.g. a letter, a graphic
drawing, a facial expression, a body movement, a gesture etc.

Qualities of appropriate message

 It should be in a well-organized and proper manner
 Same experience level to understating to sender and receiver
 The message should focus on our personal needs also called personality
needs
 Cultural values should be considered while writing a message. Sender
should focus on the attitude and mentality of the society
The channel
The channel is the medium used to relay or transmit the message from the
source to the receiver. The most commonly used channels involve use of sight
and sound. Letters, television, radio, telegram, memo, telephone, fax machine,
newspapers, face to face conversations etc
Factors to consider when choosing a communication channel
 Time
 Space
Feedback
Feedback is the response that enables the source to determine or evaluate
whether or not the message was received and understood as he/she had

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intended. Feedback also enables a two-way communication process to take
place.

2.5 Barriers to effective communication

Unclarified Assumptions
There are sometimes unclarified assumptions underlying the message that
hinder the message from being effectively communicated.
Poorly Written and Expressed Messages
The writer of the message may fail to communicate effectively by use of poorly
chosen words, omissions, lack of coherence, poor organization of ideas, awkward
sentence structure, platitudes, unnecessary jargon, and a failure to clarify the
implications of the message. It is therefore imperative for the writer to ensure
that his or her message is written in a clear language, which the recipient of the
message will easily understand. One can do this by choosing the right style,
vocabulary, layout, length in order to make his or her message comprehensible.
Poor Transmission of the Message
The medium being used to communicate the message maybe faulty. The
telephone maybe producing other noises within it and this may prevent one from
hearing the message clearly or correctly.
Poor Retention of the Message
The message may be communicated less accurately (or even fail to be
communicated) when only one person is used.
Recipients Poor Listening Skills and Assumptions
The recipient of the message may hinder communication by failing to listen to
the message properly. He or she may for instance, read a letter half way and
assume that he or she knows the rest of the content of the message. As a result,
he or she may fail to read an important part of the message and this may distort
the message, sometimes with disastrous results.
Information overload
The person in the position of authority may receive so much information that
much of it ends up being disregarded. The other employees may also be given

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with too much information by their superiors that they are unable to take in all
the requirements.
Physical limitations
The environment where the communication is taking place can also act as a
barrier to effective communication. It is difficult, for instance, to communicate
in a noisy environment such as, a market or a bus station.

2.6 Communication as tool in management

 Within an organization, communication helps to minimize conflicts and
thwart cases of misunderstanding.
 Effective communication is important in an organization as it promotes
decorum among staff and understanding between superiors and
subordinates.
 Communication links people together in an organization to achieve a
common purpose. It is mentioned that group activity is impossible without
communication because coordination and change cannot be effected.

2.7 Ethical issues in communication

Ethics refers to the ‘science of character of a person expressed as right or wrong
conduct of action.’ The objective of ethics is to establish the moral standards and
behavioral norms
In communication, ethical considerations attempts to apply general moral
principles during communication in order to resolve or at least clarify the moral
issues that may arise during communication
Ethics and communication
 Ethical communication involves all the relevant information.
 It is true and accurate.
 It avoids the language that manipulates, discriminates or exaggerates.
Examples of unethical communication
Plagiarism Stealing someone else’s work and claiming it as your own.

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Selective Deliberately omitting damaging or unflattering comments
misquoting to paint a better (but untruthful picture ) of you or your
company
Misrepresenting Increasing or decreasing numbers, altering statistics or
numbers omitting numerical data
Distorting visuals Making a product look bigger or changing the scale of
graphs and charts to exaggerate or conceal the differences

Communicating ethically
 Conveying the point without offending the audience
 Maintain a relationship with the audience
 Avoid withholding crucial information
 Accuracy of information

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UNIT 3: CLASSIFICATION OF COMMUNICATION

Unit Objectives
By the end of this module, the learner should be able to:
1. Describe the various types of communication
2. Explain the uses of the various types of communication

3.1Types of communication
People communicate with each other in a number of ways that depend upon the
message and the context in which it is being sent.
Types of communication based on the communication channels used are:
 Verbal Communication
 Nonverbal Communication
a) Verbal
It refers to the form of communication in which message is transmitted verbally.
Communication is done by word of mouth and a piece of writing.
In verbal communications remember the acronym “KISS” (keep it short and
simple).
Verbal Communication is divided into:
 Oral Communication
 Written Communication
Oral
In oral communication, Spoken words are used.
It includes face-to-face conversations, speech, telephonic conversation, video,
radio, television, voice over internet.
Communication is influence by pitch, volume, speed and clarity of speaking.
Advantages
It brings quick feedback.
In a face-to-face conversation, by reading facial expression and body language
one can guess whether he/she should trust what’s being said or not.
Disadvantages

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In face-to-face discussion, user is unable to deeply think about what he is
delivering, so this can be counted as a fault.

Written
In written communication, written signs or symbols are used to communicate.
In written communication message can be transmitted via email, letter, report,
memo etc.
Written Communication is most common form of communication being used in
business.
Advantages
Messages can be edited and revised
Written communication provide record and backup.
A written message enables receiver to fully understand it and send appropriate
feedback.
Disadvantages
Written communication doesn’t bring instant feedback. It takes more time in
composing a written message as compared to word-of-mouth and number of
people struggles for writing ability

b) Nonverbal
Nonverbal communication is the sending or receiving of wordless messages.
Such as gesture, body language, posture, tone of voice or facial expressions, is
called nonverbal communication
Nonverbal communication is all about the body language of the speaker.
Nonverbal communication has the following three elements:
Appearance: Speaker-clothing, hairstyle, neatness, use of cosmetics;
Surrounding – room size, lighting, decorations, furnishings
Body Language: facial expressions, gestures, postures
Sounds-Voice Tone, Volume, Speech rate

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3.2 Use of various types of communication
It enables the flow of Information:
Relevant information within an organization, institution has to flow continuously
from top to bottom and vice versa. Through communication, employees at all
levels are informed about organizational objectives goals and plans taking place
in the organization. The message should be in a language everyone can
understand and right information reaches the right person at the right time
through the right person.

It enhances Coordination in the work place

Effective communication enables the efforts of staffs within an organization to
be coordinated for the accomplishment of th organizational goals.
It enables one to learn Management Skills:
The communication process facilitates the flow of ideas, beliefs, information,
perception, advices, opinions, orders as well as instructions. Therefore,
communication enables the manger another supervisory staffs to learn
managerial skills via the experience of others. It happens in situations whereby
the experience of the sender of the information gets reflected in the message
which the recipient receives at the end by analyzing and comprehending it.
Communication prepares People to Accept Change:
A proper and effective communication acts as an essential tool for managers in
every organization as it brings overall change in the organizational policies, work
styles, procedures and make staffs to accept and respond positively.
Developing Good Human Relations:
In the workplace, managers, workers and other staffs share ideas, thoughts and
perception among each other through communication. Hence communication
helps them to understand each other better. They discover the challenges their
colleagues face in the workplace and this contribute to the promotion of good
human relations in the organization.
Ideas of Subordinates Encouraged:

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Effective communication encourages invitation of ideas from the subordinates
on particular occasions on any task. This makes them to develop creative
thinking. Recognizing subordinates’ ideas will further motivate them for hard
work and a sense of belonging to the organization will be developed. It will provide
them with the encouragement to share information with their superiors without
hesitation. Managers must be careful with their ideas, thoughts, comments,
reactions and attitudes of their subordinates and subordinates should know the
same from the lowest level staff of their respective departments.

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UNIT 4: FORMS OF COMMUNICATION

Unit Objectives
By the end of this unit, the learner should be able to:
1. List forms of communication
2. Describe Informal and formal methods of transmission of messages
3. State advantages and disadvantages of forms of communication

4.1Forms of communication
Communication may be classified into several categories
On the basis of organizational structure
(a) Formal communication
(b)Informal communication
On the basis of flow or direction.
(a)Downward
(b)Upward
(c)Crosswise or horizontal or lateral.
On the basis of methods or media used or expression
(a)Written
(b)Oral
(c)Gestural

4.2 Informal and formal methods of transmission and their

advantages and disadvantages
Formal Communication
 A formal communication is that which the message is transmitted through
the formal means in the organization
 A strict channel laid down in the structure.
 Eg: Departmental meeting, Company magazines, Posters etc.
Different ways of formal communication

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 i. Single chain.
ii. Wheel.
iii. Circular.
iv. Free flow.
v. Inverted v

Informal Communication-Grapevine
 Communication arising out of all those channels of communication that
fall outside the formal channels is known as informal communication.
 Built around the social relationships of members of the organization.
 Informal communication does not flow lines of authority as is the case of
formal communication.
 It arises due to the personal needs of the members of an organization.
 At times, in informal communication, it is difficult to fix responsibility
about accuracy of information. Such communication is usually oral and
may be covered even by simple glance, gesture or smile or silence.

Formal communication Vs Informal Communication

 It’s based on formal relationships.  Based on interpersonal relationships.
 It’s slow because it has prescribed  Has no particular path.
path.  The channel communications are unplugged.
 The channel is pre planned  Work related and social matters.
 Work related matters.  Chances of distrotion are high.
 5.2:
It isInformal andresponsibility
easy to fix formal methods
for of transmission
 It is not possible to fix responsibility of
5.2: Advantages and disadvantages of each form
managers. of communication
informal communication.
 Advantages & Disadvantages
It serves organizational needs of Formal Communication:
 Both social needs and organizational needs.
 In formal communication status or  Status or position of the parties is irrelevant.
position of the parties is very
The advantages of formal communication are:
important.
 They help in the fixation of responsibility and

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  Maintaining of the authority relationship in an organization.
The disadvantages of formal communication are:
 Generally time consuming, cumbersome and
 Leads to a good deal of distortion at times.
Downward communication
It refers to the flow of communication that flows from the superior authority to
the subordinate authority or from the higher level to the lower level. It is the most
critical direction of communication and the very nature of the organization. No
organization can function without downward communication. It is mostly used
to give instructions. It includes written and spoken, letters, policy matters,
speeches, memorandum, and information.

Limitations
o Distortion/Dilution
Most often, communication that originates from the higher levels might be
distorted or diluted on the way to the lower levels. In some cases, the message
may get lost. It has to be made sure that the receiver understands the message
from the above, and this calls for efficient feedback system.
o Delay
This type of communication may also be time consuming in that, the more the
levels, the greater the chances of delay. This explains why some mangers opt to
send the message directly to the person concerned.
o Filtering
In some cases, managers may withhold some important information from the
employees. In such a situation, the employees may become frustrated, confused
and powerless and in the long run the whole experience may ruin employer-
employees relationship.

Upward communication

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It is the flow of information from the subordinate to the superior or from the
lower level to the upper level. It is commonly used by employees to pass feedback
about various responsibilities and also to give suggestion about how the task
was executed. It includes suggestions, grievance, proposals, and reports.
Limitations
o Hierarchical
Some managers don’t appreciate orders from their juniors. They may be
inpatient, while some might suppress the message sent to them from below

 Horizontal Communication
It is a type of communication that takes place between two or more persons who
are subordinates working in the same department or section. It is one of the
frequently used channels of communication to maintain coordination between
people of the same section or level. In this process message flows not only up
and down but also sideways. During such interactions, the opinions of each
other are made known and decisions are reached quickly. In this pattern, there
is no superior or subordinate relationship

 Diagonal or crosswise Communication

Diagonal communication involves the flow of communication as well as
interaction across different levels of an organization hierarchy. It is used to speed
up the flow of communication. It makes effective efforts for achieving
organizational goals.

Advantages
o Coordination
It promotes coordination through informal meetings, formal conferences, and
lunch hour meetings
o Morale boosting

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Offering of opportunities to the lower level staffs to interact with managers in
informal meetings promotes their moral boost and further commitments to the
organization.

Limitations
o Resistance to compliance:
Some superiors may not implement the suggestion of the junior because they
might not have been consulted.

 Grapevine Communication
This is an informal type of an informal business communications which develops
within an organization. It means gossip. It’s a gossip that spreads and covers a
lot of ground (a lot of people) like vines does. The disadvantages of this type of
communication have a limitation of spreading unnecessary gossips. It can be
dangerous to the organization if allowed to grow without monitoring. It can also
results in character assassination and personal vilification of individuals. It
might provoke sudden unwanted and unexpected reactions from emotional
unstable people. This channel can be moderated but not eliminated

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UNIT 5: OFFICIAL ETIQUETTE, PROTOCOL AND DIPLOMACY

Unit Objectives
By the end of this unit, the learner should be able to:
1. Define etiquette, protocol and diplomacy
2. Describe accepted protocol and diplomacy
3. Explain the importance of official etiquette

5.1 Meaning of terms

Etiquette: Refers to good behavior which distinguishes human beings from
animals or the conduct or procedure required by good breeding or prescribed by
authority to be observed in social or official life
Protocol: Refers to the official procedure or system of rules governing affairs of
state or diplomatic occasions
Diplomacy: the profession, activity, or skill of managing international relations,
typically by a country's representatives abroad.

5.2 Importance of official 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 [instill] a feeling of

26
 trust and loyalty in the individuals. One becomes more responsible and
mature. Etiquette helps individuals to value relationship

5.3Accepted protocol and diplomacy

Accepted protocols
 Keep your voice level moderate.
 Don’t hold meetings in your workspace.
 Have lengthy impromptu conversations away from desks or hallways.
 Don’t talk or yell past your immediate neighbor.
 Don’t use speaker phones.
 Manage ringers and notifications.
 Look before you interrupt.
 Don’t create unnecessary noise or smells.
 Respect others’ concerns.
 Respect others’ privacy
Accepted diplomacy
 Clear policy
 Encourage discussion with employers

27
UNIT 6: WRITING SKILLS

Unit Objectives
By the end of this unit, the learner should be able to:
1. Explain importance of courtesy in writing
2. Describe Paragraph development
3. Explain Essay writing and Functional writing

6.1 Importance of courtesy in writing

True courtesy involves being aware not only of the perspective of others, but also
their feelings. Courtesy System form a sincere you attitude. It is not merely
politeness with mechanical insertions of “please” and “thank you", although
applying socially accepted manners is a form of courtesy. Rather it is politeness
that grows out of respect and concern for others.
Rules for Courtesy:
Be sincerely tactful, thoughtful, and appreciative.
Though few people are intentionally abrupt or blunt, these negative traits are a
common cause of
discourtesy. Sometimes they stem from mistaken idea of conciseness, sometime
from a negative
personal attitudes, sometimes from not knowing the culture of a country or even
groups of people. Avoid expressions which are irritating.
Writer who sends cordial courteous messages of deserved congratulations and
appreciations help to build good will. Be especially thoughtful and courteous
when communicating with Asian cultures they like the soft ,more polite approach
in both written and oral communication
Example
Wow that’s an amazing idea where are you before when we are in a great trouble
but it was a great job
Your idea gave us energy it will also push our project to next level

28
“I wanted to take a moment to say how much I appreciated the great insight you
offered at this
morning’s brainstorming session. Your idea got us all energized about the road
ahead, and is just the kind of innovative thinking we needed to push our project
to the next level. “

Use expressions that show respect.

No reader wants to receive messages that offend. Such expressions are discussed
in two groups.
Irritating expressions.

29
Questionable humor.
Choose nondiscriminatory expressions.
Names: When using names, treat each gender with respect

6.2 Paragraph development

A paragraph refers to recurrent relationship between your controlling idea and
the information in each paragraph.
Brainstorming process which begins with the germination of a seed of ideas.

Every Paragraph Should Be : Well-developed– Every idea discussed in the

paragraph should be adequately explained and supported through evidence and
details that work together to explain the paper’s controlling idea.
Characteristics of a good paragraph
Unity:
A unified paragraph is simply one in which the ideas all contribute toward the
development of a topic sentence. It refers to the extent to which all of the ideas
contained within a given paragraph "hang together" in a way that is easy for the
reader to understand. Unity in the paragraph means singleness of subject. All
the sentences within the paragraph should focus on the topic sentence.
Order:
Refers primarily to the movement of sequence of sentences in the paragraph. It
is the way you organize your supporting sentences.
From one time to the next
From one space to an adjoining space
From particular statements to a general statement or conclusion
From a general statement to particular statements
From question to answer, from cause and effect, or from effect to cause
Events are narrated in the order in which they occur. This is also the order of
nature, the most commonly

30
Discuss facts in the order in which they occur.
Used in explaining process, in writing historical events or writing a story.
Use transitional expression- first, past, future, now, once, soon, then, and
finally,
This is used to describe what you see. Your description would follow the
movement of the eyes either from right to left, from top to bottom, from what is
far to what is near or vise-verse, from the most conspicuous to the least
conspicuous.
Describe at one specific point and moves on in an specific direction.
- nearest to the farthest; bottom to top; top to bottom, left to right; right to right.
To indicate position:-from, here, inside, in front of, next to, on, over, under, to,
and beyond.
Deductive Method:
-General to specific
The topic sentence, which is general, is followed with specific reasons, examples,
facts, explanations, comparison and details that support the topic sentence.
Inductive Method:
-Specific to general
-Supporting details to topic sentence
Order of importance
Least important detail and move on to the most important one at the end of the
paragraph.
Helps connect the result of something with events or the facts that proceeds it
Comparison order
Measures one subject against another subject. The contrasted details are given
to illustrate the difference between the subjects
Definition order
Explain words and ideas in a clear fashion

6.3 Essay writing and Functional writing

How to write an essay

31
Stick to the topic!!!
Choose a topic you are passionate about, it makes writing easier. If you can’t
choose the topic, then study it to make sure you know it better.
It’s very important to stick to the scope…waffling, getting sidetrack loses marks.
Branch out using main and sub headings
Develop ideas using facts, personal opinions in a logical order
Plan!!!
Planning gives you an idea of where to begin and how the essay should flow
Make sure your essay is in chronological order so it is easy to read
Gather facts and put them under headings they belong
Bullet point ideas will make writing the essay easier
Before you begin writing the essay, make sure your plan is in order so you won’t
miss out on anything to write in the essay
a) Introduction to the essay
Topic and purpose of the essay
Indicates structure of the essay
Seizes interest and makes reader want to read on
Forecasting: If the essay is about…
Conflict = How do you aim to resolve it?
Challenge = Argue a belief/stereotype
Introduction indicates whether you essay will be interesting or boring. It gives
the marker an instant “feel” of the essay! So make sure it’s captivating from the
start.
b) Body of the essay
Makes sense. Logical, persuasive facts and language.
No waffling (going off topic) or repetition of points.
Facts to back up your idea.
Point of paragraph
Explanation of point (go into detail)
Example (facts to back up idea)
Relevance (why?) Mini conclusion
32
Link to next paragraph for flow/ easy reading
c) Conclusion of the essay
Summarize main points (usually don’t introduce new ideas)
Make sure the audience understands the main point of the essay
Recommend, answer, reaffirm, reflect, echo, clarify, emphasize, effective and
powerful.
A moral passed on and a lesson learned from your essay
Gives closure
d) Reviewing the essay
Introduction = purpose of essay
Body = coherence
Conclusion = summary
Remove/Rewrite parts to create a sense of “unity” and completeness to the essay
Proofread
Appropriate length
Keep rereading the essay! Make it a masterpiece.
e) Making your essay stand out
Structure your essay to make it easy to read and understand
Have a unique point of view so your ideas don’t sound like the others
Back up your ideas with solid facts to persuade the reader to your side
Proofread until your essay is perfect
Write with passion

33
UNIT 7: SUMMARY

Unit Objectives
By the end of this unit, the learner should be able to:
1. Explain Importance of summarizing passages/information
2. Describe the steps in note taking when summarizing passages

7.1 Importance of summarizing passages/information

A summary is a shortened passage, which retains the essential information of
the original. It is a fairly brief restatement --- in your own words ---of the contents
of a passage.
Note: you simply report back what the writer has said, without making value
judgments.
Characteristics of a good summary
Can be understood without reference to the original;
Is a faithful reproduction of, or contains only the ideas or information of, the
original;
Is brief without any unnecessary detail;
Is a readable unified whole

7.2 Steps in note taking when summarizing passages

Techniques in summary writing
a) Paraphrasing
To paraphrase means to completely and correctly express other people’s ideas in
one’s own words
The importance of paraphrasing
 It helps us understand the original better.
 It helps us grasp the central idea and the main points.
 It helps us write summaries that are brief and to the point, and in our own
words.
Steps of paraphrasing

34
  Read the original carefully and comprehend its meaning wholly and
correctly.
 Consider the original article as a whole, not in isolated sentences
b) Grasping the central ideas
Ways of condensation
 Use synonyms or synonymous phrases He had a good command of English.
(He knew English well.)
 Change the structure of simple sentences: My brother has an appreciation
of modern art. (My brother appreciates modern art
 Turn complex sentences into simple sentences: He received a welcome that
was as cold as ice. (He received an icy welcome.)
 Combine the sentences: Hurry up. If you don’t, you’ll miss the train. (Hurry
up or you’ll miss the train
Steps in writing a summary
 Read the article to understand the article and find the general theme.
 Reread the article Divide into sections and label each section. Understand
the important parts.
 Write one-sentence summaries Summarize each section of

35
UNIT 8: REPORT WRITING SKILLS

Unit Objectives
By the end of this unit, the learner should be able to:
1. Describe the meaning and role of reports in an organization
2. Discuss the types and forms of reports
3. Understand the formats of report writing
4. Explain the steps taken in report writing
5. Understand referencing styles and preparation of PowerPoint slides

8.1 Meaning of the term ‘report

 A means to convey some information to others.
 An organized, factual, objective presentation of information.
 ‘Organized’ since it follows a systematic pattern.
 Objective' means it should not be influenced by our personal feelings.
 Report is a comprehensive document and covers all aspects of the subject
matter of study.

8.2 Role of reports in an organization

Reading assignment

8.3Types and forms of reports

Information only Reports
 Provides basic information
 Very short
 Report writing on monthly budgets, staff absentees and so on
Research reports
 Most widely used report
 Important for university level

36
Case study analysis reports
Hypothetical research reports
Includes real life examples
Submit a report based on a case given to you
Widely used in university level competitions

8.4 Formats of reports

37
8.5 Steps taken in preparation for report writing

8.6 Writing, editing and dissemination of reports

Write your introduction. Your intro is where you introduce your topic and state
your thesis. ...
Write your body paragraphs. The body paragraphs are where you state your
evidence that supports your thesis. ...
Support your topic sentence. ...
Write your conclusion. ...
Cite your sources. ...
Format your report.
The final stage in the process of writing a report is editing and this stage is a
significant one. Thorough editing helps to identify:

38
  Spelling mistakes;
 Awkward grammar;
 Breakdowns in the logic of the report's organization or conclusion;
 If you have really fulfilled the requirements of the report and answered all
parts of the question.
Ideally you will have ironed out any major problems in the redrafting stage of
writing, and made
sure that you have answered the question or the report task; however, thorough
editing will allow you to make the minor adjustments or changes to expression
that can greatly improve the flow of your report, or make your ideas clearer.
Attention to content as well as surface errors in the editing stage is also an
integral part of editing your work, just as editing is an integral part of the report
writingprocess.
A good editing plan of attack is to check your report thoroughly for a particular
aspect, then check thoroughly for another aspect. This means in your haste to
complete your assignment, you won't neglect editing for different features! An
editing checklist can be a useful tool to help you learn to edit your report and
check it is as complete as possible.

8.7 Referencing styles used in reports

 You must include a list of references (sources of your information)
 References are numbered and appear in the sequence in which each piece
of information is referred to in the report (by endnote)

8.8 Preparation of power point slides

 Should not be crowded
 Observe 6 by 6 rule

39
UNIT 9: MEETINGS

Unit Objectives
By the end of this unit, the learner should be able to:
1. Define terms used in this unit
2. Understand the role and types of meetings in organizations
3. Understand planning and conducting meetings
4. Describe Notices of meetings
5. Explain the Procedure for minute writing
6. Discuss the Advantages and disadvantages of meetings

9.1 Definition of the terms meetings and minutes

Meeting
A meeting is a gathering of two or more people that has been convened for the
purpose of achieving a common goal through verbal interaction such as sharing
information or reaching agreement.
Minutes
Short notes taken to provide a record of a conference or a meeting
Permanent and formal record of what happened
Summary of discussion and action items.
Meeting agenda
A meeting agenda is the list of items that participants hope to accomplish at a
meeting

9.2 Role of meetings and minutes in organizations

 Meetings enable face to face contact of number of people at the same time.
 Provides opportunities for sharing information, making suggestions and
proposals, taking discussions and obtaining instant feedback.
 They facilitate exchange of views
 Meetings facilitate Exchange of information
 Meetings facilitate Articulation of alternative viewpoints

40
  Meetings facilitate Deliberation on specific issues
 Meetings facilitate Removal of misconceptions
 To report on some activity or experience
 To put forward ideas for discussion
 To instruct a group of people, briefing
 To discuss and solve problems related to business
 To give and get new ideas and immediate reactions
 To generate enthusiasm and positive attitude.
 To arrive at consensus on issues.
 To learn from others and to train others.
 To create involvement and interest to obtain assistance

9.3 Types of meetings

Annual General Meeting (AGM)
• A meeting held every year to inform an organization's members of previous and
future activities. (Assess the business) This meeting is often required by law or
the constitution or charter of an organization.
(Statutory Meetings)
• Directors and shareholders
• 21 days notice
Board meetings
A management meeting involving the board of directors of an organization.
Board of directors
Board of governors
Syndicate
They are held as much as individual companies require
Attended by all board members and chaired by chairman of board
Committee meetings
A meeting of a group set up from a larger group to manage specific issues.
Senior management meetings

41
A meeting of senior members of an organization, but not including the board of
directors.
Attended by managers like marketing manager, production manager, sales
manager, finance manager, research and development manager and may be
chaired by GM
Departmental meetings
A meeting of the staff in a department for planning, discussion and reporting.
Chaired by chairman of the department
Finance dept
Quality dept
Export dept
Staff meetings
A meeting of all the staff from part of an organization.

9.4 Planning and conducting meetings

As you plan a meeting, determine the focus of the meeting
Decide who should attend
Choose the best time and place to hold it
Prepare an agenda for the meeting
And determine who should take the minutes
Determine the Purpose of the Meeting
• Determine the desired outcome
• What should participants know, believe, do, or be able to do as a result of
attending the meeting?
• Write a purpose statement for the meeting that answers the questions what
and why
• The purpose of this meeting is to gather ideas from the working parties [what]
in order to establish new and good business relations [why]
Decide Who Should Attend
Schedule a meeting for a time when all or most of the key people can be present.

42
If a meeting must be held without some key participants, ask those people for
their contributions prior to the meeting or invite them to participate by
speakerphone, videoconference, or such remote methods
Choose the Meeting Time
The time of day and the length of the meeting can influence its outcome.
Monday morning is often used to prepare for the coming week’s work.
Friday afternoon is often focused on completing the current week’s tasks.
Meeting time
Long meetings may need to include breaks to allow participants to respond to
messages and refresh themselves.
Meetings held during the last 15 minutes of the day will be quick, but few people
will remember what happened.
Remote participants may need consideration for their time zones.
Choose the Meeting Location
Having a meeting at your own location can give you an advantage: You feel more
comfortable, which, along with your guests’ newness to their surroundings, may
give you an edge.
Holding the meeting on someone else’s premises, however, can signal
cooperation. For balance, especially when people are meeting for the first time or
are discussing sensitive issues
Meet at a neutral site where no one gains an advantage and attendees may feel
freer to participate
Establish the Agenda
A tool for focusing the group, the agenda is an outline of what the meeting will
address. Always prepare an agenda for a meeting, even if it is only an informal
list of main topics.
Ideally, the agenda should be distributed to attendees a day or two before the
meeting.
For a longer meeting in which participants are required to make a presentation,
try to distribute the agenda a week or more in advance.

43
The agenda should list the attendees, the meeting time and place, and the
topics you plan to discuss.
If the meeting includes presentations, list the time allotted for each speaker.
Finally, indicate an approximate length for the meeting so that participants can
plan the rest of their day.
Agenda [Notice or memo]
If the agenda is distributed in advance of the meeting, it should be accompanied
by a cover letter or message informing people of the following:
The purpose of the meeting
The date and place of the meeting
The meeting start and stop times
The names of the people invited
Instructions on how to prepare
Minutes Taking
Taking minutes
Assign someone to take minutes
Usually responsibility of secretary assigned by chair

9.5 Notices of meetings

A notification sent to shareholders of a company, informing them of a time, date,
and location of a shareholder meeting. Because shareholder meetings are a
venue for disclosing company information to holders of company stock in
accordance with certain regulations, the notice of meeting may represent a legal
obligation on the part of the company.
 When a meeting is to be convened, a notice is required to be sent to all
who are to attend it.
It should satisfy these conditions:
 It should be under proper authority
 It should state the name of the organization
 It should state the day, date, time, and place. Also, sometimes, how to
reach the place

44
  It should be well in advance. Some require seven days’ notice, some 48
hours’
 It should state the purpose and, if possible, the agenda
 It should carry the date of circulation and convener’s/secretary’s signature
 It should go to all persons required at the meet
 It should mention the TA/DA etc. payable and the arrangements for this
meeting

9.6 Procedure for minute writing

Agenda:
It refers to the list of items to be considered at a meeting. It is also called business
or order of business. It comes from the Latin word agendum (singular) which
means ‘a thing to be done.’ But agenda (the Latin plural) is used as a singular
noun.

45
The items of agenda should cover all that is necessary to be considered at that
time. Meetings take time and effort to arrange; hence the agenda has to be well
thought out.
The items may be devised from:
(a) Previous minutes
(b) Suggestions received
(c) Actions and events since last meeting
(d) Correspondence of the organization
The agenda contains routine items as well as special ones.
Here are some guidelines for listing the items:
Apologies from absent members (need not be written previously)
Condolences if any (may or may not be written previously)
Reading and approval of minutes of the last meet
Matters arising out of previous meet’s minutes (this need not always be
mentioned)
Urgent and non-controversial items
Matters requiring closer discussion and debates
Any new, on-the-spot items with the approval of the chairman
Date of the next meet.
The last item in a meeting is a vote of thanks to the chairman but this need to
be mentioned. The items are mentioned briefly or elaborately according to the
practice or need.
The style used is as follows:
Appointment of auditors
Induction of new members
Reading of minutes
Felicitating so-and-so on the award of Padmashri to him/her
OR
To read and approve the minutes of the previous meet
To consider the advertisement draft
To organize a blood donation camp
46
To appoint sub-committees for sports competition and music competition
The agenda should be manageable within the time at disposal. Some clubs have
a time limit for the duration of a meeting (e.g. 90 minutes), which automatically
dictates the scope of discussion.

9.7 Advantages and disadvantages of meetings

In the business organizations meetings are used for a variety of purpose.
Advantages of meeting
1. Democratic process: Meeting is a democratic process of taking decision.
None can blame other for the decision because it is taken in presence of
all the members.
2. Improve decision: Improve decision can be taken through meeting.
Because every matter is discussed pros and cons and nothing is left over
unconsidered. Proverb says ”Two heads are better than one.”
3. Participative management: Participative management can be
materialized through meeting. Al the departmental heads and supervisors
may sit together for taking decision.
4. Help in co-ordination: Meeting can help for co-coordinating the work as
a whole because all the parties or members are presented in the meeting.
5. Covey information to a large gathering: Meeting can convey information
for all departments. Besides the presented members exchange their views,
idea, opinion and feeling at a large gathering.
6. Others: Provide necessary information to a group of people, report on some
incidents or activities, create involvement and interest, formulate policies
etc.
Disadvantages of meetings
o Time-consuming: Meeting takes much time to take decision. We know
that to hold a meeting is very time-consuming.
o Costly: It is too much expensive. Because the company has to decorate
the conference room, pay the T.A. and D. A. to the members, pay for cards
etc.

47
o Formalities: There are many formalities to hold on a meeting. Agenda,
minutes, regulations are needed for a valid meeting.
o Difficult to control: Sometimes it becomes very difficult for the speaker
or chairman to control over the meeting because proverb says, “Many men
many minds.”

48
UNIT 10: INTERVIEWS

Unit Objectives
By the end of this unit, the learner should be able to:
1. Explain the meaning of the term interview
2. Understand the Purpose of interviews in an organization
3. Discuss the Procedures used in planning and conducting interviews
4. Understand Interviewing skills

10.1 Meaning of the term ‘interview

The term interview has been derived from the French word entre voir that means
to glimpse or to see each other.
Therefore, by definition an interview refers to a meeting for obtaining information
by questioning a person or persons.
It also refers to a formal meeting at which somebody is asked questions to see if
they are suitable for a particular job or course of study of a college/university.
It also refers to a process of communication or interaction in which the subject
or interviewee gives the needed information verbally in a face-to-face situation.
Basically, an interview is a conversation between two people (the interviewer
and the interviewee) where questions are asked by the interviewer to obtain
information from the interviewee.
The word interview can have different meanings. For example a reporter
interviews a celebrity for television.
This kind of interviews can be one-on-one but usually when it comes to television
there are many reporters from different channels.
There are also job interviews which a person has to go through in order to get a
job he wants. Job interviews are usually face-to-face interviews and include
paperwork.

49
During an interview you can expect to be asked questions about your
educational background, previous work experiences and questions relating to
your personal characteristics and goals. But what happens after that? It depends
on what interview style your interviewer prefers.

10.2 Purpose of interviews in an organization

 To find if the candidate has the right attitude and fits the requirement and
company culture
 To find the best candidate to fill a vacancy

10.3 Procedures used in planning and conducting interviews

Build a picture of exactly what you need
Before the interview make a checklist of all the requirements for the role and
then tailor your questions and means of assessing the individual so that you can
evaluate all of the factors.
Provide the candidate with all the relevant information
If you want to see the best that a candidate can offer, then it is important that
you allow them to fully prepare. This means that you must let them know exactly
what to expect, such as how and where the interview is going to be held, how
long the interview will be and who will be present at the interview. The candidate
will appreciate being kept in the loop, as being caught off guard in an interview
can often trigger nerves and hinder performance.
Prepare for the interview
Taking into account the checklist that you have put together of all the qualities
you are looking for; prepare a list of questions that will help to assess the
candidate’s suitability in relation to these factors. Though some of the questions
will be more generic or related to the specific role, try to tailor some questions
towards the individual and their background. Do your homework beforehand, by
thoroughly reading the candidate’s CV to familiarize yourself with their work
history. You can also learn a little more about a candidate by checking them out

50
on social media, so that you can ask them about some of their interests or
hobbies.
Introduction
Begin your interview with an informal chat to break the ice, for example you
could ask them how their journey was and what they have planned for the day,
to help them warm to you and relax. You can also use this time to introduce
them to the relevant people and provide them with a brief breakdown of the
structure of the interview, how long it will last etc.
Sell the job and company
The first few minutes of the interview should then be spent providing the
candidate with information about the company, what you do, the reasons for
hiring and what the role involves. It is just as important for you to sell the
opportunity to the candidate as vice versa, as if they do not get a good vibe from
you they may look elsewhere.
Ask questions
The interview should flow as more of a conversation than an interrogation, so
make sure that you are listening attentively and asking follow up questions to
the candidate’s responses. Allow them to finish talking before you jump in with
another question, as by taking it slowly the candidate is more likely to elaborate
on their response, or share more experiences. Taking it slowly will also provide
you with the time to think of intelligent questions to ask them that are directly
related to them as an individual, rather than those that are clearly pre-planned.
Candidate questions
An interview should be a two-way exchange, so it’s important that you encourage
the candidate to ask any questions they may have about the job and the
company. A good candidate will take this opportunity to ask intelligent questions
about the culture, expectations for the role, ongoing projects, etc. This is when
they can prove they’ve done their homework on the company and want to know
where they can fit in.
Describe the next steps

51
Let the candidate know what to expect next, for example if you are interviewing
more people, if there will be a second round of interviews and when they should
expect to hear back from you. If you tell them you’ll let them know in the next
few days then stick to your word. There’s nothing worse than being left hanging
after a job interview.
Close the interview
Make sure that you have both covered everything that you wanted to discuss
before closing the interview. Once you are happy that you’ve asked everything
you want to know, thank the candidate for their time and let them know that
you will be in touch. Ending the interview on a slightly informal and friendly note
will leave a good lasting impression with them.
Reflect on the interview
While the interview is still fresh in your mind, take some time to go over your
notes and reflect on some of the things they had to say and jot down any other
important information that will contribute to your decision. Although you may
still be waiting to interview other people, you can make a judgment about
whether you feel they could be suitable for the role. If there was more than one
of you holding the interview, then you can use this time to share your thoughts
on the interview and come to some sort of conclusion.

10.4 Preparation for an interview

Before the Interview
Be prepared when you go to the interview. Bring extra copies of your resume,
your portfolio, a notepad with some questions prepared for the interview, and a
pen.
Before the Interview• Dress for Success! Hair should be clean and combed.
Fingernails must be clean with no gaudy polish. Keep perfume, cologne and
aftershave to a minimum. Brush your teeth and don’t forget deodorant.
Before the Interview• Women: dress, skirt (not too short), or dress pants with a
nice blouse or blazer. No excessive jewelry, make-up, or “big hair.”• Men: pants

52
(not jeans!), collared shirt, tie, sport coat and shoes. A suit is not always
necessary. • Do not wear loud clothes! Be conservative!
Part two: Start
The Start• Inform the secretary/receptionist that you have an interview, whom
it is with, and the time of the interview.
When you meet the interviewer, look straight into his/her eyes, shake hands
firmly, introduce yourself, smile, be confident and wait until you are offered a
seat.
Be positive in your communication (Remember: You’re selling yourself!!), don’t
slouch, try not to be too bold or too shy. Let the interviewer lead the interview.
Express that you are happy to have the opportunity to interview.
Smoke, chew gum, curse, slouch, put your hands on items on the interviewer’s
desk, fidget with rings, pens, ties, change, or other items in your reach.
Always face the interviewer with good posture and body language.

53
Part three
Stay positive with your attitude and your answers. Let the interviewer know
about the skills, knowledge and experience that make you a qualified candidate.
The Interview• Know your resume and portfolio well and be prepared to answer
questions about them.
Don’t be a know-it-all! Express your willingness to learn!
Be honest with all answers. Experienced interviewers can see right through “little
white lies.”
Be thorough with your answers. Never answer with just a “yes” or “no.” Always
provide explanations and examples.
If you don’t understand the question, ask the interviewer to explain.
Pay close attention to what the interviewer is saying.
Organize your thoughts before speaking. Feel free to think for a moment about
tough questions. Silence is not a bad thing as long as you do not take an
excessive amount of time.
Watch for illegal questions, such as information about your age, religion, race,
ethnicity or marital status.
DO NOT: – Emphasize your weaknesses. – Draw attention to negative attributes
such as poor attendance, grades, being fired, etc. – Criticize former employers,
co-workers, or school personnel. – Discuss personal issues, good or bad, which
are irrelevant. – Discuss salary or benefits unless the interviewer brings it up
first.
Remember that you represent a risk to the employer. A hiring mistake is
expensive. Show you are highly motivated and energetic.
Part four
End of Interview: Ask the job-related questions you prepared for the interview.
End of Interview: You may be offered the job immediately. In that case, you
should ask about specific salary, benefits, and work hours. You do not have to
give them an immediate answer. Ask for a day to think about it.

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End of Interview: If you are told you will be contacted, ask about how long it will
be. Offer to call in a few days to find out the decision. This shows your continued
interest.

10.5 Interviewing skills

 A good handshake
 Pronounce the interviewer's name PROPERLY.
 Get the interviewer to do a lot of the talking.
 Maintain Good eye contact with your interviewer.
 Smile. Look as if you are enjoying the conversation.
 Have a Confident posture.
 Mirror your interviewer's body language.
 Keep all your answers positive.
 Show ENTHUSIASM.
 LISTEN carefully to the interviewer's question.
 Ask the interviewer questions when the opportunity arises

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UNIT 11: PUBLIC RELATIONS AND CUSTOMER CARE

Unit Objectives
By the end of this unit, the learner should be able to:
1. Define the terms used in public relations
2. Understand customer and public relations
3. Describe the Types of customers
4. Explain the Role of public relations and customer care in an organization
5. Understand Interpersonal/Human relations skills
6. Describe the Challenges faced in public relations and customer care

11.1 Definition of the terms

Public relations (PR) are the practice of managing the flow of information between
an individual or an organization and the public.
Public Relations is a planned process to influence public opinion, through sound
character and proper performance, based on mutually satisfactory two-way
communication.”

11.2 Customer and public relations

Reading assignment

11.3 Types of customers

o Potential customers
o New customers
o Impulsive customers
This is the type of customer that can make a buying decision in an instant,
provided that the conditions are right
o Discount customers
is the type of customer that sees value in your product but won’t buy it at full
price
o Loyal customers
This type of customers keeps coming back for more

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11.4 Role of public relations and customer care in an organization
 Promoting goodwill
 Promoting product, service, corporate image
 Corporate communications
 Lobbying
 Counteracting negative publicity
Customer complaints and redressal
 It is an opportunity to cement relations with the customer
 Very important in the service and hospitality industry
Combating rumors / falsehoods
 Confront and disclose facts in leading media
 Give the positive side of the story
 Capitalize on rumor to your benefit
 Rumor can be dismissed as ridiculous

11.5 Interpersonal/Human relations skills

 Verbal communication.
 Non-verbal communication.
 Listening skills.
 Negotiation.
 Problem-solving.
 Decision-making.
 Assertiveness

11.6 Challenges faced in public relations and customer care

 Difficult to quantify PR benefits
 Lack of control

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UNIT12: COMMUNICATION AS A TOOL IN MANAGEMENT

Unit Objectives
By the end of this unit, the learner should be able to:
1. Explain the uses of communication in management
2. Describe the external aspects of communication
3. Understand the use of external communication

12.1 Uses of communication in management

Control: Formal and informal communications act to control individuals’
behaviors in organizations.
Motivation: Communications clarify for employees what is to done, how well
they have done it, and what can be done to improve performance.
Emotional Expression: Social interaction in the form of work group
communications provides a way for employees to express themselves.
Information: Individuals and work groups need information to make decisions
or to do their work.

12.2 External aspects of communication

External communication is the transmission of information between a
business and another person or entity in the company's external environment.
Examples of these people and entities include customers, potential customers,
suppliers, investors, shareholders, and society at large.
Internal Communication: It refers to a communication between members of the
same organization
External Communication: refers to a communication between the organization
and other organizations or individuals.
Persuasive
Effective external communication can persuade customers to take a certain
desired action. Marketing strategy, for example, can influence customers to buy
your products or visit your place of business. Effective public relations campaign
makes use of media to build the image of your business in the local community.

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If your business is expanding and you're in need of additional employees, your
recruitment efforts can persuade potential employees to consider working for
your company.
The uses of external communication therefore include:
Customer-Focused
Your external communication is a way to provide service to your customer base
and to stay in touch. When your customers have a problem or question,
communication methods like email, telephone or an in-person customer service
department allow your customers to resolve any issues. By sending a newsletter
or information about special promotions by email, you're keeping your business
in the mind of your customers, which can lead to repeat business. The better
you communicate with your existing customers, the less time and resources you
will need to spend on finding new ones.
Partner-Friendly
At some point in the life of your business, you will likely need to form an alliance
with another business in areas such as marketing or expansion, or even to
develop a relationship with a supplier. How well you communicate with these
entities will help determine your success in these areas. If you develop a
reputation as someone who is easy to do business with, you can increase your
chances of forming mutually beneficial business relationships, which will
ultimately affect your bottom line.
Emphasizes Listening
External communication is not just about spreading your message or reaching
out to others. Effective communication also involves taking the time to listen to
any feedback you receive. A customer service survey gives customers the
opportunity to tell you what is good and bad about your business and lets them
know that you care about what they think. Feedback from other companies you
do business with can indicate your company's reputation in the business
community.

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12.3 Use of external communication; Mass media as a form of
communication
 The goals of external communication are to facilitate cooperation with
groups such as suppliers, investors, and stockholders
 To present a favorable image of an organization
 To promote the organization
 Advertise the organization
 Provides information about products and services to customers

Mass media means technology that is intended to reach a mass audience. It is

the primary means of communication used to reach the vast majority of the
general public. The most common platforms for mass media are newspapers,
magazines, radio, television, and the Internet. The general public typically relies
on the mass media to provide information regarding political issues, social
issues, entertainment, and news in pop culture.

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REFERENCES
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Edwin B. M., (2011). Communication Skills For All Levels
Holli, B. (2012). Nutrition counseling and education skills for dietetics
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Lynch, C., & Kidd, J. (2017). Early Communication Skills: Early Communication
Skills 3e. Milton: Taylor and Francis.
Orey, M. (2015). Communication skills training. Alexandria, VA: ATD Press.
Taylor, S. (1999). Communication for Business. Pearson Education Inc.: New
York.
Vickery, B. C. (1970).Techniques of Information Retrieval. London Butterwort.
Voiles, P.R. (1993). Modern Business English. MacMillan/McGraw-Hill: Lake
Forest, Illinois.
Worth, R. (2009). Communication skills. New York: Ferguson

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