BUSINESS

COMMUNICATION
CHAPTER 3: EFFECTIVE COMMUNICATION STRATEGIES IN THE
BUSINESS ENVIRONMENT

NEHA MUNGAL
 CHAPTER OUTCOMES

AFTER STUDYING THIS CHAPTER, YOU SHOULD BE ABLE TO:

• Understand how to write effective messages in business communication

• Explain the term Business English
• Know when and which visual enhancement to add to a message
• Effectively use electronic media
• Understand how to deliver a message effectively
• Write persuasive messages in the workplace
 EFFECTIVE WRITTEN MESSAGES IN
BUSINESS COMMUNICATION
In business writing, it is important to keep in mind who the audience is and remember to
write formally and correctly. Business writing aims to send out a direct message with a
strategic goal in mind. When writing for business, your sentences must be simple and
language easy to understand. These are quite important as business communication might
take place globally and the audience might be from different cultures.

THE FOLLOWING POINTS SHOULD BE CONSIDERED WHEN WRITING FOR BUSINESS PURPOSES.

• Business writing should be concise and easy to read.

• The audience is both specific and varied.
• The audience is diverse and can be non-Native English speakers. Clear messages are
important.
• Focus on plain language, short sentences and paragraphs.
• Remember that the purpose is to inform or persuade and the message must maintain
credibility.
 EFFECTIVE USE OF ELECTRONIC MEDIA
The use of electronic media communication has developed rapidly and it has become the most common
way to communicate in the workplace.

THE FOLLOWING GUIDELINES FOR PREPARING EMAIL MESSAGES FOR EFFECTIVE COMMUNICATION:

• Send to single or multiple addresses

• Provide a useful subject line

• Restate the subject in the body of the message

• Focus on a single topic directed toward the receiver’s needs

• Sequence your ideas based on the anticipated reader reaction

• As far as possible, avoid jargon, technical words and shortened terms

• Use graphics for emphasis

• Revise your email before sending

In the workplace, when you respond to emails within 24 hours, you can create an open, honest and
cooperative work environment. Do not address an email requesting general action to more than one person
if an individual response is expected. Avoid sending formatted documents as it might be unreadable on
some computers.
 EFFECTIVE DELIVERING OF MESSAGES

Messages can either mean good news or bad news.

• The advantage of writing a deductive message is that the first sentence
is easy to write, and the rest of the content flows easily. The first sentence
attracts attention and puts the audience in the right frame of mind.
• While a deductive style is best suited for good news. This style consist of
an opening, a body and a conclusion. An inductive style works best when
communicating negative messaging.
 COMPONENTS OF WRITING A BAD-
NEWS MESSAGE
TO DEVELOP AND WRITE AN EFFECTIVE BAD NEWS MESSAGE IN AN INDUCTIVE WAY
THE FOLLOWING FIVE STEPS CAN BE USED AS THE KEY COMPONENTS WHEN
WRITING A BAD-NEWS MESSAGE:

1. Write an introductory paragraph: Begin with a neutral idea that leads to refusal or
bad news
2. Write an explanation: Present the facts, analysis, and reasons for refusal or bad news
3. State the actual bad news: State the bad news using positive tone and de-emphasis
techniques
4. Offer a counter proposal or a “silver lining” when it is possible
5. Write the closing paragraph: Closes with ideas that shift focus away from refusal or
bad news, and indicates continuing relationship with the receiver
 EFFECTIVE PERSUASIVE MESSAGES
Persuasion can take place through verbal or written communication. For now, our focus is on
the written form. Planning before writing is key.
Start by reflecting on the product or service or idea. Gather information and compare the
product, service or idea with others. Establish concrete answers for questions like, what will
the product, service, or idea do for the reader(s)? What are its superior features? How is
the product or service different from its competition? How is the proposed idea superior to
other viable alternatives? Or lastly, what is the cost to the receiver?
GUIDELINES TO WRITE PERSUASIVE MESSAGES:

• Keep paragraphs short

• Use concrete nouns and verbs
• Use specific language
• Let the readers have the spotlight
• Stress a central selling-point or appeal
The layout of a persuasive message written in the inductive format, whether written or
verbal, must consist of attention, interest, desire and action.
 WRITE EFFECTIVE PERSUASIVE REQUESTS
WITHIN THE ORGANISATION
• Persuasive requests in business communication can either be a claim request or a special
favour. The purpose of a claim request or a special favour is to get a favourable
response. A successful response, however will only take place after the communicator
creates a message and persuade the receiver to take action and receive the desired
feedback.
• A deductive approach is used in persuasive situations, the chances of getting cooperation
are minimal.
• Requesting information is a day-to-day occurrence in the workplace. Even if the action is
small or indirect, the message needs be evident to receive a response. Many routine
messages are sent out internally in a workplace. Some can be written in a more light-
hearted or entertaining manner and can include visuals and can still be professional. An
example of a persuasive message written in a business context is a request written by the
sales department.
• Another example in the workplace where persuasive letter or emails are written, is when
an employee is motivating his or her manager for a promotion.
 CONCLUSION

This chapter explained effective communication using Business English. We

discussed the importance of preparing and revising a draft before
communicating to the audience. We highlighted the effective use of
electronic media and described effective communication strategies for
delivering messages, containing good and bad news. Lastly, we explained
effective persuasive messages in the workplace.
 BUSINESS
COMMUNICATION
CHAPTER 4

NEHA MUNGAL
 CHAPTER OUTCOMES

• Explain the importance of being able to communicate with people from

other cultures
• Explain the term cultural diversity
• Demonstrate how to communicate in a business environment with different
cultures using a written format
• Explain how communication in the workplace should take place in a
verbal format within a culturally-diverse set-up
 The presence of a variety of cultural groups or different cultures
within a particular society/organisation. It encompasses
differences in customs, languages, beliefs, values, and practices
The vast cultural differences such
that exist among people from various cultural backgrounds.
as language, expressions, customs,
Cultural diversity can be seen as a positive and enriching aspect
values, and religion increase the
of society, as it can lead to a broader range of perspectives,
complexity of the communication
experiences, and ideas.
process.

CULTURAL
CROSS-CULTURAL refers to
interaction and recognition of
DIVERSITY
differences through limited
Intercultural refers to the
understanding.
interactions, relationships,
or communication that
occur between
It is important to fully understand cultures individuals or groups
when communicating with others. from different cultures. It
encompasses the
Language barriers, accents and the use of exchange of ideas,
jargon are challenging and without effective customs, values, beliefs,
listening skills, these can result in confusion, and practices between
misunderstandings and even conflict at the people who have diverse
workplace. cultural backgrounds.
 COMMUNICATING WITH DIFFERENT
CULTURES IN WRITTEN
COMMUNICATION
• Considering potential culture and cultural differences between the sender
and the receiver is critical, even when communicating in written form.
• Certain words, terms, jargon and expressions might be misinterpreted. It is
best to keep the language uncomplicated and professional.
• It might be useful to write in a simple format and to use short words that
allow quick reading and easy understanding across all written platforms.
• Message expectations and social conventions differ from culture to culture.
• The sender of the message must adapt the message depending on the
audience (receiver).
 COMMUNICATING WITH DIFFERENT
CULTURES IN VERBAL COMMUNICATION
• It is important to keep an open mind, have some kind of knowledge of people’s cultural background,
practise active listening, be mindful of unintentional non-verbal communication that goes along with the
verbal communication, and lastly maintain a personal touch.

• Communicators should not assume that the listener will understand the message.

• It is important to maintain etiquette. If there is time before communicating with the target market, it
might be useful to research the culture and learn the unique formalities.

• Avoid the use of slang. Not only is this form of language not appropriate in a business environment, but
it can cause confusion and misunderstanding amongst different cultures and could even be offensive.

• Ensure that a common language spoken amongst the sender and receiver might either not be either
party’s first language or they might have difference accents, therefore it is important to speak slowly.

• In the workplace, communication is generally seen as more formal and as such care must be taken when
using humour. It can come across as unprofessional or can simply be misunderstood.

• Lastly, for effective cross cultural business communication both parties must feel comfortable, respected,
listened to and appreciated. This way, the sender will receive the necessary feedback correctly.
 CONCLUSION

• This chapter explained the relationship between communication and

culture. We discussed the importance of being culturally mindful when
communicating verbally and in written form in the workplace. This is
particularly important considering the global expansion of many
businesses, which bring together a culturally diverse workforce. It is
extremely important for organisations to learn how to communicate
respectfully with their internal and external stakeholders.