This document discusses objectives, styles, tones, and credibility in business communication. It provides definitions and factors that affect credibility, including initial and acquired credibility. It also outlines four styles of communication - tell, join, confer, and sell - and notes their appropriate uses. The document concludes with an assignment asking students to write a note on the four communication styles.

1. 1.1. What Do You Want TOWhat Do You Want TO
Accomplish?Accomplish?
1.1 Objectives
1.2 Style
1.3 Tone
2.2. How Does Your AudienceHow Does Your Audience
Perceive You?Perceive You?
2.1 What is credibility?
2.2 How can you enhance it?
a. Initial credibility
b. Acquired credibility

2.  General GoalGeneral Goal
(a broad statement about job, task or activity)
 Specific ObjectiveSpecific Objective
OR Communication ObjectiveOR Communication Objective
(highly specific statement, including measurable
quantities, with very specific results)
“As a result of this message,
my audience will……………..”

3. Communication StylesCommunication Styles
TELL JOINCONFERSELL
Use These when:
a. You have all information you need.
b. You understand information
without help.
c. You want a logical, orderly and
quick decision.
Use These when:
a. You need more information.
b. You need critical evaluation,
opinions, ideas from audience.
c. You want audience to be involved
for effective decisions.
C 90% to 95%
A 5% to 10%
60% to 70%
30% to 40%
30% to 40%
60% to 70%
5% to 10%
90% to 95%

4. Middle/balanced/moderate
Business CommunicationBusiness Communication
Tone ContinuumTone Continuum
Light/friendly
Formal/official

5. CREDIBILITYCREDIBILITY
Credibility is the audience’s perception of
the communicator
Credibility is affected by:
1. Rank
2. Goodwill
3. Expertise
4. Image
5. Morality & Fairness

6. Initial CredibilityInitial Credibility
Refers to the audience’s perception of the
communicator before the communication
itself takes place.
Acquired CredibilityAcquired Credibility
Refers to the audience’s perception of the
communicator, after the communication
begins to take place.

7. Factors That Affect Credibility
Common Terms Social Power Theory
• Position or Rank
• Goodwill or personal
relationship
• Expertise/competence
• Image or attractiveness
and dynamism
• Morality and fairness
• Coercive/reward power
• Personal obligation
• Expert power
• Identification or Referent
power
• Legitimate power

8. Assignment-2Assignment-2
Q 1. Write a note on the four styles of
communication.
Submission Deadline: Next class ,2012
Submit in Handwritten or Printed Form
or E-mail:
drbasit_preston@hotmail.com