Lesson: 1

Business Communication –
Introduction:
Communication touches us throughout our lives
from beginning to the end
It has affect on our personal, family, and social
life
It is necessary in our professional life
Business requires communication at every step
of decision making
Marketers need to rely heavily on
communication
What is communication?

• Communication is the giving and receiving of feedback between

individuals and/or groups for the purpose of exchanging information
• Communication is the transfer or transmission of some information
and understanding from one person to another. L. J. Kazmier
• It is a process of transmitting information, thoughts, opinions,
messages, facts, ideas or emotions and understanding from one
person, place or thing to another person, place or thing. Dr. C. B.
Memoria
What is Business Communication?

• Business communication is the giving and receiving of feedback

between individuals and/or groups for the purpose of exchanging
information and altering or enhancing performance.
• The exchange of ideas, news and views in connection with the
business among the related parties is called business
communication. W.H. Meaning
Importance of communication

• Communication is important because it is about how information is

sent and received within firms
• Everything a manager does involve communication.
• Effective communication skills can help manager solve problems
easily.
Purpose of Business Communication

• To provide factual information

• To inform readers about information
• To clarify and condense information
• To state precise responsibilities
• To persuade and make recommendations
Why study Business Communication?

• 2 reasons:
• To benefit you (Student)
• To benefit business and industry
a. Benefit to students
• In a Harvard Business Review article, Peter Drucker, business
consultant and educator, asks what is taught in universities to help a
person in future employment and then gives this answer:
• They teach one thing that is perhaps the most valuable for the
future employee to know.
• But very few students bother to learn it.
• This one basic skill is the ability to organize and express ideas in
writing and in speaking …. The letter, the report or memorandum,
the ten minutes presentation to committee are basic tools for
employee.
a. Benefit to students, contd..
• 2000 business executives from all levels of management supported this
statement when asked which factors lead to promotion of employees.
• These people listed ability to communicate as the most important factor.

• Information from other sources also supports this attitude.

• A survey of former university business students asked if they had
observed people having problems in written communication in their
work.
• The response: “77 yes”, 14 percent “no”.
b. Benefit to business

• Training costs are reduced: firms offer their own course or pay
employees’ tuition for classes in the subject.
• A student who has already studied university level courses in
business communication will have a potential employment
advantage over those who have not, and eventually should have a
better chance of promotion.
b. Benefit to business, contd..

• Considering employees for promotion becomes easier.

• Most important skill required from employees is communication
skill.
• 25% of executive’s time is spent in writing reports.
• As it is the age of specialization, it requires knowledge of
effective/sophisticated communication skills.
b. Benefit to business, contd..
• From industrial age we are heading towards information age:
computer technology is now heavily used.
• Business letters, memorandums, and reports will join books,
newspapers, movies, TV, music, telephones and so forth, forming
small or giant networks.
• Networks can connect and interact locally or internationally on
signal.
• Workers can send computer data, hold video conferences at their
desktop, send copies, graphs, pictures even transfer funds.
b. Benefit to business, contd..

• What next?
• Fiber optics telephone lines with high clarity and reliability have
replaced copper wire for sending information all over the world.
• Pocket sized computer with the power of current desktop personal
computers will be hooked up to phones, bringing your office with you
anywhere you go.
• Voice activated computers should once again free both hands for
driving while still making it possible to communicate from your car.
b. Benefit to business, contd..

• Business communication classes = Prestige Courses:

• Good language skills are no longer sufficient for success in communication.
• Graduating seniors need to know how to use computers to solve
communication problems.
• As employers continue to demand that employees write better, business
communication classes have become prestige courses on the job market.
• It is a plus on any employment resume.
• If you can write clearly in an organized manner, your work will stand out
because of the obvious general lack of such talent.
• Organized writing means organized thinking.
Channels/Methods of Communication
• To learn to communicate effectively, it is helpful to understand
something about the various communication methods or channels
and also the ideas behind the communication theory.
Types of Communication channels

• Nonverbal
• Oral
• Written
• Combination of oral and written
• Newer channels
Nonverbal communication
• Nonverbal communication – that is, communication without words – is
frequently more effective than any spoken or written message.
• The word verb originally meant word; therefore nonverbal means
without word.
• It includes:
• a. Traffic light;
• b. road pictographs;
• c. police and fire sirens;
• d. telephone ring;
• e. telephone busy signals; etc.
Nonverbal communication Channel, contd..
• One extremely effective means of nonverbal communication is the use of body language, scientifically known as kinesics.
• Some forms of kinesics are:
• i. Nodding or shaking head,
• ii. Raising eyebrows,
• iii. Pointing thumbs,
• iv. Raising fist,
• v. winking,
• vi. smiling,
• vii. Frowning,
• viii. Glaring,
• ix. Kissing,
• x. clapping,
• xi. Shaking hands etc.
• Body language can often transmit a stronger message than verbal language.
Oral communication - advantages
• The advantage is that:
• it furnishes an opportunity for a speedy and complete exchange of
ideas – in other words, immediate feedback.
• It gives an opportunity to clarify any matters that may be
questionable
Oral communication, contd..
• The first highest level of oral communication is speaking in person,
face to face.
• Because we can see all signs of body language.
• We can also hear another person speak, we can get additional
information from noticing vocal cues of tone, loudness,
pronunciation, emphasis, grammar usage, an so forth.
Oral communication, contd..
• Telephoning is the second level oral communication channel.
• It is not always completely effective as face to face because of the
absence of body language.
• But it can give immediate feedback.
• It is also convenient from time and cost point of views.
Written Communication
• Written Communication: it includes letters, memorandums, reports
etc.
Advantages of Written Communication
It has couple of advantages such as:
• Both hard and soft copies can be kept.
• Saves time and money
• Having a written record
• Working when convenient to writer and receiver
• Preventing telephone tag
Combination or oral and written
communication
• Participants might remember or forget different parts of the spoken
message.
• Some written messages are unclear and completely misleading.

• Therefore, a combination of oral and written message channels,

combining advantages of both can be extremely effective to help
clarify the information exchanged.
• Notes written before, during and/or after interviews, speeches,
conferences, telephone calls, and so on can refresh memories of
participants.
Newer communication channels
• Speed and efficiency of computers and word processors enable
more managers and higher executives to compose communications
at their desks, freeing secretaries for tasks other than dictation.
• Computer + Telephone: by combining the electronic power of the
computer with the convenience of telephone, many different
channels of communication develop.
Some newer communication channels

• Electronic mail sends and receives printed words and pictures

through computers having internet connection.
• Electronic chatting permits live printed conversation between
persons operating computer at different locations.
• When wanted, a hard copy printout can be made.
• Voice mailboxes store spoken messages that can be retrieved on
another phone by furnishing the right code.
• Electronic bulletin boards hold diverse types of messages that can
be called up by using a computer, a code, and phone lines. There are
electronic bulletin board want ad.
Some newer communication channels, contd..

• Conference telephone calls connect any number of people at diverse locations

• Teleconference combine two-way video with sound, allowing widely separated individuals
or groups to see and hear each other.
• Multiple mailing by mail merge: applying mail merge is an example of using
electronic equipment to save time and money.
• By using mail merge, a main letter is composed that can be sent to many readers.
• Fax machines have become indispensable in traditional and home offices.
• Over telephone lines they can send and receive letters, memos, reports, graphics, hand written or
scribbled notes and diagrams, photos etc.
• Face book, twitter, Skype, Instagram, Foursquare, YouTube,
Whatsapp, Viber, Flickr, LinkedIn Groups and Vimeo accounts etc.
The Communication Theory
• Studying communication theory helps us to improve our methods of
communication.
• This helps us to formulate and send messages that are complete and
clear.
The Cycle of Communication
• The cycle of Communication is the communication theory in action.
• It shows the ideas of the sender being transmitted to the receiver,
with the receiver’s resulting feedback or reaction to the message.
Communication Cycle
Steps of the communication cycle

• 1. Input; 2. Message; 3. Channel; 4. Output; 5.

Feedback
• 1. Input: information or ideas sender plans to give
receiver.
• 2. Channel: the selected type of message: letter,
memorandum, e-mail, report, telephone call,
conference, etc.
• 3. Message: the actual message that is sent.
• 4. Output: information the receiver gets.
• 5. Feedback: receiver’s response or nonresponse to
the message.
Brain drain or Entropy
• Improper feedback can occur at any step in the
communication process because of message being
sent or received poorly.
• This lack of understanding is called entropy by
scientists.
• This is also known as brain drain.
• It indicates misunderstanding which can occur at any
stage of communication process: input, selection of
channel, preparation of message, output, or
feedback.
Closing the Loop of Communication
• Proper feedback of information from receiver to sender is called
“closing the loop” of communication.
Reasons for Brain Drain

• Improper formulation of the message in the mind of the sender.

• Improper statement of the information in the message.
• Improper reception of the information by the receiver.
Communication Barriers that Damage or Destroy the Receiver’s Understanding

• Even when the message is planned and prepared well, it may not be
received and understood properly.
• Poor understanding might be caused by barriers that can exist
between the parties sending and receiving.
Some of such barriers are

• Emotional status – pressure of receiver’s job and personal life

• Differences in age between sender and receivers
• Differences in cultural background between sender and receivers
• Differences in gender between sender and receivers
• Differences in economic status between sender and receivers
• Differences in education between sender and receivers
• Time pressure on the receiver
Functions/uses of Business Communication

• Internal uses/functions:
• To inform management about operations to enable the business to continue successfully
• To inform workers of job requirements
• To improve morale by keeping employees informed of overall business operations and personal matters
• External uses/functions
• To receive goods and services
• To sell goods and services
• To make necessary reports to owners/stockholders
• To make necessary reports to government
• To create and maintain goodwill for business
 Lecture: 2
Qualities of a Good Business Communication: Attractive
Appearance

Introduction:
First impression is the lasting impression
Bengali saying:
Better appearance of the letter is important.
The neater the document, the more competent
the sender seems to be.
• To make sure that the appearance is attractive, sender must ask
himself:
• Q.1. Am I insulting my reader?
• Q.2. Do I turn people off before my letter even gets started?
• If the answers to these two questions are negative, sender is more or
less sure that, the appearance of his letter is more or less attractive.
• Otherwise the reader may feel insulted.
Reasons for which Reader may feel insulted are:

• Letter is poorly prepared;

• Smudges (dirty or greasy mark) caused by cheaper paper;
• Careless handling of the letter;
• Unsatisfactory correction of typing errors
• For this, reaction of the reader may be like this: “ well, if their way of
doing business is like their letters, let’s find someone else for our
business”.
Who is responsible of writing an attractive/good letter?

• Its is the management people.

Things that require attention of the letter writer for making the
appearance of the letter attractive:

• 1. Stationery
• 2. Forms of letter placement
• 3. Styles of writing letter
1. Stationery
• It is the first thing that the reader notices.
• Following stationery related matters require attention of the letter
writer/sender:
• 1.a. Stationery size
• 1.b. Stationery quality
• 1.c. Stationery color
• 1.a. Stationery size: Businesses should use standard sized stationery,
that is A4 sized paper or paper of 8.5 by 11 inch.
• This sized paper easily fits in standard office file drawers.
• Sometimes legal size is used which is 8.5 inch by 14 inch.
• 1.b. Stationery quality: most common stationery quality is that which is
80-100 grams in weight.
• In the USA it is 16-20 pound weight.
• Lighter weight paper usually is not opaque.
• Heavier paper resists wear.
• Rag content: paper that has 25% rag content might be used for more
important communication.
• What is rag content?
• Rag content refers to the percentage of cotton fiber contained in the
paper.
• Some better quality papers may have 50 – 100 percent rag content.
• 1.c. Stationery color: Most business letters are written on standard white
paper color with black print.
• Black ink on white paper gives off a great amount of glare and is therefore
hardest on the eyes.
• Accountants have long used accounting papers in soft yellows and greens.
• Good quality copying machines copy print on light tints as clearly as white.
• Matching envelops can also be used. Advantages of color:
• i. color coding
• ii. Psychological effect.
• Many businesses adopt colors that correspond with their logos or trademarks and
advertising.
• Following is a list of some color associations:
• Blue: Sincerity, harmony
• Green: life, calm, coolness
• Buff: conservatism, dignity
• Gray: confidence, wisdom
• Pink: femininity, neatness
• Yellow: cheerfulness, vigor
• Purple: tradition, high rank
• Brown: strength, usefulness
• Red: excitement, danger
• Multiple page letters: second and rest pages should be of same
quality of paper and color.
• Pages after the first should be numbered, and many businesses also
have the date and the name of the addressee on these subsequent
headings.
2. Forms of letter placement:
• The two popular forms for letter placement on a page are:
• 2.a. Standard length line
• 2.b. Picture Frame
• 2.a. Standard length line: side margins are 1.25 inch wide.
• Space between date and address line can vary according to the length
of the letter.
• Space variations can be made between the closing parts such as
complementary closing, signature line, and typist’s initial.
• 2.b. Picture Frame: Side margins are equal and top and bottom margins are equal.
• It is used for executive level correspondence.

• The following chart is a good rule of thumb for placing letters under the picture frame:

• Words in Body of Letter Side Margins

• Up to 100 2 inches
• 101 – 300 1.5 inches
• Over 300 1.25 inches

• Inside address should begin from 4 to 13 lines below the date line.
• Shorter letters will have wider top and bottom margins as well as wider side margins.
Two placement methods used for internal
communication
• There are two placement methods used for internal communication.
• They are:
• a. Simplified placement or Memorandum Form: It follows the
standard placement method but leaves out salutation and
complementary closing.
• It is used for brevity (shortness) and efficiency.
• b. Upper Placement: It leaves room for reply keeping place at the
bottom.
• It is used usually within the organization.
• It follows the standard length line.
3. Letter Styles: 2 Types:

• 3.a.Block Style
3.b. Modified Block Style
• 3.a. Block Style: In the block letter style all lines, including those of
new paragraphs, start at the left margin.
Specimen of Block Styled Letter
• 3.b. Modified Block Style: here most parts begin at the left margin
except the date line, complementary closing, and signature lines.
• The date might be centered at the top, started at the center of the
page, or placed so that it ends at the right margin.
• Then the complementary closing and signature lines would start
vertically in line with the starting position of the date line.
Specimen of Modified Block Styled Letter
Specimen of Modified Block Styled Letter
Parts of a Business Letter:
• 1. Letterhead
• 2. Date line (at the left margin or centered under the letterhead)
• 3. Special mailing instructions (in all capital letters)
• 4. Inside Mailing address
• 5. Salutation
• 6. Reference (RE) or subject line (when used)
• 7. Body of Letter
• 8. Complementary close
• 9. Signature line
• 10. Reference initials
• 11. Enclosures
• 12. Copies
• 13. Postscripts

• All letters may not have all of these parts.

Parts of a Business Letter, contd..
• 1. Letterhead: Characteristics of a good letterhead:
• A. Simple design
• B. Minimum of printing
• C. Little contrasting color
• D. Should show business name
• E. Complete address including post code
• F. Telephone number including complete country and area code
• G. Cable address, fax number and overseas telephone number where applicable
• H. Trademark or emblem if any
• I. Trade name of product or services
• J. Name of Key personnel and/or board members
• K. Date business started
Parts of a Business Letter, contd..
• 2. Date Line: date line typed on the letter should be the date the
letter was dictated, not the date it was transcribed.
• In Block Style, it should be on the left margin.
• In Modified Block Style, it may be on the center, or at the right side
so that it ends at the right margin.
• At least three spaces should be left between date line and inside
mailing address.
• It can vary according to the length of the letter.
Parts of a Business Letter, contd..
• 3. Special Mailing Instructions: It should start below the date line.
• It should be typed in all capital letters.
• At least one space should be left before and after this instruction.
• Sometimes it is shown at the bottom of the letter.
Parts of a Business Letter, contd..
• 4. Inside Mailing Address: All lines of the inside mailing address
should start even with the left margin.
• Title of the receiver should be there, such as Mr., Miss, Ms, Mrs. or Dr.
Parts of a Business Letter, contd..
• 5. Salutation: such as Gentleman, Dear Sir, Dear Supervisor, Dear Board
Member, Dear Department Head.
• When addressing a person whose name is not known to us, instead of Dear
Sir, we can use the title of the unknown person, such as Dear Credit
Manager, Dear Customer, Dear Subscriber and so forth.
• It is better to address by name, such as Dear Mr. Azam.
• Punctuation and format of salutation: A noticeable trend is to have open
punctuation in letters, that is, no punctuation after the salutation and
complementary closing.
• If punctuation is used after the salutation, it should be a colon in a business
letter or a comma in a friendly letter.
Parts of a Business Letter, contd..
• 6. Subject Line or Reference: if there is a subject line or reference, it
is typed a double space below the salutation.
• This line may start at left margin, or it may be centered if the letter is
a modified block styled one.
Parts of a Business Letter, contd..
• 7. Body of the Letter: Main message is given here.
• All business letters today are typed single spaced with one
blank line between paragraphs.
Parts of a Business Letter, contd..

• 8. Complementary Closing: there should be at least one blank

line between the body of the letter and the complementary closing.
• In the block letter style, the closing begins at the left margin; in the
modified block style, it will usually line up vertically with the date line.
• Common complementary closes of business letters are: Sincerely,
Sincerely yours, Very truly yours, Yours very truly, Cordially, Cordially
yours etc.
• Notice that only the first letter of the closing is capitalized.
Parts of a Business Letter, contd..
• 9. Signature Lines: three blank lines between the complementary
closing and signature line should be left.
• The name of the sender should then be typed.
• The position of the sender, such as President, General Manager
should be typed immediately below the name.
Parts of a Business Letter, contd..
• 10. Reference Initials: reference initials identifying the person who
typed the letter are placed at the left margin a double space
below the signature line.
• These initials often show on internal office copies only and not to go
outside copies.
Parts of a Business Letter, contd..
• 11. Enclosure notation: if an enclosure is being sent with the letter,
an enclosure notation is placed at the bottom of the letter at the left
margin, a double space below the typist’s reference initials, to
remind the person mailing the letter that one or more enclosures
are to be sent.
• It also reminds the receiver to look for enclosures.
• Notations are: Enclosure or Enc. for one enclosure, and Enclosures
(3) 0r Enc. (3), for example for three enclosures.
Parts of a Business Letter, contd..
• 12. Copy Distribution: should be shown at the left margin, a double
space below all other information.
• One ‘C’ stands for ‘copy’ or ‘cc’ stand for the old ‘carbon’ copy.
Parts of a Business Letter, contd..
• 13. Postscripts: if there is a postscript, it should start a double space
beneath all other information can be preceded by the initials PS or
PPS (postscript, second postscript).
• However, the current trend is to omit these initials.
• The postscript may be signed or initialed.
• Some executive deliberately do not include some important message
in the body of the letter, rather include those as postscript for them
to be noticed without fail.
• Date: October 18, 2015
•
• URGENT
• Mr. Md. Aminul Haque
• Chairman
• Prime Finance & Investment Limited
• 63, Dilkusha C.A
• Dhaka-1000
•
• Dear Sir:
• Subject: Request for patronization.
• You will be pleased to know that the Dhaka University has launched a new department named “Tourism and Hotel Management Department” under the Faculty of
Business Studies with effect from academic session 2007–2008. As a part of the largest and fastest growing sector of the global economy there is a need for more highly
qualified and trained personnel in the tourism and hospitality industries. The department aims at providing sound intellectual, entrepreneurial and practical skills to
students thus contributing towards flourishing of this sector of the economy of Bangladesh. First intake in the B.B.A program will sit for the admission test on November
30, 2007. Classes are scheduled to begin from the first week of January 2008.
• As per the decision of the University Grants Commission, no financial support will be provided to the department for the initial three years. The authority of Dhaka
University expects that the department shall arrange its fund from the outside sources in the initial years. You are aware that universities of most of the developed nations
as well as many of the developing ones basically rely on industry for their initiation, growth and development. In Bangladesh also, this trend of contributing to universities
has started as a part of the corporate social responsibilities (CSR).
• As the department starts from ground zero, it is you, who can make the dream of the millions to develop a highly promising department into a reality through your
generous support and attachment.
•
• We are enclosing herewith a list of initial requirements to start the first academic program of the department. We therefore request you to provide us with the support to
the best of your abilities. Your contribution will be duly honored.
•
• We will appreciate your positive response to this end at your earliest convenience.
•
• With regards
•
• Prof. Md. Ashraful Islam Chowdhury PhD
• Chairman
 Lecture: 3
Qualities of a Good Business Communication: Good
Will Tone

Introduction: The tone of the message has an

effect on the person to whom it is written.
Keep in mind the person to whom you are writing.
The written message should not offend the
reader.
Remember, your letter is your ambassador.
Introduction, contd..
• Between the line or unwritten/unspoken message is important – it is
the tone of the letter.
• Snide (sarcastic) remarks should be avoided.
• Good will is created through letters also.
• Definition of Good will: it is the value of the business in access of its
tangible asset.
Benefits of good will
• Holds current customers;
• Brings back old customers;
• Bring in new customers.
• Executives should apply the theory of good will in business
communication.
• Definition of Good Will Tone: it is the overall unspoken courteous
message that comes across in a communication that promotes
friendly relations with customers and suppliers.
Guidelines to be followed to create good will tone:

• 1. Identify the reader and write at his/her level.

• To do so, following guidelines should be followed by the
communicator:
• A. Pretend that you are sitting across the table.
• B. Create a mental image of the reader.
• C. Try to imagine what you would say and how you would say it.
• D. Try to imagine what his/her reaction would be if you were speaking
in person.
• E. Try to write to one person, not to a crowd.
1. Identify the reader and write at his/her
level, contd..
• F. Avoid pompous (arrogant/snobbish) writing.
• G. Do not be too humble.
• H. Write at a neutral level.
To write neutrally, employ empathy.
• I. Avoid using difficult and technical words.
• J. Use shorter and more common words.
• K. Write straight forward or do eyeball to eyeball exchange of ideas.
2. Use good Grammar

• A. Avoid poor grammar – it gives a negative impression

• B. Avoid writing in non- standard English.
• It will give idea to the reader that, the writer is uneducated or
careless.
• C. Use of standard English will make good impression and give people
confidence in you.
3. Set Good Will Tone:
• Chief ways of setting Good Will Tone are as follows:
• A. Write naturally: HOW?
• i. should be in proper frame of mind.
• ii. Let your reader understand that you are the sort of person who
can be liked and trusted.
• iii. Talk – do not write. Reflect good manner.
• iv. Avoid unnatural expression.
• v. Do not overuse the pronouns such as I and me.
Chief ways of setting Good Will Tone, contd..
• B. Write courteously: HOW?
• i. Avoid making accusation.
• ii. Avoid asking awkward questions.
• iii. Avoid casting aspersion on the character of the
reader.
• Examples: you neglected to….; why haven’t you given
us all necessary details? You should have realized
what you were doing. What’s wrong with your outfit?,
You claim…
Chief ways of setting Good Will Tone, contd..
• C. Be ethical: combination of honesty and sincerity can make a writing ethical.

• D. Use a positive mental attitude: positive attitude pays positively.

• To write with a positive attitude, choose a positive statement over a negative one.
• Avoid negative reference. Examples: instead of neglect, write please and so on.

• E. Write from the ‘you viewpoint’: It brings the reader into the picture.
• It gives communication a personal touch.
• It draws the attention of the reader quickly. Example: Your university is here for
you.
Chief ways of setting Good Will Tone, contd..
• F. Watch your word connotations: writer must be concerned with
various associations and unspoken meaning a particular word might
bring to the reader’s mind.
• Euphemisms may be used to avoid unpleasant word connotations.
• Euphemism is the substitution of an acceptable word or term for a
blunt expression.
• Example: instead of using ‘complaint department, we may use
customer service department.
• Instead of saying torture room, Paraguay’s dictators would use the
term ‘technical room’.
• Instead of saying ‘ your father was hanged’, one can say ‘ he died
when the platform collapsed’.
Chief ways of setting Good Will Tone, contd..
• G. Be careful with humor and sarcasm: when used acceptably, can be
a very effective tool in any communication process.
• Light humor is advisable.
• Avoid using heavy humor.
• It will make you a clown.
• Heavy humors sometimes become sarcasm.
Chief ways of setting Good Will Tone, contd..
• H. Hold your temper: “cool down before you crack down’.
• Following are few prescriptions to bring temper under control:
• a. take time;
• b. meditate, take a deep breath;
• c. think of legal consequences of communicating while you lose your
temper;
• d. unload your anger on another person;
• e. think of health hazards of losing temper.
• I. Close in a good will tone
4. Prompt Answers
• Prompt Answers: how do you feel when you do not receive any
answer to a letter within a reasonable time?
• It is advantageous to you and your business to keep matters as
current as possible.
• Letters should be answered within 24 to 48 hours.
• Sometimes there may be an understandable reason for delaying an
answer.
• If so, it is better sending a brief note explaining the delay.
• 5. Write/communicate based on the full knowledge of the company
policy.
6. Use resale materials in business letters:
• Use resale materials in business letters: resale in business letter is
anything that reinforces a customer’s decision to do business with
you and encourages them to continue to do so.
• One type of resale is to assure the customer of the wisdom of having
made a purchase: “I am sure you will get several years of
undisturbed service from our clock”.
• Resale can also be used at any time by including promotional
materials on items other than the specific ones purchased.
7. Be careful about name
• Be careful about name(spelling, pronunciation, and meaning): If
one’s name is misspelled or mispronounced, he will not take it lightly.
• One should be extra careful about foreign names.
• McCarthy for example.
• For example, no va in Spanish means ‘does not go’ or it does not run’.
• As a matter of fact, Chevrolet Nova did not sell in Puerto Rico
 Chapter:4
Qualities of a Good Business Communication:
Clear and Complete Message

Introduction:Lord Chesterfield, English Diplomat

and writer, in Letters to his son, classic
eighteenth- century literature, wrote:
“The first thing necessary in writing letters of
business is extreme clearness….every paragraph
should be so clear that the dullest fellow in the
world may not be able to mistake it, nor obliged
to read it twice in order to understand it.”
• Example of an unclear letter: Once, a young lady – we will call her Ann –
decided to accept her sister’s invitation to spend a vacation in California.
• Although Ann had written her sister planning to say when her train would
get in, there was no one to meet her when she arrived.
• After waiting a few minutes, she called her sister’s home.
• “Ann”, she heard, “I am so glad you called.
• I will be right down.
• I have your letter, and I know you meant to say when you would arrive.
• But you didn’t.
• I will bring the letter to show you.”
• Same situation happens in business as well.
• Studies found that 25% of business letters were so unclear that
readers could not understand them.
• 15% were written to clarify previously written letters.
• 10% were so tactless that they got no answer or brought complaints.
• These cause brain drain in communication.
• To eliminate brain drain, letters must be clear and complete.
Clarity and completeness of letters will be discussed in line with different
types of business letters.

• They are:
• 1. The nonletter: no letter to be written
• 2. The “A” letter: routine information letter or “Yes” letter
• 3. The “B” letter: “no” letter
• 4. The “C” letter: sales letter or the persuasive request
The nonletter
• It is a situation where no letter is written, but message is
communicated.
• George Eliot (pseudonym of Mary Ann Evans), nineteenth century
English novelist, once wrote, “Blessed is the man who having nothing
to say, abstains from giving us wordy evidence of the fact.”
• Businesses and industries are struggling to reduce today’s avalanches
of unnecessary paperwork.
• An unwarranted amount of money goes for time spent preparing,
composing, typing, and filing such correspondence.
• Storage costs also become unreasonable.
• Business needs to eliminate unnecessary correspondence.
• Preparing letter is more costly than most people realize.
• Costs entail not only stationery and postage, but also a considerable
expenditure of time both the originator and secretary or typist, plus
other general office expenses.
• On an average $10 is spent preparing and sending a letter.
• Telephone, on the other hand is much cheaper.
• As most of the management’s time is spent reading, speaking, and
listening, unnecessary messages are costly.
• Establishing a category of nonletters emphasizes the fact that there
are letters you don’t have to write and shouldn’t.
 The “A” type of letter – The Routine Information
Letter or the “Yes” Letter

• It is a letter or memorandum that asks for or gives routine

information or good news.
• Of “A”, “B”, or “C” letters, this first one, the routine information letter,
is the easiest to write.
• Most business communications fall into this category.
• The chief caution here is to follow notes to be sure that all necessary
information is included.
• The pattern of “A” type of letter suggests that the main message is
stated at the beginning of the letter.
• Any additional information simply follows in order of importance.
The “A” letter might be diagramed as shown in the figure
The “B” Letter – The “No” or Bad News Letter
• Such letter carries a disappointing or bad news message, such as a refusal.
• Business letters should carry the good will of the sender.
• Therefore, it takes more care to plan a negative letter, in the hope that it
will be accepted by the reader without offense.
• Care should be taken so that the letter becomes acceptable to the reader
without offense.
• Generally, the best plan for this letter, is to
• (a) start with an idea which the reader will agree in order to put the reader
in a frame of mind to accept the negative message;
• (b) give the negative message quickly and clearly; and
• (c) end on a pleasant note.
The “B” letter might be diagramed as shown in the figure
The “C” Letter – The Sales Letter or the Persuasive Request

• Much business revolves around the effective writing of the “C” letter,
the sales letter or the persuasive request.
• The sales – type letter is not always designed to sell a product or
service.
• Sometimes it is planned more as a persuasive request, to sell or
promote an idea.
• Even the job application letter with a resume can be considered a
type of sales letter, since it is written to sell the applicant to the
potential employer.
The “C” letter might be diagramed as shown in the figure
• The star at the top of the diagram represents the attention getter of
the sales letter.
• To get attention of the reader, it is generally necessary to have some
distinguishing feature at the beginning of the message to prevent this
letter from becoming lost among the rest of the incoming mail or
being filed in the trash can.
• Under the star, the circle resting on each other represent the ideas
planned to build up reader’s interest in doing what the letter asks and
also to build up desire to follow through.
• The last feature of this outline is a hook – like a fishhook – planned to
grab the reader and move him/her to the desired action.
Guidelines to be followed to make the letter clear and
complete

• 1. Planning the letter:

• A. Make Notes or Outline: Communications benefit from notes or outlines.
• In case of replying a letter, read it and underline the key areas and note
those on the border.
• If not replying, make a brief list of points.
• A memo pad of distinctive color may be used.
• The next step is to identify by number the order the points should follow.
• Quick, well planned, clear, and concise letters become automatic if notes or
outlines are made.
• B. Arrange ideas in logical order.
• C. Make Message Clear: unclear message may require writing of
another letter.
• Vague or murky messages lead to many costly consequences.
• 2. Writing the Letter:
• A. Check information for accuracy: Gather all necessary information
and check their accuracy.
• If something you want to say is doubtful, do not report it; or report it
as being doubtful and explain why you have some question.
• “Suspect everything.
• If your mother tells you she loves you, check it out.”
• B. Speak directly to the reader: in business, you should try to write as
if you are sitting across from the other person speaking directly to
that person.
• If you are writing to more than one person, pretend you are speaking
to just one of them.
• This one-to-one communication process is a strong force to help
make your writing clear.
• C. Take care of words, sentences, and paragraphs: short words are
easier to understand than long words.
• Try to eliminate gobbledygook expression.
• Gobbledygook is talk or writing, that is pompous (snobbish) ,
involved, and full of jargons and long words.
• Example: “Due to metabolic inability to cope with a recent shift
change, I did not respond to external stimuli, thereby remaining in a
comatose condition” – is a gobbledygook expression.
• It should be “I overslept”.
How gobbledygook can be avoided?
• To avoid gobbledygook, one should improve his/her vocabulary.
• It can be done through using a good business dictionary.
• Reading and checking it for meaning, pronunciation, and spelling.
• Alternatively, a thesaurus can be used.
• A thesaurus is a reference book containing word synonyms and
antonyms.
• A thesaurus gives you a wide choice of words with similar meanings
so you can select the best word for your purpose.
• Sentences: there is no rule about the best length of sentence.
• Sentences containing 15-20 words are better.
• Shorter sentences are clear and better.
• Active form of sentences are better than passive form.

• Paragraphs: there is no rule about the best length of paragraphs.

• But, you should make sure that one paragraph contains one point.
• Shorter paragraphs are easy to read.
• Beginning paragraph should be short and inviting.
• D. Use of Transition devices: transition words tie ideas together or make
changes smooth.
• They aid continuity and clarity with and between sentences and
paragraphs.
• They are like couplings that make connections between coaches.
• Some of the commonly used transition devices are:
• i. repetition of key words and phrases, and
• ii. Linking words and phrases such as, now, then, while, later, meantime,
furthermore, consequently, accordingly, in view of, because, thus,
conversely, however, on the other hand, despite, provided, if, even though,
unless, as a result etc.
• E. Grammar: ability to use good grammar/English helps promotion.
• Those who are weak in English cannot follow instructions properly.
• They also cannot give good order.
• Writing in correct English will help you to earn respect of others.
• The improper use of grammar, including punctuation and spelling, is
one of the biggest headaches in today’s business world.
• F. Punctuation: some people may think that punctuation is scattered
around a page only to make it look better.
• Others may even think that the main use of studying punctuation is to
keep English teachers employed.
• But actually, punctuation is used only to make meaning clearer.
• Example: “ Woman without her man is a savage.” – improper use of
punctuation.
• “ Woman! Without her, man is a savage”. – proper use of
punctuation.
• G. Spelling: correct spelling makes meaning clearer and specific.
• If there are spelling mistakes, receiver may think that the sender is
ignorant, uneducated, lazy and careless. Example:
• H. Summarizing and Listing: It saves time of the reader.
• Saves time and money of the writer.
• It helps reader understand the message correctly.
Qualities of a Good Business Communication: Clear
and Complete Message- Writing to foreigners

Introduction: Special care should be taken to

avoid potential language difficulties with
foreigners..
You should not use other language if you do not
have command.
You should realize that English is the global
language.
Introduction, contd…
• It is the second language of millions of people across the globe.
• It is said that “The sun never sets on the British Empire.”
• It implies that wherever British went they have left some impression
of themselves, including their language.
Introduction, contd…
• English is the most commonly known and studied language on earth.
• English is the acknowledged universal language of business, science
and aviation in most places.
• For clearer understanding it is far wiser to write well in English than
poorly in another language.
Introduction, contd…
• While communicating with foreigners, you may use translator, if
necessary.
• It is better if you have bilingual or multilingual ability.
• English is known as lin·gua fran·ca (a language or mixture of
languages used for communication by people who speak different
first languages).
• You should write in foreign language only if you are absolutely certain
about your competence.
Introduction, contd…
• There are potential dangers of writing in foreign language.
• Example: A firm wrote to its French counterpart once in French taking
help of a translator.
• In reply, French company wrote: “we have received your letter,
translated into French (???).
• We haven’t the slightest idea what the translator was trying to say,
but we do thank him for the best laughs we have had since the last
Fernandel film.
• Please write us again – in English, this time – and we shall try to take
immediately the action you desire.”
Guidelines to be followed while writing to
foreigners
• 1. Do not use abbreviations. Write out words to avoid errors in
translation.
• 2. Use simple words and simple sentences.
Guidelines to be followed while writing to foreigners,
contd..
• 3. Avoid slang and colloquialisms.
• They do not translate well.
• Colloquial words and phrases that are accepted as standard to native-
born speakers might pose problems to those who have learned the
language as foreigners or even who are from a different part of the
same country.
• Examples of slang/colloquial that may be interpreted differently by
people of other cultures: hang in there, brainchild, shipshape
(organized), haywire (not functioning at all), cold feet (a loss of
nerve) etc.
Guidelines to be followed while writing to foreigners,
contd..
• When translated literally some of the advertisements, English can come
out quite strangely , such as “Come Alive with Pepsi” came out as, “Pepsi
Brings your Ancestors Back from the Grave”’ or “Come out of the Grave”.
• Another example: “A newly appointed United States Ambassador to Japan
had just arrived in Tokyo.
• Trying to be relaxed and friendly at his first press conference, he said,
“Ladies and gentlemen, I’m the new boy on the block. Shoot.”
• His stunned interpreter hesitated and finally translated “new boy” as
Kozokko, meaning junior apprentice.
• “Shoot” was just ignored.
Guidelines to be followed while writing to foreigners,
contd..
• 4. Write out months in dates; 10.09.2016 means October 09, 2016 in the USA
and September 10, 2016 in France.
• 5. Be courteous.

• 6. Avoid “Buzz Words”: Buzz Words are defined as words or phrases used by
members of some in-group, having imprecise meaning but sounding impressive
to outsiders.
• They should not be used in standard business communication.
• They can give writing casual look.
LIFO;
• Examples are: back to square one means to go back where you started;
Marketing Mix; Cash Cows; DOGS; Stars; GIGO; WYSIG,
Bottom Line – the basic element; MBO etc.
Guidelines to be followed while writing to foreigners,
contd..
• 7. Avoid Profanity: It means using foul language. It creates negative
impression in business. It may offend other and seem crude.
Profanity can offend people of other cultures.
• 8. Avoid Computerese: avoid translation by computers. Computers
cannot conceive, but mind can. For example, the phrase “out of sight,
out of mind”, when translated by computer into Russian and then
back into English came out “invisible maniac”.
Guidelines to be followed while writing to foreigners,
contd..
• 9. Write concisely: Avoid unnecessary words, but do not leave the
facts.
• You should not only write in a manner your reader understands, but
also in a way he understands it easily and quickly.
• Using unnecessary words are like appendices in a body.
Guidelines to be followed while writing to foreigners,
contd..
• To write concisely, eliminate unnecessary words such as instead of writing:
• “ at the hour of one o’clock”, you should write “ at one o’clock”;
• “during the year of 2010” you should write “ during 2010”;
• “in the meantime” you should write “meantime”;
• “enclosed herewith” you should write “enclosed”;
• “if it is at all possible” you should write “if possible”;
• “at a later date” you should write “later”;
• “because of the fact that” you should write “because”;
• “in order to” you should write “to” etc.
Guidelines to be followed while writing to foreigners,
contd..
• Some of the examples of long and concise versions are:
• Long Version Concise Version

• At this point in time Now; At this time; At this point

• Under separate cover Separately
• During the time While
• We are not in a position to We cannot
• In the normal course of events Normally

The shorter the message, the clearer it will be.

Rewriting can help you to write concisely.
Do not progress too speedy through difficult materials.
Guidelines for writing concisely
• a. Repeat the cores of some ideas
• b. Try adding transition words or phrases such as next, therefore,
also, consequently etc.
• c. Look for a place to break up any sentence longer than 20-23
words.
• d. Avoid overlong words and sentences
• e. Do not be so brief that it becomes ambiguous
• f. Check notes: by referring to your earlier notes, you can see if all
planned points were covered.
Guidelines for writing concisely, contd…

• 10. Check for legality: Check your statements to prevent defamation,

invasion of privacy, fraud or implied contracts.
• 11. Proofread: Before sending your communication, proofread it for major
and minor errors.
• Nobody is perfect.
• Check technical details such as money amounts and other figures.
• Proofread very carefully. It is not enough to read only for senses and
accuracy of facts, dates, and statistics.
• Each word and each mark of punctuation should be examined.
• The eye has a way of seeing what it wants and expects to see, and it is very
easy to skip over misspellings and even omissions.
The Routine Information Letter: The “Yes”
Letter/ “A” type letter

Introduction:Sending information or making

request that will automatically be granted fall
under this category of letter.
80% of business letters fall in this category.
Preparing such letters require less talent and
experience.
Basically, all that is required is a direct statement
of facts.
Elements of a “Yes” or “A” type of letter

• 1. Satisfactory appearance
• 2. A tone of good will
• 3. A clear and complete message
Pattern of an “A” type of letter
The Routine Information “Yes” Letter Plan

• The writing plan for the “A” letter, routine information letter, is as
follows:
• 1. State the main idea of the message
• 2. Give all details that are necessary to support the main idea
• 3. End pleasantly – generally looking to the future
The Routine Information “Yes” Letter Plan,
contd…
• 1. State the main idea of the message:
• This is what the reader wants to know and you want
the reader to know.
• The routine information letter begins immediately
with the main idea.
The Routine Information “Yes” Letter Plan,
contd…
• 2. Give all details that are necessary to support the main idea:

• The middle section of the letter may be short or long, depending upon the
nature of the information being sent.
• To make sure the message is clear and complete, check for the following
points:
• i. Does it leave out any essential information?
• If the letter is outlined well, however briefly, it will pass this first point.
• ii. Does it include more information than necessary?
• Wasted words are a constant expense of any organization.
The Routine Information “Yes” Letter Plan,
contd…
• Anyone who is involved in writing will benefit from:
• a. checking for all words;
• b. phrases;
• c. sentences; and
• d. paragraphs that can be omitted.
• In case the writer and receiver are well acquainted, some personal
comments such as referring to past meetings can be made.
The Routine Information “Yes” Letter Plan,
contd…
• 3. End pleasant, possibly looking to the future:
• The routine information letter should end quickly, and it usually has a
slight upswing at the end, generally looking toward the future.
• You may make statement like one of the following:
• I hope this meets with your approval
• Let us know if we can be of further help
• I will appreciate receiving this information as soon as possible.
Types of Routine Information Letters/Messages

• 1. Order letter
• 2. Acknowledgement of Order letter
• 3. Letter making Announcement
• 4. Routine Inquiry or Request Letter
• 5. Reply to Routine Inquiry or Request
• 6. Letter Sending Material
• 7. Routine Claim Letter
• 8. Routine Claim Adjustment Letter
1. Order letter

• This is most common type of routine information letter.

• Businesses regularly order supplies and equipments.
• Orders from customers and orders to suppliers are the most common
type of business communication and the most important.
• They are also the most easiest type of message to send.
• Such letter must be very specific since it is the first legal contract.
• Proper completion of order is vital to both the buyer and seller, and
all information, specially numbers, must be proofread carefully.
1. Order letter, contd….

• An order must be checked carefully to see that it contains all

information necessary.
• The first sentence should state clearly that this is an order, so that it
will get the attention it deserves.
• Say something like, “Please ship me…..”, “Please send me….”, or
“Attached is my order for….”.
1. Order letter, contd….

• The next section should contain all needed details, such as:
• number of units,
• description of merchandise and/or catalogue number,
• size, color, weight, special features, unit price, total price, tax (where
applicable);
• how payment will be made: personal check, money order, pay order, bank
draft etc.;
• method of shipment, if necessary.
• For instance, F.O.B.
• This letter should close briefly, perhaps referring to the expected arrival
time of the merchandise.
1. Order letter, contd….
Following is a typical order letter:

• This order is from your Summer-Fall 2020 catalogue, page 45.

• Please send me one metal file cabinet catalogue number BX 87-875 C,
shipping weight 50 kgs, price Tk. 30000/-.
• I am enclosing a check for Tk. 32000/=, which includes Tk.2000/=
shipping charges, figured from the chart on page 5.
• Please send this item as soon as possible. We are ready to use it
immediately.
2. Acknowledgement of Order letter
• Such letters are sent for two reasons:
• a. to assure the purchaser that the order was received and is being
handled promptly and properly, and,
• b. to promote good will toward the company filling the order.
• There are two types of such letter:
• 2.i. Routine Order Acknowledgements; and
• 2.ii. Nonroutine Order Acknowledgements
2. Acknowledgement of Order letter, contd…
• 2.i. Routine Order Acknowledgements: They should state the
message in the first instance and end quickly.
• When merchandise is to be shipped promptly, a preprinted postcard
or letter to this effect can be sent to the purchaser in frequently
occurring matters.
• If there is a short delay, you might send a form letter or post card with
blanks filled in showing the nature of the order.
• Example: “Thank you for your order for ………………. The order will be
shipped by ……………….. We hope you will remember us when making
future orders.
2. Acknowledgement of Order letter, contd…
• For custom or large order, individually prepared letter should be written.
• The first sentence should state that the order has been received; it is
common courtesy to thank the customer for it.
• The next part of the letter should state what is being done with the order.
• The last part, the closing, can contain a ‘you attitude’ referring to the use of
the merchandise and it can use resale material promoting the firm or its
products.
• It can close with a service attitude, offering help or information.
• At any rate, it should indicate pleasure in doing business with the customer.
• An order blank can be enclosed for future use.
2. Acknowledgement of Order letter, contd…
• 2.ii. Nonroutine Order Acknowledgements: Such letters are written
• a. when there must be a long delay in shipment or
• b. when it is impossible to make shipment at all.
3. Letter making Announcement/Transmittal of Information

• Such announcements should be stated in positive terms.

• To whom they are sent?
• a. employees;
• b. stockholders;
• c. customers.
• Example: A special parking lot for employees is provided at the east
wing of the administration building.
• The new stand is open from 7 a.m. to 10 p.m.
4. Routine Inquiry or Request Letter
• Businesses are glad to receive letters requesting information about
their products and services.
• When you write to ask for material or information that you can
automatically expect to receive, this can be considered a routine
request or inquiry.
4. Routine Inquiry or Request Letter, contd….
• Steps of writing such letters:
• i. Make the request or inquiry in the first sentence;
• ii. If necessary, clarify or justify the request;
• iii. If possible, close with a positive statement looking toward the
future.
4. Routine Inquiry or Request Letter, contd….
• Example: Please reserve me a single room for the nights of April 17,
18, and 19, 2020.
• I will be attending the convention of the civil engineers at your hotel
on those dates.
• A check for the first night is enclosed.
• Will you please send me a confirmation.
5. Reply to Routine Inquiry or Request
• The basic information in the routine reply letter or memorandum would do
the following:
• i. Answer the question clearly;
• ii. Supply any further information necessary;
• iii. End with a good will closing.

• Example: We are happy to reserve a room for you for the nights of April 17,
18, and 19, 2020.
• Your check will be applied to special rates for members of Civil Engineers
Association (CEA).
• Let us know what we can do to help you enjoy your stay with us.
6. Letter Sending Material
• A letter sending materials, sometimes called a letter of transmittal,
should do the following:
• i. State specifically what is being sent;
• ii. Tell how it is being sent, and any other important details: a.
enclosed, or b. separately –mail, truck, air etc. ;
• iii. Close with a positive statement.
6. Letter Sending Material, contd…
• Example: Enclosed is your 100 percent stock distribution on the
common stock of the Company, declared by the Board of Directors on
March 01, 2020, and payable to holders of common stock of record
December 31, 2019.
• The purpose of 100 percent stock distribution is to increase the
potential number of owners of the Company.
• It also reflects the Board’s confidence in the Company’s future
growth.
7. Routine Claim Letter
• Occasionally it is necessary to make a routine claim against a business
for money, materials, or services that the company can be expected
to agree to automatically.
• This is an “A” type routine information letter, where
• i. the request is made early in the letter,
• ii. With any necessary supporting facts following immediately;
• iii. The letter should end with a statement of what is wanted.
7. Routine Claim Letter, contd…
• Example: I am sending separately with a copy of this letter my
Bestclox watch, which I purchased under a one year warranty.
• As the watch consistently loses about twenty minutes a day, I would
like it repaired or replaced according to your company warranty.
• Manual adjustments I can make with the lever on the back of the
watch do not help.
• The warranty on this watch was mailed to you on March 10, 2020, the
date of purchase.
• I would like very much to have this watch in working condition as
soon as possible. Very truly yours.
8. Routine Claim Adjustment Letter
• A routine claim adjustment letter is a good news letter, an “A” letter,
and
• i. states very simply that the claim or request has been satisfied;
• ii. This letter should be brief;
• iii. Resale material might be used here, because you have shown
that your firm treats customers fairly; avoid the use of negative words
like problem, trouble, damage, and so forth.
8. Routine Claim Adjustment Letter, contd…
• Example: We are returning in today’s mail your Bestclox watch, which
has been completely repaired by our service department, according
to our guarantee.
• This watch will now give you satisfactory performance because it has
also been checked by our testing department.
• We hope you will keep Bestclox in mind in future purchases of
watches and clocks.
• We make every effort to satisfy our worldwide number of customers.
News Releases

• News releases are usually prepared by the marketing or customer

relations staffs.
• People writing news releases must work closely with top
management to make certain that information presented is accurate
and is being handled in accordance with company policy at the time.
• Any news release is distributed to print and/or broadcast media with
hope of obtaining free publicity.
Typical Items for News Releases
• 1. Introduction of new product
• 2. Installation of new plants or facilities
• 3. Election of new officers
• 4. Appointment of top personnel
• 5. Promotion of personnel
• 6. Mergers and acquisitions
• 7. Special support of community interests
• 8. Number of new employees to be hired
• 9. Contests
• 10. Environmental concerns and activities
• 11. Prominent visitors
• 12. Research breakthrough
• 13. Grants to community, arts, or other organizations
• 14. Community work done by employees
• 15. New contracts
• 16. Employee activities
Guidelines to be followed while preparing News Releases

• 1. A catchy Story: the editor who decides if your article will be

published is looking for something to catch the reader’s eye.
• Try to find an interesting point on which to hang your story.
• Ask yourself, “What is the most interesting, exciting, or unusual
aspect of this story?”
Guidelines to be followed while preparing News Releases,
contd..
• 2. Identify Your Audience and write to him/her: Always consider your
audience just as you do in writing letters or reports, and write to that
audience.
• Do not use jargons.
• Avoid overlong words.
Guidelines to be followed while preparing News
Releases, contd..
• 3. Address 5 Ws:
• 3.a. Who? – Names make news. Name the people involved;
• 3.b. What? Say what has happened that is newsworthy
• 3.c. When? Say when it occurred. Remember: old news is usually not news.
• Timing is important.
• 3.d. Where? Location is usually of great importance.
• 3.e. Why? You often do not have information for this W.
• Yet, when it is part of a story, it can be the heart of the story.
• With the “5 Ws” in front of you, you can see that your job will be easier
than you thought.
Guidelines to be followed while preparing News Releases,
contd..
• Writing the news release:
• i. The most important news must come early.
• ii. Additional information should be included in decreasing order of
importance, leaving the least important to last.
• iii. Make the story sound important. Write in third person.
• iv. Follow the rules for being clear, complete, and concise.
• v. Use good grammar, spelling, and punctuation.
The Negative Communication: The “No”
Letter
Introduction: Gold medal champion
slalom (any race that involves following a
zigzag course through obstacles) skier
when asked how he managed to win,
replied: “ I try to think of things very
positive and nothing negative.
Instead of saying, “Don’t sit back”, I say,
“Always stay forward.” Instead of saying,
“Don’t hang behind,” I say, “Always
attack.”
Introduction, contd..
• Instead of saying, “Don’t be tense,” I say, “Hang loose.”
• Believe me, I think that is the difference.
• Positive attitude always pays off positively.
• Negative communication affects good will tone.
• Say negative in an acceptable manner.
• Writing such letters requires lot of talents and skills.
• Negative ideas do not help serve your purpose.
Patterns for the “No’ Letter
Elements of “No” letter or negative communication
• 1. The Buffer
• 2. The Negative Message, and
• 3. A Polite Closing
• 1. The Buffer: The purpose of buffer is same as the automobile
bumper – which is designed to cushion a blow.
• If the letter starts with no, the reader will lose interest in the
remaining portion.
• The buffer should not sound so pleasant that the reader expects
positive message.
• First make some pleasant statement with which reader will agree.
• 2. The Negative Message: After the buffer, give the negative
message as clearly and briefly as possible.
• Avoid reciting negative aspects of message. (Example: We do not
understand why you have had so much trouble with our watch for
so long and why it does not keep good time for you. – such
sentences should totally be avoided).
• Regardless of how provoked you are, do not talk down to people.
• Don’t slap their wrists.
• They might respond behind your back, doing the opposite of what
you have ordered – or worse.
• 3. The Polite Closing: After the tone of the letter drops down for the
‘no’ message, the tone should come back up, closing on a positive
tone.
• When appropriate, the closing can contain additional reasons for the
negative message.
• If possible, try to show that a reason behind the refusal might be of
professional advantage to the reader.
3. The Polite Closing, contd..
• Example: A furniture store explained the policy of not delivering furniture
in this manner:
• “The costs of maintaining regular furniture delivery routes in a widespread
area like Dhaka city are tremendous, and these costs would have to be
passed on to our customers.
• We have discovered that customers are able to arrange far more
economical deliveries on their own, often carrying their purchases in their
own vehicles.”

• In the closing, care must be taken not to pretend to have done something
you haven’t done.
• Don’t say: “We hope we can be of help to you again. [You were not this
time.]
Guidelines to be followed in writing negative
letters
1. Tone in Negative Communication:
In negative communication, we
should use positive words and
phrases.
Communicator should avoid using
Words having unpleasant
connotations.
Examples of Words and phrases with critical between-the-lines overtones

• When you say They hear

• Apparently you are not aware …. Stupid!
• I question what you say …… Lying?
• We differ from you…… So you must be wrong
• You apparently overlooked…. Careless
• You do not understand…… Dumbbell (an offensive term that deliberately insults
somebody's intelligence or common sense)
Guidelines to be followed in writing negative letters, contd..

• 2. Caution of using Humor in Negatives:

• Caution should be used in employing humor in negative situations.
• Very often, the matter under discussion is too serious for the receiver
to want to hear jokes about it.
• But under certain circumstances, humor can be used extremely
effectively.
• This is usually more acceptable when the message is well meant and
when it is certain that the message will be received in the manner in
which it is intended.
Guidelines to be followed in writing negative letters,
contd..
• 3. Do not use Unacceptable Humor:
• Usually it does not take much talent to show humor at the expense of
other people.
• Rather, it takes more talent plus good sense to restrain yourself from
ridiculing another person just for a cheap laugh.
• We should not resort to humor that focuses attention on a person’s
race, sex, handicap, sexual preference or religion because it usually
offends.
Guidelines to be followed in writing negative letters, contd..

• 4. Apply the principle of Candor (simplicity, straight forwardness): when

things go wrong, there can be a tendency to “beat around the bush”.
• However, when a person is ethical and therefore honest about the
situation, even if it is not favorable, that person is respected for being
candid.
• Openly and honestly admitting to a less-than-desirable fact can give people
trust and confidence in you.
• We shall maintain our dignity, avoiding alibis (a form of defense against an
accusation in which the accused person claims or proves that he or she was
somewhere else at the time that a crime was committed) and sour grapes.
• Others will recognize our honesty in a painful situation.
Guidelines to be followed in writing negative letters, contd..

• 5. Avoid Hiding behind company policy:

• When company policy is given as the only reason for the refusal of a
request or for any other negative communication, it create a negative
impression about the company in the mind of the receiver of the
communication.
• The automatic impression is apt to be, “That’s a poor policy, and it
ought to be changed.”
• Therefore, rather than hide behind the excuse of company policy, the
negative reply should explain reason for the answer in terms the
reader can understand and accept.
Forestalling Complaint Letters
• Delays in shipments to and from your business, production delays or
foul-ups, even acts of God – fire, flood, earthquake, and so forth – can
be hazardous.
• To promote goodwill and prevent people from becoming annoyed or
angered, try to forestall complaint letters before they take pen,
typewriter, keyboard, or telephone in hand.
Guidelines to be followed in Forestalling Complaint
Letters
• 1. Anticipate Developments and act accordingly:
• To forestall complaints, we should anticipate developments as much as we can.

• For example: the number of service calls dropped dramatically when one major manufacturer begun to include the
following form with the delivery of any appliance.

• When necessary, additional information for a specific appliance is added.

• “Before you call for service: As many as 25% of service calls are not due to improper appliance performance.
• Before you call for service, check the following:
• Is unit unplugged? Has fuse blown or is circuit breaker tripped? (Check outlet with another appliance or lamp.)
Check controls of unit.
• .
Guidelines to be followed in Forestalling Complaint Letters,
contd..
• 2. Write in “Plain Talk” (in a clear or candid way) :
• Business must learn that an amazing number of complaint letters are
written because previous communications have not been written
clearly, causing serious brain drain.
• To forestall complaints, we must be sure letters and memorandums
from our offices are written in plain talk.
• Be sure that all terms are easily understandable by laymen, avoiding
unnecessary technical terms and gobbledygook.
Guidelines to be followed in Forestalling Complaint Letters,
contd..
• 3. Follow the principle of Caveat Venditor instead of Caveat Emptor:
• These days, caveat emptor is outdated.
• Most businesses think that customer is always right and they pursue
the policy of caveat venditor.
Makeup of “No” Letters
• A no letter or negative message can be made up from these guidelines that were
mentioned earlier:
• 1. The buffer: should begin with a neutral statement with which both reader and
writer can agree, and should continue with statements ‘buffering’ the coming
refusal – that is, setting the stage.
• The buffer usually includes some or all of the reasons for the refusals.
• 2. Negative message: “No” should be brief and clear, but in no way offensive.
• Then quickly move on to closing.
• 3. Pleasant closing: Give any additional explanation that might be needed, then
close.
• Closing should be pleasant, leaving a good final impression as far as possible.
• Do not repeat the negative.
Types of “No” Letters

• 1. Refusals of Requests, Claims, or Complaints

• 2. Partial Adjustment Replies to Requests, Claims, or Complaints
• 3. Nonroutine Order Acknowledgements:
• 3.i. Acknowledging Incomplete Orders
• 3.ii. Back Ordering Merchandise
• 3.iii. Substitutions for Orders
• 4. Refusing Orders
1. Refusals of Requests, Claims, or Complaints

• Such letters should start with a buffer, followed by a brief negative

message and end with pleasant closing.
• The closing can do:
• i. suggest an alternative;
• ii. send an acceptable substitute for what was requested;
• iii. resell, suggesting future business under other circumstances;
• iv. wish them well in their plan without repeating your inability to
assist;
• v. discuss something off the subject, but acceptable.
1. Refusals of Requests, Claims, or Complaints, contd..
• Example:
• Yes, Mr. Nicholas, we at American Home Service surely wish to retain our reputation as
being the best friends of the do-it-yourself homeowner.
• One of the greatest services to the public, we believe, is maintaining low prices
throughout our stores.
• Therefore, we cannot make a refund to you on the partial panels of plywood.
• We do not have storage facilities for all sizes of paneling, and as a matter of fact, are
often unable to sell off the scraps we have left from our regular store merchandise.
• May we suggest, Mr. Nicholas, that you try to find a place to store this paneling for your
own possible use in the future.
• We have had many customers return after a period of time seeking to match some
previously purchased woods.
• Because available supplies differ over the years, this is not always easy to do.
2. Partial Adjustment Replies to Requests, Claims, or
Complaints
• Frequently, in reply to a request, claim or complaint, you may avoid
an outright refusal by offering to comply with part of what was
requested.
• This is called a partial adjustment.
• In writing such letters emphasize on what you can do and
deemphasize what you cannot do.
• Explanation should be given for your action.
3. Nonroutine Order Acknowledgements:
• When such letters are written?
• i. when there must be a long delay in shipment; or
• ii. When it is impossible to make shipment at all.
• Reasons for writing such letters:
• a. the order received was incomplete,
• b. the merchandise ordered is temporarily out of stock, or
• c. the order must be delayed or refused for some other specific
reason.
Three Types of Non-routine Order
Acknowledgements
• 3.i. Acknowledging Incomplete Orders
• 3.ii. Back Ordering Merchandise
• 3.iii. Substitutions for Orders
3.i. Acknowledging Incomplete Orders
• Too often a customer sends an incomplete order that does not contain all
the information necessary for shipping the merchandise desired.
• Write such letters simply asking details that were not included in the
original order.
• Be careful with the tone of the letter, because the potential customer has,
in fact, made a mistake in failing to supply all necessary information.
• Regardless of the temptation, avoid an accusing tone, and try to avoid
direct criticism.
• Write this letter with the “you” attitude toward the customer.
• That is, it is to the customer’s advantage that additional information is
furnished: “so that you may receive the merchandise promptly, could you
please send this information.
3.ii. Back Ordering Merchandise
• To back order means to inform the customer of the situation, saying
that you will be able to supply the merchandise by a certain date.
• You should also say that it will be shipped at that time unless the
customer sends notification to the contrary.
• Or you may ask permission to back order merchandise.
• In a letter telling of delayed shipment, it is wise to use resale material
promoting merchandise such as that on the order and other items
you have available.
Example of Back Ordering Merchandise Letter
• Thank you for your order for twelve two-pound Arizona Best date-nut
loaves.
• Because of the overwhelming demand for this popular item, our
supply is depleted, but we are filling orders in turn and we will be able
to ship yours on or before December 10.
• Unless you notify us otherwise, we will make shipment at that time.
• We do appreciate receiving another holiday order from you.
3.iii. Substitutions for Orders
• For any of a number of reasons, it may be impossible to ship the
specific item requested, and the seller may be able to offer a suitable
substitute.
• In this situation, the acknowledgment letter should tell the reason for
the substitution.
• It should also fully explain similarities and differences between the
product suggested and the one ordered.
• The closing section of this letter should ask for an immediate reply
and suggest an order.
Example of Substitutions for Orders
• Thank you for your order for 5,000 number 5001 Leviton electrical switches
for use in your Littleton School construction.
• The Leviton merchandise is of excellent quality, but we cannot obtain it
because of the trucking strike.
• There is no way we can predict when Leviton products will be available.
• From the experience of other customers, we have found that Ideal switches
can be substituted without loss of quality, and at the same price.
• May we ship you 5,000 number 5-Ivory Ideal switches by the first available
delivery?
4. Refusing Orders
• There are times in almost any business when an order must be refused.
• Some reasons are:
• i. You cannot approve customer’s credit;
• ii. You do not carry the merchandise desired and do not have a suitable
substitute;
• iii. You do not sell direct; customer must order through the proper distributor or
retailer;
• iv. Sale would be illegal.
• This negative letter should end with a positive tone, such as wishing the receiver
luck in purchasing under other conditions or locating merchandise elsewhere, or
giving specific information about where and how to make purchase with another
firm.
Example of Refusing Orders
• We appreciate your interest in purchasing a Cherry Hill bookcase, Model
117C.
• However, as manufacturers, we do not trade directly with retail customers.
• You will be able to get this bookcase in one of the retail stores that carry
Cherry Hill furniture.
• We are enclosing a brochure that lists the names and locations of such
dealers in your area.
• If any store is out of stock, we have ample supplies in our warehouse.
• You could have the store order the bookcase and it could be in your home
in four to six weeks.
• Sincerely,
• Encl.
 Sales Letters and
Persuasive Requests

Uses of Sales Letters: “C” letter or Sales letter is used for:

i. Selling goods and services

ii. Making persuasive claims and requests

iii. Persuasive request for agreement on any type of business or

personal question that the reader or listener cannot be expected to go
along with unless you make strong presentation

iv. Employment application

One’s success depends upon how he/she sells an idea.

Properly planned sales letters can bring large return on investment.
3 Functions of Sales Letters

• A. Getting Sales Leads: following up requests for more information,

such as brochures or samples, or asking for a call by a sales
representative.
• B. Bringing people to your place of business: introducing a new
product; inviting people to special demonstrations, exhibits, or even
parties.
• C. Selling by Mail (Mail Order Selling): actually completing the entire
process of advertising, selling, and ordering through the mail.
Difficulty Selling in Today’s Market
• selling in today’s market is very difficult because it is in constant
change.
• The market is always for people who are sales professionals.
• But, well written sales letters become increasingly difficult.
Parts of a Successful Sales Letter:
• Product, Prospect, Price: Successful sales letter comes from:
• 1. Identifying the Product
• 2. That appeals to the Prospects
• 3. At a suitable Price
Part 1: Identifying the Product
• The first step to write a sales letter is the study of the product.
• You should be familiar with the product you sell.
• If you live with the product, you know the factors to be emphasized
and the factors to be de-emphasized, and you can write better.
• You also know the timing to write.
• If you are selling books, you should read them; food, you should eat
it; wearing apparel, wear it; laundry service, use it.
Part 2: Appeal to the Prospects
• To minimize the costs of mailing, it is important to write to heavy
users.
• The rate of return will be higher if letters are addressed individually.
• To do this properly, obtain a mailing list.
• This can be obtained from various sources.
• Firm’s present and past customers can be a good source.
Some important sources of obtaining mailing
lists
• i. Telephone Company: Many local telephone companies provide
frequently revised telephone directories with phone customers
arranged by street and district. Such directories can be rented for a
small cost.
• ii. Membership Lists: Officers of religious organizations, service clubs,
or social, professional, or business organizations will often supply
with current lists of members.
• iii. Credit Rating Books: Standard & Poor’s, for example, is widely
used reference source who list people and organizations by income or
credit worthiness.
Some important sources of obtaining mailing lists,
contd..
• iv. Directories: The city directory is useful in selecting prospects by
occupation, home ownership, and size of family. Trade and professional
directories provide worthwhile prospects, including top executives of local
companies
• v. Public Records: Generally, public records may be examined without cost,
and they are extremely accurate sources for names. They include tax lists,
license and permit records, street lists, voter lists etc.
• vi. Local Newspapers: These contain news of births, promotions, transfers,
business and other activities that could add potential customers to your
mailing list.
• vii. List Brokers: If you want to get started right away on some special
promotional activity, you can get list from a broker – who is a specialist in
compiling mailing lists of general and specific markets.
Factors Determining the Mailings for your Sales Promotion

• A. Where do potential buyers live?

• B. What is their buying power?
• C. Under what conditions can they use your product?
• D. Do general conditions in the target area favor your promotion?
• For example, economic conditions; climate, season, or region for
types of clothing, sports equipment; and acceptance of this type of
product from other producers.
Part 3: The Price
• Once a product or service has been identified and prospect list for
sending out a sales letter has been selected, the mailing should be
prepared only after a PRICE for the commodity is set within which the
operation can expect to show a satisfactory margin of profit.
• The cost of mailing itself is determined by simple mail order
arithmetic.
• If a mailing costs Tk. 10000 and it results in 200 orders, the cost per
order is Tk. 50.
• This figure is justified only when the total profit per sale is a sufficient
margin over the Tk.50 cost per order.
Figure showing The Sales Letter Pattern
The First Section: The Attention Getter
• It must perform both the following functions:
• 1. It must tie into the product that the letter is promoting
• 2. It must bring the reader into the picture
The Big Questions Come in the mind of the person reading the
sales letter are
• 1. What is the purpose of this message?
• 2. What’s in it for me?

• To get the reader’s attention and to get the reader involved,

letterhead or envelope can be prepared having
striking design, bright color, oversized print, or vivid
illustrations.
Attention-Getters on Envelopes
• It is common practice to have attention-getter on envelope in the form of:
• i. printing,
• ii. illustration, or
• iii. splashes of color.
• Listed here are some attention-getters used on envelopes as slogans:
• 1. TK. 1,000,000 CASH OR ONE OF 9000 PRIZES!
• 2. Test ride this motorbike today!
• 3. This may be your last chance!
• 4. Enclosed: Flight Ticket, Round Trip. Two Persons
Attention-Getter in Letters
• Emotional or rational appeal may be used in letter as attention getter.
Example:
• The card in the window of this letter will bring the Handy Tool Set
illustrated above. Please accept this with our complements. Or
• Do you love fishing, boating, water skiing, swimming? ……….
• Another method of attention getter is the use of name of the
recipient. Enclosures can also be used as attention-getter.
The Middle Section: Interest and Desire
Buildup
• The buildup of both the reader’s interest in a product and the desire
to own or use it follows the introductory section.
• This is also the section of a persuasive request where you try to
buildup the reader’s interest by presenting appeals to convince the
reader to agree to your request.
• You should include all the details you decide should be used, and
follow a good plan.
• There are many ways in which to appeal to the reader’s interest, one
of which may have been used in the attention getter.
Identifying Appeals that Attract Prospects
• In general, people respond to two basic types of appeals:
• Emotional and
• Rational
• Emotional appeals involve our basic senses of feeling, seeing, tasting,
smelling, and hearing.
• Some strong emotional drives appeal to our feelings of love and
friendship, pride, fear, pleasure, safety, and appearance.
• Rational appeals include such matters as making money, saving
money, getting more for the money spent, maintaining a respectable
position among family and friends, doing a good job, saving time and
energy, protecting the environment, and getting greater use out of a
product.
Few Examples of emotional and rational appeals

• Promise money, a bonus, a gift, or a prize

• Promise personal safety or property safety
• Promise economy – a bargain
• Flatter the reader – appeal to pride
• Promise their children a better world
• Appeal to special interest: occupation, community service, hobbies, home
improvement etc.
• Appeal to a personal better self – charities, community service, civic
responsibility
• Appeal to the sense of humor – use an appropriate story or cartoon
• Use Different Appeals for Different People:
• We must recognize that all people do not view the same object in the
same way.
The Closing Section: The Action “Hook”
• It must grab and move the reader to action.
• The hook should be specific.
• The closing hook should do five things:
• 1. Tell the reader specifically what to do
• 2. Tell how to do it
• 3. Make it easy, or make it sound easy
• 4. Make the price sound right – perhaps use the word only
• 5. Urge the reader to do it soon (before it is forgotten); sometimes a deadline is
given
• To make the ordering easy, coupons or prepaid postal cards or envelopes are
often included as part of the letter.
• The closing section should be brief.
Memorandum
s
One of the most effective means of communication in
organizations is memorandums.

Importance of Memorandums

1. It is the most heavily written/used

means of internal communication than
others.

2. Of 20 forms of written communication,

memorandums are written most
frequently.

3. Upper management judges job

performance by one’s memorandums. That
is why it has an effect on one’s reputation.
It is said in business that “By their
memorandums shall ye know them”.

4. Fellow workers also set their attitudes to

a person based on his memo written to
them. That is why the message of memo
should be clear and complete for business
Advantages of the Memorandum Form

• 1. The memorandum invites brevity: it includes necessary information and

nothing more
• 2. The memorandum is convenient: The chief notations (information) at
the top of the memo give ready reference to its subject matter, and the
major area is left free for the message.
• Although usually typed, these messages can be written in pen or pencil.
• 3. The memorandum is inexpensive: Because the memo is generally
circulated within an organization, computer memo on a screen or printed
memos can be trashed immediately.
• 4. The memo can be used as a record of information to be filed for future
reference.
Appearance of Memorandums
• 1. Typical Memorandum Format:
• Full page or half page of a paper can be used for writing memo.
• For long memos more than one page can be used.
• In such cases one line heading can be used for attached pages.
• Interoffice Memorandum

• To: ------------- File # -------

-----------
• From: ------------------Date: ----
------
Subject: -----------------
--------------
2. Routine Message Memorandum Forms
• Are prepared for a specific office are sometimes used.
• Such form can be made out according to messages that are
commonly transmitted in that office.
• Most messages could be composed quickly by simply checking the
appropriate box or boxes.
• The bottom half sheet is left blank for supporting details, if
necessary.
Specimen of a Routine Message Memorandum Forms

School of Business
State University of Bangladesh

• To: ------------------------------------Date: -----------------

• From: -----------------------------------------------
•
• For Your Please
•
• ( ) Approval ( ) Phone me regarding this
• ( ) Files ( ) See me regarding this
• ( ) Information ( ) Circulate
• ( ) Reply – Signature ( ) Take necessary action
• ( ) Suggestions ( ) Return
• ( ) Recommendations ( ) File or Destroy
• ( ) ()
3. Intra-Office Routine Slips
• Intra-Office Routine Slips are used for sending information and/or
materials around to several individuals within a given office.
• A line can be drawn through the name of the person who are not to
receive the particular message.
Specimen of an Intra-Office Routine Slip
School of Business

State University of Bangladesh

Date: ------------------------------------

To Initials Date

--------------------------------------------------------------------------------------------------------------

• ---------- Ali ------------------ --------------------

• ---------- Babar ----------------- --------------------

• ---------- Chowhan ------------------ --------------------

• ---------- Dewan ------------------ --------------------

• ---------- Enam ----------------- --------------------

• ---------- Faruk ------------------ --------------------

• ---------- Gani ------------------ --------------------

• ---------- Harun ------------------ --------------------

• ---------- Ismail ------------------ --------------------

• ---------- Jamal ------------------ --------------------

• ---------- Lamiya ------------------ ----------------

• ---------- Minhaz ------------------ --------------------

• ---------- Please see me. ---------------- Read, initial, and pass to next person

• ---------- For your files.

• ---------- For your signature.

• ---------- For your information.

• ---------- For your suggestions.

• ---------- Please handle.

• Comments:

•
Memos at All Levels
• Memos are written to people at levels.
• One’s performance will be judged by the memos he writes.
• Followings should be noted while writing memorandums:
• Treating others with respect and courtesy is the key to success on or off the job
• You should also show that you are following ethical practices
• Also use uplifting and positive tone to get cooperation
• It should be applied while writing to up, down, or parallel
• Check the message carefully to remove any planned or unplanned negative tone
• Sarcastic tone should be avoided, because it can boomerang and hurt you
• Some degree of humor can be used
Memos to Your Superiors
• Naturally, you should show respect toward people who must judge
you and your work.
• A special memo here can end with “Respectfully” or “Respectfully
submitted”.
Memos to Co-Workers
• We should also be respectful of our fellow workers as well as those
working for us.
• Other at your own level might hurt you if in writing or speaking you
do not treat them with respect.
• As their opinions are sometimes considered for a person’s promotion
case, one should try to earn co-workers’ respect through his memos.
Memos to Those Working for You
• Should be written in a courteous manner.
• Should be positive and respectful to subordinates. It can help
persuade subordinates.
• As their opinions can also be sought for your promotion, memos
written to subordinates should be carefully prepared.
Guidelines to be followed for communicating with employees

• A. Provide adequate information: do not assume that an employee

only needs to know how – and does not need to know why
• B. Be Truthful: A manager needs to retain the confidence of
subordinates
• C. Be Clear: Eliminate gobbledygook or ambiguous language.
Otherwise, employees may begin to ignore the manager’s messages,
and management – subordinate communication breaks down
Guidelines to be followed for communicating with employees, contd..

• D. Maintain Employee Understanding of Company Goals: Show

employees the relationship between their individual tasks and the
goals of the company. Focus on the connection between individual
roles and corporate planning
• E. Motivate Rather than Order: Effective motivation show employees
not only how the action fits the company’s goals, but how the action
will benefit them; effective employee motivation is based on logical
explanation supported by facts
• F. Provide Opportunity for Feedback: Employees should know there is
a path upward communication and the management wants to hear
from them
Clear and Complete Messages in Memorandums:

• “A” Messages: Routine Information, “Yes” or Good News: Most memo

fit into this category. As people are busy in organizations, the message
should be direct and clear.
• The main message should come early.
Specimen of “A” Messages: Routine Information, “Yes” or Good News

Memorandum

To: All Employees Date: April 07, 2013

From: Shahriar Hossain Subject: New Parking Spaces

• Good news!
• Our addition to the employee parking lot will be finished by May 01, 2013. No more
walking through mud and guck (a slimy, oily, gooey, or otherwise unpleasant substance)
this monsoon if you had to park in the old parking area.
• We trust you understand that additional parking facilities were needed because of the
successful sales of our line of product and the additional staff needed in all departments.
• May is nearly here. Just cross your fingers that don’t get a heavy storm meantime. Bear
with us just a few more days.
“B” Messages: Negative Memorandums
• Try to use a touch of humor, if possible.
• This can give a lift to the reader and writer, and can also help develop
a positive attitude toward you personally.
• In cases of really bad news, it is inadvisable to use humor.
• Use buffer that leads somewhat softly into the negatives, giving the
bad news briefly and clearly without dragging in too many details.
• Then they should close with a message that is suitably upbeat.
Specimen of “B” Messages: Negative
Memorandums
State University of Bangladesh
Office of the Registrar

To: All Adjunct Faculty

From: Prof. A.Y.M Ekramuddoula
Date: November 07, 2013
Subject: Release of Information

Article 16 of our current contract between the University Grants Commission of Bangladesh and the State University of Bangladesh requires that the university to provide the commission with a list of all adjunct
faculty. It further requires that the university to provide the commission with the home addresses and telephone numbers of the adjunct faculties.
If you wish us to provide the commission with your address and phone number, please complete the following form and return it to the office of the registrar by Thursday, November 28, 2013.

I authorize the State University of Bangladesh to release my address and telephone number to the University Grants Commission of Bangladesh as follows:

Name: ------------------------------------------------------------
Address: -----------------------------------------------------------------------------------
Telephone: ------------------------------------
Signature: -------------------------------------------
“C” Messages: Persuasive Request
Memorandums
• Could be written following the “C” letter plan. S
• hould start with the “you” attitude and there should be attention
getter in the beginning, followed by interest and desire buildup,
explaining specifically the advantages of the plan.
• Also it should state as briefly as possible how the plan could be
implemented.
• The last section of this memorandum should state clearly what
action should be taken.
Specimen of “C” Messages: Persuasive Request Memorandums

• To: All Employees

• From: President
• Date: May 07, 2013
•
• We all recognize that each person has different tastes in many matters. Of course, one way in which we show our individuality is in
our manner of dress.
• Now, summer is upon us, and a craving (desire) to get out of the cocoons (to cover or envelop somebody or something in order to
provide warmth or protection) of winter is universal. While lighter dress and suits are certainly necessary and acceptable, could we
just be a little more cautious in some choices: no sleeveless blouses or kamizes.
• And a few of you venturesome males have been adorning (to add decoration or ornamentation to something) shirts more
appropriate to the sands of Cox’s Bazar. In all, could we leave casual dress for casual places.
• We all realize that our organization is expected to present certain education-like image to our students and the public, and we will
appreciate your cooperation.
•
• PS: Of course, it is come-as-you like at the university sponsored picnic next June.
Communications

Introduction
The ability to communicate orally is helpful
in many careers.
Business students should take courses in
speaking, salesmanship, and business
behavior.
Types of Oral Communication:
1. Telephoning
2. Dictating
3. Leading and participating in meetings
4. Feeding the grapevine
5. Winning the confrontation
6. Making Speeches
7. Listening
1. Listening
• It is extremely important in business.
• It is the first contact a customer has with the firm.
• Poor telephone manner lose the caller’s good will and changes
customer’s mind.
• Every time you talk on the telephone, you really are the company.
Ten guidelines for effective Telephoning

• 1. Greet the caller pleasantly: Be enthusiastic and yet sincere. Such

treatments make customers like you and more apt to call again.
• 2. Use the caller’s name: There is no sweeter music to a person than
the sound of his or her own name. And speak to the person at the
other end of the line, not to the telephone.
• 3. Treat every call as an important call: When the customer feels that
you are giving individual rather than routine consideration, you will
create more confidence in you and your company.
Ten guidelines for effective Telephoning,
contd..
• 4. Be tactful: When it is necessary to refuse a request because of
company policy, give a full and sympathetic explanation. Avoid
expression such as “you must” or “you have to”. A reply such as, “If
you’ll come in Monday we’ll be happy to check that for you”, is better
than, “You have to come in Monday if you want that checked.”
• 5. Apologize for errors or delays: If you are really sincere and natural,
you won’t sound artificially sorry.
Ten guidelines for effective Telephoning,
contd..
• 6. Keep your promises: If you make any promises to call back with
more information, do everything you can to follow through. A broken
promise may mean a lost customer.
• 7. Suggest an appropriate time for call back: When you leave a
message for someone to return a call and you expect to be out of
office for a while, it is courteous to suggest a time for calling back; for
example, say, “Please tell him I’ll be in after lunch.
• 8. Treat your co-workers like customers: Handle inside calls with as
much care as calls from the outside. Remember, you’re building your
personal telephone reputation too.
Ten guidelines for effective Telephoning,
contd..
• 9. Take time to be helpful: Brighten up your day by pleasant
telephone contacts. It really doesn’t take much more time to be
helpful. It’s better to spend minutes to keep a customer happy than
months to regain good will.
• 10. Use basic phrases of courtesy: Say, “Please, “Thank you”, and “you
are welcome.” The use of such phrases is one way to put a smile in
your voice.
• In telephoning, we must try to overcome some of the handicaps of
not seeing each other in person.
• The Name of the Game is Names: Telephone calls are effective when
both speakers know the name of the party on the other end of the
line.
• Get the name of the other person even though you may only be
seeking or giving routine information.
• After all, a telephone call can become disconnected. Or you may need
to get additional information later.
Memorandum Forms for Telephone Calls
• To ---------------------------------------------------
• Date --------------------- Time --------------------
• WHILE YOU WERE OUT
• M -----------------------------------------------------
• Of -----------------------------------------------------
• Phone ------------------------------------------------
• ---------------------------------------------------------------
• Telephoned Please Call
• Called to see you Will call again
• Wants to see you Returned your call
• ----------------------------------------------------------------
• ----------------------------------------------------------------
• Message ---------------------------------------------------
• ---------------------------------------------------------------
• ---------------------------------------------------------------
• --------------------
• Operator
•
• For missed calls, such forms record: from where call came; to whom it came; caller’s name; date and time of call; and, the message
Telephone Logs
• Such logs keep records of outgoing calls such as:
• date of call;
• time of call;
• number called;
• name of the caller;
• duration of call;
• and purpose.
2. Dictation
• Dictation should be done into a tape recorder or dictation machine.
• Guidelines for well dictation:
• Before dictation:
i. Choose a quite place for dictation, free from
distraction
• ii. Prepare for dictation by having necessary materials and
enclosures at hand
• iii. Have a list of points to be covered
• iv. Develop rapport with your secretary and/or efficiency in the use of
dictation equipment.
Guidelines for well dictation, contd..
• During dictation:
• Keep background noise down
• Dictate at a moderate speed; it is better to be slow, clear, and sure than to be too speedy
• Take care not to clip your voice when using the on/off switch
• Begin each tape by saying what type of document you are about to dictate
• Explain any special paper or format needed
• If you make a mistake, erase it and record over it
• Do not speed up when reading printed matter
• Turn unit off when you pause for a long time
• At the end of document, say “End of memo” or something similar
• Unless you want dictation stored in the machine memory, have secretary erase after use.
• Phonetic may be used for letters that may be misunderstood
Guidelines for well dictation, contd..
• After dictation:
• Read before you sign
• Proofread everything
• If there are any necessary corrections that cannot be made neatly, a
fresh copy should be made
3. Participation in meetings and conferences
• A. Suggestions for Conference Leader:
• i. Should set the time and place of the meeting and supply these
details to those who are to attend in sufficient time for them to make
plans to be there
• ii. The leader should prepare a meeting agenda – that is, a list of
matters to be discussed and work to be done at the meeting.
• iii.Copies of the agenda should be distributed to potential conference
members either prior to the meeting or when they arrive
A. Suggestions for Conference Leader, contd..

• iv. A conference should be called for a specific purpose or purposes.

• v. Maintaining order: Parliamentary procedures are recommended for
this purpose.
• The four basic principles of parliamentary law are: a. Courtesy
and justice to all
• b. Consider one thing at a time
• c. The minority must be heard
• b. The majority must prevail
A. Suggestions for Conference Leader, contd..
• vi. Conducting the meeting: As a leader, one should follow few guidelines for conducting
the meeting smoothly.
• They are as follows:
• a. Leader is in charge of the discussion at all times, but he/she must show concern
for others. He should relinquish floor properly to others. Should avoid few individuals
monopolize discussion. Should try to draw out comments from the more retiring
persons.
• b. If he does not wish to take notes or minutes himself, should assign this duty to a
responsible person.
• c. Should watch the time lapse, keeping his eye on agenda.
• d. If a follow-up meeting is to be held with the same group, should set an
approximate or specific time and place for it after consulting with the members present.
• e. When matters have been taken care of, he should formally conclude the
meeting.
B. Suggestions for Conference Members:

• i. They are responsible for bringing to the meeting any information in

their possession that will aid the purpose for which the meeting is
called.
• ii. They are responsible for listening to others and for asking pertinent
questions at the proper time.
• iii. They should show respect to each other
4. Feeding the grapevine
• Grapevines exist wherever people gather, and, one of the ripest
seems to be the Office Grapevine, office gossip.
• Sometimes the most judicious supervisors and managers learn to use
the grapevine to their own advantage by circulating rumors, trying to
test how workers would react if rumor became fact.
• It sometimes gives a feeling to the employees that they are part of
the organization.
• In this way they feel respected, do a better job and more productive.
5. Winning the Confrontation
• In business and personal lives, confrontation can occur. Patience and preparation can
help you win.
• Avoid arguments, but if you find yourself suddenly in confrontation, follow these steps:
• a. When a confrontation starts, take a deep breath. This will help you relax and
gather your thoughts.
• b. Identify what you want to accomplish and concentrate on that objective.
• c. Speak clearly, concisely, using easily understood terms.
• d. Maintain eye contact.
• e. Hold your temper.
• f. If the opponent’s position is weak, ask him/her to repeat that position.
• g. Pause. You can think of positive comments and counter the negatives.
• h. Continue to concentrate on your objective.
6. Talks and Speeches
• Introduction:
• Study the speeches of others.
• Practice helps you to improve your speech.
• Courses on speech can also be taken to improve your ability to speech.
• Following guidelines can be followed to deliver a good speech:
• a. Planning a speech:
• i. Make a good outline.
• ii. Set up the central idea, and then give the introduction.
• iii. Give details and summary in an organized manner.
• iv. Put your notes on 3” by 5” or 4” by 6” cards.
• iv. Arrange them in numerical order.
Guidelines can be followed to deliver a good
speech, contd..
• b. Using Microphone: You can use a microphone. Make sure that it
works properly and all can hear. Before you speak, you can practice to
build self confidence. Adjust the microphone to your height. Set it at
a proper distance.

• c. Bringing life to a speech: You can do so by telling a story, joke, or

quotation. You can also provide an outline. You can also use slides,
films, video tapes etc.
Guidelines can be followed to deliver a good
speech, contd..
• d. stand Up! Speak Up! Shut Up!: Stand comfortably, firm on your
feet, showing confidence in your appearance.
• e. Dress appropriately.
• f. Speak reasonably louder so that people can hear you.
• g. Speak clearly. If you mumble (speak unclearly) or mutter, or if you
talk too fast, you may lose the attention of the audience.
• h. Speak directly to the audience by maintaining eye contact. Let your
eyes wander around the group, stopping momentarily on different
individuals, bringing people into the picture and giving them a feeling
of audience participation.
Guidelines can be followed to deliver a good
speech, contd..
• i. Do not speak in a monotone. A change in the pitch of your voice will prevent your
putting the audience to sleep.
• j. Avoid mispronunciations or errors in grammar.
• k. Avoid profane or vulgar expressions.
• l. Avoid holding the lectern or desk for a long period of time.
• m. Avoid playing with things.
• n. Avoid pacing back and forth.
• o. Avoid memorizing a speech. Speech should be mostly extemporaneous.
• p. Avoid reading your speech.
• q. Avoid alcohol.
• r. Give your audience a chance for input.
• s. At the end shut up.
7. Listening
• In most jobs high percentage of time is spent on listening, almost one
fourth of time is spent listening.
• Poor listening is a major culprit in the lack of understanding between
speaker and audience.
• Guidelines to be followed for good listening:
• i. Pay attention when you listen.
• ii. Try to anticipate what the speaker may say afterward – it will increase
your attention.
• iii. Try to listen for major points. It will help you to identify facts that
support a point. Concentrating on major points pulls your mind back to
what is being said.
Guidelines to be followed for good listening,
contd..
• iv. Try to take notes.
• v. Try to hear “Between-the-Lines Messages – watch body languages,
listen for voice intonations (the rising or falling pitch of the voice).
• vi. Don’t be afraid to ask question.
• vii. Try to overcome the barriers to good listening – good mental
discipline, ignoring personal problems and prejudices, other’s
conversation, airplane overhead, slamming doors.
• viii. Do not interrupt.
• ix. At the end, summarize
Writing a Business Report or a
Term Paper: Writing Proposals

Introduction: Keep in mind

that the purpose of writing
the report or paper is to
set out ideas clearly so that
readers can easily
understand what you have
written.
Also, recognize that good
organization simplifies the
entire process.
Early steps in writing a report
• 1. Define the problem or make a statement of the purpose of the
report.
• 2. As you do research, keep notes.
• 3. Make a report outline or make a list of the main headings of your
report which may or may not be placed in the final order.
• 4. Identify your reader(s) and write to that audience.
• 5. As you work, check and change your outline to conform with what
you discover.
• 6. As you work, label your research paper at the top as belonging
under one of the main headings of the outline or the list.
Early steps in writing a report, contd..
• 1. Define the problem or make a statement of the purpose of the report:
The first step in solving any problem is to define the problem.
• To solve the problem, you have to define what it is.
• If report is not to solve the problem, make a statement of the purpose of
the report.
• 2. Keep notes: Have notes on everything you have learned on the subject.
• Don’t worry about the grammar, complete sentences, neatness, and so
forth.
• Keep a folder or file box where you can collect all the notes or other
relevant materials over a period of time.
Early steps in writing a report, contd..
• 3. Make a report outline: Make the outline from your list of notes as
you proceed.
• You may adjust it by adding, subtracting, or altering.
• Writing down this first phase report outline with major divisions gives
you a skeleton that you can flesh out as you complete your research.
• Order of Presentation: Choose a logical order of presentation of
material.
• Because the purpose of preparing the report is to have material that
will be read and understood by other people, one step must lead to
the next and then on to the next.
Early steps in writing a report, contd..
• Outline Forms: The three most common outline forms for reports are: (a)
alphanumeric; (b) Roman numerical, and (c) decimal
•
• a. The Alphanumeric Outline: It employs alphanumeric symbols (combining
alphabet and number symbols). Example:
• A. Nonverbal communications
• 1. Body language
• 2. Illustrations
• B. Verbal Communications
• 1. Oral
• 2. Written
Early steps in writing a report, contd..
• b. Roman numerical: The same outline might be set up using the
Roman numerical outline system. Example:
• i. Nonverbal communications
• A. Body language
• B. Illustrations
• ii. Verbal Communications
• A. Oral
• B. Written
Early steps in writing a report, contd..
• c. Decimal: The decimal system of outlining, seen in the scientific and
technical papers, and frequently in academic work, is increasing in
popularity.
• Example:
• 1.0 Nonverbal communications
• 1.1Body language
• - 1.2 Illustrations
• 2.0 Verbal Communications
• 2.1 Oral
• 2.2 Written
Early steps in writing a report, contd..
• 4. 4. Identify your reader(s) and write to that audience: Decide how much detail
you must include to serve your readers properly.

• 5. As you work, check and change your outline to conform with what you
discover: Now take a good look at your outline.
• Have you kept your reader or readers in mind so that the report will be
understood from the viewpoint of your audience?
• Is it set out in a sensible order that will lead a reader logically from one idea to
another throughout the entire report.
• Use numbers and/or letters to label parts of the outline.
• These symbols show the relation of parts of a report to each other and show
when you have covered one section or subsection and are going into another.
Early steps in writing a report, contd..
• 6. As you work, label your
research paper: Label your
research cards and notes with
tag lines that match major
headings in your outline.
• Then stack your cards and
notes according to their
corresponding position in your
outline.
• At this point you will probably
add or delete some headings
or subheadings in your outline
to follow your research
discoveries.
Making a Rough Draft of the Report

• Now, based on your outline and research papers, start to write your
report.
• In making your report, never submit the first draft as a final copy.
• Revising and rewriting can improve your report.
Guidelines to be followed while writing report
• 1. Open-minded attitude:
• To conduct valid research, report theories that are supported by facts.
• If opinions or biases are given, they should be shown as such and should not be
given the weight of being factual.
• Otherwise, an entire study loses credibility.
• Such research reporting is considered unprofessional and should not be done.
• If you hide facts or problems in trying to prove your point, most readers will
become suspicious of your one-sidedness.
• You will strike your readers as being fair-minded, ethical, and balanced.

• 2. Reporting Opinions: Avoid injecting your own opinions unless there is a good
reason for its being there.
Guidelines to be followed while writing report,
contd..
• 3. Relevance vs. Irrelevance: Do not include irrelevant materials even they
are interesting.
• Decision on the relevance can be taken comparing it with the outline.
• 4. Plagiarism: You can copy someone’s writing if you acknowledge it or you
can paraphrase.
• There are laws against plagiarism.
• 5. Tone: Avoid writing up or down.
• Make your report understandable and logical.
• If you use technical term, explain it.
• Tone of your report should suit to your objective.
• To make sure that it is, always keep your reader in mind.
Guidelines to be followed while writing report,
contd..
• 6. Definitions: Define all terms that may not be understandable to readers
of the report.
• A term should be defined the first time it is used.
• 7. Formal vs. Informal Tone: Business today is often adopting an informal
tone in reports by using first and second person form, saying, “We found
that…”, or “You will note…”
• However, formal business reports are written in the impersonal, third
person form.
• In other words, formal reports do not use, I, me, we, our, you, your, yours.
• Instead of saying, “We found that…”, the report would read, “It was found
that…”
Guidelines to be followed while writing report,
contd..
• 8. The “Breezy” Writing Tone (Avoid it): In business communications,
do not use the breezy writing style that you frequently find in
bulletins and newsletters distributed among people who are well
acquainted.
• The tone of such writing may be appreciated and accepted within
some small groups, but this style can be deadly in business writing.
Guidelines to be followed while writing report, contd..

• 9. Sexism in Writing (Avoid it): In your writing, be certain to treat men and women impersonally in regard to
occupation, marital status, physical abilities, attitudes, interests, and so on.
• Depending on the requirements of your subject, avoid attributing particular characteristics to either sex;
instead, let your writing convey that one’s abilities and achievements are not limited by gender.
• Your text should support the fact that both sexes play equally important roles in all facets of life and that
activities on all levels are open to both men and women alike.
Guidelines to be followed while writing report,
contd..
• 10. Tense: Do not slip from present to past tense in writing the report.
• Some writers favor using past tense, such as, “This survey revealed that…” But
use of the present tense throughout the report might make information seem
more alive and current.
• Whichever for is selected, be consistent.
• 11. Sentence length: Short sentences are recommended.
• However, do not make sentences so short that they sound childish.
• The recommended average sentence length is 15 to 20 words.
• 12. Graphics and Visuals: Picture is worth a thousand words.
• Graphics should not be set out alone in the report.
• Before each illustration is given, it should be introduced with a summary of its
contents.
Guidelines to be followed while writing report,
contd..
• 13. Documentation: Footnotes: To give credit to those whose ideas are being used and
to document authority for statements made, footnotes and bibliographies are included
as part of a report.
• Documentation – supplying supporting evidence for what you are saying – is also useful
to those who may wish to read further on the subject and would appreciate seeing
additional sources.
• Footnotes are usually placed within a report; a bibliography is placed at the end of the
finished report.
• Footnotes are usually placed at the bottom of the page on which the reference is made.
• In a footnote reference, show the items in this order: a. name of the author(s) or
editor(s); b. title of the book, underlined or printed in italics; c. edition, if other than the
first; d. city of publication; e. name of publisher; f. date of publication; g. and page
number (s) – “p,” for one page, “pp.” for more than one page.
• Example: 3Charls T. Brusaw and others, The Business Writer’s Handbook, 2nd edition
(New York: St. Martin’s Press, 1982), pp. 559-60
Revising Your Rough Draft

• After the first draft of your report is completed, set it aside for a
while, if possible, to let it cool off so you can come back to it totally
fresh. Now is the time to check meticulously for grammar, spelling,
and punctuation.
• Then reread it, checking closely that it follows the outline.
Compiling the Complete Report

• After carefully proofreading and correcting the body of your report,

you are ready to set up the complete report with title page, table of
contents, and so forth.
Major Parts of the Report

• 1. Title Page
• 2. Table of Contents
• 3. Introduction and Summary
• 4. Body of the Report
• 5. Bibliography
• 6. Report Cover
Major Parts of the Report, contd..
• 1. Title Page: It should be attractive. Items should be well spaced and well
balanced for good visual effect.
• Information on the title page should include the title of the report,
person(s) or firm for whom the report was prepared, name of the person
or persons who prepared the report, and the date of submission of the
report.
• 2. Table of Contents: it can be made up from the report outline, but it
should be prepared after the entire report has been written, because some
adjustments in the outline may have been made as writing progressed.
• You may add some sections, combine sections, delete sections, or change
their order.
Major Parts of the Report, contd..
• 3. Introduction and Summary: The person who receives your report wants to know
immediately its main message and the specific parts that are of most interest to that
person.
• The introduction-summary, which is the first part of the report, must give this
information.
• It should explain what the report is about and summarized it, giving the purpose and
major findings.
• From this some readers may see that they need to read the entire report; others may
find that they will need to read only specific sections.

• 4. The Body of the Report: The rough draft of your report, is of course, the body of the
report.
• After preparing the front page of the report, set out this, the main part, always beginning
on a new page.
Major Parts of the Report, contd..
• 5. Documentation: Bibliography: The bibliography is a list of all materials
used for reference in the report.
• The bibliography contains essentially the same information for each entry
as it contained in the footnote, except that the last name of the author is
listed before the first name or initials, and page numbers are not listed.
• Bibliography entries are listed alphabetically by the name of the author.
• When there are more than one author for an entry, the authors after the
first one are listed with first name or initials preceding last name.

• 6. Report Cover: The cover can be an extremely important part of the

report and, for business, should be prepared according to the value of the
material inside.
Minor Parts of the Report

• 1. A list of Illustrations, Charts, or Graphs

• 2. A letter of Transmittal
• 3. Appendix
• 4. Glossary of Terms, and
• 5. Index
Minor Parts of the Report, contd..
• 1. A list of Illustrations, Charts, or Graphs: A separate list of Illustrations,
Charts, or Graphics included if several of these items are in the report.
• This list would immediately follow the table of contents.
• 2. A letter of Transmittal: A short letter of transmittal might be part of any
report, even one prepared for credit as a classroom assignment, and would
usually follow the table of contents or the list of illustrations, if there is
one.
• 3. Appendix: Most short reports do not have appendices, but this section
can hold detailed information considered useful but not essential to the
basic study of the report.
• Here you would include a copy of questionnaire used for a survey, or the
full text of some materials that have been only highlighted in the report.
Minor Parts of the Report, contd..
• 4. Glossary of Terms: The glossary of terms is the last section of a report.,
with the exception of an index if there is one.
• If only a few technical terms are used in the report, they can be defined
within the text of the report itself or with occasional footnotes.
• If there is a large number of terms that will not be easily understood by the
readers of the report, these terms can all be defined in an alphabetized
glossary.
• 5. Index: In an extremely long, detailed report, an alphabetical index might
be prepared to assist readers in locating specific information.
• If there is an index, it is at the end of the report.