UNIT 1

Effective communications
In this unit you will learn about the different types of communication used in
business
Exercise 1.1. Read the following text and fill in the gaps from the list below.
Effective communications are essential to _1___. Without them employees
would not know what to do, the owners and ____2___of the business would not
know whether the business was achieving its targets or what goods and ____3__its
customers wanted. The business would not be able _____4___supplies, and the
customers themselves would not know about or be able ___5___the goods and
services that the business provides. ___6___are used to pass on information,
give__7____, check and receive feedback on activities, and to discuss matters of
____8_____or concern.

services, business, communications, managers, to purchase,

to obtain, instructions, interest

You should write your answers in the table

1 Key: 1. business. 2.
managers 3. services. 4. to
2 obtain. 5 . to purchase. 6.
communications. 7.
3 instructions. 8. interest.

4
5
6
7
8
Exercise 1.2. Give the title to this text and write it in the box below.
Exercise 2. The following is a typical day for Mark Morris, Director of Argon
Department Store. Read this text and answer the questions after it.
08.30: Arrives at the store. Checks orders for new stock from department managers
and discusses them with purchasing assistant.
09.10: Works on the report concerning the introduction of new technology.
Downloads some information from the Internet.
11.00: Meeting with other departmental managers about introducing a new range of
ladies' fashions. After the meeting, Mark speaks to the manager of the Ladies' Wear
Department on the telephone about the likely level of sales of the new range.
13.00: After lunch, Mark spends some time on the shop floor, talking individually to
the staff. Returns to his office to write two letters: one to a customer, the other to a
supplier regarding a batch of faulty refrigerators.
16.00: Two display assistants ask for help with setting up a display of new
computers. He shows them how to create an attractive display.
17.30: Mark has some forms to complete for the Finance Department showing the
cost of goods ordered from suppliers during the day. He says 'good night' to as many
staff as possible before going home.
Questions:

1. .How many times has Mark communicated with others during the day?

Underline the correct answer. 2, 4, 6, 7, 8, 9, 10,12

2. How has Mark communicated in each case? _________

3. What do you think the objective of each communication was? _________

4. What other methods of communication might Mark have used? _________

5. Evaluate the different methods you have identified. _________

Check
Exercise 3. We all communicate with others in everyday life. You must communicate

with your teachers in order to get through your course successfully. And you will
certainly need to communicate with the examiner at the end of the course, if you are
going to pass! You also communicate regularly with your friends and classmates,
those at home, shopkeepers, librarians, doctors and so on.
Now read the text " Communications as a system" and find out:
a) Who they communicate with and why: ________;
b) what method of communication they use most often: _______;
c) what method of communication they think is the most effective, and why ______.

Communications as a system

People communicate with each other in many ways, for example by talking face
to face or over the telephone, or by sending e-mails and letters. Yet all methods of
communication consist of a sender, the message itself and a receiver. To be effective,
the sender must choose a method of sending the message that the receiver will
understand and act upon appropriately. There should also be some feedback from the
receiver to the sender, so that the sender can check that the message has been
received and understood.

Exercise 4. Communications are only effective if the receiver actually receives and
understands the message the sender intends. Barriers to effective communications can
arise for several reasons. Now try to determine the main barriers to communication.
The picture will help you to do it.

Barriers to communication

The most common barriers are:

•1 can affect communications in several ways. Most obviously, if the person

sending and the person receiving the communication are not both fluent in the
language used for the communication, whether written or oral, misinterpretations of
the communication may occur.
• Similar misinterpretations and lack of understanding can occur if the language
used by the person sending the communication is too technical or academic for the
person receiving it. Many businesses and functions within businesses have their own
__2_, which is used fluently by those in the business or function, but not by those
outside. Indeed, such jargon often uses words that have other meanings in everyday
language.
• 3 in which a communication is made can affect its effectiveness. For example, if
the atmosphere is strained, and the person receiving the communication is nervous,
perhaps afraid for their job, they are likely to look for hidden meanings in a
communication - and will often find one that is not intended.
• 4 to effective communications come in many forms. Some affect the ability of a
person to communicate normally, but physical barriers also include factors in the
environment that may interfere with the communication. Physical barriers include
noise in a factory where a meeting or conversation is taking place, interference on a
telephone line and so on.

Physical barriers
Language

Timing
Atmosphere
 Jargon

• 5 of a communication is frequently important to its effectiveness. Notification

of a meeting or other event, for example, should be given in sufficient time for
people to arrange to be present and to prepare for the event. If an organisation must
make a decision about action to be taken on Friday, a report containing the results
of research which the organisation needs to enable it to make that decision is of
little use if it is not completed until the following Monday.

Put your answers in the table below:

1
2
3
4
5

1. 1.1. language. 2. Jargon 3. atmosphere.

4. physical barriers. 5. Timing. Key:

Exercise 5. People in business have to communicate with others in the same business
organisation and with people outside. Communications with people in the same
business organisation are called internal communications; those with people outside
the organisation are called external communications. Put the correct words in the
boxes.

colleagues, suppliers, other organisations, other employees, managers, customers,

subordinates, government bodies
 Internal and external communications
External
Internal
communications
communications
People outside the
People within the
business, such as:
business, such as:
__________,
__________,
__________,
__________, Oral communications
Whenever you speak to somebody, or __________,
__________,
somebody speaks to you, you are
______________
______________orally. Oral means spoken,
communicating
and speech is the most common method of Written communications
communication. Most oral communications
Check The most common types of written
take place either face to face or over the communications are letters, written for
telephone. external communications, and memos (short
Although we talk to people every day, for memoranda), used for internal
being able to communicate orally is a skill communications. Business letters and
Internal
that must communications
be learned and practised. Using the
External
memos are more communications
formal than the letters you
People within the business, such as:
telephone is more difficult
colleagues managers subordinatesthan speaking People
write to your friends,
outside the business,although
such as: suppliersthey serve
customers government bodies other organisations
face to face, and many people are
other employees the same basic purpose - to communicate a
uncomfortable about making telephone calls, message.
although this is becoming less so through An advantage of written communications
the widespread use of mobile telephones. is that they are permanent records of the
One of the main problems with telephone communication. They can be referred to
communications is that when you talk to later if required, and read at leisure, which
someone on the telephone, you cannot see means that they can contain information
their response or facial expressions. It is that may take longer to digest and
especially important, therefore, to listen understand, such as figures and technical
carefully
Exercise 6.toa)what the other
Do you know person
how ispeople data. Pictures,
sayingcommunicate? Read tables,
these graphs and and
two texts diagrams
find
and the way they say it - their tone of voice can also be included in written
outand
thethe
advantages
words theyanduse.disadvantages
However, of oral and communications.
written communications.
technological developments such as Other forms of written communications
videophones are overcoming this problem. are used in business for various purposes.
Oral communications are quick and direct These include: reports, financial documents,
between the person communicating the advertisements, notices, customer and
message and the person receiving it. They product information. Written
also offer an opportunity for discussion and communications should be:
for instant feedback to check that the • accurate - everything should be checked,
content of the communication has been including all facts, spelling and grammar
understood. The main problem with oral • clear - the person writing the message
communications is that there is no must know what they want to say.before
permanent record. they begin to write it down, and the
While most oral communications are person reading the document should be
between individuals on a one-to-one basis, able to understand its content
either face to face or at a distance (e.g. by immediately
telephone), there are times when it is • simple - short words and sentences are
appropriate for several people to more effective and have more impact
communicate with each other at a meeting. than long ones
Modern telephone conferencing facilities also • complete - a document which leaves a
mean that that it is possible for several people message unfinished or leaves out a vital
who may be at different locations to discuss piece of information will fail in its
matters over the telephone. purpose.
b) Put the advantages and disadvantages of oral and written communications in the
table after the texts.
Note: you may copy your variants from the texts and put them in the table.

Oral communications Written communications

advantages disadvantages advantages disadvantages
1.
2.
3.
4.

Exercise 7. As you know using information technology can improve the effectiveness
of oral and written communications. Read the text and put the correct words from the
box in the text.

network, personal computers, mobile telephones, tool, fax machines,

information, Internet, modem, telephone line, communications

Communications and information technology

Advances in information technology over recent years have led to radical new
forms of communication. These include:

• ____1____- which transmit written text, graphics, charts and photographs quickly
anywhere in the world
• ____2____- which can be carried by people at all times so that they can keep in
touch with their place of work
• ___3___with modems and software for sending e-mail, which may consist of text,
graphics and even sounds, depending on the capabilities of the sender's and
receiver's computers.

Businesses with several computer terminals can link these to a ___4____or intranet,
so that each computer can exchange ___5_____with the others and even access
information held on their hard drives. Employees' home computers may be networked
to their employer's internet so that they can communicate with, and access
information stored on, computers at their workplace, using a__6___and telephone
line.
The ___7___is a worldwide network of high-speed computers permanently linked to
provide and exchange information. Anyone with a personal computer and a modem
connected to a ___8____can connect to the Internet via an Internet Service Provider.
The number of computers connected to the Internet is vast, and growing daily, as is
the amount and variety of information that can be obtained. The Internet is an
invaluable _9__for businesses, which can use it for____10___, marketing their
products, providing customer and technical support, inviting customer feedback and
so on.
Answers
1
2
3
4
5
6
7
8
9
10

Key: 1. fax machines. 2. mobile telephones. 3. personal

computers. 4. network. 5. information. 6. modem. 7. Internet.
8. telephone line. 9. tool. 10. communications.

Exercise 8. Look through the list of technological inventions in the field of

communication. Match the advantages and disadvantages to each invention and put
your variants in the table. Some may be used more than once.

The list of advantages and disadvantages

1) easy to use
2) not everybody can afford one
3) access to all kinds of information
4) may lose social skills/become isolated
5) instant information about world issues
6) people may ring at inconvenient time
7) can be contacted at any time
8) children may access unsuitable information
9) faster than sending letters by post
10) poor reception in certain areas
Technological inventions Advantages Disadvantages
the Internet
e-mail
radio/television
mobile phone
fax machine
telephone
 Test 1
Task 1. Read the article below about the importance of communication in business.
 Choose the best word to fill each gap from A, B, C or D in the table.
 For each question 1-10, mark one letter (A, B, C or D) on your Answer column.
 There is an example at the beginning (0).

Business communication

One of the most important features in any business is communication. Good

communications are required at all .. ..(0).A.. of the business process. Businesses employ
and are owned and run by various groups of people. Workers, directors and shareholders are three
important groups closely . . .(1). . . with a business. Other influential groups include customers,
suppliers and the government.

Communication . . .(2). . . between these groups and the individuals who make up
the groups. Within . . .(3). . . companies internal communications occur at and between
the various levels. Directors communicate with one another concerning the company's
overall strategy. They . . .(4). . . managers of their plans, and the managers then
communicate with the other employees. . . .(5). . . are conducted concerning pay and
working conditions. Managers communicate decisions and orders and try to . . .(6). . .
morale and motivation through good communication. Employees . . .(7). . . communicate
with each other, for example, over production and wages.
External communication occurs when a company's directors or employees
communicate with those individuals and groups who . . .(8). . . with the company.
Shareholders receive copies of the company's annual accounts, together with the . . .(9). . .
of the Chairman and Directors. Government departments require statistical and
financial information from the company. An advertising agency is . . .(10). . . about the
company's advertising policies. Customers need to know if goods have not been
dispatched and suppliers contacted if their goods have not been delivered. Reliable and
effective communication is one of the key elements which leads to efficient management
of a company.

# A B C D Answers
0 stages grades parts degrees stages
1 implicated committed involved interested
2 takes place takes in takes over takes hold
3 singular lone individual unique

4 reply show acquaint inform

5 interrogations questions negotiations interviews

6 grow mount gain improve

7 besides also such like

8 cope engage deal relate

9 files reports articles profits

10 enquired prepared consulted warned

Check T1.
Key: 1. C. 2.A. 3.C. 4.D. 5.C. 6. D. 7.B. 8. C. 9.B.
10.C.
Task 2. Match the beginnings of the sentences below with their endings:

1. Communications are used …

2. You must communicate with your teachers…
3. And you will need to communicate with the examiner at the end of the course, …
4. People communicate with each other in many ways, …
5. Communications are only effective if the receiver …
6. Many businesses and functions within businesses have their own jargon…
7. Physical barriers include …
8. Internal communications are communications…
9. External communications are communications…

a. …in order to get through your course successfully.

b. …to pass on information, give instructions, check and receive feedback on activities,
and to discuss matters of interest or concern.
c. … if you are going to pass!
d. … actually receives and understands the message the sender intends.
e. … by talking face to face or over the telephone, or by sending e-mails and letters.
f. … noise in a factory where a meeting or conversation is taking place, interference on a
telephone line.
g. … which uses words that have other meanings in everyday language.
h. …with people outside the organisation.
i. … between people in the same organisation.

Put your answer in the following table.

1 2 3 4 5 6 7 8 9
Check T2.

Task 3. How do people communicate? What methods of communication do you know?

Write your answers in the box and then characterise communications.
……..communications ……… communications

Check T3

Task 4. In some large organisations internal communication is not effective.

1. What is meant by effective communication? ______
2. Why might communication problems occur? ______
3. Explain how any two problems of internal communication could be overcome.
______
Check T4.

Task 5. Put main four means of information technology in the table.

# means of information technology

Key: 1.fax machines. 2.
1 mobile telephones. 3.
personal computer. 4.
2 Internet
3
4