IFTM University School of Social Sciences

Department of English
Moradabad
Presentation and Communication Skills
BAJMC -115
Unit 1
Listening is the ability to accurately receive and interpret messages in the communication
process. Listening is key to all effective communication. Without
the ability to listen effectively, messages are easily misunderstood.

The listening process involves five stages: receiving, understanding, evaluating,

remembering, and responding. Active listening is a particular communication technique that
requires the listener to provide feedback on what he or she hears to the speaker.

The Five Stages of The Listening Process

To get you started, here are the steps of listening you can follow:

1. Receiving
It’s another annual employee survey at your workplace. But have you ever thought about
how HR arrives at conclusions? By practicing the stages of listening! The first of these is

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 the receiving stage. HR listens to the employees’ complaints and takes appropriate actions
to resolve the concerns.
And this happens because your HR follows these steps throughout the receiving stage:
 Focuses on what the employee is saying
 Interprets the message with proper context
 Ensures that no information is missed

2. Understanding
‘What would you have done had you been in my place?’ This is a question you must have
heard sometimes with family, friends, or colleagues.
This simple sentence shows the importance of the stages of listening. It is a sign of
desperation on the speaker’s part to make himself understood. It is usually used when the
speaker feels that the listener is not getting what he is trying to convey.
Pose questions to the speaker to make sure you have understood things correctly,
especially in the workplace.

3. Evaluating
The appraisal month is a busy time at workplaces every year. The reporting manager or
HR calls everyone for face-to-face conversations. This is the time when employees can
raise the issues or problems they face in the workplace.
However, have you ever thought about how the manager decides whether an employee is
deserving or not? It is through careful evaluation. That is why all this comes under the
evaluation stage of the listening process.
In this stage, the manager assesses the information about you such as your performance,
team spirit, and the initiatives taken. The manager then determines whether the supporting
points from the speaker, which in this case is the employee, are:
 Well-constructed or muddled
 Prejudiced or impartial
 Valid or invalid

4. Responding
Once you have received, understood, and evaluated the information, it’s time to formulate
a response or give feedback. Don’t be that silent listener in the room who does nothing but
only listens. As Charles Dickens once said, “The worst of all listeners is the one who does
nothing but listens.”
Responding properly will show your interest and involvement in any conversation.
However, that doesn’t mean you have to come up with a smart question or feedback every
time. Even simple verbal cues such as saying ‘yes’ and nonverbal ones like smiling and
nodding your head will do the trick.

5. Remembering
Remembering all the information is crucial among the steps of listening to be able to move
forward in a conversation or take any action. Research shows a high possibility of
forgetting up to half of what we hear within the first eight hours of listening to it.
We can develop memory capability by using the information at the earliest or by relating it
to a context or previous conversation.

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 Common Barriers to Listening
There are many things that get in the way of listening and you should be aware of these
barriers, many of which are bad habits, in order to become a more effective listener.
Barriers and bad habits to effective listening can include:

 Trying to listen to more than one conversation at a time, this includes having the
television or radio on while attempting to listen to somebody talk; being on the phone to one
person and talking to another person in the same room and also being distracted by some
dominant noise in the immediate environment.
 You find the communicator attractive/unattractive and you pay more attention to how you
feel about the communicator and their physical appearance than to what they are saying.
Perhaps you simply don't like the speaker - you may mentally argue with the speaker and be
fast to criticise, either verbally or in your head.
 You are not interested in the topic/issue being discussed and become bored.
 Not focusing and being easily distracted, fiddling with your hair, fingers, a pen etc. or gazing
out of the window or focusing on objects other than the speaker.
 Feeling unwell or tired, hungry, thirsty or needing to use the toilet.
 Identifying rather than empathising - understanding what you are hearing but not putting
yourself in the shoes of the speaker. As most of us have a lot of internal self-dialogue we
spend a lot of time listening to our own thoughts and feelings - it can be difficult to switch the
focus from 'I' or 'me' to 'them' or 'you'. Effective listening involves opening your mind to the
views of others and attempting to feel empathetic.
 Sympathizing rather than empathising - sympathy is not the same as empathy, you
sympathise when you feel sorry for the experiences of another, to empathise is to put yourself
in the position of the other person.
 You are prejudiced or biased by race, gender, age, religion, accent, and/or past experiences.
 You have preconceived ideas or bias - effective listening includes being open-minded to
the ideas and opinions of others, this does not mean you have to agree but should listen and
attempt to understand.
 You make judgements, thinking, for example that a person is not very bright or is under-
qualified so there is no point listening to what they have to say.
 Previous experiences – we are all influenced by previous experiences in life. We respond to
people based on personal appearances, how initial introductions or welcomes were received
and/or previous interpersonal encounters. If we stereotype a person we become less objective
and therefore less likely to listen effectively.
 Preoccupation - when we have a lot on our minds we can fail to listen to what is being said
as we're too busy concentrating on what we're thinking about. This is particularly true when
we feel stressed or worried about issues.
 Having a Closed Mind - we all have ideals and values that we believe to be correct and it
can be difficult to listen to the views of others that contradict our own opinions. The key to
effective listening and interpersonal skills more generally is the ability to have a truly open
mind - to understand why others think about things differently to you and use this
information to gain a better understanding of the speaker.

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 What are speaking skills?

People believe that effective speaking is a natural talent. Either you have it or you don't. But
this is not true. You can learn different types of speaking skills and become good at it.
You can’t take speaking skills lightly, no matter how talented you are. If you speak with
conviction and passion, it will help the audience relate to you, believe in you, and remember
you.
The question then is: what are speaking skills? They are techniques that enable a speaker to
convey a message effectively.
Speaking skills don’t just involve the use of the right words. Your body language also has a
major role in conveying a message.

Public speaking

Public speaking is giving speech face to face to live audience. However, due to the evolution
of public speaking, it is modern viewed as any form of speaking between an audience and the
speaker. Traditionally, public speaking was considered to be a part of the art of persuasion.

Voice Modulation is when you control or adjust your voice. It’s when you choose to go
louder or softer, faster or slower, dramatic or emotional. Basically, voice modulation means
using your voice and tone to communicate your message more effectively.
Without voice modulation, you would speak in a continuous, monotonous pitch or tone. We
use voice modulation in our daily conversation as well, but the problem is that when we get
up in front of an audience, stage fright dries up our throat and makes it hard for us to
effectively use our tone and pitch.
You might have noticed this. Our voice strains, we struggle to speak up, we may fumble over
words. But with a little bit of practice, you can make voice modulation and tonality your
strongest tools when it comes to communication.

Body Language

What Is Body Language?

Put simply, body language is the unspoken element of communication that we use to reveal
our true feelings and emotions.

It's the relaxed facial expression that breaks out into a genuine smile – with mouth upturned
and eyes wrinkled. It can be a tilt of the head that shows you're listening, sitting or standing
upright to convey interest, or directing attention with hand gestures. It can also be taking care
to avoid a defensive, arms-crossed posture, or restlessly tapping your feet.

When you can "read" signs like these, you can understand the complete message of what
someone is telling you. You'll be more aware of people's reactions to what you say and do.

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And you'll be able to adjust your body language to appear more positive, engaging, and
approachable.

Unit 2

Written communication
Written communication skills are those necessary to get your point across in writing.
While they share many of the same features as verbal communication skills, there are
some important differences. Where verbal communication uses body language and tone of
voice to express meaning and tone, written communication relies on grammar, punctuation
and word choice. Developing written communication skills requires practice and fine
attention to detail.
In professional settings, great written communication skills are made up of five key
elements. Look at some examples of each of these elements below:

Clarity
Clarity helps your reader understand what you are saying or, at least, understand enough
to know what questions they need to ask for further clarification. Clarity comes from
writing in simple language and sticking to concrete, specific information:

Example: "We are implementing a new late policy to ensure that all employees can
confidently rely on our agreed-upon schedule. See the details of the new policy below. If
you have any questions, you may direct them to the head of human resources.”

The above example gets to the goal of the message right away, touches on the intention
behind the policy change, and provides explicit steps to follow in case a reader needs
further clarification.

Conciseness
It’s important to get to your point quickly and efficiently. Include only the details that are
necessary to communicate your point:

Example: “After reviewing the articles you’ve written for us, I’ve concluded that you are
one of the most talented writers on our team.”

Concise writing, like that in the above example, helps maintain clarity by avoiding
unnecessary details or overly complicated sentence structures. It also lends more
confidence to your writing.

Tone
Tone refers to the “voice” of your writing. In business writing, your tone should be one of
professionalism blended with varying degrees of formality and friendliness:

Example: “Thank you for sending this over. I highlighted a few inaccuracies found in this
report and attached the latest numbers from our accounting department. Please get the
revised report back to me by Friday afternoon. If you have any questions, feel free to ask.”

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Even while communicating negative news, such as pointing out mistakes, avoid
accusations or language that might make the reader feel singled out. You also want to be
specific. Rather than saying, “This report is wrong,” identify exactly what you’re asking
for.

Active voice
Active voice is typically more accessible and easier to follow for readers than passive
voice. Active voice helps a sentence flow better and allows the reader to move through
your writing at a quicker pace. Complex, passive voice has its place in other forms of
writing, but it slows the reader down in professional communication.

Example: “All department heads have reviewed the proposal.”

Grammar and punctuation

How much you pay attention to precise grammar and punctuation will depend on how
formal the writing needs to be. However, even in informal writing, grammar and
punctuation are important for ensuring that your point is getting across.

Example: “The initial guide identifies the scope and framework of the project, breaks it
down into milestones, and provides criteria for tracking progress and measuring
outcomes.”

Without correct use of commas, articles, prepositions, verb tense and other basic grammar,
the sentence above would be difficult to understand.

Types of Written Communication

There are two main types of communication: oral and written. Written communication
involves any type of message that makes use of the written word. Written communication
is the most important and the most effective of any mode of business communication.

Some of the various forms of written communications that are used internally for business
operations include:

Memos
Reports
Bulletins
Job descriptions
Employee manuals
Emails
Instant messages
Examples of written communications generally used with clients or other businesses
include:

Email
Internet websites
Letters
Proposals
Telegrams
Faxes

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Postcards
Contracts
Advertisements
Brochures
News releases

Structure and layout of business letters

Developing a simple framework for your writing before you start can save considerable
time and will prevent the text from meandering.

You will often be able to use the titles of the main sections as headings and subheadings
within the text since these help the reader to navigate through the piece. However, even if
the section titles are not desired in the finished piece, they still help you as author to
structure your writing to the desired framework.

There is no one set structure or framework that covers all possible forms of written
communication, except perhaps that writing should start with an introduction and finish
with a conclusion. There are however many examples of structures for different forms of
writing available on the web and within study guides.
The structure of a business letter

Whenever you need to communicate with another company or share important news,
business letters can present your message in a classic, polished style. Unlike internal
memos, business letters are usually written from one company to another, which is why
they’re so formal and structured. However, letters are also quite versatile, as they can be
used for official requests, announcements, cover letters, and much more.

Despite the formality, letters can still have a friendly tone, especially because they include
brief introductions before getting to the main point. Regardless of the tone you use in your
letter, your writing should remain concise, clear, and easy to read.
The business letter’s precise structure is crucial to its look and readability. As you write
your letter, you can follow the structure below to create an effective document.

Opening: Include your mailing address, the full date (for example, July 30, 2017), and the
recipient’s name, company, and address. Skip one line between your address, the date, and
your recipient’s information. Don’t add your address if you’re using letterhead that
already contains it.
Salutation: Address the recipient using “Dear,” along with their title and last name, such
as “Dear Mr. Collins” or “Dear Director Kinkade.” If you don’t know the recipient’s
gender, use their full name, such as “Dear Taylor Dean.” Finally, be sure to add a colon to
the end of the salutation.
Body: In the first paragraph, introduce yourself and the main point of your letter.
Following paragraphs should go into the details of your main point, while your final
paragraph should restate the letter’s purpose and provide a call to action, if necessary.
Closing: Recommended formal closings include “Sincerely” or “Yours truly.” For a more
personal closing, consider using “Cordially” or “Best regards.” Regardless of what you
choose, add a comma to the end of it.
Signature: Skip four lines after the closing and type your name. Skip another line and type
your job title and company name. If you’re submitting a hard copy, sign your name in the
empty space using blue or black ink.

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Enclosures: If you’re including documents with this letter, list them here.
Another important part of the structure is the layout, which determines how the text is
formatted. The most common layout for a business letter is known as block format, which
keeps all text left-justified and single spaced, except for double spaces between the
paragraphs. This layout keeps the letter looking clean and easy to read.

Revision
As stated in Business Writing Essentials, revision is a crucial part of writing. Review your
letter to keep it concise, and proofread it for spelling and grammar errors. Once you’re
finished writing, ask someone to read your letter and give you feedback, as they can spot
errors you may have missed. Also make sure any enclosures are attached to your
document and that any hard copies are signed.

After revising the content, consider the appearance of your letter. If you’re printing a hard
copy, be sure to use quality paper. Also try using letterhead to give your document a more
official look.

Sales letter
Sales Correspondence
Sales Correspondence is a written communication between two parties with the motive of
sales. A sales letter is a form of sale correspondence. It is a letter that tries to sell a
product. Sales letters are an effective way to communicate with clients.

It may target a specific group to grab their attention. It is like a salesman discussing the
purpose but in the form of a letter. A sales letter can be general or particular in nature.
Objectives and Advantages of Sales Letter
Objectives of Sales Letter
A sales letter aims at reaching the reader to purchase the product.
Introduction and marketing of new products and services.
To reach potential customers.
Expansion of the market.
Advantages of Sales Letter
A sales letter is less expensive.
Reach a client where a salesman cannot.
Reach a number of clients all at the same time.
Ease of understanding and availability of full details.
More convenient, efficient, and comprehensive.
Elements and Format of Sales Letter
Elements of Sales Letter
Headline: Here the writer wants to grab the reader’s attention toward the main purpose of
the letter.

Introduction: It is the introductory paragraph. Introduction in the sales letter provides the
details of the product or the service. It also provides the reader with the cost, quality,
saving and other related information.

Body: Here the writer builds his credibility. The writers provide with the worth of the
product, its difference from other similar products, a list of satisfied customers, terms of
contract etc.

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Call to Action: In this section, the writer asks for the reader’s response and can express the
gratitude. It also includes various details like warranty, discount etc.
Writing Tips for Writing Sales Letter
Introduce the ideas in a way that compels the reader to take a positive action.
Introduce yourself and the product well.
Be clear in what you are offering.
Choose your words as per the targeted audience.
Always use a headline.
Make the first sentence of each paragraph count.
Use of font styles, font sizes, bullets, and numbering etc.
Use relevant statement showing the credibility of the product.
Suitable closing sentences.
Correct use of salutation.
Proper and complete details of the product and availability.
Always ask for attention, build interest, desire, and call of action.
Have a simple and convincing tone.
Avoid creating confusion and uncertainty.
Avoid being clever and funny.
Include your name, signature, and other contact details.
Do not use fancy words or slangs.
Always revise and edit the letter.
Types of Sales Letters
A sales letter has a specific purpose to meet. The various purposes can be the introduction
of a new product or service, availing new offers, selling incentive etc. Let us discuss some
of them here.

Introductory
This type of letter is written to a customer or a consumer to introduce to the company or a
product. It also explains how readers will get benefit from the product or the service. It
must grab people’s attention, build their interest and call to action.

Product Update
As the name suggests, this type of letter is to describe the benefits of new products over
older ones. Other details like a limited period to purchase and discount can also be
included.

Selling Incentive
It promotes existing products among current customers. This type of letter must build
some excitement among the reader to buy the product.

Thank You
A sender writes this letter to thank the customers to be a part of the business. It shows the
value of the customer. A brief mention is given on the availability of product for the
customer.

Holiday Celebration
This letter gives a chance to offer a product as a gift for customers. It also shows the
discounts and the offers limited to the holiday celebration.

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Invitation
It is an invitation to the customers for any celebration. This helps the customers to feel
important.

Lost Customer
This type of letter is for the customers who have not been too active recently. It helps the
organization to bind with them and offers them good deals.

Claim letter

Claim means asking for compensation; a letter of claim is used to ask for compensation
due to unsatisfactory work or products delivered by the company. A claim could be made
on getting inappropriate stuff that you contracted, in all these situations or any other
situation which falls under this scenario can be a reason of a letter of claim. An
organization or a company can claim for the required work that was done properly. A
letter of claim is a formal letter with a serious tone; it also could be a persuasive letter as it
makes the reader believe that the performance or work done by you were not up to the
mark.

Commonly a letter of claim is used as a first step that further leads to a legal process of a
claim or a personal injury. Such a letter is also used to inform someone for a breach of a
contract, for a wrong work of partially unsatisfactory work or assignment, asking the other
person for a letter of adjustment to justify the situation. A letter of claim can also be
written in case of copyright infringement. This letter should be true in its nature and its
facts. Letter should be specifically to the point about the subject and should avoid all the
unnecessary details.

Claimant (a person who asks for a reimbursement) can attach a copy of original agreement
with the letter as a proof that what he is claim was mentioned at the time of agreement, as
merely mentioning a problem will never be effective and will not pay you back. The
reference against which you are claiming should be strong enough, mention your point in
a firm way. You should address the recipient by his full name and mention the address
properly. Here is a sample of letter of claim is attached with this template for your help
and convenience.

Employment letter

A common form of third-party verification often required by landlords as part of the

rental application process. A letter of employment is signed by an authorized
representative of a prospective tenant's employer, stating that the tenant is currently
employed there and providing basic information about the tenant's employment
arrangement.

Writing memo

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As your small business or organization grows, odds are that you’ll need to write plenty of
short and direct communications to your staff—which means you’ll need to know the
format of a memo.

A memo, or memorandum, is one of the most common forms of business

communication. While there are many types of business letter formats, the format of a
memo is an entirely different animal. A salutation and signature are no longer necessary,
because the point is to convey needed information or communicate a call to action as
quickly and efficiently as possible.

A well-written business letter is made up of seven basic parts, which may include an
enclosures line as needed. The format of a memo is much simpler. You write “Memo” or
“Memorandum” at the top, followed by a To line, a From line, a Date line, a Subject line,
and then the actual body of the message.

Traditionally, you would print out a memo and distribute it to the relevant parties inside
your small business. Today, even if you choose to send your memo as an email message,
using some of the tips in this article will enable you to communicate important
information to colleagues in a way that demonstrates your professionalism and business
communications know-how.

How do you write a memo?

Just as there are many nuances and rules around how to write a business letter, there
are guidelines that you should generally try to follow when writing a memo.

It is best to write in an extremely crisp, to the point, businesslike tone. Memos are often
used for internal company communications. You don’t want to waste your colleagues’
time with niceties or by being overly conversational. Avoid using emotional language—
such as, “I would be happy if everyone took turns cleaning the microwave in the break
room”—because you might rub people the wrong way. The same goes for writing IN ALL
CAPS or using exclamation points, especially if the memorandum is conveying news that
may upset people.

It is always better to be straightforward and to share information as quickly as possible.

The memorandum’s message should start with a declaration of purpose: “I am writing to

inform you….” “The purpose of this memo is to….” Then summarize the information
relevant to the matter at hand. You can close the memo with a call to action, repeating
the request you made at the beginning of the memo.

Make sure to give the grammar and spelling in the memo a thorough check. You don’t
want to turn the office into an impromptu middle school English class. Also choose easy-
to-read fonts such as Times New Roman or Arial.

What is a memo written for?

While the format of a memo should generally stay the same, the tone and content can
change depending on the audience. For example, a memo about organizing a summer

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 picnic for the staff will have a much more cheerful tone than a memorandum informing
everyone that the company has to skip raises due to a decrease in business.

Writing a memo is comparable to jumping up on a desk in the office to tell everyone they
need to do something, so always write a memo with the assumption that anyone could
end up reading it. The subject could range from a reminder to get expense reports
turned in by the end of the month, to the need to make a final sales push before the end
of the quarter. A memo might also go to an outside group, such as customers, if it’s
reporting on a routine matter requiring action, such as bill payments coming due.

What a memo should not be is a report about everything you’re doing. Limit the subject
of the memo to the particular matter at hand that you need people to act on (for
example, “This memo is a reminder that expense reports need to be submitted by the
end of day on Friday.” “I’m writing this memo to inform you that we need some extra
effort from everyone before the end of the month to meet our sales goals.”)

How long should a memo be?

The most important rule when composing a memo is that less is more. You don’t want
your employees or colleagues spending all their time reading your lengthy
memorandums (or even worse, ignoring them). Get to the point quickly, so they can take
the action you are asking of them.

You’re probably headed for trouble if your memo is running longer than a page. If it does
run over one page, it’s best to split the memo by using headings to make it more
digestible. Better yet, ask yourself if the scope of the memo is becoming too broad and
act accordingly.

What is a memo sample?

Here’s an example of what a memo might look like:

MEMORANDUM

To: All Staff

From: Tanya Smith, CEO

Date: July 18, 2018

Subject: NewTech Software Issues

It has come to my attention that many employees are having trouble using our recently
acquired NewTech sales management software because it currently creates duplicate
client entries. Some of you have stopped using the system altogether. We want this
software to help you do your jobs better, not to take up more time. Therefore, it is fine
to hold off using it until we resolve the technical issues with NewTech staff.

Notice

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Notice is a written or printed information or news announcement. Notices are either displayed
at prominent places or published in newspapers/ magazines. It is meant only for a select
group. Since a notice contains a formal announcement or information, its tone and style is
formal and factual. Its language should be simple and formal. Notice is always brief and to
the point.

♦ Important Tips to be followed while writing a Notice

Adhere to the specified word limit of 50 words.

Write the word NOTICE at the top.
Name and place of the school, organisation or office issuing the notice should be mentioned.
Give an appropriate heading.
Write the date of issuing the notice.
Clearly mention the target group (for whom the notice is to be displayed).
Purpose of the notice.
Mention all the relevant details (date, venue, time).
Signature, name and designation of the person issuing the notice.
Put the notice in a box.

NOTICE is always written in a box.

Notice:
Name of the Institution/Organization/Office, Place Suitable Heading

29 June 2012
Contents. The target group for whom the notice is. Date, time, venue and all-important details
and any extra information that is needed (Body of the Notice, 50 words)

Signature
(NAME)
Designation

♦ Marking Scheme of Notice

format title (Notice/Heading/Place/Date/Signature with Name and Designation) 1 mark
Contents
(a) Where?
(b) When
(c) Target group
(d) Agenda
(All within 50 words) 2 marks
ExpressionCoherence, spellings and grammatical accuracy.

Effective email writing

Writing Effective Emails

The average office worker receives around 80 emails each day. With that volume of mail,
individual messages can easily get overlooked. Follow these simple rules to get your emails
noticed and acted upon.

Don't overcommunicate by email.

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Make good use of subject lines.
Keep messages clear and brief.
Be polite.
Check your tone.
Proofread.
1. Don't Overcommunicate by Email
One of the biggest sources of stress at work is the sheer volume of emails that people receive.
So, before you begin writing an email, ask yourself: "Is this really necessary?"

As part of this, you should use the phone or IM to deal with questions that are likely to need
some back-and-forth discussion. Use our Communications Planning Tool to identify the
channels that are best for different types of message.

Also, email is not as secure as you might want it to be, particularly as people may forward
emails without thinking to delete the conversation history. So avoid sharing sensitive or
personal information in an email, and don't write about anything that you, or the subject of
your email, wouldn't like to see plastered on a billboard by your office.

Whenever possible, deliver bad news in person. This helps you to communicate with
empathy, compassion, and understanding, and to make amends if your message has been
taken the wrong way.

2. Make Good Use of Subject Lines

A newspaper headline has two functions: it grabs your attention, and it summarizes the
article, so that you can decide whether to read it or not. The subject line of your email
message should do the same thing.

A blank subject line is more likely to be overlooked or rejected as "spam," so always use a
few well-chosen words to tell the recipient what the email is about.

You may want to include the date in the subject line if your message is one of a regular series
of emails, such as a weekly project report. For a message that needs a response, you might
also want to include a call to action, such as "Please reply by November 7."

A well-written subject line like the one below delivers the most important information,
without the recipient even having to open the email. This serves as a prompt that reminds
recipients about your meeting every time they glance at their inbox.

3. Keep Messages Clear and Brief

Emails, like traditional business letters, need to be clear and concise. Keep your sentences
short and to the point. The body of the email should be direct and informative, and it should
contain all pertinent information. See our article on writing skills for guidance on
communicating clearly in writing.

Unlike traditional letters, however, it costs no more to send several emails than it does to send
just one. So, if you need to communicate with someone about a number of different topics,
consider writing a separate email for each one. This makes your message clearer, and it
allows your correspondent to reply to one topic at a time.

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4. Be Polite
People often think that emails can be less formal than traditional letters. But the messages
you send are a reflection of your own professionalism , values, and attention to detail, so a
certain level of formality is needed.

Unless you're on good terms with someone, avoid informal language, slang, jargon , and
inappropriate abbreviations. Emoticons can be useful for clarifying your intent, but it's best to
use them only with people you know well.

Close your message with "Regards," "Yours sincerely," or "All the best," depending on the
situation.

Recipients may decide to print emails and share them with others, so always be polite.

5. Check the Tone

When we meet people face-to-face, we use the other person's body language , vocal tone, and
facial expressions to assess how they feel. Email robs us of this information, and this means
that we can't tell when people have misunderstood our messages.

Your choice of words, sentence length, punctuation, and capitalization can easily be
misinterpreted without visual and auditory cues. In the first example below, Emma might
think that Harry is frustrated or angry, but, in reality, he feels fine.

6. Proofreading
Finally, before you hit "send," take a moment to review your email for spelling, grammar,
and punctuation mistakes. Your email messages are as much a part of your professional
image as the clothes you wear, so it looks bad to send out a message that contains typos.

As you proofread, pay careful attention to the length of your email. People are more likely to
read short, concise emails than long, rambling ones, so make sure that your emails are as
short as possible, without excluding necessary information.

What are meeting minutes?

They're an official record of the meeting for its participants and a source of information for
teammates who were unable to attend. They are meant to be a permanent written record
for future references about decisions made. It's often useful as a back-up document.

What should you include when writing meeting minutes?

To write effective meeting minutes you should include:

Meeting name and place

Date and time of the meeting
List of meeting participants
Purpose of the meeting
For each agenda items: decisions, action items, and next steps
Next meeting date and place
Documents to be included in the meeting report
Efficiency & pro tips:

Dr.Sarika DubeyPage 15
Type directly on your laptop, so you don't have to retype everything later.
If anything is unclear, speak up and ask for clarification right away, so you won't have to
poke around after the meeting. Don't leave room for ambiguity.
Capture essential points only. Write down the main decisions and action items concisely,
you don't want to miss any. You'll always have time to get back to it when wrapping-up after
the meeting if you wish to add some more details.
8 tips to run effective team meetings: we wrote a dedicated guide to help you run great
team meetings.

Unit 3
Media writing skills,characteristics and feature:

Writing for the media can be difficult, especially for beginners. Practicing the following skills
will help you improve the quality of your work.

Knowledge of AP Style
Most media outlets use AP style—the style established and constantly updated by the
Associated Press—as the foundation for basic news and media writing. AP style provides
consistency in writing across media outlets and publications. You should purchase the latest
edition of the AP stylebook and familiarize yourself with it because you will be required to
write in this manner for messages intended for media outlets. The stylebook is available
both online and in hard copy. In general, AP style has evolved to ensure that media writing
is accurate, impartial, and clear to the audience.

Knowledge of grammar and punctuation

Audiences hold media and strategic communication professionals to a high standard when it
comes to knowledge of grammar and punctuation. To assist you in learning how to write for
the media, here are a few basic grammar and punctuation rules:

Use simple sentences that follow the subject, verb, object order (example: Maria attended
the press conference).
Use active, not passive voice. Active voice helps with clarity and concise writing. (Passive
voice: The press release was completed by Brian. Active voice: Brian completed the press
release.)
Understand word choice and meaning:
affect, effect
its, it’s
they’re, their, there
accept, except
Be aware of comma uses:
Set off modifiers (words or clauses that provide further description)
The publicist, who works for Ogilvy, arrived late to the meeting.
Separate an introductory phrase or word
While studying, I listened to music.
Before a conjunction
I want to go, but I have to study.

Dr.Sarika DubeyPage 16
When writing a series of items (three or more)
She bought shoes, food, and a movie.

Ability to simplify information

As a media or strategic communication professional, you will need to synthesize and make
sense of a great deal of information for your audience, often under a strict deadline. This
takes strategy, good storytelling skills, and the ability to focus on the essential information.
Audiences respond better to information that is presented in a logical order that supports
the overall narrative.

Focus on accuracy and details

When you write for the media, you represent not only your personal brand but also the
broader organization for which you’re producing content. Precise writing and transparency
give newsrooms credibility; misinformation can severely diminish the integrity of the media
outlet. Selecting appropriate sources and verifying information obtained from those
sources, referred to as fact checking, can help minimize inaccurate writing. Accuracy also
means using proper grammar and language appropriate to the audience.

Ensuring accurate reporting and writing can be challenging. Fast-paced media environments
make it tremendously difficult to thoroughly gather information and fact check it in a short
amount of time. For example, in 2013, during coverage of the Boston Marathon bombings,
reports of five additional explosives found in the area were later found to be false. In
addition, the New York Post ran a photo on its front page of two men that it alleged were
the suspects that federal investigators were searching for at the time. The men were
innocent, and while the Post apologized for the error, the men later sued the media outlet
for defamation (Wemple, 2014).

Outstanding attention to detail is necessary in order to catch errors in content, grammar,

and punctuation. Taking the time to slowly review your message will save you from the
consequences of misinformation or careless errors. Similarly, a big part of the writing
process involves editing and revising your work, either by you or by an editor. Few writers
can produce material that cannot be improved or does not need to be altered for style or
content reasons.

Objectivity
Objectivity is one of the principles of journalism, according to the code of ethics of the
Society of Professional Journalists (2014). Media writing should provide well-rounded
analyses and stories that include all major perspectives. If you present one organization’s
point of view, you should also quote one of its competitors or discuss the contrarian
perspective for balance. With the exception of opinion columns and blogs, writers should
not express their personal opinions on a story or event. Instead, they should write
objectively, presenting the facts and leaving it up the audience to decide how to feel about
the information.

Some professionals believe that objective journalism does not exist because humans are
innately biased creatures (Hare, 2013). It is true that a writer’s biases can become apparent
in his or her writing. However, media professionals should aspire to absolute objectivity. To

Dr.Sarika DubeyPage 17
achieve this, it helps to have a third party read your article or message to minimize biased
writing.

Clarity
Media professionals generally write for a large, mainstream audience. Clear and concise
writing makes it easier for a wide variety of groups to understand the core message.
Complex sentence structures and jargon that you might find in traditional academic writing
are not appropriate for diverse populations. Use simple sentences to get your point across.

Articles
An article is a piece of writing written for a large audience. The main motive behind writing
an article is that it should be published in either newspapers or magazines or journals so as
to make some difference to the world.

It may be the topics of interest of the writer or it may be related to some current issues. The
topic can either be serious or not-so-serious; Same goes for its tone and language.

Objectives of Article Writing

An article is written with the following objectives

It brings out the topics or the matter of interest in the limelight

The article provides information on the topics
It offers suggestions and pieces of advice
It influences the readers and urges them to think
The article discusses various stories, persons, locations, rising-issues, and technical
developments
The Format of Article Writing
An article must be organized in a proper way so as to draw the attention of the readers. The
basic outline for an article writing format is

Heading / Title
A line having the writer’s name
Body (the main part of the article, 2 – 3 paragraphs)
Conclusion (Ending paragraph of the article with the opinion or recommendation,
anticipation or an appeal.

Steps for Article Writing Format

 Think of the topic you want to write the article about. Only after you’ve decided your
topic you can go ahead and undertake the further steps in the process one by one:

 Target Audience: Identify the concerning reading group

 Purpose: Find the objective or aim of writing the article
 Collect & Select: Gather as such information as possible. Also, identify the details
that are most significant
 Organize: Arrange the information and the facts in a logical way
Once you’ve taken care of all the Above steps you move forward to the final step- Writing.

Dr.Sarika DubeyPage 18
While writing an article, always use proper grammar, spelling, and proper punctuations
 Use vocabulary skill
 Keep the introduction of the topic catching, interesting, and short
 Discuss the opinion and the matter in an organized and descriptive manner
 Common Mistakes in the Article Writing Format
Now that you know the steps of article writing and the article writing format, the occurrence
of mistakes becomes obvious. Some of the common mistakes are:

 Not using facts or quotes or similar cases

 The language should not be too formal
 The article must be in easy language for better understanding
 The title of the article must be catchy and clearly understandable
 No use of paragraphs
 Expressing personal views is fine but the author must never talk about
himself/herself

Points to Keep in Mind for the Article Writing Format

 The topics of the articles should be unique and relevant

 The article has to get attention
 It has to be interesting
 It has to be easy to read
 The reader is identified

Find the main goal of writing an article. The goal can be anything from providing
information, entertainment, and advice or for comparing, etc.
 The title must be eye-catching, clear, and interesting
 The introduction or the starting paragraph must be highly attentive. Use your
vocabulary skills or try to use some interrogative words for the start
 Use clear statements and make assertions
 Avoid repetition and over the top logic and reasons
 Use the style of paragraph writing and write the contents uniquely and
unambiguously
Avoid using the points which interest you only and not for the general public
Write a good and logical ending.

Editorial in Five Steps (Including Tips for Writing a Killer One)

Writing an editorial is a great way to share your perspective or advocate for a cause to a wide
audience. Effective editorial articles can raise awareness of an issue while also influencing
other people's opinions on that topic. Knowing how to write a strong editorial can allow you
to make your voice heard, generate discussion in your community or take a stance on behalf
of a group. In this article, we discuss what an editorial is, how to write one and tips for
creating a good editorial.

Dr.Sarika DubeyPage 19
What is an editorial?
An editorial is a short essay that shares an individual's opinion on a current event or social
issue. The goal of a good editorial is to persuade the reader to consider your perspective and
change their opinion. Editorials often focus on controversial issues with widely different
viewpoints.

Professors assign editorials in class to determine your skill at persuasive writing, while
writers at newspapers and magazines create editorials to make a claim or create discussion
about their publication. Your editorial should make a clear argument that reflects your stance
and appeals to your audience.

Types of editorials
While the goal of all editorials is to share an opinion and persuade an audience, there are
editorial style variations. The different types depend upon the goal of the article and can be
divided into four categories:

Interpretive: An interpretive editorial explains and provides background information on an

event or issue. This type of editorial aims to raise awareness and discuss how the topic is
relevant to the reader.

Critical: The critical format focuses on the various causes of a problem and suggests a
solution. For example, you might critique a policy that relates to your issue to advocate for a
specific change.

Persuasive: This type of editorial appeals directly to the reader and encourages them to take
action. The persuasive format focuses on the reader's ability to change a situation by
following your advice.

Praising: A praising editorial shows appreciation for a person or organization based on their
involvement in an issue.
Whether you are writing for a class assignment or a major publication, understanding the goal
of your editorial will help guide your tone and the direction of your argument. After
determining the category of your editorial, you can begin to write confidently to influence an
audience.

Parts of an editorial
Although people write editorials on a wide range of topics, most have the same basic
components. All editorials need a clear stance and details to support that perspective. Good
persuasive articles have the following elements:

 Introduction: The introduction builds a reader's interest in the topic and gives an
overview of the issue.

 Argument: The argument presents your opinion along with reasons why the audience
should agree with you.

 Evidence: The evidence supports your argument with facts, research or anecdotes.

Dr.Sarika DubeyPage 20
 Counterargument: All editorial writers should establish credibility by presenting a fair
review of the perspectives involved. While a praising editorial might be mostly
positive with a brief reference to an issue, a critical editorial needs to address the
opposing perspective directly.

 Refutation: After sharing the counter-argument with a reader, the writer must explain
why that argument is not accurate or relevant. Refuting the counterargument allows
you to promote your point of view while still seeming fair.

 Conclusion: In the final paragraph of your editorial, summarize your point of view
and remind the reader why they should care about this issue.

Story

Story Writing
A story is basically a narrating of real or imaginary events, involving real or
imaginary people. A story needs to be represented in words necessarily. Even images
or moving pictures (movies) can narrate a story. A story is generally designed to
entertain, and/or send a message across.

The length of a written story will depend on the format, whether it is a novel, novella,
short story etc. The length of a story has no bearing to its quality. Take for example
the famous writer Ernest Hemingway. He was once challenged that he could not write
a story in six words. But he delivered his story: “For Sale: Baby shoes, never worn”.

Structure/Format of a Story
While there is no given format as such for story writing, there is a basic structure one
can follow. It helps construct a story in an understandable manner and keeps the flow
of the story.

Beginning: The beginning or the introduction of a story is of essential importance.

This is the part where you can hook the reader and capture their attention. You must
have come across some often used beginnings to stories like, “Once upon a time” or
“A long time ago”. However, you can get more creative and begin your story with
intrigue.
Character Introduction: Your story will depend heavily on how well you write your
characters. To develop your characters, you can use dialogues as well. But you want
to keep the dialogues limited in the shorter format. Also, do not include unnecessary
secondary characters, every character of the story must have a purpose.
Plot: Here is where the actual narration of the story will happen. The events that occur
or the description of the situation will be written in the plot. A plot must always have
a conflict, which is the focus of any story.
Climax/Conclusion: And this is where the story will come to its logical conclusion. If
there is a plot twist, this is where you will include it. Always end your story in an
interesting manner. Also, it is not necessary to give your story a definite ending. A
cliffhanger is another effective tactic.

Letter to the Editor

Dr.Sarika DubeyPage 21
A Letter to the Editor may be written to the editor of a newspaper or a magazine. It is
written to highlight a social issue or problem. It can also be written in order to get it
published in the said medium.
As it is a formal letter, the format has to be followed strictly. Only formal language
can be used i.e. abbreviations and slang language should be avoided.
A letter to the editor is a formal letter and in the examination, students are asked to
write a letter to the editor. Here, we have discussed sample letter to the editor for the
convenience of the students.

Letter to Editor Format.

The format of a letter to the editor of a Newspaper is as follows –
1. Sender’s address: The address and contact details of the sender are written here.
Include email and phone number, if required or if mentioned in the question.
2. Date: The date is written below the sender’s address after Leaving one space or
line.
3. Receiving Editor’s address: The address of the recipient of the mail i.e. the editor is
written here.
4. Subject of the letter: The main purpose of the letter forms the subject. It must be
written in one line. It must convey the matter for which the letter is written.
5. Salutation (Sir / Respected sir / Madam)
6. Body: The matter of the letter is written here. It is divided into 3 paragraphs as
follows -
Paragraph 1: Introduce yourself and the purpose of writing the letter in brief.
Paragraph 2: Give a detail of the matter.
Paragraph 3: Conclude by mentioning what you expect from the editor. (For example,
you may want him to highlight the issue in his newspaper / magazine).
7. Complimentary Closing
8. Sender’s name, signature and designation(if any)

Advertorial
Advertorial is magazine, newspaper or website content that looks and reads like that
publication’s own content but is, in fact, a paid advertisement. Advertorial content
often has the feel of an editorial in that it presents an opinion, but it may also report
on product trends or the results of research studies. Advertorials can also appear in
video form on websites.

The word “advertorial” combines the words “advertisement” and “editorial.”

Film review

The film review is a popular way for critics to assess a film's overall quality and
determine whether or not they think the film is worth recommending.

Here are nine tips on how to write a film review that people will want to read.

 Watch the film at least once.

 Express your opinions and support your criticism.
 Consider your audience.
 Know the Actors' portfolios.

Dr.Sarika DubeyPage 22
  Call out directors, cinematographers, special effects.
 No spoilers!
 Study the professionals.

Unit 4

Audio visual presentation:

Presentation skills

A presentation involves talking in front of a group of people to explain an idea, system,

process, recent performance, forecast, or other topic. The person who does the explaining is
the presenter and may use visual aids to help convey his or her message more effectively.

Or

A presentation is a formal talk to one or more persons that “presents” ideas or information in
a clear, structured way. All presentations have a common objective: they are given in order to
inform, train, persuade or sell”

Audio visual inputs for the presentation:

When attempting to relay a message or idea, it's usually easier and more effective to do so
face-to-face than on paper or via email. That's because written or audio communication alone
has certain limitations that could muddle your message or result in misunderstanding.
Audiovisual communication breaks down the traditional barriers of written communication to
ensure that your audience understands the message easily, resulting in better discussion and
collaboration in business, education and personal applications.

Clarity

One of the main benefits of audiovisual media for communication is clarity. When you send
an email or write a letter, you know the type of tone and mood used in the letter, but it could
come across differently to the receiver. Audiovisual input enables both parties to observe
facial expressions and gesture, hear tones and inflections in the voice and use both audio and
visual cues to clarify each other's meanings and positions.

Speed

Just 100 years ago, communication through written or word-of-mouth correspondence often
took weeks and months. In comparison, today's communication is immediate, with the use of
audiovisual media such as video phones, webcams and face-to-face meetings.

Retention

Audio and visual cues, when combined, increase message retention. According to the United
States Department of Labor, a mere 10 percent of information is retained when presented
only orally and only 35 percent of information is retained when presented only visually. But

Dr.Sarika DubeyPage 23
when audio and visual tools are combined to present a message or idea, 65 percent of that
information is retained. Presentation software and video conferencing can be effective tools
in meetings and lectures because your audience receives and processes the information more
effectively than it would with more traditional approaches.

Media

By adding videos, visual aids and sound clips to your presentation, you create a multimedia
experience. This helps your communication become more engaging to the audience using a
variety of media, from mp3s to video footage to still-image slideshows and online social
media.

The Importance of Creating Effective Visual Aids in the Workplace:

As the modern workplace becomes increasingly collaborative, effective communication will

become more important. This includes not only informal communication between coworkers
but also formal presentations to large audiences. Because the ability to interact one-on-one is
greatly reduced in large presentations, the use of tools such as visual aids can be very helpful
in making sure everyone is on the same page and that they remain engaged and retai the
information delivered.

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Dr.Sarika DubeyPage 24
Kay Ireland

Business communication involves more than letters.

When attempting to relay a message or idea, it's usually easier and more effective to do so
face-to-face than on paper or via email. That's because written or audio communication alone
has certain limitations that could muddle your message or result in misunderstanding.
Audiovisual communication breaks down the traditional barriers of written communication to
ensure that your audience understands the message easily, resulting in better discussion and
collaboration in business, education and personal applications.

Clarity
One of the main benefits of audiovisual media for communication is clarity. When you send
an email or write a letter, you know the type of tone and mood used in the letter, but it could
come across differently to the receiver. Audiovisual input enables both parties to observe
facial expressions and gesture, hear tones and inflections in the voice and use both audio and
visual cues to clarify each other's meanings and positions.

Speed
Just 100 years ago, communication through written or word-of-mouth correspondence often
took weeks and months. In comparison, today's communication is immediate, with the use of
audiovisual media such as video phones, webcams and face-to-face meetings.

Retention
Audio and visual cues, when combined, increase message retention. According to the United
States Department of Labor, a mere 10 percent of information is retained when presented
only orally and only 35 percent of information is retained when presented only visually. But
when audio and visual tools are combined to present a message or idea, 65 percent of that
information is retained. Presentation software and video conferencing can be effective tools
in meetings and lectures because your audience receives and processes the information more
effectively than it would with more traditional approaches.

Media
By adding videos, visual aids and sound clips to your presentation, you create a multimedia
experience. This helps your communication become more engaging to the audience using a
variety of media, from mp3s to video footage to still-image slideshows and online social
media.

Visual aids can be beneficial in presentations.

As the modern workplace becomes increasingly collaborative, effective communication will
become more important. This includes not only informal communication between coworkers
but also formal presentations to large audiences. Because the ability to interact one-on-one is
greatly reduced in large presentations, the use of tools such as visual aids can be very helpful

Dr.Sarika DubeyPage 25
in making sure everyone is on the same page and that they remain engaged and retai the
information delivered.

Maintaining Interest
Many presentations in a business setting are far from exciting. Nevertheless, the information
presented is often very important, meaning that it is key to maintain interest even while
delivering the driest data. Visual aids can help keep an audience engaged by providing a
splash of color to break up the monotony of rows and rows of black text.

Retention of Information
If information is important enough to present, it is important enough to remember.
Unfortunately, much of what is communicated orally is forgotten after a relatively short
period of time. According to the U.S. Department of Labor, people remember 65 percent of
what they learn through a combination of oral and visual communication, only 10 percent of
what they learn through purely oral communication and 35 percent of what they learn from
purely visual means.

MCQ
Multiple Choice Questions & Answers (MCQs) focuses on “Types of Listening”.

1. Listening means to respond to advice or request.

a) True
b) False
View Answer

Answer: a

2. Which of these is not a step in the listening process?

a) To stop talking
b) Receiving
c) Misinterpreting
d) Responding
View Answer

Answer: c

3. Which of these is the first step in the listening process?

a) Stop talking
b) Receiving
c) Interpreting
d) Responding
View Answer

Answer: a

4. Which of these is the third step in the listening process?

a) Stop talking
b) Interpreting

Dr.Sarika DubeyPage 26
c) Responding
d) Receiving
View Answer

Answer: b

5. _______ is the last step of the listening process.

a) Receiving
b) Interpreting
c) Responding
d) Stop talking
View Answer

Answer: c

6. Hearing means perceiving with ears.

a) True
b) False
View Answer

Answer: a

7. Which of these is not a type of listening?

a) Appreciative listening
b) Superficial listening
c) Focused listening
d) Musical listening
View Answer

Answer: d

8. Which of these types of listening lacks depth?

a) Appreciative listening
b) Superficial listening
c) Focused listening
d) Evaluative listening
View Answer

Answer: b

9. In which of these types of listening, does the listener feel grateful?

a) Superficial listening
b) Attentive listening
c) Appreciative listening
d) Evaluative listening
View Answer

Answer: c

10. A ______ speaker looks into the eyes of the audience.

Dr.Sarika DubeyPage 27
a) confident
b) impatient
c) rude
d) impolite
View Answer

Answer: a

11.Which of these may convey arrogance ?

a) Jointed finger tips
b) A shoulder shrug
c) A pointed finger
d) Hands swinging loosely
View Answer

Answer: a

12.A pointed finger may be a gesture of accusation.

a) True
b) False
View Answer

Answer: a

13.The tone of the speaker should be _____

a) loud
b) clear
c) low
d) soft
View Answer

Answer: b

14.. During practice, by how much should the speech be lengthened?

a) 2 to 5 %
b) 6 to 10 %
c) 7 to 11 %
d) 9 to 13 %
View Answer

Answer: a

15.A speech must be prepared with _______ in mind.

a) the result
b) praise
c) an audience
d) admiration
View Answer

Answer: c

Dr.Sarika DubeyPage 28
16.. A speech must advance _____
a) dishonesty
b) truth
c) aggressiveness
d) negativity
View Answer

Answer: b

17.Which of these is important in having mutual understanding with colleagues?

a) Effective listening
b) Speaking
c) Talking
d) Writing
View Answer

Answer: a

18.Which of these does not enhance listening skills?

a) Attention
b) Frankness
c) Clear perception
d) Ignoring
View Answer

Answer: d

19.Which of these is not a medium for e-mail?

a) Intranet
b) Internet
c) Extranet
d) Paper
View Answer

Answer: d

20.Which of these is the easiest way of communication?

a) E-mail
b) Telephone
c) Fax
d) Letter
View Answer

Answer: a

21.Which of these should be avoided in an E-mail?

a) Wrong E-mail address
b) Subject line
c) Smileys

Dr.Sarika DubeyPage 29
d) Re-reading
View Answer

Answer: a

22.Which of these is the most important tool of communication?

a) Body language
b) Gestures
c) Language
d) Posture
View Answer

Answer: c

23.Which of these must be avoided in any presentation?

a) Proper grammar
b) Complex words
c) Short sentences
d) Clear voice
View Answer

Answer: b

24.Oral presentations are an integral part of an career.

a) True
b) False
View Answer

Answer: a

25.Which of these is not important in an oral presentation?

a) Words
b) Body language
c) Gestures
d) The number of people as audience
View Answer

Answer: d

26.Which of these is the best way to establish a proper rapport with audience?
a) Pointing a finger
b) Making eye contact
c) Waving your hands
d) Standing erect
View Answer

Answer: b

27.In an oral presentation, the speaker should not _____

a) panic

Dr.Sarika DubeyPage 30
b) pause
c) make eye contact
d) inspire
View Answer

Answer: a

28.Which of these is a sign of under confidence?

a) Speaking and naturally shifting your eyes around
b) Transfixed on one face
c) Pointing your finger
d) Using your hands
View Answer

Answer: b

29.Which of these is the best pace to utter a speech?

a) 50 words per minute
b) 150 words per minute
c) 200 words per minute
d) 250 words per minute
View Answer

Answer: b

30.A speaker must know the kind of audience he is likely to have.

a) True
b) False
View Answer

Answer: a

Dr.Sarika DubeyPage 31