2. Communication
• Communication is fundamental to the existence and
survival of humans as well as to an organization. It is
a process of creating and sharing ideas, information,
views, facts, feelings from one place, person or group
to another. Communication is the key to the
Directing function of management.
4. 1. FORMAL COMMUNICATION
Formal communications are the one that flows through the official channels designed in the organizational chart. It may take
place between a superior and a subordinate, a subordinate and a superior or among the same cadre employees or
managers. These communications can be oral or in writing and are generally recorded and filed in the office.
Formal communication may be further classified as Vertical communication and Horizontal communication.
Vertical Communication
Vertical Communications as the name suggests flows vertically upwards or downwards through formal channels. Upward
communication refers to the flow of communication from a subordinate to a superior whereas downward communication
flows from a superior to a subordinate.
Application for grant of leave, submission of a progress report, request for loans etc. are some of the examples of upward
communication. Sending notice to employees to attend a meeting, delegating work to the subordinates, informing them
about the company policies, etc. are some examples of downward communication.
Horizontal Communication
Horizontal or lateral communication takes place between one division and another. For example, a production manager may
contact the finance manager to discuss the delivery of raw material or its purchase.
Types of communication networks in formal communication:
Single chain: In this type of network communications flows from every superior to his subordinate through a single chain.
Wheel: In this network, all subordinates under one superior communicate through him only. They are not allowed to talk among
themselves.
Circular: In this type of network, the communication moves in a circle. Each person is able to communicate with his adjoining two
persons only.
Free flow: In this network, each person can communicate with any other person freely. There is no restriction.
Inverted V: In this type of network, a subordinate is allowed to communicate with his immediate superior as well as his superior’s
superior also. However, in the latter case, only ordained communication takes place.
5. 2. INFORMAL COMMUNICATION
Any communication that takes place without following the formal channels of
communication is said to be informal communication. Informal communication is often
referred to as the ‘grapevine’ as it spreads throughout the organization and in all directions
without any regard to the levels of authority.
Informal communication spreads rapidly, often gets distorted and it is very difficult to detect
the source of such communication. It also leads to rumours which are not true. People’s
behaviour is often affected by rumours and informal discussions which sometimes may
hamper the work environment.
However, sometimes these channels may be helpful as they carry information rapidly and,
therefore, may be useful to the manager at times. Informal channels are also used by the
managers to transmit information in order to know the reactions of his/her subordinates.
Types of Grapevine network:
Single strand: In this network, each person communicates with the other in a sequence.
Gossip network: In this type of network, each person communicates with all other persons on a
non-selective basis.
Probability network: In this network, the individual communicates randomly with other
individuals.
Cluster Network: In this network, the individual communicates with only those people whom he
trusts. Out of these four types of networks, the Cluster network is the most popular in
organizations.
6. 3. UNOFFICIAL COMMUNICATION
There is also an unofficial way of communication. Unofficial communication
refers to employee communication outside of the workplace on matters
unrelated to work. Friendly meetings, dinner outings, and social
gatherings among employees are examples of unofficial communication
channels. The management must be aware of the existence of such a
channel and the information flowing through it.
7. Objectives of Communication
1. The Basis of Co-ordination
2. Fluent Working
3. The Basis of Decision Making
4. Increases Managerial Efficiency
5. Increases Cooperation and
Organizational Peace
6. Boosts Morale of the Employees
8. Objectives of Communication
1. The Basis of Co-ordination
The manager explains to the employees the organizational goals, modes of their achievement and also the interpersonal
relationships amongst them. This provides coordination between various employees and also departments. Thus,
communications act as a basis for coordination in the organization.
2. Fluent Working
A manager coordinates the human and physical elements of an organization to run it smoothly and efficiently.
This coordination is not possible without proper communication.
3. The Basis of Decision Making
Proper communication provides information to the manager that is useful for decision making. No decisions could be taken
in the absence of information. Thus, communication is the basis for making the right decisions.
4. Increases Managerial Efficiency
The manager conveys the targets and issues instructions and allocates jobs to the subordinates. All of these aspects involve
communication. Thus, communication is essential for the quick and effective performance of the managers and the entire
organization.
5. Increases Cooperation and Organizational Peace
The two-way communication process promotes co-operation and mutual understanding amongst the workers and also
between them and the management. This leads to less friction and thus leads to industrial peace in the factory and efficient
operations.
6. Boosts Morale of the Employees
Good communication helps the workers to adjust to the physical and social aspects of work. It also improves good human
relations in the industry. An efficient system of communication enables the management to motivate, influence and satisfy
the subordinates which in turn boosts their morale and keeps them motivated.
9. Characteristics of Communication
• Is Clear for Better Comprehension
• Is Concise and Punctual in Meetings
• Follows Ethical Standards
• Speaks Directly to People
• Respects Others and Wants Them to Understand
• Is Trustworthy and Willing to Take Criticism
• Is Eager for Feedback
10. Characteristics of Communication
Is Clear for Better Comprehension
Strive for clarity. Use simple words and avoid jargon or industry acronyms when speaking to groups
outside your industry. Although you know that POS refers to "point of sale" in the retail industry, your
audience might not be familiar with that acronym. Don't put them in a position where they might be
distracted from your message.
Is Concise and Punctual in Meetings
Whether writing a letter, pitching to a client or speaking to a group be mindful of becoming too wordy or
taking too long. Business correspondence should be succinct and to the point. Read through your draft
and remove anything that is vague, pompous, outdated or flowery. Meetings should start and end on
time. While you don't want to be looking at your watch every few minutes, set a clock you can easily see,
so you can ensure that you're punctual.
Follows Ethical Standards
Great communication follows ethical standards. As a business leader, your reputation is based on what
you do and say. First, your actions show who you are. Then, your words show who you are. Make sure that
all claims or research you present are valid and accurate.
If you find that you've made a mistake, own up to it. Don't let your ego get in the way of your ethics.
Speaks Directly to People
Great communicators speak to people – not at them. This means that you understand your audience and
that you write or speak in a manner they'll understand. You don't want your audience to feel as if they're
sitting in a graduate level physics class as a first-year undergrad where every concept is so complex that
they feel lost almost immediately. Avoid being condescending; be the expert in a way that others feel that
you're working to help them understand everything.
11. Respects Others and Wants Them to Understand
When someone is respectful, respect seems to be seems to be part of everything he does; this
behavior is integrated into who he is. This means that you are mindful of the advantages of brevity,
and that you truly want people to understand what you are saying. Don't let your passion and
enthusiasm for your topic override your sense of what the audience is feeling. Sarcasm and insults
can be quick ways to make a point, but the audience takes this behavior negatively.
Is Trustworthy and Willing to Take Criticism
Every business owner should strive to be trusted by everyone he meets: Employees, customers,
community members and partners. Being trustworthy starts with making sure that you are a master
of the information you are presenting. You're also humble, and you're willing to take criticism
without becoming defensive.
Is Eager for Feedback
Effective communication is as much listening as it is presenting your ideas. Take opportunities when
writing or speaking to ask for input, feedback and questions from your audience. In a letter, this is
often at the end before the closing. When presenting, it is wise to check with your audience
throughout a presentation.
13. Communications is a continuous process that mainly involves three elements viz. sender, message, and receiver. The elements
involved in the communication process are explained below in detail:
1. Sender
The sender or the communicator generates the message and conveys it to the receiver. He is the source and the one who starts
the communication
2. Message
It is the idea, information, view, fact, feeling, etc. that is generated by the sender and is then intended to be communicated
further.
3. Encoding
The message generated by the sender is encoded symbolically such as in the form of words, pictures, gestures, etc. before it is
being conveyed.
4. Media
It is the manner in which the encoded message is transmitted. The message may be transmitted orally or in writing. The medium
of communication includes telephone, internet, post, fax, e-mail, etc. The choice of medium is decided by the sender.
5. Decoding
It is the process of converting the symbols encoded by the sender. After decoding the message is received by the receiver.
6. Receiver
He is the person who is last in the chain and for whom the message was sent by the sender. Once the receiver receives the
message and understands it in proper perspective and acts according to the message, only then the purpose of
communication is successful.
7. Feedback
Once the receiver confirms to the sender that he has received the message and understood it, the process of communication is
complete.
8. Noise
It refers to any obstruction that is caused by the sender, message or receiver during the process of communication. For example,
bad telephone connection, faulty encoding, faulty decoding, inattentive receiver, poor understanding of message due to
prejudice or inappropriate gestures, etc.
14. Barriers to Effective Communication
1. Semantic
Barriers
2. Psychological
Barriers
3. Organizational
Barriers
4. Personal
Barriers
15. 1. Semantic Barriers
• These are concerned with the problems and obstructions in the process of encoding and decoding
of a message into words or impressions. Normally, such barriers result due to the use of wrong
words, faulty translations, different interpretations, etc.
• For example, a manager has to communicate with workers who have no knowledge of the English
language and on the other side, he is not well conversant with the Hindi language. Here, language is
a barrier to communication as the manager may not be able to communicate properly with the
workers.
2. Psychological Barriers
• Emotional or psychological factors also act as barriers to communication. The state of mind of both
sender and receiver of communication reflects in the effective communication. A worried person
cannot communicate properly and an angry recipient cannot understand the message properly.
• Thus, at the time of communication, both the sender and the receiver need to be psychologically
sound. Also, they should trust each other. If they do not believe each other, they cannot understand
each other’s message in its original sense.
3. Organizational Barriers
• The factors related to organizational structure, rules and regulations authority relationships, etc.
may sometimes act as barriers to effective communication. In an organization with a highly
centralized pattern, people may not be encouraged to have free communication. Also, rigid rules
and regulations and cumbersome procedures may also become a hurdle to communication.
4. Personal Barriers
• The personal factors of both sender and receiver may act as a barrier to effective communication. If
a superior thinks that a particular communication may adversely affect his authority, he may
suppress such communication.
• Also, if the superiors do not have confidence in the competency of their subordinates, they may not
ask for their advice. The subordinates may not be willing to offer useful suggestions in the absence
of any reward or appreciation for a good suggestion.
16. Overcoming Communication Barriers
and Roadblocks
• Eliminating differences in perception: The organization should ensure that it is
recruiting right individuals on the job. It’s the responsibility of the interviewer to
ensure that the interviewee has command over the written and spoken language.
There should be proper Induction program so that the policies of the company are
clear to all the employees. There should be proper trainings conducted for
required employees (for eg: Voice and Accent training).
• Use of Simple Language: Use of simple and clear words should be emphasized.
Use of ambiguous words and jargons should be avoided.
• Active Listening: Listen attentively and carefully. There is a difference between
“listening” and “hearing”. Active listening means hearing with proper
understanding of the message that is heard. By asking questions the speaker can
ensure whether his/her message is understood or not by the receiver in the same
terms as intended by the speaker.
• Emotional State: During communication one should make effective use of body
language. He/she should not show their emotions while communication as the
receiver might misinterpret the message being delivered. For example, if the
conveyer of the message is in a bad mood then the receiver might think that the
information being delivered is not good.
17. • Simple Organizational Structure: The organizational structure should not be
complex. The number of hierarchical levels should be optimum. There should be a
ideal span of control within the organization. Simpler the organizational structure,
more effective will be the communication.
• Avoid Information Overload: The managers should know how to prioritize their
work. They should not overload themselves with the work. They should spend
quality time with their subordinates and should listen to their problems and
feedbacks actively.
• Give Constructive Feedback: Avoid giving negative feedback. The contents of the
feedback might be negative, but it should be delivered constructively. Constructive
feedback will lead to effective communication between the superior and
subordinate.
• Proper Media Selection: The managers should properly select the medium of
communication. Simple messages should be conveyed orally, like: face to face
interaction or meetings. Use of written means of communication should be
encouraged for delivering complex messages. For significant messages reminders
can be given by using written means of communication such as : Memos, Notices
etc.
20. Clear
• There are several stages to clarity.
• Firstly, it’s important to be clear about the purpose of the message you’re delivering. The recipient should
be made aware of why they are receiving the message and what you’re trying to achieve by delivering it. If
there are multiple goals, each should be laid out separately.
• Secondly, it’s essential that the content of the communication is itself clear. You should avoid jargon, use
simple language, use simple structures and focus on the core points of your message.
Correct
• It’s essential that both the factual information and the language and grammar you use are correct. If your
audience spots errors in either, they will be distracted and your credibility will be greatly reduced. This will
reduce the effectiveness of your communication.
Complete
• Completeness is often one of the most important of the 7 Cs of communication.
• When creating a message, it’s important to give the recipient all of the information they need to follow
your line of reasoning and to reach the same conclusions you have. This level of detail will be different in
different situations, and you should adjust your communications accordingly.
Concrete
• When shaping your communication you must ensure that you are specific and that the logic and messages
that you’re using fit together, build on each other and support each other. Your arguments should be
based on solid facts and opinions from credible sources and you should share irrefutable data to support
your argument.
• It may be important to help bring the solid nature of what you’ve created to life for your audience through
examples that show the relevance of your messages for them
21. Concise
• When communicating messages of this nature it’s important to stick to the point
and keep your messages short and simple. Don’t use 10 words if you can use five.
Don’t repeat your messages.
• The more you say, the more risk there is of confusion. Avoid that risk by focusing
solely on the key points you need to deliver.
Courteous
• People are not always courteous.
• You can increase the effectiveness of your communications by being polite and
showing your audience that you respect them. Your messages should be friendly,
professional, considerate, respectful, open and honest.
• To help ensure you are courteous, you should always use some empathy and
consider your messages from the point of view of the audience.
Considered & Coherent
• The last of the 7 Cs of communication is considered or coherent. If your
communications are not coherent they will not be effective. To help make sure
your communications are considered and coherent you should have a logical flow
and your style, tone and language should be consistent throughout.
22. Commercial Letter
• The letter that contains business related information is called
commercial letter or business letter. Through this letter,
businesspersons exchange business related information
among them. Such letters are written to various business
firms, business associations, government, banks, customers,
suppliers, employees etc. Business letters are generally aimed
at selling goods, obtaining information or advice, making an
inquiry, mollifying the injured feelings of customers, placing
orders for goods, reminding customers for payment of dues
etc.
23. 12 Parts of Business Letter
• The Heading or Letterhead
• Date
• Reference
• The Inside Address
• Subject
• Greeting
• Body Paragraphs
• Complimentary Close
• Signature and Writer’s Identification
• Enclosures
• Copy Circulation
• PostScript
24. Report Writing
• What is a formal business report?
• A formal business is an official document that contains data, research, information
and other necessary details to help decision-makers form plans and objectives to
help the company. Depending on the topic, a formal business report could be
several pages long and include extensive data and information. Here are a few of
the most common types of formal business reports, designated by a purpose:
• Justification/recommendation report
• Investigative report
• Compliance report
• Feasibility report
• Research studies report
• Periodic report
• Situational report
• Yardstick report
25. Justification/recommendation report
• You can use this report to propose an idea to management. The body would include sections like risks, costs and benefits.
An example of this type of report would be to propose buying a machine for your workplace. To convince the decision-maker
to buy the machine, you would create this report to make a convincing argument.
Investigative report
• This report can present the potential risks of a specific opportunity. This report is helpful for business owners to anticipate
any issues involved in making an investment or purchase. You could also create a formal business report to analyze a
proposed merger.
Compliance report
• Use this report when the organization wants to show accountability and create a compliance report. It is a report that allows
an organization to prove that it is following regulations and that it is spending money properly. For example, an accountant
could write a compliance report to show the company followed federal laws regarding spending.
Feasibility report
• When you need to analyze the outcomes of a proposed idea, you can use this report. The report could cover potential
problems, associated costs and the benefits of the idea. With this report, you can determine if the proposal will be
profitable, if the deadline is feasible and if there's a chance it could exceed the budget.
Research studies report
• This report helps you analyze a problem. The report would include recommendations to resolve the problems.
Periodic report
• This report helps an organization improve its products, services, processes or policies. The report can include things like
profit and loss information or it may examine efficiency. For instance, a retail store would have a monthly report on its sales.
Situational report
• To discuss a specific topic, such as information from a conference, use a situational report.
Yardstick report
• You can use this report to present several solutions as options for a particular situation.
26. Speech Writing
• Speech refers to that action when a person stands
among a great number of people and starts
delivering any kind of information or statement. It
may be or may not be useful for the whole audience
but most of the time it is valuable for them.
27.
28. ◉ Informative Speech
Informative business speech can be defined as speech that comprises the purpose to deliver useful information to the audience.
For Example – In any organization, an Executive Coach or Trainer speaking about the new trends in the market to his trainees. It
can be hard to understand for few trainees, but the fact is that he is delivering something informative that is beneficial for
them.
◉ Persuasive Speech
Persuasive Speech refers to those speeches where the intention of the speech is to convince the audience to accept the particular
opinion or fact and create influence on the audience to do anyhow.
In short, the speech which influences the listeners or audience to follow a certain idea is called a persuasive speech.
Persuasive speech is also an informative speech. because here speaker gives information in a lucrative manner to influence
others.
For Example – in any debate, every person is try to persuade others to follow their given point of view. It is a form of persuasive
speech.
In another example, During the advertising and promotional functions of any business, the sales manager or speaker uses his
persuasion skills to influence the audience. Here the main purpose of speech is to change the thinking, beliefs, or behaviors
of the audience towards his product.
◉ Special Occasion Speech:
Special Occasion speech refers to that speech which is given on the special occasion like; A speech of farewell allows someone to
say good-bye to one part of his or her life as he or she is moving on to the next part of life. Maybe you’ve accepted a new
job and are leaving your current job.
Special occasion business speech is something which anyone can face at some point in their lives.
For example – If your company won an award of the year for excellence. And you are receiving that award on the behalf of your
company. The speech given by you after getting the award can be considered as a special occasion business speech.
In another example, If you are getting retirement from your job and want to thank your subordinates, superiors, and top
management at the farewell party.
29. Preparing Minutes of Meetings
• Meeting minutes are a written record of the conversation
and decisions that are made over the course of a meeting.
Meeting minutes are applicable to any kind of group within
a company, including a board meeting, where the parties
involved include boards of directors.
• This type of meeting notes can actually be written for any
kind of meeting that requires an official record. This written
record can then be used to either inform team members
who weren’t able to attend what happened or to keep
track of decisions and action items that can be revisited.
Minutes from previous meetings can therefore be used in
order to make future organizational decisions.
30. Things to include when writing
meeting minutes
1 Date and time of the meeting
2 Names of the participants
3 Purpose of the meeting
4 Agenda items and topics discussed
5 Action items
6 Next meeting date and place
31. Executive Summary of Documents
• An executive summary is a short section of a larger document like a business plan, investment
proposal or project proposal. It’s mostly used to give investors and stakeholders a quick overview of
important information about a business plan like the company description, market analysis and
financial information.
• Introduction: What is the purpose of your project?
• Company description: Show why you’re the right team to take on the project.
• Need/Problem: What is the problem that it’s solving?
• Unique Solution: What is your value proposition and what are the main selling points of your
project?
• Proof: Evidence, research, feasibility studies that support how your company can solve the issue.
• Resources: Outline the resources needed for the project
• Return on Investment/Funding Request: Explain the profitability of your project and what’s in for
the investors.
• Competition/Market Analysis: What’s your target market? Who are your competitors? How does
your company differentiate from them?
• Marketing Plan: Create a marketing plan that describes your company’s marketing strategis, sales
and partnership plans.
• Budget/Financial Planning: What is the budget baseline that you need for your project plan?
• Timeline: What is the estimated timeline to complete the project?
32. E-mail: How to make smart e-mail
• Because emails are sent and received instantly, there is no turning back once you push the “Send”
button. Misinformation, typos, and carelessly composed statements cannot be retracted. Urgent
messages can get lost in an overly cluttered inbox. And even the most skilled writers’ messages are
open to misinterpretation.
• Here are seven simple tips for writing smart, professional emails that deliver the right message to
the right audience.
• Tip #1: Think before you write
• Tip #2: Remember the human factor
• Tip #3: Be mindful of tone
• Tip #4: Choose your recipients wisely
• Tip #5: Write the body of the message first
• Tip #6: Be courteous
• Tip #7: Proofread your message
33. Nonverbal Communication
• Nonverbal communication is the transmission of messages or
signals through a nonverbal platform such as eye contact,
facial expressions, gestures, posture, and body language. It
includes the use of social cues, kinesics, distance and physical
environments/appearance, of voice and of touch.
34. Body language
• Body language is a type of communication in which
physical behaviors, as opposed to words, are used to
express or convey the information. Such behavior
includes facial expressions, body posture, gestures,
eye movement, touch and the use of space.
35. Paralanguage
• Paralanguage, also known as vocalics, is a component of
meta-communication that may modify meaning, give nuanced
meaning, or convey emotion, by using techniques such as
prosody, pitch, volume, intonation, etc. It is sometimes
defined as relating to nonphonemic properties only.
36. Proxemics
• Proxemics is the study of human use of space and the effects
that population density has on behaviour, communication,
and social interaction. Proxemics is one among several
subcategories in the study of nonverbal communication,
including haptics, kinesics, vocalics, and chronemics.
37. Chronemics
• Chronemics is the study of the use of time in
nonverbal communication. Time perceptions include
punctuality, willingness to wait, and interactions. The
use of time can affect lifestyles, daily agendas, speed
of speech, movements and how long people are
willing to listen.
38. Sign Language
• Sign language is a visual means of communicating
through hand signals, gestures, facial expressions,
and body language. It's the main form of
communication for the Deaf and Hard-of-Hearing
community, but sign language can be useful for other
groups of people as well.
39. Art of Public Speaking
• The art of speaking. PUBLIC speaking is
defined as the act or process of making
speeches in public and the art of effective
oral communication with an audience.
• Public speaking can be categorized into four
main types: ceremonial, demonstrative,
informative, and persuasive.
40. Listening Skills
• Listening is the ability to accurately receive and interpret
messages in the communication process. Listening is key to
all effective communication.
1. Informational listening
2. Discriminative listening
3. Biased listening
4. Sympathetic listening
5. Comprehensive listening
6. Empathetic or therapeutic listening
7. Critical listening
41. 1. Informational listening
When you want to learn something, you’ll use informational listening to understand and retain information.
It usually takes a high level of concentration to perform this type of listening. That’s because you need to be highly engaged to
understand a new concept.
You also need to apply critical thinking to what you are learning. This is so you can understand what you’re learning within the
context of relevant information.
Some examples of informational listening include: Work training, Self-paced learning at home or at work, Listening to an
educational ebook
Coaching
2. Discriminative listening
Discriminative listening is the first listening type that you’re born with.
Everyone innately has discriminative listening skills.
You use this type of listening before you even know how to understand words. Instead of relying on words, discriminative listening
uses tone of voice, verbal cues, and other changes in sound.
Discriminative listening is how babies understand the intention of a phrase before they can understand words. If someone speaks
to them in a happy and amused tone of voice, they’ll smile and laugh back.
3. Biased listening
Biased listening is also known as selective listening.
Someone who uses biased listening will only listen for information that they specifically want to hear.
This listening process can lead to a distortion of facts. That’s because the person listening isn’t fully in tune with what the speaker
wishes to communicate.
Here’s an example:
Let’s say your superior is briefing you on a new project. You’re waiting to hear about the details of this assignment because you’ve
been excited for a long time about it.
Because you’re so focused on the details of the assignment, you don’t fully hear everything your superior says. As a result,
you hear your superior explain how you’ll be judged on this project, but you don’t fully process it.
Because you don’t have this information, you may not perform as well as you could if you had understood all the details.
42. 4. Sympathetic listening
Sympathetic listening is driven by emotion.
Instead of focusing on the message spoken through words, the listener focuses on the feelings and emotions of
the speaker.
• This is done to process these feelings and emotions.
• By using sympathetic listening, you can provide the support the speaker needs. You can understand how
they’re really feeling not what they say they are feeling.
• The speaker will feel heard and validated when you take the time to pay attention in this way.
• Sympathetic listening is crucial if you want to build a deeper relationship with someone in your life.
• For example, let’s say you run into a work colleague at the grocery store. They seem upset, so you decide
to listen to what they have to say.
• You also use sympathetic listening to feel how they are feeling. In doing this, you notice how frustrated
they are about the lack of recognition they are getting at work.
• As a result, you can offer your support and sympathize with their situation.
5. Comprehensive listening
• Unlike discriminative listening, comprehensive listening requires language skills.
• This type of listening is usually developed in early childhood.
• People use comprehensive listening to understand what someone is saying using words.
• Several other types of listening build on comprehensive listening. For example, you need to use
comprehensive listening to use informational listening and learn something new.
• At work and in your life, you’ll likely use a combination of comprehensive and discriminative listening to
understand the messages people are giving you.
• For example, let’s say your colleague briefs you on a project. You’ll need to use comprehensive listening to
analyze the words and understand the message.
• You’ll also use comprehensive listening when you receive feedback.
43. 6. Empathetic or therapeutic listening
• Empathetic listening is useful to help you see from other people’s perspectives.
• Using this type of listening, you can try to understand someone else’s point of view as they’re speaking. You can also try to
imagine yourself in the other person’s shoes.
• Instead of just focusing on their message, you can use empathetic listening to relate to someone else’s experiences as if they
were your own.
• This is different from sympathetic listening.
• With sympathetic listening, you try to understand someone’s feelings to provide support. But you don’t necessarily try to
imagine what it’d feel like to be in their position.
• Here’s an example:
• Let’s say your superior just announced that this week’s company outing is canceled due to budget cuts.
• By using empathetic listening, you can tell how much pressure your superior is feeling. You can imagine yourself having to
break the bad news.
• You know there’s pressure from higher-ups to respect the budget. You also know that there’s pressure from employees.
• Instead of getting upset, you understand why your superior made this decision. That’s because you can imagine what it’s like
to be in their shoes at this moment.
7. Critical listening
• If you need to analyze complex information, you’ll need to use critical listening.
• Using critical thinking while listening goes deeper than comprehensive listening. Instead of taking the information at face
value, you can use critical listening to evaluate what’s being said.
• Critical listening is crucial when problem-solving at work.
• For example, you’d use this type of listening when trying to choose how to handle an unusual and complex client request.
44. Anatomy of poor Listening
The act of "listening" may be affected by barriers that impede the flow of
information. These barriers include distractions, an inability to prioritize
information, a tendency to assume or judge based on little or no information (i.e.,
"jumping to conclusions), and general confusion about the topic being discussed.
Listening barriers may be psychological (e.g., the listener's emotions) or physical
(e.g., noise and visual distraction). However, some of the most common barriers to
effective listening include low concentration, lack of prioritization, poor judgment,
and focusing on style rather than substance.
• Low Concentration
• Lack of Prioritization
• Poor Judgment
• Focusing on Style, Not Substance
45. Low Concentration
• Low concentration, or not paying close attention to speakers, is detrimental to effective listening. It can result from various
psychological or physical situations such as visual or auditory distractions, physical discomfort, inadequate volume, lack of
interest in the subject material, stress, or personal bias. Regardless of the cause, when a listener is not paying attention to a
speaker's dialogue, effective communication is significantly diminished. Both listeners and speakers should be aware of
these kinds of impediments and work to eliminate or mitigate them.
Lack of Prioritization
• Just as lack of attention to detail in a conversation can lead to ineffective listening, so can focusing too much attention on
the least important information. Listeners need to be able to pick up on social cues and prioritize the information they hear
to identify the most important points within the context of the conversation.
Poor Judgement
• When listening to a speaker's message, it is common to sometimes overlook aspects of the conversation or make judgments
before all of the information is presented. Listeners often engage in confirmation bias, which is the tendency to isolate
aspects of a conversation to support one's own preexisting beliefs and values. This psychological process has a detrimental
effect on listening for several reasons.
Focusing on Style, Not Substance
• The vividness effect explains how vivid or highly graphic an individual’s perception of a situation. When observing an event in
person, an observer is automatically drawn toward the sensational, vivid or memorable aspects of a conversation or speech.
• In the case of listening, distracting or larger-than-life elements in a speech or presentation can deflect attention away from
the most important information in the conversation or presentation. These distractions can also influence the listener's
opinion. For example, if a Shakespearean professor delivered an entire lecture in an exaggerated Elizabethan accent, the
class would likely not take the professor seriously, regardless of the actual academic merit of the lecture.
46. Features of a good Listener
#1 You’re in the here and now
#2 Distractions don’t stand a chance with you
#3 You’re curious
#4 You’re sincere and open minded – You don’t judge prematurely
#5 Your senses have good reception
#6 You ask the right questions
#7 You accept other opinions and can dial back your own
#8 You don’t interrupt
#9 You stay authentic
#10 You know your limits
47. Features of a good Listener
#1 You’re in the here and now
• Often, we’re not really in the moment when we’re listening to someone. While the other person is still talking we
have already jumped to conclusions, we are miles ahead of what the person is telling us. We’re already piecing
together our response. Good listening means that you stop your inner monologue and truly give your full and
undivided attention to the person who is talking. Shine an imaginary flashlight on that person. All the light, your
focus is on the person talking.
#2 Distractions don’t stand a chance with you
• Even if it seems so simple, listening is not that easy! And that’s the problem: Listening is hard work, but it has the
reputation of being a nearly effortless job. So much so, that we might be tempted to do something else while
listening. No, a listening brain can’t write a text message at the same time.
• You know that preventing possible distractions around you is crucial for listening. You are all ears. You put your
phone away, close your laptop, and turn off the TV. Now’s not the time to show off your multitasking skills.
#3 You’re curious
• Interest is an essential element of listening. It might seem like a paradox that your curiosity and interest could
have declined especially for those who are close and important to you. The problem is that we start thinking we
already know everything about that person. We begin overhearing the new within the old information.
• In a conversation you are the detective. You gather information and are keen to discover more about what your
counterpart feels and what he or she is moved by. No matter how much you already know, there’s always more to
discover.
48. #4 You’re sincere and open minded – You don’t judge prematurely
• We are skilled at evaluating things and making up our minds quickly. This is normal and most
of the time it’s useful. In listening however, a rash opinion kills the conversation. While our
counterpart hasn’t even finished their story, we might be thinking “Well, I would have done
that very differently.” In those moments you’re not really listening anymore. A good listener
has learned to postpone these reactions to the end of the conversation.
• Otherwise you’ll miss out on the fundamental feelings of your counterpart. You won’t be able
to understand or empathize with his or her point of view.
#5 Your senses have good reception
• Trembling hands, raised eyebrows, tense shoulders – our bodies are also speaking, and they
should be heard. Nonverbal communication is an important part of what is being said. All
your senses should stay tuned to get the full message.
• But, not only that: Listening is not a passive endeavor – it itself is active. The body language
of a good listener answers with eye contact, an understanding nod, facing the person who is
talking.
#6 You ask the right questions
• Listening does not mean sitting there in silence. In the right moment, it makes sense to reply,
to communicate that you are listening. A good way to do this is by paraphrasing. “So, what
you’re saying is… “should become an inherent part of your listeners’ toolbox. This way, you’re
not only giving your friend attention, you’re also making sure that you really understood
what the other person was trying to say. What we say and what we mean can be worlds
apart. It’s helpful to confirm that you’re still speaking the same language.
49. #7 You accept other opinions and can dial back your own
• When heated topics are debated on TV shows, those defending their opinion fight hard to be heard. Those debates usually
turn into monologues, one following the other. No one is actually listening to their counterpart, even though we know how
important it is to pick up each other’s ideas in a debate. Unsurprisingly, no one changes their opinion in the end.
• When we listen, we get a peek of our counterpart’s world. Even if it doesn’t align with our own world view, it’s fundamental
to stay interested and attentive. We can learn so much especially from those who don’t share our subjective opinion. They
are the ones who can truly give us new input if we choose to take advantage of the opportunity.
•
#8 You don’t interrupt
• Let’s be honest: Sometimes we’re part of a conversation where we’re impatiently anticipating the thought or feeling
someone else is struggling to express. It seems so enticing to just finish the sentence, to pace things up.
• Patience is a virtue – this goes for listening as well! A good listener understands that language is a complicated method of
transportation for thoughts and feelings. Your counterpart needs this pause because it’s not always easy to find the right
words. It’s not a race. Take your time.
#9 You stay authentic
• We all know them: Those who just don’t stop talking. Sometimes the conversation is so one-sided that there comes a point
where you just can’t keep listening. Here, it’s okay to interrupt someone! Nobody has to “endure” a conversation. That’s not
what listening is about. We can only have genuine interest in a conversation, if we also allow ourselves to stop. You don’t
fool yourself or others and you don’t listen just because you don’t know how to end the conversation.
•
#10 You know your limits
• A good listener recognizes where his or her abilities come to an end. This will become exhausting for you and won’t be
healthy for your counterpart. Psychotherapists are professionally trained to listen and watch out for signs that communicate
the need for more help than your lending ear could give.
50. Role Play
• Role-playing is a classic method for teaching
communication skills. To use this technique, students
act out skills after discussing them. For example,
appropriate posture or body language. Role-playing
should always focus on full group participation and
mutual respect.
• Step 1: Identify the Situation
• Step 2: Add Details
• Step 3: Assign Roles
• Step 4: Act Out the Scenario
• Step 5: Discuss What You Have Learned
51. Step 1: Identify the Situation
• To start the process, gather people together, introduce the problem, and encourage an open discussion to uncover all of the
relevant issues. This will help people to start thinking about the problem before the role-play begins.
• If you're in a group and people are unfamiliar with each other, consider doing some icebreaker exercises beforehand.
Step 2: Add Details
• Next, set up a scenario in enough detail for it to feel "real." Make sure that everyone is clear about the problem that you're
trying to work through, and that they know what you want to achieve by the end of the session.
Step 3: Assign Roles
• Once you've set the scene, identify the various fictional characters involved in the scenario. Some of these may be people
who have to deal with the situation when it actually happens (for example, salespeople). Others will represent people who
are supportive or hostile, depending on the scenario (for example, an angry client).
• Once you've identified these roles, allocate them to the people involved in your exercise; they should use their imagination
to put themselves inside the minds of the people that they're representing. This involves trying to understand their
perspectives, goals, motivations, and feelings when they enter the situation. (You may find the Perceptual
Positions technique useful here.)
Step 4: Act Out the Scenario
• Each person can then assume their role, and act out the situation, trying different approaches where necessary.
• It can be useful if the scenarios build up in intensity. For instance, if the aim of your role-play is to practice a sales meeting,
the person playing the role of the potential client could start as an ideal client, and, through a series of scenarios, could
become increasingly hostile and difficult. You could then test and practice different approaches for handling situations, so
that you can give participants experience in handling them.
Step 5: Discuss What You Have Learned
• When you finish the role-play, discuss what you've learned, so that you or the people involved can learn from the
experience.
• For example, if you're using it as part of a training exercise, you could lead a discussion on the scenarios you have explored,
and ask for written summaries of observations and conclusions from everyone who was involved.
52. Role of Verbal & Nonverbal
Communication
• Communication is the act of providing information. It is a two-way process where thoughts, ideas, feelings and
information are exchanged. In order for there to be communication between two parties, there must be a medium
or means with which to provide it. These means can include writing, different sources of media, verbal (auditory)
means and nonverbal means.
Verbal Communication
• Verbal communication comes in two forms: oral and written. Examples of verbal communication include speaking
to someone in person or on the phone, giving presentations and participating in meetings. Written
communication uses symbols that are hand-written or printed with an electronic device. The symbols can range
from letters in the alphabet to the use of identifiable images (like the “no smoking” image). Examples of written
communication include letters, memos, reports, bulletins and emails.
Nonverbal Communication
• Nonverbal communication is when a message is sent without spoken or written words. Examples of nonverbal
communication include body language, gestures, facial expressions, tones of voice and even eye contact.
According to Dr. Edward G. Wertheim, nonverbal cues in communication have five roles: they repeat and confirm
what a person is saying if they are being honest, they contradict a person’s words when they are dishonest, they
can be a substitute for verbal forms of communication and they compliment or accent what a person says.
• It is often said that it doesn’t matter what a person says. Rather, what counts is how it is said. For example, a
person could be telling a friend about a sad event; but if the story is being told while smiling, it would be hard for
the listening party to say the other person truly feels sad. Nonverbal communication often gives clues to how a
person really feels about a subject.
53. Writing a summer project report
• Prepare a title page
• Write a table of contents
• Include an acknowledgement section
• Provide company background information
• Give details of your work responsibilities during the internship
• Discuss the skills you learned and the experiences you had
• Write a conclusion, mentioning various ongoing
considerations
54. Writing a research report
• Research reports are recorded data prepared by researchers or
statisticians after analyzing information gathered by conducting organized
research, typically in the form of surveys or qualitative methods.
• A research report is a reliable source to recount details about a conducted
research and is most often considered to be a true testimony of all the
work done to garner specificities of research.
The various sections of a research report are:
• Summary
• Background/Introduction
• Implemented Methods
• Results based on Analysis
• Deliberation
• Conclusion
55. • Research Report Summary: The entire objective along with the overview of research are to be included in
a summary which is a couple of paragraphs in length. All the multiple components of the research are
explained in brief under the report summary. It should be interesting enough to capture all the key
elements of the report.
• Research Introduction: There always is a primary goal that the researcher is trying to achieve through a
report. In the introduction section, he/she can cover answers related to this goal and establish a thesis
which will be included to strive and answer it in detail. This section should answer an integral question:
“What is the current situation of the goal?”. After the research was conducted, did the organization
conclude the goal successfully or they are still a work in progress – provide such details in the introduction
part of the research report.
• Research Methodology: This is the most important section of the report where all the important
information lies. The readers can gain data for the topic along with analyzing the quality of provided
content and the research can also be approved by other market researchers. Thus, this section needs to be
highly informative with each aspect of research discussed in detail. Information needs to be expressed in
chronological order according to its priority and importance. Researchers should include references in case
they gained information from existing techniques.
• Research Results: A short description of the results along with calculations conducted to achieve the goal
will form this section of results. Usually, the exposition after data analysis is carried out in the discussion
part of the report.
• Research Discussion: The results are discussed in extreme detail in this section along with a comparative
analysis of reports that could probably exist in the same domain. Any abnormality uncovered during
research will be deliberated in the discussion section. While writing research reports, the researcher will
have to connect the dots on how the results will be applicable in the real world.
• Research References and Conclusion: Conclude all the research findings along with mentioning each and
every author, article or any content piece from where references were taken.
56. Interview and Negotiation
• To ensure a successful interview, here are some steps you can
take:
• Visit the place ahead of time
• Test out tech and virtual background
• Practice!
• Prepare some questions
• Dress mindfully
• Many of the terms which you may include in your negotiation may be guided by
your own personal needs or preferences. However, the most commonly pursued
type of negotiation involves salary. Many candidates find themselves at a loss
regarding the typical salaries for their potential position. Fortunately, there are a
multitude of resources available to help students navigate that process.
57. • Visit the place ahead of time - for an in-person interview, do visit the location
beforehand so that you are clear on the best route to take, which building to enter,
etc. Even taking this small step will introduce a sense of familiarity, and help
diminish anxiety the day of the interview.
• Test out tech and virtual background - for a virtual interview, e.g. via Zoom, make
sure you test your audio and video settings before the interview. Minimize any
sources that could be using your internet bandwidth to prevent technical issues.
Check for distractions in your background that you wouldn’t want the employer to
see.
• Practice! Companies and hiring managers are moving towards asking more
behavioral questions, (e.g. “Tell us about a time when you had to...,” rather than
hypothetical questions, e.g. “What would you do if....”) It can help to practice
answers to such questions on your own or with a friend.
• Prepare some questions - the company is not just interviewing you, but you are
interviewing them as well! Have some questions ready about the job posting and
work culture at the organization, and ask each interviewer about their role.
• Dress mindfully - ‘professional’ can have different meanings for different people.
You should think about how you want to present yourself, while being authentic to
who you are. A general default for companies is business attire (e.g. a suit jacket).
Of course, you may choose something more comfortable if you prefer.
58. The Cross Cultural Dimensions of
Business Communication
• Cross-Cultural Communications deal with the exchange of information
between people belonging to different cultures. It is not necessary for the
exchange of words to be successful or not. Even if both the parties are
trying to attempt the same, it will be considered as Cross-Cultural
Communication.
61. Ethical Issues in Business
Communication
Honesty
Transparency
Professionalism
Consistency
Responsibility
Fairness
Why Bother With
Ethical
Communication?
62. Transparency
• It is possible to tell the truth but not the whole truth, and partial communication rarely is ethical communication. For
example, an employee might publish an entirely genuine review of the company's products on an online review site, but if
they do so anonymously without declaring their vested interest in the business, then they are not acting ethically.
Consumers could suffer because the objectivity and transparency of the information are compromised.
Professionalism
• Ethical communication in business is not just a question of personal moral standards but an expression of professionalism.
The way to communicate professionally is to think long-term, reports Forbes. There may be times when you may feel the
urge to mouth off and shout at someone or put them down, and that might even make you feel powerful and in control. In
reality, losing your professionalism can destroy your future workplace relationships.
• Readiness for calm, considered dialogue is a basic requirement for ethical communication. Ask yourself, "Do I think and act
in such a way that I can confidently look in the mirror in the morning?"
Consistency
• Consistency requires that the information you present to different parties is logical and compatible, so you cannot confuse
people with contradictory messages. Consistency means asking yourself, "Do I regularly check what I am saying and doing to
see whether I am still communicating as I intended?"
Responsibility
• As the sender of a message, you are responsible for the way the message is received. Communicating with ethics means that
you don't write an ambiguous message to give yourself plausible deniability if the recipient takes the message the wrong
way. It also requires you to tailor your message to overcome any potential roadblocks, such as talking to customers in plain
English without corporate jargon.
• Ethical communicators refrain from manipulation, evasion and other linguistic gymnastics. They dare to be as transparent as
possible. A good way of gauging your level of responsibility is to ask, "Do I consistently act in the interests of the recipient of
my message? Do I take the time to follow up and make sure the message is understood?"
Fairness
• Fairness is the principle of communicating without judgment or interruption and not assuming how the other person is
going to respond. Active listening is an essential skill, reports career and management learning solutions platform Mind
Tools, as this ensures that everyone is listening to feedback and asking in-depth questions for the sake of clarification as they
strive to understand.
63. Legal Aspect of Business
Communication
• Product Disclaimers
• Legal Disclosures
• Marketing Communications
• Financial Reporting
• Internal Communications
64. Product Disclaimers
• Product and service disclaimers protect businesses from potentially harmful litigation in the event of misuse or
misunderstanding by customers. Disclaimers can be used in court to prove that customers were warned about dangers and
risks before using a product or service.
• Disclaimers can be found on a variety of media, including product packaging and commercial advertisements, or even in
sales conversations. Most disclaimers are preventive measures, according to Filevine, but some are legally mandated by
regulatory bodies. Financial advisers must include disclaimers related to the risks inherent in following their advice, for
example, while healthcare products are required to list potentially harmful side effects.
Legal Disclosures
• Legal disclosures are similar to disclaimers, but less specific. Although disclaimers are a type of disclosure, other types of
disclosures can be legally significant as well. Conflict-of-interest disclosures for stock analysts and financial advisers are one
example, as are references for research-based claims in marketing. Non-disclosure agreements approach the legal issues in
business communication from another angle. In non-disclosure agreements, one party agrees to refrain from sharing
proprietary information outside of a contractual relationship.
Marketing Communications
• Advertising and sales communications must follow legal guidelines for honesty and accuracy. According to the Federal Trade
Commission's overview of advertising and marketing law, advertising claims must be honest, non-deceptive and based on
factual evidence. Advertising and marketing law extends to regulate testimonials, product endorsements, advertising to
children, claims of environmental responsibility and claims of domestic production. The Federal Trade Commission also
strictly regulates direct marketing activities, including telemarketing and email marketing.
Financial Reporting
• Financial reporting can be considered a form of business communication, since it involves formally presenting information to
investors, regulators and the general public. Using deceptive accounting practices to misrepresent company finances is a
weighty legal matter potentially resulting in lawsuits, fines or even criminal charges, not to mention damage to a company's
brand reputation. This is one of the most closely regulated areas of business communications and is especially important for
publicly traded corporations.
Internal Communications
• Business communication deals just as much with internal dialogs as communication with outside stakeholders. The Equal
Opportunity Employment Commission and the Department of Labor regulate such issues as harassment, threats, hostile
work environments and dishonest communication with employees.
65. Mass Communication
• The concept of Mass Communication entails the transmission
of messages to a large number of assorted, heterogenous
people who are anonymous using technological tools called
mass media. The recipients or receivers of the messages
delivered through the process of Mass communication are
also called the Audience.
66. Advertisement
• An advertisement (often shortened to advert or ad) is the promotion of a
product, brand or service to a viewership in order to attract
interest, engagement and sales. Advertisements come in many forms,
from copy to interactive video, and have evolved to become a crucial
feature of the app marketplace.
• An advertisement is different from other types of marketing because it is
paid for, and because the creator of an advert has total control over the
content and message.
67. Banner ads
• With banner ads, the aim is to display an image and wait for users to view, click and convert –
making quality graphics and a compelling call to action (CTA) essential components.
Interstitial ads
• Interstitial ads offer a full-screen experience. These can be used to avoid ‘banner blindness’, when
users become so accustomed to seeing banner ads that they no longer take notice. Interstitial ads
can also be expandable (known as expandable ads), which start out as regular banner ads before
taking up the whole screen.
Native ads
• Native advertising is when ads are designed to match the environment in which they are placed.
For example, when you see a ‘sponsored’ tag attached to a YouTube video, this is native advertising
on that particular platform.
Video ads
• As their name suggests, video ads are advertisements in video format. By their nature, video ads
are a popular advertising method because they can be highly engaging with high click-through rates
(CTRs).
Playable ads
• By giving users access to interactive gameplay, playable ads let you try before you buy. This gives
users a limited look at an app, offering highlights that should push users to install. Because users
can gauge their interest before purchasing the app, playable ads can be used to reduce app
uninstall rates.
68. Publicity
• Publicity is also a way of mass communication. It is not a paid
form of mass communication that involves getting favourable
response of buyers by placing commercially significant news
in mass media. Publicity is not paid for by the organisation.
Publicity comes from reporters, columnists, and journalists. It
can be considered as a part of public relations.
69. Press Release
• A press release is an official statement delivered to
members of the news media for the purpose of
providing information, creating an official statement,
or making an announcement directed for public
release. Press releases are also considered a primary
source, meaning they are original informants for
information. A press release is traditionally composed
of nine structural elements, including
a headline, dateline, introduction, body, and other
components. Press releases are typically delivered
to news media electronically, ready to use, and often
subject to "do not use before" time, known as an news
embargo.
70. Common structural elements include:
• Letterhead or Logo
• Media Contact Information – name, phone number, email address, mailing address, or other
contact information for the public relation (PR) or other media relations contact person.
• Headline – used to grab the attention of journalists and briefly summarize the news in one to six
words.
• Dek– a sub-headline that describes the headline in more detail.
• Dateline – contains the release date and usually the originating city of the press release. If the date
listed is after the date that the information was actually sent to the media, then the sender is
requesting a news embargo.
• Introduction – first paragraph in a press release, that generally gives basic answers to the questions
of who, what, when, where and why.
• Body – further explanation, statistics, background, or other details relevant to the news.
• Boilerplate – generally a short "about" section, providing independent background on the issuing
company, organization, or individual.
• Close – in North America, traditionally the symbol "-30-" appears after the boilerplate or body and
before the media contact information, indicating to media that the release has ended. A more
modern equivalent has been the "###" symbol. In other countries, other means of indicating the
end of the release may be used, such as the text "ends".
71.
72. What Is a Media Mix?
• Right Message to the Right Audience
• Aligning Media Mix With Buying Stages
• Integrated Media Work Harder
73. Right Message to the Right Audience
• An effective media mix delivers the right marketing message to your customers and prospects at the lowest cost and with
minimal waste. If you want to reach a consumer audience across the country, you might use a media mix that includes
national newspapers, radio or television. If you wanted to reach a specific group of business decision-makers, such as
technical directors, your mix might include specialist business magazines or exhibitions aimed at those directors. To reach a
small number of key executives who influence a major purchasing decision, you might include personalized direct mail or an
executive briefing session in your mix.
Aligning Media Mix With Buying Stages
• Entrepreneur notes that the emphasis in the media mix changes at different stages in the buying cycle. When prospects are
looking for information, they may read publications covering their interests, search websites, visit trade shows or check
product review sites. So, it’s important that you have information in the places they are likely to visit. The emphasis in your
media mix would be on raising awareness through advertisements, press releases, product pages on your website,
participation in trade shows or comments on social media.
• When prospects have expressed an interest in your products, you can use a different media mix to nurture them and move
them toward a buying decision. The mix at this stage might include email offering detailed product information, a seminar or
a customized sales proposal.
Integrated Media Work Harder
• The components of a media mix are more effective when they are integrated. The benefit of an integrated campaign is that
the media mix is more effective when the components work together and communicate consistent messages each time,
according to MMC Learning. In practical terms, that means using the same creative themes and marketing messages across
all elements of your media mix. Prospects viewing an advertisement, website page, direct mail piece or product guide from
an integrated campaign would receive consistent messages, with each element of the mix reinforcing the others.
Fine-Tuning the Mix
• Analytical tools are available to assess your media mix and improve the results you achieve. These tools identify the
strengths and weaknesses of your marketing programs and your media mix. By demonstrating how changes in the mix can
affect results, the tools help you to reallocate your budgets and create a better mix to improve marketing performance.
74. Public Relations (PR)
• Public relations (PR) is the set of techniques and strategies related to
managing how information about an individual or company is
disseminated to the public, and especially the media. Its primary goals are
to disseminate important company news or events, maintain a brand
image, and put a positive spin on negative events to minimize their fallout.
PR may occur in the form of a company press release, news conference,
interviews with journalists, social media posting, or other venues.
75. Types of Public Relations
• Media relations
• Production relations
• Investor relations
• Internal relations
• Government relations
• Community relations
• Customer relations
76. • Media relations is the emphasis of forging a strong relationship with public media organizations. A media
relations team often works directly with external media by directly delivering them company news,
providing validated content sources, and being accessible for public comment on other news stories.
• Production relations is closely related to the direct operations of a company. This department supports
broad marketing plans and is often related to specific, one-time endeavors such as the launch of a new
product, a special campaign, or management of a major product change.
• Investor relations is the oversight of the relationship between the company and its investors. This aspect
of public relations handles investor events, oversees the communication of the release of financial reports,
and handles the complaints of investors.
• Internal relations is the public relations branch between a company and its employees. Internal relations
pertain to counseling employees, ensuring all workers are satisfied with their working conditions, and
mediating issues internally to avoid public disclosure of dissatisfaction.
• Government relations is the connection between a company and related governing bodies. Some public
relations departments want to forge a strong relationship to provide feedback to politicians, sway
decision-makers to act in specific ways, and ensure fair treatment of the company's clients.
• Community relations is public relations focused on brand and reputation within a specific community. The
community could be physical (i.e. a specific city) or non-physical (i.e. the dog-owner community). This
branch of public relations keys in on the social niche of the community to align itself with its members.
• Customer relations is the bridge that connects the company and its customers. Public relations often
involves handling key relationships, conducting market research, understanding the priorities of its
customers, and addressing major concerns.
77. Newsletter
• A newsletter is a printed or electronic report containing news
concerning the activities of a business or an organization that is
sent to its members, customers, employees or other subscribers.
Newsletters generally contain one main topic of interest to its
recipients. A newsletter may be considered grey literature.
• Send mass email campaigns with reliable deliverability;
• Create professional newsletters, (email templates are always nice to
have);
• Manage contacts and email lists in compliance with GDPR;
• Keep track of important metrics like open rate, click through rate,
and unsubscribe rate;
• Fine tune your marketing strategy with features like A/B testing for
your newsletter content, subject line, and CTA buttons.
79. • What is public speaking? Basically, it's a presentation
that's given live before an audience. Public speeches
can cover a wide variety of different topics. The goal of
the speech may be to educate, entertain, or influence
the listeners. Often, visual aids in the form of an
electronic slideshow are used to supplement the
speech. This makes it more interesting to the listeners.
• improves confidence
• better research skills
• stronger deductive skills
• ability to advocate for causes
• and more
80. To help you become better at giving public speeches, we'll take a look at these five areas:
1.writing the speech
2.overcoming a fear of speaking
3.practicing the speech
4.preparing your presentation slide designs
5.giving the speech
81. Handling the Media
1. Stay Calm, Professional & Factual
2. Don't Say Anything You Don't Want Published
3. Assume You're Being Recorded
4. Gather Data
5. Kill the Story
82. 1. Stay Calm, Professional & Factual
Talking to a reporter should be like dealing with a cop. Keep it light, but don't try to be funny. While humor often
helps to relax a tense situation, joking with a reporter is not always a good idea. That great quip of yours might
not seem as clever when quoted out of context.
Remember, the reporter is looking for you to "make news"–which could mean losing your temper or saying
something controversial.
2. Don't Say Anything You Don't Want Published
Forget everything you've seen in all of those movies about talking off-the-record with a muckraking reporter.
Everything you say could be on the record, even if the reporter says otherwise; terms like "on background" and
"off-the-record" are not legally binding.
The reporter does not need your permission to write or print anything you say, so don't share anything you
wouldn't want to see on the web.
3. Assume You're Being Recorded
Here's the bad news: 33 states allow for "one-party" taping, where only one person needs to be aware of the
recording. Of course, if that person is the reporter, she doesn't need to notify you.
Even if your state requires "two-party" notification, you're not off the hook. An "on-hold" message alerting callers
your company may record or monitor calls is permission enough for the reporter to record as well.
4. Gather Data
The reporter isn't the only one who can ask questions. Get as much information as you can about the complaint
or issue the reporter is calling about. Listen and take notes, but don't try to argue the merits of the case right
away. Let the reporter ask her questions.
Then: Answer what you can, but don't feel the need to respond to everything right away. It is not unreasonable to
request a day or two to look into the situation or gather information. That gap between conversation and deadline
also gives you an opportunity to deal with, say, a customer complaint. By the time you get back with the reporter,
the problem may no longer exist. (See below.)
5. Kill the Story
A couple of years ago, a reader wrote me about a problem with an Oreck vacuum. I'd barely gotten through my
introduction before the company's PR person, Laurel Blair, shut me down by saying, "Mr. Burley, Have no fear. If I
have to deliver it myself, your reader will get a new vacuum and we'll test it before we leave."
In one sentence, she had vanquished the complaint, given me a non-story, and limited the company's future
exposure to the cost of one vacuum.
What she understood was that my column showcased a conflict between company and customer. Without
conflict, I no longer had a story. It was brilliant public relations. Actually, I still wrote a story--but only to say how
good Laurel was at her job.
83. What is a business meeting?
• A business meeting is a gathering of two or more people for the
purpose of making decisions or discussing company objectives and
operations. Business meetings are generally conducted in person in
an office, however with the rise of video conferencing technologies,
participants can join a business meeting from anywhere.
• Status Update Meetings
• Decision-Making Meetings
• Problem-Solving Meetings
• Team-Building Meetings
• Idea-Sharing Meetings
• Innovation Meetings
85. Handling questions from the audience
1. Tell the audience in advance when you will be taking questions
2. Anticipate questions in advance
3. Realise that questions are a good thing
4. Make eye contact with the questioner
5. Always take a brief pause before launching into your answer
6. Be sure that you understand the question they are asking or point that
they’re making
86. What Is The Webinar?
• What Is The Webinar?
• The webinar is an abbreviation of web and seminar. More than just
a digital conference, it offers you the opportunity to share and
deepen your knowledge without leaving your office or home.
Unlike web conferencing, which has been practiced in business for
many years, this new approach allows you to reach a wider and
more invested audience. It goes without saying that auditors who
have decided themselves to participate in training should be
professionally and personally concerned. Note that so far, the main
topics discussed in webinar relate to new information technologies
and emerging professions in the digital world.
• Define your targets
• Plan a webinar program
• Use all communication channels
87. Planning your Presentation
• A good presentation requires careful planning. In general, you will
need to follow these steps to plan a successful presentation:
• Brainstorm and outline: What's your topic? What do you know
about the topic? What do you want your audience to know?
• Research: Use research to support your argument, find examples
and statistics, or to learn more about your topic.
• Write an outline.
• Write a draft.
• Plan any visual aids such as PowerPoint or any activities you want
your audience to participate in
• Practice, practice, practice!
• Make sure your presentation is not
long, and edit it down as needed.
88. Delivering the Presentation
• Dress appropriately
• Arrive early
• Meet the moderator
• Decide how to handle audience questions
• Have a plan if the technology fails
• Greet the audience
• Load your visuals before your allotted presentation time
• Smile
• Don't eat or chew gum
• Take a deep breath
• Speak clearly
• Speak at an even pace
• Change the inflection of your voice to gain audience attention or to emphasize content
• Use appropriate gestures
• Make proper eye contact
• Stand beside the screen
• Do not talk to the screen or board
• Do not read line-by-line
• If you get stuck, look at your notes
• Use the microphone effectively
• Do not curse or use inappropriate language
• Be considerate of your team
• Do not conclude abruptly
• Be considerate of the next presenter
• Thank your moderator
• Participate in the audience
89. Developing & displaying visual aids
Preparing Visual Aids
• To effectively reinforce your message and clarify points, visuals should be clear, simple, and easy to read. Use one
main idea per page or slide, with a title at the top. Bullet points and key phrases can help organize ideas in a clear
and succinct way. Don't overcrowd your slides or sheets with information.
• Ensure that your visual aid is legible from a distance. Color can be used for added impact and to improve
visibility. Leave even margins on the sides and some empty space on the bottom for a balanced, clean look. For
added interest, use a mix of graphics and words, and vary the style of lettering to emphasize key points or improve
readability.
• When using slides, be sure to choose colors and fonts that are easily read when projected. Good font choices
include large, clear, sans-serif fonts such as Arial, Trebuchet or Verdana. Make sure the font is large
enough. PowerPoint's default font sizes are about the minimum. You may want to increase the size for a large
room.
• The color of the font should contrast well with the background. Consider lighting when choosing your color
scheme. If the room will be lit during your presentation, use black or another high-contrast color font on white or
lightly colored backgrounds. If the presenting room will be dark, light or white text on a dark background may be
more visible.
• Remember to proof all your work prior to the presentation - nothing ruins a good visual aid (and your professional
image) like a glaring typo. It can also be useful to number your slides or sheets in order of their appearance, in
case things get lost, deleted or mixed up.
Displaying Visual Aids
• When using visual aids in your presentation, follow the three T's:
• TOUCH (or at least gesture toward) and look at the chart or screen; read it silently to yourself to give the audience
time to read it.
• TURN back toward the audience.
• TALK to the audience, not to your visual.
90. BLOG WRITING
• How to write a blog post
• Brainstorm blog topics
• Define your audience
• Create an organized outline
• Write engaging content
• Craft an irresistible headline
• Stylize your blog post
• Pick relevant images
• Implement calls-to-action
• Optimize for SEO
• Edit and publish your blog post
• Promote the final article
91. 01. Brainstorm blog topics
When writing a blog post, whether it's you're guest posting for someone else or writing for your own blog,
you’ll want to cover topics that bring value to your readers and fall in line with their interests, as well as
your own. Rather than trying to find the perfect topic right away, start by jotting down different ideas that
come to mind.
02. Refine your topic with keyword research
Part of writing a blog post involves keyword research. This crucial SEO practice is used as a marker to see which
terms you can potentially rank high for in certain online searches.
03. Define your audience
Now that you know what you’ll be writing about, you need to find out who you’re writing for. Anticipating the
kinds of people who will be reading your posts will help you create content that is interesting, engaging
and shareable.
04. Create an organized outline
The key to learning how to write a blog post is doing thorough research and planning before you create the
article itself. After deciding on the topic and blog format, you’ll need to build the mold for your content.
Creating an outline is critical, as it ensures your article will have a strong foundation that you can build on
as you write your blog post.
Start by creating subheaders, which are the backbone of an organized outline. These small but mighty pieces of
content help you break down your article into bite-sized sections - making it easier for you to write and
more digestible for people to read.
92. 05. Write engaging content
Now that you’ve sketched out the blog post, you can begin typing away. Keep in mind that blog posts, like many other types of
writing, typically include three main elements: an introduction, the body text, and a conclusion.
Let’s start with the introduction. In the first few sentences of your article, you should already grab your readers’ attention. Begin
with a relevant quote or statistic, tell a short story, or share an interesting fact. Then, set the tone for the article by sharing a
brief summary of what you’re going to talk about in the body text. This gives your readers a reason to keep going.
06. Craft an irresistible headline
When writing a blog post, you don’t only need strong content; you’ll also want a powerful headline. A great headline entices
readers and enhances your blog design, ensuring that they actually click on your article in the first place.
Learning how to write a catchy blog title doesn’t have to be hard. All you need to do is keep the following points in mind: clarity,
specificity and offering an answer or solution.
Writing a good headline also depends on how well you put yourself in the shoes of your audience. Use the title to promise readers
that your blog post will provide valuable insight that will benefit them in some way, whether by satisfying their intellectual
curiosity, teaching them something new, or helping them solve a problem. This will increase the chances that they’ll click on
your article and read it.
07. Stylize your blog post
Writing your blog post may be your first priority, but you’ll also want to package it in an appealing way. Having an article with
strong visual appeal is crucial for striking the right chord with your readers.
If you’re writing a blog about organic ingredients, for instance, using a natural color palette on your site will set the right tone for
the type of topics you’ll be writing about. This same color palette should also be used for your blog logo, as well as on your
social media platforms.
08. Pick relevant images
Likewise, you should also enhance your blog post with a few great images that illustrate your main points. It’s important that your
pictures add value to the subject, rather than serving as placeholders. Pay extra attention to your featured image - this will
be the main visual below your blog’s title, and it’s what readers will see when they browse your articles from your blog’s
homepage.
With Wix, you can add a professional photo gallery to individual posts and embed your own pictures within your articles. You can
also choose from an array of media content from Wix, Shutterstock, and Unsplash directly within your site’s editor.
93. 09. Implement calls-to-action
In the same way a blog is meant to inform people about specific topics, it can also be used as an
important tool that motivates readers to take a certain action. This includes everything from
subscribing to your blog to making a purchase.
10. Optimize for SEO
When it comes to SEO for bloggers, a strong SEO plan involves optimizing your content both before and
after writing the blog post. Not only does this include doing keyword research prior to the outline
phase (mentioned in step 3), but it also includes using those keywords to polish your final piece.
11. Edit and publish your blog post
With so many common blogging mistakes out there, you’ll need to thoroughly check your article for
grammatical errors, repetition and any other unprofessional content. Furthermore, make sure your
ideas flow coherently throughout each section, signaling a clear and purposeful message to
readers. You can read about other essential aspects of blogging in this comprehensive blog post
checklist.
12. Promote the final article
Once you’ve written and published the blog post, take the necessary steps to make sure it gets read.
Two of the most effective ways to promote your blog post and get readers are email marketing and
social media marketing.
94. Content for Digital Platform
• Digital content delivery platform
• Businesses today no longer compete on price alone. The entire user experience determines whether you have a
satisfied or disgruntled customer. As more consumers want rich and engaging journeys,
a digital content delivery platform helps you manage your content for a consistent experience across all digital
channels.
• What is a digital content delivery platform?
• Sometimes also called a content distribution platform, digital distribution platform or electronic software delivery
system, a digital content delivery platform is the way you distribute or deliver digital content to users. Content can
include media like audio, video, images, text or even delivering new software to customers.
• Unlike digital content management systems, digital content delivery allows you to optimize all your content
marketing for easy distribution on any type of device. Your digital content delivery platform should also integrate
with the rest of your technology stack, speeding up your time to market. You can connect
your digital content delivery platform to your marketing, sales and development systems to streamline the entire
content creation, staging and distribution process while working in the same environment.
• How does a digital content delivery platform work?
• A digital content delivery platform aims to manage all your content-related tasks in a single ecosystem. Developers
and designers can build individual pages, stage media and optimize content delivery for different devices like
computers or mobile phones.
• Customers are looking for optimized experiences and convenient user journeys, but also expect great content
marketing that represents the vision of your brand. Using componentized delivery and content modeling tools,
editors can create engaging media and test the delivery across all available digital channels.
• Streamlined interfaces for different scenarios help you to keep track of all your content from full-page layouts to
simple blocks of text. You can define your brand experience and have your content creators deliver consistent
experiences by previewing each design before releasing it to consumers.
