BUSINESS COMMUNICATION

B.Com
Second Year
201

SAVITRIBAI PHULE PUNE UNIVERSITY

School of Open Learning
(Distance Education Program)
Authors:
R K Madhukar, Retired General Manager Business Development, PR and Corporate Communication Canara Bank, Bengaluru
Units: (1.2.1-1.3, 1.4.1, 1.5, 2-4, 5.2.2, 5.3, 5.4.1-5.4.4, 5.4.6, 6.2-6.2.2, 6.3, 7, 8.2, 8.3)
Vikas Publishing House: Units (1.0-1.1, 1.2, 1.4, 1.6-1.10, 5.0-5.1, 5.2-5.2.1, 5.3.1, 5.3.2, 5.3.3, 5.4, 5.4.5, 5.4.7, 5.4.8, 5.5-5.9,
6.0-6.1, 6.2.3-6.2.7, 6.3.1-6.3.3, 6.4-6.8, 8.0-8.1, 8.3.1, 8.4-8.8)
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 SYLLABI-BOOK MAPPING TABLE
Business Communication
Syllabi Mapping in Book

1. Introduction of Business Communication Unit 1: Introduction of Business

Introduction, Meaning, Definition. Communication
Characteristics, Importance of communication. (Pages 1-28)
Principles of communication, Process of communication
Barriers to communication & Remedies.
Methods and Channels of Communication.
2. Business Letters Unit 2: Business Letters
Meaning and Importance (Pages 29-53)
Qualities or Essentials, Physical Appearance
Layout of Business
3. Soft skills Unit 3: Soft Skills
Meaning, Need, Importance. (Pages 55-91)
Elements of soft skills:
(a) Manners & Etiquettes, Grooming.
(b) Effective Listening & Speaking
(c) Interview Skills.
(d) Presentation
(e) Group Discussion.
(f) Problem-solving skills
(g) Time management abilities
4. Resume writing & Job Application letters Unit 4: Resume Writing and Job
Introduction, essential elements of Bio data, Resume writing, Curriculum Vitae. Application Letters
Meaning & Drafting of Job Application letter. (Pages 93-108)
5. Report Writing and Internal Correspondence Unit 5: Report Writing
Meaning and Significance; Structure of Reports; Negative, and Internal Correspondence
Persuasive and Special Reporting- (Pages 109-137)
(a) Informal Report -Proposals;
(b) Formal Reports;
(c) Project Report
(d) Introduction and Essential elements of Report writing.(Reporting for a meeting)
(e) Organization of Press Report.
(f) Office Memo (Memorandums)
(g) Office Orders
(h) Office Circulars
(i) Form Memos or Letters
(j) Press Releases
(k) Import Export Trade
6. Recent Trends in Business Communication
Internet: Email, Websites, Social Media Network (Twitter, Face book, LinkedIn, Unit 6: Recent Trends
You tube, WhatsApp) , Google Doc, Google Form, Google Sheet, Google Slide, in Business Communication
Google Class Room, Online Conference, Video conferencing, Meeting through (Pages 139-149)
Zoom App, Google meet App ,Cisco Webex meetings App.
 7 Types and Drafting of Business Letters Unit 7: Types and Drafting
Enquiry Letters of Business Letters
Replies to Enquiry Letters (Pages 151-172)
Order Letters
Credit and Status Enquiries
Sales Letters
Complaint Letters
Collection Letters
Circular Letters
8. Writing Formal Mails and Blog writing. Unit 8: Writing Formal Mails
Essential elements of mail, Format of mail. and Blog Writing
Introduction and meaning of Blog, Writing a blog. (Pages 173-179)
 CONTENTS
INTRODUCTION

UNIT 1 INTRODUCTION OF BUSINESS COMMUNICATION 1-28

1.0 Introduction
1.1 Objectives
1.2 Meaning and Definition of Business Communication
1.2.1 Characteristics
1.2.2 Importance of Communication
1.3 Principles of Communication
1.4 Process of Communication
1.4.1 Barriers to Communication and Remedies
1.5 Methods and Channels of Communication
1.6 Answers to Check Your Progress Questions
1.7 Summary
1.8 Key Words
1.9 Self Assessment Questions and Exercises
1.10 Further Readings

UNIT 2 BUSINESS LETTERS 29-53

2.0 Introduction
2.1 Objectives
2.2 Meaning and Importance of Business Letters
2.3 Physical Appearance
2.3.1 Layout of Business Letters
2.4 Answers to Check Your Progress Questions
2.5 Summary
2.6 Key Words
2.7 Self Assessment Questions and Exercises
2.8 Further Readings

UNIT 3 SOFT SKILLS 55-91

3.0 Introduction
3.1 Objectives
3.2 Meaning, Need and Importance of Soft Skills
3.3 Elements of Soft Skills
3.3.1 Manners & Etiquettes, Grooming
3.3.2 Effective Listening Skills
3.3.3 Effective Speaking Skills
3.3.4 Presentation
3.3.5 Interview Skills
3.3.6 Group Discussion
3.3.7 Problem-Solving Skills
3.3.8 Time Management Abilities
 3.4 Answers to Check Your Progress Questions
3.5 Summary
3.6 Key Words
3.7 Self Assessment Questions and Exercises
3.8 Further Readings

UNIT 4 RESUME WRITING AND JOB APPLICATION LETTERS 93-108

4.0 Introduction
4.1 Objectives
4.2 Introduction to Resume Writing
4.2.1 Essential Elements of Bio Data, Resume Writing, and Curriculum Vitae
4.3 Meaning and Drafting of Job Application Letter
4.4 Answers to Check Your Progress Questions
4.5 Summary
4.6 Key Words
4.7 Self Assessment Questions and Exercises
4.8 Further Readings

UNIT 5 REPORT WRITING AND INTERNAL CORRESPONDENCE 109-137

5.0 Introduction
5.1 Objectives
5.2 Meaning of Report Writing
5.2.1 Significance
5.2.2 Structure of Reports
5.3 Introduction and Essential Elements of Report Writing
5.3.1 Negative and Persuasive Reporting
5.3.2 Special Reporting
5.3.3 Formal and Informal Report
5.4 Types of Internal Correspondence
5.4.1 Proposals
5.4.2 Project Report
5.4.3 Office Memo or Memorandums
5.4.4 Office Orders
5.4.5 Office Circulars
5.4.6 Press Releases and Organization of Press Report
5.4.7 Form Memos or Letters
5.4.8 Import Export Trade Correspondence
5.5 Answers to Check Your Progress Questions
5.6 Summary
5.7 Key Words
5.8 Self Assessment Questions and Exercises
5.9 Further Readings

UNIT 6 RECENT TRENDS IN BUSINESS COMMUNICATION 139-149

6.0 Introduction
6.1 Objectives
6.2 Internet and Websites
6.2.1 Email
 6.2.2 Social Media Network
6.2.3 Google Doc
6.2.4 Google Form
6.2.5 Google Sheet
6.2.6 Google Slide
6.2.7 Google Class Room
6.3 Online Conference and Video Conferencing
6.3.1 Meeting Through Zoom App
6.3.2 Google Meet App
6.3.2 Cisco Webex Meetings App
6.4 Answers to Check Your Progress Questions
6.5 Summary
6.6 Key Words
6.7 Self Assessment Questions and Exercises
6.8 Further Readings

UNIT 7 TYPES AND DRAFTING OF BUSINESS LETTERS 151-172

7.0 Introduction
7.1 Objectives
7.2 Types of Business Letters
7.2.1 Enquiry Letters and Replies to Enquiry Letters
7.2.2 Order Letters
7.2.3 Credit and Status Enquiries
7.2.4 Sales Letters
7.2.5 Complaint Letters
7.2.6 Collection Letters
7.2.7 Circular Letters
7.3 Answers to Check Your Progress Questions
7.4 Summary
7.5 Key Words
7.6 Self Assessment Questions and Exercises
7.7 Further Readings

UNIT 8 WRITING FORMAL MAILS AND BLOG WRITING 173-179

8.0 Introduction
8.1 Objectives
8.2 Essential Elements of Mail and Format of Mail
8.3 Introduction and Meaning of Blog
8.3.1 Writing A Blog
8.4 Answers to Check Your Progress Questions
8.5 Summary
8.6 Key Words
8.7 Self Assessment Questions and Exercises
8.8 Further Readings
 INTRODUCTION

Effective communication is central to the success of any business organization. Communication is a pervasive
activity which encompasses almost all facets of our lives. Much of our lives is spent communicating with
others – be it at our work place or in our family life. When communication is referred to in the organizational
or business context, it is known as business communication.
In an organization, communication takes place at various levels and it should be effective to enable
an organization to survive. Across the organization, individuals send and receive information. It may be in
the oral or written form. It may be formal following the organization’s communication channels or it may
take the form of an informal social interaction of colleagues during a tea break. Employees also communicate
information through computers, talk over phone, write messages, fill out forms, give orders and receive
orders. Employees write reports about their activities, make business presentations and organize meetings.
Various tools of written communication are available for communicating within the organization such as
memoranda, circulars, office orders, notices, and so on. In addition, employees need to communicate with
external agencies like customers, suppliers, banks, insurance agencies and others. Thus, it is through
communication that any management performs its basic functions of planning, organizing, directing,
coordinating and controlling.
This book, Business Communication aims to cover various concepts of business communication.
Which have been mentioned above. This book has been designed keeping in mind the self-instruction
mode (SIM) format. It follows a simple pattern, wherein each unit of the book begins with the Introduction
followed by the Objectives for the topic. The content is then presented in a simple and easy-to-understand
manner and is interspersed with Check Your Progress questions to reinforce the student’s understanding of
the topic. A list of Self Assessment Questions and Exercises is also provided at the end of each unit. The
Summary and Key Words further act as useful tools for students and are meant for effective recapitulation
of the text
 Introduction of Business

UNIT 1 INTRODUCTION OF Communication

BUSINESS COMMUNICATION
NOTES
Structure
1.0 Introduction
1.1 Objectives
1.2 Meaning and Definition of Business Communication
1.2.1 Characteristics
1.2.2 Importance of Communication
1.3 Principles of Communication
1.4 Process of Communication
1.4.1 Barriers to Communication and Remedies
1.5 Methods and Channels of Communication
1.6 Answers to Check Your Progress Questions
1.7 Summary
1.8 Key Words
1.9 Self Assessment Questions and Exercises
1.10 Further Readings

1.0 INTRODUCTION

Communication involves the exchanges of ideas and information between two people
or within a group of people. In the current scenario, communication plays an important
role in our day-to-day activities. It can be considered both an art and a science as it
involves creativity as well as precision. With the growth of technology, new channels
of communication have emerged. It has not only accentuated the focus on
communication but also brought forwards several challenges. This unit will discuss in
detail the characteristics and importance of communication. The principles and process
of communication as well as the methods of communication will also be discussed.

1.1 OBJECTIVES
After going through this unit, you will be able to:
Understand the meaning, characteristics and importance of communication
Discuss the principles of communication
Examine the process of communication and the barriers affecting it
Analyse the methods and channels of communication

1.2 MEANING AND DEFINITION OF BUSINESS

COMMUNICATION

The process of communication has played a vital role in the evolution of life on earth. Self-Instructional
Material 1
Communication made its presence felt right from the time when the first pulsating
Introduction of Business amoeba came to life. Communication should not be seen as something which involves
Communication
language and other signs; rather it should be viewed as the transmission of any signal
from a source to the destination for the purpose of affecting the state of the destination
in some way. In this sense, all physiological processes may also be considered as a
NOTES type of ‘communication’.
Communication is both an art and a science. It may be an inborn quality or a
talent as it is when we say ‘the gift of the gab’. On the other hand, it is a discipline
amenable to systematic study and mastery. It has an element of creativity, as well as an
element of precision. It calls for mastering of skills as well as techniques.
Communication is also an interdisciplinary subject. It encompasses literature,
sociology, psychology and statistics. With electronic communication gaining popularity,
an understanding of technology and the way the gadgets work would also be helpful.
All the same, while knowledge of various disciplines comes in handy in improving
communication skills, there have been effective communicators even without much
formal education.
The world of communication is a complex, expansive and an evolving world. It
assumes a very dynamic character as the methods, channels, instruments and
approaches relating to the process of communication respond to new situations and
challenges. The spectrum of communication assumes a pervasive quality in the
contemporary world and defies description as it constantly reaches out and assumes
new meanings. Communication is to be understood in terms of what it does. More
than a discipline, it is a way of life.
We have many other types of communications where the signals or the object
transferred from source to destination may not be a message prepared in signs and
symbols. The terms like telecommunication or transportation have been differentiated
from the communication described here in this unit.
Harold Benjamin, a learned Professor of education has described communication
as ‘a necessary tool of learning and mass communication prerequisite to mass education’.
He further says: ‘A public-spirited press is therefore a chief instrument whereby
contemporary society orders and changes its ways in the direction of clearly envisioned
goals of increased human welfare.’ For example, we have news channels that provide
news and information twenty-four seven. It is through these channels that a person
sitting in the eastern or any other part of the world is able to know what is happening
in the western or any other part of the world.
For an easier understanding of the term, communication may be defined in the
following manner.
Communication is the process of sharing or exchange of ideas, information, knowledge,
attitude and feeling among two persons or a group of people through certain signs
and symbols or passing of information from source to destination.
Communication has become as essential for the survival as the food or air.
People want to learn about each other, they want to know what is happening around
them, they want to sit together to discuss and plan their destinies, and they resolve
Self-Instructional
2 Material
problems and crisis by communicating to each other. The governments and the
businesses around the world feel the need to communicate with the citizens or Introduction of Business
Communication
consumers on a day-to-day basis. This significance has made communication a very
important area of studies.
The word ‘communication’ is derived from the Latin word ‘communicatio’ or
NOTES
‘communicare’ that means communicate, discuss, impart or share. It was used
prominently in French in late 14th century and later in English. The meaning has not
changed but with the growth of knowledge about societies there have been various
specific meanings attached to this word.
Different dictionaries and encyclopaedia define communication in their own way.
Random House dictionary, for example, gives the following meanings of the word
communication:
1. The act or process of communicating; fact of being communicated.
2. The imparting or interchange of thoughts, opinions, or information by speech,
writing, or signs.
3. Something imparted, interchanged, or transmitted.
4. A document or message imparting news, views, information, etc.
5. Passage or opportunity or means of passage between places
6. Communications, (a) means of sending messages, orders, etc., including
telephone, telegraph, radio, and television. (b) routes and transportation for
moving troops and supplies from a base to an area of operations.
7. Biology. (a) activity by one organism that changes or has the potential to
change the behaviour of other organisms. (b) transfer of information from
one cell or molecule to another, as by chemical or electrical signals.
Business dictionary defines it as: ‘Two-way process of reaching mutual
understanding, in which participants not only exchange (encode-decode) information
but also create and share meaning.’
However, after the emergence of communication studies, the need to define
communication differently and distinctively was felt. Hence, one needs to go through
long descriptions and explanations before reaching anywhere near a satisfying definition
of communication. Dance and Larson (1973) did a survey of the literature on
communication and found that there were 126 definitions, and since then even more
definitions have been formulated. One of the reasons for the proliferation of definitions
is that there is no single approach to the study of communication. In fact, this and other
units in the book are meant to provide a larger and broader perspective of
communication and journalism to the students.
Generally, communication is seen as a linear one-way or two-way sequence of
events from Person X to Person Y or vice versa. This type of technical view defines
communication simply as ‘sending and receiving messages’ or ‘the transmission of
messages’. Nevertheless, the efforts to solve the engineering or technical problems do
not throw sufficient light upon the complexity of communication or the human aspects
of communication. Self-Instructional
Material 3
Introduction of Business Another more sophisticated view of communication is that, apart from the
Communication
transmission of messages, it comprises their meanings and interpretation. According to
this view, communication is a human phenomenon and the fundamental aspect of our
existence. Our highly evolved communication abilities distinguish us from other life
NOTES forms. Meaning-centered academicians focus on issues like:
what inspires and motivates individuals to communicate
how do they provide meaning to each other’s messages,
what occurs between/among them during communication, and
how do they use language to produce and exchange meaningful messages.
The stress is on the interaction between/among the participants in the process of
communication. From this viewpoint, communication may be defined as ‘a dynamic
process of exchanging meaningful messages’.
1.2.1 Characteristics
Business communication is distinct from personal communication as it has a different
set of objectives. In order to understand the essentials of effective business
communication, one has to have a fair idea of the world of business itself. In the
following paragraphs, we shall be discussing various characteristics and features of
business so that the needs of business communication become clear.
Any business has certain distinct characteristics. These set it apart from other
activities such as personal affairs, religion and charity.
Profit Motive
Any business is known by its commercial character, i.e., the profit motive. At the end
of the day, every business looks at its net earnings. It looks for a healthy bottom line,
i.e., reasonable profits and generally not exorbitant profits. There may be times when
it incurs losses and will have to live with such losses. While seeking profits is a necessary
trait for any business, profiteering or seeking exorbitant profits from the customer is
inimical to any business. Customers are the essence of any business and when there
are no customers, there is no business. Customers are the source of income and profit
for any business. Business communication should, therefore, aim at keeping the customer
base intact and ever-expanding.
Competitive in Nature
Today’s business world is an intensely competitive one. Competition means that there
are many players in the market offering identical products and services. As a result,
customers have a substantial choice of products, services, markets and sellers. In a
competitive scenario, the producer or the service provider has to emphasize the quality,
price, durability and such other features which the product or service provides in
order to attract and retain customers. This competitive situation is in contrast to the
monopolistic situation where there is only one seller and hardly any choice. Business
communication has to necessarily take cognizance of the nature of the market and
Self-Instructional
4 Material evolve strategies appropriate to the competitive situation.
Sustainable Results Introduction of Business
Communication
Businesses operate, generally speaking, with a long-term objective. Barring some types
of players and services that are short term in nature, most others are in business on a
sustainable basis. Those players who are in business to make fast money and disappear NOTES
are referred to as fly-by-night operators. They are distinct from the majority of the
players who wish to be in business today, tomorrow and the day after. Large business
organizations tend to acquire a perennial character. Business communication, to be
effective, should recognize the long-term sustainability of results.
Business Relationships
Like any individual who has personal relationships, a business has its business
relationships. These relationships are with customers, buyers, suppliers and others
with whom the business has to interact on an ongoing basis. It is these relationships
which sustain the business in the long term. Every business strives to make such
relationships not only profitable, but also mutually beneficial. An important objective
of any business communication would be to establish, nurture and sustain such mutually
beneficial long-term relationships.
Business Dynamics
No business can afford to remain static in a fast-changing business environment. In
order to sustain themselves, businesses will also have to be ever-changing and dynamic.
They have to adopt and respond to changes. Better still, progressive businesses
recognize the inevitability of change and make every effort to anticipate the changes in
their business environment. To that extent, they try to lead change and be proactive.
For example, nowadays in most organizations, typewriters have been replaced by
word processors and fax and e-mail are in use rather than the regular mail. Business
communication should move in tandem with such changes.
Business Ethics
Every business has its set of principles or code of conduct. This code often outlines the
dos and don’ts of its approach to business and customers. The code also articulates
its duties and responsibilities, as well as expectations. Every profession, similarly, has
ethical values governing its business conduct. There are also well laid down and generally
accepted fair practices for any business. Again, effective communication aims at
articulating business ethics and related qualitative aspects.
Everyone connected with business communication should take note of such
characteristics of the business as enumerated above and use appropriate methods and
approaches.
1.2.2 Importance of Communication
The importance of business communication in today’s inter-linked global economy is
widely appreciated. Effective communication is at the heart of any business. Businesses
deal with people and communication serves as a vital link in connecting people. Business Self-Instructional
organizations that underestimate the crucial role of communication do so at their peril. Material 5
Introduction of Business It is also well recognized that every communication is not necessarily effective. In real-
Communication
life business situations, there are everyday instances of communication failure. The
messages delivered are not what are intended. The messages understood are not what
are conveyed. Messages often get distorted, diluted or misunderstood. Every
NOTES organization, therefore, not only needs to recognize the importance of communication,
but also should put in place adequate efforts and proper systems to make
communication, both internal and external, effective and result oriented. Successful
business communication is not automatic or mere happenstance. It needs time, effort
and constant attention across all organizations to ensure that communication becomes
effective.
Effective communication skills are among the most essential competencies in
any aspiring manager’s skill set. It is well understood in modern day business
organizations that in the long run, soft skills are more important than technical skills.
Soft skills include communication, time management, team work, negotiation and conflict
resolution, assertiveness and business etiquette. Communication, however, tops the
list of soft skills that managers need to possess. Important as they are, communication
and other soft skills are also the hardest to acquire and the most difficult to practice.
Nevertheless, like other skills, communication skills too can be mastered and practiced
with ease through constant learning and application.
Given the importance of communication for any business, business organizations
are always on the lookout for good communicators. The need for good communicators
is particularly strong in business organizations in the service industry where services
are delivered through people-to-people interactions. These organizations also put in
place their own systems for improving the communication skills of their employees.
The nature of communication in business is quite diverse. In large organizations,
the flow of communication is both internal and external and encompasses numerous
stakeholders. Such communications could be personal or professional, formal or
informal, written or oral, upward or downward or lateral or one-way or interactive.
Communication involves the act of sharing ideas, opinions, thoughts, strategies, findings,
concepts, attitudes, perceptions, perspectives and a wide array of communication
needs. It could be individual-to-individual, individual-to-group or even group-to-group
communication. The method of business communication could again take varied forms—
written or verbal or non-verbal. Letters and memos, reports and notices, speeches
and presentations, signals and gestures and a host of such means are used in business
communication. Depending on the nature of communication, its transmission takes
place through e-mail, fax, courier, telephone, teleconferencing, video conferencing
and even films and other audio visual aids.
Given this diversity, a good communicator should have a clear understanding of
the alternative types and methods of communication and the circumstances under which
each one of them or a combination of them can be used. The communicator should
also master the technical aspects of different methods of communication so that
breakdowns and barriers are eliminated. Meetings, seminars, workshops, discussions,
Self-Instructional
presentations, negotiations, strategy sessions and such other interactive fora translate
6 Material into substantial man-hours involving executives, managers, specialists, guests and
customers. Hence, every effort should be made to ensure that smooth flow of Introduction of Business
Communication
communication is facilitated through proper planning and organization. The nature and
expanse of communication would depend on the nature of business and its reach
across various stakeholders. In real-life situations, the needs and complexity of
communication are quite diverse, depending on the type of industry, number of NOTES
employees, geographical spread of the organization, level of sophistication and
technology adoption, hierarchical structures, cross-cultural dimensions and such other
relevant factors. Business communication is about sending and receiving messages
and sharing information. Information is the key input for decision making and action
taking. People in business organizations need to constantly gather information and
take business-related decisions. Owners need to know about business growth and
profitability. Managers need to know about market trends and organizational strengths.
Employees need to know about production schedules. Customers need to know about
product features. Almost everyone in business irrespective of his/ her functional or
geographical or hierarchical position needs to communicate. And those who can
communicate effectively stand to gain, achieve better results and win over others.
Unlike what it used to be in the olden days, communication in modern day
business organizations relies heavily on technology. The advent of mobiles, computers,
networking systems, teleconferencing and video conferencing tools, fax machines and
power point sets have added a new dimension to the world of communication. As
businesses grow, expand and reach out, they need to rely more and more on such
instruments and people well versed in operating such machines. Technology powers
business communication. A good communicator, therefore, needs to not only master
the varied business communication skills, but also needs to develop adequate knowledge
of technology and its use in business communication.

Check Your Progress

1. Define communication.
2. What are soft skills?

1.3 PRINCIPLES OF COMMUNICATION

Effective communication calls for coordinated effort. Good communication like any
other high-quality output is very much the result of hard work. Good communication
does not occur accidentally. It calls for proper planning, understanding of human
behaviour, choice of physical facilities and mechanical or electronic devices and the
organizational context. It is necessary to understand the essentials of good
communication and work towards achieving them.
Be Clear About the Purpose
The first essential for effective communication is to be clear about the purpose of
communication. Every communication has an objective. It is a means to an end. One
should be clear about what one wants to achieve through the process of communication. Self-Instructional
Material 7
Introduction of Business The objective of any communication is not just to receive or convey a message. The
Communication
communicator has to ensure that the message reaches the receiver. Any message that
is not backed by a clear and well- developed idea becomes purposeless communication
entailing wastage of time and effort. The urge to communicate should be preceded by
NOTES clarity of purpose. Ask yourself what you want to achieve or accomplish by the
communication: is it to impart information, express concern, enlist support, express
displeasure or imbibe skills? The objective may not be one but a combination of these
purposes.
Understand the Process of Communication
Another essential for effective communication is the need to understand how the process
of communication works, i.e., the principles and tools of communication. To appreciate
the various steps involved in communication in terms of encoding, decoding,
transmission, comprehension and feedback, it is necessary to have a good
understanding of the mode, channels, types, instruments, methods and barriers relating
to communication and the factors affecting it. Good communicators, like good artists,
use their tools effectively.
Be Clear About Your Target Audience
The intended message cannot bring about the desired result unless it reaches the right
person or group of persons. The message should address the target group. For
communication to be effective, it should be properly focused. Be it a letter, a speech,
a film or a presentation, make sure the receiver is connected with or is relevant to the
purpose of communication. Quite often, communication loses its effectiveness because
it reaches an unintended audience. Good ideas and messages reaching the wrong
persons will end up as an exercise in futility. The next essential step is to develop good
communication skills. Effective communication presupposes the ability to communicate
under varied circumstances. The skills of communication that need mastering are reading,
writing, listening, speaking, body language and presentation. One must be clear about
the merits and demerits of various types of communication and which of them is to be
used under a given set of circumstances. Each of them is a different skill and requires
a conscious effort to develop it.
Be Well Informed
Communication quite often relates to providing information. The initiator of the
communication should, therefore, be well informed about the message he wants to
pass on. The initiator should also have the right perspective about the message and be
in a position to appreciate the context in which the message is being communicated.
Limited information or limited understanding by the sender naturally limits the sender’s
ability to communicate. This happens in an organizational context when the sender of
the message is doing so based on incomplete information. People receiving the message
often have their expectations about it and the person giving the message should take
cognizance of it.
Self-Instructional
8 Material
Plan Your Communication Introduction of Business
Communication
In order to be effective, any communication is to be well planned. The message to be
conveyed, the words to be chosen, the action to be sought, the feedback to be obtained,
are all the areas that need to be carefully considered. These aspects will have to be NOTES
evolved properly before deciding on the right choices. While some routine messages
can be communicated without advance planning, all important communication in
organizations/ businesses need organized effort. Inadequate planning can, and often
does, result in ineffective communication. Good planning should take note of the target
audience and pay attention to their attitudes and expectations, as well as timings.
Be Positive in Approach
Yet another requirement for effective communication is a positive approach and the
right mental attitude. The communicator should have faith in the process. He should
develop confidence through learning and practice. He should take responsibility for
making the communication work. The communicator should learn to overcome barriers
and look for positive signals. She should not bring in her own bias. He/she should
recognize the power of communication and strive to achieve results through the process.
She should not underestimate the reader or listener and develop the skill of dealing
with every receiver of communication with respect and understanding. A positive
approach begets a positive outcome and contributes to the success of the communication
process.
Avoid Extreme Feelings
Extreme and strong feelings are not conducive to effective communication. Anger,
depression and frustration adversely impact the thought process and thereby distort
what is intended to be conveyed or what needs to be conveyed. A disturbed mind
brings out disturbed thoughts and thus distorts communication. While addressing
important communications, and reacting to provocative remarks, it is essential to wait
till the mind regains its balance and the severity of feelings subsides. It is absolutely
essential to realize that quite often the process of communication is irreversible. A
word spoken or a letter written in a fit of anger can do considerable damage. This is
particularly true in work situations, market places, organizations and business. Restraint
pays.
Be Sincere
Effective communication demands a certain degree of honesty and sincerity on the
part of the parties involved in the communication. It is necessary that the messages are
given sincerely and truthfully. There should not be a deliberate attempt to mislead or
manipulate the recipient of the message. If the receiver of the message loses faith in the
communicator, the process of communication suffers in terms of credibility. Effective
communication therefore presupposes sincerity and humility.

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Material 9
Introduction of Business Be Consistent
Communication
Communication is mostly a regular process rather than a one-time affair. In personal
dealings, in organizational settings and business places, communication takes place
NOTES almost all the time. The parties involved in the communication quite often are the same.
When communication takes place on a regular basis, it is necessary to be consistent. It
is necessary not to contradict oneself. There may be scope for modification or
correction, but not for contradiction. Further, when different methods of communication
are used in conveying a particular message, contradictions have to be consciously
avoided. The spoken message should be in tandem with the body language. Non-
verbal communication should supplement oral messages.
Appreciate the Time Factor
In any communication, especially in business communication, time is of prime
importance. Speed and timeliness contribute significantly to the effectiveness of
communication. In today’s world, the value of time is well recognized. Organizations
and businesses set goals which have to be achieved within a given time frame. Tasks
have to be completed before the allotted deadlines. All communications concerning
such goals and tasks will have to appreciate the time factor. Quite often the message
that is delayed is wasted. Therein lies the significance of the choice of the channel of
communication. The channels selected should be such that the message is delivered
well in time.
There is another dimension to the time factor in communication. The process of
communication should take just the right time. Long speeches that stretch well beyond
the allotted time, lengthy written communication and unusually long films and documents
not only test the patience of the listener/reader/viewer, but also tend to lose their force
and get diluted in the process. Communication should be in measured doses, since an
overdose of even useful and relevant communication may be received without
enthusiasm. The time the receiver of the communication allocates for the purpose has
to be borne in mind to ensure effective communication. This factor is particularly relevant
in today’s context of communication overload.
Use Proper Modes and Channels
We have already discussed the various modes, channels and types of communication.
The method or type of communication to be used will vary from situation to situation.
Effectiveness of the communication will depend on the choice of methods and
instruments. There are times when written communication cannot convey as forcefully
as oral communication. There are occasions when a telephone call would be more
appropriate than a letter. There may be messages which are important enough to be
conveyed through fax rather than by regular mail. Similarly, some messages can go by
ordinary mail, some by telex and some others by fax or even e-mail. Make the right
choice and repeat the message, when essential. The choice of the wrong channel may
delay or dilute the message and hamper its effectiveness.
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10 Material
Be Cost Conscious Introduction of Business
Communication
The process of communication quite often entails costs. There are direct and indirect
costs involved in sending messages. These costs vary depending upon the method of
communication and the means of transmission. Since communication in an organization NOTES
is ongoing, such costs can add up to a substantial amount. The results achieved by the
communicator should justify the costs incurred in the process. If not, there is no
effectiveness in such communication. Organizations should, therefore, make conscious
efforts to make their communication systems not only efficient, but also cost effective
through proper evaluation of available options.
Obtain Feedback
Feedback is another important component of the process of communication. The
person communicating the message calls for feedback to reassure himself that the
message has reached the target as envisaged. Feedback provides valuable information
relating to the time factor, quality of the message, understanding of the receiver and the
action initiated. Such feedback helps in evaluating the efficacy and reliability of the
types, methods and channels of communication used. Feedback helps in understanding
the mistakes committed in encoding and decoding the message and losses in
transmission. Mistakes, if any, can be dealt with by undertaking effective corrective
measures.
Avoid Communication Overload
To be effective, communication should always be in measured doses. The communicator
should take care not to overdo or overstretch the communication. Communication is
essentially a participative process, and if not within reasonable limits, the efficacy will
suffer. Imagine receiving a 30-page newspaper every day, or sitting through a non-
stop 4-hour speech by a single speaker, or participating in a technical workshop from
morning till late in the evening. Whatever be the merit in terms of context, the response
is more than likely to follow the principle of diminishing returns. Effective communicators
learn to limit their communication in line with receptivity and avoid excesses.
In the foregoing paragraphs, we have made an attempt to list out the essentials
for effective communication. Since communication is essentially a two-way process,
both the giver and the receiver of the message will have to conform to well-defined
principles and norms. The spirit of communication is as important as the modalities.
When we talk about leadership qualities and other people-related dimensions in the
organizational context, it is the role model type of communication that is being
emphasized. Unless one practices what one preaches, words become hollow and
communication loses its shine. Effective communication strives to preempt any
misunderstanding and accomplish complete and clear understanding.

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Material 11
Introduction of Business
Communication
Check Your Progress
3. What happens when a wrong channel is used for communication?
NOTES 4. Why is feedback considered an important component of the process of
communication?

1.4 PROCESS OF COMMUNICATION

Communication is a process that involves a series of actions and a number of factors

to transmit a message from one end to another. It would be good for you if you look
for the examples of communication around and then work out various steps of this
process. Let us think of normal conversations we do every now and then. Think and
analyse what happens when one is thirsty and wants a glass of water to quench the
thirst. The person in question in this case is the sender of a message which is formulated
in a language which the receiver of that message understands. If the language is English
the message prepared could be a sentence like ‘give me a glass of water please!’ This
is sent through a medium and the communication is considered as complete if the
receiver of the message gives a glass of water to the originator of the message. In this
case the action of giving the water would be the feedback. Sometimes the act of
communication becomes difficult as there are many people talking to each other and in
spite of talking loud to the extent of shouting the message may not reach the ears of the
selected respondent. It is said that the noise in the channel has not allowed the
communication to take place and as a result the receiver of the message has not reacted
in the manner desired by the speaker.
Now let us understand various factors of communication without which the
process of communication cannot be complete.
Sender (communicator): The first factor essential for any communication to
take place is the sender who wants to send a message to the person with whom he/she
is communicating.
Message: It is the end result of ideas, emotions and thoughts that the sender
feels necessary to communicate.
Channel: The message cannot be transmitted without a channel. The
communication channels work in the same way as the English Channel would do for
facilitating the movement of ships from one end to another.
Receiver (Audience): All messages have a destination commonly known as
the audience. In fact without them the existence of messages cannot be imagined.
Feedback: The reaction or processes initiated by the receivers of messages is
called the feedback. For example if somebody asks for a glass of water by saying,
‘Please give me a glass of water’, then the recipient of the message should respond to
it by offering him/her a glass of water. This act of offering the glass of water would in
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this case be the feedback of the message.
12 Material
 Noise: The messages always travel in the channels that are having many Introduction of Business
Communication
disturbances. Sometime the disturbances are the necessary part of the channels
themselves. Telephonic lines work because they have current flowing in them which
becomes the carrier of electro-magnetic waves. The noise is the cause of communication
failure in many situations. NOTES
Encoding: Encoding is the formulation of messages in the communicator’s mind.
It means the communicator translates his purpose (ideas, thought and information) into
a message and also decides on the medium to communicate his planned message.
Decoding: Decoding is the interpretation of the message by the receiver. The
receiver looks for the meaning in the message which is common to both receiver and
the communicator.
Encoding and decoding are two very significant elements in the process of
communication. These elements have been frequently used by many scholars but have
not been described adequately enough. The sender of the message needs to encode
the message in signals that could be transmitted along a channel. Similarly, the receiver
of the message has to decode the messages from the signals that have been transmitted.
This appears to be very simple if we think in terms of voice to be converted into
electromagnetic frequencies, but when we look deeper into communicative situations
where the human psyche is involved then the complexities of encoding the messages is
revealed.
The human emotions, ideas and thoughts are in the form of psychic image (de
Saussure, 1913) and they have to be first converted into signs capable of being
articulated in the form of speech which is later encoded into different kinds of signals
like radio waves or script depending upon the medium one wants to use. This can be
done only if the receiver of the message has the capability of decoding the speech from
the signals so received and later decode the speech into psychic images that were
intended by the sender. The communication cannot take place without these elements
even if the other factors of communication are in place.
The encoding and decoding on further analysis become even more complex
when the factors like individual’s personal experience (explained by Bertrand Russell
as bundle of sensory experiences) and the social hierarchy and sub-cultures are included
in the process. These factors start affecting the encoding and decoding of the messages
and the notions of selectivity and availability (George Gerbner, 1956) are introduced.
1.4.1 Barriers to Communication and Remedies
As we have seen earlier, communication is a process that covers six different steps
involving, among others, encoding, decoding and transmission. For ensuring effective
communication, all the parties and instruments will have to play their part as envisaged.
At every stage of the communication process, however, there are barriers, which
hinder or dilute the flow of communication. The barriers to communication in an
organizational context may arise out of authority structure, status difference, reporting
relationships, culture and background of individuals. The barriers to communication
may arise out of behavioural differences, differences in skills and understanding as well Self-Instructional
Material 13
Introduction of Business as physical factors. While some kinds of barriers like behavioural differences and
Communication
differences in skills may be commonly applicable to all methods of communication,
barriers arising out of physical factors may be specific to the method of communication
adopted. Some barriers, which are specific to the written communication, are
NOTES handwriting, spellings and legibility. Similarly, barriers to oral communication would
include absence of felicity of expression, accent, speed of delivery and appropriateness
of the language.
Poor Expression
The power of expression of the communicator determines the quality of communication.
To be effective, the message has to be properly developed from an idea. Barriers
relating to expression result in poorly expressed messages. Lack of conceptual skills
results in inadequate or incomplete shaping of the idea. Ambiguity as well as lack of
clarity arise due to limited word power, improper organization of ideas and lack of
coherence. If the words and thoughts are not organized properly, the communication
would suffer for want of structural balance or a sense of proportion. Obviously, such
poor expression of thoughts and ideas leads to incorrect, incomplete and incoherent
messages. All this would result in avoidable errors and seeking of further clarifications,
adding to costs and delays in communication. Encoding and decoding require skill to
ensure clarity and precision. Poor expression is likely to occur under the following
circumstances:
1. When a person is ill
2. When a person is fatigued
3. When a person is under severe stress
4. When a person is under the influence of alcohol
5. When a person’s thoughts are not clear and vocabulary is limited.
These are true for both oral and written communication.
Faulty Transmissions
The process of transmission, essential for any communication, is susceptible to errors
of omission and commission. In the organizational context, the person transmitting the
message may be different from the person who conceived the idea. The intent and
purpose of the message may not remain the same as it moves from the originator to the
transmitter. Not only that, the person transmitting the message may bring in his own
bias, feelings and perceptions, which the originator of the message would not have
intended. Or else, there may be occasions when the originator of the idea expects the
transmitter to detail, illustrate and elucidate the idea, which the latter may fail to do.
Indifference and Lack of Interest
This is indeed a very strong barrier in the process of communication. Organizations
have to make considerable effort to ensure that indifference to organizational
communication is brought down to the minimum. Communication, to be effective,
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14 Material presupposes that the receiver of the message is also attentive or receptive. Attentive
listening in oral communication, careful reading in written communication and keen Introduction of Business
Communication
observation in non-verbal communication are a must. Indifference or lack of interest
on the part of the recipient, in turn, adversely impacts the enthusiasm of the
communicator. When the students are not attentive, the teacher is likely to lose interest.
On the other hand, when the speaker lacks expertise or credibility, the receptivity of NOTES
the audience wanes. Indifference and lack of interest creates barriers to communication,
as a result of which the quality of communication suffers. The intended message is
either not received at all or is incomplete and, worse still, is understood incorrectly.
Noise
Noise is yet another barrier especially relevant to verbal communication. Noise disturbs
the flow of communication. The recipient fails to receive the oral messages sent by the
communicator, as a result of which the message gets diluted. While noise certainly
affects oral communication, it may also affect written communication to the extent that
the person writing a letter or a report may lose his concentration and consequently his
flow of thoughts may suffer.
Physical Factors
The process of communication, especially transmission of messages, makes use of
numerous channels, instruments and gadgets such as telephone, microphone, projector,
printing, photocopying, telex, fax, radio, film, cassette and of late, the floppy, compact
disc and the pen drive. All these are very useful when they function smoothly. At the
same time, they act as barriers when they fail to perform their functions efficiently. As
a result, communication fails to reach the target audience. Snapping of telephone lines,
non-availability of meeting rooms, failure of multimedia equipment and disturbances of
power supply may lead to delays in transmitting the messages to the intended recipients.
People Related Factors
The process of communication essentially involves human beings. Like democracy,
we may describe communication as of the people, for the people and by the people.
Yet, people do not think, understand and interpret alike. In other words, meanings are
in people. In any large organization, especially in multinational ones, there are differences
among the employees in terms of language group, cultural background, rural-urban
origin and hierarchical levels which in turn create psychological, linguistic and cultural
barriers. Differences in hierarchical positions have their implications in terms of work
structure, authority, status and relationship. In such situations, people may have bias,
fear and reticence, which act as barriers to the free flow of communication. All these
factors lead to different expectations among people within the organization, as to who
should communicate with whom and in what manner. Apart from this, the organizational
climate has its impact on communication. It is conducive when people are encouraged
to speak out and there is free flow of communication. On the other hand, when the
organizational climate is disturbed, and when dissenting voices are stifled, barriers
emerge.
We have seen in the foregoing paragraphs that there are often numerous barriers to the
free flow of communication. Such barriers disturb or dilute or hinder the process of
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communication. These barriers may be classified as physical, psychological, linguistic Material 15
Introduction of Business and cultural. It is worth emphasizing, however, that most barriers are surmountable. It
Communication
is possible to anticipate, recognize and foresee the prevalence of barriers and take
appropriate corrective action. With conscious effort, it should be possible to overcome
these barriers and ensure free flow of communication on an ongoing basis.
NOTES
Check Your Progress
5. What do you mean by encoding?
6. How does noise disrupt the process of communication?

1.5 METHODS AND CHANNELS OF

COMMUNICATION
Communication takes place through various methods and channels. The three main
methods of communication are oral or verbal communication, written communication
and the non-verbal communication. Oral communication takes place by way of talks,
conversation, dialogue, speech, discussion and meetings. Written communication is
carried out through letters, circulars, memos, reports, brochures and books. Non-verbal
communication takes place through body language. Language constitutes the vehicle
on which both oral and written communication travel. Apart from these three main
methods of communication, there are others like the visual, audio-visual and electronic.
Silence is also accepted as a method of communication. Each of these methods has its
own merits, demerits, channels and aids (see Figure 1.1)

Fig 1.1 Methods and Channels of Communication

Oral Communication
Oral communication refers to the spoken word. It takes the form of sounds and words.
Starting out as a struggle by the early man, oral communication has had a long journey.
It has developed across different regions, cultures, countries and continents. The
development of numerous languages across the world has empowered oral
communication.
Oral communication plays a vital role in everyday life, both for individuals and
Self-Instructional
organizations. It is, indeed, the most commonly used method of communication both
16 Material at the social level and at the organizational level. Everyone makes copious use of oral
communication in their transactions and interactions. For the individual, talking and Introduction of Business
Communication
speaking provide a very dependable means of communication within the family and in
social groups. Oral communication is also extensively and gainfully used within
organizations and business entities as well.
NOTES
Oral communication is also referred to as verbal communication. It takes place
between individuals with the help of words. Oral communication takes place in many
ways—casual and serious, formal and informal, structured and unstructured. Oral
communication encompasses conversation, monologue, dialogue, talk, speech and
chat. Some of these are pre-meditated and some are not. Formal speeches are pre-
planned and well structured, whereas informal ones are unstructured and often loosely
worded.
As already noted, oral communication can be both structured and unstructured.
It can also be formal or informal. In other words, oral communication comprises of
both small talk and big talk. Small talk is informal and unstructured. You simply talk.
Small talk is often casual. On the other hand, big talk is both formal and structured. It
is a serious talk with particular concern for its impact and effectiveness. Big talk calls
for planning and organizing. Small talk usually refers to conversations, chats, gossiping
and the like where the speakers talk without much concern for the consequences.
They are casual and often described as friendly chat, idle talk, common gossip, and so
on. Figuratively speaking, when we say, ‘we indulged in small talk before getting down
to business’, it means that we did some casual talking before discussing business. Big
talk comprises of giving a speech, making a presentation, participating in a meeting,
handling a negotiation, counselling, dealing with a crisis, attending an interview, making
a sales talk, strengthening customer contact, discussion as a panel member, and a host
of other talks which are now an integral part of the business world. Small talk may not
always be aimed at achieving anything specific. It, nevertheless, helps in building rapport
and paving the way for big talk. Big talk, however, is always goal oriented. Big talk is
done with specific objectives. Big talk aims to inform, influence, educate, convince,
promote, resolve, motivate, and attain several such objectives. Big talk, to be effective,
calls for tremendous skills and persistent efforts. The world of business especially
looks for those people who are good at big talk.
Direct person-to-person communication plays a very useful role in any
organization, essentially in work situations, where there are employer- employee,
superior-subordinate and service provider-customer interactions. Oral communication
is a speedy two-way process. The message conveyed through oral communication is
instantaneous. The messages can travel back and forth without any loss of time. It is
possible for the receiver of the message to respond immediately to the sender making
the process highly interactive. The messages between the sender and the receiver can
go back and forth, with role reversals taking place, till the objective is achieved.
There are many businesses and groups where spoken word carries considerable
weight. There are businesses where, for various reasons, not much is documented or
reduced to black and white. The verbal contracts are taken as seriously as the written
ones and are faithfully fulfilled. A promise made is a promise kept. Likewise, in Self-Instructional
organizational situations, oral instructions, appeals and messages are seldom Material 17
Introduction of Business disregarded. Oral communication, besides being interactive, can also be quite
Communication
persuasive.
Another noteworthy merit of oral communication is that it can be supplemented
and complemented by non-verbal communication for greater impact. When a speaker
NOTES
speaks, the message is conveyed not only through the spoken words, but also by
body movements and actions. When a person is talking or speaking or counselling, the
warmth or otherwise of the person’s feelings is also expressed through the body
language. It is, however, worth noting that if this language is not used consciously to
reinforce the verbal messages, it may lead to confusion and even contradiction.
Spoken word cannot be erased. Notwithstanding its several merits, oral
communication gets constrained by various physical factors. It works well in small
groups—at counters, in classrooms, in meetings and conferences, in counselling and
persuasive sessions. A major drawback of oral communication is that it cannot be
erased. There is a sense of finality concerning the spoken word. Any word uttered by
the speaker travels swiftly and reaches the target. Any slip of the tongue can create an
embarrassment and an unintended hurt. The moment a wrong or unintended word is
delivered, the damage is done. Effective speakers are acutely conscious of this factor.
More so, when they make extempore speeches. Recognizing this limitation, while
resorting to any form of oral communication, one should learn to make a careful choice
of words. Until the fine art of speaking with restraint is developed, it would be desirable
to make the speeches and interventions, structured and well thought out rather than
spontaneous and extempore. Whenever the oral communication is intended to achieve
an important objective, extra care should be taken with the choice of words.
In personal as well as organizational communication, several channels or tools
are regularly used. These include the telephone, the cell phone, the microphone, the
radio, the amplifier and the loudspeaker. To the extent they are well chosen and well
maintained, they facilitate smooth and effective flow of communication. If care is lacking
while using them, they may prove to be a hindrance rather than an aid.
Table 1.1 Merits and Demerits of Oral Communication

Merits Demerits
1. It can be readily used. 1. It is not very effective when the
2. It is instantaneous. target group is spread out.
3. It can be persuasive. 2. It is constrained by language,
4. It is cost effective. accent and vocabulary.
5. It facilitates effective person-to- 3. It is also constrained by noise
person exchange. and other physical barriers.
6. It works very well in small 4. It is not normally recorded or
groups. documented.
7. It can be supplemented by non- 5. It does not permit repeated
verbal messages. reference.
6. It cannot be erased.
It is often dependent on memory.

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18 Material
Written Communication Introduction of Business
Communication
Written communication is another powerful method of communication. History is replete
with instances where a piece of writing was involved in events of great significance—
in love, war, peace, unions and betrayals. The power of writing is eloquently expressed NOTES
in the saying ‘the pen is mightier than the sword’. The author of this book is also
communicating with the readers through this piece of writing. After experimenting with
writing on sand, stone and leaves, man invented paper, pen, books and printing.
Newspapers and journals developed as the media of mass communication.
Written communication has come to acquire great significance in the lives of
individuals as well as business organizations. It reaches across vast geographic areas
and targets readers around the world. The reach of written communication is limited to
the literate world. However, with the literary levels steadily rising across the world,
written communication can accomplish much more today than it could in the past.
Writing skills and word-power of the communicator come into play in making the
written communication forceful and effective.
Written communication is, more often than not, well structured. The words are
carefully chosen to suit the message and the context. Be it a letter, a circular, a memo,
a brochure or a report, the subject matter is carefully presented keeping in view the
receptivity of the reader. This is how it ought to be. Progressive organizations make
conscious efforts to ensure that people across the organization acquire well-developed
writing skills. It is possible and necessary to collect all relevant facts and figures
beforehand so that the communication is properly structured.
Written communication invariably creates a record that can be preserved over
time. Letters, memos, contracts, agreements, documents and reports often carry time
value and need to be stored and preserved. As a result, it becomes possible to access
them for reference or study. Most businesses rely more on records and written
documents rather than verbal contracts and oral commitments. Documentation of
knowledge and experience facilitates institutionalization of individual wisdom.
Written communication, unlike oral communication, can be erased. The words
can be substituted and thoughts can be rearranged before the letter or the piece of
writing is finalized and dispatched. In business organizations, people often prepare
drafts and revise them till a satisfactory final version emerges, especially when sensitive
and important messages are to be conveyed. Moreover, if circumstances so warrant,
the letter or circular or report can be stopped in transit at any time before it is read by
the target.
Unlike oral communication, written communication takes time to reach the target.
In the past, when postal delays were quite common, considerable time elapsed between
the dispatch of the written message and its receipt by the target. The invention of
telephone, telex, fax, e-mail and courier has, however, reduced the time involved in
message transmission. Nevertheless, they have to be viewed in terms of availability,
reach and cost. Further, compared to oral communication, written communication is
less interactive. It may be necessary to resort to repetitions and clarifications so that
Self-Instructional
the intended message is properly understood by the reader. Material 19
Introduction of Business In written communication too, several tools and aids are regularly used. These
Communication
include telex, fax, mail, e-mail, courier, telegram, print and photocopier. Care should
be taken to ensure that all such aids and gadgets are properly selected and well
maintained so that they act as facilitators and not as a hindrance.
NOTES
Table 1.2 Merits and Demerits of Written Communication

Merits Demerits
1. It has an extremely wide 1. It takes time to reach its
reach. target.
2. It creates a record and is easily 2. It is less interactive.
documented. 3. It depends on word power.
3. It can be erased and rewritten. 4. It takes more time to get
4. It is amenable to a high level feedback
of planning and structuring. 5. It depends on the messenger
5. It facilitates repeated and the mode of transmission
reference. 6. It is constrained by language,
6. It depends less on memory handwriting and efficiency of
since facts and figures can be the tools used.
mobilized beforehand.

Non-Verbal Communication
The third method of communication relates to non-verbal communication, which is
neither oral nor written. While oral communication thrives on listening and the written
communication thrives on reading, the non-verbal communication thrives on observation.
Non-verbal communication may take any of the following forms—body language,
gestures, postures, appearance, personal space, codes, signs and signals, facial
expressions, timings, examples and personal behaviour.
Non-verbal communication may be conscious or unconscious, deliberate or
unintended. It may substitute verbal communication or supplement it. There may also
be occasions when the non-verbal communication may be out of line with or even
contradict oral communication. When used with full awareness, body language can
create the desired impact. At the same time, unintended body movements and
expressions may confuse the listener. Non-verbal communication is extremely relevant
during meetings and interactions of a direct or face-to-face nature.
The greatest merit of non-verbal communication is that it has a universal appeal.
Unlike both oral and written communication, which depend on a particular language,
non-verbal communication can reach across to people of different regions, irrespective
of the language they speak. Mother Teresa’s language of love and compassion is just
one example. In the organizational context, however, non-verbal language can be used
effectively as an adjunct to verbal communication.
Visual Communication
Visual communication is effected through pictures, graphs and charts, as well as through
Self-Instructional signs, signals and symbols. They may be used either independently or as an adjunct to
20 Material the other methods of communication. It is also useful in reaching out to an illiterate
target group. It can be used in addressing groups of people who do not understand the Introduction of Business
Communication
language of the communicator. As the saying goes, ‘A picture is worth more than a
thousand words’. Pictures, graphs, charts and diagrams often convey the intended
message quite effectively. Some examples of visual communication are given in
Figure 1.2. NOTES

Fig. 1.2 Some Examples of Visual Communication

Similarly, there are pictures to convey ‘No swimming’, ‘Danger zone’ and ‘Fasten
seat belts’. In business communication, pictures, graphs, charts, signs and symbols are
frequently used to illustrate, highlight and focus attention. The channels and instruments
of visual communication include hoardings, films, transparencies, floppies and projectors.
Audio-Visual Communication
This is an extremely sophisticated method of communication. It involves demonstrations
and presentations through various audio-visual aids. Audio-visual communication is an
effective blend of both verbal and visual communication. Such communications are,
generally speaking, very effective and carry high retention value.
Audio-visual communications are highly skill oriented. They are preplanned,
developed with care and are often delivered at formal and structured sessions. This
method of communication is particularly useful in fostering learning and in classroom
sessions. Audio-visual communication is gainfully used in training colleges as also in
seminars and workshops. The use of multimedia presentations is gaining popularity in
the business world. Advertisements on television channels are another example of
audio-visual communication.
Signs, Signals and Symbols
Signs, signals and symbols have come to acquire considerable significance in the world
of communication. Having evolved over a long period of time, they date back to
biblical times and mythological periods. Well before language evolved, pre-historic
man had learnt to communicate with the help of signs and signals.
A sign is a mark traced on a surface or an object with a view to indicate a
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particular meaning. It may be a piece of paper, wood or metal that has writing or a Material 21
Introduction of Business picture on it and which gives out information, instruction or warning. It may also be a
Communication
gesture, a movement or a sound to convey something specific. Let us look at some
examples of sign language:
1. Priests and elders convey their blessings by placing their hands on the heads
NOTES
of people bowing to them. (sign of blessing)
2. A player raises two of his fingers in a V sign after a game. (sign of victory)
3. A teacher puts her finger on her lips in a nursery class. (sign that says, ‘keep
silent’)
4. Disciples and youngsters touch the feet of teachers and elders. (sign of
reverence)
Such signs are sometimes group specific and are accepted as a matter of
convention. A sign may also relate to a written mark conventionally used to convey a
specific meaning. Such signs may be general, as in the case of road and traffic signs or
subject-specific signs, specific to a profession or body of knowledge. In mathematics,
there are numerous signs specific to arithmetic, algebra and geometry as also in science
and medicine. Some examples of signs, both general and specific, are shown in
Table 1.3.
Table 1.3 Some Examples of Signs

40 mph Speed limit of 40 miles per hour

][ Narrow bridge
+ Addition
/ Division
S Summation
= Equal to
Apart from the set of signs, which are commonly understood, there is also the
sign language. Sign language is a system of communicating, with people who are hearing
impaired, by using hand movements rather than spoken words. In other words, it is
the language of the speech impaired, just as Braille is the language of visually challenged.
A signal is a sound or a movement that people make to give others information,
instruction or warning. A signal is also understood as an indication that something
exists or something is about to happen. We are familiar with the use of a danger signal
and a green signal. Similarly, there are traffic signals and radio signals.
Some everyday examples of communication with signals are signal to the waiter
for a bill, signal that you are turning right and signal that one is thirsty. Signs and signals
are often used with very similar meanings. There is, however, a noteworthy difference
between the two. A sign is something that we find or see whereas a signal is generally
used for something that is done intentionally and suggests that some action be taken in
response. Signs and signals may be overt or covert, explicit or in a code language.
Awareness and understanding of signs and signals makes communication more
meaningful.
A symbol refers to a credo or a manner of representation of ideas. Symbols
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22 Material often use the power of association to convey a specific meaning. A symbol is also
understood as a person, an object or an event that represents a more general quality Introduction of Business
Communication
or situation. In modern day business, the use of a logo is also very common. A logo is
a printed design or symbol that a company or organization uses as its special sign.
Here are some examples of the use of symbols.
NOTES
Symbol of purity – White
Symbol of strength or supremacy – Lion
Symbol of justice – A balance
Sex symbol – Marilyn Monroe
Symbol of quality – ‘ISI’ mark
Status symbol – Rolls Royce

Symbols are well accepted and widely used in present day business
communication. Use of symbols at the right places enhances the effectiveness of
communication.
Silence
Silence is also a method of communication. It refers to a state of wordlessness or
verbal abstinence. It may express anger or atonement. Self-inflicted silence conveys a
powerful message. Silence may also convey a form of punishment. The word
‘excommunication’ refers to a state of deliberate cutting off of communication. There
are indeed occasions when by keeping quiet one can ‘say’ a lot. Silence can also be
either deliberate or unintentional. Unexpected silence sometimes results in awkward
situations. In personal communication as well as business communication, silence has
a definite role to play. In dealing with an irate customer, an employee would be well
advised to observe silence and listen to the customer before reacting. Even the legal
system takes cognizance of silence as a method of communication.
We have, in the foregoing paragraphs, studied the salient features of various
methods of communication. Each of these methods of communication has its own
distinguishing features in terms of speed, reliability, cost, reach as well as overall merits
and demerits. In a large organization, communication takes place at various levels.
People in large business organizations need to resort to all these methods of
communication depending upon the situations. Inasmuch as choices are available, it is
necessary to clearly appreciate the relative merits and demerits of these methods in
dealing with people and situations in any organization. Good communication is hardly
ever accidental. It calls for conscious efforts and the choice of the most appropriate
methods and channels, keeping in view the target sections and context.

Check Your Progress

7. What are the three main methods of communication?
8. State any two merits of oral communication.
9. What is a signal?

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Introduction of Business
Communication 1.6 ANSWERS TO CHECK YOUR PROGRESS
QUESTIONS

NOTES 1. Communication is the process of sharing or exchange of ideas, information,

knowledge, attitude and feeling among two persons or a group of people through
certain signs and symbols or passing of information from source to destination.
2. Soft skills are more important than technical skills. Soft skills include
communication, time management, team work, negotiation and conflict resolution,
assertiveness and business etiquette.
3. The choice of the wrong channel for communication may delay or dilute the
message and hamper its effectiveness.
4. Feedback is considered an important component of the process of
communication. This is because it provides valuable information relating to the
time factor, quality of the message, understanding of the receiver and the action
initiated. Such feedback helps in evaluating the efficacy and reliability of the
types, methods and channels of communication used. Feedback helps in
understanding the mistakes committed in encoding and decoding the message
and losses in transmission.
5. Encoding is the formulation of messages in the communicator’s mind. It means
the communicator translates his purpose (ideas, thought and information) into a
message and also decides on the medium to communicate his planned message.
6. Noise is a barrier as it disturbs the flow of communication. The recipient fails to
receive the oral messages sent by the communicator, as a result of which the
message gets diluted. While noise certainly affects oral communication, it may
also affect written communication to the extent that the person writing a letter or
a report may lose his concentration and consequently his flow of thoughts may
suffer.
7. The three main methods of communication are oral or verbal communication,
written communication and the non-verbal communication.
8. The merits of oral communication are as follows:
It is cost effective.
It works well in small groups.
9. A signal is a sound or a movement that people make to give others information,
instruction or warning. A signal is also understood as an indication that something
exists or something is about to happen.

1.7 SUMMARY

Communication is both an art and a science. It has an element of creativity, as

well as an element of precision. It calls for mastering of skills as well as techniques.
Self-Instructional Communication is also an interdisciplinary subject. It encompasses literature,
24 Material sociology, psychology and statistics.
Communication is the process of sharing or exchange of ideas, information, Introduction of Business
Communication
knowledge, attitude and feeling among two persons or a group of people through
certain signs and symbols or passing of information from source to destination.
A more sophisticated view of communication is that, apart from the transmission
NOTES
of messages, it comprises their meanings and interpretation. According to this
view, communication is a human phenomenon and the fundamental aspect of
our existence.
Business communication is distinct from personal communication as it has a
different set of objectives. In order to understand the essentials of effective
business communication, one has to have a fair idea of the world of business
itself. Any business has certain distinct characteristics. These set it apart from
other activities such as personal affairs, religion and charity.
The importance of business communication in today’s inter-linked global economy
is widely appreciated. Effective communication is at the heart of any business.
Businesses deal with people and communication serves as a vital link in
connecting people.
Effective communication skills are among the most essential competencies in
any aspiring manager’s skill set. Given the importance of communication for
any business, business organizations are always on the lookout for good
communicators.
Unlike what it used to be in the olden days, communication in modern day
business organizations relies heavily on technology. The advent of mobiles,
computers, networking systems, teleconferencing and video conferencing tools,
fax machines and power point sets have added a new dimension to the world of
communication.
Good communication does not occur accidentally. It calls for proper planning,
understanding of human behaviour, choice of physical facilities and mechanical
or electronic devices and the organizational context. It is necessary to understand
the essentials of good communication and work towards achieving them.
The first essential for effective communication is to be clear about the purpose
of communication. Another essential for effective communication is the need to
understand how the process of communication works, i.e., the principles and
tools of communication. For communication to be effective, it should be properly
focused. The message should address the target group.
The initiator of the communication should, therefore, be well informed about the
message he wants to pass on. In order to be effective, any communication is to
be well planned. The message to be conveyed, the words to be chosen, the
action to be sought, the feedback to be obtained, are all the areas that need to
be carefully considered.
Another requirement for effective communication is a positive approach and
the right mental attitude. Extreme and strong feelings are not conducive to effective
communication. Anger, depression and frustration adversely impact the thought Self-Instructional
Material 25
Introduction of Business process and thereby distort what is intended to be conveyed or what needs to
Communication
be conveyed. Effective communication demands a certain degree of honesty
and sincerity on the part of the parties involved in the communication. It is
necessary that the messages are given sincerely and truthfully.
NOTES
In any communication, especially in business communication, time is of prime
importance. Speed and timeliness contribute significantly to the effectiveness of
communication. Feedback is another important component of the process of
communication. The person communicating the message calls for feedback to
reassure himself that the message has reached the target as envisaged.
Various factors that complete the the process of communication are the sender,
the message, the channel and the receiver. Other important elements in the
process of communication are feedback, noise, encoding and decoding.
At every stage of the communication process, however, there are barriers, which
hinder or dilute the flow of communication. The barriers to communication in an
organizational context may arise out of authority structure, status difference,
reporting relationships, culture and background of individuals. The barriers to
communication may arise out of behavioural differences, differences in skills
and understanding as well as physical factors.
Some of the barriers to communication include poor expression, faulty
transmission, indifference and lack of interest, noise, people related factors and
physical factors.
Communication takes place through various methods and channels. The three
main methods of communication are oral or verbal communication, written
communication and the non-verbal communication.
Oral communication takes place by way of talks, conversation, dialogue, speech,
discussion and meetings. Written communication is carried out through letters,
circulars, memos, reports, brochures and books. Non-verbal communication
takes place through body language.
Oral communication refers to the spoken word. It takes the form of sounds and
words. Oral communication is a speedy two-way process. The message
conveyed through oral communication is instantaneous. The messages can travel
back and forth without any loss of time.
Written communication is another powerful method of communication. Written
communication invariably creates a record that can be preserved over time.
Letters, memos, contracts, agreements, documents and reports often carry time
value and need to be stored and preserved. As a result, it becomes possible to
access them for reference or study.
The third method of communication relates to non-verbal communication, which
is neither oral nor written. While oral communication thrives on listening and the
written communication thrives on reading, the non-verbal communication thrives
on observation. Non-verbal communication may take any of the following
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 forms—body language, gestures, postures, appearance, personal space, codes, Introduction of Business
Communication
signs and signals, facial expressions, timings, examples and personal behaviour.
Visual communication is effected through pictures, graphs and charts, as well as
through signs, signals and symbols. They may be used either independently or
NOTES
as an adjunct to the other methods of communication. It is also useful in reaching
out to an illiterate target group. It can be used in addressing groups of people
who do not understand the language of the communicator.
Audio-visual communication is an effective blend of both verbal and visual
communication. Such communications are, generally speaking, very effective
and carry high retention value. Audio-visual communications are highly skill
oriented. They are preplanned, developed with care and are often delivered at
formal and structured sessions. This method of communication is particularly
useful in fostering learning and in classroom sessions.

1.8 KEY WORDS

Encoding: It refers to the formulation of messages in the communicator’s mind.

It means the communicator translates his purpose (ideas, thought and information)
into a message and also decides on the medium to communicate his planned
message.
Decoding: It refers to the interpretation of the message by the receiver. The
receiver looks for the meaning in the message which is common to both receiver
and the communicator.
Oral communication: It refers to communication that takes place by way of
talks, conversation, dialogue, speech, discussion and meetings.
Written communication: It refers to communication that is carried out through
letters, circulars, memos, reports, brochures and books.

1.9 SELF ASSESSMENT QUESTIONS AND

EXERCISES

Short Answer Questions

1. Why is communication considered an art and a science?
2. What are the qualities of a good communicator?
3. Write a short note on the impact of technology on business communication.
4. State the merits and demerits of written communication.
5. Write a short note on audio visual communication.

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Introduction of Business Long Answer Questions
Communication
1. Explain the characteristics of personal communication.
2. Examine the essentials of effective communication.
NOTES 3. Discuss in detail the process of communication.
4. Analyse the main methods of communication.

1.10 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited.
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Business Letters

UNIT 2 BUSINESS LETTERS

Structure NOTES
2.0 Introduction
2.1 Objectives
2.2 Meaning and Importance of Business Letters
2.3 Physical Appearance
2.3.1 Layout of Business Letters
2.4 Answers to Check Your Progress Questions
2.5 Summary
2.6 Key Words
2.7 Self Assessment Questions and Exercises
2.8 Further Readings

2.0 INTRODUCTION

Business letters are an important aspect of written communication. Organizations and

institutions often convey their message or ideas through written communication. A
good business letter helps sustain business relationships. In this unit, you will learn
about the prerequisites of a good business letter. A business letter has many parts—
outside, inside, top, bottom, middle, left, right, first page, second page, enclosures and
annexure. The physical appearance and layout of business letter will also be outlined in
this unit.

2.1 OBJECTIVES
After going through this unit, you will be able to:
Understand the meaning and importance of business letters
Discuss the qualities of a good business letter
Explain the physical appearance of a business letter
Examine the layout of business letters

2.2 MEANING AND IMPORTANCE OF BUSINESS

LETTERS

The world of business is replete with various types of written communication. Written
communication is so much a part of everyday business that one cannot think of a
business without related correspondence. Think of any organization or institution—
bank, electric company, hotel, college or library dealing with people and there is
obviously some written correspondence. It may be handwritten, typewritten or printed.
In the olden days, there were people who were specially assigned the job of taking
care of correspondence, even in small businesses. Such persons were popularly referred Self-Instructional
Material 29
to as ‘writers.’
Business Letters
Business writing always has a purpose. The purpose of any writing is to
communicate and convey a message. When you write, you want to communicate your
ideas, thoughts sentiments, feelings, events, experiences, etc. You want to inform,
motivate, inspire, persuade, elicit information, invite, announce, remind, and so on.
NOTES Enquiries, invitations, price lists, offers, quotations, announcements, due notices, new
arrivals, clearance and disposal, recoveries and reminders, orders and a host of other
such activities of everyday relevance for any business are to be covered through written
communication. Any business has to correspond in writing with its customers, branches,
auditors, suppliers, bankers, media persons, employees, shareholders and others with
whom it has a business relationship. Written communication is a convenient way for
any business to reach across to people, within the locality and the neighbourhood, and
also customers, prospects and other public spread across other cities, regions and
even countries. Written correspondence thus has an extremely wide reach and as such
is very useful for any business whose operations are widely spread out.
Written communication has certain distinct advantages as compared to verbal
communication. It has a much larger reach whereas verbal communication can only go
as far as the voice or oral messages can travel. Moreover, while verbal communication
goes with the non-verbal message, written communication creates a solo impact. For
this very reason, in oral communication, the communicator has to be quite conscious
of the accompanying body language and other non-verbal messages, for they have the
potential to distort or contradict the basic oral message. Written communication takes
several forms—from ordinary business letters to typed and cyclostyled messages, to
printed pamphlets and brochures.
Business letters, it should be noted, are a prominent part of written communication
in business. Before discussing business letters as such, we need be clear about the
advantages of written communication. Written communication has certain clear
advantages as detailed below:
1. Written communication has an extremely wide reach, co-terminus with the
literate world.
2. Written communication can be well organized to convey the precise message.
3. Written communication, generally speaking, can be prepared at the time
when the communica-tor is best prepared to do so.
4. Written communication, unlike oral communication, can be effective as a
stand-alone medium.
5. Written communication can be targeted to reach specific individuals/sections.
6. Written communication can be composed in a language that the receiver can
read and under-stand.
7. Written communication can carry the much desired personal touch.
8. Written communication can be erased, revised and re-written.
9. Written communication, when stored, can be exactly reproduced or repeated.
Self-Instructional 10. Written communication, organized properly, can be cost effective.
30 Material
 11. Written communication, very importantly, creates records and reference Business Letters

sources.
12. Written communication, when presented in an appealing manner can create
the right impression.
NOTES
The advantages of written communication far outweigh its limitations and this
method of communication is extensively used in the business world. Business letters
are extremely popular because they have all these advantages which a written
correspondence enjoys.
Although written communication may not provide the depth and intensity of a
face-to-face communication, it meets very well the requirements for a variety of simple
and direct correspondence/messages that a business needs for its everyday transactions.
There may be occasions when the first letter may not give all the details the recipient
wishes to have, necessitating further correspondence. Nevertheless, a good business
letter constitutes the basic plank on which effective business correspondence rests. A
good business letter has to create, nurture and sustain a good business relationship.
2.2.1 Qualities or Essentials
Business letters, to be good and effective, must contain certain essentials. In other
words, business letters should conform to certain minimum standards of letter writing.
One can look at these essentials from different angles—language, content, context,
length, structure, layout, taste, tone, impact and purpose orientation. Any letter is
amenable to description in terms of these characteristics or features. To qualify, the
letter should measure up as good when viewed from any of these considerations. It
may or may not encompass all these features. Nevertheless, a good letter writer should
have a clear understanding of all the characteristics that make the letter effective. In
order to be clear about what is a good letter, it is also very necessary to know what a
bad letter is. While a good letter can be good on many counts, a bad letter may have
one undesirable feature which can mar the beauty of the entire letter.
A bad letter stands out like a sore thumb for any of its deficiencies, which might
be any of the following:
1. Lack of clarity
2. Poor use of words and expressions
3. Incorrect spelling and grammatical errors
4. Too short or very lengthy
5. Too many ideas crowded into one letter
6. Not accurate or factually incorrect
7. Fails to convey the main purpose
8. Not to the reader’s wavelength
9. Too much jargon and technical words
10. Lacking in aesthetic sense
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11. Language used not familiar to the reader Material 31
Business Letters 12. Lengthy paragraphs
13. Offensive in nature
14. Absence of personal touch
NOTES 15. Lacking in courtesy
16. Creates ill-will
17. Written out of context
18. Absence of relevant information
19. Use of poor-quality paper and ink
20. Wrong address
21. Absence of address
Business is all about creating goodwill, favourable impressions, attracting attention,
creating interest, wooing customers, reaching prospects and building relationships. All
this calls for conscious efforts, concerted action and correspondence on a regular
basis. As this has to be done in a world that is full of competition, one bad letter can
cause avoidable damage to the reputation of the business. Badly written letters cause
embarrassment to the people behind the business and show the organization in poor
light.
Before discussing the essentials of a good business letter, it would be desirable
to keep in view what such a letter can achieve for business. A good business letter can
reach out and directly address the target, be it a customer or a prospect or a patron or
the regulator. A good business letter can address the prospect and set the sales pitch.
A good business letter can act as an effective salesperson. A good business letter can
strengthen the bond and provide further details to an existing customer. A good business
letter can, thus, act as your relationship officer. A good business letter can dispel
disinformation and create goodwill. It thereby acts as your ambassador. A good business
letter can make announcements, share relevant information and keep you in touch with
people who matter. In this way, a good business letter can be your public relations
officer (PRO). Well-written and imaginatively drafted letters can play the role of a
salesperson, a relationship officer, an ambassador and a PRO for business
establishments. This is true especially for small businesses which cannot afford to employ
people specifically for carrying out these functions.
Let us now briefly discuss the requisites or essentials of a good business letter.
Clarity
A letter must have clarity. The underlying message should be expressed in clear terms.
Care should be taken to avoid ambiguity. The purpose of communication should be
made clear. Whether it is to inform, invite, reiterate, emphasize, remind, announce,
seek participation and clarify and correct the earlier message, the purpose should
clearly be stated.
If a letter writer is writing a letter on behalf of somebody else, it should be done
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after obtaining clear instructions. There are occasions when one may receive a letter
informing the date and the venue of a meeting without an accompanying invitation or Business Letters

request to attend. The reader or the receiver of the communication, in such an instance,
will be in a dilemma. Is the invitation intended and implied but not specifically stated?
Or is the letter just meant to be informative and no invitation is being extended? One
way or the other, the message should be clear. Just imagine the embarrassment that is NOTES
caused when people not meant to be invited turn up at the venue and have to be turned
back or when people who have to attend the meeting feel there is only intimation and
no invitation and hence fail to turn up. When this happens due to lack of clarity in
communication, any business suffers. This is just one example. There are umpteen
ways in which the lack of clarity affects the intended purpose of the letter. A letter
writer should be conscious of this and exercise due care.
Impact
The letter should create the necessary impact. Behind every letter there is an objective
and the letter should have a clear purpose. The purpose of writing a letter is not just to
reach out to the customer. Every letter has an intended impact which must be felt. To
create the desired impact, it is often necessary to lay emphasis. Emphasis can be laid
in many ways. It can be done by proper positioning—placing them in an important
position. It can be done by repetition. It can be done by underlining or using a larger
type or font. Similarly, to create the right impact, the letter writer should address the
letter to the right person. The right person is the specific person who is the target of the
communication, and whose action or response the business considers to be of value.
Creating an impact also calls for establishing an appropriate wavelength. The letter
writer should write keeping in view the skill, knowledge, status and comprehension
ability of the reader or the addressee.
Yet another requisite of an impact-creating letter is coherence. It is necessary to
use words, phrases and clauses clearly, so as to form balanced sentences. Coherence
seeks to establish a proper relationship and links sentences to make the intended
message clear. Coherence brings consistency and orderliness to the encoded message.
A letter succeeds in creating the desired impact when it ensures purpose
orientation, lays the right emphasis, establishes an appropriate wavelength and is
coherent. Some of the common questions asked or statements made in relation to
these attributes are:
1. What is one trying to convey? (Purpose orientation)
2. Which of these is really urgent? (Emphasis)
3. Is it too elementary or is it an overhead transmission? (Wavelength)
4. What is the sequence? (Coherence)
Remember that any business writing creates an impact when both the beginning and
the ending are forceful. Start the letter with what is called a ‘grabber’, that is something
that grabs the attention and compels the reader to keep reading. Similarly, avoid a tame
ending to the letter. Give your ending a punch.
It is necessary to give due attention to these areas and build up skills so that the
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letters become impact-creating. Material 33
Business Letters Relevant Information
The letter should provide the relevant details forming part of the message. Facts, figures,
illustrations and other such information, which are both accurate and reliable, as well
NOTES as relevant to the context of the communication, should be incorporated in the letter.
The principle of communication that we are referring to here is also known as adequacy
or completeness. A communication can be said to be complete only when it contains
all the facts and details which the receiver needs to know in order to respond or act on
the basis of that communication. Not giving all the required details leads to protracted
correspondence, loss of customers or lack of response. Worse still, although non-
submission of full details may be due to an oversight or inadequate attention to details,
the receiver may infer that there is a deliberate attempt to withhold or conceal facts
and figures. Imagine a letter received from a departmental store announcing the opening
of a new branch and seeking your patronage that does not give details of the new
address or timings. Another requirement of a business letter is concreteness. A
communication is said to be concrete when it is specific, definite and to the point and
not vague and generalized. Often the letters are so rambling in nature that one can
imagine the reader screaming, ‘Please come to the point and be specific.’A concrete
letter does not ramble and is sharp and focussed.
Brevity
Any good communication—oral or written—should necessarily incorporate this
essential feature. Brevity is a very important attribute for any business letter. For everyone
connected with business, time is of essence. The time that one can allot for reading
business letters is certainly limited. The receiver does not have unlimited time to spare
towards reading and re-reading the letter and drawing out the message in its entirety.
On the contrary, any business letter is competing with a huge mass of business-related
and other communication targeted at the receiver, waiting to catch attention and time.
Recognizing this, any business will have to value the receiver’s time. Brevity in letter
writing, therefore, is a must. Long letters, whatever be their merits, are often kept
aside for ‘later reading’. Brevity in communication is also referred to as conciseness.
Conciseness refers to the skill of conveying what one wants to convey in the
fewest possible words, without sacrificing completeness or courtesy. Conciseness
eliminates unnecessary words and phrases, repetitive sentences and keeps the letter
focussed. A good letter makes economical use of words. Brevity is a skill that a business
communicator must develop. As people move up in an organizational hierarchy, their
ability to condense messages into brief and focussed letters counts for a lot. In typical
bureaucratic and hierarchical work situations, one can see the ‘drafts’ of letters prepared
by the junior staff moving upwards tier by tier ‘for final approval’ and much time and
effort are wasted if brevity is not ensured.
Simplicity
Simplicity is the hallmark of any good communication. Simplicity refers to the ease of
understanding. Simple writing is the opposite of complex and involved writing. The art
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of simple writing is mastered through conscious effort and practice. A letter written in Business Letters

a simple, easy, informal style using easily understood words catches the attention, and
makes an impact. Simplicity in writing does not, however, necessarily imply simple or
plain thoughts. The thoughts may be complex, and the subject quite complicated, but
the manner of expression or presentation is kept simple. It takes tremendous insight NOTES
and skill to express complex matters and complicated issues in a simple form. The
normal tendency on the part of the communicator is to resort to complex sentences,
cliches, technical jargon and high-sounding words to communicate not-so-simple
thoughts and developments, resulting in confusion and bewilderment. One must make
constant efforts to write simple, yet meaningful and impact-creating, business letters. It
involves not only the use of simple words, but also, more importantly, a clear insight
into the structure of sentences and paragraphs.
Timeliness
Business letters, to be effective, should have proper timing. Letters should be written
and dispatched on time. Some messages have a sense of urgency. They call for action,
which is ‘immediate’ or ‘urgent’, or within a given time frame. Letters which carry such
messages should reflect the associated urgency. They should be so addressed and
delivered that there is enough time to permit action within the given time frame. It is not
uncommon to see letters seeking some action by a specified date reaching the receiver
after that date. Some not-so-uncommon examples of this are:
1. A communication from a controlling office to a branch stating, ‘Please send us
the statement without fail by 30 September 2017’ reaching on 2 October 2017’.
2. A letter from a committee secretariat asking the member to attend the meeting
scheduled on the 10th of the month, reaching him that evening.
3. A letter from a departmental store announcing ‘clearance sale for 3 days’ reaching
after the sale.
4. A letter from a personnel department asking an officer to appear for her
promotional interview on 6 October 2017 ‘at the regional office reaching on 5
October 2017’.
Apart from negating the purpose of communication, such letters reflect poorly both
the organization and the sender of the message. If the action called for is so urgent, the
minimum that anyone would expect from the sender is a clear demonstration of the
urgency by ensuring speedy communication. This necessitates not only timely writing
but also timely dispatch. For example, there may be occasions when a letter dated 15
September 2017 reaches the addressee on 5 October 2017, due to a dispatch delay.
Goal-oriented and effective communication presupposes that the person concerned
acts and intervenes at every stage in the transmission of communication. Timeliness in
business writing also involves the choice of the right channel—mail, telegram or courier,
as the case may be. Sending letters too much in advance is also to be avoided because
unless there is a timely reminder, the message is likely to be forgotten.

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Business Letters Language
Language is an extremely important facet of business communication. First and foremost,
it is necessary to ensure that the language used is appropriate, i.e., the language with
NOTES which the reader is at ease. Apart from English and Hindi, various regional languages
are in common use in businesses in different parts of the country. Public sector
organizations such as banks follow the three-language formula. Many printed letters
are bilingual—both in Hindi and English. Business letters should use the language which
the prospect, customer or addressee can read and understand. Choosing the appropriate
language for a large multi-national or multi-regional organization is important not only
for furthering business interests, but also for ensuring that the sensibilities of certain
sections of people are not offended. When organizations and businesses get global,
the choice of appropriate language becomes highly relevant. Having chosen the right
language, the next step is to ensure that the phrases, expressions, words, grammar and
spellings are correct.
Grammatical errors and spelling mistakes have no place in a good business
letter. They create a poor impression on the reader. Every business writer may or may
not achieve grammatical perfection. The use of commas at all relevant places in the
sentence and avoidance of split infinitives, for example, may not always take place. In
fact, certain grammatical imperfections such as the use of split infinitives are tolerated
as long as the message is clear. The important point emphasized here is that while the
letter writer may or may not achieve grammatical perfection, glaring and obvious
grammatical errors have no place in good writing. A good letter writer should know his
grammar well and seek appropriate reference when in doubt. A business letter with
noticeable bad grammar, notwithstanding other merits, creates a poor impression on
the reader.
Appeal
A good letter should appeal to the reader’s sensibilities. It should go beyond the message
it conveys and make a good impression. It should have elegance, which means taste,
beauty and decency. A good letter also ensures certain aesthetic appeal. No letter can
be called elegant or aesthetically appealing if it does not give due attention to appearance.
Mistakes and corrections, striking, overwriting, improper ink flow, unintended gaps
and other such deficiencies rob an otherwise good letter of all its elegance.
A letter is appealing when it shows consideration. Consideration means
thoughtfulness. It means keeping in mind the reader and putting oneself in the reader’s
shoes while writing the letter. Consideration means visualizing the reactions of the
reader and accommodating them in the approach to the communication. A good letter
writer invariably makes it a point to think from the other person’s point of view. Another
essential for a good writer is empathy. A letter shows empathy when it reflects
understanding and comprehension of the impact on the reader. It tells the reader what
is of interest to the reader. A good letter uses the ‘you’ more frequently than ‘I’. A
good letter makes the reader feel important.
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Style Business Letters

Style refers to the manner of writing. It constitutes the collective characteristics of the
writing or impression or way of presenting things. Each person has an individual style.
The writing style, to create an impact, again needs conscious effort, on an ongoing NOTES
basis. While encompassing various requisites of letter writing, the letter brings to bear
the individual’s stamp on the letter. If you are regularly reading the letters emanating
from a particular source, you get to identify the style. People tend to judge the style
and categorize them—good style, bad style or free style.
Style can be associated with the person writing the letter and carries certain
distinctiveness. Style is also understood as ‘Proper words in proper places’. One can
also describe style in other ways—personal or impersonal, formal or informal, narrative
or descriptive, rambling or focussed, considerate or harsh, simple or verbose. A simple,
informal, considerate and focussed style of writing scores high in building a rapport
with the reader.
Good writing style also implies the proper use of idioms and expressions. An
idiom is described as the way ideas are used in a language. It is a form of expression
peculiar to a language. Like any other language, English too has its idioms. Some
examples of idioms in English language include the see eye to eye, beat around the
bush, and the ball is in your court. Another aspect worth noting in the context of
developing a good writing style is to avoid cliches.
Cliches are hackneyed literary phrases. They are often repeated ad nauseum.
Some commonly used cliches include last but not least, better late than never, needless
to say and there is no room for complacency. Similarly, avoid vague words like ‘as
soon as possible’ and ‘soon’. Instead, be specific in terms of the date, time, etc. Good
writing style carries sincerity. Sincere writing is straightforward and there is no attempt
at manipulation. The writer comes through as honest, genuine and frank. Sincere writing
also gets described as candid and transparent. Being sincere, therefore, means writing
naturally. The words reflect feelings, concerns and expectations in a forthright manner.
Good writing style should also encompass politeness or courtesy. It should
respect the reader as an individual. It should reflect the basic minimum courtesies that
any transaction or relationship demands. It should be appreciative and complimentary
to the extent appropriate in the given context.
Business letters, by and large, seek to strengthen the relationships that are good
for the business when the occasion demands. The writer should not hesitate to apologize
for omissions or errors.
Good writing style also refers to writing naturally, without undue efforts. Otherwise
the writing becomes laboured and loses spontaneity. After a while, the tediousness
starts showing. The ability to write spontaneously and effortlessly for all occasions has
to be consciously developed.
Positive Approach
A good business letter, in the ultimate analysis, is that which has a positive approach. It Self-Instructional
creates a friendly atmosphere. It avoids negative feelings. One must be in a proper Material 37
Business Letters frame of mind to write a really good letter. Thoughts and words must synchronize. The
basic objective should not be lost sight of. The letter should bestir and motivate the
reader to act or respond as visualized. Good letters cannot be written under extreme
emotional conditions such as sorrow, depression, anger, frustration or shock. Such
NOTES letters may not carry the overall balance in approach which is so essential for effective
writing. Similarly, a good letter cannot be written in a hurry. One must take adequate
time to put thoughts into words, choosing the most appropriate ones for the context.
The writer should write the letter taking adequate time, with due attention to all relevant
considerations.
Apart from the various characteristics already listed, a good letter should have
integrity, accuracy and promptness. There should be respect for values and ethical
and moral standards. The writer should demonstrate a sense of legitimacy in his writing.
Messages should be accurate and there should not be any misrepresentation and out
of context passages. Positive approach also means being prompt in responding. A
writer is often a recipient of communication also. The writer should make it a point to
respond without any undue delay.
Positive approach does not mean that one has to say ‘yes’ to everything. Any
business has its commercial considerations. It has its rules, norms and compliances.
One cannot say ‘yes’ if it is commercially imprudent and if the set norms are not met.
Good letter writing, therefore, is the art of learning to say ‘no’ by packaging ‘no’ in a
pleasing manner. It is the art of packaging ‘no’ in an acceptable format. It is the art of
winning over the customer even while losing that particular offer or transaction. The
business offer may or may not come up to the expectation, but, nevertheless, the
communication should leave behind a favourable impression.
In any organization and in any business, there will be umpteen occasions to say
no, to disagree, to convey displeasure, to punish, to pull up, to do plain speaking and
to call a spade a spade. Quite often this will have to be done by way of a letter. In all
such instances, it is necessary that the damage, the feeling of hurt or ill will, if any, is
kept to the minimum. While the nature of the message would have certain unpleasantness
associated with it, the tone and style can make a difference and soften the blow. It is
under such circumstances that the skill of good writing comes into full play. A skilful
writer learns to mitigate the hardship or adverse impact of the message through choice
of words and manner of presentation. Although what is being said is not pleasant, how
it is being said makes it less unpleasant.
Building and keeping goodwill is very essential for business organizations and
business writers should necessarily keep this in mind. After all, no business can thrive
in the absence of goodwill. For any business to grow and thrive, the goodwill factor is
a must. Goodwill is defined as a friendly disposition towards the people who deal with
the organization. When there is goodwill, people look to the business as kindly, helpful,
likeable, trustworthy and consistent. Goodwill is earned the hard way through the
actions of people in business over a period of time. In the accounting jargon, goodwill
is defined as an intangible asset that gains particular relevance when the ownership of
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the business changes hands. It arises from the accumulated or built up image and
38 Material reputation of the business over the years. Written communication, including business
letters, should consistently sustain that goodwill effect through appropriate statements Business Letters

and words. The business writer should note that letters are often written to people
who may not visit or talk to them. Their only contact or connection may be through
those letters. It is those letters that create an impression, good or bad, about the
business and the letter writer. Good business writers know how to create the goodwill NOTES
effect in all their communication. Remember that every letter you write provides you
an opportunity to create a good impression about your business.
Positive approach in letter writing does in many ways create goodwill for the
writer and the organization. It creates regard for the writer and a friendly disposition
towards the business. It generates heartiness and a kind feeling so essential for the
success of any business organization in today’s market place. Positive approach in
letter writing means creating goodwill by making your letters friendly, helpful, courteous
and tactful.
Another very essential characteristic of good business writing is imagination.
The writer has to bring a unique perspective and experience and, to the extent
appropriate, relate them to the letter on hand. It is this imagination that brings excitement
into the communication. Communication becomes active and creative. Imaginative
writing takes the level of writing to a reader-friendly mode.
Organizations and businesses that succeed in the present intensively competitive
environment are those that sparkle with innovations and creativity. Written
communication emanating from business organizations should, therefore, duly reflect
enthusiasm. A good letter radiates enthusiasm.
Any good communication should have variety. It is said that variety is the spice
of life. Variety adds spice to writing. It makes communication lively and interesting. A
good letter makes its impact the very first time. When the letter is repeated, however
good and relevant it may be, the impact gets diluted. The reader’s interest wanes.
When the subject of the message is repetitive in nature, in terms of thoughts and ideas,
there may not be much change. Nevertheless, in terms of choice of words, structure of
sentences and intensity of the tone, the letter can and should be different.
Viewed against the backdrop of so many essentials for good letter writing, models
or drafts or stereotyped formats of letters are of limited value. Barring areas such as
documentation, legal drafting and routine procedural forms, it is not desirable to follow
such stereotyped writing models. Any draft or model letter would also carry the writer’s
style or approach. Moreover, copying or adopting such formats blindly restricts the
writer’s ability to develop a distinctive style of writing. In any case, each situation and
every context is quite different and no standard format can be followed without
appropriate refinements. At best, such formats can only be taken as broadly suggestive
or indicative. Instead of taking a model and attempting to make requisite modifications
to suit one’s specific needs, it would be worthwhile to understand the principles and
develop one’s writing skills.
In the foregoing paragraphs, we have looked at numerous essentials or requisites
of good writing. The attempt has been to make it fairly exhaustive rather than to cover
only the minimum requisites. Self-Instructional
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Business Letters Striving for Excellence
A good letter writer should try to achieve a significantly high standard of letter writing
and endeavour to achieve excellence. All the dozen or so essentials outlined above are
NOTES relevant in building up the skills of effective letter writing. When we talk of business
letters, we refer to a great variety of letters. They range from the routine, repetitive
letters to the more complex, goal-oriented ones. They seek not only to inform, educate
and appeal, but also to carry out complex and composite functions such as evaluation,
justification, motivation, persuasion, penetration, dispelling of wrong impressions and
even award of punishment. They may be as short as half a page or as long as eight to
ten pages. The bigger and more complex the letter, the greater the scope for skilful
writing.
The essentials outlined above are not to be taken as a checklist against which
every letter has to be evaluated. Some letters need to be just simple and straightforward
and there may not be much scope for imagination or creativity. The nature of the
subject, the context of the communication and the relationship of the recipient determine
how many qualities or essentials can one build into any letter. Being aware of as many
essentials as are relevant in writing a wide range of business letters helps in developing
effective letter-writing skills.
Understand the Context
Business letters will have to be necessarily business like. The letter writer should
understand the context and make the letter specific and precise. There is often not
much scope to make the letter lengthy and verbose. When we refer to letters from the
accounts department or the purchase department, the message will have to be direct
and specific. On the other hand, when it comes to the marketing department, it is
possible to be descriptive and qualitative. When we refer to the letters relating to the
personnel department, the general requirement would be to keep such letters polite,
and yet firm wherever necessary, and also show respect for authority. A good business
letter writer necessarily takes cognizance of the context. The general tone of letters
should take note of the subject matter, context, the person to whom it is addressed
and be informative, persuasive, firm or authoritative, as the situation warrants.
Use Words Appropriate to the Subject
Whether it is accounts, purchase, sales or personnel, there are words, phrases and
abbreviations which are relevant and appropriate to each function or department.
Words and abbreviations like ‘closed tender’, ‘free on board (f.o.b)’, ‘after office
hours (a.o.h)’, ‘clearing cheque’, ‘effects not cleared’ and ‘tax deduction at source
(TDS)’ are often used in business correspondence. The business letter writer should
familiarize himself or herself with such words and use them appropriately. Abbreviations
are to be generally avoided and if at all used, the letter writer should ensure that they
are understood as intended and that there are no misunderstandings.
Business letters, as we have noted, also vary in terms of intensity and approach.
Self-Instructional There are routine letters, reminders, persuasive letters, goodwill letters, informative
40 Material
letters, mild and strong appeals, circular letters and memos and representations, and Business Letters

the letter writer should develop the skill of using appropriate words relevant to the
context.
Use Short Sentences and Paragraphs NOTES
In business letters, any temptation to use high-sounding language and long-winding
sentences should be resisted. The business letter writer should consciously use short
sentences with about 10 to 15 words on an average. Long sentences with more than
20 words tax the reader and make comprehension unnecessarily difficult. If your
sentences run to four lines or five lines, make it a point to split them so that its readability
improves. Another important requirement is to break the message into appropriate
and adequate paragraphs. Short paragraphs, each covering an idea or a message, are
generally appealing to any reader.
Use Abbreviations with Due Care
In our everyday communication, we often use abbreviations or short forms.
Abbreviations are generally shortened versions of the word or they may be formed
from picking the first letters of the word. Words like Prof. for professor, Dr. for doctor,
sth for something and pt for point are all examples of shortened versions of the words.
Words like ATM, PC, AV and TC are first letters of the group of words – automated
teller machines, personal computer, audio visual and ticket collector. Abbreviations
that can be pronounced as words are called acronyms. For example, AIDS. In our
day to day business, we come across numerous instances of the use of abbreviations.
They may refer to countries, companies, institutions, objects or time. Some of these
abbreviations relate to Latin expressions like e.g. – exempla gratia.
Some familiar abbreviations in business use are given below:
Countries: USA, UK, US
Companies: IBM, SBI, GE.
Institutions: IIM, IIT, UN, ADB, SEBI
Objects: TV, CD, PC, DVD.
Latin Expressions: CV, A.M, P.M, ibid.
General: COD for Cash on Delivery, SOP for Standard Operating Procedure,
COO for Chief Operating Officer, ETA for Estimated Time of Arrival.
As long as they are understood as they are intended to be by the writer, they
serve a useful purpose. However, it is often true that some of the abbreviations with
which the writer is familiar may not be readily comprehended by the reader. Moreover,
some abbreviations may convey different meanings depending upon the context. It is
necessary, therefore, that the writer clarifies what he means at the first instance.
Use of Contractions
Like abbreviations, contractions are also used in communication. Contractions are
short forms where two words are joined together by using an apostrophe. Some Self-Instructional
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Business Letters letters are omitted while joining the two words. Some examples of contraction are as
follows:
will not = won’t; are not = aren’t;
NOTES did not = didn’t; shall not = shalln’t;
we are = we’re; I am = I’m;
we have = we’ve; let us = let’s;
you would = you’d; it will = it’ll
Where did she go? = where’d she go?
What does she do? = what’s she do?
Contractions are acceptable in personal and informal communication. They
suggest a conversational style of writing and speaking. These, however, are not desirable
in formal business communication. When you are writing formal business letters, resumes
and covering letters, reports and documents, such contractions may imply a certain
casualness and are best avoided.
Provide Relevant Details
Brevity of letters should not be at the cost of clarity and all relevant details should be
furnished. The date, time and venue of the meeting, whether invitation or information,
the number and the amount of cheque whose payment is to be stopped, the date, time
and place of interview, due amount of money which the collection letter seeks, the
exact amount of discount offered are all details which, though seemingly elementary,
may escape attention. Omitting such relevant details would lead to confusion,
misunderstanding and repetitive correspondence. A good business letter writer gives
attention to all such minute details. (Talking about brevity and simplicity of business
writing, it is worth noting here that while the first sentence of this paragraph has 18
words, the second sentence has as many as 60 words and the effort involved in
comprehending is much more in the latter.)
Use Standard Drafts or Formats
Most of the routine correspondence is repetitive in nature. Once the basic approach
for writing a variety of letters is mastered, it would be beneficial to build a set of ready-
to-use drafts and formats. In banks, insurance companies and a host of other institutions
and businesses, there are often printed formats in use. These include stop payment
instructions, over draft facilities, account opening and making claims. When a business
letter writer uses them appropriately and consciously, the formats help in minimizing
the time spent on writing the same type of letters. Care should be taken, however, to
review such formats or drafts periodically and also improvise and update them to
cope with emerging situations.
Specialized Writing
Specialized writing such as journalistic writing, advertisements of various types, press
Self-Instructional releases, developing a questionnaire or preparing an advertorial call for higher level of
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skills and application. Skills in these areas are acquired through constant study and Business Letters

efforts.
Constant Improvization
Business writing is dynamic in nature. There should be an on-going effort at NOTES
improvisation. The business letter writer should learn to do self-editing. Before finalizing
important letters, one should make sure that the message is clear, the language is
appropriate, surplus words if any are removed, unwarranted repetition is avoided and
the letter is appealing. Yesterday’s words, phrases, formats and style may not appeal
today. Good letter writers keep themselves updated and modern.

Check Your Progress

1. State any two advantages of written communication.
2. How can one maintain simplicity in business letters?
3. Why are short sentences and paragraphs encouraged while writing business
letters?

2.3 PHYSICAL APPEARANCE

Business letters are different from personal letters and carry a distinct format and style.
Business letters are known to cover several widely accepted parts and a good business
letter should be drafted in accordance with the principles of such formatting. Although
there are different types of letters, each is relevant in a specific context and the parts
are generally common to all such letters. One needs to be familiar with not only the
different parts of the letter but also, equally importantly, about their positioning in the
letter. When we refer to a business letter, we refer to it in its totality, including both
external and internal features. As we have seen in the earlier chapters, a good business
letter not only carries across the message as intended, but also creates the right
impression on the reader.
A letter has many parts—outside, inside, top, bottom, middle, left, right, first
page, second page, enclosures and annexure. Each one of these parts has a certain
significance and carries a definite place in the context of letter writing. All these external
and internal features concerning a business letter carry a time-tested position and
significance. All the same, when we refer to a position or placement, we are not
necessarily referring to a very rigid position for all times. Over a period of time, business
writers have brought in flexibility and improvisations resulting in certain choice of
positioning as well. Thus, notwithstanding the various types and places relevant to a
business letter, it is possible to have different styles in writing a business letter.
Let us take a look at the various parts of a business letter and their essential
characteristics.

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Business Letters Letterhead
The letterhead announces the name of the business. It often suggests what the business
is about— whether it is a bank, an insurance company, a transport agency, a trading
NOTES firm, a building contractor or an estate agent. While some businesses choose to mention
their name as well as their line of business in their letterhead, others confine only to the
name. Quite often the constitution of the business is also stated—public limited, private
limited or government undertaking. Along with the name and line of business, some
relevant particulars such as date of establishment, location of head office or registered
office, telephone number, fax number and e-mail address are also furnished on the top
of the letterhead.
Apart from all these details, the letterhead also carries prominently the logo of
the business. If it is a public sector undertaking, as per the official language policy, all
these details will have to be furnished bilingually. Each business decides what details it
wants to include about itself on the top of the letterhead. Sometimes the details are
distributed among the top and bottom portions of the letterhead. The name and logo
are covered in the top and the address, phone number, fax number and website are
given at the bottom.
Letterheads have the potential to create a favourable impression and hence
much thought and effort should go into their design and selection. The colour and
quality of paper, the size of the letterhead, the types and fonts used and the spacing are
all carefully decided. Such is the importance of the letterhead that some businesses
even seek the assistance of advertising agencies or other such specialists in designing
their letterheads. A good letterhead not only informs, but also impresses. If the letterhead
is the first introduction of the business, one must ensure that it is done well.
When the letterhead does not give the full address or the exact place from
where the letter is emanating, the letter writer will have to incorporate these details
himself. The writer should mention specifically the branch, the zone, the section and
the department from which the letter is emanating. In its absence, if the business is a
large multi-branch, multi-department and multidivision establishment, the receiver of
the letter will have difficulty in knowing the exact source of the letter and may fail to
respond. In practice, this keeps happening quite frequently in large organizations and
people keen to respond will have to waste much time and effort in finding out from
which branch, office, division or department the letter has been sent. Too many details,
thoughtlessly placed on the letterhead rob the elegance out of it. On the other hand,
not furnishing relevant details makes the letterhead an understatement or inadequate.
It is essential to strike a proper balance between the two.
Reference Line
Business letters have reference details which help in clearly tracing the letter to its
source and context. When the business is large, in terms of functions and customers
covered, it becomes necessary to compartmentalize the activities into different regions
and functions. A separate file can be maintained for each customer. Reference details
Self-Instructional usually consist of abbreviations, letters and numbers. They may also carry the initials
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of the person drafting the letter or maintaining the file. The reference line helps both Business Letters

ways. On the one hand it helps the letter writer or anyone else within the organization
to know the exact context in which the letters were written, and makes it easy to relate
it to the specific context on receipt of the reply. On the other hand, it also helps the
receiver of the letter to make out the exact source and context of the letter and helps NOTES
the receiver to respond.
Each organization or business would have normally evolved its own reference
pattern and the business letter writer has to become familiar with the method followed.
In the absence of such reference particulars, the business will have to spend considerable
time in relating it to the exact file even after it reaches the branch or department
concerned. Not taking any chance on this, some organizations make it a point not only
to mention the reference number but also request the recipient of the letter to ‘Please
quote this reference number in all future correspondence.’
The originating reference number of a letter for any business would be stated
thus: ‘Our reference number’. Similarly, in any business letter, it would be necessary to
refer to the other party’s reference details as well.
This is stated as, ‘Your reference no. ...... dated ......’. This may be stated below
the subject line or as the first sentence of the body of the letter.
When a particular business letter is part of a series of such communication over
a period of time, or part of a protracted correspondence, the letter writer may have to
refer to the earlier correspondence, in which case one may have to list out the relevant
‘Our letters dated ......’ and ‘Your letters dated ......’. If the relevant letters are too
many, instead of referring to all such letters the letter writer may state, ‘Please refer to
our earlier correspondence on the subject, resting with our letter dated ......’.
Date Line
The date line follows or stays close to the reference line and clearly mentions the date,
month, and the year of the letter. The date is mentioned in many ways—22.05.2017
or 22 May 2017 or May 22, 2017. The most appropriate way of stating the date
would be the second one, i.e., 22 May 2017 for its lack of ambiguity. It is worth noting
that the sequencing of date, month and the year, when written only in figures, varies
from country to country. In the United Kingdom, like it is in India, the date, month and
the year are written in that order, viz., 22.5.2017. In the United States of America,
however, the practice is to write the month first and then the date and the year. For
example 12 May 2017 is written as 5.12.2017. In view of these different practices,
writing the date as 22 May 2017 ensures that there is no misreading of the date of the
letter. To ensure elegance, it is also appropriate that writing the day in letters—ninth or
eighteenth—and using abbreviations for months—Feb or Apr—are avoided.
Inside Address
Inside address refers to the addressee or the person to whom the letter is addressed.
It may be an individual, a functionary, a group or an institution. The letter may be
addressed by name or by designation. The inside address need not give the full postal Self-Instructional
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Business Letters address which has to be necessarily furnished outside. It is generally restricted to the
name and/or the designation, the department and the office, since this position is well
recognized. The word ‘to’ may be avoided for greater elegance. Another place normally
used for inside address is the bottom of the letter, on the left side at the end of the
NOTES letter. When the letter is addressed by name, care should be taken to mention the
correct initials, name and surname as the individual would like to be addressed. Please
take due care in writing the correct name, for that is the least that the letter writer owes
to the addressee. If the letter writer does not make due effort to ascertain and mention
the correct name of the addressee, it amounts to indifference and discourtesy and
qualifies as a bad letter. Spell the name correctly, for it makes the reader or the addressee
much more responsive. Mr Jagdish should not be mentioned as Mr Jagdeesh or vice
versa. Mrs Rajashree cannot be addressed as Mrs Rajashri. Same is the case with the
surnames and initials. If it is Banerji do not change it to Bannerjee or vice versa. In
good business letter writing, it is very essential to write the name exactly as the person
spells it. If the person has a title such as Professor, Doctor, Father, Revered, Justice,
Captain or Brigadier the same is to be correctly stated. When there is no title, Mr or
Shri is commonly used for men and Mrs, Miss, Smt. or Kumari, as the case may be,
is used for ladies. Ms is used when one is not sure of the marital status of the lady who
is being addressed. The plural of Mr is Messers, which is used in addressing partnerships
and groups. Likewise, the designation of the person, whenever mentioned, should be
proper.
One should be particularly careful when addressing letters to dignitaries like the
President, the Governor, the Chancellor, the Ambassador, the Pontiff or to religious
heads. The appropriate title such as His Excellency, His Highness or His Holiness will
have to be used after ascertaining the same from the appropriate authority. Many such
exalted offices will have what are known as protocol officers. Any mistake in addressing
the person inside the letter certainly distracts the impact of an otherwise well-drafted
letter.
Attention Line
Attention line usually appears on the right side of the inside address and is relevant
when the letter is addressed to a designation, to the group or to a firm. The attention
line draws the attention of the specific person to the contents of the letter. There is no
need for an attention line when the letter is addressed to a specific person. Attention
line usually reads, ‘Kind attention of Mr so and so.’ The attention line does the important
function of ensuring that the letter reaches the particular person whose response is
essential.
Salutation
Salutation is a must for every letter. It relates the letter to the reader. It can take many
forms such as ‘Dear Sir’ or ‘Dear Madam’ or ‘Dear Mr so and so’ or ‘Dear Shri so
and so’ or ‘Dear Mrs so and so’ as the case may be. When the letter is addressed to
an organization or a group, the salutation is in the plural form, i.e., Dear Sirs. When the
Self-Instructional status of the person is high and additional respect is intended to be conveyed, ‘Dear’
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is omitted and the salutation is Sir or Madam. Although in our Internet age, ‘dear’ is Business Letters

considered too intimate by some, and too formal by others, the student of communication
should note that this salutation is still the most appropriate one for all formal written
business letters.
NOTES
Subject Line
After the salutation, the next part of the letter is the subject. The subject of the message
is stated clearly and boldly at the centre of the letter. This helps to draw and focus the
attention of the reader on the specific subject or topic or area which the letter covers.
The subject should be stated clearly yet briefly, i.e., in a few words. Often the receiver
of the letter looks at the subject and decides as to how important or urgent its contents
are for him. A skilled letter writer learns to state the subject in a manner that attracts
attention. The subject should fairly reflect the essence of the letter. Furthermore, since
this particular position in a letter is meant for the subject line, mentioning ‘subject’ may
be avoided to ensure greater elegance. Where appropriate, the subject itself may be
mentioned in distinct letters.
Message
The message is the body of the letter which comprises the opening line and the message
to be conveyed. The message is organized into appropriate paragraphs in order to
convey thoughts sequentially. The paragraphs are so designed as to cover related
thoughts and facts. The opening line usually starts with an acknowledgement or
introduction. It may draw reference to earlier correspondence, if any. The opening line
or the introductory paragraphs endeavour to put the message in perspective. In the
next paragraph or paragraphs, as the case may be, the message of the relevant
communication is dealt with. It is important to note that the message is the essence of
communication and the very reason for writing the letter. The length of the message
would vary depending upon the thoughts and details which the letter writer wishes to
convey. The message is the crux or core of the letter and all other features are
embellishments or accompaniments. The message of the letter, in other words, is usually
the content or subject of the communication. The letter is written because the message
has to be conveyed.
Closing Line
The closing line paragraph is very important for the letter. It should sum up the message
and emphasize the action intended. Good writers take pains to make the closing line
as effective as possible.
The complimentary closing line comes after the message and before the signature.
It is ‘Yours faithfully’ or ‘Yours sincerely’ or ‘Faithfully yours’ or ‘Sincerely yours’ as
the case may be. When the salutation is ‘Dear Sir’ or ‘Dear Madam’, the closing line
is ‘Yours faithfully’, and when the salutation is ‘Dear Shri’ or ‘Dear Mrs’, the closing
line is ‘Yours sincerely’. It is also common to see the closing line ending with plain
‘Cordially’ or ‘Sincerely’, omitting Yours. The business writer should choose the style
appropriate to the context. Self-Instructional
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Business Letters The complimentary closing line is followed by the signature. Every letter must
end with a signature. The signature gives authenticity to the message. An unsigned
letter is usually of little significance. Unsigned letters are deficient and the addressee
may not act upon them. Official letters also carry the designation of the person below
NOTES the signature.
Postscript
Postscript or P.S. is an afterthought. Sometimes, however, a postscript is used by a
letter writer to re-emphasize a particular point in the message. It is an additional remark
that comes at the end of a letter, after the signature. For example, as a postscript to the
letter, she may add, ‘P.S. I will write to you again soon’.
Some of the other parts or related aspects of the letter are enclosures or annexure,
continuation page, spacing, folding, outside address, envelopes and window covers.
These too, call for adequate attention in order to ensure the elegance of the letter.
Enclosures contain related relevant information and accompany the letters. The reference
to the enclosures is made at the end of the letter—Encl: 2 or Encl: Copy of draft
agreement or in the body of the letter appropriate to the message— (Please see annexure
1) or (Please refer to the table enclosed). Reference to the continuation of the matter
in the next page is indicated for greater clarity. The spacing of the letter is important in
terms of ensuring elegance and making the letter attractive. Spacing should be such
that there is neither crowding of sentences nor undue gaps in between. When the letter
extends over several pages, it is essential that all the page numbers are clearly mentioned
and appropriately stapled. Quite often, seemingly elementary aspects are overlooked—
the stapling or pasting is done so badly that one has to struggle to open the letter intact
or the enclosure which is mentioned in the letter is left out. One can bring in considerable
imaginativeness in letterheads, envelopes, colour of the type, spacing and page
presentation. While commonly accepted and widely followed positions of various parts
are stated in the foregoing paragraphs, it is pertinent to reiterate that a skilful letter
writer can bring in variety and flexibility in approach without sacrificing the principles.
Good letters do stand out and gain attention.
2.3.1 Layout of Business Letters
A business letter has several parts, as we have seen in the earlier paragraphs. In order
to make the letter attractive and readable it would be necessary to arrange all these
parts in an organized manner. In other words, the layout of the letter assumes importance.
Suitable and correct layout enhances the overall effectiveness of any letter. There are
essentially three types of layout for a business letter. They are:
1. Full block layout
2. Modified block layout
3. Modified block with indented form layout

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Full Block Layout Business Letters

This form of layout is extremely popular. It makes the letter look attractive, elegant
and efficient. In this form, each part of the letter—date, sender’s address, subject,
salutation, complimentary closing begin at the margin of the page. Apart from making NOTES
the letter elegant, this form also saves key movements for the typist, since every line
begins at the same point on the left.
Modified Block Layout
In this layout, various parts are distributed on the page. Some are on the left, some in
the middle and some on the right. The place, the sender’s address, salutation and each
paragraph may be aligned to the left. Complimentary close and signature may be
either centred or aligned to the right. This method is considered conservative and is
not very popular. It also adds to the typist’s work.
Modified Block with Indentation Layout
Indenting refers to setback or beginning the line farther from the margin to mark a new
paragraph. The layout here is as in the modified block form, except that the start of
each paragraph is indented, i.e., each paragraph starts a few spaces away from the
margin. This form makes the letter somewhat clumsy and has gone out of style.
In order to make the letter effective, the letter writer should ensure that the layout is
modern and elegant and creates a favourable impression on the reader.

Check Your Progress

4. What does the letterhead of a business letter announce?
5. What does that inside address of a business letter refer to?
6. What are the three types of layout for a business letter?

2.4 ANSWERS TO CHECK YOUR PROGRESS

QUESTIONS

1. The advantages of written communication are as follows:

Written communication, unlike oral communication, can be effective as a
stand-alone medium.
Written communication can be targeted to reach specific individuals/sections.
2. One must make constant efforts to write simple, yet meaningful and impact-
creating, business letters. It involves not only the use of simple words, but also,
more importantly, a clear insight into the structure of sentences and paragraphs.
3. The business letter writer should consciously use short sentences with about 10
to 15 words on an average. This is because long sentences with more than 20
words tax the reader and make comprehension unnecessarily difficult. Short
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Business Letters paragraphs, each covering an idea or a message, are generally appealing to any
reader.
4. The letterhead announces the name of the business. It often suggests what the
business is about— whether it is a bank, an insurance company, a transport
NOTES
agency, a trading firm, a building contractor or an estate agent.
5. Inside address refers to the addressee or the person to whom the letter is
addressed. It may be an individual, a functionary, a group or an institution.
6. There are essentially three types of layout for a business letter. They are:
Full block layout
Modified block layout
Modified block with indented form layout

2.5 SUMMARY

Written communication is so much a part of everyday business that one cannot

think of a business without related correspondence. Business letters are a
prominent part of written communication in business. A good business letter has
to create, nurture and sustain a good business relationship.
Business letters, to be good and effective, must contain certain essentials. A
good business letter can act as an effective salesperson. A good business letter
can strengthen the bond and provide further details to an existing customer. A
good business letter can, thus, act as your relationship officer.
A good business letter can dispel disinformation and create goodwill. It thereby
acts as your ambassador. A good business letter can make announcements,
share relevant information and keep you in touch with people who matter. In
this way, a good business letter can be your public relations officer (PRO).
A good business letter must have clarity. The underlying message should be
expressed in clear terms. The letter should create the necessary impact. Behind
every letter there is an objective and the letter should have a clear purpose.
The business letter should provide the relevant details forming part of the message.
Facts, figures, illustrations and other such information, which are both accurate
and reliable, as well as relevant to the context of the communication, should be
incorporated in the letter.
Brevity is a very important attribute for any business letter. Brevity in
communication is also referred to as conciseness. Conciseness refers to the
skill of conveying what one wants to convey in the fewest possible words,
without sacrificing completeness or courtesy.
One must make constant efforts to write simple, yet meaningful and impact-
creating, business letters. It involves not only the use of simple words, but also,
more importantly, a clear insight into the structure of sentences and paragraphs.
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Grammatical errors and spelling mistakes have no place in a good business Business Letters

letter. They create a poor impression on the reader. A good letter writer should
know his grammar well and seek appropriate reference when in doubt. A
business letter with noticeable bad grammar, notwithstanding other merits, creates
a poor impression on the reader. NOTES
A good letter also ensures certain aesthetic appeal. No letter can be called
elegant or aesthetically appealing if it does not give due attention to appearance.
Mistakes and corrections, striking, overwriting, improper ink flow, unintended
gaps and other such deficiencies rob an otherwise good letter of all its elegance.
A good business letter, in the ultimate analysis, is that which has a positive
approach. It creates a friendly atmosphere. It avoids negative feelings. Good
business writers know how to create the goodwill effect in all their communication.
In business letters, any temptation to use high-sounding language and long-
winding sentences should be resisted. The business letter writer should
consciously use short sentences with about 10 to 15 words on an average.
Long sentences with more than 20 words tax the reader and make
comprehension unnecessarily difficult.
Business letters are different from personal letters and carry a distinct format
and style. A letter has many parts—outside, inside, top, bottom, middle, left,
right, first page, second page, enclosures and annexure. Each one of these parts
has a certain significance and carries a definite place in the context of letter
writing.
The letterhead announces the name of the business. It often suggests what the
business is about— whether it is a bank, an insurance company, a transport
agency, a trading firm, a building contractor or an estate agent. The letterhead
also carries prominently the logo of the business.
Business letters have reference details which help in clearly tracing the letter to
its source and context. When the business is large, in terms of functions and
customers covered, it becomes necessary to compartmentalize the activities
into different regions and functions.
The date line follows or stays close to the reference line and clearly mentions
the date, month, and the year of the letter. Inside address refers to the addressee
or the person to whom the letter is addressed. It may be an individual, a
functionary, a group or an institution. The letter may be addressed by name or
by designation.
Attention line usually appears on the right side of the inside address and is
relevant when the letter is addressed to a designation, to the group or to a firm.
The attention line draws the attention of the specific person to the contents of
the letter. There is no need for an attention line when the letter is addressed to a
specific person.
Salutation is a must for every letter. It relates the letter to the reader. After the
salutation, the next part of the letter is the subject. The subject of the message is Self-Instructional
Material 51
Business Letters stated clearly and boldly at the centre of the letter. This helps to draw and focus
the attention of the reader on the specific subject or topic or area which the
letter covers.
The message is the body of the letter which comprises the opening line and the
NOTES
message to be conveyed. The message is organized into appropriate paragraphs
in order to convey thoughts sequentially. The closing line paragraph is very
important for the letter. It should sum up the message and emphasize the action
intended. Postscript or P.S. is an afterthought. Sometimes, however, a postscript
is used by a letter writer to re-emphasize a particular point in the message. It is
an additional remark that comes at the end of a letter, after the signature.
The layout of the letter assumes importance. Suitable and correct layout enhances
the overall effectiveness of any letter. There are essentially three types of layout
for a business letter. They are:
1. Full block layout
2. Modified block layout
3. Modified block with indented form layout

2.6 KEY WORDS

Pamphlet: It is a small booklet or leaflet containing information or arguments

about a single subject.
Abbreviations: They are generally shortened versions of the word or they
may be formed from picking the first letters of the word.
Contractions: They are short forms where two words are joined together by
using an apostrophe. Some letters are omitted while joining the two words.

2.7 SELF ASSESSMENT QUESTIONS AND EXERCISES

Short Answer Questions

1. Write a short note on written communication.
2. Briefly mention the style of a good business letter.
3. Write a short note on the inside address on a business letter.
4. What is a full block layout?
Long Answer Questions
1. Analyse the importance of written communication.
2. Discuss the essentials of a good business letter.
3. Examine the various parts of a business letter and its essential characteristics.
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 Business Letters
2.8 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited. NOTES
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Soft Skills

UNIT 3 SOFT SKILLS

Structure NOTES
3.0 Introduction
3.1 Objectives
3.2 Meaning, Need and Importance of Soft Skills
3.3 Elements of Soft Skills
3.3.1 Manners & Etiquettes, Grooming
3.3.2 Effective Listening Skills
3.3.3 Effective Speaking Skills
3.3.4 Presentation
3.3.5 Interview Skills
3.3.6 Group Discussion
3.3.7 Problem-Solving Skills
3.3.8 Time Management Abilities
3.4 Answers to Check Your Progress Questions
3.5 Summary
3.6 Key Words
3.7 Self Assessment Questions and Exercises
3.8 Further Readings

3.0 INTRODUCTION

The importance of soft skills in the functioning of businesses cannot be undermined.

Soft skills not only help in people-related interaction but also facilitates teamwork and
relationship building. While hard skills are necessary in accessing proficiency of the
employee, soft skills are equally important. Soft skills refer to personal skills, interactive
skills, effective communication skills, social skills and self-awareness. This unit will
discuss the importance of soft skills in businesses. The various elements of soft skills
will also be explained.

3.1 OBJECTIVES

After going through this unit, you will be able to:

Understand the need and importance of soft skills
Examine the various elements of soft skills

3.2 MEANING, NEED AND IMPORTANCE OF SOFT

SKILLS

The importance of soft skills in the world of business today can hardly be over-
emphasised. Since businesses exist for the benefit of people and people constitute the
core asset of most business organisations, soft skills assume great significance. Soft Self-Instructional
Material 55
skills are essentially skills of a qualitative nature that deal with people-related interaction.
Soft Skills Soft skills are different from domain knowledge or subject-related expertise. Soft
skills should necessarily supplement domain knowledge relevant to every business.
Soft Skills are considered to be extremely valuable across corporates and
businesses. Unlike the knowledge of specific subjects and expertise in functional
NOTES
domains, soft skills are of value irrespective of the functional area and nature of business.
Soft skills relate to the behavioural skills and the ability to get along. Unlike subject or
domain knowledge, these skills are not all learnt out of textbooks. While reading
standard books may be helpful, soft skills are really picked up more from observation,
participation, right exposure and on-the-job learning.
Soft skills are becoming increasingly significant in a variety of businesses today.
Soft skills are as important as hard skills, and under certain circumstances become
more valuable in business situations. Soft skills are not job specific, like the subject
knowledge, and hence are broadly applicable across job titles and sectors. There is a
growing realisation in the business and corporate circles that although hard skills are a
necessary condition for the employee performance, they are by no means a sufficient
condition. Businesses are increasingly looking for people who are not only skilled in
terms of technical and subject-related knowledge, but also soft skills including
communication skills and other people and interactive skills.
Work place demands are focussing more and more on people with a mix of
hard skills and soft skills. People may have very good subject knowledge and very
many academic degrees and certificates. They may have sound theoretical background
and adequate conceptual clarity. But these by themselves are of not much use unless
they are supplemented by a host of relevant people related skills like team work and
relationship building, positive attitude, flexibility, self-confidence, time management and
relevant communication skills.
How to be Job Ready
Soft skills are often looked at while accessing a candidate. While hard skills helps a
candidate appear for an interview, it is soft skills that determine whether the candidate
is a good fit for the organization.
Employability Issues
Today, more than ever before, people are considered valuable assets in business
organisations. It is their skill set and performance that makes the organisations plan
and pursue higher and higher goals. Unless people put their expertise and knowledge
to the achievement of results within the organisational context, goals are not achieved
and targets crossed. Given the intensely competitive work environment, business
organisations are looking for people who are not just well qualified, but are also
employable. It is said that hard skills will get you an interview but you need a host of
soft skills to get, keep and move up in your job. In the Indian context, employers have
noted that people who have good degrees from prominent institutions were not
employable for lack of other relevant skill requirements. Hard skills which are acquired
from a university degree help in understanding the technical part of the job and working
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56 Material on it. But it is the soft skills that facilitate a constructive approach, team work, positive
interactions and collective goal orientation. Corporate experience over the years has Soft Skills

shown that high ranking degrees and top grades in academic terms are by themselves
no guarantee for competitive performance and job related progression. And that is
why more and more employers have started looking beyond these areas in their
recruitment programmes. NOTES
Soft skills are particularly relevant as people move up in managerial positions. It
is very rare to come across a top business leader or a CEO who has not mastered the
people skills and interactive skills. Stanford Research Institute International and the
Carnegie Mellon Foundation together conducted a research covering Fortune 500
chief executive officers, in which they found that 75 per cent of the long-term job
success depends on people skills and only about 25 per cent on technical knowledge.
Course Correction by the Premier Institutes
In the Indian context too, the IITs and other premier universities have taken a lead in
increasing the job readiness of their students. The IITs have come to realise that besides
cracking the tough maths tests and answering their subject related questions, students
passing out should also develop their communication skills, positive body language
and other soft skills. They have started getting outside help to sharpen the soft skills of
their students. The institutes are tying up with skilling firms, and even getting trainers
from the corporate world, business schools and the British Council.

Check Your Progress

1. What are soft skills?
2. Which type of skill is important for determining whether a candidate is a good
fit for the organization?

3.3 ELEMENTS OF SOFT SKILLS

Soft skills are of large variety and are inclusive in nature. In a sense, all those skills
which fall outside the hard skills category could be listed under soft skills. Soft skills
include a host of personal attributes that count in business. Soft skills include broad
categories such as personal skills, interactive skills, effective communication skills,
social skills and self-awareness. Several skills which are grouped under managerial
skills such as team building skills, motivational skills, time management skills and inter-
personal skills can also be grouped under soft skills. The broad spectrum of skills,
abilities, attributes and traits that together constitute soft skills are listed below.
1. Key Communication Skills – presentation skills, writing skills, listening skills,
reading skills and negotiation skills.
2. Personal and Inter-Personal Skills.
3. Teamwork and Motivational Skills.
4. Time Management and Problem Solving Skills.
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5. Leadership and Critical Thinking Skills. Material 57
Soft Skills 6. Positive Attitude and Flexibility.
7. Adaptability and Dependability.
8. Emotional Intelligence and Self Awareness.
NOTES 9. Initiative and Self Confidence.
10. Integrity and Trustworthiness.
11. Risk Taking Ability.
12. Commitment and Willingness to Learn.
13. Empathy and Sense of Humour.
14. General and Organisational Awareness.
15. Social Grace.
People need to have an array of soft skills to survive and thrive in the rough-and-
tumble work place of today. One can add several more traits such as optimism, self-
control and self-management, conscientiousness, likeability and friendliness. In short,
all those traits and attributes that contribute to an individual’s success in the organisational
context merit inclusion under soft skills. Some of the basic soft skills have to be acquired
even to become job ready and some more will be developed on the job. As people
climb up the corporate ladder, their mastery over a host of soft skills is put to test. As
the Stanford Research International study brought out, at the chief executive level,
people skills become far more valuable than mere technical knowledge.
Soft Skills and Management Skills
Soft skills and management skills have a lot in common. Obviously, managers in business
organisations need necessarily develop a variety of soft skills to become effective.
Management, in its quintessential sense, is concerned with productivity, efficiency and
effectiveness. It refers to how well you do whatever you do. Management is described
as the act or skill of dealing with people or situations in a successful way. Management
is concerned with the productive and efficient use of resources. Such being the case,
soft skills in fact get entwined with the management skills.
As Mythili Kesavasamy, Associate Professor, Asian School of Business,
Thiruvananthapuram noted in her Business Line Club lecture (reported in Business
Line, 20.12.2008), ‘Soft Skills are among the most essential competencies in any
aspiring manager’s skill set. Yet, they are the hardest to acquire and the most difficult
to practise unless they become habits. Soft Skills include communication, time
management, assertiveness, personal grooming, good telephone skills, business
etiquette, team work, conflict resolution and even professional ethics.’
Talking about management skills, there are essentially eight types of skills which
managers in business organisations would have to develop. These are:
1. Personal Skills
2. Inter-Personal Skills
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58 Material
 4. Key Communication Skills Soft Skills

5. Planning and Time Management Skills

6. Decision Making Skills
7. Project Management Skills NOTES
8. Leadership Skills
3.3.1 Manners & Etiquettes, Grooming
Behaviour refers to manners, conduct or treatment shown by a person towards others.
People tend to interpret behaviour. One talks about childish behaviour, responsible
behaviour and dignified behaviour. Behaviour is governed by thoughts as well as feelings.
The qualities of head and heart decide the behaviour of a person under given
circumstances. Sometimes the mind or a rational approach dominates behaviour. There
are also occasions when the heart or emotions take an upper hand. The behaviour of
people gets closely watched by others in social, organizational and business interactions.
People in organizations tend to imitate their superiors in behaviour and action. Superiors
who communicate through personal example and deeds communicate effectively and
carry conviction. Great leaders recognize the power of example and behaviour and
use them for effective communication.
Attire or dress is another important aspect of non-verbal communication. The
way a person dresses is often subjected to much interpretation. Attire proclaims a
person. The dress a person wears, besides announcing him or her, creates the first
impression. In business organizations the world over, the attire of a person has come
to acquire much significance. Formal, informal or casual dressing conveys different
meanings. Important and ceremonial occasions normally call for a formal dress.
Organizations, in fact, very often have their own unwritten dress code that is well
understood and scrupulously followed. A person addressing an important meeting,
making an important announcement, receiving dignitaries or making an appearance at
a high-level conference or a court of justice has to wear a formal dress or a dress that
is not interpreted as casual wear. Any breach of this unwritten code is likely to dilute
the effectiveness of the communication. The dress one wears should be in agreement
with the occasion.
Physical presence and appearance of persons play a key role in the process of
communication. The way one looks and presents oneself indicates the importance one
attaches to one’s presence or participation. A dishevelled look as evidenced by
disorderly hair, untidy, ruffled or unkempt appearance, suggests indifference or
casualness. Any person who is serious about what he wants to convey, especially in a
formal setting, tries to appear so. In modern society, people have the habit of judging
others by their appearance. While there may be exceptions, generally a person keen
on conveying a serious, business-related message has to make a positive impression in
terms of appearance. People tend to prejudge a speaker through his attire and
appearance even before he starts speaking. When people speak and interact in business
and organizational context, they speak not merely with their words but with their total
personality. Self-Instructional
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Soft Skills 3.3.2 Effective Listening Skills
Communication is essentially a two-way process. It is a process that involves at least
two parties—the sender and the receiver or the speaker and the listener. The purpose
NOTES of any communication is not achieved till the receiver receives the message which the
sender puts across. There is often an expectation that the receiver will not only receive
the message, but also interpret it, understand it, use it and provide the requisite feedback
about having received the message and acted on it. It is essential to note that sender
and receiver are not always fixed permanent positions. One is a sender or a receiver
for a particular piece of communication or message transmission. However,
communication is by and large an interactive process and the roles are seldom fixed. A
receiver becomes the sender and the sender becomes the receiver. Good
communication, therefore, calls for listening skills. A good speaker must necessarily be
a good listener.
In an interactive communication, listening accounts for about 50 per cent of
verbal communication. Both the parties keep changing their roles so that objectives of
the communication are achieved in full, as intended. If it is an organized speech or
lecture, listening should be full-time. That is why it is said that good listening is as much
hard work as good speaking. While good listening leads to proper understanding,
poor listening can lead to misunderstanding and incomplete understanding.
Are you a good listener? The importance of listening skills in business and work
places is often under-estimated. Yet, the fact remains that at work places, on an
everyday basis, you will have to listen to other people constantly: to your customers,
your superiors, your subordinates and your associates. Good listening creates a positive
environment and motivates the communicator. In order to be a good listener, it is
necessary to appreciate the listening process and master the listening skills.
Listening attentively and completely is much more than a casual hearing. An
attentive listener is the one who hears not just the words the speaker utters, but also
the feelings and intent of the speaker. As Jiddu Krishnamurthy notes, an active listener
is one who listens to the whole of what is being conveyed, not just part of it. Listening
is a comprehensive act that takes place at different levels.
Ronald Adler and Jeanne Elmhorst, the authors of the book, Communicating
at Work (McGraw- Hill, New York, 2005) note that listening takes place at four
different levels as mentioned below:
1. Listening for Content
2. Listening for Feelings
3. Listening for Intent
4. Listening for Context
Therefore, listening is a comprehensive exercise where the keen and intent listener
tries to listen not just to the content, but also to the feelings as well as intent and
concerns of the speaker. Moreover, a good listener is always conscious of the context
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60 Material
content of the message within the overall context in which the speaker speaks out. Soft Skills

Picking up words and interpreting them out of context is obviously bad listening.
Ten Commandments of Listening
There are certain well-accepted essentials for good listening. More specifically, there NOTES
are ten commandments, credit for which is given to an anonymous writer. These ten
commandments of listening are as follows:
1. Stop talking
2. Put the speaker at ease
3. Show you want to listen
4. Remove distractions
5. Empathize with the speaker
6. Be patient
7. Hold your temper
8. Refrain from argumentation and criticism
9. Ask questions and elicit more
10. Stop talking again
Let us discuss each one of these commandments in some detail.
Stop Talking
The first commandment of good listening is to stop talking. One cannot be talking and
listening attentively, at the same time. The speaker cannot speak and get the message
across if the listener continues to talk. Stop talking and start listening.
Put the Speaker at Ease
The speaker can really organize his thoughts and convey them meaningfully only when
put at ease. The listener does so through several positive signals such as sitting down,
turning to the speaker and observing.
Show You Want to Listen
This calls for a positive attitude on the part of the listener. The listener should indicate
preparedness. The listener should make it clear that the listener is attentive and is keen
to receive the message the communicator wants to convey. This may be done by
appropriate body movement, right posture or by keeping the pen and pad ready.
Remove Distractions
Communication between the sender and receiver cannot progress if there are
distractions. The receiver of the communication should show interest in listening, just
as the speaker is interested in speaking. The listener has to remove distractions, if any,
such as shut the door, switch off the cell phone and remove objects, if any, placed
between the speaker and the listener so that body movements can be observed. Self-Instructional
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Soft Skills Empathize with the Speaker
An important requirement for effective listening is that the listener should show empathy
or proper understanding. The speaker may not be perfect and may have shortcomings.
NOTES As a listener one should learn to put oneself in the speaker’s shoes.
Be Patient
This is an important attribute of good listening. A listener should not only be attentive,
but also patient. One should wait for the speaker to complete the talk. The listener
should refrain from making frequent interruptions, should avoid making derogatory
remarks, cynical comments and distracting gestures. Every speaker has a train of
thought, and gestures of impatience on the part of the listener may disturb the delivery
of the speech.
Hold Your Temper
Good listening also calls for the right temperament. The listener may not appreciate
what the communicator is conveying or the listener may decide that the speaker is
factually incorrect. That does not give the listener a right to instant reaction.
Refrain from Argument and Criticism
This is not an uncommon happening. Occasions are many when the listener picks up
an argument with the speaker. The listener tries to challenge the speaker and criticize
the person. Any such argument or criticism would be detrimental to the flow of
communication. The speaker and the listener have their respective roles to play and
the listener should not make any verbal attack on the speaker. If there are many listeners
or a large audience, any such act will deprive them of the benefit of the speaker’s
message.
Ask Questions and Elicit More
While negative interventions and interruptions, as cited above, should be avoided,
positive interventions by the listener are desirable. The listener should ask appropriate
questions at the right opportunity to elicit more information. In fact, any speaker would
welcome this, for it not only provides the feedback, but also provides an opportunity
to clarify the message and correct misconceptions, if any. In structured sessions in
particular, the speaker provides for a question and answer session for facilitating greater
understanding. By asking the right type of questions, relevant to the speaker’s topic,
the listener helps himself as well as the other listeners to get those details which are
pertinent, but which the speaker missed out or did not cover adequately.
Stop Talking Again
This aspect is so essential to the process of listening that it is repeated again as the
tenth commandment. For speaking to progress smoothly, talking should be stopped
not only at the beginning, but also throughout the message delivery process. Stop
talking and keep listening.
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 It is evident that these ten commandments help the speaker in coming out with Soft Skills

the best and making communication very effective. The speaker gets motivated and
responds very enthusiastically to such appreciative listeners.
Importance of Listening Skills in Business NOTES
Good listening, as we have seen already, is an art that can be cultivated. A good
listener is generally interested in what the speaker has to convey. A good listener
knows the art of getting much more than what the speaker is trying to convey. A good
listener knows how to prompt, prod, persuade but not cut or interrupt what the other
person has to say. At times, the speaker may or may not be coherent, articulate and
well organized in thought and expression. One may have it in one’s mind and yet fail to
marshal the right words while communicating one’s thoughts. Nevertheless, a good
listener puts such a speaker at ease, helps articulate and facilitates the speaker to get
across the message in full and with clarity. Good listener should also not have any
biases and should cultivate the right temperament. A positive attitude helps in making
listening effective.
Development of listening skills at various levels is very essential for business
success. As we have seen earlier, every business has its stakeholders and there is
communication taking place all the time between the organization and the stakeholders,
and within the various groups connected with the business. If communication within
the organization has to be purposeful, people need to listen to each other attentively.
Hearing without listening is often a common refrain needing attention. Progressive
organizations encourage the people within to learn and adopt active listening.
We have entered an information era and modern day organizations are described
as information processing units. There is so much that is happening that needs to be
shared with the clients as well as other interested parties. Similarly, today’s worker is
being described as the ‘knowledge worker’. People have to constantly upgrade their
skills and knowledge, whatever be the business or profession they are associated
with. While reading is undoubtedly an important source for skill and knowledge
upgradation, active listening too can make a significant contribution.
One area where listening skills are becoming particularly relevant concerns the
service industry, such as banking and financial services. In these organizations,
businesses involve person-to-person interactions. Products are sold and services are
provided over counters and through customer outlets. Quite often, the product is not
standardized, but tailor-made to suit specific requirements. These organizations are
making relentless efforts to know customer requirements and respond to them. There
is a growing concern in every business to offer value added services. This means that
people at the counters, the sales force, the people who make customer contacts and
everyone concerned with understanding customer needs should actively and sincerely
listen to the customer. Organizations which make a conscious effort in this regard are
described as ‘listening organizations.’ Behavioural skills and attitudes that focus on
attending to the customer are far more relevant today than in the past. Training programs
that cover these groups of service providers are focusing on various communication
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Soft Skills Good listening skills are particularly relevant in dealing with customer complaints
and employee grievances, in hearing the voice of dissent and while seeking suggestions
from customers and employees. Suggestions will be more forthcoming when people in
authority lend a patient ear. The customers of today seek reassurance that they are
NOTES being heard. When they come up with a complaint, the minimum that an organization
has to ensure is that there is someone there who lends a patient ear to what the
complainants have to say. Moreover, in most organizations, there are meetings and
other interactive forums where business-related issues are discussed and issues resolved.
All these can be effective only when people learn to listen.
3.3.3 Effective Speaking Skills
Speaking and speech-making are conscious and organized efforts on the part of a
person to communicate ideas and thoughts on a subject of interest to the audience.
Mere talking is not speaking. Idle conversation is not speaking. When we use
the word ‘speaking’ here, it is in the context of business communication. It refers to
talking business. It refers to a talk by a designated speaker. Speaking here implies that
the speaker is addressing a certain audience with a purpose. Speaking is understood
to mean a formal talk. Mere talking goes on all the time. Whenever people get together,
they get talking. In such talking, what matters is talking sense and conveying feelings.
An individual does this kind of talking everyday with members of his or her family,
colleagues, at the park and so on. When two people talk to each other, it is also
described as conversation. The ability to converse readily and meaningfully with family,
friends, strangers and the like in groups, parties, business meets, social functions and
other occasions is also very essential. Nevertheless, if the ability to converse or talk
sensibly is not cultivated, the talk becomes idle and boring. Talkativeness should not
be equated with the ability to converse or speaking. A talkative person may address
the others and talk for long, but may not convey anything worthwhile. Speaking, as we
discuss here, is a more subtle art that needs to be understood in terms of its principles
and developed with conscious efforts. A good speaker is much more than a good
conversationalist.
Verbal Plus Non-Verbal
Speaking involves both verbal and non-verbal aspects. According to researchers, the
non-verbal part of the communication has an overwhelming impact. It is said that less
than 10 per cent of the effect of a speaker on an audience is determined by the verbal
content or the words themselves. Over 90 per cent of the effect comes from the non-
verbal part. The nonverbal part consists of two components, viz., visual and vocal.
About 50 per cent of the effect is accounted for by the visual factors—appearance,
apparel, body language, postures and gestures, facial expressions, movement and
demeanour. Over 35 per cent of the speaker’s impact is conditioned by the voice—
tone, sincerity, modulation and articulation.
Bodies Do Not Lie: Verbal and non-verbal communication or the spoken words
together with the body language create the totality of impact. For any speaker to be
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the verbal message gets reinforced by the non-verbal language. When they contradict Soft Skills

each other, there is a mismatch. The speaker in this case conveys two different messages
– one with his words and the other with his body. When there is a contradiction, the
non-verbal message often prevails over the verbal message. As we have noted earlier,
bodies do not lie. Unlike the verbal messages which are well planned, body language NOTES
is unedited and spontaneous.
Thus, when a speaker speaks, his or her entire personality speaks. Effective
speaking rests on three pillars—verbal, visual and vocal. These three components
together create the final impact on the audience. The following words of Swami
Chinmayananda, whose discourses on Bhagwad Gita and Hindu philosophy and
scriptures used to always hold the audience spellbound, succinctly bring out the essentials
of good speaking:
Speaking is indeed a very subtle art. Communication of ideas is the very heart
of speaking. Making a noise in front of a mike, encouraging the audience to compete
with your sound is not public speaking.
The speaker must have his thoughts arranged—ideas to form a logically integrated
thought process. From the platform where he is delivering, he must be able to punch
the ideas into the understanding of the listener. He has to adjust his idea delivery and
his presentation to suit the type of audience he is addressing. Capturing the attention of
the listeners within the first three sentences is the very foundation of a very successful
speaker. Modulation of voice, appropriate illustrations and clearly demonstrating
examples can all engage distracted minds and bring themback to the main channel of
discussion.
Content Counts
The essence of any speech is the content or the subject matter. The message that the
speaker wants to convey during the speech assumes considerable significance. The
audience attends the speech with a normal expectation that the speaker will enrich
them on the topic or subject of the speech. The audience expects the speaker to
inform, elucidate, amplify, reiterate and cogently cover the subject so that it becomes
worthwhile for them to listen to the speaker. This implies that the speaker should take
the job seriously and study the subject in detail. The speaker should learn about the
subject in some depth so that he or she can pass on the ideas and thoughts on the
subjects in a manner that is relevant to the listeners. The speaker should make sure
that the topic on which he or she will be speaking is such that he or she has some
expertise or particular knowledge or interest. The speaker may be an expert and if so
the thoughts will flow easily. If you are an expert you would be sharing your knowledge
and experience on the subject with your audience. Not everyone, however, is an
expert. People are often required to speak even on subjects in which they are not
experts. One cannot just shy away from such situations. On such occasions the speaker
has to make efforts to know more about the subject.
The level of confidence of the speaker in addressing the audience is largely
determined by the speaker’s grasp of and grip over the subject. When the speaker is Self-Instructional
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Soft Skills thorough, thoughts and ideas will flow effortlessly. The speaker can be thorough on
the subject when he or she has done adequate research on the subject. By research
we mean a careful and detailed study of relevant aspects of the subject so as to acquire
adequate grasp of the subject. In today’s world, there are so many sources of
NOTES information, including the internet, that any knowledge can be easily accessed. If you
want to be a good speaker, make adequate efforts to grasp the intricacies of the
subject. When we use the word research, we do not mean the academic research
relevant for a thesis. What we mean is adequate command over the topic or subjects
and preparedness keeping in view the interests of the audience.
Choice of Words
After ensuring that the speaker has the requisite content, the next step would be to
choose the right words. Your vocabulary or command over words will determine how
effectively you can express your ideas. Your vocabulary assumes importance in the
context of both your oral and written communication. The words you choose should
be appropriate to the occasion as well as the audience. If the speaker is addressing a
group of persons whose vocabulary is quite strong, he or she can use higher-order
words. The general rule, however, is to use simple words and such words which are
within the realm of knowledge of the audience. The world of words is large, growing
and fascinating. There is such a large variety of words that whatever be the occasion
and whoever be the audience, there is abundant choice. Words can be simple or
complex, short or long, ancient or modern, English or foreign, dull or vigorous. Like in
written communication, in oral communication too, it is possible to pick and choose
the words depending on the occasion. Effective speakers know how to use strong,
vibrant and contemporary words when the occasion demands. Good speakers should
make it a point to avoid jargon, acronyms or abbreviations and superfluous words.
Style is another significant aspect of speech. Yet, it is difficult to give a precise
meaning to style. If we look up the dictionary, a style is described as the manner or
way of doing something— writing, speaking, designing, building and dressing. Style
refers to a distinctive manner that characterizes a writer or a speaker. In that sense, it
encompasses several aspects of a speaker’s approach and repetitive performance.
The level of confidence of a speaker, his or her choice of words, pauses, voice modulation
and treatment of the subject together characterize style. Speakers are often described
as confident speakers, nervous speakers, humorous speakers, fluent speakers,
passionate speakers, articulate speakers, boring speakers and so on.
Style is cultivated over the years. As in good writing, for good speaking too,
conscious efforts have to be put in. The journey from a nervous and boring speaker to
a confident and enthralling speaker or orator is often long and full of hard work and
practice. A speaker keen on developing a good speaking style should also observe
good speakers at every available opportunity and try to imbibe characteristics which
will fit into his or her personality. There is no such thing as only one or two good styles.
There are numerous and varied styles that can all be appealing and one can develop
versatile approaches. Given energy, enthusiasm, inclination and confidence, the speakers
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response. Confidence constitutes the key, for all great communicators possess great Soft Skills

confidence.
Speaking is different from reading a speech. Reading out from a written text is
easier compared to speech making. Most of what we have discussed in this chapter
NOTES
relates to speech making as distinct from reading. Reading out verbatim from a written
text, from beginning to end calls for good reading skills rather than speaking skills.
Speaking may consist of some references to written notes or points jotted out to get
the sequence right and ensure full coverage. Here the points noted are described more
as an ‘aide memoire’ or aids which help in recollecting or remembering the items to be
covered in the speech. Sometimes the speaker may read out a particular item to quote
someone or quote from a report or a data source. Here the speaker follows the quote-
unquote approach.
Some speakers who do not wish to be seen reading their speeches try to follow
another approach, that of memorizing the speech. Memorizing, however, is very difficult
and not very dependable. However well a speaker may memorize, there is no guarantee
that memory will not fail. If the text is long, it is not easy to memorize the content and
words and reproduce them in the same order. The problem with memorizing is that the
speaker tries to recollect the exact memorized words rather than substitute them with
other relevant words. Any failure to recall the words and thoughts will confuse and
disturb the speaker and may result in his or her losing poise. Such moments could
cause considerable embarrassment and loss of face to the speaker. Recalling from
memory becomes very challenging when facing a large and unfamiliar audience.
Memorizing, if at all done, should be relied upon to a limited extent. Very few speakers
will be in a position to speak through by memorizing. Perhaps, in the initial stages,
when the speaker has not developed full confidence in making an extempore speech,
an approach involving part memory and part speaking could be attempted.
Speaking extempore may be described as the ultimate skill in oral communication.
The word extempore is a Latin expression that means on the spur of the moment. An
extempore speech is also referred to as an impromptu speech, meaning a speech
made without any planning or preparation. In an extempore speech, a speaker does
not get any advance intimation and is called upon to speak at a short notice. In today’s
professional life, such instances are not uncommon, especially for managers, executives
and specialists or experts. Not merely speaking, but speaking well and appropriate to
the occasion on every such occasion, distinguishes an accomplished speaker from an
ordinary speaker. To be able to do so, the speaker should be confident, well informed
and even versatile, and be in a position to draw from his memory. In meetings, seminars,
business conferences and a host of such everyday business situations, people are
often asked to propose vote of thanks, introduce the speaker, be a part of the panel
and offer comments or even be invited to speak on the subject. Sometimes, the listed
speakers may fail to turn up, necessitating someone else to deputize and fill the slot.
Accomplished speakers are those who can readily respond to such situations and
make their speeches worthwhile to the audience. To move into a position where one
can be ready to deliver a good impromptu speech on any occasion, the person should
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Soft Skills kind of preparation. As Mark Twain noted, ‘It usually takes me more than three weeks
to prepare a good impromptu speech.’
Catching Attention
NOTES The first few minutes of any speech or presentation are very important. On the one
hand, this is when the speaker makes the first impression on the audience. On the
other, this is when the audience or listeners form an opinion about the speaker. That is
why gaining attention from the very beginning assumes importance. All good speakers
make it a point to come to the point as quickly as possible. If the audience starts
asking, ‘What is the point the speaker is making?’, the speaker has already delayed
making his or her point. Catching early attention and making one’s point quickly are a
must for every good communicator. In real-life situations, the audience for any speaker
can be really varied. A speaker may address both known and familiar groups, or
distant and unfamiliar groups of people. Similarly, the speaker may address people
who are interested in the subject and those who are indifferent and not very responsive.
From the minute the speaker approaches the podium or lectern or stands up to speak,
he or she is under evaluation. Quite often, the audience may not only be indifferent, but
also hostile. The speaker has to deal with every such situation with tact and
understanding.
Five Ways of Catching Attention
Catching the attention of the audience from the word go is also known as getting the
audience hooked. A good hook ensures that the audience gets connected to the speaker
and the speech. A good hook builds a rapport with the listeners. If the audience is with
the speaker from the very beginning, transmission of the message takes place smoothly.
Effective speakers are known to practice different approaches to catch attention and
get the audience hooked.
An Interesting Anecdote or Story: One way of making a hook is to start with an
interesting anecdote or event or illustration or story. It could be a real-life event or an
imaginary one. Make it brief and use it just to gain the attention of your audience.
A Humorous Episode: Good humour has its place in making communication effective.
A humorous remark lightens the air and makes the audience more receptive. Any such
humorous remark should, however, be relevant to the occasion and appropriate to the
audience. Avoid poor jokes and ill-conceived humour. While it is nice to start on a
humorous note, a speaker should not force one on the audience where it would not be
welcome. Know your audience and decide which approach is the best.
A Good Quote: A good quote from an eminent personality can also be used to gain
attention. People are generally interested in knowing what someone like Abraham
Lincoln or John Kennedy or Barack Obama or Swami Chinmayananda or Abdul
Kalam or any such famous person had to say.
An Interesting Statistic: Relevant figures do help in attracting attention, more so,
when they are disturbing or something that warrants a concern. When the speaker
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or ‘The number of man-days lost during the year to strikes is as high as...’, people’s Soft Skills

attention gets drawn.

A Rhetorical Question: A rhetorical question is the one that is asked in order to
produce an effect rather than to gain information. When a speaker asks a rhetorical
NOTES
question, he or she does not necessarily expect a reply from everyone. But it helps in
drawing the attention of the audience. When the speaker starts by saying, ‘Who wants
to earn a free trip to Singapore?’ or ‘How many of you have gone for a medical check
up to a Government hospital?’, then heads turn and an instant rapport gets built up.
We have mentioned above some approaches that are known to be effective in
catching the attention of the audience. Good speakers develop their own style and use
the approach appropriate to the occasion and the audience. When the subject is serious,
a quote or some disturbing statistics may be more appropriate than a humorous remark
or an anecdote. On the other hand, if the audience is a familiar and friendly group, a
humorous note or an interesting story would go well. Your opening sentence can be
about your impression of the city, or your address to a similar group elsewhere, or
some personal anecdotes or stories, self -deprecating humour (making fun of yourself),
or some good and relevant quote.
Use of Pause and Silence: Good speakers also know the power of a pause and the
efficacy of silence. Silence can be more eloquent than words. A pause at the right
juncture can convey a lot. Statements like, ‘Think of this situation for a minute’ and
‘Let us pause and recollect what we have learnt in our last session’ often start the
presentation on the right note. So also is silence.
Transmission Rate
Transmission rate refers to the number of words spoken per minute. A speaker, one
should note, rarely achieves a transmission rate above 200–225 words per minute,
while most listeners are capable of comprehending 500 words per minute. In fact, it is
said that most speakers talk at about 150-175 words per minute. As a result, unoccupied
time gets filled with random thoughts and images, distracting the attention of the listener
and thereby affecting the comprehension of the speaker’s message. The difference
between the speaker speaking and the listener processing leaves a substantial mental
spare time
Speakers are therefore cautioned to mind the gap. Every speaker should be
conscious of the gap and make every effort to engage the attention of the listener. The
speaker should give little room for the mind to wander by keeping the transmission
engaging. Appropriate eye contacts, body movements, pauses and gestures, voice
modulations would all help in engaging the listeners. The transmission rate should also
vary depending on the nature of the subject and the type of audience. If the audience
is familiar with the subject, a faster pace of speech delivery would be appropriate.
However, when the speaker is educating the audience on the subject, a relatively
slower pace should be adopted. The speaker, in other words, should follow the principle,
‘What the traffic shall bear’ and condition the transmission rate accordingly.
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Soft Skills Ten Commandments of Good Speaking
There are some well accepted essentials for good speaking. While we have covered
some of them under the principles of effective speech, we can add some more and
NOTES present them as the ten commandments of good speaking. We have already discussed
the ten commandments of listening. Any speaker keen on mastering the art of speaking
would do well to meticulously follow the following ten commandments.
1. Personality and Demeanour: We have already discussed the importance of
non-verbal aspects of oral communication. Even before the speaker opens her
mouth to speak, the listeners start their appraisal. Audiences tend to size up the
speaker from the speaker’s appearance, attire and posture. The attire should
convey the right message. Casual appearance in an otherwise formal occasion
should be avoided. Any speaker creates a visual impact, positive or negative
through eye contact, facial expression, posture, gestures, mannerisms and
behaviour. Good speakers cultivate their personality and demeanour consciously
so as to make a positive impact. Demeanour refers to bearing, conduct and
appearance. It relates to one’s behaviour towards others. The speaker’s
demeanour should appeal to the audience. Eyes can be highly expressive.
Confident speakers know how to make and sustain eye contact with their
audience. Avoiding eye contact may be interpreted by the audience as lack of
confidence. Further, eyes can also convey feelings and supplement the verbal
message.
Face being the index of mind, facial expressions also communicate the speaker’s
feelings and intensity. A relaxed and friendly expression helps the speaker connect
easily with the audience. And any good speaker must learn to smile. It creates a
positive impact. It breaks resistance, if any. Postures and gestures also create
an impact on the audience. Posture relates to how one carries one’s body. An
erect posture conveys confidence and alertness. A sloppy posture or a bent
posture conveys casualness. Gesture refers to any significant movement of limb
or body. Gesture also includes gesticulation. Speakers can make deliberate
gestures by moving their body, face, head or arms as an expression of feeling.
Postures and gestures are used by effective speakers to convey enthusiasm,
conviction and intensity. Used effectively, they make the speeches and
presentations lively, interesting and appealing.
Mannerisms and behaviour can also create positive or negative impact.
Mannerisms cover individual characteristics and body movements. Avoidable
body movements and characteristics such as picking the nose, scratching the
ear, feeling the face and such other distractions by the speaker do not go well
with audience. Behaviour has to do with the speaker’s response to any stimulus.
Good speakers know how to keep their poise and not get agitated or disturbed.
2. Audience Connect: Any speech or presentation is for the audience. Like the
reader in written communication, it is the listener or a group of listeners that
constitutes the very purpose of the communication. Ultimately, the speech is
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 spare no efforts in learning about their audience. Good speeches are those Soft Skills

where the speakers attain the wavelength of their audience. Every speaker, to
be effective, should connect with his audience. If need be, speakers also make
it a point to reach the venue in advance and build up a rapport with the audience.
Some informal interaction will help the speaker in understanding their NOTES
expectations.
When we refer to connecting with the audience, it is not through the content
alone. Contents of the speech should of course be audience relevant. Apart
from that, the delivery of the speech should also be audience friendly. The choice
of words, the transmission rate, illustrations and stories, amplification of points,
use of jargon and the level of interaction would be such as to ensure a proper
connect with the audience. Good speakers make improvisations or make
modifications to their original plan if they find that they have not assessed the
audience properly. Good speakers adapt to their audience expectations.
Good speakers are those who earn the attention of the audience from the very
beginning and earn the trust and admiration of the listeners through their speeches.
Attention of the listeners, it should be noted, does not come about automatically.
The speaker should not presume that every group of listeners will necessarily
listen with due attention. Today’s listeners often ask, ‘what is in it for me?’ or
‘what do I gain from listening to you?’. Speakers should keep this in mind and
answer this often unarticulated question. Speakers should note that listeners’
attention is indeed a hard won reward. Audience connect can happen with
effective use of vocal, verbal and visual play during the delivery of the speech.
3. Speech Preparation: Good speakers take pains to prepare their speeches in
advance. The time spent on preparation would depend upon the familiarity of
the topic, nature of audience and length of speech. Good speeches are the
result of hard work and meticulous preparation. Even the best of speakers
prepare their speeches, although not as elaborately as a beginner. Elsewhere in
the exhibit ‘The long and short of it’, we have noted how President Woodrow
Wilson needed two weeks for preparation when he had to speak for ten minutes.
Much advance preparation is needed if one has to make a brief yet memorable
speech. Good preparation means that ‘the speaker must have his thoughts
arranged to form a logically integrated thought process.’Always remember the
words of wisdom––the better the preparation, the greater the level of confidence
and lesser the nervousness. Preparation may also mean keeping some short
notes, jotting down key points, figures and quotations and carrying with you to
the podium. Even the best of speakers keep some notes in front of them while
speaking. They act as aide memoires.
Quite often, although the subject is the same, the audience may be vastly different.
A classroom talk on ‘Leadership Qualities’ to a new batch of manager trainees
will be very different from a speech on the same subject to a group of CEOs
attending a refresher program in a business school. The explanations given,
quotes and analogies mentioned, empirical studies and factual details discussed Self-Instructional
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Soft Skills and such other relevant aspects would vary significantly, both in terms of
preparation and delivery.
We have already noted how good speakers add spice to their delivery and
make every effort to keep the audience hooked. Keeping in view the nature of
NOTES
speech, kind of audience and time allotted, while preparing the speech, the
speaker could gainfully use the following.
• Anecdotes and personal experiences.
• Humorous quotes and statements that make the listeners chuckle or smile.
• Relevant quotes from people who matter.
• Rhetorical questions.
• Essential repetitions and summing up.
• Interesting statistics and illustrations.
• Visuals such as charts, graphs and pictures.
• Pauses, eye contacts, silence and audience involvement.
• Voice modulations, speed variations and body language messages.
• Expert opinions and testimonials from specialists.
• Latin, Sanskrit and such other language expressions.
When we refer to business related speeches and presentations, the speaker will
be dealing with a wide variety of audiences. No two groups of audience are
identical. Again, the expectations of the same group may vary from time to time.
That is why it is essential that speaker pitches his or her speech to the specific
audience. Are they young or old, male or female, generalists or specialists,
homogeneous or heterogeneous, small or big, well informed or otherwise, friendly
or hostile? Similarly, are you the only speaker or one of many, are you speaking
first or last or in the middle, in the forenoon session or the afternoon session?
Would it be better to warm up with the audience and take a friendly approach
or better to be formal and keep a distance? All this matters in making your
audience connect.
4. Art of Speaking: As observed by the Alcuin of York, ‘The art of speaking is
made up of five things: invention, arrangement, style, memory and delivery.’
Each of these five ingredients is equally important. Invention relates to ideas,
creativity and innovativeness. It relates to originality of ideas and conceptual
clarity. Regular speakers and experts may speak on the same subject to ten
different audiences. Every time they know how to vary the speech and bring in
creativity and innovativeness suiting the audience. Similarly, a speaker may be
called upon to speak on a subject that is perceived by the audience to be drab
and boring. Accomplished speakers know how to make even uninteresting
subjects interesting and worthy of attention. Arrangement refers to sequencing
and order of presentation. It means avoiding going back and forth and speaking
in a rambling manner. Style refers to the stamp of individuality. It refers to a
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72 Material copious supply of words and using them with judgement. It means developing a
 natural and confident manner of speaking that creates a favourable impression Soft Skills

on the listeners. Memory is important especially when the speaker is not

consulting any notes. Extempore or impromptu speakers depend much on their
memory. While making long speeches, aide memoires or brief notes help in
covering all the points in a well-organized manner. The fifth ingredient of the art NOTES
of speaking consists of delivery. It relates to the actual manner of speaking,
which we will be covering in some detail in the following paragraphs.
5. Voice Modulation: Voice modulation determines the vocal impact created by
a speaker. Good speakers are well aware of the need for voice modulation.
They know how to vary the pitch and intensity of the voice. They also know
how to modulate the tone, quality and pace of the voice to suit the content and
the force of the message. The tone will be harsh or soft depending upon the
situation. The pitch may be high or low. The quality of the voice may be controlled
or uncontrolled. The pace may be rapid or slow. The intensity or force will
again vary depending upon the message being delivered. All the five features of
voice, viz., tone, pitch, quality, pace and force can be varied to create the desired
impact. Dull, monotonous voices put off the audience, even when the subject is
otherwise interesting. Effective voice modulation helps speakers gain and retain
audience attention.
Voice modulation makes a big difference to the impact a speaker makes on the
listeners. Experts on communication note that even if you have something worth
saying, if you express it in a tone or manner that is a turn-off, it guarantees that
no one will listen.
6. Pauses and Punches: Pauses and punches are to oral communication what
full stops and commas are to written communication. Good speakers know
how to use pauses and punches for greater effect. Pauses at the right places
help in assessing the audience receptivity. Good speakers also use such pauses
to review what they have already covered and collect their thoughts about what
remains to be covered. While short or brief pauses are acceptable to the
audience, unduly long ones detract continuity and focus. Speakers use short
pauses to confirm that the audience has understood the message covered so far
and may mention how they propose to proceed from that point. Similarly, punches
along with appropriate body language facilitate emphasis and reiteration. As
Swami Chinmayananda noted, ‘From the platform, when he is delivering, he
must be able to punch the ideas into the understanding of the listener.’
7. Listener Participation: Good speeches and presentations necessarily have to
be a participative activity. If the speaker goes on speaking, unmindful of audience
participation, very little is achieved. Unless the listener pays attention, actively
listens and fully comprehends what the speaker is conveying, no speech or
presentation can be termed effective. Good speakers, therefore, are keen on
ensuring listener participation. They make every effort to keep the audience
attentive and engaged. This is done by establishing eye contact, modulating the
voice, making gestures, moving around and involving the audience by asking Self-Instructional
questions. Illustrations, stories and rhetorical questions keep the audience attentive Material 73
Soft Skills and engaged. The speakers should use every opportunity to elicit responses
from the listeners. Questions such as, ‘Are you with me so far?’ or ‘Shall we
proceed further?’ or ‘Do you have any questions?’ provide opportunities to the
listeners to respond.
NOTES
8. Summarizing and Conclusion: Effective speakers make it a point to summarize
and skilfully re-emphasize the key points at appropriate intervals. Like the
emphasis at the end of a paragraph in written communication, in oral
communication capturing the essence of the message at frequent intervals ensures
clarity of speech.
Good speakers draw attention to ‘what we have learnt or noted so far’. At the
end of the speech, they conclude by reiterating the essence or high points of
their message for clarity. They stress on the important areas and make sure that
the message is well received. Closing or conclusion is the last opportunity the
speaker has to reach out to the audience. The closing should be strong and the
speech should end on a firm note. That leaves a lasting impression.
9. Great Delivery: Delivery relates to the manner in which the message is actually
communicated. It is how the speaker says what he or she has to say. Great
speakers attach particular attention to various aspects of speech delivery. They
practice their delivery and plan their talk. Whatever be the keenness of the
audience and the force of the topic, they bring in body language, play with
words, use pauses and punches and elicit better receptivity from the audience.
They keep the atmosphere lively and charged up. Their tone reflects enthusiasm
and confidence. Good speakers learn to make their speeches animated and
exciting. Listeners enjoy every minute of the speech when there is great delivery.
Just as routine or ordinary topics are made interesting by great delivery, very
interesting topics are made dull and monotonous by bad delivery. Speaking
without giving due attention to various aspects of delivery and ignoring audience
response makes any speech tedious and lacklustre. There are speakers who
are interesting no matter what the subject is. Similarly, there are speakers who
are boring no matter what the topic is. Delivery makes all the difference.
When we talk of great delivery, another point worth emphasizing is correct
pronunciation. Poor pronunciation can undermine an otherwise great delivery.
10. Positive Approach: Any good communication, be it oral or written, calls for a
positive approach. A positive approach in oral communication includes many
characteristics. It means speaking without hurting. It means not underestimating
the listeners. It means keeping your cool and not getting provoked by anything
the listener says or does. Speaking with a positive approach means being
considerate, warm and showing friendliness. Good speakers weigh their words
and avoid anything that is hurtful and demeaning. They do not make fun of the
listeners and shun sarcasm. Sarcasm cuts people and alienates them forever.
One wrong word uttered can certainly spoil the otherwise well-delivered speech.
Any derogatory references to caste, creed, community, religion or colour and
Self-Instructional sexist remarks should be scrupulously avoided. Wise cracks or remarks at the
74 Material
expense of somebody else do not always go well with the audience. Good
 speakers show humility and admit their mistakes and shortcomings, if any. They Soft Skills

apologize when they are late or say the wrong things and show their respect to
the listeners. They use the right kind of wit and humour. They listen while others
speak. They smile and establish rapport with their audience. They do not ever
consider the audience to be their adversaries or dim-witted or ignorant persons. NOTES
Positive speakers do not show arrogance or a know-all kind of attitude. They
know that just as they are speakers on this occasion, they would be listeners or
a part of the audience on other occasions. They treat their audience with dignity
and respect.
3.3.4 Presentation
Presentations constitute an extremely popular method of interactive communication,
especially in the world of business. Presentations are so much a part of the business
world today that it is hard to think of a profession or business that does not make use
of presentations. Speeches and presentations have become an integral part of business
transactions and relationships. The ability to make a good speech and an effective
presentation adds value to a professional or anyone associated with the world of
business. Both speeches and presentations are a part of oral communication and are
often used interchangeably. However, while a speech refers to an act of speaking, a
presentation relates to the act of presenting. In that sense a presentation is, generally
speaking, a more formal act. It is done with much preparation and there is nothing
casual or sudden about it. More importantly, a presentation relates to oral
communication with the help of audio-visual aids.
A presentation is described as an act of showing, explaining or describing
something to a group of people. Its objective may be to inform, explain, convince or
win over the audience. It is an important communication skill that must be mastered for
professional and business success.
Since a presentation, like a speech, is also a method of oral communication,
most of the aspects which we have already covered under good speaking would be
valid for a good presentation as well. All the three aspects relevant to a speech, viz.,
verbal, visual and vocal dimensions impact any presentation. A presentation should
also be structured like a speech to cover three main parts, viz., introduction, body and
conclusion. The choice of words, appropriate use of jargon, fluency of language,
presentation style, audience analysis and such other concerns relevant in connecting
with and engaging the audience are also very relevant for an effective presentation.
Without repeating what we have already covered under speeches, we shall now discuss
aspects specific to understanding and acquiring presentation skills.
Presentations are made in classrooms, seminars, conferences and to groups of
persons on certain scheduled topics. The topic for presentation is predetermined and
there is nothing rambling or disorganized about it. Presentations have a specific objective.
Quite often, the objective is not just to inform, but more importantly to influence,
persuade, motivate and amplify. The verbal message is supplemented with the help of
audio and visual aids for greater impact. Seeing plus hearing has greater impact than
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mere hearing. The objective of a presentation is to present all relevant details to the Material 75
Soft Skills interested target audience on a specific topic or concept or area of interest in a
participative manner. Any good presentation is well structured, properly packaged
and presented to create high impact.
Presentations are of various kinds. Whenever a presenter feels that he has to
NOTES
reach out to an audience, influence their thinking and create an impact to achieve a
certain objective, he may gainfully make a presentation. The presentations may range
from a simple classroom presentation to amplify a concept or idea to a sales presentation
to a very high-level strategy presentation. The venue for a presentation may be as
varied as a classroom or a conference room or an executive cabin or even a boardroom.
Apart from concept or idea presentations, product or sales presentations and strategy
presentations are very common in the world of business. During any presentation on
products and services, demonstrations covering the functioning and operation of new
products are also introduced. Let us look at some examples of how presentations are
used in business:
• A salesperson makes a presentation on a new product.
• An advertising agency makes a presentation on an advertising campaign to
a client.
• A management consultant makes a presentation on organizational
restructuring to a large business organization.
• An economist makes a presentation on the impact of global recession in a
business seminar.
• An event manager makes a presentation to a chamber of commerce on a
major trade fair.
• A CEO makes a presentation to his top management team on their business
strategy plan for the ensuing year.
As we can see, these are just some random thoughts and there could be any
number of minor and major, short and long, technical and non-technical, routine and
path-breaking presentations in business situations. A salesperson or a junior-level person
to the chief executive or a highly placed person may be required to make a presentation.
Likewise, a presentation may be made by one individual or a group of persons.
Presentations help when technical as well as non-technical aspects have to be neatly
and forcefully presented by means other than mere written or verbal.
Presentations are emerging as a popular means of communicating various
concepts and ideas, features of gadgets, technology-based products, business results,
analytical studies, status reports, strategic plans and a host of such items. Presentations
help in simplification, amplification, analysis and reiteration. Presentations facilitate putting
forth issues in proper perspective. Presentations are extremely useful in covering the
subject emphatically within a given time. Presentations are helpful from the standpoint
of time management, so crucial in business management.
Keeping in view all these advantages, in most business organizations,
presentations, scheduled on various relevant topics, are made to CEOs and top
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76 Material
management teams, decision-making authorities and even to board members. Whenever
a selection is to be made for any assignment or task, the contenders are normally Soft Skills

asked to make a presentation. Based on the presentations, evaluations are made. For
example, short listed vendors of any software or hardware product may be asked to
make a presentation. Similarly, short listed advertising agencies may be called upon to
make a presentation before a panel before a selection is made. Obviously, in all such NOTES
cases, the quality of the presentation and its impact on the target audience influence the
final decision concerning the product or assignment. When such presentations are
made, apart from the merits of the product or the proposal, the manner in which it is
presented often assumes critical importance. Under such circumstances, presentation
skills of the people concerned assume great significance. No wonder, people with
good presentation skills are in great demand in the world of business.
Let us now look at the skills relevant for making a good presentation. The
person keen on making an effective presentation has to necessarily develop various
types of interactive skills:
• Essentially, one should be a good communicator and should learn to express
oneself clearly and forcefully.
• He or she should be comfortable in facing the target audience and should
build requisite confidence.
• The communicator should be familiar with the various techniques for holding
the audience’s attention.
• The presenter should be well versed in presenting various types of audio-
visual aids to heighten the impact of presentation.
• The person should be able to synchronize the verbal delivery or narration
with the visual message.
• The presentation should not appear rehearsed or stereotype. The person
should make the presentation within the allotted time.
• The presenter should be looking at the visual message as well as the audience
and should not miss eye contact with the audience.
• The presenter should develop good fluency of language and also use familiar
and appropriate words.
• The presenter should know which parts of the visual message or slides should
be emphasized or elaborated and which should be skipped or rushed.
• The person should be alive to the response from the audience and know
how to sustain it.
• The presenter should also know how to make effective use of the vocal and
visual aspect of body language to make the presentation effective.
• Good presentation skills thus constitute good speaking skills plus effective
use of visual and other aids to create a total impact.
• The person making the presentation should know how to manage the Question
and Answer session effectively.
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Material 77
Soft Skills 3.3.5 Interview Skills
Since choosing the right career is very important for every individual, conscious efforts
have to be made in every aspect of the job-seeking effort. The final selection would be
NOTES a culmination of all these efforts. A good resume, strong testimonials, appropriate
references and effective participation in the group discussions together facilitate a high
level of confidence as the candidate faces the interview.
Interviewers are normally provided the biodata, testimonials, references and
brief report on their performance in the group discussion as reference material for the
interview. Any extra care the candidate takes in these areas would certainly provide
that welcome edge in facing the interview panel.
Given the significance of performing at one’s best at the interview, the preparation
has to start well in advance and should cover many areas. The knowledge-related and
subject-specific inputs apart, success in the interview calls for a positive orientation,
high level of self-confidence, active listening, effective communication, pleasing
disposition, noticeable interpersonal skills and the right temperament. In the following
paragraphs, we look at the various aspects that need keen attention prior to, during
and after the interview.
Do Your Homework: Preparation for the interview starts with good homework.
Try to learn as much as you can about the organization. What is its line of business,
track record, strengths and weaknesses, hierarchical structure, values and future plans?
Then find out the details about the job on offer—number of vacancies, place of posting,
remuneration package, work culture, job description and attributes sought and so on.
Make sure that the job on offer is what you are looking for, or at least what you
will settle for. You should ask yourself the following questions. Are you qualified? Do
you possess the skills required to take up the job on offer? Are you confident that you
will measure up to the expectations of the company? Suitability for the job is very
essential. In essence, the interview panel would be looking for candidates who match
the job profile. Make sure that you collect the relevant details about the organization
and the job on offer and that it fits your aspirations. If yes, start your preparation in
right earnest. If not, do not waste your time and the interviewers’ time. When the job
on offer matches your expectations, seize every opportunity to provide the most
important information about yourself and clearly show your enthusiasm and inclination.
Anticipate Questions: After learning the basic facts about the organization
and the job, get ready to face the interviewers’ questions. Put yourself in their shoes
and try to anticipate questions. Questions will be of different types. They may be
general or specific. They may be fact-related or opinion-related. They may be personal
or professional. They may be knowledge oriented or attitude oriented. They may be
primary or first time questions or follow-up questions. They may be hypothetical or
leading questions. They may be easy or tough. They could even be tricky and
provocative. The questions may cover the details you have mentioned in your
application and resume. Think of all the likely questions and the right way of answering
them. It would be a good idea to write down answers to questions you anticipate and
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78 Material expect to answer.
 Broadly speaking, interview related questions fall into certain major categories Soft Skills

as below:
1. Education and Academic Study
2. Work Experience NOTES
3. Job Knowledge and Skills
4. Self-Assessment
5. Personality and Temperament
6. Organizations or Employers
7. General Knowledge and Awareness.
Some typical questions are as follows:
1. What would you like to say about yourself? Describe yourself.
2. Why do you consider yourself suitable for this job?
3. Why are you leaving your present job?
4. Why have you changed so many jobs?
5. What kind of a career are you seeking?
6. What will you do if you get a better offer?
7. What are your strengths and weaknesses?
8. Which are your noteworthy failures? What lessons have you learnt from
those failures?
9. Are you prepared to work in any place?
10. Given your qualifications and experience, should you not be looking for a
higher level position?
11. Why are you not seeking a job in line with the subjects you have studied?
12. In which extra-curricular activities have you excelled?
13. Describe your greatest accomplishment in college.
14. What significant contribution have you made in your previous jobs?
15. Why should we prefer you over somebody who has more experience?
16. Tell us three good reasons as to why we should hire you.
17. This job calls for high levels of initiative and hard work. Can you measure
up?
18. How good are you in working under pressure? Can you handle stress?
19. How tech savvy are you? Are you comfortable working in a computerized
environment?
20. How well can you work as a member of a team? Tell us how you have
demonstrated your team working abilities.
21. What are your career goals? Where do you see yourself in the next 5 or
10 years?
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22. Why have you been without a job for so long? Material 79
Soft Skills 23. Are you willing to work if we offer you a different/ lower level position?
24. What kind of books do you read, music you like and what is your favourite
pastime?
NOTES 25. What do you know about our organization?
26. Who are your role models? Why?
These are just some examples. Depending on the type of organization and nature
and level of position you are seeking, the questions can get more penetrating. There
could be questions based on your answers. The questions would normally cover your
(1) academic qualifications, (2) work experience, (3) extra-curricular activities, (4)
personal contribution, (5) subject knowledge, (6) general business awareness, (7)
management concepts, (8) health and fitness (9) likes, dislikes and biases and (10)
ability to cope with higher responsibilities and stress.
Remember, while it is helpful to anticipate the probable questions and prepare
the answers, it is prudent to be in readiness to face unanticipated questions.
Don’t Get Worked Up: It is very necessary that the candidate keeps his/her
cool when getting ready to face the interview. While some legitimate concerns are
perhaps unavoidable considering what is at stake, getting unduly worked up should be
consciously avoided. This is true of all important interviews, be they job interviews,
promotion interviews or assignment selection interviews. Too much of tension and
edginess starts showing up and gives a wrong message to the interviewer. The candidate
should not get unduly worried about the type of preparations made by other competitors.
Similarly, the candidate should not get tensed up about areas which have not been
covered during the preparation. If you are composed and in control of yourself, you
will think of the right reply. Try to be at ease with yourself. It helps you become more
attentive, listen well and organize your thoughts better as you face the panel.
Reach on Time: Reach well in time for the interview. This is an obvious, yet
very essential requirement. It gives you sufficient time to find the exact venue, get used
to the ambience and be comfortable. Arriving late for the interview may lead to guilt
feelings and put you at a disadvantage, besides creating an unfavourable impression
on the interviewer. If the place of interview is in a city/area with which you are not very
familiar, make sure to either visit the place earlier or start sufficiently early. Reaching
late and entering the hall sweating profusely gives you a bad start.
Physical Appearance: Any interview is much more than a question-and-answer
session. For the candidate, it is actually the challenge of marketing oneself. Given this
reality, the overall impression a candidate makes on the interview panel assumes
significance. The candidate makes the first impression on presentation of oneself. It is
axiomatic that attire oft proclaims a man/woman, especially in a serious appointment
like an interview. It is very necessary, therefore, that the candidate dresses well for the
occasion. It may be a suit, a tie, a full sleeve shirt and other accessories that make the
candidate look smart. Being well dressed for the interview gives the message that one
is keen on creating the right impression. After reaching the venue, the candidate should
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look at the mirror and make sure that he or she is presentable. Although what dress is
80 Material appropriate for the particular interview may depend on the nature of the organization,
category of the post, the climate and such other factors, it is very essential that the Soft Skills

appearance is not casual. There is one more reason why a candidate should dress well
for the interview. That is on account of the level of confidence it generates for the
candidate. Imagine an interview for a senior post where most of the other candidates
are in a suit and you are in your slacks. May be if you are really smart, you may still do NOTES
well, but then it all depends on how the interviewer interprets it. It is important to be
self-confident. It is always desirable to avoid the feeling that you are likely to be at a
disadvantage for being under-dressed for the occasion. If you are not comfortable
and at ease with a suit or a tie, get used to it by practising it well in advance. At the
same time, if somebody is better dressed than you, let it not deter you from making
your best effort. How you feel about yourself is what matters. Feed your self-confidence.
Appropriate Body Language: Looks apart, there are several dimensions to
body language. The candidate for the interview should be conscious of them. Right
posture, alert look, firm handshake, not looking nervous, confidant and clear voice
and appropriate eye contact help create the right impression. Slouching, drooping,
sitting with a hunchback, fidgeting, blinking and shaking the legs create a negative
impression. When you are facing an interviewer, avoid negative body language and
distracting gestures. Scratching your head, pursing your lips, staring at your palms,
examining your nails, picking your nose, and rolling your tongue are all best avoided.
More than anything else, it is important to wear a smile. A smile projects as well as
reinforces confidence.
Build a Rapport: Try to build a rapport with the interviewer or the members of
the interview panel. This can be done by looking confident, smiling, greeting and a firm
handshake. This should be done not just with the chairman of the interview panel, but
with the other members as well. Establish eye contact with and reply to the person
who has asked you a question. Be conscious of your mannerisms. Refrain from making
statements such as ‘You have got me wrong’, ‘You have not understood me’, ‘What
you are saying is not correct’, ‘It is impertinent’ and the like. Don’t look either grim or
casual. Do not interrupt them when they are speaking to each other.
Understand the Question: Make sure that you have understood the question.
This is possible when you are attentive. Active listening is very essential. Let the
interviewer complete the question. Do not be in a hurry. Do not interrupt. If you do not
interrupt, there is a possibility that the interviewer will give you some hints of what he/
she is driving at. However, after the question has been put forth, if you are not clear
about it, feel free to seek a clarification. In doing so, be polite. State what you have
understood and seek a confirmation. For example, ‘Sir, as I understand, you want me
to...’.
Reply Earnestly: Organize your thoughts quickly and give earnest replies.
State whatever you know with confidence. Give correct facts and figures. Avoid mixing
up figures. State clearly the lakhs, millions, the crores, the dollars or any other statistics
unambiguously. Bring out not only your knowledge or depth of understanding of the
subject, but also your attitude and concerns. As far as possible, use positive words.
Use bright, sharp and appropriate words relevant to the discipline or profession. Be Self-Instructional
assertive, but avoid extreme positions. There are some questions in which it is possible Material 81
Soft Skills to hold different views, which means that a very rigid, ‘anything else is incorrect’ type
of statement is to be refrained from. Keep balance. Make your reply as brief or as
long as the interviewer expects. For this, take the clue from the way the question is
worded. When questions are tricky, take your time in organizing your thoughts.
NOTES
Confidentiality: There are occasions when working in an organization, the
employee comes into the possession of confidential information. Such information –
whether it is product related, process related, performance related or client related –
should not be leaked out to outsiders, especially competitors, for it harms the interest
of the organization. Most companies ask their employees to sign a confidentiality
agreement. Even otherwise, when an employee works for any organization, there is
always an implicit promise of confidentiality. This promise of confidentiality, whether
explicit or implicit, should not be breached. That means, in answering the interview
questions, the interviewee should protect the interest of the current/previous employer
and refrain from disclosing such confidential information. All ethically minded
interviewers/ organizations do appreciate that and do not expect the interviewee to
disclose any information that is organization-specific and confidential in nature. That
apart, there would be a natural presumption that an employee who cannot keep things
confidential for his current or previous employer is unlikely to do so about the future
employers too. The candidate’s credibility or trustworthiness takes a beating. The
trick, therefore, lies in answering questions in a manner that reflects the candidate’s
experience and accomplishments without leaking out confidential matters or offending
the interviewers.
Be Sincere, Truthful and Well Mannered: Answer what you know for sure
with confidence. State when you are in doubt. Don’t ever tell a blatant lie, hoping that
it will go undetected. Admit that you don’t know the answer, if that is the position. If
you know part of the answer, state that in clear terms and if you are guessing the rest,
state so. The interviewer accepts that you know some and do not know some, but no
interviewer will accept deliberate lies. Credibility is important. Some interviewers will
even encourage you to make false statements so that you talk yourself into a trap. Be
sincere and truthful.
Impress the interviewer with your good manners. That is very important.
Especially so when you are just out of the college and are facing your first job interview.
Good manners counts a lot in dealing with colleagues, superiors, customers and other
business associates. Manners make a man or woman look pleasant.
Do Not Offend the Interviewer: As an interviewee one should conduct oneself
in such a way that the interviewer is not, for any reason, offended. Argumentation
should be avoided. Be assertive without being offensive. If you disagree with the
interviewer, or if you hold a diametrically opposite point of view, bring it out as your
experience or understanding. Never ever unnecessarily correct the interviewer’s
observations or challenge statements. Remember, you are not keen on winning the
argument if it means losing the interview.
If you want to create the right impression, do not interrupt your interviewer.
Self-Instructional Wait till he finishes talking, even if he has interrupted you. You create a good impression
82 Material
by being a good listener. A good listener allows the other person to finish what he or Soft Skills

she starts telling. You stop talking when the interviewer starts to speak even when you
are not finished.
Do Not Brag: Do state your achievements, contributions and strong points, as
NOTES
and when called for, but keep it in perspective. Avoid loud mouthing and pompous or
boastful statements. Braggarts, or those who blow their own trumpets, do not find
favour with the interviewers. Do not overstate your achievements. Gracefully accept
your shortcomings and weaknesses. State the efforts you are making to overcome
them, if there is an opportunity. Give due credit to the teamwork, favourable
circumstances and such other factors that helped you perform well. Honest self-
assessment always carries a favourable impression. At the same time, don’t miss the
right opportunity to mention your high points.
Avoid Long Pauses: Take your time to organize your thoughts and give your
replies. When you are asked a question, you are not expected to reply immediately. A
small pause as you mentally formulate your reply, in fact, results in well thought out
answers. When you take some time to collect your thoughts, the interviewer appreciates
your earnestness. All the same, avoid long pauses. Long pauses lead to communication
breakdown and result in an awkward situation. Keep the conversation going. Sometimes
the panel members will offer hints and tips which will be of help in collecting your
thoughts. Make the best use of such gestures. Know when and how to keep the
conversation going from your side. Obviously, in all such cases, the interviewer will be
looking for some positive and logical back-up statements rather than just a mere
affirmation.
Grab Opportunities: Interviewers generally follow a set pattern. They start
with the candidate’s academic and professional background before coming to job-
specific and knowledge assessment questions. Quite often, the questions get
progressively tougher. Every candidate is very likely to get a mix of easy and tough
questions. The candidate should grab the opportunity and make it a point to score
more on the easy questions. Among the panel members too, some ask general questions
while some others persevere and ask probing questions. The candidate should be
alert enough to take advantage of the opportunities as and when they show up. There
may be breaks in between on account of tea breaks, telephone calls and consultations
among the panel members. The candidate can make gainful use of such breaks to
review earlier replies and especially what was missed out. The candidate may elaborate
on the earlier replies and make such additional points as are to his or her advantage
when the interview resumes. An alert candidate makes it a point to grab any such
opportunity.
As an interviewee, it is your responsibility to clearly bring out how your academic
background, job related knowledge and skills, and expertise and experience can add
value to the organization. Seize every little opportunity to make it easy for the interviewer
to appreciate your suitability and enthusiasm. Just because something is already
mentioned in your resume, do not presume that the interviewer has read that. On your
part, highlight your strengths and capabilities with reference to the job requirements Self-Instructional
and interviewer expectations. Material 83
Soft Skills Use Wit and Humour: Interviews need not necessarily be very serious affairs.
Interviewers are normally required to conduct interviews of numerous candidates in a
time-bound manner. This results in certain tedium or wariness for the interview panel,
especially towards the end. A candidate who, even while answering the questions
NOTES well, uses wit and humour naturally scores high in the interview. In doing so, however,
proper discretion is called for. A candidate should avoid telling irrelevant jokes and
anecdotes, and maintain decorum and seriousness associated with an interview process.
Humorous anecdotes associated with great personalities like Mark Twain or Bernard
Shaw which are appropriate for the occasion may, however, add some lighter moments.
Similarly, if opportune, the interviewee may also mention some relevant quotes of
famous personalities to lighten the atmosphere and show his or her wit and presence
of mind. Remember, however, that this is not a must. Don’t spoil your chances by
using a bad joke or stale humour.
3.3.6 Group Discussion
Group discussions constitute an important facet of group communication. Unlike a
meeting or conference, which is well structured with specific roles being assigned to
participants, group discussions are less formal and unstructured. One can essentially
refer to two types of group discussions in an organizational context. The first type of
group discussion is where a group of persons meet informally and exchange information
or discuss and deliberate on a topic of common interest. The participation of the
members is voluntary and every member is free to express his/ her views and react to
the issues brought out during the deliberations. In order to be effective, the groups
should be neither too small nor too large, and should have a composition that offers
scope for every participant to participate effectively. There is no chairperson or
hierarchy and the participants enjoy freedom of expression. In the organizational context,
group discussions involving participants from different departments, functional areas
and hierarchical levels help in seeking collective wisdom on issues of concern. It is
essential, however, that to be effective, the participants follow certain ground rules and
self-regulation. In this context, you may also observe the type of group discussions
that take place on TV channels, where experts invited air their views on the topic, with
a moderator being present and facilitating the smooth flow of deliberations.
The second type of group discussion is where the job-seeking candidates invited
for group discussions participate as part of the selection process. Candidates are
called upon to participate in group discussions when they apply for certain job positions,
or even seek admission to certain prestigious institutes like the Indian Institute of
Management. The final selection is done after taking into consideration the academic
qualifications and experience, performance in the written test, as also during group
discussions and personal interview. Performance at the group discussion thus becomes
vital for the candidate in the selection process. In the following paragraphs, we will be
discussing at some length this second type of group discussions which form part of the
selection process.
In any group discussion which is conducted as part of the selection process, the
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observers thoroughly observe the participation by each member and take notes. At Soft Skills

the end of the group discussion, these observers will have to evaluate the participants
in terms of well-defined relevant parameters. Like in the interview process, here too,
a score sheet covering relevant parameters is used to evaluate the performance of
each candidate. NOTES
As we have noted earlier, given the demand and supply position for every
available vacancy, group discussion is used as much for elimination as for selection. In
other words, given the intensely competitive environment, only those candidates who
excel in their participation in the group discussion can hope to make it to the personal
interview and final selection. Candidates who take the initiative, communicate effectively,
respect group behaviour and generally distinguish themselves through their thoughts
and expressions, tend to score over the others in the group discussions. In every
group of say eight to ten members, probably, three to four may qualify for the personal
interview, unless every candidate appearing for the group discussion is also invited to
appear for the personal interview.
Controversial and provocative topics sometimes lead to heated and animated
discussion leading to confusion and chaos. Candidates possessing leadership qualities
and strong interactive skills will be in a position to intervene effectively and turn chaos
into order. Neither too much aggression and domination, nor too much hesitation and
dillydallying is desirable. The candidate participating in the group discussion should
also quietly size up the other members of the group, which would help in making
appropriate interventions. Usually, the topics selected for group discussion are such
that it is possible to argue both for and against it. What is important for the candidate
is to support personal views by analytical approach and logical reasoning. The candidate
should be in a position to defend the arguments if the occasion demands. Anger,
intimidation, domination, submissiveness, personal attack and non-participation will
have to be consciously avoided. At the same time, confidence, wit, humour, respect
for fellow participants and accommodation should be used advantageously.
3.3.7 Problem-Solving Skills
Problem solving is indeed an essential component of any employee’s, and especially a
manager’s, job profile. Problems, big and small, crop up in everyday work situations.
Problems land you in difficult situations and which have to be tackled to complete the
assigned jobs. Problem solving is the act of finding ways of dealing with the problems.
At the managerial and supervisory levels, much time may have to be devoted to solving
problems as and when they arise. Often, problems have to be solved in a time-bound
manner, for any delay would result in time and cost overruns.
Problem solving is not only challenging, but also exciting. As people in business
address and deal with a variety of problems, they gain experience and add value to
their skill sets. Problem solving involves four steps. They are:
(1) defining the problem
(2) looking at alternate solutions
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Soft Skills (3) evaluating the alternatives and
(4) deciding and implementing.
In the words of Henry Ford, ‘most people spend more time and energy going
NOTES around problems than in trying to solve them.’ Both analytical and creative skills and a
step-by-step approach are very essential in solving problems.
3.3.8 Time Management Abilities
Time management skills are another set of soft skills of considerable importance in any
business. As business organisations pursue a variety of goals, the time factor assumes
significance. Plans have to be drawn up, tasks assigned and jobs completed in a time-
bound manner. A popular adage in business that emphasises the time factor is, ‘Time is
Money’. Organisations that consistently fail to provide goods and services in the market
place in time as demanded by customers or clients cannot survive and thrive for long in
any competitive scenario.
Any job or work assigned in a business organisation normally includes three
dimensions – quantity, quality and timeliness. People may complete the given quantity
and also meet the requisite quality specifications, but if they do not do so within the
time allotted, they cause a delay. Quite often, jobs are interlinked as a result of which
a delay at one stage adds up to a cumulative delay in completing the tasks. That is
how, time factor becomes significant.
People, therefore, need to develop proper time management skills in keeping
with the tasks allotted to them. Punctuality, preparatory work, time measurement,
planning, prioritisation and work efficiency are all aspects that contribute to good time
management and relative skills need to be acquired. Since the role and contribution of
every member in an organisation is significant, time management assumes relevance
across all cadres and departments.
Time overruns often lead to cost overruns. That is why, organisations make
conscious efforts to reckon with the time factor in their project management functions.
Proper time management, therefore, becomes everyone’s responsibility in every
organisation. People who learn to manage their time efficiently and help the organisation
complete its goals according to schedule are always considered employable and
valuable.

Check Your Progress

3. What are the eight types of skills which managers in business organizations
have to develop?
4. What do you mean by transmission rate?
5. What is a presentation?
6. What are the two types of group discussions in an organizational context?

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 Soft Skills
3.4 ANSWERS TO CHECK YOUR PROGRESS
QUESTIONS

1. Soft skills are essentially skills of a qualitative nature. Soft skills help in ensuring NOTES
better interaction between people in business. Soft skills relate to the personal
attributes that make interactions more meaningful. Soft skills are also referred
to as people skills.
2. While hard skills helps a candidate appear for an interview, it is soft skills that
determine whether the candidate is a good fit for the organization.
3. Talking about management skills, there are essentially eight types of skills which
managers in business organisations would have to develop. These are personal
skills, inter-personal skills, group skills, key communication skills, planning and
time management skills, decision making skills, project management skills and
leadership skills.
4. Transmission rate refers to the number of words spoken per minute. A speaker,
one should note, rarely achieves a transmission rate above 200–225 words per
minute, while most listeners are capable of comprehending 500 words per minute.
5. A presentation is described as an act of showing, explaining or describing
something to a group of people. Its objective may be to inform, explain, convince
or win over the audience. It is an important communication skill that must be
mastered for professional and business success.
6. One can essentially refer to two types of group discussions in an organizational
context. The first type of group discussion is where a group of persons meet
informally and exchange information or discuss and deliberate on a topic of
common interest. The second type of group discussion is where the job-seeking
candidates invited for group discussions participate as part of the selection
process.

3.5 SUMMARY

Soft skills are essentially skills of a qualitative nature that deal with people-
related interaction. Soft skills are different from domain knowledge or subject-
related expertise. Soft skills should necessarily supplement domain knowledge
relevant to every business. Soft skills are as important as hard skills, and under
certain circumstances become more valuable in business situations.
It is said that hard skills will get you an interview but you need a host of soft
skills to get, keep and move up in your job. In the Indian context too, the IITs
and other premier universities have taken a lead in increasing the job readiness
of their students.
Soft skills are essentially skills of a qualitative nature. Soft skills help in ensuring
better interaction between people in business. Soft skills relate to the personal Self-Instructional
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Soft Skills attributes that make interactions more meaningful. Soft skills are also referred
to as people skills.
Soft skills include a host of personal attributes that count in business. Soft skills
include broad categories such as personal skills, interactive skills, effective
NOTES
communication skills, social skills and self-awareness. Several skills which are
grouped under managerial skills such as team building skills, motivational skills,
time management skills and inter-personal skills can also be grouped under soft
skills.
Talking about management skills, there are essentially eight types of skills which
managers in business organisations would have to develop. These are personal
skills, inter-personal skills, group skills, key communication skills, planning and
time management skills, decision making skills, project management skills and
leadership skills.
Behaviour refers to manners, conduct or treatment shown by a person towards
others. The behaviour of people gets closely watched by others in social,
organizational and business interactions. Attire or dress is another important
aspect of non-verbal communication. A person addressing an important meeting,
making an important announcement, receiving dignitaries or making an appearance
at a high-level conference or a court of justice has to wear a formal dress or a
dress that is not interpreted as casual wear.
Physical presence and appearance of persons play a key role in the process of
communication. The way one looks and presents oneself indicates the importance
one attaches to one’s presence or participation.
Communication is essentially a two-way process. It is a process that involves at
least two parties—the sender and the receiver or the speaker and the listener.
The purpose of any communication is not achieved till the receiver receives the
message which the sender puts across.
A good listener is always conscious of the context in which the speaker speaks
and makes every effort to interpret the words and the content of the message
within the overall context in which the speaker speaks out.
Development of listening skills at various levels is very essential for business
success. Progressive organizations encourage the people within to learn and
adopt active listening. Good listening skills are particularly relevant in dealing
with customer complaints and employee grievances, in hearing the voice of
dissent and while seeking suggestions from customers and employees.
Speaking and speech-making are conscious and organized efforts on the part
of a person to communicate ideas and thoughts on a subject of interest to the
audience. Speaking involves both verbal and non-verbal aspects. According to
researchers, the non-verbal part of the communication has an overwhelming
impact.
Effective speaking rests on three pillars—verbal, visual and vocal. These three
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Effective speakers know how to use strong, vibrant and contemporary words Soft Skills

when the occasion demands. Good speakers should make it a point to avoid
jargon, acronyms or abbreviations and superfluous words. Good speakers
should also take care to avoid superfluous and unnecessary words or what are
also described as non-words. NOTES
Style is another significant aspect of speech. Style refers to a distinctive manner
that characterizes a writer or a speaker.
Catching the attention of the audience from the word go is also known as getting
the audience hooked. Effective speakers are known to practice different
approaches to catch attention and get the audience hooked. One way of making
a hook is to start with an interesting anecdote or event or illustration or story.
Another way to make communication effective is by using good humour. Use of
good quotes, interesting statistic, and rhetorical question are other methods.
There are some well accepted essentials for good speaking. Personality and
demeanour, connection with the audience, speech preparation, the art of
speaking, voice modulation, pauses and punches, listener’s participation,
summarization, delivery and positive approach are the ten commandments of
speaking.
A good resume, strong testimonials, appropriate references and effective
participation in the group discussions together facilitate a high level of confidence
as the candidate faces the interview. One should do their homework while
preparing for an interview. By anticipating questions, reaching on time, building
a rapport and being sincere, one can be successful at an interview.
Presentations constitute an extremely popular method of interactive
communication, especially in the world of business. A presentation is described
as an act of showing, explaining or describing something to a group of people.
Its objective may be to inform, explain, convince or win over the audience. It is
an important communication skill that must be mastered for professional and
business success.
A presentation should also be structured like a speech to cover three main
parts, viz., introduction, body and conclusion. The choice of words, appropriate
use of jargon, fluency of language, presentation style, audience analysis and
such other concerns relevant in connecting with and engaging the audience are
also very relevant for an effective presentation.
Group discussions constitute an important facet of group communication. One
can essentially refer to two types of group discussions in an organizational context.
The first type of group discussion is where a group of persons meet informally
and exchange information or discuss and deliberate on a topic of common interest.
The second type of group discussion is where the job-seeking candidates invited
for group discussions participate as part of the selection process.
Candidates who take the initiative, communicate effectively, respect group
behaviour and generally distinguish themselves through their thoughts and Self-Instructional
expressions, tend to score over the others in the group discussions. Material 89
Soft Skills Problem solving is indeed an essential component of any employee’s, and
especially a manager’s, job profile. Often, problems have to be solved in a
time-bound manner, for any delay would result in time and cost overruns.
Time management skills are another set of soft skills of considerable importance
NOTES
in any business. As business organisations pursue a variety of goals, the time
factor assumes significance. Organisations that consistently fail to provide goods
and services in the market place in time as demanded by customers or clients
cannot survive and thrive for long in any competitive scenario.

3.6 KEY WORDS

Hard skills: They are standard qualifications. Hard skills relate to academic
degrees and certificates that is largely acquired through class room studies and
learning from the textbooks.
Jargon: It refers to technical words specific to a profession or body of
knowledge. It could be legal, medical, computer, or scientific or any such set of
technical terms specific to that domain.
Acronyms: These are abbreviations and are often words made from the first
letters or syllables of other words. NATO, GATT, IIM, IIT and ISI are some
examples of acronym.

3.7 SELF ASSESSMENT QUESTIONS AND

EXERCISES

Short Answer Questions

1. Write a short note on the importance of soft skills in organizations.
2. What are the ten commandments of listening?
3. Briefly mention the importance of verbal and non-verbal aspects of speaking.
4. Write a short note on group discussions.
5. Briefly mention the importance of time management.
Long Answer Questions
1. Discuss the importance of listening skills in business.
2. Examine the five ways of getting the audience hooked to the speaker.
3. Discuss in detail the ten commandments of speaking.
4. Explain the role of presentation as an important means of communication.

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 Soft Skills
3.8 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited. NOTES
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Resume Writing and Job

UNIT 4 RESUME WRITING AND JOB Application Letters

APPLICATION LETTERS
NOTES
Structure
4.0 Introduction
4.1 Objectives
4.2 Introduction to Resume Writing
4.2.1 Essential Elements of Bio Data, Resume Writing, and Curriculum Vitae
4.3 Meaning and Drafting of Job Application Letter
4.4 Answers to Check Your Progress Questions
4.5 Summary
4.6 Key Words
4.7 Self Assessment Questions and Exercises
4.8 Further Readings

4.0 INTRODUCTION

A good resume can offer professional success to a candidate by offering exciting

opportunities. It is one of the most important documents providing information regarding
a candidate’s career trajectory. A good resume leaves an indelible impression on the
employer. Therefore, the candidate should pay attention to the details included in the
resume and ensure that it is devoid of grammatical errors. This unit will discuss the
relevant information that should be part of a resume. When a candidate identifies a job
opportunity, he is expected to send a job application letter. Various points have to be
kept in view while sending an application letter. These factors have been discussed in
detail in this unit,

4.1 OBJECTIVES

After going through this unit, you will be able to:

Understand the essential elements of a good resume
Discuss the process of drafting a job application letter

4.2 INTRODUCTION TO RESUME WRITING

A person’s resume is probably the first and the most important employment related
document. The right resume has the potential to open doors of opportunity. Every
person looking for professional success should know how to make it work. A resume
is what a candidate sends along with the job application letter. A resume usually
accompanies the covering letter and presents all relevant details about the candidate.
A resume is also referred to as bio data or curriculum vitae (CV). A resume or a CV Self-Instructional
is a short account of one’s career and qualifications typically prepared by an applicant Material 93
Resume Writing and Job for a position. A resume is also understood as a personal datasheet that presents the
Application Letters
academic qualifications, job-related experience, skills and strong points of a person
seeking a job.

NOTES What a Good Resume Achieves

While preparing a resume, it is important to know what a good resume can achieve. A
good resume helps project the person in proper light. It makes the first right impression
on the employer. A good resume helps bring out the basic strengths of the individual in
terms of academic achievements, job-related skills, attitude and aptitude and other
relevant details in order to hold the attention of the receiver/ employer. A good, neatly
prepared and a strong resume reinforces the candidate’s confidence. It helps the
candidate put his or her best foot forward. A good resume vies for attention and gets
noticed. A good resume makes an impression even at a cursory glance. The demand
and supply position in the job market being what it is, any application letter or resume
competes with numerous others and only those prepared with care and elegance succeed
in kindling the interest of the prospective employer. Above all, a good resume helps
you get an interview call and move closer to getting the job you are seeking.
4.2.1 Essential Elements of Bio data, Resume writing, and Curriculum Vitae
We have seen how crucial it is to have a good resume that gets noticed and takes the
candidate closer to an interview call. Let us now look at various essentials to be kept
in mind while preparing a good resume. First and foremost, a resume will have to
stand out in terms of its neatness. The presentation of details in the resume will have to
be in an organized and orderly manner. Unless your handwriting is exceptionally good,
it is desirable to get the resume neatly typed. Smudging, overwriting, uneven lines, ill
thought out font variations and unwarranted folding will have to be eschewed. Use a
good paper, pen, envelope and a superior format. Take care to do a neat job and
avoid careless mistakes. A resume presents an outline and is not a detailed record.
Therefore, instead of using lengthy sentences, it would be desirable to use short phrases.
Remember, your resume has to create a favorable impression. It is the first
opportunity you have to impress your prospective employer. The second essential for
a good resume is adequacy or completeness. The resume should cover all relevant
details about the candidate which the employer will be looking for and yet it should not
be loaded with too many details. The recipient will most probably be looking at hundreds
or even thousands of resumes and the candidate should try to make it easy to the
reader by making it brief and focused. The desirable length of a resume would perhaps
vary depending on the qualifications and experience of the candidate and the nature of
the post applied for. Freshers and just out-of-the-university candidates may not have
much to cover, as compared to those who have had varied exposure and experience
over several years. In any case, the recipient would be comfortable with a resume that
does not exceed about two to four neatly typed pages. Shorter the resume, greater the
chance of its being noticed and read. In preparing a resume, a candidate is well advised
to mercilessly leave out trivial or insignificant details about achievements. The resume
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many details. Those who are just out of college may not have much to state in terms of Resume Writing and Job
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experience and therefore will have to make a pitch in terms of their potential and
employability. Another requirement towards ensuring a good resume is accuracy of
facts and figures. All details furnished in the resume should contain correct and updated
information about the candidate. Care has to be taken to mention correct dates and NOTES
years, names of the institutions, organizations and designation. Equally important, spelling
mistakes have to be carefully avoided. Whether it is the designation of the person or
the name of the organization, correctness has to be ensured.
Re-check your resume and covering letter for any grammatical and spelling
errors. Also, make sure that the dates and years are accurate. Make sure that the
resume is updated to cover the latest developments. Honesty and sincerity are very
important ingredients of any good resume. Be truthful about your qualifications and
achievements. Do not lie. Take care to project your natural self, the real you. Do not
make tall claims or overstate your strengths. Any seasoned HR functionary, who keeps
going through numerous resumes regularly, can easily detect an insincere and dishonest
presentation of false facts and figures.
Any good resume should clearly bring out the strong points of the candidate.
For doing so, the applicant should learn to look at the resume from the employer’s
standpoint. When a job is advertised, the employer is trying to fill up a specific vacancy
or position. The position carries a certain job profile with its underlying needs. Every
employer looks at the resume and tries to assess it in terms of meeting certain specific
needs. The candidate’s strength lies in highlighting one’s own qualification, experience,
skills and attitude such that it appeals to the prospective employer. Considering what
the job demands, the candidate should endeavour to suggest how the candidate is
equipped to add value to the job. Obviously, no employer would be keen on just
offering you or anybody a job. At the same time, every employer would be keen on
getting the right candidate or ensuring the right fit for the vacant post. Are you Mr Right
or Ms Right? If so, try to highlight it in your resume.
Finally, make sure that the resume is appealing and distinctive. Do not use a
standard pattern. Make it stand out in a crowd. Be imaginative, in terms of letterhead,
presentation style, statement of objectives or understanding of employer needs. Fine-
tune the presentation keeping in view the nature of the organization and the job
expectations. The manner of presentation will vary depending on whether it is a public
sector undertaking or a multinational company, whether it is a marketing job or an
accounts job and whether it is an academic job or an administrative post. In fine-
tuning your resume, use keywords that go well with the job description. Use language
specific to the industry or functional responsibility. At the same time, give your resume
a personal touch. Take your time and make it a thorough job. Make sure that all the
vital contact information such as name, mailing address, phone number and e-mail
address are furnished prominently on the top right-hand corner of the covering letter/
resume. Gather and present all relevant details in a clear, correct, honest and visually
appealing manner. There are indeed many ways in which resumes can be presented by
job seekers. The candidate has to use discretion in selecting the details to be covered
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Resume Writing and Job choice of headings and emphasis on strengths and achievements, the candidate should
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be guided by (1) what the advertiser specifies, (2) nature and level of the position, (3)
degree of competition and (4) the level of qualification and experience of the candidate.
If the occasion demands a one-page bio data rather than a detailed resume, the candidate
NOTES should take care to condense the resume and present the most significant details within
one page. On the other hand, where the application is for a senior position or where it
calls for a relatively high level of academic or research achievements, the resume needs
to cover the details in a more elaborate manner. Similarly, when the candidate is fresh
out of the university or without much job experience, academic achievements and
other relevant features will have to be duly highlighted.
While Updating Don’t Just Add, Better Re-Write: As you add new
experiences, qualifications and accomplishments, your resume has to be necessarily
updated. When things change, you cannot do with the outdated resume. Constantly
update your resume with new additions. In doing so, however, do not take the easy
way and make hand written additions and alterations. This shows carelessness and
makes your resume shabby and half-hearted. Don’t ever give the impression of being
lazy, clumsy and lacking in enthusiasm. Take care to reorganize and redo your resume.
You should submit a new print which looks fresh, neat and professional. The impression
it creates is worth the extra effort you put in. As already noted, resumes should be
customized depending upon the job requirements. For that purpose, the job applicant
should emphasize those facts and accomplishments which are particularly relevant for
the particular job.
As one moves up the career ladder and gains varied exposure and experience,
one would have acquired substantial values which have to be imaginatively packaged
in the resume. Whichever format or style the candidate uses, it should clearly bring out
the strong points. While bringing out the academic qualifications, all significant
achievements, such as ranks, scores and grades as well as merit scholarships, if any,
will have to be properly highlighted. On the other hand, if the grades or scores are not
very impressive, the candidate should underplay them without resorting to conspicuous
omissions.
Types of resumes
Resumes are prepared in different formats. Broadly speaking, they may be chronological
or functional, or a combination of these two. Chronological resumes present the details
in a historical order, in a timeline. They follow a linear approach. Traditionally, they
would proceed in a progressive manner starting with the early history or beginnings
and move on to the current position. The more common approach, however, is the
reverse chronological resume, where you start with the latest or present position and
move backwards. A chronological resume is desirable when the person has progressed
gradually over a period of time. Functional resumes do not follow any timeline approach
and instead focus on skills and responsibilities. A functional resume is also referred to
as a skill-based resume. Functional resumes are useful when several skills have been
acquired or several positions held within a short period of time. The combination
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work experience during different periods. Depending upon the length of experience, Resume Writing and Job
Application Letters
career advancements, academic study, skills, achievements and responsibilities, the
type of resume should be decided.
The headings or captions under which details are furnished could be many and
NOTES
varied. While some of them covering personal details and academic qualifications
would be common to most of the resumes, the other headings may or may not be
relevant, depending upon the age and experience of the candidate and the nature and
responsibilities of the post.
Make a List of All Items: Before you start writing your resume, it would be
a good idea to put together all relevant aspects about yourself. Start from the beginning
and move up to your latest position. The list you draw up should cover:
(a) Academic achievements including the schools and colleges attended
(b) Areas of study and specialization
(c) Marks scored, grades achieved and distinctions, if any
(d) Extra-curricular activities and sports
(e) Computer skills
(f) Languages known
(g) Hobbies and special interests
(h) Special studies and courses taken
(i) Employment details and work experience
(j) Career related contributions and achievements
(k) Core competencies
(l) Skills and expertise acquired
(m) Technical competencies
(n) Professional education
(o) Professional accreditations, licenses and certificates
(p) Memberships and affiliations
(q) Seminars and workshops attended
(r) Awards and honors
(s) Publications, papers and research
(t) Consultancy and speaking assignments
(u) Prominent training programs and institutions
(v) Hobbies and interests
(w) Personal details and contact address
(x) Community service and
(y) References.
Career related contributions and achievements would find expression in the
resumes as follows: Self-Instructional
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Resume Writing and Job 1. Have brought new high value/ corporate customers
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2. Have introduced several cost-cutting measures
3. Have contributed to improvements in productivity and operational efficiency
NOTES 4. Have developed a product development team
5. Have contributed research papers to prominent journals
6. Have trained several batches of new recruits.
7. Have led a team of software developers
This attempt at drawing up an exhaustive list ensures that nothing of importance
is left out. Of course, the number of items to be included from this list for each candidate
would vary depending upon the level of experience, professional standing and breadth
of accomplishments. This wealth of information would certainly help in picking up
relevant items and customizing the resume keeping in view the job description. Further,
a comprehensive list prepared and kept ready would also be helpful in preparing
application forms and also while preparing for the interview. This list acts as a worksheet.
In preparing the final resume, however, the communicator should pick up only relevant
details, rearrange the order and priorities, convert facts into accomplishments/ substance
statements and highlight the most important ones.
Whether Personal Details?
A word of caution in this context about personal details is essential. Although in the
Indian context, the resumes provide personal details such as age, date of birth, marital
status, etc., in some countries abroad such details are to be avoided. For example, if
the resume is meant to be used in applying to a position in the USA, such details have
to be omitted. Essential facts such as email address, mailing address and contact
numbers, and other professionally relevant details should be included in the resume. It
is also worth noting that in the U.S, even during the interviews, the interviewers refrain
from asking questions about age, marital status, religion, etc.
A suggested list of captions or headings appropriate for resumes in general is
given below:
1. Personal details
2. Academic qualifications
3. Academic distinctions
4. Work experience
5. Areas of specialization
6. Career-related achievements
7. Seminars and workshops
8. Papers and publications
9. Membership of boards and committees
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10. Guest faculty
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 11. Consultancy Resume Writing and Job
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12. Computer/Technical skills
13. Languages known
14. Marital status NOTES
15. Hobbies and interests
16. References
In the above paragraphs, we have looked at the various captions or headings
under which relevant details have to be covered in the resumes. In the following pages,
we will be presenting illustrations on how relevant details may be presented under
each one of the above captions.
Personal details: Personal details to be covered in the Resume/Bio Data include
the name, age, date of birth, nationality, present position, residential address and contact
details.
Personal Details
Name Amit Khanna
Date of Birth 20 December 1990
Age 30 years
Nationality Indian
Present Position Reader
Department of Economics Christ College
Ambedkar Road, Coimbatore 641018
Residential Address 27, Devaki Apartments
Ramaswamy Road
R.S. Puram,
Coimbatore 641002.
Contact Details Email: akhanna1990 @gmail.com
Tel: 0422-3613052
Mob: 988844 32132
Academic qualifications: Academic qualifications may be mentioned either
in the chronological order or from the latest backwards. Similarly, the grades and
percentages may or may not be stated.
Academic distinctions: This is an optional caption, in the sense that only those
candidates who have something significant to highlight by way of academic distinctions
may use this heading. Medals won, merit scholarships conferred and other such
achievements may be highlighted.
Work experience: Any prospective employer would keenly study details under
this caption. The resume writer should take extra care in presenting the details of work
experience in an effective manner. Work experience would normally cover the following
details. Self-Instructional
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Resume Writing and Job • Period of Work
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• Functional Designation
• Duties and Responsibilities
NOTES • Present Position
• Career Highlights or Previous Positions
Areas of specialization: Quite often, people specialize in specific areas or
even geographical markets. The resumes should clearly bring out related strengths,
especially when the post applied for demands specialization. Given below are two
examples:
Career Highlights or Previous Positions
2009–2014 Vice-President – Corporate Clients,
Perfect Advertising Pvt. Ltd. Bombay Mansions, Worli. Mumbai.
2005–2009 Executive– Client Servicing, Indus Advertisers, Brigade Towers,
M.G. Road, Pune.
2003–2005 Sales Executive, Publicity and Event Makers, Apoorva Complex,
Itwari, Nagpur.

2012–2016 Associate Professor. Business Communication

Bhandari Institute of Management, Chandigarh.
2010–2012 Senior Lecturer, Department of Management,
Kapoor College of Arts and Commerce, Ludhiana.
2007–2010 Administrative Assistant, Institute of Foreign Trade, New Delhi.
1. Specific functional areas
a) Labour law
b) Investment banking
c) Economic journalism
2. Specific industries
(a) Ceramic industry
(b) Mutual funds
(c) Auto components
3. Specific regions
(a) South-East Asian markets
(b) South India
(c) Eastern Region
4. Specialized training
(a) Advanced Training in Commodity Futures
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DOs and DON’Ts of Resume Writing Resume Writing and Job
Application Letters

Dos
1. Make your resume stand out. Clearly bring out your strong points. NOTES
2. Your resume creates your first impression. Make it neat, error-free and
professional.
3. Keep your resume short. Should not normally exceed 2-3 pages.
4. Make a comprehensive list of your qualifications, experience, competencies,
skills, etc. before writing your resume.
5. Choose headings that reflect your strength and match the employer needs.
6. Make your resume factually accurate and up-to-date.
7. Choose the right format and keep your font professional and appealing.
8. Re-check your resume for grammatical errors and inconsistencies.
Don’ts:
1. Do not boast or exaggerate. Never insert lies.
2. Don’t use big and pompous words. Use key words used in the profession.
3. Don’t use lengthy sentences. Use catchy phrases.
4. Don’t give the contact numbers or a mailing address on which you cannot be
reached.
5. Don’t use words, fonts, colors and styles which make the resume gaudy and
unprofessional.
6. While updating don’t just squeeze in additions. Rewrite and reprint.
7. Don’t make critical comments on your previous job/superiors.
8. Don’t highlight achievements which you cannot substantiate.

Check Your Progress

1. What is a resume?
2. Why is it encouraged to keep the resume short?
3. What do functional resumes focus on?

4.3 MEANING AND DRAFTING OF JOB

APPLICATION LETTER

Having identified the job the candidate seeks, the next step is to send an application
letter. Any organization which is sought after will be receiving hundreds and even
thousands of application letters from candidates, often from various parts of the country
and even abroad. The candidate sending the application letter should keep in view the Self-Instructional
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Resume Writing and Job every effort to get noticed or catch attention. The contents of the application letter
Application Letters
apart, its packaging also makes a difference. There are any number of small details
which can make a noticeable positive difference—good-quality paper, attractive
presentation format, neat and error-free typing, good folding (if at all) and forceful
NOTES sentences. Similarly, lack of attention to some details would mar the attention-grabbing
value of the application form—shabby envelope, misspelling the name of the addressee
or the organization, poor typing, illegible handwriting and pedestrian statements. Some
relevant dos and don’ts have to be necessarily followed while sending the application
letter and the relevant accompanying papers. Various points which have to be kept in
view while sending an application letter are discussed in the following paragraphs.
Suo Moto or In Response
Application letters seeking jobs are essentially of two types—suo moto and in response.
Application letters sent by an applicant suo moto (or suo motu) are those where the
aspirant is sending the letter by choice and not in response to any specific advertisement
or invitation. Suo moto means action done on your own without any formal request
from anyone. For example, an engineer, soon after completing graduation sends out
applications to a few engineering firms without waiting for advertisements. One is
hopeful that the organization is offering opportunities in keeping with one’s academic
qualifications and extra-curricular activities. Similarly, an accounts clerk who has worked
in a junior position for a few years has, by now, acquired additional qualifications and
relevant experience in view of which the person now sends an application letter suo
moto seeking an accounts officer position in another firm in the relevant industry.
While sending such suo moto application letters, the candidates should make appropriate
enquires, besides homework. Is the organization looking for or in need of candidates?
Is the organization taking up new projects? Is the organization looking for candidates
in specific functional and geographical areas? Is the candidate equipped with necessary
qualifications and experience to fill the post? As far as possible, the application letter
should try to identify a specific post or a functional area and not just seek any suitable
post. When telephone calls are made to employers seeking job opportunities even
though no jobs are advertised, such calls are called ‘cold calls’.
The second category of application letters relates to those sent in response to
specific advertisements or announcements or invitations. Here the organization/advertiser
has already stated the details of the job offer, the required qualifications and experience,
position in the hierarchy, emoluments, place of posting and methods of selection, and
the candidates have to make sure that they qualify or meet the eligibility criteria. The
application letters have to clearly state how he/she is suitable for the post advertised.
These application letters are not always sent directly to the organization. Quite often,
the organization keeps its identity confidential and hence the advertiser would want the
application letters to be sent to a specific post box address. In some cases, the selection
process may be entrusted to an external recruitment agency or consultancy firm, in
which case the application letters have to be addressed accordingly. In sending these
application letters the candidates should strictly abide by the stipulated conditions
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number of pages and size of the paper, essential details to be furnished and whether Resume Writing and Job
Application Letters
testimonials need to be enclosed. In some cases, like government and public sector
organizations, there would be printed application forms, often available for a fee, and
the same have to be obtained, filled in and submitted as directed.
NOTES
Covering Letter
Application letters are often accompanied by short covering letters. Covering letters,
also referred to as cover letters, are often sent along with a job application or a resume.
Application letters have to cover all relevant details as called for, or as are necessary
to bring out the candidate’s strengths and merits. As a result, the letter becomes
somewhat detailed. The covering letter comes in very handy and has to be specific
and attractive. It could be typed on the letterhead of the candidate or any other good-
quality paper to make it elegant. While the covering letter has to be properly addressed
to the right person, department, advertiser or post box, the contents have to be
necessarily short and sharp.
Any application, as we have noted, quite often competes with numerous others
for attention. The covering letter provides an opportunity to the job-seeking candidate
to make the application somewhat distinctive. Make it as appealing as you can. At
least take care to see that it is not unattractive and ordinary looking.
First Impressions Matter: Your covering letter is seen even before the addressee
takes a look at your application and resume. Since first impressions matter much, it
has to be taken seriously. In fact, the appeal and elegance of the covering letter can
sway the prospective employers in your favor and get them interested in looking closely
at your resume. The basic purpose of any covering letter is to highlight the candidate’s
strengths so as to call attention of the employer. To grab attention, your cover letter:
1. Should be duly customized and made job specific. A stereotyped letter cannot
be a winner.
2. Should clearly highlight your accomplishments and skills in bold fonts.
3. Should ‘sell’ you by ensuring that the highlights provided match the job
requirements and arouse employer interest
4. Should be free from grammatical and typing errors.
5. Should be neat and elegant so as to catch attention.
Details to be Covered
An application letter presents the candidate’s profile to the organization or the
recruitment agency. In order to do that effectively, the application letter has to necessarily
cover all essential details about the candidate. Exhibit 4.1 lists the key areas that a
good application letter should cover.

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Resume Writing and Job Exhibit 4.1 Make Your Application Letter Inclusive
Application Letters
1. Personal Details Age
Date of Birth
NOTES Sex
Address
Languages Known
2. Academic Qualifications Degree
Specialization
University
Marks/Percentage
3. Extra-curricular Activities Hobbies
Interests
Sports
4. Experience Previous Jobs
Positions Held
Years of Work
Job Profile
5. Job-related Achievements Promotions
Awards
Recognition
Training
Special Assignments
6. Distinguishing Qualities Interpersonal Skills/Team work
Leadership Qualities
Communicative Skills
7. References Teachers/Professors
Departmental Heads
Heads of Institutions
Other Prominent Persons
8. Your Strengths Why You Are Suitable

You Are the Right Candidate

When you are seeking a job by sending an application and facing an interview, you are
essentially trying to market or sell yourself. You will have to bring out your strengths,
highlight your distinguishing features and underline all those qualities that make you
particularly suitable for the job. Reiterate why you think you are the right candidate for
the job.
Update Regularly
The application letter should be updated on an ongoing basis in order to ensure that
the latest details are furnished. If you were 22 years old in 2001, you would be 24
years old in 2003. If you had 6 years of experience, subsequently add two more years
to it when you use it during 2003. If you added another degree or diploma, have
undergone another training, got married or your present emoluments have gone up,
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More importantly, vary the emphasis or focus depending upon the post. If you are Resume Writing and Job
Application Letters
applying for the post of an officer as well as a clerk, try to vary the emphasis. Similarly,
what you highlight for an operation-oriented job would be different from what you
emphasize for a research job or a teaching job. In the former, you focus more on your
result-oriented or strategy-oriented skills, whereas in the latter case, you talk more NOTES
about academic strength and publications. Avoid straitjacketing.
Address to the Right Person
Having taken the initiative of preparing an application and covering letter providing all
relevant details in an elegant eye-catching manner, the next step is to ensure that it is
addressed to the right person or authority. When the candidate is responding to an
advertisement, the address to which the application is to be sent should always be
clearly stated. It could be a post box number, the recruitment agency, the selection
board or any such stated authority. In contrast to this, in respect of application letters
which are sent by the job seekers suo moto or on their own, extra care has to be
taken to address the application/covering letter to the appropriate authority or the
department. It may be the chief executive, the director (personnel), the chief of the
personnel department or the specific departmental head. If it goes to the wrong person
or the department, there is always the possibility that it may lie there without getting
redirected to the appropriate person or department. Ascertain the right addressee for
your application letter.
Endorsing Copies
Job seekers sending application letters must resist the temptation to send out multiple
copies to the same organization. Sending the letter by courier, fax and e-mail to different
departments repeatedly will certainly not help the cause of the candidate. As rightly
observed by the Director of Human Resources for GE capital, Asia-Pacific, ‘Sending
multiple copies of your CV by e-mail and fax, re-sending it with additions and corrections,
including multiple e-mail attachments and nagging the company with follow-up phone
calls can do much to hurt your chances. It is a deduction of points even before you
have a chance for an interview.’ In most organizations, the entire process is often
internally well streamlined such that other departments/functionaries receiving the
application redirect the same to the personnel/HR department. Sending multiple copies
to different departments would ultimately mean that all such copies finally end up with
the same department, which obviously is to be consciously avoided by the job seeker.

Check Your Progress

4. What are the two types of application letters seeking jobs?
5. What are cold calls?
6. What is the basic purpose of a covering letter?

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Resume Writing and Job
Application Letters 4.4 ANSWERS TO CHECK YOUR PROGRESS
QUESTIONS

NOTES 1. A resume or a CV is a short account of one’s career and qualifications typically

prepared by an applicant for a position. A resume is also understood as a personal
datasheet that presents the academic qualifications, job-related experience, skills
and strong points of a person seeking a job.
2. The shorter the resume, the greater the chance of its being noticed and read.
Therefore, while preparing a resume, a candidate is advised to mercilessly leave
out trivial or insignificant details about achievements.
3. Functional resumes do not follow any timeline approach and instead focus on
skills and responsibilities.
4. Application letters seeking jobs are essentially of two types—suo moto and in
response.
5. When telephone calls are made to employers seeking job opportunities even
though no jobs are advertised, such calls are called ‘cold calls’.
6. The basic purpose of a covering letter is to highlight the candidate’s strengths so
as to call attention of the employer.

4.5 SUMMARY

A resume or a CV is a short account of one’s career and qualifications typically

prepared by an applicant for a position. A resume is also understood as a personal
datasheet that presents the academic qualifications, job-related experience, skills
and strong points of a person seeking a job.
A good resume helps project the person in proper light. It makes the first right
impression on the employer. A good resume helps bring out the basic strengths
of the individual in terms of academic achievements, job-related skills, attitude
and aptitude and other relevant details in order to hold the attention of the
receiver/ employer.
The presentation of details in the resume will have to be in an organized and
orderly manner. A resume presents an outline and is not a detailed record.
Therefore, instead of using lengthy sentences, it would be desirable to use short
phrases.
In preparing a resume, a candidate is well advised to mercilessly leave out trivial
or insignificant details about achievements. The resume writer has to resist the
temptation to go overboard by packing the resume with too many details.
Resumes are prepared in different formats. Broadly speaking, they may be
chronological or functional, or a combination of these two. Chronological resumes
present the details in a historical order, in a timeline. Functional resumes do not
Self-Instructional follow any timeline approach and instead focus on skills and responsibilities.
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 The combination resume follows a mixed approach highlighting skills and Resume Writing and Job
Application Letters
experiences and also providing work experience during different periods.
A resume should include details relating to academic qualifications, work
experience, area of specialization, etc.
NOTES
Application letters seeking jobs are essentially of two types—suo moto and in
response. Application letters sent by an applicant suo moto (or suo motu) are
those where the aspirant is sending the letter by choice and not in response to
any specific advertisement or invitation. Suo moto means action done on your
own without any formal request from anyone.
The second category of application letters relates to those sent in response to
specific advertisements or announcements or invitations. Here the organization/
advertiser has already stated the details of the job offer, the required qualifications
and experience, position in the hierarchy, emoluments, place of posting and
methods of selection, and the candidates have to make sure that they qualify or
meet the eligibility criteria.
Application letters are often accompanied by short covering letters. Covering
letters, also referred to as cover letters, are often sent along with a job application
or a resume. Application letters have to cover all relevant details as called for,
or as are necessary to bring out the candidate’s strengths and merits. As a
result, the letter becomes somewhat detailed.
An application letter presents the candidate’s profile to the organization or the
recruitment agency. In order to do that effectively, the application letter has to
necessarily cover all essential details about the candidate.

4.6 KEY WORDS

Resume: It is a short account of one’s career and qualifications typically

prepared by an applicant for a position. A resume is also understood as a personal
datasheet that presents the academic qualifications, job-related experience, skills
and strong points of a person seeking a job.
Cold calls: When telephone calls are made to employers seeking job
opportunities even though no jobs are advertised, such calls are called ‘cold
calls’.

4.7 SELF ASSESSMENT QUESTIONS AND

EXERCISES

Short Answer Questions

1. How does a good resume help a candidate?
2. What are the three types of resumes?
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Resume Writing and Job 3. What are the do’s and don’ts of resume writing?
Application Letters
4. What are the two types of job application letters?
Long Answer Questions
NOTES
1. Examine the important information that should be included in a resume.
2. Discuss the process of drafting an application letter.

4.8 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited.
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Report Writing

UNIT 5 REPORT WRITING and Internal

Correspondence

AND INTERNAL
NOTES
CORRESPONDENCE
Structure
5.0 Introduction
5.1 Objectives
5.2 Meaning of Report Writing
5.2.1 Significance
5.2.2 Structure of Reports
5.3 Introduction and Essential Elements of Report Writing
5.3.1 Negative and Persuasive Reporting
5.3.2 Special Reporting
5.3.3 Formal and Informal Report
5.4 Types of Internal Correspondence
5.4.1 Proposals
5.4.2 Project Report
5.4.3 Office Memo or Memorandums
5.4.4 Office Orders
5.4.5 Office Circulars
5.4.6 Press Releases and Organization of Press Report
5.4.7 Form Memos or Letters
5.4.8 Import Export Trade Correspondence
5.5 Answers to Check Your Progress Questions
5.6 Summary
5.7 Key Words
5.8 Self Assessment Questions and Exercises
5.9 Further Readings

5.0 INTRODUCTION

Report writing is an important organizational activity that is aimed at providing relevant

information relating to an event or an activity. It presents information for the interested
reader. In the business context, report can provide information to the management and
help the organization to take certain decision. Internal correspondence is concerned
with communication between the employees, units, departments, and branches of the
same organization. This unit will discuss the essential elements of report writing. The
nuances of internal correspondence will also be explained.

5.1 OBJECTIVES

After going through this unit, you will be able to:

Discuss the meaning and significance of report writing Self-Instructional
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Report Writing Understand the essential elements of report writing
and Internal
Correspondence Explain the types of internal correspondence

NOTES 5.2 MEANING OF REPORT WRITING

Reports are an integral part of an organizational activity. Managers are constantly

required to submit reports to supervisors and executives to enable them to take informed
decisions change policies, etc. Reports are a good way for the management to get a
constant and reliable source of information. A report may be defined as a form of
systematic presentation of information relating to an event, progress of action or some
activity. Reports present facts for the interested reader. More specifically, business
reports may be defined as an orderly and objective communication of factual information
that serves a business purpose.
The characteristics of business reports can be briefly summarised as follows
Generally submitted to a higher authority
Communicated upwards in an organisation
Logically organised
Objective in tone
For a limited audience
Both short and long
Purpose of business reports
A report carries information from someone who has it to someone who needs it. It is
a basic management tool used in decision making. Reports may be used to provide
information (information reports), analyse information and give suggestions (analytical
reports), request for action or give recommendations to initiate action. Thus, in a
business context reports serve the following purposes:
Reports give factual information to the management.
Reports record facts and results of investigations or surveys for future reference.
Reports are useful tools for providing shareholders, customers, creditors and
general public with useful information.
Based on detailed investigations, reports give recommendations which can be
used in future.
5.2.1 Significance
Reports not only ensure that information reaches the concerned party but also helps
the management evaluate the situation.
1. Conveyor of information: Reports serve as conveyors of information. They
provide necessary information to various parties who need it.
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 2. Review and evaluate operations: Reports help management to review and Report Writing
and Internal
evaluate operations continuously. They help in coordinating the activities of the Correspondence
different departments.
3. Decision making: A report aims at providing correct, objective and suitable
NOTES
information to persons who require it so that correct decisions can be taken at
his end.
4. Better coordination: Reports aim to promote common understanding of
information between different groups in the organisation, thus ensuring better
coordination.
5. Tools for measuring performance: Reports are useful tools for measuring
departmental performance. The operational data from various departments helps
management to assess performance of each department.
6. Help in making desirable changes: Reports help in making and implementing
desirable changes to business policies.
5.2.2 Structure of Reports
For any business communicator associated with report writing, structuring the report
assumes great significance. It calls for superior skills in observing and absorbing the
deliberations, making notes on an ongoing basis, getting doubts clarified and putting
them all in an organized and light-bearing fashion while presenting the report. Report
writing is somewhat akin to writing a book. While in a book the author puts forth his
own thoughts, in a committee report the author will have to remain objective and
present the consensus of the deliberations. All the same, the need for a thorough
understanding of the subject, command over language, organization of chapters and
elucidation of ideas are all equally relevant. In structuring the report, the following
aspects need particular attention:
1. Outlining and report organization
2. Length of the report
3. Formal report
4. Sequence of presentations
5. Annexures
6. Sub-committee report
7. Dissenting notes, if any
It is possible that the committee, in the course of its deliberations, may go beyond the
terms of reference into unrelated areas. The report writer, while structuring the report,
should clearly outline what the committee work consists of, and rule out any temptation
to go beyond what is necessary, useful and relevant.
The chapter designing of the report would vary from committee to committee.
However, if one were to suggest a standard format, the following chapters/coverage
would be appropriate:
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Report Writing 1. Table of contents
and Internal
Correspondence 2. Executive summary
3. Background of the study
NOTES 4. Scope and objectives of the study
5. Study methodology
6. Findings and observations
7. Recommendations
8. Annexures
The report writer should be familiar with the essentials of report writing and
make it a point to refer, wherever need be, to some well recommended reports on the
subject. Apart from the broad approach indicated above, there are certain other aspects
to be covered, such as:
1. Acknowledgements
2. Summary of recommendations
3. Composition of the committee
4. Meetings and visits
5. Covering letter for report submission
Report writing not only puts to test the skill of the report writer, but also provides
an opportunity to an accomplished writer to bring out a document of real merit by
adding value.

Check Your Progress

1. Define report.
2. State any two purpose of a business report.

5.3 INTRODUCTION AND ESSENTIAL ELEMENTS

OF REPORT WRITING

As noted earlier, each kind of report has its characteristics. An enquiry report or a
survey report is essentially a fact-finding report and should bring out the facts clearly.
A directors’ report, on the other hand, is the detailing of the developments, or the
progress relating to the business organization during a particular period. A committee
report, however, may not only bring out facts and figures, but also cover the alternative
viewpoints expressed by the members, and also the final recommendations made by
the committee. Notwithstanding these features specific to the reports, we may take
note of certain features relevant to any report writing as stated in the following
paragraphs.

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Issue in Perspective Report Writing
and Internal
Correspondence
The first essential for any good report is to bring out the issue in its proper perspective,
duly emphasizing the pros and cons. Be it a progress report, a survey report, an
analytical report or an enquiry report, the subject should be presented in an unbiased NOTES
and objective manner. Both the positive and negative aspects of the issues studied
should be covered in the report. The report writer should make conscious efforts to
keep out any bias or exaggeration while stating facts and incidents, especially in the
enquiry and investigation reports.
Authoritative Facts and Figures
Reports are sought as a fact-finding measure. The report writer should ensure that the
facts and figures quoted in the report are authentic and reliable. Very often, the facts
and figures quoted are from primary data sources and are taken on the basis of personal
enquiries or surveys specially conducted for gathering information. The data quoted in
the report are likely to be made use of by several other individuals and agencies who
will gain access to the report. It is also very likely that major business-related decisions
will be taken on the basis of details mentioned in the report. Even when the data
quoted are taken from secondary sources, care should be taken to see that the sources
are reliable and cross-verified.
Maintain a Judicial Approach
The report writer should keep to measurable facts and verifiable details. Impressionistic
statements and inaccuracies will have to be scrupulously avoided. A good report calls
for an effective assessment based on authentic facts and figures. Human errors, biases
and any kind of selective reporting have no place in report writing. Good reports are
those where the report writer maintains a judicial and non-partisan attitude.
In-Depth Analysis
It is expected that the reports provide an in-depth study. Any report that does not go
into the details of the subject studied may turn out to be peripheral, necessitating one
or more report, or additional information being sought. The reporting authority or the
report writer, as the case may be, should make it a point to meticulously go about
collecting all related information for inclusion in the report.
Alternative Viewpoints
The purpose of a report, as we have noted earlier, is to get the facts in proper perspective.
When we refer to an enquiry report, an investigation report or a committee report, the
intention is to get the inputs or views from different persons who are in a position to
throw light on the subject or incident under study. In fact, when we talk of a committee
report, a very important requirement for the report writer is to bring out alternative
viewpoints. Although the final recommendations may be based on a consensus or
majority view, the fact that some other views were also expressed during the course of
deliberations or enquiries should also be mentioned. Further, in reporting deliberations
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or alternative viewpoints, the report writer should not be overly conscious of the Material 113
Report Writing hierarchical position of the members. In other words, the points made or the views
and Internal
Correspondence expressed are to be covered, even if they are from relatively junior members, as long
as they are relevant to the issue under consideration. It is worth noting here that when
committees submit their reports, apart from giving a majority view, there is also a
NOTES mention, in some cases, of the note of dissent.
Appropriate Annexures and Appendix
Most reports also contain relevant annexures, which cover additional information that
is germane or pertinent to the matter dealt with in the body of the report. Such annexures
normally include charts, graphs, relevant statistics, questionnaires, list of centers visited,
agencies, institutions and individuals contacted and interviewed. Care should be taken,
however, to ensure that any such charts, maps and tables are relevant to the matter
under study and enhance understanding. Well thought out annexures help assess the
depth of the report and the extent of representativeness of the studies/surveys made in
connection with the investigation or study taken up. While major findings and statistics
are furnished in the main report, the questionnaire formats, detailed statistical tables
and other similar details covered in the annexures provide supplementary information
which is of particular value to a more discerning reader or researcher. Reports also
contain Appendix at the end. Appendix refers to a section giving relevant additional
information at the end of the report.
Appendix, like the annexure, constitutes an extra section of the report or a
document. Any supplemental information relating to the report is given in the appendix.
Appendix generally includes the following: illustrations, photographs, maps, surveys,
statistical abstracts, diagrams, questionnaires and samples, pictures, and formulae and
calculations.
Glossary
Reports also contain glossary at the end. A glossary is a list of special or technical
words used in the document or report. Along with the words, their meanings are also
given in the alphabetical order for easy reference. Glossary helps the readers understand
the meanings of key words or the jargon used in the report or book. Every domain or
business has words specific to it and the glossary lists out the words and their meanings.
It is particularly relevant when the readers are not familiar with the words used in the
report.
Index
Voluminous reports, large documents and books carry an Index at the end. Index
presents the list of names or topics that are referred to in the report or document or
book. They are usually arranged in the alphabetical order. Like the subject index,
there can also be an author index. It is worth noting that this book presents Subject
Index at the end. In the subject index, key words with the page numbers are given in
the alphabetical order. Similarly, in the author index, the names of authors and the page
numbers where they appear are mentioned. Microsoft Word, the word processing
Self-Instructional software, creates an index automatically.
114 Material
Appearance Report Writing
and Internal
Correspondence
Good appearance is of particular significance in presenting reports. Reports constitute
an important business document. Their objective is to present a clear picture or objective
account of what is learned or done or observed. Quite often, the reports tend to be NOTES
lengthy. If a report has to be read by the audience, apart from the quality of contents,
the manner of presentation assumes relevance. Notwithstanding the relevance and
usefulness of the contents, the report may get discredited and ignored if the presentation
is casual and shoddy. Good reports are those that are carefully prepared so as to
present all the contents in a systematic, appealing and reader-friendly manner.
5.3.1 Negative and Persuasive Reporting
Negative reporting involves delivering news that the audience does not want to hear or
receive. One should keep in mind the following points while preparing a negative
report:
One should be clear and concise in order to avoid additional clarification.
One should help the receiver understand and accept the news.
There should be trust and respect for the organization as well as the receiver.
One should avoid legal liability.
A persuasive report is a request for action. It is aimed at influencing an audience that
is more inclined to resisting. Persuasive reporting appeals to logic or emotions. It can
be positive or negative.
5.3.2 Special Reporting
Special reports are prepared to deal with problems or issues specifically developed.
They are specifically asked for by the concerned authority and are custom prepared
to suit the particular purpose.
5.3.3 Formal and Informal Report
Informal reports do not follow any fixed form or procedure for submission. They are
prepared according to the convenience and requirement of the organisation. The term
‘informal reports’ does not mean the style and language of the report is informal. It
only indicates simplicity in terms of structure or format.
The following are some of the forms these reports may take:
(i) Short reports: These reports are presented in a simple letter format. They are
less than five pages in length. The presentation style of such reports is kept
simple and facts are reported.
(ii) Progress reports: These reports contain information regarding the progress of
a particular work or project.
(iii) Staff reports: These reports are prepared to resolve particular staff problems.
(iv) Justification report: These reports are used to justify a particular
recommendation or a course of action. Self-Instructional
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Report Writing When a report is prepared in the prescribed form and is presented according to an
and Internal
Correspondence established procedure, it is called a formal report. Formal reports have a uniform
structure and format which is specific to the organisation. Generally formal reports
have the following characteristics:
NOTES
Longer than an informal report
More thorough and often based on a detailed examination of a problem
Formal in terms of format, structure, language.
Formal reports may be:
(i) Statutory reports: These are reports which are prepared as a mandatory
requirement by law. The format of such a report is as prescribed by the concerned
body.
(ii) Non statutory reports: There is no legal binding for preparation and submission
of these reports but these are asked for by the management to facilitate the
various managerial functions.

Check Your Progress

3. What is an enquiry report?
4. What is the purpose of adding glossary in a report?
5. State any two characteristic of informal reports.

5.4 TYPES OF INTERNAL CORRESPONDENCE

Internal correspondence is a written communication between the employees, units,

departments, and branches of the same organization. Internal correspondence can
either be formal or less formal. There are other more formal types of internal
correspondence which include promotion letter, written reprimand, notice to explain,
memorandum, formal requests for approval, and letter of approval or dismissal. These
types of communication are ideally printed on paper, signed by the sender, and physically
received by the recipient.
5.4.1 Proposals
Proposals, like letters and reports, constitute a widely used piece of written
communication in business. In the market place, in business organizations, varied
proposals are put up from one party to the other or from one authority to the other for
their consideration. Proposal refers to an act of proposing or suggesting a plan, task,
event, etc. Proposals are examples of persuasive communication. In general,
proposals are put up for the consideration of the appropriate party or authority. A
proposal is an offer to do something or a request for some sanction or permission.
Proposals relate to an idea that needs to be sold. The purpose of any proposal is to
persuade the reader to consider the idea favorably and permit to put into action.
Self-Instructional Proposals put up in business organizations are of a wide variety.
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 Business proposals are of a wide variety. Business Proposals are of a wide Report Writing
and Internal
variety such as credit sanction proposal, new premises proposal, new office proposal, Correspondence
staff allocation proposal, sales proposal and project proposal. Any proposal in the
business context seeks allocation of resources. These resources may be funds, men
and material, office space, vehicles and so on. A proposal while seeking the allocation NOTES
of resources should substantiate the need and make out a case. The details to be
included and the format to be selected in putting up a proposal would vary depending
upon the nature of the proposal. Those proposals seeking grants and allocation of
substantial funds and other resources need to include elaborate details and should be
as per the format prescribed, if any.
Proposals, in general, should feature the following points:
1. State your idea or plan: The proposal should start with a clear statement
of the idea or plan of the proposer. The nature and scope of the proposal or
idea and its purpose and limitations should be clearly defined. If the reader
is familiar with the idea, no detailed background need be given. On the other
hand, when the reader or the sanctioning authority is not very familiar, a
suitable note explaining the context would be appropriate.
2. Be logical and persuasive: Any good proposal should make a logical and
persuasive pitch. The purpose to be achieved and the advantages or benefits
that would follow should be clearly brought out. Step by step, the proposal
document should build up the case for pursuing the proposal or plan
proposed. The stronger and more irrefutable the case, better would be the
chances of their being considered favourably.
3. Elucidate how to proceed: Having defined and logically presented the
proposal, follow it up by stating how to proceed. Mention the actions involved
in taking the proposal forward, the constraints to be dealt with, the time
frame and other logistics involved in putting the proposal into action. Like in
any business document, the following aspects of the proposal should be
clear.
Title of the proposal: Give a catchy title to your proposal that clearly
states the central idea. For example, ‘Proposal for Creating a Marketing
Taskforce’, or ‘Proposal for Reorganizing the Regional Offices’, or
‘Proposal for Grant of Funds for a Marketing Survey’.
Headings and Sub-Headings: Make the document reader-friendly and
appealing by developing your case through several headings and sub-
headings. Headings like Finance, Manpower and Premises with appropriate
sub-headings like Capital Investment and Monthly Expenses; Managers
and Technicians; Office Premises and Godowns, etc. would enhance
readability and make the requirement explicit. The headings and sub-
headings should cover all important aspects relevant in considering the
proposal.
4. Anticipate challenges and objections: A good proposal also anticipates
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likely objections and provides answers. It raises probable doubts and Material 117
Report Writing provides clarifications. Issues likely to arise such as staff constraints,
and Internal
Correspondence environmental concerns and productivity and profitability aspects should be
foreseen and addressed. Wherever possible, expert opinions, market related
and competitor initiated measures, and cost-benefit analysis should be built
NOTES into the proposal. The idea is to convince the recipient of the proposal that
all relevant issues have been anticipated and addressed in putting up the
proposal.
Proposals, as already noted, are a form of persuasive communication. They
relate to an idea, suggestion or a plan that needs to be sold. It is put up for
the consideration of the authority concerned seeking resources, financial
grants or permission to go ahead. Like a good sales letter or any good
persuasive communication, proposals should be properly presented. The
cover should be neat, elegant and appealing. The contents should be well
organized and the page layout, font, spacing, margins and other such features
need careful attention. When the document is lengthy, there should be a
Summary at the beginning covering the synopsis and the highlights of the
proposal details contained in the document.
Good proposals reflect the confidence and enthusiasm of the person putting
up the proposal. A good proposal should have the right tone. It should radiate
the confidence and urgency that are relevant for its favorable consideration.
It should be prepared and put up without delay and well in time, especially
when deadlines are involved. Good proposals should use vigorous words
and should not follow a drab, matter-of-fact style.
Project Proposals
A project proposal, as the name indicates, is a proposal for undertaking a project.
Since any proposal is a kind of persuasion, a project proposal puts forth clearly the
nature of and need for undertaking the project. A project could be a plan, a task, a
turn-key job, an assignment or a research study. A project proposal may be internal or
external. It may be submitted by a department within an organization to the sanctioning
authority or senior management. Externally, it may relate from one business organization
to the other, which has a need for that facility. Preparation of a project report requires
substantial skills.
A typical project may involve the following:
1. Technical feasibility: To decide whether in terms of technical aspects, the
project is doable. If so, then details of availability, expertise, time frame,
quality and level of sophistication should be worked on.
2. Economic viability: To decide whether the project has merits in terms of
demand and supply, resources to be put to use, environmental and seasonal
factors and so on.
3. Financial strength: To decide what kinds of funds the project requires,
both short term and long term, how the funds can be raised, cost-benefit
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analysis of the proposal, etc.
 Some examples of projects would be a residential school project, a poultry Report Writing
and Internal
development proposal, an irrigation or power project, a travel agency proposal and Correspondence
so on. It could be small or large, a new activity or an expansion, undertaken
independently or jointly with other agencies. Each has its own implications for drafting
or preparing the project proposal. Each aspect, whether technical or economic or NOTES
financial should be properly presented. Cost-benefit details have to be clearly spelt
out. The receiver of the proposal should be in a position to get a total view of what is
proposed, and take an appropriate decision on merits. Sometimes large proposals are
put up to committees and the person submitting the proposal may be invited to make
a presentation and clarify doubts. Technical jargon, if any, may have to be explained in
clear terms.
It is worth noting that proposals are essentially a form of persuasion. The proposer
has to state clearly the rationale, the merit or the ‘why’ of the proposal. In other
words, the purpose statement has to be very carefully drawn up in respect of large
proposals. In a business context, given intense competition, it is likely that there are
several competitors submitting their proposals for consideration and sanction or award.
Clarity, completeness, forceful presentation, timeliness and a user-friendly approach
have to be essential ingredients for any good project proposal.
Request for Proposal (RFP)
RFP is a method of seeking or inviting proposals. Government organizations, public
sector undertakings and large institutions often resort to RFP to ensure transparency
and competitive bids from competent bidders. While issuing an RFP, the organization
concerned specifically lays down all the relevant details of the requirements. To make
the RFP highly participative, these are publicized in the newspapers and are given
wide publicity.
Let us take the example of a bank issuing an RFP inviting bids from consultants
for undertaking a comprehensive management study. The RFP is a document that has
been drawn up with due care. The RFP serves the purpose of inviting bids from the
interested parties. The RFP documents should necessarily contain the following:
1. A brief description of the party calling for RFP
2. Whether the bids have to be submitted in two parts, viz, technical bid and
price bid
3. Specific eligibility conditions for the bidders
4. Scope of the study or work
5. Selection criteria such as credentials, exposure, prior experience, etc.
6. Price schedule, i.e., how the price is to be quoted, whether in Indian rupees,
escalation clauses, taxes, etc.
7. Commercial terms and conditions such as terms of payment, documents to
be submitted, etc.
8. Validity period and last date
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Report Writing 9. Arbitration and applicable laws
and Internal
Correspondence 10. Cancellation of the contract and compensation
11. Confidentiality obligations
NOTES Those responding to the RFP should scrupulously follow these requirements
and submit their complete proposals.
Expression of Interest (EOI)
Expression of interest is another method by which large organizations invite offers
from willing partners. EOI is sought after giving publicity and relevant details such as
scope of study, eligibility criteria, etc. All preliminary proposals received in response
to the EOI are duly evaluated and shortlisted. RFP calling for technical and commercial
(price) bids are called only from those shortlisted parties. The process of shortlisting
through EOI, while ensuring competitive response, provides an opportunity for screening
of responses. Only those who meet all the eligibility criteria will be given RFP and
asked to give their technical and price bids. EOI process helps in screening all the
entries and restricting the issuing of RFP, and calls for technical and commercial bids
only from the most eligible and qualified bidders.
5.4.2 Project Report
Project reports are written documents prepared and presented extensively in business.
Whatever be the nature of the business, organizations need to undertake projects and
deal with project reports on a regular basis. We have already noted that a report is an
account given or an opinion formally expressed after investigation or consideration. All
project reports are, by their very nature, formal reports and as such need to be well
planned, prepared and presented. They constitute a serious and organized effort at
presenting facts, figures, studies, analysis, research and investigation for a detailed
consideration of the appropriate authority. All the essentials of good report writing,
which we have noted earlier, have to be kept in view while preparing a project report.
Projects undertaken in businesses would be diverse in nature. Quite often, vast
men, material and financial resources will have to be deployed in collecting all the
relevant details required for preparing a project. As business communicators, persons
preparing the report have to do justice and capture all the essentials in their reports.
These reports could be of different kinds—evaluation reports, investigation reports,
analytical reports, comparative studies, information reports, research reports, etc. While
the basics of report writing may be common, keeping in view the purpose each such
report should be properly structured.
The report writer should be clear about the nature and purpose of the report
and what it sets out to achieve.
Preparation of a project report is a very comprehensive and elaborate exercise.
Much effort should go into the planning or pre-writing stage onwards.
While preparing a project report, the following key steps have to be followed:
Self-Instructional Data collection—All relevant facts, figures and inputs should be collected
120 Material
and kept ready.
 Planning the report—The report writer should clearly sketch out the Report Writing
and Internal
sequence, order, priorities and organize the data accordingly. Correspondence
Drafting—The first draft is prepared so as to cover the introduction, body
and close. The writer should ensure objectivity, accuracy, sharpness of
NOTES
presentation and completeness.
Editing—Any good project report emerges only after several revisions and
refinements. Inconsistencies, loose ends, priorities, gaps, etc., will have to
identified and addressed.
Finalizing—Make sure the final report emerges after meticulous efforts. Show
it to technical experts and others associated with the report and seek their
comments. There are always details and perspectives that the report writer
would have overlooked. The final draft of the project report should take
cognizance of all relevant viewpoints, comments and suggestions.
Any project report, it is worth emphasizing, is ultimately a collective and team
effort. While there may be a lead writer who has to take responsibility for drafting the
report, other team members, head of the project study, technical experts and others
connected with the project should be consulted and associated. If a project is meant
for selling an idea to any agency like a government department, bank or financial
institutions, the report should follow a user-friendly approach and keep in view the
standards and expectations of the user agency.
Executive summary is also another important essential for any good project
report. Such a summary should be prepared by the report writer so as to bring out all
relevant essentials that any executive would look for in the report.
We are going to discuss the topic of appraisal reports or project appraisals in
the subsequent pages. While preparing a project report, it is worth keeping in view the
varied aspects that are covered in any good project appraisal. As we mentioned earlier,
large projects relate to setting up of manufacturing units, capacity expansion,
infrastructure development, etc., and involve huge outlay of funds and material and
human resources. All these are covered by the project appraisal teams. Keeping these
in view, a good project report involving a large outlay should desirably cover the
following aspects:
1. Nature and purpose of the project
2. Location of the project
3. People associated with the project
4. Time schedule and duration
5. Resources required—men, materials, infrastructure, etc., with relevant
qualitative specifications
6. Funding requirements and bank support
7. Technology support
8. Sourcing of requirements
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9. Processes involved Material 121
Report Writing 10. Project implementation team
and Internal
Correspondence 11. Estimates and projections
12. Clearances required
NOTES 13. Phases in which the project is proposed to be completed
14. Benefits from the project
15. Cost-benefit analysis
16. Community benefits
As we have noted, projects in the world of business are extremely varied and
diverse in nature. Not all of them relate to manufacturing or production. They may
relate to services, valuation, consultancy, turn key assignments and so on. Not all the
features listed earlier would be relevant in all types of projects. Depending upon the
nature and expanse of the project, the report writer should structure and present the
report in a user- friendly manner. In doing so, the business communicator should take
note of the following essentials:
1. What the project proposes to cover
2. Statement of the problem
3. Method of study
4. Facts and figures
5. Observations and findings
6. Conclusion and recommendations
7. Executive summary
Project reports are put up for study, evaluation, consideration and sanction.
The report writer should cover all relevant facts and figures in proper sequence and
order to facilitate the desired response. Charts, tables and annexures, whichever relevant,
also need be included. The business communicator should desirably access and study
some well-documented reports, which are already available, before finalizing his/her
approach.
5.4.3 Office Memo or Memorandums
A memorandum is a written statement or record, especially one circulated for the
attention of colleagues at work. It is principally a means of sharing information internally.
It relates to a note of something to be remembered and acted upon. The word
memorandum came from the Latin word ‘memorare’ which means to remember. In
law, a memorandum means a document recording terms of contract. The plural of
memorandum is memorandums or memoranda. It is commonly known by its
abbreviation, viz., memo.
A memorandum is a means of inter-office correspondence. Memos are sent
within an organization from office to office or department to department. In large
organizations, memorandums are sent from head office to regional offices, branches,
Self-Instructional divisions and so on. Of late, memos are sent using the email and the bulky ones and
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those inappropriate for email have to be sent as printed copies. Memos are intended Report Writing
and Internal
to be read and acted upon by executives, branch managers, supervisors and all staff Correspondence
members as and when they are addressed to them. Memos may also be referred to as
circulars or inter-office memorandum or spiral communication. Large organizations
spread across numerous functional departments and geographical areas regularly issue NOTES
a variety of memos every day or at frequent intervals. In a large organization like a
bank, there are many departments such as personnel, credit, accounts, marketing,
international business, planning and so on and all of them communicate with the branches,
offices and staff through memos and such other internal communication. Memos are
used routinely for making announcements, giving instructions, giving reports and
conveying policy decisions.
Memos may be typed or printed and dispatched to the target groups and offices
across the country and even abroad. For easy reference, memos are often printed in
different colours with different departments using specific colours. With the advent of
electronic communication, memos are now being sent across by e-mail and are also
put on the internal network or intranet for the use of offices and staff. Large organizations
like banks may also differentiate between memos and circulars and use them for specific
messages.
It would be difficult do draw a precise distinction between circulars and memos.
Both are often identical in approach and reach. Some organizations use circulars as a
means of specific, subject-related instruction whereas memos are used to cover events
and developments.
Circulars are in the form of instructions or guidelines and are expected to be
mandatorily followed. Memos are generally a matter of information. Circulars are of a
permanent nature, of long-term relevance and may be modified as and when instructions
have to be revised. Memos are generally of short-term relevance. Any such distinction,
however, is only a matter of internal arrangement and in most books on business
communication published abroad, there are references to memos and no discussion
on circulars.
Memos contain vital details of relevance on functional areas and may have to be
referred to frequently by the personnel working in the organization. Due to their
importance and reference value, memos are often carefully indexed, filed and preserved,
facilitating ready sourcing and reference. Although memos are like business letters
there are some noteworthy differences.
Business Letters and Memos—Noteworthy Differences
Business letters are addressed to outsiders and constitute external communication.
Memos are addressed to employees and constitute internal communication.
Business letters are generally formal in nature, whereas memos are more informal.
Business letters are sent out on a company letterhead whereas memos need not
be written and sent on the letter head.
Business letters should necessarily have inside addresss, salutation and
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complimentary closing. Material 123
Report Writing Business letters have to be necessarily signed whereas memos do not carry any
and Internal
Correspondence signature.
Business letters should not use unfamiliar jargon whereas memos can use
internally accepted jargon and specialized terms.
NOTES
Business letters should start by providing the context and preparing the reader
whereas the memos can come straight to the subject and come to the heart of
the matter. In internal communication, there is a presumption that the reader
knows the basic facts.
Business letters should aim at building goodwill and relationship besides sharing
information, whereas memos are focused on sharing information and
communicating for action.
Business letters are largely addressed to individuals whereas memos are largely
addressed to groups, teams or a large number of recipients. Memos formally
addressed to individuals, however, should be typed/printed and signed.
In writing a good memo, the following points need particular attention.
Take Time to Plan Your Memos
Any office memorandum constitutes a piece of official communication. There are many
types of memos. Some are aimed at providing information. Some are aimed at eliciting
feedback or other relevant details. Some may talk about goals, objectives and action
points. In that sense, they may be seeking specific action. Memos are sent across to
inform, motivate, persuade, educate, and galvanize people, groups and teams into
achieving results.
Given such varied objectives, the memo writer should sit down and plan out the
contents of the memo before actually drafting it. He or she should collect relevant
information, figures and details which have to be shared with the readers. The memo-
writer should be clear about his target groups—an employee or branch manager or
sales personnel or unit heads or executives. The contents/language and the tone should
be appropriate to the targeted readers of the memo. The memo should have the right
tone and emphasis. The memo-writer should also decide about the length of the
memorandum keeping in view the details to be shared. The memorandum may have to
have some relevant annexures and tables or charts, if need be. It may have to make
some references to the earlier memos or other relevant communication. All this involves
proper planning.
The memo writer should also plan how to reach out to the target groups. Memos
can be sent out in a typed format and if the number is large, sufficient copies of the
memo may have to be printed. In this case, the writer has to keep in mind the time
taken for getting the memo copies printed and the actual travel time before the memo
despatched from the office reaches the recipient. Memos often carry a sense of urgency
and as such should reach the addressee expeditiously or within the shortest possible
time. The advent of electronic channels of communication has made it possible for the
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memo to reach out instantaneously. That is why organizations today resort to email or
124 Material internal network or company website to convey internal communication.
Drafting the Memorandum Report Writing
and Internal
Correspondence
Memos are drafted keeping in view the context of the communication as well as the
recipient of the message. Memos are written in the second person with a direct
approach. Every effort is made to involve the recipient and the word ‘you’ is used NOTES
often. The message is conveyed in clear terms using a simple and direct language.
There is no need to spend time on niceties like a salutation (Dear sir) or a complimentary
close (Yours faithfully, etc.) or a signature at the end of the letter. Since the memo is
meant to be read by colleagues within the office, the writing should be to express, and
not to impress. The tone should be neither too casual nor too formal.
Examples of Good Communication––Memos
We give below some examples of memos used in business organizations.
Example 1
To: All Departmental Heads in Head Office From: General Manager, General
Administration, Head Office Date: 11 Jan 2018 Subject: Meeting with Courier Agencies
A meeting has been scheduled at 11.00 A.M on Monday, 15 Jan 2018 in the Committee
Room on First Floor to meet with the short listed courier agencies and discuss the
modalities of cost effective and timely despatch and delivery of out bound mail and
merchandise. You are requested to brief me about the despatch needs of your
department and your experience in dealing with the short listed agencies well in advance.
Attachment: List of participating courier agencies
Example 2
Superior Bank Memo 16/2018Personnel and HR Department 11 February
2018Mumbai To: All Branches and Offices in India Subject: Dearness Allowance The
confirmed All India Consumer Price Index for Industrial Workers (Base 1960-100)
for the quarter ended December 2017 is as follows: October 2017 3378.23 November
2017 3378.23 December 2017 3355.41 All our branches and offices are advised to
be guided by this memo while effecting salary payments to our staff for the months of
February and March 2018. Personnel Officer
Memos, as we have already noted, often reach out to a large section of people
spread across the organization. Since memos are taken seriously by people to whom
they are addressed and also acted upon as directed therein, every care should be
taken in drafting and despatching memos. Quite often, memos are not drafted by the
person under whose authority they are issued. Hence, if any miscommunication occurs
on account of the negligence or callousness of the person drafting the memo, the
authority or the department issuing the memo would have to face considerable
embarrassment. The drafting of memos, especially the important ones, is entrusted to
persons with good communication skills. Memos should necessarily possess the usual
characteristics of good written communication such as clarity, brevity, cogency,
completeness and readability. In view of their importance, quite often the draft of
memo passes through several levels or tiers for approval. The method of despatch is
also decided keeping in view the target sections and the urgency of the message.
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Sometimes memos refer to several previous ones on the subject making the Material 125
Report Writing comprehension and access difficult for the reader. It would be necessary to bring out
and Internal
Correspondence a comprehensive memo to facilitate easy and all-in- one-place reference. Sometimes
instruction, directives or guidelines issued by external agencies such as government
organizations, regulatory bodies, legal entities, etc., may have to be reproduced through
NOTES the memos. In doing so, care should be taken to clarify the message in terms of internally
understood terms, phrases and abbreviations.
Drafting of office memos thus calls for good communication skills. When the
subject matter dealt with is complex or specialized in nature, such as clarifying legal
aspects or announcing the features of a new product or a pricing policy, all relevant
facts and figures will have to be covered in an organized manner. There is often a need
to give examples and instructions and also append relevant annexures so as to amplify
and clarify the message. Memos carrying ambiguity, inconsistency or incomplete details
may end up creating confusion and result in avoidable clarifications being sought by
the readers. On the other hand, a clearly worded, logically consistent, unambiguous
and complete memo gets well understood, facilitating prompt response.
Readability is indeed an important pre-requisite not only for internal memos, but
also, more particularly, for all communication addressed to customers and the public.
As noted in a box item earlier, organizational literature often sent to the customers,
prospects and the public is often more difficult than standard levels of readability. One
area where this is particularly evident is financial literature such as the prospectus.
5.4.4 Office Orders
An order is an instruction from an authority who is in a position to issue and enforce
such instructions. Although orders can be both oral and written, in business organizations,
it is a common practice to issue written orders. Orders are generally issued by people
who are superior in position and are placed higher in the organizational hierarchy. An
order is issued by the chairman to the general managers, general manager to the regional
managers, vice-president to the branch managers, manager to the employees and so
on. In the military hierarchy there are orderlies, who are soldiers who take orders and
messages from their officers. The orders may emanate suo moto or at the request of
the subordinates. Orders may be both given and sought. An order conveys finality. It
is something that is taken seriously and implemented. In business organizations, we
regularly come across orders or instructions, such as work order, transfer order,
suspension order, punishment order and report order.
By its very nature, an order is an instruction that is to be obeyed and often not
obeying the order entails penal action. An order may take the form of a letter, note,
circular, memo, etc. From ordinary and routine letters to the board notes submitted
‘for orders’, there are innumerable types of orders that are issued in business
organizations. An order is explicitly stated for the sake of clarity. The choice of words
is important while conveying an order. The word ‘order ’ is to be specifically mentioned.
Some examples of an order are as follows:
‘It is hereby ordered that all our offices will remain closed on 30 June for
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‘You are hereby ordered to report for duty, without fail, by 10 April.’
 ‘By this office order, you are instructed to complete the pending work within Report Writing
and Internal
three weeks from the date of this order.’ Correspondence
‘By this order, you are hereby transferred to our regional office at Bhopal,
and are instructed to join there within 10 days of relief from our Nagpur
NOTES
office.’
The word ‘order’ is also used to convey purchase items or orders for supply of
goods, services, etc. A purchase order is issued by way of a letter or as per a specific
format from a buyer to a manufacturer, seller or supplier. Any such purchase order
should specifically convey the following for the sake of clarity:
• Quantity or number
• Quality—size, colour, specifications, features, etc.
• Price—with or without tax, etc.
• Discounts and concessions
• Payment terms
• Penalty clauses, if any.
It is essential that due care is taken in mentioning all relevant details while issuing
a purchase order so that the recipient understands exactly what is to be supplied, and
the scope for misunderstanding is eliminated.
5.4.5 Office Circulars
Office circulars are meant to convey the same information to a large number of people.
Such information is usually of general nature and not confidential. The subject of the
circular must be mentioned at the top.
Some of the purposes for which circulars are used include:
To emphasize certain aspects of office conduct
To intimate changes in working hours
To inform employees about changes in rules
Sample Office Circular: Given below is an office circular informing employees about
change in office timing.

XYZ Engineering Works

Ghaziabad
Circular No 21/20 Date: March 15, 2007
Subject: Change in office timings
This is to inform all that from April 1, 2007, the office timings will be as follows:
8:30 a.m. -12:30 a.m. Morning session
12:30 a.m. – 1:30 a.m. Lunch
1:30 a.m. – 5:30 a.m. Evening session
Employees are expected to strictly adhere to these office hours
BK Mittal
Personnel Officer
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Report Writing 5.4.6 Press Releases and Organization of Press Report
and Internal
Correspondence
Press releases relate to the announcement of important messages or developments
concerning themselves that organizations wish to convey to the public at large, through
NOTES the press and other media. It could be announcement of an event, performance, new
product or service or any such newsworthy item of interest to the customers and the
public. The means of communication an organization adopts for conveying messages
may be direct and specific or general. Direct messages include personal letters, e-
mail, direct mailing of brochures and reports and telephone messages.
However, when the message to be conveyed is of general interest to a large
section of the community spread across different target groups, recourse to press
release becomes essential. Press releases for any business organization would cover
various happenings and business-related information which the public would be
interested in knowing, and which the business organization wishes to share with the
public. Press releases would generally include financial results, product launches,
performance highlights, new branches and offices, changes in management, benefits to
the customers and shareholders, community-oriented initiatives, tie-ups and joint
ventures, cessation of business, awards and achievements, ratings and rankings,
research findings, meetings and conferences. Press releases, it should be noted, in the
present day scenario relate to media releases and cover not only print media but also
electronic and internet media.
Press releases as a means of communication have certain distinct advantages.
The main advantage is that press releases cover a vast section of the print and electronic
media, such as newspaper, magazines and journals, radio and television, cable network
and also web sites. This can be in English, Hindi or regional language and can be either
regional or national, or even global in coverage. Through press releases it is thus possible
to carry the message across to very large sections of people, both literate and illiterate,
and widely dispersed. Although conventionally referred to as press releases, they are
by no means restricted to the press but are also sent to electronic and other media.
A very significant advantage favouring press releases is the cost factor. There is
no charge for press releases, and as and when the media carries the message, the
organization gets free publicity. Although the reach is as wide as that of an advertisement,
organizations which do not have the benefit of an advertisement budget, focus on this
medium of reaching out to the public. Since the press releases are carried free of
charge, organizations will have to take care in drafting press releases to match the
expectations of the media.
The disadvantage of press releases as a medium of communication, however, is
that the choice of carrying the message either partially, fully, in a modified form or not
at all, rests with the press and the media. Most often, prominent newspapers and
journals ignore press releases except when they perceive them to be of particular
interest to the readers. In such a case they may carry the news quite prominently and
may even publish the photograph of the event that may accompany the release. The
response by the electronic media too would be identical.
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 In order to ensure that press releases elicit some response from the press and Report Writing
and Internal
other media, some general guidelines are to be followed. These are discussed in the Correspondence
following paragraphs. While following these guidelines may not necessarily ensure
coverage, there is every possibility that those press releases that do not follow these
guidelines are summarily rejected. NOTES
Press releases, to be effective, should be brief and focussed. For any newspaper
or journal, print space translates into pecuniary or financial cost. As an advertisement,
the same message would have yielded revenue. Similarly, the time spent on radio or
TV would have earned a certain revenue, had it been paid for. Press releases will have
to take cognizance of this and the drafting should be such as to convey the message
with minimum text. However, sometimes some sections of the press or media may
consider the message to be of interest and may be keen to cover all the relevant
details. For example, performance details relating to agriculture and rural development
may be of interest to a regional newspaper, whereas a national-level financial paper
may not attach much significance to it. Each paper has its focus areas depending on its
target readers, and any press release would be considered against that backdrop.
Under such circumstances, it would be desirable to cover the highlights in a page or so
and enclose the details as an annexure to enable the press and media to pick and
choose as they deem fit. It is also important to note that press releases are duly
authenticated by the appropriate authority, in the absence of which the press may tend
to ignore the release.
Since the editorial and reporting staff are generally hard-pressed for time, the
language of the press release should be in tune with the language used by them for
reporting events. This provides a distinct advantage, and to that extent the chances of
the message being carried would improve. If the reporting style and language are very
different, the reporting or editing staff will have to spend some time in redrafting the
message to suit their requirements. The business writer should, therefore, make every
effort to draft the press release in a manner that can be readily adapted to the newspaper
columns.
Press releases should have a clear heading or caption which focuses on the
essence of the message or event. If the caption is good enough, there is every possibility
of the press using it since it makes a forceful impact, as intended. On the contrary, if
the newspaper has to coin the heading, what they choose may be appropriate according
to them, but may or may not convey the most important aspect of the press release. In
other words, the press release becomes very effective when the heading, as well as
the message, is carried in full, as provided by the communicating authority or agency.
Every effort should be made in achieving it.
Since there is always a paucity of space, the message should be so drafted as to
cover more important aspects within the first one or two paragraphs of the release.
Very often, there is not enough space, or perceived need, for carrying the entire text,
in which case the newspaper will pick and choose the paragraphs or sentences. The
press release should be drafted keeping in view this possibility.
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Report Writing Press release, to be effective, should be translated into various languages and
and Internal
Correspondence the translated versions should be given to the language press or media. Giving them the
English text and expecting them to translate it into the language of the medium would
lead to dilution or even omission. Providing a translated version shows respect for the
NOTES vernacular or regional press and the chances of coverage would certainly be better.
Further, quite often translation is not done properly. If it is a mere transliteration without
application of mind and concern for the idioms and phrases peculiar to that language,
the punch would be missing. Ensuring that a properly translated press release is made
available in time calls for advance planning.
It is extremely important to keep in view the timing of the press release.
Newspapers do not generally carry news items which are stale. The press release
should be made soon after the event or as soon as the development takes place.
Similarly, the press release should be sent simultaneously covering all newspapers,
journals and media, so that all of them consider reporting the news. If it reaches a
section of the press or media a day later, by which time another section of the press
has already published the news, there is every likelihood of it being ignored by the
press which received it late. Hence press releases should be sent, as far as possible, in
time to catch the day’s edition. Since the day’s edition gets ready by late evening or so
and the planning has to be done much earlier, the press release should reach newspapers
and other media before evening. It would be advisable to check the timings with the
press and adhere to it.
Given the importance of press releases and the possibility of damage done due
to misreporting, every care should be taken in ensuring the correctness of facts, figures,
names and details. Wherever photographs of the events are furnished, the names of
the persons should be clearly indicated. In a sense, this requires specialized handling
and therefore organizations designate press relations officers to liaise with the press
and media on a regular basis. Organizations also avail of the services of advertising
agencies in making effective press releases.
Put Punch Into Your Captions
Headlines or captions are extremely important in advertising and press releases. Not
everyone who sees the advertisement or press release reads it fully. Most of them
often read the caption and skip the body and contents of the message. That is why it is
very essential that your headline says as much as it can about your message. David
Ogilvy, the guru of advertising, said, ‘on the average, five times as many people read
the headline as read the body copy. When you have written your head line, you have
spent 80 cents out of your dollar.’
Given below are some examples of eye-catching and crisp headlines:
1. ‘Excel Banking Corporation Ltd. will be opening 200 more branches during
the year ending March 2010.’ Instead, make it ‘Excel Bank to add 200 new
branches.’
2. ‘Prime Technologies Corporation Ltd. has increased its profit for the June
Self-Instructional 2009 quarter from ` 10 crore to `14 crore.” Instead, make it ‘Prime
130 Material
Technologies’ Q1 Profits Up 40%’.
 3. ‘Lovely Sales Corporation Ltd. has recorded very significant growth in its Report Writing
and Internal
business volumes during the year.’ Instead, make it ‘Lovely Sales records Correspondence
robust business growth.’
These are just some examples. A good business communicator can indeed think
NOTES
of very expressive and punchy captions for advertisements and press releases. Using
minimum words, the headings should draw attention to the essence of the message in
the text. However, the text that follows should give all relevant details and justify the
attention drawn by the caption.
Use Crisp Language and Current Words
The language used in a media release should be crisp and business-like. Make sure
that proper editing is done. The recipient will have neither the time nor the inclination to
edit your writing. In the process, your message may be either ignored or may receive
scant coverage. In fact, recognizing the importance of this, many organizations, have
their own publicity or public relations departments with experienced staff who can
prepare media releases using a media-friendly approach. For example:
‘Our car prices have been slashed with effect from...’
‘Our company is on a recruitment drive.’
‘Both top line and bottom line figures have recorded a significant increase.’
‘The depressed market environment notwithstanding, our exports recorded a
significant increase during the quarter.’
As David Ogilvy said with reference to advertising, ‘Every word in the copy
must count.’
Give Relevant Details
The press release should contain adequate details about the event or development so
as to put the message in perspective. For example: Don’t just say, ‘The bank’s branches
will be increased to 3,000 by March 2010.’
Give relevant details and be more specific and say, ‘The bank will be adding
200 branches during the current financial year taking the total number of branches to
3,000. Out of this, as many as 150 will be in major metros and Tier II cities of India.’
But remember, the choice of details is yours. While you should highlight the
positives, you may avoid too many details if the performance is poor or not worth
mentioning.
Mention Figures Properly
Take care while mentioning figures. Mention clearly rupees, lakhs, millions and crores.
Figures by themselves do not convey much. For example: ‘The company recorded a
sales turnover of ` 350 crore during the year.’
While those who know the company well may make some sense, most others
may not make out much. Instead, your press release should say: ‘The company
achieved a turnover of ` 350 crore during the year, as against a turnover of ` 280 Self-Instructional
Material 131
crore during the previous year, recording a growth of 25 per cent.’
Report Writing Further, when the media release is addressed to the international press or media,
and Internal
Correspondence the figures should be mentioned appropriately in dollars, millions or relevant currencies.
Ensure Friendly Follow-up
NOTES The media have their own priorities. Not every one of them may carry the press
release the next day or in the same day’s channel coverage. It is not that the newspapers
are waiting for every press release that comes from every business organization. In
fact, it is the other way round. Media receives press releases in such large numbers
that invariably they have to select some and reject many. Some they may keep aside
for coverage at a later date. It is under such circumstances that some kind of a polite
reminder and request from the PR department helps. The media may be persuaded to
carry the news item on one of the subsequent editions or bulletins. Relationships and
gentle persuasion do help.
5.4.7 Form Memos or Letters
A form letter is a letter that is created using a template rather than being written specifically
for a particular recipient. One or more regions of boilerplate text are interspersed with
one or more replacement placeholders in the most basic type of form letter. While
most form letters are intended for a broad audience, many have stylistic elements or
features that make them appear to be customized specifically to the recipient. They
might, for example, be signed by autopen and include features like mail merge, which
inserts the names of individual recipients automatically. Form letters are often used as
responses by people who receive a lot of mail, such as celebrities or politicians. When
a form letter is used when a more personalized response would have been more fitting,
such as when offering condolences, this may cause controversy. Other types of form
letters, such as approval or rejection letters from publishing firms, regulatory bodies,
colleges, universities, or prospective employers, are used to inform applicants as part
of the application process.
5.4.8 Import Export Trade Correspondence
Import-export trade is an important part of business. Thus, it is obvious that the
correspondence centering on this holds significance as well. Normally, these letters
must be written with knowledge of the workings of the company as well as the cultural
milieu (environment) of the people in charge of that international company. In fact,
communicating with licensing authorities, transporters, clients, authorities, and others
is an important part of the export business. All communications must be coordinated
as quickly as possible.

Check Your Progress

6. Mention any two differences between business letters and memos.
7. What is an office order?
8. Define form letter.
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 Report Writing
5.5 ANSWERS TO CHECK YOUR PROGRESS and Internal
Correspondence
QUESTIONS

1. A report may be defined as a form of systematic presentation of information NOTES

relating to an event, progress of action or some activity.
2. In a business context reports serve the following purposes:
Reports give factual information to the management.
Reports record facts and results of investigations or surveys for future
reference.
3. An enquiry report or a survey report is essentially a fact-finding report and
should bring out the facts clearly.
4. Glossary helps the readers understand the meanings of key words or the jargon
used in the report or book.
5. Generally, formal reports have the following characteristics:
• It is longer than an informal report
• It is more thorough and often based on a detailed examination of a problem
6. The differences between business letters and memos are as follows:
• Business letters are addressed to outsiders and constitute external
communication. Memos are addressed to employees and constitute internal
communication.
• Business letters are generally formal in nature, whereas memos are more
informal.
7. An office order is an instruction from an authority who is in a position to issue
and enforce such instructions. Orders are generally issued by people who are
superior in position and are placed higher in the organizational hierarchy.
8. A form letter is a letter that is created using a template rather than being written
specifically for a particular recipient. Form letters are often used as responses
by people who receive a lot of mail, such as celebrities or politicians.

5.6 SUMMARY

Reports are an integral part of an organizational activity. Managers are constantly

required to submit reports to supervisors and executives to enable them to take
informed decisions change policies, etc.
A report carries information from someone who has it to someone who needs
it. It is a basic management tool used in decision making. Reports may be used
to provide information (information reports), analyse information and give
suggestions (analytical reports), request for action or give recommendations to
initiate action. Self-Instructional
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Report Writing Report writing is somewhat akin to writing a book. The report writer, while
and Internal
Correspondence structuring the report, should clearly outline what the committee work consists
of, and rule out any temptation to go beyond what is necessary, useful and
relevant. Report writing not only puts to test the skill of the report writer, but
NOTES also provides an opportunity to an accomplished writer to bring out a document
of real merit by adding value.
Each kind of report has its characteristics. An enquiry report or a survey report
is essentially a fact-finding report and should bring out the facts clearly. A
directors’ report, on the other hand, is the detailing of the developments, or the
progress relating to the business organization during a particular period. A
committee report, however, may not only bring out facts and figures, but also
cover the alternative viewpoints expressed by the members, and also the final
recommendations made by the committee.
The first essential for any good report is to bring out the issue in its proper
perspective, duly emphasizing the pros and cons. The report writer should ensure
that the facts and figures quoted in the report are authentic and reliable. Good
reports are those where the report writer maintains a judicial and non-partisan
attitude.
Most reports contain relevant annexures, which cover additional information
that is germane or pertinent to the matter dealt with in the body of the report.
Reports also contain glossary at the end.
Negative reporting involves delivering news that the audience does not want to
hear or receive. A persuasive report is a request for action. It is aimed at
influencing an audience that is more inclined to resisting. Persuasive reporting
appeals to logic or emotions. Special reports are prepared to deal with problems
or issues specifically developed. They are specifically asked for by the concerned
authority and are custom prepared to suit the particular purpose.
Informal reports do not follow any fixed form or procedure for submission.
They are prepared according to the convenience and requirement of the
organisation. The term ‘informal reports’ does not mean the style and language
of the report is informal. It only indicates simplicity in terms of structure or
format.
When a report is prepared in the prescribed form and is presented according to
an established procedure, it is called a formal report. Formal reports have a
uniform structure and format which is specific to the organisation.
Internal correspondence is a written communication between the employees,
units, departments, and branches of the same organization.
Proposal refers to an act of proposing or suggesting a plan, task, event, etc.
Proposals are examples of persuasive communication. A proposal is an offer to
do something or a request for some sanction or permission.
Business Proposals are of a wide variety such as credit sanction proposal, new
Self-Instructional premises proposal, new office proposal, staff allocation proposal, sales proposal
134 Material
and project proposal. Any proposal in the business context seeks allocation of Report Writing
and Internal
resources. Correspondence
Good proposals reflect the confidence and enthusiasm of the person putting up
the proposal. A good proposal should have the right tone. It should radiate the
NOTES
confidence and urgency that are relevant for its favorable consideration. It should
be prepared and put up without delay and well in time, especially when deadlines
are involved.
It is worth noting that proposals are essentially a form of persuasion. The proposer
has to state clearly the rationale, the merit or the ‘why’ of the proposal. Clarity,
completeness, forceful presentation, timeliness and a user-friendly approach
have to be essential ingredients for any good project proposal.
Project reports are written documents prepared and presented extensively in
business. All project reports are, by their very nature, formal reports and as
such need to be well planned, prepared and presented.
A memorandum is a written statement or record, especially one circulated for
the attention of colleagues at work. A memorandum is a means of inter-office
correspondence. Memos are sent within an organization from office to office or
department to department.
Memos are drafted keeping in view the context of the communication as well as
the recipient of the message. Memos are written in the second person with a
direct approach. Every effort is made to involve the recipient and the word
‘you’ is used often. The message is conveyed in clear terms using a simple and
direct language.
An office order is an instruction from an authority who is in a position to issue
and enforce such instructions. Orders are generally issued by people who are
superior in position and are placed higher in the organizational hierarchy. An
order is issued by the chairman to the general managers, general manager to the
regional managers, vice-president to the branch managers, manager to the
employees and so on.
Office circulars are meant to convey the same information to a large number of
people. Such information is usually of general nature and not confidential. The
subject of the circular must be mentioned at the top.
Press releases relate to the announcement of important messages or developments
concerning themselves that organizations wish to convey to the public at large,
through the press and other media. It could be announcement of an event,
performance, new product or service or any such newsworthy item of interest
to the customers and the public.
Given the importance of press releases and the possibility of damage done due
to misreporting, every care should be taken in ensuring the correctness of facts,
figures, names and details. Wherever photographs of the events are furnished,
the names of the persons should be clearly indicated.
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Report Writing A form letter is a letter that is created using a template rather than being written
and Internal
Correspondence specifically for a particular recipient. Form letters are often used as responses
by people who receive a lot of mail, such as celebrities or politicians.
Import-export trade is an important part of business. Thus, it is obvious that the
NOTES
correspondence centering on this holds significance as well. Normally, these
letters must be written with knowledge of the workings of the company as well
as the cultural milieu (environment) of the people in charge of that international
company.

5.7 KEY WORDS

Appendix: It refers to a section giving relevant additional information at the end

of the report. Appendix generally includes illustrations, photographs, maps,
surveys, statistical abstracts, diagrams, questionnaires and samples, pictures,
and formulae and calculations.
Glossary: It is a list of special or technical words used in the document or
report. Along with the words, their meanings are also given in the alphabetical
order for easy reference.
Internal correspondence: It is a written communication between the
employees, units, departments, and branches of the same organization.

5.8 SELF ASSESSMENT QUESTIONS AND

EXERCISES

Short Answer Questions

1. What are the characteristics of business reports?
2. What are business proposals?
3. Write a short note on project proposal.
4. What are the advantages of press releases?
Long Answer Questions
1. Discuss the essential elements of report writing.
2. Examine the factors that should be considered while drafting a memo.
3. Discuss in detail the importance of press releases as a means of communication.

5.9 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited.
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Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and Report Writing
and Internal
Applications. New Delhi: Dorling Kindersley. Correspondence
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill NOTES
Education.

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 Recent Trends

UNIT 6 RECENT TRENDS IN in Business

Communication

BUSINESS COMMUNICATION
NOTES
Structure
6.0 Introduction
6.1 Objectives
6.2 Internet and Websites
6.2.1 Email
6.2.2 Social Media Network
6.2.3 Google Doc
6.2.4 Google Form
6.2.5 Google Sheet
6.2.6 Google Slide
6.2.7 Google Class Room
6.3 Online Conference and Video Conferencing
6.3.1 Meeting Through Zoom App
6.3.2 Google Meet App
6.3.2 Cisco Webex Meetings App
6.4 Answers to Check Your Progress Questions
6.5 Summary
6.6 Key Words
6.7 Self Assessment Questions and Exercises
6.8 Further Readings

6.0 INTRODUCTION

The progress of Information technology has facilitated new developments in business

communications. Internet has allowed people to access information from anywhere in
the world. The use of email and social media network has allowed easy communication
between different users. Teleconferencing and videoconferencing has further enabled
people to speak to one another from different locations. This unit will discuss the role
of internet in business communication. The importance of teleconferencing and
videoconferencing will also be explained.

6.1 OBJECTIVES

After going through this unit, you will be able to:

Understand the role of internet in business communication
Discuss the role of email and social media network
Understand the importance of teleconferencing and video conferencing

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Recent Trends
in Business 6.2 INTERNET AND WEBSITES
Communication

Advancements in information technology have also resulted in the explosive growth of

NOTES the internet culture. Internet is described as an ‘international network of networks’ that
consists of millions of private, public, government, academic and business networks
linked by several electronic, wireless and optical networking technologies. Through
Internet, it is now possible to access any information for the purpose of e-learning, e-
business, e-commerce and even entertainment. Social networking which we have
discussed elsewhere in this book, is also supported by the Internet.
Internet, which is also referred to as the Net, is an international computer network
that connects other networks and computers from companies, universities, institutions,
etc. It provides the means for people’s computers to interface with one another via the
network. In other words, internet is a global system of inter-connected computer
network that uses the Standard Internet Protocol Suit (TCP/IP) to serve billions of
people worldwide. With the extensive use of the internet for surfing for a wide array of
information and exchanging messages day in and day out, Internet has become a vehicle
of choice on the information superhighway.
Internet applications are wide ranging and include email and information search.
Apart from emailing, Instant Messaging (IM), Teleconferencing and Videoconferencing
are also facilitated by the internet. Corporates and businesses are increasingly using
internet for both internal and external communication. The internet carries an extensive
range of information, resources and services, as a result of which it is used in every
office, institution, company and business organisation, besides individual homes all
over the world.
World Wide Web (WWW): Just as it provides the infrastructure support to
email, internet also supports the worldwide web (www), file transfers, remote computer
control, newsgroups, Internet chats and online games. Worldwide web is a popular
method of accessing any need-based information through the medium of internet. WWW
is an information sharing model that is built on the internet. Since academicians,
researchers, resource persons, universities and institutions regularly use and upload
data internet sites, educational material at all levels from pre-school to post-doctoral is
available from numerous websites supported by the internet. The Internet in general
and the World Wide Web in particular have been recognized to be important enablers
of both formal and informal education.
While the internet is a global network connecting billions of computers providing
ready access to all, Intranet refers to a private computer network that uses the internet
Protocol to securely share information within the organisation. Intranet is described as
a computer network that is private to a company, university, institution, etc. but is
connected to and uses the same software as the Internet. As per Statista.com, as of
January 2021, there are close to 4.66 billion active internet users across the world.
This translates to 59.5 per cent of the global population.

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All these developments underline the growing importance of Internet and the
140 Material need for a good business communicator to be Internet savvy.\
6.2.1 Email Recent Trends
in Business
Communication
E-mail stands for electronic mail. ‘e’ in e-mail stands for electronic. This word can be
spelled either email or e-mail. Email is described as a way of sending messages and
data to other people by means of computers connected together in a network. Email NOTES
refers to an electronic message sent via the Internet. It is a computer-based messaging
system that transports electronic messages from one computer to another through a
communication network. In a large organization, e-mail connectivity is established
across numerous locations, such as branches, regional offices, controlling offices, service
units and training centres. Each e-mail location is identified by a unique e-mail
identification, in short email id. Messages and data, which are otherwise transferred
through couriers, speed post and floppies can instead be transferred through e-mail.
Physical transfer and movement, so essential in other means of transmission, are avoided.
Data transmission through e-mail is both instantaneous and cost effective.
The advantages of using e-mail are indeed many:
• E-mail communication is swift, in fact instantaneous.
• E-mail communication is extremely economical.
• Email communication can be lengthy or heavy when it carries attachments.
• E-mail communication has a large global reach and access.
• Email communication is unmindful of time zones.
• E-mail communication is largely reliable; the sender can know if the message
has reached the addressee or not.
• E-mail communication can be readily acknowledged by the receiver.
• The sender can also seek an acknowledgement from the receiver.
• The sender can send copies of the message to many others instantaneously.
• E-mail communication messages normally use the telegraphic language and
salutation, and other essentials of a regular correspondence are not a must.
• E-mail communication can be stored and retrieved as and when required by
both the sender and the receiver.
Create an E-mail ID
E-mails are emerging as the fastest system of communication among people across the
globe. Websites provide a variety of options to users for transmitting and receiving
text messages, graphics and even photographs. Corporates and organizations transmit
their messages through e-mails to avoid telephone conversations. Moreover, the
message can be conveyed to a large number of people simultaneously.
A person wanting to send an e-mail is required to have an e-mail account with
any website which provides an e-mail service to its users. The e-mail ID is similar to
the postal address, which a person must have to receive postal mail or couriers.
Businesses which realize the potential of e-mails are giving as much importance
to e-mail messages as they are to mail messages. Like any other communication, sales Self-Instructional
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Recent Trends and other people are encouraged to open their e-mail inboxes periodically and make
in Business
Communication sure that e-mails are read and responded to promptly. Similarly, in order to discourage
the use of official e-mail channels unduly for personal communication, strict penal
provisions are stipulated and enforced.
NOTES
No wonder, there is a rapid growth in the use of e-mail across the world. One
of the earlier annual reports of Lucent Technologies refers to a whopping five million
messages per minute through the e-mail. More recent data (2014) suggest that the
number of email messages per minute has crossed 200 million. Email has become an
indispensable means of information exchange, continuing to gallop in terms of volumes.
6.2.2 Social Media Network
Social networking has acquired a new dimension in today’s technology-enabled world.
In addition to the social graces and business etiquettes that have been traditionally
underlined, today’s businesses demand new age social networking skills too. Social
networking sites are today’s popular web-based platforms for sharing and exchanging
ideas and events, and connecting and interacting with a large cross-section of people
on a regular basis. In other words, social networking sites have emerged as readily
accessible social platforms for people who share common interests. Social networking
skills would relate to the awareness and use of such networking sites.
Social networking sites constitute dedicated websites or other applications which
enable users to communicate with each other by posting messages, images and
comments. A social networking site is a means for connecting with friends, relatives,
colleagues, business associates, etc. without restrictions of geographical boundaries.
That means, social networking sites facilitate world-wide communication.
Social networking sites which are basically meant for informal exchanges at a
social level are increasingly becoming popular for professional and commercial
exchanges as well. Sites such as Linkedin have emerged as popular platforms for
professionals and businesses to carry their profiles and seek testimonials. They facilitate
wider reach and hence, of late, corporates are also using them for furthering their
business interests.
There are many popular social networking sites around the world, in English as
well as other prominent languages. Among them, the TOP FOUR in terms of users to
the site are (1) Facebook, (2) Youtube, (3) Whatsapp, (4) Messenger. There are also
many popular ones including Instagram, LinkedIn, Tik Tok, Twitter. etc. Apart from
these, there are also Blogs. A blog is a site that facilitates posting and discussion of
personal information. Blogs are published on the world wide website (www). Social
media constitute the new media in business.
While Twitter is a micro-blogging site, which helps people share their thoughts
and opinions online in limited characters, Facebook is a social media networking site
mainly used for connecting with friends, family and other people you may know.
Youtube is video focussed social media site used for creating and sharing videos,
music content, podcasts and other video related content. Whataspp is a personal
Self-Instructional messaging application. Linkedin is a social networking site extensively used by people
142 Material
in business and professions. It is used widely for professional networking. Through Recent Trends
in Business
Linkedin, there is a multiplier effect in building professional contacts. Connections on Communication
Linkedin can be gainfully used for finding jobs, searching business opportunities and
enhancing professional connections. Linkedin has emerged as the third most popular
social networking site with more than 200 million monthly visitors and the number is NOTES
growing rapidly.
6.2.3 Google Doc
Google Docs is a free Web-based application that allows one to create, edit and store
documents and spreadsheets. The files can be accessed from any computer that has
an Internet connection and a Web browser. Those who use this application can import,
edit and update documents as well as spreadsheets in different fonts and file formats.
It can combine text with formulas, lists, tables and images. The compatibility of Google
Docs with other presentation software and word processor applications has further
eased working on documents. Users can control who sees their work. Google Docs is
ideal for publishing within an enterprise, maintaining blogs or composing work for
viewing by the general public.
6.2.4 Google Form
Google Forms is a tool offered by Google that allows users to perform the following
task:
Create forms, surveys, quizzes, etc.
Share the forms with someone else
Allows one to complete the forms online
Collect the response in a spreadsheet
Provides a summary of the assimilated data with chart and graph
One can easily access Google Forms through the Google Drive Screen or the Google
Forms web app. It allows the users to assimilate information through personalized
surveys and quizzes. As Forms is an online tool, it allows users to share information
with multiple people on the same form in real time.
6.2.5 Google Sheet
Google Sheet is a web-based spreadsheet tool that allows users to share and
collaborate with multiple people on the same document. It helps users to track revisions,
changes and suggestions made to the document in real time. This free tool offered by
Google requires only an internet connection and a web browser. It also supports file
types like XLS, XLSX, XLSM, TXT, ODS, and CSV. This allows users to easily
view and convert Microsoft Office files directly from Google Drive.
6.2.6 Google Slide
This tool was introduced in 2006 as a free presentation web application. It provides
all the facilities of a traditional presentation program such as Microsoft PowerPoint.
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Recent Trends the users can save their documents easily and it can be accessed even when their hard
in Business
Communication drive or SSD fails.
With the help of this tool, users can insert images, formatted text, animations,
etc. Users can have access to different kinds of templates. It also allows collaborative
NOTES
editing between different users.
6.2.7 Google Class Room
Google Classroom is an online tool that facilitates setting of assignments by teachers,
have work submitted by students, and allows for grading of the assignments. It was
introduced to ease digital learning and reduce use of paper in classes. It was initially
designed to ease sharing of information and assignments. Google Classroom is used
alongside Google Docs, Sheets, Slides, etc.

Check Your Progress

1. Define Intranet.
2. Mention any two advantages of using email.
3. Why are corporates relying on email for communication?
4. What is Google Slide?

6.3 ONLINE CONFERENCE AND VIDEO

CONFERENCING

Teleconferencing refers to a conference or discussion that takes place in which the

members are at different places and speak to each other using telephone and video
connections. Teleconferencing is a process of live exchange of information among
several persons linked together by the telephone equipment. Telephone instruments
with speaker facility enable speaking and hearing without the handset or the mouthpiece.
In teleconferencing, it is possible for more than one person to speak from one
end and discuss with more than one person at the other end. This way, the advantage
is that people from one group or team can speak to another and have discussions,
without physically attending the meetings. Teleconferencing is gaining popularity in
modern business houses, institutions and organizations, especially for small group
interactions.
Teleconferencing equipment links together several persons located at different
places and thereby facilitates live exchanges. Software such as NetMeeting, Skype
and Yahoo Messenger are used in teleconferencing. Most large organizations have
their internal tele and video conferencing software to meet the needs of their organization
and keep the information shared discreet and confidential.
Videoconferencing goes a step ahead of teleconferencing, whereby apart from
the audio messages, videos of participants are also available. While teleconferencing
Self-Instructional basically focuses on audio or oral exchanges, videoconferencing is meant for video or
144 Material picture enabled exchanges. It is possible to look at the person speaking at the other
end. It is of particular relevance when the chief of the state, CEO of the company or Recent Trends
in Business
any expert wants to address people spread across regions and locations. Communication
A typical example of videoconferencing is the live telecast of budgets and election
results and the interviews and analysis that follows, wherein opinions and comments
NOTES
are sought. It is also possible that when an expert speaker cannot be physically present
to address a meeting, a live telecast of his or her message or address can be brought
to the assembly of people in a meeting or seminar. Here, the communication becomes
more effective than a mere recorded audio message. In fact, not only participants’
video, the participants’ desktop can also be shared so that the content on one person’s
laptop can be viewed by the whole team without having to actually send it across to
each of them. New product demos and knowledge sharing sessions benefit from this
method of conferencing.
The real benefit of videoconferencing is that it uses both audio and video
telecommunications to bring people at different locations together for a live interaction.
For the corporate sector, this means that meetings can be called at short notice and
people in different locations can participate in the meeting without leaving their
workplaces. There is an obvious saving of time and cost when meetings take place
through videoconferencing.
Since videoconferencing as a system enables people at different parts of the
world to have a meeting by watching and listening to each other using video screens,
banks, insurance companies, and a variety of corporates and businesses are installing
videoconferencing systems for their regular business use.
Face-to-face meetings are indeed desirable and much more effective. However,
since distance and cost factors make such meetings impractical or expensive,
teleconferencing and videoconferencing are considered to be the next best thing to
personal meetings. Advancements in communication technology now enable people in
different locations to speak, and see and speak to each other.
6.3.1 Meeting through Zoom App
Virtual meetings have become a necessity in the current global scenario. The Zoom
application is available for both mobile and desktop users. Not only does it allow
participants to connect through meetings via a web browser, it also allows as many as
100 participants to take part in a single meeting. This number can be increased to 500,
using the Large Meeting feature. Multiple participants can also share their screens
simultaneously which allows for a more interactive meeting.
6.3.2 Google Meet App
Google Meet App, which is also known by the name Google Hangouts Meet, was
designed to allow dozens of people to join a virtual meeting and speak or share videos
with each other. They could communicate from anywhere in the world using internet
facilities. This helped businesses and organizations to run their operations as colleagues
who didn’t work in the same building could now easily communicate with each other.
Using this app, a person could share whatever is on their screen with others on the Self-Instructional
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Recent Trends 6.3.2 Cisco Webex Meetings App
in Business
Communication
Cisco Webex is a Windows program that allows one to connect with a group of
people through video conferencing. The program lets the user to conduct meeting
NOTES more efficiently using video conferencing. However, they can at any time turn off the
image of the camera and communicate by voice. Its simple interface allows the user to
communicate and conduct virtual meetings easily.

Check Your Progress

5. What are the benefits of video conferencing?
6. What is Google Meet App also known as?

6.4 ANSWERS TO CHECK YOUR PROGRESS

QUESTIONS

1. Intranet is described as a computer network that is private to a company,

university, institution, etc. but is connected to and uses the same software as the
Internet.
2. The advantages of using e-mail are given below:
• E-mail communication is swift, in fact instantaneous.
• E-mail communication is extremely economical.
3. Corporates and organizations transmit their messages through e-mails to avoid
telephone conversations. Moreover, the message can be conveyed to a large
number of people simultaneously.
4. Google Classroom is an online tool that facilitates setting of assignments by
teachers, have work submitted by students, and allows for grading of the
assignments. It was introduced to ease digital learning and reduce use of paper
in classes. It was initially designed to ease sharing of information and assignments.
5. The real benefit of videoconferencing is that it uses both audio and video
telecommunications to bring people at different locations together for a live
interaction. For the corporate sector, this means that meetings can be called at
short notice and people in different locations can participate in the meeting without
leaving their workplaces.
6. Google Meet App is also known by the name Google Hangouts Meet.

6.5 SUMMARY

Advancements in information technology have also resulted in the explosive

growth of the internet culture. Internet is described as an ‘international network
of networks’ that consists of millions of private, public, government, academic
Self-Instructional and business networks linked by several electronic, wireless and optical
146 Material
networking technologies.
Internet, which is also referred to as the Net, is an international computer network Recent Trends
in Business
that connects other networks and computers from companies, universities, Communication
institutions, etc. It provides the means for people’s computers to interface with
one another via the network.
NOTES
Worldwide web is a popular method of accessing any need-based information
through the medium of internet. WWW is an information sharing model that is
built on the internet.
While the internet is a global network connecting billions of computers providing
ready access to all, Intranet refers to a private computer network that uses the
internet Protocol to securely share information within the organisation. Intranet
is described as a computer network that is private to a company, university,
institution, etc. but is connected to and uses the same software as the Internet.
E-mail stands for electronic mail. Email refers to an electronic message sent via
the Internet. It is a computer-based messaging system that transports electronic
messages from one computer to another through a communication network.
E-mails are emerging as the fastest system of communication among people
across the globe. Corporates and organizations transmit their messages through
e-mails to avoid telephone conversations. Moreover, the message can be
conveyed to a large number of people simultaneously.
Social networking has acquired a new dimension in today’s technology-enabled
world. A social networking site is a means for connecting with friends, relatives,
colleagues, business associates, etc. without restrictions of geographical
boundaries. That means, social networking sites facilitate world-wide
communication.
Google Docs is a free Web-based application that allows one to create, edit
and store documents and spreadsheets. The files can be accessed from any
computer that has an Internet connection and a Web browser. Those who use
this application can import, edit and update documents as well as spreadsheets
in different fonts and file formats.
Google Forms is a tool offered by Google that allows users to assimilate
information through personalized surveys and quizzes. As Forms is an online
tool, it allows users to share information with multiple people on the same form
in real time.
Google Sheet is a web-based spreadsheet tool that allows users to share and
collaborate with multiple people on the same document. It helps users to track
revisions, changes and suggestions made to the document in real time.
Google Slide provides all the facilities of a traditional presentation program
such as Microsoft PowerPoint. Not only this, Google Slide also provides the
benefit of cloud storage. This means that the users can save their documents
easily and it can be accessed even when their hard drive or SSD fails.
Google Classroom is an online tool that facilitates setting of assignments by
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teachers, have work submitted by students, and allows for grading of the Material 147
Recent Trends assignments. It was introduced to ease digital learning and reduce use of paper
in Business
Communication in classes. It was initially designed to ease sharing of information and assignments.
Teleconferencing refers to a conference or discussion that takes place in which
the members are at different places and speak to each other using telephone
NOTES
and video connections. Teleconferencing is a process of live exchange of
information among several persons linked together by the telephone equipment.
Videoconferencing goes a step ahead of teleconferencing, whereby apart from
the audio messages, videos of participants are also available. While
teleconferencing basically focuses on audio or oral exchanges, videoconferencing
is meant for video or picture enabled exchanges.
Virtual meetings have become a necessity in the current global scenario. The
Zoom application is available for both mobile and desktop users. Not only
does it allow participants to connect through meetings via a web browser, it
also allows as many as 100 participants to take part in a single meeting. This
number can be increased to 500, using the Large Meeting feature.
Google Meet App, which is also known by the name Google Hangouts Meet,
was designed to allow dozens of people to join a virtual meeting and speak or
share videos with each other. They could communicate from anywhere in the
world using internet facilities. This helped businesses and organizations to run
their operations as colleagues who didn’t work in the same building could now
easily communicate with each other.
Cisco Webex is a Windows program that allows one to connect with a group of
people through video conferencing. The program lets the user to conduct meeting
more efficiently using video conferencing. However, they can at any time turn
off the image of the camera and communicate by voice. Its simple interface
allows the user to communicate and conduct virtual meetings easily.

6.6 KEY WORDS

Worldwide web: It is a popular method of accessing any need-based

information through the medium of internet. WWW is an information sharing
model that is built on the internet.
E-mail: It stands for electronic mail. It is a computer-based messaging system
that transports electronic messages from one computer to another through a
communication network.
Teleconferencing: It refers to a conference or discussion that takes place in
which the members are at different places and speak to each other using
telephone and video connections.

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 Recent Trends
6.7 SELF ASSESSMENT QUESTIONS AND in Business
Communication
EXERCISES

Short Answer Questions NOTES

1. Write a short note on the role of internet.

2. What do you mean by worldwide web?
3. Briefly mention the advantages of email.
4. What are the tasks performed by Google Forms?
5. How can one conduct meetings through Zoom App?
Long Answer Questions
1. Discuss the importance of social media network in today’s technology enabled
world.
2. Explain the benefits of teleconferencing and video conferencing.
3. Examine the ways in which one can conduct virtual meetings using various
applications.

6.8 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited.
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Types and Drafting

UNIT 7 TYPES AND DRAFTING of Business Letters

OF BUSINESS LETTERS
NOTES
Structure
7.0 Introduction
7.1 Objectives
7.2 Types of Business Letters
7.2.1 Enquiry Letters and Replies to Enquiry Letters
7.2.2 Order Letters
7.2.3 Credit and Status Enquiries
7.2.4 Sales Letters
7.2.5 Complaint Letters
7.2.6 Collection Letters
7.2.7 Circular Letters
7.3 Answers to Check Your Progress Questions
7.4 Summary
7.5 Key Words
7.6 Self Assessment Questions and Exercises
7.7 Further Readings

7.0 INTRODUCTION

Businesses are of different types. Their operations are neatly organized in departments
such as personnel, marketing, sales, purchase, accounts, administration and secretarial.
As such, business letters emerging from these departments are different in tone. In
order to communicate better, one has to understand the features of these business
letters. Some of the business letters have to be polite, some persuasive and some firm.
This unit will discuss in detail the different types of business letters. The drafting of
enquiry letters, order letters, sales letters, complaint letters and collection letter will
also be explained.

7.1 OBJECTIVES

After going through this unit, you will be able to:

Discuss the various types of business letters
Examine enquiry letters and the reply to such letters
Explain the concept of order letters, sales letters, complaint letters, and collection
letters
Understand the concept of circulars and memos

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Types and Drafting
of Business Letters 7.2 TYPES OF BUSINESS LETTERS

Businesses are of numerous types. They may be big or small, old or new, local or
NOTES national, public or private, proprietary or partnership, monopolistic or competitive
and manufacturing or service units. Nevertheless, by and large, all these businesses
have certain common concerns and approaches within any given business environment.
They deal with people internally as well as externally. They have their stakeholders in
owners, employees, customers and the community. Businesses are also organized into
various functional areas such as personnel, marketing, sales, purchase, accounts,
administration and secretarial. Business letters are of a wide variety and emanate from
all these sources. Similarly, people who deal with these businesses also correspond
with all these departments at some stage or other. To be able to correspond effectively
with all these departments under various business situations, one has to familiarize
oneself with various types of letters and their features. Although the general principles
of good letter writing discussed earlier hold good, the approach will have to vary
depending upon the functional area to which the letter relates.
When we refer to various types of business letters and their replies, we are
covering letters that move both ways, i.e., letters from business organizations to various
other agencies as well as individuals and other agencies to business organizations.
Some common areas of business correspondence or the specific types of letters
with which a business letter writer should be well versed with are as follows:
From the Purchase Department:
1. Calling for quotations for products and services.
2. Inviting tenders for jobs and supplies.
3. Asking for samples and drawings.
4. Placing test orders.
5. Placing orders.
6. Status enquiries.
7. Technical bids and commercial bids.
When we refer to tenders, quotations and orders it must be emphasized that there are
financial implications. The subject matter and the details of the quotation, tender or
order have to be specifically and clearly stated such that there is no ambiguity.
From the Sales/Marketing Department:
1. Sales letter.
2. Circular letters.
3. Preparation of sales letters with the conditions of sale on the reverse.
4. Preparation of market survey reports.
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 6. Offer of discounts and business concessions. Types and Drafting
of Business Letters
7. Launch of a new product or scheme.
8. Mailing of company literature.
9. Letter of acknowledgement. NOTES
In this category, there are two types of business letters. One set relates to the letters
emanating from within the sales departments, or from sales persons and marketing
personnel in the field to other departments or to their own executives. The other set of
letters relates to letters written by people in sales and marketing to people outside the
organization—customers, prospects, agents and distributors and other agencies. It is
the latter category that needs particular attention. Letters to the customers and prospects
either substitute or supplement personal contacts and as such can make or mar the
business promotion efforts. They carry the image of the organization and the people
behind the letters. Sales letters should also be elegant and appealing. The presentation
should be such that it elicits the attention of the addressee.
From the Accounts Department:
1. Dues and collection letters to various agencies and customers.
2. Follow-up letters.
3. Correspondence with banks.
4. Opening/closing of accounts.
5. Regarding overdrafts, cash credit and current accounts.
6. Stop payment instructions.
7. Request for issue of letters of credit (LCs).
8. Protest for wrongful dishonouring of cheques.
9. Letters relating to interest payments and service charges.
10. Complaint letters covering wrong credits and debits and delays in realization of
instruments.
11. Correspondence with insurance companies regarding payment of premium,
renewal of policies, claims and settlements.
12. Correspondence with agencies like the Telephone Department, Post and
Telegraph authorities, the Provident Fund Office, Income Tax Office and
Commercial Tax Department.
By their very nature, these types of business letters should be accurate, brief, simple
and to the point. In particular, letters relating to collection of dues and recovery of
money need to be drafted with a keen sense of understanding and sensitivity. Such
letters should necessarily vary in terms of terseness or intensity and choice of words
depending upon the nature of dues, age of dues and other such relevant factors. Some
of them have to be polite, some persuasive and some firm.

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Types and Drafting From the Personnel Department:
of Business Letters
1. Calling candidates for written tests.
2. Interview call letters.
NOTES 3. Offer of appointment.
4. Provisional and final appointment orders.
5. Confirmation in service.
6. Changes in emoluments.
7. Disciplinary matters—show cause notices, charge sheets, calling for explanation,
discharge, other punishments and letters of dismissal.
8. Leave and travel sanctions.
9. Training programs and deputation.
10. Reference letters.
When we refer to personnel department letters or employee-related letters, we are
indeed discussing a very wide variety of letters. These letters may be general or specific,
routine or special, pleasant or unpleasant. Letters from HRD department are normally
pleasant or otherwise motivating and training related, whereas letters from the Industrial
Relations Department or from the DisciplinaryAuthority are normally of the none-too-
pleasant category. These two are obviously widely different in nature and the letter
writer must use the appropriate language and approach. While HRD and training-
related letters should carry a positive, encouraging and developmental stance,
disciplinary letters will have to carry an authoritarian and even a legal or procedural
approach. It is necessary to acquire adequate familiarity with the terms and ensure that
there are no inadvertent inadequacies in the letter.
From the Administration and Secretarial Departments:
1. Change in management.
2. Changes in business hours.
3. Opening and shifting of branches and offices.
4. Invitations and public notices.
5. Correspondence with directors and shareholders.
6. Agenda and minutes of company meetings.
7. Correspondence with shareholders and debenture holders pertaining to dividend
and interest payments, transfer and transmission of shares.
8. Correspondence with agents and transport companies.
9. Representations to trade associations, chambers of commerce and public
authorities.
10. Letter seeking appointments/personal interviews.
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Correspondence relating to directors and shareholders and matters concerning company Types and Drafting
of Business Letters
meetings, especially in listed companies and larger organizations, are often handled by
qualified company secretaries. The point to be noted here is that such correspondence
is generally specialized in nature and will have to be attended in a systematic and
organized manner. The business letter writer keen on acquiring such letter-writing skills NOTES
will have to necessarily understand secretarial functions.
Other Types of Business Communication:
1. Job applications.
2. Preparation of bio data and curriculum vitae.
3. Export- and import-related correspondence.
4. Preparation of bill of exchange, promissory note and hundi.
5. Telegraphic and fax messages.
6. Mild and strong appeals.
7. Correspondence with foreign institutions and agencies.
8. Advertisements of various types—newspapers and print media, hoardings and
banners.
9. Press releases.
10. Questionnaires and opinion polls.
11. Legal correspondence.
12. Publicity literature such as brochures and booklets.
13. Newsletters and house journals.
14. Preparation of charts, graphs and stickers.
Letters of Social Significance:
1. Social letters in business.
2. Inviting a guest.
3. Congratulatory letters on achievements.
4. Letters that say ‘Thank you’.
5. Letters of appreciation.
6. Accepting or declining invitations.
7. Condolence letters.
8. Letter of introduction
9. Goodwill messages.
We have generally listed in the foregoing paragraphs various types of letters and
correspondence that emanate from a business on a regular basis. While most of it is
routine involving primary level of writing, there are some, as we have noted, which call
for specialized and cultivated skills. The objective in listing various types of letters Self-Instructional
Material 155
Types and Drafting from different departments and functional areas is to give an idea of the expanse of
of Business Letters
business communication. Like in other areas, in letter writing too, conscious efforts
and willingness to learn are a must. A good business letter writer has to appreciate the
essential characteristics of each such letter and develop relevant skills.
NOTES
Instead of providing drafts or models of various types of business letters, we
have thought it appropriate to present a fairly comprehensive list of business letters for
all occasions. We have also highlighted the significant features and principles to be
borne in mind while drafting some letters such as orders and quotations, sales letters,
and collection and recovery letters. Models tend to inhibit learning. Skills are acquired
through attentive learning, application and practice. We are also giving in the following
paragraphs some more useful tips or guidelines that should help in developing letter-
writing skills. Notwithstanding the routine nature of most business correspondence, it
is possible, and indeed desirable, to develop variety and style in writing the letters.
Letters must have certain intensity or depth depending upon the situation, and it is not
possible to bring out such variations in one or two ‘draft models.’ Students and
practitioners desirous of improving their skills in letter writing are advised to practice
drafting a variety of such letters, i.e., letters for all occasions, taking note of the following
additional guidelines and compare them with standard drafts or models available from
authentic sources as confidence-building measures.
7.2.1 Enquiry Letters and Replies to Enquiry Letters
Letters of enquiry cover various types of enquiry made by a wide cross section of
clientele and prospective customers regarding the availability of various products,
services and other related aspects of the business. Most such enquiries nowadays do
take place orally and telephonically and the volume of correspondence has decreased
as compared with the past. Modern and computerized organizations in metropolitan
centres, in particular, provide tele-contact facility, self-help terminals, kiosks and
websites which obviate the need for written correspondence. Nevertheless, business
units would be receiving letters of enquiry conveying availability and details of products
and services, location of branches and offices, rates and charges relating to products
and services, and contact persons and numbers. Letters of enquiry may be from not
only individuals, but also from various organizations, institutions, corporate entities
and even government bodies.
By its very nature, not much complexity is involved in such types of
correspondence. What is necessary is prompt action. There should be a commitment
at the branch office level to respond promptly to such enquiries. Apart from promptness,
it is also necessary to ensure that not only is the required information provided, but
also as a matter of concern for the enquirer, all related information is also made available.
Although the letter itself may be precise and formal, appropriate rate charts, brochures,
reports, lists and tables should be enclosed. Such gestures and prompt responses not
only help in business development, but also in creating a favourable impression on the
minds of those seeking information. The person making the enquiry is happy that the
organization is prompt and keen on doing business. In a competitive environment, it is
Self-Instructional often the prompt response which can make a difference in gaining or retaining customers.
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7.2.2 Order Letters Types and Drafting
of Business Letters
Order letters are formal letters issued by businesses to order goods and services from
vendors. Specifications or details which must be unambiguously mentioned should
cover the following: NOTES
1. Number or quantity: Given the economies of scale, the cost would vary
depending upon the quantity or volume of work order. Moreover, some
businesses may not evince interest if the quantity or size of the job is small or
uneconomical. The letter calling for quotations or inviting tenders should therefore
clearly state the size of the order or quantity of supply.
2. Quality or specifications: Modern businesses attach considerable significance
to the qualita-tive aspects of any job. Suppliers who do not conform to prevalent
acceptable standards are often rejected. In view thereof, it is imperative that the
qualitative dimensions such as strength, thickness, purity, colour, texture, age,
weight and accuracy are clearly stated. This will also ensure that those who are
not in a position to meet the required standards or quality levels do not respond.
3. Delivery time: The third dimension of significance while calling for orders, tenders
and quota-tions is time. The time taken for delivering the supplies or executing
the order has to be covered. For many businesses, time is money. Time overruns
of a project under implementation translate into cost overruns and, therefore,
execution or delivery time needs to be specifically stated.
4. Additional unit: While calling for quotations, quite often, apart from mentioning
the fixed number or quantity, quotes are also sought for every additional unit.
For example, if it is an order for printing a booklet, the quotation called for will
be, say, for thirty-two pages, and also plus or minus every four pages so that
calling for fresh quotations, in case there is a small variation in the order size, is
avoided.
5. Competitive offer: Calling for quotations, tenders or orders presupposes a
competitive scenario and the intention is to get the most competitive offer. It is
therefore essential that quotations or orders are sought in such a way that
evaluation of alternative quotes is facilitated.
6. Response time: Orders and tenders relate to the purchase of material, execution
of a job and completion of a process, which are undertaken as per a time
schedule. It is necessary to specify a date and even time within which the response
is to be made. When the quotations and tenders called for relate to high-value
jobs, business organizations, especially government and public sector units, follow
an open and transparent system for opening the tenders. Any such procedure,
wherever applicable, has to be stated while inviting tenders. In such cases, in
order to ensure confidentiality and fair play, the quotations or tenders ought to
be made in sealed covers.
7. Other aspects: Apart from those mentioned above, there are often several other
relevant aspects concerning orders, tenders and quotations. These would vary
depending upon the nature of the work—whether it is supply of material, execution Self-Instructional
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Types and Drafting of a work, a comprehensive project or turn-key order. The terms and conditions
of Business Letters
of the supplier or the service provider should be clearly ascertained. If the rates
quoted are valid only for a specific period, the same is to be made clear.
Correspondingly, the presence of any escalation clause is also to be clarified.
NOTES The same is the case if accessories are part of the quoted price and are chargeable.
In order to avoid any likely ambiguity on account of negotiability of prices and
terms, while calling for quotations and tenders, quite often the words, ‘Your
lowest offer ’, ‘Your most competitive rate’, ‘Your best terms and conditions’
and such other phrases are used. The idea is to ensure that the work specifications
are clear to all and that they are in a position to give relevant and timely quotes
to facilitate proper assessments of relative merits.
We have, in the foregoing paragraphs, listed out some key features relevant in
the context of seeking quotations and tenders. It is important to be clear about the
technical and other details of the job so that the communication can be clearly worded.
Any student keen on developing appropriate skills in this area should study a variety of
such orders, tenders and other such related communication appearing in newspapers,
trade journals and other sources, and build up a set of models for use. Since the
appropriate model itself would vary depending upon the size, nature and complexity
of the work, it is essential that the principles stated above are kept in mind.
Tenders
A tender is an offer or a proposition made for acceptance, such as an offer of a bid for
a contract. A tender is something that is offered in return for a specific payment, subject
to well laid down terms and conditions. Tenders are invited by large organizations,
especially governments and undertakings, for supply of items, construction of buildings,
roads, maintenance activities and other such relatively high-value works. Tenders are
invited to ensure competitive offers and transparent decision making. Since substantial
monetary payments are associated with the process of inviting tenders and awarding
contracts, every care has to be taken to ensure clarity, openness and fair play.
Inadvertent omission of key/relevant details could lead to avoidable confusion,
complaints and legal action. Important points that need to be covered in a tender are
as follows:
1. Name of the organization and address.
2. Tender number and date.
3. Captions such as
(a) Tender notice
(b) Tender notification
(c) Notice inviting tenders
(d) Sealed tenders invited
4. Who can apply—sealed tenders are invited from
(a) Class I civil contractors
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 (b) Established contractors having customs house agency license Types and Drafting
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(c) Manufacturers or their authorized Indian agents, etc.
5. Experience/requirement
(a) With experience in completing similar work NOTES
(b) Satisfying the eligibility criteria mentioned below
(c) Who have supplied the tendered items successfully to other government
organizations, etc.
6. Brief description of work or items/material to be supplied
7. Contract period and/or delivery schedule
8. Earnest money deposit
9. Contact address or authority
(a) For further details please contact/write to
(b) Tender documents can be obtained from
10. Date of issue of blank tender forms
11. Cost of tender document—mode of payment
12. Last date for receipt of sealed tenders—time
13. Time and date of tender opening
14. Other relevant details such as
(a) Amount of tender
(b) Average turnover (annual) for the last 3 years
(c) Technical bids and commercial bids
(d) Website
15. Authority issuing the tender notice
Exhibit 7.1
Notice Inviting Tenders
Koyla Bhavan, 25, M.G. Road, Indore, MP Notice Inviting Tenders
Tender No:- BCL\JAB\JACK\1112 Date: 11 December 2017
Sealed offers are invited from manufacturers or their authorized Indian agents who
have supplied the tendered items successfully to Central or State Government
Undertakings for the supply of the following items:
Supply of 200 Te Hydraulic Jacks - eight numbers. LAST DATE FOR RECEIPT OF
TENDER: 29.12.2017, 3.00 p.m. DATE AND TIME OF TENDER OPENING: 29.12.2017,
4.00 p.m. DATE OF ISSUE OF TENDER FORMS: 22.12.2017 TO 26.12.2017. Cost of
Tender Document – ` 200. Tender fee to be paid by Demand Draft favouring M/s
Bharath Coal Fields Ltd, Drawn on Indore, M.P.
Schedule of tenders with details of terms and conditions can be had from the office of
the General Manager (Purchase), Bharath Coal Fields Ltd, Koyla Bhavan, 25, M.G.
Road, Indore, MP Assistant General Manager (Purchase).

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Types and Drafting We have seen that tenders can be invited for supply of items or construction works or
of Business Letters
also for cleaning, upkeep and maintenance. In order to elicit high response, the tender
notices are widely advertised. At the specified time and date, the tenders are opened
in the presence of representatives of the tender applicants and a final decision is taken
NOTES on the successful bids and the same is communicated in writing. Exhibit 7.1 illustrates
how the organizations communicate the acceptance of the tender for maintenance
work.
Quotations
Quotations relate to offers sought by the intending purchasers from the intending sellers
or suppliers of goods and services. When the proposed purchases are substantial and
the purchaser is interested in getting competitive offers, quotations are called for. Based
on their experience and enquiries, the probable suppliers are identified or shortlisted
and thereafter, their quotations would be sought. Thus quotations have two phases.
The first part is when the buyer calls for quotations from the seller. The second part is
when the supplier responds and sends the quotations or offer with all the relevant
details. On many occasions, the supplier may not wait for the request and instead send
the quotation, suo moto, for the consideration of the buyer. Quotations are sought and
sent by business organizations as regular business correspondence. Quotations become
effective when they result in specific orders.
Both while inviting and sending quotations, due attention should be given for all
the relevant details and specifications. These include:
1. Description covering quantity and quality
2. Rates and discounts for bulk orders
3. Mode and terms of payment
4. Delivery time
5. Taxes, duties and charges
6. Transportation and delivery
7. Samples and approval
8. Insurance and breakage allowed
9. Guarantee period and after sales service
10. Annual Maintenance Contract (AMC) details
As clearly stated, in all these business letters due attention should be given to all
relevant details to ensure clear mutual understanding and avoid different interpretations
or expectations.
Orders
Orders are placed by business organizations for purchases to be made by them. It
may be for purchase of a commodity, rendering of service, installation and maintenance
or any such activity. Orders are to be specific and clear. An order is a direct request.
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An order is not an ‘order’ or a command. Hence, the statements need to be courteous Types and Drafting
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and yet clear-cut. Specific areas to be covered while placing an order are as given
below:
1. Order Request: The following statements are generally used:
NOTES
‘Please send us the following items’
‘We are pleased to place an order with you for the supply of’
2. Description: The order should clearly state the type of items or material, make
or capacity, number of items or quantity and related details unambiguously.
3. Rate: The rate at which the order is being placed should be clear and should
relate to units or quantities referred to on the quotations as far as possible.
Mention clearly specific details such as rate per piece, rate per metric ton, rate
per 1,000 ml and rate per box of 10 pieces, whatever is relevant. Mention
whether any tax or packaging charges would need to be paid or whether the
rate/amount is all-inclusive.
4. Packaging Specifications: Mention the specifications relating to packaging,
especially con-sidering the breakage, transport and other such relevant factors.
5. Delivery Schedule: Clearly mention when, where and in which lots the items
ordered are to be delivered. This is especially significant when there are penalties
for delayed delivery. Fur-ther, the delivery may not be at one place and instead
may be at different centres/offices. For example, an organization that is placing
orders for calendars or diaries may place a centralized order but may instruct
that the delivery be made to various offices/branches.
6. Mode of Payment: While placing the order, mention the mode of payment
and terms, if any. Payments are normally done by demand drafts or cheques
payable at specific centres/branches. If payments are in instalments, such details
should be clearly stated.
7. Validity: Any purchaser would like to have the items or goods within a specific
time period, especially when the goods are perishable or seasonal. The period
for which the order is valid has to be stated for ensuring clarity.
8. Other terms and conditions The orders should also specify the other terms
and conditions as are relevant, such as special packaging, if any, discounts sought,
insurance details and confor-mity to samples.
Companies normally use special forms for ordering products or service. They use
their own forms, called purchase orders, or those provided by the sellers, called order
forms. These forms carry blank spaces to ensure the inclusion of all relevant details.
These forms can be numbered and filed for any future reference. Notwithstanding this,
the business communicator may be called upon to prepare his own order form and
draw up a format for the company use. In drafting the order, the communicator should
keep in view all the points mentioned above. For ready reference, we give a checklist
for orders.
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Types and Drafting Checklist for Placing Orders
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The order should cover the following details:
1. Name of the Item/Product/Service
NOTES 2. Item Number (from the catalogue/press ad, model, etc.)
3. Quantity Required (in no.s, dozens, tonnes, cases, etc.)
4. Description (size, color, material, weight, etc.)
5. Unit Price
6. Discounts Applicable
7. Sales Tax, other taxes
8. Total Price
9. Method/Terms of Payment
10. Desired Delivery Schedule
11. Delivery Address
12. Authorized Signature
While putting an order into a letter format, one must ensure to include complete and
accurate information since incomplete details would result in wrong items, delayed
deliveries and excess payments.
7.2.3 Credit and Status Enquiries
The words enquiry and inquiry mean almost the same and are used interchangeably.
Enquiry relates to the act or process of seeking information. In everyday
correspondence, people in business have to deal with numerous letters of enquiry.
When people need information about products, services, terms and conditions, margins
and discounts, opening and closing, and a host of such relevant details from banks,
insurance companies, traders, suppliers, transporters and the like, letters have to be
sent or calls made. It could be a traditional letter or an e-mail. Similarly, organizations
which receive such letters of enquiry have to respond by providing the information
sought swiftly and courteously. Two such common types of enquiries in the world of
business are credit and status enquiries. Drafting of such enquiry letters is indeed quite
simple and such letters are considered to be routine letters.
The main objective in writing such letters is to seek information. The letter should
necessarily be polite and specific about the details sought. Come straight to the point
and state what you want to know. If you want a quick response, say something nice
about the organization or the product. In other words, make sure your letter of enquiry
ends on a note of goodwill.
Here are some examples of credit enquiries:
• ‘Please let me know if you have credited our account for the supplies we
made vide our Bill No. 86/2017 dated October 10, 2017.’
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 • ‘We shall be thankful to know from you if the maturity proceeds of our fixed Types and Drafting
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deposit receipt for ‘` 50,000 that matured on 6 April 2018 have been
credited to our current account.’
Here are some examples of status enquiries:
NOTES
• ‘Will you please let us know if the cheque drawn on Canara Bank, Model
Town, Bhopal dated 16 March 2018 for ‘` 25,000 sent for collection has
been realized and credited to our savings account no. 3625 with your branch.’
• ‘Please let us know if you have despatched 20 boxes of mangoes to our
regional office in Kolkata as per our order dated 15 January 2018.’
While we have given above examples of traditional letters of enquiry, it is worth
noting that with internet and mobile banking, e-mail and telephone communication the
need for writing such routine letters has come down significantly. Letters of enquiry,
however, would be relevant when the details sought are numerous and when a record
(document) needs to be created for having sent an enquiry. With most organizations
today having their own websites giving all relevant details, the need for such routine
letters is much less and arises only when detailed information is sought.
7.2.4 Sales Letters
A good sales letter highlights what is of interest to the addressee and prompts them to
seek more details and respond positively. Pleasing layout and appealing language,
along with relevant facts and figures, are a must. Unlike the letters emanating from the
purchase department, the letters sent out by the marketing department can be highly
creative and innovative. They bring out the product differential. They focus on the
unique selling proposition (USP). While avoiding an overdose of superlatives and tall
claims, the sales letter should focus on the strength of the company and the merits of
the offer.
The business letter writer should have a good understanding of the essential
features of product marketing or services marketing, as the case may be, and use them
to his advantage while drafting sales letters. Any product has its tangible and measurable
features. If the sales letter concerns a product, it is desirable that the product-related
features such as price, strength, colour, weight, ease of operation, after-sales service
and varied qualitative and quantitative dimensions are appropriately highlighted. Similarly,
if the sales letter concerns a service which is essentially intangible, the service-related
features such as courtesy, promptness, employee attitude, physical facilities, customer
identification/recognition, speed, clarity, communicative and interpersonal skills, as
relevant, are to be highlighted.
As we have noted earlier, there is tremendous scope for being creative and
imaginative while drafting sales letters. A good letter writer makes it a point to develop
the appropriate word power and play with words and ideas. It is necessary to
consciously avoid dull and outdated words and instead use vigorous and current words.
Some examples of vigorous and current words would be robust, cost-effective, user
friendly, savvy, eco- friendly, quality standard, zero defect, premium brand, win-win
proposition, tailor-made, designer, garden fresh and fast moving, just to name a few. Self-Instructional
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Types and Drafting Similarly, compelling phrases can also be used to make a point. For example, freshness
of Business Letters
of the product was imaginatively brought out by a restaurant in the following statement—
‘The fish you are eating today was swimming yesterday.’ The skill lies in making the
product or service look special or exclusive or distinctly different.
NOTES
7.2.5 Complaint Letters
Customer complaints are indeed a part of any business. There is no such thing as an
all-time hundred per cent foolproof service to all customers. As any business depends
on people within and people without, as well as several other support facilities, there
would be instances when the occasional service failure is unavoidable. Service or
product delivery fails to come up to the expectations of the customer or even the
standard set by the organization itself. Complaints do occur. Complaints cannot be
wished away. Successful organizations are those that have realized that prompt attention
to customer complaints is an essential element of an enduring customer relationship.
As the chairman of British Airways, Sir Colin Marshall observes, ‘The customer
doesn’t expect that everything will go right all the time; the big test is what you do
when things go wrong. Occasional service failure is unavoidable.’
Every organization should put in place an effective machinery that swiftly responds
when things go wrong. Every organization should have a responsive complaint redressal
mechanism that effectively deals with dissatisfied customers. Just as satisfied customers
tell others about a business responding to complaints, the unhappy customer too tells
about his experience, and indeed more so. Customer grievance redressal should aim
to go beyond mere complaint handling and work towards pleasing and retaining the
aggrieved customer. If a dissatisfied customer is treated shabbily, there is a likelihood
that he/she will break the relationship and cause much damage to the organization.
Moreover, it is far more expensive to get a new customer than to retain an existing
one. Communication, both oral and written, has a vital role to play in pacifying an
aggrieved customer and winning him over.
When oral complaints are not satisfactorily redressed, the aggrieved customer
may prefer a written complaint. Complaint redressal having been recognized as an
important facet of customer relations, every organization will have a well-structured
customer grievance redressal machinery at various tiers. When the complaint is not
redressed at the branch level or the first tier, the complainant may approach the zonal
and corporate level or the higher tiers. Therefore, correspondence relating to complaints
occurs at various levels and it is necessary for the staff at all levels to learn the related
handling skills.
While attending and replying to various types of complaints, some relevant letter-
writing principles will have to be followed. The first one is promptness. It is extremely
important to be prompt in replying to customer complaints. Organizations do set their
own standards in this regard. Highly customer-responsive organizations make it a
point to respond to all customer complaints within twenty-four hours. Others may
take somewhat longer time. Nevertheless, the endeavour should be to respond as
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draft the reply. This may call for additional time, perhaps running to a few days or even
weeks. Under such circumstances, it is imperative that an interim reply is sent to the
complainant stating that the complaint is being looked into and a final reply would be
sent as early as possible. In the absence of such a reply, the complainant would be at NOTES
a loss to know if any action has been initiated on the complaint, giving room for further
dissatisfaction. Receipt of a complaint is to be promptly acknowledged.
The second important point to be kept in view is the extra care and courtesy in
dealing with such persons. For some reason the complainant is aggrieved. It is likely
that some specific deficiency or slip has taken place, as a result of which the customer
is displeased or even hurt. The reply should make every effort to appease the hurt
feelings. Whether there is any lapse or not at the service provider’s level may or may
not be clear while acknowledging the receipt of the complaint or sending an interim
reply. Nevertheless, it is desirable to express some regret for the inconvenience and
state clearly that the matter would be looked into in right earnest. All the same, unless
there is some real deficiency or reason for the hurt feelings, it may not be desirable to
concede any lapse, for that may entail compensation or penalty to be paid. Herein lies
the skill of the letter writer. While the letter expresses some kind of regret that the
complainant’s expectations are not met, and also assures that the matter would be
expeditiously looked into, there is no owning up of any deficiency at this stage, especially
if it is likely to put the business organization at an undue disadvantage.
The third important requirement is to bring in a tone of sincerity in responding to
complaints. Routine and stereotype replies are likely to carry little conviction and put
the complainant off. The letter writer should give the impression that the complaint has
been taken seriously. The letter writer should also convey in some way that the
complainant is of value to the institution and thank him/her for having taken the trouble
of writing about the perceived deficiency. After all, the aggrieved person has the choice
of quietly severing the business relationship and going elsewhere. An aggrieved customer
often looks not only to the specific redressal but also to the overall stance taken by the
organization in responding to the complaint.
When we talk of complaints, there is a wide range. Some of them may be
somewhat routine in nature and may relate to lapses in carrying out instructions, or
excessive charges or delays in response. They may arise out of ignorance or
misunderstanding of the salesperson. On the contrary, some complaints would be of a
serious nature relating to misbehaviour of staff, rudeness, pecuniary demands or lack
of integrity. The response should be in tune with the intensity of the nature of complaints.
The letter should give an indication of the gravity of the matter as perceived by the
business entity.
Another essential requirement would be to give all relevant facts and figures
while convincing the complainant of the stand taken by the organization. It is likely that
there is no deficiency in service and as such the complaint has arisen out of the
unreasonable expectation of the complainant. In such a case, the letter writer would
do well to draw the attention of the complainant to the relevant rules, regulations, Self-Instructional
charts, and terms and conditions in a polite and convincing manner. Material 165
Types and Drafting In responding to the complaints, the authority signing the letter on behalf of the
of Business Letters
organization also assumes importance. When the complaint is of a serious nature or
when the complainant has a long standing and valued business relationship, they would
naturally expect the matter to engage the attention of a functionary at a fairly high level
NOTES in the organizational hierarchy. Hierarchy appropriateness has to be ensured in dealing
with the complaints.
The final point to be considered in dealing with complaints is that progressive
organizations consider complaints as opportunities to strengthen their relationship with
the customer. The concern is not just with setting right the deficiency but also with
winning over the customer. At the end of the transaction and in the ultimate analysis,
the complainant should still entertain positive feelings towards the organization and the
people who respond. It is likely that on occasions, the demands or expectations of the
complainants are highly unreasonable. The organization may not like to concede to
such demands. In all such cases, it is especially the skill of the letter writer that helps
win over the complainant.
The letter writer should keep the correspondence polite but firm. If there is a
genuine shortcoming or deficiency, one has every right to seek redressal and even
some kind of compensation.
7.2.6 Collection Letters
Collection and recovery letters are plain speaking and sometimes sternly worded. The
letter writer should know which approach would be appropriate under each
circumstance. Some organizations follow the practice of sending a reminder even before
the due date. Obviously, such letters should be very polite and make for a pleasant
reading. Similarly, even after the due date, the first set of letters will have to be polite
and warmly worded. It is a common practice to send a simple pre-printed reminder
using a well-worded format, duly filling up the name, address and due date. It is possible
that the addressee has forgotten or overlooked to make the payment or has been out
of station or any such genuine reason. Under no circumstance should such a person be
embarrassed or undermined. While collection of dues is important, as far as possible
it should be done with due sensitivity and without hurting the feelings of the person
from whom the amount is due. The letter writer should discriminate between a wilful or
intentional and an unintentional defaulter. The letter writer should also discriminate
between the first time defaulter and a habitual or hardened defaulter. The customer is
important and the business will have to deal with them in future too, as long as the
relationship is worthwhile. The letter should not hurt the feelings of the addressee and
result in a severing of the business relationship, unless such an extreme situation is
warranted.
Notwithstanding what is stated above, there will be occasions when a strongly
worded letter will have to be drafted. Skills of letter writing come into full play under
these circumstances. A series of letters may have to be addressed with increasing
intensity. Politeness and consideration for feelings and relationship will give way to
plain speaking and emphasis on business compulsions. In Sanskrit language and ancient
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and danda. Starting with a friendly approach one moves on to threatening and punitive Types and Drafting
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messages. The letter writer should not only know the category to which the addressee
belongs, but also the payment culture in that particular line of business, and when to
blow the whistle. ‘Please note that we will be compelled to take the extreme step of
legal action against you’ should be the last resort, as far as possible. Another important NOTES
aspect to remember is not to make a final or terminal statement limiting the scope for
further correspondence. A keen sense of understanding, appropriate choice of words
and persuasive skills assume significance.
7.2.7 Circular Letters
Circulars is a very common method of conveying specific messages across widely
spread out units or branches in any large multi-branch organization. A circular is generally
understood as a written communication addressed to a circle of persons and customers.
A circular may cover a notice or advertisements, etc., reproduced for distribution. The
process of sending circulars is referred to as circularizing. It is different from a memo,
which is understood as a note to help the memory or record of events for future use. It
would be difficult to draw a precise distinction between circulars and memos. Both
are often identical in approach and reach. One way of differentiating between circulars
and memos is to look at circulars as a means of specific, subject-related instructions,
whereas memos cover events and developments. Circulars are generally meant to be
followed, whereas memos are noted. Circulars are in the nature of instructions or
guidelines and are expected to be followed mandatorily. Memos are generally a matter
of information. Circulars are of a permanent nature, of long-term relevance and may
be modified as and when instructions have to be revised. Memos are generally of
short-term relevance. Instructions issued by banks, government departments and
regulatory bodies like the Reserve Bank of India and Securities and Exchange Board
of India (SEBI) to their offices, exporters, market players, etc. for compliance are
generally referred to as circulars.
Referring to banks specifically, all types of instructions covering various functional
areas such as deposits, advances, foreign exchange, ancillary services, schemes and
facilities are communicated by way of circulars. Circulars cover details of terms and
conditions, eligibility criteria, interest rate and service charges. Memos cover details of
events or developments such as branch opening and shifting, staff-related matters
such as transfers and promotions and market-related developments. The distinction
made here is between circulars and memos. This, however, should not be taken as a
hard and fast rule, and it would be desirable to follow whatever practice is already in
vogue in an organization. Circulars and memos can be general or sectional. Unlike
general ones, sectional circulars and memos are addressed only to specific units or
sections of people. For example, circulars concerning non-resident Indian (NRI) need
be sent only to branches handling NRI accounts. Likewise, circulars and memos
pertinent to, say, Mumbai Zone need to be sent only to offices coming within its
jurisdiction. Similarly, memos concerning officers need to be circularized among the
officer community and circulars relating to rural business need to be circulated only
among the rural branches. Self-Instructional
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Types and Drafting Circulars and memos contain vital details of relevance in functional areas, and
of Business Letters
will have to be referred to frequently by the personnel working in the organization.
Due to their crucial importance and reference value, circulars are often carefully indexed,
filed and preserved, facilitating ready sourcing and reference. Circulars and memos
NOTES are issued on an ongoing basis to cover various operational and functional areas, by
corporate as well as other administrative and controlling offices and units. Proper
indexing into specific areas such as deposits, advances, statements, premises, personnel,
regions and schemes is a must to facilitate back reference. Organizations also use
different colours for circulars covering different subjects.
Circulars and memos, to be effective, will have to be carefully drafted. They
should possess the usual characteristics of a good written communication such as
clarity, brevity, cogency and completeness. In view of their importance, quite often,
the draft of the circular or memo passes through several levels or tiers for approval.
The text gets printed whenever copies required are large in number. Dispatch and
distribution are other areas requiring due attention. Care should be taken to ensure
that copies reach all concerned in time so that there is no communication gap. Sometimes
circulars and memos refer to several previous ones on the subject, which makes it
difficult for the user. It would be necessary to bring out a comprehensive or consolidated
circular to facilitate easy reference. Sometimes instructions, directives or guidelines
issued by external agencies such as government departments, trade organizations and
regulatory bodies are reproduced in circulars. In doing so, care should be taken to
clarify the message in terms of internally understood terms, phrases and abbreviations.

Check Your Progress

1. What are the two types of business letters emerging from sales/marketing
department?
2. Differentiate between HRD letters and disciplinary letters.
3. What are order letters?
4. What are Quotations?
5. How should collection and recovery letters be worded?
6. Differentiate between circulars and memos.

7.3 ANSWERS TO CHECK YOUR PROGRESS

QUESTIONS

1. Business letters from the sales/marketing department are of two types. One set
relates to the letters emanating from within the sales departments, or from sales
persons and marketing personnel in the field to other departments or to their
own executives. The other set of letters relates to letters written by people in
sales and marketing to people outside the organization—customers, prospects,
agents and distributors and other agencies.
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 2. While HRD and training-related letters should carry a positive, encouraging Types and Drafting
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and developmental stance, disciplinary letters will have to carry an authoritarian
and even a legal or procedural approach.
3. Order letters are formal letters issued by businesses to order goods and services
NOTES
from vendors.
4. Quotations relate to offers sought by the intending purchasers from the intending
sellers or suppliers of goods and services.
5. Collection and recovery letters are plain speaking and sometimes sternly worded.
The letter writer should know which approach would be appropriate under
each circumstance. While collection of dues is important, as far as possible it
should be done with due sensitivity and without hurting the feelings of the person
from whom the amount is due. The letter writer should discriminate between a
wilful or intentional and an unintentional defaulter.
6. One way of differentiating between circulars and memos is to look at circulars
as a means of specific, subject-related instructions, whereas memos cover events
and developments. Circulars are generally meant to be followed, whereas memos
are noted. Circulars are in the nature of instructions or guidelines and are expected
to be followed mandatorily. Memos are generally a matter of information.
Circulars are of a permanent nature, of long-term relevance and may be modified
as and when instructions have to be revised. Memos are generally of short-term
relevance.

7.4 SUMMARY

Businesses are of numerous types. They may be big or small, old or new, local
or national, public or private, proprietary or partnership, monopolistic or
competitive and manufacturing or service units. Businesses are also organized
into various functional areas such as personnel, marketing, sales, purchase,
accounts, administration and secretarial. Business letters are of a wide variety
and emanate from all these sources.
Some common areas of business correspondence or the specific types of letters
with which a business letter writer should be well versed with are from the
purchase department, sales/marketing department, Accounts department,
personnel department, administration and secretarial department.
Business letters from the sales/marketing department are of two types. One set
relates to the letters emanating from within the sales departments, or from sales
persons and marketing personnel in the field to other departments or to their
own executives. The other set of letters relates to letters written by people in
sales and marketing to people outside the organization—customers, prospects,
agents and distributors and other agencies.
Business letters from the Accounts Department should be accurate, brief, simple
and to the point. In particular, letters relating to collection of dues and recovery Self-Instructional
of money need to be drafted with a keen sense of understanding and sensitivity. Material 169
Types and Drafting Such letters should necessarily vary in terms of terseness or intensity and choice
of Business Letters
of words depending upon the nature of dues, age of dues and other such relevant
factors.
When we refer to personnel department letters or employee-related letters, we
NOTES
are indeed discussing a very wide variety of letters. These letters may be general
or specific, routine or special, pleasant or unpleasant. While HRD and training-
related letters should carry a positive, encouraging and developmental stance,
disciplinary letters will have to carry an authoritarian and even a legal or
procedural approach.
Correspondence relating to directors and shareholders and matters concerning
company meetings, especially in listed companies and larger organizations, are
often handled by qualified company secretaries. Such correspondence is
generally specialized in nature and will have to be attended in a systematic and
organized manner.
Letters of enquiry cover various types of enquiry made by a wide cross section
of clientele and prospective customers regarding the availability of various
products, services and other related aspects of the business. Letters of enquiry
may be from not only individuals, but also from various organizations, institutions,
corporate entities and even government bodies.
Order letters are formal letters issued by businesses to order goods and services
from vendors.
A tender is an offer or a proposition made for acceptance, such as an offer of a
bid for a contract. A tender is something that is offered in return for a specific
payment, subject to well laid down terms and conditions. Tenders are invited
by large organizations, especially governments and undertakings, for supply of
items, construction of buildings, roads, maintenance activities and other such
relatively high-value works.
Quotations relate to offers sought by the intending purchasers from the intending
sellers or suppliers of goods and services. Quotations are sought and sent by
business organizations as regular business correspondence. Quotations become
effective when they result in specific orders.
Orders are placed by business organizations for purchases to be made by them.
It may be for purchase of a commodity, rendering of service, installation and
maintenance or any such activity. Orders are to be specific and clear. An order
is a direct request.
Companies normally use special forms for ordering products or service. They
use their own forms, called purchase orders, or those provided by the sellers,
called order forms. These forms carry blank spaces to ensure the inclusion of all
relevant details.
Enquiry relates to the act or process of seeking information. Two such common
types of enquiries in the world of business are credit and status enquiries. The
letter should necessarily be polite and specific about the details sought. Letters
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and when a record (document) needs to be created for having sent an enquiry.
 A good sales letter highlights what is of interest to the addressee and prompts Types and Drafting
of Business Letters
them to seek more details and respond positively. Unlike the letters emanating
from the purchase department, the letters sent out by the marketing department
can be highly creative and innovative.
NOTES
The business letter writer should have a good understanding of the essential
features of product marketing or services marketing, as the case may be, and
use them to his advantage while drafting sales letters.
Customer complaints are indeed a part of any business. Successful organizations
are those that have realized that prompt attention to customer complaints is an
essential element of an enduring customer relationship.
Every organization should put in place an effective machinery that swiftly responds
when things go wrong. Every organization should have a responsive complaint
redressal mechanism that effectively deals with dissatisfied customers.
Collection and recovery letters are plain speaking and sometimes sternly worded.
The letter writer should know which approach would be appropriate under
each circumstance. The letter writer should discriminate between a wilful or
intentional and an unintentional defaulter. The letter writer should not only know
the category to which the addressee belongs, but also the payment culture in
that particular line of business, and when to blow the whistle.
Circulars is a very common method of conveying specific messages across
widely spread out units or branches in any large multi-branch organization. A
circular is generally understood as a written communication addressed to a
circle of persons and customers. A circular may cover a notice or advertisements,
etc., reproduced for distribution.
One way of differentiating between circulars and memos is to look at circulars
as a means of specific, subject-related instructions, whereas memos cover events
and developments. Circulars are generally meant to be followed, whereas memos
are noted. Circulars are in the nature of instructions or guidelines and are expected
to be followed mandatorily. Memos are generally a matter of information.
Circulars are of a permanent nature, of long-term relevance and may be modified
as and when instructions have to be revised. Memos are generally of short-term
relevance.

7.5 KEY WORDS

Order letters: They are formal letters issued by businesses to order goods
and services from vendors.
Tender: It is an offer or a proposition made for acceptance, such as an offer of
a bid for a contract.
Quotations: It relates to offers sought by the intending purchasers from the
intending sellers or suppliers of goods and services.
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Types and Drafting
of Business Letters 7.6 SELF ASSESSMENT QUESTIONS AND
EXERCISES

NOTES Short Answer Questions

1. What is a tender?
2. Briefly mention the important points that should be covered in a tender.
3. Write a short note on Quotations.
4. What should be the tone of the letters of enquiry?
5. What are the features of a good sales letter?
6. Write a short note on collection and recovery letters.
Long Answer Questions
1. Explain the details that should be mentioned in an order letter.
2. Discuss the details that should be included in orders placed by business
organizations.
3. Analyse the ways an organization can handle customer complaints.

7.7 FURTHER READINGS

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited.
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 Writing Formal Mails

UNIT 8 WRITING FORMAL MAILS and Blog Writing

AND BLOG WRITING

NOTES
Structure
8.0 Introduction
8.1 Objectives
8.2 Essential Elements of Mail and Format of Mail
8.3 Introduction and Meaning of Blog
8.3.1 Writing A Blog
8.4 Answers to Check Your Progress Questions
8.5 Summary
8.6 Key Words
8.7 Self Assessment Questions and Exercises
8.8 Further Readings

8.0 INTRODUCTION

The advancement of information technology has paved the way for new medium of
communication. In the current scenario, email is used for personal as well as business
communication. The language and tone of personal communication differs from business
emails. Likewise, blogs can also be used for personal or business purposes.
Organizations rely on blogging as the posts and comments are easily accessible and
conversation threads are more structured. This unit will discuss in detail the process of
writing formal mails and blogs.

8.1 OBJECTIVES

After going through this unit, you will be able to:

Discuss the essential elements and format of mail
Explain the process of writing a blog

8.2 ESSENTIAL ELEMENTS OF MAIL AND FORMAT

OF MAIL

It is indeed very essential to be familiar with e-mail, as most businesses today are using
this medium of communication. We have earlier discussed the subject of preparing
and sending job application letters and resumes. It is worth noting here that some of
the companies and job advertisers insist that application letters and resumes be sent
only through e-mail, to the specified e-mail address. Similarly, intimations and other
routine communication are also sent by businesses only through e-mails. Having an e-
mail ID and being conversant with this medium of message transmission is thus not Self-Instructional
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Writing Formal Mails Email is used for both personal communication and business communication.
and Blog Writing
When email messages are sent for personal communication, they tend to be informal
communication. On the other hand, when email messages are sent in a corporate or
business framework, they tend to be formal and official. Email application for a job,
NOTES sending of an office memorandum and email office reminders are all examples of formal
communication in business. Personal emails may or may not give adequate attention to
spelling, grammar and the rules of good writing, but business communication must
necessarily do so. Every good communicator must keep in mind the distinction between
personal informal communication and official and formal communication. When these
distinctions get blurred, business communication becomes shoddy. Business
communication should not be informal and casual.
When Emails are not Suitable:
Notwithstanding the several advantages of email communication, there are some
instances where an email communication is not recommended. These are as follows:
• Emails are not suitable when the communication or letter is of special significance
to the receiver. For example, when an appreciation letter, promotion letter or
any communication that is worth preserving is sent. Email messages do not
carry the same personal touch which a handwritten or neatly typed message on
good quality paper carries.
• Emails are not suitable when the receiver has to file them and keep them for
long time future reference. The storability or durability of electronic
communication is not as well-known as that of paper records.
• Emails are best avoided when they are meant to be confidential as they can be
easily forwarded to several others.
• Emails serve well when the letters are short and the contents routine. When the
letters are long and subject complex, it would be more appropriate to send
formal written communication.
• Emails are not to be used when the receiver expects a signed copy of the
communication.
Mind Your Email Language:
When it comes to sending business related emails, the rules of good writing are very
much relevant. Just because emails are easy to send, due diligence relevant in business
writing should not be overlooked. Emails do constitute business communication, although
the transmission of the message takes place through the internet mode. Rules of good
writing are to be followed.
Avoid the following:
• grammatical errors
• misspellings
• punctuation mistakes
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 • lengthy sentences and paragraphs Writing Formal Mails
and Blog Writing
• casual writing
• marking unnecessary copies
• texting abbreviations NOTES
• typos or typing errors
Further, the ‘to’ address, subject line, greetings, formal business language and
formal and friendly closing are all very essential in email messages too. The degree of
formality in sending emails would vary depending upon the status and relationship of
the sender and the recipient of the letter. Email communication does not permit informal
and casual approach when the business relationship is formal and official.
Dear is still very appropriate: Of late, the use of ‘Dear’ has seen some
controversy. The advent of email has impacted the formal writing style and has raised
a question mark over the use of ‘Dear’. Notwithstanding certain reservations expressed
at some quarters, we need to note that, for the present, ‘Dear’ is still dear when it
comes to formal business communication. ‘Dear Sir’, ‘Dear Mr. Khan’, ‘Dear Ms.
Bharathi’, and ‘Dear Prof Iyer’ are examples of how to address the business emails. It
is appropriate to use titles wherever they exist. ‘Dear All’ can be used when addressing
a group. ‘Hi’ and ‘Hello’ are used only in informal writing. Similarly, while closing the
business emails, Sincerely, Cordially, Regards, Best Regards, etc. would be appropriate.
Email provides for sending not only messages but also files and lengthy documents.
When such lengthy reports and documents have to be sent through the email, they are
invariably sent as ‘attachments’. Sending lengthy documents by way of email attachments
is instantaneous and works out cheaper than the postal or courier route.
That is why lengthy messages and documents are regularly sent as attachments.
In addition to such messages and documents, pictures, internet links, audio files and
video files can also be sent as attachments to an email. Emails can be sent by the press
of a button. This is both a boon and a bane. Good business communicators should
make it a habit to press the ‘send’ button only after checking the contents thoroughly
for grammatical and other errors, ensuring that the attachments are in place and the
recipient’s address is correctly typed. That is why, it is recommended that the ‘to’
address and the ‘Cc’ columns are typed at the end after thoroughly ensuring that
everything is in order. Any undue haste invariably results in sending incomplete or
incorrect messages and the consequent embarrassments.
Emails are speedy communication. Anyone receiving an email is expected to
respond promptly and without any delay. If no reply is warranted, the message is read
and either saved or deleted as the case may be. Further, when required, a print out of
the message can be taken and filed. Although there is a provision to forward the email
received, as a matter of business ethics, due care should be taken while forwarding
emails. Any such forwarding should be strictly need-based and any confidential
information should not be forwarded indiscriminately. While acknowledging emails
received, do specifically acknowledge the attachments, if any.
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Writing Formal Mails Example of Good Communication Formal Email Letter
and Blog Writing
To: [email protected]
Cc: [email protected]
Subject: Business Communication Training Material
NOTES
Dear Mr. Ahmad
I am the Training Manager at Top Trainers Ltd. at Bengaluru. I am contacting you in
connection with our requirement of books and CDs available with you on the subject
of business communication.
We will be organizing training programmes for the faculty of prominent Business
Schools next month. Apart from providing relevant training material to all the
participants, we propose to provide to them a few books and CDs on the subject of
Business Communication. Our initial requirement would be 30 sets.
Could you please send us a set of relevant books and CDs available with you on the
subject along with your price list, delivery time and payment terms. Our mailing
address is: Top Trainers Ltd. 55, M.G.Road, Bengaluru 560002. Contact No. 91
9999955555.
Looking forward to your early response.
Regards
Mathew Arnold, Training Manager.

Example of Bad Communication Formal Email Letter

Reply soon.
Bye
Mathew

8.3 INTRODUCTION AND MEANING OF BLOG

Blogs can be both personal and corporate. Corporate blogs are used for both internal
and external purposes. Internally, blogs are used to build and nurture corporate culture,
sustain harmonious relationships and strengthen employee relations. Externally,
corporate blogs are used in marketing, brand building, customer education and public
relations. In view of their varied internal and external uses, besides corporates, other
business organisations, academic institutions, societies and clubs are also putting up
their own blogs for sharing information with their target groups.
8.3.1 Writing a Blog
As mentioned above, blogs can be classified as personal or corporate. Organizations
rely on blogging to achieve their organizational goals. These blogs should be engaging
and interesting, while also being personal. While writing a business blog, the writer
should think about the end-user and the problems that can be answered with the post.
Use of pictures and infographics is also beneficial. Using keywords and updating the
blog with new information is also helpful to the reader. These factors enhance the
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The advantage of blogs is that posts and comments are easily accessible and conversation Writing Formal Mails
and Blog Writing
threads are more structured.
It is important to ascertain that the blog content addresses the title of the blog.
Along with this, there is a strong need to use proper header structures throughout the
NOTES
blog. Ensuring the blog is mobile friendly is also important in the current digital scenario
where people are more likely to read blogs on mobiles.

Check Your Progress

1. Differentiate email messages sent for personal communication from the one
sent in a corporate framework.
2. What are the examples of formal communication in business?
3. Mention the don’ts of writing a business email.
4. What is the advantage of blogs?

8.4 ANSWERS TO CHECK YOUR PROGRESS

QUESTIONS

1. When email messages are sent for personal communication, they tend to be
informal communication. On the other hand, when email messages are sent in a
corporate or business framework, they tend to be formal and official.
2. Email application for a job, sending of an office memorandum and email office
reminders are all examples of formal communication in business.
3. One should avoid the following in a business email:
o grammatical errors
o misspellings
o punctuation mistakes
o capitalization errors
o lengthy sentences and paragraphs
o casual writing
o marking unnecessary copies
o texting abbreviations
o typos or typing errors
4. The advantage of blogs is that posts and comments are easily accessible and
conversation threads are more structured.

8.5 SUMMARY

Email is used for both personal communication and business communication.

When email messages are sent for personal communication, they tend to be
informal communication. On the other hand, when email messages are sent in a Self-Instructional
corporate or business framework, they tend to be formal and official. Material 177
Writing Formal Mails Email application for a job, sending of an office memorandum and email office
and Blog Writing
reminders are all examples of formal communication in business.
When it comes to sending business related emails, the rules of good writing are
very much relevant. The degree of formality in sending emails would vary
NOTES
depending upon the status and relationship of the sender and the recipient of the
letter. Email communication does not permit informal and casual approach when
the business relationship is formal and official.
Emails are speedy communication. Anyone receiving an email is expected to
respond promptly and without any delay. If no reply is warranted, the message
is read and either saved or deleted as the case may be.
Blogs can be both personal and corporate. Corporate blogs are used for both
internal and external purposes. Internally, blogs are used to build and nurture
corporate culture, sustain harmonious relationships and strengthen employee
relations. Externally, corporate blogs are used in marketing, brand building,
customer education and public relations.
Organizations rely on blogging to achieve their organizational goals. These blogs
should be engaging and interesting, while also being personal. While writing a
business blog, the writer should think about the end-user and the problems that
can be answered with the post. Use of pictures and infographics is also beneficial.
Using keywords and updating the blog with new information is also helpful to
the reader.

8.6 KEY WORDS

Blogs: It is a discussion or informational website published on the World Wide

Web consisting of posts written in a conversational style.
Infographics: It is a visual representation of information or data. An infographic
is an amalgamation of collection of imagery, charts, and minimal text that gives
an easy-to-understand overview of a topic.

8.7 SELF ASSESSMENT QUESTIONS AND

EXERCISES

Short Answer Questions

1. Write a short note on email language.
2. Briefly mention the nuances of writing a blog.
Long Answer Questions
1. Examine the situations in which email correspondence is not recommended.
2. Discuss in detail the process of writing business blogs.
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 Writing Formal Mails
8.8 FURTHER READINGS and Blog Writing

Bisen, Vikram and Priya. 2009. Business Communication. New Delhi: New Age
International Limited. NOTES
Chaturvedi, P.D. 2011. Business Communication: Concepts, Cases and
Applications. New Delhi: Dorling Kindersley.
Kaul, Asha. 2007. Business Communication. New Delhi: PHI Learning.
Lesikar, Raymond V. et al. 2008. Business Communication. Noida: McGraw-Hill
Education.

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 NOTES

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