ASSIGNMENT

Unit 1: Introduction to Business Communication

1. Define Business Communication?

Effective business communication involves exchanging information both within an

organization and with individuals outside of it. This type of communication fosters
interaction between employees and management to achieve common goals while
streamlining organizational procedures and minimizing mistakes. To improve your
business communication abilities, it’s essential to enhance your communication
processes within and outside of your organization.
Let’s start with definitions –

Prof. J. Haste stated that when communication occurs between two or more business
people for effective organization and administration of business, it is considered
business communication.
According to W.H., business communication is exchanging business-related views,
ideas, and news among the related parties.
Ricks and Gow defined business communication as a system that affects change
throughout the whole organization.

Types of business communication

Internal Business Communication Anything that is sent from a subordinate to a
manager or someone higher up the organizational hierarchy is considered to be this
form of business communication.
Lateral Business Communication Communication among coworkers in the workplace
is referred to as lateral communication. This could be interdepartmental
communication or even departmental business.
External Business Communication Any communication that deals with clients,
potential clients, vendors, or partners is considered external communication.
An organization uses various communication techniques, including face-to-face
meetings, phone calls, text messages, and other conventional forms of writing. There
are several forms of corporate communication to take into account, which might
change your tone or substance.

Internal business communication

Internal business communication refers to communication between members of an
organization. Both formal and informal communication are included in this
conversation. Internal communication also includes many departments that
communicate with employees through various channels. Internal communication
should be effective since it is an important means of viewing and representing
organizational concerns.

Effective internal business communication can boost employee job satisfaction,

productivity, and efficiency while minimizing grievances and boosting revenues.

Lateral business communication

The importance of business communication between co-workers, whether verbal or
written, is referred to as lateral or horizontal communication. This can involve inter-
departmental communication or communication across departments, as well as
communication between persons of the same or similar status within a corporation.
This communication is essential to accomplish intended objectives.

As a result, this communication occurs among personnel with equivalent hierarchy

levels. Horizontal or lateral communication is essential for seeking cooperation and
mutual support to achieve the functional effectiveness of distinct organizational units.

External business communication

External business communication refers to interactions with people outside of the
organization. These people can be clients, stockholders, suppliers, partners, regulatory
organizations, etc. Email, ads, brochures, newsletters, content marketing, and other
forms of external communication are common. External communication aims to
facilitate communication among various organizations or entities.

Roles of business communication

The effectiveness of corporate communications affects a company’s ability to
succeed. Communication is considered the lifeblood of business because of this.
Here’s how important effective communication is:

Top to bottom
Top-to-bottom communication is an organizational communication approach in which
information flows from senior management.

When major business choices are taken at the highest levels, businesses require an
efficient method of communicating the decision throughout the organization. As a
result, many firms adopt top-to-bottom communication to guarantee that information
flows freely from senior management to IC-level personnel.

When done correctly, top-to-bottom communication can be incredibly effective. At its

best, it may break down silos and give team members the confidence they need to
succeed in the organization. At worst, it can hinder production and push staff to
conform to an excessively hierarchical organization.

Peer to peer
A lot of our daily work depends on having a good connection with our co-workers.
Yes, having a good relationship with your boss is crucial, but some of us may go days
without speaking to them.

Being able to successfully interact with our colleagues assists us in getting our duties
done by answering questions, exchanging information, and providing feedback. Not
to mention that excellent communication can increase workplace fun and vitality.

Bottom to top
It is an organizational communication strategy in which information is disseminated
throughout the corporation from lower-level managers and team members. While
bottom-up communication is not as prevalent as top-down communication, it can be
incredibly effective.

It not only allows employees to contribute to higher-level decision-making, but also

allows them to give feedback and have confidence that it will be forwarded to senior
management.

Why is business communication important?

The following points demonstrate the importance of business communication in an
organization –

Democratization
Voices of otherwise minority populations are more equitably represented in
organizations that contain democratic decision-making aspects. The strategy firms use
in decision making is just as essential as the decision itself. Look for ways to enhance
and foster a planning culture based on enterprise-wide information sharing and data-
driven communication from top to bottom.
Boost motivation and morale
Business communication is critical in enhancing employee efficiency. Different plans
and policies, essential issues, organizational goals, and so on are described to
employees through communication, which improves their knowledge and makes them
more efficient in performing their responsibilities.

To build a better relationship

Communication enables workers and management to express their thoughts and
requirements. Healthy labor relations are critical to the success of any firm, and it
helps sustain peace in this situation.

Job satisfaction
Effective, fair and easy communication improves mutual connection and
understanding between employees and management. This contributes to higher
satisfaction levels among employees who work hard to attain their objectives.

Higher productivity
Effective business communication boosts employee productivity by encouraging
teamwork. It fosters an environment of trust and understanding among employers and
employees. Cooperation with employees and understanding their wants and desires
are required for effective communication.

Employees can complete their responsibilities more successfully and efficiently this
way. Furthermore, excellent communication reduces the possibility of making
mistakes during their task.

For efficient functioning of the business

Managers’ operational efficiency improves as a result of effective communication.
With fair communication, managers can accomplish many managerial activities, such
as planning, directing, organizing, controlling, and so on. Furthermore, effective
leadership can take place if communication is effective. A proper and smooth
company communication system is required for qualitative leadership actions.

Helps in decision making

Effective decisions necessitate current knowledge. Using good communication,
managers can get information from various sources and use it to make sound
decisions.

Proper planning
Organizations may develop excellent plans and policies through effective business
communication. These strategies and policies must be based on accurate information.
Managers must communicate policies and plans within the organization to implement
or execute them on time. They can convey strategies and policies to internal and
external stakeholders through effective communication.

Minimize conflicts
Different business parties can exchange information more smoothly with excellent
communication. As a result, there are fewer conflicts, debates, and disagreements
between them.

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7 C’s of an effective communication

1 Completeness
2 Conciseness
3 Consideration
4 Clarity
5 Concreteness
6 Courtesy
7 Correctness
Whatever field you operate in, you will need to interact professionally with others to
close deals or work on projects. The seven C’s of effective communication assist you
in increasing productivity and engagement by communicating messages that your
audience can simply understand.

Completeness
It is necessary to communicate completely. The audience should receive all the
information they require from it. The sender must take the receiver’s viewpoint into
account and correctly relay the message. The following components are included in a
thorough communication-

An organization’s reputation is built and enhanced by complete communication.

Additionally, they save money because no important data is lost, and if the
transmission is successful, no additional expenses are needed.
Complete communication always offers extra details as required. It removes all
uncertainty from the receiver’s mind.
The audience, readers, or message recipients can make better decisions because they
have access to all necessary and pertinent information when there is complete
communication.
It persuades the audience.
Conciseness
Conciseness implies wordiness, i.e. communicating what you want to say in the
fewest words possible while maintaining the other C’s of communication. Effective
communication necessitates conciseness. Here’s how concise communication helps-

It saves time while also saving money.

It emphasizes the core message while avoiding the use of unnecessary words.
Concise communication conveys a brief and important message to the audience in a
minimum number of words.
A brief message is more enticing and understandable to the listener.
A brief message is not repeated.
Consideration
Consideration entails “putting oneself in the shoes of others.” Effective
communication must include the audience’s opinions, background, mindset, education
level, and so on. Make an effort to imagine your audience, their needs, emotions, and
difficulties.

Make sure that the audience’s self-esteem and emotions are not jeopardized. Modify
your message’s terms to meet the needs of the audience while keeping your it
complete.

Clarity
When you are able to transmit your thoughts and opinions into the recipient’s mind,
you know communication is effective. You don’t want the recipient to make
assumptions or have a hazy understanding of what you’re expressing.

Only when they completely grasp your message will they be able to make the
appropriate decision. It might occur when you employ plain and straightforward
language to express your point to the recipient.

Concreteness
Concrete communication entails being specific and explicit rather than vague and
generic. Concreteness boosts confidence. Simply delivering your message through
statements and questions will not captivate your audience. It is important to back up
your claims with appropriate facts, numbers, and statistics. Otherwise, your audience
will not know whether your message is genuine or not.
Courtesy
Courtesy in a message indicates that the message should reflect the sender’s
expression while also respecting the receiver. The sender should be honest, polite,
prudent, contemplative, empathetic, and enthusiastic.

Correctness
Communication correctness implies that there are no grammatical errors in
communication. Information correctness or factual accuracy is important in both
verbal and nonverbal communication. You must choose the appropriate words at the
right time while also ensuring that the information is reliable.

Communication barriers
We jeopardize ourselves and others when we fail to communicate properly, regardless
of the mode of communication: spoken, nonverbal, written, listening, or visual. Apart
from physical and technological hurdles, there are a few communication barriers that
every employee and management should seek to eliminate.

Cultural differences
Understanding cultural differences in communication is critical. You must think
globally; remember that in Japan, one’s surname comes before their given name.
There may also be regional differences within the organization’s limits, and failing to
appreciate cultural differences could insult someone.

Inability to listen to others

Active listening is a significant component of effective communication. You can’t
engage with someone if you’re not listening to them because you’ll make assumptions
about their needs based on your preconceptions rather than facts.

Lack of transparency and trust

When there is a lack of transparency and trust, it is difficult to express anything. For
example, if your employees believe you are withholding something, they will be
worried, and some will speculate, making it more difficult for them to absorb any
attempt you make to communicate with them.

Communication style
Everyone has a unique style of communicating. Some people are quite
straightforward, while others choose to be more oblique. Some employ specific facts,
while others rely on broad strokes, and so on. Sometimes one individual is so
entrenched in their communication style that they find it difficult to communicate
with others who use a different style.

Conflicts in the workplace

Conflict can arise for a variety of causes, and when it happens, it impedes efficient
communication. What is crucial is that you strive to resolve the issue, not the nature
of the conflict. When disagreement is not resolved, it escalates, and individuals begin
to take sides, making effective communication even more difficult.

Examples of effective business communication

People communicate with one another to share ideas, express feelings and opinions
and solve issues. Errors arise when communication is not delivered or received as
planned. You may improve your communication abilities by practicing both verbal
and nonverbal communication.

Nonverbal communication
Body language is another term for nonverbal communication. Nonverbal
communication demonstrates to people that you are prepared to communicate
effectively by maintaining eye contact, sitting attentively, and positioning your body
to face the person speaking. Folding your arms across your chest, clenching your fists,
and gazing downward indicate that you are distracted or uninterested, which might
impede the conversation.

Be open-minded
Maintain an open mind to facilitate efficient conversation. Avoid placing judgment on
or criticizing communicated messages. You do not have to agree with the other
person’s beliefs and opinions, but you must respect them.

Active listening
Active listening allows you to gain a better grasp of the thoughts and feelings of
another individual. To display this communication ability, concentrate your attention
on the person speaking. Interrupting someone else’s speech might disrupt the flow of
the conversation.

Compromise
It is important to compromise while you’re communicating with someone. When an
issue arises, both persons must work cooperatively to develop a list of prospective
solutions as well as agreed-upon trade-offs.

Final word
 Effective communication is crucial in assisting employees in forming a social circle or
bond. Some firms have an open culture or work environment in which employees at
all levels are free to speak with one another and with their supervisors. Other
organizations prefer to communicate using a hierarchy or chain of command.

2. Describe the importance of Business Communication.

Communication in business is important to convey clear, strong messages about

strategy, customer service and branding. A business building a brand reflects a
consistent message tailored to its audience. Internal communication builds rapport
among employees and managers and encourages teamwork and collaboration.

Good communicators are vital to a business's profit margin and reputation. Employees
who communicate well and understand the company's vision help make the company
successful. Using effective communication skills can benefit a business and its
employees in a variety of ways, including:

1. Building better teams

Effective communication builds a positive atmosphere where teams can flourish.
When communication is positive and encouraging, team members become stronger
and work better together. Those who practice good communication skills make
working beside them easier and less stressful. Job tensions or friction are promptly
addressed since effective communicators work toward finding solutions.

2. Preventing misunderstandings and conflicts

Listening is a part of communicating used to understand a situation fully. Good
communicators listen well and react appropriately, and they're more likely to find
solutions without becoming defensive. When conflicts arise, good communicators
address the problem right away and listen to the other side.

Rela0ted: 8 Steps To Building a Successful Team

3. Improving customer service

Businesses need to know what their customers want and need from them to serve
them. Forming business relationships is how companies build trust in their brand and
bring customers back. Reliable and positive communication with customers is
paramount to maintaining a valued customer service reputation.

Effective communication with customers by answering questions and providing

 solutions helps to improve the business's reputation. Communicating well over the
phone or through social media or email improves customer confidence and loyalty.
Written communication that is consistent with the brand's voice can help promote
community between customers and organizations.

4. Meeting goals and earning success

For a business to be successful, short- and long-term goals must be clear and concise.
When employees know what the goals and visions of their company are, they are
better able to focus their efforts on achieving them.

Communicate goals clearly, and regularly remind employees of the team or individual
goals to keep them motivated and encouraged. It can also help employees understand
the importance of their roles in making the company successful, which can improve
loyalty within the company and reduce hiring turnover.

5. Promoting creativity and innovation

People who are good communicators are usually open to sharing ideas without
judgment. When trust is built based on effective communication, team members are
more apt to share with each other to inspire creativity.

Effective communicators are more inclined to collaborate to find creative solutions, as

well. When employees are keen to share ideas, companies can transform their
approaches and find unique ways to serve customers and clients.

6. Advancing individual career prospects

Good communication skills, such as open and honest communication, eliminate
surprises and reinforce your commitment to solve problems and support the business.
This can help you earn promotions and secure leadership positions in your current
organization or pursue new advanced career opportunities elsewhere.

3. What are the principles of effective business communication?

This is why the seven Cs of communication provide a checklist for making sure that
your meeting, emails, conference calls, reports, and presentations are well constructed
and clear – so your audience gets your message.
According to the seven Cs, communication needs to be: clear, concise, concrete,
correct, coherent, complete and courteous.
In this article, we look at each of the 7 Cs of Communication, and we’ll illustrate each
element with both good and bad examples.
1. Clear
When writing or speaking to someone, be clear about your goal or message. What is
your purpose in communicating with this person? If you’re not sure, then your
audience won’t be sure either.
To be clear, try to minimize the number of ideas in each sentence. Make sure that it’s
easy for your reader to understand your meaning. People shouldn’t have to “read
between the lines” and make assumptions on their own to understand what you’re
trying to say.
Information and actions required, must be clear so the reader has the information they
need to take action.

2. Concise
When you’re concise in your communication, you stick to the point and keep it brief.
Your audience doesn’t want to read six sentences when you could communicate your
message in three.

Are there any adjectives or “filler words” that you can delete? You can often
eliminate words like “for instance,” “you see,” “definitely,” “kind of,” “literally,”
“basically,” or “I mean.”
Are there any unnecessary sentences?
Have you repeated the point several times, in different ways?
3. Concrete
When your message is concrete, then your audience has a clear picture of what you’re
telling them. There are details (but not too many!) and vivid facts, and there’s laser-
like focus. Your message is solid.

4. Correct
When your communication is correct, it fits your audience. And correct
communication is also error-free communication.

Do the technical terms you use fit your audience’s level of education or knowledge?
Have you checked your writing for grammatical errors? Remember, spell checkers
won’t catch everything.
Are all names and titles spelled correctly?
5. Coherent
When your communication is coherent, it’s logical. All points are connected and
relevant to the main topic, and the tone and flow of the text is consistent.

6. Complete
 In a complete message, the audience has everything they need to be informed and, if
applicable, take action.

Does your message include a “call to action,” so that your audience clearly knows
what you want them to do?
Have you included all relevant information – contact names, dates, times, locations,
and so on?
7. Courteous
Courteous communication is friendly, open, and honest. There are no hidden insults
or passive-aggressive tones. You keep your reader’s viewpoint in mind, and you’re
empathetic to their needs.

4. What are the principles of verbal communication?

Seven Principles
Effective
Every communication should have a clear purpose and should achieve that purpose to
be effective. This includes what is said, how it is delivered, when it is sent/published
and why people should take notice. You need to communicate your message in the
fewest possible words, have the consistency of tone, voice, and content so that you
can save time. Short, punchy statements are often more effective than rambling prose.
Diagrams and images provide impact and clarity. Visual design should provide a good
UX, support the message and the brand and make it easy for people to engage and
pick out the important elements. Each message must have a logical conclusion and a
call to action.

The need for active communication, where important or urgent notifications are
emphasized above general messaging 'noise' and so direct their attention, should be
considered alongside passive 'Publish and Track' or 'For Interest' ('Publish and
Forget') approaches. Active communications should be carefully managed to prevent
overuse or abuse.

Comprehensive
People shouldn’t be left wondering if there is more to come. The information
communicated should be adequate and complete. Where possible, it should fully
address the purpose and provide enough that the recipients can take the required
action without delay, confusion or a reduction in productivity or motivation. Where
communication cannot be completed in a single message etc. then it should clearly
indicate that there is more to follow, with requisite when and how. Links to
supporting material are recommended

Clarity
The purpose of messages should be clear; worded in such a way that the receiver
understands the same thing which the sender wants to convey. Communications
shouldn’t leave your team confused. Be clear of the format you want to say it in. Be
clear about your goal or purpose. It is also essential that the receiver is conversant
with the language, inherent assumptions, and the mechanics of communication.
Typically, sentences should be short, in the active voice and key elements stated it in
separate bullet points.

Attention and Style

In good communication, the receiver’s attention is drawn to the message. People are
different in behaviour, attention, emotions etc. so they may respond differently to the
message. This may require constructing different message formats for different roles
and grades. Senior staff should be seen to be acting in accordance with the messages,
using the messaging tools and supporting the messaging processes. Formal
communication is generally used for transmitting messages and other information;
however, sometimes informal communication may prove more effective. Informal
communication can be helpful for assessing the reaction of employees towards
various policies. Both types should embrace the organization’s ethos; commonly this
is positive, honest, respectful, open and polite.

Coherency
Communication often takes place across multiple tools/formats and over a period of
time. It’s important that communication remains logical, well-planned, and self-
reinforcing across these. There should be a good connection with the main topic and,
often linked to company values, principles, and mission. Equally, communication
should be consistent with the policies, plans, programs and objectives of the
organization and not in conflict with them.

Timeliness and Urgency

Communication should be done at proper time and with the appropriate level of
impact and urgency, to ensure that messages can be understood and acted upon to
achieve their objective. It should be possible to differentiate Urgent and Import
information and understand the time scale for any actions. There should be confidence
that communication reaches their audience when intended.

Importance of Feedback
Feedback is very important to confirm that communication has been effective and to
resolve questions, allow challenge, clarify actions etc. Sometimes there is a
compliance requirement or monitoring function that needs to be addressed via
feedback or a ‘read receipt’.

Steps to establish a Communications approach

When planning an active Communications strategy which aims to raise the maturity
of this competency, completion of an audit to establish where the organisation
currently is could be helpful. Subjects to consider are:

Existing reputation analysis [internally and externally]

Audience analysis and segmentation. This is especially important in large
organisations with different divisions as not all messages will be relevant to everyone
‘Competitor’ analysis from a performance perspective
‘Competitor’ analysis in terms of media perception and reputation i.e. do they receive
positive, neutral or negative media coverage on average, is their news covered or
ignored?
Consumption. How do the people you’re trying to reach consume news? Consider the
device they use and the format.
A next step would be obtaining Board-level approved objectives from organisational
and communications perspectives, clearly outlining what they (the board) are trying to
achieve.

This would look at identifying each audience group within their organisation and
assigning comms accordingly.

Before delivering corporate communications, regardless of the technology and

process, organisations need to spend time planning, covering:

Branding. Is it clear and easily recognisable among staff, patients, media,

stakeholders etc. and chime with the overall strategy? Are all graphics, images,
videos etc on-brand and have a clearly identifiable style that belongs to the
organisation? A brand guardian is needed to ensure the correct use of logos, fonts,
typefaces and colours for all scenarios [print, online, email signatures, brochures,
letterheads, social media channels, signage, leaflets etc.]
Key message development. What does the organisation stand for and how can these
key points be included across different comms formats?
Inclusion. All marcomms divisions to be represented and involved in the process
Process. A clear approval process established that is shared throughout the
 organisation to ensure better control of messaging, timing, branding, avoids conflict
and is joined up
Spokespeople. Allocating spokespeople by topic so they become specialists and more
trusted
Plan. A clear delivery plan is needed that integrates different services and platforms
e.g. intranet, website content, direct content, newsletters, email, apps, etc
Metrics. Clear measurement and evaluation metrics agreed at the outset
Timing & Timeliness. Timetable and how frequent comms are. For example, weekly
comms that are short and easily digested are better than long, monthly comms that can
suffer from tl;dr syndrome. Timing is crucial. For example, most people are spent
come a Friday afternoon after a busy week and large numbers take Friday off to enjoy
long weekends
Effectiveness. Consideration needs to be given to engaging as opposed to transmitting
in large organisations. A two-way flow of communication that is managed and acted
upon has numerous advantages

5. What are emphasis strategies and what is their importance?

Emphasis Strategies

Visual Communication
Adding the visual dimension to a document or speech can be an excellent way to
hold your audience’s interest and make your meaning clear. But be careful not to
get carried away. Perhaps the most important rule to remember in using visuals is
this: the visuals are to support your document or presentation, not to take the place
of it. A picture may be worth a thousand words, but it is the words that really
count. Make sure that your communication is researched, organized, and presented
well enough to stand on its own. Whatever visuals you choose should be clearly
associated with your verbal content, repeating, reinforcing, or extending the scope
of your message.
Table 2.1 Strategic Use of Visuals
Purpos
Type Example(s)
e

Figure 2.3

Show
Photo
an
graph,
actual
Video
person,
Clip,
event,
or
or
Video
work
Still
of art.

Historic photo of U.S. troops raising the flag on Iwo Jima.

USMC Archives – Flag Raising on Iwo Jima – CC BY 2.0.
 Purpos
Type Example(s)
e

Show Figure 2.4

the
visual
relation
ships
among
two or
more
Video
things;
Trailer
a
,
shape,
Video
a
Still
contras
t in
size, a
process
or how
someth
ing
works.

Michael Coté – Process Improvement Model – CC BY 2.0.

Bar Show
Chart the
amount
of one Figure 2.5
or
more
variabl
es at
differe
nt time
interval
s.
 Purpos
Type Example(s)
e

Jason Tester Guerrilla Future – CC BY-ND 2.0.

Pie Show
Chart the
percent
ages of Figure 2.6
the
whole
occupi
ed by
various
segmen
ts.
 Purpos
Type Example(s)
e

Chris Potter – 3D Budget Pie Chart – CC BY 2.0.

Show
the Figure 2.7
change
in one
or
Line more
Graph variabl
es
progres
sively
across
time.

Michael Coté – GOOG at $381.55 – CC BY 2.0.

 Purpos
Type Example(s)
e

Figure 2.8

Show
the
audien
ce an
Actual
item
Object
crucial
to the
discuss
ion.

jessica wilson – masky – CC BY-NC-ND 2.0.

Body Use
Motio your
n body
as a Figure 2.9
visual
to
demon
strate
an
event.
 Purpos
Type Example(s)
e
Signposts
Signposts (or indicators), are key words that alert the audience to a change in topic,
a tangential explanation, an example, or a conclusion. Readers and listeners can
sometimes be lulled into “losing their place”—forgetting what point is being made
or how far along in the discussion the writer or speaker has gotten. You can help
your audience avoid this by signaling to them when a change is coming.

Common signposts include “on the one hand,” “on the other hand,” “the solution to
this problem is,” “the reason for this is,” “for example,” “to illustrate,” and “in
conclusion” or “in summary.”

Internal Summaries and Foreshadowing

Like signposts, internal summaries and foreshadowing help the audience to keep
track of where they are in the message. These strategies work by reviewing what
has been covered and by highlighting what is coming next.

As a simple example, suppose you are writing or presenting information on how to

assemble a home emergency preparedness kit. If you begin by stating that there are
four main items needed for the kit, you are foreshadowing your message and
helping your audience to watch or listen for four items. As you cover each of the
items, you can say, “The first item,” “The second item,” “Now we’ve got X and Y
in our kit; what else do we need? Our third item is,” and so forth. These internal
summaries help your audience keep track of progress as your message continues.
(The four items, by the way, are water, nonperishable food, first aid supplies, and a
dust mask.) (Federal Emergency Management Administration, 2009)

With this strategy, you reinforce relationships between points, examples, and ideas
in your message. This can be an effective strategy to encourage selective retention
of your content.

Repetition
Saying the same word over and over may not seem like an effective strategy, but
when used artfully, repetition can be an effective way to drive home your meaning
and help your audience retain it in their memory. Many of history’s greatest
speakers have used repetition in speeches that have stood the test of time. For
example, British Prime Minister Winston Churchill gave a speech in 1940 that is
remembered as his “We Shall Fight” speech; in it he repeats the phrase “we shall
fight” no fewer than six times. Similarly, in his famous “I Have a Dream” speech,
Martin Luther King Jr. repeated the phrases “I have a dream” and “let freedom
ring” with unforgettable effect.

Another form of repetition is indirect repetition: finding alternative ways of saying

the same point or idea. Suppose your main point was, “global warming is raising
ocean levels.” You might go on to offer several examples, citing the level in each
of the major oceans and seas while showing them on a map. You might use
photographs or video to illustrate the fact that beaches and entire islands are going
underwater. Indirect repetition can underscore and support your points, helping
them stand out in the memory of your audience.