Communication flow & process

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Learning Objectives
1
2
3
4
What is Business Communication
Types of Communication
STAR Format of Written Communication
Essentials of Effective Communication
SPIN INTERVIEW FRAMEWORK
5 Tips for Smart Communication
6 Communication across cultures
7 Exercises
8 Summary

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Let’s first understand what is communication...
What is Business Communication?
Communication is transferring information and understanding from one to
one or one to many. It could take place in a verbal or a written mode and
could use forms such as face-to-face meetings, group discussions, e-mail
writing, and even non verbal modes like gestures, body language, etc.
SENDER
CHANNEL DECODING
Message
FEEDBACK
RECEIVER
Message Message

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What is Business Communication?
Business Communication is any
communication that involves
communicating for business / official
purpose to achieve a predetermined
objective. This may include:
 CVs, Resumes
 Email, Web site, FAQs
 Letters, Newsletters, Brochures,
Articles, Catalogs
 Advertisements, Notice Board,
Pamphlets, Signs, Press Releases
 Presentations, multimedia, talks
 Reports, Manuals, Proposals,
Books

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Verbal Written
Non
Verbal
Communication
Verbal
Written
Non Verbal

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Verbal Written
Non
Verbal
Communication
Verbal Communication
• Provides instant feedback
• Opportunity to check for
understanding
• Involves Questioning &
Paraphrasing
• Faster closure on open
items
• No record unless minutes
of the meeting recorded
• Usually unstructured
• Increases speed of
communication

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Verbal Written
Non
Verbal
Communication
Written Communication
• Provides record for future
reference
• More structured
• Tools to gain attention – like
bullets, bold, etc.
• Ability to provide details
• Can be sent to multiple
people at the same time
• More Formal
• It mainly consists of
diagrams, pictures, graphs,
reports, policies, rules,
orders, instructions,
agreements, etc.
• Comprehensive & Accurate

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Verbal Written
Non
Verbal
Communication
Non Verbal Communication
• Constitutes of Physical,
Aesthetic, Signs, Symbolic
• Complements Verbal
Communication - It may accent
or underline a verbal message.
Pounding the table, for
example, can underline a
message.
• Gestures talk more than words
• Could be Positive / Negative
• Indicative of a person’s
personality

1. Analyze
the
Purpose
2. Consider the
Audience
3. Build the
Structure
4. Detail &
Design
Approach
5. Execute with
Confidence
STAR / ACBDE Model of
Communication

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1. Analyze the Purpose
Before you begin writing:
• What is the purpose of writing the
mail / letter / memo / etc.?
• What information do you wish to
exchange?
• What does your reader want to
know?
• What action do you want the reader
to take?
• What relationship do you have with
the reader?
If you can’t answer these questions, then
you should wonder, whether you should
even the send the communication.

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1. Analyze the Purpose
Subject of the Mail
• Subject should convey the purpose
• Subject field is the first thing reader
will see before opening the
communication sent
• Subject field of your message should
be meaningful
• Subject field [when you use the
‘reply’ option in case of e-mails]
should accurately reflect the content
of the message
• Subject should be brief - Does not
need to be a complete sentence

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2. Consider the Audience
Recipients & Gender Bias
• Write the name of the person that
you are writing to, in the ‘To’ field
• Write the name of the person /
persons you want to be informed
about the contents of the mail in the
‘Cc’ field
• Do not write names in the ‘Bcc’ field
• Avoid using he / she repeatedly.
• Write sentences in the plural
For example, “A vendor should give
all his details for setting up the
database.” can be changed to
“Vendors should give all their details
for setting up the database.”

2. Content 3. Closing
1. Salutation
3. Build the Structure
Structure of
Written
Communication

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Salutation
• Write to the reader as you would talk
to him / her naturally - If you address
John Smith as John in person, do not
address him as Mr. Smith in your
email, however, memos / circulars
are more formal and hence require
Mr. / Miss.
• Use first names - Hi Chris …
• Avoid “Good Morning” or “Good
Afternoon” as your communication
might reach late / different time zone

Do’s
 Mention any specific information that is
requested by the reader - If you cannot
answer a question or provide definite
information:
 state when you can send the information.
 explain why you won’t be able to answer
the query.
 tell as much as you know / offer
additional information when available.
 Use Positive statements
For e.g. “This report discusses each step briefly.”
 Content should be accurate & crisp
Don’ts
х Don’t tell the reader what you or they can’t
do... tell them what can be done
х Negative statements - Don’t tell them
something negative unless it is important that
they have the information
For e.g. “ This report never goes into any
phase of the matter in detail, but covers each
part briefly.”
х Don’t use casual language – Business
communication is always formal & organized
Content

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Closing
• The final paragraph of a written
business communication states what
you want the person to do
• Give timelines
• Signoff with your name and contact
details in case of any questions /
clarifications
• Do not say ‘thanks in advance/
anticipation. If you would like to
thank someone for their help. Do it
after the job. Say ‘ I appreciate your
help’. Or ‘Thanks for the quick
response’
• Close on a pleasant note

Punctuation
• Inappropriate use of
punctuation could change the
meaning of the sentence
• It makes the communication
look more structured & clear
Paragraphing
• Keep one main idea per
paragraph
• Use short paragraphs
• Ideas in successive
paragraphs can be related
Formatting
• All letters should be Arial -
size 10 / 12
• Use line spacing set in the
template
• Separate paragraphs with
one blank line in between
Components
of Detail &
Design
4. Detail & Design Approach

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More on Punctuation
• A Period marks the end of a sentence. For e.g.
I believe the changes have been made. Have
we tested them to see if the data is
following the assignment rules?
• A period is used in abbreviations of words.
Company - Co. or miscellaneous – misc.

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More on Punctuation
• Use a Comma to separate a phrase which
precedes the main sentence.
• I will come for the party, however, I shall
leave early.
• Use a comma to set off linking words.
• Request the client for the check number.
Then, go to the fleet window and get the
copies.
• Examples of linking words - However, Moreover,
Therefore, Nevertheless, Thereby.

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More on Punctuation
• The Colon “announces” that a list is about to
follow; it is the gateway to that list. It means : ‘As
follows’
1. The requirements for this position are:
• A degree in Accounts or Economics
• Sound financial background
• The Apostrophe is used to:
1. Show possession
• Anu’ s case studies
2. Show contractions [not acceptable in
formal writing]
• It’ll [It will]

Brief writing style
Omit needless words
Combine sentences
Rewrite
Use no more than 5 fonts
Use glossy paper
Use templates
Avoid double emphasis
Use limited colors

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5. Execute with Confidence
• Never write when you are upset
• Write quickly; Write the easy parts
First
• Write like you talk: You’ll fix it later
• Imagine explaining the subject in
person.
• Do a spell check before sending
• Read the message a one more time
before sending

Have I stated my
purpose correctly
and provided
information that
the readers would
like to know?
Is the
communication well
organized in terms of
formatting,
structuring, etc.?
Have I stated clearly
what response I want
from the reader ?
Have I written in
appropriate, short
and crisp sentences?
Is my
communication
sounding
pleasant?
5. Execute with Confidence
The ‘Write Perfect’ Checklist - Before clicking on ‘send’… Review!

Essentials of Effective Communication
Creates
Goodwill
Saves Reader’s
Time
Correct
Complete
Clear
Create Goodwill
The message should be pleasant.
clear, correct as this will result in
creating goodwill for te sender of
the message / communication.
Save Reader’s Time
The communication should be
such that the reader saves time
in undertsanding the message.
Correct
The information provided should
be correct and fact based.
Complete
The information given should be
complete and should not leave
any scope for questions / lack of
information.
Clear
Business communication should
be clear and should be self
explanatory about why it has
been written.

<
1
Letters & Memos
• Open & closed
punctuation
• Full stops at end
of addresses
• Full stops in
abbreviations
• Date & Signature
• Subject Line –
optional & rare
2
Meeting Agenda
• Time & place must
be mentioned
• Purpose of meeting
must be clearly
mentioned.
• Dial-in numbers
must be given in
case of virtual
conferences
3
Minutes of the
Meeting
• Decisions reached
must be listed
• Action Items
along with
stakeholders’
names must be
documented
4
Mailing List
• Check mailing list
for every
communication
sent
• Keep updating
your mailing list
• Categorize
mailing list as per
the information
5
Netiquette
• Never flame.
• Use FULL CAPS
only to emphasize
• Send messages on
a need basis
• Don’t forget to add
attachments if
mentioned
FIVE FUNCTIONS OF MANAGEMENTTips for Smart Communication

<
6
Resume
• Content: Name,
Objective, Education,
Experience, Personal
details, References
• Two pages max
• Highlight strengths
• Use templates but
enhance them
7
Reports
• Content: Cover
page, Index,
Executive summary,
Appendices
• Steps: Define
problem, Gather
information,
Analyze & organize
information
8
Sales Proposal
• Content: Budget,
Objectives,
Strategy & Tactics,
Schedule, Results,
and Closing
• Should be
persuasive &
accurate
9
Covering Letters
• Brief - 3
paragraphs, bullets
• Focus on - Major
requirements
• Differentiators -
Research through
Web / friends /
colleagues
• Do not plead
10
FAQs
• Should be correct
and based on
research
• Should be created
by Subject Matter
Experts [SMEs]
• Should have a
contact person’s e-
mail
FIVE FUNCTIONS OF MANAGEMENTTips for Smart Communication

Tips for Smart Communication
Misplaced Word – Beware!
Sometimes misplaced words are used for comic effect
“The other day I shot an elephant in my pajamas.
How he got in my pajamas I'll never know.”
Groucho Marx

Consider the different meanings
in the following sentences:
The dog under the tree bit Carrie.
vs.
The dog bit Carrie under the tree.

We have recruited a Marketing Manager who worked for a
major competitor named R.C. Verma.
We have recruited a Marketing Manager named R.C. Verma
who worked for a major competitor.

Communication across Cultures
English is frequently the language used in global
business even though it is not the language spoken /
written by the majority of people in the world.
Here’s how you can ensure you do not go wrong
while communicating across cultures.

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Tips for Native Speakers of English - Writing
• Avoid long or complex sentences
• Do not present someone with too many points at
once
• Avoid Idioms or colloquialisms, slang, jargon
• Review everything you write to try and determine
if a non-native speaker may have difficulty
understanding the meaning
• When in doubt, lean toward the formal side
• Begin communication with a preliminary
statement, such as thanking someone for his or her
last communication. This applies to both spoken
and written communication
• Humor is notoriously culture-specific: Many things
that pass for humor in one culture can be seen as
grossly offensive in another
Communication across Cultures

Exercises on Written Communication
Rewrite in simple words
1. Campus Jewelers’ main objective is to increase sales. Specifically, the objective is to double
sales in the next five years by becoming a more successful business.
Campus Jewelers’ objective is to double sales in the next five years.
2. As of this date I haven't received any documents
So far I haven't received any documents.
3. I am in receipt of your letter.
I have received your letter.

Rewrite in simple words
4. In the event that it happens, I will go to Australia.
If it happens, I will go to Australia.
5. It often rains in the month of July.
It often rains in July.
6. Kindly confirm the same.
Please confirm.

Use a comma to separate a phrase which precedes the main sentence.
1. For any further clarification on vendor discount related issues please call Monica Giroux on
Dial Comm. 8*622 2107.
For any further clarification on vendor discount related issues, please call Monica Giroux
on Dial Comm. 8*622 2107.
I believe the changes went in, have we tested the changes to see if the data is following
the assignment rules?
I believe the changes have been made. Have we tested them to see if the data is
following the assignment rules?
Which one is correct usage of a comma / period / full stop?

Communication should be Clear, Correct,
Crisp, Credible, & Consistent
Any communication should sound pleasant –
same is true for written communication
Be sensitive to other cultures while
writing
Always review your communication
before pressing the send button
Follow the STAR Format for written
communication
Summary

Communication flow & process

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