The document discusses business communication, including internal communication between employees, external communication with customers and stakeholders, and various communication methods. It covers best practices like knowing your audience, applying the 4Cs of communication (clear, concise, complete, consistent), and tips for different types of business writing and online conversations. Specific topics include memos, emails, tools to improve writing, and using models like AIDA for persuasive messaging.

1. Business Communication
TRAINER: FAIZA YOUSUF

2. Agenda
•Business Communication
• Internal Communication
• External Communication
• Methods of Communication
•Know Your Audience
•4Cs of Communication
•Memos
•Emails
•Tools To The Rescue
•Tips For Better Business Writing
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4. What is Business Communication?
Business communication is exchanging information in order to promote an organization's
goals, objectives, purpose, and activities, as well as increase profits within the company.
The sharing of information between people within an enterprise that is performed for the
commercial benefit of the organization. In addition, business communication can also
refer to how a company shares information to promote its product or services to potential
consumers.
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5. Internal Communication
•Upward communication: any communication that comes from a subordinate to a
manager. Or from another person up the organizational hierarchy.
•Downward communication/Managerial communication: anything that comes from a
superior to a subordinate.
•Lateral communication/Technical communication: internal or cross-departmental
communication between coworkers
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6. External Communication
External business communication is any messaging that leaves your office and internal
staff. It involves dealing with customers, vendors, or anything that impacts your brand.
•Getting and receiving instructions and assignments both upward and downward. This
includes an effective delegation from one person to another. Most problems in business
begin with unclear communications in this area.
•Sharing and discussing information, including information sharing that goes on in
meetings. When communication fails in this area, it causes tasks to be done improperly
or not at all.
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7. External Communication
•Giving feedback, correction, and discipline to people who report to you so that they can
have the knowledge and the tools that they need to do their jobs better. Giving great,
actionable feedback is a key skill for anyone in a leadership position. Non-verbal
communication and body language also play a role here.
•Problem-solving and decision-making meetings and discussions. These are considered
among the most important discussions for any organization. This involves higher critical
thinking and better communication technology.
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8. Methods of Business Communication
•Web-based communication
•Telephone meetings
•Video conferencing
•Face-to-face meetings
•Reports and official documents
•Presentations
•Forum boards and FAQs
•Surveys
•Customer management activities
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9. Know Your Audience
Lay
◦ have zero or very little experience with the subject matter.
◦ may require more explanation in simple terms that they can easily understand.
Managerial
◦ have moderate knowledge
◦ may need more details to make an educated decision
Expert
◦ are highly educated
◦ have a great deal of knowledge about the product, service or industry.
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10. 4Cs of Communication
•Clear
•Concise
•Complete
•Consistent
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11. Memorandum
A memo (or memorandum, meaning “reminder”) is normally used for communicating
policies, procedures, or related official business within an organization. It is often written
from a one-to-all perspective (like mass communication), broadcasting a message to an
audience, rather than a one-on-one, interpersonal communication. It may also be used
to update a team on activities for a given project, or to inform a specific group within a
company of an event, action, or observance.
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13. Exercise 1
Write a memo informing everyone at the office
that they should put their used kitchen utensils
(mugs, plates, etc.) in the sink.
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14. Email
Email is short for 'electronic mail'. Similar to a letter, it is sent via the internet to a
recipient. An email address is required to receive email, and that address is unique to
the user. Some people use internet-based applications and some use programs on their
computer to access and store emails.
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15. Free Email Services
•Outlook.com
•Gmail
•Yahoo Mail
•iCloud
•Inbox.com
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16. Email Etiquette
•Include a clear, direct subject line.
•Use a professional email address.
•Think twice before hitting 'reply all.'
•Include a signature block.
•Use professional salutations.
•Use exclamation points sparingly.
•Be cautious with humor.
•Know that people from different cultures speak and write differently.
•Pay special attention to names, titles, and genders.
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17. Email Etiquette
•Reply to your emails--even if the email wasn't intended for you.
•Proofread every message.
•Add the email address last.
•Double-check that you've selected the correct recipient.
•Keep your fonts classic.
•Keep tabs on your tone.
•Nothing is confidential--so write accordingly.
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18. Exercise 2
Write an email asking your client for a meeting
where you will show him the design you made for
his store’s website/e-store.
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19. Tools to the Rescue!
•Grammarly
•Evernote
•Google Docs
•Hemingway
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20. Exercise 3
Write an email asking your manager for an
extension in the deadline of a project.
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21. Persuasive Messages
In the workplace, a persuasive message occurs when a person attempts to convince
an individual or group to take certain specific actions. The two types of persuasive
messages in the workplace are sales and marketing, which are utilized to achieve
organizational objectives. Sales is the action of selling something,
while marketing concerns activities that are used to educate, promote and inform
consumers about a product or service.
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22. AIDA Model
One way to utilize persuasion for a marketing or sales objective is through the use of
the AIDA model. This marketing model is used to describe the steps that are needed to
persuade a consumer to take action. The model stands for Awareness, Interest, Desire
and Action.
• Awareness is the first step of the AIDA process. Awareness is product knowledge gained
through free product samples or emails. Gigantic sends monthly emails with video tours of their
sample homes and the latest pricing information.
• The second step is interest, or wanting to know more, and can be achieved by highlighting the
benefits of the product or service. In this stage, the message should keep the attention of the
consumer. Gigantic Homes was smart enough to hire a local sports celebrity, who also
purchased their home, as their spokesperson.
• The third step is desire, or a strong want, and focuses on the audience and adds supports for
the product's claims. Gigantic Homes communicates to the consumer how reasonable it will
cost to buy their homes.
• The last, and final step, is action, and the marketing message should create a sense of
urgency to buy. If a consumer is not ready to buy immediately, Gigantic Homes always adds a
deadline date as to when prices will be going up.
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23. Exercise 4
Write a message for your customers using AIDA Model,
talking about your new logo designing package which
includes logo, business cards, letter heads and a
banner.
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24. Tips for Better Business Writing
•Limit prepositions when possible.
•Avoid "very.“
•Watch out for forms of the verb "to be" such as am, are, is, was, were, being, and been.
•Don't try to impress with jargon or big words.
•Use exclamation points sparingly.
•Write once, check twice.
•Be professional, not necessarily formal.
•Remember the 5 W’s (and the H)
•Call to action.
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25. Tips for Better Business Writing
•Don’t give too many choices.
•What’s in it for your readers?
•Read it out loud.
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26. Online Conversations
•Don’t overuse or even use emojis.
•Use proper words and avoid internet lingo.
•Make sure you use professional tone and words.
•Say thank you and please.
•Don’t text/initiate a chat after work hours, unless it is absolutely necessary.
•Give people time to read, think and respond to your message.
•If you can’t respond instantly, let people know by setting expectations.
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27. Few useful resources
•Free online course: https://www.coursera.org/specializations/improve-english
•Type the way you talk: https://www.typeform.com/blog/human-experience/sound-
conversational-online/
•English communication tips: https://www.fluentu.com/blog/english/english-
communication-tips/
•Business writing skills : https://magoosh.com/pro-writing/business-writing-skills/
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28. Connect with me!
•Email: faiza.yousuf@live.com
•Twitter: https://twitter.com/FaizaYousuf
•Facebook: https://www.facebook.com/faiza.yousuf
•LinkedIn: https://www.linkedin.com/in/faizayousuf/
•Blog: https://www.faizayousuf.com/
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