Business communication

Business Communication - Concept of Communication
Taught Lecture 1 - by Zainab H. Dehgamwala
FYBMS Sydenham College of Commerce and Economics
Content
• The concept of communication
• Characteristics of human communication
• Encoding and decoding
• Two way communication process
• Types of communication
• Definitions of business communication
• Process and importance of feedback
• Feedback in business communication
• How to achieve effective communication
• Importance of effective communication
• Communication revolution
• Reasons for communication in business
Human beings cannot live in a society without communication
The concept of communication
• The English word ‘communication’ is derived from the Latin term ‘communis’ which means
‘to make common, to transmit, to impart’.
• When a message is sent out it becomes communication only when it is understood,
acknowledged, reacted to or replied to by the receiver.
• Communication need not be only by words (spoken or written), but can be by actions, body
language, dress, gestures, secret codes, signals, facial expressions and even by silence. It
could also be unconscious or accidental.
• Body language
• E.g. – folded arms and crossed legs
• Dress
• E.g. – business attire
• Gesture
• E.g. – a warm hand shake
• Facial expression
• E.g. – unpleasantness
Characteristics of human communication
1. Meaning of the message communicated depends on the social and cultural situation in
which it is delivered
– For e.g., PM’s message in peace/at war; manager’s message to workers during
strike; customer service with an unhappy customer during a product recall
2. Communication is an on going process, i.e. people change, situations change.
3. Elements of communication are inter-related and connected.
– For e.g., sender and receiver have some connection or relation – boss and
subordinate; sales person and a customer
4. People who communicate, communicate as a whole
– For e.g., person talking on the phone
5. Communication required a channel/medium
– For e.g., words, actions, gestures, signs, symbols
Encoding and Decoding
• Encoding: when a message is sent out in a code, we call the process encoding.

• Decoding: when the code is deciphered and understood by the receiver, we call it decoding.
• Code: every language is a code. Language is made from words (which are letters (symbols)
arranged in different ways to mean different things).
Two way communication process
The components:
1. Idea/impulse which must arise in the mind of the sender
2. Encoding: formal expression of the idea
3. Decoding: interpretation of the message by the receiver
4. The reaction or response of the receiver to the message
5. Formal expression of the reaction or response from the receiver to the sender – feedback
6. The sender’s interpretation or decoding of the feedback
This completes one round of ‘Communication Cycle’
‘Communication Cycle’
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Types of communication
• Interpersonal communication – communication between persons
• Mass communication – one individual/group to a large number of people. E.g., radio, TV,
newspapers – instruments/means of mass communication
• Business communication – uses interpersonal and mass communication to fulfil business
needs. E.g., communication between boss and officer, advertisement of equity shares in
newspaper
Definitions of business communication
• Communication is the process by which information is transmitted between individuals
and/or organisations so that on understanding response results – Peter Little
• It is a two way process, involving the sending and the receipt of a message and that one
major criterion in the judgement of the success of a communication exercise is whether the
receiver actually receiver what the transmitter thinks he or she has transmitted – Tony
Dawson
The process and importance of feedback
• When the receiver of a communication sends a response/reply to the message to the sender
it is called ‘feedback’
• It is an indication of the successful transmission of the message
• It is one of the best ways of improving communication for it enables the sender to find out
defects and weak points of his communication
• Positive feedback and negative feedback
• If there is no trust then giving and receiving feedback is a futile exercise
• Feedback can be immediate or delayed
Feedback in business communication
• To find out if customers are satisfied with their goods and services – to improve efficiency
and production
• Business feedback through – reports, letters, interviews, surveys, listening, obtaining
suggestions, for e.g.,
– Internal communication – reason for attrition

– External communication – survey of expenditure on advertising in various segments
How to achieve effective communication?
• Business man must know how to communicate without loss of time with his customers,
dealers, government officials, other businessmen
• Managers and supervisors must be able to communicate their orders and instructions in a
clear manner to their subordinates
• Communication revolution – new and speedier mechanical devices and gadgets
• Make use of the new invention in business
Basic principles of effective communication
• Communicate for a purpose
• Compose your message with care
• Compose your message to attract attention
– Intensity
– Change of movement
– Repetition
– Systematic arrangement
• Remove barriers to effective communication
• Study the receiver of your message
• Select your medium with care
• Provide for feedback
• Act promptly on receiving response
The communication revolution
• Sign-making to language speaking to writing
• Printing first bible by Gutenberg with movable types in Mainz in 1437 marked beginning of
communication revolution
• Technological advances have made it possibel for millions to hear and see the same message
at the same time – radio, TV, wireless, submarine cables, satellite, internet
Reasons for communication in business
• This is an age of specialisation. Unless the specialists know how to communicate, their vast
knowledge of a limited field remains unused
• To avoid miscommunication
• To better employee relations, delegation of authority and division of work
• Most of the time in business is spent communicating. If this is not done effectively, it is a
waste of time and money
Business Communication – Objectives of Communication
• The objectives of communication
• The basic objective of all communication is to obtain an understanding response.
Business communication is made for the following objectives:
– Information
– Advice
– Order
– Suggestion
– Persuasion
– Education
– Warning
– Motivation

– Raising morale
– Promoting the image of the enterprise
– Influencing potential customer
– Increasing productivity
– Establishing better relations
Information
• To inform means to give knowledge to another person or group of persons
• Information consists of facts and figures and data that can be arranged in different patterns
as required for different purposes
• Messages that give information contain data on which the conduct of business is based.
• Information can be given orally, in writing or by another system of signs or signals
• Businesses thrive on information
– External - demand for goods and services, competitor knowledge, changing
consumer behaviour, dealing with government rules and regulations, how to effect
economics in production, transport and distribution, how to expand their business,
stock market report, etc.
– Internal – e.g., a list of customers’ names, addresses and contact numbers forms a
customer database. Accounts can use this list to prepare a list of customers who
have not paid their dues. Sales can prepare a list of customers who have not placed
an order with the company since past six months.
• Information needed to secure a position for business in a competitive marke t
• Environment information – geography, climate, PEST analysis
• Internal information – strengths and weaknesses of the company, production and sale
capacity, capital, training, etc.
• External information – sources of credit, availability of raw material, power, government
rules and regulations
• Competitive information – strengths and weaknesses of competitors, past and present
performance
• New development information – latest research, up gradation of products, availability of
substitutes for raw material
Source of information
• Information should be from a reliable source; it should be complete and recent
• Various sources of information:
– Files
– Records
– TV
– Library
– Chambers of commerce
– Exhibitions
– Conferences
– Trade fairs
• Storing and transferring of information – electronic
• Technological development and world wide web have made things complex
• Middlemen – infomediaries – delivering select information, maintaining statistical data,
industry commerce, stocks, financial information
– CRISIL (Credit Rating Information Services of India); GETIT Infomediary (India’s
largest yellow pages provider), SMERA (Small and medium Enterprises Rating
Agency)

Information that a business provides
• External – progress and profitability of the company, products, policies, corporate
responsibility, research activities through direct or indirect advertising in mass media,
seminars, conferences, exhibitions.
• Internal – company’s goals, plans, progress, prospects, working and service conditions,
training and promotion opportunities, benefits, job profiles and assignments through notice
boards, employee handbook, in-house journals, bulletins, periodicals, intranet portal.
Information overload
• Negative
• Delay
• Non-filtration
• Persuasion
• Persuasion means ‘making efforts to change or influence the attitudes and behaviours of
others’.
• The art of getting people to do something that they wouldn’t ordinarily do if u didn’t ask –
Messrs Huseman, Lahiff and Penrose
• It is achieved by skilful appeal to emotions
Persuasion can be used to:
• Make a customer buy a product
• Make subordinates work better
• Suggest a plan or change to superior
• Bring round antagonistic parties
• Make outsiders agree with the ideas of the organisation
• Improve image of the company
Approaches to persuasion
• Do not rush the receiver with your overwhelming arguments. Give hints, suggestions and
allow time
• If the person holds contrary views to yours, try to meet the person half way, do not attempt
to impose
• Find out the topic and/or theme he/she dislikes, avoid it
• Present the matter from the view point of the person you are persuading, so that it sounds
familiar to him/her
• Do not belittle the person, request and appeal whenever possible
Four steps of persuasion
• 1. studying the situation – reason should be clear in the persuader’s mind, chalk out pros
and cons and attitude of the person whom he/she is trying to persuade
• 2. turning the mind of the receiver – overcome resistance towards the message from the
receiver by placing him/her in a receptive frame of mind by
– Agreeing with him/her in some matters
– Compliment his/her intelligence, understanding
– Talking about things he/she likes
– Delaying mentioning unpleasant news
– Speaking from the point of view of the receiver
• 3. delivering the message – in a friendly tone
• 4. promoting action – receiver should be prompted to act on the basis of the message.
• Order and instruction
• An order is a formal assignment of a task
• It is an oral or written communication directing starting, stopping or modification of an

activity
• It is a form of communication by which management directs its employees to achieve
objectives
• An order can be issued only by a supervisor to a subordinate
• Order can be given only when a plan is in place
5W’s and 1H of a good order
• Who
• What
• When
• Where
• Why
• How
• E.g.: Mr. K. Goswamy will be chairing the employee grievance committee from 1st Aug 2010.
He will be operating from the Head Office to address grievances from the employees in HO
and branches in a prompt and fair manner.
Written and oral orders
• Written
– Important matter
– Employee is in a different location
– Copy of the order to be kept for follow up
• Oral
– Urgent in nature
– Employee in same location
– Appraise
Time and tone
• Order should specify the definite time in which the order needs to be carried out
• Tone of the order needs to be authoritative and polite
– ‘type the letter’
– ‘could you please type the letter?’
Instructions
• Instruction is information about how to carry out a process or procedure.
• In most cases it is oral
• Oral instructions can be supplemented with written material and visual material.
• For, e.g., manner in which the filing cabinet is to be arranged; way in which the budget sheet
of the department is updated
• Actually showing how a task is to be performed is called demonstration – this can be part of
the instruction or operation manual of an equipment.
Education and training
• Objective of education through business communication at three levels
• Management – new technological advances, developments in their field – executive mba
• Employees – on the job training, training for succession, representing seniors in meeting,
conferences, seminars. Technical literate, demonstration lectures to shop floor employees.
Induction for new recruits and reorientation for current employees.
• Public – advertising, infomercials, articles in newspapers or journals, informative talks
Motivation
• To motivate means ‘to cause to act’
• It is defined as ‘that inner state that energises, activates or moves and which directs or
channels behaviour towards certain goals’

• Organisation with motivated workers – more production
Motivators
• Money
• Work itself ( job satisfaction)
• Achievement/completion of tasks
• Responsibility
• Promotion
• Growth recognition
• Rewards
• Flexi-time
Motivation and Satisfaction
• Motivation involves the drive and effort made to satisfy a want or to reach a goal
• Satisfaction is the contentment experienced when a want is satisfied
• A satisfied worker can have a low level of motivation
• A dissatisfied worker may be highly motivated and hence might be looking out for better job
opportunities
Use of communication process to increase motivation
• Emotional climate – for motivation.
• By fostering healthy competition, by recognising and publicising achievement
• Setting goals or objectives – inform them about the plan that the management has for them
and the detailed working of it.
• Organisational information – house journals, books, direct talks, training programmes give
out information about the organisation – history, services rendered to society,
compensation and benefits – especially to new and prospective recruits
• Participation in decision making – suggestions should be welcomed. Develops a sense of
belonging.
• Using the influence motive – both should have influence on each other
• Establishing human relations – atmosphere of informality, exchange of views; ease in
communicating orders, admonitions and warnings, encouragement in decision making –
results in less friction
Raising morale
• Morale of workers affects the success of the business and greater productivity
• Internal communications objective is to keep the morale high so that the workers work with
vigour and confidence
• Harmful rumours should be dealt with officially and unofficially with promptness, confidence
and alacrity
• Suggestions for improvement should be taken seriously
• Low morale is generally the lack of confidence in management on account of its poor
communicating skills
• Characteristics of low morale:
– lack of discipline, hard boiled boss, no appreciation/reward for good work done, bad
interpersonal relations, jealousy, laziness, poor salary, nagging, home-sickness, lack
of training or of future prospects
• Low morale results in unfounded rumours about the state of the company and the calibre of
the management usually circulated among the workers.
• An office in which the employees first read the ‘situation vacant’ columns in a newspaper
every morning is said to be suffering from low morale
Management can maintain high morale by

• Maintaining a steady stream of communication between workers, their supervisors and top
executives
• Permitting open discussion of problems affecting the workers and their families
• Employee communication device like house journals, employee round table discussions,
audio visual seminars, employee get-togethers
• Keeping an eye on the grapevine and not letting rumours to spread
• Acting quickly on false rumours of strike, favouritism, lock outs
• Giving a fair hearing to employee grievances and accepting their suggestions, there by giving
them a sense of participation in the management of the company
• Expressing appreciation of good work and rewarding it
• Introducing changes gradually
• Introducing scheme of incentives
• Study morale through
• Informal meetings
• Collect information through supervisors
• Conduct employee satisfaction survey
Appreciation
• To appreciate means to show and express praise for a person’s work
• Appreciation creates good attitude
• It can be oral, written or non-verbal
• Immediate verbal appreciation
• Appreciation at a gathering at a later date
• Bigger achievements -Letter of appreciation; photo and/or announcement on the bulletin
board
Counselling
• Counselling is a specialised form of advice and is practised by specialists
• Persons experts in fields of psychiatry, medicine, law, or other fields, provide advice on
matters related to their fields of specialisation.
• Companies with good employee welfare services provide counselling services to their
employees
• Communication for counselling is oral, face to face and confidential.
Advice
• Manager/supervisor may advise juniors on work and personal matters.
• Advice on work related matters can be given with authority
• Advice on personal matters can be offered only as a suggestion
• Communication for advice is oral, face-to-face, informal and confidential.
Warning
• To warn means to advise/urge the person to be careful, to caution the person of unpleasant
consequences and/or possible danger
• Warning can be given by
– A person who has had a similar experience
– An adviser/expert – e.g. stocks adviser
– A friend/well wisher – e.g. indicating a loss market
– Rival/opponent- e.g. slashing of prices
• Examples of situations where warning needs to be given
– An employee who does not work properly
– Workers’ union who are on strike
– Customer who has not cleared his dues

• Warning is given only after milder methods have failed to achieve results
• At first, an attempt is made by advice, request, instruction, or order, only if these fail, a
warning is given.
• Warning may be given orally or in writing
• It is confidential
• In case of severe disciplinary action like dismissal or strike – warning notice has to be in
writing
Suggestion and suggestion schemes
• To suggest is to put forward an idea as a possibility or as a proposal.
• Suggestion is more subtle than an advice or recommendation
• Suggestion scheme – a formal programme to encourage individual employees to
recommend improvements in the organisation, increase productivity or improve selling.
• Suggestions are generally dropped in a suggestion box
• Awards are given to employees with constructive or helpful suggestions
• Publicity of suggestion scheme to be made through internal channels
• Suggestion cards should be properly designed
• A committee whose task is to scrutinise the suggestions should meet frequently and
decidedly
• Acceptance/rejection of suggestions should be conveyed to employees
• Award and/or recognition to be provided to the employee’s whose suggestion is accepted
• Publicity of the same to be made
Advantages of suggestion scheme
• It is an effective means of upward communication
• Encourages creative and constructive thinking among employees
• Sense of participation in management – improves employer-employee relations
• Draws management attention to unidentified problems
• Brings to notice potential and talented employees
• Valuable feedback to the management and confidence and morale booster for the
employees
• Psychological merit – a complaining employee is changed in to a suggesting employee
Business Communication: Methods of Communication: Non-Verbal Communication
Content
• Methods of communication – Non-verbal
• Importance of non-verbal communication
• Methods of non-verbal communication
• Paralanguage
Non verbal communication
• Includes: All things other than words and language, that can convey meaning
• For example : graphics like pictures, maps, charts, graphs and diagrams in a written
document; body language and voice quality in speech
• Non-verbal can be independent of verbal communication, but verbal communication i s
always accompanied by non-verbal communication
• Non- verbal methods can substitute verbal communication – for example – red for danger,
nod for yes, shaking the head for ‘no’; thumbs up for wishing all the best, etc.
• Inconsistency between verbal and non-verbal occurs when the person is unsure or
uncomfortable of what he/she is communicating

• Non verbal is mostly involuntary and unconscious
Importance of non-verbal methods of communication
• Non-verbal methods have almost instant effect because of quicker grasp by the receiver; it
takes less time to see a colour or a picture or hear a horn/bell than to read or hear and
understand words and sentences. Example of usage – traffic signals
• Visual non-verbal methods aid verbal communication – maps, charts, graphs are necessary
for conveying information or plans related to geography, locations, data and most of the
sciences.
• Response to visuals and plain sounds is more powerful than to language – for example,
response to a cry, tv news than news read from the newspaper
• Best method to convey information to illiterate people – for example, poison/danger
marked with skull and cross bones with warning.
• Non-verbal communication also overcomes the barrier of language.
Methods of non-verbal communication
• Anything that appeals to the senses can be considered as non-verbal communication
• While the taste, smell and touch do contribute to the impression we get of the other person,
the senses of sight and hearing make the more important impressions
• Both visual and aural aspects of non-verbal communication are used consciously by skilled
communicators
Visual symbols
• Both written and oral communication are enhanced by visual symbols
• Presentations are hardly made without visual aids
• What we see is remembered better than what we hear
Colour
• Colour is an important and powerful means of communication
• Colours are associated with different moods and feelings – white with peace, red with
danger, black with death
• Colour has a psychological effect – state of the mind of the employees is influenced by the
colour of their surroundings.
• Pleasant cool colours in a work place have good influence on workers; black, dark gloomy
colours reduce productivity; very bright gaudy colours distract attention.
• Colour
• Examples
• Traffic signals, red/green light outside the operation theatre, red/green to indicate nonveg/
veg on food packaging; carbon coloured copies of different departments for different
departments; cricket/football teams; colours in a flag
• Colours give an added dimension to maps, charts and graphs and convey larger amount of
information within the same visual/graphic representation
Pictures
• Drawings, photographs – used in brochures, posters and advertisements
• Pictures are universally understood, more easily remembered and make an immediate
impact
• Pictures are used extensively in advertising because they attract the eye and convey
instantly even when the reader just glances at them
• Presentations are much more lively when pictures are used as visual aid
• Pictures used in advertisements - examples
Posters
• Large printed notices or pictures used for advertising or for public information

• Put up on walls or on hoardings outdoor
• Little writing, more pictures
• Large poster advertisement - example
• Another example of a poster
• Graphs and charts
• Represent statistical information
• Information presented in a chart/graph allows overall situation to be seen at a glance
• The relationships between the figures are also seen easily
• Flow charts are used for indicating procedures in which alternative actions have to be taken
depending on the result of the previous step
• Bar charts, pie charts, line diagrams, etc.
• Charts and graphs should be properly titled to show what information is represented, they
must have labels and a scale/key to explain the symbols used and to indicate what the
different bars or parts stand for. The date of the information must be given.
Maps
• Representations of territory and are used to convey the space relationships between places
• Convey geographical information like transport routes, climatic conditions, distribution of
population, crops, animal life, vegetation, etc.
• Weather reports on TV are attractive because of maps used as visuals
Signs and signals
• A sign is a mark used to represent something, for example, + for ‘plus’; skull and cross bones
for danger. It has a fixed meaning
• A signal is a previously agreed movement which serves to warn, direct, or command, for
example, the coming of a green light is a signal to go ahead. A signal may be visual or
auditory.
• Signs and signals used by members of a group may be made with hands, lights, cloth, smoke,
drums, whistles or anything that can be heard or seen at a distance.
Auditory symbols
• Sounds have very limited use as symbols, they can convey only very simple information.
• Sounds are mainly used for warning
• Examples: sirens about enemy air raids in war time, factory sirens, fire alarms, sirens of
police vehicles, ambulance, fire brigade, whistle by sport coaches, traffic police, trains and
ships use whistle for departure, bells and buzzers in schools
• Advertisements/programs have a distinctive jingle/tune
Body language
• Movements that show what a person is feeling or thinking
• Much of it is involuntary and unconscious
• It always conveys meaning:
– Omnipresent – it always accompanies spoken communication
– Emotionally expressive: it expresses mainly the feelings of the speaker and also of
the listener
– Dominates interaction: it is more communicative than words
– Seems trustable: it is usually felt to be more truthful than spoken words
• Body language is influenced by:
• Biological: certain body shapes, features cause persons to have some kinds of gestures,
expressions and postures. We adjust our bodies to our environment
• Habitual: some movements and expressions are learnt as habits in the process of adapting
oneself to the environment. Certain speaking styles and phrases are occupational habits

• Cultural: not looking straight into the eyes of elders, bending to greet
• Body language can be:
– Conscious: acting – movements, postures, voice modulation – actors, presenters,
communicators
– Unconscious: biological, habitual or cultural customs
• Body language along with facial expressions, postures, gestures and other body movements,
also includes clothing, accessories worn or carried, voice, eye contact, energy.
Appearance
• Two important factors:
• Grooming
• Personal hygiene
• Care of skin, nails, feet and hair – a person who neglects these makes an unpleasant
impression
• Appearance makes the first impression
• Lack of neatness/cleanliness, carelessness in grooming, clumsy gait or clothes make a
negative impression.
• No amount of cosmetics can hide poor skin and lack of lustre in eyes – health is of prime
importance
Clothing and accessories
• It requires good taste/judgement to make a subtle impression by what you wear
• India we have more choice – as both national and western style are accepted
• Appropriateness for the occasion is essential – the formality of the occasion, the time of the
day, the season, the cultural background of the people present, conventions of your
organisation
• Accessories like tie, footwear, jewellery need careful selection and should be comfortable to
wear
• Whatever you carry, carry it with grace.
Posture
• Posture is the way we hold ourselves, the way we sit or stand
• It indicates something about our thoughts, feelings, attitudes and health
• Stiff posture shows tension, comfortably leaning back conveys a relaxed mood, eagerly
leaning forward shows the listener’s interest
• Postures can convey respect or disrespect for others
• Polite and well bred persons will usually be careful of how they sit or stand in front of
others, mainly visitors, or formal occasion
• Four types of posture can be easily identified
• Forward lean indicates attentiveness and interest
• Drawing back or turning away, expresses a negative or refusing
• Expansion suggests ‘proud’, ‘conceited’, ‘arrogant’
• Forward-leaning body, bowed head, dropping shoulders, and sunken chest usually convey
‘depressed’, ‘downward’, ‘dejected’
• Unconscious movements of torso expresses sideward, forward, and backward bending,
reveal how people really relate to each other
• Angular distance reveals how we relate to and feel about people sitting, standing, or waiting
near by
• Our upper body unconsciously square up, addresses and aims towards those we like,
admire, and agree with, but angles away from disliked persons with whom we disagree
Facial expression

• Expression is the most obvious aspect of body language
• Cheerful face, appreciative smile, gloomy face, displeased frown, look of surprise convey,
with or without words, the attitude, feelings and reaction of the communicants
• Expressions accompany the speaker’s words and also indicate listener’s reactions
• Eyebrows and lips are most mobile parts of the face
Smile
• A smile is a universal gesture, it is understood by everyone, it is believed to release such
hormones in the body that create happiness.
• ‘ a smile costs nothing, but gives much. It enriches those who receive, without making
poorer those who give.
• A smile can also be used as a non-committal gesture when it is better to be silent.
• One sided smile can indicate sarcasm, not conducive to good relationships.
Eye contact
• Eye contact is a key part of facial behaviour
• Eye contact between speaker and listener is necessary for indicating that both are interested
in the communication
• While making an oral presentation it is important to create rapport with the audience with
eye contact
• The comfort level for eye contact is three seconds
• Aggressive persons try to fix others with a stare
• Anger may be expressed with extended eye contact
• Avoiding eye contact indicates lack of confidence or that the person is lying
Gestures
• Gestures are movements of hands/head/body – they are natural accompaniment of speech
• Person without movement appears stiff and mechanical
• Example – clenched fist indicates determination, emphasis of an important point, or
defiance/opposition
• In formal occasion gestures are use less sparingly than in an informal environment –
example TV news reader as opposed to a conversation with friends
Energy
• Most people have felt the impact of a person with high energy levels
• High level of physical energy is infectious- for example, an athletic person in a group inspires
others in the group to be active
• High level of intellectual energy with a person in the group influences the others to read and
learn more
• Energy conveys competence and inspires respect
Space
• Space plays a subtle role in body language
• Individuals naturally maintain a certain space between themselves in various social and
interpersonal situations
• It is important not to invade others’ space in any situation
• Environment consists of the space around in the place where the communication is taking
place – background, appearance of the place, the atmosphere, arrangement of the room,
stage, office, ventilation, background noises, fragrances
• Examples:
• People feel dull when the atmosphere is gloomy
• Speakers are more comfortable in a place which is clean and well ventilated and lit
• Noisy machines in the background irritate the speaker and distract the listeners

• Good hotels and restaurants prevent the smell of cooking from reaching the guests
• Space - examples
Time
• Use of time is an even more subtle non-verbal factor in communication
• Some persons seem to be in hurry and make the other person feel uneasy by appearing hard
pressed for time
• Most people feel resentful of the person who has no time for them
• It is important to give the other person peaceful attention and time
• It creates self-esteem, and conveys care and concern
• Punctuality and respect for one’s own time and other people’s time conveys the impression
of efficiency.
• A person who uses one’s own time and other’s time wastefully creates an impression of
being inefficient and disorganised
• A sense of timing is necessary in conveying good and bad news
Paralanguage
• The non-verbal aspects of the spoken word are known as paralanguage
• It is possible to control and use paralanguage effectively by becoming aware of it and paying
attention to one’s voice and speech
• Voice has characteristics like volume and pitch.
• Speech has qualities of speed, rhythm, pronunciation, accent, tone and stress.
• Volume is the loudness or softness, which can be consciously adjusted to the number of
persons in the audience and the distance between the speaker and the listeners
• Speaking too loud suggests lack of self-command or a dominating nature
• Volume also indicates the speaker’s confidence level – well prepared speaker is clearly
audible to the audience
• Pitch is the high or low note on the scale. A high-pitched voice is often unpleasant, and
suggests immaturity or emotional disturbance, a frightened person speaks in a high-pitched
voice.
• Volume kam kar…. Pappa jag jayega…
• Paralanguage ctd…
• It is better to begin softly, in a low pitch and raise the volume and pitch as required.
• Speed is partly a cultural habit and is partly influenced by emotions. We speak faster to tell
an interesting story and slowly to explain a difficult idea
• Pronunciation means making the sound of a letter or a word. It should be correct and clear.
• Accent is the way a person makes the sound and pronounces the words of a language.
• Every language has its own accent. We carry our mother tongue language accent to other
languages
• Tone is the way the voice sounds that shows the speaker’s feelings. Tone defines the role
the speaker puts himself in – authoritative, aggressive, hurt, sarcastic, sympathetic, so on.
• Tone cannot be disguised – even if you choose your words carefully, your tone may sound
defensive or angry.
• An assertive tone is suitable for a presentation, it conveys ideas clearly
• Stress is the degree of force or loudness with which a word or a part of a word is
pronounced. Stress laid on a particular word in a sentence can change the meaning and
implication.
• Non-fluencies and hesitations form a part of spoken language. Sounds like er-er, mmm,
indicate that the speaker is hesitating or cannot find the next word.
• Sounds like ahem, huh, ah-ha, ouch, oh-oh convey various ideas or emotions. Actors,

presenters and elocutionists use these professionally for best effects.
• Silence can be very effective way of communication.
• It takes a good deal of self control and self-confidence to be able to hold one’s tongue.
• Silence can indicate ‘not sure what to say’ or ‘full of feeling and unable to speak’.
• Silence is best when expressing sympathy
• Anger and displeasure can also be expressed by keeping silent
• The terms ‘dead silence’, ‘stony silence’, ‘embarrassing silence’ show that silence has a
quality that communicates itself.
• Silence can be very embarrassing if it is not possible to interpret it.
• In a group or on a telephone conversation it can cause discomfort
• In a conversation, if a person does not use his turn to speak, the other person might repeat
what is said in a different tone, in different words and manner.
• Short silences or pauses are very effective in giving emphasis to words. A pause before or
after certain words makes the words stand out from the rest. A skilfully placed pause has the
power to make the listener more alert.
• Being struck dumb – at loss of words, not knowing how to respond, get silenced by an
aggressive speaker, shows weakness
• Deliberate silence – holding one’s peace, not responding while having a confident and
peaceful expression, shows strength and power. This used by negotiators to not reveal their
ideas too quickly.
• Energy and level of enthusiasm with which we talk or listen inspire respect and esteem.
• A lively vigorous colleague is more desirable than a weary, exhausted one.
• An energetic speaker engages the audience.
Business Communication – Presentations - Taught Lecture 4 - by Zainab H. Dehgamwala
• Introduction
• Four stages of preparation of a presentation
• Stage 1: Finding out about the Environment
• Stage 2: Preparing the Text
• Stage 3: Your Appearance and Posture
• Stage 4: Practising Delivery of the Presentation
Introduction
• Presentation is a talk on a serious topic
• Its purpose is:
– To inform
– To explain
– To persuade the audience
– To present a point of view
• May introduce or explain a process or narrate an experience
• Delivered to a small, knowledgeable audience at a conference, a seminar or a business
meeting
• Followed by questions from the audience
• Presentation skills can be cultivated and developed with some knowledge of formal aspects
and with practice
• You don’t have to be a brilliant speaker to make a good presentation
• Like public speaking, preparation has to be in four stages:
– Finding out about the environment in which the presentation has to be made
– Preparing text and required visuals

– Taking care of one’s physical appearance and body language
– Practising delivery of the talk
The four stages
Stage 1: Finding out about the Environment
• Environment includes:
• Venue
• Organisers
• Occasion
• Time available
• Other speakers if any
• Audience
• Your own position in relation to the other speakers and audience
The Venue
• If your home ground- familiar place – more comfortable:
– Check the room and all required equipment a few minutes before
• If outside:
• Take efforts to familiarise with the room, seating arrangement, speaker’s position
– Is there a platform? Others sitting on the platform? Mike? Podium?
– Check the visual aid equipment – its position and projection
Organisers
• Everything about the organisers
• Name of the organisation
• Names of the important persons in the organisation
Occasion
• Occasion
• Seminar
• Business Meeting
Time Available
• Check before hand the time allotted to you
• Preparation work depends on the time assigned to you
• Keep strictly within the allotted time
• Keep some time for the questions from the audience
Other speakers
• Who else is speaking
• Persons from competing organisations
• Organisational position
• Be careful not to make any unfavourable remarks about competitors whether they are
present or not
The Audience
• Talk must suit the needs and interests of the audience
• Content and tone of the speech depend on the nature of the audience
• Take care of words used
• Do not refer to anything inappropriate
Age group of the audience
• Children – love stories and dramatic representations
• High school and college students like to be treated like adults – responsive to new ideas;
appreciate honest straightforward approach; can be aroused to idealism; likely to be critical;
well prepared and informative; visual aids are effective

• Young adults are most sophisticated – wide range of interests and progressive attitude, like
new projects and ideas, very critical
• Middle aged audience – conservative, do not accept new ideas easily, have more knowledge
and experience of life, may not be very enthusiastic about changes or new ideas, listen with
interest but do not easily accept
• Senior citizens – usually interested in information about new developments and what is
going on in the world; like to be reminded of the good old days
• Status: educational and economic status of the audience
• Relationship with the audience: expert; colleague; role model; company representative
Stage 2: Preparing the Text
• One hour of preparation for every minute you talk
• Most important thing: decide exactly what to say, find out required information and give it a
proper shape
• Must be logical and have a smooth flow from one point to the next
• Write down the whole speech, including the address, the opening sentences and the ending
sentences.
• Then practice, edit and correct it till you get a good presentation to fit within the time
Length
• Average speed for presentation is 100 words per minute
• Find out your speed by delivering a speech
• An A4 size sheet typed in one and a half line spacing in 12-point font size makes a two
minute speech
• 4 to 5 minutes presentation is 400 to 500 words
Style
• A talk must sound like conversation
• Use short sentences to enable the listener to grasp
• Words and terms you use are suitable for your audience
• Specialists in your field will follow technical terms, others will not
• Keep the style formal
Humour
• It should be natural, light, enjoyable and relevant to the topic
• Should not embarrass or hurt the feelings of any listener
• Use it only if you feel sure that you can be humorous without being nervous or looking silly
• It is not effective to introduce jokes artificially saying ‘ that reminds me of a joke…’ – humour
should arise naturally
• Tell a story to make a business point – if you don’t make a point, you have no business
telling a joke
Style of Addressing
• Presentation begins by addressing the audience:
• Formal style is:
– Ladies and Gentlemen,
• If there is a Chairperson, s/he must be addressed:
– Madam Chairperson, Ladies and Gentlemen,
• It does not have an elaborate address style
Composition of Presentation
• Effectiveness of a presentation depends on good organisation of the material
• Opening and ending have clear functions which must be fulfilled
• Dividing the body into three main points makes it easy for the audience to follow and

remember
Opening
• You get about 10 seconds to make a good impact and impression
• Create (write it down) a good, strong, solid self-introduction and rehearse it till it comes
naturally
• State your name even though you have been introduced – reinforces your presence and
helps people remember you
• Add one sentence giving the topic you will talk about
Delivering opening sentences
• Good morning, Ladies and Gentlemen. I am ___ from ___ (organisation/your class and
division). I am going to speak on/about ____
• Good evening, Ladies and Gentlemen. As (my colleague/partner/class mate) ___ has already
said, I am ___ from ___ ; and I am here to share with you results of my experiment/study
with/of ___, (my experience of conducting ___), (the background of the case of M/s. A and B
from the point of view of their credit dealings with us)
• Good morning to all of you. I am ___, and intend to share with you the information I have
gathered on the topic of “Barriers to Communication”
• The introductory remarks must build rapport and focus attention to the audience
• It gives the audience the time to adjust to your personality, they size up the speaker while
the introductory sentences are being spoken
Methods to focus attention
• Questions
• Can be used in different ways
• Rhetorical
– E.g. – Has smoking been rendered as not injurious to health? Why do we choose to
tolerate this improper etiquette in public places?
• Directly addressing the audience
– E.g. – Do you know what you are going to do after you pass your BMS? How many of
you have already planned your career?
• An invitation to each one (small group) to speak up
– E.g. – What would you like to find out about ___ during the next 30 minutes? Will
each one of you tell me your expectations so I can address your concerns as I go
along?
• Statement of Facts and Figures
• The persons at the lowest level in an organisation get only 20% of the information in the
organisation. 80% is lost on the way downward
• Quotation or Proverb
• When everything seems to be going against you, remember that the airplane takes off
against the wind, not with it. - Henry Ford
• Your attitude is a little thing, but it makes a big difference
Body of the Presentation
• Plan the body carefully
• Choose three main points and elaborate each one briefly
• Make one visual for displaying your three main points
• One each for elaboration of each point
Conclusion
• Closing must leave a clear message
• Should not be abrupt

• Graceful and smooth closing can begin by highlighting main issues
• Informative speech – give a short summary including the main points
• Persuasive speech – make a request for cooperation or action
• An attention-focussing sentence or quotation can be used at the end
• Ending consists of only two to three sentences
• Concluding sentences indicates:
• End of presentation
• Thank audience
• Invite questions
• Concluding sentences should never be dragged – should be vigorous and business-like
• I thank you for the interest you have shown in __
• That brings me to the end of my presentation. Thank you for your attention
Question and Answer session
• Business presentation must include an invitation to the audience to ask questions
• How you introduce the ‘Questions session’ makes an important impact
• Gruffly asking ‘so are there any questions?’ can deter audience from participating
Try a pleasant sentence such as
• I have gathered an impression that you have enjoyed this presentation. The attention with
which you have been listening certainly made me enjoy sharing my ideas with you. I’m sure
you have a lot of questions to ask, and I’ll be happy to try to answer your queries
• I’m sure that what I have been saying has given lots of food for thought. I’ll try to clarify any
points which seemed unclear. What are your questions?
• I’ll be happy for any questions or contributions from the audience
• Thank you for giving me/us your time and attention. Any questions?
• Questions at the end of a presentation are so important that speakers take care to plant a
question, if needed, to break ice
• A friend or partner sitting in the audience may be prepared before-hand with a question
Using Visual Aids
• Visuals focus audience attention
• Learn to handle visuals properly – without getting confused
• They help both, the speaker and the audience
• Speaker has them
– for orderly presentation of points
– to illustrate with a diagram
– to exhibit data
• The audience
– gets a re-enforcement through the eyes for what they hear and
– can see a visual summary of points
Posters
• Can be displayed almost anywhere
• Marketing persons going to rural areas find this as a very dependable method
Flip charts
• Requires a stand
• Useful for interactive presentations
• Put up on it ideas that come from the audience
• Work on it with audience participation
• Audience loves to see their ideas written up during the presentation
Overhead Projector

• Uses slides on good quality transparencies
• 6 lines or less on one slide
• Computer print outs
• Photocopy from books
• Ideas from the audience
PowerPoint presentation
• Most sophisticated and easy to use
• Important to be not carried away by PowerPoint- provides animation, colour, sound – these
features have to be used with care and a sense of balance
• Serious presentation must have simple slides
• Avoid too much animation- letters do not have to come dancing or tumbling or with a loud
bang or in a splash of colour
• Use single colour and change slides without any distraction
• Visuals must fit well into speech
• Prepare them carefully to enhance a point with illustration or lay out the main points or to
display a chart or graph
• Good rate for matching visuals with your speech is one visual for every minute of actual
speaking
• This does not mean you need 20 visuals for 20 minutes presentation
• A five minute presentation may have 3 to 5 visuals
• Visual should not be crammed
• One slide - only 5 to 6 short lines of text
• Many beginners - entire paragraphs
• Graphics and tables – only one graphic or one table on one slide
• Visuals - an aid not substitute for the speaker
• When the audience is large, the projection has to be large enough
• Have someone project your slides, sit at the back of the presentation room, to check how
they look to the audience
• Speaker must be able to handle the equipment while maintaining full attention on the
audience
• Laser or a pointer can be kept handy
• Never come in the way of the screen
• Speaker should only use the computer screen, projection screen is for the audience
Stage 3: Your Appearance and Posture
• Physical appearance and personality make an important impact
• Be formally dressed – head to toe
• Practice it before the actual presentation
Comfortable posture
• Practice standing comfortably, being still and quiet
• Stand firmly and take a deep breath
• Balance your body weight on both feet
• Balancing on one foot, leaning on the podium or table, shifting weight looks uncomfortable
• Decide what to do with your hands (never in the pockets!)
Eye contact
• Eye contact is very important
• Cast your eyes over the entire audience in five seconds
• Remember to take in everyone in your glance
• Smile naturally and present your greeting

• Hold eye contact for a second with a person in one corner (say, right-back) of the audience;
then move your eyes to the opposite corner (say, left-front) of the audience, taking in the
whole audience as you move your eyes, making brief contact with as many persons as
possible
• After some time, do it on the other corners of the audience
Movement
• Keep movements and gestures to the minimum
• Move only to establish rapport with audience or for handling visual aids
• Walking around distracts the audience’s attention
Facial Expressions and Gestures
• Relax your face, this may need practice
• Natural expressions on face while speaking
• Natural gestures
• No needless movement of hands
• Pleasant and cheerful face is always an asset
Voice
• Speak just loud enough to reach those sitting at the back
• Loud or soft voice makes audience inattentive
• Voice should have variations and modulations to suit matter and content
• Volume and pitch should suit the room and audience
• Mike – hold it six to nine inches away from the mouth
Pauses
• Use pauses
• Audience needs time to absorb ideas
• Fast pace – overloads audience
• Short silence before making an important point emphasises it
• Pause after the point gives the listeners time to absorb it
• Pause also helps to regain attention of distracted persons in audience
Health
• Take good care of your health
• Helps in being energetic, enthusiastic and confident
• State of heath affects throat, tongue and posture
Stage 4: Practising Delivery of the Presentation
• Delivery is largely responsible for the success of the presentation
• Rehearsals enables you to test if the language and style are suitable for the presentation
• Reading out aloud is not enough
• Attempt to deliver it to an audience – this will show whether the words are natural and
comfortable while you speak
• Practise till you are ‘conversationally comfortable’ with the material
• Practice also helps to check the timing
• Practise in front of the mirror
• Practise in front of a helpful audience – family or friends
• Full dress rehearsal for your comfort
• Never learn the presentation by heart – creates dependence
Profile of a Good Speaker
• A good speaker
• Is lively, enthusiastic, interested in the topic and considers it vital to the audience and so
speaks with enthusiasm

• Has a sense of responsibility to the audience and tries to say something that will be worth
the listener’s time
• Has a sense of responsibility to the others in the programme and, if allotted 5 minutes, does
not squeeze others off the programme by taking 10 minutes, thus showing respect for what
they may have to say
• A good speaker
• Has sense of responsibility to the subject, does not speak on something s/he does not know
• Has a sense of leadership, stands tall, makes eye contact, speaks responsibly and with
authority, is positive, friendly and straightforward
• Keeps head on shoulders, does not let confidence turn into over-confidence
• Can accept feedback and benefit by it
Business Communication: Methods of Communication – Verbal
Content
• Methods of communication – Verbal
• Attributes of oral and written communication
• Channels of oral communication
• Channels of written communication
• How to make communication effective
Methods of communication – Verbal
• Communication with words is called verbal communication and communication with other
symbols is called non-verbal communication
• Verbal communication may be oral or written
• Both are accompanied by non-verbal symbols
• Oral verbal is accompanied by non-verbal symbols such as facial expressions, gestures, voice
quality
• Written verbal is accompanied by non-verbal symbols such as paper quality, type,
appearance
• Both can be enhanced by careful and conscious use of non-verbal symbols – body language
can be practised, pictures, charts, graphs can be used
• Written communication can greatly extend the field and power of oral communication
• Writing overcomes the limits of space and time which confine speech
• Written can wait for the receiver's time but speech requires immediate attention
• Technological advancement like voicemail is overcoming this shortcoming of oral verbal
communication
Attributes of oral and written communication
• Type of communication • Oral verbal communication • Written verbal communication •
Example
• attribute • • •
• speed • fast • slow • letter
• record • no • yes • evidence
• precision and accuracy • no • yes • draft
• length • long • short •
• expense • depends on context • depends on context
• stationery;
meeting
• body language • yes • no •

• feedback • immediate • delayed •
• Speed
• Written communication– takes time in preparation, in conveyance and in reception; it takes
more time to draft, type, dispatch, and to receive and read a letter. Feedback is also slow.
• Oral communication – it takes lesser time to speak, to hear to listen and to understand an oral
message.
• Record
• Written communication– serves as a record and can be used for future references. It is a
documentary proof, and can be used as legal evidence. Written records are reliable and
acceptable.
• Oral communication – may be taped for later reference, but the authenticity of the voice can be
questioned, moreover, tapes can be edited and message distorted.
• Precision and accuracy
• Written communication– choice of precise words is possible, writer has time to look for suitable
words and phrases and to revise the draft. Accuracy is essential because receiver is not present
to seek clarification
• Oral communication – it is not always possible to be precise in the choice of words. There is no
time to seek and consider words while speaking, however, the receiver can seek clarification on
the spot. Vocal tone, gestures and expressions help oral communication
• Expense
• Written communication– requires stationery, preparation and transmission.
• Oral communication – simultaneous presence and attention of the sender and the receiver.
Modern technology – conference calls and video conferencing have made communication
possible overcoming distance
• The channels for both need to be considered. The factors of cost need to be checked.
• Body language
• Written communication– writer’s presence is absence. Reader gives the words sound, inflexion
as he chooses and this may be affected by the reader’s mood and state of mind
• Oral communication – speaker’s body language and paralanguage help oral communication. The
speaker can control the style of delivery, giving meaning to words and sentences by voice
inflexion and facial expressions and gestures
• Feedback
• Written communication– feedback is delayed. Reader’s expression are not seen by the sender, it
is known to the writer only when the reader sends the response.
• Oral communication – allows immediate feedback. Listener’s face gives feedback and speaker
can modify the message immediately. Clarifications can be sought and given at once.
Oral communication
• Natural and immediate
• Formal and informal
• Conversations, telephone talks, interviews, conferences, presentations, negotiations, group
discussions, meetings
• Needs practice and training to speak effectively
• Oral communication requires both parties to be present and attentive at the same time.
• At work – in organisations you are constantly involved in oral communication
• A person who has cultivated non-verbal communication with the oral communication to a high
degree strikes the audience as a polished speaker.
Channels of oral communication
• Face to face conversation

– 7% by words, 38% by tone of voice and 55% by body language
• Telephone conversation
• Presentation
• Public speech
• Interview
• Group discussion
• Negotiation
• Meeting
• Face to face communication
• Between two individuals or among a small group of persons
• Oral communication is best when it is face to face
• Body language and paralanguage are fully effective in this situation
• Communication: 7% by words, 38% by tone of voice and 55% by body language
• This situation can make some persons nervous. It exposes a person to the eyes of the others and
also demands quick responses.
• A great deal of practice is required to be able to deal with encounters with different kinds of
persons.
• A person with a good knowledge of body language and non-verbal signs can have a stronger
hand on negotiations
• Telephone conversation
• Direct live contact with a person who is not present
• Initial interviews of candidates via telephone
• Impact by the tone of the candidate can be a deciding factor
• 55% of communication which is made by body language is missing in a telcon. Voice has to make
up for it
• Clarity of speech is very important
• Clear articulation and correct pronunciation
• Usage of phonetic codes for alphabets – alpha, bravo, charlie
• Don’t put on an artificial accent
• English is international
• Speed of speaking -
• High pitched voice- uncultured and unpleasant; Low pitched – sounds mechanical
• Tone – the expressiveness of the voice. Depends on the speaker’s attitude and state of mind –
respectful/impertinent; interested/bored; energetic/tired; sincere/false
• Knowledge of telephone etiquette is necessary for everyone.
• The way the telephone in answered makes the first impression about a person and the company
• Presentation
• Formal prepared talk on a specific topic, delivered to a knowledgeable and interested audience
• The larger the audience – the more difficult to make the presentation effective
• Face to face setting
• Largely one way communication – speaker needs to make arrangement for feedback and
interaction with the audience
• Presentation tone is business like and is supported by visual aids
• Presentation purposes – inform, persuade
• Success of the presentation also depends on the environment and arrangement in the room.
• Public speech
• Large audience
• Face to face setting

• Distance between the speaker and audience is great
• Feedback is very little
• Purpose – entertain, encourage, inspire
• Success depends on arrangements, speaker’s use of gestures and voice
• Interview
• The interviewee and the interviewer or a panel of persons interact/discuss
• Interview is structured
• Question and answer type of communication
• Involves discussion as well
• Environment and arrangement influence the interview
• Purpose: to assess, to judge
• Group discussion
• Meeting of 8 to 10 persons for discussing a given topic
• A problem to solve or a topic to discuss – conclusion within an allotted time.
• Joint effort of the group
• Discussed should be controlled, guided and focussed
• A leader may emerge in the group
• Stimulating and useful communication activity
• It helps in understanding a situation, exploring possibilities and generates a multiple point of
view
• Used a selection method – observing behaviour and abilities in the group activity
• Negotiation
• Official discussion between representatives of opposing groups who are trying to reach an
agreement.
• Buyers and sellers – price
• Management and employees – salary
• Very difficult form of oral communication and requires complex skills
• Shrewd, intelligent, controlled and skilled, experienced
• Meeting
• Two or more, guided by a leader
• Structured in nature
• Fixed agenda – list of items to be discussed, informed in advance to expect and prepare
• Backed up by written communication in form of notice of meeting, circulation of agenda, notes
during meeting, minutes after the meeting
• Types – committee meetings, staff meetings, shareholder conferences
• Written communication
• It is also a type of verbal communication
• Writing is the expression of human language by means of visible signs
• To communicate to the persons not present
• Letter writing – the earliest and most reliable form of written communication
• Letter
• Memo
• Notice
• Circular
• Report
• Minutes
• Letter

• Most widely used form of written communication
• Mostly for external communication
• Specific layout
• Company letter head
• Used as a reference
• Memo
• Memorandum – informal message between members of an organisation and relates to work
• Brief messages
• Instructions or information can be conveyed through memos
• Specific layout of memo in all organisations
• Notice
• Many people in the organisation have to be given the same information
• Most common method of mass communication in a organisation
• Notice is short, language is simple
• Notice board
• Circular
• Detailed document giving information, instructions, orders on a specific matter
• Is numbered, dated and signed by an authorised signatory of the issuing office
• Government departments, councils, universities, head offices
• Sent through mail or fax
• Report
• Used for presenting information
• Information is collected systematically, analysed and presented in a specific format
• May include suggestions and recommendations for action
• Requires careful research, collection and analysis of data, well-organised presentation of the
findings, conclusions and recommendations
• Prepared by individual or committee
• Length – 2 pages to full book with chapters
• Tactful use of language
– Asking for action
– Handling negatives
– Talking about errors
• Uses of active and passive voice
• Techniques of emphasis
• Asking for action
• Most letters ask the reader to take an action
• Imperative or command sentences are often used at the beginning and at the end of a letter.
• Take an action
• Request - in orders, routine requests for payments, instructions – for e.g., ‘Please make the
payment before the 15th of Aug 2010’.
• Direct commands – to be used only after explaining how the reader has a definite and clear
advantage in taking the action - for e.g., ‘Inform us immediately if the assignment is damaged’
• Stronger and formal requests – draw attention because of the opening words ‘I/We request’ –
for e.g., ‘We request you to allow us an extension of time’, ‘I must request you to replace the
damaged goods’
• Question form of request where the relationship is little informal– for e.g., ‘Will you arrange for
a copy of the correspondence to be sent to us?’

• Formal question form or request – for e.g., ‘Would you please arrange for an immediate
inspection?’
• Indirect question form of asking for action – formal and polite, suitable in upward
communication- for e.g., ‘May I have a short interview at any time convenient to you?’
• Indirect sentence – for e.g., ‘Please let us have your cheque/order by 15th of this month’.
• Highly formal and indirect style – for e.g., ‘We would appreciate receiving your reply within a
week’.
• Passive request - for e.g., ‘You are requested to pay your bills regularly’.
• Handling negatives
• Accentuate the positive
• Focus on positive wording even if you have to convey a negative reply
• Requests that have to be refused should be styled in a positive manner.
• The attitude of the writer has affects the reaction/response of the reader
• Positive approach – more effective in drawing favourable response
• Avoid words with negative connotations and unpleasant associations
• No
• Do not
• Refuse
• Stop
• Mistake
• Error
• Failure
• Problem
• Negligence
• Damage
• Debt
• Cannot
• Unable to
• Try to express negative idea in positive terms
• Study the more acceptable and positive aspects of the situation before writing the letter
• Pay attention to the choice of words
• When you present negative information:
• Emphasise what something IS rather than what it IS NOT
• Stress what you (product/company) CAN do rather than what you CANNOT
• Start with positive ACTION rather than EXPLANATION or APOLOGY
• Points or parts of requests may be agreeable, stress on those first
• Where agreement is not possible, state the reason/s.
– Reasons beyond your control are more acceptable to the reader
– Emotionally based reasons need to be explained
– Policy based reasons should be justified
• Genuine inability to fulfil a request is easier to communicate
• Support the refusal with:
– An acceptable and well explained reason
– An apology
– A alternative or a suggestion
• Art of saying no – skilful use of words – convert the negative emphasis into positive
• We cannot dispatch your goods since you have not informed us where they are to be delivered
• We shall dispatch your goods as soon as you inform us where they are to be delivered

• Negative sentences
• Our office closes at 5.30pm
• We shall be careful to avoid delay in future
• I cannot send the letter till Thursday
• We cannot ship in lots of less than 25
• Negative converted into positive
• Our office closes at 5.30pm
• Our office is open till 5.30pm
• We shall be careful to avoid delay in future
• We shall be careful to ensure prompt delivery in future
• I cannot send the letter till Thursday
• I can send you the letter on Thursday
• We cannot ship in lots of less than 25
• To keep down packaging costs and help customers save on shipping costs, we ship in lots of 25
or more
• Place the positive sentences in positions of high emphasis – at the beginning or end of para or
letter
• Talking about errors
• Sensible attitude towards human error is necessary
• Improves communication and interpersonal behaviour
• Responsibility of error – prompt or delayed
• Steps should be taken to prevent the mistake
• Person should be told, corrected and if necessary, warned not to repeat it
• Don’t sound superior, accusing, fault-finding, victorious or contemptuous
• Sound co-operative courteous, patient, clear and friendly
• Avoid active voice where the subject of the sentence is the doer of the action (error in this case)
• Use passive voice when objects are involved
• Passive voice focuses on the action rather than the doer
• Examples – active in to passive
• You did not pack the goods properly
• The goods were not packed properly
• You have not signed the order form
• The order form has not been signed
• Our new clerk confused the orders of two customers
• The orders of two customers were confused
• Your packing department handled the packing carelessly
• The crockery was handled carelessly
• Active voice and passive voice
• Active voice – vigorous and direct
• Passive voice – tame and indirect
• Use active voice
– For talking about pleasant actions
– While speaking about taking responsibility
• Examples
– We give discounts on these items if the order exceeds Rs. 5000/-
– We ensure that our customers’ interests are protected
– We shall look into this matter immediately
• Use of passive voice

• While speaking about unpopular decisions and polices like terms about not giving credit/ not
revealing certain information/ not giving discounts on certain items:
• Examples: Instead of ‘we do not’ –
• ‘No credit’ policy is followed in our company
• This information is confidential and restricted
• No discount is given on these items
• Passive voice can also be used to protect the source of information
• Examples – opinion about a credit standing of a firm
• The firm is believed to operate on a small working capital
• The new partner is enterprising and is believed to make some good some of the lost position of
the firm
• It is believed that Mr. ABC has a large commitment to his bank
• We have been advised to be cautious in advancing credit
• It has been brought to our notice that…
• Techniques of emphasis
1. Placing
• Important, pleasant and positive ideas to be placed in the beginning of the sentence or para or
letter
• Example –
– We do not stock silk shirts as we have found that the demand for them has fallen
– As we have found that the demand for silk shirts has fallen, we do not stock them now.
• 2. Number of sentences
• More sentences on a subject helps the reader to dwell on it longer
• Increase the number of sentences for the idea that needs to be emphasised
• For example:
– We want a dark blue carpet
– We want a carpet that is dark blue in colour
– We want a carpet. It should be dark blue in colour
• 3. Type of sentence used
• Active voice – emphasis on user
• Passive voice – emphasis on action
• 4. Mechanical devices
• Effective when used sparingly
• Italicise
• Underline
• Use capitals
• Use colour
• Summary
• Methods of communication – Verbal
• Attributes of oral and written communication
• Channels of oral communication

Business communication

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