COMMUNICATION SKILLS

CHAPTER ONE
INTRODUCUTION TO COMMUNICATION
Definition of the term communication

Communication has been defined differently by different authors and the

following are some of the definition:

 Communication is that which takes place when one person’s thought or

feeling is conveyed to one or many people in such a way that it elicits a
response showing either he understands or that that clarification is
required.
 S. Sillas says that communication is giving, receiving, or exchange of
information, opinion or ideas by writing speech or visual means or any
combination of the two, so that material communicated is completely
understood by everyone concerned.
 Saleemi says it's the means to provide required information to the
concerned persons. He defines it as the act of any natural or artificial
means of conveying information or giving instructions.
 Communication is the process of passing information and understanding
from one person to another, transmitting information between an individual
and or organization so that an understanding response results.

The above definitions imply that:

1). Communication involves a process which in turn involves communication

of ideas.

2). The ideas should be accurately replicated (reproduced) in the receivers

mind (decoded)

3) The transmitter is assured of accurate replication of ideas by feedback i.e.

the receiver's response which is communicated back to the sender.

4) To elicit action- communication therefore is a process by which

information is passed or exchanged and understood by two or more people
usually with the intent to motivate, influence behavior. It's also a process

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 by which information is passed between individuals or organizations by
previous of agreed symbols.

Objectives of communication

When we communicate, we want to do something. The passing of information

that the other person needs either immediately or later to enable him or her to
store in his or her memory until required. We communicate to:

 Influence others to obtain their view points or their support.

 We communicate to persuade.
 Socialize
 Educate/ pass knowledge to each other
 Entertain
 Motivate each other.
 Caution or warn
 Give morale etc.

Communication thus is essential and all human beings communicate. Every act
of human communication involves at least two people, one who is giving the
information - the transmitter, source, encoder, emitter, conveyer, sender; and the
other one who is receives the information i.e. the receiver, recipient, and decoder.

Importance of communication

1. Good communication makes it easier to implement change.

2. Make Successful decision making.

3. Have impact upon employee's motivation and performance.

4. Cornerstone of coordination- different departments in organizations can

easily pursue their objectives with the aid of communication.

5. Enables the organization to identify customer's needs and wants through

market research and ensures that these needs are being satisfied on an ongoing
basis.
6. Manager communicates most effectively with the stake holders who
include: shareholders media, staff, supervisors, customers and suppliers.
Today's

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managers are measured on how well they communicate and not so much on
what they communicate

Purpose of communication

1. To provide employees with orders and instructions in connection with their

duties.

2. To keep employees informed on company's progress.

3. To solicit information from the employees -this may aid management.

4. To make each employee interested in his respective job and in the work of
a company as a whole

5. To express management interests in its personnel.

6. To reduce or prevent labour turn over.

7. To indoctrinate employees with the will to work and the benefits derived
from their association with the company.

8. To instill each employee with personal pride in being a member of the

company.

Benefits of effective communication (Essentials)

For a successful organization, good communication at all levels is essential.

The following can be achieved as result of effective communication:-

1. Stronger decision making and problem solving

2. Upturn in productivity.
3. Convincing and compelling corporate material.
4. Clearer more streamlined work flow
5. Enhanced professional image
6. Sound business relationships
7. Successful response ensured

ROLE OF ICT IN COMMUNICATION

1. Allows many tasks to be performed much more quickly and greater with
greater accuracy

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 2. It cuts cost
3. It reduces risks of errors
4. Enables personal letters to be produced simply
5. Provides the receiver with a better image of the sender
6. Can reduce the need for travel to persons meetings
7. It increases the security of the transfer of confidential documents
8. Changes in a company’s financial or store position can be recorded and
circulated with the minimum of paperwork.

Use of computer

1. Recording orders, invoices and dispatch of goods.

2. Storing staff records
3. Filling data of all sorts for instant access
4. Producing letters and all kinds of business documents
5. Sending messages and documents within the company.
6. Conducting meetings between people in different parts of the country
7. Communicating with organizations in different parts of the world
8. Keeping up to date with the latest business development.

Revision questions

Qn. Discuss the role of modern computer technology applied to the field of
management information systems

CHAPTER TWO

COMMUNICATION PROCESS

Communication is the process of transmitting thoughts or ideas from one person

to another. The person who initiates the process is the sender, and the other
person is the receiver.

The communication process begins with the sender who has a thought or idea to
relay to another person.

The sender expresses this thought in a form he believes the receiver will
understand, whether verbal or non verbal. Once the message is encoded, that is,

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expressed in an understandable format; it is then transmitted or sent through a
medium such as voice, fax, memo, email etc.

Once the receiver receives the message he then decodes or interprets the
meaning of the symbols used by the sender to understand or comprehend the
meaning of the message.

To the extent that the understanding of the receiver and the senders thought are
the same, communication is effective.

The receiver can give the sender feedback indicating he has received and
understood the message. The feedback process uses the same six steps with the
receiver and the sender exchanging roles.

ENCODING
MESSAGE CHANNEL
SENDER

RECEIVER
FEEDBACK

Elements in the communication process:

The process of communication involves seven major elements:

1. Sender (encoder}

2. Message

3. Channel

4. Receiver (decoder)

5. Feedback

The above elements are explained as follows:

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1. Sender – the sender is the person who transmits a message. He is the
communicator, initiator, transmitter and conveyor.
He is the one who get the entire process of communication started. He
wants to get his opinions, ideas facts, thought or information across to the
receiver. He is thus, also said to be the transmitter of a message.

2. Message – a message is the actual information that has to be conveyed.

Communication is unthinkable without a message. A message triggers a
response from the receiver. Message can broadly be divided into verbal
and non-verbal. The message must be clear, complete, unambiguous and
courteous.
3. Encoding – the seeds of communication are sown the moment the sender
thinks of transmitting a certain message. These thoughts have to be
converted into suitable words, pictures, charts or symbols so that they can
be delivered to the receiver. This process of converting thoughts into
suitable words, charts symbols or any other form in which they can be
understood by the methods of communication is made here- will the
message be verbal or non- verbal?
4. Channel: - how does one communicate- this is what a channel deals with.
Communication is achieved through channels. The channels can be a
letter, an email, a fax, a telephone, memos, reporters, bulletins, posters and
manuals.
The choice depends on the relationship between the sender and the
receiver as well as on the message that has to be communicated. Other
factors that tend to influence the choice of a channel include the gravity of
the message, the number of receivers, the cost involved and the amount of
information.

5. Receiver- the person who receives the message, decodes it and

understands it, or attaches some meaning to it is the receiver.

The receiver has to perform three functions

I. Reception of the message – this is the stage when a message sent

by the sender is seniority taken in by the receiver
II. Decoding the message after receiving the message the receiver has
to attach some meaning to it.
III. Understanding the message – he then has to interpret it in the same
way and in the same sense as the sender meant it.
6. Feed back the return of communication from the receiver to the sender is
known as feedback. It is the response, reaction or reply to the
communication

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ASPECTS OF COMMUNICATION OF THE COMMUNICATION PROCESS

 The source of communication i.e. the sender

 The contents of communication i.e. message\the process by which
communication is produced e.g. dictation and typing
 The method which the message is transmitted e.g. letter, telephone, telex
 Procedures involved in receiving a communication e.g. mail handling
distribution
 The destination of the communication i.e. the recipient
 The understanding of the communication by the recipient, therefore-

NB where communication situation exists there is a person (sender or

transmitter)

There is a person (sender or transmitter) decision of passing on the information

There is another person (receiver) to whom the information is to be passed to.

The receiver partially or wholly understands the message passed on to him.

The receiver responds to the message i.e. these is some kind of feedback

Questions

1. Explain the role of the sender and the receiver in the communication
process.

2. Explain the importance of feedback as an element in the communication

process.

Factors to consider in choosing the channel of communication

The channel (means) chosen to send or transmit the message is very important
tool in the process of communication. If the channel is well chosen it influences
the message and how that message is interpreted by the recipient. Each situation
should be judged individually and will depend on various factors such as:

1. Cost
Consider how much the communication will cost in terms of results expected.
Suggest whether an internal message would be hand written or whether
printed copy will be more important and cheap. Consider the cost of different
channels you can use. E.g. postal service satisfactory compared to email or
fax

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 2. Confidentiality
Email or fax may not be appropriate.
A telephone call would be overheard.
An internal memo may need to be enclosed in an envelope.

3. Safety and security

Consider whether a special post office service can be used e.g. registered or
recorded delivery. Consider whether a courier service, DHL, skynet etc are
justified

4. Influence
To convey a certain impression would a congratulatory telegram or invitation be
suitable? Multicolored letter heads on high quality paper convey a good image of
a company. Quality

5. Urgency
Choose the method that will produce the desired results in the time available.
Perhaps the higher cost of a fax will be justified by the results obtained through
its speed though it is expensive.

6. Distance
Consider whether the communication is within the building, in the same town, or
the other side of the world, then choose the most appropriate channel.

7. Time of day
This particularly important when communicating with oversees countries where
time varies.

8. Resources
Consider the equipment and staff available on both sides i.e. sender_ and
recipient.

9. Written record
Written communications carry more authority and are proof of a transaction.
(reference)

10. Recipient
- consider who is sending or receiving the message.
-personal contact may be appropriate on certain occasions.
- Verbal communications may not be appropriate where complex information or
bad news is concerned. - choose language appropriately, considering the
situation and the relationship between the sender and the recipient.

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PRINCIPLES OF EFFECTIVE COMMUNICATION\ESSENTIALS

They are specific aspects which must be taken in to consideration to account in

all aspects or all media of communication. They include

a. Clarity
b. Completeness
c. Conciseness
d. Consideration
e. Courtesy
f. Correctness.

They help to make various forms of communication e.g. letters, memorandum,

reports, representations etc

They are most important and relevant to written communication

a. Clarity
1. Clarity of thought-generation of ideas in the transmitters mind

Great deal of clarity is needed at this stage

Communicators must be clear about:-
 Objective of communication
 What is to be communicated?
 About the suitable media/channels for this purpose
2. Clarity of expression
This learned by the receiver in the transmitters mind through the coded
message.
If the encoding is faulty the message may be misinterpreted.
Transmitter needs to be careful about the meaning and organization of words
with the help of words
The following points should be put in to consideration
 Use simple words i.e. avoid pompous and heavy words e.g. use tell or
inform instead of acquaint
 Use concrete expressions
 Avoid use of vague and general expression but give definite facts e.g. use
goods will be dispatched on 2nd July, instead of goods will be dispatched
soon.

3. Prefer active construction instead of passive

These are easier to understand eg passive (your efforts are appreciated by all of us)

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 Active (all of us appreciate your efforts. NB active verb are more specific, personal
and emphatic than passive
4. Avoid excessive use of the infinitive
Use of infinitive tend to make the style impersonal and formal

E.g. active in the infinitive (impersonal, indirect)

It is the duty of the cashier to disburse salaries,
It’s my job to supervise
Action in the verb (direct)
The cashier disburses salaries
I supervise

5. Avoid jargon
Refers to the special language of a trade, profession or field of study e.g. medical
field, lawyers, teachers, engineering etc
They create difficulties of understanding,
Makes the style formal and stiff

6. Avoid ambiguity
Meaning more than one thing
It is often caused by a careless use of personal pronouns

b. Completeness
This involves the completeness of facts

Incomplete communication irritates the reader for it leaves him baffled

Your communication must include all the relevant facts, size color, catalogue, number,
quantity, mode of payment, mode of dispatch, date by which you need the items etc.

When responding the letter makes sure you have answered the questions

Checking for the five “W” question i.e. what when, why, where and who and any other
relevant point like how e.g. when announcing a meeting, specify when and where the
meeting will occur, who will attend, what will be discussed, how members are expected
to reach the venue.

c. Conciseness (brevity)

Be brief as possible

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Brevity in a statement wins the attention of the reader, but, brevity should not be
affected at the cost of appropriateness or courtesy. To achieve brevity the following
rules will be observed:-

Include only relevant facts

Avoid repletion

Avoid titles and wordy expressions

Organize your message well

d. Consideration

Show consideration for the reader this can be achieved in the following ways:-

Adapt the you-attitude e.g. thank you instead of I was happy

Emphasize positive, pleasant facts we regret to…., instead, thank you for which is
positive or it is very unfortunate negatively instead say it was kind of you to (positive)

e. courtesy :- creating, friendliness with those to when we write

Principles of courtesy

Answer the letter promptly (immediately you receive)

Omit irritating expressions
I.e. negative words in connotation and irritating the reader
Some are provocative especially when use with you. E.g. expression like
 You forgot
 You failed
 Your irresponsible approach
 Apologize sincerely for an omission thank generously for a favor.

f. Correctness
 Give correct facts
 Send your message at the correct time
 Send your message in the correct style

Questions for discussion

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1. Explain the various means of oral communication.
2. What are the advantages and disadvantages of using a telephone as a means of
communication?
3. How can telephone calls become effective?

4. If you were the manager of a large business firm, what instructions would you like
to give to the members of your staff to make an effective use of the telephone?

BARRIERS TO EFFECTIVE COMMUNICATION

1. Physical barriers
These include physical noise and mechanical noise from faulty machines

2. Time and distance

Physical distance between employees of an organization.
Time of communication (time of the day or hour)

3. Communication process barrier

This includes all the elements of the communication process- sender barrier, encoding
barrier, medium barrier, decoding barrier, receiver barrier, feedback barrier.
Question: explain how a sender, a receiver, can be a barrier to communication.

4. Semantic barrier
 Semantic is the scientific meaning of meaning words may mean the same thing
to two persons.
 Symbols or words usually have a variety of meanings.
 Sender and the receiver have to choose one meaning from among many.
 Also refers to as language used.
 Interpretation of words
 By- passed instructions- using one word with different meanings
5. Social psychological barriers- this include attitudes and opinions, emotional,
closed mind etc.

6. Barriers due to organizational structures:

Complex structures involving layers of supervision, long communication lines, may
cause break down at any level of supervision due to faulty transmission.
7. Relationship
 Status determines the position a member holds in the organization.
 Psychological distance between the subordinate and the superior is created due
to the status symbol of the superior.
 Status symbol include high quality furniture, separate room facilities etc.

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  Subordinate has a sense of inferiority complex in his mind and this does not
allow him/ her to seek clarifications from the superior.

8. Filtering of information
 This involves sending or passing only information which will look favorable to the
receiver
 He does not want to show his mistakes to someone else and vice versa

9. Perception error
 A person’s perception is determined by his needs, social environment, level of
education, cultural factors etc.
 Each person tries to interpret the information he receives from his own angle or
point of view.
 This creates complexity in the area of communication.

10. Closed mind / Subjective

 With a closed mind, the listener will always evaluate things from his own point of
view and will not be receptive to new ideas.
 If a listener is suffering from the mirage of too much knowledge, he will be rigid
and dogmatic in attitude.

11. Lack of ability to communicate-

 Skills in communication may come naturally to some.
 An average man may need-some sort of braining and practice-by way of
interviewing, public speaking etc.

12. Inattention (lack of paying attention)

 Simple failure to read bulletins, notices, minutes, and reports etc.
 Verbal communication has the impact on those who are pre occupied or are
unwilling to listen.
 Premature evaluators are too quick in commenting on information as it is being
received from the sender causing frustration and a sense of futility

13. Resistance to change

 Listening apparatus may act as a filter in rejecting new ideas being
communicated. Human beings maintain status quo.
 Resistance to change is an obstacle to effective communication.
 Especially where a new change would affect the employees e.g. changes in
timing, place and order of work, installation of new plant, technological changes
etc.

14. Situational factors

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  Specific situations such as physical conditions e.g. noise or insufficient light,
information overload ( an executive is overloaded with information and does not
have time to organize the information.) etc

15. Miscellaneous barriers:

 Unclarified assumptions by the sender and receiver of message, emotional
reactions, irrelevant message, lack of trust etc.

Overcoming barriers to communication

An effective system is one that ensures the smooth flow of information in the
organization and overcomes barriers to communication. Such a system has the
following characteristics.

1. Free flow of information- the system of communication should be so designed that

it short lines of information flow. There should be free movement of information both
vertically and horizontally. The rigid organization structure should not be allowed to
come in the way of smooth and speedy flow of information. Moreover, delegation and
decentralization of authority should be encouraged to cut delays in decision making and
speed up communication

2. Positive attitude- there should be a change in the attitudes of superiors and

subordinates so that there is open communication at all times between various levels.
They should overcome the status barrier to create understanding. The superiors must
keeping touch with the subordinates regarding their problems, suggestion etc. this is
necessary to achieve the organizational goals effectively.

3. Clarity of message- the message must be clear as possible. No ambiguity should

creep into it. The message can be conveyed properly only if it is clearly formulated in
the mind of the communicator.
The message should be encoded in direct and simple language so that the receiver is
able to understand it without much difficulty.

4. Open mind- the parties to communication must have open minds. They should not
try to withhold information just to serve their personal interests. They should be able to
interpret the information without any prejudice or bias. They should also receptive to
new ideas that may come across. They should not react before receiving and
understanding the full message.

5. Communication skill- every person should have the necessary skill to share
information with superiors, peers and subordinates. This will improve human relations in
the organization and also help in ensuring greater productivity.

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6. Effective listening- the sender must listen to the receivers words attentively so that
the receiver must also listen to the sender at the same time. It is also necessary for
every employee to update his knowledge by reading company notices, bulletins, reports
etc.

7. Receptive to new ideas- the employees should be prepared to accept new ideas
and change them accordingly. They should be willing to receive information from
internal and external sources which call for change in the organization.

8. Flexibility- a good system should be flexible enough to adjust to the changing

requirements. It should be able to carry extra loads of information without much strain. It
should absorb new techniques of communication with little resistance. Use of wide
range of media such as oral and written messages, face to face contacts, telephonic
calls, group meetings etc. should be encouraged without any hesitation.

9. Reliance on feedback- feedback refers to transmission of information concerning the

effect of any act of communication. For example, the manager, who sends a directive to
his subordinates, should come to know the response of the latter. Feedback information
flows upwards and downward. Its purpose is to reinforce or correct the action implied in
any act of communication. Feedback also provides an opportunity for suggestion and
criticism.

How to Practice Ethical Communication

In order to really practice ethical communication a person must believe that unethical
communications threaten the integrity of all communication. Unethical communication
also compromises the well being of others.

Practicing ethical communication is not an easy way to live. Being ethical in the
workplace or at home, or with anyone can be a struggle. Often it can be easier to not
say anything at all than the truth. In our society gossip is a daily occurrence and some
people even make their living that way.

Ethical communication means being truthful and upfront at all times. For example, say
your co-worker is driving you nuts and you complain to your best friend without
addressing the problem with your co-work first; that is unethical. The co-worker might
not know he/she are being annoying and by talking behind their back does not solve
anything. It is important to practice ethical communication for resolving conflicts, as well
as everyday interactions. No one likes being talked about behind their back.

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A person who practices ethical communication advocates truthfulness, accuracy, and
honesty; as these foster and maintain the integrity of ethical communication. Being un-
honest will only lead to more lies which can really do damage. Lies are hard to keep
straight unlike the truth because the truth doesn't change.

It is important to support diversity of perspective and freedom of expression in all forms:

whether self expression, lifestyle and ideas. Just because someone is different does not
mean they should be gossiped about. An idea or lifestyle may not work for one person
but that does not make it wrong.

Often as humans we will react to something instead of processing it first. As a society

we are very reactive. A person who wants to communicate ethically needs to strive to
understand and respect others before evaluating and responding to their messages.
Think before you speak.

Another aspect of ethical communication is promoting communication that consists of

caring and mutual understanding that respects the unique needs and characteristics of
individuals. Respect is very important in everyday interactions. Everyone deserves to be
respected regardless of their job, socioeconomic status, gender, and or race.

When practicing ethical communication is also means that you will not tolerate
communication that degrades individuals and humanity through distortion, intimidation,
coercion, violence, and through the expression of intolerance and hatred. Ethical
communication does not mean ignore that racial joke, it means speak up and say that
joke is not acceptable.

People who practice ethical communication will and do support individuals sharing
information, opinions; and feelings when facing significant choices while also respecting
the privacy, and confidentiality of individuals. If someone shares private information with
you, it is important to keep it private and not go tell your best friend.

Ethics in business communication

Communication is the lifeblood of human experience. communication helps us to

develop relationships, understand others and the world we live in. For better
communication, understanding the obvious and the subtle issues relating to
communication is necessary.

Ethical issues of business communication are one such issue. The vital
characteristics of ethical communication are discussed below.

 Conveying the point without offending the audience:

While communicating to the audience, conveying the desired message to them in a

significant manner is of primary importance. For instance, the employees in a company
can be asked to increase their efficiency in a demanding manner whereas managers

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 and executives will feel offended if the same tone is used on them. There are different
ways to explain the exact things to them in a much smoother manner.

Maintain a relationship with the audience:

Maintaining the same wavelength with the audience is very important for a
communicator to ensure the audiences feel at home. Experienced communicators
immediately build a relationship based on trust with the audience as soon as they start
speaking. Great orators such as Winston Churchill and Mahatma Gandhi always were
able to maintain a relationship with their audience because they were masters at striking
the same wavelength of the audience

Avoid withholding crucial information:

In the modern era, information is vital for all decisions. Hence, it is vital for any
organization to be cautious when communicating with the public. The communicated
information should be absolute and all vital information must be conveyed appropriately.
Purposely withholding crucial information might result in the public conceiving a bad
image.

Well organized value system:

In order to ensure that this concept is successfully practiced and understood in an

organization, a well-organized value system must be established throughout the
organization by the top management. If an organization functions on the base of value
systems common to both the top management and the employees, mutual respect
between them will be present. A sound and healthy value system can make way for
ethical communication.

Accuracy of information is necessary:

Any information that is to be passed on must be true and accurate. Communicating

without checking the truth of the information can be highly dangerous for the
organization. Identification of the source and testing the information is necessary before
communicating it.

Ways to overcome ethical dilemma

 Message ahead of the person - Common good approach. Most people in

organization face ethical dilemma when they want to withhold crucial information
because of conflict with an individual or a group. In such situations, importance
should be given to the message to be communicated and not on the person or
the group to which the message is to be communicated. Hence people should
give priority to the common good of the organization rather than interpersonal or
inter-group conflicts.

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  Decisions that produce more good and less harm – Utilitarian approach:

When in ethical dilemma consider the effects of various alternatives after a

certain period of time. Ethical decision is to choose the alternative which provides
more good and less harm to the organization.

CHAPTER THREE

TYPES OF COMMUNICATION
Every firm and organization depends on communication network which have
developed over the years for its daily functioning. The bigger the organization the
more elaborate the information and as a result, a precise form of network is
important. This varies from one organization to another
There are basically 2 types of communication network used in an organization:-
• Internal communication
• External communication
These two further classified in different types based on the direction the flow the
relationship means of communication and methods and equipment used.

Internal communication
It forms into different directions in an organization according to the organization
structure and need of the enterprise. The internal communication is further
divided into:
• Vertical internal communication
• Horizontal /diagonal
• Grapevine
Vertical internal communication
This is divided in to two
• Downward flow of internal communication
• Upward flow of internal communication
Downward flow of internal communication

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The information flows from the superior to the subordinate at different levels of
the organization. Thus, type passes information on plans, decisions, instructions,
and policies etc. which are communicated to the lower levels for implementation.
Downward communication works in an organization in which the line of authority
runs directly downward, each rank directly below another to which it’s directly
related.
Downward communication may be oral or written or both. Important information
that initiates action can be passed through letters, policies and procedures. It can
also pass information through written means e.g. journal, reports, memorandums
and business letters.
Communication can also be passed orally especially to convey a meeting in a
department and discuss crucial maters. An audio visual media can be used e.g.
films and video as well.

Limitations of downward communication

1. Over and under communication
People at the top can either provide little or a lot about their job. Sometimes they
work under presumption and can communicate decisions without giving
background information on how they resulted to the decisions. Under information
may also involve incomplete information leading to unsatisfactory performance.
Over communication on the other hand leads to leakage of information.
2. Delay
The lines of downward communication are time consuming by the time
information arrives at its destination it has lost much of its significance or caused
damaging.
3. Loss of information
Unless communication is written, it is not likely to be transmitted in its entirely
original form, part of it certain to be lost.
4. Distortion
In long lines of communication information is not only lost but distorted.
Whenever a piece of information is passed from one person to another it loses a

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little authenticity. By the time it reaches its destination it may not contain even an
iota of truth.
5. Resistance
Downward communication contains a lot of authority. Subordinates at the lower
level do not get opportunities to participate in decision making process. They are
expected to receive the policy decision and directives without questioning their
appropriateness, utility and validity which they resent.

Essentials of effective downward communication

I. Managers should keep themselves well informed of the objectives and
achievements of their organization.
II. Managers must work according to the organization plan. They must decide
before hand what information is to be communicated and at what time.
III. They should avoid over concentration of authority at the highest level. If
instructions can originate from various levels then the line of
communication will be shortened. Delays will be eliminated; loss of
information and possibility of distortion will be minimized.
IV. The information must be passed on to the correct person in the hierarchy.
If this is not done it can create future problems for smooth flow of
downward communication.

UPWARD COMMUNICATION
In upward communication, information flows from down to up in an organization.
Through this form of communication information is passed in the mode of
opinions, views complain, grievances and what is in lack.
Importance of upward communication
1. If managers have to submit information down the line of authority, they
also need to receive information coming from levels below them
Upward communication provides the manager with the necessary
feedback, they are able to ascertain whether the directions issued have
been understood and followed.

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2. They also get valuable information on what the employees may need or
their problems
3. It provides an outlet for pent up emotions gives the employees to air out
their problems and grievances. It is important for the managers to look at
employees problems as the employees work for them.
The genuine and pressing grievances must be addressed immediately and
ground prepared for the solution of other problems. This way the
employees feel that they are part of the organization.
4. Constructive suggestions; when employees offer constructive suggestions
which promote the welfare of the organization when implemented prove
beneficial to the organization management should take up these
suggestions seriously.
5. Easier introduction of new skills: when employees become part of decision
making process it helps organization produce new skills. They not only
willingly lend their support but go an extra mile to ensure success of it.
6. Upward communication creates cohesion and harmony. It makes the
atmosphere of the organization conducive and creates harmony in
organization. Creating harmony and cohesion between management and
employees

Methods of upward communication

Some of the commonly use methods of upward communication include;
1. Open door policy
Employees have the opportunity to walk in the manager’s office to give
their problems without hesitation.
2. Complaint or suggestion box
These are placed strategically and employees are encouraged to drop their
complains or suggestion if any in the boxes.
It’s meant for the employees I an organization or outside
3. Special gathering

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 These can be arranged in various departments or sections of the
organization with an informal atmosphere where employees can feel free
air their complains and suggestions.
4. Direct correspondence
The manager can directly communicate to employees, face to face, through
phones or letters.
5. Reports
Employees may be required to submit reports about the progress of their
work at regular intervals
6. Counseling
In some organization workers are encouraged to seek the counsel of their
superiors or those in guidance and counseling section. Counseling may provide
managers with information as they talk during counseling. While counseling
helps employees to solve their problems information provided is utilized by
managers to give a better ground to future policies.

Limitations of upward communication

Upward communication suffers from a number of limitations some of which
include
1. Employees are usually reluctant to initiate upward communication
2. Managers may keep their doors open but cannot force the employees to
walk in.
3. Employees feel uneasy that if the relate their problems it will reflect on their
deficiency.
4. Upward flow of communication may be distorted deliberately.
5. Sometimes workers may become too bold and ignore the immediate
superior and approach the top most authorities. This can seem harmful in
two ways
6. Officials who have been bypassed feel intimidated and undermined.
Therefore the relationship between the superiors and the employees gets
strained.

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Essentials of effective upward communication
I. Managers should keep encouraging workers to come out of their shell and
communicate freely. They can do this by taking the invitation to
communicate with the workers
II. Distortion by editing can be avoided if the lines of communication are kept
as short as possible. All upward communication can be properly analyzed
e.g. Genuine grievances should be resolved immediately suggestion for
information should be taken out for implementation.

Horizontal communication
A. Information between different people of the same level in the managerial
hierarchy of the organization
B. It’s also information that flows diagonally with people at different levels
C. Its most frequently used method of communication
D. It’s important for
I. Promoting understanding and co-ordination among various
departments
II. Sharing of departmental information enabling realization of what and
how others do in their departments and how it can affect others in their
own department
E. Speed up inflow of communication
F. Enhancement of co-operation and a lot of consultation between
departments
G. It speeds up information
H. Cooperation is enhanced
I. It can be done through oral, face to face, observation, telephone etc.
J. It allows freedom of expression
K. Immediate feedback
L. Misunderstanding are sorted out
M. Written means these are mainly letters memos and reports.

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Some managers however discourage horizontal communication because workers
may get too friendly to one another and cause problems to the management.
There’s need for organizations to balance between allowing freedom of
expression and at the same time selling boundaries so that the workers do not
get too friendly to raise concern.

Grapevine
They operate in every organization besides the formal channels
An informal channels of communication is called grapevine
It follows not set lines or definite rules but spreads like a bush fire.
Grapevine moves in any direction anywhere
Grapevine can be defined as information passed through rumors, gossips and
scandals.
This means of passing information operates unofficially though organization
recognizes it as a communication pattern. It’s quite natural for a group of people
working together to be interested in one another, and talk about issues that affect
them both professionally or out of work.
Information in most of these issues is sometimes supposed to be secret. Some
people derive great pleasure from gathering the secrets of others ant transmitting
them to others. These are leaders who control grapevine. They whisper the
information whenever they come across any piece which is interesting enough to
be transmitted through grapevine, swearing those they meet into secrecy.
Those who receive the information also whisper to others and swear them to
secrecy. Finally the secret will have spread to everyone.
Keith Davis states that grapevine is more a product of a situation than it is on the
person e.g. Certain situations like, insecurity of service, uncertainty over
promotion, certain innovations in the organization that are likely to affect the
employees are sure to activate the leader of the grapevine , so that vey soon all
kind of rumors are spread in the whole organization.

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Grapevine is a channel of horizontal communication because it only involves
people working in the same level if the hierarchy.
The fact is grapevine doesn’t follow any set of pattern but can be effective,
horizontally, diagonally and vertically
Grapevine operates during coffee breaks, lunch breaks and during social
gatherings e.g. sports clubs etc.
This helps in exchange of information from one section to another. There’s
consultation that brings out efficiency within the organization.

Importance of grapevine
1. Safety valve
It act as a kind of safety valve for pent up emotions
Apprehension experience by workers can become an obsession and talking
about them may not alleviate fears but it will continually provide emotional relief
2. Organizational solidarity and cohesion
The existence of grapevine proves that workers are interested in each other. The
very fact that they talk among themselves promotes organizational solidarity and
cohesion.
Properly used grapevine may raise the morale of employees
3. Can supplement other channels
All information cannot be transmitted to employees through official channels.
Grapevine is quick in assisting formal channel and providing a guide to the
accuracy of the channels.
4. Quick transmission
Grapevine is very fast. The speed with which the information is transmitted
through grapevine is quite remarkable.
5. Feed back
Grapevine provides feedback to the management. Management is able to know
what is happening in the organization. It also enables them to know what the
employees think about the organization and various activities.

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Demerits of grapevine
a. Grapevine can spread baseless or distorted news which can prove harmful
to both the employee and the organization. There are somehow accurate
but often become inaccurate and distorted. Grapevine is generally believed
and difficult to stop.
b. Incomplete information
Information in grapevine is usually incomplete and there is a likelihood of it
being misinterpreted.
c. Damaging swiftness
The swiftness with which grapevine transmits information may be
damaging
A rumor may spread and cause serious damage before the organization is
aware of it and can lack rectifying steps.

Grapevine can be used effectively in the following ways.

I. Managers should try to spot the leader and those active in grapevine and
keep them well informed, with the happiness so that harmful and keep
them well informed, with the happiness so that harmful rumors does not
reach the employees.
II. Grapevine should be used to fill the pause of the employees.
III. If there’s any false rumor, management should immediately use official
channels to contradict or dispel the fears of the employees. The manager
should involve workers in decision making process and this way rumors
will cease. Since they will be aware of what is happening.
Harmful effects of grapevine will be successfully controlled.

Importance of internal communication

1. Better understanding between the employer and employees.
It minimizes misunderstanding
2. Greater efficiency

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 Enable the management to instruct the supervisors and subordinates staff
about any change of policy, hence, increasing the efficiency of workers.
3. Effective co-ordination
Employees can co-ordinate more effectively in the presence of good
communication system. E.g. different departments can inform the other
departments of their strategies.
4. To avoid losses.
Employees are free to inform the management of any breakdown of
machinery or other shortages.
Management can take action in time and avoid any possible losses.

External communication
Most firms at all times of the working day transmit information vertically both
upward and downward and also horizontally. This is usually the internal
communication within which we have formal and informal communication. Every
firm however will link with the outside world, which includes customers,
suppliers, government, banks, other branches, trade unions, media etc. this is
known as external communication.

External communication can present serious difficulties in that the person at the
other end of communication channel is often somebody you know very little
about and whose communication methods you’ve no control over. This can
cause misunderstanding that takes a longtime to clear up. Its therefore important
that external communication be flexible, friendly, patient, cautious, in your
attitude when you deal with the outside world.
External communication is communication between a company and the external
environment i.e. customers, suppliers financial institution etc.
A company can communicate in variety of ways to keep the public informed of
the activities and to add public understanding of itself and its products services,
policies etc.

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The main methods of eternal communication includes
I. Letters
Letters should be well written, well displayed and the content clear and organized
since they give information about an organization. They are important and used
extensively and therefore carry the image of the organization.
II. Reports
Those of interest in the public include annual reports of shareholders, market
research, state report etc.
They should be written effectively and a lot of care should be taken since they
also carry the image of the organization

III. Telephone/telex/fax/email
Communication with the public occurs daily throughout the world by lines under
the sea, linked by telex, radio, computer, satellites video conference etc.
The image of the firm is deeply enhanced by good communication techniques.
IV. Representatives
Representatives or commercial travelers are knowledgeable members of sales
department sent out to find customers. They represent an organization and are
assigned to a particular area to establish products/services arranged for
servicing and keep their customers up to date take orders and write reports to the
organization.
V. Customer relations/care
A person deals with the public either directly whenever they visit the
organizations or indirectly through the telephone. They play an important role
portraying the image of the firm. The personnel under this department need
understanding of human relations especially listening skills.
VI. Literature
Organizations communicate through leaflets, booklets, brochures’, circulars
They should be clear simple and direct helpful and available.
VII. Conference/ exhibition

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These are important means of contacting the public where the organization may
set up a conference to exchange ideas with delegates from other branches and
other organizations communication techniques may include lectures, seminars
and films. Planning conference/ exhibition need detailed preparation and
materials e.g. films have to be vivid and informative.

Importance of external communication

1. Good reputation
It establishes a good reputation, hence increases prestige of that company.
2. Improvement in public relation
The company keeps the general public informed about their activities and
services and this makes it possible for more people becoming interested to deal
with that company.

3. Better business prospects:

Company can attract more customers
Company increases sales and profits.
4. Choice of customers
The company is able to identify the needs and wants, likes and dislikes of
customers. This would help the company to produce goods according to the
choice of customers.
5. Government departments:
Companies deal with different public companies like licensing authorities, banks,
and other financial institutions, income tax, post office authorities etc. many a
time, they find themselves in tricky situations that can only be handled through
tactful negotiations hence communication.
6. Job requirements
Dress like personnel, public relations, marketing, sales, labour relations etc, all
calls for exceptional communication skills, others like editors, writers, teachers,
advocates, and researchers also require highly developed ability to communicate

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Executives also are expected to give speeches, prepare pamphlets, brochures,
souvenirs and give interviews to the media in order to project a favourable image
of their organization
Thus, ability to communicate effectively has become an important tool in job
requirement.

CHAPTER FOUR AND FIVE

CHANNELS OF COMMUNICATION (FORMS OF COMMUNICATION)

A channel is a medium through which a message is transmitted to the intended

audience. They can be formal or informal channels. Channels are the ways of
passing on information from the sender to the receiver. It is the path through
which information passes. Namely:

 Verbal/oral
 Non-verbal-physical ways e.g tone, body posture, smell – singing, dancing
 written
 Electronic communication
 Visual communication
 Audio-visual communication
 Silence

Classification of the media (channel)

1.None verbal communication- this includes written communication e.g. letters,

notices, memos, newspapers, reports, forms, circulars, telegrams, minutes,
questionnaires, manuals etc.

2. Verbal or oral communications i.e. talking e.g. conversation between

individuals, group discussions and meetings.

3. Visual communication

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4. Audio-visual communication

5. Communication using new technology- includes texts messaging, fax, email,

internet, video conferencing, multimedia presentations and corporate intra net.

Written communication

Merits of written communication

1. It is accurate and precise

 Great care is taken when using when using written communication
 Since it is open to verification, and its authenticity can be easily
challenged, the communicator has to be accurate and factual.
2. it can be repeatedly referred to:
 It can be read and re-read for a clearer understanding
 No danger of losing any part of the message.
3. It is a permanent record
 Useful for future reference.
 Can be referred to for fresh decisions.
4. It is a legal document:
 It is acceptable as a legal document,
 Used in court of law as evidence.
5. It facilitates the assignment of responsibilities.
 When information is preserved in writing it is much easier to assign
responsibilities.
6. Has wide access
 If the communicator and the receiver are far removed from each other,
written communication is the cheapest and may be the only available
means of communication between them.

Limitations of written communications

1. It is time consuming in terms of writing skills.

2. Costly: e.g. writing letters e.g. due to the number of people involved in sending
out a letter from the organization.

3. Quick clarification is not possible.

In case the receiver of written communication has certain doubts or questions
about the messege, he cannot seek immediate clarification.
Has to write and wait for a reply.

Essentials of effective written communication

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1. Clarity of thought and expression
2. Completeness
3. Conciseness- brevity, only facts, avoids wordy expressions.
4. Consideration- adopt the you- attitude, positive pleasant facts.
5. Courtesy - promptly, omit irritating expressions.
6. Correctness- correct facts, time, style

Oral communication

Face to face conversations, over the telephone, mobiles, radio broad casts,
interviews, group discussion, meeting conferences and seminars, announcement
over the public address system, speeches etc.

1. Saves time
 In a situation where action is required to be taken immediately.
 When workload builds up, one can't write but organizes for a quick
transmission of information e.g. telephone call, calling a snap conference,
walk down the corridor and give oral instructions.

2. Saves money e.g. within the organization.

3. Speech is a more powerful means of persuasion.
4. Speaker can convey shades of meaning with the help of variations in the tone,
pitch and intensity of voice.
5. Speaker can find how his message is being received i.e. whether:
 Is creating a favorable impression on the receiver or antagonizing him.
 Whether the receiver accepts or protests
 Whether it is clearly understood
6. Oral presentation is more reliable since there is an opportunity of feedback
and clarification.
7. It promotes friendly relations between the parties communicating with each
other.
8. It is useful while communicating with groups at assemblies, meetings etc.

Limitations
1. It is not possible if the communicator and the receiver are far apart and
there is no mechanical device available to connect them. E.g. no network
on mobile phones. - Distance
2. Cannot be used to communicate lengthy messages. Something of vital
importance can be missed.

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 3. Messages cannot be retained for a long term. No records are kept; hence
they cannot be used for further reference.

4. They do not have any legal validity unless they are tapped and made part of
permanent record.

5. There are greater chances of misunderstanding.

 I.e. where the speaker gives his message without organizing it earlier he
may not be able to make himself quite clear.
 Receiver may miss the message on account of his inattentiveness.

6. Responsibilities for mistakes, if any, cannot be specifically assigned

Essentials of effective oral communication

1. Clear communication.
 Pronounce words clearly and correctly.
 Inability to use jaws freely, speak with a limber tongue and limber lips,
speak slowly makes poor transmission.
2. Brevity:
 Keep the message as brief as possible without appearing abrupt and
discourteous.

3. Precision- be specific e.g. on time, point on a point.

4. Conviction:-
 Lack of conviction causes lack of confidence, hence will not be able to
impress the receiver with the message.
 Sincerity of approach, careful thinking and planning brings conviction.
 Careful analysis and objective evaluation of message while formulating it
also promotes speakers conviction.

5. Logical sequence-
Speakers need to arrange his message in a logical sequence to avoid
confusion.

6.Appropriate word choice:-

 It is more important to use terms familiar to the listener rattler than those
familiar to the speaker alone.
 Speaker should not assume that his listener knows what he means while
using difficult terms familiar to him.

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  Avoiding hackneyed phrases and clinches; hackneyed phrases are like
'what I mean, do you follow, isn't it, see is it okay etc.
 They interrupt the flow of speech.
 Speaker uses them unconsciously and he should take deliberate pains to
exclude them from their speech

7. Natural voice:-


Speaker is required to try and tone down an unusual accent and discard all
affectations of speech.
 Try to cultivate a pleasing voice and speak clearly and distinctly.
 Correct, natural and affected is the most effective speech,
8. Finding the register:

Efficient oral communication tunes in to the listeners wave length by subtly and
perhaps unconsciously, adjusting his vocabulary, loudness, speech of delivery
and accent .
The speaker should understand different cultural and educational levels that use
different kinds of languages

7 C`s Important to remember in oral communication

1. Candid- not hiding ones thought

2. Clear
3. Complete
4. Concise- brief
5. Concrete-definite, positive
6. Correct
7. Courteous- showing good manners, hence act promptly.

Hints on giving oral instructions

1. Do not assume that your listener has any prior knowledge about the
subject
2. Select a proper time to give these instructions
3. Organize your instructions so that they may make sense to the listener.
4. Use simple, clear, concise and accurate language.
5. Do not give any irrelevant or unimportant details
6. Carefully watch the expression on your listeners face in order to find out
whether your message is getting through or not.

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7. Allow opportunity to your listener to ask questions
8. Repeat complicated instructions
9. If desirable, follow up detailed oral instructions in writing

FACE TO FACE COMMUNICATION

NB: face to face communication can be oral but not all the time oral
communication can be face to face. E.g. telephone communication is oral but not
face to face

Merits of face to face communication

1. Facial expression and gestures help to communicate better.

 The message in oral/ face to face communication is reinforced with the
help of the tone, pitch, and intensity of the speaker's voice.
 In face to face communication, the message being communicated gets the
assistance of facial expressions and gestures as well.

2. Particularly suitable for discussion:-

This is because there is immediate feedback from the total personality.
Vibrations emitted by it give it weight.
Face to face provides the speaker with better opportunity for adjustment. E.g. the
speaker learns the reception of the listener from how he behaves.
Puzzle look indicates lack of understanding.
A blank face with head turned sideways suggests lack of interest.
A twist of the lips, a frown on the forehead, a contraction of the facial muscles
points out that your message is not welcome, hence, change your tone and make
yourself sound and look more considerable and sympathetic.

Limitations of face to face communication

1. Difficult to practice in large- sized organizations e.g. if there are various units
or departments situated at different places

2. Not effective in large gatherings:-

It is difficult to get a message across to large gatherings.
Vital personal touch is missing.
Due to absence of satisfactory feedback, his speech lapses into a mono log.

3. Ineffective if the listener is not attentive:

This is common face to face and oral communication.
Human beings listen to grasp messages faster than the speed at which they are
delivered, hence can easily get diverted.

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VISUAL COMMUNICATION

This includes:-
• Gestures and facial expressions
• Tables and charts
• Diagrams
• Posters
• Slides
• Film strips
• Mime can be used to communicate ideas and emotions through facial
expressions and gestures

Visual communication
It means the presentation of information by use of diagrams and pictures without
the use of words.

1. Organizational charts- diagram showing the organizational structure of the

firm

2. Photographs- are reprographic processes, including copying machine, by

which photographs can be reproduced.

3. Films- are normally 16mm. can be hired borrowed free of charge from
certain organizations or purchased. Larger companies sponsor the
production of film relevant to business

4. Graphs and signals and wall charts used- used to illustrate an application
and to present statistical information.

5. Posters –uses

 Used in situation of illiterate people or workers to educate them e.g. in

factories they educate workers on how to operate a machine.
 On roads- to give road signs and traffic signals as well as to suggest the
hazards of regular and rash driving.
 Advertising i.e. small posters with brief but effective story can often be
seen inside banks and on the railway platforms and waiting halls in the
lounge of cinema halls etc. large hoardings are displayed almost
everywhere on the road side.

How to make posters effective

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1. Since most of the posters whether displayed out door or indoor are seen
only for a fleeting moment, they mostly tell their story simple and quickly.
In the poster the burden of communication should be put mainly on the
picture. The copy should be reduced to a headline or a head and sub
headed at the most. Some of the most effective posters have but one or
two words of copy.
2. In poster advertising, the sales message should be repeated many times at
different locations so that the disadvantage of having just a moment glance
at it is set off.
3. Posters should be displayed in such a way that their layout is artistic and
appealing and visibility adequate.
4. Proper attention should be paid to the color scheme of the posters since
different colors have different effect on the mind.
NB -Visual communication is effectively used in combination with other media.
E.g. diagrammatic representations combine the written with visuals.

 Pie charts and pictograms also combine the two for there is always a
written indication of what is shown in them.
 Used in the representation of statistical data.

Facial expressions and gestures

Non- verbal elements include the pitch and the tone of the voice as well a facial
expressions and gestures.

These include:

• Body language
• Rolling
• Shrinking
• Winking and twinkling of the eyes
• Frowning
• Twisting the lips
• Wobbling the head
 Staring in the vacuum with blank listless eyes
• Fidgeting in the seat
• Fumbling the pockets
• Biting the nails
• Clattering the teeth
• Raising the fist and thumping the table
• Grinning and grimacing
• Pacing up and down in the room

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• Sawing the air with violence
• Movement of the arms.
Either of those expressions / body languages can be used to communicate
nervousness, anger, fear, scorn, determination, horror, sympathy, pity, lack of
understanding, disinterest, resentment etc.

Audi visual means of communication

Audio visual communication combines the auditory and the visual, i.e. while
people are observing something on the television or cinema screen they are also
hearing a narrative or descriptive remarks so that so that what they see is
adequately supplemented and there is more impression on their mind.

-Use d by government to keep people well informed of its programs and policies.

-Used for the propagation of family welfare program in villages

-Used to educate the farmers on the techniques of improving agriculture

production in large commercial and industrial houses, the technique is used to
bridge the communication gap between the organization and its external public
(s) as well as between the executives and the operatives. E.g. marketing division
of the companies use this technique to educate the public on the quality price
and supply of their products and on special facilities and discounts that can be
offered along with their sale.

-Also on any new sophisticated techniques of production to keep them informed

of the policies and achievements of the company at large.

How to make audio-visual communication effective

1. Pictures, slides and films:

 Need to be imaginatively produced. Cartoon strips are usually very interesting.
 If the pictures are colorful, blending and harmonizing the colors should be
done with discretion (carefully)
 The layout should be attractive.

2. Description and narration:

 Brief and accurate

 Language used in description or narration should be precise lucid and
easily understandable
3. Films and slides should be shown to the people at a time, which is suitable for
them.

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4. While producing such films and slides, the educational and economic level
and the social and economic background of the people for whom they are
meant should always be kept in view.

Audio visual combination:

It combines the auditory and the visual.

People are observing something on the television or cinema screen, TV, and also
hearing a narrative or descriptive remarks.

What they see is adequately supplemented therefore combines sight and sound.

It can make use of written words as well.

It is not found to be adequate in its self.

Information transmitted through audio-visual means is retained much longer than

through any other means.

It is found most suitable for mass publicity (such as advertising), mass

propaganda (public rally) and mass education e.g. educating workers, publicizing
products.

To make effective use of this technique:-

1. Make films and slides attractive and interesting

2. Make narration clear, precise and easily understandable
3. Keep the films short
4. Screen them at an appropriate time.

It makes use of telecasts, short films on the cinema screen, video tapes, digital
video disc etc.

ELECTRONIC COMMUNICATION

This involves use of electronic equipment such as computers and televisions.

Includes:

Electronic banking: - is a system where you access information and make your
banking transactions from you r computer using the internet.

Electronic publishing: - system of producing books, magazines, etc. in a form

that can be read on computer.

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Electronic ticketing: - a service provided by airlines that allow people to book and
buy tickets on the internet , Electronic communication through computer are
used everywhere to communicate, negotiate, cooperate and collaborate both
locally and globally (technology has made the world to be a global village)

Use of computer system is used due to its identified characteristics such as:

• Speed
• Storage
• Automation (automatic)
• Accuracy
• Versatility- having many uses
• Efficiency

Use of satellite communication through television and the cable has made the
world into a 'global village'.
Profusion of broadcasting channels is all over the world. When computer is
coded it can represent any form of information i.e. words, symbols, photographs,
diagrams, moving pictures, speeches or music

It can communicate directly with other electronic devices that use digital
technology e.g. fax machines, digital telephones, digital cameras and image
scanners.

Use of internet while linked by the wires, cables, radio waves and satellite of the
telecom system can convert and carry signals between computers

World Wide Web (www or the net) provides millions of pages of information
which are made available to millions of people.

SILENCE

Silence is also a channel through which information is conveyed

It contains in it the essence of generations of experience

 A girl is proposed by a youngman but she lowers her dead in silence and a
faint blush appears on her face without uttering any word. Hence, the
message is communicated
 Two strangers meet and start talking all of a sudden they keep quiet and
remain silent there is a communication gap between the two.
 The boss enter the room and all the workers remain silent- assign of
respect
 A police inspector passes through
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  An employer requests his boss for a salary increment but the boss remains
silent – a sign of refusal.

NB silence can communicate responses like: Disapproval, anger, resentment,

lack of interest etc.

 Giving a slight pause before or after making an important point creates

suspense, raises a sense of anticipation making the listener to keenly
listen to the next point
 Pause after a point suggests that an important message has been passed
and the speaker desires his audience to assimilate it and realize its
significance before he passes on to the next point.

CHAPTER SIX

Business Etiquette, protocol & diplomacy

Etiquette
Definition of the term etiquette
It is the forms, manners and ceremonies established by observation as acceptable
or required in social relations, in profession or in official life or
The practices and forms that are prescribe by social convention or by authority or
Customs or rules that govern behaviour regarded as correct or acceptable in
official or social life, also a conventional but unwritten code of practice followed by
members of any of certain professions or group.
This sets a requirement in this means that it is a conventional requirements as to
social behaviour, propriety of conduct as established in any class or
community or for any occasion which must be an acceptable code of wage in all
matters of ceremony, as at a court or in official or other formal observation.
It must be a code of ethical behaviour regarding professional practice or action
among the members of a profession in their dealing s with each other e.g. medical
etiquette.
N/B:

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Etiquette, decorum, propriety imply observance of the formal requirements
governing behaviour in society.
Etiquette refers to conventional forms and usages (e.g. rules of etiquette).
Decorum suggests dignity and a sense of what is becoming or appropriate for a
person of good breeding e.g. a fine sense of decorum).
Propriety implies established conventions of moral and good taste e.g. she never
fails to observe the proprieties.

Business Etiquette
Due to changes in times, the guidelines of etiquette have been affected.
Common sense will typically be your best guide, but it is helpful to have some
general ideas regarding business etiquette.
In business etiquette, everyone should be treated with equal courtesy and respect.
Whether administrators or office support staff, each one must b seen as an
important person and should not be taken for granted. All should be treated with
courtesy in all transactions and be treated the same way you would wish to be
treated.
Business Etiquette should be a give and take to help each other when help is
needed and have consideration for others. Gender no longer needs to be a deciding
factor in everyday events.
What makes human beings different from animals?
What makes human being to be different form animals is the way they carry
themselves in the society.
It is essential for an individual to behave in a responsible manner acceptable to the
society.
People around us must not feel embarrassed by our behaviour one should not
behave irrationally or illogically in public.
In simpler works, etiquette is a good behaviour which distinguishes human being
form animals.
Human being is a social animal and it is really important for him to behave in an
appropriate way. Etiquette refers to behaviour in a socially responsible way.

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It is a guideline which control the way a responsible individual should behave in
the society.

NEED FOR ETIQUETTE

 Etiquette makes you a cultured individual who leaves his mark wherever he
goes.
 Etiquette teaches you the way to talk, walk and most importantly behave in the
society.
 Etiquette is essential for an everlasting first impression. The way you interact
with your superiors, parents, fellow workers, friends speak a lot about your
personality and upbringing.
 Etiquette enables the individuals to earn respect and appreciation in the society.
No one would feel like talking to a person who does not know how to speak or
behave in the society. Etiquette inculcates a feeling of trust and loyalty in the
individuals. One becomes more responsible and mature. Etiquette helps
individuals to value relationships.

Importance for etiquette

1. It shows respect.
2. One is likely to be taken seriously throughout higher life e.g. in their careers
and with their acquaintances.
3. Being a sign of respect, it resembles the way you intend to handle people in
your life.
4. Having social grace, one can maneuver through any situation with ease e.g.
in interview or on a dinner date. Have confidence and put your companion at ease.
5. In business setting, one is able to adapt to ever changing situations and act
with confidence.

Types of etiquette

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1. Social Etiquette
Social etiquette is important for an individual as it teaches him to behave in
the society.
2. Bathroom Etiquette
Bathroom etiquette refers to the set rules which an individual needs to follow
while using public restrooms or office toilets. Make sure you leave eh restroom
clean and tidy for the other person.
3. Corporate Etiquette
Corporate etiquette refers to how an individual should behave while he is at
work. Each one needs to maintain the decorum of the organization. Don’t
loiter around unnecessary or peep into others cubicle.
4. Wedding Etiquette
Wedding etiquette is a special event in every one’s life. Individuals should
ensure they behave sensibly at weddings. Never be late to weddings or drink
uncontrollably.
5. Meeting Etiquette
Meeting etiquette refers to styles one need to adopt when he is attending any
meeting, seminar, presentation and so on. Listen to what the other person
has to say. Never enter meeting room without a notepad and pen. It is important
to jot down important points for future reference.
6. Telephone Etiquette
Telephone etiquette is essential to learn how one should interact with the
other person over the phone. Telephone etiquette refers to the way an individual
should speak on the phone. Never put the other person on long holds. Make
sure you greet the other person. Take care of your pitch and tone.
7. Eating Etiquette
Eating etiquette individuals must follow certain decorum while eating in
public. Don’t make noise while eating. One should not leave the table unless and
until everyone has finished eating.
8. Business Etiquette

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 Business etiquette includes ways to conduct a certain business. Don’t ever
cheat customers. It is simply unethical.

Situation where etiquette is applied

Greeting
When meeting someone, rise if you are seated, smile, extend your hand and repeat
the other person’s name in your greeting. A good handshake is important. It
should be firm and held for 3-4 seconds. Today, in the business world, it is not
necessary to wait for a female to initiate the handshake. Females/males should
both be ready t o initiate the handshake.

Introductions
Introducing people is one of the most important acts in business life, yet few people
know how to do it. Introduce a younger person to an older person; introduce a non-
official person to an official person; and in business introduce the junior to the
senior. Be sure to explain who people are and use their full names. Also do not
assume that everyone wants to be called by his or her first name – wait until you
are told to use a first name.

Nametags
In many situations you will e wearing a nametag to identify yourself and your
affiliation. Nametags serve an important purpose and should be worn on the right
hand side of your front shoulder area. Do not clip nametags to the bottom edge of
your jacket. Wearing the name tag on the right side of your shoulder immediately
enables a person to see your name, particularly as you are shaking hands. If the
nametag is one worn on a cord around the neck, be sure to adjust the length so it
can be easily the other person having to look down. If writing your own nametag,
write in large clear letters that can be easily read by others.

Reception/social hour

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Most receptions or social hours are for the purpose of mingling and making
contacts whether for job leads, as part of an interview or an employee entertaining
clients. When you enter the reception observes the layout of the room; is everyone
standing; some cocktail rounds or tables for seating. Seeing the room layout gives
you a clue on how to proceed at the reception
If no ables are available, you should only have a drink or your food in your hand –
never both. You should be prepared to greet and shake hands with individuals. If
having a drink hold it in your hand to keep your right hand dry and ready to shake
hands. If eating hold your plate on the right hand and eat with the left hand and
your right hand is clean and ready to shake. If tables are available you may have
your drink and food together. However, always be ready to stand and greet people.

Networking and /or mingling are an import ant aspect of attending a business
function even if the event is described as a social time. Be sure to greet of introduce
yourself to the host/hostess. Spend a few minutes conversing with them on topics
that relate to the event or to their business. To move on you can politely say “I
know you need to talk with your guests”. Connect with as many of the attendees
as is possible. Don’t interrupt people but wait until they include you or there is a
break in the conversation and you can introduce yourself. To start conversations,
ask the person something about themselves or their job. You will find most people
enjoy talking about themselves and this is a good way to begin a conversation. Do
not be looking around the room for your next contact as you carry on a
conversation with someone. Focus eye contact on tat individual and after a time
politely excuse yourself to move on to someone else.

Office parties
Office parties are good opportunities to improve morale and build good will. Keep
in mind these people who see you every day and they will remember a lapse in
behaviour. Be aware of your alcohol consumption and do not embarrass yourself.
Do not discuss business – this is a social occasion and an opportunity to learn
more about your co-workers.

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Punctuality
Be on time – no one wants to be kept waiting. If it is an avoidable delay, try to
contact the person. Keep in mind that you never know when you will encounter
heavy traffic, wrecks, construction of other delays. Always allow extra time
particularly if you are going to interview. For interviews you should arrive 10-15
minutes before the interview time

Smoking
Be aware of smoking policies. You should never smoke during an interview, at a
meal, or when you are aware that the other person’s pleasure does not include
tobacco smoke.

Telephone
Telephone manners are very important. Have a definite purpose for calling
someone because telephone calls are an intrusion into their busy day. Identify
yourself and speak clearly in the phone – never chew gum, eat, drink or smoke
while suing the telephone.

Voice/answering machine
If you encounter someone’s voice mail, state your name, organization and slowly
give your telephone number. Many people will leave a very good, clear message
and them quickly rattle off their phone number. Voice mail is most efficient if you
leave a concise but detailed message. Many times the person receiving the call
will be able to get the information you need and leave that in their return call or
message to you. Use voice mail wisely and efficiently. Always have a concise,
professional greeting on your answering machine/voicemail.

E-mail

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E-mail has become an important part of our communication and should be used in
a professional manner. It can be a quick and effective means of communication.
Always put identifying information in the subject line to help the individual
receiving the message now what it is in reference to. The text box of the e-mail
message should begin with salutation such as “Dear Ms. Smith” or “Hello John”
depending on the relationship. After the salutation, drop down to the next line to
begin the message used to complete sentence and appropriate capitalization and
punctuation as you would use in a business letter. If needed, you may have
multiple paragraphs. The causal e-mail correspondence you have with your friends
is not appropriate for business. Do not use all caps in the message nor the
symbols for happy faces, etc. even if you have automatic signature on your e-mail,
you should still close the message. (Example: Thank you, Ann Smith). Remember
to read your message through after you have written it and to spell check before
you click on the send button.

Cultural courtesy
Cultural courtesy is becoming very important as more business is being conducted
in and with foreign countries. Show appreciation and respect for the differences
between our country and someone else’s you should always be aware of these
cultural differences in etiquette. Be sensitive to their rules of etiquette. If you are
travelling overseas representing an American firm be very aware of the customs
and culture of the country you are visiting. This can be very important to your
business dealings. Research the customs and culture of the country with which
you will have business transactions.

Five key words

Remember the five words that are too often neglected in business: please, thank
you and well done.
Social skills can help us build productive relationships. In these changing times,
one needs to prepare for a variety of encounters in both the business and social
environments.

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PROTOCOL
1. It is a code of conduct or rules of appropriate behaviour.
2. It is a diplomatic and political term that refers to appropriate behaviour and
rules of conduct for a particular situation or event. Protocol can also be a more
sophisticated word to use to denote appropriate actions or rules in business.
Protocol can also be used as a verb, meaning “to draw up or issue a protocol.
It is most often used to refer to rules or conventions.
As a rule, it describes how an activity should be performed, especially in the field
of diplomacy.
In a diplomatic services and governmental fields of endeavour, protocols are often
unwritten guidelines.
Protocols specify the proper and general accepted behaviour in matters of state
and diplomacy such as showing appropriate respect to a head of state, ranking
diploma in chronological order of their accredition at court etc.
Protocol can as well be described as a set of international courtesy rules.
These well established and time honored rules have made it easier for nations,
people, business etc to live and work together in harmony.
Part of protocol has always been the acknowledgement of the hierarchical standing
of all present.

USAGE OF PROTOCOL
1. General use
Unwritten rules or guidelines that are peculiar to every culture or organization and
are supported and to be observed by all parties in the conduct of business,
entertaining, negotiating and politics etc.
2. Product development
Statement of attributes (features and benefits) that a new product must be
designed to have product protocol is prepared by consulting all parties e.g.
customers, marketing, production, distribution etc to the project.

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3. Technology
Set of agreed upon and open published and distributed standards that enables
different firms to manufacture compatible devices to the same specification. All
devices made under the same protocol work with one another without any
adjustment or modification.
Examples
(1) Business protocol requires that we arrive at this meeting well
prepared and on time (etiquette).
(2) We currently have several security protocols in place to insure that
any sensitive company information is protected (rules).
(3) The countries established a new trade protocol to help further their
respective economies and relations with each other (agreement).
(4) Carol Broke Company protocol when she used her work e-mail
address to send personal e-mails.
N/B: The term protocol is used in various fields including communication and for
office etiquette. In general protocol means sets of rules or guidelines that need to
e followed.
In communication it is called TCP/IP protocol and in office it is termed for code of
conduct or behavior.
Protocol generally means that proper etiquette and was of doing things e.g. in
politics, protocol is the proper etiquette observed by diplomats and head of state.

Diplomacy
It is broadly described as the art of conducting negotiations, agreements and
relations between two or more parties in a sensitive way.
These parties could be anything from husband and wife to two countries.
The importance of protocol
 Protocol is the rules for correct behaviour.
 It’s all about respect for our dedicated leaders.
 It’s part of the “culture and tradition” of our organization.
 This recognition is part “compensation” for their leadership work.

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 It’s a way of thinking them for their dedication in our organization.
Types of diplomacy
1. Bilateral diplomacy
This is between two nations or interests. Mutual benefit or relations are the
only ones which are considered important. It is some measure the basis for
other more complex relationships.
2. Multilateral diplomacy
This is a more recent development of diplomacy with its origins dating near
or after the end of First World War.
Types are:-
(a) War diplomacy
It requires the most rust and confidence between antagonists.
(b) Preventive diplomacy
It requires the most trust and confidence between antagonists.
It also requires extreme patience and independence for coercion.
(c) Developmental diplomacy
Is a more economic form of diplomacy which seeks a promotion of
economic interests.
(d) Multi track diplomacy
A more pragmatic and modern approach which encompasses all the
other diplomacy types and focuses on to issue at hand from the rivals point
view.
(e) Public diplomacy
One which encompasses government public relations.
3. Deference (in an organization)
Deference is the idea that people should recognize and submit t the authority
of their superiors e.g. in workplace. “It would be deemed acceptable for your
boss to tell you what to do, but unacceptable for you to tell both what to do because
your boss has more authority than you do, thus has the power to control your
actions and behaviour.
4. Appeasement

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 This is where her main aim of communication is to avoid full frontal war. This
is done by making concessions to and negotiations with powers or leaders who
are acting in an aggressive way.

Citizen Diplomacy
Is the political idea that average citizens can act as representatives of a cause if
“official” or governmental interactions are inappropriate, it does not involve direct
address or conversation and takes the form of sporting events or scientific
exchanges.

Importance of diplomacy
1. For negotiation purposes
In order to avoid wars and conflicts between nations, it is necessary to
conduct interstate negotiations.
2. Achieving the objective of the organizations and even the government
The aim of foreign policy is to achieve the goals through clear and honest
methods.
The aim of foreign policy is to achieve the goals through clear and honest
methods.
Also states use the diplomacy as a means to attain their objectives and
diplomacy if its implication is never clear and moral.
4. Diplomacy occupies important position in building relations between
nations, parting organizations, institutions (families) etc.
Reasons
 The valuable information above the organization relations of the past
comes from diplomatic dispatches.
 It provides an insight into various events which have shaped
international relations organizations etc.
 Diplomacy is very important for avoiding wars between two hostile
tribes, states, families etc.

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  Where diplomacy fails, war become unavoidable.
There are two types of diplomacy are:-
1. Positive diplomacy
When the political conditions and capabilities of the states are almost equal
with each other.
2. Negative diplomacy
When the capabilities of the state are unequal with their goals.

Ingredient of diplomacy
1. Compromises
2. Bargain (Deal)
No positive affairs can be conducted without compromises.

CHAPTER SEVEN

WRITING SKILLS

Business correspondence

Communication correspondence between one organization to another frequently occurs

through written or oral means. This is important since it creates the image of the person
who is representing an organization. Hence, care should be taken when communicating
in any organization.

Business correspondence represents organization policies, Progress and objectives.

They include:

 Letters
 Memos
 Circulars
 Telex
 Telegram
 Questionnaires
 Email

Letters:

There are three different kinds of letters. These are:

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1. Personal- letters

-written to people who are related and within the personal level. They are written to our
acquaintances, i.e., those with whom either we have had relationships or wish to
maintain some relationship. Due to their very purpose, personal letters are informal in
nature. The salutation may be that of a relation or a friend and starts with ‘my dear’ ‘my
very dear’ and ends with ‘yours only’ ‘yours sincerely’. Etc. They can also be intimate
with expressions of feelings.

They have no specific purpose achieved except renewing or reinforcing love and
affection.

2. Business letters

These are letters written to business clients, customers, in the office, in organizations to
other organizations generally in business circles.

The objective of business letters is purely business activity. They are written for a
definite objective e.g. selling, purchasing, and inquiring about something.

They are formal in nature and follow a laid procedure and certain set of rules

They have to be accurate to the point and written in cool and calculated manner with a
specific purpose or motive.

3. Official letters

These are letters sent out by any organization regardless of who writes them. They
represent the organization and therefore, care should be taken to ensure that they
provide not only accurate information but also the truth.

FORMAT\STYLE OF BUSINESS LETTER:

The following formats are used in business letters:

-Full or complete block format

All parts of a letter begin from the left margin. E.g. date, salutation, subject etc, flush
from the left margin

Advantages

-Format is clear and straightforward.

-It is easier to write or type because the typist does not have to adjust different margins
for different parts of the letter.

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Disadvantage

Since this format mostly concentrates on the left margin, the margin appears to be
crowded and unbalanced

Example:

Name of the company

 Date
 Ref: .yours
.Ours

 Inside address
 Salutation
 Subject
 Body
 Complimentary clause
 Enclosure
 Copies

 Block style format:

Date line, complementary signature, name of the writer, designation etc. everything is
aligned on the right margin .All others like reference number, inside address, salutation,
enclosure are aligned with the left margin.

 Indented format or layout.

It is one of the oldest and most traditional forms of business letters.

The address line and the body of the letter are indented two or four spaces from the
previous lines. The address lines have a comma at the end of each line and a full stop
at the end of the last line.

It is generally used when the letter is written in hands.

It requires more time to type as the typist has to keep shifting because of the indent.

 Simplified format :

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All lines are flushed with the left margin but salutation and complimentary clause are
done away with.

Hence, it does not involve the confusion of gender specific salutation is simple and
saves time.

PARTS OF A LETTER

1. Heading or head address

Head address contains the name and address of the person/organization writing
the letter e.g. telephone number, fax email, website etc.
The letter head serves the purpose of providing the address and other details for
correspondence. Also acts as advertisement.
2. Date
It is written below the head address in the right side or left side depending on the
format of the letter. In some letters, a printed line is made to indicate where the
date should be.
Dates build up the history of the situation and also help to know how urgent
information is.
Dates should not be written in numbers or figures instead should be written in fill
e.g. 1st march 2014 or March 1st 2014. The following are also in correct 12,
March,14 or march 12,14.
3. Reference number
It is normally written on the left side of the letter on the same side as the date.
Sometimes, letters may contain two lines, to indicate reference of the other party,
written as ‘your reference’ and own reference written as ‘our’
Reference no. makes it easier to file the letters at the right place and connect it
with earlier correspondence for sending replies.
Care should be taken to mention the reference number as exactly what was
written in the correspondence of the other party, no changes in punctuation,
small or capital letters etc. should be made to avoid ambiguity.
It speeds up communication.
4. The inside address
 This is the address of the person who is receiving the letter i.e. to whom the letter
is sent to.
 Has to be written carefully to ensure the letters reaches the right person.
 Written below the date and above the salutation
 Sometimes the inside address may be used as outside address e.g. in the
window envelopes.

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5. Inside address may take the following forms:
 While writing to a company for the first time, an individual is not addressed.
 Miss or m/s should be written only if the name of the company contains a
person’s name
 If a letter is written to an office by name ,the following should be observed
 Miss- for unmarried
 Mrs – for married
 Mr –for men
 Dr/Prof/Rev/Hon etc where a person has a special title.

6. Attention line:
 It is written if the letter is marked to a particular individual of a company to draw
his/her attention.
 It ensures prompt action to be taken on the letter
 Written below the inside address and above the salutation line.
 It is underlined to highlight the effect e.g. attention: P.M Odinga.

7. Salutation
 It’s the greetings to the receiver of the letter,
 Written below the attention line (if it is there), or below the inside address.
 Written on the left side margin.
 It,s format and style depends on the relationship of the sender and the
receiver. E.g.
 Dear sir/madam is written for both married and unmarried men and
women.
 If it is written to a group of people e.g. club, association or agency, dear
sirs or madams may be used.
 In any formal letters, sirs, or madams are the only ones used i.e. letters
written to superiors head office, newspaper editors etc.
 Where a letter is written to an officer by name, then the salutation will be
as follows:
 Dear sir/
 Dear Mr. John

If the writers knows the receiver of the letter or is a close friend, the salutation
may be less formal e.g. dear John/Dr. John/Prof. John
8. The caption or subject
 It comes just after the salutation.

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  It aims at letter readers to know what the correspondence is all about and
save time.
 It summarizes the theme of the letter
 It ensures that the letter is passed to the right person or department
without delay.
 The reader is able to focus the background of the matter and apprehend
the contents more easily.
 It gives a nutshell of what follows in the body of the letter.
 It should be carefully choosen so that it is not misleading

e.g.

Dear Sirs
Subject: SUPPLY OF OFFICE EQUIPEMENTS
The abbreviation Re: may be used
9. The body of the letter
It is the most important part of the letter as it contains the message the writer
want to convey to the reader.
It is therefore important that special attention be paid to this part in organizing
and arranging the contents so that they have the desired impact on the person
who is to take action.
It is written below the salutation line or the subject line.
The body of the letter is divided into three parts:

a) The opening/introductory part

 It is short and to the point
 It immediately attracts the attention of the reader
 It constitutes the purpose of the letter
 Based on the subject heading

b) Main communication
It may take the form of many paragraphs or sub- paragraphs, depending upon
the details and length of the letter
It develops the body of the letter.
e.g. based on the above subject of: supply of office equipments, you give
all the detailed information of say, the quantity, colour,quality,size,time
required,etc.

c) Closing part of the body

It is short and it mentions the action the writer expects the recipient of the
letter to take.

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 E.g. “J wish to receive the goods the soonest possible”

10. Complementary clause:

o It is a polite way of ending a letter,
o It is a form of saying goodbye or a courteous way of taking leave from the
reader.
o Written on the right or the left of the letter (depending on the format used)
as a convectional and polite way of ending the correspondence.\
o The complimentary clause and the salutation used have a relationship.
o The more informal the salutation the more informal the closing and vice-
versa.
o E.g. sir, dear sir(s), dear madam(s), the complementary clause will be
yours faithfully
o Dear John, Mr. John, My Dear John etc, the complementary clause will be
yours sincerely.
o In case a student writes to the teacher or principal, “yours respectfully” is
used (but not in business). This is also used when writing to a high official
e.g. his Excellency,
o NB: ‘ Y ‘ has to be capitalized and no apostrophe in the word ‘yours’

11. Signature
 It is placed below the complimentary closure, and above the name and
designation (in most cases typed) while the signature is hand written.
 No “Mrs. /Mr.” is used
 Legally the signature has a lot of importance as it is the signatory of the
letter who is held responsible for the contents in the letter.
12. Identified marks or reference initials:
 It is used for the identification of the person who has typed the letter.
 The initials of the person who dictated the letter may also be put along
with the initials of the person who has typed the letter.
 e.g. TMC/LM, if the leter has been dictated by TM carol and typed by Lucy
Mwangi.

13. Enclosure
Enclosure is the material that has been enclosed with the letter and is written on
the left side below the signature line.
If the sender has enclosed any documents,he must edicate by writing
abbreviations ENCL: then write whatever is enclosed.

PRINCIPLES OF BUSINESS LETTER WRITING

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  Courteousness and consideration i.e language and style.
 Direct approach and conciseness.
 Remember the basic aim of the letter.
 Try to make use of appropriate words.
 Convey the message directly.
 Avoid verbosity:
 Avoid unnecessary words or phrases which become an irritant to the
reader.
 Be simple, straight forward by using minimum words.

Participial endings
 Certain sentences at the end of the letter do not convey anything
essential, they just add to the length of the letter.
 E.g. “hoping you will continue to show your interest in the future as well”
“it goes without saying that we shall be delighted to get a communication
from you in this regard” etc
 Positive and direct statements

Negative expressions create avoidable confusion.

Corporate Communication

What should you know?

1 Corporate Communication

2 House Journals, Corporate Brochures, Information' Booklets

3 Press Releases and Press Conferences

4 'Company Meetings, Agenda, Notices and Minutes

5 Public Relations (PR)

6 Basics of Advertisement

7 International Communication

CORPORATE COMMUNICATION

Corporate communication is a wide term. It denotes, first, the communication channels -

downward, upward, horizontal and crosswise - that are at work in an organization. (See
Chapter 2). More importantly, it denotes the governance of an organization’s image-

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building communication within itself and with the outside world. Like production,
marketing and finance, now communication is also taken as a specialised functional
area. Hence, by corporate communication we also mean an organization’s conscious
effort to make its managers better speakers, better writers and more polished
personalities.

Corporate communication

 Downward, upward, horizontal,' crosswise communication

 Image-building communication within a company and with public
 Making managers better communicators

The need to nurture corporate communication skills has been especially felt after World
War II, which ended in 1945, leading us into an Age of Information. People are more
conscious of knowing about the company with which they deal as shareholders,
customers, sellers, etc. To meet this situation, corporations are overhauling and fine-
tuning their communications. Much of corporate communication is governed by the
public relations (PR) and marketing wings of an organization.

Here we shall not deal with the routine internal communication (letters, meetings, etc.)
of a business house, since various earlier chapters cover it. We shall take up the other
aspects of corporate communication.

Corporate communication takes many forms. Within the organization, it works by means
of a house journal and ongoing programs to improve its managers' speaking, writing
and personality caliber. With the outside world, an organization communicates through
corporate brochures, information booklets, press releases, press conferences, ads, etc.
Larger companies have public relations department which communicates two-way with
the various publics of a company and helps foster a good image of itself.

Through effective management of corporate communication, a company earns a good

name, attracts good workers as employees, keeps the existing staff satisfied and
growing, gets prestigious business houses to deal with it, gets government recognition
and, of course, creates a market for its products,

International communication is another aspect of corporate communication. This is a

study of fruitful communication across international cultural differences.

Skills Developed in Managers

Nowadays, it is customary to develop in the managers of a company various personality

skills to project a good and uniform image of the company, reflecting the corporate
culture.

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Managers are taught -

• How to greet properly

• How to conduct themselves physically, how to work, sitor take a stand on the
stage
• How to dress
• How to listen proactively
• How manners differ in different regions and countries
• How to show special regard for senior citizens, ladies and poorly communicating
clients

Communication abilities required in a manager

A manager of a modern corporation is often required to spend the largest part of his
time listening, speaking: writing or reading as part of his duties. Specifically, he has to-

• Receive and react to communications from other departments.

• Send appropriate information to his colleagues

• Transmit new ideas to his higher-ups

• Brief his subordinates to get things done the required way

• Keep his communications free from bias

HOUSE JOURNAL.

Nature and Functions of a House Journal

A house journal is a company's own magazine primarily for internal circulation, with
itself as the main theme. It has variants like bulletins and newsletters. It is circulated
internally but also kept open for public reading. It is a reflection of the company’s pride
in itself. The house journal contains a good' deal of pure entertainment also in which the
employees and their family members participate as contributors and readers.

CONTENTS OF HOUSE JOURNAL.

The contents of a typical house journal are:

New developments involving the company's top brass, their visits and meetings
with leaders and dignitaries
• Inaugurations, new branches, major postings, reshuffle
• Employees' and their families: achievements in exams, public service, sports,
fine arts, etc.

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• Humor, especially related to the company's line of functioning. Scholarly writings
on the
Company’s field of activity
• Creative writing, viz. poems, stories, satires
 Photographs related to the above or general interest

• Paintings, especially by employees or their relatives

• News on births, marriages, promotions
• Goodwill activities like donations, tree plantation, schemes for the handicapped
• Grant of scholarships by the company or award of scholarships to its employees
or their relatives
• Letters by readers

Objectives of a house journal

I. To emphasize all that is positive about the company, its growth and its
contribution to society's development .

2. To create an awareness of its business breakthroughs such as bagging an

export contract or an export council award

3. To give scope to creative talents of its employees and their family members

4. To keep harmonious relations with rank and file of the organization. Employees
in the lower posts may have talents in writing, photography, dramatics, singing
etc. which get either projected or reported on in the house journal.

5. To entertain its readers in, a unique way, that is in a way other than a general
magazine

6. To acquaint the readers with the top brass through their photos, messages or
write-ups

7. To reflect the corporate philosophy which is generally more than just making profits,
viz fostering self-reliance, raising the standard of living of the 'people, bringing
innovations, global competition, etc.

8. To create the feeling of a shared culture and family bond among the employees

Nature and Functions of a Brochure

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Brochures are printed handouts as small as a leaflet or as large as a booklet or folder,
usually using glossy paper and color pictures to enhance the effect. Brochures inform in
brief and in polished language about a company or an aspect of it. The writing and
designing of a brochure is a specialized job of copywriters, graphic artists and publicity
personnel. Brochures may be distributed through a company's marketing personnel to
reach the clients or prospects. They may be given to distributors and dealers for their
information and to the public at POP (point of purchase), and to various connected
organizations. .

A well-produced brochure can give a major boost to a company's sales efforts. The
quality of its production is taken as a symbol or the company's worth. A glitzy and
colorful brochure tells half the story before it is opened and read. Hence a company
pays much attention to its brochure in its promotional activity.

The following may be remembered about the nature of a brochure:

• It is an instrument of-publicity that is compact and impressive.

• The writing of it is in polished prose, using minimal words.

• Pictures, diagrams, charts, tables etc: are used in a highly orderly manner.

• Close-up technical pictures help to explain finer processes and this sometimes
earns the respect of a technically informed reader. For example, why is a
particular kind of steel more wieldable or how a particular toothbrush cleans the
teeth better than others? '

 Pictures of a company's plant, office, employees at work, its machinery, and

testimonies of satisfied users, etc. to help convince the reader.

• Sometimes, a brochure incorporates a sample of the product itself, e.g. a perfume, a

piece of 'fabric, etc.

• A brochure often uses a catchy headline or a matter-of-fact statement about the

company or its product. E.g., a car brochure may be captioned, "What drives the
stars in their b orbits " An agricultural product may simply state(for its less
sophisticated reader)."Better yield, more disease resistance."

• Brochures are produced in the language best understood by the target audience. In
India however, there is a peculiar tendency to use English for producing a brochure
even if the target audience understands the regional language better.

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• Brochures are expensive to produce and need to be circulated accurately and
without waste. Also, since information can become outdated in course of time, the
quantity of brochures to be printed has to be properly estimated.

Functions of a brochure

I. It informs vividly and engagingly about a product, service or the company itself.
Since it can be preserved, carried abput, compared with other brochures! it acts
as a powerful means of publicity,

2. The pictures sometimes tell the story better than long descriptions. In this age of
audio-visual media, there is a right tendency to keep the pictures up front to
arrest the eye without the need to read too much.

3. Technical processes and specifications are clarified.

4. Tables and charts help to show the comparative merits of a product over others,
especially the conventional ones.

5. Unlike TV ads, they correlate pictures and words in a leisurely way. They help to
redouble the impact of TV ads.

6. They can be stacked in a special stand at the sales outlet, for customers to pick
up at their choice. A customer un-approached by a salesman feels freer to make
a choice.

7. Brochures are extensively used in tourism.

8. Sometimes a brochure is disguised as a supplement to a general magazine and

delivered along with it. Such a brochure offers attractive general information or
advice, and marketing appears to be a 'secondary aim.

9. Some brochures try to enhance their preservation value by giving tips on

maintenance, healthcare, financial advice, etc. They win the goodwill of the
reader and make him feel grateful towards the company.

Information Booklet

A business house has to compile various types of information in a handy, readable form
for ready reference by: different categories of people it deals with. Thus the details of a
scheme, the addresses and features of its branches, regulations, etc. may be published
in an information booklet. Good information booklets help the readers to understand the
products, schemes, method of use (as in the' case of cosmetics) and serve to reinforce
marketing. A financial service provider may bring out a booklet on its investment
schemes or, in public interest, on calculating income tax. This serves as indirect

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advertisement. Employees of an organization may benefit from a compilation of
essential service rules including facilities available. '

An organization needs to plan what information booklets it should have, how they can
be made reader-friendly (simple language, illustrations, analogies etc.) and arrange for
their distribution. An information booklet helps to reduce the mental distance between
management and potential users of the information.

When an organization is expanding rapidly - geographically or in terms of products and

services (e.g. cell phones in the first decade of the twenty-first century) - timely issuance
of information booklets and their updating can help the company's customers etc. to
keep track of the developments.

An information booklet is simpler and more detailed than a brochure, which is a pithy
publicity device.

A variant of information booklet is the instructions manual. In case of modern and

complex gadgets, an instructions manual/user's manual is a must. Technology is
expanding rapidly, there is little standardization, and non-technical readers have to be
attracted to new technology. They should fit from it to the point of delight. While such
manuals are being issued as rapidly as new technology is pushing its way into common
use, they are at present generally unsatisfactory. Often one has to be a patient
linguistics expert or a technocrat to make headway with them. Again, although
American English is little used in India in school and college education, these manuals
tend to use American usages wholesale. This is a sorry state of affairs and a good field
of action for able communicators. The lack of good writing here is slowing down
technology and business. Hence, when a business house launches new technological
products, it would do very well to hold workshops, short training programs etc. with live
demos.

PRESS RELEASES AND PRESS CONFERENCES

To keep the public or a target section of it properly informed about a company's

activities, especially those of news value, it has to issue timely press releases. In these,
mass media reporters are given the company's version. These releases are mailed,
handed personally in the media office (to newspapers, magazines, TV channels, radio
etc.) or presented at a press conference. The conference, whether in a hotel or a press
bureau, allows the reporters to ask questions and clarify things even better. Companies
use various methods to induce the newspapers to print their version. This may be by
giving simultaneous ads (the bigger the ad, the more the coverage to the press
release!) or through samples, customary gifts, etc.

Nature of a Press Release

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Since it is meant for creating a news item or influencing an editorial, a press release is
primarily informative and persuasive. .

1. It is generally given on the company's letterhead by a responsible officer (PRO,

general manager etc.).

2. It incorporates accurate; official information with names, places, figures,

endorsements, etc.

3. Skilled writers or ad agencies are employed for writing press releases.

4. Most newspapers have a business page where the press releases appear after
conversion into news items. Some companies try to give a draft that may be
straight away used as a news item, editing the press release from the
newspapers' point of view. However, most companies prefer to use their own
formula.

5. If it is to promote a product, the AIDA formula (Attention, Interest, Desire, and

Action) 'is used.

A press release is usually supported by an advert either the same day or

thereabouts. The terse and appealing message of the advert and the detailed
message of the news (based on the press release) supplement each other.

6 A press release can be supported by signed documents, statements, etc. which

help to convince the newspaper about the truth of the release.

7. To get' the press releases a good coverage, a company needs to maintain

cordial relations with the media.

8. The PR department has to follow up after giving a press release to ensure that it
is reported duly and accurately. Some omissions can be critical to the company's
image and interests. For instance, if a report omits the fact that the product is
technologically the best (to appease competing products and get their ads), the
PR department has to get active.

9. A press release is part of a complex PR operation and requires much activity

before, after And alongside to make the best impact

Functions of a Press Release

A press release is as much an opportunity for a company as a duty. Its chief functions
are:

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• It is an instrument of timely mass information. It can inform the public about the
formation of a business house, its expansion, reorganization, merger,
collaboration, relocation, new appointments, etc. Press release at the time of a
new share issue (initial public offer) can influence the fate of the issue and the
company together.

• It helps to remove misinformation. For instance, when bird flu had struck, press
releases told how safe chickens were for eating. This controlled the panic
reaction of the public and prevented the destruction of thousands of birds.

• Since a press release is presented through a reportorial third party (newspaper

etc.), it may carry greater convincing power than an ad

• While ad space is limited and expensive, a news item based on a pre, release
allows the company to talk at length about itself.

• By devising something newsworthy every now and then, a company can remain
in the news with regularity. It is an age of "publish or perish."

• Facts have the convincing power of cold logic. While these may look
unimpressive in ads, they are the meat of a news report. Therefore, the facts in a
press release are a necessity for winning public confidence.

• In times of strike, accident etc., if .loud leaders carry the public opinion, a press
release, supported" by an intellectual medium, takes the wind out of them.

• Prompt and accurate press releases are a duty the company owes to its
shareholders, investors, clients, franchisees, distributors, dealers, etc. Each has
his own interest angle, as a user, dependant or financial partner, and he looks to
the outcome of press releases. A press-mart company naturally surges ahead.

Composing and Delivering Press Releases

This is a job for persuasive writers. In organizing a press release, the following points
may be noted:

I. It should be prompt.

2. It should select the mass media to cover all concerned readers, viewers, etc.

3. The headline itself should sum up the story. Just as many readers browse only
headlines, the news editor may also glance at a press release caption and
decide about it.

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4. A good headline should be followed up by a lead (opening line) that gets into the
heart of the story: This will keep the editor interested enough to read it through.

5. Since the news editor is an intellectual, he may not be impressed by gimmicky

headlines or leads. They should appeal to him/her.

6. It should not hurt any interest group or the news editor's sense of values.

7. It should be neatly typed and be free/from errors.

8. How a press release is presented is ..• also important. It should get as close as
possible to the person who decides whether and how to publish it. In a
newspaper office, it should reach the specialized desk and find the functionary in
a favorable mood about it.

9. An ignored and delayed press release serves no function. Hence press

cooperation has to be sought and there has to be a follow-up. .

10. Some press releases are in two parts - a letter requesting the editor to publish it,
and then the release itself.

11. The language of a release has to follow all the principles of effective writing
discussed elsewhere (in chapters on letter. writing and report writing) such as clarity,
conciseness, completeness, use of simple language, and the sales formula of AIDA.

Specimen Press Releases

1. Press release informing about the Easy Exit Scheme of Ministry of Corporate Affairs

Covering Letter and Press Release

15th December 2o12

The Editor

The Nation Newspaper

Dear Sir,

Kindly publish the below mentioned press release of the Ministry of

Corporate Affairs in your esteemed newspaper and oblige.

Dr. V.K. Odongo,

Chairman

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MCA.

Press Release

The Ministry of Corporate Affairs has decided to introduce a Scheme namely, "Easy Exit
Scheme, 2013" under section 560 of the companies Act, 1956 to give an opportunity to
the defunct companies, for getting their names struck off from the register of companies.

The scheme will be in operation from 1st January, 2013 to 31st January, 2013.

For details, refer to General Circular No. 6/2010 dated 03.12.2011 available at
www.mca.gov.in

2. Press release to inform that now every Indian state has HERBO distributors

Press release

HERBO presence in all states

With the appointment of distributors in all the states of India now, HERBO Natural
Medicines has more reasons to let people believe what it has always believed itself -
that purity pays. The recent appointment of distributors in four north-eastern states of
India gives us the rare record of being a herbal medicine company with distributors in all
the states of the Union. While the market is continually being flooded with cheap,
fantasy-promising tonics, HERBO has stood its ground where many herbal companies
compromised. HERBO has not changed its formula to accommodate allopathic
medicines. On the contrary, it has reinforced its formulation with the help of constant
feedback and research, but staying close to the ancient and time-honored formulations
for giving vigor and vitality to men and women: Thus we can safely claim to be purely
ancient, nicely up-to-date

Press Conference

A press conference is held to interact with the media rather than just pass on one-way
information (as in sending press releases by messenger etc.). It creates a sense of
occasion. It is helpful to:

• Launch a product, a new model, etc.

• Declare the opening of a new business establishment, regional entry

• Announce a merger, takeover, new appointment, etc.

• Give company's version in case of rumors or crises

• Give news of achievements, breakthroughs, etc.

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• Announce schemes, discounts, etc.

Planning a Press Conference

In planning a press conference, the organizer has to think of a suitable place, time,
spokesperson and message. The attendees need to be induced to be present. This is
done by an alluring invitation and intellectual bait, and well-timed repeat contacts.

The spokesperson has to make a presentation with all the devices he can command -
slides, film clips and so on.

Stages of a press conference

1. Greeting: It has been found by researchers that in an oral presentation 7% of a

message are by words alone. Nearly 38% is through tone, accent, voice
modulation and 55% through non-verbal factors like gestures, posture, dress,
etc. Hence a cheerful, whole-hearted greeting is necessary.

2. Outline: This is to communicate in about 20 seconds the conference plan.

3. Important information: Now you can tell about the length of your talk, the handout
or press release, the question-answer session and the refreshments (if any).

4. Body message: After this you can launch systematically with your detailed
briefing. One male and one female speaker together hold the attention better.
Graphic aids should be used for relieving monotony. It is a fine achievement if
you can make the audience feel, "How time has flown! Highlight the main points
with a combination of emphasis and subtlety. How is subtlety used? "That will
cost the company an additional rupees three cores, but let's skip that."

5. Summary: Make a summary of your talk before you close. If it is a product

launch, e.g. a water filter, you can highlight the technology, the availability and
the discount (early bird scheme).

6. Question-answer session: The organizers may need to go as a group to face

media queries and also for mutual moral support. The media persons must be
encouraged to speak and led into asking questions. Overcome the silences by raising
questions yourself and answering them. Let the microphone go to the questioner and let
the question be clear. Let the questioner be introduced. Among organizers, decide who
will handle the query. A good question- answer session makes it a proper two-way
communication and is a halfway victory.

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7. Conclusion: Now conclude the sum of the question-answer session in just a few
words, thank the attendees for their participation, make sure there are no more
questions - or, if time is up against you, continue the questions over the
refreshments. Invite the guests to refreshments.

CHAPTER EIGHT

PRECIS/SUMMARY WRITING

Précis is a communication skill where large amount of data can be sifted and organized
into a short piece. Word précis originates from a Latin word “praecism” which means “to
cut short”

Précis is a shortened version of original writing and contains all essential ideas, feeling
and thoughts. Precise is used as a noun and convey what the reader is reading as an
abbreviated or summery statement and not the original text.

Précis is also called abstract or summary of the entire text through charity of mind ability
to distinguish non-essentials from essentials, good command over vocabulary,

A good précis should have:-

 Sequence
 Coherence of thoughts of the author
 Make a complete reading.

ESSENTIALS OF A GOOD PRECIS

These include the qualities of good précis writing:-

I. Direct form of speech or fist person is not used. Précis is always written in the
third person.
II. As far as possible, a clear title should be given to the précis.
III. It should be complete, in the sense that no essential information and data is left
out. No important idea or fact should be omitted; hence, this shows one’s ability
and skills
IV. It must be clear and unambiguous in its meaning. Anyone who has not read the
original should be able to get the exact meaning of the original.
V. It should be a coherent piece of reading material. The sequence of ideas in the
original must not be “scarified”

STEPS TO PRECIS WRITING:

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NB: There must always be a comprehension of the material of which a summary or brief
is to be made.

The following are guidelines for writing a good summary:-

1. Read the passage slowly and carefully trying to understand what is important.
2. Re-read the passage once again putting on a piece of paper in logical, sequential
and chronological order
3. Underline or highlight the essentials i.e. key persons, figures, phrases, words etc.
4. Pick up and select the most important issues, ideas, facts etc. from what you
have already written. Reject any material that may not be necessary.
5. Write down a title that would sum up the theme of the passage.
6. Prepare the first draft of the précis by:-
I. Using your own language
II. Don’t reproduce the words of the author
III. Avoid any repetition
IV. Ensure coherence in whatever you have written (sequential)
7. Re-read the passage again and compare it with your draft to see if all the
relevant and important points are included.
 Check the length of précis by counting the words. NB when counting the words,
do not make them exactly a third
 Cut down certain sentences; use more appropriate expressions etc to reduce the
size, if you feel it’s more than required.
8. Review the draft you have prepared once again considering the correct formation
of sentences and grammar
 NB considers the principles of writing an effective communication –i.e.
clarity, brevity, consideration, completeness, promptness.
9. Rephrase your rough draft, reconsidering, and the appropriateness of the title
and amend it if necessary.
10. Prepare the final draft.

Qualities of a good précis:

I. Conciseness – brevity
II. Clarity – of thought of expression
III. Coherence
IV. Complete
V. Consideration – adopt the you attitude emphasize positive, pleasant facts, impact
integrity, to your message
VI. Courtesy – promptly
VII. Correctness

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Rules of writing a précis

1. Determine the theme of the passage very carefully i.e. the central idea of the
passage.
2. Avoid the reproduction of important sentences NB that précis writing is not the art
of selecting and deleting but the art of remodeling
3. Brevity is good but not at the cost of clarity.
 Brevity is the soul or précis writing but no at the cost of clarity
 Brevity should not lead to ambiguity or obscurity
4. Your précis ought to be intelligible even to a person who has not read the original
passage. One who have read and one who have not should both have the
advantage.
5. Use your own language:- use your own words and expressions.
6. Précis is always written in the third person
Where autobiographical form of narration or description is used, you need to
change it. Begin the passage with “the author says”
Avoid use of direct speech in the précis, but use direct speech to make it more
compact.
7. Use your discretion if the passage contains statistical information.
 Where statistical figures are used to generalize facts, omit them, but if
figures are used as basic to the very understanding of the general drift of
the passage, they can be retained.
8. Observe proportion:
 Treat and deal with each part of the original passage according to its
importance but not according to the space assigned to it.
9. Do not make any comments:
I.e. avoid any comment either appreciative or critical on the ideas expressed in
the passage.
10. Reproduce the passage to its one-third. The passage should be reduced to 1/3 of
its original unless otherwise indicated or advised.

Examples of summary writing.

CHAPTER NINE

REPORT WRITING

Definition

 It is an orderly presentation of facts about specific business activity or program.

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  Defined as a communication from someone who has information to someone
who wants to use that information (C.A. Brown)
 A document in which a given problem is examined for the purpose of conveying
information, reporting findings, putting forward ideas and at times making
recommendations.
 A technical report is a written statement of the facts of a situation, project,
process or test; how these facts were ascertained; their significance; the
conclusions that have been drawn from them recommendations that are being
,made.

What is common in the definitions?

1. A report is a formal statement of an account, facts, information etc.

2. It is presented in a particular format.
3. It is written for specific individual or for a group of individuals
4. It includes the methodology of collection of information and its significance
5. It contains the findings or the conclusions reached by the writer of the report
6. It gives recommendations which can be implemented.

CHARACTERISTICS OF A GOOD REPORT

1. Precision

Precision gives unity and coherence to the report and makes it valuable document
clarity of purpose is well outlined by the writer and his investigation, analysis and
recommendations are directed by his central purpose.

2. Accuracy of facts

Reports are purposed and directed to decision making hence inaccurate facts may lead
to disastrous decisions.

3. Relevance
 Irrelevant information in a report makes it confusing, incomplete and misleading.
4. Readers orientation
 Keep in mind the persons who are to read the report.
 A report directed to layman will be different from another meant for technical
experts.
5. Objectivity of recommendation:-
 Recommendations made at the end of the report must be impartial and objective.
 They should come to a logical conclusion to investigation and analysis
 Should also not reveal any self-interest on the part of the writer
 Simple and unambiguous language

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 6. Be simple and avoid any ambiguous language
7. Clarity - clarity depends on proper arrangement of facts. Be clear, define the
sources, state his findings and make necessary recommendations
 Divide the report into short paragraphs sieving them headings, and insert other
suitable sign posts to achieve greater clarity.
8. Brevity – brief
 Be as brief as possible, but not at the cost of clarity, or completeness
9. Grammatical accuracy:

Avoid faulty language, faulty construction of sentences that would make the meaning
obscure and ambiguous.

Oral and Written report:

Oral report is simple and easy to present

 It is face to face communication from the person who has some information
which has to be given to other who has to use it for a business purpose.
 Resorted in to incase o an emergency or immediate action required to be taken
to correct the situation
 No need is kept, hence receiver requires to listen very carefully and understand
every word may moot be accurate
 May leave ambiguity due to poor communication

CHAPTER TEN
MEETINGS
Meetings are convened to involve people in fact finding and decision making, whereby
hoping to gain peoples commitments. Daves and Shapel (1800) defined a meeting as
“coming together of two or more people for any lawful purposes, between groups of
people with an intention to socialize or for any other purpose.It can be political,
economical,religious etc. Meetings must be properly convened, constitute and held.
Meeting to be legally constituted means that;
 There must be a proper quorum’
 There must be a proper chairman.
Quorum means the minimum number of members who must be present at a
meeting as required by law/rules.

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 Everybody concerned must attend; thereby a notice is necessary to be given
beforehand.
The planning of a meeting should be based on these five items.
Features
1. Notice
2. Agenda
3. Leadership/chairperson
4. Correct action by the secretary (minutes must be written).
5. Behavior required of the members.
Purpose of meetings
(i) Socializing
(ii) Solving problems affecting the people involved.
(iii) Provide information to a group of people.
(iv) Report on some activity or an achievement /problem.
(v) Coordination and arranging activities within an organization.
(vi) To obtain assistance.
(vii) Put forward ideas/grievances for discussions.
(viii) Create involvement and interest

Figure 2—purpose of meetings

The following figure illustrates the purposes of a meeting.

To coordinates or to give information to a group

arrange activities of people

to report on some to obtain assistance

activity or experience MEETINGS

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to put forward ideas or to create involvement
grievances for discussion and interest
Any organization which has a number of members needs to hold regular meetings of
various kinds:
 To bring members together.
 To exchange ideas.
 Solve problems.
 Take or make decisions.
 Make sure that each section/department knows what is going on in other areas of
the organizations.
Meetings can take shortest or longest time depending on the agenda of the meeting.
E.g. if he purpose of the meeting was to pass information it can take the shortest time.
It can take the longest time if the purpose of the meeting involves open discussion.
To safeguard against poorly run meeting which are lengthy, dull and controlled by people
who like the sound of their own voices, it is essential that members involved in a meeting
have clear idea of the purpose and should contribute fully and effectively to the
discussion.
The planning and control of the meeting should be based on five items which are
discussed below.
NOTICE
This is sent to everyone required to be present and in time for him/her to arrange and
prepare for the meeting. Messages should be sent through phones, text messages,
making calls, letters etc.
The rules that govern the organizations stipulates minimum time given, A notice of a
meeting should be seven days (one week), in most cases, unless it is a special, an
extraordinary meeting or impromptu meeting which requires a special notice.
In the notice, there must be date, time and place/venue of the meeting.
The notice enables one to prepare for the meeting and it prevents members from
considering the meetings invalid.

HOW TO DRAFT A NOTICE.

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AGENDA
It means “things proper to n acted upon” which are scheduled in the order in which the
meeting will deal with them. It also means documents that outline the content of the
functioning meeting. It means list of items to be discussed sometimes they can be sent
out with notice of the meeting.
The agenda gives members an option to consider in advance what they feel they should
ask, say, do. An agenda is very useful why because it is circulated in advance and this
helps the members to prepare for the meeting since moist agendas has set order.
It helps the chairman to conduct the meeting smoothly and orderly. The agenda also
ensures that only relevant matters to the particular meeting are discussed. It ensures that
every point is properly taken.
It facilitates preparation of minutes.
N/B: the Agenda generally defines the purpose of the meeting. The simplest form of
agenda will consist of list of items, typed underneath each other and numbered in order
in which they will be taken by the chairman more elaborate agenda will include:-
1. Confirmation of previous meetings
2. Matters arising
3. Any other business (AOB).
LEADERSHIP OF CHAIRPERSON
This has alternative names for the chairperson e.g. chair, chairman, chairperson,
chairlady etc. the effectiveness of the meeting depends on the leadership of the chair and
will relate to the knowledge of his/her duties and like any good leader he/she should think
in advance about the characteristic of the people he/she has to control and the situation.
The chair needs to prepare himself/herself about the agenda and try to forecast on any
opposition/involvement of the member and how to deal with them in the event of
controversy. The chair is also responsible for ensuring that the meeting is conducted in
accordance with standing orders (set of rules). Most meetings are formed and run
according to written set of rules known as standing orders. In some cases they are laid
by law and in others by circumstances.
Duties of the chairman
1. Declaring the meeting open and welcoming the members.

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2. To call the secretary to read the notice of the meeting if necessary.
3. Ensure that they require quorum is present. Ask for apologies and the secretary
records.
4. Ensure members have copies of the previous minutes, read through them.
5. Indicate what the items of the agenda are to begin/end (calling the meeting to
order).
6. To ensures that each member has an opportunity to speak and encourage the
members to speak.
7. Ensure members behave impartially.
8. Controlling the meeting how? Ruling the irrelevant remarks disallowing items
not in the agenda.
9. Maintaining order (dealing with unruly members and calm down disputes).
10. His/her authority is absolute and should insist that all the remarks should be
made through the ‘chair’.
11. Clarify contributions by members so that each is understood by all (can
summarize discussion for the benefit of all).
12. Needs to be conciliatory and accommodating.
13. Ensure that the secretary has the opportunities to take notes.
14. The date of the next meeting should be arranged by mutual consent of the chair.
15. The chair is to declare the meeting closed/ended and thank the people for
attendance.
DUTIES OF A SECRETARY
 Fulfills a very different role from that of the office secretary.
 He is often in a senior position in an organization.
 After the chair, the secretary is easily the next most important member of a meeting. It
has responsibilities which are essential to the efficient function of the committee and
its duties include,
1. To send out notice of the meeting in good time to all members.
2. Requests ad receives items for discussion at each meeting.
3. He draws up and agenda in conjunction with the chair.

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4. Circulate among the members any document which may be necessary to enable
to contribute fully to discussion of matters listed on the agenda.
5. Makes arrangement for accommodation of members if necessary.
6. Ensures that a room is available for each meeting pens, papers and their
requisition are available of members (water, glasses)
7. Draws up special agenda for the chair include details that will help him/her
conduct the meeting satisfactory.
8. During meetings he sits by the chair to give any assistance required.
9. Records details to what takes place during the meetings.
10. After meeting, writes up the note into a formal recording and circulates this
among members after gaining approval from the chair.
11. Deals with any correspondence recurred by the community and secretary roles
include; considerable planning and organizational skills and the ability to
communicate well both orally and on paper.
TREASURER
 Many committees have treasurers and their main role is to take care of financial aspect
of the committee operation.
 Treasurer report includes such meetings.
 Financial statements given by the treasurer details financial positions of the meeting or
the organizational represents (He provides balance sheet, income and expenditure for
a state period).
 Has powers specified in standing orders. Concerning funds belonging to the
committee.
 He takes care of payments that have to be made.
 He takes part in meetings like other members.
Types of meetings
1. Formal
2. Committee
3. Command
4. Informal
Formal

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 Follow set procedures either in public meetings established by precedent or private
(standing order of public authority).
 Public meetings are held in public places and private in private premises and limited
to members.
 They include meeting of registered bodies e.g. Trade unions company clubs etc.
 Formal meetings include;
 Annual general meeting
 Extra ordinary
 Board of directors
 Departmental committee
 Command etc
 Their rules are laid down in the article of association or constitution or standing orders
i.e. they are subject to body of law.
 Any one responsible for convening or conducting meetings should acquit themselves
with both the general role and the particular role and particular rules under which they
operate.
Convening meeting
Regulations prescribe the way in which meetings are to be convened and who is entitled
to attend them.
 With the aim of being fair, reasonable and open, notice should be given quorum and
must be present and accurate pictures of eh matters to be discussed given (a formal
record of each meeting kept).
 It’s necessary to ensure that there is stick adherence to any stipulated procedures.
 The chair should be familiar with the regulations of the body over which he is presiding
to oversee the following;
(i) The meeting is properly convened.
(ii) Procedure laud down as follows.
(iii) The agenda is adhered to.
(iv) All members present to contribute or participate.
(v) Proceedings are orderly.
(vi) Proper records of minutes are kept.

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 A chair should therefore be a person of infinite, trust patience possessive and of
Judicial mind and able to command the meeting.
 Rules should prescribe how officials are to be appointed, period form of notice,
adjournment e.g. in case of quorum, state orders of business define those items to
be considered as ordinary business or special.
 Meetings also proceed from motion, amendments, resolutions, debate, voting
according to rules, regulations or body of laws.
Motions
May concern either the business before meeting or procedure by which it’s translated.
 Rules should state if motion should be in writing or purpose orally on meeting.
Language used should be simple, clear and affirmative.
They are proposed by members who wish it’s discussed and if rule so require it
should be seconded.
 If put to note and carried it becomes a solution.
 Resolutions are introduced with the word “To……………………”
 A motion is merely a proposal which should be clear, concise written and remains a
motion until it’s resolved.
 Amendments are attended whenever their doubts in a motion and should be death
within logical order.
 Should not take meeting out of the agenda.
Amendments
 Change in wording in a proposed motion which slightly alters its meaning after making
it more specific or precise e.g. engaging.
 The motion engaging with a communication consultant to deal with press during
current take over crisis to be amended by inserting “for the period of not longer than
one calendar month be inserted at the end of proposal.”
 Any member propose amendment and it must be formally proposed and seconded in
the same way as any kind of motion to which they refer.
 The chair conducts a vote in the amendment and if carried revised motions put to the
vote in the usual way.

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 Amendment inserts words, phrases, sentences into original emotions and deletes
others.
 Purpose to clarify original motion so that it’s adapted. Rider – Add fresh facts or
recommendations. Motion – continuation.
 Every motion, inform prescribed by the rules and within eth scope of the meetings.
Motion should begin with the word e.g. that a committee hire a communication.
PROCEDURES
1. It is necessary to ensure that there is strict adherence to any stipulated
procedures.
The chain should be familiar with the regulation of the body over which he’s
presiding to oversee the following:-
(i) Meeting is properly convinced.
2. Procedures laid down are followed.
(i) The agenda is adhered to,
(ii) All members resent have to contribute/participate,
(iii) Proceedings are orderly,
(iv) Proper records are kept.
ANNUAL GENERAL MEETING
 Every firm is required to hold Annual general meeting at least once in a year.
 Ordinary business transactions of general meetings include reports of directors,
auditors, declaration of dividends, elections of director’s appointment.
Statutory meeting by law
Every company is required to hold a meeting of members of the company called statutory
meeting within a period of six months form date on which it was entitled a commence
business.
 21 days notice should be given with a statutory report to members containing no of
shares, name, addresses, particulars of any contract etc.
 The statutory meeting is held to give stakeholders an opportunity to know companies
preparation discuss prospects etc.
Board meeting

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 Held as offering of the undivided of an organization as requires they are attended by
the directors and chaired by the chairman of the board.
Informal
 Not restricted by some rules.
 They take the form of transforming discussion, session with no strict agenda/minutes
kept. (Prepare meeting) record purpose.
 However it is a good practice to have an agenda and keep minutes (prepare meeting)
record purpose.
Management meeting
Attended by a group of managers who may need to discuss special matters, report on
progress or receive progress reports e.g. marketing, managers, sales, production manger
meet to discuss levels of a new product being launched soon.
Committee meeting
 A small body of people appointed by parent body to meet to discuss certain matter with
a view of making group discussions on behalf of group recommendations to the parent
body.
 Such committee may have members of similar interest on status mixed or joint by
management staff.
 His helps in improving communication in forms. We have different types of committees.
(a) Executive
 Elected from the members at annual general meetings.
 Power comes from parent’s body and required to give account of the activities
at regular intervals.
(b) Advisory
 It consists of experts or people representing different groups of interest. The
function is to advice and do not take of implement decisions nor do they enjoy
any right to vote.
(c) Standing Adhoc committee
 Standard committee is permanent committee empowered to take or make
management decisions they undertake. Example finance committee, salary and
academic etc.

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  A committee that constitutes for a specific purpose and dissolves when the
purpose has been achieved is known as adoc/temporary committee.
(d) Formal committee/informal
 The above committees are formal, they are formally constituted and
responsibilities/duties are specified.
 Informal committees are formed for purpose of collective thinking.
 No fixed agenda, not formal authority.
 They just advice on discussed problems.
(e) Line/staff
 This is an advisory committee that appraises the management on the views of
the employees.
 It has the power to take/make decisions with regard to employees who are
responsible to it.
 A committee meeting requires a full range of oral communication skills from it
members being part of the team and coming up with best possible decisions a
group discussion on achieve.
Command meeting
 Within any form of public authority when managers are aware of the importance of
communication.
 A large no. of formal meetings will take place between managers and there subordinate
such meetings have various names in various organizations e.g. stact meetings,
managers meetings, command etc.
 Command meeting are meant to declare policy and issue instructions where meetings
are called to issue instructions, announce a policy, it will take a different tone.
 It will flow in one direction followed by questions and clarification by answers.
 The following however essential where considering them.
1) Is the meeting the best means of issuing instructions if they are complex or
controversial, the quiz may be too easily lead to confusion.
2) Is there an assembly of mixed grades? Which may despise the senior members?
3) The opportunity to handle instructions on their own as they are meant to delegate work
for which they will be accountable.

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4) Written confirmation of instruction may be required for issue meeting may not be the
best mean to do it.
We have two types of command meeting
1) Extended command
2) Immediate command meeting
Extended command
It’s a meeting called by manager so that he can communicate orally to all those under his
control.
He may issue instructions announce policy/policy changes and the meeting will be that of
choir taking while members listen.
One way of communication members only communicate or participate by asking
questions or asking for obligation when unclear, large meetings require good public
speaking.

Immediate command meeting

These are meetings between the manger and those directly responsible to him. They are
called whenever the manager feels the need to explain to sound opinion or to exchange
information more rapidly than is possible by writing e.g. department meetings.
Before calling an immediate command meeting, a manager must be clear in mind what
he wants (purpose) to tell to discuss or to consult.
Informal meetings of this kind are often not minutes and agenda may only be in the mind
of the convent.
It should however, make every effort however to create/procedure a friendly atmosphere
where different rank between himself and the group is not permitted to shift the free giving
of views.
He should also ensure that the meeting doesn’t move go outside the area of concern line
which he is the person to make decision e.g. assembly.
The higher the level of manager who is convening the meeting the more formal it binds
to become e.g. executive meeting, departmental managers, meting (HOD’s meeting).
They will have typed the agenda/minutes taken by secretary.

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These helps in preservation of records of decisions reached and to show that such
decisions were reached by the groups.
It tends to have words such as “The ales manager decided that……………unlike other
types of minutes.
Departmental meetings
They are called by the head of department or manager of a certain section. All the staff
members are invited to attend so that information can be passed on or reports received
from some members of staff regarding a specific project.
Purposes of a meeting
To coordinates or to give information to a group
arrange activities of people

to report on some to obtain assistance

activity or experience MEETINGS

to put forward ideas or to create involvement

grievances for discussion and interest

CHAPTER ELEVEN
INTERVIEWS
An interview is said to have taken place when two or more people meet to achieve a fore
defined objective through mutual interrogation asking and answering of question.
Reasons for interview
 Employment purpose – to get the right candidate for employee.
 To get information (workers attitude, working conditions, managerial effectiveness etc).
 To give information (periodic evaluation or as a means of communication).
 To evaluate a person.
 Handle confidential matters.

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 Change behaviors’.
 Interact and improve relationship.
 Provide counseling services]

Common forms of interviews

1. Job selection interview
The purpose of a job selection interview is of three fold:-
(i) Find the most suitable candidate for job.
(ii) Ensuring that a candidate understands the job, and any future prospects to
able to grade whether he/she wants the job or not and making all the
applicants fill that they were given a fair treatment whether this get the job
or not.
2. Promotion interviews
Conducted when an employee has applied for a job of a higher caliber within the
organization. They are conducted in a manner similar to selection interviews and
aim to establish whether the applicant has the necessary qualifications and
abilities to perform the job.
3. Appraisal interviews
These are ways of assessing the work done or the progress made by individual
employees. Usually they are done at yearly intervals. Their results aid in
planning, promotion, training or transfers. They may give employees a chance to
comment on the organizations procedure.
4. Instructional interviews
Interviews used to issue instructions about new procedures. They involve
explanation and demonstration of the procedure concerned.
5. Disciplinary interviews
These are the least pleasant and are conducted when an employee has been
accused of committing a breach of the company’s policies. These should be
conducted on the basis of sound, factual knowledge, the objective being to arrive
at the truth.

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6. Grievance interviews
Takes place when an employee feels that another member of the organization has
treated him/her wrongly. In many organizations there are clearly defined
grievances procedures.
7. Decisions making interviews
These are essentially meetings that bring company members to equal states.
Preparation for an interview
(i) Determine the objectives.
(ii) Prepare content if there is need e.g. a list of specific questions.
(iii) Physical preparation to include, obtaining suitable room for the interview.
Opening
 Explain the purpose of the interview.
 Establish the tome and the atmosphere of the interview e.g. formality or informality
established by the layout of the room, the number of interviews etc.
In the middle
 Ask the right questions.
 Listen to the answers.
(i) Open questions
 The type of who, what, where? etc requires the interviewee to put answers into
complete sentences.
 They encourage the interview to talk at length and keeps the interview flowing.
 They are however time consuming and give the interviewer little control of the
interview.
(ii) Closed questions
Yes, No or questions that require short answers.
 These obtain answers only to the questions asked.
 Do not allow the interviewee to express personality and make it easier for the
interviewer to conceal information.
(iii) Probing questions
 Similar to open questions.

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  They aim to obtain deeper meaning of an answer.
 They help to clarify issues and clarify to the interviewee that the interviewer is
listening.

(iv) Multiple questions

Two or more questions asked at once. These are used to encourage the
interviewee to talk at length and to test interviewee’s ability to listen and to
handle a large amount of information.
Guidelines in planning and conducting interviews
Interviews
(i) Plan the interviews
Determine the information needs. These are usually expressed in a list of
questions such a list should be prepared and used as an outline.
(ii) Make the purpose clear
Explain the purpose to the interviewee from the beginning.
(iii) Put the interviewee at ease
e.g. begin with some friendly talk or enquire about the interviewees home town,
hobbies etc.
(iv) Let the interviewee do most of the talking
Talk only to guide the interviewee and take care not to put words in their mouth.
(v) Guide the interview
Ask questions and get answers.
(vi) Listen and make it apparent that you are listening.
(vii) Keep a record
Take notes during the interview or soon after the interview.
(viii) End the interview
With a finalizing question, a friendly fall or outline the steps.
For the interviewee
(i) Prepare for the interview
If you know the purpose of the interview, you anticipate questions and form
answers. Also gather additional information for instance about the company, its

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 history, its current activities etc. your knowledge of the company can impress the
interviewee.
(ii) Make appropriate appearance
What is appropriate suits with e situations observe standards of dressing,
neatness, your posture, facial expression, physical movement should give a
favourable impression.
(iii) Show interest
How you show interest varies with the occasion. However, look at the
interviewee and give him or her undivided attention.
(iv) Answer correctly and completely
Dishonest answers benefits no one.
(v) Practice courtesy
A major part of impression for every human contact.
Advantages of interviews
(i) Immediate feedback.
(ii) Highly interactive – ideas can be exchanged.
(iii) Non-verbal signals can be observed.
(iv) Encourages honesty and openness.
(v) Helps change behaviours
(vi) Useful for handling conflicts
(vii) Useful for confidential matters.
Problems involved in interviews
 The interviewee is usually nervous.
 Limited interview time.
 Artificial as both parties do not display their bad behaviour.
 Lack of honesty by the interviewee.
 Interviewer might be prejudiced or judgmental.

CHAPTER TWELVE

PUBLIC RELATION AND CUSTOMER CARE

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Definition of public relation
Public relation can be defined as the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and public for the
purpose of achieving a specific objectives concerning mutual understanding.
Public relation puts emphasis and needs of ways of communication, promotes and
improves the communication between the organization and any organization
commercial and non commercial that exist.

It has everything to do with organization relationship therefore its reputation it works at

two levels

I. The general level of public perception

It defines the individual development ideas.
II. Direct experience f an organization
The experience needs to be careful especially when dealing with media and they
need to remember that the public tend to favor what they know than what is
unknown. Public relation therefore is about creating understanding through
knowledge and includes everything directed towards improving communication
between the public and the organization.

Role of public relation

Establish and maintain correct image of an organization its policies products services
and personnel

Types of images:

 Mirror image- people in an organization especially the leaders believed to be the

impression outsiders have of the organization. This could be based on thinking,
illusion and fantasies.
 Current image – it’s the image held by people outside the organization. This
may be based on experience of the organization or on information and
understanding of the organization. Those outsiders could be important public e.g.
potential staff; they could be customers, politicians and media. It’s only that their
opinion are important. It is also necessary that their impression of the
organization is correct.
 Wish image – it’s the desired image of the organization which the management
would wish to achieve. Wish image often applies to something new.
 Cooperates image – it’s the image of the organization itself rather than the
product. The co-operate image gives the company’s history, financial success
and stability reputation etc.

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  Multiple image – this is where a number of individuals can each create a
particular image (multiple image) which does not confirm a uniform image of the
total organization.
I. Public relation image will be a true impression and a good image has to be
earned.
II. To monitor outside opinion and give information judgment.
III. Advice management on communication problems
IV. To inform the public about the organization services so that to maximum
knowledge is won.

The public relation department

When a company is engaging in a lot of public relation work, it may be preferred to
handle it through an Internal Public Relation Department.
Public relation department may be small or large:
Depending on the size of the company
The public Relation requirements of an organization

 The value place on Public Relation activities

 The Public Relation staff consist ot the
 Public Relation manager
 Secretary
 Specialist assistants e.g. photographer, print design

Responsibilities of a Public Relation manager.

I. To set target and objectives for Public Relation activities.

II. To estimate working hours and other resources needed be pasted.
III. Design policies that will control the choice of the public media to reach them,
timing of the activities and best man power and resources.
IV. Design the possibilities of carrying out their objectives in terms of available funds,
existing staff and equipments.

Public relations

Definition: Public relations (PR) are the practice of managing the spread of information
between an individual or an organization and the public.[1] Public relations may include
an organization or individual gaining exposure to their audiences using topics of public
interest and news items that do not require direct payment. The aim of public relations
by a company often is to persuade the public, investors, partners, employees, and other
stakeholders to maintain a certain point of view about it, its leadership, products, or of
political decisions. Common activities include speaking at conferences, winning industry
awards, working with the press, and employee communication.

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Roles of Public Relations in an Organization

Public relations are important subsystem of an organization and the effective practice of
public relations is integrally bound to the health of an organization. As such, it provides
the avenue for the organization to effectively monitor, interact and react with other key
groups within the organizational environment. According to Naidoo (2007:3), “public
relations have been described as synonymous to marketing. The function of public
relations is becoming more confusing as initial scanning of the environment has
revealed that certain organizations have merged public relations with other departments
such as marketing”. Whilst some organizations may view public relations as a separate
entity as opposed to marketing, others see these two functions as falling under a
common umbrella. It is, therefore, evident that the boundaries between public relations
and marketing are very blurred. Many organizations do not show the public relations
office as an independent role. Since so many factors influence how public relations
begins in organizations, public relations departments, in some organizations, have large
numbers of staff and generous budgets even though the original motivations for their
functions have long been forgotten and their mission is not clearly defined. Conversely,
many, if not most, organizationsreorganize the public relations functions, reduce the
number of staff and try to do more with fewer people. Even practitioners disagree about
what is the best structure and place for their functions in various types of organizations

Almost all large organizations either have a public relations department or outsource
their public relations needs to a company. Public relations are seen as a vital part of
maintaining the organization’s image and of communicating its message to its
customers, investors and the general public. A positive perception of a company or non-
profit can increase its sales and improve its bottom line. The functions and key tasks of
a public relations specialist can be varied.

Below are some of the functions or roles that public relations perform in an
organization.

1) Public Image Strategy

Public relations strategists will work with top executives in the organization to
craft an overview of how the company wants to be perceived, and how it is going
to project a positive image. This can involve focusing in on exactly the right
message, and then deciding on the broad outlines of a campaign to disseminate
that message.
2) Outreach Events
Public relations professionals often arrange events to raise the profile of the
organization or lend its brand and name to a charitable event that represents the
philosophy of the company. Think of a corporation sponsoring a Special
Olympics event, or a hospital organizing a health outreach day in its town.
3) Media Relations

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 Talking with the media is a core function of public relations departments. Public
relations professionals field questions from reporters, arrange for interviews with
key individuals in the organization and write press releases to make the media
aware of company events or achievements.
4) Social Media
One emerging function of public relations is to maximize an organization’s
positive use of social media to build its image. Managing a Twitter feed, a
Facebook page and a YouTube channel are all vital ways to connect with
possible new customers or stakeholders. Monitoring public comment about the
organization on the Internet can also give PR professionals early warning of any
emerging trends or problems.
5) Handling Emergencies

Sometimes a company or organization is struck by a disastrous event that ruins its

public image. This might be an oil company that has to deal with a high profile spill,
or a food company that has a contamination event. Public relations professionals
decide how the organization will repair the damage to its image, communicate how it
is dealing with the problem and regain control of its message.

QUALITIES OF A GOOD PUBLIC PRELATIONS OFFICER.

Public relations officer is required to posses the following qualities for him to be
successful:

The major qualities of good public relation officers are their writing and speaking skills.
A PRO must be eloquent and expert speakers and beautiful writers incorporating mind
storming words to invoke media and masses. A PRO has to prepare the press releases,
pitching mail, teasing mails, business mail, etc time to time to deal with media and
client.

Qualities and traits of a PRO includes:

1. A PRO must have high standard of integrity.

2. A public relation professional should be a learned eye readers.

3. A good PRO is very influential. He/she should gain the people’s confidence
easily.

4. He/she should be very precise and expressive. Should bring the important points
very briefly and clearly both verbally and written manner. Being a good communicator is
a treasure for PR people.

5. He/she must be bold.

6. Leadership qualities in a PRO are an added advantage for the PR people.

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7. Should have interview skills.

8. Should be good presentation skills.

Education qualities to be a good PRO:

1. A good PRO should have enough journalistic qualities. People having educational
ground in journalism can become a good public relation professional.

2. Those who have acquired skills of PRO after studying relevant public relation and
corporate relation courses.

3. He/she must have versatile interests. He/she should have interest in different
fields like media, retail, society, trade, market trade, consumer interest, human interest,
etc.

These are some qualities that a PRO must have in order to profess in the insurance
industry. Apart from these qualities, public relation professional should have good
feeling for humanity. They should not promote health hazardous things as it is going to
harm the masses. People must read the code of ethics for PRO before coming on the
stage.

NB: Nowadays, many people who do not have these qualities come on the stage and
get many challenges. People should try to inculcate and acquire the above mentioned
qualities and traits to be a food professional. The agencies should also be choosy and
select right candidate to get better result.

Definition of 'Customer Service'

It is the process of ensuring customer satisfaction with a product or service. Often,

customer service takes place while performing a transaction for the customer, such as
making a sale or returning an item. Customer service can take the form of an in-
person interaction, a phone call, self-service systems, or by other means.
Customer service is an extremely important part of maintaining ongoing client
relationships that are key to continuing revenue. For this reason, many insurance
companies have worked hard to increase their customer satisfaction levels. Often
there are many more people working behind the scenes at a company than there are
customer service representatives, yet it is primarily the personnel that interact directly
with customers that form customers' perceptions of the company as a whole
Types of Customers

In the insurance industry, it seems as though we are constantly faced with the issue of
trying to find new customers. Most of us are obsessed with making sure our advertising,

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displays, and pricing all “scream out” to attract new customers. This focus on pursuing
new customers is certainly prudent and necessary, but, at the same time, it can wind up
hurting us. Therefore, our focus really should be on the 20 percent of our clients who
currently are our best customers.

In insurance, this idea of focusing on the best current customers should be seen as an
on-going opportunity. To better understand the rationale behind this theory and to face
the challenge of building customer loyalty, we need to break down shoppers into five
main types:

 Loyal Customers: They represent no more than 20 percent of our customer

base, but make up more than 50 percent of our sales.
 Discount Customers: They shop our stores frequently, but make their decisions
based on the size of our markdowns.
 Impulse Customers: They do not have buying a particular item at the top of
their “To Do” list, but come into the store on a whim. They will purchase what
seems good at the time.
 Need-Based Customers: They have a specific intention to buy a particular type
of item.
 Wandering Customers: They have no specific need or desire in mind when they
come into the store. Rather, they want a sense of experience and/or community.

If we are serious about growing our business, we need to focus our effort on the loyal
customers, and merchandise our store to leverage the impulse shoppers. The other
three types of customers do represent a segment of our business, but they can also
cause us to misdirect our resources if we put too much emphasis on them.

Let me further explain the five types of customers and elaborate on what we should be
doing with them.

a) Loyal Customer Naturally, we need to be communicating with these customers

on a regular basis by telephone, mail, email, etc. These people are the ones who
can and should influence our buying and merchandising decisions. Nothing will
make a Loyal Customer feel better than soliciting their input and showing them
how much you value it. In my mind, you can never do enough for them. Many
times, the more you do for them, the more they will recommend you to others.

b) Discount Customers
This category helps ensure your inventory is turning over and, as a result, it is a
key contributor to cash flow. This same group, however, can often wind up
costing you money because they are more inclined to return product.
c) Impulse Customers

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 Clearly, this is the segment of our clientele that we all like to serve. There is
nothing more exciting than assisting an Impulse shopper and having them
respond favorably to our recommendations. We want to target our displays
towards this group because they will provide us with a significant amount of
customer insight and knowledge.
d) Need-Based Customers
People in this category are driven by a specific need. When they enter the store,
they will look to see if they can have that need filled quickly. If not, they will leave
right away. They buy for a variety of reasons such as a specific occasion, a
specific need, or an absolute price point. As difficult as it can be to satisfy these
people, they can also become Loyal Customers if they are well taken care of.
Salespeople may not find them to be a lot of fun to serve, but, in the end, they
can often represent your greatest source of long-term growth.
It is important to remember that Need-Based Customers can easily be lost to
Internet sales or a different retailer. To overcome this threat, positive personal
interaction is required, usually from one of your top salespeople. If they are
treated to a level of service not available from the Web or another retail location,
there is a very strong chance of making them Loyal Customers. For this reason,
Need-Based Customers offer the greatest long-term potential, surpassing even
the Impulse segment.
e) Wandering Customers
For many stores, this is the largest segment in terms of traffic, while, at the same
time, they make up the smallest percentage of sales. There is not a whole lot you
can do about this group because the number of Wanderers you have is driven
more by your store location than anything else.
Keep in mind, however, that although they may not represent a large percentage
of your immediate sales, they are a real voice for you in the community. Many
Wanderers shop merely for the interaction and experience it provides them.
Shopping is no different to them than it is for another person to go to the gym on
a regular basis. Since they are merely looking for interaction, they are also very
likely to communicate to others the experience they had in the store. Therefore,
although Wandering Customers cannot be ignored, the time spent with them
needs to be minimized.
Retail is an art, backed up by science. The science is the information we have
from financials to research data (the "backroom stuff"). The art is in how we
operate on the floor: our merchandising, our people, and, ultimately, our
customers. For all of us, the competitive pressure has never been greater and it
is only going to become more difficult. To be successful, it will require patience
and understanding in knowing our customers and the behavior patterns that drive
their decision-making process.
f) Using this understanding to help turn Discount, Impulse, Need-Based, and
evenWandering Customers into Loyal ones will help grow our business. At the
same time, ensuring that our Loyal Customers have a positive experience

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Importance of Customer Service to an Organisation:

Customer service is important because you have to have your customers to earn
money. Having a good customer service will always attract more customers and retain
the old ones, hence high sales for the company.
Below are some of the importance of customer service.

 to maintain existing customers and recruit new customers

 Maintaining a good atmosphere in which to conduct business.

Planting seeds for repeat custom. Building-up a good image for
investors.

 Customer service is important because this department helps

customers with questions and concerns. Customer service
representatives should always be pleasant.

 Customer service is important because it provides buyers with

assistance and friendly advice. Customer service can provide product
support, and make a happier customer.

Duties & Responsibilities of a Customer Service Representative

A customer service representative interacts with a company’s customers to provide

them with information to address inquiries regarding products and services. In addition,
they deal with and help resolve any customer complaints. For instance, a customer
representative may assist you in opening an account or help you to resolve a problem if
you cannot access your account or if your order never arrived. Usually, customer
service representatives gather their information via a telephone call.

1). Handling Problems

Customer inquiries often involve some form of complaint that the customer service
representative must handle in accordance with the company’s guidelines and policies.
Sometimes, the representatives may attempt to solve the problems or at least propose
some solutions. Some representatives may also be authorized to send customers their
replacement products or reverse erroneous fees. Others may function like gatekeepers,
getting information on the problem and passing it along to someone else to solve.
Customer service representatives must make sure first that the complaints made are
valid and must do whatever they can--within the bounds of their authority--to make sure
the customer is satisfied when he hangs up the phone.

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2). Assisting in Sales

Selling the company’s products and services may be part of a customer service
representatives job, even though he may not be part of the sales division. Some
representatives may provide product or service information to assist customers in
making a decision about a product to buy. Customer service representatives may also
help generate sales leads. For instance, after addressing a customer’s inquiry, the
representative may attempt to sell them some new products upgrades. For instance, he
may suggest upgrading your cable service.

3). Clerical Tasks

The job of a customer service representative may also involve clerical responsibilities.
Such duties may involve answering telephone calls and making the appropriate
transfers. For example, when a customer makes an inquiry about Internet broadband,
the representative can transfer the call to a technical service representative. Other
duties include processing new client accounts, maintaining customer accounts,
implementing changes to existing accounts, and filing documents and other paperwork.

4). Job Specific Responsibilities

Almost all types of organizations employ customer service representatives and often
their duties and responsibilities vary depending on the type of the organization and
industry. For example, customer service representatives who work in banks may have
similar duties to bank tellers, counting money, cashing checks and servicing accounts.
Those working in insurance companies may be required to handle paperwork dealing
with policy renewals. Customer service representatives who work for communication
and utility companies may assist customers who have outage or other service problems.

Customer Service Skills needed by an Employee.

There are certain customer service skills that every employee must master if they are
forward-facing with customers.

Without them, you run the risk of finding your business in an embarrassing customer
service train-wreck, or simply losing customers as your service continue to let people
down.

Luckily, there are a few universal skills that every support member can master that will
drastically improve their interactions with customers.

Below are the 15 most-needed skills that matter to this incredibly important position.

The Customer Service Skills.

1. Patience

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Patience is both important to customers, who often reach out to support when they are
confused and frustrated, and also to the business at large. It is noted that great service
beats fast service every single time.

Patience shouldn't be used as an excuse for slothful service.

"slower" service is vied as being an interaction where the time spent with the customer
was used to better understand their problems and needs from the company.

If you deal with customers on a daily basis, be sure to stay patient when they come to
you stumped and frustrated, but also be sure to take the time to truly figure out what
they want — they'd rather get competent service than be rushed out the door!

2. Attentiveness

The ability to really listen to customers is so crucial for providing great service for a
number of reasons. Listening to customer feedback is a must for many businesses who
are looking to innovate.

Not only is it important to pay attention to individual customer interactions (watching the
language/terms that they use to describe their problems), but it's also important to be
mindful and attentive to the feedback that you receive at large.

For instance, customers may not be saying it outright, but perhaps there is a pervasive
feeling that your software's dashboard isn't laid out correctly. Customers aren't likely to
say, "Please improve your----". What are your customers telling you without saying it?

3. Clear Communication Skills

It's okay to find out more about your customers, but make sure you're getting to the
problem at hand quickly; customers don't need your life story or to hear about how your
day is going.

More importantly, you need to be cautious about how some of your communication
habits translate to customers, and it's best to err on the side of caution whenever you
find yourself questioning a situation.

An example: The last time I went to get work done on my car, I was told by an
employee that if I wanted to get an oil change, it would be "included" in my final bill.

I thought that meant I'd be getting it for free, yet as it turns out, that wasn't the case. The
employee apologized and I truly believe it was an accident (they just worked there), but
I haven't been back to that shop since because of the miscommunication.

When it comes to important points that you need to relay clearly to customers, keep it
simple and leave nothing to doubt.

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4. Knowledge of the Product

As An insurance service provider, , this is one thing you need to work on every single
day.The best forward-facing employees in the company will work on having a deep
knowledge of how your product works.

It's not that every single team member should be able to build your product from
scratch, but rather they should know the ins and outs of how your product works, just
like a customer who uses it every day would.

Without knowing your product from front-to-back, you won't know how to help customers
when they run into problems.

5. Ability to Use "Positive Language"

Sounds like fluffy nonsense, but your ability to make minor changes in your
conversational patterns can truly go a long way in creating happy customers.

Language is a very important part of persuasion, and people (especially customers)

create perceptions about you and your company based on of the language that you use.

Here's an example: A customer contacts you with an interest in a particular product,

but that product happens to be backordered until next month.

Small changes that utilize "positive language" can greatly affect how the customer hears
your response...

 Without positive language: "I can't get you that product until next month; it
is back-ordered and unavailable at this time."
 With positive language: "That product will be available next month. I can place
the order for you right now and make sure that it is sent to you as soon as it
reaches our warehouse."

The first example isn't negative by any means, but the tone that it conveys feels abrupt
and impersonal, and can be taken the wrong way by customers.

Conversely, the second example is stating the same thing (the item is unavailable), but
instead focuses on when/how the customer will get to their resolution rather than
focusing on the negative.

6. Acting Skills

Let's get real honest here... sometimes you're going to come across people that
you'll never be able to make happy.

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Situations outside of your control (they had a terrible day, or they are just a natural-born
complainer) will sometimes creep into your usual support routine, and you'll be greeted
with those "barnacle" customers that seem to want nothing else but to pull you down.

Every great customer service rep will have those basic acting skills necessary to
maintain their usual cheery persona in spite of dealing with people who may be just
plain grumpy.

7. Time Management Skills.

Managing time effectively is very important.

Despite many research-backed rants on why you should spend more time with
customers, the bottom line is that there is a limit, and you need to be concerned with
getting customers what they want in an efficient manner.

The trick here is that this should also be applied when realizing when you
simply cannot help a customer. If you don't know the solution to a problem, the best
kind of support member will get a customer over to someone who does.

Don't waste time trying to go above and beyond for a customer in an area where you
will just end up wasting both of your time!

8. Ability to "Read" Customers

You won't always be able to see customers face-to-face, and in many instances
(nowadays) you won't even hear a customer's voice!

That doesn't exempt you from understanding some basic principles of behavioral
psychology and being able to "read" the customer's current emotional state.

This is an important part of the personalization process as well, because it takes

knowing your customers to create a personal experience for them.

More importantly though, this skill is essential because you don't want to mis-read a
customer and end up losing them due to confusion and miscommunication.

Look and listen for subtle clues about their current mood, patience level, personality,
etc., and you'll go far in keeping your customer interactions positive.

9. A Calming Presence

There's a lot of metaphors for this type of personality: "keeps their cool," "staying cool
under pressure," etc., but it all represents the same thing... the ability that some people
have to stay calm and even influence others when things get a little hectic.

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I've had my fair share of hairy hosting situations, and I can tell you in all honesty that the
#1 reason I stick with certain hosting companies is due to the ability of their customer
support team to keep me from pulling my hair out.

The best customer service reps know that they cannot let a heated customer force
them to lose their cool; in fact it is their job to try to be the "rock" for a customer who
thinks the world is falling down due to their current problem.

10. Goal Oriented Focus

This may seem like a strange thing to list as a customer service skill, but I assure you
that it is vitally important.

In my article on empowering employees, I noted that many customer service experts

have shown how giving employees unfettered power to "WOW" customers doesn't
always generated the returns that many businesses expect to see.

That's because it leaves employees without goals, and business goals + customer
happiness can work hand-in-hand without resulting in poor service.

Relying on frameworks like the Net Promoter Score can help businesses come up with
guidelines for their employees that allow plenty of freedom to handle customers on a
case-to-case basis, but also leave them priority solutions and "go-to" fixes for common
problems.

11. Ability to Handle Surprises

Despite what I had to say above, sometimes the customer support world is going to
throw you a curveball!

Maybe the problem you encounter isn't specifically covered in the company's guidelines,
or maybe the customer isn't reacting how you thought they would.

Whatever the case, it's best to be able to think on your feet... but it's even better to
create guidelines for yourself in these sorts of situations.

For instance, you want to come up with a quick system for when you come across a
customer who has a product problem you've never seen before...

 Who? One thing you can decide right off the bat is who you should consider your
"go-to" person when you don't know what to do. The CEO might be able to help
you, but you can't go to them with every single question! Define a logical chain
for yourself to use, then you won't be left wondering who you should forward the
problem too.

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  What? When the problem is noticeably out of your league, what are you going to
send to the people above? The full conversation, just the important parts, or
maybe some highlights and an example of a similar ticket?
 How? When it comes time to get someone else involved, how are you going to
contact them? For instance, at Help Scout we prefer to solve small dilemmas
over chat, and save bigger problems for email, keeping inbox clutter down to a
minimum.

12. Persuasion Skills

Experienced customer support personnel know that oftentimes, you will get messages
in your inbox that are more about the curiosity of your company's product, rather than
having problems with it.

(Especially true if your email is available on-site, like ours)

To truly take your customer service skills to the next level, you need to have some
mastery of persuasion so that you can convince interested customers that your product
is right for them (if it truly is).

It's not about making a sales pitch in each email, but it is about not letting potential
customers slip away because you couldn't create a compelling message that your
company's product is worth purchasing!

13. Tenacity

Call it what you want, but a great work ethic and a willingness to do what needs to be
done (and not take shortcuts) is a key skill when providing the kind of service that
people talk about.

The many memorable customer service stories out there (many of which had a huge
impact on the business) were created by a single employee who refused to just do the
"status quo" when it came to helping someone out.

Remembering that your customers are people too, and knowing that putting in the extra
effort will come back to you ten-fold should be your driving motivation to never "cheat"
your customers with lazy service.

14. Closing Ability

To be clear, this has nothing to do with "closing sales" or other related terms.

Being able to close with a customer means being able to end the conversation with
confirmed satisfaction (or as close to it as you can achieve) and with the customer
feeling that everything has been taken care of (or will be).

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Getting booted after a customer service call or before all of their problems have been
addressed is the last thing that customers want, so be sure to take the time to confirm
with customers that each and every issue they had on deck has been entirely resolved.

Your willingness to do this shows the customer 3 very important things:

 That you care about getting it right

 That you're willing to keep going until you get it right
 That the customer is the one who determines what "right" is.

When you get a customer to, "Yes, I'm all set!" is when you know the conversation is
over!

15. Willingness to Learn!

This is probably the most "general" skill on the list, but it's still necessary.

Those who don't seek to improve what they do, whether it's building products, marketing
businesses, or helping customers, will get left behind by the people willing to invest in
their skills.

For example one INVESCO Insurance company approaches this skill with their
wonderful monthly customer happiness updates. The updates are public, detailed, and
go through how the support team (and the team at large) handled incoming emails for
the month. What better way can a startup's support team learns as it goes then breaking
down their own customer happiness metrics each and every month, for the public to
see?

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